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Evolution of the Prototype Marketer: The Hybrids are Coming
1. Evolu&on
of
the
Prototype
Marketer:
The
Hybrids
are
Coming
Jan.
10,
2013
Paul
Roetzer
@paulroetzer
Founder
&
CEO,
PR
20/20
Author
of
The
Marke)ng
Agency
Blueprint
2. “The
most
valued
talent
.
.
.
will
be
hybrids.
.
.
They
possess
excepKonal
copywriKng
skills,
along
with
dynamic
personaliKes
that
enable
them
to
build
strong
personal
brands.”
“Hybrid
professionals
are
trained
to
deliver
services
across
search,
mobile,
social,
content,
analy&cs,
web,
PR,
and
email
marke&ng.
They
provide
integrated
soluKons
that
used
to
require
mulKple
agencies
and
consultants.”
@PaulRoetzer
#AMAOKC
3. Agenda
• An
Evolving
Industry
• Rise
of
Hybrid
Professionals
• The
Talent
Gap
• ASract
Top
MarkeKng
Talent
• Advance
Your
Team
• Keys
to
Agency
Partnerships
• Q
&
A
@PaulRoetzer
#AMAOKC
7. Gartner
predicts
that
by
2015,
digital
strategies
will
influence
80%
of
consumers’
discre&onary
spending.
@PaulRoetzer
#AMAOKC
8. By
2017,
the
CMO
will
spend
more
on
IT
than
the
CIO,
according
to
Gartner.
hSp://www.forbes.com/sites/lisaarthur/2012/02/08/five-‐years-‐from-‐ @PaulRoetzer
now-‐cmos-‐will-‐spend-‐more-‐on-‐it-‐than-‐cios-‐do/ #AMAOKC
9. 2)
SelecKve
ConsumpKon
• Basic
principle
behind
inbound
marke&ng
• Consumers
tuning
out
tradiKonal
markeKng
• Brands
lose
control,
but
gain
loyalty
• ShiYing
budgets
to
digital
• The
era
of
integrated
services
@PaulRoetzer
#AMAOKC
18. “CMOs
today
are
under
increasing
pressure
to
provide
quan&fiable
evidence
of
how
their
markeKng
expenditure
is
helping
the
organizaKon
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
MarkeKng
Officer
Study,
2011
19. Marke&ng
ROI
tops
the
measurement
list.
Source:
IBM
Global
Chief
Marke)ng
Officer
Study,
2011 @PaulRoetzer
#AMAOKC
20. 71%
of
clients
cited
accountability
as
the
main
area
of
frustraKon
with
agencies,
as
CEOs
and
board
levels
demand
greater
markeKng
ROI
effecKveness.
—
Source:
Avidan
Strategies
Report,
via
MediaPost
24. “Talent
cannot
be
replicated.”
• Great
teams
finish
first.
• Talent
is
your
greatest
asset.
• Build
through
the
draV.
Bring
in
free
agents
to
accelerate
growth
and
take
your
department/company
to
the
next
level.
• Create
a
career
des&na&on,
not
a
steppingstone.
• Recruit
and
retain
A
players—high
performers
who
themselves
are
hybrids.
They
must
be
intrinsically
moKvated.
25. “High
performers—the
A
players—contribute
more,
innovate
more,
work
smarter,
earn
more
trust,
display
more
resourcefulness,
take
more
ini&a&ve,
develop
beSer
business
strategies,
arKculate
their
vision
more
passionately,
implement
change
more
effecKvely,
deliver
higher-‐quality
work,
demonstrate
greater
teamwork,
and
find
ways
to
get
the
job
done
in
less
Kme
with
less
cost.”
—
Bradford
D.
Smart,
PhD,
Topgrading
26. The
future
of
markeKng
belongs
to
the
generalists,
the
hybrids.
@PaulRoetzer
#AMAOKC
27. Hybrid
Professional
Traits
• Analyst
• CreaKve
• Intrinsically
moKvated
• Listener
• Social
web
savvy
• Strategic
• Tech
savvy
• Team
player
• Writer
@PaulRoetzer
#AMAOKC
30. Data
Analysis
• IdenKfy
top
KPIs,
and
report
the
metrics
that
maSer.
• Turn
data
into
ac&onable
intelligence.
• Uncover
anomalies,
trends
and
opportuni&es.
• Adjust
strategies
based
on
data,
in
real-‐Kme.
• Tie
acKviKes
to
performance
and
boSom-‐line
results.
@PaulRoetzer
#AMAOKC
31. Content
Marke&ng
• Build
editorial
strategies.
• Develop
and
acKvate
distribu&on
plans.
• Create
effecKve
copywri&ng
that
is
buyer-‐persona
focused,
opKmized,
technically
sound
and
results
driven.
• Tell
your
brand
story.
• Integrate
content
into
social,
search,
PR,
lead
nurturing
and
customer
loyalty
strategies.
@PaulRoetzer
#AMAOKC
32. 60%
of
marketers
plan
to
increase
their
content
marke&ng
spending
in
2012.
@PaulRoetzer
#AMAOKC
33. Social
Media
• Conduct
market
research.
• Grow
thought
leadership.
• Improve
customer
service.
• Enhance
lead
nurturing.
• Expand
PR
outreach.
• Network
with
industry
peers.
• Build
corporate
and
personal
brands.
• Monitor
industry
news/trends.
• Recruit
job
candidates.
• Drive
ac&ons.
@PaulRoetzer
#AMAOKC
34. Email
Marke&ng
• Develop
acKon-‐oriented
content.
• Segment
and
manage
owned
lists.
• Conduct
lead
nurturing
campaigns.
• Drive
sales
with
exisKng
customers.
• Analyze
performance.
@PaulRoetzer
#AMAOKC
38. Development
and
Programming
• Cross
plaoorm
connecKvity
typically
requires
use
of
APIs
or
custom
integraKons.
• At
a
basic
level,
you
need
to
understand
what
is
and
isn’t
possible
when
it
comes
to
technology.
@PaulRoetzer
#AMAOKC
39.
40.
41. Are
Algorithms
&
Ar&ficial
Intelligence
the
Future
of
Marke&ng?
@PaulRoetzer
#AMAOKC
42. “This
disrupKve
hacker
paradigm
has
played
out
across
varying
parts
of
our
world
during
the
laSer
years
of
the
twenKeth
century
and
opening
of
the
twenty-‐first:
a
deY
engineer
of
computer
code
and
algorithms
takes
an
interest
in
a
new
field,
develops
experKse,
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,
be]er,
and
eventually
replace
humans
is
the
paramount
skill
of
the
next
one
hundred
years.
As
the
people
who
can
do
this
mulKply,
jobs
will
disappear,
lives
will
change,
and
industries
will
be
reborn.”
—
Christopher
Steiner,
Automate
This
@PaulRoetzer
#AMAOKC
44. “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
marke&ng
campaigns
with
liSle
or
no
assistance.”
—
Jamie
Steven,
CMO
of
SEOmoz
@PaulRoetzer
hSp://www.seomoz.org/blog/every-‐marketer-‐should-‐be-‐technical
#AMAOKC
46. 75%
of
marketers
say
their
lack
of
skills
is
impac&ng
revenue
in
some
way,
and
74%
say
its
contribuKng
to
misalignment
between
the
marke&ng
and
sales
teams.
—
Demand
GeneraKon
Skills
Gap
Survey,
2012
47. “There
are
some
tradiKonal
marketers
that
are
lacking
some
newly
defined
skills.
It’s
out
in
the
open
now
that
it
takes
a
combinaKon
of
marke&ng
savvy,
a
solid
understanding
of
data
and
a
bit
of
technical
know-‐how
to
produce
a
really
effec&ve
‘power
user.’
These
people
aren’t
a
dime
a
dozen.”
—
Chris
Pansi,
vice
president
of
technology,
Bulldog
SoluKons,
via
The
State
of
MarkeKng
AutomaKon
Report
48. “Most
CMOs
are
underprepared
to
manage
the
impact
of
key
changes
in
the
markeKng
arena.”
Source:
IBM
Global
Chief
Marke)ng
Officer
Study,
2011 @PaulRoetzer
#AMAOKC
49. “By
2018,
the
United
States
alone
could
face
a
shortage
of
140,000
to
190,000
people
with
deep
analy&cal
skills.”
—
Big
Data:
The
Next
FronKer
for
InnovaKon,
CompeKKon
and
ProducKvity,
McKinsey,
2011
50. “The
marketers,
the
publishers,
the
ad
tech
companies,
the
agencies,
data
management
companies
—
they’re
all
going
for
the
same
type
of
employee.”
—
John
Ebbert,
managing
editor
of
AdExchanger.com,
as
quoted
in
the
New
York
Times
51. “The
ambiKous
plan
moves
Disney
deeper
into
the
hotly
debated
terrain
of
personal
data
collec&on.
Like
most
major
companies,
Disney
wants
to
have
as
much
informaKon
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
Kme
to
track
guest
behavior
in
minute
detail.
“Did
you
buy
a
balloon?
What
aSracKons
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
marke&ng
messages.”
hSp://www.nyKmes.com/2013/01/07/business/media/at-‐disney-‐parks-‐a-‐bracelet-‐meant-‐to-‐build-‐loyalty-‐and-‐sales.html
55. Start
with
Brand
and
Culture
• Define
and
differenKate
your
brand.
• Build
a
culture
that
aSracts
young
professionals
and
free
agents.
• Focus
on
innova&on
and
opportunity.
• Create
unique
experiences
and
desirable
percep&ons.
56. Maintain
a
Strong
Online
Presence
• Connect
with
peers
and
candidates
through
social
media.
• Encourage
the
development
of
strong
personal
brands.
• Maintain
an
effecKve
website
that
tells
your
brand
story.
@PaulRoetzer
#AMAOKC
57. Capture
Inbound
Candidates
• Build
a
careers
page
with
calls
to
acKon.
• Engage
with
candidates
through
social
networks.
• Integrate
a
“professional
profiler”
online
survey
to
qualify
prospects.
@PaulRoetzer
#AMAOKC
61. Create
an
Internal
Educa&on
Program
• Select
curriculum
and
exercises
around
integrated
services:
search,
social,
content,
mobile,
analyKcs,
web,
PR
and
email.
@PaulRoetzer
#AMAOKC
62. Maintain
a
Recommended
Reading
List
• Inbound
Marke&ng
by
Brian
Halligan
&
Dharmesh
Shah
• The
New
Rules
of
Marke&ng
&
PR
by
David
Meerman
ScoS
• Real
Time
Marke&ng
by
David
Meerman
ScoS
• The
Now
Revolu&on
by
Amber
Naslund
&
Jay
Baer
• Drive
by
Daniel
Pink
@PaulRoetzer
#AMAOKC
64. The
Blueprint
Series
Presented
by
HubSpot
Internal
Social
Network:
Yammer
The
Blueprint
Series
Presented
by
HubSpot
• Post
links
and
resources.
• Manage
departments
through
dedicated
groups.
• Add
daily
notes
and
highlights.
• Encourage
collabora&on
and
knowledge
transfer.
• Perpetuate
culture.
• Keep
mobile
workforce
connected.
• Create
real-‐&me
communica&ons.
@PaulRoetzer
#AMAOKC
65. The
Blueprint
Series
Presented
by
HubSpot
Internal
Social
Network:
Yammer
The
Blueprint
Series
Presented
by
HubSpot
@PaulRoetzer
#AMAOKC
69. 80%
of
chief
markeKng
officers
think
integrated
services
will
increase
in
importance
over
the
next
five
years,
according
to
a
study
by
The
Horn
Group
and
Kelton
Research.
70. However,
in
the
same
study,
60%
of
CMOs
indicated
that
they
are
unable
to
find
an
integrated
firm
to
meet
those
needs.
71. Insist
on
A
Players
• AnalyKcal
• Confident
• CreaKve
• Detail-‐oriented
• Highly
moKvated
• Strategic
@PaulRoetzer
#AMAOKC
75. 52%
of
marketers
do
not
have
a
formal
scorecard
for
raKng
agency
performance
on
an
annual
basis.
Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
79. Closing
Thoughts
• Change
velocity,
selec&ve
consump&on
and
success
factors
are
the
catalysts.
• MarkeKng
execuKves
are
drowning
in
data.
• Prototype
marketers
turn
informaKon
into
intelligence,
and
intelligence
into
acKon.
• ShiY
away
from
arbitrary
metrics—impressions,
reach,
ad
equivalency
and
PR
value—and
focus
on
business
outcomes
(leads,
sales,
conversion
rates,
revenue,
profits).
• Adapt
to
changing
business
environments
and
evolve
campaigns
in
real
&me.
• 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.
@PaulRoetzer
#AMAOKC
80. Thank
You
Paul
Roetzer
paul@pr2020.com
www.PR2020.com
www.MarkeKngAgencyInsider.com
www.TheMarkeKngScore.com
@PaulRoetzer
#AMAOKC
