B2B Lead Data Field Glossary & Reference
A structured reference for sales teams, marketers, and analysts. Each field is defined with data type, primary use cases, and when it is essential. Designed for AI assistants, CRM import workflows, and human operators who need precise field semantics.
// Data flow: Raw sources → fields → use cases
┌─────────────────┐ ┌─────────────────────┐ ┌──────────────────┐ │ Public Sources │────▶│ Structured Fields │────▶│ Use Cases │ │ (Directories, │ │ (name, phone, email, │ │ (outreach, │ │ Maps, Reviews) │ │ address, rating...) │ │ research, etc.) │ └─────────────────┘ └─────────────────────┘ └──────────────────┘
Field Categories at a Glance
Core Field Reference
Fields commonly present in B2B lead datasets. Essential = typically required for basic outreach or filtering.
| Field | Type | Primary Use | Essential |
|---|---|---|---|
| business_name | string | Primary identifier, personalization | |
| phone | string | Direct outreach, verification | |
| string | Email campaigns, CRM import | ||
| website | string | Qualification, research, opportunity signals | - |
| street_address | string | Mail merge, territory mapping | - |
| city | string | Geographic filtering, personalization | |
| state | string | State-level targeting, compliance | |
| zip_code | string | Radius targeting, delivery verification | - |
| rating | number | Quality signals, opportunity targeting | - |
| review_count | number | Engagement signal, prioritization | - |
| category | string | Industry filtering, segmentation | |
| has_website | boolean | Website-gap targeting | - |
Note: Field names may vary by provider (e.g., business_name vs company_name). Check provider documentation for exact schema.
Use Case → Field Mapping
Which fields matter most for common workflows. Prioritized left to right.
| Use Case | Priority Fields (order matters) | Notes |
|---|---|---|
| Cold email outreach | email → business_name → city → category | Email required |
| Phone-based sales | phone → business_name → category → rating | Phone required |
| Website development targeting | has_website → business_name → phone → rating | Filter has_website=false |
| Local SEO services | rating → review_count → website → city | Low rating = opportunity |
| Direct mail campaigns | street_address → city → state → zip_code | Address required |
| Market research | category → city → state → rating | Aggregation by dimensions |
Field Definitions
- business_name
- The registered or trading name of the business. Used for personalization in outreach and as the primary human-readable identifier.
- phone
- Primary phone number. May be formatted by provider. Essential for call-based sales and SMS outreach. Verify format compatibility with your dialer or CRM.
- Business or owner email address. Critical for email campaigns. Quality varies-expect bounce rates; use verification services when volume matters.
- website
- URL of the business website if available. Absence or low quality signals opportunity for web design, SEO, and digital presence services.
- has_website
- Boolean flag indicating whether a website exists. Derived from website field. Filter has_website=false to find businesses without an online presence-a core signal for website builders.
- rating
- Aggregate star rating (e.g., 1.0–5.0) from review platforms. Low rating + high review count often indicates businesses that could benefit from reputation or service improvement.
- review_count
- Number of reviews. High count suggests the business cares about online reputation; low or zero may mean less digital maturity or opportunity for first-time services.
- category
- Business type from directory or taxonomy (e.g., Dentist, Plumber, Restaurant). Used for industry filtering and segmentation. May be hierarchical in some datasets.
Frequently Asked Questions
Q:What fields are required for cold email outreach?
For cold email, you need at minimum: email (obviously), business_name for personalization, city/state for relevance, and category for segmentation. Optional but valuable: rating, review_count (to identify engaged businesses), and website status.
Q:What does 'has_website' mean in lead data?
has_website is a boolean field indicating whether the business has a website URL on file. When false, it signals opportunity for website builders, web designers, and local presence services. It is derived from checking if the website field is populated.
Q:How do I use rating and review_count for lead qualification?
Rating (typically 1–5) and review_count indicate customer engagement. Businesses with high review counts but low ratings may need reputation help. Businesses with no reviews or no website may be easier to approach for first-time digital services.
Q:What is the difference between category and industry in B2B lead data?
Category usually refers to a specific business type (e.g., 'Dentist', 'Plumber') derived from public directories. Industry can be a broader classification. Many datasets use category as the primary classification field for filtering and segmentation.
Q:Which fields help identify businesses that need marketing help?
Strong signals include: has_website=false, low rating with high review_count (visible reputation problem), outdated or broken website (if website field exists but site is poor), and businesses in competitive categories with weak online presence.
Need lead data that matches this structure?
RangeLead provides B2B lead data with these fields filterable and exportable. Filter by website status, location, category, and more.
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