Marketing Data FAQ

While choosing what list you need for your direct marketing campaing, you will probably have a number of questions. And of course we have been asked these many times over the years. So we’ve taken it upon ourselves to start a Marketing Data FAQ.

This FAQ will answer some basic questions you may have about Marketing Data, Direct Marketing & our own data.

If you have any more questions, we’re here to listen and help – reach out at or call us on 04 977 7877

A business list is a list of businesses you can use to target for sales and marketing purposes.

Typically the list is an Excel or csv file even though it might originally be stored in some cloud solution, in your CRM, in your accounting system or as a pile of business cards on your table.

You need a business list when you target other businesses with your products and services. And if this is the case you are involved in business-to-business (B2B) sales and marketing.

While you might have something that seems to be suitable for everyone, the reality is – you have to target. You absolutely have to understand your prospective customer better and identify at least three key selection criteria:

  1. understand where they are geographically (worldwide is OK as long as you can deliver and service them)
  2. understand if the size of the business by number of staff or by turnover matters and define it
  3. recognise the types of industries these businesses are in. You have to examine if they are businesses at all, because there are public schools, government, not-for-profit, sports clubs  and possibly other entities which are technically not a business, but might be a great target for your business.

Once decided you can then go and explore the Data B2B Lists menu or simply send us an enquiry by clicking this button.

We offer a wide range of data. Because we verify data on the phone three times a year, this allows us to collect more information about each company. That is why we now have standard contact details as well as some “hard to get” details about businesses. Every data element can be searched by to create more targeted lists:

  • Company Trading name – 100%
  • Company Legal name
  • NZBN
  • Company registration date
  • Type of ownership (private, government, overseas, not-for-profit)
  • Phone – 100%
  • Fax
  • Mobile number
  • Street Address – 100%  (except where no location)
  • Suburb – 100%
  • City – 100%
  • Post code – 100%
  • Postal / mailing address including post code – 100%
  • Website
  • Email generic – 60%
  • Email personal
  • Industry vertical – 100%   (up to 5 per business)
  • ANZSIC industry classification – 100%  (up to 5 per business)
  • Import/Export including countries from/to
  • Number of staff nationwide
  • Number of staff in location
  • Number of branches nationwide
  • Key personnel Owner / Director /CEO /General Manager – 85%
  • Key personnel CIO/IT
  • Key Personnel CFO/Accounts
  • Key personnel Marketing
  • Key personnel HR
  • Key personnel Health & Safety
  • Key personnel Office Manager/Administration

A business mailing list is a list of businesses you can use to run a Direct Marketing Mailing campaign in the physical world. There is a difference between DM and EDM, which is an electronic mailing campaigns and we have a separate article about EDMs.

A DM list is one which can be used by a mailing house or even yourself to mail merge with a document or a letter, print and then stuffed in envelopes.

Does it sound like ancient history? Maybe – the truth is it still works in some cases and it will probably work forever for some companies for different reasons. So if you feel DM is for you, we can arm you with a great, well targeted list.

You are welcome to explore the Data B2B Lists menu or simply send us an enquiry by clicking this button.

A business EDM list is a list of businesses you can use to run an e-mail direct marketing   campaign.

Typically this lists includes at least the company name + email + name of the person and there is a real battle trying to get a personal email address. It might also include some other information about businesses.

Does it sound like an easy way to market? Maybe – the truth is, EDM has it’s challenges.

First you have to comply with the anti-SPAM laws. Secondly people might choose to opt out. Third you have to be computer savvy to set it all up.

Here is the process we highly recommend for you to do if you believe EDM is the best marketing avenue for your business:

  1. Get an email through a personal conversation: a visit, a call (cold calling works best here and we have a team to help you if needed – read more here), a networking meeting, etc
  2. Expect to send multiple emails before an action will take place
  3. Keep calm when people unsubscribe – there is nothing personal in this action.

You are welcome to explore the Data B2B Lists menu or simply send us an enquiry to find out how we can best help by clicking this button.

A telemarketing list is a list of businesses you can use to run a telemarketing campaign by phoning businesses you want to service.

Typically this lists includes at least the company name + phone number. It might also include the name of the right person, address and other information about businesses.

Does it sound like ancient history? Maybe – the truth is telemarketing or cold calling as some refer to it is actually still very effective! It has many advantages which is why it still exists despite a lot of bad press.

First of all you are welcome to pick up an awesome free resource by following this link

Secondly, here are 3 reasons why cold calling is alive and well:

  1. It works, because of the power of human to human communication
  2. It works fast, definitely faster than any other media because you get a result after just 1 call… may be after 2!
  3. It is cost effective because once you have the right list (which we can help you with), all it takes is your time. Need a hand with the script? We can help you there too!

So if you feel it’s you, we can arm you with a great, well targeted list, a script and some coaching/training for better results.

You are welcome to explore the Data B2B Lists menu or simply send us an enquiry by clicking this button.

It is difficult finding a list of tradesmen because these type of  businesses often operate from a residential premises and do not advertise actively.  

This is a popular list and over the years we’ve gathered a list of 14,000+ tradesmen in New Zealand and over 35,000 in Australia. All split into individual disciplines.

List of tradesmen in NZ and list of tradesmen in Australia are the biggest exception from our rule of having mostly businesses in commercial premises.


whoiswhere originates it’s data from street walking to capture the details of businesses in commercial premises. Because of this we are the only business database supplier who actually has a lot of knowledge about branches as well as head offices and can differentiate between the two.

While branches lack the ability to make major purchasing decisions, franchises often have some leeway. And some branches have more freedom than others, so it pays to know branches too!

When it comes to retail we have all sorts of interesting lists including a list of 467 franchises responsible for over 10,000 locations nationwide. How valuable would that list be for you?


In fact we encourage you to think it through if you actually ever need to speak to branches. And sometimes you do, yet in many cases what is really valuable is the ability to invest in a list with head offices only.

We aim to deliver no data that is older than 121 days. This means we verify businesses up to 3 times a year to ensure accuracy.

We use a 3-step verification process.

Step 1: Gather raw data from the streets. We send teams down NZ streets to gather information about who is where.

Step 2: We research these businesses online to gather as much information as possible.

Step 3: We call these companies to verify that the information we have about them is correct.

We started in 2004 by walking the streets of NZ, noting down who is where – and that’s how we got our name.

So our original dataset comes from a very reliable place! Over the years we’ve continued this and also developed some sophisticated methodologies to ensure accuracy.

One good thing about being a relative newcomer in a stale industry is being able to introduce superior ways of doing things for the benefit of our customers.

Yes, with some clauses.

We will refund or exchange any records over a 10% inaccuracy rate.
The nature of our business means although we try to keep data as accurate and up to date as possible, people continue moving! We feel a 10% inaccuracy rate is reasonable and will ask for verification of this through returned mail or call records showing that the data is incorrect.

Certainly – reach out today and we’ll organise a fresh sample of our data straight away.

04 977 7877

whoiswhere™ aims to know as many businesses based in commercial premises as possible.

However, in a country of small businesses, we can’t fully exclude companies operating from residential premises. That’s why there are certain industry types where we make exception knowing that our residential based businesses are not as comprehensive as businesses based in commercial premises.

The following industries mostly based in residential areas are included in whoiswhere™:

  • consultants
  • tradesmen
  • farmers
  • individuals providing professional services