How Do You Define and Mine Modern Marketing?

by Amanda Batista on March 4, 2013 in Revenue Performance Management

Benchmark data, use case knowledge sharing, case study success examples, and hard numbers always highlight which Modern Marketers have got the right stuff.

Today Eloqua released a report titled: “Defining the Modern Marketer: From Real to Ideal,” which reveals insight into the evolution of the marketer’s role. The report underscores research from a comprehensive survey created in conjunction with BtoB Magazine, and explores the skills and technologies marketers need to improve ROI.

The benchmark data points to the “Ideal Marketer” — a function that has evolved to demand attributes of the content, brand, and web marketer. Survey participates cited these three “marketer types” to sum up the responsibilities driving the current Modern Marketer role. But as we know, the buck doesn’t stop there. Successful and comprehensive marketing stems far beyond those key roles, and incorporates a modern mix of strategy and technology.

What trends are impacting the formation of the Modern Marketer?

The report hones in on 5 core competencies driving Modern Marketing:

  1. Marketing technology (CRM systems, marketing automation)
  2. Targeting (refining and segmenting data)
  3. Engagement (delivering value-based content through the right channels)
  4. Analytics (measuring marketing effectiveness)
  5. Conversion (tracking prospect to customer)

These five marketing areas comprise the ideal Modern Marketer Scorecard. The ideal Modern Marketer has the optimal percentage of all five skill areas, totaling 100 percent. Turns out that Modern Marketers have a long way to go to reach the self-defined status of the “Ideal Modern Marketer.”

Marketers give themselves a score of just 65 out of 100 when measuring themselves against five primary competencies of marketing. The survey also identified the major obstacles marketers face as they try to become more modern. Respondents pointed to lack of budget and poor data analytics infrastructure as the two top roadblocks.

modernmarketing Source: “Defining the Modern Marketer: From Real to Ideal”

 

Check out the full report: “Defining the Modern Marketer: From Real to Ideal” and join Eloqua, BtoB Magazine and an Eloqua customer for a survey results recap webinar March 28th.

Eager to score your performance to see how you stack up against benchmarks? Stay tuned for the Eloqua Modern Marketer Scorecard simulator, coming soon.

 

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