Successful Skills for Marketing Career

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Successful Skills for Marketing Career

Marketing Skills: Essential Skills to a Successful Marketing Career, Over the last few years, we’ve spent tens of thousands of hours working with hundreds of different marketers. When you spend this much time with people in a certain role, one of the more interesting things you can do is try to determine the skills that make someone successful in that role. This is particularly interesting for the field of marketing simply because marketing has changed so much in the last decade. While successful marketers can exhibit a wide variety of traits, we’ve identified 11 marketing skills that really stand out today.


In general, today’s highly successful marketers:


  1. Are revenue-driven marketers
  2. Know their customers and markets
  3. Create remarkable customer experiences
  4. Are great storytellers
  5. Test everything and assume nothing
  6. Never stop acquiring new marketing tricks
  7. Use data to make decisions
  8. Enjoy working with technology
  9. Manage their work according to a schedule
  10. Write very, very well
  11. Deliver specific, identifiable results


Marketers who are capable of driving revenue tend to thrive in their careers. That’s because most CEOs believe that marketers are detached from corporate business objectives. A recent survey by the Fournaise Marketing Group highlights this problem – 78% of CEOs think marketing isn’t focused on generating topline revenue growth. And 80% of CEOs believe marketers are disconnected from short and long-term financial objectives. Marketers who can tie their efforts to improving revenue thrive in an environment like this.


The success of a marketing organization depends on its ability to understand its target market. The marketer who can understand and effectively articulate what customers and competitors are doing has a foundational marketing skill. Becoming the voice of the customer is particularly valuable to a business. Marketers who can collect both quantitative and qualitative data about customers and present that data to executives in a strategic manner are very valuable. One other point – this isn’t just about gathering data via surveys. Direct conversations with customers are critical to this effort and usually more valuable than survey data.


Today’s most successful marketers create remarkable experiences for customers. Thanks to the internet, there are now many more points of interaction between a customer and brand today. These interactions are growing richer and richer and it’s marketing’s job to create and manage these experiences. Marketers who can create experiences that truly resonate with customers are rare, but those that can deliver business results that far exceed the norm.


Marketing is changing at a rapid pace thanks to dynamics like the internet and the changing customer behavior. That means that marketers have to learn faster than ever. Something as simple as learning has become an essential marketing skill. Fortunately, there’s a wealth of information available online that can help marketers learn about new marketing trends. Many of the world’s best marketers are actively blogging and tweeting the latest data and information. LinkedIn is another powerful tool for acquiring marketing knowledge . Examples of topics to learn about now include social media, content marketing, big data, and mobile marketing. My co-founder, Craig Rosenberg, puts the importance of continuous learning this way, “Self-educate as much as you can. The marketing you learn in school or in books is much different than how marketing actually works. You should read blogs, white papers, attend webinars, go to online and offline training… Even CMO’s spend a lot of time self-educating on marketing. You can never know enough.”


Successful marketers use schedules and project plans to ensure that they complete their work in a timely fashion. Most of the work in a marketing organization is deadline-driven. For example, marketing campaigns have launch dates that everyone working on the campaign focuses on. Good marketers work backwards from the launch date and develop a schedule that governs the work they do. They also treat those launch dates like scripture, doing everything they can to make sure they launch on time.


Finally, marketing has evolved into a field where marketers must deliver results. Whether it’s a lift in brand awareness, generating a certain number of qualified leads, or delivering revenue, marketing is now on the hook to perform. Successful marketers focus on delivering results that share three characteristics. First, the results they deliver can be easily identified and understood by the business. Second, they deliver results that have an impact on the business, usually on the revenue side of things. Third, they deliver these results on a monthly basis.

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