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Marketing skills 2020

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Slides from our #DigitalPriorities webinar covering the marketing skills you should develop and the 7Ps of your personal development.

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Marketing skills 2020

  1. 1. 1@SmartInsights #DigitalPriorities Marketing Skills 2020 Which skills will you develop to stay relevant?
  2. 2. 2@SmartInsights #DigitalPriorities Your future career aims? Sample n=718 marketers worldwide Download Digital Marketing Skills report
  3. 3. 3@SmartInsights #DigitalPriorities Which of these skills will you (and your business) have by 2020?
  4. 4. 4@SmartInsights #DigitalPriorities And these?
  5. 5. 5@SmartInsights #DigitalPriorities Agenda  1. In-demand skills?  2. Structuring skills in a team?  3. Auditing your skills across RACE?  4. The 7Ps of personal marketing skills you should develop? Dave Chaffey Smart Insights Imran Farooq MMC Learning
  6. 6. 6@SmartInsights #DigitalPriorities 1. In-demand Skills
  7. 7. 7@SmartInsights #DigitalPriorities Wide and deep? The perfect marketer The Top 20 skills of the perfect digital marketer? Source: Distilled: Building a T-Shaped Marketing skill set
  8. 8. 8@SmartInsights #DigitalPriorities Which skills matter most?
  9. 9. 9@SmartInsights #DigitalPriorities Demand for digital marketing techniques
  10. 10. 10@SmartInsights #DigitalPriorities How do your skills support growth? Source: The CMO Survey: American Marketing Association – Deloitte – Duke University
  11. 11. 11@SmartInsights #DigitalPriorities Define opportunity:  Analytics review  Capability audit - Identify improvements  Model lead targets  TOWs summary Create strategy  Review ALL touchpoints to generate ideas  Map content to lifecycle communications  Create comprehensive communications model Prioritise actions  Define recommendations  Identify quick wins  Longer-term improvements How can you drive improvements?
  12. 12. 12@SmartInsights #DigitalPrioritiesSource: McKinley Marketing Partners 2017 Marketing Hiring trends
  13. 13. 13@SmartInsights #DigitalPriorities 2. Structuring skills in a team?
  14. 14. 14@SmartInsights #DigitalPriorities Full range of digital marketing roles or skills needed in a digital marketing team structured by customer lifecycle Larger companies may have several Manager and Exec roles for each with web experience can be divided into desktop and mobile. Smaller companies may have 1-2 people for each of, or all of PRACE and marketing! General marketing management roles. Plan “(Digital) Marketing management” •CMO, CCO, Marketing Director •Marcomms manager •Product manager •Brand manager •Country manager •Digital marketing or •E-commerce director •Digital marketing or E- commerce manager •Digital analyst or Business Insights analyst Reach “Online marketing” “Traffic building” •Acquisition manager •SEO manager •Paid search campaign manager •Display advertising or Performance manager •Affiliate or partner manager •Earned media or PR manager •Social media marketing manager Act “Content marketing” “Campaign management” •Content marketing or Campaign planner •Blog content editor •Social media updates •Product content editor •Digital asset creator (creative) •Online copywriter •Content translator Convert “Online sales” “Customer Experience” •Sales manager •UX manager •Information architect •Web designer •Web developer (coding and admin) •Database administrator (DBA) •Sales / optimiser •Promotions exec or merchandiser •QA/Testing/CRO Engage “Customer communications” •Retention, Engagement or Loyalty manager •Online service agents •Email marketing manager •Mobile messaging manager •E-CRM manager •Social media marketing manager •Community manager
  15. 15. 15@SmartInsights #DigitalPriorities Do you need a DCoE Could you work for one? What is a Digital Marketing CoE and do you need one?
  16. 16. 16@SmartInsights #DigitalPriorities 3. Evaluating your personal digital skills
  17. 17. 17@SmartInsights #DigitalPriorities Marketing activities that need to be managed
  18. 18. 18@SmartInsights #DigitalPriorities Summary – the 8 key techniques every business needs to master?
  19. 19. 19@SmartInsights #DigitalPriorities
  20. 20. 20@SmartInsights #DigitalPriorities 4. The 7Ps of Personal Skills development
  21. 21. 21@SmartInsights #DigitalPriorities Where are you now? Where could you be? 7Ps Marketing Skills 2020
  22. 22. 22@SmartInsights #DigitalPriorities Marketing is getting easier, right? How good does your Marketing have to be?
  23. 23. 23@SmartInsights #DigitalPriorities 15 years designing & developing E- Learning Marketing Automation for Entrepreneurs & Small Business Educatin g Marketer s since 1996 Developing Digital Marketing qualifications since 2002 2020 Mission 10K Marketers (inc. Freelance Marketers) 1996 - 20041 _ 2005 - 20092 _ 2010 - 20153 _ 2016 & beyond4 _ My Journey
  24. 24. 24@SmartInsights #DigitalPriorities 7Ps Marketing Skills 2020 Become the Marketer employers & clients want to hire See your career as a business…..
  25. 25. 25@SmartInsights #DigitalPriorities Pathway – get clear and intentional P P P P P P
  26. 26. 26@SmartInsights #DigitalPriorities Define what you are looking for
  27. 27. 27@SmartInsights #DigitalPriorities
  28. 28. 28@SmartInsights #DigitalPriorities
  29. 29. 29@SmartInsights #DigitalPriorities
  30. 30. 30@SmartInsights #DigitalPriorities 2 1 3 4 5 6 7 Freedom Seeker Expert, interim positions Master, influence Duplicate yourself £20k £200k+ Source: Imran Farooq, 2017
  31. 31. 31@SmartInsights #DigitalPriorities Image source: http://blog.hubspot.com Purpose & Desire
  32. 32. 32@SmartInsights #DigitalPriorities What’s your BHAG? Big Hairy Audacious Goal “Built to Last: Successful Habits of Visionary Companies” by James Collins and Jerry Porras. A BHAG is a long-term goal that changes the very nature of a business' existence.
  33. 33. 33@SmartInsights #DigitalPriorities Mind-set & Model success - habits
  34. 34. 34@SmartInsights #DigitalPriorities Most people won’t hit their goals within one year but could hit all of their goals in the next 5 years
  35. 35. 35@SmartInsights #DigitalPriorities Pathway – get clear and intentional Positioning – create a magnetic presence P P P P P
  36. 36. 36@SmartInsights #DigitalPriorities Are you the person people think of when they need to solve a problem or have a new opportunity? Attract Capture Educate
  37. 37. 37@SmartInsights #DigitalPriorities ATTRACT - Introduce yourself Hi, my name is [First name], I am helping [target audience or job area] to achieve [massive benefit or impact] Okay, tell me more… how do you do that… … I know someone who could benefit from that
  38. 38. 38@SmartInsights #DigitalPriorities ATTRACT - website + + = Join the club, eBooks, guides, reports, webinars, consultation, contests, videos, samples
  39. 39. 39@SmartInsights #DigitalPriorities EDUCATE – Speaking engagements Write Blog Present….
  40. 40. 40@SmartInsights #DigitalPriorities Pathway – get clear and intentional Positioning – create a magnetic presence Productivity – find your flow state P P P P
  41. 41. 41@SmartInsights #DigitalPriorities
  42. 42. 42@SmartInsights #DigitalPriorities Horizons of focus
  43. 43. 43@SmartInsights #DigitalPriorities Follow One Course Until Success
  44. 44. 44@SmartInsights #DigitalPriorities Productivity & Marketing tools Content Creation & Authoring Social Media Management Search Marketing Marketing Automation Productivity Apps Project Management Conversion Tools Comms. Team management
  45. 45. 45@SmartInsights #DigitalPriorities Power of the NowAnother meeting? Open loops Open loops Open loops
  46. 46. 46@SmartInsights #DigitalPriorities Pathway – get clear and intentional Positioning – create a magnetic presence Productivity – find your flow state Prosperity – quick employer/client success P P P
  47. 47. 47@SmartInsights #DigitalPriorities Customers are running faster How many Digital touch points before a lead converts? Follow up works !
  48. 48. 48@SmartInsights #DigitalPriorities Your customer, contact, lead… Sales & Marketing Automation
  49. 49. 49@SmartInsights #DigitalPriorities Sales & Marketing Funnels MQLs SQLs Your competitors I want to know I want to go I want to do I want to buy Four key moments to be there – Micro moments report by Google
  50. 50. 50@SmartInsights #DigitalPriorities BIG 3 - 1. Onboarding, 2. Convert, 3. LTN
  51. 51. 51@SmartInsights #DigitalPriorities Pathway – get clear and intentional Positioning – create a magnetic presence Productivity – find your flow state Prosperity – quick employer/client success Proficiency – commit to mastery P P
  52. 52. 52@SmartInsights #DigitalPriorities Entertai n Overwhelmed? - Knowledge and Information Overload Useful Useless Knowledge = Asset = Future £x Return
  53. 53. 53@SmartInsights #DigitalPriorities Image source: Distilled
  54. 54. 54@SmartInsights #DigitalPriorities Craft messages & headlines Craft irresistible offers Negotiating Sell Develop personas Story telling Master a tool
  55. 55. 55@SmartInsights #DigitalPriorities Hedgehog Concept
  56. 56. 56@SmartInsights #DigitalPriorities Pathway – get clear and intentional Positioning – create a magnetic presence Productivity – find your flow state Prosperity – quick employer/client success Proficiency – commit to mastery Productise – raise your self value P
  57. 57. 57@SmartInsights #DigitalPriorities 1. What do you know that no one else knows? 2. What are you doing that is having a big impact in your business or sector? 3. What solutions have you put in place that solved problems?
  58. 58. 58@SmartInsights #DigitalPriorities D.I.Y D.W. Y D.F.Y Your Consultancy Funnel
  59. 59. 59@SmartInsights #DigitalPriorities Pathway – get clear and intentional Positioning – create a magnetic presence Productivity – find your flow state Prosperity – quick employer/client success Proficiency – commit to mastery Productise – raise your self value People – get the right people on your bus
  60. 60. 60@SmartInsights #DigitalPriorities Your Network Your Work Your Life Mastermind Conversations spark new ideas and directions
  61. 61. 61@SmartInsights #DigitalPriorities Building your team Hiring freelancers & consultants Combine Partnerships
  62. 62. 62@SmartInsights #DigitalPriorities Pathway – get clear and intentional Positioning – create a magnetic presence Productivity – find your flow state Prosperity – quick employer/client success Proficiency – commit to mastery Productise – raise your self value People – get the right people on your bus
  63. 63. 63@SmartInsights #DigitalPriorities Negative Positive Negative Positive Negative Positive
  64. 64. 64@SmartInsights #DigitalPriorities Thank you – your questions ?  More questions? Connect on LinkedIn
  65. 65. 65@SmartInsights #DigitalPriorities Thank you – your questions ?  More questions? Connect on LinkedIn

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