Robots need not apply.
Advertisements for the position, "marketing automation manager," have started to pop up on job boards and career sites.
Because it's a relatively new job title and function, what skills should a hiring manager look for in the ideal candidate? Jay Henderson, strategy program director, IBM enterprise marketing management group, offered this recommendation:
There are enduring qualities that companies should look for in any marketer - things like empathy with customers, creativity, and imagination. However, as technology continues to play a more important role in marketing, there are new skills.
First and foremost a great marketing automation manager possesses a high technology IQ. A new crop of technology savvy marketers are adding a healthy dose of science to the traditional art of marketing. These individuals bridge the gaps between IT and Marketing, craft and own the marketing technology strategy, and develop the technology adoption roadmap.
Second, great marketing automation managers possess an innate curiosity and love for experimentation. Marketing automation technology doesn't just automate campaigns; it provides an infrastructure to enable speed and agility in testing new marketing ideas.
Finally, a great marketing automation manager is part of a new crop of marketers that is as good at storytelling as they are analytics and statistics. They look beyond the numbers and reports to draw conclusions, and most importantly craft compelling stories that help align the organization (and executives) around their recommendations.
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IBM Social Analytics: The Science Behind Social Media Marketing
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An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
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