The Business Benefits of B2B Data | Clarity Stack Blog

Posted on 15 Jul 2022

5 Minutes

The Business Benefits of B2B Data

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B2B data enables sales and marketing teams to develop targeted campaigns that bring about a wealth of new opportunities and customers.

Here we'll explain how you can benefit from this important data source to grow your business and sales pipeline.

Every second of every day, data is being used to inform our decisions. Whether it’s information relating to the temperature to guide our choice of clothing for the day or statistics that influence our business decisions, data is everywhere and at the very heart of what we do.

It is also growing and becoming more widely available. Depending on your chosen source, there is somewhere between trillions and even quintillions of megabytes of new data generated every day which can all help - and hinder - our decision making processes, so it’s important that data is collected and interpreted in the most effective way possible and with so many different types of data available it is of paramount importance that the right data is reviewed, processed and utilised.

In businesses across all sectors and nations around the world, data is analysed in minute detail to ensure that decisions are made that will positively affect the business. This could be a financial decision to invest in new areas or it might be a call to purchase new B2B data that will help sales and marketing teams to drive the business forward to achieve ambitious, data-inspired growth goals.

What is B2B data?

Business-to-business, frequently abbreviated to B2B, data is information that can be used to inform and drive sales and marketing campaigns that help a business to grow in the shape of new customers, new website traffic, new audiences, new investment or even new employees.

There are three main types of B2B data, each representing a different angle of approach for those looking to learn more about a company:

  • Demographic

Demographic data refers to personal and geographical information including the name of the contact, their email address and phone number, qualifications and the location of where they’re based which is particularly useful when a business has more than one office.

  • Professional

This type of B2B data relates to the business itself and often includes the name of the company, when it was formed, the different locations, the number of employees on the payroll, the sectors they work in and how much revenue they are generating.

  • Signals

Finally, signals are used to identify various opportunities for your sales and marketing team to capitalise on changes in the business. This data includes new locations (either moves or openings), new hires in prominent positions, new funding and investment in the business and acquisitions. 

Where does the data come from?

B2B data comes from a variety of different sources, but there are two main channels that define their categories: public and private.

Public sources include freely available information found on websites, social media platforms, blog posts, eBooks, online videos, etc. Private B2B data sources are those that require a specific level of access and are often paid-for channels such as paywalled websites where sensitive data is kept secure and only made available to those who need and pay for the access.

The data that you find in the Clarity Stack platform, for example, comes from a combination of these private and public sources and is fully GDPR compliant. We extract the data at scale and compile a detailed list on each company, adding the latest and most accurate details to our database to ensure that customers are always presented with the most recent data to work with from their account dashboard.

What this means is that the data available in our platform is more accurate than that of our competitors, and helps to ensure a much greater response rate when it comes to starting your outreach.

How can I use the data? 

One of the most important and effective ways in which you can use your B2B data is in lead generation. Identification of key prospects you want to work with is often difficult when you don’t have access to personal (or demographic) data such as a personal email or direct-dial office number. Gatekeepers and generic contact@ or hello@-style email addresses often block messages getting through to decision makers within the business, but the kind of B2B data available in platforms such as Clarity Stack help you to get right through to those you need to speak to.

Not only that, you can establish whether or not the businesses you want to work with might be open to such a relationship. By monitoring company signals such as revenue and recent signs of investment or growth, you can make an informed decision over whether or not your outreach might be well received so you can start a conversation that might go somewhere rather than speculative outreach and pitches that are leading to a dead end.

Your sales and marketing teams can also utilise the data in their next round of campaigns. Marketing teams are always desperate for B2B data that relates to the quality of their campaigns and who is receptive to their messages, allowing them to target key personnel with a view to booking more demos for their sales teams or getting them to provide their contact details for future campaigns, newsletters and promotions.

Sales can then benefit from the outreach in the sense that marketing have engaged a prospect and made that initial contact, bringing them into the funnel and opening the door for further conversations, demos and free trials through the sales team that ultimately lead to conversions.

IIf you'd like to learn more about B2B data and how you can benefit from this vitally important source, get in touch with the team at Clarity Stack today or book a free, no-obligation demo of our platform where you'll be shown the kind of data we can provide your business with to hit your growth targets.


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