Welcome to More Than Words – we’re 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 in businesses, the education sector, and the public sector to target by email, phone, and postal ads. (Please note that we don’t sell personal data or consumer data).
Through us, you have access to over 3,000,000 decision makers – the people within the organisations they own or work for who have the budget and the purchasing responsibility to buy what you sell.
To provide you with access to this data, we work with a large number of specialist data providers. With the exception of our education data base, we don’t compile, maintain, or own the data we sell to you.
On this page, we’ll explain what the difference are between data brokers (sometimes called a list broker or an information broker) and data owners (sometimes called data suppliers, data providers, or list owners) and why we believe you should choose to work with data brokers every time.
But, first, let’s start with the B2B data providers themselves.
Why do list owners compile such huge B2B data bases?
When compiling B2B marketing data bases, list owners need to collect a vast amount of supporting data and information against each company they add to their records.
The reason they need this much data on the individuals, companies, and organisations on their data bases 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.
The most common types of direct marketing campaigns are email marketing campaigns, telemarketing campaigns, and postal marketing campaigns.
The main attraction for choosing direct marketing campaigns over other types of marketing campaigns is that you can actually select the targets who will see your ads – the ability to precisely target who you contact is direct marketing’s big selling point.
This means that, instead of advertising to 10,000 individuals or business decision makers randomly as you would with a billboard advert, you select just the people and businesses from the data base which are most likely to need your products and services.
How do list owners get the information on the companies on their data bases and the individuals working for them?
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 by using a variety of 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 the more specialist data lists available come from brokers. Brokers add further, very specific information to a list owner’s core data base to add extra value to it – for example, many energy companies wish to target companies off the gas grid. Brokers will generally enhance that information to a list owner’s database either for payment or for credits.
This information is then handed onto the people working in a data owner’s call centre to verify the information held on the companies and on the decision-making individuals working within them.
Narrowing down the targets
In order to allow businesses to choose the people and businesses with the greatest likely level of interest in their products and services, list owners need to collect as many data points as possible.
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
- geographical location (postal address including 2 lines for the address, town, county, and postcode)
- main switchboard telephone numbers
- number of employees
- number of branches
- type of premises
- website address (many telemarketers visit prospects’ websites prior to calling to fact-find about the companies they’re calling)
- 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.
For example, these are the types of lists some clients might choose for their direct marketing campaigns:
- a firm offering auditing software to accountants across Britain could ask for all accountants on the data base with a turnover of £1m,
- businesses offering employee incentive schemes can target companies with 25 staff or more, and
- a signwriter based in Cardiff could choose to target people running retail establishments in South Wales.
Now we know which companies we’re targeting, we need to think about the data needed to contact the specific individuals with purchasing responsibility within these companies who we need to get in touch with.
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.
More Than Words note – information and data collected on schools and public sector organisations differ. For more information, click for our schools data base and our public sector data base.
Data on decision making individuals
When collecting individual decision maker data, most list owners want to know the senior contact – the person with overall purchasing responsibility for the company or organisation they work for. In businesses with less than 25 people, there are rarely more than one or two such individuals.
However, especially with larger companies, list owners will try to collect information on a variety of different decision makers including but not limited to engineering facilities management, finance, fleet, health and safety, human resources, marketing, operations, general procurement, sales, and telecoms.
In companies where someone does have a specific area of purchasing responsibility, success rates on direct marketing campaigns are higher when they’re targeted rather than the senior contact.
The more precise the information, the higher quality and more relevant records they can sell either direct to end users or via their network of data brokers.
Individual contact data
And, 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 base is updated on a continuous rolling cycle and it’s 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, it’s competitively-priced general direct marketing for companies targeting smaller businesses, schools, and the public sector. Other data brokers specialise in targeting board-level executives within Britain’s largest companies while some data brokers specialise in helping their customers sell more to local councils.
As we saw earlier, many data brokers collect their own information on their target audiences and append that data to the data bases 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 information they need.
How to work with data brokers
When you approach a list owner, all they will generally be able to help you with is their own list.
Data brokers, on the other hand, tend to have minimum level supply agreements with a number of different list owners and ad hoc agreements with others.
These supply agreements mean that the prices offered by data brokers for data and for the other marketing services they provide are often cheaper than a list owner whose fixed costs are often much higher.
Data brokers actually provide most list owners with the majority of their revenue so it’s in the interest of both parties to have a strong working relationship.
So, when a data broker is searching for the information you need for your next marketing campaign, they will often search up to a dozen lists at any time of the greatest interest to you.
They’re much more likely to be able to find a much greater amount of information on the companies and individuals they’re targeting.
Put us to the test. Let us know more about your company, the products and services you sell, and the markets you target the most (including the type of decision maker you’re interested in getting in touch with).
Within 24 hours, we’ll come back to you with a count and a quote for either providing the data only or providing the data with any additional outsourced marketing services you may need.
For more information, please call 0330 010 3495 or you can click here to email our data brokerage team.
Data Brokers UK Quick FAQ
Do data brokers offer outsourced marketing services to their clients?
Many suppliers offer much more than simple data brokerage services in the sector and that includes this company, More Than Words.
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.
When you call, ask us about our managed B2B email marketing campaigns and managed B2B telemarketing campaigns.
I want to buy consumer/personal data. Is targeted data for consumers available?
Consumer data is available in the Britain however its availability has greatly diminished since the introduction of GDPR in 2018.
Typically, personal data on consumers was harder for list owners and brokers to compile and keep updated anyway however the extra restrictions imposed on the industry following the 2018 change in the law made it much harder and more costly.
For many (but not all) data suppliers, it was now uneconomic to collect and maintain personal data bases on consumers. Very few list owners or data brokers now collect consumer data anymore as a result.
Under GDPR law (as we explore in the question below), information on sole traders and partnerships is now considered as personal data for email marketing purposes meaning that you need to have that person’s permission before you get in touch with them.
Can I purchase lists of sole trader and partnership emails?
Prior to GDPR’s introduction, it was legal to sell the contact information of sole traders and partnerships as long as what you were marketing to them were products and services of benefits to the business.
For example, if you sold or leased commercial vans, it would be legal to promote those vans to sole traders and partners under the previous law. But if you wanted to sell or lease family cars to sole traders or partners, that would have been against the law because you were marketing those cars for personal use.
Under data protection law, there is now no distinction between the personal and business identities of sole traders and partners. This means like, unlike before, you have to get permission to include them in your marketing campaigns whereas, prior to that, an “opt-out” scheme existed.
More Than Words jargon – “opt out” marketing is a type of marketing into which list owners and list brokers opt individuals and business decision makers into campaigns without asking for their prior consent – much like postal marketing. To stop receiving ads from businesses using “opt out” marketing campaigns, you have to inform the company which is contacting you that you wish them to stop.
Is it possible to buy lists containing business decision makers’ social media accounts?
Many marketing teams using social media sites to canvass for new leads and to identify new selling opportunities.
In recent years, some of our clients have expressed an interest in purchasing details of business decision maker’s social media accounts with a view to using private messaging to make first contact.
Many list owners now have such data bases under development but there is some reticence over fully building them because cold approaches may be a breach of GDPR and data processing law and it might lead to a complaint being made to regulators.
Why? Because you’d have to trawl through someone’s account right back to the start of their posting to determine if there was any element of personal use on an individual’s social media account.
If there was any personal use, then it would likely be unlawful to canvass them on that social media platform using that account.
Can you purchase business information containing credit scores?
Yes. Data containing credit scores of individual companies is available from a number of data brokers including More Than Words.
They are particularly useful for companies which either offer payment on account options to clients or which offer clients access to financial products (like loans and leases) enabling them to purchase their products and services.
There is a additional premium for credit scoring information.
Are data brokers legal?
Yes. The work of data brokers is legal subject to their and their list owning partners following all applicable data privacy laws including GDPR.
To find out more about the legalities of direct marketing, you may want to consult gov.uk for the law surrounding email marketing. 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.
Who are the biggest data brokers?
There are hundreds of data broker companies in Britain of which More Than Words is one. The data broker industry in this country is very competitive giving clients the assurance that the prices they pay are competitive and that data privacy standards are high.
Other leading information data brokers include Data Broker, Data HQ, DBS Data, and UK Datahouse.
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 data base 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 data base 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.
We do not require you to provide us with any user data list showing which individuals access to the data base within your company. However, if you wish to grant users in related companies access to the data base, please inform us which people will be using and which companies they work for when you order as this may affect pricing.
Can I resell the data to third parties?
No. Resale of the data to third parties is forbidden under all list owner and list broker supply contracts.
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.
Can I populate a website with the contact details from the lists you provide me with?
You are not permitted to use the data we provide you with content to populate directory websites, trade association websites, mobile phone apps, and so on.
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. Please call us on 0330 010 3495 or click here to email us.
Buying lists from an information broker
Working with a data brokerage offers your company the opportunity to source just the people you need to contact from a variety of high quality, GDPR-compliant, constantly-updated data lists.
You can communicate with the companies which need your products and services the most by using your own bespoke direct marketing list compiled by More Than Words.
Give us a call, let us know more 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 and don’t forget to ask us about our outsourced email and telemarketing campaign services.
For more information, please call 0330 010 3495 or you can click here to email our data brokerage team.