How to widen your net and capture more prospects
Job roles vs job titles. Do you know the difference and the impact choosing one over the other can have on your campaign?
Think about this scenario. You want to target Sales Directors and Sales Managers to promote a new CRM tool that you know will save them time and money.
So you ask your data provider for a list of Sales Directors and Sales Managers by job title. Your data partner faithfully recreates your request and runs counts based on your chosen job titles. The count returns just 5,000 contacts. There should be more, surely, but how do you find these people who you know are highly likely to be interested in your product?
Answer: you ask for Sales decision-makers by job role. Instead of just 5,000 Sales Directors and Sales Managers you now have a list of 10,000 decision-makers that have Sales responsibility but cover a far wider spectrum of job titles. Here’s an example of how these look from Marketscan’s business database, Megabase:
| Job Title |
| Sales Manager |
| Sales Director |
| Business Manager |
| Sales & Marketing Manager |
| Sales & Marketing Director |
| Managing Director |
| Business Development Director |
| Director |
| Marketing Manager |
| Head of Sales |
| Area Sales Manager |
| Head of Business Development |
| Marketing & Sales Director |
| Regional Sales Manager |
| Sales Office Manager |
| National Account Manager |
| Head of Sales & Marketing |
| Senior Account Manager |
| National Sales Manager |
| UK Sales Manager |
| Joint Managing Director |
| General Sales Manager |
| Director of Sales |
Next time you’re looking to promote your product or service to a specific role within an organisation, don’t restrict your search unnecessarily. Widen your net and ask for contacts by responsibility (aka job role).
More contacts = more prospects = more opportunities. It’s a no-brainer.
