What B2B Marketers Are Getting Wrong About Job Functions
Posted: Mon May 19, 2025 8:37 am
Treating Job Titles and Job Functions as the Same Thing
Mistake: Relying solely on job titles (e.g., “Marketing Manager”) without understanding the actual function (e.g., content, product marketing, demand gen).
Consequence: Broad or irrelevant messaging that doesn’t speak to what the person actually does.
Fix: Build campaigns based on job function taxonomy (e.g., function = “Demand Generation”; title = “Growth Marketing Manager”).
2. Overgeneralizing Broad Job Functions
Mistake: Assuming everyone in "Marketing" or "IT" cares about the same things.
Consequence: One-size-fits-all campaigns that Bitstamp Database fail to engage anyone meaningfully.
Fix: Sub-segment large functions (e.g., split "Marketing" into Growth, Content, Brand, Product Marketing) and tailor content accordingly.
3. Focusing Only on Decision-Makers
Mistake: Only targeting C-level or VPs, ignoring influencers and users in the buying committee.
Consequence: Missing out on champions who drive adoption or influence buying internally.
Fix: Map the full buyer group—users, influencers, blockers, and buyers—then tailor outreach by function and role in the decision.
4. Ignoring Function-Specific Pain Points
Mistake: Using generic messaging like “save time and money” for every function.
Consequence: Your message becomes noise, not value.
Fix: Speak to function-specific goals:
CFO: Budget accuracy, cost control
CMO: Pipeline growth, attribution
IT: Integration, security, uptime
5. Missing the Context of Industry + Function
Mistake: Targeting a job function without adapting for industry context.
Consequence: A "Sales Manager" at a SaaS company vs. a manufacturer has totally different KPIs.
Fix: Combine job function + industry for deeper relevance.
6. Neglecting Functional Hierarchy
Mistake: Using the same messaging for an Analyst and a VP.
Consequence: The value proposition misses the mark (too tactical for execs, too strategic for ICs).
Fix: Adapt messaging by seniority within function (e.g., high-level strategy for VPs, use-case specifics for ICs).
7. Not Updating Job Function Data
Mistake: Relying on outdated lists or static CRM data.
Consequence: Wasted outreach to people who’ve changed roles or companies.
Fix: Enrich and validate job function data regularly with tools like Clearbit, ZoomInfo, or LinkedIn Sales Navigator.
8. Underutilizing Job Function for Content Strategy
Mistake: Creating one-size-fits-all content.
Consequence: Low engagement and weak nurture flows.
Fix: Create content tracks by job function—e.g., product walkthroughs for users, ROI studies for CFOs, implementation guides for IT.
Mistake: Relying solely on job titles (e.g., “Marketing Manager”) without understanding the actual function (e.g., content, product marketing, demand gen).
Consequence: Broad or irrelevant messaging that doesn’t speak to what the person actually does.
Fix: Build campaigns based on job function taxonomy (e.g., function = “Demand Generation”; title = “Growth Marketing Manager”).
2. Overgeneralizing Broad Job Functions
Mistake: Assuming everyone in "Marketing" or "IT" cares about the same things.
Consequence: One-size-fits-all campaigns that Bitstamp Database fail to engage anyone meaningfully.
Fix: Sub-segment large functions (e.g., split "Marketing" into Growth, Content, Brand, Product Marketing) and tailor content accordingly.
3. Focusing Only on Decision-Makers
Mistake: Only targeting C-level or VPs, ignoring influencers and users in the buying committee.
Consequence: Missing out on champions who drive adoption or influence buying internally.
Fix: Map the full buyer group—users, influencers, blockers, and buyers—then tailor outreach by function and role in the decision.
4. Ignoring Function-Specific Pain Points
Mistake: Using generic messaging like “save time and money” for every function.
Consequence: Your message becomes noise, not value.
Fix: Speak to function-specific goals:
CFO: Budget accuracy, cost control
CMO: Pipeline growth, attribution
IT: Integration, security, uptime
5. Missing the Context of Industry + Function
Mistake: Targeting a job function without adapting for industry context.
Consequence: A "Sales Manager" at a SaaS company vs. a manufacturer has totally different KPIs.
Fix: Combine job function + industry for deeper relevance.
6. Neglecting Functional Hierarchy
Mistake: Using the same messaging for an Analyst and a VP.
Consequence: The value proposition misses the mark (too tactical for execs, too strategic for ICs).
Fix: Adapt messaging by seniority within function (e.g., high-level strategy for VPs, use-case specifics for ICs).
7. Not Updating Job Function Data
Mistake: Relying on outdated lists or static CRM data.
Consequence: Wasted outreach to people who’ve changed roles or companies.
Fix: Enrich and validate job function data regularly with tools like Clearbit, ZoomInfo, or LinkedIn Sales Navigator.
8. Underutilizing Job Function for Content Strategy
Mistake: Creating one-size-fits-all content.
Consequence: Low engagement and weak nurture flows.
Fix: Create content tracks by job function—e.g., product walkthroughs for users, ROI studies for CFOs, implementation guides for IT.