Marketing Skills in Demand

Companies continue to seek marketers with technical and analytical skills

Big Data continued to grow in influence in 2016. In fact, more organizations are seeking marketers with technical and analytical skills who can make sense of data, create meaningful campaigns and positively impact an organization’s bottom line. It’s the age of quantifiable marketing and smart organizations will be sure to hire resources with this requisite skill set.

Our 2016 Hiring Trends Report indicated an increased need for marketers with technical and analytical skills, so we haven’t been surprised by these client requests. We expect our 2017 Hiring Trends Report, which is coming out in late January, to show the same.

In 2016, clients have asked for marketers with these skills:

  • Digital analytics and reporting
  • Marketing automation platforms such as Marketo and Eloqua
  • CRM tools including Microsoft Dynamics
  • Creation of reports and dashboards
  • Knowledge of search engine optimization
  • Data analysis and storytelling
  • Email marketing software such as Click Dimensions
  • Google Analytics and other comparable tools
  • Adobe Experience Manager
  • Database marketing
  • WordPress

Just last week, one of our best clients went out of their way to express their need for marketers who understand how information is gathered and stored, and how all the moving parts work together. She has struggled to find the talent with the right mix technical and analytical skills and the ability to work cross-functionally with other teams, including IT. Additionally, our client mentioned the need for these marketers to tell powerful stories with the data they analyze, develop campaigns around this data, as well as the ability to understand metrics and how to measure success as it relates to ROI.

With marketing getting more complex you need skilled professionals on your team who can get the job done. Let us find the right person to help you reach your marketing goals in 2017.


by McKinley Marketing Partners