The Modern Day Marketer

THE MOD ERN DAY MARKETER It is a daunting new world that marketers are facing, often with limited budgets and staff. The modern marketer must balance the creative skills required for traditional campaigns, along with knowledge of marketing technology, all while proving measurable marketing value. BUT NOT EVERY MODERN DAY MARKETER IS CREATED EQUAL. It takes a team of talented individuals to execute a campaign in today's “modern market." SKILL SET: TECHNOLOGY ANALYTICS STRATEGY VOICE VISION ELLISON BENIOFF PAUL PLANNERSON Title: Systems Administrator Title: Campaign Manager Ellison is responsible for the integration of marketing systems, data management and integrity Paul plans and executes automated marketing campaigns and ensures integration across marketing channels. of all customer data used in direct marketing efforts. DESCRIBED AS: • Logical • Software Savvy • Consistent DESCRIBED AS: • Motivated • Collaborative • Results-Oriented WHITNEY WORDSMITH HELEN HOLMES Title: Content Strategist Title: Marketing Analyst Whitney knows her audience personas inside and out and is responsible for crafting storylines and content ops. Helen provides standard metrics and in-depth analysis on marketing performance, providing insights to optimize future initiatives. DESCRIBED AS: · Engaging • Detail-Oriented • Imaginative DESCRIBED AS: • Thorough • Insightful • Analytical CODEY HELVETICA MARISSA MASTERS Title: Designer/Developer Title: VP, Marketing/Demand Gen Marissa provides a clear vision, Codey brings ideas to life in the digital space. He's to thank for the stylish email template, form layout or landing page. removes barriers to modern marketing and champions her team's efforts and value. DESCRIBED AS: • Creative • Inspired • Curious DESCRIBED AS: • Innovative • Highly-Motivated • Confident IS MODERN MARKETING MORE OF A SCIENCE OR AN ART? The rise of analytics, targeting, and Big Data are driving modern marketers to believe they must become more of a "scientist" than ever before. But when polled, most marketers feel the "science vs. art" question has varied answers, depending on the marketing initiatives at hand. KEY: I Branding/ Messaging Campaign Creation/ Deployment I Marketing Measurement/ Reporting 45% 40% 35% 30% 25% 20% 15% 10% 5% 2 4 8. 10 ALL SCIENCE EQUAL ALL ART While different marketing initiatives defintiely are considered either more scientific or artistic, what about specific job roles? Campaign Planning/ Management Marketing Automation/ Database Administration Creative Marketing Leadership Development and Design Marketing Analyst Content Marketing ALL SCIENCE ALL ART WHICH MARKETER ARE YOU? lemonsly Created by http://forums.blackbaud.com/forums/t/13422.aspx http://www.ehow.com/about_6616593_marketing-campaign-manager-job-description.html http://www.ehow.com/facts_5981708_role-marketing-analyst_html http://www.ehow.com/about_6683744_job-description-chief-marketing-officer.html http://www.ehow.com/info_8751028_salary-content-strategist.html (2013). Defining the modern marketer: From real to ideal. (p. 5). BtoB Research Insights. PDF file