5 Skills Marketers Will Need to Succeed
The marketing landscape is shifting rapidly and marketers will need new skills in order to compete. Customer trust in marketing – whether B2B or B2C – is eroding. A new generation of highly effective AI-driven ad blockers and spam detection engines are making it much harder to reach customers. Customer expectations around their experience are growing. In the age where highly personalized, massively convenient buying experiences have become the norm in our personal lives, the typical email marketing experience is jarring. Marketing skills that emerged over the last decade became more technocratic and execution-oriented based on general, abstract assumptions about customers and their preferences. Investing in learning particularly broadcast platforms–marketing automation, CRM marketing, LeadGen/DemandGen–was built on the assumption that if you built a big enough top of funnel, you could (eventually, somehow) rely on trickle-down effects to a bottom line. And yet: when you look around to the implosion of…