Root Level Keywords FTW!
If you’re in the lead generation game, you’ve probably spent countless hours trying to identify companies that are actively growing. And here’s the thing – there’s a dead simple indicator that a company is in growth mode: they’re hiring salespeople.
I know, I know. It sounds almost too obvious. But stick with me here, because the way you search for these signals can make or break your entire lead generation strategy.
The Power of Root Level Keywords
When you’re searching for growing companies through job postings, the keywords you use matter a lot. This is where root level keywords become your best friend.
Think about it: if a company is hiring for sales roles, they’re going to use various titles and descriptions. You might see “Sales Development Representative,” “SDR,” “BDR,” “Sales Development Rep,” or “Sales Development Professional.” That’s a lot of variations to track, right?
Here’s the hack: instead of searching for every single variation, just use the root level keyword. In this case, typing “sales development” will capture all those different job title variations automatically. It’s going to grab the jobs that say “Sales Development Representative,” “Sales Development Rep,” and “Sales Development Professional” all in one go.
Going Broader (But Not Too Broad)
Now, you might be thinking: “Why not just search for ‘sales’ and call it a day?” And you’re not wrong – “sales” is the ultimate root level keyword. It’s all-encompassing and will pull up tons of results.
But here’s where strategy comes into play. When you cast that wide of a net, you’re going to catch some fish you don’t want. For example, searching just “sales” might pull up job postings for “Sales Support” roles, which are typically more administrative positions. If you’re looking for companies aggressively building out their sales teams with front-line revenue generators, a Sales Support role might not be the signal you’re looking for.
The Art of Keyword Strategy
The key is finding that sweet spot between too narrow and too broad. You need to think through what you’re actually trying to accomplish with your search.
Ask yourself: What type of hiring signals am I looking for? What do these hiring patterns tell me about a company’s growth stage? Am I looking for early-stage startups building their first sales team, or established companies scaling up?
For instance, if you see a company hiring multiple SDRs or BDRs simultaneously, that’s a pretty strong signal they’re in growth mode. Companies don’t typically hire multiple entry-level sales roles unless they’re preparing to scale significantly.
Other Root Level Keywords to Consider
While we’ve focused on sales, there are plenty of other root level keywords that can indicate company growth:
Marketing: “Marketing Manager,” “Marketing Coordinator,” “Marketing Specialist” – all captured with “marketing”
Customer Success: Companies investing in customer success are often in expansion mode, focusing on retention and upsell
Engineering/Developer: Tech companies hiring developers are likely building new products or features
Automating the Process
Once you’ve nailed down your keyword strategy, the next step is automation. Tools like Clay can help you automatically track job postings and identify companies matching your criteria. You can set up workflows that monitor these keywords and alert you when relevant opportunities pop up.
And when it comes time to reach out to these growing companies, platforms like Instantly or SmartLead can help you scale your outreach while keeping it personalized and effective.
Testing and Refining
Here’s the thing about root level keywords: there’s no one-size-fits-all approach. What works for finding companies in the SaaS space might not work for e-commerce or manufacturing. You need to test different keyword combinations and see what yields the best results for your specific target market.
Start broad, analyze the results, then refine. Maybe “sales development” is perfect for your needs. Or maybe you need to get more specific with “enterprise sales” or “inside sales” depending on the company size and sales model you’re targeting.
The Bottom Line
Root level keywords are a game-changer for lead generation because they help you work smarter, not harder. Instead of manually searching for dozens of job title variations, you can use strategic root keywords to capture everything you need in one fell swoop.
Just remember: broader isn’t always better. The goal is to find that perfect balance where you’re capturing all the relevant signals without drowning in noise. Think through your search strategy, test different approaches, and refine based on results.
When you get it right, you’ll have a steady stream of high-quality leads – companies that are actively growing and likely in need of exactly what you’re offering.
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