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The 5 Most Important Skills to Cultivate in Your Marketing Department

Posted on 25/04/201715/04/2021 by Alva van Beek

When it’s time to bring in a new addition to your marketing team, finding the right person can be an arduous task. This article discusses what qualities in a marketer help make a marketing team stronger, as well as how to narrow down an overwhelming list of resumes to make the right hire.

Finding the Right Fit with the Right Skillset

Hiring good people is often a daunting task. In fact, an astonishingly low percentage of new hires do well; just 19 per cent succeed in their role, with the majority lacking the minimum level of coachability required of them. Incorrect hiring choices lead to a difficult training process — one that is often costly and, ultimately, wasteful.

Hiring exceptional marketers is imperative: Your marketing department is your brand, identity, voice, and reputation. They are the heart of any organization as they directly connect the consumer to your company. Much is at stake when bringing a marketer on board, so it is crucial to hire the best of the best.

Thankfully, hiring and training exemplary marketers is possible. Focusing on a few key skills can help guide you from the first steps — like sifting through resumes and conducting face-to-face interviews — to the last stages of onboarding and mentorship. It takes quite a bit of work to capture top talent, but if you devote yourself to the process, your marketing department will certainly be rewarded, regardless of today’s KPIs.

Here are the five most important skills to cultivate in your marketing department.

Versatility

The overwhelming majority of new hires fail due to a lack of adaptability. According to Leadership IQ, 26 per cent of them fail due to an inability to incorporate feedback from their bosses and coworkers. The smallest percentage, 11 per cent, were unsuccessful due to technical incompetency. By far, it is most important for workers to possess the unteachable skill of versatility: the ability to learn new things, excel at new tasks, and respond to failure.

Superb marketers aren’t necessarily ones with long lists of qualifications, certifications, or degrees. They have the ability to implement criticism into their work. They assess their own weaknesses and strengths. Most importantly, they are able to pick up new skills and technologies with ease.

Lees verder op Salesforce.com

Curious, accountable and collaborative: The key characteristics a marketer must possess

Posted on 27/03/201723/07/2021 by Alva van Beek

Marketing Week caught up with three top marketers at Marketing Week Live to discuss what the marketing team of the future will look like.

By Marketing Week Reporters 23 Mar 2017 1:59 pm

Marketers must be curious, collaborative and accountable, in order to influence key stakeholders in their business and make a difference, according to Mark Evans, marketing director at Direct Line Group and Annabel Venner, global brand director at Hiscox.

When looking at how marketing teams might be structured in the future, meanwhile, Zoe Harris, group marketing director at Trinity Mirror says leaders will have to take into account the different pace teams work at, particularly when marrying up digital and product-led activity.

Bron en volledig bericht (video): MarketingWeek

Het b2b-marketingteam anno 2020

Posted on 21/12/201606/07/2021 by Alva van Beek

De introductie van digitale trends in b2b-marketing heeft ons vak op vele manieren makkelijker gemaakt. Tegelijkertijd heeft er – mede door de digitalisering – een grote verandering plaatsgevonden in de werkwijze van een marketeer.

Om met je b2b-marketingteam de moderne, digitale wereld voor te blijven, moet je nieuwe skills verzamelen in je team. Maar het is niet alleen de marketeer op individueel niveau die verandert. De uitdaging ligt ook in het integreren van deze skills in de organisatie van het marketingteam. In dit artikel ga ik in op de skillset van de marketeer en bovendien op de veranderingen van de structuur van het toekomstige marketingteam.

Succesvolle marketing- en advertentiecampagnes worden gedreven door de mogelijkheden om klanten te identificeren, resultaten te meten, data te analyseren en feedback real-time door te voeren. – (Forbes Insights, the rise of the new marketing organization)

Recent onderzoek wijst bovendien uit dat binnen een paar jaar 75 procent van de marketeers verantwoordelijk is voor de volledige klantbeleving. Het is dus aan de marketingteams om aan de hand van data en technologie te zorgen voor de ultieme klantbeleving en de klant te begeleiden en informeren in elke stap van de customer journey.

De marketingteams van nu zijn opgezet rond de marketingideeën van de jaren ’90. Deze teams zullen drastisch moeten veranderen om in te spelen op de klantbeleving van nu en de klant van de toekomst.

Marketing is niet langer een serie projecten en campagnes, het is een doorlopend proces van vebinden en leren. – Forbes Insights, the rise of the new marketing organization

Hans Molenaar van Beeckestijn Business School zegt hierover in het e-book b2b-marketingteam van de toekomst:

De uitdaging bij veel b2b-ondernemingen zit erin het commerciële proces meer in lijn te brengen met hoe klanten willen omgaan met leveranciers. Dat betekent dat iedereen zich moet inzetten om klantbeleving voor, tijdens en na de verkoop in het vizier te houden. Met als doel meer klanten, die meer en vaker kopen, en idealiter ook nog als ambassadeur gaan optreden.

Daarnaast is het cruciaal dat door digitalisering het verkoop-, marketing- en serviceproces innoveert. Concreet betekent dit: aan de slag met marketing automation, social & digital selling en social service-toepassingen die klantbeleving verbeteren.

Bron en volledig bericht: Marketingfacts

How to build a marketing team from scratch

Posted on 21/10/201615/04/2021 by Alva van Beek

Managing a marketing team is one thing but creating one from the ground up in line with rapid business growth requires additional focus. One of the many pressures facing fast-growing companies is how to grow a marketing team in a sustainable and effective way. Brands must increase their personnel as they seek to cater to an expanding customer base or capture new market opportunities. At the same time, marketing leaders must grapple with how to integrate new hires into the business at speed and ensure their recruits buy into the brand ethos.

Nuffield Health, which has increased its marketing team from two to 30 people over the past three years, recently completed an internal restructure to help it manage the influx. The not-for-profit business runs private hospitals, gyms and corporate healthcare centres and has grown rapidly through several acquisitions, including the purchase of 35 Virgin Active gyms in August.

Marketing director Sarah Lawrence explains that these deals and the company’s new strategic direction under CEO Steve Gray, who joined in December 2015, led to a restructure of the entire marketing department. This involved merging the different business areas in which Nuffield Health operates under a single marketing team.

“We have gone from a vertical structure that operated in silos and flipped it on its head so that all my team now works horizontally across the whole of Nuffield Health,” she says. “We started again with a blank sheet of paper at the end of last year. It’s taken most of this year to properly settle in.”

Bron en volledig artikel: MarketingWeek