Phase 1: Title-Based Email Lists
What it was: Marketers and sales teams targeted individuals based solely on job titles (e.g., "Marketing Manager," "IT Director").
Assumption: Title = job responsibilities.
Problem: Titles are vague, inconsistent, and can be misleading across industries and companies.
Example:
“Digital Marketing Manager” in one Bybit Database company might run paid ads.
In another, they may focus on SEO or manage a team.
Phase 2: Departmental Targeting
Next step: Segmentation by department (e.g., Marketing, Finance, HR) offered slightly better relevance.
Advantage: Slightly broader targeting could catch multiple stakeholders.
Limitations: Still too general—didn’t account for specialized roles within a department.
Phase 3: Role-Level Targeting
Refinement: Segmenting by seniority (e.g., VP, Director, Individual Contributor).
Why it helped: Better alignment with decision-makers, influencers, and users.
Still missing: Functional responsibilities, not just level or title.
Phase 4: Job Function-Based Targeting (Today’s Standard)
Current best practice: Targeting based on job function (what the person actually does), rather than just what they’re called.
Why it works: Functions are tied to specific pain points, KPIs, and buying roles.
Example:
Instead of "VP of Marketing," target Demand Gen, Brand, or Product Marketing functions specifically.
Why Job Function-Based Email Lists Are More Effective
Job Titles Job Functions
Inconsistent across companies Standardized, clearer segmentation
Focus on what someone is called Focus on what someone does
Less actionable for personalization Highly actionable for relevant messaging
Can miss key influencers Helps map buying committees accurately
Benefits of Job Function-Based Email Lists
Higher Engagement
Messages speak directly to the role’s day-to-day challenges.
Improved Personalization
Content, subject lines, and CTAs tailored by function = better open and response rates.
Better Buyer Journey Alignment
Nurture streams and drip campaigns customized to function-specific questions.