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DATA FOCUS: Data list shopping

B2B marketers need to keep in mind these 10 rules when purchasing third-party data

According to Helen Walmsley group account director at direct marketing agency TDA: “Clean, up-to-date data is central to successful marketing. Everything hinges on whether you're communicating the right messages to the right people. But with three million businesses operating in the UK, and one in four people in the UK changing their jobs every year, this is extremely difficult. In most cases it's far more cost-effective to buy-in data from a third party.”

However, considering that there are around 2000 B2B lists in the UK, provided by a legion of brokers, resellers, and list owners, picking the right vendor and building an effective relationship with them can be almost as daunting a prospect as maintaining your own database.