marketing skills 2020

1@SmartInsights #DigitalPriorities

Marketing

Skills 2020

Which skills will you develop

to stay relevant?


Your future career aims?

Sample n=718 marketers worldwide

Download Digital Marketing Skills report

http://www.smartinsights.com/guides/developing-digital-skills-2015/


Which of these skills will you (and

your business) have by 2020?


And these?


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


1. In-demand

Skills


Wide and deep?

The perfect marketer

The Top 20 skills of the perfect digital marketer?

Source: Distilled: Building a T-Shaped Marketing skill set

http://www.smartinsights.com/managing-digital-marketing/the-perfect-digital-marketer/


Which skills matter most?


Demand for digital marketing techniques


How do your skills support

growth?

Source: The CMO Survey: American Marketing Association – Deloitte – Duke University

https://cmosurvey.org/results/february-2017/


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?

12@SmartInsights #DigitalPrioritiesSource: McKinley Marketing Partners 2017 Marketing Hiring trends

http://www.smartinsights.com/managing-digital-marketing/2017-demand-digital-marketing-skills-us/


2. Structuring

skills in a team?


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


Do you need a DCoE

Could you work for one?

What is a Digital Marketing CoE and do you need one?

http://www.smartinsights.com/managing-digital-marketing/digital-marketing-centre-exellence-need-one/


3. Evaluating

your personal

digital skills


Marketing activities that need to be managed


Summary – the 8 key techniques

every business needs to master?


4. The 7Ps of

Personal

Skills

development


Where are you now?

Where could you

be?

7PsMarketingSkills 2020


Marketing is getting easier, right?

How good does your

Marketing have to be?


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


7PsMarketing Skills 2020

Become the Marketer employers & clients want to hire

See your career as a business…..


Pathway – get clear and intentional

P

P

P

P

P

P


Define what you are looking for


2

1

3

4

5

6

7

Freedom

Seeker

Expert,

interim

positions

Master,

influence

Duplicate

yourself

£20k

£200k+

Source: Imran Farooq, 2017


Image source: http://blog.hubspot.com

Purpose & Desire


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.


Mind-set & Model success - habits


Most people won’t

hit their goals within

one year

but could hit all of

their goals in the

next 5 years



Positioning – create a magnetic presence

P

P

P

P

P


Are you the person people think of when they

need to solve a problem or have a new

opportunity?

Attract Capture Educate


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


ATTRACT - website

+ + =

Join the club, eBooks,

guides, reports,

webinars, consultation,

contests, videos,

samples


EDUCATE – Speaking engagements

Write

Blog

Present….




Productivity – find your flow state

P

P

P

P


Horizons of focus


FollowOneCourseUntilSuccess


Productivity & Marketing tools

Content

Creation &

Authoring

Social Media

Management

Search

Marketing

Marketing

Automation

Productivity

Apps

Project

Management

Conversion

ToolsComms.

Team

management


Power of the NowAnother meeting?

Open loops

Open loops

Open loops





Prosperity – quick employer/client success

P

P

P


Customers are running faster

How many Digital touch points before a lead converts?

Follow up works !


Your customer,

contact, lead…

Sales & Marketing Automation


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

Google


BIG 3 - 1. Onboarding, 2. Convert, 3. LTN






Proficiency – commit to mastery

P

P


Entertai

n

Overwhelmed? - Knowledge and Information Overload

Useful Useless

Knowledge = Asset

= Future £x Return


Image source: Distilled


Craft messages & headlines

Craft irresistible offers

Negotiating

Sell

Develop personas

Story tellingMaster a tool


Hedgehog Concept







Productise – raise your self value

P


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?


D.I.Y

D.W.

Y

D.F.Y

Your Consultancy

Funnel








People – get the right people on your bus


Your Network Your Work Your Life Mastermind

Conversations spark new ideas and directions


Building your

team

Hiring freelancers

& consultants

Combine

Partnerships








People – get the right people on your bus


Negative Positive

Negative Positive

Negative Positive


Thank you – your questions ?

More questions? Connect on LinkedIn