Role-Based Account-Based Marketing (ABM)

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Job function data is one of the cornerstones of effective Account-Based Marketing (ABM). In ABM, you’re not marketing to just one contact—you’re targeting multiple stakeholders inside a key account. Each of those stakeholders plays a different role in the buying committee.

Using job function data, you can:

Craft tailored email sequences for each decision-maker in the account.

Align sales messaging with content previously sent to the role.

Send relevant value props to influencers vs. budget holders.

For instance, a campaign targeting a $100K enterprise deal might involve:

CTO → Technical integration guides

COO → Workflow optimization and team performance reports

Procurement → Budget alignment and vendor comparison templates

This multi-threaded strategy, powered by job function intelligence, significantly increases the chances of conversion by aligning with each stakeholder’s unique priorities.

Benchmarking Performance Across Job Functions
Not all job function segments build outlook business mailing lists will perform equally—and that’s normal. What’s important is to benchmark performance so you know where to improve and where to double down. Create dashboards or reports that compare metrics across segments such as:

Open rates

Click-through rates (CTR)

Conversion rates (demo requests, purchases, etc.)

Unsubscribes and bounces

Average time-to-close

From this, you might find surprising insights. For example:

Operations Managers may have a higher CTR but lower conversion.

Finance roles may engage less frequently but lead to higher-value deals.

Use these insights to re-prioritize your segmentation strategy, improve content targeting, and set more realistic goals per segment. Over time, benchmarking leads to data-driven decision-making that can elevate your entire marketing operation.