90% of contacts from list buys will ultimately not convert to a sale, so let’s explore a few data-driven growth tools.
I recently calculated that 40% of my LinkedIn Inbox messages are cold emails from vendors who sell contact lists. “Hot leads.” “New contacts.” “Prospects searching for software in your category.” Each sales rep claims thousands of unique contacts based on a proprietary technology or differentiated data sources. Tempting, but something tells me these hot leads are too good to be true.
If you’re in B2B, and in particular have lead generation or growth in your title, then I’m guessing your inbox is also flooded with dozens of vendors who claim they can provide thousands of relevant contacts who are high intent and ready to buy your product.
While it may be tempting to try the new vendor with the latest methodology for acquiring prospect data, it’s highly unlikely that you’ve found a silver bullet for growth. Here’s why:
According to Leadiro the average list buy yields:
- 50% bounced contacts
- 40% unanswered emails
This means 90% of new contacts will ultimately not convert to a sale.
[It also assumes 0% overlap with current customer base, which is extremely rare. From personals experience, I’ve found any sample sets of data can yield anywhere from 40–50% duplicate contacts when you de-dupe against existing contacts in Salesforce.]
After pooling collective knowledge from growth leads at companies like Drift, Dropbox, Segment and Twilio, here is a short list of data vendors to help systematically scale your b2b growth efforts:
- Clearbit Reveal: instantly match IP addresses with company names, and see full profiles for all site visitors.
Clearbit Reveal immediately identifies web traffic by dynamically converting the IP address of visitors into a rich profile (85 data points including name, company, revenue, employee count and contact information for sales).
Clearbit data is dynamically refreshed, which means cleaner data for personalization and refreshed contacts when an email bounces.
- More granular retargeting campaigns based on site behavior and psychographic and firmographic data: job title, industry and more.
- Safer personalization: recent data means fewer awkward emails such as bounced emails, incorrect job title, outdated company information.
- Real-time alerts in Slack for named accounts who visit your website with recent contact information including name, job title, phone number and email.
- Give your Sales team more context on the prospect before an exploratory call or old outbound: company revenue, employee count, industry and current technology stack: analytics tool, live chat provider, etc.
- Ability to personalize programmatic outbound email campaigns. Create one email template and personalize using Clearbit data fields such as technographic data:
“Hi John, I noticed you’re using Slack. 60% of our customers use the Slack integration to solve customer support tickets faster. Would you like to learn more?”
Learn more about how I’ve used Clearbit to run competitive marketing programs at scale in Clearbit’s free Data-driven Digital Marketing book.
2. Datanyze: predictive technographics provider, helping B2B companies apply unique technology insights to identify and close their best accounts.
Datanyze crawls the web and mobile technology for technographic data of 35M companies to help you build a more robust view of prospects and customers.
Datanyze aggregates company-level data based on technology installed on their site. For Marketing and Sales, this empowers your team to have more productive exploratory conversations. It can also become a foundational tool for tracking your competition.
This technology is particularly relevant if you’d like to track competitors or complementary products. While it’s highly effective for web widgets and front-end tech tags such as live chat products (Intercom, Zendesk Chat, LivePerson), it’s less effective for back-end technology such as customer support products (Freshdesk, Zendesk Support or Salesforce Support Cloud).
3. HG Data: technographic data provider with best coverage of back-end technology such as help desk software
HG Data has the most robust database of technographic data on the market today.
While HG Data provides a similar solution to Datanyze, they have a unique ability to provide intelligence on back-end technologies such as help desk software.
Download the free Chrome extension that allows you to see the technologies used in your Accounts while in Salesforce. See the most trusted technographics on the market displayed in the most popular CRM.
In addition to these vendors, I would also suggest real-time search data providers such as Bombora and G2 Crowd. I plan to create a deeper analysis of these two tools in the future, please share any feedback or experiences you’ve had with these tools.
Say hi on Twitter: @briannekimmel