How to choose filters: industry, company name, SIC, and NAICS
Last reviewed October 22, 2026
Different ways of targeting an industry match very different numbers of records. Work down this list until you get the audience you want.
Order to try
- SIC code. The most consistently filled industry field. Start here.
- Company name contains [keyword]. Best for local trades and services, such as roofers, plumbers, dentists, and salons, where the business name usually says what they do.
- Industry keyword. Plain-English and forgiving.
- NAICS code. The lowest match rate. Use it last, and use no more than 5 codes per filter.
Tips
- Shorter codes match more. A 4-digit NAICS code covers more companies than a 6-digit one.
- Use "contains" instead of exact match when you can.
- Don't know the right code? In Advanced Search, look up a well-known company in that industry, open it, and use its listed industry, SIC, or NAICS values.
Important notes
- If you enter more than 5 NAICS codes, they may all appear selected but the audience returns 0 results. Keep it to 5.