Hybrid Young Professionals — PRSA Presentation

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March  25,  2013

founder  &  CEO,  PR  20/20author,  The  Marke)ng  Agency  Blueprint

creator,  Marke)ng  Score  &  Marke)ng  Agency  Insider

PaulRoetzer

@PaulRoetzer

TracyLewis

@Tracy_J_Lewis

senior  consultant,  PR  20/20community  manager,  Marke)ng  Agency  Insider

bit.ly/PrototypeMarketer

• 3  Catalysts  for  Change• Rise  of  Hybrid  Professionals• The  Talent  Gap• An  Evolved  Hiring  Process• Advance  Yourself• Q  &  A

Agenda

@PaulRoetzer#PrototypeMarketer

“The  most  valued  talent  .  .  .  will  be  hybrids.  .  .  They  possess  excepNonal  copywriNng  skills,  along  with  dynamic  personaliNes  that  enable  them  to  build  strong  personal  brands.”

“Hybrid  professionals  are  trained  to  deliver  services  across  search,  mobile,  social,  content,  analyAcs,  web,  PR,  and  email  markeAng.  They  provide  integrated  soluNons  that  used  to  require  mulNple  agencies  and  consultants.”

@PaulRoetzer#PrototypeMarketer

3  Catalysts  for  TransformaAon

• Technology  innovaNon

• Consumer  behavior

• Business  soSware

• Online  applicaNons

• CommunicaNon  paTerns

• MarkeNng  philosophies

• Management  systems

1)  Change  Velocity

@PaulRoetzer#PrototypeMarketer

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*By  2017,  the  CMO  will  spend  more  on  IT  than  the  CIO.

source:  Gartner

CMO  >  IT

@PaulRoetzer#PrototypeMarketer

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*Of  all  new  markeNng  hires  will  have  a  technical  background  starNng  in  2013.

source:  IDC

50%

@PaulRoetzer#PrototypeMarketer

• Basic  principle  behind  inbound  markeAng

• Consumers  tuning  out  tradiNonal  markeNng

• Brands  lose  control,  but  gain  loyalty

• ShiSing  budgets  to  digital

• The  era  of  integrated  services

2)  SelecNve  ConsumpNon

@PaulRoetzer#PrototypeMarketer

www.ZeroMomentOfTruth.com @PaulRoetzer#PrototypeMarketer

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*Percentage  of  the  purchase  decision-­‐making  process  B2B  customers  go  through  before  contacNng  a  sales  rep.

source:  MarkeNng  Leadership  Council

60%

@PaulRoetzer#PrototypeMarketer

3)  Success  Factors

Source:  KISSmetrics

“CMOs  today  are  under  increasing  pressure  to  provide  quanAfiable  evidence  of  how  their  markeNng  expenditure  is  helping  the  organizaNon  achieve  its  goals.  They  also  have  to  hire  people  with  the  right  mix  of  financial,  technical  and  digital  skills  and  become  savvier  in  such  areas  themselves.”

 —  IBM  Global  Chief  MarkeNng  Officer  Study,  2011

MarkeAng  ROI  tops  the  measurement  list.

Source:  IBM  Global  Chief  Marke=ng  Officer  Study,  2011 @PaulRoetzer#PrototypeMarketer

Rise  of  Hybrid  Professionals

This  is  your  future  consumer

• Data  analysis• Content  markeNng

• Social  media

• Email  markeNng

• Mobile

• Development  &  programming

Hybrid  Professional  Competencies

@PaulRoetzer#PrototypeMarketer

“To  be  successful  nowadays,  you  need  to  have  both  a  breadth  and  depth  of  skills.  You  have  to  know  what  to  ask  for  and  how  it’s  done  ...  A  great  technical  marketer  can  devise,  develop,  launch  and  analyze  their  markeNng  

campaigns  with  liTle  or  no  assistance.”    

 —  Jamie  Steven,  CMO  of  SEOMoz  (source)

“This  disrupNve  hacker  paradigm  has  played  out  across  varying  parts  of  our  world  during  the  laTer  years  of  the  twenNeth  century  and  opening  of  the  twenty-­‐first:  a  deS  engineer  of  computer  code  and  algorithms  takes  an  interest  in  a  new  field,  develops  experNse,  and,  by  applying  computer  science  and  clips  of  code  that  mimic  their  human  forerunners,  topples  industries,  companies,  standards,  and  the  old  guard.  

“The  ability  to  create  algorithms  that  imitate,  beOer,  and  eventually  replace  humans  is  the  paramount  skill  of  the  next  one  hundred  years.  As  the  people  who  can  do  this  mulNply,  jobs  will  disappear,  lives  will  change,  and  industries  will  be  reborn.”  

—  Christopher  Steiner,  Automate  This

@PaulRoetzer#PrototypeMarketer

The  Talent  Gap

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*Of  marketers  say  their  lack  of  skills  is  impacNng  revenue  in  some  way.

source:  Demand  GeneraNon  Skills  Gap  Survey

75%

@PaulRoetzer#PrototypeMarketer

“There's  a  real  scarcity  of  technical  professionals,  even  more  so  for  those  with  passion  and  apAtude  for  markeAng.  And  there  will  be  enormous  compeNNon  for  those  unicorns.”  

 —  ScoT  Brinker,  co-­‐founder  &  CEO,  Ion  InteracNve  (source)

“Most  CMOs  are  underprepared  to  manage  the  impact  of  key  changes  in  the  markeNng  arena.”

Source:  IBM  Global  Chief  Marke=ng  Officer  Study,  2011 @PaulRoetzer#PrototypeMarketer

“[Companies]  are  re-­‐trenching  and  re-­‐architecNng  their  brand  teams  and  support  organizaNons  to  build  leadership  capabiliNes  in  the  age  of  content,  consumer  conversaAon  and  engagement.  

-­‐  Steve  Cook,  former  CMO  of  Samsung,  as  quoted  in  DigiDay  

“The  ambiNous  plan  moves  Disney  deeper  into  the  hotly  debated  terrain  of  personal  data  collecAon.  Like  most  major  companies,  Disney  wants  to  have  as  much  informaNon  about  its  customers’  preferences  as  it  can  get,  so  it  can  appeal  to  them  more  efficiently.  .  .  .  parts  of  MyMagic+  will  allow  Disney  for  the  first  Nme  to  track  guest  behavior  in  minute  detail.

“Did  you  buy  a  balloon?  What  aTracNons  did  you  ride  and  when?  Did  you  shake  Goofy’s  hand,  but  snub  Snow  White?  If  you  fully  use  MyMagic+,  databases  will  be  watching,  allowing  Disney  to  refine  its  offerings  and  customize  its  markeAng  messages.”

hTp://www.nyNmes.com/2013/01/07/business/media/at-­‐disney-­‐parks-­‐a-­‐bracelet-­‐meant-­‐to-­‐build-­‐loyalty-­‐and-­‐sales.html

Spotlight:  Target  on  IntegraAon

For  more  on  Target’s  data  strategy:    How  Companies  Learn  Your  Secrets

Source:  Target  MarkeNng

@PaulRoetzer#PrototypeMarketer

An  Evolved  Hiring  Process

The  Blueprint  Series  Presented  by  HubSpotEvaluate  Strengths  and  Weaknesses

www.TheMarketingScore.com

Find  the  Gaps  within  Teams

www.TheMarketingScore.com

Hire  A-­‐Players  with  PotenAal

• Analyst

• CreaNve

• Intrinsically  MoNvated

• Listener

• Social-­‐Web  Savvy

• Strategic

• Tech-­‐Savvy

• Team  Player

• Writer

@PaulRoetzer#PrototypeMarketer

Consider  Diverse  Backgrounds

“We’re  hiring  people  with  publishing  and  media  backgrounds.  What  we  need  isn’t  taught  in  tradiAonal  business  schools.  We  

need  people  inside,  working  day  to  day  on  this  stuff.”  

—  Michelle  Klein,  VP  of  global  markeNng  at  Smirnoff,  as  quoted  in  Forbes

@PaulRoetzer#PrototypeMarketer

Start  with  Brand  and  Culture

@PaulRoetzer#PrototypeMarketer

Capture  Inbound  Candidates

Ask  Smart  Interview  QuesAons

Source:  7  Real  MarkeNng  Interview  QuesNons  from  HubSpot’s  CMO

@PaulRoetzer#PrototypeMarketer

Invest  in  the  Doers

@PaulRoetzer#PrototypeMarketer

Advance  Yourself

Take  Advantage  of  Online  EducaAon  Programs

@PaulRoetzer#PrototypeMarketer

Become  a  Bookworm

@PaulRoetzer#PrototypeMarketer

Share  Resources  with  Your  Team

@PaulRoetzer#PrototypeMarketer

AOend  Priority  Conferences

@PaulRoetzer#PrototypeMarketer

Engage  on  Social  Media

@PaulRoetzer#PrototypeMarketer

Learn  by  Doing

@PaulRoetzer#PrototypeMarketer

You’ll  never  learn  to  swim  if  you  don’t  dive  in.

• Change  velocity,  selecAve  consumpAon  and  success  factors are  the  catalysts.

• MarkeNng  execuNves  are  drowning  in data.

• Prototype  marketers  turn  informaNon  into intelligence,  and  intelligence  into  acNon.

• Hybrids are  the  future  (but bots may  redefine  the  industry).

• There  is  a talent  gap.

• You  have  the  opportunity  to redefine  your  career,  and  your  company.

Closing  Thoughts

@PaulRoetzer#PrototypeMarketer