Start with an operational ICP
Turn a broad target such as ‘US software companies’ into rules a researcher can apply consistently. Define geography, industry, company size, relevant technologies, target departments, seniority, exclusions, and the reason a company should fit.
- Required company characteristics
- Target job titles and acceptable alternatives
- Exclusion rules for agencies, competitors, or existing customers
- The source of truth when information conflicts
Choose fields that support the next action
Every field should serve qualification, personalization, routing, or CRM hygiene. Collecting unnecessary fields increases cost and creates more opportunities for inconsistency.
- Contact name and normalized job title
- Company name, website, location, and size
- LinkedIn profile and source URL
- Business email with verification status
- Custom qualification notes tied to the campaign
Research companies before contacts
Company-first research reduces false matches. Confirm the domain, market, size, location, and business model before identifying the people most likely to own the problem your offer solves.
- Use the company website for current positioning
- Use professional databases for filtering and discovery
- Cross-check leadership and employment status
- Record uncertainty rather than guessing
Verify, normalize, and deduplicate
A polished list needs consistent formatting and a documented quality pass. Normalize names and URLs, check for duplicate contacts and domains, and separate verified, risky, catch-all, and unavailable email results.
- Remove duplicates against the client’s CRM or suppression list
- Keep verification status visible
- Use consistent country, state, and company-size formats
- Spot-check records against the original targeting rules
Deliver with a short quality note
Include the agreed criteria, sources used, verification method, exceptions, and any limitations. That context helps the sales team use the list responsibly and gives the next research cycle a better starting point.