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What Is the Breakdown in Marketing Roles?

Today, marketers have specific roles and responsibilities that didn’t exist years ago. Based on data gathered from marketers' LinkedIn profiles, here are the most common marketing functions.

What Are the Most Common vs. the Most In-Demand Marketing Skills?

3.1 Million+ Active Marketers on LinkedIn

Currently there are more than 3.1 million active marketers on LinkedIn. These folks have LinkedIn headlines that read “marketing managers,” “social media planners,” “marketing communication managers,” “community managers,” “content marketers,” “demand generation managers,” and “digital marketers” to list just a few.

Marketing has evolved. With technological advances, many marketing skills along with marketing functions have changed. For instance, building a brand and creating demand is not confined to PR and brand marketers. In fact, this responsibility is shared among all marketers, and this is reflected in the skills section of many profiles of marketers on LinkedIn.

The skills marketers list in their LinkedIn profiles, such as “social media marketing” and “marketing event management,”do not necessarily match the marketing skills that are in the highest demand by companies doing the hiring. A report by LinkedIn and HubSpot, “The Marketing Skills Handbook,” found that the most in-demand marketing skills were not uniform across industries. Analyzing recruiter data on LinkedIn, HubSpot and LinkedIn showed that only “digital and online marketing” is both a highly common and in-demand skill.

Database and Direct Marketing

Social Media Marketing

Digital & Online Marketing / Strategy

Market Research & Insights

Marketing Event Management

Marketing Demand Generation

SEO/SEM Marketing

Digital & Online Marketing

Channel Marketing

Marketing Campaign Management

More and more marketing functional roles of marketers now require digital skills. Currently (in 2015), “Social Media Marketing”

and “Digital and Online Marketing” are the top two skills that marketers list. More than 360K marketers on LinkedIn list at least

one of these two skills in their profiles. About 590K marketers have “Direct Response” or “Digital Web Marketer” in their

title on LinkedIn. These titles are quickly catching up to the number of “Event” or “Field Marketing” titles. This doesn’t

even include other more specific online marketing roles, such as “Demand Generation,” “Email Marketing,” and

“Marketing Operations”. More than 930K marketers have “Online” or “Digital” in their titles.

Increased Demand For Digital and Online Marketing Expertise

Marketers on LinkedIn list at least “Social Media Marketing” or “Digital/Online Marketing” as a skill

360k

590k

930k

Marketers have “Direct Response” or “Digital Web Marketer” in their titles on LinkedIn

Marketers have “Online” or “Digital” in their titles

The Most Common Skills in Marketers' LinkedIn Profiles

The Most In-Demand Marketing Skills Based on Recruiter Searches on LinkedIn

MODERN MARKETERSWhat LinkedIn Data Reveals About