six reasons why today's marketers need a targeted learning and development program

6 Reasons Why Today’s Marketers Need a Targeted Learning and Development Program

Marketers Need New Tools to Navigate the Rapidly

Shifting Digital Landscape

The last decade brought unprecedented change to the marketing world, including new

emphasis on:

• social networks

• marketing automation

• search engine optimization

• online advertising

Many marketers don’t know how to function effectively in this new environment.

Multiple studies show that marketers need help to learn to craft campaigns that drive

revenue. With the right learning programs, marketers can build the skills they need to thrive

in the digital world.

Reason #1: Marketers Are

Overwhelmed

Reason #1

Marketers Are Overwhelmed

Overwhelmed – 76% of marketers think

marketing has changed more in the past two years than

the past 50.

Under Increasing Pressure to

Deliver ROI – 65% of marketing professionals

feel more pressured to show return on investment on

marketing spend.

“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September 2013.

Reason #2: Marketers Lack

Confidence

Reason #2

Marketers Lack

Confidence

Doubt Company

Effectiveness – Only 40% think their

company’s marketing is effective.

Feel Unprepared – Only 48% of

digital marketers feel highly proficient in digital

marketing.

“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September 2013.

Reason #3: Marketers Lack the Skills

Needed Today

Reason #3

Marketers Lack the

Skills Needed Today

No Formal Training – 63% stated

they receive no formal marketing skills training.

Lack of Skills Impacting

Revenue – 75% stated that their skills gap

has an impact on corporate revenue.

“5 Steps for Closing the Skills Gap.” Focus Research and the Marketing Automation Institute, 2012.

Reason #4: Marketers Aren’t Sure

Where to Focus

Reason #4

Marketers Aren’t Sure Where to

Focus Responses to the question: “What do you think will be most

important to marketers in the next 3 years?”

“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September 2013.

Social Media Marketing 13%

Personalization and Targeting 12%

Innovative Marketing Programs 11%

Digital Advertising 11%

Cross Channel Marketing 10% E-Commerce 8%

Media Mix Planning 8%

Measurement 7% Customer Response

Management 6%

Content Marketing 5% Brand Building 4%

Events 2%

Public Relations 2%

Reason #5: Marketers Know Their

Roles Are Changing

Reason #5

Marketers Know Their Roles Are

Changing

64 % of marketers expect that their role will change in the next 12 months.

“Digital Roadblock: Marketers struggle to reinvent themselves.” Adobe Systems Inc., March 2014

Reason #6: Marketers Don’t Feel

Their Companies Prepare Them

Reason #6

Marketers Don’t Feel Their

Companies Prepare Them

1. “BtoB Research Insights: Defining the Modern Marketer: From Real to Ideal.” BtoB and Oracle | Eloqua, 2013.

2. “Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September 2013.

44 %

of marketers say

their companies

lag in adopting

improved go-to-

market practices 1

61 %

think that for most

companies, digital

marketing approaches are

a constant cycle of trial and

error. 2

66 %

don’t believe

their companies

are proficient in

digital marketing,

and…

1. “Digital Roadblock: Marketers struggle to reinvent themselves.” Adobe Systems Inc., March 2014.

2. “5 Steps for Closing the Skills Gap.” Focus Research and the Marketing Automation Institute, 2012.

Evidence Shows

Marketers May

Be Right

Nearly 1/3 of marketers cite a

lack of training in new skills as a key obstacle

to becoming the marketers they aspire to

be. 1

46% of organizations spend less

than $500 per year on marketing skills

training. A good baseline is $5,000 per year.2

The Solution: Enterprise PRO+ from MarketingProfs

Learning and development solutions designed to help

marketers succeed in fast-paced, dynamic environments.

• High-quality, relevant, current marketing

content focused on your company’s

business goals

• A customized learning center designed

to deliver training to your team anytime,

anywhere

• Best practices to ensure engagement

and participation from your marketing

teams.

Give your marketing team the practical knowledge

they need to deliver business results.

Keep staff up to date on the latest marketing trends and innovations

Build proficiency in critical areas like social media, content marketing,

branding, and demand generation

Take your digital marketing approach from trial and error to testing and

data-driven decision-making

Help your marketers grow and evolve along with their roles

Testimonials

—Megan Pino, Indirect Channel Marketing Manager for Shell Lubricants

“Enterprise PRO+ fit our needs: price, customizable site, and short

deployment time. We also liked that training materials are sourced

from a variety of industry professionals for unbiased information

and perspectives.”

“This course was packed with incredible value.

I learned so much—and I am applying as much

as I can, and learning more as I go. In my book,

that’s the true test of a learning experience.”

—Suzanne D. Pollock, Marketer, on “Social Media

Marketing”

Learn More

About Enterprise PRO+

www.training.marketingprofs.com

Or Contact Us at

866-577-9625

pds@marketingprofs.com