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B2B Marketing Media Data

Demand for global databases sees unprecedented growth in B2B

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By Laurie Fullerton, Freelance Writer

April 7, 2016 | 3 min read

Demand for global prospecting data among B2B marketers broke records this quarter and the unprecedented demand for data indicates strong growth of B2B databases in marketing applications, according to the Chicago-based company Every Market Media (EMM).

EMM has been providing its marketing service clients international B2B marketing data since 2013. In recent months the number of clients consuming the data has resulted in more feedback, faster. EMM’s operations team believes this trend will continue and knows this release was critical as more diverse kinds of clients use segments in marketing applications.

“Demand is up big time,” says CSM Daniel Currier. “The file has been popular in its niche for years. Combined with regular client feedback and our hard working research team turning counts in 14 hours we’re getting grip faster than anticipated.”

This niche company is an email centric marketing data compiler and data services consultant that uses three core databases, US B2B, US B2C and International B2B. They recently updated their global file using more US-based marketing criteria to it which now has 7,117,947 global email contacts coded with technologies installed and 11,677,842 records coded with industry information.

Eliza Epstein, EMM’s Director of Operations, spearheaded the technical execution and said that “the diversity of countries and data sources makes it challenging to deliver the same uniform product marketers have grown to accept for US B2B prospecting data. We were able to considerably improve uniformity and bring US targeting criteria to the global file with this update.”

One of the strengths of the EMM database is their technique. The company recently explained that when they select a list of target organizations, their software tools enable them to search the company - a much more manageable list than names of executives or job titles. Because they select companies based on a business fit, the initial outreach involves targeting the executive who can refer the user to the right person internally who handles those decisions. The idea that the end contact is more likely to respond after a warm, internal referral is the end goal. EMM continues to select executives to target for warm referral/response. Rather than relying on lists of database managers or generic titles, targeting companies means they are more likely to reach the decision maker. Since EMM began targeting companies as opposed to job titles, the have seen response rates increase from 1 per cent to 5 per cent. The method of picking companies first, filling in with contacts second, adjusting the messaging to include asking for referrals if the person is not the decision maker has seen a response rates climb, the company said.

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