Denave

The decision to buy B2B data is one of the most consequential and most poorly understood purchasing decisions in B2B sales and marketing. Most buyers focus on the wrong criteria, ask the wrong questions, and end up with databases that underperform their expectations, often dramatically. What Has Changed in the B2B Data Market The B2B data market has become both more sophisticated and more opaque in recent years. The sophisticated end, driven by intent data providers and contact data platforms that aggregate and continuously verify data from multiple sources, delivers measurably better quality than the static list purchases of five years ago. The opaque end, driven by the low barrier to entry in data reselling, produces large volumes of contact data of genuinely unknown quality. According to Forrester Research, the accuracy of B2B contact data at the point of purchase varies enormously between providers, with hard bounce rates on purchased email data ranging from under 5 percent f...