Success Partner at Link Success
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Marketing Automation Specialist (3-9 yrs)
Marketing automation is the process of using software to automate customer contact. The role combines information technology (IT) with marketing skills to create a better process for ensuring effective digital marketing strategies.
The role of a Marketing Automation Specialist is to manage software that streamlines processes, automates manual workflows, and sets up measurement tools that generate actionable insight. The goal is to use automation to improve operational efficiencies and grow the bottom line. The incumbent is expected to combine strategy, creativity, and technical skills to propel the brand and increase leads.
The Marketing Automation Specialist must be able to envision how automating a workflow could help a business. They must have the clear insight to be able to see a goal, and then use technology to help achieve it faster and more efficiently than ever before. They must be capable of developing and implementing global strategies to increase leads, improve campaigns, and build databases.
Marketing Automation Specialist is expected to figure out what tools to use to reach potential leads. To do this, this specialist must have a think outside the box creative attitude with careful attention to testing and analytics.
Ensure that the automation occurs at different stages of a life cycle using right kind of tools and thereafter to help in effective deployment of the same. Some of the areas are:
- Digital advertising platforms
- Database management and analytics
- Project management software
- Content management systems
- Marketing automation tools
- Social Media Monitoring
- An understanding of consumer psychology and behavior.
- Strong collaboration skills to work with interdepartmental disciplines.
- Project management skills that develop and follow a roadmap to better client engagement.
- Outstanding written and verbal communication skills.
There are several marketing automation platforms on the market today. Some of the best ones combine customer engagement, email, budgeting, marketing calendars, and project management. The Marketing Automation Manager must know their way around tools like Marketo, Pardot, Eloqua, HubSpot, or others. They should also understand customer relationship management like Salesforce, Infusionsoft, or Zoho.
Having a strong understanding of analytics by using engagement-tracking tools like Google Analytics, or A/B-testing software like Optimizely, is also important. Social media engagement tools like Buzzsumo or Hootsuite. While the specialist doesn't need to know all of these tools, he / she should be familiar with a few of them or similar such platforms.
The Marketing Automation Specialist will oversee marketing infrastructure and support marketing system integrations, managing the execution and measurement of lead scoring, effective and ongoing database administration and cleansing. The Specialist will play an integral role in the development of digital campaigns, lending their expertise to build effective campaigns designed to drive traffic, generate leads and increase conversion. He or she will orchestrate and execute responsive successful campaigns in accordance to Marketing strategic roadmap.