evolution of the prototype marketer
DESCRIPTION
Cleveland HUG presentation on the impact of digital marketing on the industry, and the evolving skillsets and requirements needed from modern marketing professionals—in both corporations and agencies. During the event, we covered the evolving needs of modern marketing, including new industry trends and technologies, as well as an overview of the hybrid marketer persona, types of employees, characteristics and skillsets needed to run a successful agency/marketing program.TRANSCRIPT
Evolu&on of the Prototype Marketer
#CLEHUG
Cleveland HubSpot User Group
DiaDalsky
@DiaDalsky
TracyLewis
@Tracy_J_Lewis
senior consultant, PR 20/20community manager, Marke&ng Agency Insider
bit.ly/PrototypeMarketer
senior consultant, PR 20/20leader, Cleveland HubSpot User Group
SarahBedrick
@sbedrick
inbound marke&ng professor, HubSpot
• HubSpot Updates• 3 Catalysts for Change• Rise of Hybrid Professionals• The Talent Gap• AKract Top Talent• Advance Your Team• Q & A
Agenda
#CLEHUG
HubSpot Updates
#CLEHUG
Inbound Marke-ng Cer-fica-on
• hKp://academy.hubspot.com/cer&fica&on
HubSpot Updates
#CLEHUG
38%
HubSpot Updates
#CLEHUG
38%Number of inbound marketerswho have passed theInbound Marketing Certification
HubSpot Updates
#CLEHUG
Social Inbox
HubSpot Updates
#CLEHUG
HubSpot Updates
#CLEHUG
HubSpot Updates
#CLEHUG
HubSpot Updates
#CLEHUG
Inbound 2013
3 Catalysts for TransformaDon
• Technology innova&on
• Consumer behavior
• Business soTware
• Online applica&ons
• Communica&on paKerns
• Marke&ng philosophies
• Management systems
1) Change Velocity
#CLEHUG
15
*By 2017, the CMO will spend more on IT than the CIO.
source: Gartner
CMO > IT
#CLEHUG
16
*Of all new marke&ng hires will have a technical background star&ng in 2013.
source: IDC
50%
#CLEHUG
• Basic principle behind inbound markeDng
• Consumers tuning out tradi&onal marke&ng
• Brands lose control, but gain loyalty
• ShiTing budgets to digital
• The era of integrated services
2) Selec&ve Consump&on
#CLEHUG
“It doesn’t maKer anymore to the consumer if it is tradi&onal adver&sing, social media, PR or digital — they don’t compartmentalize these channels anymore. That’s why at TD Bank marke&ng and corporate communica&ons
are aligned as one team under the CMO.”
—Vinoo Vijay, CMO at TD Bank, as quoted in PRWeek
20
*Percentage of the purchase decision-‐making process B2B customers go through before contac&ng a sales rep.
source: Marke&ng Leadership Council
60%
#CLEHUG
3) Success Factors
Source: KISSmetrics
#CLEHUG
Source: HubSpot #CLEHUG
Source: HubSpot #CLEHUG
Source: HubSpot #CLEHUG
MarkeDng ROI tops the measurement list.
Source: IBM Global Chief Marke=ng Officer Study, 2011 #CLEHUG
Rise of Hybrid Professionals
This is your future consumer
• Data analysis• Content marke&ng
• Social media
• Email marke&ng
• Mobile
• Development & programming
Hybrid Professional Competencies
#CLEHUG
The Talent Gap
30
*Of marketers say their lack of skills is impac&ng revenue in some way.
source: Demand Genera&on Skills Gap Survey
75%
#CLEHUG
“Most CMOs are underprepared to manage the impact of key changes in the marke&ng arena.”
Source: IBM Global Chief Marke=ng Officer Study, 2011 #CLEHUG
AJract Top Talent
The Blueprint Series Presented by HubSpotEvaluate Strengths and Weaknesses
www.TheMarketingScore.com
Find the Gaps within Your Team
www.TheMarketingScore.com
Hire A-‐Players with PotenDal
• Analyst
• Crea&ve
• Intrinsically Mo&vated
• Listener
• Social-‐Web Savvy
• Strategic
• Tech-‐Savvy
• Team Player
• Writer
#CLEHUG
Consider Diverse Backgrounds
“We’re hiring people with publishing and media backgrounds. What we need isn’t taught in tradiDonal business schools. We
need people inside, working day to day on this stuff.”
— Michelle Klein, VP of global marke&ng at Smirnoff, as quoted in Forbes
#CLEHUG
Start with Brand and Culture
#CLEHUG
Capture Inbound Candidates
Ask Smart Interview QuesDons
Source: 7 Real Marke&ng Interview Ques&ons from HubSpot’s CMO #CLEHUG
Invest in the Doers
#CLEHUG
Advance Your Team
Remove Internal Silos
Image Source: dsearis #CLEHUG
Create an Internal EducaDon Program
#CLEHUG
Maintain a Recommended Reading List
#CLEHUG
Encourage Real-‐Time Sharing
#CLEHUG
AJend Priority Conferences
#CLEHUG
Engage on Social Media
#CLEHUG
Seek Systems for Success
#CLEHUG
• Change velocity, selecDve consumpDon and success factors are the catalysts.
• Marke&ng execu&ves are drowning in data.
• Prototype marketers turn informa&on into intelligence, and intelligence into ac&on.
• Hybrids are the future, but there is a current talent gap.
• You have the opportunity to redefine your career, and your company.
Closing Thoughts
#CLEHUG
QuesDons?