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Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
Evolution of the Prototype Marketer
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. …

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.

Published in: Career, Business, Technology
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  • 1. Evolu&on  of  the  Prototype  Marketer#CLEHUGCleveland  HubSpot  User  Group
  • 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. SarahBedrick@sbedrickinbound  marke&ng  professor,  HubSpot
  • 4. • HubSpot  Updates• 3  Catalysts  for  Change• Rise  of  Hybrid  Professionals• The  Talent  Gap• AKract  Top  Talent• Advance  Your  Team• Q  &  AAgenda#CLEHUG
  • 5. HubSpot  Updates#CLEHUGInbound  Marke-ng  Cer-fica-on• hKp://academy.hubspot.com/cer&fica&on
  • 6. HubSpot  Updates#CLEHUG38%
  • 7. HubSpot  Updates#CLEHUG38%Number of inbound marketerswho have passed theInbound Marketing Certification
  • 8. HubSpot  Updates#CLEHUGSocial  Inbox
  • 9. HubSpot  Updates#CLEHUG
  • 10. HubSpot  Updates#CLEHUG
  • 11. HubSpot  Updates#CLEHUG
  • 12. HubSpot  Updates#CLEHUGInbound  2013
  • 13. 3  Catalysts  for  TransformaDon
  • 14. • Technology  innova&on• Consumer  behavior• Business  soTware• Online  applica&ons• Communica&on  paKerns• Marke&ng  philosophies• Management  systems1)  Change  Velocity#CLEHUG
  • 15. 15*By  2017,  the  CMO  will  spend  more  on  IT  than  the  CIO.source:  GartnerCMO  >  IT#CLEHUG
  • 16. 16*Of  all  new  marke&ng  hires  will  have  a  technical  background  star&ng  in  2013.source:  IDC50%#CLEHUG
  • 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. “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. 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. 3)  Success  FactorsSource:  KISSmetrics#CLEHUG
  • 21. Source:  HubSpot #CLEHUG
  • 22. Source:  HubSpot #CLEHUG
  • 23. Source:  HubSpot #CLEHUG
  • 24. MarkeDng  ROI  tops  the  measurement  list.Source:  IBM  Global  Chief  Marke=ng  Officer  Study,  2011 #CLEHUG
  • 25. Rise  of  Hybrid  Professionals
  • 26. This  is  your  future  consumer
  • 27. • Data  analysis• Content  marke&ng• Social  media• Email  marke&ng• Mobile• Development  &  programmingHybrid  Professional  Competencies#CLEHUG
  • 28. The  Talent  Gap
  • 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. “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. AJract  Top  Talent
  • 32. The  Blueprint  Series  Presented  by  HubSpotEvaluate  Strengths  and  Weaknesseswww.TheMarketingScore.com
  • 33. Find  the  Gaps  within  Your  Teamwww.TheMarketingScore.com
  • 34. Hire  A-­‐Players  with  PotenDal• Analyst• Crea&ve• Intrinsically  Mo&vated• Listener• Social-­‐Web  Savvy• Strategic• Tech-­‐Savvy• Team  Player• Writer#CLEHUG
  • 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. Start  with  Brand  and  Culture#CLEHUG
  • 37. Capture  Inbound  Candidates
  • 38. Ask  Smart  Interview  QuesDonsSource:  7  Real  Marke&ng  Interview  Ques&ons  from  HubSpot’s  CMO #CLEHUG
  • 39. Invest  in  the  Doers#CLEHUG
  • 40. Advance  Your  Team
  • 41. Remove  Internal  SilosImage  Source:  dsearis #CLEHUG
  • 42. Create  an  Internal  EducaDon  Program#CLEHUG
  • 43. Maintain  a  Recommended  Reading  List#CLEHUG
  • 44. Encourage  Real-­‐Time  Sharing#CLEHUG
  • 45. AJend  Priority  Conferences#CLEHUG
  • 46. Engage  on  Social  Media#CLEHUG
  • 47. Seek  Systems  for  Success#CLEHUG
  • 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. QuesDons?

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