How do I buy data for my B2B telemarketing campaign?

Getting the right data for your telemarketing campaign is fundamental to its success. Without strong data your campaign is merely an idea, or a concept. Getting your message to the right person turns an idea into a sales pitch.

Whether you buy a fresh list, or undergo data cleansing on an existing list, the quality and validity of your data must be of the highest standard. Sourcing data from a reputable provider is essential - ensure your provider is a member of the Direct Marketing Association for added confidence. You need to be sure that the information you are working with is accurate, up-to-date and verified, containing the right information for the right people to avoid costly and time-consuming errors.

Unless you are 100% confident in the validity of your source, it is important to work with a company who has experienced in working with data and data providers. A professional B2B telemarketing organisation will establish your objectives with you, and can draw up a criteria that enhances your existing strategy and protects your business. For example:

• Checking against CTPS – this seemingly obvious error can be the difference between a successful campaign and one which damages your business’ reputation and potentially results in a fine of up to £5,000

• Reliability of data – good, reputable data providers make it their business to ensure their lists are accurate and up-to-date, which saves your company time and money in making costly errors and chasing non-existent leads

• Suitability of data – professional telemarketing organisations know how to take a list and tailor it to your individual success criteria. For the uninitiated, a list of thousands of contacts can represent a needle in a haystack approach to finding the businesses that meet your campaign requirements. Creating a list that is right first time can reduce your sales lead time dramatically.

Be clear from the start what information you need. To make sure you buy the right data for your needs think about:

• Who you want to contact (i.e. HR, finance, purchasing)
• Their sector or business type
• The level of personnel you need to speak to (decision-maker, gatekeeper, influencer)
• The size of business (by turnover, staff numbers, etc.)
• Location (what is the maximum travelling distance to make an appointment cost-effective/serviceable?)

The more clarification you have over your objectives, the closer your data can be matched.

Work with your UK telemarketing company to find the right data for your business. A good UK telemarketing company will have an in-depth knowledge of the market and will be able to steer you to the right provider for you. 
 

Download '10 steps to outsourcing your telemarketing'