I'll create the Modifying Lead Lists section with the subsection on expanding job titles.
After finding leads at companies, you may need to refine, adjust, or expand your lead lists to optimize targeting and campaign performance. Eve provides tools to modify lead lists, including expanding job title searches to capture a broader range of relevant prospects.
Sometimes your initial lead search returns too few results because your persona's job titles are too narrow or specific. Expanding job titles allows you to broaden your search criteria to capture more prospects who may perform similar roles under different titles.
Scenarios Where Expansion Helps:
Too Few Leads Found:
You're consistently finding 0-2 leads per company
Your target persona exists but under varied titles
Example: Looking only for "VP of Sales" but missing "Head of Sales," "Sales Director," "Chief Sales Officer"
Industry Title Variations:
Different industries use different titles for the same role
Healthcare: "Practice Manager" vs. Tech: "Operations Manager"
Financial Services: "Relationship Manager" vs. Retail: "Account Executive"
Company Size Variations:
Smaller companies: "Head of Sales" instead of "VP of Sales"
Larger companies: Multiple layers (SVP, VP, Senior Director, Director)
Startups: Broader roles like "Growth Lead" covering multiple functions
International Variations:
European companies: "Director" often equals US "VP"
UK: "Managing Director" vs. US: "General Manager"
Regional title conventions differ
Modern/Non-Traditional Titles:
Tech companies use creative titles: "Revenue Wizard," "Growth Hacker"
Startups blend roles: "Sales & Marketing Lead"
Emerging roles: "Revenue Operations Manager," "Customer Success Director"
Step-by-Step Process:
Access Your Persona SettingsNavigate to the ICP containing the persona you want to modify
Click on the ICP name to open ICP details
Scroll to Target Personas section
Click Edit on the persona you want to expand
Review Current "Likely Titles"Look at the existing job titles listed
Identify gaps or missing variations
Note which titles might be too narrow
Add Additional Job TitlesClick "+ Add Title" or similar option
Enter alternative job titles, one at a time
Include variations, synonyms, and related roles
Save each title as you add it
Consider These Variations:Seniority Variations:If targeting "Director of Sales," add: "VP of Sales," "Head of Sales," "Sales Director," "Senior Director of Sales"
Functional Variations:If targeting "Marketing Manager," add: "Marketing Lead," "Marketing Coordinator," "Marketing Director," "Growth Manager"
Abbreviated/Full Forms:Add both: "VP" and "Vice President"
Include: "Mgr" and "Manager"
Consider: "Dir" and "Director"
Department Variations:"Sales Operations Manager" + "Revenue Operations Manager" + "Business Operations Manager"
Regional/Company-Specific:"Country Manager," "Regional Director," "Area Vice President"
Save ChangesClick Save or Update Persona
Changes are applied to the persona
Re-Search for LeadsReturn to companies where you previously found few/no leads
Click "Find Leads" again
Eve now searches using the expanded title list
You should see more results with broader criteria
When to Expand Existing Persona:
Titles represent the same functional role at similar seniority
Goals, pain points, and motivations are nearly identical
Messaging to these titles would be the same
Example: "VP of Sales" and "Head of Sales" → Same persona, expand titles
When to Create New Persona:
Titles represent meaningfully different roles or seniority
Goals, pain points, or motivations differ significantly
Messaging needs to be different
Example: "VP of Sales" and "Sales Manager" → Different personas (seniority gap)
Example: "VP of Sales" and "VP of Marketing" → Different personas (different functions)
Decision Framework:
Same persona, expand titles: If you'd send the same email to both titles
New persona needed: If you'd need to adjust messaging, pain points, or approach for the different title
Q: How many job titles should I include for each persona? A: Aim for 8-15 titles per persona. This typically captures most variations without becoming unwieldy. Start with 5-8 core titles, then expand to 10-15 based on results. More than 20 titles suggests your persona may be too broad or you should split into multiple personas.
Q: Should I include both "VP of Sales" and "Vice President of Sales"? A: Yes. Include both abbreviated and full forms. People use titles inconsistently, and you want to catch both variations. The same applies to "Dir/Director," "Mgr/Manager," etc. This redundancy is helpful, not wasteful.
Q: What if expanding titles returns leads with much lower match scores? A: This indicates the new titles may be too far from your target persona. Options:
Review new leads manually to see if they're actually relevant despite lower scores
Remove titles that consistently yield < 60 match scores
Narrow your expansion—you may have gone too broad Lower match scores mean lower confidence in persona fit, so be selective.
Q: Can I expand titles for one ICP but not another? A: Yes. Personas are defined within each ICP, so you can customize titles per ICP. For example, your "Sales Leader" persona might include different titles for your "Healthcare" ICP vs. "Tech SaaS" ICP if those industries use different conventions. This ICP-specific customization improves targeting precision.
Q: Should I include international title variations? A: Yes, if you're targeting those regions. International title norms differ:
UK: "Managing Director" often equals US "VP" or "General Manager"
Europe: "Director" often equals US "VP"
APAC: Titles may emphasize regional scope ("APAC Director") Research title conventions in your target regions and include appropriate variations.
Q: What if I add too many titles and start getting irrelevant leads? A: Pare back:
Review recent leads to identify which titles are causing issues
Remove the problematic titles from your persona
Re-search at companies to get fresh results with narrower criteria It's easy to remove titles if you've over-expanded, so don't be afraid to experiment and adjust.
Q: How do I know which titles to add if I'm not familiar with the target role? A: Research strategies:
Use LinkedIn: Search for your target role at companies in your ICP and see what titles appear
Check job boards: Look at job postings for similar roles to see title variations
Ask your sales team: They know what titles your actual customers and prospects have
Review closed deals: What titles did your successful customers have?
Start with Eve's suggestions: The initial persona likely includes common titles—expand from there
Q: Should I add more junior or senior titles to increase volume? A: Only if they're actually relevant to your sale:
More senior titles (adding VP when targeting Directors): Do this if VPs would also be involved in buying decisions or if Directors are hard to find
More junior titles (adding Managers when targeting Directors): Only do this if Managers have budget authority or influence. Don't move down seniority just for volume if they can't actually buy Make strategic decisions based on buying authority, not just volume needs.
Q: What's the difference between expanding job titles and creating a new persona? A:
Expanding titles: Adding variations of the SAME role (VP Sales, Head of Sales, Sales Director—all similar seniority and function)
New persona: Adding a DIFFERENT role with different responsibilities (adding "VP of Marketing" when you already have "VP of Sales"—different function) If messaging and pain points would be the same, expand titles. If messaging needs to change, create a new persona.
Q: After expanding titles, should I re-search companies I've already searched? A: Yes, absolutely. Your previous searches used the old, narrower title list. Re-searching with expanded titles will find additional people who weren't captured before. This is especially valuable at companies where you found 0-1 leads initially—you may now find 3-5 relevant prospects.
Q: Can I remove titles that aren't working well? A: Yes. If certain titles consistently yield poor-fit leads or low match scores, remove them from your persona. Go to the persona editor, find the title, and delete it. This narrows targeting back to higher-quality matches. Persona refinement is an ongoing process—add and remove titles based on results.
Q: Will expanding titles affect leads I've already added to campaigns? A: No. Leads already found and added to campaigns remain unchanged. Title expansion only affects future lead searches. Existing campaigns continue with their current leads. This means you can safely experiment with title expansion without disrupting active outreach.
Q: How long should I wait to evaluate if new titles are working? A: Give it 2-3 weeks and 30-50 leads using the new titles:
Add expanded titles
Find leads at 10-15 companies using new criteria
Add these leads to campaigns
Monitor match scores, response rates, and lead quality
After 2-3 weeks, evaluate whether new titles are yielding quality results If results are poor, remove problematic titles. If good, keep and potentially expand further.
Q: Should I expand titles differently for small vs. large companies? A: Potentially yes. Large companies have more specialized, senior titles (SVP, VP, Senior Director, Director). Small companies often have broader roles with simpler titles (Head of X, Director of X, no VP layer). If you're targeting a wide company size range, you may need title variety to capture both. Alternatively, create separate ICPs for different company sizes with tailored persona titles.
