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Over the past five years, social media and other new marketing-driven technologies like big data and marketing automation have been irreversibly disrupting traditional marketing practices, throwing technology marketing careers and practices into a state of upheaval.
While marketers continue to master inbound marketing techniques, formerly dominant marketing tools like print advertising, PR, telemarketing, and email are increasingly delivering diminished returns.
Further complicating the technology marketing landscape was the recession of 2007-2009 that devastated marketing budgets and staffs. Technology marketing professionals fortunate enough to keep their jobs were often tasked with additional responsibilities while contending with smaller teams and leaner budgets. The effects of the recession continue today as the world’s developed economies suffer from high unemployment and anemic growth.
Although the Tech industry is rebounding, the role of technology marketing continues to evolve. For this reason, UBM Tech and IT Marketing World have joined forces to identify the state of technology marketing job functions, job skills and job trends to help industry professionals benchmark their results and boost their careers. Following are the results of the benchmark survey.
The benchmark 2013 Technology Marketing Priorities survey revealed many surprising results that can provide immediate, actionable benefits to technology marketers. Some initial highlights:
- On average, each technology marketer performs nearly seven major marketing jobs within their organization regardless of their primary function or title. The diversity of skills required for success and advancement varies by company size.
- Strategic planning, content creation and campaign management are the leading functions of technology marketers. Excelling in these diverse skills can improve tech marketing job prospects.
- Demand generation and revenue growth are the top two marketing objectives in most technology firms. Delivering measurable results and value should continue to be a primary focus.
- The average level of sophistication relative to marketing integration (65%), outsourcing (42%), tool adoption (62%), lead management (62%) and measurement (60%) varies by company size. Technology marketers should consider focusing on improvements in their below average categories.
- Only 8% of technology marketers project budget decreases in 2013 with small firms showing significant increases and large firms mostly flat. Because budget management is a key function for marketers, be prepared to show increased value or production relative to your respective budget situation.
The 2013 Technology Marketing Priorities Survey was commissioned by UBM Tech’s CreateYourNextCustomer.com and executed by IT Marketing World to deliver foundational data as it relates to the priorities and skillsets of today’s modern technology marketers.
For full access to the research data, please visit: http://bit.ly/WpZzy1
Jim Novy is the Founder of IT Marketing World, a community where the industry’s brightest minds share actionable best practices.VN:R_U [1.9.7_1111]IT Marketing Careers Evolve After Social Disruption,
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