More than 3.1 million active marketers around the globe are LinkedIn members. As you can see in the new infographic, “What LinkedIn Data Reveals About Modern Marketers,” LinkedIn profiles show that these marketers have a variety of responsibilities. They are marketing managers, social media planners, marketing communication managers, community managers, content marketers, demand generation managers, and digital marketers -- to list just a few.

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What Is the Breakdown in Marketing Roles?
Today, marketers have specific roles and responsibilities
that didn’t exist years ago. Based on data gathered from
marketers' LinkedIn profiles, here are the most common
marketing functions.
What Are the Most Common vs. the Most In-Demand Marketing Skills?
3.1 Million+ Active Marketers on LinkedIn
Currently there are more than 3.1 million active marketers on LinkedIn. These folks have LinkedIn headlines that read
“marketing managers,” “social media planners,” “marketing communication managers,” “community managers,” “content
marketers,” “demand generation managers,” and “digital marketers” to list just a few.
Marketing has evolved. With technological advances, many marketing skills along with marketing functions have changed.
For instance, building a brand and creating demand is not confined to PR and brand marketers. In fact, this responsibility
is shared among all marketers, and this is reflected in the skills section of many profiles of marketers on LinkedIn.
The skills marketers list in their LinkedIn profiles, such as “social media marketing” and “marketing event management,”
do not necessarily match the marketing skills that are in the highest demand by companies doing the hiring. A report
by LinkedIn and HubSpot, “The Marketing Skills Handbook,” found that the most in-demand marketing skills were not uniform
across industries. Analyzing recruiter data on LinkedIn, HubSpot and LinkedIn showed that only “digital and online
marketing” is both a highly common and in-demand skill.
Database and Direct Marketing
Social Media Marketing
Digital & Online Marketing / Strategy
Market Research & Insights
Marketing Event Management
Marketing Demand Generation
SEO/SEM Marketing
Digital & Online Marketing
Channel Marketing
Marketing Campaign Management
More and more marketing functional roles of marketers now require digital skills. Currently (in 2015), “Social Media Marketing”
and “Digital and Online Marketing” are the top two skills that marketers list. More than 360K marketers on LinkedIn list at least
one of these two skills in their profiles. About 590K marketers have “Direct Response” or “Digital Web Marketer” in their
title on LinkedIn. These titles are quickly catching up to the number of “Event” or “Field Marketing” titles. This doesn’t
even include other more specific online marketing roles, such as “Demand Generation,” “Email Marketing,” and
“Marketing Operations”. More than 930K marketers have “Online” or “Digital” in their titles.
Increased Demand For Digital and Online Marketing Expertise
Marketers on LinkedIn list at least “Social Media
Marketing” or “Digital/Online Marketing” as a skill
360k
590k
930k
Marketers have “Direct Response” or “Digital Web
Marketer” in their titles on LinkedIn
Marketers have “Online” or “Digital” in their titles
The Most Common Skills in Marketers'
LinkedIn Profiles
The Most In-Demand Marketing Skills Based
on Recruiter Searches on LinkedIn
MODERN MARKETERS
What LinkedIn Data Reveals About