By Steve Petersen
Marketing and technology are two fields that constantly change, and the intersection of the two fields – martech – certainly reflects that. That’s why as martech professionals, we need to develop our skills and knowledge constantly. Here are some reasonable and cost-effective opportunities that require varying levels of commitment.
Companies have a strong motivation to develop their employees. They tend to offer training applicable across disciplines for skills like coaching, teamwork, emotional intelligence, ethical behavior and prioritization, in addition to helping onboard new hires and promoting the established organizational culture. Most importantly, they typically don’t cost participants personal money and can help them network within the organization.
Understanding your company’s products is crucial no matter how technical or in the weeds a martech practitioner is. Plenty of industry-specific outlets provide up-to-date news about trends and forces affecting industries. They typically have websites, newsletters, podcasts and webinars. Following such outlets is helpful for professional development. They can help you understand the needs and motivations of customers and users to inform strategies and tactical decisions.
Many tech vendors offer product training and certifications – especially big players like Salesforce and Adobe. Common offerings include webinars, white papers, user communities and user conferences. Of course, this is to their advantage in developing a strong and devoted user base. In many cases, such offerings are free or low cost, which makes it easy to justify effort and time. It is important to note that many of these offerings are product-specific, but that doesn’t mean they don’t have broader value.