It was in 2014 when Facebook took a shot at LinkedIn by adding Job-Title Ad Targeting, which was a welcome news for B2B marketers who were trying to reach prospects on the platform. Facebook knew how effective it’ll be for B2B marketers to further narrow campaigns to the specific occupation & profession, believing that the factor can influence their buyer decisions. The new functionality had the power to change the dynamic then & it also opened up the door to recruiters. This is a clear example of powerful segmenting on the basis of occupation & profession can be in the art of marketing.
Occupation or profession
Yeah…in general sense, both occupation & profession are understood in the same meaning but they have minor differences between them. For example… constructing a building is an occupation while the designing of one would be a profession. While a profession needs specialized knowledge & extensive training but an individual need not have specialized knowledge about the trade. Confusing…read on it. Now since that’s established let’s look into how marketers can take full advantage in their marketing campaigns by segmenting their prospects on basis of occupation & profession.Occupation & profession in the marketing process
In today’s world, LinkedIn Ads is considered as the undisputed king for targeting professionals in the world of B2B advertising but still, it doesn’t go beyond a scale. This is because in an ideal world it would have been easy to target based on job titles. This is not possible in the real world because of the issue of profile incompleteness based on occupation & profession, which comes into play. But it ain’t just LinkedIn facing the issue with lack of data in regards to occupation & profession. B2B marketers all over are struggling to convey their marketing messages to prospective customers which can be solved to a limit if the exact information on occupation & profession exists. The information on occupation & profession is part of who the prospects are which is crucial for the proper execution of sales & marketing campaigns. Also, marketing based on occupation & profession has been part of the gameplay for a long time. Even in the modern aspect of marketing, it is one of the main ways while targeting B2B prospects while using account based marketing.Warmed up enough to market based on occupation & profession?
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So, how to know your prospect’s occupation or profession?
Sometimes, it doesn’t matter how good we are or what we know because we will get stuck. The same goes for the process of marketing also. But as always we marketers find solutions. Primarily because – it’s part of the job & this is where we learn new stuff. In the case of attaining information on occupation & profession about your prospective customers, there are certain aspects which marketers should take care.
