A while ago, Hubspot wrote an interesting e-book called, “Hiring in the DARC Ages… Are the Right People on Your Marketing Team? I recommend the e-book, and you can download it here.
The essence of the article is that the characteristics of successful inbound marketers are represented by the categories: Digital, Analytic, Reach and Content. In other words, D= Hire Digital Citizens, A= Hire for Analytical Chops, R= Hire for Web Reach and C= Hire Content Creators.
My current client is looking for such a marketing person. I’ve written the following introduction as well as a “test” for others to see how you stack up. You can take the test online and apply here. Please feel free to rip off the intro or the test with credit if you find it useful.
The job introduction goes something like this:
Senior Inbound Digital Marketer
The old ways of marketing are dead. Today 80% of our clients find us online. And many prospects don’t buy from us immediately. We have abandoned the marketing techniques of interruption and coercion. Instead we are building trust with our prospects by providing useful information and content. The tools we use are the web and social media.
The Burchfield Group is embarking on a tremendous growth initiative and is seeking a Senior Inbound Digital Marketer to join our team. This position will report to the Chief Marketing Officer.
The ideal candidate will possess a rare and unique combination of analytic and creative skills and has a demonstrated sense of curiosity and learning. Your analytic skills come in two forms. The first is a working mastery of digital tools from html, to SEO, to Landing Page design, to database skills. The second requires the ability to analyze inbound data for patterns, trends and actions. The creative portion requires key content development, copy, and writing skills, as well as an eye for understanding what catches a prospects attention.
So you are part Spock, part Rembrandt and part Shakespeare. Don’t measure up? Don’t worry, no one does. You use your sense of curiosity to learn the parts that you don’t have. You also have the opportunity to work with seasoned marketing professionals (that’s me) who can help you understand our space.
Evaluate yourself by taking the test:
| Skill or Familiarity | Low | Medium | High |
| 1. Content Development | |||
| a. Have written a novel or a short story | |||
| b. Have published your own technical article | |||
| c. Publish a professional blog | |||
| d. Publish a personal blog | |||
| e. Have read War and Peace | |||
| f. Have lied about reading War and Peace | |||
| g. Have designed a professional website | |||
| h. Have designed a personal website | |||
| i. Have produced a video | |||
| j. Have other creative and content skills | |||
| 2. Digital Citizenship and Skills | |||
| a. Ability to do basic html code | |||
| b. Familiarity with a variety of content management systems | |||
| c. Familiarity with Google Analytics, Web Trends etc | |||
| d. Have done successful SEO | |||
| e. Have completed a link strategy | |||
| f. Have put up a professional Facebook account | |||
| g. Have put up a professional LinkedIn account | |||
| i. Have put up a blog | |||
| j. Have established a channel on YouTube | |||
| k. Have familiarity with Social Media | |||
| l. Experience with Direct Email and Landing Page systems such as Eloqua, Marketo, etal | |||
| m. Created a lead scoring protocol | |||
| n. Been blacklisted | |||
| o. Used curation services | |||
| p. Use of Photoshop | |||
| 3. Analytics | |||
| a. Know your way around a pivot table | |||
| b. Can do a VLookup | |||
| c. Use Access | |||
| d. Use common BI tools | |||
| e. Set up a dashboard | |||
| f. Used Google analytics or Web Trends | |||
| g. Ability to analyze results and take action | |||
| h. Been wrong more than once | |||
| i. Been right at least twice | |||
| j. Used data to stand up to power | |||
| 4. Marketing | |||
| a. Developed a messaging / communications strategy | |||
| b. Developed marketing ROI strategy | |||
| c. Used Web PR services | |||
| d. Command knowledge of a CRM or SFA | |||
| e. Written a case study or video | |||
| f. Developed a market or segment plan | |||
| g. Managed a vendor relationship | |||
| h. Defined personas | |||
| i. Supported a sales team | |||
| j. Created a sales PowerPoint presentation | |||
| k. Asked why sales is still using presentations |
Do Great Things
Lee Stocking
Prairie Sky Group
Making Sales Cry With Qualified Leads
lee.stocking@gmail.com
651-357-0110 (Cell 24×7)