Stukent T-Shaped Marketing Presentation

Scott K. Wilder @skwilder http://wwww.linkedin.com/in/wilde

Tee Up Your Students for Success:
Creating T-shaped Marketers
Profcon 2021
Scott K. Wilder @skwilder http://wwww.linkedin.com/in/wilder
Scott K. Wilder
Global Head of Customer Engagement
HubSpot

WHY AM I
HERE TODAY?
Scott K. Wilder @skwilder

Why am I here today?

And I’m here to help you

MY JOURNEY

Who is Wilder?
Native New Yorker
Lives in San
Francisco
Lifelong learner
Focused Career on
Digital
Engagement and
Customer
Marketing
Early marketer of
many technologies
Currently @HubSpot

Who is Wilder?

Family First
RECENT ONE TO BE ADDED
(We are from CA, so we like cars…)

Let's discuss:
what can we do for our students?

Today’s Heroes

Current Marketing Job Market
Unemployment: 33.8% of all graduates end up underemployed.
Not Retaining what they learned: It’s estimated that students in the U.S. spend nearly 20,000 hours
experiencing classroom education by the age of 18, and that much of what is taught is forgotten within a
short time.
Feel Underqualified: 50% of graduates surveyed said they have not applied for certain entry-level
positions in their field because they felt they were underqualified. (Source)
Covid Impact: 32% to 42% of COVID-induced layoffs will be permanent.

BUT
Marketers are in Demand:
○ 63% increase in Marketing Jobs in the last 6 months
○ 380K marketing jobs posted on LinkedIn in the past year.
○ 17K remote marketing jobs posted (Source: LinkedIn)

Great website -
Source:
casey.unh.edu

Scott K. WIlder @skwilder Source: World Economic Forum
Top 20 Increasing and Decreasing Jobs
Increasing Demand Decreasing Demand

Scott K. WIlder @skwilder Source: World Economic Forum
Reskilling
Most of the skills that companies are increasingly focused on developing
are social, emotional and advanced cognitive

It’s Marketing’s Time
In a recent McKinsey Survey, 83% of
global CEOS said they look to marketing
to be a major driver for most or all of a
company’s growth agenda.

Time to Hop on the Bus
Scott K. WIlder @skwilder
T
T

Time to T-Off
The T-Shaped Marketer
Scott K. WIlder @skwilder http://wwww.linkedin.com/in/wilder

Functional area or discipline or
specialty
Depth of experience in a particular
domain
Hands-on experience
Broad marketing experience and knowledge
(real world, classroom, experiential)
Deep
Skills
Acquired

5 Levels
Living: Important for students to identify extra curricular activities.
Interests: Non-marketing areas that the person could excel in.
Skills: Specific skills needed to excel in a given area.
Foundation: Marketing-specific topics that are useful for all marketers.
Trends: Study trends to prepare for 21st Century.
1
2
3
4
5

LIVING
1

Lived Abroad
Discovered Computing
Graduate School
Baseball Coaching
My Life Experience

Student Living (Outside Classroom)

My Journey
High Energy
Low Energy
Birth < 10 years < 20 years < 30 years < 40 years < 50 years
Captain @
Camp
Captain @
High School
Captain @
High School
Creative
Thesis
Lived
Overseas
JHU
SAIS
Business
School
Moved to
Silicon Valley
Intuit HubSpot
Married
Kids
Parent’s
Divorce
Reading
Problems
Health
Problems
Knee
Injury
Breakup
Natalie
Stillborn
Living in
Colorado
Leadership /
Making difference
Family
Tech
Career
Concerned about
Health
Confused
about life
9-11 Covid
Born

International
Living Identifies Opportunities
Living
Databases
Computers Education
Team Oriented
Sports

INTEREST LEVEL
2
Non-marketing areas of expertise
Skills that create a well-rounded student

My Approach
(maybe I did a little too much exploring)

My Interests
NEGOTIATION HISTORY
BUSINESS

Turning Interests into Skills
Scott K. Wilder @skwilder Source: Reimagining the Workforce 2021 (Wiley Publishing)

learned in the classroom
Interests
Living: Sports, Languages, Teamwork
Interests: Negotiation, Business, History

FOUNDATION
3
Marketing specific trends
Useful topics for all marketers

Traditional Marketing Topics
SOCIAL
MEDIA
E-COMMERCE VIDEO PUBLIC
RELATIONS
BRANDING
CONTENT A/B TESTING MARKETING
RESEARCH

Students Foundation
Develop Your Skills

Students Foundation
Develop Your Skills
HOW DO YOU CHOOSE?

Find Growth Areas

Finding Your Foundations
1. List different topics
2. Assess your skills
3. Identify areas for improvement
4. Create development plans
5. Schedule learnings and work
6. Score your progress

Foundation Skills
Living: Sports, Languages, etc.
Foundation: E Commerce, A/B Testing, Research
classroom + hands on experience

TRENDS
4
Incorporate coming trends into classroom curriculum

Keep up with the
way your consumers
shop and your
competitors
1
Stay up to date with
changes in consumer
behavior and
priorities
2
Ensure you're ahead
of the curve in terms
of knowing your
target audience
3
Listen and respond to
changes in the
market to help you
save money
4
Importance of Trends
Via Hubspot

Current Trends
List of Marketing Trends (Source: HubSpot), Pew Research Pegasystems Inc., Comscore
UX V2
CUSTOMER
JOURNEY
NO CODE MOVEMENT VIRTUAL REALITY BLOCKCHAIN BRANDING
USER
CONTRIBUTION
AUTOMATION MACHINE
LEARNING
VOICE

Current Trends

Trends
Trends: CRM Systems, Growth Marketing, Analytics

SKILLS
5

Develop Specific Skills
Gladwell recommends 10,000 hours but that is
approximately 417 days. If you devote 3 hours per day
it would be approximately 3,333 days or a little over
9 years.
students need to
start planning
now

Finding Your Foundations
Trust your instincts
Look to previous experience
Try an internship or project-based learning
Immerse yourself
Build a feedback loop or process

Skills
Skills:

Skills
Google Ads FB Ads Salesforce HubSpot
Growth
Loops
Hook
Model
GA Tableau
Less project
based
More project
based

The Top of the T
Growth
Loops
Hook
Model
GA Tableau
Less project
based
More project
based
CRM
Systems
Growth
Marketing
Analytics
Tools
Ad
Platforms

The LIFTS Framework
Living: Important for students to identify extra curricular activities.
Interests: Non-marketing areas that the person could excel in.
Skills: Specific skills needed to excel in a given area.
Foundation: Marketing-specific topics that are useful for all marketers.
Trends: Study trends to prepare for 21st Century.
1
2
3
4
5
L
I
F
T
S

Confession Time

Depth
of
Knowledge
HubSpot
Growth Loops
I placed my bets --
and leveraged my
talents here..
Growth
Loops
Hook Model GA Tableau
Depth
of
Knowledge
I am a T-Shaped Marketer
Less
project
based
More
project
based

Different Types of T

Companies Love T-Shaped Marketers
Cognitive
Skills
Technical
Skills
Diverse
Skills
Cross-
Train
Contribute in
Many Ways
Collaboration
skills
By collaboraing with people skilled in other disciplines,
you gain empathy and enthusiasm for all disciplines.

Life is Unpredictable

Opportunities/Distractions

Data Literacy

Skill Shelf Life

Companies Rent Talent

Technology is Changing

Beware

Successful T-Shaped Individuals

Where do we go from here?

Your Role

Being Multi-Interdisciplinary is Popular

Foundation
Trends
Depth
of
Knowledge
Educators can guide students
Skills
Living
Interests Learn the basics
Take inventory of past experiences or identify new ones
Take courses, do apprenticeship, internship or project based work
Be able to speak about trends, but learn 2 key trends
Define commitment to 2 key stills
My Key Skills
1. ________
2. ________

Accelerate Student’s Careers
Help Help them learn from each other
Teach Teach students to self assess
Cultivate Cultivate a Learning / Growth mindset
Share Share frameworks for plotting out their career
Guide Guide students on how to leverage their time
Create Create goals and develop a plan for learning

Homework Assignment (optional)
Be like a driver’s ed teacher
Share the LIFTS
framework with a
student each week

I’m Teaching Too

Foundation
Trends
Depth
of
Knowledge
Skills
Living
Interests
Coding
History
Video
Baseball, Minecraft and Animal related books
Baseball Teams, Maker Workshops, and Daily Meetings with Friends
Science, Math, Computers
Voice (Search, Alexa, etc.), Electric Cars, ..
Reading Writing Algebra Coding History Video Art Computers
Scotty’s T

Scotty has his own Youtube Channel

Thank you
Scott K. Wilder
HubSpot
www.linkedin.com/in/wilder
@skwilder

Growth
Loops
Hook
Model
GA Tableau
Less project
based
More project
based
Top of the T
I placed my career bets --
and leveraged my talents here..

Top of the T
Depth
of
Knowledge
HubSpot
Growth Loops
I placed my bets --
and leveraged my talents here..
Growth
Loops
Hook
Model
GA Tableau
Depth
of
Knowledge

Skills:
Model A
TEMPLATE - DO
NOT PRESENT

Skills Skills Skills Skills Skills Skills Skills Skills
Model B
TEMPLATE - DO
NOT PRESENT

But…..
“Don’t follow your passion, follow your talent” --- Determine what you are good at (early), and commit to becoming great at it.
“You don't have to love it, just don't hate it.” --- If practice takes you from good to great, the recognition and compensation you
will command will make you start to love it.
“Eventually, you will shape your career and your special skills -- If not, then go follow your passion.”
- Scott Galloway

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Presenter Name @twitter_handle

My Journey
20s 30s 40s 50+
Lived
Overseas
Attended Grad
Schools
Attended grad
schools
Worked in
Technology
Worked in
Technology
Started
A family
Family
Man
Giving
Back

Thanks
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