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Why Marketers Need Professional Development [Infographic] - Profs

Why Marketers Need Professional Development [Infographic] - Profs | The MarTech Digest | Scoop.it

This scoop comes to you compliments of ineomarketing.com.                                           

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hadja omar's curator insight, March 19, 2015 1:42 PM

Interesting need to look at to give some ideas

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3 Key Digital Marketing Skills Students Don't Learn In College - Fast Company

3 Key Digital Marketing Skills Students Don't Learn In College - Fast Company | The MarTech Digest | Scoop.it

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CYDigital's insight:

And I'd split Content from SEO. And the aforementioned is (unfortunately) true. Try to find a digital marketing curriculum at the collegiate level: far and few between.

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The Case for Marketing Enablement | SiriusDecisions Blog | #TheMarketingTechAlert

The Case for Marketing Enablement | SiriusDecisions Blog | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Excerpt...


But unlike with sales, there is no concerted organizational effort to train marketing. Marketers attend the general employee new hire orientation and – if they are lucky – can access an intranet portal that contains a haphazard and frequently out-of-date set of materials for the department. Maybe they even get a list of company acronyms as a bonus!

 

This is a growing disconnect that gets scarier when you look at some SiriusDecisions research data:

  • Eighty-five percent of people currently in b-to-b marketing positions were not professionally trained in marketing prior to stepping into their roles.
  • Seventy-five percent of marketers learned on-the-job through trial and error. Only 20 percent have taken advantage of opportunistic or ad hoc training, and a mere 5 percent have been systematically trained as part of a professional development program.
  • Eighty-one percent of b-to-b organizations spend $1,000 or less annually on marketing training and development. Only 3 percent spend more than $2,000 annually.


Time for a change?

 

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CYDigital's insight:

There is ABSOLUTELY a disconnect!


Only a handful of Universities have figured this out. Can current staffers be coached-up? Possibly, but the odds are against this (skills, aptitude, motivation). Can the technically inclined be brought into marketing? Again, possible. Hire on your own?  Good luck.


The best source will be working with a Marketing Technology Contracting Company, where the talent is available on a short term basis, long term basis or a project basis.


Watch this space...

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Alia Goral's curator insight, October 28, 2014 4:04 PM

Talks about how sales positions are given the training to be successful in the company, but most marketing positions are given little to no training, and their media is being seen first by buyers.

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How to Train Your Existing Marketing Team - The Marketing Score | #TheMarketingTechAlert

How to Train Your Existing Marketing Team - The Marketing Score | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Advanced/ Digest...


Three Ways to Build an Internal Training Program

1) Review Current Onboarding Program
Consider what your organization requires of new employees. Cut the fat on unnecessary, outdated training for new employees, and infuse any new technologies, processes and systems used by your staff.
Create a list of the fundamental requirements for all employees, and put new hires on a 6-month completion deadline.


2) Take Advantage of Existing Programs and Resources
Why recreate the wheel? If your team is lagging in fundamental areas such as data analysis, SEO or general digital best practices (or inbound), use training programs developed by leaders in those spaces.


3) Implement Professional Development Requirements at All Stages
Whether at the beginning of their career or a senior pro, marketers must continually educate themselves to stay at the top of their game. Otherwise, they will fail to reach target audiences, produce results, reach goals and “win” in their market.  With no abatement in sight, marketers have the choice to either evolve or become obsolete—the choice is yours.

 

To keep your marketing team at the forefront of innovation, enact a professional development plan for employees at every stage of their career. Tie these items to goals of efficiency, expertise and needed areas of improvement.

 

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CYDigital's insight:

Think vendor certifications, 3rd party certifications, certifications offered at trade shows. Send them to trade shows with a specific agenda.

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Digital Marketing Talent Report: Skills Are Inflated, Talent Is Slim - OMI | #TheMarketingAutomationAlert

Digital Marketing Talent Report: Skills Are Inflated, Talent Is Slim - OMI | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
Fortune 500 companies and global agencies face a serious digital marketing skills shortage, according to the State of Digital Marketing Talent report.


Excerpts...


Overall, the study found that executives are unhappy with the skills of digital and social media team talent, and there is a large talent gap hurting sales, employee retention, and marketing ROI.

 

There is a large talent gap—a substantial difference between the digital marketing skills team members should possess, and the skills they currently have.

 

71% of large companies believe their digital team is strong in some specialities, but weak in others, with sizable gaps in every area studied. Only 8% of those surveyed believe their employees are strong in all areas of digital marketing.

 

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CYDigital's insight:

Train up staff, dumb down apps. And vendors need to stop charging for training (build the cost into the application for heaven's sake).


Regarding the report: Grab your free copy here (worth over $495).

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B2B Sales Reps Missing Tools For Effective New Product Launch Messaging - MarketingCharts

B2B Sales Reps Missing Tools For Effective New Product Launch Messaging - MarketingCharts | The MarTech Digest | Scoop.it

A survey of about 400 B2B salespeople and marketers around the world, conducted by Corporate Visions, has found that salespeople are not being armed with the right tools to deliver new product messages. In turn, almost 60% of respondents believe that only a minority of salespeople are delivering new product messages the way they were intended. Among the issues uncovered: only 38% of companies offer formal training to sales reps for new product launches at least three-quarters of the time, and only 22% said sales reps are required to demonstrate proficiency in message delivery.

CYDigital's insight:

Seriously, there's no excuse for this anymore. With the amount of marketing technology available today, both for creation as well as distribution and storage, this is relatively simple to execute. And deploying JIT via video is probably the most useful tool available.


  • See the article at www.marketingcharts.com
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How to Train Marketers More Effectively | SiriusDecisions Blog

How to Train Marketers More Effectively | SiriusDecisions Blog | The MarTech Digest | Scoop.it
An organization’s decision to offer training to its marketers is only the first step in committing to increase skills and knowledge. The next step is to drive participation, retention and application of newly learned skills.


Condensed...


Take the following steps to ensure that the investment in training is fully leveraged:

  • Set aside time and create milestones. Human beings need deadlines. Offering open-ended access to learning without attaching timelines can result in serious procrastination.
  • Create opportunities for collaboration. Whether it’s an in-person event, e-learning, a workshop or a webcast, there is always value in sharing what you’ve learned. By discussing new knowledge, you make it practical and usable in your day-to-day work.
  • Congratulate and honor achievements.
  • Cement new skills with practical application. Ask learners to describe how they will use what they have learned and what tools might be required to put their new knowledge into action.
CYDigital's insight:

This is pertinent and applicable to today's marketing function given the influx of marketing technologies: it's a must to train staff on the usage of these new tools.


  • See the article at www.siriusdecisions.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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