Earlier this month, I wrote a column for MarketingLand called “5 Ways to Embrace Your Inner Marketing Technologist,” in which I explored some different ways that marketers could improve their technical chops to maximize their use of technology. I queried several digital experts on the topic, including Jay Baer, Scott Brinker, and Rand Schulman. I just got a reply from Joe Lucas, Director of Demand Generation & Marketing Ops for InsideView, a leading marketing intelligence platform and one of Tealium’s customers. Joe is one of the smartest and most technical digital marketers I know. Here’s what he had to say about becoming a better technologist:
Experience with analytics and statistics is crucial because you need to be able to drive to decisions based on data. Most of the demands of a modern marketer should take a data-driven approach (from a top of funnel campaign, all the way down to nurture programs).
Other skills that are particularly helpful are:
- HTML/CSS – The need to tweak and, in some cases, implement landing pages and other digital assets. This touches email marketing, landing pages and overall digital design.
- Excel / SQL – The ability to extract a bunch of data and then operate and understand it is key. Understanding basic data relationships helps with creating custom reports and allows a marketer to have a deeper understanding of prospects and the programs that drive them.
Those are the big ones.