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Tableau Software provides detailed data analytics in a simplified and interactive interface. Tableau software was developed by Stanford Professor offers fast yet thorough analysis with graphs and visualizations that are appealing to the eye.
Careers in digital marketing, content marketing and digital analytics are quickly growing, but universities are failing to produce graduates with the skills required to make it in today’s marketing industry. There is a massive gap between the skills marketing students are graduating with and the skills sought after in the marketplace.
While I’ll save the rant on how we can close this gap for a later post, I want to talk about some of the skills our marketing programs need to start teaching students. The content marketing space is an interesting one because it’s a combination of analytics and creativity that differentiates the best from the rest. The current curriculum being taught to marketing students is void of any training in these areas – at least not enough to produce career-ready content marketing specialists. It blows my mind that marketers can graduate from university and college with a marketing degree without having taken a single class on analytics, yet most of our work in digital is accepted and embraced because of them.
Understanding how users are interacting with your content on the web is a fundamental skill that all marketers need to have. In 1998 I was playing with a blue Gameboy that allowed me to control a little man who owned an alien named Pikachu and Charizard.
Unfortunately, many professors still lecture about traditional methods for advertising, such as billboards and TV spots and ignore the fact that most audiences are not starting their product search in front of a television; they’re online doing a Google search. Search engine marketing (SEM) is the act of targeting advertising to users when they search using specific keywords looking for a product.
Relationships are at the core of all business, no matter the size, industry or gross revenue it earns each quarter. At no other time in history has this been more important than right now in this highly-connected, plugged in, social media dependant society that we all live, work, and play. In a recent post from Gregory Ciotti (another brilliant digital mind you should follow), he talks about the traits brands should look for in a great content marketer. Companies need to have a deep understanding of their audience, customers, influencers and invest in building relationships. Donning quite an impressive beard himself, Eric Bandholz turned his beard community into a thriving business by building it around a lifestyle with the needs of the community members at the very core of the operation.
Starting out as a blog written by a beard enthusiast for beard enthusiasts, Bandholz was able to unite like-minded people around a shared passion and lifestyle.
Bandholz also created the right mix of digital assets to help their unique customers connect with the brand in a meaningful way.
Marketing is more than getting the right messages out to the right people and selling stuff. Beardbrand’s strategy is not so much about sales, discounts and promotions, and big bang advertising; it’s about building relationships with men who are proud of their beards. Similar to SEO & SEM, you could create an entire class solely on email marketing and how it can help you grow your business. It’s time for universities to take the time to create classes that focus on the art of crafting a captivating headline. I’m sorry to bring up a pop track from 2007 but if universities are going to be stuck in the past, I’m going to relive some of it.
It’s time for universities to grow their curriculum to include courses focused on relevant and modern marketing practices.

Content marketing, email marketing, community building, search engine marketing and digital analytics are all must-have skills that companies expect from modern marketers. IBM® SPSS® Direct Marketing helps you understand your customers in greater depth, improve your marketing campaigns and maximize the ROI of your marketing budget. Our team of in-house developers work in conjunction with our R&D and Analytics teams to develop marketing analysis applications that extend the impact of our consultative services. From platforms to assist in building econometric models, to dashboards, tosimulations, to forecasting and planning support, we offer a full suite of software that operates in conjunction with our marketing analytics services.
I’ve had far too many conversations with agency owners, startup founders and executives on the lack of digital training new graduates are receiving while in school. I want to talk about some of the things I wish I were taught five years ago while I was a scrappy undergrad and the theories and studies that are still not being covered in Universities across the continent. The perfect content marketer possesses a mix of skills, including being a strong writer, is strategic, and can effectively manage projects. Content marketing requires the ability to analyze a situation, understand goals, uncover trends and develop content that resonates with an audience emotionally or rationally. Furthermore, marketers need to be prepared to test, measure and optimize that content using insights and data that come from sites like Unbounce or Optimizely. Essentially, SEM promotes a companies website by improving it’s visibility in search engine results. Many companies see the value of being a part of a community and many are building their own communities and are cashing in huge.
If you’re interested in learning about those, check out his entire post on hiring a good content person.
It’s about creating an experience that connects a brand to its audience in a real way, and inspires that audience to take action because they believe in the brand, not because they are sold on the brand. Whether you’re diving into the specifics surrounding drip campaigns or just talking about traditional newsletters; the topics and strategies to discuss are plentiful. It’s a combination of understanding human psychology and how they interact with their inbox with a layer of testing, optimizing and measuring.
We need to embrace some of the traditional theory like the 4P’s and AIDA but we need to go DIGITAL. New grads should be learning about Bitcoin, eCommerce, Crowdfunding, Automated Cars, The Internet Of Things and more.
Clair College in Windsor, Ontario (Go Canada!) have a great program that covers most of the topics I’m suggesting that schools start to teach. Conduct sophisticated analyses of your customers or contacts easily – and with a high level of confidence in your results.
Here are descriptions, along with the recommended level of experience for each major role discussed:Marketing Automation AdminA marketing automation manager is an evangelist for your adopted platform.
Because our software solutions are developed in-house and on industry-standard operating systems, they can be customized for unique client needs while maintaining the economies of scale that comes from developing versioned software for a larger user base.
In addition, there is a fair amount of technical skill that needs to be considered, as content marketing requires the use of various software and digital tools. As marketing continues to shift from instinct to data, marketing professionals need deep knowledge of how to track and measure customer behavior and make decisions based on data instead of assumptions. Every second, there are 40,000 queries on Google, which translates to over 3.5 billion searches a day.
The other important element for search marketing is the act of search engine optimization (SEO), which is when brands earn traffic unpaid through high-quality content, backlinks HTML formatting, design, and content distribution.

The idea of building “networking skills” is very much aligned with the idea of building a community. Email marketing is STILL an effective way to convert prospects into customers and customers into advocates. It’s time for the curriculum to include case studies on winning subject lines, obvious value propositions, intuitive form fields, and how to craft compelling introductions. These are core basics that companies look for in an email-marketing expert and the foundation that any digital marketing executive would die for in a young hire. If not, you’ll find yourself struggling to find employment and struggling to accelerate your career. They will develop best practices and training, and work side by side with your marketing managers to achieve 100% adoption, and ensure that everyone is using marketing automation to its full potential.
Our latest versions of our end-user applications are optimized for mobile platforms with adaptive design.
The best marketers however recognized that the school system was broken for the industry they were going to be a part of and had to do a little bit of self education. Yet, thousands of universities around the world are still not covering the power of search engines and what they mean for business.
Education shouldn’t end when you receive your diploma, education should be an ongoing endeavour.
They must have a deep knowledge of marketing automation, working to both improve and demonstrate marketing’s contribution to pipeline and revenue.
A strong background in lead generation programs, email marketing best practices, and inbound marketing is crucial, along with experience improving marketing and sales alignment through continuous business process improvement.Content ManagerA content manager is responsible for creating smart, compelling content that supports both strategic and tactical marketing and sales initiatives. This person works closely with design, lead generation, and product teams to generate marketing content and collateral that drives the highest possible impact and results. They should understand both content marketing strategy and the use of analytics to measure and optimize performance.Lead Nurture ManagerA lead nurture manager is the person who develops communications to the customer throughout the entire customer experience.
They will work with your content manager, mapping the right content to the right place in the buying cycle.
This is a critical role – when done well, nurtured leads can produce a 20% increase in sales opportunities, compared to non-nurtured leads. Also, the Analyst can share insights and interpretations of marketing information that are meaningful to the executives at any level. The Analyst and Marketing Automation Manager need to work closely together to review data sets, test hypotheses and ensure the Marketing Automation and CRM systems are capturing meaningful information for the CMO, CFO, and CEOWant to find out more about structuring your marketing automation team?
Check out these resources:“How to Build a Revenue Marketing Team” by Debbie Qaqish, Chief Strategy Officer at The Pedowitz Group“Three Key Job Roles to Make your Marketing Automation Rock” by Heidi Bullock, Sr. Director of Marketing at Marketo“3 Marketing Automation Roles to Hire in 2014” by Brian Hansford, Director of Client Services and Marketing Automation practice lead at Heinz MarketingHow does your company structure its marketing automation team?
Do you have any questions about improving your current structure, or creating one from scratch?
Cloning programs and templates allow small teams to accomplish marketing automation on par with much larger companies.At Marketo, we have a much larger team.
We have six marketing ops people who serve as admins and handle analytics, and 10 people in paid lead generation programs – three work as Event Managers, one does webinars, and one focuses on lead nurturing and engagement.

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