B2B List Building: The Only Guide You Will Need

Daisy Shevlin

What’s one of the most essential things in sales? It’s your list.

Building it means collecting and organizing a database of prospects to contact. Some will close soon, and others may even further down the line. But one thing is for sure: a focused B2B list is vital for bringing in revenue.

A good list lets you contact decision-makers and all the other stakeholders you need. So, how do you build one?

This guide explains how to build a B2B list from the beginning, and we’ll review some tools that make it easy.

What is B2B list building?

You need contact details to contact people.

Well, duh!

Enter the contact list. B2B list-building is compiling a list of people you’d like to contact through sales or marketing activities. This list typically has:

• Contact (first and last names).
• Job title.
• Company names.
• Emails, phone numbers, and more.

List building as a prospecting activity

Constructing a B2B list is a critical step within the sales cycle. Here’s how list-building sits within the sales funnel:

• Awareness - Creating a B2B list lets you identify potential clients within your ideal customer profile (ICP). It enables targeted outreach and more effective marketing strategies.
• Consideration - With a list of leads, businesses send valuable information that matches their needs. Your list should, above all, be relevant. Sales reps need to know the sales triggers that highlight it, and it might be a good time to reach out.
• Decision - A well-kept list results in more sales as you reach out to only the most relevant people. Some may be closer to buying than others, and that’s okay. Remember, outbound sales is about building relationships.

Types of leads

There are plenty of different types of leads. How warm they are will depend on their stage in Chet Holmes’ buyers’ pyramid. The people buying right now are only the top 3%. So, as an SDR, most people on your list won’t be in the market to buy right now.

• Cold leads are people who have never interacted with your brand. They might be problem-aware, they might even be solution-aware (possibly even aware of your brand). But they aren’t in the market to buy right now.
• Warm leads are interested. They may be newsletter subscribers, webinar attendees, or website visitors. These people are aware of your brand.
• Nurtured leads are those that, over time, have had an active relationship with you. This might’ve been over email, phone calls, or specific ads. Maybe they even had a demo way back when.

A good rep knows how to contact each lead type, especially icy cold ones. Activities like lead scoring can help determine the best time to reach out.

How to create a B2B list

Building a strong B2B list helps connect with the right people and grow conversion rates. Here are some leading strategies for making a top-quality B2B contact list.

1. Use a tool

Sales prospecting software such as Kaspr simplifies building a prospecting list by taking contact details from LinkedIn and Sales Navigator. Kaspr lets you access all the necessary information about possible leads with just a few clicks.

You can use it on Sales Navigator, too. Kaspr empowers users to use the advanced search filters on Sales Nav and LinkedIn to build a list of contacts and get their contact details to sync back with their CRM.

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Data enrichment for lists works in three different ways in Kaspr:

1. Using the Chrome Extension - Use it as part of your prospecting flow on LinkedIn or Sales Navigator.
2. Workflows - Bulk enriches contacts with workflows that automatically get you phone numbers and email addresses.
3. CSV bulk upload - Upload a list of contacts to the Kaspr dashboard to get contact details added.

2. Sales Navigator

LinkedIn’s Sales Navigator supports the construction of B2B lists. It helps locate prospects using industry, company size, or job title filters.

Use Sales Navigator’s “ Lead Lists” to arrange prospects and follow up. Use alerts for prospect actions, like job changes, and offer a chance to contact them.

3. Networking and partnerships

Networking provides a chance to collect contact information from important people face-to-face. Forming partnerships with other companies helps to find new leads. Collaborating with businesses offering related products or services helps exchange potential customer lists.

4. Social media activity (LinkedIn)

B2B social media engagement growth continues with LinkedIn. When reaching your target audience, you first share appropriate content through posts and comments or send direct messages.

5. Search for your closed-lost opportunities

Closed-lost opportunities are leads who expressed interest in your product in the past but chose not to buy. Maybe a competitor just pipped you to the post. But just because they didn’t convert then doesn’t mean they will never. Keep these people close.

6. Data enrichment

Data enrichment is the process of augmenting your leads with information that you already have.

7. Optimize your website

Think about leads who are already engaging with your business. Your website should be an asset, allowing you to capture their contact details.

8. Create content

Do you want your website users to be willing to post their contact information in exchange for further communication?

9. Look at sales triggers and intent

Expanding a company or launching a new product can help determine when a potential buyer is ready to purchase.

10. Run webinars

By running webinars, you offer attendees a valuable service and contact information.

Tools for B2B list building

To perform effective B2B list building, you need proper tools to smooth the process and help manage leads. Among those tools that can assist you in building and managing your B2B lists are:

1. Kaspr

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Kaspr is a tool that uses LinkedIn to generate leads through various methods. It sources emails and direct dial numbers, among other contact info found on LinkedIn.

2. Cognism

Cognism has data that complies with GDPR data protection laws.

3. HubSpot

HubSpot has functional lead management capabilities, including monitoring contacts, list creation, and classification.

Best practices for list management

Consistent maintenance of the contact list

Fundamental to successful B2B marketing and sales. The market is dynamic and constantly changing, so schedule monthly or quarterly checks to keep your data fresh.

Strategic list segmentation

Essential for more targeted and effective communication with your audience.

Data protection compliance

Non-negotiable in modern B2B marketing.

Regular list cleaning and verification

It is crucial for maintaining your sender’s reputation and maximizing campaign ROI.

Common challenges in B2B list building

Low engagement rates

Most companies experience low open and click rates in their email campaigns.

Data quality

Wrong or invalid contact information can significantly hinder your outreach strategy.

Compliance issues

Dealing with data protection regulations can be a headache. Make sure that you can prove you have proper consent mechanisms and assess your data practices.

Wrapping it up

B2B list building is essential for the success of any sales or marketing efforts. It provides the foundation for focused campaigns and engagement. Companies can contact potential customers with a proper email list, driving conversions and increasing revenue.