Three Skills For Growth Marketers To Stay Ahead Of The Curve In 2022

Your growth marketing team has just returned from its respective end-of-year holidays and is ready to take on the new year with new strategies, new projects, and new goals.

At this point, team members possibly skimmed the internet for several articles on key skills to learn and win the year. And, by the end of their first business week back at work, they might be building their own wish lists of mainstream marketing skills to pick up: copywriting, search engine optimization (SEO), Google Analytics, what have you. 

But what about skills that don’t fall under the category of vanilla, old-fashioned digital marketing? Based on what I’m seeing, marketing will likely run at the speed of light in 2022, yet it will be another unpredictable year of change and uncertainty. It will push marketers outside their comfort envelopes to embrace and adopt newer tactics to acquire new customers and drive top-line growth for the business. 

If you’re a growth marketer or aspire to become one, then here are three valuable priorities that you might want to consider for next year: 

1. Adopting Low-Code/No-Code Tools

While coding is a valuable skill to have as a marketer, not everyone has enough time to learn how to do it well. Enter low-code/no-code programming, which is highly intuitive and doesn’t involve writing lines of code. It unlocks a plethora of opportunities for marketers.

No-code equips growth marketers with rapid experimentation capabilities by building and maintaining their own internal tools and workflow automation. With a profound understanding of your buyer’s journeys and challenges, as a growth marketer, you stand to gain from developing an understanding of low-code/no-code marketing tools. They can help to iteratively build market-focused landing pages or run quick feedback surveys with target personas. Adopting low-code/no-code marketing tools can help you to reduce marketing costs, inculcate agility in marketing operations and improve turnaround times on campaigns.

2. Building Digital Circles Of Trust 

One of the hottest buzzwords I’m hearing in the tech industry at the moment is “community,” and in 2022, I believe it will extend to become a significant growth driver for marketers. In the past couple of years, the idea of building focused, intimate, and interactive circles of trust around customers, prospects, and partners earned a spot in the strategic agenda of marketers, and for good reason.

The notion is simple: To build your audience, you enable them. To build your community, you empower your audience members to enable each other.

Knowing how to build these digital circles of trust can help growth marketers take their strategy many notches higher, engage their audience in ways that completely reinvent the standard brand-consumer dynamic, and scale value creation for the business. Whether your goal is to create programs to grow pipeline and your customer base, to enable community members to contribute content, or to connect customers with each other around their common interests in order to increase customer retention, digital communities have the potential to impact almost every part of a business and unlock new channels of revenue generation.

3. Putting Your Money Where The Growth Is

“What am I getting for my marketing dollars?” If you’re a growth marketer, you’re probably familiar with that question. And it’s fair. With more conscientious budgeting models surfacing through the pandemic, growth marketers will need to take a helicopter view of their budgeting decisions in 2022 in order to optimize and deliver impact. The good news is there is no one-size-fits-all approach to this. The bad news is there is no one-size-fits-all approach.

Where does this leave growth marketers? With a huge opportunity to build greater transparency and higher levels of accountability across the commercial organization. One way to achieve this is to avoid making big bets on your current stack and take a critical look at the most essential features needed to drive growth (for example, data analytics and performance attribution).

Instead of investing in tools and add-on capabilities that often go unused, growth marketers could take a seasoned agile approach to launch periodic sprints for different use cases, stress-test them for a definitive time cycle and then learn from them to repeat. Such process-driven improvements can deliver more actionable insight with a measurably larger bang for every marketing buck.

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