Evolu&on	  of	  the	  Prototype	  Marketer#CLEHUGCleveland	  HubSpot	  User	  Group
DiaDalsky@DiaDalskyTracyLewis@Tracy_J_Lewissenior	  consultant,	  PR	  20/20community	  manager,	  Marke&ng	  Agency	  Ins...
SarahBedrick@sbedrickinbound	  marke&ng	  professor,	  HubSpot
• HubSpot	  Updates• 3	  Catalysts	  for	  Change• Rise	  of	  Hybrid	  Professionals• The	  Talent	  Gap• AKract	  Top	  ...
HubSpot	  Updates#CLEHUGInbound	  Marke-ng	  Cer-fica-on• hKp://academy.hubspot.com/cer&fica&on
HubSpot	  Updates#CLEHUG38%
HubSpot	  Updates#CLEHUG38%Number of inbound marketerswho have passed theInbound Marketing Certification
HubSpot	  Updates#CLEHUGSocial	  Inbox
HubSpot	  Updates#CLEHUG
HubSpot	  Updates#CLEHUG
HubSpot	  Updates#CLEHUG
HubSpot	  Updates#CLEHUGInbound	  2013
3	  Catalysts	  for	  TransformaDon
• Technology	  innova&on• Consumer	  behavior• Business	  soTware• Online	  applica&ons• Communica&on	  paKerns• Marke&ng	...
15*By	  2017,	  the	  CMO	  will	  spend	  more	  on	  IT	  than	  the	  CIO.source:	  GartnerCMO	  >	  IT#CLEHUG
16*Of	  all	  new	  marke&ng	  hires	  will	  have	  a	  technical	  background	  star&ng	  in	  2013.source:	  IDC50%#CLE...
• Basic	  principle	  behind	  inbound	  markeDng• Consumers	  tuning	  out	  tradi&onal	  marke&ng• Brands	  lose	  contr...
“It	  doesn’t	  maKer	  anymore	  to	  the	  consumer	  if	  it	  is	  tradi&onal	  adver&sing,	  social	  media,	  PR	  o...
20*Percentage	  of	  the	  purchase	  decision-­‐making	  process	  B2B	  customers	  go	  through	  before	  contac&ng	  ...
3)	  Success	  FactorsSource:	  KISSmetrics#CLEHUG
Source:	  HubSpot #CLEHUG
Source:	  HubSpot #CLEHUG
Source:	  HubSpot #CLEHUG
MarkeDng	  ROI	  tops	  the	  measurement	  list.Source:	  IBM	  Global	  Chief	  Marke=ng	  Officer	  Study,	  2011 #CLEHUG
Rise	  of	  Hybrid	  Professionals
This	  is	  your	  future	  consumer
• Data	  analysis• Content	  marke&ng• Social	  media• Email	  marke&ng• Mobile• Development	  &	  programmingHybrid	  Pro...
The	  Talent	  Gap
30*Of	  marketers	  say	  their	  lack	  of	  skills	  is	  impac&ng	  revenue	  in	  some	  way.source:	  Demand	  Genera...
“Most	  CMOs	  are	  underprepared	  to	  manage	  the	  impact	  of	  key	  changes	  in	  the	  marke&ng	  arena.”Source...
AJract	  Top	  Talent
The	  Blueprint	  Series	  Presented	  by	  HubSpotEvaluate	  Strengths	  and	  Weaknesseswww.TheMarketingScore.com
Find	  the	  Gaps	  within	  Your	  Teamwww.TheMarketingScore.com
Hire	  A-­‐Players	  with	  PotenDal• Analyst• Crea&ve• Intrinsically	  Mo&vated• Listener• Social-­‐Web	  Savvy• Strategi...
Consider	  Diverse	  Backgrounds“We’re	  hiring	  people	  with	  publishing	  and	  media	  backgrounds.	  What	  we	  ne...
Start	  with	  Brand	  and	  Culture#CLEHUG
Capture	  Inbound	  Candidates
Ask	  Smart	  Interview	  QuesDonsSource:	  7	  Real	  Marke&ng	  Interview	  Ques&ons	  from	  HubSpot’s	  CMO #CLEHUG
Invest	  in	  the	  Doers#CLEHUG
Advance	  Your	  Team
Remove	  Internal	  SilosImage	  Source:	  dsearis #CLEHUG
Create	  an	  Internal	  EducaDon	  Program#CLEHUG
Maintain	  a	  Recommended	  Reading	  List#CLEHUG
Encourage	  Real-­‐Time	  Sharing#CLEHUG
AJend	  Priority	  Conferences#CLEHUG
Engage	  on	  Social	  Media#CLEHUG
Seek	  Systems	  for	  Success#CLEHUG
• Change	  velocity,	  selecDve	  consumpDon	  and	  success	  factors are	  the	  catalysts.• Marke&ng	  execu&ves	  are	...
QuesDons?
Evolution of the Prototype Marketer
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Evolution of the Prototype Marketer

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Cleveland HUG presentation on the impact of digital marketing on the industry, and the evolving skillsets and requirements needed from modern marketing professionals—in both corporations and agencies.

During the event, we covered the evolving needs of modern marketing, including new industry trends and technologies, as well as an overview of the hybrid marketer persona, types of employees, characteristics and skillsets needed to run a successful agency/marketing program.

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Evolution of the Prototype Marketer

  1. 1. Evolu&on  of  the  Prototype  Marketer#CLEHUGCleveland  HubSpot  User  Group
  2. 2. DiaDalsky@DiaDalskyTracyLewis@Tracy_J_Lewissenior  consultant,  PR  20/20community  manager,  Marke&ng  Agency  Insiderbit.ly/PrototypeMarketersenior  consultant,  PR  20/20leader,  Cleveland  HubSpot  User  Group
  3. 3. SarahBedrick@sbedrickinbound  marke&ng  professor,  HubSpot
  4. 4. • HubSpot  Updates• 3  Catalysts  for  Change• Rise  of  Hybrid  Professionals• The  Talent  Gap• AKract  Top  Talent• Advance  Your  Team• Q  &  AAgenda#CLEHUG
  5. 5. HubSpot  Updates#CLEHUGInbound  Marke-ng  Cer-fica-on• hKp://academy.hubspot.com/cer&fica&on
  6. 6. HubSpot  Updates#CLEHUG38%
  7. 7. HubSpot  Updates#CLEHUG38%Number of inbound marketerswho have passed theInbound Marketing Certification
  8. 8. HubSpot  Updates#CLEHUGSocial  Inbox
  9. 9. HubSpot  Updates#CLEHUG
  10. 10. HubSpot  Updates#CLEHUG
  11. 11. HubSpot  Updates#CLEHUG
  12. 12. HubSpot  Updates#CLEHUGInbound  2013
  13. 13. 3  Catalysts  for  TransformaDon
  14. 14. • Technology  innova&on• Consumer  behavior• Business  soTware• Online  applica&ons• Communica&on  paKerns• Marke&ng  philosophies• Management  systems1)  Change  Velocity#CLEHUG
  15. 15. 15*By  2017,  the  CMO  will  spend  more  on  IT  than  the  CIO.source:  GartnerCMO  >  IT#CLEHUG
  16. 16. 16*Of  all  new  marke&ng  hires  will  have  a  technical  background  star&ng  in  2013.source:  IDC50%#CLEHUG
  17. 17. • Basic  principle  behind  inbound  markeDng• Consumers  tuning  out  tradi&onal  marke&ng• Brands  lose  control,  but  gain  loyalty• ShiTing  budgets  to  digital• The  era  of  integrated  services2)  Selec&ve  Consump&on#CLEHUG
  18. 18. “It  doesn’t  maKer  anymore  to  the  consumer  if  it  is  tradi&onal  adver&sing,  social  media,  PR  or  digital  —  they  don’t  compartmentalize  these  channels  anymore.  That’s  why  at  TD  Bank  marke&ng  and  corporate  communica&ons  are  aligned  as  one  team  under  the  CMO.”    —Vinoo  Vijay,  CMO  at  TD  Bank,  as  quoted  in  PRWeek
  19. 19. 20*Percentage  of  the  purchase  decision-­‐making  process  B2B  customers  go  through  before  contac&ng  a  sales  rep.source:  Marke&ng  Leadership  Council60%#CLEHUG
  20. 20. 3)  Success  FactorsSource:  KISSmetrics#CLEHUG
  21. 21. Source:  HubSpot #CLEHUG
  22. 22. Source:  HubSpot #CLEHUG
  23. 23. Source:  HubSpot #CLEHUG
  24. 24. MarkeDng  ROI  tops  the  measurement  list.Source:  IBM  Global  Chief  Marke=ng  Officer  Study,  2011 #CLEHUG
  25. 25. Rise  of  Hybrid  Professionals
  26. 26. This  is  your  future  consumer
  27. 27. • Data  analysis• Content  marke&ng• Social  media• Email  marke&ng• Mobile• Development  &  programmingHybrid  Professional  Competencies#CLEHUG
  28. 28. The  Talent  Gap
  29. 29. 30*Of  marketers  say  their  lack  of  skills  is  impac&ng  revenue  in  some  way.source:  Demand  Genera&on  Skills  Gap  Survey75%#CLEHUG
  30. 30. “Most  CMOs  are  underprepared  to  manage  the  impact  of  key  changes  in  the  marke&ng  arena.”Source:  IBM  Global  Chief  Marke=ng  Officer  Study,  2011 #CLEHUG
  31. 31. AJract  Top  Talent
  32. 32. The  Blueprint  Series  Presented  by  HubSpotEvaluate  Strengths  and  Weaknesseswww.TheMarketingScore.com
  33. 33. Find  the  Gaps  within  Your  Teamwww.TheMarketingScore.com
  34. 34. Hire  A-­‐Players  with  PotenDal• Analyst• Crea&ve• Intrinsically  Mo&vated• Listener• Social-­‐Web  Savvy• Strategic• Tech-­‐Savvy• Team  Player• Writer#CLEHUG
  35. 35. Consider  Diverse  Backgrounds“We’re  hiring  people  with  publishing  and  media  backgrounds.  What  we  need  isn’t  taught  in  tradiDonal  business  schools.  We  need  people  inside,  working  day  to  day  on  this  stuff.”  —  Michelle  Klein,  VP  of  global  marke&ng  at  Smirnoff,  as  quoted  in  Forbes#CLEHUG
  36. 36. Start  with  Brand  and  Culture#CLEHUG
  37. 37. Capture  Inbound  Candidates
  38. 38. Ask  Smart  Interview  QuesDonsSource:  7  Real  Marke&ng  Interview  Ques&ons  from  HubSpot’s  CMO #CLEHUG
  39. 39. Invest  in  the  Doers#CLEHUG
  40. 40. Advance  Your  Team
  41. 41. Remove  Internal  SilosImage  Source:  dsearis #CLEHUG
  42. 42. Create  an  Internal  EducaDon  Program#CLEHUG
  43. 43. Maintain  a  Recommended  Reading  List#CLEHUG
  44. 44. Encourage  Real-­‐Time  Sharing#CLEHUG
  45. 45. AJend  Priority  Conferences#CLEHUG
  46. 46. Engage  on  Social  Media#CLEHUG
  47. 47. Seek  Systems  for  Success#CLEHUG
  48. 48. • Change  velocity,  selecDve  consumpDon  and  success  factors are  the  catalysts.• Marke&ng  execu&ves  are  drowning  in data.• Prototype  marketers  turn  informa&on  into intelligence,  and  intelligence  into  ac&on.• Hybrids are  the  future,  but  there  is  a  current  talent  gap.• You  have  the  opportunity  to redefine  your  career,  and  your  company.Closing  Thoughts#CLEHUG
  49. 49. QuesDons?

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