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What is data as a service (DaaS)?

Data as a service, or DaaS, is a process to deliver data into an organisation via the cloud, rather than a static system. DaaS covers data storage, processing, analytics and integration with other tools. 

In this article, we’ll look deeper at DaaS, including the benefits it can bring to your sales and marketing teams and how to select the right DaaS provider.

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How does DaaS work? | What are the benefits of DaaS to B2B companies? | How do sales and marketing teams make use of DaaS? | How to choose your DaaS provider | How to get started with DaaS | Cognism: the premium B2B data specialists

How does DaaS work?

It works in the same way as software as a service (SaaS), where organisations run software tools over their network rather than inside static devices.

As the SaaS model has taken over B2B software delivery, DaaS is doing the same for B2B data. Users love its ease, scalability and flexibility.

What are the benefits of DaaS to B2B companies?

When you incorporate DaaS into your B2B organisation, you gain several benefits.

1 - Ease of use

Firstly, DaaS solutions are extremely quick and easy to set up.

Once you select a provider, they’ll be able to get you started on their apps in no time at all. They’ll help you integrate the data solution with your existing tech stack, including your CRM, and show your teams how to use it correctly.

2 - Regular updates

Next, you’ll be able to achieve more with your data when you use DaaS solutions. DaaS providers are always looking for ways to improve their solutions and empower you to do more.

DaaS solutions are updated regularly with new features – and it’s all automatic; you don’t need to do anything!

3 - Strong ROI

DaaS is the most cost-effective way to manage data in your organisation. For example, if you’re a fast-growing B2B business, you’ll love how DaaS solutions are scalable. 

As your teams grow, adding new user accounts with your DaaS provider is simple, with no need to install new programmes. 

4 - Compliance and support

Finally, partnering with a DaaS provider takes away the headaches associated with managing data in your business.

Your provider will make sure the data they deliver is compliant with GDPR and any other relevant regulations, so you don’t have to.

In addition, the best DaaS providers have excellent customer success teams if you ever need any help with your solution. 

How do sales and marketing teams make use of DaaS?

DaaS solutions can bring benefits to the entire organisation, but it’s in the sales and marketing teams where it can deliver significant advantages. 

1 - More accurate data

Data deteriorates quickly. If you store your data locally in a static solution, it could become obsolete.

DaaS allows your data to be continuously updated, so you can be confident in its accuracy. Data as a service makes it easier to take a data-driven approach with your marketing – and when you do this, your sales and marketing become instantly more effective.

2 - More accurate targeting

Your DaaS solution will enable your B2B marketing team to create accurate contact lists that match your ideal customer profile (ICP). 

By filtering your contact data by attributes such as job title, company size, industry and location, you can create narrowly targeted lists and target them with relevant content that will resonate. 

3 - More effective prospecting

Armed with accurate contact lists, your sales outreach becomes much more effective.

Your salespeople won’t waste their time trying to contact people who have long since moved roles or left the company. In the age of Account-Based Marketing (ABM), where sales and marketing teams work together to target multiple decision-makers in an organisation, accurate data is essential. You can’t achieve optimal results without DaaS.

How to choose your DaaS provider

Quite simply, you need DaaS to achieve all the things that make up a modern sales and marketing function.

Aligning B2B sales and marketing teams, shortening the sales cycle, building a scalable and repeatable process – they all require high-quality, up-to-the-minute data. Only DaaS solutions give you the data you need to turbocharge your revenue generation.


How do you go about choosing the right provider? 

There are lots of providers out there that will tell you that their data and their solution is the best. How do you know who to select? 

Here are four things to consider:

1 - Quality

The most important thing to evaluate among DaaS providers is data quality.

You need a provider that provides data that’s accurate, continually refreshed and highly detailed. The best providers will go beyond just contact data, delivering:

  • Sales trigger information that tells you when a contact may be looking to buy.
  • Technographic data that tells you the technologies your prospects are using, so you can pitch people who are using similar solutions to yours.
  • Intent data that analyses web activity and shows you when your prospects are ready to make a purchase.

2 - Track record

Who else does your provider work with? If they work with competitors or large blue-chip organisations, they could be a good choice for you.

Check software review sites such as G2 to see what customers say about each provider.

3 - Customer service

Choose a DaaS provider that will guide you on your data journey. Make sure they have an active CS team and a good onboarding process. 

4 - Compliance

Ensure your DaaS provider’s data is compliant with the GDPR and any other relevant legislation. You should also check if they’re registered with national and international regulators, such as the ICO.

How to get started with DaaS

After you’ve evaluated B2B DaaS suppliers and selected the right one for you, it’s time to get started!

You may have existing data on your system that needs to be migrated to your new DaaS solution. Your provider will be able to assist you with this. 

Next, train your team on how to use the new tool and get the most from it. Education is critical when implementing new DaaS solutions in a company.

Once you’re up and running, start with the basics:

  • Run a data audit and refresh the information that’s captured in your CRM.
  • Design some contact lists that match the personas your marketing team works with.
  • Split your lists into smaller chunks and A/B test some cold outreach campaigns.
  • Then you can get a bit more technical, such as setting up sales triggers or utilising intent data.

Cognism: the premium B2B data specialists

Cognism is the world’s number one DaaS provider. Our data is:

  • Quality - with 400M profiles, 20M direct dials and unrivalled coverage across Europe.
  • Compliant - we’re committed to full compliance with international data regs, including the GDPR and the CCPA.
  • Trusted - over 1k B2B organisations work with our data and our award-winning CS team.

Want to find out more? Click 👇 to book a quick Zoom call with us.

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