The Ultimate Guide To Alternative Data Marketing
The Ultimate Guide to Alternative Data Marketing is your roadmap to promoting
alternative data products and services effectively.
In this comprehensive alternative data marketing guide, we’ll break down what alternative data is, why marketing it requires a special approach, and the key strategies (from SEO to email automation) that can elevate your brand. Let’s dive in!
What Is Alternative Data Marketing?
Alternative data refers to unconventional, non-traditional data sources that provide strategic insights. Unlike traditional data (think official reports or market surveys), alternative data might come from web traffic, social media sentiment, satellite imagery, credit card transactions, App data, or even customer reviews. These unique datasets are increasingly valuable and major data buyers such as hedge funds, asset managers, and corporations rely on them to gain an edge. In fact, 17 out of the top 20 hedge fund managers use two or more alternative data sourceshighlighting how mainstream these insights have become.
Alternative data marketing means developing and executing marketing strategies for companies that provide these data solutions. If you’re an alternative data provider, your product is data (often complex and intangible) and your customers are typically savvy and skeptical. Marketing alternative data is about connecting your innovative datasets with the right audience whether that’s investors seeking a market edge, enterprises looking for competitive intelligence, or other businesses in need of unique insights. It involves educating potential clients on the value of your data, building trust in its quality and relevance, and ultimately convincing organizations that your data can solve their problems or answer their research requests.
Why Alternative Data Matters
Alternative data is a booming field and a solid marketing strategy helps you stand out in this fast-growing market. The global alternative data market is already valued around $18.7 billion and is projected to exceed $135 billion by 2030. That staggering 52% annual growth rate means more alternative data providers are entering the arena each year. With so much growth (and competition), having a clear marketing plan isn’t just a ‘nice-to-have’… it’s essential for survival and success.
Image Source: Eagle Alpha
Marketing effectively can be a game-changer for an alternative data vendor. It’s not just about getting a few leads; it’s about shaping how the market perceives you. A strong presence and messaging can increase your company’s credibility and even its valuation . Data buyers and investors alike will value a data provider that’s well-known and trusted in the industry but a lot are also always on the lookout for new data vendors. But to be found… they must be seen. Your goal should be to make potential customers feel comfortable with your company and offering. When decision-makers recognize your name, understand your value, and feel confident in your brand, you’ve cleared the biggest hurdle to selling your data.
On the flip side, alternative data is still a new concept for many potential users. They might not fully grasp what you’re offering or why they need it. That’s why marketing is tightly intertwined with education in this space. By marketing well through informative content, case studies, and thought leadership, you’re also teaching your audience why your data matters. This combination of awareness and education builds trust over time. In an industry where a single contract can be worth six or seven figures, investing in marketing pays off by shortening sales cycles and opening doors to bigger opportunities.
Bottom line: Alternative data marketing matters because it bridges the gap between highly technical data products and the real-world business needs they can fulfill. It’s how you differentiate your dataset from the rest, prove your reliability, and ultimately, grow your revenue. Now, let’s explore the key strategies to achieve that.
SEO: Getting Found by the Right Buyer Audience
Search Engine Optimization (SEO) is the foundation of being discovered online. Even in niche industries like alternative data, a lot of data buyers start their journey on Google and other search engines. In fact, about 90% of B2B buyers start their purchase journey with an online search. This means if someone is looking for “alternative data for retail foot traffic” or “satellite imagery data provider,” you want your company to be what they find. SEO is how you make that happen. And if you do it yourself it costs nothing… except time… a lot of time…
To excel in SEO for alternative data marketing, begin with your keywords and content. Think about what terms your potential customers might search for. These won’t be fluffy marketing phrases; they’ll be very direct queries. For example, a hedge fund analyst might search for “employment data for walmart” or “data provider for consumer spending in UK DE FR.” Ensure your website includes these terms in a natural way. A good approach is to create dedicated pages or blog posts for each major use case or industry your data serves and keep a keyword map. If you offer geolocation data for real estate, have content on “Geolocation Data for Real Estate Decisions” where you explain how it works and why it’s useful. Remember, as one branding expert put it, “Buyers don’t Google your value proposition, they Google your category.” In other words, be clear and literal about who you are and what you do. If you’re a provider of satellite imagery analytics, say that plainly on your site, it helps both SEO and instant user comprehension. So lose the jargon.
With the rise of AI tools, it is now also important to rank on ChatGPT, Gemini, etc. (I know, it’s overwhelming :)) To do this you will need to implement AEO where your content for this should focus on answering questions.
Beyond keywords, make sure your site is technically sound for SEO. This includes things like fast load times, mobile-friendly design, and proper meta tags. (Many B2B researchers will check out your site on their phone or tablet. Roughly half of B2B queries are on mobile now. Every page on your site should have a clear purpose and ideally target a specific question or need. As an alternative data provider, you might have pages for “Use Cases”, “Data Coverage”, “Pricing”, etc., each optimized with relevant terms.
Link building will also boost your SEO for example, getting mentioned in industry blogs or directories like alternative data marketplaces and forums. However, the most important thing is quality content (which we’ll discuss next) because it naturally attracts links and signals authority to search engines. Finally, keep an eye on analytics to see what search terms bring people to your site, and continuously refine your content around those interests. SEO is not a one-and-done task; it’s an ongoing effort to ensure whenever someone searches for solutions that your data provides, they end up on your site first.
Content Marketing: Educate and Engage
If SEO is about being found, content marketing is about engaging and educating once people find you (Think of it as top of funnel.. becaause that’s what it is…). For an alternative data vendor, content is truly king (yes, even more than for typical businesses) because your prospects often need to be educated on why your data is valuable. High-quality content builds trust, demonstrates expertise, and nurtures leads who are in the consideration phase. In fact, B2B buyers typically engage with 3–7 pieces of content before ever talking to a sales rep. That means the articles, whitepapers, and videos you produce might be doing the “talking” for you long before an inquiry ever comes in.
So, what kind of content works for alternative data marketing? Start with blog posts and articles that address the pain points and questions of your target audience. For example, you could write about “How Alternative Data Predicts Retail Trends” or “5 Ways Geospatial Data Improves Investment Decisions.” These pieces should be non-salesy and genuinely informative. Share insights, anonymized case studies, or even snippets of your data to showcase trends. By doing so, you’re helping potential customers understand real-world applications of your data. (We’ve found that when readers have that “aha!” moment seeing your data in action, they’re far more likely to reach out.)
Another powerful content format is case studies or success stories. Data buyers love evidence. If a client used your data and, say, improved their portfolio returns or avoided a risk, work with them to publish that story. A case study concretely shows the value of your offering. It also serves as social proof. Prospects see that others trust your data. Similarly, whitepapers or research reports can establish you as a thought leader. For instance, an annual “Alternative Data Insights Report” on a sector you cover can draw a lot of interest (and press, if done well). Just ensure these reports are rich in analysis, not thinly veiled sales pitches. It is then important to market these across multiple channels e.g. LinkedIn or email. But more on that later.)
Don’t overlook other content avenues: webinars, infographics, and videos can all be part of your strategy. A webinar where your founder (that’s you, potentially!) discusses emerging trends in alternative data for finance can attract a niche but highly relevant audience. You can later turn that webinar into a YouTube video or a series of short LinkedIn clips extending its life and reach.
Investors also like forward-looking case studies where you put your neck on the line e.g. a footfall data vendor predicting if Starbucks will report an decrease in revenue in their quarterly based of the decrease in footfall their seeing at Starbucks stores. It doesn’t matter so much if you hit or miss. It’s about telling the story of how your data can be used.
The key with content is consistency and value. Publish regularly enough that your site and social feeds stay fresh. More importantly, provide real value. Give away a bit of your knowledge. When you offer helpful content, you’re “marketing” in a way that doesn’t feel like marketing as you’re building relationships. Over time, as you consistently answer questions and share insights, your company becomes the trusted resource for your niche. And when a prospect is finally ready to look for a data solution, who will they think of first? Exactly.
(Pro tip: A content marketing strategy can also feed your SEO. The more quality content you have on your site, the more keywords you’ll naturally rank for, and the more entry points you create for searchers to discover you.)
According to industry data, 97% of marketers use content marketing as part of their strategy, so some of your competitors are likely investing in content. Make sure you do it too… but smarter. Focus on clarity, relevance, and usefulness. If you consistently publish content that speaks to the needs of alternative data buyers, you’ll not only attract them but also position yourself as an authority in this space.
Paid Advertising: Accelerate Your Alt Data Reach
While SEO and content lay the groundwork for organic discovery, paid advertising can give your marketing a faster boost. Paid ads are a way to get in front of your ideal audience proactively, rather than waiting for them to find you. The trick is to target wisely and use the right channels, especially since alternative data is a niche B2B market (where broad mass-market advertising would largely be wasted).
One of the most effective channels is LinkedIn advertising. LinkedIn allows you to target professionals by industry, job title, company size, etc. Imagine you want to reach hedge fund analysts, data sourcing experts, or chief data officers at fintech firms, LinkedIn can do that. And it’s not just theory: over 80% of B2B leads from social media come through LinkedIn and it is the social media app that gets the most B2B share of attention. You should craft LinkedIn ads that speak directly to the problems your target audience faces. For example, an ad headline might be, “Alternative Data for Supply Chain: Get Early Signals Ahead of the Market.” The ad can then invite them to download a brief or sign up for a webinar (rather than just “Contact us” which is a big ask for a cold audience). By offering something of value (like a report or demo) in exchange for their click, you’ll see better results.
Google Ads (paid search) is another key avenue. Bidding on keywords like “alternative data provider” or specific terms like “credit card data sources” can capture prospects at the exact moment they’re searching for a solution. The search volumes might be low, but the intent is high. Even a handful of clicks from qualified prospects can lead to a major deal, so those ads often pay for themselves. When using Google Ads, ensure your ad copy is crystal clear (“Alternative Data for [Insert Use Case]”) and that it sends visitors to a relevant landing page (don’t just dump them on your homepage!! create a page specifically about that use case or data offering).
Depending on your budget and audience, you might also explore niche industry publications or newsletters. For instance, placing banner ads or sponsored content on a site that many investment analysts read can directly target known prospects. Some financial industry newsletters accept sponsorships – that could be a great way to get your name in front of the right people with a short message or an offer. Some off the top of my head are “It’s Pronounced Data“, “Alt Data Weekly by John Farrall” and more.
When running paid ads, measurement is crucial. Track which ads or keywords are producing inquiries or conversions. Because the alternative data audience is smaller, you should focus on quality over quantity metrics. Ten clicks that yield two solid leads are far better than a hundred random clicks that bounce. Use conversion tracking and analytics to refine your campaigns over time.
Lastly, keep your messaging consistent with your overall brand. Paid ads might be the first time someone hears of you, so make a good impression: professional design, a clear call-to-action, and alignment with the tone on your website. If your founder’s personality shines on the website, it can shine in ads too, perhaps a witty one-liner that makes your company feel more human in a sea of boring data ads. Just remember, paid channels amplify what you have to say, so make sure you’re saying something compelling and targeting the right ears.
Email Automation: Nurture Leads at Scale
So you’ve attracted interest! Maybe someone downloaded your whitepaper or filled out a contact form. What now? This is where email marketing and automation step in as a powerhouse strategy for alternative data marketing. In B2B sales (especially with a complex product like data), not every interested prospect is ready to buy right away. They might be in “research mode.” Email allows you to stay on their radar and guide them from curiosity to conversion over time.
First, consider setting up an email newsletter if you haven’t already. A newsletter that shares monthly alternative data insights or company updates can keep your audience engaged. It’s a light touchpoint that reminds prospects (and existing clients) that you’re continuously innovating and finding interesting trends in data. Plus, it positions you as a domain expert. For example, your newsletter could highlight one interesting finding from your data (e.g., “Web traffic to ecommerce sites was up 15% last quarter, according to our dataset”) and then perhaps link to a deeper analysis on your blog. Readers get value, and you subtly keep showcasing your data’s relevance.
Next, use automated email drips for leads. Suppose someone signs up to download a report (Known as a lead magnet, this is important) on your site, you can have an automated sequence that follows up. The first email might deliver the report and thank them for their interest. A few days later, a second email could offer a case study relevant to that report’s topic (“Since you’re interested in retail foot traffic data, here’s how one client used it to forecast store sales.”). Another few days later, a third email could invite them to a demo or discovery call. These drip campaigns ensure that once a prospect is in your funnel, they receive a series of gentle nudges and useful info, rather than just a single touch and then silence. The beauty of automation is that you set this up once, and it runs for each new lead, personalizing at scale.
Email is also a great channel for more direct calls-to-action when appropriate. If you have a limited-time trial or you’re attending an event, you can segment your email list and send targeted invitations. For instance, “Meet us at AltData Conference in NYC! Reply to this email to schedule a 30-min demo.” Personalize emails as much as possible (Hello {{Name}}, ...) because nobody likes feeling like one of a hundred recipients, even if they are.
One important thing: always provide value in your emails. Don’t make every message a sales pitch. Mix in educational content, industry news, or even a bit of company culture. One of our favorite tactics is the occasional “insight of the month” email, a single, striking chart or stat from our data, with a short commentary. It’s quick to consume and reminds recipients that our data has its finger on the pulse. We’ve had prospects reply to such emails with “Tell me more about this trend,” which naturally opens the door to a business conversation.
From a numbers perspective, email is worth the effort. Emails account for about 50% of marketing lead generation in B2B. That’s huge ROI. If you build a solid email list and send valuable content, you’re essentially cultivating a garden of future customers. Some might take months or even a year before they’re ready to buy, but your consistent emails ensure you’re the first company they think of when the time comes. Don’t forget, audiences are hard to reach on social media and through paid ads, but if you have a good email list, you can continue to inform them and it’s worth it’s weight…
Lastly, invest in a good email automation tool (many CRM systems have this built-in, but I do like MailerLite).
This lets you track who opens emails, who clicks links, etc. Such data can inform your sales team e.g., if someone has clicked on every email about your “consumer spending” data offering, that’s a hot lead to follow up with a personal note or call.
In summary, email marketing is your gentle persuader and educator in the background. It scales your personal touch to hundreds or thousands of contacts and keeps your funnel flowing smoothly from initial interest to signed contract.
CRO: Turning Visitors into Customers
Bringing traffic to your site (through SEO, content, ads) is only half the battle. Once prospects are on your website or landing page, you need to convert that interest into action. This is where Conversion Rate Optimization (CRO) comes in. CRO is the art and science of tweaking your site and marketing materials to boost the percentage of visitors who take a desired action (like requesting a demo, signing up for a trial, or booking a call).
For an alternative data provider, the typical conversion actions might be:
Contact/Discovery Call Requests – a prospect fills out a form to learn more or schedule a call.
Demo or Data Trial Sign-ups – they request access to sample data or a pilot trial.
Content Downloads – they download a report/whitepaper (which at least gives you their email for follow-up).
Optimizing for these conversions starts with clear and compelling calls-to-action (CTAs) on your site. Make it obvious what a visitor should do next. If your primary goal is to get discovery calls, then every key page should have a visible “Book a Discovery Call” button or link. Don’t hide it under a menu, use contrasting colors and maybe even a friendly prompt like “Talk to a Data Expert”. We sometimes A/B test button text like “Get a Demo” vs “Request a Demo” vs “See Our Data in Action” to see which gets more clicks. Little wording changes can make a surprising difference.
Next, ensure your landing pages are focused. If you run an ad about “alternative data for supply chain”, the page it lands on should speak only about supply chain data solutions, not generic talk about alternative data. Match the message so the visitor feels they’re in the right place. Remove distractions on that page: if the goal is to get them to fill a form, maybe minimize other navigation or extraneous info. Keep the form short too – usually just name, business email, company, and maybe one qualifying question (like “What data are you most interested in?”) is enough. The shorter and easier the form, the more likely they’ll complete it.
Trust signals can significantly improve conversion as well. Remember, these visitors might not know you well yet, and you’re asking them to take an action (often involving giving contact info or agreeing to talk to sales). Build trust on the page: include a couple of quick testimonials from happy clients, or logos of well-known customers you serve. If you’ve been featured in press or have relevant certifications (like privacy compliance), show those badges. These elements reassure visitors that your company is legitimate and experienced. It addresses the unspoken question, “Why should I trust you with my time or my contact info?”
Another CRO aspect is page usability. Make sure your site is free of annoying bugs or hurdles. For example, if the “Get a Demo” form is five pages long or asks for a phone number too early, people might drop off. Or if your site loads slowly, visitors may leave before they even see your offer. (In fact, 88% of online consumers are less likely to return after a bad website experience, so a clunky site can chase away potential leads forever.) Regularly test your site’s forms and user flow. It can help to have someone unfamiliar with your site try to perform a task and see if they get confused anywhere.
Lastly, consider using tools like heatmaps or session recordings (there are privacy-compliant ways to do this) to observe how visitors interact with key pages. You might discover, for instance, that many people click on a phrase that isn’t a link (maybe thinking it was a button). That could be an opportunity to turn it into an actual link or button. CRO is often about these small tweaks that remove friction.
To sum up: CRO is about meeting your visitors’ needs and expectations in the moment. They’ve come this far, so make it easy and attractive for them to take the next step. When you get it right, you’ll notice more inquiries coming in without increasing traffic – your existing traffic just converts better. It’s one of the most efficient ways to boost your marketing ROI.
Web Design: Building Trust Through Your Website
In the digital world, your website is your main storefront, your first impression, and often the hub of all your marketing efforts. For an alternative data provider, web design isn’t about having flashy graphics, it’s about clarity, credibility, and professionalism. A well-designed site can make a small startup look as trustworthy as an established institution; a poorly designed one can make even a great company look sketchy. In fact, 75% of consumers admit to judging a company’s credibility based on its website design. Think about that: three out of four people might form an opinion about your data business (and whether they trust it) just from how your site looks and feels.
So, how do we build trust and convey professionalism through design? First, aim for a clean, simple, modern design with easy navigation. When visitors land on your homepage, they should immediately understand what you offer. A concise headline like “Alternative Data for [Your Industry or Use Case]” plus a short subtext can work wonders. Avoid clutter, white space is your friend. A simplistic, intuitive menu (e.g., “Solutions”, “How It Works”, “Resources”, “About Us”, “Contact”, “Get A Demo”) helps people find info quickly. Remember, many of your visitors are busy analysts or executives; if they can’t find what they’re looking for fast, they might bounce.
Use visuals to simplify complex concepts. Alternative data can be abstract, so infographics or simple diagrams can help explain how your data pipeline works or how a user benefits. For example, a small graphic showing data flowing from “Source A + Source B -> into Platform -> Insight” can illustrate your process better than a paragraph of text. Just ensure any graphics look professional and align with your brand style. If design isn’t your forte, it’s worth hiring a designer to create a cohesive look (fonts, colors, imagery) that resonates with a tech-savvy, finance-savvy audience.
Another element of design is content layout. Break up text into digestible sections (much like we’re doing in this guide with headings and short paragraphs). Use bullet points or icons to list key features of your data product. People often skim web pages, so make your key points stand out with bold text or call-out boxes. For instance, on your product page, you might highlight “Key Features: Daily Updates, Anonymized Transaction Data, Global Coverage, API Access” in a neat format. This allows a quick scan to yield a lot of info.
Your web design should also incorporate the trust signals we discussed earlier (client logos, testimonials, etc.). Perhaps have a dedicated section on the homepage or sidebar: “Trusted by leading funds and companies” followed by a few logos. If you have a testimonial quote from a client, consider stylizing it in a nice quote section. Real names and titles make it more credible (“Jane Doe, Portfolio Manager at XYZ Capital, uses our data to… [testimonial]”). These design choices subtly tell a visitor, “Others have vetted us, you can trust us too.”
Finally, make sure your site is responsive and fast. A lot of decision-makers might check your site from a mobile device during commutes or off-hours. A responsive design that looks good on phones and tablets is a must. Speed is crucial as well – compress images, use good hosting, and avoid heavy load times. A speedy site not only improves user experience but also boosts SEO.
In short, invest in your website’s design and user experience as much as you invest in the data itself. When your website exudes quality and clarity, it reinforces everything you say in your marketing. It shows you pay attention to detail (a good sign for a data company) and that you care about the user’s experience. Many times, your website will do the first pitch for you, make sure that first pitch is a home run and there is no need to overcomplicate it with a crazy expensive super custom interactive site where users can’t find what they want to find fast.
Go-to-Market Strategy: Plan Your Path to Customers
While individual tactics like SEO, content, and ads are vital, they should all be part of a bigger picture: your Go-to-Market (GTM) strategy. Think of GTM strategy as the master plan that brings together product positioning, target customers, channels, and sales approach. For an alternative data provider, a thoughtful GTM strategy ensures you’re reaching the right people in the right way, and that all your marketing and sales efforts are aligned toward the same goal.
Start by defining your target segments clearly. Alternative data isn’t one-size-fits-all; identify who will get the most value from your datasets. Perhaps you have data that’s especially useful for hedge funds focusing on consumer retail stocks. Or maybe your data is great for corporate strategy teams in the automotive industry. You might have multiple segments, that’s okay, as long as you know who they are. Write down ideal customer profiles (ICPs) or personas. For example: “Quantitative hedge funds with $1B+ AUM, data science team in-house, looking for daily predictive signals” could be one persona. Another could be “E-commerce companies seeking competitive intelligence on pricing via web-scraped data.” The more specific you are about who you’re targeting, the easier it is to tailor marketing messages and choose channels to reach them.
Positioning is the next piece. Craft a compelling value proposition for each segment. This might mean slightly different messaging for different audiences. For instance, to investors you might position your data as “early signals to generate alpha,” whereas to a corporate client you frame it as “unique insights to drive strategic decisions.” The core product is the same, but the spin aligns with their goals. A solid GTM plan often involves creating messaging pillars: a set of key points or benefits that you will consistently communicate. Make sure everyone on your team (marketing, sales, even your data scientists) knows these pillars, so the message is unified across blog posts, sales decks, and conversations.
Now, consider your channels and tactics as parts of this strategy. Earlier in this guide, we discussed many tactics; SEO, content, social, events, etc. Your GTM strategy should map which channels are best for each target segment and stage. Perhaps for hedge funds, conferences and direct sales calls are very important (since that world is smaller and relationship-driven), whereas for more scalable SaaS-like data products, SEO and webinars might generate more volume. Lay out which tactics you’ll use for awareness (top of funnel), which for nurturing (middle funnel), and which for direct sales enablement (bottom funnel). This ensures you have a balanced approach for example, if you rely only on personal sales outreach but have no content or SEO, you might miss those who prefer to self-educate before talking to sales.
A part of GTM often overlooked in marketing guides is pricing and offering structure, but it’s worth mentioning. How you price your data (subscription, one-off purchase, free trials, etc.) can significantly impact your market uptake. For new alternative data products, offering a pilot program or a limited trial to a few early adopters can be a smart GTM move. It lowers the barrier for first clients to sign on. You can use their feedback and success as momentum for the next phase. (This is akin to a “beta program” in software, you might call it a pilot program for your data feed.) As those early clients see value, you gather testimonials and case studies, which then feed back into your marketing content.
Remember to align your sales and marketing in the GTM plan. In a niche B2B product like alternative data, marketing and sales should work hand-in-hand. Marketing warms up the audience and generates interest; sales often needs to take it home with one-on-one conversations and custom deals. Make sure your sales team (even if that’s just you, the founder, initially) is equipped with the right collateral like, slide decks, one-pagers, ROI calculators, etc. These materials should reflect the same messaging your marketing uses. There’s nothing more confusing to a prospect than seeing an ad or blog tout one message and then hearing a totally different pitch on a call. Consistency builds trust.
Finally, a GTM strategy is not static. As you execute, you’ll learn more about what resonates and what channels yield the best results. Be ready to iterate. Maybe you discover that a particular segment, say asset managers, aren’t responding as expected but a different segment (like insurance companies) shows up unexpectedly interested in your data. GTM strategy involves adjusting course based on real feedback. Regularly review what’s working and update your plan accordingly.
In essence, think of go-to-market strategy as your game plan for how you will win in the market. It ensures that all the moving parts like, marketing campaigns, sales outreach, product development, etc. are coordinated toward the same end goal: acquiring and retaining happy customers for your alternative data offering.
Alternative Data Marketplace Profile Optimization: Expand Your Reach
A unique aspect of alternative data marketing is the presence of data marketplaces, platforms where data providers and data buyers connect (examples include Bloomberg Enterprise Access Point, Snowflake Data Marketplace, Eagle Alpha’s platform, and more). If you list your datasets on these marketplaces, optimizing your profile and listings is critical. Think of it as SEO within the marketplace plus a bit of storefront merchandising. This is increasingly important now, as for example, Eagle Alpha’s platform has a semantic search that is trained on all of the datasets on their platform, so there is more chance of you appearing in data buyers’ search results on Eagle Alpha’s platform if you implement an SEO strategy. Eagle Alpha also has a number of lead capture and marketing tools that I can guide you on how to use correctly or even use them for you and create the perfect Eagle Alpha Marketplace profile for you and generate leads for you, as I know these features really well, as I was the head of product that launched them 😉
Now… ensure you choose the right marketplaces for your audience. Some marketplaces are finance-focused (e.g., those popular with hedge funds), while others cater to corporates or specific industries. It’s worth investing time in creating a polished presence on a platform where your target customers are known to shop for data.
Once you’re on a marketplace, treat your data listing like a product page on Amazon. That means a clear title, a thorough description, and highlighting of benefits. Use keywords in your dataset title and description that buyers might search for. For example, instead of titling your dataset “DataX Version 2.0”, call it something descriptive like “Daily Foot Traffic Data: U.S. Retail Stores (Updated Daily).” In the description, provide detailed information: what sources you use, how frequently it’s updated, what timeframe it covers, and most importantly, use cases. Help the prospective buyer imagine using your data. “This dataset helps retail investors and supply chain managers forecast store performance by providing daily footfall counts at 1,000+ mall locations,” for instance, paints a clear picture.
Include sample data or a preview if the marketplace allows it. Or go one step further and connect your data to Eagle Alpha so that data buyers can interact with your data and get an instant understanding, without seeing your live data or accessing it (Ask me for more details on this). Just as people like to skim a few pages of a book before buying, data buyers appreciate a preview or sample. It builds trust that the data is real and lets them gauge quality. Many marketplaces allow you to attach a small sample file or data dictionary or more. Do it! It can significantly increase inquiries. Also, make sure to fill out any metadata fields the marketplace provides (industry categories, tags, methodology, DDQ, etc.). These help in search filters internally. The more complete and specific your profile, the easier it is for the right buyer to find you. So provide detailed descriptions, metadata, and sample data to attract data buyers and your effort will pay off.
Regularly update your listings. If you publish new data or have an improvement (like expanded coverage), update that on the marketplace description too. Active maintenance signals to buyers that the data is up-to-date and the provider is responsive. Some marketplaces show “last updated” dates, you don’t want yours to look stale and Eagle Alpha will mention updates and new-to-market vendors to their buyer clients and run them through the offering 1-on-1 so make sure you list and update regularly.
You should leverage any promotion tools or forums the marketplace offers. Some marketplaces have featured sections or allow providers to post articles or answer questions. Participate where you can. For example, if there’s a Q&A section and someone asks, “What’s the best alternative data for tracking ecommerce trends?”, that’s a great opportunity to give a helpful answer and subtly mention your offering.
Additionally, where platforms allow, encourage happy customers to leave reviews or ratings on the marketplace if that’s available. Just like on other platforms, positive reviews can greatly influence new buyers. Prospects trust peer feedback more than your own claims. Of course, never post fake reviews (goes without saying), but do gently ask a delighted client if they wouldn’t mind rating your dataset on the marketplace. I know this space can be secretive but it’s worth a shot. .
Finally, promote your marketplace listings through your own channels too. Share the link on your website or product page or mention it in marketing materials and share it on LinkedIn. It adds credibility (being listed on a major platform is like an endorsement) and it might expose your data to those already browsing those marketplaces. Some marketplaces have thousands of users; by optimizing your profile there, you tap into an existing pool of potential buyers actively looking for data.
In summary, treat marketplace profile optimization as an extension of your marketing. It requires clear communication and a bit of ongoing care. Done right, it can become a steady source of inbound leads from buyers who discovered you while shopping for solutions. It’s like setting up a stall in a busy market square, make sure yours is attractive, well-labeled, and offers samples to passersby. You never know who will stop by!
Conclusion: Bringing Alt Data Marketing All Together
Marketing an alternative data business might seem complex, but it boils down to a simple idea: connect your unique data value to the people who need it, and build trust at every step.
We’ve covered a lot of ground in this guide, from SEO and content to paid ads, email, CRO, web design, GTM strategy, and marketplaces, but these aren’t isolated tactics. They work best when they work together. For example, your content feeds your SEO, your email nurtures leads generated by your ads, your website’s design reinforces the credibility your content earned, and your go-to-market strategy ensures all those efforts target the right audience in the right way.
Remember, alternative data marketing is a marathon, not a sprint. You might not see results overnight, but every blog post, every optimization, and every campaign is building your presence and reputation. Over time, you’ll become known in the industry which means easier sales, inbound inquiries, and even word-of-mouth referrals. (The data world is small; people love to talk about new data sources they found and what’s happening in the market!).
Importantly, don’t be afraid to let a bit of personality shine through in your marketing. Yes, you’re dealing with serious business customers and complex data, but at the end of the day, people like to do business with people. A friendly tone in a webinar, a humorous observation in a newsletter, or a candid LinkedIn post about a challenge in the data industry can set you apart from the stiffer competitors. It makes your company relatable and memorable.
As the founder of admac (AltData Marketing & Consulting… again… I know… a mouthful…), I can say from experience that when you combine solid strategy with authentic storytelling, marketing becomes not just effective but enjoyable. You get to geek out about the data you love and watch as others start to “get it” and share that enthusiasm.
Now, with all these insights in hand, it’s time to take action. You’ve learned what to do – the next step is to put it into practice and fine-tune as you go. The alternative data market is growing fast, and there’s a huge opportunity for those who master their marketing.
Ready to begin your alternative data marketing journey? We’re here to help. If you want expert guidance tailored to your specific situation, or simply a fresh pair of eyes on your current strategy, don’t hesitate to reach out. As you can see from the above… there is a lot in this and it can get overwhelming so I am more than happy to set up a free call with you to chat about it and provide tips and maybe even help you out if you decide to hire us!
Book a discovery call with us today and let’s get your data offering seen and achieve the growth you know is possible. Opportunity is knocking in this expanding market, and with the right marketing approach, you’ll be ready to answer with confidence.
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