How to Use Job Function Data in ABM
1. Map Buying Committees by Job Function
Identify the key stakeholders in a B2B purchase decision and their typical job functions.
Example:
For a B2B SaaS tool:
Economic buyer: CFO or VP Finance
Technical buyer: IT Director or CTO
User: Operations Manager or Analyst
This mapping allows Bitget Database tailored messaging per role.
2. Create Persona-Based Messaging by Function
Use job function data to craft highly relevant value propositions for each persona in the buying group.
Marketing persona: Focus on brand visibility, lead generation
IT persona: Highlight integration, security, performance
Finance persona: Emphasize ROI, cost-efficiency
Tailoring the pitch to each function’s pain points increases conversion.
3. Segment Target Lists by Function Within Each Account
Once you've identified target accounts, use job function data to segment contacts:
Primary contacts: Decision-makers
Secondary contacts: Influencers or blockers
Tertiary contacts: Potential advocates
Then prioritize outreach based on influence level.
4. Personalize Campaign Touchpoints
Across channels (email, ads, LinkedIn, direct mail), use function-specific messaging:
Email: Tailored subject lines and content
Ads: Different creatives for finance vs. marketing vs. IT
Landing pages: Dynamic content based on job function
5. Trigger Campaigns Based on Job Function Signals
Use intent data or behavioral signals tied to specific job functions to launch timely campaigns.
Example:
If multiple “HR” contacts at a target account engage with your content, trigger an ABM play for the full HR team.
6. Optimize Sales Alignment
Enable sales teams with job-function-specific insights:
Talking points aligned to function
Case studies or ROI calculators relevant to that role
Functional objections to anticipate and handle
7. Enhance Lead Scoring
Incorporate job function into your lead scoring model. Give higher scores to contacts with decision-making authority or critical job functions.