In 1995, you could get by with a marketer who could write, lay out an ad, plan a media mix and buy media, do research, buy lists of names for sales to call, and manage trade shows. Every single one of those disciplines has exploded into a specialty. “Buying lists of names” has morphed into database marketing, and become extremely sophisticated. And now we’ve added:
Search engine optimization (SEO)
Lead management (including such tactics as nurturing and scoring)
Social media marketing
Pay-per-click (PPC) advertising
Plus, many of the new technologies offer ways to measure marketing efforts that make marketing more accountable than it’s ever been for return on investment (ROI).
Data management(!), deep MA and CRM experience (hands-on experience), coding (yes: coding!). Knowledge of the tactics AND the operations.