How to: master targeting

One thing that will most likely decide the success or the failure of your outbound sales experience is your choice of the target audience. No matter if your service could be adopted by a wide range of buyers or you only operate on a niche market, the first thing to do, before you even start thinking of an extremely successful outreach campaign, is to generate a highly relevant list of prospects that will fall into your Ideal Customer Profile.

Research first

Prior to creating a project, we suggest visiting professional pages on LinkedIn. We use LinkedIn’s Sales Navigator to verify information and gain insight on markets that we’re targeting in different projects. This is where you will learn industry specific job positions, as well as find inspiration on who to target. Visiting people’s professional profiles will also give you guidelines to the most applicable technologies, skill sets and keywords. E.g. “People also viewed” will present a list of people with a professional profile similar to your prospect’s. You will quickly notice that the people matching your ideal buyer’s persona share some characteristics, such as skills. Keep these in mind when typing in advanced search criteria in Growbots.

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Decide on the seniority level

When deciding on the set of criteria also consider the seniority level of the decision-markers. With different campaigns it’s not always the C-level that decides on sales opportunities. When you are targeting larger companies (say 200+ employees), hunt for managers and regional directors, rather than founders and general presidents. These higher positions will most likely ignore your messages, as the company’s tooling is not their responsibility. However, startups are a one man army, so targeting founders and Chief Executive Officers will most likely result in responses.

Consider different combinations of search criteria

Your service may be a perfect fit for companies that use certain tools or technologies. Using advanced search criteria  enables you to create a specific project, destined for a very limited number of prospects. If your software integrates perfectly with popular e-commerce or data science tools, you might want to include these technologies in your search and use this intel to your advantage when writing a cadence.

However, you might also want to skip advanced criteria and give a go to a basically set up project – frequently it happens that our customers find their perfect fit to market in unexpected verticals.

It’s up to you to test drive different setups, though we strongly advise to experiment while creating your project.

How to target an ideal customer – examples

Here are some of the setups that we used to target frequently searched audiences. Some of them might inspire you to test different criteria, especially when you are deciding on your buyer’s persona. Usually, your projects will fall somewhere in the middle, so it’s worth knowing which approach to undergo when trying

The size-based search

In most cases, the size-based search will be useful when focusing on either larger companies or startups.

If your selling proposition applies primarily to startup owners, you’ll need a specific set of criteria – e.g. we chose Computer Software and Internet as verticals; founders, owners and CEOs as job positions. However, your offer might be tailor-made for a different audience within startups – you could also hit up CTOs, software engineers or marketing managers. Keep the number of employees to no more than 50 people in order to limit the query to small and medium companies only.

If your selling proposition applies primarily to startup owners, you’ll need a specific set of criteria – e.g. we chose Computer Software and Internet as verticals; founders, owners and CEOs as job positions. However, your offer might be tailor-made for a different audience within startups – you could also hit up CTOs, software engineers or marketing managers. Keep the number of employees to no more than 50 people in order to limit the query to small and medium companies only.

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Using companies advanced keywords

In some cases you might want to narrow down your search to companies with special characteristics, e.g. the ones that operate in a certain business model, such as Software as a Service. Your target companies will operate in numerous verticals, so the best way to find the companies that correspond to more complex criteria is to use the Companies advanced keywords. This field will also offer related suggestions once you start typing in your criteria.

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Technology-based search

If your service can only be adapted by companies that use certain technologies or that it perfectly match with market-specific tools, you  can also create a special project, typing in technologies as a criteria. For instance, we have chosen e-commerce.

To guarantee the quality of the prospects, we selected numerous verticals (such as Consumer Goods, Fashion, Cosmetics, Design, Internet) and a pack of market-specific technologies. Generally, the most appropriate decision-makers in e-commerce companies hold managerial marketing/sales positions. Some of the technologies worth including in your search would be: Magento, Shopify, WooCommerce, 3DCart, Big Cartel or Weebly. If you’re not sure about the names of technologies, just enter in one and the system will suggest others.

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Hit the bull’s eye with your projects!

Growbots is mostly used for bulk campaigns with a considerable numbers of prospects. However, in terms of lead conversion, creating narrow, specific projects works best. This gives you a better chance to personalize your messages and include insightful information. The project search engine allows you to target individual companies, so why don’t you give a go to a company-specific project?

What sets Growbots apart is the capability to create various projects with different setups. Try searching for your Ideal Customer Profile within different targets. Combined with a well structured, insightful email campaign, you will be able to quickly scale your outbound sales and create an unforgettable experience for your customers!

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