Top takeaways from the CIM’s Rise of the Hybrid Marketer

If you’ve been following us on social media, you’ll know that we were proud sponsors and a part of the CIM’s sold-out ‘Rise of the Hybrid Marketer’ discussion panel. We were welcomed by an exceptional panel of senior marketing professionals from different industries.

Jennifer Esty, Director of Sharp Ahead, a B2B digital marketing agency. Jennifer has a successful marketing career, from heading up Microsoft’s UK digital marketing to director of her own digital agency.

Founder of CQ Strategic Marketing, Jackie Cook has over 14 years’ experience in marketing with engineering and manufacturing companies and nine years’ professional services experience. Jackie is also a CIM mentor and an ambassador for STEM organisations that help young people develop their career.

Jenny Rennocks, Head of Marketing at Clarion Solicitors. Jenny has 17 years’ experience in the professional services and has worked for IBC Global and Pantheon Financial.

Joined by Paul Barrett, Head of Marketing and Communications at the Royal Armouries. Paul has a wealth of experience focusing on promoting experiences and activities for a wide range of audiences.

We’ve put together the top takeaways from this event to give you a practical guide to take on the marketing world.

Be honest about the type of marketer you want to be

Jennifer Esty addressed that you need to be honest about where you want to go in marketing. Do you want to be creative and hands-on? Or do you want to manage people?

You’ll find as you go up the ranks in marketing you aren't able to do the creative side of the job, and you’ll delegate these tasks to someone else.

We often think that to progress in our career that we need to manage people, but that doesn’t need to be the case.

You can progress by working as an individual contributor for several years. Build up your marketing experience and hone your skills in a marketing discipline and develop your career in that area.

Some senior marketers suggest managing projects instead of people. You could manage campaigns, strategies or internal projects such as a new website.

Choose a champion

For organisations investing in marketing for the first time can be challenging, scary and frustrating. Many managers will undervalue how well marketing can work, trapping you in a restricted position.

The panel echoed this and that you need to find a champion in the organisation who will stand by your plans and ideas and persuade others to support you.

Jackie Cook added that it’s good practice to have your marketing team work with different departments so that they can understand the true value of marketing.

Listen, listen, then talk

One keyword that was repeatedly mentioned was to listen.

Listen to your clients, peers, colleagues and the world of marketing.

The purpose of marketing is to influence peoples’ perceptions and behaviours. To be able to do this you need to be able to understand what people are demanding. 

Being a good listener and taking in information from your network can help you plan strategic and long-term marketing which will give you a better campaign success, RIO and results.

Here are a few tips to help enhance your listening skills:

  • Take time to listen and understand what people want.
  • Write up detailed notes on what people tell you.
  • Delve deeper into the obvious questions. Go beyond what is being asked in meetings, by customer satisfaction surveys and by the industry.

Specialist or generalist

The term hybrid marketer has raised a lot of questions about career paths, the future of marketing and whether you specialise in a marketing discipline or become a general marketer.

The panel discussed that it’s all about where you want to go, as explained earlier, it’s the type of marketer you want to be.

Do you want to do a bit of everything? Or do you stick to one sub-area of marketing like social media, analytics and reporting or email marketing?

Keep learning

Advances in the digitally driven world have given marketers a continuous stream of connectivity between consumers and their brand, giving them the tools to maximise their impact in the market.

The breakthrough of digital marketing gives many brands a much-needed platform, but it means that the modern marketer needs to be equipped with a range of skills to understand and keep-up-to-date with an ever-changing industry.

The panel stated that you need to continue to learn and develop your marketing and business skills to advance in your career.

Being on top of changing technologies and tools will not only improve your knowledge but will give you high credibility.

The best way to do this is to identify what you need to learn in the short term such as a new digital tool or how to report on PR activities.

Then look at what you need to learn long term. When you start to progress in your marketing career, you’ll probably need to understand more about businesses, budgeting and project management.

It sounds like a never-ending task, and it can be overwhelming to know where to start. Fortunately, there’s a wealth of online resources available:

  • a platform that offers tutorials to help you learn about business, software, technology and creative skills.
  • Google Digital Garage has a wide range of free digital training.
  • Udemy has a variety of courses from development to marketing to business.

Bull in a china shop

In marketing, we often start by going 100 mph. Wanting to change processes, get involved with everything and prove our worth to the business. Slow down. No one is expecting you to know everything in your first week.

Take your time getting to know the business and teams to find out their pain points, objectives and how they work. It may be that you find out someone else has already carried out this research and you just need to build on this.

This will allow you to plan strategically for the company which should get you better results.

Are you passionate about marketing?

Sounds silly but are you passionate about marketing? Or excited about developing businesses?

Successful marketers use their passion to drive their products and services.

As mentioned before, marketing requires constant learning and keeping up-to-date with the world; it’s more than a job, it is a career that is part of your life.

The best part of marketing is that you can choose an industry or sector that you’re passionate about. Really making it your dream job.

Find your perfect job

With the rise of digital and tech, marketing has become one of the top five career choices. According to Smart Insights, there has been a 19% rise in the number of marketing vacancies over the past five years. Digital being the most popular area for vacancies but there’s only half of the supply of job applicants to meet demand.

Getting started in marketing can be a struggle; taking into consideration the location, company and your career path.

Our recruiters have years of experience finding the right roles for marketers wanting to kickstart their career.

Chat to us today about what roles we have on offer.







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