Your most important tool in B2B sales and marketing is your database, also known as customer or prospecting lists.  Without a robust collection of information about your customers and prospects, you are adrift when it comes to customer segmentation, analytics, and marketing communications of all sorts, whether for acquiring new customers or to expand the value of existing customers.  In fact, your database is the roadmap for your B2B sales and marketing.

The Achilles Heel of Organically Grown Lists

Many companies grow their database organically over time, and you come to the point where it feels like you know almost everyone. Our experience shows that most companies barely know 60% of their target market, while 30-50% of their lists are full of businesses that have closed, moved, changed phone, etc.

Considering how small the NZ market is, imagine what can you achieve when you get to know 40%+ more of your target market!

Finding Your Target Market

What you can get is often limited only by your imagination.

It’s amazing how many businesses still believe that their target market is ‘everyone’. While there are exceptions, the reality is there are better and worse target markets and it’s important to get data that will support your direct marketing efforts and is likely to be most profitable too!

whoiswhere™ B2B lists offer selections by location, by industry, by number of staff, or by something else…Discover more about each selection criteria below.

The whoiswhere advantage

#1 in Accuracy: The key to achieving accurate data comes down to how much you verify it. Our triple verification process ensures accuracy.

#1 in Volume: whoiswhere has 160,000 businesses and that makes it the largest commercially available database of NZ businesses. This is key because knowing close to 100% of your target market allows you to be realistic with your marketing.

#1 in Variety: The depth of whoiswhere data increases every year. This allows for more precise targeting due to the ever-increasing data elements.

Location Based: Target by region, by city, by suburb, by street, or even by building! No other data source can deliver a pin-point targeted list like this. For example: Auckland, Newmarket businesses in buildings with over three stories and more than 50 people on site (across all businesses).

Comparing Data List Providers

Discover comprehensive whitepaper comparing NZ business lists here.

Not all business data lists are made equal. One of the reasons we started whoiswhere is because every other business database we looked at did not have a clear definition of what is included. And in a small country like New Zealand, if you don’t know which part of the market you are contacting, it’s difficult to achieve good marketing results.

For example, Yellow Pages is a collection of businesses that choose to pay for advertising. If you want to use this for marketing purposes, you never know, is it 20% or 80% of your target market. And this applies to any other paid, or free, directory.

whoiswhere strives to change this situation with a clear definition: We aim to have as close to 100% as possible of every business based in commercial premises nationwide. While absolute 100% is not possible, our numerous research shows that we have 20-60% more than other data list companies in available locations.

Note: while whoiswhere started with businesses only in commercial premises, growing demand to reach companies based in residential locations has led to the growth of the number of residential businesses in whoiswhere. These are mostly Trade and Professional Services companies.

A clear definition about what data is available in whoiswhere is one thing which separates us from others. As a result of this, whoiswhere has more businesses in every location and industry.

And if this is not enough to set us apart, whoiswhere is the only data list we know which openly communicates our data verification process. Learn about our verification process that ensures accuracy

When you are choosing your data list supplier, here are some questions you must ask:

  1. How do you collect your data?
  2. When was it last verified?
  3. How do you verify data? (Checking online, can give up to 40% of incorrect data according to our internal surveys)



Our main source of data is gathered off the streets because we focus on having information about businesses based in commercial premises. We believe that on the street is the only way to see if the business is still operational – especially for those with no online presence.

Once gathered, on street data undergoes extensive online research and then goes through a rigorous phone data verification process. Internet research is undertaken more extensively to cover smaller towns, where street walking three times a year is not economical due to low demand.

We update on average every 121 days, or three times a year. Of course, this doesn’t all happen on one day – small chunks of data is updated every day. Larger companies with 100+ staff are updated every 45 days due to the rapid change in larger companies.

We are different on a number of levels:

  1. Unique data coverage
    1. whoiswhere was built by literally walking the street and seeing ‘who is where’
    2. our specialty is companies/businesses/organisations/firms/entities based in commercial premises with a small percentage of trade and consultants working from residential areas
    3. our aim is to know as close to 100% as possible of all entities based in commercial premises
  2. Accuracy of business data
    1. We verify data every 45-121 days on average to ensure it is accurate
    2. However, 100% accuracy is just not possible, business don’t stand still and there is always a human element that can introduce errors. Our processes ensure this is minimised but unfortunately no one can have 100% accurate data.
    3. Disconnected numbers are a huge issue. We tackle this by routinely checking phones we have to make sure they are working and any disconnected we research to get to the bottom of it. There are also some numbers that block private numbers – if you have a private number check that it’s not causing issues for you.
  3. Innovation in B2B lists and business data. We are the only database which was built with a modern sales and marketing perspective in mind. For example,
    1. we pioneered the concept of geomarketing with our street data collection and supported projects where a street by street approach was crucial
    2. we haven’t come across any other dataset where the number of staff in location is captured alongside with number of branches. If you think it’s useless, there are many projects which depend of this kind of data
    3. our frequent data verification process allows us to do unique on-demand data development as custom projects for our clients

Yes, for companies with 1-19 staff we ask for two names: Owner/Director/Senior position and Office Manager or equivalent.

For companies 20+ staff we also ask for an additional 5 Senior Executives: CIO/IT, CFO/Finance, HR, CMO/Marketing, and Health & Safety. We’ve also done custom projects to find the names of the Fleet Manager, Digital Strategy Manager, Digital Transformation Manager, Operations manager and some others.

NOTE: There is some confusion when people enquire about how many CEOs we have or how many General Managers or how many Managing Directors. In New Zealand, where the vast majority of businesses are small, all these positions are the same and often it’s the Owner who has this title.

It is supplied in a ready to use format, typically an Excel or CSV

We operate on three key parameters:

  1. Location (from region down to street level)
  2. Industry (choose from 220 whoiswhere proprietary industry categories or 800+ ANSIC 2006)
  3. Number of staff

Additionally, we can apply specialised criteria like:

  • Branch or head office
  • Multibranch head office
  • Franchise head office
  • Franchise locations
  • Head office and all branches
  • Website existence Yes/No
  • Gender of the owner
  • And more

Finally, we can also separate data by custom segmentation which sometimes require use of our unique low level tele-service. If you wish to target everyone who is using a courier, travels overseas, has a watercooler or a couch in the office – make sure to ask, because we can assist in most cases and come in at a very attractive price point.

All data is for your unlimited use. We recommend to refresh data every 12 months, because t the number of changes could be as high as 30% after 12 months.

Our recent research uncovered the following comparison between whoiswhere and other major NZ data supplies (not counting Australian data suppliers and list brokers)

According to our research here are main reasons for discrepancy:

  • Farmers, trusts, shell companies, property investment companies and individual real estate agents are counted as individual entities. Which from the point of view of Stats NZ, they are. From our perspective, these businesses aren’t necessarily the best targets for our customers. Farmers are the one exception, however as a rule it’s very difficult for us to collect data about them.
  • One company might have several companies registered in the company register. This could be for a lot of different reasons, but the key is that while the number of registered companies may change, the number of employees and amount of products they consume does not.

Our 200,000 consists of approx. 160,000 head office locations and 40,000 branches.

It is a processing fee to cover the data count, extraction and sending of the data. We don’t have a minimum purchase amount and that means you can be highly selective and buy only the data you require today. For long-term projects we have discounted options available.

To maximise the results of your direct marketing campaign you have to start from a clear understanding of your best target market. Why try to sell to everyone when you have the freedom to approach companies in locations within easy reach and in industries which are in greater need of your products and services? Know your target market, get more sales.



Size by Staff

Enquire Now