Member Article

Your guide to using third-party B2B marketing databases

The majority of data-driven companies rely heavily on third-party data to provide context and value to internal data, and improve their direct marketing strategy.

Third party marketing databases can consist of information from publicly available sources, data sharing and from data providers. Marketing databases are assembled from a variety of sources, including academic, governmental, or other public sources.

Third party data gives you a better understanding of the identity of both people and companies, so you can run more relevant account-based campaigns for your highest priority audiences.

Marketers and advertising platforms that make this type of personal data available often also use digital platforms, products or services, to gather the data.

“92 percent of data analytics professionals said their firms needed to increase use of external data sources.” Deloitte Insights

There is no doubt that the scope of third-party data is one of its biggest selling points. This data is wide-ranging and versatile, serving a variety of business types.

Expand your horizons

By analysing and interpreting third-party data, brands can identify new audiences and revenue streams. As well as generating new buyer personas, they can gain insight into how their audiences behave.

Using third-party data and social media analytics tools, brands can find and target their competitors’ customers and deliver communications that outshine their peers.

Additionally, to acquire similar prospects to their existing audience, brands can take advantage of the detailed information offered by third party marketing databases to create lookalike audiences.

Enrich your customer data

It is possible that you know a little bit about your customers, but not enough to engage them meaningfully.

Third-party data allows marketers to enrich their current data with demographic and other insights - allowing them to better target their marketing campaign.

Personalise your direct marketing

By leveraging third-party data, any marketer can provide their target audience with more relevant messages, content, and experiences to personalise their interactions with them. By doing so, they will be able to increase engagement rates, increase sales, and potentially increase ROI for their marketing campaigns.

A key component of marketing success today is delivering highly personalised messages at the right time to the right audience.

Third-party data strategy

Unlike traditional broad-reaching marketing campaigns that touch as many potential customers as possible, account-based marketing is devoted to one or more named accounts.

An ABM audience data set represents information about the specific companies (and their employees) you wish to reach. It can be used to target prospects to get them in the funnel, convert those in consideration, or upsell or cross-sell existing accounts.

Email marketing

One of the most popular ways to use 3rd party data is to create email marketing campaigns and send them to smaller segments of your marketing database, based on their specific demographics.

Telemarketing

Telemarketing is an unpopular option in the B2C sphere, but is an effective way of reaching B2B leads through a human approach. Again, use all of the personal information available to you from your B2B data provider to personalise your calls.

Choosing the right B2B data source

Don’t buy more data than you need when buying quality business data.

A B2B marketing database should be tailored around the decision makers who need the product or service you offer.

Access over 3,000,000 UK companies’ business, marketing, and contact information with More Than Words Marketing’s complete, user-friendly UK business database.

You can search audiences by a variety of data points, including:

• type of business,
• prospect job title,
• business location, and
• business size

The UK business database comes with a 12-month licence. Over the course of a year, you can use the data to market your company to your target market.

This was posted in Bdaily's Members' News section by More Than Words Marketing .