The Ultimate B2B Data Provider Market Overview (+ Side-by-Side Comparison of 10+ Tools)

Every sales team runs on data. From prospect information to buyer intent and engagement metrics, having the access to up-to-date, valid data (and making a good use of it) is crucial to your revenue growth.

On the other hand, corrupt or stale data – or lack thereof – can impair even the best sales team.

That is why it’s so important to choose the right data providers. 

We’ve been there and know first-hand how many options are available and how hard it is to pick the best one. We’ve even built our own contact database to solve this problem (we’ll get there).

So in this post we will explore the current state of the B2B data provider market, review the most popular tools, and provide some actionable recommendations to help you make the right choice.

Where do SDRs get B2B prospect data?

People tend to be very protective of their personal data. While business emails or other professional details can’t be considered sensitive information, it’s still relatively hard to get ahold of it.

Generally speaking, there are just two ways to get B2B prospect data: 

• Manual research

There are many ways to find anyone’s email or practically any other contact information online. 

If you know who you’re after, you can look up their info on Google, social media, or their company website, make an educated guess using common patterns, or use various email finder tools. 

The latter offers a perfect mix of manual sourcing and automation, offering a fast and convenient way to find prospect information, especially if there’s a bulk search option.

In my experience, manual research allows you to build high-quality, targeted lists with accurate data (since you get to double-check every detail you find). However, it is also a time-consuming task requiring more than a little ingenuity. And even if you use free tools, you can’t call it a cost-effective approach given all the time you or your team spend on it.

• B2B database

Data providers offer a faster, more convenient way to source prospect contacts. Simply put, they aggregate the available information in one place, making it searchable and easy to navigate. This information can include anything from an email and phone number to business revenue, technographics, and even certain intent signals associated with each specific account.

The data is usually pre-verified and segmented by industry or other filters, which makes it easy to create targeted lists at scale.

Yet, building and maintaining such a B2B database isn’t an easy task. As a result, many contact databases are getting stale and the information – outdated or invalid. That is why you should always make an extra investment to validate the data (on top of the already high cost of the data).

Sidenote: You can also choose to get your data from a vendor – usually an agency – that will do all the work for you. However, the agency sourcers will still either do manual research to look up the right contacts or use some sort of contact database (their own or a third-party’s).

What to look for in a B2B data provider?

The B2B database market is very versatile. There are dozens if not hundreds of different tools ranging in size, price, focus, and many other features. 

So, before we talk about specific data providers, let’s do a quick market overview to identify some common or distinctive capabilities you should be looking for in a contact database.

1. Data attributes

The main function of a B2B data provider is, well, to provide businesses with relevant business data on their prospects. So the first thing you should look into when evaluating the potential data providers is the size, completeness, and quality. 

• database size – meaning the number of contacts you can get (and, as a result, your potential reach) is very important. What’s more, you should also consider the geography of the data, if you target prospects outside of the US. 
• available information, from personal contact data (email addresses, phone numbers, social links, even addresses) to job-related details (company, department, role).
• data quality – in other words, its accuracy and validity (or built-in validation capabilities). This will directly impact your delivery rate and sales outcomes in general.   

Note: Don’t be fooled by the numbers you see on the landing page. The biggest database isn’t always the best choice. Consider all of these data attributes in total to pick the right provider. 

2. Specialization

As mentioned above, a B2B database can contain different types of data. Yet, there are also providers that specialize in certain information, for example:

• Contact data – exhaustive contact and personal information about your prospects and accounts (companies) in general.
• Firmographics – information about a company, from industry and headcount to funding or acquisitions (Owler, Vainu)
• Technographics – the tools and technologies a business is running on (BuiltWith)
• Psychographics – insights in the prospect’s personality (Crystal)
• Intent data – like research signals or website visits (G2, Leadfeeder)

All of this information can be extremely valuable in sales prospecting, so it’s up to you to choose the provider that better fits your needs. But there are more things to keep in mind when making this choice.

3. Pricing

This is the most important and most difficult part of the data vendor evaluation process, especially considering the complex (and often undisclosed) pricing options they offer. While the budgets may vary, I will leave the choice up to you. But there are a few things to keep an eye on.

First of all, review the available pricing plans and their terms, including the number of seats/team, search credits/month, as well as the required minimum commitment. Different teams might be looking for different terms. For example, usage-based pricing is a great choice for startups while enterprise teams could go with fixed plans. 

The free/freemium option is a nice way to test the waters or for those of you looking for a quick and dirty way to build a smaller list.

Note: It also makes sense to know the cost per 100 contacts to calculate the sales ROI you could get from this tool. This will also allow you to understand if this option is scalable and feasible in the long run. 

4. Additional features

It’s said that an average sales stack contains around 10 tools. But the number is increasing as more sales software categories emerge on the market. As a result, many sales teams try to optimize their budgets choosing complex, all-in-one solutions or at least tools that combine a few key features.

As for the B2B data providers, there are several additional features they may offer as a part of the package.

• Sequencing capabilities for sales engagement. This may be limited to emails or cover other channels as well (calls, social, messengers). BTW, it’s also one of the recent sales tech trends for email finder tools to introduce some sort of email sending as a hybrid solution.

• Intelligence/AI features can help you better tailor your ICPs, get extra insights into your audience, or even prequalify the prospects using intent data. In the case of AI, it can enrich your buyer persona based on certain patterns or use its algorithms to provide you with custom-built lists.
• Data enrichment allows you to get some extra data points for the existing records in your CRM. So, rather than hand-picking new prospects, you can discover more information about the ones you already have on your list (inbound or outbound).
• Data validation is a crucial element of your deliverability toolset. Of course, you can use a third-party tool to verify your data, but having it as a part of the package (rather than moving data back and forth between the tools) could be a nice option.

On top of that, many data providers also offer Chrome extension or a lightweight addon – usually an email finder tool to use on the go. These can help you discover prospects anywhere on the web, especially on LinkedIn, or have all the information about your prospects right in your inbox. While it’s not as important as, for example, validation, it can definitely make your life as an SDR easier.

5. Integrations

If you don’t want to limit your choice of a B2B data provider based on the extra features they provide, at least make sure the vendor integrates with the rest of your stack. There are at least two must-have tools that any contact database should integrate with: a customer relationship management platform and a sales engagement platform. Being able to sync the data you get from the vendor to your CRM or your SEP directly – rather than exporting and importing the CSV files – will save you a ton of time and effort. 

I would recommend you go with native integrations when building your stack. In this case you can rest assured that your data will move smoothly across your toolset. 

However, there are also other integration options that you can explore, including tools like Zapier or Integrately. In this case, you can build a no-code bridge between your data provider and practically any tool in your stack and automate not just data synchronization but also certain processes.

Note: Some tools also offer an API so you can build your own integrations. This option, however, isn’t always easy or free and will require some technical efforts.

What are the main tips for choosing high-quality B2B data?

Selecting the perfect contact database provider can change everything for your sales, but with so many options out there, how do you make the right choice? I’ll provide you with some tips & tricks to help you navigate the selection process and finally buy the data online:

• Define your needs →  start by asking yourself a few questions. What type of businesses are you targeting? What information do you require to fuel your sales efforts? It will guide your search, definitely.
• Seek referrals → reach out to friends, colleagues, peers, and industry contacts for recommendations from their experiences.
• Trial periods and demos → let me be short here – don’t commit to a provider blindly.
• Check data accuracy → look for any inconsistencies or inaccuracies that could reduce the results of your sales efforts (before paid use, I mean). Try to find yourself to check if everything is correct.
• Evaluate data freshness → old data is as good as useless. Be sure that the B2B data provider regularly updates and refreshes their B2B database services and databases to reflect the ever-changing landscape of businesses.
• Consider data sources → look for providers that gather data from reputable sources and employ strict validation processes to guarantee its accuracy.
• Assess data coverage → check the provider’s B2B marketing data coverage across industries, geographies, and company sizes to understand if it aligns with your sales objectives.
• Review customer support → when issues arise (as they inevitably do), responsive customer support can make all the difference. Prioritize providers that offer reliable customer support channels and have a reputation for addressing concerns promptly and effectively.
• Check for flexibility → here, everything is simple, you need to choose a B2B data provider that offers flexible pricing plans and scalability to accommodate your evolving needs as your business grows, both online and offline.

At the end of the day, trust your instincts. If something feels off or doesn’t align with your expectations, don’t hesitate to explore other options. 

The right B2B data platform should feel like a natural fit for your sales strategy.

Overview of the top B2B data providers on the market

Considering the growing adoption of sales engagement and automation tactics, the B2B data market is thriving. There are dozens of tools available, ranging from niche solutions to  industry leaders and from lightweight email finders to rich databases containing hundreds of millions of contacts.

Now, I’d like to focus on B2B databases specifically – the most popular and the largest. Here are my top 10+ picks with a more in-depth analysis.

What are the challenges of using a B2B data provider?

When everything is set up, you think you’re ready to go. When it comes to using a B2B data provider, there are a few hurdles to watch out for.

First up, accuracy matters. If the data you’re working with isn’t up-to-date or relevant, you might end up wasting time chasing leads that go nowhere. Think of it like trying to hit a moving target – frustrating and not very productive.

Then there’s the whole privacy thing. With rules like GDPR and CCPA, you’ve got to make sure the data vendors you’re using is on the up-and-up. Nobody wants to get hit with fines or risk their reputation over a data mishap.

Next, there’s the sheer volume of data. It’s like trying to find a needle in a haystack sometimes. Sorting through all that info can be overwhelming and make it tough to focus on the leads that really matter.

And, of course, things change fast in the business world. Companies merge, rebrand, or change their focus, which means your data can quickly become outdated. Keeping it fresh takes effort and attention.

Lastly, there’s the cost. Good data doesn’t come cheap, and not every business can afford to invest in top-tier data vendors. It’s a balancing act between what you can afford and what you need to succeed.

So, using a B2B data provider can be a game-changer for your sales efforts, but it’s not without its challenges. Just make sure you choose wisely and stay on top of things, and you’ll be in good shape.

How to get started with a B2B data provider?

So, you’ve recognized the value of leveraging B2B data suppliers to supercharge your sales efforts. Now, the question is: how do you get started? Fear not, it is easier than you might think. 

As I’ve mentioned, you need to understand your objectives. What are you hoping to achieve by leveraging a data provider? Is it expanding your customer base, targeting specific industries, or enhancing your lead generation efforts, having a clear set of objectives will guide your journey? Answer these questions. 

With your objectives in mind, look for providers that align with your specific needs and offer the features and services that will support your sales strategy. As you evaluate your options, think about data accuracy, coverage, and pricing.

Don’t be afraid to reach out and schedule a consultation. This is your opportunity to ask questions, discuss your objectives, and gain a deeper understanding of how each provider can support your goals. A consultation can also help you check the level of customer support. Yeap, it’s important!

Consider starting small to test the waters. Start with a shorter-term agreement or explore trial options offered by some providers. This allows you to experiment with different data sets and data finder platforms to find what works best for your business.

And, of course, it may seem obvious but don’t set it and forget it. Keep a close eye on the performance of your data-driven initiatives and be prepared to make adjustments as needed. 

Monitor key metrics such as lead conversion rates, customer acquisition costs, and overall sales performance to gauge the effectiveness of your data suppliers and make informed decisions moving forward.

Final word

Picking the right B2B data provider is no easy task. There’s a ton of options available offering various types and amounts of data, different pricing options, extra features, integrations, etc. After all, some of you might make a decision based on the UI or simply pick the cheapest option.

Just make sure to evaluate all the options and make an informed decision. Relying on poor data will null your sales engagement efforts. As they say, GIGO – garbage in, garbage out.

Hope this overview will come in handy. Let me know if there are any tools that we’ve missed!