Insights on Marketing & Technology

3 Danish CMOs present the skills marketing needs

The future of marketing will be driven by data. This was the rather surprising result of our interviews with the heads of marketing at Maersk Line, Carlsberg Danmark and Secunia. Having expected our interviewees to talk about marketing automation, analysis, business intelligence or social media, their strong focus on data astounded us. Find out which skills they believe that marketing professionals of the future need to have, and get three important take-aways that will help any marketing professional.

Peter Anders Franch
  • By: Peter Anders Franch
  • Published: 16-11-2015

Over the past few years, most marketing organisations have changed dramatically. The modern marketing department now does personalisation, marketing automation, social media and content marketing as part of their daily work.

One consequence of this is that the marketing organisation has considerably improved its technological skills and moved closer to the IT department. What’s more, marketing has also taken over more of the processes traditionally run by sales.

Consumers are demanding more

Consumers are becoming increasingly more demanding and expecting even more from the companies and brands they are engaged with. And technology is helping them. It has decreased their tolerance for poor products and services and made it easier for them to give bad reviews or to take their business to the competition.

The consumer is also starting to take the initiative to communicate with a company or brand. Now that they’re able to shield themselves from advertising, push messages and spam, they can choose when and how they want to engage with a company.

This means that the consumer will no longer be satisfied with mediocre service. Companies that manage to create a unique and consumer-oriented strategy will be the companies that achieve the greatest success.

Content Marketing is key

All of this means that the successful marketing organisation of the future will look very different. At Increase, we believe that the marketing department of the future will consist of new roles.

For example, content Marketing will be a key element in the marketing team. Large organisations, such as Procter & Gamble, Microsoft, Coca-Cola, LEGO, Maersk and others are already using it. Small and medium-sized companies are also starting to use it to various degrees. Why? Quite simply, because it works. You can convince your potential customers by giving them expertise instead of sending commercial and pushy messages.

Agile marketing employees

We’re seeing lots of our customers starting to use blogs, personalisation, marketing automation and the social media.

They’ve realised that it’s about changing and keeping up. In line with most other jobs, as a marketing professional, you have to stay up to date and agile so you can face changes. At the moment, most marketing departments, regardless of where in the world they are located, are at various stages of a transformation process. And their work is starting to look very different.

The ideal marketing department

We’ve therefore decided to ask some of Denmark’s most distinguished heads of marketing about what their ideal marketing team would look like.

We gave all of our interviewees the following scenario and question:

You’re the marketing director of a company with 100 employees. You’re responsible for hiring people for five roles for your B2B marketing organisation. Your task is to brand and sell your company in the best possible way.

Which five roles do you choose and why?

Our interviewees:

◦   Hans Christian Bothmann, Marketing Director at Secunia

◦   Kristian Sengeløv, Brand Manager at Carlsberg Danmark

◦   Christian Nakskov, General Manager, Marketing Channels at Maersk Line

The study

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