Join our Waitlist for Expert Advice!

Modern Marketers Need to Speak 'Engineer' Creativity is still necessary, but the skills to access data and track campaigns are now a must.

By Kevin Buckby Edited by Dan Bova

Opinions expressed by Entrepreneur contributors are their own.

Many successful companies today are software companies under the hood. This massive transformation is felt most profoundly in the changing nature of relationships between companies and their customers, and the marketing department is an integral cog in these relationships.

Related: Marketing, Meet Tech. 4 Tips for Hiring a Data-Obsessed Team.

Industry by industry, the decimation of traditional business models by technology-driven competitors gathers momentum. Consider Netflix and Blockbuster, iTunes and Tower Records, or Amazon and Barnes & Noble. It's why AOL paid $315 million for Huffington Post -- essentially a publishing platform for citizen journalists -- whereas Jeff Bezos paid $250 million for the venerable Washington Post and all its Pulitzer Prize-winning journalists and foreign correspondents.

The modern digital marketer can no longer run business by instinct alone, but must use technology to test, measure and optimize their campaigns, often in real time and at massive scale. To remain relevant and effective in this world, they not only need to be experts in the evaluation of software and express high-levels of technical literacy, but also understand how technology enables a new mode of marketing strategy.

So how do find and hire this modern marketer? For one, look for those with a technical background, whether academically or professionally. For example, marketers with an engineering degree may be a better fit than those with liberal arts degrees. People who have had product management experience also tend to have the right technical aptitude.

Related: 7 Stats Show Mobile Marketing is Crucial for Your Business

Given that access to data at scale and in real time is an enabling attribute of a modern marketing strategy, it naturally follows that data scientists and analysts become critical to the successful implementation of a data-driven marketing strategy. These individuals will be drawn to progressive marketing organizations, where data analysis sits at the intersection of corporate strategy and customer relationships. These are highly desirable places to apply their skills -- the front line of the corporate world.

Once you attract a tech-literate marketer, let them do their thing. Tell them what you want to accomplish and give them the freedom to solve for that using data. Provide them with the budget to explore software and analytics platforms, and let them be the experts in selecting the most effective tools.

Another retention tool beyond a fair salary is revenue accountability. It used to be the marketer's job to set up leads for the sale organization to close, but with more transactions happening online with little or no human input, marketing's accountability for revenue is growing. In some cases, they now own the revenue number, and this is a trend that will likely continue to gain traction.

Despite all this (justified) talk about marketing becoming a data-driven science, a marketing campaign still begins with a creative idea. In fact, the need for a creative idea is as important today as it ever has been. Hiring and retaining a good data marketer to help measure the success of that idea and suggest how it can be improved, will take you even farther.

Related: The 80/20 Rule and How to Supercharge Your Sales and Marketing

Kevin Buckby

Partner, Riviera Partners

Kevin Buckby has more than a decade of experience orchestrating executive searches for high-profile venture-capital-funded technology companies. Buckby focuses on helping his clients compete for the most sought-after product and marketing executive talent.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Leadership

5 Foolproof Strategies to Help You Step Back and Let Your Team Have More Control

These five approaches will revolutionize your team and your leadership.

Money & Finance

This Is How Far Social Security Goes Across the U.S., New Research Reveals. How Much Will It Benefit You?

The annual cost of living after Social Security is roughly $50,000 or higher in 10 U.S. cities.

Business News

Starbucks Is Ditching Olive Oil Coffee From Its 'Overly Complex' Menu

The move is part of an effort to turn around lagging sales.

Starting a Business

Which Business Model Is Right for You? Here's What You Need to Know Before Choosing One.

Choosing the right business model is pivotal in shaping your entrepreneurial journey. Explore the benefits and challenges of various models — from franchising to lean startups — to find the one that aligns best with your vision and market needs.

Business News

Reddit Is Profitable for the First Time in Nearly Two Decades

Reddit hit an all-time high in its number of daily users, too.

Leadership

What Does It Mean to Be a Successful CEO Today? Here's 5 Traits To Look Out For

A successful CEO builds trust, fosters a growth mindset, and leads with a strategic vision to drive sustainable growth.