Characteristics to classify your B2B customers can help you get to know your prospects better. Ask questions about firmographic criteria such as location, industry or company size. Of course, financial data is also of interest to determine liquidity or purchasing power. Go one step further: Can you also offer your services on an event-driven basis? Then expand your target market according to specific events. For instance, funding events, management changes, expansions are often key business relevant events for new investments. The more detail you select and describe in your criteria, the less scatter loss will occur in the final selection of your target audience.