By Tim Matthews
Inbound marketing requires certain skills – skills you may not have in your department. As it becomes an ever-larger part of the marketing mix, finding people who are good at inbound is going to become more important. But as buzzy as inbound marketing is, finding people who are good at it is not easy.
How can that be? After all, it’s not like inbound was invented yesterday. The term ‘inbound marketing’ was coined by Hubspot’s Brian Halligan in 2005. But as recently as two years ago, only 34 percent of marketers responded that inbound was completely integrated with their marketing strategy. Unlike the more established PR or event marketing disciplines, you won’t have a talent pool with decades of experience to draw from. Typing ‘inbound marketing’ into the LinkedIn search box yielded me a little over 4,000 profiles; ‘event marketing’ yielded over 200,000. So you can’t just tell your recruiter to look for someone with inbound marketing experience and expect to have a large candidate list.
And if you are looking to turn your existing team in to a group of inbound marketers, it may even more challenging. Years of push marketing nous does not give way easily. Most of them will have to unlearn their outbound marketing practices (assuming they were good at outbound to begin with).
Whether you are hiring a new team or evaluating your current team, you are looking for personality or character traits rather than job experience. Think of it like hiring a recent college new grad where you there is no job history to rely on, and you need to evaluate the person.
Putting this into the context of a job interview, here’s how I would approach it with an inbound marketer candidate. If you have an existing team, you can assess your people against this same list and see how they rate. You might find that reassigning certain people makes sense. In either situation, these are the traits I am looking for:
- Curious – Attracting buyers (total strangers really) to your blog is the first step in inbound. Who are these buyers and what do they care about? What else do they read? I’d much rather hire a marketer who is curious to find these answers than someone who happens to be an expert on my product. A good inbound marketer needs to think like a buyer and keep asking questions. I like to ask interviewees what they read and why, to tease out how innately curious they are.
- Mathy – You don’t need to be a math genius to be good at inbound, but can you calculate a weighted average? Do you know that the difference between 1.5 and 2.2 is not .7, but a fifty percent improvement? I’m looking for someone comfortable with basic Microsoft Excel functions who is interested in interpreting results. In interviews I might give someone two demand channels, costs and conversion rates, and ask them what they would do to maximize spend. Go to the full article.
Source:: Business 2 Community