Choosing the Persona-based campaign means that you don't have your prospects selected yet, that's why you have to search for them (if you have the list of prospects ready and want to create an Import campaign, check this article).
When defining the target, you need to choose:
- What kind of companies are you looking for?
- What kind of prospects within these companies would you like to contact?
At the end of the article we also explain how the search logic works.
In the first step of creating a new campaign, you need to specify what kind of companies you're searching for. You can select a number of criteria in order to define them (described below).
On the bar on the right, you’ll be able to see the estimated number together with the preview of 10 companies meeting these criteria. This value will change in real-time as soon as you change the project's criteria. When you click on any of the companies on the list, you’ll be redirected to their website.
Select your preferred criteria mode
First, you need to decide whether you want to search for companies that meet the specified conditions (Detailed criteria) or if you want to search for specific companies (Specific companies).
If you choose Detailed criteria, you will be able to specify further:
- Companies locations
- Company size or revenue
- Company website
- Year founded
If you want to search for specific companies, these 3 criteria will be available:
- Specific companies
- Companies locations
- Headquarter location
Below you can find descriptions of all available criteria.
Here you can choose industry branches that the prospect’s company operates in. You can include multiple industries to broaden the search. If you don’t want to target by industries, leave this field blank.
When creating a target in Growbots, you can use not only descriptive industry verticals, but also standard NAICS codes. We hope this will help customers who have a different approach to targeting or know specifically what NAICS describes best their persona.
NOTE: Using NAICS codes is effective when your target is very specific and narrow, otherwise we recommend Industry Branches filters.
If your target is more specific than just the industry branches, you should try using company keywords, which are any descriptive words about the company that specify the search. E.g. if you were to look for the spa resorts, you'd want to select Hospitality (and maybe also Health, Wellness and Fitness) as an industry, and add spa, resort, etc as keywords. You can also exclude some keywords with just typing them with minus in front of them, eg. you want to target all the medical clinics except dentists - you can use the following settings:
Use this criterion to find companies with headquarter or any office located in a specific city, administrative area (e.g. state) or country. You can also exclude the location analogically to keywords.
Also, you don't have to describe location - you can simply put the zip code.
NOTE: Below you can see an example of targeting the companies with headquarters in LA, but offices/retail locations located in other parts of California state:
Company size or revenue
You can filter by the company size by its headcount or the number of retail locations. All you need to do is type in the minimal and maximal number of people/offices of the companies you want to target.
You can also narrow down your target by financial criteria - just set the slider to the range of their annual revenue that you want to filter by.
This filter allows you to search for companies that received external funding.
You can also specify when was the last time the company received funding, what funding stage they are on and what was the amount of the funding the company received.
The data is provided by Crunchbase.
This filter refer to the specific technologies or their versions that the prospect’s company website is built with. To include it in your search, start typing and choose the desired technology from the drop-down menu. If you can’t see it in the drop-down menu, it means we don’t support this technology. If you’d like to include all versions of the specific technology, e.g. "Magento", you should put only "Magento" and there’s no need to type "Magento 1.2", "Magento 1.3" and so on.
By searching for technologies used by companies, you can use either OR or AND conjunction:
- OR means that you want to target any company that uses any of the technologies you've typed
- AND means that you want to target specifically all the companies that use all the technologies combined.
By using OR conjunction you can also exclude technologies by typing them with "-", analogically to keywords.
The page rank is based on Alexa rank, which is a ranking that lists websites from the most to least popular. If you set this criterium to 1–1000, it will search for people from companies whose websites are among the 1000 most popular websites. If you use other criteria describing company characteristics, it may narrow your search too much.
You can also search just the companies founded in certain range of years.
When you want to target unknown prospects from known companies, you might want to use Specific companies search tool. You have to switch to it on the very top of targeting page:
Use this criterion if you want to find prospects from specific companies.
To get the most accurate results, type in the domain names of the companies. They should not contain http, www, or slashes /.
Correct example: growbots.com.
Incorrect example: https://www.growbots.com/customers.
You can also type in the names of the companies. To get proper results, skip type of business entity such as "Ltd.", "Inc." or "Corp.".
Remember that when you use this field, you can only use the location filters on top of that.
At this step, you decide whom you’d like to contact from the companies matching the criteria of Step 1. Analogically to the previous step, on the bar on the right, you’ll be able to see the estimated number together with the preview of 10 prospects meeting these criteria.
Seniority level & Department
You can decide to choose your prospects’ seniority levels and departments from the list to narrow down the target group within the company. Within these criteria, you are able to choose multiple seniority levels and multiple departments.
In this step you can filter the prospects by the specific job positions they hold. Please keep in mind, that this will narrow down the target much more than Seniority&Department filter.
To keep your target group specific but not too small, remember to:
- Make sure you use job positions common for the location you’re searching for.
- Type in ALL the variations of the job positions. For CEO, type in: CEO and Chief Executive Officer. Think about all the other variations that might apply, such as Director, VP, Vice President, SVP, Senior Vice President and Head.
- Avoid the of preposition as our system will limit the search for these kinds of phrases. Instead of Head of Marketing, use Head Marketing.
- Based on the job positions you type in, Growbots will suggest similar ones. Just click on those you find suitable to broaden your search.
You can also exclude positions you don't want to generate, such us Intern or Assistant. Just add "-" before the position's name you'd like to exclude:
You can also type positions in quotation marks or brackets. It means that it will look exactly the same as you put it, e.g. type "Customer Success Manager" or (Customer Success Manager) to find all the positions that look exactly like this instead of finding another Customer Success people.
This criterion works analogically to the "Company keywords" criterion from the previous step. Use it to find people working in the specific field when job positions usually don’t say that but the information can be found in their job descriptions.
Max prospect per company
You can decide not to generate more than the selected number of prospects within one campaign by checking the box. In most cases it's recommended to target max 1 or 2 prospects from the single company, so that it does't look like SPAM when too many colleagues receive the same message.
Remember that this criterion works only within the campaign and you can find more contacts from selected companies in similar campaigns.
Estimated number of prospects
The number of prospects shown within the estimation is just a rough figure. The actual number may be off due to several reasons:
- the estimate is valid for blank users – it’s possible you’ve already generated prospects matching the project's target in other projects;
- it's calculated before verifying email addresses – some of the emails might simply not pass the check;
- it doesn't exclude blacklisted prospects;
- it doesn't take the limit of prospects per company into account.
Please keep that in mind when you finish your targeting - this is just an estimate and the actual number of prospects in the next step might be smaller.
Note that choosing different options within one criterion results in a search based on one OR the other option. So:
- When putting "London" and "Paris" in Companies location criterion, the system will search for companies located in one of these cities.
- When putting "Project Manager" and "Project Supervisor" in Job position criterion, the system will search for prospects at one of these positions within the previously selected companies.
The logic changes to AND in the case of different criteria. So:
- Choosing "Civil Engineering" in Industry criterion and "London" in Companies location will result in a list of companies which are located in London and position themselves in the Technology industry.
- Choosing "Marketing" in Departments and typing "brand management" in Prospects keywords will result in a list of prospects that have something to do with brand management within Marketing departments of the previously selected companies.
The logic is also AND when it comes to combining Companies and People criteria. Filtering the companies and prospects in these 2 separate steps will result in finding the prospects that work on specific positions (filtered on 2nd step) in certain types of companies (filtered on 1st step).
Remember that choosing too many different criteria might narrow your results too much.