The do's and don'ts of vertical list building

Need a lead list for your vertical?

Don't do what everyone else does: buy a list from a broker like ZoomInfo.

3 challenges of using the ZoomInfo's of the world:

• Your target vertical and their taxonomy don't always line up

• Their taxonomy categories can be general, causing you to buy leads you can't use

• Sourcing vertical leads requires custom techniques that don't scale, so they don't do it

So don't waste your time or money on list brokers. 

Instead, use these 5 other sources:

• Vertical associations

• Vertical online directories

• Vertical conference lists

• Vertical online groups

• Vertical competitor websites

CQ

Frequently Asked Questions

Why don't list brokers like ZoomInfo work well for vertical-specific lead generation?

Because their taxonomy often doesn't line up with a specific target vertical, and their categories tend to be too general, leading to purchased leads that don't actually fit the intended audience.

Why can't list brokers source vertical-specific leads more precisely?

Because sourcing truly vertical leads requires custom techniques that don't scale well across a broad platform. Since that kind of precision doesn't fit their business model, brokers generally don't offer it.

What are the better alternatives to buying a list from a broker?

Vertical associations, vertical online directories, vertical conference lists, vertical online groups, and vertical competitor websites, all sources that reflect the actual vertical more precisely than a broad, general database.

Why do vertical associations and conference lists tend to produce better leads?

Because they're built around the specific community being targeted, rather than a generalized taxonomy that doesn't map cleanly onto any one vertical.

Why look at competitor websites as a lead source?

Because competitors often reveal exactly who they're serving, client lists, case studies, and testimonials, which can indirectly point toward the same pool of prospects worth targeting directly.