Unlocking Untapped Audiences: How to Find Job Titles You're Missing in HubSpot Marketing

Hey everyone,

Ever feel like you’re missing out on potential customers, even with a robust CRM like HubSpot? It’s a common challenge. We pour so much effort into optimizing campaigns for known segments, sometimes we forget to ask: who are we not talking to?

This exact question recently popped up in the HubSpot Community, and it sparked a great discussion that I wanted to bring to your attention. The original poster was looking for a way to identify job titles within their HubSpot database that hadn't received any marketing outreach. This isn't just a niche query; it's a fundamental RevOps and marketing question that can unlock significant growth for your e-commerce business or any operation leveraging HubSpot.

The Core Challenge: Unmasking Your Untapped Audience

Think about it. You've got a fantastic product, perhaps you're an online shop website maker helping businesses get online, or you're selling specialty goods directly to consumers. You've collected a wealth of contact data, including job titles. But are you truly reaching everyone who could benefit from your offerings?

The original poster, a community member, put it simply: "Is there a way for me to build a report that will tell me what job titles that we have but that we have not been marketing to?"

This question gets right to the heart of efficient marketing. It’s about more than just sending emails; it's about strategic segmentation and ensuring no valuable contact slips through the cracks. For marketers and RevOps professionals, identifying these "blind spots" is crucial for refining strategies, personalizing outreach, and ultimately, driving more conversions.

The HubSpot Solution: Custom Reports to the Rescue

Thankfully, another insightful community member jumped in with a clear, actionable solution using HubSpot’s powerful custom report builder. This approach allows you to quickly visualize your audience gaps and turn them into opportunities. Here’s how you can do it:

Step-by-Step: Building Your "Unmarketed Job Titles" Report

1. Navigate to Reports: In your HubSpot portal, go to Reports > Reports.
2. Create a Custom Report: Click Create report in the top right, then select Custom Report Builder.
3. Choose Your Data Source: Select Contacts as your primary data source. This is where all your valuable job title information resides. Click Next.
4. Set Up Your Chart:
   • On the left sidebar, under "Select properties," find Count of contacts. Drag and drop this onto the Y-axis. This will show you the number of contacts for each category.
   • Next, find the Job title property. Drag and drop this onto the X-axis. This will group your contacts by their job titles.
5. Apply the Crucial Filter: This is the magic step!
   • In the left sidebar, click on the Filters tab.
   • Click Add filter.
   • Search for Last marketing email send date.
   • Select this property and choose the condition is unknown.
6. Refine Your Definition (Optional): As the community member rightly pointed out, "marketing to" can mean different things to different businesses. You might want to add additional filters based on your specific criteria, such as:
   • Last sales email replied date is unknown (if you consider sales outreach as part of your "marketing" effort).
   • Lifecycle stage is not Customer (to focus on prospects or leads).
   • Associated deals are none (if you want to target contacts without active sales conversations).
7. Save and Analyze: Give your report a meaningful name and save it. Now you have a clear visual of all the job titles in your database that haven't received a marketing email!

From Report to RevOps Action: What's Next?

So, you’ve got your report. You see a list of job titles you haven't been marketing to. What now? This is where the real work—and the real opportunity—begins:

• Segment and Personalize: Create new contact lists based on these unmarketed job titles. Develop highly targeted campaigns with messaging and offers specifically tailored to their roles and pain points. If you're an online shop website maker, you might find a segment of CEOs or Marketing Directors who haven't heard about your latest e-commerce solution.
• Content Strategy Review: Are you producing content that resonates with these job titles? Perhaps your blog or resource library is missing articles relevant to their specific challenges. Fill those gaps!
• Automated Workflows: Set up workflows to automatically enroll new contacts with these specific job titles into an introductory nurture sequence, ensuring they don't fall into the "unmarketed" category again.
• Sales Enablement: Share these insights with your sales team. They can use this information to prioritize outreach, craft more relevant sales pitches, and understand potential buyer personas they might have overlooked.
• Data Hygiene: This exercise also highlights the importance of accurate data. Regularly audit your contact properties to ensure job titles are consistently recorded and updated.

ESHOPMAN Team Comment

This community discussion hits on a critical point for any business, especially those running e-commerce on HubSpot. Identifying job titles you haven't marketed to isn't just a reporting exercise; it's a direct path to uncovering missed revenue opportunities. We wholeheartedly agree with the proposed HubSpot custom report solution as the ideal starting point. It’s fundamental for RevOps to move beyond general segmentation and proactively target specific roles. ESHOPMAN helps you act on this data by enabling highly personalized storefront experiences and targeted offers that resonate directly with these newly identified, high-potential segments, turning raw data into tangible sales.

In essence, this report isn't just about what you haven't done; it's about what you can do. By leveraging HubSpot’s reporting capabilities, you can transform untapped potential into thriving new customer segments. It's a continuous cycle of discovery, action, and optimization that keeps your marketing efforts sharp and your business growing.

Keep experimenting with your HubSpot reports, stay curious about your data, and you'll keep finding new ways to connect with your audience!