The fact is, the trajectory of a marketer’s career has shifted dramatically in recent years. Advances in technology have made sending the right message to the right person at the right time possible, in a way it never was a decade ago. Those advancements have redefined what it means to be a data-driven marketer. And one byproduct of the rise of modern data-driven marketing is a new area of specialization: marketing automation.
There’s no question marketing automation is powerful, but it hasn’t caught on as quickly as you might think. So, what’s the holdup?
A recent survey from Ascend2 found that 32% of marketers say lack of employee skills is preventing them from taking full advantage of marketing automation. Meaning there is huge need for those with the right skillset to access and assess this data.
In addition to the fact that businesses are realizing they need these technical marketers, many are having a hard time deciding where they fit within their company. The marketers we spoke to mentioned how some of these roles reported to separate teams outside of marketing, like a data and analytics department.
With all that information, it may seem a bit unclear how to navigate a career in marketing automation.
That’s why we’ve created this guide– to help those looking to enter a marketing automation role understand what a career in marketing automation may look like. And for those already in a marketing automation role, what skills and information they need to advance in their careers. This ebook is focused on in-house roles and advancement as opposed to agency and consulting positions.