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Client Solutions · Audience Intelligence for B2B events

Know who you're reaching. Know who you're missing.

You already hold valuable audience data. We help B2B event organisers understand it, fill the gaps and turn it into registrations, exhibitor sales and growth. Tell us what you're trying to achieve, and we'll work out the rest with you.

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Bespoke projects. No subscription. Works with your existing CRM. How we use AI

Start with your situation

Where are you in your event cycle?

Every event calendar brings its own pressure points. The sales team needs exhibitors to call. Marketing needs a database that's ready before launch. Registrations need a lift with weeks to go. Pick the one that sounds most like you this month.

10–12 months out “Sales need new exhibitors to approach, and we keep calling the same companies.” Sales Prospect Intelligence Planning and strategy reviews “I don't know how much of our market we actually reach, or who's missing.” Audience & Market Mapping Before any big campaign “I'm not sure how much of our database we can trust any more.” Data Quality & Database Health 7–9 months out “Launch is coming and the database isn't ready.” Campaign Data & Readiness Campaign planning “We have contacts, but I can't easily target by persona, seniority or sector.” Customer & Audience Segmentation After the event, and all year round “Registration data has landed and it's messy. My team shouldn't be fixing it by hand.” Data Management & Ongoing Enrichment

Not sure where you fit? That's normal. Most clients start with one question and discover two more. Start with an Audience Reality Check

Our solutions

Six questions. One partner to answer them.

Each solution starts with a question you're already asking. Open “What's involved” to see how we answer it.

01

Sales Prospect Intelligence

Which organisations should our sales team be talking to?

Your exhibitor and sponsor pipeline is only as strong as the list behind it. We research the organisations that fit your event, find the decision-makers inside them and prioritise who your sales team should approach first, including companies exhibiting at comparable shows.

What's involved
  1. We agree who a good exhibitor or sponsor looks like for your event.
  2. We turn that into a research brief: sectors, organisation types, roles and comparable shows.
  3. Our researchers and tools identify each organisation and decision-maker individually, never from a bulk list.
  4. You get a prioritised, qualified prospect list your sales team can work from straight away.

Why it matters: contacting only relevant people protects your sender reputation and your brand, and your team stops calling the same companies every year.

Find your next exhibitors

02

Audience & Market Mapping

How much of our market do we actually reach?

Your database isn't your market. Using our Universe Map (Umap), we build your total addressable market, overlay the audience you already have and show you exactly where your coverage is strong and which organisations are missing.

What's involved
  1. Define the buyers you want, choosing from a catalogue of over 4,000 organisation types.
  2. Umap builds your total addressable market, broken down by business activity, geography, organisation size and more.
  3. We overlay your existing database to show coverage and the organisations you're missing.
  4. Our researchers verify the result and deliver it in one easy-to-use file, in the format you need.

See your market coverage

03

Data Quality & Database Health

Can we trust the audience data we already have?

Your database has years of value built into it. We assess how healthy and usable it is today, show you what's working and what needs attention, then validate, correct and fill the gaps so your team can use it with confidence.

What's involved
  1. De-duplicate and consolidate your records.
  2. Validate each contact and show you the current state of the database.
  3. Flag contacts who are no longer usable and replace them with like-for-like alternatives.
  4. Track people who have moved on to their new organisations, so you keep the relationship.

Check your Audience Health

04

Campaign Data & Readiness

Is our database ready for launch?

The weeks before a campaign go live are no time to be fixing data. We get your visitor and prospect data campaign-ready ahead of launch, then build fresh, relevant contacts where you need more reach, so every send goes to people who matter.

What's involved
  1. Validate and correct the data you plan to send to, ahead of launch.
  2. Fill gaps in the fields you'll target and personalise on.
  3. Build fresh, researched contacts where your reach is thin.
  4. Hand back a campaign-ready file, segmented the way your team will use it.

Get campaign-ready

05

Customer & Audience Segmentation

Who exactly are we talking to?

Knowing your audience by persona, job function, seniority, sector and organisation type changes what you can do with it. We categorise and segment your contacts using your own taxonomy or ours, so targeting, personalisation and reporting to sponsors become simple.

What's involved
  1. Fill gaps in key fields such as job title, location and organisation size.
  2. Categorise and standardise contact and organisation data, using your taxonomy or ours.
  3. Research replacements for contacts that are no longer valid.
  4. A simple dashboard showing the make-up of your whole database by segment.

Know your audience

06

Data Management & Ongoing Enrichment

How do we keep our audience in good shape all year?

Audience data changes constantly, and your marketers have better things to do than fix it by hand. We clean and enrich registration data before it reaches your CRM, keep records current between events and act as your outsourced audience team.

What's involved
  1. Clean and enrich registration data before it reaches your CRM.
  2. Keep records current between events, so the next campaign starts from a good base.
  3. Take repetitive data work off your marketers' desks.

Keep your audience current

How it fits together

From fixing the data you have to finding the audience you don't.

Tell us what you're trying to achieve. We'll work out what audience you need, assess what you already have, identify the gaps and build what you're missing. We don't just give you the data. We tell you what it means.

  1. 1

    Know your data

    Can I trust what I've got?

    Data Quality & Database Health
  2. 2

    Know your audience

    Who am I actually reaching?

    Customer & Audience Segmentation
  3. 3

    Know your market

    Who am I missing?

    Audience & Market Mapping
  4. 4

    Know your opportunities

    Where can I grow?

    Sales Prospect Intelligence
  5. 5

    Take action

    What should I do about it?

    Campaign Data & Readiness
  6. 6

    Keep improving

    What should I do next?

    Data Management & Ongoing Enrichment

Start anywhere. Most clients come to us with one question, and we help them answer the next one too. Then we repeat it every event cycle.

Why The Data Business

You don't need another data platform. You need someone who knows what to do with your data.

Technology-powered. Human-led. Bespoke. Accountable.

We understand events

From exhibitor sales a year out to registration data after the doors close, we know where your audience pressure points fall and plan around them.

We diagnose and deliver

We don't hand you a report and walk away. We find the gaps, then do the research, fixing and building needed to close them.

Built around you, not a fixed database

We start with the audience you need, not a list we already have. Every project is shaped by your event, your market and your goals.

Technology-powered. Human-led.

Our tools give us speed and scale. Our researchers and quality control give you confidence in what comes back. Already using Clay, Apollo or your own CRM? Good. We work alongside them.

No subscriptions. No platform to learn.

You pay for the project you need, when you need it. Bring us in for one campaign or keep us on all year as your outsourced audience team.

Not sure where to start?

An Audience Reality Check is a short, no-obligation look at your audience: its health, your market coverage, the key gaps and what we'd do next.

The work behind the results

27 million+

contacts cleansed and enriched since 2019

1,000+

organisations supported across 17 countries

+42%

attendance growth for one of the UK's largest tech shows, supported by our data cleansing and building

What our clients say

Trusted by event, media and membership teams

Their expertise and dedication have significantly contributed to the success of our events, as evidenced by the notable increase in pre-registration numbers and overall attendance at our 2023 show.

Richard PeglerFounder & MD, Media Connexions

The Data Business team tailor their high-level, methodical, performance-driven expertise to every campaign we have run with them. Their support of our Podcast Show launch was fundamental to its success.

Tom ClarksonThe Podcast Show

The Data Business continues to support us in maintaining and building out database, and have helped us create one of the best retail and hospitality sector databases in the UK. They have had a key role in growing our business.

Karen HowardThe Retail Bulletin

They have a good understanding of the industries we operate in, meaning that we can give them very detailed briefs, which they deliver to the exact specifications we ask for.

Anastasija OvcinikovaData Operations Manager, Incisive Media

Communication was provided throughout the relationship and the data was provided on time and exactly what we had asked for.

Zoe WoosterPortfolio Marketing Manager, Montgomery Group

The Data Business communicated about data in a way we could understand. It was one of the best decisions we've made.

Sean FerrisAlchemy Contract Publishing

FAQs

Questions event marketers ask us

What does The Data Business do for B2B events?

The Data Business helps B2B event organisers understand, improve and grow the audiences behind their registrations, exhibitor sales and sponsorship. We combine data expertise, AI and human research to assess your existing database, map your wider market, find the gaps and build what's missing.

What is audience intelligence for events?

Audience intelligence is knowing who your event reaches, who it is missing and where the growth opportunities are. It goes beyond cleaning a database: it connects your audience data to commercial decisions such as which sectors to target, which exhibitors to approach and which segments to prioritise.

How can I grow event registrations using my data?

Start by checking how much of your target market your database actually covers. Then make sure the contacts you hold are current and segmented by persona, and build new, relevant contacts where coverage is thin. Growth usually comes from reaching the right people you're missing, not simply mailing more of the same.

How do I know if my event database is campaign-ready?

A campaign-ready database has current, valid contacts, the fields you need for targeting (such as job function, seniority and sector) and clear segments for each audience. An Audience Health assessment shows where yours stands and what to prioritise before launch.

When should event organisers start preparing their audience data?

Ideally 7–9 months before the event for visitor campaigns, and 10–12 months out for exhibitor prospecting. Registration data is best cleaned and enriched straight after the event, before it goes into your CRM.

How do your projects work?

Every project starts with a conversation about what you're trying to achieve. We turn that into a brief, agree the audience and the output with you, then our researchers and technology do the work. You get a finished, quality-checked file, plus what it means and what we'd do next. There's no subscription and no platform to learn.

We already use Clay, Apollo or a CRM. Do we still need you?

Those tools are useful, and we're happy to work alongside them. The Data Business takes responsibility for the parts tools leave to you: defining the right audience, checking the quality of what comes back, researching what's hard to find and explaining what the results mean.

What is an Audience Reality Check?

An Audience Reality Check is a short, no-obligation look at your audience data from The Data Business. It covers audience health, market coverage, the key gaps and the actions we'd recommend, so you leave with something useful whether or not you work with us.

Want to see what this looks like against your own audience?

Tell us about your event and what you're trying to achieve. We'll take a look at your audience, show you where it's strong, where the gaps are and what we'd do next. No platform to learn, no obligation.

Get your Audience Reality Check

Or call the team on +44 (0)1227 463817

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