What Makes a Marketing Team Really Successful? While most marketing directors would agree that the foundation is based on a smart combination of streamlined marketing strategies (with the ability to rotate overnight based on market dynamics) and a martech stack that complements the marketing and business goals; some others would argue that a marketer’s list of “essential” skills really depends on what type of marketing team or long-term marketing goal a company has set.
One thing is for sure, given the fast pace at which marketing processes change and martech innovations happen, marketing skills must constantly evolve. On the one hand, the indispensable skills required to advance marketing need to be continuously improved, as well as your marketing recruitment plan and team structure.
B2B marketing will continue to change over the years. While this is the case, marketing departments and marketing directors, as well as hiring managers, need to ensure that their team has the appropriate resources (in terms of martech support) and basic skills to generate real marketing impact and business ROI.
At a time when marketing has become more performance and results driven, the right skills are required to further optimize marketing costs while helping the business generate real and impactful revenue.
Marketing Technology News: MarTech interview with Julie Réali, Director of Programmatic Partnerships at Dailymotion
A few quick facts
- The marketing skills, which are an important requirement for one company, may differ for another.
- In-demand marketing skills, or skills that a marketing director seeks, need to be tailored to match both short and long term marketing goals and plans. For example, a company that wants a strong social media presence needs a robust social media management team that can create relevant social media content, structure plans to use social media to drive business growth, and at the same time know How To Thoroughly Evaluate Social Media Analytics To Effectively Measure Impact, A Must In Today’s Marketing Journey.
- The marketing skills a company needs today can look very different than they were a year ago. Mainly because marketing dynamics and business trends, including customer behavior, change rapidly.
- For marketing directors looking to hire marketers based on “must-need” skills, it always makes sense to break the skills down into hard skills and soft skills.
With that as a foundation, the key marketing skills a particular marketing department may need can never be set in stone. But knowing the basic skills needed to run a smooth marketing plan can help build, train, and develop resilient marketing teams who are taught to run operations with a profit and ROI in mind.
A few basic skills that are essential for today’s B2B marketers
A strong talent for data
That’s old news now – data-driven marketing is the single most important component of marketing success today. Whatever marketing role a marketer has, be it email marketing, social media marketing or channel marketing, in today’s B2B environment it is important for marketers not only to measure and analyze campaign metrics, but also to know them how to break down information from them to multiple data points.
In a 2018 LinkedIn report, such hard skills were seen as one of the most sought-after skills of a marketer.
Today’s marketers not only need to master the numerous martech tools that help analyze campaign effectiveness, they also need to learn to prioritize metrics, know what is most important, and what needs to be measured and maintained.
The ability to create compelling marketing texts and to communicate well
We are marketers at a time when digital buying journeys with relevant, meaningful content and communication have to be optimized. A marketer who has extensive content marketing skills and is able to not only market content but also create compelling captions or articles and collateral materials when needed will add more value to a growing marketing team.
Marketers who are familiar with developing marketing strategies but are unable to create or quickly copy content quickly can sometimes affect the speed at which campaigns are launched because they have to rely on a content team.
What works here as an added bonus is a strong design and UX / UI ability that allows for seamless management of a campaign. including its general message, appearance and operation.
Effective writing is still a skill that cannot be automated on a large scale, and this places the requirement on marketing directors not only to plan high-end campaigns, but also to deliver the right messages and topic for each customer trend.
Needless to say, the ability to produce compelling marketing copy should be seen as a must for any marketing function in order to reduce errors in campaign automation and for every marketer on the team to process incorrect grammar and typos and send the overall quality of a marketing.
Marketing Technology News: Marketing Technology Highlights of the week: With Conga, Drift, ZoomInfo, Infutor and more!
Above-average Martech skills
Martech is marketing. That has been said often enough. No marketer today can conduct marketing activities without the use of martech.
Marketing automation doesn’t end here. In today’s martech and marketing environment, multiple martech skills that include understanding website analytics, email marketing ROI and results, social media analytics, and much more need to come into play.
This is more important for midsize marketers and marketing directors who need to tweak their martech stack and make sure their data and measurements are centralized for real value, team collaboration, and growth.
As new martech innovations change the martech landscape on a daily basis, marketers need to be able to learn and adopt new innovations quickly so they can take advantage of the latest automation trends and features and reduce their manual tasks. This helps them focus on the actual strategies and implementation of better campaign processes.
Up-to-date knowledge of the latest SEO tactics
Every business today must boast a strong online presence. This is where a robust social media, digital marketing, and SEO strategy comes into play.
When it comes to must-have marketing skills, it also means marketers should refine and develop their SEO skills along the hierarchy as SEO and Google rules and algorithms change. The responsibility rests with the marketing teams to stay up to date with the latest technology and platform changes, to mesh marketing messages and marketing content in order to achieve results despite these.
Without stable SEO skills on a marketing team, future digital marketing initiatives as well as content marketing and copying initiatives will suffer and impact overall marketing growth.
A combination of soft skills
While hard skills can be teachable as teams scale and new hires come in, there are certain other soft skills that can benefit a B2B marketing team, even if they are harder to quantify. The soft skills in demand must also evolve based on current business and workplace trends.
At a time when business and sales and marketing teams had to work largely remotely due to the 2020 global pandemic, flexibility and the ability to collaborate quickly with remote workers had to be a priority. Soft skills are difficult to quantify, but they can give a good indication of how a new hire or potential marketing candidate would fare if hired.
Some basic qualities that can be important here are strong emotional intelligence to quickly deal with marketing errors and problems with campaigns including falling results, intuitiveness to anticipate customer trends and interests, and curiosity and learning to be in able to easily introduce new martech tools and marketing processes.
Conclusion – Is there such a thing as a perfect marketer or marketing team?
Building a marketing team is not just about hiring teams that are aligned with company goals and objectives, but also learning to bring people together so they can complement each other. Marketing and sales teams have a certain degree of turnover, and it is handy to make up for the lack of skill in an existing team by hiring new people who can help fill the void with the right mindset, processes, and tools .
There cannot really be a perfect marketing team. But it’s easy today to build strong, resilient marketing teams; those who can increase impact and help companies grow without their marketing department acting as a cost center as before.
Marketing Technology News: Delphix Appoints Proven Industry Leader as Senior Vice President of International Operations