Hiring a Marketing A-Team – Part II
18 August 2013 Leave a comment
Your marketing team in Digital Marketing looks different than in traditional marketing. In our last post ‘Hiring a Marketing A-Team – Part I “, we discussed two out of five essential roles. Here is part 2 of this post.
In general, there are three basic areas to be covered: design, code and analysis. Remember that for a good analysis you don’t only need correct numbers, but also the ability to interpret the data and to recommend and implement a plan. If the visitor traffic on your website is for example 20%, an assessment must be made as to whether this value is good or bad and what steps are necessary.
Tip: If you find a good webmaster, who can cover two of your three essential tasks well, offer him a position and outsource the third task.
4 Content Manager
You may have a good copywriter, but a Content Manager must focus on the big picture from a helicopter view. This begins at the structured content creation, to support purchasing decisions and customer loyalty. The communication must be well tuned for marketing automation and they need a common voice.
Tip: Employ a content manager who is up to date with the latest research and techniques in their field. Jointly run discussions with the marketing automation team, so that it is clear how your programs run. Involve the Content Manager in analysis and testing, so he understands that not everything that is creative, also works.
5 Marketing Automation Specialist
This position requires a whole series of sought-after skills. You need a technical person who thinks like a marketer or a marketer with technical affinity. Required experience include skills in the areas of internet, CRM, data, e-mail, and content – in addition to experience in your specific Marketing Automation system. Such candidates are hard to find.
Search in LinkedIn for the word “marketing” and you get 17 million hits. Looking for Marketing Automation will give you 35,400 results. Look for any of the specific products: Aprimo, Eloqua, Marketo, Neolane or Silverpop and there are 26,000 results. These results will show you that you need to look for these candidates by providing the right work environment and a good salary.
Tip: Don’t wait too long with your search for talent. If you can’t find suitable candidates for a permanent position, then you should outsource the work. Initially this will cost a little more, but your freelancer can help you later to incorporate your permanent staff.
In Digital Marketing your marketing team is much more diverse than in traditional marketing. Digital Marketing systems give you the opportunity to develop a conversation with your target market. Systems can only work properly with the right people on board. We have indicated five skills necessary to support your Digital Marketing programs. Experienced professionals such as Data Administrator, CRM Administrator, Webmaster, Content Manager and Marketing Automation Specialist can help you achieve success in Digital Marketing.
What is your experience with hiring your marketing A-Team? We would appreciate your comments, ratings and shares.
Errol van Engelen is owner/director at Bizzmaxx, a marketing service provider specialized in improving your sales funnel through Digital Marketing, Lead Generation, Marketing Automation and Marketing & Sales Alignment.