Targeting Niche Business Segments With SIC Code Data

How to use standardized industry classifications to laser-focus your B2B campaigns and avoid shouting into the void.

Summary: If your B2B outreach feels like shouting into the void, it might be time to get specific. Really specific. In this guide, we explain how to use SIC and NAICS codes to target your dream customers by industry—from HVAC contractors to boutique coffee roasters—so your campaigns reach the right inboxes, not the junk folder.

In a world overflowing with data, the challenge for most sales and marketing professionals isn’t access—it’s accuracy. For B2B campaigns, throwing darts at a generic business list no longer cuts it. Enter Standard Industrial Classification (SIC) and North American Industry Classification System (NAICS) codes, the unsung heroes of vertical targeting.

Both systems categorize businesses based on their primary economic activity. While SIC is the legacy system dating back to the 1930s, it’s still widely used across B2B platforms, including the U.S. Department of Labor and private databases. NAICS, updated more frequently, is maintained by the U.S. Census Bureau and is often used in economic analysis, procurement, and corporate research.

Why This Matters Now

According to a report by McKinsey & Company, B2B buyers now expect personalization on par with consumer experiences. That means your emails, ads, and phone outreach must sound like they were written specifically for the recipient’s business segment—and not like you’re mass-mailing half the Chamber of Commerce.

That level of personalization starts with segmentation. And that segmentation starts with SIC and NAICS codes.

Real-World Example

Let’s say you’re selling software for HVAC contractors. Instead of blasting every construction-related business in your database, you’d filter for SIC code 1711 (Heating and Air-Conditioning Contractors) or NAICS code 238220 (Plumbing, Heating, and Air-Conditioning Contractors). You now have a cleaner, tighter, and far more relevant list.

Want to reach wineries? Look for NAICS 312130. Targeting dental offices? SIC 8021 is your friend.

Here’s how it looks in action:

Industry	SIC Code	NAICS Code
HVAC Contractors	1711	238220
Coffee Roasters	2095	311920
Accounting Firms	8721	541219
Independent Pharmacies	5912	446110
Beauty Salons	7231	812112

A 2023 study by Salesforce found that personalized B2B outreach leads to a 22% increase in engagement rates and a 33% increase in conversion rates when campaigns use industry-specific messaging and offers.

Where to Find This Data

Platforms like Salesfully.com, Data Axle, and UpLead allow users to search, sort, and download business lists filtered by SIC/NAICS codes. Public tools such as the Census Bureau’s NAICS Lookup Tool and the OSHA SIC Manual help match business types to the correct codes.

Expert Take

“Industry code segmentation allows businesses to connect with relevance, not just frequency,” says Anita Newton, former CMO of Adknowledge and a B2B strategy advisor. “In a sea of noise, specificity is what drives resonance.”

Thread the Needle

To refine your campaigns even more, combine industry code filtering with firmographic data like employee size, location, or revenue. For example, instead of all beauty salons, maybe you just want those with 10+ employees in urban zip codes with median incomes above $75K.

Final Thoughts

Too many marketers obsess over open rates and forget that the real magic happens when your message hits the right target. Using SIC and NAICS codes in your segmentation process isn’t just smart—it’s essential.

So next time you prep a campaign, start with the code. Not just your promo code—the industry code.