What is a B2B data broker and why should you use one?
More Than Words Marketing is a fast-growing B2B data broker in the UK.
We sell data and outsourced marketing campaigns to clients looking for named decision makers to approach.
We cover businesses, the education sector, and the public sector, for targeted advertising by email, phone, and postal ads. (Please note that we don’t sell personal data or consumer data).
To provide you with access to this data, we work with a number of specialist data providers.
Why do list owners compile such huge B2B data lists?
When compiling B2B marketing databases, list owners need to collect a vast amount of supporting data and information for each company they add to their records.
The reason they need this much data is that it’s intended for use in direct marketing campaigns.
More Than Words note – with direct marketing campaigns, you choose how and when you contact potential customers – you don’t wait for them to come to you.
Direct marketing’s biggest selling point is that you can precisely select the targets who will see your ads.
This means that, instead of advertising to 10,000 disparate individuals or business decision makers (as you would with a billboard advert), you select just the people and businesses which are most likely to need your products and services.
How do list owners obtain the information on their data lists?
List owners use a number of different sources to successfully populate their B2B databases.
For a company’s initial entry onto the database, list owners find brand new companies or companies which have moved premises, using a variety of public record sources including:
- Companies House,
- credit reference agencies,
- a shared central base of British business telephone numbers, and
- a selection of offline and online business directories.
Often, the main sources for more specialised data lists come from brokers.
Brokers add further, often very specific personal information to a list owner’s core data to add extra value to it.
For example, many energy companies wish to target companies off the gas grid. Brokers can enhance that information to a list owner’s database, allowing them to quickly find a target audience for more specific marketing purposes.
Narrowing down the targets
List owners need to collect as many data points as possible, to ensure their clients find the specific prospects they are looking for.
There are three types of data points – data on the company, data on the individual, and contact data.
The information collected on each of the companies on a B2B database are generally as follows:
- company name
- line of business
- legal status
- location data
- main switchboard telephone numbers
- number of employees
- number of branches
- type of premises
- website address
- level of turnover (banded)
- year the original company began trading
- company registration number
- incorporation date
- net worth
- profit or loss making?
- %age increase or decrease in profitability YOY
- turnover increase or decrease YOY (shown in pound sterling)
With this depth of information, clients are able to be very specific about the types of businesses they can target.
More Than Words note – you can choose which types of business you target using descriptive codes (A-Z industry sector lists or grouped B2B data lists) or by SIC codes.
Data on decision making individuals
With decision maker data collection, most list owners want to form a direct relationship with the senior contact within the company.
However, especially with larger companies, list owners will try to collect personal information on a variety of different decision makers.
In companies where someone does have a specific area of purchasing responsibility, success rates on direct marketing campaigns are higher when that person is targeted, instead of the senior contact.
Individual contact data
Finally, the list owner needs to collect the following information:
- confirmation of location– does the decision maker work at HQ or at a branch?
- telephone numbers – in addition to the main switchboard number, is there a direct-dial-in number for the target individual?
- email address – is there a personal email address for this individual as well as the generic work catch-all address?
Processing and updating
All information collected will then be added to the list owner’s UK business database .
The central data file can now be separated into separate B2B email databases , B2B telemarketing databases , and business to business mailing lists depending on the type of marketing the end user wants to carry out.
The data list is updated on a continuous rolling cycle and is made available to end users and via each information broker the list owner works with.
What does a data broker do?
In the way that list owners pool data from a number of different sources, data brokers use list owners as their sources.
Each data broker has their own speciality – with More Than Words Marketing, it’s competitively-priced general direct marketing for companies targeting smaller businesses, schools, and the public sector.
As we saw earlier, many data brokers collect their own information on their target audiences and append that personal data to the databases held by the list owner.
Whichever speciality a data broker chooses, they then partner with the most appropriate data owners so that they can supply their customers with the data and personal information they need.
Data Brokers UK
Do data brokers offer outsourced marketing services to their clients?
Many suppliers offer much more than data brokerage services in the sector.
If you don’t have the team or the resources to carry out campaigns to your target audience, we offer two outsourced marketing services with which we’ll contact your target decision makers for you on your behalf.
Can I purchase lists of sole trader and partnership emails?
Prior to the introduction of GDPR and data sharing regulations, it was legal to sell the contact information of sole traders and partnerships.
Under data protection law, there is now no distinction between the personal and business identities of sole traders and partners.
This means that, unlike before, you have to get permission to include them in your marketing campaigns. For this reason, More Than Words does not sell sole trader or partnership emails.
Are data brokers legal?
The data broker industry is legal, although it is subject to data broker law.
This includes data privacy laws and general data protection regulation (GDPR).
To find out more about the legalities of direct marketing, you may want to consult gov.uk for the law surrounding privacy online. The Information Commissioner’s Office (ICO) also publishes details online on the law governing telemarketing.
For information on general data protection law including GDPR, please click here .
Pricing – how much do standard data lists cost?
Most data brokers, including More Than Words, charge per 1,000 records subject to a minimum order value.
For additional marketing services (like running email marketing campaigns or telemarketing campaigns), additional fees are charged on top of the data charges.
How long can I use the records on the data base for?
You can use the records on our data broker lists for twelve months after purchase. Usage over and above that frequency will incur additional charges.
Can I market to the individuals on my data base in their personal capacity?
No. The data we sell you is solely intended for you to use it to find new business customers.
Any and all offers you make to individuals on this database must be for the benefit of the business or organisation they work for or own.
If you need advice on how to use the data, please get in touch with us.
How many users can access and use the data base?
We set no limit to the number of internal users of the database so long as the terms and conditions of the supply and data privacy contract are adhered to. We’ll need you to read and sign our contract before we supply you with the data.
Can I resell the data to third parties?
No. Resale of the data to third parties is forbidden under all supply contracts within the data brokerage industry and among list owners.
You can supply the data to third parties however if they are acting on your behalf. For example, if you use a mailing house to send ads to your target customers, that’s absolutely fine.
Do you sell to advertising companies wanting to use the data on clients’ campaigns?
Yes – we have many ongoing and excellent working relationships with advertising companies wishing to use a data base we provide them with on the clients’ campaigns.
Prior to purchasing, we will need to know the name of the client on whose campaigns the data is intended for us.
Buying lists from an information broker
Working with a data brokerage offers the opportunity to source the people you most need to contact from a variety of high quality, GDPR-compliant data lists.
A bespoke direct marketing list compiled by More Than Words allows you to easily connect with these companies.
Give us a call, let us know about your company, what you sell and the types of businesses, schools, and public sector organisations you sell most to.
Within 24 hours, we’ll get back to you with a count and a quote. Don’t forget to ask us about our outsourced email and telemarketing campaign services.
For more information, please call 0330 010 8300 or you can click here to email our data brokerage team.