With so many B2B data providers out there, how do you know who to choose? From the surface level, it can be hard to tell the difference from one to another.
But as similar as they may seem, every B2B intelligence platform will have a few things that make them special compared to the rest. The key is to find the one that’s the best fit for you, not necessarily the most popular.
There are a few questions you can ask yourself to find your best-fit solution. We’ll walk you through the process.
Data coverage and relevant leads
This is one of the main questions people want an answer to when selecting a data partner: how many relevant leads could I actually get?
Most B2B databases will have a free account option or at least a free trial that you can set up. Take advantage of this opportunity to give their data a spin.
As you test out search functions and filters, ask yourself questions like:
- How many contacts does the provider offer that match your ideal customer profile (ICP)?
- Can they support prospecting needs across regions: if you have customers in the US, Europe, APAC, or elsewhere, does the database support that?
- How actionable is the data: how many of those contact profiles have the direct contact details you need to get in touch?
Data accuracy and freshness
Okay, so the database has a lot of contacts that fit your ICP. Great! But just how accurate is the data you can get?
Look into their verification practices. How does the vendor make sure their data stays up to date? And how often are their records refreshed?
To make sure the available data works for you, test a sample of phone numbers and/or email addresses within your ICP to see for yourself.
Buying signals
These days, most B2B data providers go beyond just contact details and offer sales signals as well. Sales signals like buyer intent can be very effective to help target and personalize your outreach.
Does the vendor you’re considering offer these? If so, then consider these questions:
- How effective are the signals the vendor offers?
- Do the method and refresh cadences fit the way you sell or market?
- For example, Lusha’s intent data powered by Bombora measures interest week over week to determine what’s a normal level of intent, what might be a one-off, and what’s consistent growth in interest.
- Are the technologies or topics/keywords they track intent for relevant to you?
Time-saving potential
The value of a sales intelligence platform isn’t just that it gets you contact information (which is already super handy), but it also saves you tons of time. Of course, some vendors are better at helping you save time than others.
How well does the tool you’re considering help you with more efficient, targeted outreach? No one wants to waste time on cold outreach that leads nowhere. That goes double if you’re a small business with limited headcount and resources.
If you have a larger team, consider additional ways the tool can bring efficiency to your work.
- Can you do actions like generate, save, and export leads in bulk?
- Can you enrich your existing data programmatically and in bulk (via API or a dedicated solution)?
- Can you easily view and manage users, usage, and access?
Integrations
The best sales intelligence tools don’t just work well on their own; they play well with others, too. The average sales pro uses 10 tools to take a deal all the way to close. That’s a hefty tech stack, and it can get frustrating if those tools don’t work together smoothly.
The B2B platform you choose should integrate with your existing tech stack. Look into details like:
- Are there integrations to the CRMs, sales engagement tools, and other tech you use?
- How easy is it to set up and use those integrations?
- If your organization uses single sign-on or other authentication solutions, are those supported?
User experience
A sales intelligence tool is one of those cornerstone technologies for go-to-market teams…which means you’re going to spend a lot of time using it. Be sure you don’t forget to include user experience in your consideration.
Test out the tool with your team and look into the following:
- Is it easy to use, or has it taken a while to figure out how to get around?
- How responsive is the tool? Is it laggy or buggy?
- How efficiently can you run searches?
- How much time can you save with the tool: can you do things in bulk and set automatic workflows and alerts? How many clicks does it take you to do key tasks?
Privacy compliance
Data privacy compliance is a must, especially if a lot of your customer base is in Europe. And as a bonus, staying on top of compliance can help put you ahead of competitors. To keep things simple, make sure the data tool you use is as compliant as possible.
- What is the vendor’s policy about data compliance? Are they compliant with major laws like GDPR and CCPA?
- Can they offer 3rd-party certifications to verify their compliance status?
- Do they have relevant features such as DNC lists or differentiation between business and private data?
- Do they comply with other data security standards that are relevant to you like SOC 2 Type II?
The right data partner
Anytime you purchase software, you’re not just getting a product – you’re getting a partnership too. As you assess potential vendors, be sure to ask yourself if you’ve found the right data partner.
- What levels of support do they offer? What’s the quality of support?
- Is there small print or hidden clauses in the agreement?
- Beyond meeting your needs today, what is the roadmap for the product? Are they planning to add any interesting capabilities that will be relevant to you?
Calculating the bottom line
We know that often, choosing a data vendor comes down to the bottom line. But remember that the bottom line is about more than simply the price of a solution.
To understand the real value (and cost) of a solution, you need to look at the price plus the additional cost and time for onboardidng and setup vs. the amount of high-quality leads you get (fresh, complete data relevant to your ICP) plus efficiencies (like time saved prospecting, enriching data, etc.).
Of course, we’re a little biased here and think Lusha is a great solution for you. Fresh data, complete profiles with direct contact info, smooth integrations, top-notch compliance…the list could go on. But ultimately, you (and your team) are the only one who can decide which B2B data platform works best for you.
Thankfully, it’s not hard to start using Lusha and assess if we’re the right data partner for you. Start for free and see for yourself!
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