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We used to call it IT, now it's also Marketing. We used to call it Finance, now it's also Marketing. We used to call it Product, now it's also Marketing.

It used to be about marcom, now it's about martech.

You get where I'm going with this: Marketing isn't just marketing anymore; it's an integral part of everything else in organizations. And, more and more, Marketing's place is at the strategic helm, and marketing technology is a driving business force.

Today, staying relevant in a martech world affects everyone: It doesn't matter if you're the chief marketing officer, the chief marketing technologist, or an individual contributor on the team.

For many of us, it's scary, and there's no escaping it. In an age of algorithms and artificial intelligence (when computers can write pop songs), marketers don't just need to be tech-savvy... they need to be tech-everything—with a sprinkle of bot on top.

Today's In-Demand Marketing Skills

All this may sound like an exaggeration, but have you looked at job postings lately? Employers want the whole digital package: Marketing automation, CMS, and CRM; Google AdWords and Analytics; A/B-testing, user funnels, PPC, SEO, SEM, HTML, CSS; social media and email (of course); UX design, mobile marketing, SMS; and, while we're at it let's throw in Adobe Illustrator, Photoshop, and InDesign.

Don't get me wrong, there are people who do all of that (competently) and bless you if you're one of them. But, on the other hand, are employers out of their minds? Is Jack-of-All-Martech-Trades here to stay? And, how do we keep up?

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image of Jennifer Smoldt

Jennifer Smoldt is a marketing consultant, copywriter, content strategist, and founder of Precision Marketing & Communications, where she helps companies discover and market their distinct differentiators.

LinkedIn: Jennifer Smoldt