One of seven role studies in the ATS Resume Keyword Study — 3,518 job postings from 81 companies, counted term by term.
Google Ads appears in 1.7% of them. Pipeline appears in 52.2%.
B2B technology marketing at 62 companies · collected 2026-08-30 · agencies and consumer brands are not in it · Updated September 28, 2026 · By ZoeVera
Which half of your experience to lead with depends on the employer. Paste the posting and your resume and see which of its terms you are missing.
Check My Resume →Or read the sales side of the pipeline, counted in account executive postings · how often product postings say go-to-market
Two halves of a marketing resume, and how often 347 B2B postings name each. The grouping is ours; the figures are the data.
go-to-market
53%
messaging
53%
pipeline
52.2%
positioning
40.1%
demand generation
35.4%
ABM
16.7%
SEO
6.9%
content marketing
6.6%
email marketing
5.8%
paid social
3.7%
SEM / paid search
2%
Google Ads
1.7%
Meta / Facebook Ads
0.6%
LinkedIn Ads
0.3%
The two columns do not overlap. The least-named strategy term here is at 16.7%; the most-named channel term is at 6.9%. Google Ads is in 1.7% of these postings, Meta and Facebook Ads in 0.6%, LinkedIn Ads in 1 posting out of 347.
Pipeline is the metric. It appears in 52.2% of postings, far above the growth vocabulary many marketers reach for: CAC 2.6%, LTV 3.5%, conversion rate 1.7%. Marketing here is measured on what it hands to sales. If you can put a pipeline figure against your campaigns, it is the number these postings are written around.
The comparison above has a hard boundary and it matters more here than anywhere else on the page.
These are 62 B2B technology companies. Agencies, e-commerce brands, consumer retail, media and the entire performance-marketing industry are absent from this sample — and those are exactly the employers who hire on demonstrated Google Ads, Meta and paid social skill. A performance marketer reading “Google Ads appears in 1.7%” and stripping it from their resume would be acting on data drawn from employers they are not applying to.
The honest reading is narrow: for B2B tech marketing roles, postings ask for positioning, messaging and pipeline contribution far more often than channel execution. For agency, e-commerce or consumer work, this data says nothing about you, and the channel vocabulary remains the thing being screened for.
No tool cracks the top ten. The first one is Salesforce at rank 11. The terms above it are craft and outcomes — cross-functional 59.9%, go-to-market 53%, messaging 53%, positioning 40.1%.
Salesforce over HubSpot, by a wide margin. Salesforce 23.1% against HubSpot 6.6%, with Marketo at 14.7%. B2B marketing at these companies runs on the sales team's CRM, so name it even if you only reported out of it.
10.1% ask for SQL — the query language, not sales-qualified leads, which appear as MQL vocabulary in only 2.3%. Looker or Tableau is at 14.7%.
Share of the 347 postings mentioning each term, with its 95% interval.
01cross-functional
59.9% ±5.2
02go-to-market
53% ±5.3
03messaging
53% ±5.3
04pipeline
52.2% ±5.3
05positioning
40.1% ±5.2
06brand
35.7% ±5
07demand generation
35.4% ±5
08storytelling
27.1% ±4.7
09budget management
24.2% ±4.5
10events / field marketing
23.3% ±4.4
11Salesforce
23.1% ±4.4
12funnel
22.8% ±4.4
13ROI
21.9% ±4.4
14partner / channel marketing
18.7% ±4.1
15CRM (generic)
18.2% ±4.1
| Term | Postings | Share | ±95% CI |
|---|---|---|---|
| cross-functional | 208 | 59.9% | ±5.2 |
| go-to-market | 184 | 53% | ±5.3 |
| messaging | 184 | 53% | ±5.3 |
| positioning | 139 | 40.1% | ±5.2 |
| brand | 124 | 35.7% | ±5 |
| storytelling | 94 | 27.1% | ±4.7 |
| customer research | 39 | 11.2% | ±3.3 |
| competitive analysis | 36 | 10.4% | ±3.2 |
| campaign management | 15 | 4.3% | ±2.1 |
| copywriting | 9 | 2.6% | ±1.7 |
| Term | Postings | Share | ±95% CI |
|---|---|---|---|
| pipeline | 181 | 52.2% | ±5.3 |
| budget management | 84 | 24.2% | ±4.5 |
| funnel | 79 | 22.8% | ±4.4 |
| ROI | 76 | 21.9% | ±4.4 |
| attribution | 37 | 10.7% | ±3.3 |
| SQL (querying) | 35 | 10.1% | ±3.2 |
| A/B testing | 22 | 6.3% | ±2.6 |
| LTV | 12 | 3.5% | ±1.9 |
| CAC | 9 | 2.6% | ±1.7 |
| MQL / SQL (leads) | 8 | 2.3% | ±1.6 |
| conversion rate | 6 | 1.7% | ±1.4 |
| Term | Postings | Share | ±95% CI |
|---|---|---|---|
| demand generation | 123 | 35.4% | ±5 |
| events / field marketing | 81 | 23.3% | ±4.4 |
| partner / channel marketing | 65 | 18.7% | ±4.1 |
| ABM | 58 | 16.7% | ±3.9 |
| lifecycle marketing | 33 | 9.5% | ±3.1 |
| SEO | 24 | 6.9% | ±2.7 |
| content marketing | 23 | 6.6% | ±2.6 |
| email marketing | 20 | 5.8% | ±2.5 |
| paid social | 13 | 3.7% | ±2 |
| public relations / comms | 12 | 3.5% | ±1.9 |
| SEM / paid search | 7 | 2% | ±1.5 |
| Term | Postings | Share | ±95% CI |
|---|---|---|---|
| Salesforce | 80 | 23.1% | ±4.4 |
| CRM (generic) | 63 | 18.2% | ±4.1 |
| Marketo | 51 | 14.7% | ±3.7 |
| Looker / Tableau | 51 | 14.7% | ±3.7 |
| HubSpot | 23 | 6.6% | ±2.6 |
| Braze / Iterable | 15 | 4.3% | ±2.1 |
| Google Analytics / GA4 | 14 | 4% | ±2.1 |
| Amplitude / Mixpanel | 11 | 3.2% | ±1.9 |
| Figma | 8 | 2.3% | ±1.6 |
| Google Ads | 6 | 1.7% | ±1.4 |
| Meta / Facebook Ads | 2 | 0.6% | ±0.8 |
| LinkedIn Ads | 1 | 0.3% | ±0.6 |
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.
SQL, twice. The query language and sales-qualified leads share an acronym. The querying row skips “SQL” when it is followed by “leads” or “conversion”, and the leads row counts MQL, which has no second meaning.
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 2026-08-30 rather than a trend. And as above: B2B technology companies only.
adyen · affirm · anthropic · applovin · asana · billtrust · bitgo · braze · brex · carta · checkr · chime · cloudflare · coinbase · cultureamp · databricks · datadog · dropbox · duolingo · elastic · faire · figma · fivetran · gemini · gitlab · gusto · gympass · hellofresh · impact · instacart · intercom · justworks · klaviyo · launchdarkly · lyft · mixpanel · mongodb · monzo · okta · oscar · pagerduty · pendo · pinterest · postman · reddit · ripple · robinhood · samsara · smartsheet · sofi · squarespace · stripe · tide · tripadvisor · tubi · twilio · upwork · vercel · verkada · webflow · zocdoc · zscaler
The table as it stands: 347 postings from 62 companies, 44 terms, method v1.0.
No figure on this page has been corrected. Every withdrawn row and corrected figure across the studies is listed in the corrections log. The analysis script that built this table and the collector it reads from are published as plain text.
Quote any figure on this page. If you do, link back to it so readers can see the sample and its limits rather than the number alone.
General citation
ZoeVera, “What 347 Marketing Job Postings Actually Ask For” (method v1.0, data collected 2026-08-30). https://www.zoevera.com/resume/marketing-job-description-keywords
APA style
ZoeVera. (2026-08-30). What 347 Marketing Job Postings Actually Ask For. https://www.zoevera.com/resume/marketing-job-description-keywords
MLA style
ZoeVera. “What 347 Marketing Job Postings Actually Ask For.” ZoeVera, 2026-08-30, www.zoevera.com/resume/marketing-job-description-keywords.
Chicago style
ZoeVera. “What 347 Marketing Job Postings Actually Ask For.” ZoeVera, 2026-08-30. https://www.zoevera.com/resume/marketing-job-description-keywords.
Which half of your experience to lead with depends on the employer. Paste the posting and your resume and see which of its terms you are missing.
Check My Resume →Or read the sales side of the pipeline, counted in account executive postings · how often product postings say go-to-market
The rest of the research
This role is one corpus of seven. The study hub holds the method, every role's figures, the limits of each sample, and the full dataset as a CSV.