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8 MARKETING SKILLS YOU NEED TO 
LAND YOUR DREAM JOB IN 2015
There are a lot of options in 
marketing and advertising.
There are a lot of options in 
marketing and advertising.
There are a lot of options in 
marketing and advertising.
There are a lot of options in 
marketing and advertising.
There are a lot of options in 
marketing and advertising.
There are a lot of options in 
marketing and advertising.
There are a lot of options in 
marketing and advertising.
Somehow, marketing has to 
keep pace with technology.
No easy feat.
Don’t worry. 
There’s good news.
The industry has a talent crisis.
The industry has a talent crisis. 
opportunity.
Are you ready to compete?
You need skills.
(This isn’t what I meant.)
Real skills. 
Ones that agencies and 
brands want.
Stay up-to-date on agency news, tips, 
and tricks in 2015. 
SUBSCRIBE NOW
Consider this a 
primer for taking control of 
your career in 2015.
Here are the 8 skills hiring 
managers want and need.
1 
DATA SCIENCE
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We’re walking centers of 
data production.
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McKinsey estimates that by 
2018, there will be 4 million 
big data positions U.S. 
Source: McKinsey Global Institute
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By 2020, we will create 50 
times the amount of data 
that we did in 2011. 
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Source: EMC
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And not enough insights 
from this data.
A data scientist uses math and 
programming skills to create applications 
that can analyze large amounts of data to 
extract social and economic value.
WHAT YOU NEED TO KNOW 
Statistical Analysis 
Data Collection and Mining 
Machine Learning 
Predictive Modeling 
Computer Programming 
Data Visualization
2 
AGILE MARKETING
The campaign cycle is shorter.
Estimated Release Date: 
10 Months
New Estimated Release Date: 
10 Months 
Tomorrow
Agile marketing takes the practices of 
software development and applies it to 
creating marketing campaigns. It favors 
short-term planning, focuses on performing 
targeted tests and making incremental 
improvements, and values individual 
customer satisfaction.
WHAT YOU NEED TO KNOW 
Scrum 
User Story Development 
Buyer Persona Development 
Sprint Planning 
Budgeting 
Marketing Funnel and Sales Pipeline 
Reporting and Analytics 
A/B and Multivariate Testing
3 
CONSUMER BEHAVIOR
95% of all decisions are made in the 
unconscious mind. 
Source: The Buying Brain: Secrets for Selling to the Subconscious Mind
Emotions drive our decision-making. 
Source: The Buying Brain: Secrets for Selling to the Subconscious Mind
Brands don’t need to fight for attention.
They need to understand how people 
choose, identify with, and connect with 
companies.
What influences how, why, and 
who we buy from?
A consumer behavior analyst understands 
how communities work and what values 
they hold — their rituals, hierarchies, 
beliefs, values, and conflict resolution 
patterns. They make connections 
between behaviors and culture and can 
identify sub-sets of cultures.
WHAT YOU NEED TO KNOW 
Ethnographic Research 
Relationship Dynamics 
Human Diversity 
Market Segmentation 
Cultural Themes 
Data Gathering 
Statistics and Analysis 
Cross-Cultural Analysis 
Focus Group Testing
4 
MARKETING TECHNOLOGY
“To offset a depersonalized society, 
consumers crave recognition of their 
individuality.” 
- FAITH POPCORN
People want personalized, relevant 
messages at the RIGHT time.
And brands need scale.
CREATIVITY 
+ 
TECHNOLOGY 
=
the Marketing Unicorn
A marketing technologist uses data and 
customer information to inform the creation 
of brand stories, information, and visuals to 
engage prospects and customers on an 
individual level. This person maps the 
buying journey and defines when and how a 
person will receive content that is relevant.
WHAT YOU NEED TO KNOW 
CRM Management 
Email Workflows 
API Integration 
Reporting and Analytics 
Content Mapping 
Buyer Persona Development 
Sales Enablement 
Lead Management 
HTML & CSS
5 
CONTENT PROMOTION
In 2014, brands realized …
Advertising is Content.
Content is Advertising.
Production went up.
Readers’ time and attention did not.
Social media platforms want 
brands to pay to play.
A coordinated campaign tied 
to an ebook or content offer 
generates 72% more leads 
than a non-coordinated 
campaign. 
Source: HubSpot
And promotion requires 
knowledge of all the options. 
MEDIA RELATIONS 
NATIVE ADVERTISING 
EMAIL SOCIAL MEDIA 
INFLUENCER RELATIONS 
PRESS RELEASES 
SOCIAL SHARING GUEST BLOGGING
A content promoter thinks beyond creating 
one blog post or visual. This person 
considers how a piece of content can create 
a major impact, how to package it, and what 
platform or audience would be most 
interested in it. The skill requires deep 
knowledge of content promotion platforms, 
social media, and targeting.
WHAT YOU NEED TO KNOW 
Content Promotion Strategies 
Native Advertising 
Advertorials 
Pitching Editors 
Influencer Relations 
Social Media Monitoring and Analytics 
Conversion Optimization 
Email Marketing
6 
GROWTH HACKING
“A growth hacker is a person whose 
true north is growth." 
- SEAN ELLIS
They’re not worried about 
BRAND AWARENESS WEBSITE VISITORS 
QUARTERLY PLANNING 
LIKES & FOLLOWERS
…Unless they are tied to 
GROWTH.
A growth hacker understands the product 
and distribution channels available, then 
use non-traditional marketing methods to 
achieve growth — typically in the form of 
users for software platforms. Airbnb, 
Dropbox, Spotify, and Mailbox all used 
growth techniques to make their brands 
household names.
WHAT YOU NEED TO KNOW 
Analytics 
HTML/CSS 
A/B and Multivariate Testing 
Conversion Optimization 
Digital Marketing 
Content Marketing 
Marketing Automation
7 
MOBILE MARKETING
$103 Billion 
The predicated total interactive 
advertising spending in 2019 
Source: Forrester Research
Source: Forrester Research 
66% 
The percentage of growth 
from mobile advertising
But mobile is a black 
hole for advertisers.
Tracking cookies 
don’t work.
No proof of ROI.
Brands can’t see a consumer’s 
movements across channels and devices.
New technologies (like Facebook’s Atlas) 
are changing this.
Which means brands can finally 
understand the value of mobile advertising 
and invest in the right channels.
A mobile marketer understands how to tailor 
and execute campaigns that reach users on 
their personal devices. This is about more 
than memorizing the ad unit sizes on a 
mobile device. Practitioners need to 
leverage mobile games, apps, promotions, 
and online commerce to create an 
experience or solve a specific need.
WHAT YOU NEED TO KNOW 
Programmatic Buying 
Display Advertising 
Targeting and Profiling 
Geo-location and iBeacon Marketing 
Customer Relationship Management 
Video Marketing and Advertising 
Native Advertising
8 
EXPERIENCE DESIGN
"As far as the customer is 
concerned, the interface is the 
- JEF RASKIN 
product."
Customers want an easy, intuitive 
experience.
The experience of a brand 
isn’t separate from its 
product or service.
User experience design 
allows companies to … 
DIFFERENTIATE
User experience design 
allows companies to … 
DIFFERENTIATE 
DEFY COMMODITIZATION
User experience design 
allows companies to … 
DIFFERENTIATE 
DEFY COMMODITIZATION 
INCREASE LOYALTY
User experience designers and architects 
understand how to create an intuitive, useful 
experience — whether for a digital project, a 
product, or within an organization.
WHAT YOU NEED TO KNOW 
Business Modeling 
Human-Centered Design 
User Research 
Usability Testing 
Task-Analysis Process 
Prototyping 
User Flow Mapping 
Buyer Personas Development
Stay up-to-date on agency news, tips, 
and tricks in 2015. 
SUBSCRIBE TO HUBSPOT’S 
AGENCY BLOG 
SUBSCRIBE NOW
We wish you the best in your 
career in 2015!

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8 Marketing Skills You Need to Land Your Dream Job in 2015

  • 1. 8 MARKETING SKILLS YOU NEED TO LAND YOUR DREAM JOB IN 2015
  • 2. There are a lot of options in marketing and advertising.
  • 3. There are a lot of options in marketing and advertising.
  • 4. There are a lot of options in marketing and advertising.
  • 5. There are a lot of options in marketing and advertising.
  • 6. There are a lot of options in marketing and advertising.
  • 7. There are a lot of options in marketing and advertising.
  • 8. There are a lot of options in marketing and advertising.
  • 9. Somehow, marketing has to keep pace with technology.
  • 12. The industry has a talent crisis.
  • 13. The industry has a talent crisis. opportunity.
  • 14. Are you ready to compete?
  • 16. (This isn’t what I meant.)
  • 17. Real skills. Ones that agencies and brands want.
  • 18. Stay up-to-date on agency news, tips, and tricks in 2015. SUBSCRIBE NOW
  • 19. Consider this a primer for taking control of your career in 2015.
  • 20. Here are the 8 skills hiring managers want and need.
  • 22. 0 0 1 1 1 0 0 0 1 1 0 0 0 1 1 1 0 1 0 0 1 0 1 0 0 0 1 1 0 0 1 0 1 0 0 1 1 0 1 1 0 0 0 0 1 1 0 0 0 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 0 1 0 1 0 1 0 1 0 1 1 0 1 1 0 0 1 0 0 0 0 1 1 1 0 0 0 0 0 1 1 0 1 1 1 0 0 0 We’re walking centers of data production.
  • 23. 0 0 0 0 0 1 1 1 0 0 0 0 1 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 0 0 1 0 1 0 0 0 1 1 1 1 0 0 0 0 0 0 1 1 1 0 1 0 1 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 0 1 0 0 0 1 1 0 0 1 1 1 0 0 0 0 1 0 1 1 1 0 0 0 0 0 0 McKinsey estimates that by 2018, there will be 4 million big data positions U.S. Source: McKinsey Global Institute
  • 24. 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 0 1 0 1 0 0 0 1 0 0 0 0 1 0 1 1 0 0 0 0 1 0 1 0 0 0 1 1 1 1 0 0 0 0 0 0 1 1 1 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 0 0 0 1 0 1 0 0 0 1 1 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 0 1 0 1 1 0 0 0 0 0 0 1 1 By 2020, we will create 50 times the amount of data that we did in 2011. 1 0 Source: EMC
  • 25. 0 0 1 1 0 0 1 1 1 0 0 0 0 0 1 0 0 0 0 1 1 0 0 1 1 0 0 1 0 0 0 0 0 There’s too 1 much data. 0 0 0 0 1 0 1 0 0 0 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 1 0 1 0 1 0 1 0 0 0 1 1 0 1 0 1 0 0 0 1 0 0 1 0 1 0 0 0 1 1 0 0 0 0 1 1 1 0 0 1 0 1 0 0 0 1 1 0 1 0 1 0 1 0 1 0 0 0 1 1 0 0 1 1 0 0 0 1 1 0 1 0 0 0 1 1 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 1 0 0 0 0 1 0 1 0 0 0 1 1 1 0 0 0 0 0 0 1 1
  • 26. 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 1 1 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 1 0 1 0 0 0 1 1 0 1 1 0 0 0 0 1 0 1 0 0 0 1 1 1 1 0 0 0 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 1 0 1 0 0 1 0 1 0 0 0 1 1 0 0 1 1 0 0 1 1 0 0 1 1 0 0 1 0 0 0 1 1 0 0 0 1 1 1 0 0 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 0 1 0 1 0 0 0 1 1 0 1 0 0 0 ? ? ? 0 0 0 0 0 1 1 And not enough insights from this data.
  • 27. A data scientist uses math and programming skills to create applications that can analyze large amounts of data to extract social and economic value.
  • 28. WHAT YOU NEED TO KNOW Statistical Analysis Data Collection and Mining Machine Learning Predictive Modeling Computer Programming Data Visualization
  • 30. The campaign cycle is shorter.
  • 32. New Estimated Release Date: 10 Months Tomorrow
  • 33. Agile marketing takes the practices of software development and applies it to creating marketing campaigns. It favors short-term planning, focuses on performing targeted tests and making incremental improvements, and values individual customer satisfaction.
  • 34. WHAT YOU NEED TO KNOW Scrum User Story Development Buyer Persona Development Sprint Planning Budgeting Marketing Funnel and Sales Pipeline Reporting and Analytics A/B and Multivariate Testing
  • 36. 95% of all decisions are made in the unconscious mind. Source: The Buying Brain: Secrets for Selling to the Subconscious Mind
  • 37. Emotions drive our decision-making. Source: The Buying Brain: Secrets for Selling to the Subconscious Mind
  • 38. Brands don’t need to fight for attention.
  • 39. They need to understand how people choose, identify with, and connect with companies.
  • 40. What influences how, why, and who we buy from?
  • 41. A consumer behavior analyst understands how communities work and what values they hold — their rituals, hierarchies, beliefs, values, and conflict resolution patterns. They make connections between behaviors and culture and can identify sub-sets of cultures.
  • 42. WHAT YOU NEED TO KNOW Ethnographic Research Relationship Dynamics Human Diversity Market Segmentation Cultural Themes Data Gathering Statistics and Analysis Cross-Cultural Analysis Focus Group Testing
  • 44. “To offset a depersonalized society, consumers crave recognition of their individuality.” - FAITH POPCORN
  • 45. People want personalized, relevant messages at the RIGHT time.
  • 46. And brands need scale.
  • 49. A marketing technologist uses data and customer information to inform the creation of brand stories, information, and visuals to engage prospects and customers on an individual level. This person maps the buying journey and defines when and how a person will receive content that is relevant.
  • 50. WHAT YOU NEED TO KNOW CRM Management Email Workflows API Integration Reporting and Analytics Content Mapping Buyer Persona Development Sales Enablement Lead Management HTML & CSS
  • 52. In 2014, brands realized …
  • 56. Readers’ time and attention did not.
  • 57. Social media platforms want brands to pay to play.
  • 58. A coordinated campaign tied to an ebook or content offer generates 72% more leads than a non-coordinated campaign. Source: HubSpot
  • 59. And promotion requires knowledge of all the options. MEDIA RELATIONS NATIVE ADVERTISING EMAIL SOCIAL MEDIA INFLUENCER RELATIONS PRESS RELEASES SOCIAL SHARING GUEST BLOGGING
  • 60. A content promoter thinks beyond creating one blog post or visual. This person considers how a piece of content can create a major impact, how to package it, and what platform or audience would be most interested in it. The skill requires deep knowledge of content promotion platforms, social media, and targeting.
  • 61. WHAT YOU NEED TO KNOW Content Promotion Strategies Native Advertising Advertorials Pitching Editors Influencer Relations Social Media Monitoring and Analytics Conversion Optimization Email Marketing
  • 63. “A growth hacker is a person whose true north is growth." - SEAN ELLIS
  • 64. They’re not worried about BRAND AWARENESS WEBSITE VISITORS QUARTERLY PLANNING LIKES & FOLLOWERS
  • 65. …Unless they are tied to GROWTH.
  • 66. A growth hacker understands the product and distribution channels available, then use non-traditional marketing methods to achieve growth — typically in the form of users for software platforms. Airbnb, Dropbox, Spotify, and Mailbox all used growth techniques to make their brands household names.
  • 67. WHAT YOU NEED TO KNOW Analytics HTML/CSS A/B and Multivariate Testing Conversion Optimization Digital Marketing Content Marketing Marketing Automation
  • 69. $103 Billion The predicated total interactive advertising spending in 2019 Source: Forrester Research
  • 70. Source: Forrester Research 66% The percentage of growth from mobile advertising
  • 71. But mobile is a black hole for advertisers.
  • 73. No proof of ROI.
  • 74. Brands can’t see a consumer’s movements across channels and devices.
  • 75. New technologies (like Facebook’s Atlas) are changing this.
  • 76. Which means brands can finally understand the value of mobile advertising and invest in the right channels.
  • 77. A mobile marketer understands how to tailor and execute campaigns that reach users on their personal devices. This is about more than memorizing the ad unit sizes on a mobile device. Practitioners need to leverage mobile games, apps, promotions, and online commerce to create an experience or solve a specific need.
  • 78. WHAT YOU NEED TO KNOW Programmatic Buying Display Advertising Targeting and Profiling Geo-location and iBeacon Marketing Customer Relationship Management Video Marketing and Advertising Native Advertising
  • 80. "As far as the customer is concerned, the interface is the - JEF RASKIN product."
  • 81. Customers want an easy, intuitive experience.
  • 82. The experience of a brand isn’t separate from its product or service.
  • 83. User experience design allows companies to … DIFFERENTIATE
  • 84. User experience design allows companies to … DIFFERENTIATE DEFY COMMODITIZATION
  • 85. User experience design allows companies to … DIFFERENTIATE DEFY COMMODITIZATION INCREASE LOYALTY
  • 86. User experience designers and architects understand how to create an intuitive, useful experience — whether for a digital project, a product, or within an organization.
  • 87. WHAT YOU NEED TO KNOW Business Modeling Human-Centered Design User Research Usability Testing Task-Analysis Process Prototyping User Flow Mapping Buyer Personas Development
  • 88. Stay up-to-date on agency news, tips, and tricks in 2015. SUBSCRIBE TO HUBSPOT’S AGENCY BLOG SUBSCRIBE NOW
  • 89. We wish you the best in your career in 2015!