How Job Title Targeting Helps B2B Sales Teams Find the Right Decision-Makers | InfoGlobalData

For CTOs

Focus on:

• Architecture
• Integration
• Security
• Scalability

For Sales Directors

Focus on:

• Pipeline
• Productivity
• Conversion
• Sales execution

The product remains the same. The business context changes.

Individual Relevance vs. Buying-Group Relevance

One of the most important findings from Gartner's 2025 research is that individual-level relevance can actually work against consensus inside a buying group. Gartner found that buying-group-relevant content improved consensus, while individual-level relevance produced a negative effect. (Gartner)

This does not mean role-based personalization should be abandoned.

Instead, it suggests that role personalization should fit within a shared account-level narrative.