Marketing hiring has become significantly more technical since 2020. Where a 'digital marketing' label once covered most roles, today's job descriptions are highly specific: performance marketing, demand generation, product marketing, SEO — each with its own tool stack and terminology. Your resume needs to speak that language precisely.
Over 60% of marketing job applications are processed by ATS before a recruiter sees them. A resume that says 'experienced in digital marketing' will lose every time to one that lists 'Google Ads, Meta Ads Manager, HubSpot, GA4, Salesforce' with context.
Demand Generation and B2B Marketing keywords
- Platforms: HubSpot, Marketo, Pardot, Eloqua, Salesforce, Outreach, Salesloft
- Tactics: lead generation, MQL, SQL, pipeline generation, account-based marketing (ABM), demand generation
- Channels: email marketing, marketing automation, webinars, content syndication, paid search
- Metrics: CAC, CPL, MQL-to-SQL conversion rate, pipeline influenced, marketing-attributed revenue
Performance and Paid Marketing keywords
- Platforms: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, TikTok Ads, DV360, The Trade Desk
- Tactics: PPC, paid search, paid social, programmatic advertising, retargeting, lookalike audiences
- Analytics: Google Analytics 4 (GA4), Google Tag Manager, Northbeam, Triple Whale, Rockerbox
- Metrics: ROAS, CPC, CTR, CPM, conversion rate, blended CAC, LTV:CAC ratio
SEO and Content Marketing keywords
- SEO tools: Ahrefs, SEMrush, Moz, Screaming Frog, Google Search Console
- Tactics: keyword research, technical SEO, on-page optimisation, link building, content strategy
- Content: editorial calendar, content management, CMS (WordPress, Contentful, Webflow), copywriting
- Metrics: organic traffic, domain rating/authority, keyword rankings, click-through rate
Social Media and Brand Marketing keywords
- Platforms: Instagram, TikTok, LinkedIn, X (Twitter), YouTube, Pinterest
- Tools: Sprout Social, Hootsuite, Later, Buffer, Canva, Adobe Creative Suite
- Tactics: influencer marketing, community management, brand partnerships, social listening
- Metrics: engagement rate, reach, follower growth, share of voice, brand awareness
Cross-functional marketing keywords
These phrases appear across all marketing disciplines and should appear naturally in your experience bullets:
- cross-functional collaboration, stakeholder management, go-to-market
- A/B testing, experimentation, conversion rate optimisation (CRO)
- budget management, agency management, vendor management
- brand guidelines, brand consistency, customer journey
- product launches, campaign management, integrated campaigns
HireSprint identifies which marketing keywords are present and absent in your resume relative to any job description — and suggests where to add them in context, not just as a raw list.
