TL;DR
For B2B, target company location: Company Country, Company State and Company City under Company Filters.
Use people location (People Country, People State, People City) only when the person must live in a place: local, licensed or in-person services.
Setting people location without needing it is the most common reason lists shrink or look "off".
For cities, add every common spelling and pair the city with Company Country.
When you'd use this
Use this when you are choosing which countries, states or cities to target, or when your results include leads outside your target geography.
The one rule: company location for B2B
Company location is where the business is based. That is what matters for almost every B2B offer: marketing, software, consulting, recruiting and any service delivered remotely.
People location is where the person says they live on their profile. Many people work remotely, live far from their company, or don't list a usable location at all. Filtering on it removes good leads.
Your offer | Use |
Marketing, software, consulting, remote services | Company location |
Local lawyer, licensed professional, in-person service for residents | People location |
Not sure | Company location |
Step-by-step
Open the Leads page from the sidebar (or go to next.listkit.io/leads).
Click Filters. Under Company Filters, open Company Country, Company State or Company City.
Select your locations, then add your other filters.
Leave People Country, People State and People City empty unless residency is a requirement.
Company Country
If your service is remote and not restricted by licensing or regulation, target several countries, not one. A good start is 5 to 10 strong markets, then expand based on results.
For English-language offers, common starting markets are the United States, Canada, the United Kingdom, Australia, New Zealand and Ireland. If you speak another language, add the countries that speak it.
Stay in one country only when licensing, regulation or physical delivery requires it.
Company State
Use Company State for US states and Canadian provinces when a rule forces it: state licensing, state-specific incentives or in-person delivery. If you can't find a state by name, try its standard abbreviation (for example CA, NY, ON or QC). Always pair it with Company Country.
Company City
Company City is the most restrictive location filter. Use it only for location-dependent services such as local IT support, commercial cleaning or in-person consulting.
City names are stored in many formats. Add every realistic variation. For Los Angeles, that means Los Angeles, LA, Los Angeles CA, Los Angeles California, Greater Los Angeles Area and Los Angeles County.
Always pair a city with Company Country, because many city names exist in more than one country (for example Cambridge or London).
Regions
There is no Region filter. To target a region such as Western Europe or Latin America, select each of its countries in Company Country.
People location: when it is right
Use People Country, People State or People City only when the person must personally live in that place, for example:
A lawyer or tax advisor licensed to serve residents of one state or country
A local coach, fitness or wellness service
In-person events, workshops or training for residents
Expect smaller lists. Many profiles have no location, say only "Remote", or use inconsistent formats (CA vs California). Add every variation you can think of.
Expected outcome
Your list matches the geography that actually matters for your offer, without accidentally removing good leads.
FAQ
Why did I get leads in another country?
You probably filtered by people location, or the company is headquartered in your target country while the person lives elsewhere (or the reverse). For B2B, filter by Company Country and remove people location.
I excluded a state, but I still see contacts there. Why?
Company location and people location are different. If you excluded a Company State, you can still see people who live in that state but work for companies based elsewhere. Exclude the matching People State as well only if residency really matters.
Should I combine company and people location?
Almost never. Only when your offer requires both a company location and personal residency, which is rare.
Does company location cover businesses with several offices?
It reflects the company's main location in our data.
Does location affect credit usage?
No. Credits depend on what you export, not on geography.
Can I target a whole region at once?
Select each country in that region in Company Country.