Marketing career path report: What 100+ marketers told us about growth and job security When I introduce myself at workshops, I often joke that my marketing career path looks a bit like two truths and a lie — even though it’s all “truth.” Turns out, I’m not alone. Talking with other successful marketers, a non-linear career path is one thing many of us have in common, whether by choice or necessity. The workplace and job market are more unpredictable than ever. Between the economy, competitive hiring processes, and the ever-present elephant in the room (AI), many marketers are wondering what shifts they need to make to stay competitive. To find out, I surveyed 100 marketing and advertising professionals and spoke with leaders inside and outside HubSpot. Here’s what I uncovered. Table of Contents The State of the Job Market How Marketers Are Making Themselves More Competitive Tools the Most Productive Marketers Are Using What Leaders Look for in Promotions What Employers Can Do to Better Support Career Growth The State of the Job Market It might surprise you to learn that most marketers are exploring new opportunities. In our survey, 69% of respondents have looked for a new marketing job in the past 12 months, whether actively (32%) or passively (37%). The top reasons? Higher salary (81%), more flexibility (54%), and better promotion opportunities (39%). Desire to work at a different type of company (28%) and burnout or lack...

7 Soft Skills You Need to Achieve Career Growth (+ 3 Extra Skills) I’m a former NBCUniversal Page, and I will always remember how thorough the application and interview process for the program was. Most importantly, it taught me a valuable lesson: soft skills can be equally as — if not more coveted — than hard skills. In my experience, soft skills development is seen as a sign of metamorphosis. While hard skills are essential, they’re also typically mandatory for a role. On the other hand, soft skills require more intrinsic motivation and long-term change. I owe a great deal of my career growth to developing and adapting my soft skills, so read on for my best tips and practices. Table of Contents What are soft skills? 7 Soft Skills You Need to Achieve Career Growth Why are soft skills important? Additional Soft Skills to Nurture Soft skills can be taught, but they‘re less straightforward than more technical capabilities. Hard skills are the specific qualities that can be clearly defined, measured, and taught for success in a job. With hard skills, I can learn advanced techniques and methods that yield measurable results. They can even be tied directly to the business’s bottom line. But when it comes to soft skills — things like small talk, empathy, and flexibility — they‘re not an exact science. However, they’re just as impactful. I need hard...

What Help Scout's VP of Brand Considers When Promoting Individual Contributors & People Managers There are plenty of perks to getting promoted. Beyond a salary increase, a promotion typically means more influence on your team, more autonomy, and more control over your day-to-day tasks. But to get promoted, you need to do more than just perform well in your current role. You also need to demonstrate new skills that will help you succeed in the next role. Whether you're an individual contributor (IC) or people manager looking to get promoted, you're in luck. Here, I spoke with Help Scout's VP of Brand, Kristen Bryant Smith, to learn what she looks for when promoting both ICs and people managers. In this post, you'll learn: What skills all marketers should focus on when it comes to career growth What factors you need to demonstrate to get promoted as an individual contributor  What factors you need to demonstrate to get promoted as a people manager Let's dive in. Coming Soon: Act Like a Leader, Think Like a Leader How to Get Promoted as an Individual Contributor or People Manager in 2023  Skills All Marketers Should Focus on for Career Growth, According to Help Scout's VP of Brand To start, I asked Smith about the skills all marketers should develop to stand out in their roles. I'd expected the standard list — strong communication skills, expertise with analytics, or creativity and problem-solving — but Smith started with something...

What Is a Marketing Manager? As marketers, we all want to climb the career ladder as quickly as possible. But if you're going to become a marketing manager one day, you first need to learn what the role demands. Moving up in ranks means becoming more involved in the marketing process, and eventually becoming the principal implementor. As a marketing manager, you’d be in charge of a team. Employees will look up to you as you once looked up to your manager. However, accepting this position comes with increased responsibility. It can feel rewarding to watch your strategies come to life, but it’s important to understand what the role entails. Below, we'll go over what a marketing manager is, what a marketing manager does, the management process, and the skills and education you'll need to become one. What does a marketing manager do? Marketing managers have a variety of responsibilities. While there are industry-specific standards, there are common tasks that all marketing managers will do: Conduct market research to understand the public interest and determine the marketability of products and services. Design creative and unique marketing strategies across multiple channels like social media, tv, billboards, and newspaper articles. Create marketing plans detailing outcomes and goals. Create comprehensive budgets and cost estimates. Negotiate with potential clients and partners to prepare sales and advertisement contracts. Handle public relations and troubleshoot internal and external issues as they arise. Marketing managers are also responsible for training their...