How To Optimize Your B2B Email Marketing Lists [Best Sources & Strategies]

March 12, 2024

ViB Editorial Team


Topics we'll cover

Let’s admit it, generating quality B2B email marketing lists is no small feat. HubSpot reports generating high-quality leads is one of the biggest challenges of 61% of B2B marketers.

As a B2B marketer, you know how important it is to compile qualified and compliant email data. These lists are the lifeblood of your cold outreach campaign and populate your top-of-funnel pipeline.

Sadly, not all email data lists can have equal and positive outcomes. 😔

Even if you are working with a B2B email list provider, the list may still have unusable, decayed data.

In this blog, I will show you how to create quality B2B email marketing lists and their impact on campaign results. In addition, I will help you learn how much B2B email data costs and how to maintain data lists.

What are B2B email marketing lists?

B2B email marketing lists contain email addresses and contact details of potential clients. These lists can positively impact companies by precisely targeting key decision-makers. Communication with these individuals helps in building relationships, creating loyalty, and generating new, qualified leads for your business.

As such, they are a valuable source of leads and can help improve your company’s efficiencies.

Targeted B2B email marketing lists are great for personalized communication which is tailored to your potential clients’ preferences. Moreover, they allow businesses to focus on promising leads. This can help you optimize your marketing spend and get more conversions and revenue.

These lists also help businesses explore new sectors and geographical locations. Plus, they help companies make smart decisions about their products, pricing, and overall growth plans.

Keep in mind though that all B2B data lists should only contain data obtained willingly and legally. The best email list providers use a combination of first-party and third-party data to create the list.

  • First-party data is information that a company collects directly from its customers.
  • Third-party data is information that comes from outside sources.

The issue with third-party data is that consumers don’t have any knowledge of sharing it -or even if it exists!

To understand these concepts better, let me show you the sources of where you can get consumer data.

What are the sources for obtaining B2B email marketing lists?

If you are new to the B2B tech industry, let’s quickly discuss how lead generation agencies collect their email lists.

Most B2B data providers use various ways to build an email list. Here’s the catch though: not all of these methods are compliant with GDPR and other regulatory agencies.

Let me show you some common ways to get B2B email marketing lists:

Web scraping or third-party data sources

Some companies extract data from social media channels, public record platforms, and other websites using software tools.

As you can probably guess, you can get a lot of email data from web scraping. However, it is done without the consumer’s consent. 

Plus, it also has a higher data decay rate, making it useless for your campaign over time.

Second-party data sources

Second-party data refers to someone else’s first-party data that is shared with another party. Organizations get this data directly from a reliable source, rather than through a third-party aggregator.

If you are using second-party data, it is important to ensure it complies with regulatory data-sharing laws.

First-party data sources

Businesses explicitly collect first-party data from consumers. This data comes from various customer touchpoints like website visits, downloads, registrations, social media interaction, and customer service chats.

Since this data is collected directly from the source, it is very reliable and valuable.

Zero-party data sources

Zero-party data is actively and freely given by consumers. Most B2B data providers don’t use zero-party data since it requires a lot of effort to get.

But the rewards are worth it! 💰

While you might not get thousands of addresses, any data you get will fit your ideal customer profile. This is better for your business, overall.

You can collect zero-party data through loyalty programs, online forms, or survey tools for data collection. Companies can also collect it through interactions on their website and apps.

As you can see, the nearer the data’s origin from the consumer, the more accurate, safer, and reliable it is!

graph of zero-party data first-party data second-party data and third-party data - B2B email marketing lead generation techniques

Selecting target markets through email marketing lists

Selecting target markets through email marketing list scans really makes a big difference for businesses trying to connect with their perfect customers. It’s not just about grabbing any old list; it’s about snagging the one that’s just right and making sure you handle it well.


1. Getting the right email lists

Buying email lists can be a quick way to grow your database, but it’s important you do it right. I am giving you some tips to follow:

  • Data accuracy guarantee: Look for email marketing database providers that guarantee accurate and updated data.
  • Legal compliance: Make sure your provider follows anti-spam laws and regulations to stay on the right side of the law.
  • Email marketing audience identification process: Invest in lists that align with your ideal customer profile for the best results.
  • Clean up: Absolutely make sure your list doesn’t have invalid or outdated email addresses.

2. Understanding zero-party data and reliability

Spotting areas of noncompliance can be tricky, but one useful trick is to question the source of contact data. The closer it is to the original contact, the more reliable it is.

This is what we call zero-party data, a core part of how we generate leads at ViB.

Our leads come from a community of tech professionals who voluntarily share their information.

These are real decision-makers of companies that are hoping to drive growth! 📈

3. Email marketing segmentation strategy

Segmentation and personalization are key for effective lead nurturing. Here’s how we do it:

  • Smart segmentation: Divide your email list into precise segments based on unique preferences, ICP, journey stage, or persona, aligning with your target audience.
  • Personalization tokens: Use personalization tokens to address subscribers by name and include relevant information. This makes your emails more engaging.
  • Tailored content: Craft content for each segment by addressing prospect pain points and interests. This ensures your leads get the most relevant information.

By following email marketing lists and campaign creation this way, you can boost results and connect meaningfully with your audience.

Cost analysis of B2B email marketing lists

How much is the cost of email marketing lists? Now, that’s a million-dollar question 💲!

According to Cost Aide, you can expect to pay between $300 and $600 for a B2B email list.

Some B2B email data list providers may let you buy email lists for less than $100.

That sounds too good to be true – because it is.

The majority of such email lists are from third-party aggregator sites. This means they are more likely to be non-compliant and may contain outdated or useless data.

Your email service provider won’t let you send messages to these purchased lists. In the most likely case, your email will be blocklisted (because this makes you a spammer. Yikes! 🫠).

Does that mean you can wave goodbye to any chance of getting qualified email lists at a cost-effective price?

Not necessarily. 

There are some ways you can get a bang for your buck.

Factors that impact email list costs

Let me break down some financial considerations that commonly influence email list costs. I will also help you find out what else to consider beyond price to get the best email lists.

  • List acquisition costs: You’ll need to pay for how the B2B email list was curated. The price varies based on the approach used, and size and quality of the list. 
  • Segmentation and qualification: If you want to target a specific niche, the B2B list provider may need to use additional tools. This can drive up your cost.
  • Data verification and cleaning: The best email list providers will ensure all your data is active, updated, and clean. This all comes at a cost.

However, it’s important to know that there’s more to consider than just the price. Here are some questions you should ask yourself:

  • Does your B2B data provider offer email lists that match your ICP?
  • Can your list help you target your ideal customer?
  • Do they offer first-party, second-party, or third-party data?
  • What kind of reputation do they have as a B2B list provider?
  • Do they offer email marketing services?

These can help you determine whether the company can offer you value for your money.

Outsource email outreach via ViB Emails

With our ViB Emails, you can send your email to a highly-curated list of 75,000 nurtured contacts to start with. We also offer a subscription option and volume discounts.

In addition, we activate specific ABM or target accounts by promoting your emails to specific members of our ViB Community – a community of millions of strong pre-vetted tech professionals.

Learn more about our ViB Community here:

Efficient management of B2B email marketing lists

When it comes to email marketing with purchased lists, success hinges on effective management. While you might kick off with an active and dependable list, data within these lists can grow stale over time

How to enhance B2B email marketing lists for optimal results

To really boost your B2B email marketing game, you gotta keep your B2B email marketing lists in top shape. That means ditching the old contacts and adding fresh, engaged prospects. 

Just follow the following steps to upgrade your B2B email lists  management processes and get those messages to the right folks for max conversion potential. 🚀

  • Segmentation: Divide your email marketing list into segments based on industry, company size, location, or past interaction with your business. This allows for more targeted messaging tailored to specific audience interests and needs.
  • Data enrichment: Enhance your list with additional data points like job titles, company revenue, or social media profiles. This can provide deeper insights into your target audience and improve the effectiveness of your marketing efforts.
  • Opt-in practices: Furthermore, concerning opt-in practices, it’s crucial to ensure that all contacts on your email list have actively opted in to receive communications from your company. This strategy not only bolsters engagement rates but also aids in maintaining compliance with stringent data privacy laws such as GDPR or CCPA.
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  • Feedback loop: Implement a feedback loop to gather insights from subscribers about their preferences, needs, and experiences. Use surveys, feedback forms, email responses, social media listening, and other channels to collect valuable feedback from your audience.
  • Personalization: Personalize your email communications based on the data available in your list and the insights gathered through the feedback loop. Address recipients by name and tailor messages to their specific interests or pain points for better engagement.
  • Automation: Use marketing automation tools to streamline processes like segmentation, email campaigns, and feedback collection. Moreover, automation can help you save time and resources while ensuring consistency and efficiency in your email marketing efforts.
  • Analytics and tracking: Additionally, monitor the performance of your email marketing campaigns and track metrics such as open rates, click-through rates, and conversion rates. You can use this data to refine your strategies and optimize future campaigns.
  • Email marketing list compliance: Stay compliant with relevant regulations governing email marketing and data privacy. Make sure you have proper consent mechanisms in place and adhere to guidelines like GDPR, CAN-SPAM, or CASL.
  • Regular review and optimization: Continuously review your email marketing lists and strategies to identify areas for improvement. Experiment with different approaches, A/B test your campaigns and incorporate feedback to refine your tactics over time.

Email marketing campaign services

Want access to more accurate and credible B2B data lists?

Exploring our demand generation company, ViBTech, can be a game-changer for businesses aiming to optimize their outreach efforts. 

ViB stands out from traditional B2B lead generation services by putting your growth first. 

With our pay-per-qualified-lead model, you only pay for leads with the highest potential to convert. Our ViB Email service allows you to reach up to 75,000 contacts in our extensive ViB Community of tech professionals actively seeking new technology. 

These leads are already warm and nurtured, primed for conversion. Starting at just $2,250 per send, our service offers exceptional value for generating qualified leads. 

Plus, we exclusively target high-tech professionals in the US and Canada, ensuring top-notch lead quality. 

Let me show you some email marketing campaign case studies that highlight the benefits of working with ViB.

Case study 1: Nutanix’s lead boost

Sheila, who is responsible for Nutanix’s worldwide email strategy, used ViB’s Email program to expand their audience and drive registrations and conversions. 

Working closely with ViB President Sean Shea, they tailored content, cadence, and audience for effective email sends. 

ViB’s personal service and responsiveness set them apart, providing reliability and consistent success. Sheila praises ViB for delivering exceptional results quarter after quarter, with low cost per MQL and high conversion rates. 

ViB’s flexibility allows for quick adjustments to improve outcomes, making them a trusted partner for Nutanix’s lead generation efforts over three years.

Case study 2: AtScale’s 519 net new registrants

Mary O’Hara from AtScale faced challenges with unqualified leads from other vendors.

ViB’s B2B email marketing service came to the rescue.

We offered a seamless, branded experience from engagement to landing page. The program was able to generate 519 net-new registrations, showcasing ViB’s scalability, precise targeting, and consistent outcomes.

Mary emphasizes ViB’s interest in results and their commitment to generating better outcomes.

With ViB Emails, generate hundreds of qualified leads consistently, just like AtScale.

“VIB is my favorite vendor and the easiest I work with. The turn-around time is incredible, the process is smooth, the team cares about our success. Their customer service could not be better.”
– Mary O’Hara. AtScale

Buying B2B email marketing lists vs. outsourcing email outreach

I understand it can be tempting to buy B2B email marketing lists. One thing we have made certain in this blog is that we don’t want to open that can of worms.

Here are the reasons why:

  • Most purchased lists come with numerous data quality risks. They may have outdated and invalid email addresses (even blocklisted ones! 😱 ). This can be a nightmare for your brand reputation and email deliverability.
  • These email lists are not targeted. The contacts may not match your ideal customer profile, meaning they are not qualified leads. This can lead to wasted budget and marketing efforts.
  • Third-party data providers do not ask permission from contacts to share their data. This can lead to legal issues with anti-spam laws and regulations.

ViB's unique approach to creating quality B2B Lists

Alright, just to set things straight, ViB Emails isn’t in the business of selling email lists—not at all. What we really excel at is taking the whole email outreach off your hands. Think of us as your behind-the-scenes email marketing buddy.

Now, let’s get into how we make magic happen for you.

  • Zero-party data: ViB collects data directly from members within their ViB Community. This is a millions-strong community of tech professionals who have willingly opted in
  • Flexible demand generation: ViB offers a range of solutions to help businesses like yours with their B2B demand generation needs. It could be anything from targeted sales-ready leads to downloads of gated content assets to appointments that fuel your pipeline.
  • Guaranteed ROI: We prioritize quality over quantity. Our leads are highly targeted and self-qualified. We offer guaranteed minimum leads that are most likely to convert!

Benefit from our free trial to send as many as 75,000 emails to the ViB Community.

Sign up for the trial here!

There’s a better alternative to buying lead lists and tedious list cleaning. Try ViB Emails’ unique community-based approach to lead generation — and reach up to 75,000 contacts with a low-cost trial.

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