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6"Reasons"Why"Today’s"MarketersNeed a Targeted Learning and Development Program
Marketers Need New Toolsto Navigate the Rapidly Shifting Digital Landscape
The"last"decade"brought"unprecedented"change"to"the"marketing"world,"including"new"
emphasis"on:"
• social"networks
• marketing"automation
• search"engine"optimization
• online"advertising"
Many"marketers"don’t"know"how"to"function"effectively"in"this"new"environment."
Multiple"studies"show"that"marketers"need"help"to"learn"to"craft"campaigns"that"drive"revenue."
With"the"right"learning"programs,"marketers"can"build"the"skills"they"need"to"thrive"in"the"digital"
world."
Reason #1: Marketers Are Overwhelmed
Reason #1Marketers Are Overwhelmed
Overwhelmed – 76%"of"marketers"think"
marketing"has"changed"more"in"the"past"two"years"than"the"
past"50.
Under Increasing Pressure to Deliver ROI – 65%"of"marketing"professionals"
feel"more"pressured"to"show"return"on" investment"on"
marketing"spend."
“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September 2013.
Reason #2: Marketers Lack Confidence
Reason #2Marketers Lack Confidence
Doubt Company Effectiveness – Only"40%"think"their"company’s"marketing"is"effective."
Feel Unprepared – Only"48%"of"digital"marketers"feel"highly"proficient"in"digital"marketing.
“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September 2013.
Reason #3: Marketers Lack the Skills Needed Today
Reason #3Marketers Lack the Skills Needed Today
No Formal Training – 63%"stated"they"receive"no"formal"marketing"skills"training.
Lack of Skills Impacting Revenue – 75%"stated"that"their"skills"gap"has"an"impact"on"corporate"revenue.
“5 Steps for Closing the Skills Gap.” Focus Research and the Marketing Automation Institute, 2012.
Reason #4: Marketers Aren’t Sure Where to Focus
Reason #4Marketers Aren’t Sure Where to Focus Responses to the question: “What do you think will be most
important to marketers in the next 3 years?”
“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September 2013.
Social'Media'Marketing'13% Personalization'and'Targeting' 12%
Innovative'Marketing'Programs' 11%
Digital'Advertising'11%
Cross' Channel'Marketing'10%EACommerce'8%
Media'Mix'Planning'8%
Measurement'7%Customer'Response'
Management'6%
Content'Marketing'5%Brand'Building'4%
Events'2%
Public'Relations'2%
Reason #5: Marketers Know Their Roles Are Changing
Reason #5Marketers Know Their Roles Are Changing
64 % of"marketers"expect"that"their"role"will"change"in"the"next"12"months."
“Digital Roadblock: Marketers struggle to reinvent themselves.” Adobe Systems Inc., March 2014
Reason #6: Marketers Don’t Feel Their Companies Prepare Them
Reason #6Marketers Don’t Feel Their Companies Prepare Them
1. “BtoB Research Insights: Defining the Modern Marketer: From Real to Ideal.” BtoB and Oracle | Eloqua, 2013.2. “Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September 2013.
44 %
of"marketers"say"
their"companies"
lag"in"adopting"
improved"goNtoN
market"practices"1
61 %
think"that"for"most"
companies,"digital"
marketing"approaches"are"a"
constant"cycle"of"trial"and"
error."2
66 %
don’t"believe"their"
companies"are"
proficient"in"
digital"marketing,"
and…
1. “Digital Roadblock: Marketers struggle to reinvent themselves.” Adobe Systems Inc., March 2014.2. “5 Steps for Closing the Skills Gap.” Focus Research and the Marketing Automation Institute, 2012.
Evidence Shows Marketers May Be Right
Nearly"1/3"of"marketers"cite"a"lack"
of"training"in"new"skills"as"a"key"obstacle"to"
becoming"the"marketers"they"aspire"to"be."1
46%"of"organizations"spend"less"than"$500"per"year"on"marketing"skills"
training."A"good"baseline"is"$5,000"per"year.2
The Solution: Enterprise PRO+ from MarketingProfs Learning and development solutions designed to help marketers succeed in fast-paced, dynamic environments.
• HighNquality,"relevant,"current"marketing"
content"focused"on"your"company’s"
business"goals
• A"customized"learning"center"designed"to"
deliver"training"to"your"team"anytime,"
anywhere
• Best"practices"to"ensure"engagement"and"
participation"from"your"marketing"teams."
Give your marketing team the practical knowledge they need to deliver business results.
Keep"staff"up"to"date"on"the"latest""marketing"trends"and"innovations
Build"proficiency"in"critical"areas"like"social"media,"content"marketing,"branding,"
and"demand"generation"
Take"your"digital"marketing"approach"from"trial"and"error"to"testing"and"dataN
driven"decisionNmaking"
Help"your"marketers"grow"and"evolve"along"with"their"roles
Testimonials
—Megan"Pino,"Indirect"Channel"Marketing"Manager"for"Shell"Lubricants
“Enterprise"PRO+"fit"our"needs:"price,"customizable"site,"and"short"
deployment"time."We"also"liked"that"training"materials"are"sourced"
from"a"variety"of"industry"professionals"for"unbiased"information"and"
perspectives.”
“This"course"was"packed"with"incredible"value."
I"learned"so"much—and"I"am"applying"as"much"as"
I"can,"and"learning"more"as"I"go."In"my"book,"that ’s"
the"true"test"of"a"learning"experience.”
—Suzanne"D."Pollock,"Marketer,"on"“Social"Media"
Marketing”
