lead-sourcinglisted

# Lead Sourcing Two ways to build a list. Filter a static database, or research the live web. They fail in different ways and the choice should be deliberate. **Databases** are fast and cheap per record, and their data decays at roughly 25 to 30% a year through job changes alone. They're good when your ICP is defined by firmographics that change slowly. **Live research** is slower and more expensive per record, and it's the only option when your ICP is defined by a *situation* — companies doing a particular thing, showing a particular signal, present on a particular marketplace. No database has a field for "runs a Shopify store selling to dentists and posted a job for a marketer last month". Most good lists use both: a database for the firmographic base, live research for the qualifying situation. ## Pick the source from the ICP The mistake is having one sourcing method and bending every ICP to fit it. Match the source to what defines the segment. | If the ICP is defined by | Source | |---|---| | Industry, size, geography | Database or directory filters | | Being present in a physical location | Google Maps, local directories | | Selling online | Store platform footprints, marketplaces | | Using a specific technology | Technographic detection. See `technographic-signals` | | Hiring for a role | Job boards and careers pages. See `job-posting-signals` | | Recent funding | Funding announcements, filings. See `funding-news-signals` | | Being listed somewhere | Association