Buy B2C Database but before to choose a partner to get more sales and acquire your targeted database, check out these key elements . . .
1. Exchange with different data specialists and be sure they understand your business and the activities you are targeting.
Define your target audience and describe your business activities in few & easy steps.
It sounds like a basic thing to do, but unfortunately, too many businesses have some hard time to catch potential client’s attention. Sometimes it is due to abbreviations that the clients aren’t used to hear, or barrier language if you have an international audience.
Reaching the proper audience is key to results, wide enough but not too wide! Do you have a profile of your most active customers? Moreover, a bigger portion of them? Does it match the first audience you were targeting? If no how did it evolved and why?
2. How you will use the data bought?
Your goal + the type of channel you are planning to use will define the contact details you need in each of this database rows. Emailing campaigns telemarketing operations, sms campaigns, messenger apps campaigns or even creating a database for some upcoming sales… More details needed, more expensive the lead will be. Some information is essential, some information helps for qualifying the data, others will pre-qualified each contact (ex: revenue range, position, age…). Never hesitate to ask for more, so many customization are possible!
3. Make sure that the volume of data that you acquire is appropriate for the actions you are planning.
The volume of data matters!
Do you really need 100.000 leads to start with? Do you have the capacity to handle them? Number of sales agents, marketing team to segment and nurture them? On average a sale agent handles 20 calls a day, a commercial will handle around 10 calls a day.
Of course, in the other direction, 100 leads is too small to have a good idea of a new product launch or new sales offer results. We advise a minimum of 1.000 leads to start with. The rest will depend of your past experience and if you have an idea about average conversion rate from leads to clients, some companies go for 5.000 leads to start with, some others more.
4. Give your sales team the information and trust them to use their intelligence.
If the database is meant for a sales team, provide as much information as you can and as you would like to have to perform best.
Your cost for a sales person/team is a way higher than a database. So be clear on the details they could need and use to convert best your new clients! Optimize from the beginning which information will be useful and relevant to save time for your sale team member and make the best out of those fresh contacts!
5. Have a clear marketing strategy, but do not narrow your targets by using too many detailed criteria you won’t use later.
Let’s say that the database you are buying won’t be contacted directly, but will be used for marketing campaigns only. In this case, you can consider having some extra fields to qualify each potential customer and get him closer to the final step of his journey (the conversion)! Retargeting, nurturing and get 50% buyers out of your tailored database.
6. Be hard to please, not unrealistic!
It is important to get a high percentage of phone answers, email open rate, positive interaction with the prospects. However, your B2C database cannot be 100% green. There will always be people registering and not interested anymore, people who have no idea why you are contacting them, people not remembering a registration. Having 20% of such prospects is completely normal. Keep this in mind and don`t get desperate!
The duplicates however, are not acceptable!
7. Integration is a key component for a smooth and efficient partnership.
Some data are much more dynamic than others are, such as a phone number and an email. They could be changed any time easily. However, this is not the case of the following parameters: age, income range, full name.
Another element to keep in mind in the synchronization of data between your different departments and software (CRM especially). Can you integrate the data you are going to buy in your system? Does your system support comments, gender, interest, socio-professional category etc..
How to integrate it in your system?
As early as you can, ask for an example of a delivery file, it can save you huge amount of time! Once everything is clear for you and your provider, you can start the process. This is the manual method to buy and receive database.
OR API – Web service.
The 2nd option here is web service. It is a short link that you can send to your provider in order to receive the data collected in real time and automatically with the desired contact details. The best here, it will synchronize with your CRM and be ready to convert!
8. Single opt-in VS double opt-in
Single opt-in or Double opt-in, an option which can change the outcome of qualification process.
Simple opt-in are the leads who completed the landing page form and considered as qualified filling all the fields and then confirmed the registration.
Double opt-in is a second step added to the process after the lead has confirmed the action, an email or SMS will be send to him (on the email or number provided in the form the step before) and the person will have to clink a link to confirm he registered and ready to be contacted.
As you can imagine this is a filter to add, so it has advantages as better qualification and conversion rate, but it could also exclude potential customers, who didn’t confirm an email or SMS.
9. Two figures to keep in mind:
Every 1 €/$/£/¥,invested in data, you will spend 3 to 6 times more on sales and marketing. It will depend on the lead data quality, so consult with your agency partners to have the best balance here.
Take care about your database, too many people have potential future clients in some lists, some past campaigns lost in a folder somewhere. SO you can think, it didn’t work out, it is useless, BUT no, here is the thing with some updates, different approach you can GET results out of it. On average you can convert 5 to 15% of existing data with new offers + channels (nurturing/remarketing).. And YES more SALES of course!
GDPR compliant – A must!
Be sure that your provider will take the necessary actions for the data to be GDPR compliant. Do not forget, once you own the data it becomes your responsibility and you should follow the local regulations. No supplier can replace your obligations and duties in term of compliance.
10. Metrics ALWAYS
The Digital Marketing is not just posting and sending some creative texts and images and waiting for the clients to come. Actually, EVERYTHING is based on data! Any action that couldn’t be measured has no value since you cannot analyze from where it came, what made the user to act and how would you keep him engaged. If you want to have a sustainable campaign and returning clients, keep MEASURING!
Want to talk with your database specialist and buy B2C database, click here.
