3. 3
Over View
• There are three sides to every roll-up list: Names, Companies &
Positions.
• Best Practice is to build your targeted company list first via Zip
Code radius, keyword search and company name search but also
inputting limiters in the necessary places.
• Once you are confident that your company list is clean you can
ADD and LIMIT the people you put on the names list.
4. 4
Why Do We Care About This?
(FBPLCE)
• Focus + (higher percentage of sending emails to people who will react well to them)
• Branding + (integrity in our markets. If you send someone a message that doesn’t
make sense for them at that time, when you send a message that does make sense
for them they are more liable to ignore it or never receive it)
• Persistence + (by targeting the right people, over time, you can persist in those
efforts)
• Longevity + (Our shared database has limited contacts in it and if we rely on it for
even half of our marketing, we can use this methodology throughout our careers
here at hireneXus)
• Continued Success + (if email marketing is going make us money in the long term,
we have to realize that we are a part of a larger ecosystem)
• Empathy for the Team + (how are my actions affecting the livelihoods of the other
people in the office and therefore the health of the office as a whole)
• - Exhaustion of limited and shared data (again, the database is not ours, it is the
company’s, it will be here when we are gone and we want to preserve it
effectiveness for posterity)
• = more and easier money for things you and your family need/want
• In Eric and Mike’s Business Plan they made an observation that we doubled our
Bulk Emails but our response went down. I think if we all focused on quality or
quantity—those ratios will change in their business plan in 2016. Maybe I am
wrong, Let’s find out, so we know how to stick and move.
5. 5
Step 1: Defining Your Market
For A Company List
• Who are you marketing?
• What geographical locations pertain to that person
• What industries/companies/hospitals/banks/firms make sense to
market this person into?
6. 6
Step 2: Measuring Your
Marketplace Based on Recent
Behavior
• Have I recently marketed into this geographical area?
• Have I recently marketed into the target industry/companies?
• Have I recently marketed into the target audience in the those
industries/companies?
• Would marketing this person cross over into another vertical? i.e.
an engineer with supply chain/operations exp. Maybe you ask the
person handling that vertical if they had recently marketed into your
targets.
• Do I care about any this? i.e. caliber of candidate (is this candidate
so good you don’t care), frequency marketing into these
companies/industries/geographical areas (welp, I have never
marketed into Tuscaloosa, Alabama, I think I’m good. OR I
haven’t marketed an Electrical Engineer in a while.)
7. 7
Step 3: Analyzing How to Build
the Company List
• What keywords in the company record apply to my candidate’s
interests, experience and background? AND How can I effectively
input data into an “advanced company search keyword section”
to grab these target companies? For example: manufact%, light%,
gear%, pump%, %poly
• What keywords in “Company Name” can I use to grab companies
that might not have any keywords associated with them? For
example: *manu, *indust, *advanced, *circuit, *machine, *tub,
*pip
• Removing 00 CLIENT COMPANIES and TEAM HC HOSP from your
results
• What keywords in “Company Name” can I force PCR NOT to use
because they simply don’t apply to me? (This helps FBPLCE remain
healthy) This one is up to you. It comes with experience with what
works in your market. The next slide will give the exhaustive sample
of what Engineering uses.
10. 10
“Company Name” Limiter
Example List for Engineering
• First of all, there is no way this can be perfect but if we all strive for perfection
the percentages of errors in our targets significantly gets reduced.
• THE FOLLOWING LIST ARE KEYWORDS WE DO NOT WANT IN THE
COMPANY NAMES OF AN ENGINEERING MARKTING LIST FOR A
ENGINEER RELATED TO MANUFACTURING
• *hardware, *software, *health, *college, *hosp, *rehab, *center, *energy, *clinic,
*universit, *regional, *bank, *consult, *service, *market, *capital, *korn,
*spencer, *chemical, *business, *accountant, *recruit, *med, *care, *invest,
*execu, *manage, *green, *financ, *LLP, *L.L.P, *HR, *human, *law, *firm,
*equity, *logistic, *gazette, *P.A, *lease, *LLC, *deloitte, *tax, *archit, *assoc,
*advert, *group, *sales, *partner, *estate, *finance, *trust, *supply, *distrib,
*advert, *execu, *group, *manage, *sports, *associat, *zero, *pharma
• If my candidate is working at General Electric, I would also include: *general,
*GE, *G.E.
• Every candidate I market, I ask if he/she has interviewed or have sent
resume’s to companies. No candidate will remember every single company
but if they can give you a handful, I would also limit those as well: *bemis,
*conagra, *mattel, *emerson
11. 11
Step 4: Improve The Company
List
• Once all three steps have been accomplished, I press the search button and
peruse the first two or three pages to look for other keyword limiters I can
REMOVE in order to refine my company search.
• I go back and add them to the company name limiters.
• For example: Retail, Lutheran and Depot are examples in the next slide
• I also look for “Company Name” keywords that may make sense to INCLUDE
because it is entirely possible that there are companies that are not on this list
that are applicable to my marketing effort.
• For example: In “Company Name” keywords you will remember that I used
*manu, *indust, *advanced, *circuit, *machine, *tub, *pip. I saw while I was
improving my list that there was a handful of companies that had the word
technology or technologies in them. So I will go back and add them into my
“Company Name” keyword search.
• You can save these searches so you never have to do this again, you
can just keep adding the improvements
13. 13
Step 5: Controlling The
Company List and Future Lists
• The purpose of this step is to sustain the gains you made in focus,
reliability and target.
• Continuing to monitor the process.
• The more you do this, the easier it becomes.
• Every once in a while I figure out something that makes this work
better.
• It is more of an art form than a science but it is also more of a
science than an art form.
• Tinker by being creative but also tinker using scientific
methodology by making observations and doing experiments.
• If you figure out something cool, let the whole team know.
16. 16
Over View
• This is the other side of the rollup coin.
• This is where we build out the list people we want to contact in the
companies that we have already identified as clean and targeted.
• There are two ways of doing this: searching Titles in the name
records of the company employees AND by doing near searches in
the “Advanced Name Search” keyword section
• This is where we can target specific people in departments and
with the titles we want in order to keep our database healthy.
17. 17
Step 1: Human Resources
• Email Address is not empty: We do this to have an accurate
number of how many people we sent an actual email to and also
because we don’t want to get on a blacklist. I am not sure if
sending emails to addresses that don’t exist would get us on a
blacklist but I tell myself that in order to remember to do this.
• In the Predefined Field of Title enter: [*human, *hr, *recruit,
*talent] I do believe these are the only keywords that we can use
to get all the human resources people that we want.
• Add the company rollup list we created in Part 1.
• So we are now searching Human Resources, HR, Recruiters,
Directors of Recruitment, Manager of Talent Acquisition,
etc.etc.etc. within the companies we have identified
to market to.
20. 20
• The next step would be generating a list of people in the company
list that you created without titles with a human resources
background.
• Chances are that this will be a significantly smaller sample size
than the one with titles but that is not always the case.
• We are going to do NEAR searches out of the keyword section of
the advanced name search.
• For Example: "human vice"~4 OR "vice human"~4 OR "human
manager"~4 OR "manager human"4 OR "VP human"~4 OR
"human VP"~4 OR "director human"~4 OR "human director"~4 OR
"recruit% manager"~4 OR "manager recruit%"~4 OR "director
recruit%"~4 OR "recruit% director"~4 OR "VP HR"~4 OR "HR
VP"~4 OR "director HR"~4 OR "HR director"~4 OR "HR
manager"~4 OR "manager HR"~4
23. 23
Observations Between the
Two Methods
• Searching by Title, within the Company Rollup you created, with
email address fields that are NOT EMPTY: 617 Names.
• Searching Titles using NEAR searches in the Keyword Section,
within the Company Rollup you created with email address fields
that are NOT EMPTY: 910 Names.
• There are some overlap between the two lists but using both
methods got us: 1369 Names
24. 24
Step 2: Hiring Managers
• Email Address is not empty: We do this to have an accurate
number of how many people we sent an actual email to and also
because we don’t want to get on a blacklist. I am not sure if
sending emails to addresses that don’t exist would get us on a
blacklist but I tell myself that in order to remember to do this.
• In the Predefined Field of Title enter: [*engineer, *manufac,
*operation] then ADD. Do another Predefined Field of Title
and enter: [*manager, *director, *vice, *vp, *chief]
• Add the company rollup list we created in Part 1.
• So we are now searching titles like Manager of Engineering,
Operations Manager, Director of Manufacturing, Vice
President of Engineering, etc.etc.etc. within the companies we
have identified to market to.
27. 27
• The next step would be generating a list of people in the company list that
you created without titles with a engineering, manufacturing or operations
background.
• Chances are that this will be a significantly smaller sample size than the
one with titles but that is not always the case.
• We are going to do NEAR searches out of the keyword section of the
advanced name search.
• For Example: "engineer% manager"~4 OR "manager engineer%"~4 OR
"vice engineer%"~4 OR "engineer% vice"~4 OR "VP engineer%"~4 OR
"engineer% VP"~4 OR "director engineer%"~4 OR "engineer% director"~4
OR "manufac% manager"~4 OR "manager manufac%"~4 OR "vice
manufac%"~4 OR "manufac% vice"~4 OR "VP manufac%"~4 OR
"manufac% VP"~4 OR "director manufac%"~4 OR "manufac% director"~4
OR "operations manager"~4 OR "manager operations"~4 OR "vice
operations"~4 OR "operations vice"~4 OR "VP operations"~4 OR
"operations VP"~4 OR "director operations"~4 OR "operations director"~4
29. 29
Observations
• Searching by Title, within the company rollup list you created with
email address NOT EMPTY: 334 Names
• Searching by keyword in name record, within the company rollup
list you created with email address NOT EMPTY: 331 Name
• There will be overlap of course so it is not like you will get 665
Names from this method. I believe I ended up with 450 Names.
30. 30
Closing Statements
• Human Resources is our version of the Wild West in the office as it
crosses over into all of our verticals. By targeting companies we
won’t exhaust our HR contacts.
• Rather than sending 40,000 bulk email maybe we can send a
5,000 bulk email and get the same results and preserve the best
natural resource that we have in the office. Clients Contacts.
• If Mike wanted to fish for salmon he wouldn’t go where bass are
known to be.
