July 19, 2018

Where are all the digital marketers?

Paula Sansburn | COO, GreenFig
Written by:

Paula Sansburn | COO, GreenFig

If you are struggling to find good digital marketing talent, you are not alone. Whether you need a digital marketing generalist who can drive multi-channel strategies and tactics, or skilled practitioners of tools such as Google Analytics, Marketo, and Salesforce, the demand for experienced digital marketers far outweighs supply.

Why does it matter? Marketing departments need skilled digital marketers to reach prospective and existing customers in a way that is engaging, measurable and automated. But many are coming up short.

Products of outdated university curriculum and lacking real-world experience, recent college graduates are not the answer. On the flip side, more experienced marketers do not possess the technical skills in marketing automation software and analytics, which limits a company’s ability to plan, execute, measure, and improve a digital campaign.

If this is your context, you have two choices: Outsource marketing automation, social media programs, SEO, content, and other digital marketing strategies to agencies or freelancers or develop the skills of your existing team. 

While outsourcing may be a “quick fix,” it may not deliver the best ROI. Here’s why upskilling your existing team is a smarter investment:

  • It costs far less to train a member or members of your team to perform a range of digital marketing functions than it does to pay hefty agency fees
  • Quality standards can be monitored more closely when a digital marketing function is performed in-house
  • Campaign flexibility and maneuverability, so critical to today’s digital outreach, is more easily achieved in-house
  • Empowering your employees to be active and contributing campaign participants leads to job satisfaction and retention

In the past, upskilling options for digital marketers were limited to online-only courses or in-person classes, both of which focused on the theoretical rather than high-value experiential learning and disrupted billable hours at work. 

Today, the training landscape has changed for the better. When researching a digital marketing training partner, be sure to look for programs that offer:

  • Curriculum precisely targeted to match the high-demand skills your marketing department needs now, including access to the most current digital marketing strategies, tactics, and technologies
  • Opportunities for students to quickly adapt to rapidly changing industry requirements
  • In-depth subject matter proficiency and relevant industry certifications, such as Marketo and Google Analytics
  • Limited workplace interruption
  • Real-world experience creating, designing and implementing a digital marketing campaign for a real-world company
  • Curriculum developed and taught by trend-setting industry experts

Does your marketing department lack the expertise to drive best-in-class digital marketing campaigns? Learn more about today’s digital marketing talent shortage and what you can do to quickly bridge the gap.

Paula Sansburn, COO 


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History Majors: You’ve Got a Future in Tech

We’ve all heard the joke: What’s the difference between a large pizza and a history degree? One can feed a family of four. For the purposes of the pun, history can be replaced with any liberal arts major. From English and art history to political science and philosophy — the notion has been that those who choose a humanities tract graduate from college with heaps of debt yet find themselves working as a barista or the checkout line at Whole Foods. But that doesn’t mean their liberal arts degree doesn’t have value — even as we transform to a digital age. Many assume that in our current (and future) tech-consumed and driven world, that math and science education — software engineering, programming, coding, and the like — is the exclusive golden ticket to career success. To be sure, we need these kinds of minds and this kind of training. But, it’s a mistake to believe that the liberal arts educated don’t have a critical role to play in the digital workforce. Because after all, who is going to do the selling, the marketing and the customer servicing of today’s technology services and products? Answer: Those who have honed critical thinking, writing and interpersonal skills, and who possess the nontechnical ability to connect with end users a la their liberal arts education. This notion is confirmed in “That ‘Useless” Liberal Arts Degree Has Become Tech’s Hottest Ticket,” a Forbes article that provides example after example of liberal arts degree holders achieving success in today’s tech world, along with stats to back up the claim that tech companies are increasingly recruiting more nontechnical talent. The article uses the analogy of the automobile industry in the 1920s, which “created enormous numbers of jobs for people who helped fit cars into everyday life: marketers, salesmen, driving instructors, road crews and so on.” A similar trend is unfolding today. The article goes on to reveal that “throughout the major U.S. tech hubs, whether Silicon Valley or Seattle, Boston or Austin, Texas, software companies are discovering that liberal arts thinking makes them stronger. Engineers may still command the biggest salaries, but at disruptive juggernauts such as Facebook and Uber, the war for talent has moved to nontechnical jobs, particularly sales and marketing. The more that audacious coders dream of changing the world, the more they need to fill their companies with social alchemists who can connect with customers — and make progress seem pleasant.” And the ability to connect is what liberal arts thinkers do best. But don’t pack your bags for Silicon Valley just yet, English majors. Yes, you’ve got great critical thinking, writing and communication skills. And yes, tech companies are hiring nontechnical people like you. But to land one of the aforementioned sales and marketing positions requires more than just a degree. While you have the right foundation, your university education did not prepare you with the up-to-date digital skills and experience required for a job-ready resume in the fast-moving, fast-changing digital age. That’s why a liberal arts degree crossed with a microdegree in applied business science from GreenFig is such a powerful combination for procuring a growth career in tech. GreenFig’s curriculum has been tailored by industry experts to help you gain these high-demand skills and master critical strategic concepts in a short period of time. And unlike traditional online courses, GreenFig’s hybrid training platform is laser-focused on experiential learning — combining live, interactive online and offline team-based instruction, all the while guaranteeing its students gain real-world, practical experience. So you can demand a higher salary in an evolving industry faster than it takes to perfect latte art. For more details on how you can transform your liberal arts resume into a tech-ready ticket in less than 10 hours a week, visit greenfig.net. Click here course schedule for September 13, 2017 term.

Thursday, July 19, 2018

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