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

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)

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.



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