Hybrid Young Professionals — PRSA Presentation

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PRSA New Pros teleseminar slide deck (March 2013)

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Hybrid Young Professionals — PRSA Presentation

  1. 1. March  25,  2013 1
  2. 2. Paul Tracy Roetzer Lewis @PaulRoetzer @Tracy_J_Lewis founder  &  CEO,  PR  20/20 author,  The  Marke)ng  Agency  Blueprint senior  consultant,  PR  20/20creator,  Marke)ng  Score  &  Marke)ng  Agency  Insider community  manager,  Marke)ng  Agency  Insider bit.ly/PrototypeMarketer
  3. 3. Agenda• 3  Catalysts  for  Change• Rise  of  Hybrid  Professionals• The  Talent  Gap• An  Evolved  Hiring  Process• Advance  Yourself• Q  &  A @PaulRoetzer #PrototypeMarketer
  4. 4. “The  most  valued  talent  .  .  .  will  be  hybrids.  .  .  They  possess  excepNonal  copywriNng  skills,  along  with  dynamic  personaliNes  that  enable  them  to  build  strong  personal  brands.”“Hybrid  professionals  are  trained  to  deliver  services  across  search,  mobile,  social,  content,  analyAcs,  web,  PR,  and  email  markeAng.  They  provide  integrated  soluNons  that  used  to  require  mulNple  agencies  and  consultants.” @PaulRoetzer #PrototypeMarketer
  5. 5. 3  Catalysts  for  TransformaAon
  6. 6. 1)  Change  Velocity• Technology  innovaNon• Consumer  behavior• Business  soSware• Online  applicaNons• CommunicaNon  paTerns• MarkeNng  philosophies• Management  systems @PaulRoetzer #PrototypeMarketer
  7. 7. CMO  >  IT *By  2017,  the  CMO  will  spend  more  on  IT   than  the  CIO. source:  Gartner @PaulRoetzer #PrototypeMarketer 7
  8. 8. 50%*Of  all  new  markeNng  hires  will  have  a  technical  background  starNng  in  2013.source:  IDC @PaulRoetzer #PrototypeMarketer 8
  9. 9. 2)  SelecNve  ConsumpNon• Basic  principle  behind  inbound  markeAng• Consumers  tuning  out  tradiNonal  markeNng• Brands  lose  control,  but  gain  loyalty• ShiSing  budgets  to  digital• The  era  of  integrated  services @PaulRoetzer #PrototypeMarketer
  10. 10. www.ZeroMomentOfTruth.com @PaulRoetzer #PrototypeMarketer
  11. 11. 60%*Percentage  of  the  purchase  decision-­‐making  process  B2B  customers  go  through  before  contacNng  a  sales  rep.source:  MarkeNng  Leadership  Council @PaulRoetzer #PrototypeMarketer 12
  12. 12. 3)  Success  Factors Source:  KISSmetrics
  13. 13. “CMOs  today  are  under  increasing  pressure  to  provide   quanAfiable  evidence  of  how  their  markeNng  expenditure  is  helping  the  organizaNon  achieve  its  goals.  They  also  have  to  hire  people  with  the  right  mix  of  financial,  technical  and  digital  skills  and  become  savvier  in  such  areas  themselves.”  —  IBM  Global  Chief  MarkeNng  Officer  Study,  2011
  14. 14. MarkeAng  ROI  tops  the  measurement  list. Source:  IBM  Global  Chief  Marke=ng  Officer  Study,  2011 @PaulRoetzer #PrototypeMarketer
  15. 15. Rise  of  Hybrid  Professionals
  16. 16. This  is  your  future  consumer
  17. 17. Hybrid  Professional  Competencies• Data  analysis• Content  markeNng• Social  media• Email  markeNng• Mobile• Development  &   programming @PaulRoetzer #PrototypeMarketer
  18. 18. “To  be  successful  nowadays,  you  need  to  have  both  a  breadth  and  depth  of  skills.  You  have  to  know  what  to  ask   for  and  how  it’s  done  ...  A  great  technical  marketer  can   devise,  develop,  launch  and  analyze  their  markeNng   campaigns  with  liTle  or  no  assistance.”      —  Jamie  Steven,  CMO  of  SEOMoz  (source)
  19. 19. “This  disrupNve  hacker  paradigm  has  played  out  across  varying  parts  of  our  world  during  the  laTer  years  of  the  twenNeth  century  and  opening  of  the  twenty-­‐first:  a  deS  engineer  of  computer  code  and  algorithms  takes  an  interest  in  a  new  field,  develops  experNse,  and,  by  applying  computer  science  and  clips  of  code  that  mimic  their  human  forerunners,  topples  industries,  companies,  standards,  and  the  old  guard.  “The  ability  to  create  algorithms  that  imitate,  beOer,  and  eventually  replace  humans  is  the  paramount  skill  of  the  next  one  hundred  years.  As  the  people  who  can  do  this  mulNply,  jobs  will  disappear,  lives  will  change,  and  industries  will  be  reborn.”  —  Christopher  Steiner,  Automate  This @PaulRoetzer #PrototypeMarketer
  20. 20. The  Talent  Gap
  21. 21. 75%*Of  marketers  say  their  lack  of  skills  is  impacNng  revenue  in  some  way.source:  Demand  GeneraNon  Skills  Gap  Survey @PaulRoetzer #PrototypeMarketer 23
  22. 22. “Theres  a  real  scarcity  of  technical  professionals,  even  more  so  for  those  with  passion  and  apAtude  for  markeAng.  And  there  will  be  enormous  compeNNon  for  those  unicorns.”    —  ScoT  Brinker,  co-­‐founder  &  CEO,  Ion  InteracNve  (source)
  23. 23. “Most  CMOs  are  underprepared  to  manage  the  impact  of   key  changes  in  the  markeNng  arena.” Source:  IBM  Global  Chief  Marke=ng  Officer  Study,  2011 @PaulRoetzer #PrototypeMarketer
  24. 24. “[Companies]  are  re-­‐trenching  and  re-­‐architecNng  their  brand  teams  and  support  organizaNons  to  build  leadership  capabiliNes  in  the  age  of  content,  consumer  conversaAon  and  engagement.   -­‐  Steve  Cook,  former  CMO  of  Samsung,  as  quoted  in  DigiDay  
  25. 25. “The  ambiNous  plan  moves  Disney  deeper  into  the  hotly  debated  terrain  of  personal  data  collecAon.  Like  most  major  companies,  Disney  wants  to  have  as  much  informaNon  about  its  customers’  preferences  as  it  can  get,  so  it  can  appeal  to  them  more  efficiently.  .  .  .  parts  of  MyMagic+  will  allow  Disney  for  the  first  Nme  to  track  guest  behavior  in  minute  detail.“Did  you  buy  a  balloon?  What  aTracNons  did  you  ride  and  when?  Did  you  shake  Goofy’s  hand,  but  snub  Snow  White?  If  you  fully  use  MyMagic+,  databases  will  be  watching,  allowing  Disney  to  refine  its  offerings  and  customize  its  markeAng  messages.” hTp://www.nyNmes.com/2013/01/07/business/media/at-­‐disney-­‐parks-­‐a-­‐bracelet-­‐meant-­‐to-­‐build-­‐loyalty-­‐and-­‐sales.html
  26. 26. Spotlight:  Target  on  IntegraAonFor  more  on  Target’s  data  strategy:    How  Companies  Learn  Your  Secrets Source:  Target  MarkeNng @PaulRoetzer #PrototypeMarketer
  27. 27. An  Evolved  Hiring  Process
  28. 28. Evaluate  Strengths  and  WeaknessesThe  Blueprint  Series  Presented  by  HubSpot www.TheMarketingScore.com
  29. 29. Find  the  Gaps  within  Teamswww.TheMarketingScore.com
  30. 30. Hire  A-­‐Players  with  PotenAal• Analyst• CreaNve• Intrinsically  MoNvated• Listener• Social-­‐Web  Savvy• Strategic• Tech-­‐Savvy• Team  Player• Writer @PaulRoetzer #PrototypeMarketer
  31. 31. Consider  Diverse  Backgrounds“We’re  hiring  people  with  publishing  and  media  backgrounds.  What  we  need  isn’t  taught  in  tradiAonal  business  schools.  We   need  people  inside,  working  day  to  day  on  this  stuff.”   —  Michelle  Klein,  VP  of  global  markeNng  at  Smirnoff,   as  quoted  in  Forbes @PaulRoetzer #PrototypeMarketer
  32. 32. Start  with  Brand  and  Culture @PaulRoetzer #PrototypeMarketer
  33. 33. Capture  Inbound  Candidates
  34. 34. Ask  Smart  Interview  QuesAons Source:  7  Real  MarkeNng  Interview   @PaulRoetzer QuesNons  from  HubSpot’s  CMO #PrototypeMarketer
  35. 35. Invest  in  the  Doers @PaulRoetzer #PrototypeMarketer
  36. 36. Advance  Yourself
  37. 37. Take  Advantage  of  Online  EducaAon  Programs @PaulRoetzer #PrototypeMarketer
  38. 38. Become  a  Bookworm @PaulRoetzer #PrototypeMarketer
  39. 39. Share  Resources  with  Your  Team @PaulRoetzer #PrototypeMarketer
  40. 40. AOend  Priority  Conferences @PaulRoetzer #PrototypeMarketer
  41. 41. Engage  on  Social  Media @PaulRoetzer #PrototypeMarketer
  42. 42. Learn  by  Doing You’ll  never  learn  to  swim   if  you  don’t  dive  in. @PaulRoetzer #PrototypeMarketer
  43. 43. Closing  Thoughts• Change  velocity,  selecAve  consumpAon  and  success  factors are   the  catalysts.• MarkeNng  execuNves  are  drowning  in data.• Prototype  marketers  turn  informaNon  into intelligence,  and   intelligence  into  acNon.• Hybrids are  the  future  (but bots may  redefine  the  industry).• There  is  a talent  gap.• You  have  the  opportunity  to redefine  your  career,  and  your   company. @PaulRoetzer #PrototypeMarketer

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