How Data Has Changed Your Marketing Team
If you’re a modern marketer, you’ve probably heard the term “CRM System” floating around your department. Or perhaps your company is looking to fill a marketing automation role on your team. These modern marketing practices and tools help brands efficiently identify and communicate with their customers.
There are a number of modern marketing strategies and tools that have created entire specialties within marketing. We’ve detailed a few of the most in-demand areas below.
The main difference between marketing today and marketing 15 years ago is data. Modern marketers don’t try to calculate the projected number of impressions on a billboard or in a magazine, they use actual data they’ve received from prospects. Marketers no longer simply talk to customers, but talk with them.
Hubspot defines demand generation programs as, “touch points throughout the conversion optimization and sales cycles.” Demand Generation jobs include activities such as SEO, SEM, content marketing, marketing automation, social media, and more.
Consider this; if demand generation is equivalent to baseball, then marketing automation would be the bat. Even though marketing automation is only one aspect of demand generation – it’s a very important part of the game. With 60% of buying decision made before coming into contact with a sales person, marketing automation is a tool that allows marketers to nurture potential buyers no matter where they are in the buyer’s journey.
Demand Generation starts with data. As marketers, we need to understand what the data is telling us in order to continuously improve our marketing strategy. Some companies don’t have a separate marketing database, choosing instead to use their CRM system. CRM and Database Analysts will oversee the customer and prospect database, provide data support to multiple different departments (sales, customer service/support, operations, etc.), and often assist with the direction of the campaigns.
Due to the shift in general strategy, role definitions within the industry have also been evolving. Modern marketing positions require a new set of skills and fast-paced mindset that traditional marketing does not. To build an all-star team to address your modern marketing goals, take a look at a few digital marketing role descriptions below.
Demand Generation Manager
The Demand Generation Manager has 3+ years of experience including administering marketing automation systems, creating email marketing/lead nurturing programs, as well as marketing and coordinating tradeshows and events. They’re typically certified experts in the both the MAP (Eloqua™, Marketo®, Hubspot, Act-On, Etc.) and CRM (SFDC, Dynamics, Sugar, Etc.) platforms used by their company. In addition to the marketing automation platform, a Demand Generation Manager might also have a general understanding of SEO, SEM, PPC, and other digital marketing activities.
Marketing Automation Administrator
The Marketing Automation Administrator has 7-10 years of experience with one or more marketing automation/email marketing platforms and is focused on the design, configuration, deployment, and reporting of the tool. The Marketing Automation Administrator will have either led, or supported multiple different platform implementations and CRM integrations. This position is typically more IT focused, using skills like in-depth analytics, basic HTML, and SQL.
The Database Marketing Analyst has 3-7 years of hands-on experience with a marketing database. Typically, their main focus is reviewing/analyzing data loaded into, and exported from, the marketing customer database. They are also very familiar with monitoring the quality of data by building reports and performing checks of inputs and outputs, as well as pulling marketing lists for direct marketing campaigns. They generally have extensive experience in creating reports, dashboards, and analytics to generate business insights and drive concrete actions.
In the new world of modern marketing, data is the key to identifying what your customers are looking for and what they want in the future. If you’re looking to build a team that knows how to approach a data-driven marketing strategy, check out our free 2015 Marketing Salary Guide.
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