Oct 132013
 
graphjc courtesy of designdamage.com

graphjc courtesy of designdamage.com

The role of marketing has changed dramatically over the past five years. That was the message loud and clear when my agency organized a roundtable discussion on the challenges faced by our clients.

We spoke with senior level marketers from 3Pillar Global, Mandient, Blue Coat Systems and the Immix Group. The term hybrid marketer was used to describe the kind of new skills demanded by digital marketing in the age of ubiquitous Internet and social media.

In this clip, the concept of the hybrid marketer is introduced, and I talk about how it’s easier for a trained communicator to learn online technology than it is for an IT professional to become a good story teller. I call it content marketing for sales – it requires technology, but you need to understand how to translate your value proposition for skeptical external audiences:

In this clip, we discuss consultative selling using social media channels, and using quality content as a new form of collateral:

How would use describe the challenges of marketing today? What new skills have you learned to keep up with the challenge of being an effective hybrid marketer?


 

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