marketing-skills-2020-dave-chaffey-imran-farooq-smartinsights-mmclearning-170727114917.pdf

1
@SmartInsights #DigitalPriorities
Marketing
Skills 2020
Which skills will you develop
to stay relevant?

2
Your future career aims?
Sample n=718 marketers worldwide
Download Digital Marketing Skills report

3
Which of these skills will you (and
your business) have by 2020?

4
And these?

5
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
1. In-demand
Skills

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Wide and deep?
The perfect marketer
The Top 20 skills of the perfect digital marketer?
Source: Distilled: Building a T-Shaped Marketing skill set

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Which skills matter most?

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Demand for digital marketing techniques

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How do your skills support
growth?
Source: The CMO Survey: American Marketing Association – Deloitte – Duke University

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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?

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Source: McKinley Marketing Partners 2017 Marketing Hiring trends

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2. Structuring
skills in a team?

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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

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Do you need a DCoE
Could you work for one?
What is a Digital Marketing CoE and do you need one?

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3. Evaluating
your personal
digital skills

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Marketing activities that need to be managed

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Summary – the 8 key techniques
every business needs to master?

19

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4. The 7Ps of
Personal
Skills
development

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Where
are you
now?
Where
could you
be?
7Ps
Marketing
Skills 2020

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Marketing is getting easier, right?
How good does your
Marketing have to be?

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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 - 2004
1
_
2005 - 2009
2
_
2010 - 2015
3
_
2016 & beyond
4
_
My Journey

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7Ps
Marketing Skills 2020
Become the Marketer
employers & clients want to hire
See your career as a business…..

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Pathway – get clear and intentional
P
P
P
P
P
P

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Define what you are looking for

27

28

29

30
2
1
3
4
5
6
7
Freedom
Seeker
Expert,
interim
positions
Master,
influence
Duplicate
yourself
£20k
£200k+
Source: Imran Farooq, 2017

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Image source: http://blog.hubspot.com
Purpose & Desire

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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.

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Mind-set & Model success - habits

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Most people won’t
hit their goals within
one year
but could hit all of
their goals in the
next 5 years

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Positioning – create a magnetic presence
P
P
P
P
P

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Are you the person people think of when they
need to solve a problem or have a new
opportunity?
Attract Capture Educate

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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

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ATTRACT - website
+ + =
Join the club, eBooks,
guides, reports,
webinars, consultation,
contests, videos,
samples

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EDUCATE – Speaking engagements
Write
Blog
Present….

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Productivity – find your flow state
P
P
P
P

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Horizons of focus

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Follow
One
Course
Until
Success

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Productivity & Marketing tools
Content
Creation &
Authoring
Social Media
Management
Search
Marketing
Marketing
Automation
Productivity
Apps
Project
Management
Conversion
Tools
Comms.
Team
management

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Power of the Now
Another meeting?
Open loops
Open loops
Open loops

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Prosperity – quick employer/client success
P
P
P

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Customers are running faster
How many Digital touch points before a lead converts?
Follow up works !

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Your customer,
contact, lead…
Sales & Marketing Automation

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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

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BIG 3 - 1. Onboarding, 2. Convert, 3. LTN

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Proficiency – commit to mastery
P
P

52
Entertai
n
Overwhelmed? - Knowledge and Information Overload
Useful Useless
Knowledge = Asset
= Future £x Return

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Image source: Distilled

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Craft messages
& headlines
Craft irresistible
offers
Negotiating
Sell
Develop personas
Story telling
Master a tool

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Hedgehog Concept

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Productise – raise your self value
P

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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?

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D.I.Y
D.W.
Y
D.F.Y
Your Consultancy
Funnel

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People – get the right people on your bus

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Your Network Your Work Your Life Mastermind
Conversations spark new ideas and directions

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Building your
team
Hiring freelancers
& consultants
Combine
Partnerships

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People – get the right people on your bus

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Negative Positive
Negative Positive
Negative Positive

64
Thank you – your questions ?
 More questions? Connect on LinkedIn

65
Thank you – your questions ?
 More questions? Connect on LinkedIn

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