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Anytime I wind up interviewing for a marketing role, the first thing I’m constantly trying to figure out is, “What kind of marketer are you looking for?” Most job descriptions are too vague to answer this properly, and then the hiring manager often has their own opinions that differ from the description.
I wind up asking a lot of questions. Do you need someone who is more about building and strengthening the brand or acquiring new customers? Do you need someone who’s spending more time on internal operations or at external functions? Do you need someone who’s managed massive teams, or someone who can roll up their sleeves and accomplish as much as possible with limited resources? Do you need someone who’s best at relating to the sales team, the product team, prospects, or the press? Do you need someone who’s reporting into, managing, or working alongside the sales team? Do you need someone who prefers to spend money judiciously or who prefers to never spend anything at all?
So much of the conversation is trying to understand each other’s language. There are quite a few jobs that I’ve posted in this newsletter where I contacted the hiring company to see if there was a fit for me, found out I wasn’t the right type of marketer for them, and then tried to refer the right people =. Some of those conversations went smoothly, usually when the hiring lead knew exactly who or what they were looking for. Some others were painful, either right away because it was so clear we were not speaking the same language, or afterward because the follow-up exchange wound up being completely different from what I thought I heard the first time.
To that end, I started writing this article on the 16 types of marketers. I thought it would be about 10, it grew to 12 quickly, and then organically settled at 16 after some rounds of editing (including some great input from editor Allie Smith).
I’d love to hear your take on this. It’s been a labor of love for too long, and I may do more with it, such as turning it into an e-book or a talk. I’ll probably stumble on a few other types along the way. I kept it to a discussion on startup marketers to limit the scope somewhat, but most of these apply to marketers anywhere.
That’s what I’ve been making of myself lately. What are you making of yourself?
PS: Thanks for all the kind notes you sent about my friend Luke Haseloff, whose passing was described in the previous newsletter. Not surprisingly, he touched so many of you in ways I never realized. Given how many people are coming together thanks to him, it’s clear that the end of his life is not the end of his life’s work.
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THE 16 TYPES OF MARKETERS
Read the can’t-miss article that one commenter called… let me get this quote right… yes, there it is: “McCrap”! I won’t harp on the negativity; that was one of the more amusing takedowns I’ve received, and I’ve had my share. More gratifying is that two of the first people to comment on the post had worked with me in marketing roles in my early days at iCrossing and Unicast when I barely could describe a single type of marketer.
UBER REBRANDS – AGAIN
Fast Company offers a detailed look at Uber’s rebrand. My take: it’s so thoughtfully done. And so… bland. I loved reading about the process behind this redesign, such as avoiding an all-caps logo for readability, especially internationally. Font geeks can tell you how unique or not this new branded font really is, but to me, it looks like yet another generic font that I’d find included in Microsoft Office. Maybe the real lesson is that to be a global brand that resonates with everyone, you have to be dull and agreeable enough. Is the idea now that it’s no longer worth the effort to be iconic?
DOMINO’S: SUCCESS IS SUCCESS
This is a fascinating WSJ story – but with questionable spin. The story is mostly positive about the success Domino’s had in Russia, where they got too much interest in people tattooing themselves for free pizza for life. But WSJ makes it sound like this campaign went awry. Domino’s was clearly monitoring this closely and acting on adapting the rules while still giving hundreds of people free pizza for up to 100 years.
2 BRAINSTORMING TECHNIQUES TO TRY
I’ve known Josh Linkner for years, and I saw this fun post of his pop up in the Detroit Free Press. His first technique involves thinking very big, and then his second involves thinking of something very illegal. Have you tried these, or are there others you like?
Want to include your event below? Just reply with the details.
New York, NY
Come for the advertising, stay for the week. And please let me know if any sessions or events look particularly good. I haven’t spent much time coming up with my schedule just yet and could use some good tips.
NEW YORK MEDIA FESTIVAL
New York, NY
This event is really several in one, covering music, games, TV & video, and rights tech. I’ll be moderating a panel on voice-activated AI for media and entertainment.
LANDMARK’S DEALMAKERS DIGITAL
New York, NY
Landmark Ventures puts on some phenomenal events, and this is their tentpole; you can request an invite via the link. I’ll be attending (they do let some riffraff in). “Dealmakers Digital is a private forum for advertisers, publishers, and content creators to convene around the next chapter of consumer digital engagement. Leading CMOs, CDOs, and executives across media, sports, entertainment, and e-commerce will come together to collaborate and discuss trends and innovation at the core of the evolving digital engagement landscape.”
New York, NY
Kite Hill PR is back with another round of their annual Communications Week. This year’s theme is The Workforce of the Future. As always, they have a mix of paid and free events, including the PRSA Tri-State conference, plus some shorter events open to all.
DPAA VIDEO EVERYWHERE SUMMIT
Hailed as “the largest one-day media event of the year,” hot topics include multi-screen marketing, location data, and new media models. Brands and agencies can attend for as little as $150, and I’m looking forward to attending.
I’ll probably return for my 13th straight year. Registration is now open. Are you going?