Now that we’ve just crossed the threshold into 2014, it’s a good time to reassess marketing and sales strategies to keep up with changing times. Here’s a hint – it’s not bourbon-swilling ad men in expensive suits. Is your marketing team up to scratch now that we are roughly a decade and a half into the 21st century? Here are a few traits that characterize the modern-day marketer:
Data Artisan Marketing professionals need to be able to stay on track with customer data, but they also need to understand how to implement this knowledge into a successful campaign, and that still requires a great deal of creativity. As Matt Wesson noted on Salesforce blog, marketing no longer lionizes creativity above all else, although it’s still a large part of what makes a successful marketer. These days, marketers who aren’t taking advantage of customer intelligence analytics and other data points may be seriously missing the mark.
Customer-oriented When it comes to information consumption, clients are increasingly omnivorous, switching quickly between multiple channels. From social media to email to online video, if you’re not keeping up with consumers, you’re not doing it right. The customer is king. In this media-saturated world, knowing your customers is essential. Use customer intelligence to keep an eye on trends in your customer’s industry. It’s no longer adequate to have just a preliminary understanding of your clients. They’ll expect you to know more. Predict their needs in advance and your marketing campaigns will be far more successful.
Social Media Maven The contemporary marketer understands that it’s crucial not to overplay the role of “me” in social media. There are no Don Drapers here. Social platforms are all about connection and communication, not about self-serving status updates and calls to action. Marketers can help themselves by helping others on Facebook and Twitter. Serve as a resource and listen for potential clients that need help. In the same spirit, it’s important to remember that the marketing department doesn’t exist in a vacuum; it’s part of a team. Collaboration is essential in ensuring that campaigns provide return on investment. A survey from CRM Essentials cited in Destination CRM found that small and medium-sized business executives were more successful in social media campaigns when they took a holistic approach. Rather than having separate departments firing out social posts, they worked together to roll out a strategic plan.
Mobile-driven If emails and websites are not optimized for mobile viewing, they won’t be successful. A lot of people view email on mobile devices on the go. According to an infographic from Position2, almost half of all emails are opened on mobile devices. Decision makers are busy people, and if they can’t check their inbox at a time that’s convenient for them, you may have lost out on a sale. The infographic also shows that 80 percent of recipients will delete an email that doesn’t look good on their mobile device. Just think of how users are deterred by a website that transitions poorly to a tablet or smartphone! In 2014, there’s no excuse for this.
Good Communicators This point is somewhat built into some of the earlier ones. After all, in order to have a collaborative spirit, you need to be able to communicate. According to Maria Pergolino for Marketo, any marketing position will require you to wear multiple hats - when you’re not generating leads, you may be writing a blog, speaking at an event or networking. Communication skills are, therefore, vital to success. You will need to converse effectively with prospects, colleagues and managers about your company and products.