B2B data is any information that is of benefit to B2B companies, especially their sales, marketing or revenue operations teams. It is gathered from a variety of public and private sources and can be applied to many business tasks.
This page aims to answer the most important questions surrounding B2B data and how Cognism manages it. Scroll 👇 or use the menu to jump to a section.
B2B data 101: infographic | What is B2B data? | Where does B2B data come from? | What are the 5 types of B2B data? | What are the key B2B data points? | What can you do with B2B data? | Cognism’s B2B data: a quick guide | Why Cognism’s data is beneficial to B2B sales teams | Why Cognism’s data is beneficial to B2B marketing teams | Why Cognism’s data is beneficial to revenue operations teams | Why choose Cognism as a B2B data solution? | Cognism's B2B data eBook | The world's best B2B data
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Cognism's Video Marketer, Emily Liu, answers this question and lots more on our B2B data YouTube video. Press ▶️ to watch!
According to the Cambridge English Dictionary, data is defined as:
“Information, especially facts or numbers, collected to be examined and considered and used to help decision-making, or information in an electronic form that can be stored and used by a computer.”
The second half of this definition is the most applicable for B2B companies. When we talk about B2B data, what we mean is information that is machine-readable, as opposed to human-readable. Machine-readable data is information that computer programs can process.
B2B data is sourced from 2 separate channels. They are:
These are any data sources that are freely available and in the public domain. They include:
These are any data sources that are secured from public view, and can only be accessed via subscription, permission or payment. They include:
There are 5 distinct types of B2B data. They are:
The first type of B2B data is related to personal and geographical characteristics, including:
The second type of B2B data is based around company information, such as:
The third type of B2B data is related to either:
The fourth type of B2B data relates to the events and changes that occur as time progresses. These are also known as sales triggers. These include:
Here are some real-life examples of B2B sales triggers:
Chronographic data is especially vital for B2B sales and marketing teams as it highlights the events that can open up a sales or marketing opportunity. It enables B2B salespeople or marketers to pinpoint when a prospect would be most likely to buy a product or service.
The newest type of B2B data. Intent data refers to the online behaviour of prospects as they surf the internet - what they’re looking for, what content they’re engaging with, and whether this indicates an intent to buy.
The upshot for salespeople and marketers in using this data is that it allows them to target prospects while they’re researching products and arriving at purchasing decisions. This opens up far more opportunities to approach prospects at exactly the right time in their buyer’s journey.
For more information, visit our intent data FAQ page.
There are 6 key B2B data points. These are the data points that all SaaS sales and marketing teams should be collecting as standard.
Without these data points, the process of B2B lead generation becomes a lot more challenging, if not impossible.
B2B data is essential for the following sales and marketing activities:
The process of defining your Total Addressable Market (TAM) - the total number of potential prospects in your target market.
The process of creating an Ideal Customer Profile (ICP) - a representation of your perfect buyer, which you can then use as a springboard to find others that match its characteristics.
The process of identifying your ideal customers and sourcing their contact details. Data quality is the most important factor for this activity.
The outbound sales process is when a B2B salesperson contacts and engages with prospects using the phone, email, social selling or networking.
For B2B marketers, demand generation refers to the umbrella of marketing activities that attract new buyers to your brand - encompassing content marketing, email marketing and PPC.
The process of tracking B2B sales and marketing metrics, with the goal of managing and improving individual or team performance.
Cognism provides real-time, accurate B2B data you can trust. We supply:
Cognism’s B2B data enables sales teams to develop a sales strategy, prospect predictably and generate new business revenue.
Cognism’s relevant, compliant and intelligent B2B data enables data driven marketing teams to identify new audiences and build smarter marketing campaigns.
Revenue operations (also called RevOps) is an emerging but vital discipline in B2B. It combines sales, marketing, customer success and system operations, resulting in a new end-to-end solution - revenue operations.
Cognism can assist revenue operations managers and teams by providing a reliable and globally compliant data source. Use our technology to:
Cognism is the perfect choice for B2B organisations who want to work with high-quality, globally-compliant data. Cognism empowers B2B sales and marketing teams to:
This page is only scratching the surface of B2B data and everything it offers to an organisation.
Take a deep dive with our eBook B2B Data: The fuel for your growth. Find out:
Click 👇 to get your copy.
Cognism is the world’s leading all-in-one B2B prospecting solution. We manage the largest global GDPR compliant B2B lead database - and provide all the tools you need to action the data.
Identify decision-makers, access their direct-dial phone numbers and verified email addresses, outreach to them at scale and grow your sales - Cognism makes all of this possible from one simple platform.
We’d love to show you what our B2B data can do - sign up for a demo today.