The book 'Inbound Marketing, Revised and Updated' by Brian Halligan and Dharmesh Shah emphasizes the necessity of a new breed of digital marketers who can effectively attract, engage, and delight customers online. It introduces the D-A-R-C criteria for hiring, which focuses on recruiting digital citizens, individuals with analytical skills, those with a strong web reach, and creative content creators. Companies must adapt by hiring marketers who are engaged and knowledgeable about digital marketing trends, or risk losing their competitive edge.

1. Toronata Tambun
Lessons from "Inbound Marketing, Revised and Updated : Attract, Engage and Delight
Customers Online”, by Brian Halligan and Dharmesh Shah, Kindle Edition, 2017.
New Marketer Breed

2. To coop with new marketing era, we need a
new marketer breed
• The key for a company to embark in an
unprecedented of new digital marketing wave is
logically to hire a breed of marketer who fits to the
modern marketer functions. To a broader effect,
they will hold a crucial role in leveraging the
customer conversion process (after all, that is the
ultimate objective).
• The criteria can be used to define your next recruit of
CRM Champion, Marketing Manager, VP Marketing
and Marketing Team.

4. .. using D-A-R-C Criteria
• The book "Inbound Marketing, Revised and Updated
: Attract, Engage and Delight Customers Online, by
Brian Halligan and Dharmesh Shah" which is dwelled
in- depth among the digital marketers purported a
framework called D-A-R-C in hiring the "digital
marketing breed".
• D (hire Digital citizens), A (hire for Analytical chops),
R (hire for web Reach), C (hire Content creators).

5. Hire Digital Citizens
• The criteria checklist should include questions like thefollowing :
– "What blogs do you read ?",
– "How do you keep up with news and happenings ?",
– "Do you rank first for your name in Google ?",
– "Do you have a blog ?
– “Can you show it to me ?",
– "Do you use LinkedIn ? When was the last time you updated your profile ?",
– "Do you use Twitter ? Can you show me ?",
– "Do you have a channel on YouTube? Can you show me ?"
• The new marketing breed must not be digital tourists who are just passing
through and will take in site here or there - they must instead be digital
citizens who are committed to the internet – they are very comfortable on
the web and live there for some portion of their lives actively.

6. Hire for Analytical Chops
• The criteria list should challenge the marketing
people to know what to do with BIG DATA.
• Test them :
– to make presentation of graph using pivot data from a
set of database from Excel.
– Check further whether they can take this data and try
to analyze for patterns and lessons ?
– Do they try to draw out insights (even if the insight is
wrong) ?
– Basically do they inherently have a mental process of
being friendly with BIG Data or not.

7. Hire for Web Reach
• They are very good in using "digital Rolodex" which is called Web
Reach.
• Good inbound marketers are making the most of their personal
network of loose (Twitter followers, blog subscribers) and tight
(LinkedIn networks) connections within their industries through the
web.
• The questions :
– "How many subscribers to your blog do you have ?
– “Do you talk about our industry on your blog or about personal stuff?,
– "How many LinkedIn networks do you have Do you talk about our
industry or participate in groups actively ?",
– "Have you been participating in any online professional communities
for marketing, or online community of their industry ?”

8. Do you have those 4 criteria as "new
breed marketing manager"
• If after reading this, the so-called existing
marketers react to all this new information and
opportunity positively, then they can be fit to the
new journey.
• Unfortunately, if they are resistant and defensive,
and sit back and take it easy, then no future for
them in the new journey.
• In this time of crisis, in order to optimize the
Customer Cost of Acquisition, an executive
decision must be taken to reorganize the unfit
marketer.