PRSA New Pros teleseminar slide deck (March 2013)

1. March
25,
2013
1

2. Paul Tracy
Roetzer Lewis
@PaulRoetzer @Tracy_J_Lewis
founder
&
CEO,
PR
20/20
author,
The
Marke)ng
Agency
Blueprint senior
consultant,
PR
20/20
creator,
Marke)ng
Score
&
Marke)ng
Agency
Insider community
manager,
Marke)ng
Agency
Insider
bit.ly/PrototypeMarketer

3. Agenda
• 3
Catalysts
for
Change
• Rise
of
Hybrid
Professionals
• The
Talent
Gap
• An
Evolved
Hiring
Process
• Advance
Yourself
• Q
&
A
@PaulRoetzer
#PrototypeMarketer

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. 3
Catalysts
for
TransformaAon

6. 1)
Change
Velocity
• Technology
innovaNon
• Consumer
behavior
• Business
soSware
• Online
applicaNons
• CommunicaNon
paTerns
• MarkeNng
philosophies
• Management
systems
@PaulRoetzer
#PrototypeMarketer

7. CMO
>
IT
*By
2017,
the
CMO
will
spend
more
on
IT
than
the
CIO.
source:
Gartner
@PaulRoetzer
#PrototypeMarketer
7

8. 50%
*Of
all
new
markeNng
hires
will
have
a
technical
background
starNng
in
2013.
source:
IDC
@PaulRoetzer
#PrototypeMarketer
8

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. www.ZeroMomentOfTruth.com @PaulRoetzer
#PrototypeMarketer

12. 60%
*Percentage
of
the
purchase
decision-­‐
making
process
B2B
customers
go
through
before
contacNng
a
sales
rep.
source:
MarkeNng
Leadership
Council
@PaulRoetzer
#PrototypeMarketer
12

13. 3)
Success
Factors
Source:
KISSmetrics

14. “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

15. MarkeAng
ROI
tops
the
measurement
list.
Source:
IBM
Global
Chief
Marke=ng
Officer
Study,
2011 @PaulRoetzer
#PrototypeMarketer

16. Rise
of
Hybrid
Professionals

17. This
is
your
future
consumer

18. Hybrid
Professional
Competencies
• Data
analysis
• Content
markeNng
• Social
media
• Email
markeNng
• Mobile
• Development
&
programming
@PaulRoetzer
#PrototypeMarketer

19. “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)

21. “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

22. The
Talent
Gap

23. 75%
*Of
marketers
say
their
lack
of
skills
is
impacNng
revenue
in
some
way.
source:
Demand
GeneraNon
Skills
Gap
Survey
@PaulRoetzer
#PrototypeMarketer
23

24. “There's
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)

25. “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

26. “[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

27. “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

28. Spotlight:
Target
on
IntegraAon
For
more
on
Target’s
data
strategy:
How
Companies
Learn
Your
Secrets
Source:
Target
MarkeNng
@PaulRoetzer
#PrototypeMarketer

29. An
Evolved
Hiring
Process

30. Evaluate
Strengths
and
Weaknesses
The
Blueprint
Series
Presented
by
HubSpot
www.TheMarketingScore.com

31. Find
the
Gaps
within
Teams
www.TheMarketingScore.com

32. Hire
A-­‐Players
with
PotenAal
• Analyst
• CreaNve
• Intrinsically
MoNvated
• Listener
• Social-­‐Web
Savvy
• Strategic
• Tech-­‐Savvy
• Team
Player
• Writer
@PaulRoetzer
#PrototypeMarketer

33. 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

34. Start
with
Brand
and
Culture
@PaulRoetzer
#PrototypeMarketer

35. Capture
Inbound
Candidates

36. Ask
Smart
Interview
QuesAons
Source:
7
Real
MarkeNng
Interview
@PaulRoetzer
QuesNons
from
HubSpot’s
CMO #PrototypeMarketer

37. Invest
in
the
Doers
@PaulRoetzer
#PrototypeMarketer

38. Advance
Yourself

39. Take
Advantage
of
Online
EducaAon
Programs
@PaulRoetzer
#PrototypeMarketer

40. Become
a
Bookworm
@PaulRoetzer
#PrototypeMarketer

41. Share
Resources
with
Your
Team
@PaulRoetzer
#PrototypeMarketer

42. AOend
Priority
Conferences
@PaulRoetzer
#PrototypeMarketer

43. Engage
on
Social
Media
@PaulRoetzer
#PrototypeMarketer

44. Learn
by
Doing
You’ll
never
learn
to
swim
if
you
don’t
dive
in.
@PaulRoetzer
#PrototypeMarketer

45. 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