Start with broad availability.
Useful when a familiar industry, title, and geography are enough to define the audience and speed matters more than nuanced selection.
Custom B2B data
Build your custom B2B audience.
Turn exact industry, profile, geography, account, and contact requirements into a custom B2B audience built for the way your campaign will actually run.
Exact selection logicCustom intelligence fieldsActivation-ready delivery
Reach or effectiveness?
More records are not always a better market.
A packaged database can provide broad reach quickly. A custom data build is designed for the harder question: which accounts and people meet the conditions that make your campaign relevant?
Start with the commercial question.
Use account lists, niche categories, hierarchy, product-install context, exclusions, territories, and required fields to define fit before records enter a workflow.
Interactive audience brief
Define the audience one dimension at a time.
Select a dimension to see the questions that shape a custom list. The finished brief combines these choices instead of treating any one filter as the audience.
01 · Market boundary
Name the category as your buyers recognize it.
Move beyond a single broad industry code when the offer depends on a subvertical, operating model, customer type, regulatory context, or specialist business category. Review available industry data categories when defining the market boundary.
Industry and subverticalSIC / NAICS contextBusiness model
Selection logic is documented before research and record assembly begin.
02 · Buying profile
Define the people and accounts that can act.
Combine organization characteristics with job function, title, seniority, hierarchy, department, or other role context that matters to the commercial motion. Use professional contact data to consider the role and contact attributes available for selection.
Account profileRole and functionSeniority / hierarchy
Role criteria should reflect the actual buying group rather than a generic title list.
03 · Market geography
Make territory logic part of the audience.
Scope countries, regions, cities, postal areas, service territories, operating locations, headquarters, or account-location relationships before records are delivered. See how geo-targeted data can support geographic audience criteria.
Country / regionOperating locationTerritory ownership
Geographic definitions should align with routing and the intended activation channel.
04 · Qualification signals
Add the context that makes fit observable.
Use named accounts, installed products, business classifications, public activity, exclusions, or other supported signals to narrow the universe around the campaign question. Explore technology install signals when product context belongs in the selection logic.
Named accountsTechnology contextCustom exclusions
Signal availability and validation should be scoped rather than assumed.
05 · Destination design
Build the file for where it needs to work.
Choose fields, formats, identifiers, routing keys, suppression logic, and refresh expectations around the CRM, sales workflow, campaign tool, analysis, or partner handoff receiving the data.
CRM-ready columnsSuppression rulesRefresh expectations
The delivery specification is part of audience quality—not an afterthought.
From research to record
Custom data needs a traceable production logic.
The source describes offline resources, active and archived web research, filings, directories, events, subscriptions, surveys, and public records. Those inputs become useful only after structured curation and resolution.
Collect relevant signals
Use sources appropriate to the audience brief rather than treating every available source as equally useful.
Normalize and resolve
Parse names, domains, locations, product references, and business classifications into consistent entities.
Review and prepare
Apply deduplication, validation, agreed exclusions, sample review, and final field formatting before delivery.
Choose intelligence that changes a decision.
The field set should be scoped around attributes that improve selection, routing, personalization, or analysis—not added for volume alone.
Contact context
Name, professional email, title, function, seniority, and organizational hierarchy where available.
Company context
Domain, phone, employee range, revenue band, business description, and location attributes.
Market taxonomy
SIC, NAICS, specialist categories, and a normalized description of how the account fits the brief.
Install context
Product naming normalization, install confirmation logic, and account-location alignment when scoped.
Territory and ownership
Geography, named-account membership, exclusions, segment keys, and fields for downstream assignment.
Channel readiness
Prepare the agreed contact and account attributes for CRM append, sales research, email planning, paid media, or partner workflows.
Exact fields, coverage, sourcing, permitted use, validation approach, and refresh expectations should be confirmed for each custom project.
Build workflow
A custom list should begin before the spreadsheet.
The strongest builds make the campaign logic inspectable—from the reason the audience exists to the way it will be activated and refreshed.
Frame the campaign question
Clarify the market, motion, exclusions, and decision the data needs to support.
Approve the selection logic
Translate commercial language into documented filters, research rules, and sample acceptance criteria.
Build and validate
Assemble, normalize, resolve, deduplicate, review, and format records against the agreed brief.
Deliver for the destination
Align columns, routing keys, suppressions, and refresh expectations to the system or channel receiving the file.
Buying guidance
Custom audience questions.
When should we choose custom data instead of a packaged list?
Choose a custom build when your market depends on niche categories, named accounts, specialized roles, territory rules, product or business signals, exclusions, or intelligence fields that broad filters cannot express reliably.
Can a custom audience use our existing account or CRM data?
Yes. A named-account list, CRM cohort, suppression file, customer profile, or territory model can become an input to the brief. The project should define how records are matched, enriched, excluded, and returned.
How are intelligence fields scoped?
The practical field set depends on the audience, available coverage, source methodology, activation need, and agreed scope. Confirm the attributes that matter before the build begins.
Which sources can contribute to a custom build?
Depending on the project, research may draw from public records, filings, company websites, directories, events, trade publications, archived or active web sources, surveys, and other relevant resources. Source suitability and permitted use should be reviewed for the intended campaign.
How do we evaluate a sample?
Review the sample against the documented selection logic: account fit, role fit, geography, exclusions, field completeness, formatting, duplicates, and any agreed validation checks. A sample is most useful when acceptance criteria are defined in advance.
Bring us the market you cannot buy off the shelf.
Share the audience, account logic, geography, required fields, exclusions, and destination. We’ll turn them into a practical custom data build brief.
Scope your custom audience