Most BtoB marketers will -- at some point -- purchase a prospect database. A recent study reveals that what you get when buying marketing lists can vary greatly from vendor to vendor:
First, there was a striking difference in the volume of companies and names reported by different list compilers. For example, in the “stone, clay and glass products” category:
- D&B Selectory returned 28,630 companies
- Infogroup returned 26,853
- Jigsaw returned 10,446
- Demandbase returned 4,114
- NetProspex returned 852
Similar disparities were found for most other SIC niches.
Count differences for actual contacts within well-known companies also varied widely. For example, when asked to provide contacts at Dell:
- Demandbase found 2,161 people
- D&B Selectory found 212
- Jigsaw found 7,061
- NetProspex found 2,409
- Infogroup found 199
While the accuracy of the data (names, addresses, ZIP codes, etc.) is consistently high among reputable vendors, the variance in coverage can dramatically impact your efforts. Study authors encourage database purchasers to be careful about how they specify requirements, and to take advantage of the strengths of each vendor, such as industry specialization.
(Source: Center for Media Research 9/8/2010)