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Seven Skills Marketers Need to Succeed [Infographic]

by Verónica Jarski  |  
October 21, 2014

What are the most important skills that a marketer needs?

The following infographic by Formstack highlights seven skills that companies expect from their marketers.

The ability to understand data ranks high on the list. "Research predicts a shortfall of up to 1.5 million data-savvy managers by 2018," Formstack states.

Technical skills, such as basic coding or video production, also make a job applicant more desirable. "Two of four new marketing hires will require technical skills," according to Formstack.

Knowing how to get along with others ("soft skills") also can help a job applicant get hired. Being able to communicate well and to be flexible is crucial to being an excellent colleague.

Want to know more about what companies want in marketers? Check out the infographic:

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Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at

Twitter: @Veronica_Jarski

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  • by Cesar Tue Oct 21, 2014 via web

    Awesome material!

  • by Michael O'Daniel Tue Oct 21, 2014 via web

    Totally off the mark and a capsule summary of everything that is wrong with the practice of marketing today. The most important qualities for a marketer, not necessarily in this order:
    -- Imagination
    -- Vision
    -- Ability to understand and influence the direction of the organization's brand, identity, USP, values, market position
    -- Ability to conceptualize in a manner easily understood by all constituencies
    -- Visibility throughout the organization; communications and collaboration with everyone involved in living the brand
    -- Collaboration with and support of sales
    -- Commitment to exceeding customer expectations and ownership of customer service to insure that happens
    If you'd rather focus on all the other stuff, be my guest. But then you're not a marketer, you're a mechanic.

  • by Luanne Flikkema Sat Oct 25, 2014 via web

    Interesting that "everything that's wrong with the practice of marketing today" tend to be the things that are, for the most part, objective and quantifiable. Ah for the good old days of marketing: intuition, imagination, vision, when no one questioned whether or not your award winning creative actually grew the bottom line for the customer.

    Marketing is both a science and an art.

    So stop arguing among yourselves and start making my sales happen.

  • by Michael O'Daniel Sun Oct 26, 2014 via web

    You're missing the point, Luanne. Bullet points 3 through 7 are totally about driving sales. And that was always my #1 objective as a marketer. I could have cared less about winning awards, only about persuading the customer to buy the product. Vision and imagination help craft those messages. So does direct input from your customers, which I generally relied on sales to provide. When you treat your customers like numbers, you're doing both them and your organization a disservice. And when it comes to quantification, I don't think you can get any more quantifiable than increased sales, and equally important, customer satisfaction and retention.

  • by Luanne Flikkema Sun Oct 26, 2014 via web

    I'm missing the point? Maybe.
    Anyone who uses the above skills in the inforgrpahic to improve their marketing results is a "mechanic" and not a marketer? Pretty sweeping generalization. You're assumiing it's an "either or" situation. It's not. Vision, imagination, influence, understanding the brand. Yes. All part of marketing. But in today's world, that's not enough. If you don't have the skills in the infographic above as well, you're living in the past.

    My point was you that do need the art of marketing (the skills you mentioned) as well, but don't downplay the ability to show an ROI for your marketing programs or use technology to test and improve your creative. As for your Bullet points 3-7 being all about driving sales, great! But unless you have mastered Analytics (#1 in the infographic above) you can't prove you've done anything more than talk to yourself.

  • by steveseager Mon Oct 27, 2014 via web

    Nice post!

    And of course, the one skill that beats them all ....


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