The T-Shaped Marketer 2019

How Do You Shape Up?

The T-shaped marketer is the ultimate all-rounder. Possessing a broad width of knowledge complemented by a deep understanding of several expert areas.

Rank

The 20 minute assessment will put your skills and knowledge to the test. Rank yourself on each of the T-Shaped Marketing skills for 2019 but be prepared, the follow up questions will challenge your assumptions!

Review

On completion you will be sent your personal skills analysis. This breakdown will allow you to see how you ranked on each of the T-Shaped skills compared to the industry averages and where your skills gaps lie.

Report

By successfully completing the skills assessment you will also be put on our exclusive list of recipients that will be the first to get their eyes on our 2019 Digital Skills Analysis Report.

Can you call yourself a T-Shaped Marketer? Let’s find out!

This test is designed to evaluate and test your level of ability for each of the skills outlined in the T-Shaped Marketer. Upon completion we will send you an analysis of the results and benchmark your skillset against your peers!

The Skills – T-Shaped Player 2019

Level 1

These are skills all marketers in 2019 must develop an intuitive understanding of.

Front-End Code

While ‘code free’ solutions do exist, front-end coding knowledge can help marketers take it to the next-level, and it’s much bigger than small design changes with HTML and CSS . It can help marketers work more effectively with development teams, up their technical SEO game and even improve campaign management and tracking with tools like tag manager and search console. Working with Javascript frameworks like Vue.js or React is also increasingly important in 2019.

Think: When’s the last time you committed a line of front end code?

%

2018 Average Skill Strength

Service Design

T-Shaped Marketers must understand that forging great customer experiences lies at the heart of business growth. Ensuring services are aligned with both the customer and business needs and helping with prototyping and delivery.

Think: When was the last time you mapped out a customer journey?

%

2018 Average Skill Strength

UX Design

In 2019 great UX is a must-have! T-Shaped individuals will know how to carry out user research, create personas, design visuals, wireframe their web or mobile ideas, prototype interfaces when needed and design assets for digital mediums. Conversational interfaces have also grown in importance and popularity, should you be testing them out?

Think: How many user flows, features, campaigns or apps have you wireframed?

%

2018 Average Skill Strength

Behavioural Psychology

A timeless marketing skill since the days of Edward Bernays and the invention of PR. The idea that behaviours are acquired through conditioning and that marketers play a role in conditioning behaviours. All great marketers have a fundamental grasp of this science and use the knowledge to help influence the actions of their target personas. It will influence everything from UX, service design, copy and graphic design. How aware are you of cognitive biases? Have you read books by Dan Ariely? Have you mastered Cialdini’s principles of persuasion in “Influence”? Have you ever taken a look at your customer’s psychographics?

Think: When is the last time you’ve knowingly implemented loss aversion, reciprocity, social proof or any other persuasion technique?

%

2018 Average Skill Strength

Stakeholder Management

Stakeholder Management is a critical soft skill all T-Shaped Marketers should posses. Gaining stakeholder buy-in, removing blockers to experimentation, getting support from supporting departments and communicating progress within the company is key to successfully embedding growth. It’s also important to foster strong relationships with branding, legal, compliance, governance etc. Funnily enough, managing stakeholders is sometimes just as hard in small companies as it is in larger ones.

Think: When was the last time you successfully convinced a senior manager or another department to embrace a risky idea?

%

2018 Average Skill Strength

Augmented / Virtual Reality

Although it’s still in its infancy, it’s important to understand that AR and VR might be the future of display. This will transform the customer journey, the shopping experience and media in general. We’re not asking you to be experts but to be able to cite some of its use cases and have experienced it at least once. (Examples: H&M AR mirror, Philips AR makeup app, Snapchat AR filters, VR games, VR real estate visits).

Think: Do you know the difference between projection based and marker based AR?

NEW

for 2019

Finance

This is an important new addition. As marketers and experimenters we MUST understand the impact of the experiments and campaigns we run. A T-Shaped Marketer should understand the basics of P/L’s, Revenue, Gross margins, Net margins, EBIDTA etc.

Think: Do you know the difference between cash and accrual accounting?

NEW

for 2019

Omnichannel Marketing

The modern customer journey consists of many on and offline touch points, the lines are only going to become more blurred in 2019. Prospects must be targeted on the right channel, at the right time. Intent-rich consumer ‘micro-moments’ should also be capitalised upon. Great Omnichannel marketing strategy will result in a seamless and integrated buying experience for all customers across all channels on all devices

Think: How seamless is your buyers journey from on to offline channels?

NEW

for 2019

Distributed Ledgers

Start to build an early understanding of open and permission-based blockchains. They are enabling native currencies on the Internet and allowing marketers to directly incentivise and reward customers for their actions through micropayments.

Think: Have you begun to think about how distributed ledgers will impact your marketing strategy?

NEW

for 2019

Level 2

The next level are skills you need a deep understanding of as well as some practical hands-on experience.

Analytics

You can’t manage what you can’t measure, and this means more than just descriptive & web analytics in 2019. The T-Shaped Marketer needs an understanding of when and how to use predictive and prescriptive analytics to make more informed data-backed decisions.

Think: Do you know the difference between descriptive, predictive and prescriptive analytics?

NEW

for 2019

Conversion Rate Optimisation

CRO is as important as ever across all channels. An increasing onus is being put on data collection, management, quality and analysis. It’s important to identify bottlenecks to conversion and look to optimise at each stage. Can I or should I even be AB testing??? And if yes with which tools, on which part of the journey? Based on what customer insights? Using which statistical models? A deep and complex subject where machine learning and personalisation will also take prominence in 2019.

Think: Do you know how to calculate P value?

%

2018 Average Skill Strength

Experiment Design

Business growth is fuelled by rapid experimentation. But in order to improve effectiveness, reduce friction and generate results they must be planned. Evaluate the who, what, when, where & why. Use frameworks like BRASS and PIES to rank and prioritise and crucially, don’t forget the one metric that matters! (OMTM)

Think: How many experiments do you / your team design per month?

%

2018 Average Skill Strength

Funnel Marketing

The funnel is dead? Not exactly, customers still jump from stage to stage. See the funnel as an hourglass which expands when you reach revenue. See the funnel full of growth loops as users refer others along the journey. Plus, once a customer focus on ABM and retention!

Think: What’s the correct order of the pirate funnel?

%

2018 Average Skill Strength

Automation & APIs

Automate or die is a phrase we use a lot. If you don’t, you can be sure your competitors will be. T-Shaped Marketers don’t waste time on tasks that can be automated, they exploit off-the-shelf integrations, APIs and tools like Zapier to leave more time for high-impact activity. Test by hand and first and then once you’ve found something that works.. automate.

Think: When is the last time you created an automation rule?

%

2018 Average Skill Strength

AI & Machine Learning

It has never been cheaper to implement. No coding skills required. Use it to predict the steps of the marketing funnel (lead scoring, churn detection, CLTV), and to better understand your customers’ interests with clustering, psychographics, and text analysis.

Think: Which metrics are suitable for evaluating a churn prediction model (binomial outcome)?

%

2018 Average Skill Strength

Branding / Storytelling

Branding and storytelling will always be about making meaningful connections with your audience. What associations do customers make with my brand? In a post-Cambridge Analytica world, authenticity is more important than ever. Create a brand that is reliable, trustworthy and honest, and you’ll find yourself with a loyal customer base and self-appointed brand ambassadors. Good branding has always helped to open hearts… and wallets.

Think: When was the last time you ran brand equity testing?

%

2018 Average Skill Strength

Copywriting

This one is back in a big big way. As we get more technical and analytical we sometimes forget to communicate clearly. Of the first 3 eye fixations on a page or an ad, N/N group has found that 76% of those fixations happen on text. Good, clear, concise copywriting is more important than ever.

Think: Have you ever created / used a verbal style guide?

NEW

for 2019

Level 3 ‘Left’

These are customer acquisition channels. As a T-Shaped Marketer you need a deep, hands-on, critical and up-to-date understanding of these channels. You’re usually an expert in one or two of them.

Paid Social

Be careful with Facebook, it’s still super powerful but might take a hit (especially with younger audiences) as the number of advertisers keep growing but the inventory of Facebook ad space has peaked… start to explore new avenues fast! (Instagram for B2C and Linkedin for B2B for example)

Think: How many social ads have you run? On how many platforms? Do you see positive ROI?

%

2018 Average Skill Strength

Organic Social

Facebook organic reach is dead. LinkedIn is full of potential but the algorithm changes regularly. Stay on top of your game. Twitch is a potential channel. As usual… look for new up and coming players. What’s the next big social channel you should bet your chips on?

Think: Do you know the four factors used in the Facebook algorithm to help determine content ranking?

%

2018 Average Skill Strength

SEO/SEM

The fundamentals are still very much the same. There are strong opportunities with Youtube SEO. But voice is changing search, right? Yes and no. Voice searches still trigger a lookup of text-based results but where the game changes is in the ranking. In voice search, there can be only one winner, so get ready to start optimising for snippets and writing in a clear precise way, often looking to answer the who, what, where and how!

Think: Are you actively optimising search content for voice?

%

2018 Average Skill Strength

Tools Marketing

Tools like bubble.is, landing page creators or viral tools are more mature now and great to use for experiments. Can you take a small part of your total value proposition, re-package it and use it to generate leads?

Think: Have you or your team ever engineered software to generate leads?

%

2018 Average Skill Strength

Marketplaces

OPN, other people’s networks. Your target audience is hanging out on other people’s platforms or networks, and these aren’t all social networks anymore. Product marketers need to understand how to market on Amazon, Ebay, Alibaba, Etsy etc.

Think: Have you ever sold a product through an online marketplace?

NEW

for 2019

Sales

Sales will allow you to meet face-to-face with a company’s most important assets – the customers. This will allow you to gain qualitative feedback on what like and dislike about products and services. As a result, you’ll be more informed and more connected. You’ll also learn about strategy, influence, negotiation techniques, determination, perseverance and the ability to close. It’s also important for marketers to have a clear understanding of sales process and techniques in order to support sales teams more effectively.

Think: When was the last time you directly sold something to someone?

%

2018 Average Skill Strength

Email Marketing

Email might now be 40 years old, but you can keep your email marketing content fresh by using customer behaviour data, AI and automation to create highly personalised email content. And don’t be afriad to experiment with plain-text emails. Write like you’re writing to a friend. Drift tried this and found that 30% of people who recieved these emails were responding back.

Think: Do you run automated email nurturing campaigns?

%

2018 Average Skill Strength

Content Marketing

Content stays as important as ever. But there are so many new forms of content that you’ll need to embrace to stay ahead of the comptition. Pay special attention to video, social media stories, pillar pages, VR videos, audio, voice control and search. But remember, quality is key. Don’t get distracted and invest time in new, shiny channels unless the data shows there’s value in them.

Think: How many pieces of content have you created and distributed in the last year? 

%

2018 Average Skill Strength

PR / Influencer

Aside from traditional PR and PR hacking (stunt PR) we’ve added influencer marketing here (even though we still think YOU should be the influencer and not have to pay one). And it’s not just about the big influencers, micro influencers (the long tail of influencer marketing) are the new hot strategy.

Think: When was the last time you received a press mention?

%

2018 Average Skill Strength

Level 3 ‘Right’

This is yet another difference between marketing and growth. This section shows the skills necessary to activate, retain and convert prospects from simple visitors to loyal customers. This is usually where UX and marketing meet.

Qualitative Research

We’ve changed this from just customer interviews. It now includes online methods of collecting qualitative data whether through heat maps, survey, user recording videos, scroll maps or polls.

Think: Do you use heat maps to analyse website visitor behaviour?

%

2018 Average Skill Strength

Virality

The big platforms may be plateauing but in 2019 digital channels still offer huge opportunities for massive global reach. Video marketing, influencer marketing & referral programs can be great for virality as is checking off the STEPPS framework. Pull and distributions product virality tactics should also be leveraged.

Think: When was the last time you directly sold something to someone?

%

2018 Average Skill Strength

Retention

For many business models such as subscription models, freemiums, media websites, marketplaces, loyal e-commerce, user-generated content websites or apps, retention is king. The business model doesn’t work unless you know how to diagnose, track and improve daily, weekly, monthly and/or quarterly active usage.

Think: Do you know how to read a retention chart?

%

2018 Average Skill Strength

Mobile Optimisation

We’ve changed from ASO to a broader mobile optimisation that encompasses all things mobile. Around 50% of web traffic now comes from mobile devices, there is around 4.68 billion mobile phone users globally and these numbers are only going up!

Think: What type of mobile site configuration do you use?

%

2018 Average Skill Strength

Landing Page Creation & Optimisation

Marketers now have accesss to a plethora of landing page creation tools that make it possible to set them up in a matter of minutes. However, it’s the ability to successfully test and optimise these landing pages that will seperate the winners from the losers in 2019. Conversion centric design, dyamic landing pages, A/B testing & performance optimisation should all be mastered.

Think: When was the last time you ran usability on a landing page?

%

2018 Average Skill Strength

Lead Generation

In 2019, lead generation is getting smarter. T-Shaped Marketers will make use of behavioural insights, segmentation & dynamic personalisation through reveal APIs. While inbound marketing will remain an effective way to generate a broad range of leads, a shift to ABM will put the onus on lead quality in B2B. GDPR is also shaking things up and now puts the limelight on platforms such as Linkedin for lead gen. Making use of automation tools is now more important than ever.

 

Think: Have you ever set up and A/B tested a lead magnet?

%

2018 Average Skill Strength

Revenue Testing

Marketing & Growth teams are increasingly being asked to demonstrate ROI and the revenue impact of experimentation. This will be increasingly stressed in 2019 so it’s important that marketers understand the financial impacts of experiments and include this in experiment design. Experiments could include price change testing and forecasting.

Think: Have you ever ran experiments to predict the relationship between demand and price?

%

2018 Average Skill Strength

User On-Boarding

A great user on-boarding is vital to customer retention, and nothing has changed this year. Marketing & Growth teams should focus on creating ‘WOW’ moments early on. Consideration should be given to multi channel/device experiences and personalisation. It should be continuously optimised and improved.

Think: How often do you review and improve your user onboarding experience?

%

2018 Average Skill Strength

Lifecycle Marketing

We all know by now that web traffic is simply a vanity metric. What really matters in the modern age of marketing is how to acquire, activate and convert customers – and ultimately retain them and get them to refer others! This is where the line between marketing and product dissolves to create “growth”. Knowing the right mental models on how to track and convert users through this journey is what we call “lifecycle marketing”.

Think: Do you have experience setting up and running a customer advocacy program?

%

2018 Average Skill Strength

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