In the digital marketing and sales world, data is king. With enriched prospect profiles, marketers and salespeople can target the right qualified audience. The more up-to-date and accurate your data is, the higher conversions you will get from B2B Facebook ads or email campaigns.

B2B businesses heavily depend on clean and accurate data, so choosing the right data provider for your B2B sales and marketing is an important step.

How Can Data Providers Benefit B2B Sales and Marketing Teams?

Data providers collect data from multiple sources, providing B2B sales, marketing, and customer support teams additional information on target organizations and their employees.

It’s helpful if you aim to:

  • Keep your existing CRM data clean and up to date.
  • Enrich contact profiles with additional details.
  • Get a list of new target contacts according to your ICP.

Types of B2B Data Providers

There is more than one type of a B2B data provider, as they vary depending on the data and services they provide. So before you start researching, comparing, and interviewing dozens of data providers, decide on the following:

  • What are you looking to enhance?

Do you need to update and validate the data on your existing CRM contacts? Are you looking to build a new qualified audience list? 

  • What type(s) of B2B data do you need? 

Is it basic demographic data available directly from an organization’s website? Or a more in-depth market intelligence data with web page views and keyword searches? Or maybe, your ad targeting would benefit from data on funding and product launches?  

  • What additional services do you need from a data provider?

Today, data providers offer a variety of additional services. Apart from buying contact information, you can also get data cleansing, predictive analytics, data integration, and other data-related services.

Prime Considerations When Choosing a B2B Data Provider

Since different data providers specialize in various data and service types, there is no one-size-fits-all solution. Moreover, after you’ve confirmed that a data provider fits your type of data needs, consider also the following aspects.

Data Quality

Accurate and reliable data is the foundation of any GTM undertaking. So check whether the service consistently provides complete and up-to-date records and how frequently they update the information. 

Data Coverage

Data coverage depends on the number of attributes captured, which determines how detailed and broad the retrieved data is. Many companies claim to be providing comprehensive records across every type of industry. Still, it’s better to request a sample of data for your industry and check if these attributes cover your sales and marketing needs.


Check how flexible the tool’s filters are and what you can or cannot adjust for bulk exports. It’s better if a data provider has guides, video tutorials, a knowledge base, and a readily available support team to help.

Is One Data Provider Enough?

Whether you choose one or a couple of data providers will largely depend on two factors: 

  • Whether a single provider can meet your data needs in terms of data freshness, completion, and coverage.
  • Your budget for data provider services.

Ideally, you’d want a combination of broad and niche data attributes for high-quality contact enrichment. This way, you can combine standard companies, people, and job data with specific data attributes like keywords, for example. However, usually, it’s only possible if you combine data from two or more data providers. Luckily, Primer cleanses and combines B2B audience data from 12 high-quality B2B data sources (such as Apollo, ZoomInfo, and People Data Labs) to build hyper-targeted audiences and reach them everywhere simultaneously across ad platforms and CRMs. This results in up to 90% match rates on Facebook, 55% increase in ad efficiency, and 34% improvement in lead generation.

Also Read Interesting Articles At: Tech Table Pro.


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