But what exactly is a “modern marketer” anyway? Is he simply someone
who is able to change his approach based on the kind of customer he is serving,
just as how resellers change their approach to bridge providers and clients? Is
he someone who prioritizes testing to find out which campaigns actually work?
The definition will always change per person, primarily because this is very a
subjective topic. But then again, there's a way to quantify what people often
qualify. And that's exactly what marketing software company Eloqua
did.
Defining the Modern Marketer: From Real to Ideal
Eloqua sponsored a research (conducted by BtoB Research Services) to
find out marketers' perception on what a model marketer should be. The survey,
which we here at SEO Reseller Tips are lucky to have secured a copy of, asked
over 550 professionals who are active in digital marketing.
Among its goals were to define "modern marketing," get a
picture of who an ideal modern marketer would be, and where marketers currently
stand compared with this ideal marketer. And true enough, knowing your audience
and adjusting your approach seem like some of the best qualities needed to
become an ideal modern marketer.
Respondents said the "ideal" is composed of 30% targeting.
The researchers cited the following as examples of "targeting":
knowledge of people involved in the buying process, clearly defining roles and
responsibilities, and dynamic profiling to adapt to changing environments. The
second biggest chunk was engagement, which accounted for 24%. For instance,
delivering the right content at the right medium at the right time is good
engagement. Our SEO reseller followers can check the full composition of the ideal marketer below
The ideal Vs. actual modern marketer (Source: Eloqua)
How the Actual Marketer Fares Vs. Ideal
As you may see in the graph above, today's marketers rate themselves
as being only 65% of what the ideal benchmark is. For example, they rated
themselves only 21% when it comes to targeting, which is what the biggest
concern of an ideal marketer should be. They were also short when it came to
the second biggest factor, engagement, grading themselves with only 16% out of
the possible 24%.
Of the possible 19%, actual marketers are only 12% when it comes to
conversion. Researches gave an interesting example of conversion, and frankly
one that is often the disconnect in online companies these days: collaboration
with sales and delivering high quality leads. When it came to analytics, which
accounted for 13% of the ideal marketer's composition, actual marketers were
graded only 8%. Marketing technology accounted for 14% of the modern marketer
but the actual is short at 9%.
Transformation of Marketers to 'Modern'
What's transforming the "modern" marketer (Source: Eloqua)
The BtoB survey defined a modern marketer as someone who pays
attention to the following areas: targeting, engagement, conversion, analytics,
and marketing technology. These are the factors that make a marketer
"modern." But what exactly led to the transformation of the
traditional marketer to a modern one?
The study found that "tracking marketing ROI via technology"
is the most transformative factor today's marketers are coping with. It's the
biggest change that contributed to the formation of the modern marketer, being
rated as No. 1 by 60% of respondents. The surveyed professionals also believe
the use of social media in marketing (58%), shift of power from brand to
customer (42%), and maturation of demand generation and lead nurturing (42%)
are also important changes that "modernize" marketers.
How is Modern Marketing Success Measured?
As the tracking of marketing ROI via technology is a massive concern
for today's marketers, it's also not surprising that appeared as a key
indicator of marketing success. Researchers asked respondents what measures are
most important in gauging marketing success and "marketing ROI"
topped results at 35%. This is quite difficult to achieve for businesses that
employ various strategies to market their products. On the contrary, those who
use purely white label PPC advertising are able to track ROI easily. The
ability to influence sales (24%) and conversion rate (16%) also garnered
double-digit percentages.
Customer retention (9%), customer experience (9%), revenue per
customer (7%), and social media metrics (7%) were the other measures for
gauging marketing success.
How 'Ideal' Marketers Help Resellers
White label SEO resellers are in essence marketers because they
conduct various online efforts geared toward marketing the brand. For example,
search engine optimization is of course aimed at landing on the page 1 of
Google to that the website can be visible online, and so it can be used to
market products. PPC advertising is of course aimed at sending targeted traffic
to a sales funnel, and that is essentially marketing. That is why it is
important to pay attention to what the modern marketer is up to nowadays.
In a nutshell, the benchmark marketer wants data to see the progress
of campaigns and to prove whether his activities are bearing fruit. The use of
technology is also crucial. As a reseller, this translates to being able to
provide your clients "quantifiable" or "measurable" data
on your reports. They also want data that's mined through technology, such as
the dashboard technology of white label SEO reseller provider Endlessrise. The
dashboard enables your clients to check data about their campaigns just by
logging into the system. Remember, it is easier to prove the success of your
efforts by providing data to clients and using technology to gather and present
that data.
