Should You Still Buy Leads in 2025? Here’s a Better Alternative

Let’s be honest: buying leads used to feel like a cheat code for sales teams. Need pipeline? Just swipe the company card and—voilà—a shiny new list of “qualified” prospects lands in your inbox. But if you’ve actually tried working those lists lately, you know the reality is a lot less glamorous. I’ve seen more bounced emails than a trampoline park, and I’ve heard enough sales reps grumble about “dead” contacts to last a lifetime.

The truth is, the world of B2B lead gen is changing fast. In 2025, the debate is hotter than ever: is buying leads still worth it, or is there a smarter, more targeted way to build your pipeline? As someone who’s spent years in SaaS and automation, I’ve watched this shift up close—and I’m convinced there’s a better path forward. Let’s dig into what’s really happening with lead buying, why signal-based lead gen is taking over, and how tools like are making it easier than ever to build your own custom, high-converting lead lists.

The Realities of Buying Leads in 2025: What’s Changed?

If you’re still buying lead lists in 2025, you’re not alone—but you might be in the minority soon. Back in 2022, , but only . That gap has only widened as teams realize the ROI just isn’t there anymore.

Why? For starters, data decay is a real headache. About , so even a “fresh” list can go stale faster than last week’s bread. And with , it’s no wonder sales teams are frustrated.

But here’s the kicker: the cost of these lists is going up, while response rates are going down. ZoomInfo, for example, starts at around and can climb to $40,000+ for enterprise packages. Meanwhile, cold email response rates have dropped to about , and only .

So, what’s changed? Buying leads is no longer the shortcut it once was. The landscape is crowded, compliance is a minefield, and the data just isn’t as fresh or exclusive as you’d hope.

Top-Down vs. Bottom-Up: Two Approaches to Sales Leads Gen

When it comes to sales leads, I see two main strategies:

• Top-Down: Buy your way in. Use databases like Apollo, ZoomInfo, Lusha, or Cognism to grab a big list of contacts and start blasting.
• Bottom-Up: Build your own list. Use web scraping and custom research to find the exact people and signals that matter for your business.

Both have their place, but the real magic (okay, not magic, but you get the idea) happens when you can control the signals and timing—something that’s nearly impossible with a generic bought list.

Top-Down: Buying B2B Leads from Databases

Let’s start with the old-school approach: buying leads from big providers. Platforms like ZoomInfo, Apollo, Lusha, and Cognism have built massive databases by aggregating data from all over the web (and, yes, a lot of it comes from web scraping). You get speed and scale—thousands of contacts at your fingertips, searchable by industry, title, location, and more.

But here’s the catch: you’re not the only one with access to those names. The same “VP of Marketing at Acme Corp” might get emails from five different vendors in the same week. And since these databases are updated on their own schedule, you’re often working with data that’s months (or years) out of date. Plus, if you want anything beyond the basics—like intent data or real-time signals—you’ll pay extra.

And let’s not forget compliance. With GDPR, CCPA, and a patchwork of new privacy laws, using third-party data comes with real risks. You’re relying on the provider’s word that everything is kosher, but if something goes wrong, your team is on the hook.

Bottom-Up: Building Your Own Lead List with Web Scraping

Now for the fun part. The bottom-up approach is all about rolling up your sleeves and building a lead list that’s tailored to your exact needs. Web scraping lets you collect up-to-date, targeted leads from anywhere on the internet—official websites, LinkedIn, job boards, event attendee lists, you name it.

The real power here is customization. Want to find companies that just raised a Series B? Scrape Crunchbase or press releases. Looking for firms hiring for “cloud architect” roles? Scrape job boards. Need a list of attendees from a niche industry event? Scrape the event website. You’re not limited to what’s in someone else’s database—you control the signals and the timing.

And thanks to tools like , you don’t need to be a developer to do it. (Trust me, I’ve seen sales ops folks who couldn’t code their way out of a paper bag build killer lead lists with just a few clicks.)

Why Signal-Based Lead Gen Outperforms Generic Lead Lists

Here’s where things get interesting. The best sales teams I know aren’t just looking for “anyone with a VP title.” They’re hunting for signals—those little clues that tell you a prospect is actually in the market for what you’re selling.

What’s a signal? It could be a recent funding round, a new job posting, a company expansion, or even a CEO mentioning “digital transformation” in an interview. These signals tell you not just who to target, but when and why.

The data backs this up. Companies like Snowflake have built outbound systems where reps “never start cold”—they only reach out after spotting a trigger event or behavioral signal. The result? , compared to the industry average of 10–12%.

And it’s not just Snowflake. A found that trigger-event-based campaigns led to 7× higher conversions than generic list blasts. When you build your own list around real signals, you’re not just playing the numbers game—you’re stacking the odds in your favor.

The Hidden Truth: How Lead Providers Source Their Data

Let’s pull back the curtain for a second. Ever wonder how those big lead providers actually get their data? Spoiler alert: they’re scraping the web, too. They aggregate data from public sources, combine it with user-contributed info, and package it up for sale.

But here’s the thing: by the time you get that data, it’s often already out of date. And you’re sharing it with every other company that bought the same list. There’s no exclusivity, no custom signals, and no way to control for freshness—unless you’re willing to pay a premium for “exclusive” leads (which, let’s be real, are rarely as exclusive as advertised).

So, why not cut out the middleman and build your own list? That way, you know exactly where your data came from, you control the signals, and you can update it as often as you need.

The Challenges of Buying Leads: What Sales Teams Need to Know

Let’s be real: buying leads comes with a laundry list of headaches. Here are the big ones I see over and over:

• Non-exclusive leads: You and your competitors are all calling the same people. It’s like showing up to a party and realizing everyone’s wearing the same outfit.
• Outdated contact info: With , you’re bound to hit a lot of dead ends.
• Compliance risks: Privacy laws are only getting stricter. If you’re not 100% sure how your data was sourced, you’re playing with fire.
• High costs: Between subscriptions, add-ons, and data hygiene tools, the bill adds up fast. And if your conversion rates are low, your cost per meeting can skyrocket. One analysis found it was .

All of this eats into sales productivity and can even hurt your sender reputation (hello, spam folder).

A Better Alternative: Customizing Your B2B Leads Gen with Thunderbit

This is where I get excited—because this is exactly the problem we set out to solve with . Instead of buying a generic list and hoping for the best, Thunderbit lets you build your own, hyper-targeted lead lists in just a few clicks.

Here’s how it works:

• AI-Powered Field Suggestions: Just click “AI Suggest Fields,” and Thunderbit’s AI will scan the page and recommend the best columns to extract—names, titles, emails, company info, you name it.
• Subpage Scraping: Need more details? Thunderbit can automatically visit each subpage (like individual LinkedIn profiles or company pages) and enrich your table with extra info.
• Instant Data Export: Export your leads directly to Excel, Google Sheets, Airtable, or Notion. No more copy-pasting or manual cleanup.
• Signal-Based Targeting: Scrape any website—official company sites, job boards, event attendee lists, niche directories—and capture the exact signals that matter for your sales strategy.

And the best part? You don’t need to know a lick of code. If you can use a browser, you can use Thunderbit. (I’ve seen my mom do it. She still calls me when her Wi-Fi goes down.)

Thunderbit in Action: Real-World Use Cases for Sales and Operations

Let’s talk about how teams are actually using Thunderbit to supercharge their lead gen:

1. Scraping Event Attendee Lists

Say you’re targeting fintech startups that attended a specific conference. Instead of waiting for the organizer to send you a half-baked list (or paying for one), you can use Thunderbit to scrape the attendee or speaker list right off the event website. Then, use subpage scraping to grab LinkedIn profiles, company URLs, or even emails if they’re listed.

2. Finding Niche Industry Contacts

Maybe you’re selling to biotech labs using a specific type of equipment. No database will have that level of detail. But if you find a directory or association website listing those labs, Thunderbit can extract all the names, locations, and even contact info in minutes. One user told us they built a list of 300 qualified leads this way—and saw a 20% response rate on their outreach.

3. Monitoring Competitor Hiring

Want to know which companies are ramping up their sales teams (and might need your sales enablement tool)? Scrape job boards or company career pages for new postings. Thunderbit can help you spot these signals in real time, so you can reach out before your competitors even know what’s happening.

Comparing Lead Buying vs. DIY Web Scraping: Which Delivers More Value?

Let’s break it down side by side:

The verdict? For most teams, building your own list delivers fresher, more relevant, and higher-converting leads—often at a fraction of the cost.

Getting Started: How to Build Your Own Custom Lead List in 2025

Ready to ditch the generic lists and build your own? Here’s a quick step-by-step guide (no technical skills required):

1. Identify Your Signals: What triggers indicate a good lead for you? Recent funding, job postings, event participation, tech stack, etc.
2. Find Your Sources: Look for public directories, event sites, job boards, LinkedIn searches, or even Google Maps listings.
3. Install Thunderbit: and sign up for a free account.
4. Scrape Your Data: Open your target website, click the Thunderbit icon, and hit “AI Suggest Fields.” Adjust columns as needed, then click “Scrape.”
5. Enrich & Export: Use subpage scraping to grab extra info, then export your list to Google Sheets, Airtable, Notion, or Excel.
6. Verify & Outreach: (Optional) Run emails through a verifier, then start your outreach—armed with context and signals that generic lists just can’t match.

Pro tip: For more detailed walkthroughs, check out or .

Conclusion: Rethinking Your Sales Leads Gen Strategy for 2025

Here’s the bottom line: buying leads just isn’t what it used to be. The data is stale, the costs are high, and the ROI is dropping like my Wi-Fi during a thunderstorm. Meanwhile, the teams that are winning in 2025 are the ones building their own, signal-rich lead lists—targeting prospects at the right time, with the right message, and seeing conversion rates that make the old “spray and pray” approach look like ancient history.

With tools like , building your own custom lead list is easier (and more affordable) than ever. You get fresh, exclusive data, tailored to your exact needs—and you never have to wonder if your competitors are working the same list.

So, should you still buy leads in 2025? Personally, I think it’s time to try something smarter. Give signal-based, customizable lead gen a shot—and watch your pipeline (and your sales team’s morale) get a serious upgrade.

Want to see how easy it is? and start building your own lead list today. Your future self (and your sales team) will thank you.

Curious to learn more about web scraping and sales automation? Check out these resources:

Happy scraping—and may your bounce rates be low, and your conversions sky-high.