Like every other industry, the world of marketing has been drastically altered by today’s technology. Today’s marketers have access to more customer communication channels and more data than ever before, which can be a double-edged sword. On the one hand, there’s nearly limitless potential to use technology to create customized, effective campaigns. On the other hand, you must have the necessary knowledge base and skills to make the most of modern tech tools.
As leaders in their respective fields, the members of Business Journals Leadership Trust are constantly building their skills and learning how to apply them to various parts of their business, including marketing. To that end, we asked six of them to name some unique skills every marketer should build and why. Here are their top recommendations.
1. ROI calculation and articulation
Marketing is more data-driven than ever before. Know your numbers and how to articulate the ROI of the various programs. Collaborate with sales, customer success and finance to establish what are the baseline metrics to measure. – Cindy Zhou, LogRhythm
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