What is a BtoB prospecting file?

A BtoB prospecting file is a data repository containing detailed information on potential prospects. These files, often classified by business sector, geographical area or risk class, enable companies to directly target the professionals most likely to be interested in their products or services.

Most of these files are supplied by players with multi-source, multi-criteria BtoB databases.

A. The advantages of BtoB prospecting files

There are many advantages to working with a prospecting file:

Quick access to a qualified base: prospecting files enable you to get a marketing campaign off the ground quickly, without having to go through the research and data acquisition phase. They are particularly useful for companies lacking time or internal resources.
Prior segmentation: BtoB data is generally organized according to specific criteria, making it easy to use for targeted campaigns.
A lever for direct canvassing: prospecting files are ideal for actions such as telemarketing, emailing and personalized mailings.

Are you looking for reliable prospecting files that comply with current regulations such as the RGPD? It's essential to rely on serious players capable of guaranteeing data quality and freshness. Companies like Ellisphere and Sparklane can help you structure up-to-date databases segmented according to your own criteria.

B. The constraints of prospecting files

Data quality may vary: not all files are equal. Some databases may contain out-of-date or inaccurate information, which can adversely affect campaign performance.

Our analysis: many players, such as Ellisphere, assure their customers of minimum rates of erroneous telephones or hard-bounce e-mails. They point out that data is volatile and that a file must be processed within a month. Every year, the volatility of data in a contact database is estimated at 25%.
Cost: quality BtoB files, which include qualified, well-segmented prospects, can be particularly expensive, especially for small businesses.

Our analysis: quality data has a cost. A large but inexpensive file won't guarantee the desired quality.
Legal issues: due to the RGPD, the use of prospecting files imposes heightened vigilance on the compliance of the data collected and its use.

Our recommendation: make sure your supplier has a certifying label, such as the DMA France Privacy Protection Pact, guaranteeing compliance with European regulations and CNIL recommendations.

C. Who are the players in this market?

The market for marketing prospecting files is made up of several players, including data brokers.

A data broker is a company specializing in the purchase, processing and resale of data to advertisers or marketing service providers. This data is used for targeting campaigns, dynamic recommendations on digital platforms or marketing analysis. Unlike platforms such as Meta, which collect data directly via their own services, data brokers buy information from a variety of sources, process it and then resell it.

The prospecting file market in France

In France, prospecting files continue to play a central role in companies' marketing strategies, particularly in the BtoB sector.

97% of marketers consider emailing to be the most widely used medium in 2024 to generate leads and support their marketing strategy(source: HubSpot).
28% of marketing managers prefer to buy lead files from professionals to guarantee the relevance of their campaigns.
45% of prospects contacted by telephone actually make a purchase(source: HubSpot), which underlines the importance of a quality file.

Targeting tools: the digital revolution

Discover what a targeting tool is, its advantages and disadvantages, and the state of the market in France.

What is a targeting tool?

Targeting tools enable marketing teams to generate a list of individual or corporate contacts, in the form of a file that can be exported for prospecting.

These tools are offered by data brokers who have evolved to meet digital needs. Generally speaking, they operate as licenses with credit consumption(contacts, e-mails, telephones, specific data).

A. The benefits of targeting tools

Increased personalization: creation of ultra-personalized campaigns based on prospect behavior and interactions.
Precise tracking: thanks to advanced filters, these tools offer files tailored to the needs of marketing teams.
Process automation: integration with tools such as CRM or marketing automation platforms.

B. The constraints of marketing targeting tools

Technical expertise required: some tools require advanced skills to configure campaigns and analyze results.
Our recommendation: benchmark solutions and choose those with a user-friendly interface.
A recurring cost: these tools often operate on a monthly or annual subscription basis.
Our recommendation: opt for fixed-cost licenses or credit packs.
Dependence on the quality of imported data: incomplete data can have a negative impact on campaign performance.
Our recommendation: use tools connected to your CRM and marketing automation to avoid any inconvenience.

What strategy should you adopt between a stand-alone BtoB marketing targeting tool and a BtoB prospecting file?

The choice depends on several factors:

Your budget: prospecting files are best suited to one-off campaigns, while targeting tools require a long-term investment.
Your internal resources: if your team lacks technical skills, it's best to start with a prospecting file.
Your marketing objective: files are ideal for one-off campaigns, while targeting tools are perfect for an ongoing, evolving strategy.