Sylvia Jensen, director of EMEA marketing at Oracle Eloqua, reveals what trends are impacting the ‘modern marketer’.
This research study focused on what we are calling the five tenants of modern marketing, and it really reveals insight into the evolution of the marketer’s role in today’s B2B marketing environment. The study explores the skills and technologies marketers need to measure and improve ROI. The benchmark data points to the ‘ideal marketer’ – a function that has evolved to demand attributes of the content, brand, web and lead generation marketer.
Survey participants cited these four ‘marketer types’ sum up the responsibilities driving the current ‘modern marketer’ role. But the buck doesn’t stop there. Successful marketing stems far beyond those key roles, and incorporates a modern mix of strategy and technology.
What trends are impacting the formation of the ‘modern marketer’?
The report identifies five competencies driving modern marketing:
1. Marketing technology (CRM systems, marketing automation).
2. Targeting (refining and segmenting data).
3. Engagement (delivering value-based content through the right channels).
4. Analytics (measuring marketing effectiveness).
5. Conversion (tracking prospect to customer).
Although all five of these competencies are important, targeting and engagement topped the list for the ideal modern marketer. It never ceases to amaze me that, given all the advances in marketing, the thing most influencing our ability to be successful starts with the very basic fact that you need to know who your ideal customer is and you need to deliver the right content at the right time in the buying journey. The ‘modern marketer’ has more tools and insight than before but you always have to play by the basic marketing rule of knowing your buyer.
