Marketing technology’s promise has always been about efficiency: do more with better information, more tools at your fingertips, and the ability to reach specific audiences. Many of the most prominent marketing tech companies were born out of this revolution — Marketo, Omniture, and Adobe Suite, to name a few.
But, in recent years, as companies have aimed to tackle and automate niche aspects of the marketing machine, companies’ marketing approaches have become fragmented and far more complex. Most companies are running large, expensive and often outdated technology that can’t accommodate the data from new technologies in the marketing stack. The result, too often, is an urgent need for employees with both data analysis skills and veteran digital marketing chops.
The answer to growing marketing complexity is not necessarily hiring MIT graduates with advanced math degrees, or a veteran with 10+ years of digital marketing experience.
Some companies have successfully navigated this complexity, but most companies are struggling to find, retain and afford the relatively few marketers with this unique skill set.
That’s why the real promise of marketing technology is efficiency and growth — no matter who uses the new tech tools. To deliver on both promises, today’s growth marketing tools must cover these three core aspects:
- Intelligence: Provide actionable recommendations to marketers that prove successful, time and again.
- Execution: Make it dead-simple for marketers to turn recommendations into active campaigns immediately. Intelligence, after all, is worthless if it’s not put into action.
- Trust: Marketers using the tool must fully trust the resulting recommendations and data. Without trust, intelligence and execution are impossible.
A unified marketing technology that meets these three characteristics can change the way companies approach hiring for digital marketing roles. The answer to growing marketing complexity is not necessarily hiring MIT graduates with advanced math degrees, or a veteran with 10+ years of digital marketing experience. Nor is training the next generation of growth marketers on these specific skills the correct approach.
Instead, marketing technologies should meet all of the above characteristics so companies can look to hire smart, strategic thinkers who can focus on growth, not mastering niche skills.
You’d be hard-pressed to find a marketing executive who would deny that we have reached a massive skills gap between the workforce and the needs of digital marketing organizations. The solution lies in how marketing technology companies build and integrate the next generation of products — and what profile of marketer will be able to leverage them to achieve amazing results.
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