Because of the central role marketing plays in the success of any business through generating revenue and sales opportunities, there is a lot of pressure on the team to make the right hires. New team members have to be creative and also scientific.
Marketing is a career that rewards creativity, even when technology is used to carry out precise targeted campaigns. Straddling this balance between technical know-how and creative innovation is definitely an art. But it can also be approached in a deliberate, scientific way.
Scientific and artistic skill sets
“Anyone involved with marketing automation will have both a scientific and an artistic skillset,” said Ashley Cover, Marketing Technology Leader for Siena Corporation, at a MarTech panel discussion. “There are workflow builds, data segmentation and analytics to deal with, and those key capabilities are key to the science of automation.”
There are also artistic capabilities like email and landing page design, and even creative program development, she added.
In searching for marketing professionals to fill all these roles, take some time to map out the different operations your team will be carrying out.
“Every role within an automation team will gain an edge if you hire for both the art and science of automation,” Cover said. “You can look at the channels, you can look at email, somebody who’s going to do text marketing, messenger apps, etc. You also will need somebody to…