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LinkedIn B2B Forum, The CMO's A-Z

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Advertising Week Europe: Jennifer Brett, Head of EMEA Insights for Marketing Solutions, LinkedIn &
Grant Duncan, Leader of Spencer Stuart UK Technology, Media & Telecommunications Practice at the LinkedIn B2B Forum 2016.

Publicada em: Internet
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LinkedIn B2B Forum, The CMO's A-Z

  1. 1. Building a Winning Marketing Team Jennifer Brett LinkedIn Insights
  2. 2. “ "Alone we can do so little, together we can do so much.” Helen Keller
  3. 3. 400 Million + have established their professional identity on LinkedIn LinkedIn’s first-party data is rich & unique 380 Million + skills added 45 Thousand standardised skills
  4. 4. What skills does your Marketing team need today? D A T A A N A L Y T I C S B R A N D S O C I A L M E D I A A P P C R E A T I O N D I G I T A L C H A N N E L S
  5. 5. Where are the biggest skills gaps? Most in-demand skills (Recruiter demand vs. Skills supply) Site Maps Multivariate Testing Omniture Rich Media Behavioural Targeting Ad Serving Marketing Automation Demand Generation Eloqua Advertising Operations Ad Tech Dominates
  6. 6. Build a winning team Entry Level Marketers Millennial Marketers Senior Marketers Marketing Leaders Social Media Customer Service Technical skills Data Analysis Strategy LeadershipCreative/Content skills Brand Management/Development
  7. 7. What can you do about the skills gap? U P S K I L L Y O U R E X I S T I N G T E A M H I R E F O R T H E R I G H T S K I L L S L E V E R A G E E X T E R N A L P A R T N E R S R E T A I N T H E R I G H T T A L E N T
  8. 8. How do you retain your winning team? M I L L E N N I A L M A R K E T E R S S E N I O R M A R K E T E R S Excellent compensation & benefits Good work/life balance Strong career path Strong employee development Challenging work Challenging work Long term strategic vision Ability to make an impact
  9. 9. Steps to build your winning team Remember: You can’t do it all Assess your team’s skillset & determine if your team has the ‘priority’ skills for marketing today Identify if there is a marketing tech skills gap & take actions against it Take the right actions to retain your talent
  10. 10. Thank you

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