Search Criteria Reference
Search criteria decide who a stream finds. They are the cheapest lever you have on cost, because every filter that excludes the wrong person excludes them before their data is bought.
All filters are optional and they combine — a lead must satisfy all of the ones you set. Feeder streams have no criteria at all.
Standard filters
| Filter | How you enter it | What it matches |
|---|---|---|
| Industry | Type to search a predefined list | The company's classified industry. Chosen from a list rather than typed freely, so spelling cannot narrow your results by accident |
| Company Locations | Free text, one or more | Where the company is based. Accepts city, region or country — for example Toronto, Ontario, Canada |
| Company Size | Select one or more headcount bands | Employee count. Bands run from 1-10 up to 10K+, and selecting several widens the range |
| Job Titles | Free text, one or more | The person's title. Several variations are better than one — operations manager and head of operations are different strings |
| Seniority Level | Select from nine pills | Owner, Founder, C-Suite, Partner, VP, Director, Head, Manager or Senior. More reliable than titles for finding decision-makers |
| Keywords | Free text, one or more | Terms anywhere in the company's profile. Powerful but blunt — see the warning below |
| Market Segments | Select from eleven pills | B2B, B2C, B2B2C, E-commerce, Fintech, D2C, Non-Profit, SaaS, Consulting, Services or Retail |
Advanced filters
| Filter | How you enter it | What it matches |
|---|---|---|
| Technologies Used | Free text, one or more | Software detected in the company's stack. Useful for displacement targeting — and for excluding companies already using a competitor |
| Revenue Range | Minimum and maximum in dollars | Estimated annual revenue. Often absent on smaller private companies, which may exclude them |
| Person Locations | Free text, one or more | Where the person is, rather than the company. Worth setting separately when a business has offices in several countries |
| Domains | Free text, one or more | Named company domains. Use this to target a specific list of companies you already have in mind |
Warning: Keywords are the usual cause of wrong leads. They match anywhere in a company's profile, including terms that describe something the company merely touches rather than does. A stream targeting mortgage brokers once acquired an investment placement firm because its profile listed private mortgage lending as an asset class — a perfect keyword match and completely the wrong business. If your quarantine is full of near-misses, look at the keywords first.
Tip: Seniority is more dependable than job titles. Titles vary wildly between companies, while seniority is normalised. Setting Owner, Founder and C-Suite catches decision-makers whose titles you would never have thought to type.
What tightening the criteria actually saves
Email reveal
— Avoided entirely. A person never found is never revealed.
Company enrichment and intent signals
— Avoided entirely on Standard and Premium.
Phone reveal
— Avoided entirely on Premium.
Qualification pass
— Avoided entirely. There is no lead to score.
Your review time
— A quarantine you do not have to read through is worth as much as the money.
Info: Raising the qualification threshold does not save any of the above. By the time a lead is scored, its data has already been bought. The threshold protects your sending reputation; the criteria protect your wallet.
