Cleveland HUG presentation on the impact of digital marketing on the industry, and the evolving skillsets and requirements needed from modern marketing professionals—in both corporations and agencies. During the event, we covered the evolving needs of modern marketing, including new industry trends and technologies, as well as an overview of the hybrid marketer persona, types of employees, characteristics and skillsets needed to run a successful agency/marketing program.

1. Evolu&on
of
the
Prototype
Marketer
#CLEHUG
Cleveland
HubSpot
User
Group

2. Dia
Dalsky
@DiaDalsky
Tracy
Lewis
@Tracy_J_Lewis
senior
consultant,
PR
20/20
community
manager,
Marke&ng
Agency
Insider
bit.ly/PrototypeMarketer
senior
consultant,
PR
20/20
leader,
Cleveland
HubSpot
User
Group

3. Sarah
Bedrick
@sbedrick
inbound
marke&ng
professor,
HubSpot

4. • HubSpot
Updates
• 3
Catalysts
for
Change
• Rise
of
Hybrid
Professionals
• The
Talent
Gap
• AKract
Top
Talent
• Advance
Your
Team
• Q
&
A
Agenda
#CLEHUG

5. HubSpot
Updates
#CLEHUG
Inbound
Marke-ng
Cer-fica-on
• hKp://academy.hubspot.com/cer&fica&on

6. HubSpot
Updates
#CLEHUG
38%

7. HubSpot
Updates
#CLEHUG
38%
Number of inbound marketers
who have passed the
Inbound Marketing Certification

8. HubSpot
Updates
#CLEHUG
Social
Inbox

9. HubSpot
Updates
#CLEHUG

10. HubSpot
Updates
#CLEHUG

11. HubSpot
Updates
#CLEHUG

12. HubSpot
Updates
#CLEHUG
Inbound
2013

13. 3
Catalysts
for
TransformaDon

14. • Technology
innova&on
• Consumer
behavior
• Business
soTware
• Online
applica&ons
• Communica&on
paKerns
• Marke&ng
philosophies
• Management
systems
1)
Change
Velocity
#CLEHUG

15. 15
*By
2017,
the
CMO
will
spend
more
on
IT
than
the
CIO.
source:
Gartner
CMO
>
IT
#CLEHUG

16. 16
*Of
all
new
marke&ng
hires
will
have
a
technical
background
star&ng
in
2013.
source:
IDC
50%
#CLEHUG

17. • Basic
principle
behind
inbound
markeDng
• Consumers
tuning
out
tradi&onal
marke&ng
• Brands
lose
control,
but
gain
loyalty
• ShiTing
budgets
to
digital
• The
era
of
integrated
services
2)
Selec&ve
Consump&on
#CLEHUG

18. “It
doesn’t
maKer
anymore
to
the
consumer
if
it
is
tradi&onal
adver&sing,
social
media,
PR
or
digital
—
they
don’t
compartmentalize
these
channels
anymore.
That’s
why
at
TD
Bank
marke&ng
and
corporate
communica&ons
are
aligned
as
one
team
under
the
CMO.”
—Vinoo
Vijay,
CMO
at
TD
Bank,
as
quoted
in
PRWeek

20. 20
*Percentage
of
the
purchase
decision-­‐
making
process
B2B
customers
go
through
before
contac&ng
a
sales
rep.
source:
Marke&ng
Leadership
Council
60%
#CLEHUG

21. 3)
Success
Factors
Source:
KISSmetrics
#CLEHUG

22. Source:
HubSpot #CLEHUG

23. Source:
HubSpot #CLEHUG

24. Source:
HubSpot #CLEHUG

25. MarkeDng
ROI
tops
the
measurement
list.
Source:
IBM
Global
Chief
Marke=ng
Officer
Study,
2011 #CLEHUG

26. Rise
of
Hybrid
Professionals

27. This
is
your
future
consumer

28. • Data
analysis
• Content
marke&ng
• Social
media
• Email
marke&ng
• Mobile
• Development
&
programming
Hybrid
Professional
Competencies
#CLEHUG

29. The
Talent
Gap

30. 30
*Of
marketers
say
their
lack
of
skills
is
impac&ng
revenue
in
some
way.
source:
Demand
Genera&on
Skills
Gap
Survey
75%
#CLEHUG

31. “Most
CMOs
are
underprepared
to
manage
the
impact
of
key
changes
in
the
marke&ng
arena.”
Source:
IBM
Global
Chief
Marke=ng
Officer
Study,
2011 #CLEHUG

32. AJract
Top
Talent

33. The
Blueprint
Series
Presented
by
HubSpot
Evaluate
Strengths
and
Weaknesses
www.TheMarketingScore.com

34. Find
the
Gaps
within
Your
Team
www.TheMarketingScore.com

35. Hire
A-­‐Players
with
PotenDal
• Analyst
• Crea&ve
• Intrinsically
Mo&vated
• Listener
• Social-­‐Web
Savvy
• Strategic
• Tech-­‐Savvy
• Team
Player
• Writer
#CLEHUG

36. Consider
Diverse
Backgrounds
“We’re
hiring
people
with
publishing
and
media
backgrounds.
What
we
need
isn’t
taught
in
tradiDonal
business
schools.
We
need
people
inside,
working
day
to
day
on
this
stuff.”
—
Michelle
Klein,
VP
of
global
marke&ng
at
Smirnoff,
as
quoted
in
Forbes
#CLEHUG

37. Start
with
Brand
and
Culture
#CLEHUG

38. Capture
Inbound
Candidates

39. Ask
Smart
Interview
QuesDons
Source:
7
Real
Marke&ng
Interview
Ques&ons
from
HubSpot’s
CMO #CLEHUG

40. Invest
in
the
Doers
#CLEHUG

41. Advance
Your
Team

42. Remove
Internal
Silos
Image
Source:
dsearis #CLEHUG

43. Create
an
Internal
EducaDon
Program
#CLEHUG

44. Maintain
a
Recommended
Reading
List
#CLEHUG

45. Encourage
Real-­‐Time
Sharing
#CLEHUG

46. AJend
Priority
Conferences
#CLEHUG

47. Engage
on
Social
Media
#CLEHUG

48. Seek
Systems
for
Success
#CLEHUG

49. • Change
velocity,
selecDve
consumpDon
and
success
factors are
the
catalysts.
• Marke&ng
execu&ves
are
drowning
in data.
• Prototype
marketers
turn
informa&on
into intelligence,
and
intelligence
into
ac&on.
• Hybrids are
the
future,
but
there
is
a
current
talent
gap.
• You
have
the
opportunity
to redefine
your
career,
and
your
company.
Closing
Thoughts
#CLEHUG

50. QuesDons?