In a previous blog, we discussed how the versatile world of marketing allows individuals—from analytical to artistic—to hone in on their passions.
Despite the differences amongst marketers, there are some similarities in all of our priorities. We ask a lot of the same questions: What are our strategic goals and the metrics we are measured by? Where is there opportunity for improvement? Will this program prove ROI? What is our ultimate marketing challenge?
Understanding how to answer those questions is easiest when you not only understand your business, but also your very own approach to marketing. At Sugar Market, previously Salesfusion, we have performed an analysis to understand how marketers vary, what their challenges are, and how unique those challenges actually are within a marketing team.
While evaluating varying personalities, priorities, technologies, and working styles, we were able to bucket marketers into five unique categories that we refer to as “marketer types.” To share this information, Sugar Market created a fun, interactive quiz that poses a simple question: “What Type of Marketer Are You?” This quiz identifies a surveyor as one of the five types of marketers based on their responses to nine questions, and then summarizes relevant findings with an action-oriented approach. After the quiz is complete, quiz-takers are given their marketer type result, obstacles that similar marketers are challenged with, and resources to overcome those obstacles.
Our analysis uncovered some very useful data, beyond the breakdown of each marketer type. For example, 24% of respondents reported that they didn’t drink coffee! (Huh??) Well, grab your Kombucha, Diet Coke or coconut-flavored La Croix, and we’ll grab our cold brew double espresso coffee and dive into the numbers. Here’s some interesting insight we derived:
Implementing Marketing Campaigns
- 15% of marketers say they are not using campaign implementation tools (Google Ads, Marketing Automation like Salesfusion) on a daily basis, with 87% of those respondents at companies with less than 500 employees.
- 61% of marketers are eager to see results before thinking through tactical implementation.
- 70% of respondents feel their team needs more resources to create impactful campaigns.
- Respondents at companies of all sizes agreed that they spent too much time on tedious tasks.
Adopting Marketing Technology
- 14% of respondents are not confident in their ability to pick the right technologies, but only 34% of respondents are satisfied with their technology.
- 18% of respondents are not excited about working with new technology.
- 23% of respondents feel they had all of the right people and technology in place to create impactful campaigns.
Deploying Marketing Automation
- 40% of respondents deploy emails without an overall strategy.
- 44% of respondents are leveraging a marketing automation platform that allows them to score leads.
- 46% of respondents have built a defined scoring model, segments, and nurture tracks.
What these numbers relay is that us marketers—from the numbers-driven analyst to the logo-loco creative—are all pretty confident in our abilities, but not so confident in the technology we are using.
We seem to generally think we are able to select the right technologies, even though we’re not concerned with whether the technologies we’re using are integrated. Just as your marketing team gets more done when you’re all working together, technology can be more powerful when it’s all integrated. Especially when we’re talking cross-departmentally. Marketing technology and Sales technology should work together just the way Marketing and Sales do. Is your CRM integrated with your marketing automation platform? If not, neither team is set up for success. Make sure you’ve got a Tech-Savvy Marketer on your team to help you identify if you have the right tools, too many tools, and if they are working together to make all the teams they touch more efficient.
Another thing we learn from these numbers is that marketers get really excited about results, so marketing teams need someone who will think through the tactical implementation. A Strategic Marketer is essential to set the course and create the big-picture idea, while the Jack-of-all-Trades Marketer will get to work with the tactical “to do list” and bring the campaign to life. Oftentimes, a campaign’s setup will dictate what results you can track, and the Jack-of-all-Trades Marketer knows just how to do this.
As marketers, we love design. We know it’s important to create visually pleasing assets– 46% of marketers feel like they spend a great deal of time in this area. The Artistic Marketer prioritizes good design and UX, which are crucial for engagement and campaign performance.
After your marketing team has launched thoughtfully crafted campaign… you wait. Then you track and report on results. We discovered about 53% of marketers are confident in interpreting data to understand which tactics are working across channels. Ensure you’ve got an Analytical Marketer that’s able to make sense of campaign performance and understands the numbers. (These can’t be the respondents not drinking coffee, can they?)
Here’s the reality: Not all marketing teams can have five individual experts. In fact, most small to mid-sized marketing teams operate at that capacity or less, so many individuals are required to wear multiple hats. According to our data, nearly 41% of surveyors identified as the Jack-of-all-Trades Marketer, with 83% of those surveyors being at companies with fewer than 500 employees. These marketers are sharp and well rounded, but they’re typically stretched thin and juggle several tasks at once. The fight to keep up with competitors, while also staying ahead of marketing trends is a very real challenge, especially for small and mid-market businesses competing with enterprises. This is why picking affordable, intuitive marketing technology that increases efficiency, and provides ongoing support is absolutely critical. See what Sugar Market can do for your mid-sized marketing team.
What Type of Marketer Are You? Take the quiz to find out today!