What to Look for in a Quality Data Provider for Marketing Campaigns

Support
Jun 9
3 min read

A Straightforward Guide for Marketers Who Don’t Want to Waste Time (or Money) on Bad Lists

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If you’ve ever tried to build a marketing campaign with weak data, you already know the frustration: bounce rates through the roof, calls to disconnected numbers, emails that end up in spam. Reliable data is the backbone of effective outreach—especially for industries like insurance, finance, or health, where compliance and precision aren’t optional.

The good news? High-quality sales data is out there. The bad news? So are a lot of overpriced lists, outdated databases, and shady vendors. Here's how to separate the signal from the noise when evaluating a data provider.

Start With Accuracy and Freshness

A great list is only as good as its most recent update. Whether you're buying a B2B or B2C list, ask when the data was last verified. Reputable providers use multi-step verification processes that include phone validation, email testing, and real-time updates pulled from public and proprietary sources.

According to a Salesforce study, up to 70% of B2B data deteriorates annually due to job changes, company closures, and reassignments. That means your “fresh” list from last year may already be obsolete.

Make sure your provider guarantees a minimum accuracy threshold—ideally above 90%. If they hedge or can’t show documentation, move on.

Here's a visual reference:

Average Data Decay Rate Over 12 Months by Industry

Industry	Avg Annual Decay Rate
B2B Services	25%
Financial Sector	32%
Insurance	30%
Tech	22%
Retail	18%

Choose Structured Filters, Not Generic Bundles

A proper marketing list should feel like a tailored suit, not a one-size-fits-all poncho.

Look for a provider that allows you to segment by key fields like:

Industry (SIC or NAICS codes)
Job title or seniority
Geography (ZIP code or radius targeting)
Company size or revenue
Consumer demographics and purchase behavior

One standout example is Salesfully, which offers customizable filters including “households with children” and “Medicare-eligible seniors,” helping agents and marketers target audiences with precision.

Ask About Compliance—Then Ask Again

If your outreach includes text messaging, calling, or emailing, you’re subject to multiple regulations: TCPA, CAN-SPAM, GDPR (if reaching international audiences), and potentially HIPAA if you're working in healthcare.

Make sure your data provider adheres to relevant compliance rules and can provide documentation or disclaimers. Also confirm whether their data is opt-in or compiled through public records. For example, here's a solid breakdown of what the Federal Trade Commission expects when you're emailing consumers.

Don’t Overlook Support and Export Options

You're not just buying rows and columns—you’re investing in a data workflow.

Choose a provider that supports:

CSV and Excel exports
CRM integrations (e.g., Salesforce, HubSpot)
Direct API access for automation
In-house technical support

These features save hours down the road and ensure your team can get up and running fast without CSV nightmares or mismatched field errors.

Key Questions to Ask Any Provider Before You Buy

How often is your data updated?
Do you verify emails and phone numbers in real time?
Can I filter my list before exporting?
Is this data TCPA, CAN-SPAM, and GDPR compliant?
What’s your refund or replacement policy on inaccurate records?

Just launched your new business and need resources to ace direct marketing at lower costs with higher ROI?

Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.

Don't stop there! Create your free Salesfully account today and gain instant access to premium sales data and essential resources to fuel your startup journey.