What 347 Marketing Job Postings Actually Ask For

We pulled every open posting from 62 companies' public Greenhouse job boards, kept the 347 whose title names a marketing role, and counted how many mention each of 44 terms at least once.

The ± figure is a 95% confidence interval. Trust the ordering, not gaps smaller than the interval.

The advertising platforms are almost absent. Google Ads appears in 1.7% of these postings, Meta and Facebook Ads in 0.6%, and LinkedIn Ads in 0.3% — that last one in 1 posting out of 347. Paid search sits at 2% and paid social at 3.7%. These are the tools that lead most marketing resumes, and this segment of the market rarely names them.

Pipeline is the metric. It appears in 52.2% of postings — more than every tool combined, and far above the growth vocabulary most marketers reach for: CAC 2.6%, LTV 3.5%, conversion rate 1.7%. Marketing here is measured on what it hands to sales, not on impressions or clicks.

No tool cracks the top ten. The first one is Salesforce at rank 11. The nine terms above it are craft and outcomes — cross-functional 59.9%, go-to-market 53%, messaging 53%, positioning 40.1%. A resume that leads with a platform list is answering a question these postings did not ask.

Salesforce over HubSpot, by a wide margin. Salesforce 23.1% against HubSpot 6.6%, with Marketo at 14.7%. And 10.1% ask for SQL — the query language, not sales-qualified leads, which appear as MQL vocabulary in only 2.3%.

Source. The Greenhouse job board API, which companies expose so their listings can be embedded on their own sites. No scraping, no private data. Any figure here can be re-derived from that endpoint; the collector and analyzer are in the repository.

Selection. Titles naming a marketing role, including product, growth, lifecycle, field, partner and brand marketing. Engineering, data science, legal and recruiting roles that merely support marketing are excluded — a “Senior Software Engineer, Marketing Platform” is an engineering job and would have inflated the technical terms.

One term was deliberately dropped. “Segment” matches roughly one posting in eight on a loose search, but the contexts are overwhelmingly “segment marketing” and “business segment” rather than the customer-data platform of that name, which is an order of magnitude rarer. There is no reliable way to separate them, so it was excluded rather than guessed at — a figure that cannot be trusted is worse than a missing row.

Counting. Document frequency — the share of postings mentioning a term at least once, not how often it appears. Deduped on company, normalized title and content length, the same rule used in the engineering, cybersecurity and accounting studies.

Limits. Terms outside the 44-term list are uncounted, so absence here is not evidence of absence. It is a snapshot of open roles on one date rather than a trend. And as above: B2B technology companies only.