When I Grow Up, I Want to Be a Modern Marketer
It’s hard to imagine, but there used to be a time when executives thought that marketing was cute. Literally. I’m glad we’re gradually making it over this objectifying hill of ignorance.
That said, marketing didn’t do much to quell the stigma. There was a time when CMOs and their teams had nauseating celeb attitudes without the performance to go with it. ‘I know 50% of my marketing spend is wasted, I just don’t know which 50%’ doesn’t get a lot of board level cred.
Fast-forward to today and 41% of IT purchases happen outside of the CIO and CTO offices with the CMOs and their now wiser and actually performing teams emerging as the major line of business technology buyer. In fact, Gartner reports that CMO budgets are larger than CIO budgets (11.9% of revenue vs. 3.2%) and growing faster (6% expected increase vs. 4.3%).
So what changed? For one, marketing has become one of the most well-respected and prosperous professions around. Increasingly, best-of-breed marketers are measurably adding value across their industry’s supply-and-demand chain, with the tech marketer leading the way. How and why? Well, there are many, many reasons. Towering above them though, as a game-changing catalyst for unprecedented transformation, is technology.
Whether it’s online advertising, mobile, website, content creation and management, physical events, email, direct mail, analytics, e-commerce, social, out-of-home, search, or rich media such as videos or webinars – technology is paving the way for a new breed of modern marketer.
Survey participants of a recent Oracle and B2B Magazine study defined this persona as a hybrid of content marketer, brand marketer and web marketer. That, and five core skill areas:
- The use of marketing technology (CRM systems, marketing automation, content management systems)
- Conversion (prospect to customer)
- Engagement (the right content through the right channels)
In other words, the modern marketer is a master of winning and engaging audiences in a way that measurably drives revenues. What a fun job. What a powerful job. What a great profession to be a part of. Are you a modern marketer yet?