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Expert Advice Articles

What do you do to train your lead generation professionals?

Kathy Rizzo, VP of marketing, TeleNet Marketing Solutions June 07, 2010

Training can't be "one size fits all." Training needs to match specific program needs, as well as the lead generation professional's skills. We divide our lead generation agents into three skill levels.

What unique challenges do sales managers face in the business-to-business space?

Randy Ilas, VP, product development and marketing, Harte-Hanks Market Intelligence May 20, 2010

Doing "more with less" has become a mantra in many organizations still reeling from the recession. But for today's sales managers, the more may be too much (rapidly changing technology, unlimited access to leads, new ROI methodologies); the less too little (reduced staff, budgets and time to get back into the game).

How can I evaluate a potential new hire so that I ensure that the candidate is the best fit?

Wendy Weber, president, Crandall Associates May 03, 2010

Trust your gut. Don't be afraid to extend an offer to the candidate that "feels right," or dismiss a candidate who doesn't feel like the right pick, even if you can't put your finger on why. Your reaction to what was said — or what was left unsaid — is often remarkably accurate.

What do I need to know to land an account director gig at a direct marketing agency?

Neal Boornazian, president and CEO, The Wilde Agency April 19, 2010

In today's competitive market, experience, tactical expertise, education and a mantel-full of industry awards may not be enough to land you a job, let alone your dream job. In fact, they may only be enough to get you a "thanks for your time." To stand apart, you'll need more.

How will recent legislation affect the hiring landscape for small to midsize DM firms?

Jerry Bernhart, principal, Bernhart Associates Executive Search April 05, 2010

A fairly significant jobs bill made its way through Congress and was signed into law by President Barack Obama last month.The Hiring Incentives to Restore Employment Act, or HIRE, will help smaller employers in particular, and there are thousands of those in digital and direct marketing.

As database marketing evolves, what skills do prospective employees need to stand out?

Tim Berry, co-president, Merkle March 01, 2010

Database marketing has changed substantially over the past 20 years. In the late 1980s and early 1990s, the industry was primarily driven by statistical modeling and data mining, and advanced statistics was the primary skill.

In this computerized world, what do agencies look for in people to fill technology's gaps?

Irv Brechner EVP and founding partner, Acquirgy February 15, 2010

The answer to this question lies in understanding what you should expect from machines and people, with the goal being to strike the right balance between your staff and technology. At our agency, we call this "humanology."

What skills do I highlight when interviewing for a position in healthcare digital marketing?

Patti Spink; associate director, recruiting; Digitas Health January 18, 2010

Consumers and healthcare professionals now go to the Web before anywhere else to seek health information. Understanding what consumers and professionals want and need, and supplying that information online rather than simply pushing brand messaging, requires intense skill.

What is the current state of hiring for direct and digital marketers at the start of 2010?

Wendy Weber, president, Crandall Associates January 04, 2010

Good news: The hiring landscape has improved greatly since last year at this time. Though it is true that the economic recovery has been slower than we had hoped in terms of job creation, things are progressing in the right direction. Companies are making room in their 2010 budgets for additions (or replacements) to direct marketing staff.

Why is the 'human touch' important for people looking to work in search engine marketing?

Mark Simon, VP of industry relations, Didit December 14, 2009

When thinking about skills to look for in search hires, a few traits are obvious. Search marketers must be analytically-minded to get the most from metrics and testing, must think flexibly as this industry changes every week, and can't be afraid of hard work. But one SEM trait that's often overlooked — and is absolutely critical — is the ability to connect on a human level, and to translate that connection into better business.

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