The advertising and marketing industry is facing a talent crisis. This means there is an opportunity for those looking to gain new skills, advance their careers, or change jobs. Learn about the eight skills marketing agencies and brands want and need to hire for in 2015.

1. 8 MARKETING SKILLS YOU NEED TO
LAND YOUR DREAM JOB IN 2015

2. There are a lot of options in
marketing and advertising.

3. There are a lot of options in
marketing and advertising.

4. There are a lot of options in
marketing and advertising.

5. There are a lot of options in
marketing and advertising.

6. There are a lot of options in
marketing and advertising.

7. There are a lot of options in
marketing and advertising.

8. There are a lot of options in
marketing and advertising.

9. Somehow, marketing has to
keep pace with technology.

10. No easy feat.

11. Don’t worry.
There’s good news.

12. The industry has a talent crisis.

13. The industry has a talent crisis.
opportunity.

14. Are you ready to compete?

15. You need skills.

16. (This isn’t what I meant.)

17. Real skills.
Ones that agencies and
brands want.

18. Stay up-to-date on agency news, tips,
and tricks in 2015.
SUBSCRIBE NOW

19. Consider this a
primer for taking control of
your career in 2015.

20. Here are the 8 skills hiring
managers want and need.

21. 1
DATA SCIENCE

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We’re walking centers of
data production.

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McKinsey estimates that by
2018, there will be 4 million
big data positions U.S.
Source: McKinsey Global Institute

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By 2020, we will create 50
times the amount of data
that we did in 2011.
1
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Source: EMC

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There’s too 1
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And not enough insights
from this data.

27. A data scientist uses math and
programming skills to create applications
that can analyze large amounts of data to
extract social and economic value.

28. WHAT YOU NEED TO KNOW
Statistical Analysis
Data Collection and Mining
Machine Learning
Predictive Modeling
Computer Programming
Data Visualization

29. 2
AGILE MARKETING

30. The campaign cycle is shorter.

31. Estimated Release Date:
10 Months

32. New Estimated Release Date:
10 Months
Tomorrow

33. Agile marketing takes the practices of
software development and applies it to
creating marketing campaigns. It favors
short-term planning, focuses on performing
targeted tests and making incremental
improvements, and values individual
customer satisfaction.

34. WHAT YOU NEED TO KNOW
Scrum
User Story Development
Buyer Persona Development
Sprint Planning
Budgeting
Marketing Funnel and Sales Pipeline
Reporting and Analytics
A/B and Multivariate Testing

35. 3
CONSUMER BEHAVIOR

36. 95% of all decisions are made in the
unconscious mind.
Source: The Buying Brain: Secrets for Selling to the Subconscious Mind

37. Emotions drive our decision-making.
Source: The Buying Brain: Secrets for Selling to the Subconscious Mind

38. Brands don’t need to fight for attention.

39. They need to understand how people
choose, identify with, and connect with
companies.

40. What influences how, why, and
who we buy from?

41. A consumer behavior analyst understands
how communities work and what values
they hold — their rituals, hierarchies,
beliefs, values, and conflict resolution
patterns. They make connections
between behaviors and culture and can
identify sub-sets of cultures.

42. WHAT YOU NEED TO KNOW
Ethnographic Research
Relationship Dynamics
Human Diversity
Market Segmentation
Cultural Themes
Data Gathering
Statistics and Analysis
Cross-Cultural Analysis
Focus Group Testing

43. 4
MARKETING TECHNOLOGY

44. “To offset a depersonalized society,
consumers crave recognition of their
individuality.”
- FAITH POPCORN

45. People want personalized, relevant
messages at the RIGHT time.

46. And brands need scale.

47. CREATIVITY
+
TECHNOLOGY
=

48. the Marketing Unicorn

49. A marketing technologist uses data and
customer information to inform the creation
of brand stories, information, and visuals to
engage prospects and customers on an
individual level. This person maps the
buying journey and defines when and how a
person will receive content that is relevant.

50. WHAT YOU NEED TO KNOW
CRM Management
Email Workflows
API Integration
Reporting and Analytics
Content Mapping
Buyer Persona Development
Sales Enablement
Lead Management
HTML & CSS

51. 5
CONTENT PROMOTION

52. In 2014, brands realized …

53. Advertising is Content.

54. Content is Advertising.

55. Production went up.

56. Readers’ time and attention did not.

57. Social media platforms want
brands to pay to play.

58. A coordinated campaign tied
to an ebook or content offer
generates 72% more leads
than a non-coordinated
campaign.
Source: HubSpot

59. And promotion requires
knowledge of all the options.
MEDIA RELATIONS
NATIVE ADVERTISING
EMAIL SOCIAL MEDIA
INFLUENCER RELATIONS
PRESS RELEASES
SOCIAL SHARING GUEST BLOGGING

60. A content promoter thinks beyond creating
one blog post or visual. This person
considers how a piece of content can create
a major impact, how to package it, and what
platform or audience would be most
interested in it. The skill requires deep
knowledge of content promotion platforms,
social media, and targeting.

61. WHAT YOU NEED TO KNOW
Content Promotion Strategies
Native Advertising
Advertorials
Pitching Editors
Influencer Relations
Social Media Monitoring and Analytics
Conversion Optimization
Email Marketing

62. 6
GROWTH HACKING

63. “A growth hacker is a person whose
true north is growth."
- SEAN ELLIS

64. They’re not worried about
BRAND AWARENESS WEBSITE VISITORS
QUARTERLY PLANNING
LIKES & FOLLOWERS

65. …Unless they are tied to
GROWTH.

66. A growth hacker understands the product
and distribution channels available, then
use non-traditional marketing methods to
achieve growth — typically in the form of
users for software platforms. Airbnb,
Dropbox, Spotify, and Mailbox all used
growth techniques to make their brands
household names.

67. WHAT YOU NEED TO KNOW
Analytics
HTML/CSS
A/B and Multivariate Testing
Conversion Optimization
Digital Marketing
Content Marketing
Marketing Automation

68. 7
MOBILE MARKETING

69. $103 Billion
The predicated total interactive
advertising spending in 2019
Source: Forrester Research

70. Source: Forrester Research
66%
The percentage of growth
from mobile advertising

71. But mobile is a black
hole for advertisers.

72. Tracking cookies
don’t work.

73. No proof of ROI.

74. Brands can’t see a consumer’s
movements across channels and devices.

75. New technologies (like Facebook’s Atlas)
are changing this.

76. Which means brands can finally
understand the value of mobile advertising
and invest in the right channels.

77. A mobile marketer understands how to tailor
and execute campaigns that reach users on
their personal devices. This is about more
than memorizing the ad unit sizes on a
mobile device. Practitioners need to
leverage mobile games, apps, promotions,
and online commerce to create an
experience or solve a specific need.

78. WHAT YOU NEED TO KNOW
Programmatic Buying
Display Advertising
Targeting and Profiling
Geo-location and iBeacon Marketing
Customer Relationship Management
Video Marketing and Advertising
Native Advertising

79. 8
EXPERIENCE DESIGN

80. "As far as the customer is
concerned, the interface is the
- JEF RASKIN
product."

81. Customers want an easy, intuitive
experience.

82. The experience of a brand
isn’t separate from its
product or service.

83. User experience design
allows companies to …
DIFFERENTIATE

84. User experience design
allows companies to …
DIFFERENTIATE
DEFY COMMODITIZATION

85. User experience design
allows companies to …
DIFFERENTIATE
DEFY COMMODITIZATION
INCREASE LOYALTY

86. User experience designers and architects
understand how to create an intuitive, useful
experience — whether for a digital project, a
product, or within an organization.

87. WHAT YOU NEED TO KNOW
Business Modeling
Human-Centered Design
User Research
Usability Testing
Task-Analysis Process
Prototyping
User Flow Mapping
Buyer Personas Development

88. Stay up-to-date on agency news, tips,
and tricks in 2015.
SUBSCRIBE TO HUBSPOT’S
AGENCY BLOG
SUBSCRIBE NOW

89. We wish you the best in your
career in 2015!