Fernando Larez outlines twelve essential skills for modern marketers, emphasizing the need for proficiency in tools like Microsoft Office, SEO, and social media engagement. Other critical skills include budgeting, effective communication, strategic negotiation, and understanding marketing analytics. The document highlights the significance of designing campaigns that maintain consistent messaging and utilizing marketing automation for better audience engagement.

1. Things every
marketer should
know how to do.
By Fernando Larez
@mando_vzl
Technologist, innovator, and creative marketer.

2. Doing marketing is different now. It’s much more
complex and technical. So I decided to put together a
quick list of “skills” I think a marketer would need in
order to keep up.
Enjoy!
12 Things every marketer should know how to do. By Fernando Larez

3. Microsoft Office1
Yep. Good ol’ office. If you are not close to an “advanced
user” in the essentials (Word, Excel, PowerPoint), you will
face some serious challenges getting stuff done.
More advanced users of MSO will likely use
cool apps like Lync, SharePoint and OneNote.
12 Things every marketer should know how to do. By Fernando Larez

4. SEO & Paid Search2
Understanding Search Engine Optimization (SEO) and
Paid Search adverting are perhaps some of the most (if
not the most) critical skills a marketer in todays digital
marketplace need to be well versed on. Learn how it
works, learn the lingo, and start practicing.
12 Things every marketer should know how to do. By Fernando Larez

5. Social Media3
Marketers must learn that social networks are not
glorified RSS feeds, but 2-way communication
channels for “building relationships” with people…that
could turn into customers.
People buy from people.
12 Things every marketer should know how to do. By Fernando Larez

6. Budgeting & finance4
Marketers should be good finance managers. All
strategies and tactics have a $$ tag attached to it and
if you want to be 100% optimal, you better make sure
you know how to squeeze a great ROI from your
campaigns.
12 Things every marketer should know how to do. By Fernando Larez

7. Communication Skills5
Stop shouting messages to the world in a one-way
street. Learn the ancient skill of “listening”. It is proven
that people will be more interested in you and your
company when you show a genuine interest in them.
12 Things every marketer should know how to do. By Fernando Larez

8. Strategic Negotiation6
From compensation to media buying, the ability to get
a better deal carries a plethora of benefits. Know your
leverage and ask for a better deal. The more you
practice, the better negotiator you’ll become.
12 Things every marketer should know how to do. By Fernando Larez

9. Attribution Models7
A marketing attribution model gives value to each
media/impression/channel that contributed to a sale or
conversion. The purpose of having an marketing
attribution model is to help quantify the influence each
advertising impression had on a consumer before he/she
decided to convert and inquire. Sadly, most marketers
don’t use an attribution model, hence they can’t identify
the true value/performance of their campaigns.
Are you using an attribution model?
12 Things every marketer should know how to do. By Fernando Larez

10. 8
Every marketer should know the basics of design both from a
creative and a management approach. Learn how to set the
creative direction and understand the psychology behind
color, layout, and message as well as how to communicate
those ideas with designers using their lingo.
12 Things every marketer should know how to do. By Fernando Larez

11. Marketing Automation9
The automated right (and left arms of marketers is a
Marketing Automation Solution. It can help push
content to your audience based on their shown
interest, content interaction, and inquiries. Some of the
most popular ones are: Pardot/Salesforce, Marketo,
HubSpot, and Mail Chimp.
12 Things every marketer should know how to do. By Fernando Larez

12. Marketing Analytics
10
Metrics, KPIs, ratios…“The proof is in the pudding” Analytic
reporting can help you turn the knobs on what’s working
and what’s not. This is perhaps one of the most critical skill
for a marketer to have.
(plus the dashboards are pretty cool!)
12 Things every marketer should know how to do. By Fernando Larez

13. Photo & Media11
A “good eye” for taking
photos and videos pays
big if your job is on the
creative side of things.
12 Things every marketer should know how to do. By Fernando Larez

14. Conversion Coupling12
The bond that exists between the pre-click experience and the
corresponding post-click landing experience. Conversion coupling means
maintaining consistent messaging throughout your campaign. Conversion
Coupling is the basis for a good UX.
12 Things every marketer should know how to do. By Fernando Larez
Source: unbounce.com
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Diamond Co. 2015
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Diamond Co. 2015
Diamond Co. 2015

15. Send me your comments via twitter @mando_vzl
LinkedIn | Blog
12 Things every marketer should know how to do. By Fernando Larez