3 skills to look for in your next marketing consultant hires
As a business leader, it should come as no surprise that the number of marketing jobs is expected to grow through 2022, according to the Bureau of Labor. You may also be aware that the marketing sector is seeing a 3.9 percent increase in starting salaries. So you are going to be hiring new marketing consultants and paying them more, which means that you must do your best to hire the best talent out there. You will be looking for a number of skills in your future marketers, but the following are the most valuable, according to Business 2 Community (B2C).
1. Strategic planning
One of the best indicators of a person who is proactive, as opposed to reactive, is whether they plan or not and how well they do it. The marketing consultants that you hire must know how to make a plan and how to work it. As you interview potential candidates, make sure that they can create a written plan for different periods of time: a month, a year, a single campaign. Written plans are one of the best ways for people to stay accountable to their own goals.
Effective campaigns, tactics and strategies are built on solid research.
It’s critical that today’s marketing consultant know how to design and implement research. More importantly, however, is understanding how to apply the results to improve a brand’s campaign.
“Research” entails a lot of skills. One of the fundamental ones is knowing how to inform a campaign through primary research via A/B testing.
[Related: How to humanize algorithm marketing for success ]
“A/B testing compares two versions of a Web page, form, piece of collateral or other tool to see which performs better,” reads B2C. It’s a critical skill because in marketing the smallest of modifications can make or break a brand. So it’s useful to know how to identify these differences and leverage them.
Knowing how to deploy primary research tactics like A/B testing shows that the potential employee can harness his own data and put it to use for your organization. By using a measured and strategic approach to deploying these changes, and keeping track of what works, the prospect won’t just make an impact on your current campaign – he’ll create a roadmap for success in future projects.
[Related: Marketing is not about the marketer]
3. Collaborative leadership
According to a new report from NACE, employers are looking for leaders who can work in a team and communicate effectively. Furthermore, in a Job Outlook 2015 survey, about 78 percent of respondents chose “leadership” as the attribute they look for in a resume.
“In marketing, leadership is often defined by the ability to spot the ‘next big thing’—and successfully working together with others to leverage it for your own brand,” according to B2C. Marketing pioneers don’t wait for the latest trend to come to them, they actively seek out best business practices and figure out how to input them into a campaign.
[Related: 4 essential marketing tenets from the giants]
To make sure that you future marketing consultants have this skill ask them if they are tapped into industry news, and if so, which ones. Is the prospect following rainmaker brands on social media? Does he know who the thought leaders are in your industry?
After interviews call their former employers and ask if the candidate is a person who asks for help in his leadership skills. Does the prospect surround himself by colleagues and resources to improve as a leader? How well does the candidate identify with and team up with colleagues who complement his own skills?
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Health Catalyst: An agile approach to healthcare data
Healthcare Catalyst is quite literally a healthcare providers’ catalyst for change when it comes to their measurable, data-informed improvement in analytics, software and services.
Founded in 2008 in Salt Lake City, Utah, Health Catalyst is dedicated to enabling health care organisations to build a healthcare-specific, open, flexible, and scalable data platform and fully integrated suite of analytics applications.
This enables health system partners, including Northwell Health in New York which serves a population of 11 million, to realise measurable value within months. “Our customers have recognised the potential to use data, to meaningfully improve their clinical, financial and operational business performance outcomes,” said Mike Doyle, Chief Customer Officer.
Formed by a group of healthcare veterans – with a quest to develop a data warehouse that could handle the complexities unique to healthcare data – they revolutionised the clinical process models and use of analytics and discovered the solution now known as Adaptive Data Architecture, which is agile, flexible and can be implemented in a matter of weeks compared to a matter of years.
Today, Health Catalyst helps clinicians in more than 250 hospitals that care for more than 100 million patients each year.
Health Catalyst offers a solution in three parts:
Data Operating System
Cloud-based DOS is a healthcare-specific, open, flexible, and scalable that provides customers a single environment to integrate and organise data.
Analytics applications build on top of the data platform and allow customers to make measurable clinical, financial and operational improvements.
World-class team of analytics and domain experts leverage technology to help customers shorten time-to-value and achieve sustainable, measurable improvements.
The fully integrated data platform and suite of analytics applications helped clients during the pandemic, in ways even Health Catalyst could never have imagined. Health Catalyst offered products and services to support customers’ agile response to the pandemic in four phases:
“By having the data operating system, our clients were able to take advantage of the integrated source of data to meet challenges that they were facing in their local geographies due to the pandemic in ways that we could never even have predicted,” said Doyle.
Doyle highlighted Health Catalyst’s Value Architecture group, which helps the company ensure that its technology and expertise are delivering measurable and meaningful value to our clients. “I think another key differentiator is our open platform that our clients are able to use to accelerate their own integration of data, but it is customisable, configurable in ways that makes it unique for them in ways other cookie cutter analytics just can’t match.
“We like to start every discussion by listening and understanding how we can help our customers avoid making mistakes and getting the most out of their investment in data.”
Speaking about their partnership with Northwell, Doyle said: “We're very grateful for this partnership and want to thank these visionary leaders who are able to envision a future using data that is light years beyond what we can think of today.”