Announcing The Marketing Skills Handbook: A Deep Dive Into Today’s Most In-Demand Marketing Jobs

September 23, 2015

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Technology is driving big changes in the skills necessary to do great marketing. The rise of digital marketing – which ranges from websites to social media and from mobile phones to marketing automation software – has led 67 percent of marketers to say that their discipline is “evolving rapidly or at light speed,” according to a survey by Signal.

These changes provide a huge opportunity for marketing departments and the marketers who work inside them. In fact, a Forrester Research survey found that 78 percent of B2B marketers say they have a greater impact on corporate strategy.

All of this change and all of this opportunity raise many questions:

  • Are individual marketers taking advantage of the opportunity offered by this roiling change?
  • What skills do marketers – and marketing departments – need to thrive now and in the future?
  • How are marketers adapting to this new world and getting the necessary skills?
  • How are companies adapting, and what skills do they want from marketers?

The newly launched ebook, The Marketing Skills Handbook: A Deep Dive Into Today’s Most In-Demand Marketing Jobs, provides answers to these questions. Developed by LinkedIn and HubSpot, this ebook examined LinkedIn recruiting data and LinkedIn member profiles of marketers to see how well the skill sets marketers have align with the skill sets companies want.

Here are some of the key findings of The Marketing Skills Handbook:

  • The top three skills named in recruiter searches for marketing skills are SEO/SEM Marketing, Digital and Online Marketing, and Marketing Campaign Management.
  • Of the top three skills marketers name in their LinkedIn profiles, only one – Digital and Online Marketing – matches the top three desired by companies. (The other two skills named by marketers are Social Media and Marketing Event Management).
  • Three marketing job titles in particular have seen tremendous growth in the past decade: Digital Marketing Manager (+248.0 percent); Brand Ambassador (+147.5 percent); and CMO (+62.4 percent) all increased markedly between 2004 and 2015.
  • Companies, led by Google and HubSpot, are offering certifications to marketers for learning digital and other skills. Additionally, LinkedIn acquired Lynda.com to make it easier for marketers and others use online video to gain the skills they need to succeed in their jobs.

For a deeper dive into the skills that marketers and marketing departments will need in the future, download The Marketing Skills Handbook today. 

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