Best Practice Tip – Use Job Function and Job Level Fields
Typically when clients first start with marketing automation they have to complete a data audit where they begin to understand how their data (the good, the bad and the ugly) affects their marketing effectiveness.
One area I see most often in B2B (businesses that sell to other businesses) organizations is the need for moving from a free form, text field for Job Title, to two drop down fields – Job Function and Job Level. This allow for consistency and accuracy for marketing purposes.
By using the Job Function and Job Level fields you can market more effectively to the prospect’s pain points by area of interest and the type of content you’ll need to provide based on their level within the organization.
Some examples of each are:
Job Function
- Marketing
- Operations
- Human Resources
- Finance
- Professional Services
- Information Technology
- Sales
Job Role
- C-level
- Vice President
- Director
- Manager
- Consultant
- Specialist
- Student/Intern
- Other
Keep in mind, Job Title can still be collected as a data point for sales, but for list pulls, triggers to enter and exit into nurturing or scoring programs, you’ll want to use Job Function and Job Level.
Posted in: Contact Management, Data Acquisition
