marketing skills 2020
TRANSCRIPT
![Page 1: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/1.jpg)
1@SmartInsights #DigitalPriorities
Marketing
Skills 2020
Which skills will you develop
to stay relevant?
![Page 2: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/2.jpg)
2@SmartInsights #DigitalPriorities
Your future career aims?
Sample n=718 marketers worldwide
Download Digital Marketing Skills report
![Page 3: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/3.jpg)
3@SmartInsights #DigitalPriorities
Which of these skills will you (and
your business) have by 2020?
![Page 4: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/4.jpg)
4@SmartInsights #DigitalPriorities
And these?
![Page 5: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/5.jpg)
5@SmartInsights #DigitalPriorities
Agenda
1. In-demand skills?
2. Structuring skills in a team?
3. Auditing your skills across RACE?
4. The 7Ps of personal marketing skills you
should develop?
Dave Chaffey
Smart Insights
Imran Farooq
MMC Learning
![Page 6: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/6.jpg)
6@SmartInsights #DigitalPriorities
1. In-demand
Skills
![Page 7: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/7.jpg)
7@SmartInsights #DigitalPriorities
Wide and deep?
The perfect marketer
The Top 20 skills of the perfect digital marketer?
Source: Distilled: Building a T-Shaped Marketing skill set
![Page 8: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/8.jpg)
8@SmartInsights #DigitalPriorities
Which skills matter most?
![Page 9: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/9.jpg)
9@SmartInsights #DigitalPriorities
Demand for digital marketing techniques
![Page 10: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/10.jpg)
10@SmartInsights #DigitalPriorities
How do your skills support
growth?
Source: The CMO Survey: American Marketing Association – Deloitte – Duke University
![Page 11: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/11.jpg)
11@SmartInsights #DigitalPriorities
Define opportunity:
Analytics review
Capability audit - Identify
improvements
Model lead targets
TOWs summary
Create strategy
Review ALL touchpoints to generate ideas
Map content to lifecycle communications
Create comprehensive communications model
Prioritise actions
Define recommendations
Identify quick wins
Longer-term improvements
How can you drive improvements?
![Page 12: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/12.jpg)
12@SmartInsights #DigitalPrioritiesSource: McKinley Marketing Partners 2017 Marketing Hiring trends
![Page 13: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/13.jpg)
13@SmartInsights #DigitalPriorities
2. Structuring
skills in a team?
![Page 14: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/14.jpg)
14@SmartInsights #DigitalPriorities
Full range of digital marketing roles or skills
needed in a digital marketing team
structured by customer lifecycle
Larger companies may have several Manager and Exec roles for each with web experience
can be divided into desktop and mobile. Smaller companies may have 1-2 people for each of,
or all of PRACE and marketing! General marketing management roles.
Plan
“(Digital) Marketing management”
•CMO, CCO, Marketing Director
•Marcomms manager
•Product manager
•Brand manager
•Country manager
•Digital marketing or
•E-commerce director
•Digital marketing or E-commerce manager
•Digital analyst or Business Insights analyst
Reach“Online marketing”
“Traffic building”
•Acquisition manager
•SEO manager
•Paid search campaign manager
•Display advertising or Performance manager
•Affiliate or partner manager
•Earned media or PR manager
•Social media marketing manager
Act“Content marketing”
“Campaign management”
•Content marketing or Campaign planner
•Blog content editor
•Social media updates
•Product content editor
•Digital asset creator (creative)
•Online copywriter
•Content translator
Convert“Online sales”
“Customer Experience”
•Sales manager
•UX manager
• Information architect
•Web designer
•Web developer(coding and admin)
•Database administrator(DBA)
•Sales / optimiser
•Promotions exec or merchandiser
•QA/Testing/CRO
Engage
“Customer communications”
•Retention, Engagement or Loyalty manager
•Online service agents
•Email marketing manager
•Mobile messaging manager
•E-CRM manager
•Social media marketingmanager
•Community manager
![Page 15: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/15.jpg)
15@SmartInsights #DigitalPriorities
Do you need a DCoE
Could you work for one?
What is a Digital Marketing CoE and do you need one?
![Page 16: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/16.jpg)
16@SmartInsights #DigitalPriorities
3. Evaluating
your personal
digital skills
![Page 17: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/17.jpg)
17@SmartInsights #DigitalPriorities
Marketing activities that need to be managed
![Page 18: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/18.jpg)
18@SmartInsights #DigitalPriorities
Summary – the 8 key techniques
every business needs to master?
![Page 19: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/19.jpg)
19@SmartInsights #DigitalPriorities
![Page 20: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/20.jpg)
20@SmartInsights #DigitalPriorities
4. The 7Ps of
Personal
Skills
development
![Page 21: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/21.jpg)
21@SmartInsights #DigitalPriorities
Where are you now?
Where could you
be?
7PsMarketingSkills 2020
![Page 22: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/22.jpg)
22@SmartInsights #DigitalPriorities
Marketing is getting easier, right?
How good does your
Marketing have to be?
![Page 23: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/23.jpg)
23@SmartInsights #DigitalPriorities
15 years designing & developing E-
Learning
Marketing
Automation for
Entrepreneurs &
Small Business
Educatin
g
Marketer
s since
1996
Developing Digital
Marketing
qualifications since
2002
2020 Mission
10K Marketers (inc.
Freelance Marketers)
1996 - 20041
_
2005 - 2009 2
_
2010 - 20153
_
2016 & beyond4
_
My Journey
![Page 24: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/24.jpg)
24@SmartInsights #DigitalPriorities
7PsMarketing Skills 2020
Become the Marketer employers & clients want to hire
See your career as a business…..
![Page 25: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/25.jpg)
25@SmartInsights #DigitalPriorities
Pathway – get clear and intentional
P
P
P
P
P
P
![Page 26: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/26.jpg)
26@SmartInsights #DigitalPriorities
Define what you are looking for
![Page 27: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/27.jpg)
27@SmartInsights #DigitalPriorities
![Page 28: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/28.jpg)
28@SmartInsights #DigitalPriorities
![Page 29: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/29.jpg)
29@SmartInsights #DigitalPriorities
![Page 30: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/30.jpg)
30@SmartInsights #DigitalPriorities
2
1
3
4
5
6
7
Freedom
Seeker
Expert,
interim
positions
Master,
influence
Duplicate
yourself
£20k
£200k+
Source: Imran Farooq, 2017
![Page 31: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/31.jpg)
31@SmartInsights #DigitalPriorities
Image source: http://blog.hubspot.com
Purpose & Desire
![Page 32: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/32.jpg)
32@SmartInsights #DigitalPriorities
What’s your BHAG?Big Hairy Audacious Goal
“Built to Last: Successful Habits of Visionary Companies” by James Collins and
Jerry Porras. A BHAG is a long-term goal that changes the very nature of a
business' existence.
![Page 33: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/33.jpg)
33@SmartInsights #DigitalPriorities
Mind-set & Model success - habits
![Page 34: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/34.jpg)
34@SmartInsights #DigitalPriorities
Most people won’t
hit their goals within
one year
but could hit all of
their goals in the
next 5 years
![Page 35: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/35.jpg)
35@SmartInsights #DigitalPriorities
Pathway – get clear and intentional
Positioning – create a magnetic presence
P
P
P
P
P
![Page 36: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/36.jpg)
36@SmartInsights #DigitalPriorities
Are you the person people think of when they
need to solve a problem or have a new
opportunity?
Attract Capture Educate
![Page 37: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/37.jpg)
37@SmartInsights #DigitalPriorities
ATTRACT - Introduce yourself
Hi, my name is [First name],
I am helping [target audience or job area]
to achieve [massive benefit or impact]
Okay, tell me more… how do you do that…
… I know someone who could benefit from that
![Page 38: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/38.jpg)
38@SmartInsights #DigitalPriorities
ATTRACT - website
+ + =
Join the club, eBooks,
guides, reports,
webinars, consultation,
contests, videos,
samples
![Page 39: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/39.jpg)
39@SmartInsights #DigitalPriorities
EDUCATE – Speaking engagements
Write
Blog
Present….
![Page 40: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/40.jpg)
40@SmartInsights #DigitalPriorities
Pathway – get clear and intentional
Positioning – create a magnetic presence
Productivity – find your flow state
P
P
P
P
![Page 41: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/41.jpg)
41@SmartInsights #DigitalPriorities
![Page 42: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/42.jpg)
42@SmartInsights #DigitalPriorities
Horizons of focus
![Page 43: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/43.jpg)
43@SmartInsights #DigitalPriorities
FollowOneCourseUntilSuccess
![Page 44: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/44.jpg)
44@SmartInsights #DigitalPriorities
Productivity & Marketing tools
Content
Creation &
Authoring
Social Media
Management
Search
Marketing
Marketing
Automation
Productivity
Apps
Project
Management
Conversion
ToolsComms.
Team
management
![Page 45: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/45.jpg)
45@SmartInsights #DigitalPriorities
Power of the NowAnother meeting?
Open loops
Open loops
Open loops
![Page 46: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/46.jpg)
46@SmartInsights #DigitalPriorities
Pathway – get clear and intentional
Positioning – create a magnetic presence
Productivity – find your flow state
Prosperity – quick employer/client success
P
P
P
![Page 47: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/47.jpg)
47@SmartInsights #DigitalPriorities
Customers are running faster
How many Digital touch points before a lead converts?
Follow up works !
![Page 48: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/48.jpg)
48@SmartInsights #DigitalPriorities
Your customer,
contact, lead…
Sales & Marketing Automation
![Page 49: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/49.jpg)
49@SmartInsights #DigitalPriorities
Sales & Marketing Funnels
MQLs SQLs
Your
competitors
I want to
know
I want to
go
I want to
do
I want to
buy
Four key moments
to be there – Micro
moments report by
![Page 50: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/50.jpg)
50@SmartInsights #DigitalPriorities
BIG 3 - 1. Onboarding, 2. Convert, 3. LTN
![Page 51: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/51.jpg)
51@SmartInsights #DigitalPriorities
Pathway – get clear and intentional
Positioning – create a magnetic presence
Productivity – find your flow state
Prosperity – quick employer/client success
Proficiency – commit to mastery
P
P
![Page 52: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/52.jpg)
52@SmartInsights #DigitalPriorities
Entertai
n
Overwhelmed? - Knowledge and Information Overload
Useful Useless
Knowledge = Asset
= Future £x Return
![Page 53: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/53.jpg)
53@SmartInsights #DigitalPriorities
Image source: Distilled
![Page 54: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/54.jpg)
54@SmartInsights #DigitalPriorities
Craft messages & headlines
Craft irresistible offers
Negotiating
Sell
Develop personas
Story tellingMaster a tool
![Page 55: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/55.jpg)
55@SmartInsights #DigitalPriorities
Hedgehog Concept
![Page 56: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/56.jpg)
56@SmartInsights #DigitalPriorities
Pathway – get clear and intentional
Positioning – create a magnetic presence
Productivity – find your flow state
Prosperity – quick employer/client success
Proficiency – commit to mastery
Productise – raise your self value
P
![Page 57: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/57.jpg)
57@SmartInsights #DigitalPriorities
1. What do you know that no one else
knows?
2. What are you doing that is having a big
impact in your business or sector?
3. What solutions have you put in place that
solved problems?
![Page 58: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/58.jpg)
58@SmartInsights #DigitalPriorities
D.I.Y
D.W.
Y
D.F.Y
Your Consultancy
Funnel
![Page 59: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/59.jpg)
59@SmartInsights #DigitalPriorities
Pathway – get clear and intentional
Positioning – create a magnetic presence
Productivity – find your flow state
Prosperity – quick employer/client success
Proficiency – commit to mastery
Productise – raise your self value
People – get the right people on your bus
![Page 60: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/60.jpg)
60@SmartInsights #DigitalPriorities
Your Network Your Work Your Life Mastermind
Conversations spark new ideas and directions
![Page 61: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/61.jpg)
61@SmartInsights #DigitalPriorities
Building your
team
Hiring freelancers
& consultants
Combine
Partnerships
![Page 62: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/62.jpg)
62@SmartInsights #DigitalPriorities
Pathway – get clear and intentional
Positioning – create a magnetic presence
Productivity – find your flow state
Prosperity – quick employer/client success
Proficiency – commit to mastery
Productise – raise your self value
People – get the right people on your bus
![Page 63: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/63.jpg)
63@SmartInsights #DigitalPriorities
Negative Positive
Negative Positive
Negative Positive
![Page 64: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/64.jpg)
64@SmartInsights #DigitalPriorities
Thank you – your questions ?
More questions? Connect on LinkedIn
![Page 65: Marketing skills 2020](https://reader034.vdocuments.net/reader034/viewer/2022050613/5a653b887f8b9a5b558b57b3/html5/thumbnails/65.jpg)
65@SmartInsights #DigitalPriorities
Thank you – your questions ?
More questions? Connect on LinkedIn