Which company today does not rely on data to manage its business and build customer loyalty? It is clear that data fuels growth and innovation. Unfortunately, many companies are still overwhelmed by an impressive volume of data coming from too many disparate sources and no longer know how to manage it effectively. Fortunately, some partners support their clients in managing their data and help them regularly “clean up” this ocean of information. This highlights the importance of working with a trusted provider. Often tedious, time-consuming, or demanding for sales teams, data updating and enrichment are therefore key drivers of successful prospecting. Today, another topic must also be taken very seriously: compliance with the European Regulation on the protection of personal data.

How is data collected in the first place? Is the partner certified? How will internal teams use it? How is it stored?

All of these parameters must be taken into account during your prospecting activities. Under the GDPR, a database provider is generally not a data processor; it is most often simply a supplier. As such, it is not the data controller. The company itself decides “why” and “how” the data will be processed and is therefore the data controller. Employees who process data do so in order to carry out their duties on behalf of the data controller. It is therefore the company’s responsibility to properly manage internally the identification of data sources, how the data will be used, and how it will be stored. In other words, the data user becomes responsible for the stored data, the retention period (no more than 3 to 5 years), the security surrounding data storage, and above all, how the data is used. As a result, the multiplication of third-party tools—which often, understandably, add specific functionalities and meet particular business needs—can quickly lead to non-compliance with European regulations. It can also become extremely time-consuming for sales teams, who end up spending more time sorting and verifying contact data than actually prospecting and selling. There is a multitude of databases, validation tools, and scraping tools into which companies inject their data to “verify” it, yet which often remain quite vague about how that data is managed. Third-party tools can therefore present risks in terms of data security, management, and confidentiality. We must also consider additional costs that can quickly drive up expenses: add-on features, extra credits, licenses, and more. Some advanced functionalities are paid or limited in use. To get the most value from third-party tools, it is essential to control spending by paying close attention to pricing models, data quality, and update frequency. Data quality is therefore fundamental, and it is crucial to work with reliable partners who have a strong reputation in this field. Clearly defining your needs is equally important. A targeted, reliable, and high-quality database focused on your specific industry is far more valuable than a large volume of data whose reliability is often unproven. During an interview conducted by Michel Juvillier with data provider andzup and Mikael Bes from DOOH IT, Mikael addressed this very issue. He explained that “in the Communications and Media industry, contact turnover is extremely high, and relying on the right partner is essential. Time is money,” he emphasized, adding that “engaging in the right conversation and understanding your counterpart’s challenges saves valuable time.” In conclusion, B2B data collected by a company must be sourced from providers capable of addressing its various challenges related to contacts and company knowledge. Accurate, reliable, and compliant data is the key to optimizing sales prospecting and building customer loyalty. A well-equipped company will be better prepared to thrive in today’s digital economy. Personalized support, optimized data usage, transparency of information, and data enrichment are all critical factors to consider when making your decision.