Understand the fundamental differences between self-service B2B data platforms (Cognism, ZoomInfo) and done-for-you lead delivery services (7point7).
Examples: Cognism, ZoomInfo, Lead Forensics, Apollo.io
SaaS tools providing access to B2B contact databases. You subscribe to the platform and use it to search for prospects. Requires internal SDR team to research, identify buying signals, and execute outreach.
Example: 7point7
Done-for-you lead generation service. We research prospects, identify buying signals, qualify against your ICP, and deliver ready-to-contact leads with full context. No internal team required.
Understand the key differences across critical dimensions
| Category | Data Platforms (DIY) | Lead Services (Done-for-You) |
|---|---|---|
| What You Get | Access to B2B contact database | Researched, qualified leads delivered to you |
| Execution | DIY - requires internal team to research and execute | Done-for-you - we handle research and qualification |
| Time Investment | High - team spends hours researching each prospect | Low - leads arrive ready for outreach |
| Buying Signals | Available as add-on, but you must identify them | Pre-identified and included with each lead |
| Pricing Model | Annual SaaS subscription (£10k-£50k+) | Per-lead pricing (starting at £150) |
| Best For | Companies with large SDR teams | Companies wanting done-for-you lead generation |
| Exclusivity | None - all customers access same database | One partner per niche (7point7 model) |
| Context | Contact info only - no research on why they're in-market | Full context: buying signal, timing, decision maker story |
Consider all costs, not just the sticker price
B2B data platforms (like Cognism, ZoomInfo, Lead Forensics) are SaaS tools that provide access to contact databases. You subscribe to the platform and use it to search for prospects, but you must do your own research to identify buying signals and qualify leads. It's a DIY approach requiring internal SDR teams.
Lead delivery services (like 7point7) provide done-for-you lead generation. We research prospects, identify buying signals, qualify leads against your ICP, and deliver ready-to-contact leads with full context. You pay per qualified lead rather than for database access.
It depends on your volume needs. Data platforms cost £10k-£50k+ annually but provide unlimited searches (good for high-volume teams). Lead services charge per lead (£150+) but require no internal team (good for companies wanting done-for-you). Calculate: (annual platform cost + SDR salaries) vs (cost per lead × leads needed).
Yes, many companies use both strategically. Use data platforms for high-volume outbound campaigns where you have SDR capacity. Use lead delivery services for strategic accounts, new market entry, or when you need exclusive access to high-intent buyers without building internal research capacity.
Lead delivery services typically provide higher quality because leads are pre-qualified with verified buying signals. Data platforms provide contact information, but quality depends entirely on your team's research skills. With 7point7, every lead includes the buying signal, timing trigger, and decision maker context.
Apply for niche exclusivity and let 7point7 deliver high-intent leads with verified buying signals—no internal team required.