THE RIGHT PEOPLE A/S

What THE RIGHT PEOPLE A/S does

THE RIGHT PEOPLE A/S is a Danish B2B lead generation and contact-data company, founded in 2011 and headquartered in Odense under CEO Nikolaj Boe. The company builds and continuously maintains a proprietary database of decision-maker contact information for Danish private companies and public organisations, with data manually researched from public sources (websites, Google, social media, job postings, press releases) by a dedicated in-house team. The dataset covers corporate group relationships, international activities, mobile numbers, email addresses, and social media profiles, and is positioned as GDPR-compliant for direct outreach use.

The product portfolio comprises three data products — Lead-liste (curated Excel lead lists at 18–30 DKK per name), Database-adgang (online database access at 30,000 DKK per user/year), and CRM-Data (data-enrichment for Salesforce, HubSpot, Microsoft Dynamics, Pipedrive, and SuperOffice) — alongside managed services including Markedsbearbejdning (24,500 DKK/month, 160 letters and 34 hours of phone follow-up), event invitation handling, headhunting, stakeholder mapping, and custom research at 350 DKK/hour. A newer add-on, DataiCRM, monetises data cleansing and enrichment at 20–24 DKK per contact for CRM-ready file delivery. Self-serve functionality is available via app.therightpeople.dk.

The company sells primarily to mid-to-large Danish private companies and Danish public-sector organisations through a sales-led, inside-sales motion that combines inbound phone (72 220 228), online Calendly booking, and proactive postal outreach to CEOs and sales/marketing decision-makers. The Right People is family-owned, has 15 employees, has received seven consecutive Børsen Gazelle awards (2017–2023), and operates sister sites (kontaktoplysninger.dk, new-bizz.dk, erhvervsanalyse.dk) that extend its ecosystem beyond the core brand.

Name

THE RIGHT PEOPLE A/S

Legal name

The Right People A/S

Website

https://therightpeople.dk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

THE RIGHT PEOPLE A/S is a Danish B2B lead generation firm that sells manually-researched decision-maker contact data, CRM-enrichment integrations (Salesforce, HubSpot, Dynamics, Pipedrive, SuperOffice), and managed outbound sales services to mid-to-large Danish private companies and public organisations.

Ownership category

akta.pro rank

Product category

B2B Lead Generation Services

NAICS

Directory and Mailing List Publishers (51314), Direct Mail Advertising (541860)

SIC

Services-Direct Mail Advertising Services (7331)

akta.pro industry

PRIMARYBPAFAKAE

Lead Generation & List Building Services (Prospecting, Data Sourcing)

Business & Public Services/Marketing, Advertising & PR Services/Direct Marketing & Lead Generation (Email, Telemarketing, Demand Gen)

SECONDARYBPAFAKAF

Marketing Database & Contact Data Providers (B2B/B2C Lists)

Business & Public Services/Marketing, Advertising & PR Services/Direct Marketing & Lead Generation (Email, Telemarketing, Demand Gen)

SECONDARYBPAFAKAA

B2B Demand Generation & Lead Nurture Agencies

Business & Public Services/Marketing, Advertising & PR Services/Direct Marketing & Lead Generation (Email, Telemarketing, Demand Gen)

Keywords

• B2B lead generation
• Decision-maker data
• CRM data enrichment
• Contact database services
• Sales intelligence

Headquarters

HQ city

Odense

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Data Products (Lists, Database Access, CRM Data): Revenue from selling curated lead lists, annual database access subscriptions, and CRM-ready data files. Lead lists priced per name (18-30 DKK depending on volume); database access at 30,000 DKK/year per user; CRM-ready data at 20-24 DKK per contact.
2. Market Processing Services (Bearbejdningsprodukter): Managed outbound services including market processing (24,500 DKK/month package), letter sending (15 DKK/letter), and event invitation/follow-up (80 DKK/person). Sold as recurring monthly packages.
3. Headhunting / Candidate Sourcing: Finding candidates with relevant industry experience, contacting them, and sending job postings. Priced at 11,000 DKK for 70 contacted candidates for new customers.
4. Special Research: Custom research on foreign business leads including company, role, and contact information. Charged at 350 DKK per hour.
5. Market Analysis: Surveys targeting specific decision-makers among potential customers. Priced at 12-25 DKK per person plus questionnaire page setup from 3,000 DKK.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

THE RIGHT PEOPLE A/S is a Danish B2B lead generation company that provides contact data about decision-makers in private companies and public organisations. The company maintains a proprietary database of Danish decision-makers and influencers with mobile numbers, emails, and social profiles, delivered via curated lead lists, annual database subscriptions, and direct CRM integrations (Salesforce, HubSpot, Microsoft Dynamics, Pipedrive, SuperOffice). The company also executes managed outbound services including letter campaigns, phone follow-up, event invitations, and headhunting on behalf of clients.

Product overview

The Right People A/S is a B2B lead generation company specializing in data about decision-makers in Danish companies and public organizations. The offering consists of a core data platform (Database-adgang) with access to company and contact person information, combined with CRM integration services (CRM-Data/DataiCRM) that connect to major CRM systems (Salesforce, HubSpot, Microsoft Dynamics, Pipedrive, SuperOffice). The portfolio includes data products (Lead-liste, Database-adgang, CRM-Data), processing/add-on services (Hjælp/Push til sælgere, Eventdeltagere & Email-permissions, Markedsbearbejdning, Markedsanalyse, Mails der bouncer, Stakeholder-mapping, Kandidatsourcing), and supporting services (Specialresearch, Afsendelse af breve). Data is manually researched and continuously updated by a dedicated research team.

Differentiator

Problem solved

Functional benefit

Products and services

• Lead Lists (Lead-liste) Hand-picked customer leads based on client briefing for invitations, intro letters, and call lists. Data delivered in Excel format. Priced 18-30 DKK per name depending on volume, with minimum 9,000 DKK for 300 leads.
• Database Access (Database-adgang) Online access to a database containing information about companies and all contact persons. Includes simple CRM functionality, company data including group affiliations, foreign activities, contact info (mobile, email), links to social media profiles, and job change notifications. Annual subscription at 30,000 DKK per user.
• CRM Data Service (CRM-Data) Data service that updates CRM systems with new contact information, adds new contact persons automatically, provides job change notifications, and ensures GDPR compliance. Integrates with Salesforce, HubSpot, Microsoft Dynamics, Pipedrive, and SuperOffice.
• DataiCRM Data cleansing and enrichment service for contact person data in CRM systems. Removes duplicates, adds missing contact information (mobile, email), delivers import-ready files. Priced 20-24 DKK per contact person depending on volume.
• Market Analysis (Markedsanalyse) Market analysis service providing access to qualified respondents (decision-makers among potential customers) with a thoughtful setup where respondents only need to answer necessary questions. Automatic logging of who responds. Priced from 3,000 DKK setup plus 12-25 DKK per respondent.
• Market Processing (Markedsbearbejdning) Managed market processing service that identifies decision-makers for clients' solutions, sends introductory letters with contact warnings and topic details, follows up by phone, books meetings with interested parties, and creates agreements for future dialogue. Package includes 160 contacts and 34 hours of phone follow-up per month for 24,500 DKK/month. Minimum 4-month contract.
• Event Participants & Email Permissions (Eventdeltagere & Email-permissions) Service to find and invite desired participants to events (who the client does not know themselves), sends invitations by mail, follows up by phone to ensure awareness, and obtains email permissions. Priced 80 DKK per person excluding data costs.
• Sales Support / Push to Sellers (Hjælp/Push til sælgere) Sales support service that prepares and sends weekly 'heads-up' letters to potential customers on behalf of sellers. Letters include company information, discussion topics, relevance to the prospect, and option to decline. Priced 22 DKK per letter including postage.
• Candidate Sourcing / Headhunting (Kandidatsourcing) Headhunting service that identifies candidates with industry experience, finds satisfied professionals not actively job searching, contacts them about openings and sends job listings to their private email. Client handles the rest of the process. Introductory price for new customers: 11,000 DKK for 70 processed persons.
• Email Bounce Recovery (Mails der bouncer) Email bounce recovery service that salvages expensive email permissions that bounce due to job changes. Includes video explaining rules and process.
• Stakeholder Mapping (Stakeholder-mapping) Service that analyzes LinkedIn exports and maps who is connected to whom, including various stakeholders across companies and organisations.
• Special Research (Specialresearch) Custom research service for specific targets such as international business leads including company, position, and contact information. Priced 350 DKK per hour.
• Letter Sending Service (Afsendelse af breve) Letter sending service that prints, packages, and sends invitations or intro letters to lead lists. Can arrange a fixed pool of intro letters per week for sales teams. Priced 15 DKK per letter including postage, excluding envelopes.

Quantifiable outcome

• Hotel case: >70% of reached meeting bookers expressed interest (now or later), 84 site visits, 15 conference bookings within 9 months from 1,500-person campaign
• +3 more outcomes

Named customers10 records

Segments8 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• AbakionminorGTM or Marketing Partner · 26 November 2015Co-organised a seminar on 26/11/2015 at Abakion's office in Copenhagen on CRM and customer data. Abakion demonstrated how data from different systems can be connected. The Right People presented how decision-maker data can be loaded into CRM systems.
• Microsoft (CRM division)minorGTM or Marketing Partner · 26 November 2015Co-presented at the Abakion seminar in November 2015, providing an overview of news and future plans for Microsoft CRM. Demonstrated integration capabilities for customer data management.
• HubSpotcoreTechnology or IntegrationOnline integration with HubSpot CRM. Customers can update company data, view contact persons directly in the HubSpot interface, automatically create persons in HubSpot, verify job changes, and receive missing contact information. Built on standard CRM functionality without custom development.
• SalesforcecoreTechnology or IntegrationOnline integration with Salesforce CRM. Data about contact persons can be viewed directly in the Salesforce interface. Persons can be selected and automatically created in Salesforce. Customers can see persons in The Right People database and 'push' them into Salesforce.
• Microsoft Dynamics CRMcoreTechnology or IntegrationOnline integration with Microsoft Dynamics CRM. Customers can update company data and get master data back, view contact persons directly in Dynamics interface, and automatically create persons. Job change notifications supported.
• PipedrivecoreTechnology or IntegrationOnline integration with Pipedrive CRM. Built on standard Pipedrive functionality (no development required). Provides company data updates, contact person data viewing, automatic person creation, job change verification, and missing contact data enrichment.
• SuperOfficecoreTechnology or IntegrationOnline integration with SuperOffice CRM. Supports company data updates, contact person viewing in SuperOffice interface, automatic person creation, job change verification, and contact data enrichment. Persons can be monitored for job changes with notifications.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• 6sense: B2B data and intent-signal platform with contact enrichment and CRM integration. Adjacent overlap in decision-maker data and CRM-ready leads, with stronger emphasis on intent and predictive scoring.

Broad incumbents

• Bisnode (Dun & Bradstreet): Bisnode was the dominant Nordic B2B data provider before being absorbed into Dun & Bradstreet. Direct overlap in decision-maker contact data, company hierarchies, and CRM enrichment for the Nordics — but operating at pan-European/global scale rather than Danish-only focus.
• ZoomInfo: Global leader in B2B contact and company intelligence with CRM-integrated data delivery. Overlaps directly on lead lists, contact enrichment, and job-change alerts — competing at the international level where The Right People is a regional specialist.

Direct peers

• Apollo.io: B2B sales intelligence and engagement platform with contact database, lead lists, and CRM enrichment. Closely comparable product set to The Right People's lead lists, database access, and CRM-Data offerings, with self-serve SaaS delivery.
• Lusha: B2B contact data provider focused on direct dials and emails, with browser-extension and CRM-integrated delivery. Comparable in the contact data and CRM enrichment category, though Lusha operates globally with crowdsourced plus licensed data.
• Kompass International: International B2B directory and contact data provider with deep coverage of European companies, including the Nordics. Direct overlap in curated company/decision-maker databases and B2B list sales to mid-market customers.
• UpLead: B2B lead generation and contact data platform with real-time email verification and CRM integrations. Closely mirrors The Right People's lead-list and CRM-enrichment product model, primarily serving SMB/mid-market B2B sales teams.
• Clearbit (now HubSpot): B2B data enrichment and lead generation platform with deep HubSpot/Salesforce integrations. Comparable product surface in company/contact enrichment and buyer intelligence, now part of HubSpot.
• Lead411: B2B lead generation platform offering verified contact data, intent signals, and CRM-integrated lead lists. Direct comparable in the unit-priced lead-list and CRM-enrichment category for B2B sales teams.

Regional players

• Hitta.se: Sweden's leading people and business directory with contact data on Swedish companies and decision-makers. Closest Nordic geographic peer: similar business-directory heritage and curated data model, but serving the Swedish rather than Danish market.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/feed/update/urn:li:activity:6583231070647398400

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about THE RIGHT PEOPLE A/S