Companies are having a hard time keeping up with rapidly changing marketing roles. According to a recent report by Gartner (available to clients), some of the most sought-after marketing skills are also the most difficult to fill. Data analytics, product management, and interpreting customer insights are among the biggest skill gaps that marketers face today.

Part of the reason that these skill sets are difficult to find is because companies are looking for the whole package; in Gartner’s report (available to clients), analyst Christopher Ross outlines the need for a deeper depth of knowledge on a wider breadth of topics (what’s called the “Fat T” marketer model) as opposed to in-depth expertise on just one topic (known as the “Traditional T” marketer model).

As a marketer, you’ll have to act as a Jack (or Jill) of all trades in order to become an invaluable asset to a company. But which marketing skills are needed for recruiters to take notice?

Check out the infographic below to see the marketing skills needed to stand out from the crowd in 2018. While not every marketer will possess in-depth knowledge and expertise in all of these areas, having at least one or two will give you a leg-up in the competitive world of marketing. Scroll below the infographic for more detail into these skills.


The 10 marketing skills needed in 2018

Hard skills

A marketer with skills, experience, and expertise in proven techniques and new technologies will be able to provide a new level of insight to departments beyond just marketing.


Data analysis in marketing is one of the most sought-after skills for marketers in 2018. A marketer who can maneuver her way around a large set of data will be indispensable. This will range from being able to interpret audience and buyer behavior, to assessing campaign performance and ROI.

Content Strategy

Content creation needs to start with strategy. A marketer should know how to create a content strategy that has defined goals, and know which content types will help to achieve those goals. They’ll know all about SEO, link-building, and amplification best practices in order to get maximum exposure for content creation efforts.

Social media

Social media isn’t only important for brand building and amplification, but also for listening to the voice of the customer. Using social listening tools, a marketer will be able to find common themes among customers and use aggregate social data to help the company make business decisions. They’ll also be able to use data to prioritize time and money spent on different social channels.


As mobile marketing gains prominence, a marketer will understand the important role that mobile plays in the customer journey. They’ll prioritize mobile marketing optimization and understand the strong connection between mobile and social for delivering successful campaigns.


As digital commerce outpaces traditional commerce, online marketing and eCommerce will become more entwined. A marketer will use her insights about customers, campaigns, social, and mobile to help explore new eCommerce channels and help the company cash in.

Soft skills

Aside from knowledge in different areas of expertise, a marketer also needs some softer skills in order to adapt to the modern marketing landscape.


Creativity is not dead. As marketing becomes more omnipresent, you need to value a marketer who brings new ideas and interpretations to common problems. And don’t underestimate the power of the (well) written word.


Not all marketing data is easy to gather and analyze. A marketer will use all of the tools in their toolkit to find the most accurate sources of data and make the most informed analysis. They’ll use this to strategically plan marketing campaigns.


Given the variety of skills on a company’s wish list, it’s not surprising that a marketer should be prepared to wear lots of different hats. They’ll be able to change plans and adjust tasks at the drop of a hat to tackle new challenges with grit and determination.


Marketing shouldn’t take place in a silo, especially when it comes to data. Working with different departments to optimize marketing efforts and provide insights to other teams will make a marketer the go-to source for strategic insights and data dissection.


Leading is about more than just managing people– it’s about becoming the point person for colleagues to turn to for advice and innovation. The modern marketer is able to lead and inspire her colleagues with her insight, experience, and approachability.

Looking to brush up on your marketing skills?

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