As if you didn’t have enough reasons to adopt marketing automation, here’s another:
Marketing automation is good for your career.
Marketing’s digital evolution calls for a unique combination of brain cells: some creative cells from the right side, some analytical cells from the left side, and some spares to burn at happy hour. Marketing automation experience basically proves you’ve got what it takes to thrive in the new digital environment, and that is:
- Technological inclination – You enjoy working with technology, or at least you’re not shaking under a pile of direct mail inserts. This is important because there’s new marketing technology all the time, making your competition increasingly fierce.
- Analytical thinking – The marketing department you’re part of is not going to be known in the organization as the frivolous, pretty-picture making spenders because you’re demonstrating investment and return across all your marketing activities.
- Strategic planning – You’re able to think beyond spontaneous bulk email blasts, otherwise you’d still be using Constant Contact. Marketing automation success requires a long-term vision. You’re answering the tough questions, like what happens after this form is completed but hasn’t met a certain lead score threshold and they demonstrated interest in butterscotch-scented stationery after visiting the pricing page on Tuesday?
- Creativity – You’re able to come up with innovative approaches for beating your competition in the quest for capturing your buyers’ attention, the stuff marketing has always been about.
According to the Online Marketing Institute, there is a 24% gap between how much marketing executives say they value marketing automation skills and how much knowledge of marketing automation their teams actually possess. Because most industries are still climbing the marketing automation technology adoption curve, companies aren’t churning out employees with marketing automation experience — leading to a significant marketing talent gap. There are currently more than 3,800 job openings for marketing automation managers (Source: Indeed.com). That’s more posts than currently exist for SEO managers!
As we move into 2015, marketing automation will continue to gather momentum. Whether you convince your company to adopt marketing automation or just decide to become more involved in your company’s existing marketing automation strategy and execution, you’ll be acquiring highly coveted skills in digital marketing.