Posted on Oct. 30, 2014
Today's marketing landscape requires marketers to be cross-trained in a wide variety of skills. Yes of course there are the standard items covered in college (the four P's are still relevant) but there is so much more that professors are not incorporating into the curriculumn because they are behind the times.
The modern marketer needs to be creative, analytical, scientific, tech-savvy, patient, hard-working....the list goes on. And it is tough to find one person with all of those skills and traits. Today's marketing mavens are not born, they are created. And, realistically, you will probably need two or more people to create a team of marketing mavens.
But...what if you could use science and a bit of dark magic to create the perfect modern marketer? Today, in the name of science, we will try. With the help of my assistant Igor, I will attempt to create the perfect marketer.
John Wanamaker, a pioneer in marketing and advertising, is attributed with the famous quote: "Half the money I spend on advertising is wasted; the trouble is I don't know which half."
In the past decade, most of the issues associated with calculating marketing ROI have been ironed out. Tools like Google Analytics allow us to track traffic referral sources and conversions, and more robust enterprise platforms like Pardot, Marketo and Eloqua allow us to track the full marketing funnel from top to bottom, allowing for real-time insights and ROI calculations. So the modern marketer needs to be able to compile data (mostly from different sources) and deliver a report on marketing spend and how that spend has performend in terms of generating revenue.
We are exposed to thousands of advertising messages every day so as marketers we need to be more creative than ever to cut through the noise and resonate with our potential customers.
Specific targeting options in advertsing platforms like LinkedIn, Facebook, and Twitter allow us to craft very specific, highly targeted messages. Creating different sets of advertisements, tapping into a variety of platforms, and displayed to different types of buyers is now a reality that every marketer should be taking advantage of.
A few months ago at a local meeting of MOCCA, Scott Brinker (@chiefmartec) gave a great presentation on how marketing and technology has evolved over the past decade. He has one slide that showcases the current technology landscape which, you should be warned, will probably make you go cross-eyed. There are thousands of different marketing technology vendors out there, providing us with more options than ever for display advertising, social media engagement, web analytics, and much, much more. Separately, these systems are somewhat ineffective, but tying them together is where the rubber meets the road. And that's easier said than done.
As enterprise marketers will attest, there are significant challenges in the integration of the data provided from each of these systems. The marketers who survive the next decade will be the ones that have a nose for technology and can adapt their skillsets to be able to implement and manage the administration of technologies that are crucial to marketing's success.
Seasoned database marketers are keenly aware of the value that can be provided by a clean, complete and accurate database, but they are also familiar with the pain and misfortune that is accompanied by a dirty database. While data quality may not be the sexiest of buzz words, true data geeks will have their heart in the right place by ensuring that their database is in good standing so that sales, marketing and business intelligence programs can all be initiated without a hitch and the organization can operate at peak performance.
We are living on the big data frontier, and marketers need to have the stomach for it.
IBM summarized the big data phenomenon simply by citing that "90% of the data in the world today was created in the last 2 years alone". Various departments in an organization will attempt to tap into all of the customer and prospect data that is available but nowhere is the utility of this data more immediate than within the marketing department.
Attempting to collect and sort through all of this information manually would be an impossible task, so marketers absolutely must learn the tools and techniques required to process the vast amount of data outside their marketing platforms and turn that data into useful information within Salesforce, Marketo, Pardot, Eloqua, etc..
Closely in tune with the left brain of the accountant, the modern marketer must have the eyes of an IRS auditor; he or she must always be on the lookout for marketing dollars being misspent. When a program is identified that is performing poorly, it must be stopped immediately and sentenced to a life in prison.
The digital marketing landscape changes quickly so we must be able to adapt just as quickly Search engine optimization practices that worked 3 years ago do not work so well today. Advertising platforms (Google Adwords, Facebook) will become less effective over time, so you must be prepared to quickly shift direction.
Marketing is fast-paced, and if you work with a team of talented entrepreneurs, you will be asked to pull together creative campaigns quickly and without much notice.
Creating a marketing maven is not as easy as flipping a switch, so don't worry if you don't have all of the traits listed above. You can get there - just subscribe to the RingLead blog and be sure to check out our other great resources to learn from the best and brightest in sales, marketing and cloud computing.
Happy Halloween everyone!