Optimal Methods for Capturing the Phone Number and Email Address of B2B Prospects

In a recent NuVoodoo study of 688 business decision-makers, Loyalty Programs commanded the highest combined first-party B2B data capture potential, where 84% of respondents shared their contact information with companies in the past 6 months.  Social Media Platforms and Surveys or Feedback Forms rounded out the top 3.  Both channels have a combined capture potential of 81%.  We discuss the study results in greater detail in the article that follows.

1P or first-party data is invaluable for businesses seeking to build trust and establish dialogue with prospects, to upsell current customers on new opportunities, or to reinvigorate the interest of former partners in fresh ideas or the latest products. Such contact data, directly collected from through customer interactions with a company’s own channels—such as website visits, email sign-ups, web form-fills, and purchase histories—provides deep, actionable insights into consumer behavior and preferences. 

By leveraging first-party data, marketers can create highly personalized and targeted digital campaigns that resonate with specific audience segments, resulting in higher engagement and conversion rates.

Moreover, first-party data is more reliable and compliant with privacy regulations compared to third-party data, as it is collected with the explicit consent of the users. This trustworthiness enhances the accuracy of customer profiling and audience segmentation, allowing for more effective retargeting and nurturing strategies across various digital platforms. Ultimately, the strategic use of first-party data enables marketers to build stronger relationships with their customers, drive loyalty, and achieve better ROI on their marketing efforts.

Key Sources of 1st-Party Data

1. 1. Captured Email Addresses and Mobile Phone Numbers: High value due to high match rates to log-in credentials and widespread usage across various digital platforms. They are versatile and stable identifiers, that can be used in both one-to-one outreach and for custom audience campaigns on so-called walled garden platforms (Meta and TikTok Custom Audiences, Google/YouTube Customer Match, and LinkedIn Matched Audiences just to name just a few).  
   2. Website Cookies: Moderate to low value due to privacy regulations and the rise of cookie-blocking technologies. Cookies also face challenges due to privacy laws like GDPR and CCPA. Their value for retargeting campaigns is declining in the current digital ecosystem.

• Snail Mail Address: High value but high cost. Mail campaigns require postage, printing, and design expenses.  Address matching for digital campaigns is available through platforms such as LiveRamp, which connect offline data to online identities, but match rates for B2B campaigns are low and CPM upcharges can be substantial

So, today we’ll focus on two high-value 1P data points – email address and mobile phone number and reveal the best ways to motivate B2B prospects to share contact information.

 In June 2024, NuVoodoo conducted a nationwide digital media study of nearly 3,200 respondents 14 to 64 (n=3188),  Included were 688 highly likely business decision-makers, all of whom were working adults who attended at least one business conference or trade show over the past year AND were responsible for at least some of the purchase decisions at their place of business. 

We asked this group of survey participants to indicate whether they’d shared their email address or mobile phone number with a brand or organization in the past six months using various methods.  Here we’re measuring actual behavior, rather than assessing interest level or asking a hypothetical.  Here are the top eight channels, first for sharing a mobile phone number…

…and next, an email address.

Finally, we sum up all sharing scenarios to determine the top channels for capturing high-value 1P B2B data.

The data highlights the critical importance of leveraging high-engagement channels to capture valuable first-party contact information effectively. Loyalty programs, social media platforms, surveys, and contests have emerged as the most efficient methods for obtaining both email addresses and mobile phone numbers. These channels not only offer the highest capture potential but also foster trust and engagement among respondents.

 To maximize the capture of first-party data, businesses should prioritize these high-performing channels while ensuring that their approaches are user-friendly and incentivize participation. Exploiting this data involves creating personalized and targeted marketing campaigns that resonate with specific audience segments. By utilizing the deep, actionable insights derived from first-party data, marketers can craft highly relevant content and offers, leading to increased engagement, conversion rates, and customer loyalty. 

Ultimately, the strategic use of first-party data enables businesses to build stronger relationships with their customers and achieve a better return on their marketing investments. However, a truly impactful 1P data strategy can be bandwidth and budget-draining, while poor execution can lead to disappointing sales performance and long-term relationship damage.  It’s important to work with experienced experts to help mitigate those risks.  

NuVoodoo builds digital products and conducts research and marketing campaigns.  It’s easy to get in touch.  Email tellmemore@nuvoodoo.com for assistance with your 1P B2B strategy.  Or visit nuvoodoo.com to leave YOUR contact data on our web form.