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17 Things Marketing Technologists Want You to Know
…Before You Try to Recruit Them
Hiring a marketing technologist?
Hear from these unicorns first
Curated by Erica Seidel
Founder, The Connective Good
Recru...
Marketing technology is
on the rise. Scott Brinker’s
annual influential
infographic makes that
abundantly clear.
How should CMOs stay on top of marketing tech
trends, apply them to their business challenges,
and optimize their marketin...
Enter the marketing technologist — often called a unicorn.
CMO+
The right marketing technologist can be the secret weapon
for a CMO looking to drive top-line and bottom-line growth.
In o...
Because, when marketing technologists are at their best, they can
make marketing faster. Better. More efficient.
How can your organization attract marketing technologists?
And keep them?
I’ve been helping companies land senior talent at the intersection of
marketing/tech/analytics for several years. But I wa...
So I posed 2 questions to a slew of marketing technologists.
1: “Thinking ahead to your next career
opportunity, what would represent
career growth to you?”
2: “What is the single most compelling
thing – aside from money — that would
entice you to explore a new role?”
Here’s what they said…
Isaac Wyatt
D i r e c t o r, M a r k e t i n g O p e r a t i o n s
N e w R e l i c
“
There is nothing more rewarding to a
...
My current goals are to build out an integrated
MarTech stack leveraging our Marketing Team and IT
resources, so we can re...
Most companies do not realize what they need
most are candidates who have the right technical
and marketing education, bac...
Freedom = Career Growth and Freedom =
Enticement to explore.
A role that gives me the freedom to explore
Marketing Technol...
Career growth would be the opportunity to
guide a company from their existing
MarTech that has grown organically to a
grou...
I am not open for a change as I am currently happy in
leading the digital marketing transformation for one of
the world's ...
Career growth balances three core areas:
1.Expansion in charter to have broader
influence and impact on the organization
2...
Team: A confident, compassionate and playful team.
Collaboration is key — if there are bad eggs then
communication breaks ...
James Solo
M a r k e t i n g Te c h n o l o g i s t
Te c h n o l o g y S e c t o r
Architecting the alignment of a company...
Building a Marketing Technology organization at a
much larger scale — and more opportunities to
learn from other people th...
Christoph e r Penn
V P, M a r k e t i n g Te c h n o l o g y
S H I F T C o m m u n i c a t i o n s
The most compelling thi...
I'm best in spaces where everything is new. I’d
consider something with a new technology or a
different business problem t...
Taking risks no longer just means testing
'humor' or 'controversial' messages in your
ads. Technology has enabled us, mark...
I enjoy staying close to execution and operations,
so movement towards exec team isn't the long-term
career objective. Ins...
Bob Land
V P o f C o n s u m e r E n g a g e m e n t
D o r e l J u v e n i l e
I felt an inflection point in my career whe...
As the Chief Marketing Technologist for a digital
consulting firm with amazing clients, It would take a
lot to get me to m...
Brad Dambaugh
M a r k e t i n g Te c h n o l o g i s t
G A I C o n s u l t a n t s , I n c .
The opportunity to make an im...
So what do unicorns want?
Let’s sum up the key themes
 Organization with big learning opportunities/real problems to solv...
Your next steps for
attracting a unicorn v
b Get clear on what your organization is looking to learn now. This will help ...
Want help?
And sign up for The Connective Good’s newsletter, with
regular tips on recruiting great analytical marketing
ta...
Thank you…
to each unicorn who participated in this project
…and to Lisa Finch, visual designer
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17 Things Marketing Technologists Want You to Know...Before You Try to Recruit Them

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Hiring a marketing technologist? Hear from 17 of these unicorns first

Curated by Erica Seidel, Founder & Executive Recruiter, The Connective Good

Published in: Business
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17 Things Marketing Technologists Want You to Know...Before You Try to Recruit Them

  1. 1. 17 Things Marketing Technologists Want You to Know …Before You Try to Recruit Them
  2. 2. Hiring a marketing technologist? Hear from these unicorns first Curated by Erica Seidel Founder, The Connective Good Recruiting talent for the marketing tech ecosystem erica@theconnectivegood.com | @erica_seidel
  3. 3. Marketing technology is on the rise. Scott Brinker’s annual influential infographic makes that abundantly clear.
  4. 4. How should CMOs stay on top of marketing tech trends, apply them to their business challenges, and optimize their marketing tech stacks?
  5. 5. Enter the marketing technologist — often called a unicorn. CMO+
  6. 6. The right marketing technologist can be the secret weapon for a CMO looking to drive top-line and bottom-line growth. In other words, the difference between succeeding and failing.
  7. 7. Because, when marketing technologists are at their best, they can make marketing faster. Better. More efficient.
  8. 8. How can your organization attract marketing technologists? And keep them?
  9. 9. I’ve been helping companies land senior talent at the intersection of marketing/tech/analytics for several years. But I wanted to hear from marketing technologists… in their words.
  10. 10. So I posed 2 questions to a slew of marketing technologists.
  11. 11. 1: “Thinking ahead to your next career opportunity, what would represent career growth to you?”
  12. 12. 2: “What is the single most compelling thing – aside from money — that would entice you to explore a new role?”
  13. 13. Here’s what they said…
  14. 14. Isaac Wyatt D i r e c t o r, M a r k e t i n g O p e r a t i o n s N e w R e l i c “ There is nothing more rewarding to a Marketing Technologist than seeing a beautiful system working in harmony to achieve a company's mission. Companies looking to hire the best Unicorn talent need to be at a stage that represents either a new learning opportunity, or a new challenge to the Marketing Technologist. For example, I've parachuted into orgs that have an existing MarTech stack that needs work to unlock its full potential. That is great, but a more attractive challenge would be to start with nothing. It's all about choosing tech that matches the org's talent that matches the org's process. That’s the trifecta for productive growth.
  15. 15. My current goals are to build out an integrated MarTech stack leveraging our Marketing Team and IT resources, so we can really start to reach out personally to our customers at scale. The single most compelling thing that would entice me to a new role is to have strategic control and creative freedom over a cross-functional team with: • access to data scientists • an already built stack • the right data to execute on what the team thinks would have the biggest impact • R&D budget “ Daryl Hemeon M a r k e t i n g Te c h n o l o g i s t U n u m
  16. 16. Most companies do not realize what they need most are candidates who have the right technical and marketing education, backed by the right work experience that will allow them to keep up with the ever-changing technical product landscape. When I consider a position, I am looking for roles that are a mix of marketing technology and strategy. I am interested in evaluating and optimizing corporate digital ecosystems that solve cross-channel challenges faced by multi-brand companies. “ Poonam Kalinani M a r k e t i n g Te c h n o l o g y C o n s u l t a n t P e r n o d R i c a r d
  17. 17. Freedom = Career Growth and Freedom = Enticement to explore. A role that gives me the freedom to explore Marketing Technology's boundaries, such as integration of media with traditional online and offline channels. A role that gives me the freedom to let loose my software engineering side and drive new process to enhance Marketing capabilities. Samuel V P, M a r k e t i n g Te c h n o l o g i s t P h a r m a c e u t i c a l I n d u s t r y “
  18. 18. Career growth would be the opportunity to guide a company from their existing MarTech that has grown organically to a ground-up clean design based on the best technology available. What would absolutely entice me to explore a role is a shared commitment in the C-Suite to using marketing technology to drive better marketing and sales results. “ Chris Dav is C h i e f M a r k e t i n g Te c h n o l o g i s t Te c h n o l o g y S e c t o r
  19. 19. I am not open for a change as I am currently happy in leading the digital marketing transformation for one of the world's biggest corporations. If I was open then…. The single most compelling thing would be ownership of Sales Automation (e.g. CRM) in addition to MarTech. I am a career digital transformation guy, and I have learned that MarTech alone is not enough to make the transformation happen! Rohit Prabha ka r H e a d o f D i g i t a l M a r k e t i n g S t r a t e g y & M a r k e t i n g Te c h n o l o g i e s M c K e s s o n “
  20. 20. Career growth balances three core areas: 1.Expansion in charter to have broader influence and impact on the organization 2.Growth in personal abilities: to have more self awareness, lead myself/others better, and manage resources/situations effectively 3.Deeper technical skill set that encompasses process, technology, data, and analytics What would be most compelling is to be in a situation to transform a department, a company, or an industry. Such an opportunity would enable me to utilize my creative and innovative attributes. “ Saad Hameed D i r e c t o r, M a r k e t i n g O p s , A n a l y t i c s & Te c h n o l o g y S u m o L o g i c
  21. 21. Team: A confident, compassionate and playful team. Collaboration is key — if there are bad eggs then communication breaks down and progress is nearly impossible. Support: Support from upper management regarding innovation is also important. The organization needs the confidence to take risks and try new things, especially when it comes to technology. This approach starts at the top. Speed: To implement innovations as part of a system or process requires an allocation of funds as well as thinking fast to stay competitive. Ann em a ri e Criv elli M a r k e t i n g Te c h n o l o g i s t C a m b r i d g e B i o M a r k e t i n g “
  22. 22. James Solo M a r k e t i n g Te c h n o l o g i s t Te c h n o l o g y S e c t o r Architecting the alignment of a company's overall customer experience vision with the right multi-channel technologies providing the ability to make timely data driven decisions. Solving new challenges using new technologies for a open minded and agile company. “
  23. 23. Building a Marketing Technology organization at a much larger scale — and more opportunities to learn from other people that I consider to be world-class Marketing Technologists. Getting in early on a growing company with world-changing technology (AI, self-driving cars, etc.) Jason Seeba C h i e f M a r k e t i n g Te c h n o l o g i s t B l o o m R e a c h “
  24. 24. Christoph e r Penn V P, M a r k e t i n g Te c h n o l o g y S H I F T C o m m u n i c a t i o n s The most compelling thing – and the reason why I’ve stayed at my company despite bigger money offers – to my career today is the freedom to explore and innovate. I’m constantly looking for new questions to answer rather than defend old answers, looking for more things to learn, try, break, and master. Marketing technology is evolving so quickly that we have boundless opportunities to grow our skills and knowledge, but only if our places of employment make a serious, real commitment to giving us the time and resources we need to learn. Lots of companies give lip service to training and development, but few dedicate any real time or energy to true innovation. “
  25. 25. I'm best in spaces where everything is new. I’d consider something with a new technology or a different business problem the organization was looking to solve using existing technology. Also, I'd consider something with a decent budget that I had control over.M a r k e t i n g Te c h n o l o g i s t M a j o r E n e r g y C o m p a n y “
  26. 26. Taking risks no longer just means testing 'humor' or 'controversial' messages in your ads. Technology has enabled us, marketers, to be risk takers in strategy and use of data. A role at the intersection of where technology meets marketing meets leading in strategy, meets moderate to high risk appetite. Having a seat at the table — the big table — where decisions are made and strategies are created. The ability to work with data, test, measure, and test again is a key ingredient for a marketing technologist. In many roles, as marketers we are allowed to hold the parachute but not open it. If I can open it and jump, I'm in! Ellie S e n i o r M a r k e t i n g Te c h n o l o g i s t L a r g e C o n s u l t i n g C o m p a n y “
  27. 27. I enjoy staying close to execution and operations, so movement towards exec team isn't the long-term career objective. Instead, career growth for me is measured by the budget I control and influence, scope of responsibility, team size and ability to affect bottom-line change within an organization. Being in a results-only work environment is key to even considering a position. I'm capable of driving a lot of growth within an organization because of my position. I would never work for a company that spent more time focusing on how many hours my butt is in a seat instead of on what I've done for the company and how I've contributed to the bottom line. Ald en Dale M a r k e t i n g Te c h n o l o g i s t T i p s F o r M a r k e t e r s “
  28. 28. Bob Land V P o f C o n s u m e r E n g a g e m e n t D o r e l J u v e n i l e I felt an inflection point in my career when I landed the opportunity to set up my dream MarTech strategy after years of cobbling together low- cost, freeware and otherwise dysfunctional marketing programs. The timing of a right-sized budget and steadfast exec sponsorship (who are driven by data) really allowed me to step up my game to the next level. I could experiment well outside my comfort zone and that has made all the difference. “
  29. 29. As the Chief Marketing Technologist for a digital consulting firm with amazing clients, It would take a lot to get me to move. Moving to a C-Suite role at a Fortune 250 company or a well-funded innovative startup might be enticing. I would most likely need substantial stock options, travel flexibility, and the ability to work on solutions to big problems. To me, it's more important to work on important projects that help make the world a better place. For example, a huge agribusiness company recently reached out to me. They could offer me a million dollars a year, but I'd still turn it down. Conscious business is crucial to me. Trav is Wright C h i e f M a r k e t i n g Te c h n o l o g i s t C C P G l o b a l “
  30. 30. Brad Dambaugh M a r k e t i n g Te c h n o l o g i s t G A I C o n s u l t a n t s , I n c . The opportunity to make an impact by collaborating with executives, Chief Marketing Officers, and IT management. A company that can adapt to new technologies, ideas, and changes. A company that nurtures leadership skills through leadership training and mentoring. “
  31. 31. So what do unicorns want? Let’s sum up the key themes  Organization with big learning opportunities/real problems to solve  New MarTech stacks to create from the ground up  Scale: bigger budget, bigger teams, bigger impact  Budget for doing and learning  Risk-taking culture  Support from the top v b
  32. 32. Your next steps for attracting a unicorn v b Get clear on what your organization is looking to learn now. This will help you decide what you need in a marketing technologist.  Understand marketing technologists. Do some market research with them.  Identify what’s cool about your technology, opportunity, and/or organization.  Channel that cool factor into a compelling job spec and other materials to market your role.  Approach your unicorns with your informed and irresistible pitch.
  33. 33. Want help? And sign up for The Connective Good’s newsletter, with regular tips on recruiting great analytical marketing talent Erica Seidel Founder The Connective Good Recruiting rare talent for the marketing tech ecosystem erica@theconnectivegood.com | @erica_seidel Contact me
  34. 34. Thank you… to each unicorn who participated in this project …and to Lisa Finch, visual designer

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