Hybrid Young Professionals — PRSA Presentation
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Transcript of Hybrid Young Professionals — PRSA Presentation
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March 25, 2013
founder & CEO, PR 20/20author, The Marke)ng Agency Blueprint
creator, Marke)ng Score & Marke)ng Agency Insider
PaulRoetzer
@PaulRoetzer
TracyLewis
@Tracy_J_Lewis
senior consultant, PR 20/20community manager, Marke)ng Agency Insider
bit.ly/PrototypeMarketer
• 3 Catalysts for Change• Rise of Hybrid Professionals• The Talent Gap• An Evolved Hiring Process• Advance Yourself• Q & A
Agenda
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“The most valued talent . . . will be hybrids. . . They possess excepNonal copywriNng skills, along with dynamic personaliNes that enable them to build strong personal brands.”
“Hybrid professionals are trained to deliver services across search, mobile, social, content, analyAcs, web, PR, and email markeAng. They provide integrated soluNons that used to require mulNple agencies and consultants.”
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3 Catalysts for TransformaAon
• Technology innovaNon
• Consumer behavior
• Business soSware
• Online applicaNons
• CommunicaNon paTerns
• MarkeNng philosophies
• Management systems
1) Change Velocity
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*By 2017, the CMO will spend more on IT than the CIO.
source: Gartner
CMO > IT
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*Of all new markeNng hires will have a technical background starNng in 2013.
source: IDC
50%
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• Basic principle behind inbound markeAng
• Consumers tuning out tradiNonal markeNng
• Brands lose control, but gain loyalty
• ShiSing budgets to digital
• The era of integrated services
2) SelecNve ConsumpNon
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www.ZeroMomentOfTruth.com @PaulRoetzer#PrototypeMarketer
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*Percentage of the purchase decision-‐making process B2B customers go through before contacNng a sales rep.
source: MarkeNng Leadership Council
60%
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“CMOs today are under increasing pressure to provide quanAfiable evidence of how their markeNng expenditure is helping the organizaNon achieve its goals. They also have to hire people with the right mix of financial, technical and digital skills and become savvier in such areas themselves.”
— IBM Global Chief MarkeNng Officer Study, 2011
MarkeAng ROI tops the measurement list.
Source: IBM Global Chief Marke=ng Officer Study, 2011 @PaulRoetzer#PrototypeMarketer
Rise of Hybrid Professionals
This is your future consumer
• Data analysis• Content markeNng
• Social media
• Email markeNng
• Mobile
• Development & programming
Hybrid Professional Competencies
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“To be successful nowadays, you need to have both a breadth and depth of skills. You have to know what to ask for and how it’s done ... A great technical marketer can devise, develop, launch and analyze their markeNng
campaigns with liTle or no assistance.”
— Jamie Steven, CMO of SEOMoz (source)
“This disrupNve hacker paradigm has played out across varying parts of our world during the laTer years of the twenNeth century and opening of the twenty-‐first: a deS engineer of computer code and algorithms takes an interest in a new field, develops experNse, and, by applying computer science and clips of code that mimic their human forerunners, topples industries, companies, standards, and the old guard.
“The ability to create algorithms that imitate, beOer, and eventually replace humans is the paramount skill of the next one hundred years. As the people who can do this mulNply, jobs will disappear, lives will change, and industries will be reborn.”
— Christopher Steiner, Automate This
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The Talent Gap
23
*Of marketers say their lack of skills is impacNng revenue in some way.
source: Demand GeneraNon Skills Gap Survey
75%
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“There's a real scarcity of technical professionals, even more so for those with passion and apAtude for markeAng. And there will be enormous compeNNon for those unicorns.”
— ScoT Brinker, co-‐founder & CEO, Ion InteracNve (source)
“Most CMOs are underprepared to manage the impact of key changes in the markeNng arena.”
Source: IBM Global Chief Marke=ng Officer Study, 2011 @PaulRoetzer#PrototypeMarketer
“[Companies] are re-‐trenching and re-‐architecNng their brand teams and support organizaNons to build leadership capabiliNes in the age of content, consumer conversaAon and engagement.
-‐ Steve Cook, former CMO of Samsung, as quoted in DigiDay
“The ambiNous plan moves Disney deeper into the hotly debated terrain of personal data collecAon. Like most major companies, Disney wants to have as much informaNon about its customers’ preferences as it can get, so it can appeal to them more efficiently. . . . parts of MyMagic+ will allow Disney for the first Nme to track guest behavior in minute detail.
“Did you buy a balloon? What aTracNons did you ride and when? Did you shake Goofy’s hand, but snub Snow White? If you fully use MyMagic+, databases will be watching, allowing Disney to refine its offerings and customize its markeAng messages.”
hTp://www.nyNmes.com/2013/01/07/business/media/at-‐disney-‐parks-‐a-‐bracelet-‐meant-‐to-‐build-‐loyalty-‐and-‐sales.html
Spotlight: Target on IntegraAon
For more on Target’s data strategy: How Companies Learn Your Secrets
Source: Target MarkeNng
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An Evolved Hiring Process
The Blueprint Series Presented by HubSpotEvaluate Strengths and Weaknesses
www.TheMarketingScore.com
Find the Gaps within Teams
www.TheMarketingScore.com
Hire A-‐Players with PotenAal
• Analyst
• CreaNve
• Intrinsically MoNvated
• Listener
• Social-‐Web Savvy
• Strategic
• Tech-‐Savvy
• Team Player
• Writer
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Consider Diverse Backgrounds
“We’re hiring people with publishing and media backgrounds. What we need isn’t taught in tradiAonal business schools. We
need people inside, working day to day on this stuff.”
— Michelle Klein, VP of global markeNng at Smirnoff, as quoted in Forbes
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Start with Brand and Culture
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Capture Inbound Candidates
Ask Smart Interview QuesAons
Source: 7 Real MarkeNng Interview QuesNons from HubSpot’s CMO
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Invest in the Doers
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Advance Yourself
Take Advantage of Online EducaAon Programs
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Become a Bookworm
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Share Resources with Your Team
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AOend Priority Conferences
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Engage on Social Media
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Learn by Doing
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You’ll never learn to swim if you don’t dive in.
• Change velocity, selecAve consumpAon and success factors are the catalysts.
• MarkeNng execuNves are drowning in data.
• Prototype marketers turn informaNon into intelligence, and intelligence into acNon.
• Hybrids are the future (but bots may redefine the industry).
• There is a talent gap.
• You have the opportunity to redefine your career, and your company.
Closing Thoughts
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