Complete guide to buying a database + 10 tools for reaching truly qualified prospects
Buying a database gives you direct access to key information about qualified contacts: name, job title, email address and sometimes even telephone number. In theory, ideal for boosting your sales prospecting. Except that, in reality, everything depends on the file purchased, the supplier and, above all, the way it is used. To avoid unpleasant surprises (and penalties), it's best to understand how a good basic purchase works, what the RGPD says, and which solutions to use to target the right prospects, with a real return on investment.
📌 In this article we advise and inform you so that you make the best choice for your pro business. Here's the type of content we expect: deciphering the criteria for choosing, focus on legality and ROI + presentation of around ten solutions.
Why buying a database is (sometimes) a good idea
Buying a B2B database is not cheating. Nor is it the miracle solution you sell with promises of "ultra-qualified" contacts in 3 clicks. It's a tool, a lever like any other for saving time in your sales prospecting. But you still need to understand what you're buying.
A well-established practice in B2B
In many sectors, basic purchasing has become a standard stage in direct marketing campaigns. Do you need to launch an email campaign, relaunch an inactive target, or simply build up an initial file? You go through a platform, a directory or a data provider. And the objective is always the same: to find the right prospects at the right time.
👉 What we buy in this case is :
-
professional information (surname, first name, email address, job title, etc.),
-
telephone or postal details,
-
sometimes more detailed data such as NAF code, workforce or turnover,
-
quicker to implement than manual data collection,
When well designed, these files enable more targeted, more effective and, above all, faster prospecting. They are often a gateway for sales teams who want to speed up sales without spending weeks doing cold research. Buying prospecting files is therefore not heresy: it's a strategic choice, which must be in line with your business objectives.
Customer file or unknown file: be careful what you handle
You need to distinguish between two things: your own database and a purchased database. Your database of historical contacts, customers and incoming leads is a precious resource. It is clean, opt-in, and already reflects an existing link with your company.
On the other hand, a purchased prospecting database does not know you. It's a data rental (in the majority of cases), so you need to be rigorous in how you use it:
-
understand the rights you have (one-off use? limited duration?),
-
check that the database is up-to-date and comes from professional sources,
-
adopt a respectful approach (personalised, targeted, relevant message).
💡 Example : a salesperson in the construction sector receives an email about HR software... it's not just pointless, it's counter-productive. It's all about the quality of targeting.
What a well-chosen database can really do for you
A useful database is not a list of telephone numbers thrown together in Excel. It's a refined sales tool, designed to support sales, marketing and customer relations.
👉 It allows you to :
-
make contact with decision-makers in a new business or sector,
-
test a new offer in a targeted geographical area,
-
support a field sales forcewith an enhanced customer file,
-
automate campaigns without starting from scratch.
Used properly, a data base is a real service for your teams. Used badly, it's a waste of time, energy and budget.
How to choose a database that is really useful for your prospecting efforts
Targeting: the basis of everything
Before you even think about selling, ask yourself this question: who, specifically, do you want to target? This is where the quality of your future prospecting depends.
Here are the most useful filters for refining a good file:
-
sector of activity (NAF code, job description, specific field),
-
function (manager, HR, buyer, salesperson, or any other function relevant to you),
-
company size (headcount, turnover, legal status),
-
geographical area (region, town, department),
-
preferred channel (email address, telephone number, social networks, etc.).
The right data provider should enable you to target precisely, with granular options tailored to your business. Without this, you're wasting your budget... and your sales energy.
Data origin and updating: don't be fooled by appearances
A "beautiful" file may conceal obsolete or unusable information. The real criterion is where the data comes from, how it is collected and how often it is updated.
❓ Ask the service provider the right questions:
-
Where is the data collected (forms, web crawls, partner sources, etc.)?
-
How often is it updated (continuously, monthly, manually)?
-
Has consent been obtained (especially for personal data and business emails)?
A database that is not updated is a dead file. You increase the number of errors, bounces, refusals, duplicates and even reports. On the other hand, a database that is updated in real time (correctly sourced and RGPD-compliant) guarantees effective campaigns and a good return! And if your contact doesn't know how to answer these questions clearly... run away!
Format, enrichment and integration: the database must work for you
A well-targeted, well-informed, compliant file... that's all well and good. But if you have to spend three days making it usable, then something is still missing. A good database is also a ready-to-use file.
Check :
-
the format of the file (Excel, CSV, API, CRM export, etc.),
-
the presence of useful fields: function, creation date, purchase intention, postcode, etc,
-
the possibility of connecting the database to your CRM or marketing automation tool,
-
enrichment options: social data, intent signals, scoring, Chrome extension, etc.
Some platforms go even further: they can generate leads via an integrated search engine, filter by online behaviour, or identify weak signals (recruitment, fund-raising, relocation). The more these elements are present, the more your database becomes a massive targeting weapon.
📌 Please note: an enriched database does not mean an overloaded database. The aim is still to make it easier to implement your campaigns, not to drown your sales staff in information.
What you can (really) do in compliance with the RGPD
Buying data is authorised... subject to conditions
The General Data Protection Regulation (GDPR) does not formally prohibit the purchase of databases. What it does regulate is :
-
the purpose for which the data is used,
-
the level of information given to individuals
-
respect for their rights, in particular the right to object.
To put it plainly, you can buy a database if :
-
you know the source of the information
-
you can justify that the data is up to date, accurate and obtained legally,
-
you respect the principle of transparency: the person contacted knows why you are contacting them, and can refuse.
The CNIL is clear: it is up to the company using the database to check compliance. Even if you go through a supplier, the responsibility is yours.
🗣️ Pro tip: always ask for an RGPD compliance document before you buy. And check the contractual clauses in the case of database leasing.
What the CNIL says about B2B: real room for manoeuvre
Prospecting in B2B is less strict than in B2C. According to the CNIL, you can contact a professional by email without prior consent if :
-
the subject of the communication is directly related to the recipient's business activity,
-
the recipient is informed of their rights,
-
an unsubscribe link is provided in the first message.
Telephone numbers, on the other hand, are more sensitive: as soon as a mobile phone is involved, consent is often required. It's best to use business landlines or alternative channels (email, social networks, etc.). Sensitive data (ethnic origin, opinions, etc.) is of course strictly forbidden to be collected. What counts is proportionality : collecting only what is useful, relevant and justifiable. And not "just in case".
How to buy a database without risk
Here are the right reflexes to adopt to stay within the law:
-
Give preference to opt-in files, where people have given their consent to receive messages,
-
Check that the database is properly classified by activity, size, NAF code, etc. to avoid random targeting,
-
demand a written undertaking from the supplier on :
-
the origin of the data
-
the last update date,
-
compliance with RGPD obligations.
-
And above all, avoid files retrieved "by chance" or sent by unclear partners. A "free" but dubious database can be very expensive... very expensive. As a reminder, failure to comply with the RGPD can result in a fine of up to 4% of worldwide turnover. Even for a simple canvassing operation.
Finally, be clear in your messages. Inform people that you are collecting data, make it easy to unsubscribe, and limit the marketing pressure. Data protection really isn't an obstacle to commercial prospecting, it's a guarantee of quality.
How to maximise the ROI of a purchased database
A purchased database is not a magic wand. It doesn't 'create' leads, it opens up access to potentially usable data. The difference between a dormant file and a tool that sells is you. And above all, it's what you do with it. Here's how to turn a simple purchase into a profitable investment.
Clean up, segment, activate: the database doesn't work on its own
Before taking any action, the priority is to make the file usable. Yes, even if you bought it "qualified". Check for :
-
duplicates,
-
format errors
-
missing information (email, telephone number, company, etc.).
Then segment. A well-organised database is a database that works. By sector, by company size, by intention detected, by offer to be promoted. Better 300 well-targeted prospects than 3,000 vague entries.
This is also a good time to enrich your data with weak signals (recruitments, moves, publications, etc.) using tools such as Dropcontact, Kaspr or Corporama. Some platforms even offer automatic updates to keep your file up-to-date over time. 🎯 Objective: prepare a base ready to be activated in your sales tunnels, without wasting energy.
Personalise your messages: no ROI without relevance
A well-segmented database is just a lever. To convert it into results, you need relevance, adaptation and the right message. Use the fields in the database to personalise:
-
Name and job title (if collected),
-
sector or geographical area,
-
potential needs according to activity,
-
the right time (e.g. a recent business start-up = a good time to buy equipment).
And above all, adapt the objective of the message to your target. A CEO does not expect the same approach as an operational manager. A generic email, even a legal one, has zero effectiveness. This is where privacy protection and commercial relevance come together: send less, but better.
Add clear call-to-actions: make an appointment, free trial, download a guide, etc. A good database won't sell for you, but it can put you in touch at the right time.
Monitor, measure and adjust: ROI is built over time
Once you've launched your campaigns, you need to monitor the results in order to optimise them. The key indicators to monitor as a priority are
-
opening and click-through rates
-
the number of leads generated
-
cost per lead or per sale,
-
unsubscribe or opt-out rates (signals to watch out for if you want to remain compliant).
You can identify the most responsive segments, the most clicked-on products, or the most effective offers. So you concentrate your efforts where the return is real. Some CRM or marketing automation tools incorporate these KPIs natively. Otherwise, a good Excel spreadsheet (or Google Sheet) will do the trick if the database is small.
And remember to feed the data from this prospecting back into your CRM : a cold lead today can become a hot lead tomorrow. The investment is not in a single campaign, but in the entire management of the sales cycle. A high-performance database is one that feeds your sales teams over the long term, not just once.
10 reliable solutions for buying a database without making a mistake
Comparison table of our selection
As we've seen, everything depends on the quality of the database... and therefore the quality of the supplier. Here is a selection of 10 tools recognised for their reliability, compliance and effectiveness in B2B prospecting.
1 of 9
Kaspr
Widely used by salespeople for its simplicity, Kaspr is a Chrome extension that integrates directly with LinkedIn. With it, you can retrieve a profile's professional contact details (email, number, company) in just one click. It's a handy way of adding to your database as you go along, without having to use a global file. Good to know: Kaspr includes a free version (with a limited number of credits).
KASPR
Cognism
Cognism is a premium lead generation solution (with a strong focus on RGPD compliance). It offers enriched, continuously updated data and a scoring system based on intent signals. It is aimed at B2B sales teams who want to go fast... but well. Ideal for highly competitive sectors (where fresh data is essential).
Cognism
Dropcontact
Renowned for its reliability and ethical stance, Dropcontact offers 100% RGPD-friendly data , enriched automatically. No illegal scraping, no dubious files: everything is generated, checked, updated and based on internal algorithms. Bonus: a powerful API (for easy integration of data into your CRM or marketing tool).
Dropcontact
RocketReach
With over 700 million profiles referenced, RocketReach is a powerful international database used for both prospecting and recruitment. The data is supplied with a confidence level (score) that enables us to quickly sort out the leads we can use. This tool is particularly well suited to organisations looking to expand abroad.
RocketReach
LinkedIn Sales Navigator
Sales Navigator is LinkedIn's advanced prospecting tool. It allows you to filter profiles by company, sector, function, location... then contact them directly or integrate them into your nurturing strategy. Please note: this is not a "file sales" tool in the traditional sense, but a powerful targeting solution for generating your own database.
LinkedIn Sales Navigator
Kompass
An oldie but a goodie, Kompass is an international B2B directory classified by sector, size, activity, number of employees, etc. It allows you to build a prospecting database by selecting precisely your criteria, with data available for purchase or rental. The tool is perfectly suited to the needs of precise geographical or sectoral targeting (particularly in industrial B2B).
Manageo
Manageo offers B2B prospecting files enriched with business signals: fund-raising, start-ups, changes in management, etc. This is very useful for detecting companies on the move and adapting your messages at the right time. The interface lets you sort companies by potential, and integrate leads directly into your CRM.
Manageo
Corporama
A French solution, Corporama aggregates public and private data to provide you with up-to-date files, with integrated weak signals and highly advanced filters. It is often used by marketing AND sales teams, because they complement each other. Its strong point: a 360° view of the company (with history, context and personalised alerts).
Corporama
Lead the Way
Less well-known but really very effective, Lead the Way has a hybrid approach (qualified database + intelligent scoring to identify the hottest leads). The tool helps you prioritise your actions and focus your efforts on companies with the highest potential. A good solution for SMEs that want to combine data and strategy, without spreading themselves too thin.
Lead the Way
Sociétéinfo
Sociétéinfo uses INSEE data and a range of open sources to generate customised files that are continuously updated. Data can be filtered by NAF code, workforce, turnover, zone, manager, etc., with exports adapted to all business tools. The package includes API access, a Chrome extension and advanced customisation options.
Societeinfo.com
What you need to remember before buying a database
Buying a database is a gamble. A bet on the quality of the data collected, on the ability to use it correctly, but also on the solidity of the partner chosen. And you can win this bet... as long as you don't rush headlong into it. As we've shown, it's not just a question of getting a file (but of thinking about how you're going to organise your canvassing, comply with the legal framework and optimise your sales strategy).
Rather than looking for a miracle solution, proceed methodically. Here are the essential points to bear in mind before you pull out your bank card:
-
a useful basis is always targeted: function, sector, size, area... the more refined you are, the more accurate your aim.
-
The RGPD doesn't stop anything, but it does impose rules: be transparent, respect your rights and keep your contacts informed.
-
a good customer file is a living thing: it needs to be updated, enhanced and structured over time.
-
There's no shortage of tools: extensions, APIs, directories, scoring... but they're not all the same.
-
The relevance of the message is just as important as the data itself: there can be no ROI without personalisation.
-
Finally, buy a database as you would buy a CRM or a piece of technology: by looking at the uses, not just the promise.
A database is not a fixed product. It's a resource that can be nurtured, structured and integrated into an overall vision of prospecting. Ultimately, this is where your return on investment comes into play, as well as your ability to structure sustainable prospecting in line with your sales objectives.