Localizing Job Function Targeting for Global Campaigns

[nishat@264]

Job titles vary drastically around the world. If you're marketing internationally, you need to localize your job function strategy. For example:

“VP of Marketing” in the US might be “Head of Marketing” in the UK.

In Germany, titles like “Leiter IT” or “Geschäftsführer” are common.

In Japan, roles might include both functional and hierarchical terms (e.g., 部長 “Buchō” = department manager).

Here’s how to adapt:

Build a multilingual title dictionary: Map equivalent job functions across regions.

Segment by region + role: Create campaigns for “Marketing Leaders” in Latin America vs. Southeast Asia.

Adjust tone and messaging: European emergency hospital contacts executives may prefer formal language; US-based marketers often respond better to casual, benefit-led copy.

Use geo-based triggers: Send emails at local business hours and in local languages when possible.

Respecting cultural and linguistic job function norms boosts trust and improves campaign performance in global markets.

Aligning with Sales for Role-Based Outreach
The marketing-sales handoff often breaks down because of vague targeting. Job function data can act as the bridge between departments—if used correctly.

How to align:

Build shared definitions: Agree on which job functions qualify as leads, MQLs, and SQLs.

Sync messaging: Ensure sales follows up with content that matches the job function’s stage and pain point.

Create persona-based scripts: Equip sales reps with outreach templates and talk tracks tailored to each key role.

Feedback loops: After campaigns, meet with sales to review how specific job function leads performed and refine your strategy.

When marketing and sales are unified around job function data, your messaging becomes consistent, your pipeline becomes stronger, and close rates increase.