Since marketing automation software is still a fairly new technology, marketing automation specialists who can run a successful marketing automation platform are hard to come by.
We share our thoughts on the most important marketing automation skills to consider when you’re hiring.
While a growing number of organizations have deployed marketing automation platforms, 85% of B2B marketers feel that they’re not using them to their full potential (Sirius Decisions, 2014).
A major reason for this being that they lack the essential skills for the next-generation demand creation that marketing automation facilitates.
….However, growing a team of marketing automation specialists who can run a successful marketing automation platform is not an simple task.
Here at Stampwood we have been working with marketing automation platforms for years now, so we share a few skills we consider looking when hiring for our marketing automation team…
For business to be successful marketing and sales must work together, and nothing is more true when you include marketing automation into the mix.
The marketing team uses the software to generate, nurture, and qualify leads to send over to the sales team, who then close the deal. Therefore, taking some time for management to internally align your teams will ensure your marketing automation runs smoothly.
…Also when launching a new campaign, ensure everyone involved in all the processes is aware of the specific business goals.
For your marketing automation campaigns to be successful you need to be able to come up with the right strategy to fulfill your business’s goals. You must fully understand your target audience in order to communicate value propositions and manage campaigns and messages.
When creating a nurture campaign:
- Who will be on the campaign?
- What kind of emails will they receive
- How do you keep them from unsubscribing?
- What actions do they need to take to stay on/take off the track?
…And businesses have many marketing goals, which means you’ll need to have lots of different campaigns to achieve those goals.
The introduction of marketing automation has turned marketing into a measurable activity. Marketers are now able to accurately measure campaign performance, track conversions along the sales funnel and make accurate forecasts.
As a result, the modern marketer must be have a strong understanding of how to turn analytics into actionable insights that can help improve marketing’s revenue contribution.
Here a few recommended skills for an analyst:
- Can develop and implement reporting programs in marketing automation and CRM platforms
- Intermediate marketing automation skills for developing and reports
- Big picture data analysis
- Focuses on data that accurately measures results, versus purely measuring meaningless activity
- Identifies demand generation performance patterns and future opportunities
- Can communicate with the CMO, CFO, CSO and CEO
- Collaborates with Campaign Managers to identify campaign opportunities
You don’t need to be a world-class developer to use marketing automation software, but the marketer should feel comfortable with technology.
Furthermore, to keep with their competition, marketing automation software vendors are constantly updating their technology, so it’s also important to be able to adapt quickly to these new developments.
It also helps to have some basic HTML and design knowledge for creating and edit landing pages or email templates. Though it’s not mandatory, since most systems have a straightforward editor, glitches are inevitable, and it’s easier to work through the problem yourself.
A huge part of developing a marketing automation campaign is creating engaging copy for emails and landing pages – so if your writing skills aren’t up to par, your campaigns won’t succeed.
Writing content going out to tens of thousands of different people, at different times, is a challenge.
It takes real skill to make the recipient feel like you wrote them a personal email, while at the same time nailing the tone of voice so that you’re informational, but still personal.
When you potentially have seconds to get noticed, the messaging needs to be spot-on.
Having all the required skills to properly implement a successful marketing automation strategy and utilise the software can seem daunting.
But don’t worry, it really isn’t as complicated as it sounds and with the right direction, any automation software can be mastered by anyone on your team.
Remember too that many of these skills can be developed on the job. You will just want to make sure that your new hire has the passion to grow their marketing and technology skills.
If you would like more information about the software tools themselves, or some extra help and training, visit www.stampwood.co.uk or give us a call on 01202 805655.