If you’re already done with basic targeting (you can find an article here) you probably may want to master it now!
Here you’ll find a piece of advice for targeting in the best possible way:
1. Target - Try to define your Ideal Customer Profile (ICP). ICP is a description of the person or company that's a perfect fit for your solution. Maybe you already know some companies that are your perfect target? If so, go to their LinkedIn profiles and websites and try to find what they have in common: their size, location, technologies they use etc. When you find these connections you can apply them to a whole campaign.
2. Job position - Many companies use different job titles to define the same position. Try to find each combination of specific words defining job title you’re looking for. You can search them in Growbots by inserting combinations in position name.
- Seniority level: contacting the CEOs of the company is not always the best option. In large companies, CEOs think about the big vision of the company and they probably won’t even find time to read your email. On the opposite site, there are small companies where almost every decision is controlled by a C-level employee.
- Department: think which department the people you are looking for may be working in. If your solution may help employees responsible for Finance don’t contact Marketing - it will be just a waste of your time.
3. Company size and industry - if the company size or industry the prospects are working in differs it is best option to create more than one campaign. The way of writing to CTO’s in small start-ups and VP’s of marketing in a multinational company shouldn’t be the same. It would be great to take into consideration the differences and personalize those emails.
4. Keywords - if you know that the companies you are looking for are located in very specific industry, have a unique business model or some innovative technology using the company keywords is a must. E.g. looking for saas companies you should type in phrases such as saas and software as a service. Using synonyms is very important here as companies may be using only one of these on their websites.
5. Check - when you think the targeting is done you should not rest on your laurels, there is one more important step in front of you. First, you should look at the Estimation and check how much the prospects match your criteria, but you have to remember that prospects shown within estimation are not exactly the same which will be generated. So, more importantly, go to Prospecting stage when you can Accept or Reject the prospects our system have found for you. Look if they meet your expectations and if not maybe think what could you improve to match your ideal customer profile better? What we recommend is adding positive and negative Keywords to exclude companies that don’t match your ICP. In the previous steps of creating the campaign, you can also look at Estimation and companies that are appearing there to see whether you are going in the right direction. Remember that you can always ask our Support Team if you need any help with Targeting! As we are done with basic rules, below you will find some examples of targeting done in the Growbots app!
You are a small start-up specialised in Growth Marketing/Demand Generation and Website Design. You want to find and contact B2B SaaS companies based in the US.
→ small, medium companies based in the US
→ Company Keywords: saas, software as a service, platform as a service, PaaS
→ no Industry
As large companies usually have their own marketing teams, so you are focusing on small ones.
We use saas, software as a service, PaaS and platform as a service Company Keywords→ this will mostly lead us to these startups. Writing shortcuts of those terms as well as full names will enlarge the number of prospects. The reason for that is that our system searches the keywords in the websites of the companies and some may use only the shortcut and some only use the full name.
There is no need in adding any specific industry. The reason for that is that you want to contact companies using specific technology and they can be hidden in different industries
→ C-level, VP, Director and Manager of IT and Marketing
In small companies, almost every decision must be approved by a C-level employee. That is why contacting them in the first place is a good decision, but also every person may lead us to contact them.
IT and Marketing may have different needs and the way of writing to them may differ. Creating two campaigns instead of one merged may help you get better results, as you can write more personalised emails.
We recommend you to choose to contact 2 prospects from one company, decreasing this number will lead to reducing the number of prospects that you will generate. We recommend to send the same campaign to a maximum of 2 people from the small/medium company, otherwise, the company may find you “spammy”.
NOTE: If the campaign is finished or almost finished and you can see Unresponsive status for some of the prospects you can come back to Targeting and generate more prospects from one company. To do so, simply unmark "Generate no more than x people from one company". Then you can use the Personalization feature to inform them that you have already been contacting some prospects from their company. Bear in mind that unmarking this feature means generating more prospects from each company, so you'll need to select only the prospects you'd really like to contact.
You are a company that sells enterprise integration software to all verticals worldwide. You are focusing mostly on banking, but you do also have clients in healthcare, real estate, telecommunications. Size of the company that you are targeting is big.
→ large and enterprise companies
→ industries: Banking, Commercial Real Estate, Hospital & Healthcare, Investment Banking, Pharmaceuticals, Real Estate, Telecommunications
We want to contact big companies that use many software tools
Industries that you are choosing are Banking, Commercial Real Estate, Hospital & Healthcare, Investment Banking, Pharmaceuticals, Real Estate, Telecommunications,
→ VP, Directors of IT
Do not contact C-level employees. In big companies, C-level employees focus mostly on the big vision of the company and not on the details like integration software. This way we should contact middle-range employees and they may lead us to the decision makers
In this case, another option is searching for Job Positions, what is important here is not only writing the full names of the job positions but also abbreviations - this will lead us to the most accurate prospects that we can find. The people you are looking for may use the titles:
→ VP of IT, Director of IT, Director of Data Quality, VP of data quality, Chief Data Officer, Data Governance Officer
As we are looking for big companies which can have many offices and not all the employees have direct contact we can choose more people from one company to contact, 4 or 5 seems like a good option
Your company is specialising in outsourcing the recruitment process in PR, Tech, and Biotech industries. Your company is quite small, but you are sure that your business model is unique. The people you are looking for bear the following titles VP of Engineering, VP of HR, VP of Marketing.
Industries that we mark are: Automotive, Biotechnology, Chemicals, Consumer Electronics, Electrical/Electronic Manufacturing, Industrial Automation, Machinery,
As you are not focusing on the size of the company you should make 2 different campaigns to be sure that emails are being sent to correct people
- FIRST CAMPAIGN
→ small and medium companies
→ C-level, VP, director of HR and Operations
The first campaign should be directed to small and medium companies, where the structure is not so big, so you can contact high-level employees like C-level, VPs, Directors. In smaller companies, almost every decision must be approved by C-level employee so it’s good to contact them in the first place.
We always recommend contacting at least 2 people from one company as then we can be sure that you will generate right amount of prospects. We recommend to send the same campaign to maximum 2 people from small/medium company, otherwise the company may find you “spammy”.
- SECOND CAMPAIGN
→ large, enterprise companies
→ Director, Manager of HR, Operations
Second campaign which is directed to large companies should be slightly different. As those firms have got a big structure, writing to C-level employees and even to VPs is not recommended option. Try to send an email to people responsible for the field you’re looking for.
You can contact more prospects form one company, because they may be working in different offices
As the companies targeted in this campaign are large, the best option is to contact around 4-5 prospects from one company
You are a producer of certified natural cosmetics for people with several skin problems. The people you are looking for are sales directors, distributors, managing directors, chief executive directors of online shops with cosmetics, chemists, drug stores, dermatological clinics. You do not have permission to sell your cosmetics abroad, so you concentrate on the US market.
As your target is divided it is great to make two different campaigns - one for retail shops and one for dermatological clinics.
FIRST CAMPAIGN - RETAIL, ONLINE SHOPS
→ Retail companies based in the US
→ company keywords: e-commerce, shop, website, web, online, cosmetics, drug store, beauty, skincare, skin care
Size of the company doesn’t matter, both small and big companies might be interested
As we are searching for shops, drug stores, e-commerce shops, those are keywords we need to write in this category. Choosing more Company Keywords will extend the number of prospects we will get, not the opposite.
→ Director, Manager of Sales
As we are looking for shops that would like to sell our cosmetics we won’t contact the owners of the companies - they are not the people in charge in this case. Our target will be the people that are responsible for searching for new products, so working in sales.
SECOND CAMPAIGN - CLINICS
→ Industries: Health, Wellness and Fitness, Hospital & Health Care
→ small companies
We want to contact small beauty and spa clinics as they may be looking for some brands to cooperate with.
We use company keywords directly connected with it:
You can check the job titles that are used in this specific branch in the LinkedIn,
→ Spa Manager, Clinic Manager, Clinic Director, Spa Director, Manager, Director, Sales
That's all! Remember that you can always your CSM or Support Team if you need any help with targeting.