And if you have missed the 100 Things to watch in 2014
Have you ever heard of full stack marketer? ok you can define the full stack marketer by comparing below list of Skills they should be proficient of. Additionally if you are interested to become full stack developer, i have added some resources to get start on those skills.
So what is a full stack marketer?
This is defined in the same way how full stack developer have been. A full stack developer is the one who can build a product from start to finish(Front end to Backend), Similar to that full stack marketer is someone who is familiar with all marketing layers with generic understanding and basic skills to execute all layers (Email,Social,Analytics, PPC, Blog.,etc) and create integrated growth strategies with limited resources. In other words, we can approximately define in simple words as ” who can Architect of marketing framework rather building a specified marketing layer”
Full stack developers can be a great opt for startups at early stage for developing a marketing framework and to get all the channels. If this full stack marketer have more experience in years, they are perfect for VP of marketing and Chief marketing officer(CMO) as they are jack of all trades provided with management skills who can handle jack of specialist on each channels
So what are the skill set a full stack marketer should proficient of?
There are list which gives the commonly mentioned layers in marketing need to be proficient of but I have filtered out important 15 skills they must be proficient of.
First and foremost important skills need to execute any skills successfully mentioned below is to be proficient of Analytics. if a marketer unable to analyze his results through any of the analytics he won’t be able to move on the next stage on the right path. He could learn the analytics from website analytics to social media analytics.
Resources to learn Analytics:
- Analytics resource section on Kissmetricshas great resources from industry experienced professionals. The Beginner’s Guide to Startup Analytics from KISSmetrics is great one to start.
- The Ultimate Guide to Google Analytics from Fast Company, Occam’s Razorfrom Avinash is one of the best resource for Google analytics.
2. SEO (Search Engine Optimization)
Getting the organic exposure for a brand is prominent thing in marketing. So their understanding about the basic optimization from onpage optimization to offsite optimization could help the brand getting resulted on search engines and getting free traffic.
- The Beginner’s Guide to SEO from Moz,
- The Advanced Guide to SEO from Neil Patel
- The Ultimate Guide to SEO for E-commerce Websites
3. Copywriting/Content Marketing/Blogging
One of widely popular free marketing technique is content marketing, as a full stack marketer should be know how to “write a compelling content” to “market that content”.
Copywriting (compelling headlines, unique content interesting to readers), Content Marketing(articles, Slides, infographic,etc),Blogging:
- Problogger, HubSpot, Kissmetrics Blogging, Kissmetrics Copywriting,
- The Ultimate Guide to Guest Blogging from KISSmetrics
- 16 Top Tips from Blogging Experts for Beginners from Buffer
- The Definitive Guide to Copywriting from Neil Patel
4. Social Media
Connecting with targeted audience and creating a engagement can lead to new exposure for the brand existence and word of mouth exposure through organic. so the full stack marketer should be proficient of executing the below channels.
Facebook, Google+, Linkedin, Pinterest, Twitter.,etc.
- The Beginner’s Guide to Social Media from Moz
- Social Media Examiner Blog
- How to Master Social Customer Acquisition from KISSmetrics
5. Email Marketing / CRM / LifeCycle Marketing:
Email Marketing is an integral part of any marketing strategies. Get to know things like harvesting the emails, Layout of the Email, Content planning, timing, segmenting the user list which are basic levers in email marketing.
CRM and LifeCycle marketing is bit near on their strategies. As a full stack marketer, we should know how to execute each of the lifecycle of users below as most of CRM/Lifecycle marketing is run through Email (Leastly on SMS, Push Notification)
- Welcome Email / Subscription confirmation Email
- Engagement Emails for objectives like Traffic to websites, Buyer activation Email, Product upgrade,
- Reactivation Emails for inactive users
- Retention Emails for Active users
- The Customer Life-Cycle Marketing Playbook from Forrester
- Infusionsoft’s Lifecycle Marketing Resource Library
- A Beginner’s Guide to Successful Email Marketing from KISSmetrics
- Email Marketing Field Guide from MailChimp
- The Definitive Guide to Engaging Email Marketing from Marketo
6. Paid Advertising
Basic understanding of advertising on Google ads, Bing ads, facebook, linkedin and twitter. Each of this channel opt for different type of business. So we need to know which channels works for business by testing rathen testing. Need to be proficient on Account structure, Campaign structure, Copywrite, Artworks, Landing Page, conversion rate, bidding, placement.
one of the best resource to learn the basics and intermediate knowledge to learn paid advertising. Just Visit
- Adstage Blog full for resource for Google, Bing, Facebook, Linkedin and Twitter.
- Specific on Facebook advertising is Jon Loomer Blog
7. Testing / Optimization
Testing and optimization is nothing but testing and optimizing all the skills listed by perfectly understanding which metrics to be consider for optimizing/testing on each of the channels. this skill could be achieved perfectly only from the lot of experience through own rather than using industry data. Most of the testing is carried on landing page, user experience, conversion optimization and creative testing.
- Beginner’s Guide to Startup Analytics from KISSmetrics
- Architecting Great Experiments from Kyle Rush
- The Ultimate Guide to A/B Testing from Unbounce
- 71 Things to A/B Test from Optimizely
- Tools: ABTests.com, Optimizely
8. Business Intelligence (BI)
Beyond to the analytics tool, there are specified BI tools which helps to take data driven decision through deep analysis by connecting the BI Tool with different analytics(email, mobile, social). To get a basic understanding of this, Visit this > Importance of Business Intelligence and Why every organization need a BI Tool and Team?
Two things on the design part. Designing the image in Customer perspective with elements like call to action, color, text and Proficient to use design Tools like Adobe photoshop.
10.HTML/CSS/JS/API / SQL Queries
- Know the basics to edit the coding of the website for the purpose like SEO, Implementing Tracking,UI Fix,.etc.
- API knowledge and basic SQL queries to connect the data from different channel to Business Intelligence Tools for analysing purpose.
11. Public Relation
- A Beginner’s Guide to Public Relations for Tech Startups from KISSmetrics
- Top 10 PR Tactics and Strategies of Successful Content and Link Building from Lexi Mills
12. Branding / Positioning
- Take a Walk on the Dark Side: Branding & Positioning 4 Startups & Sith Lords from Dave McClure
- The Right Way to Position Your Startup Against Competition from VentureBeat
13. Mobile Marketing/ InApp Marketing/Distribution (Contact with 3rd party mobile marketing agencies, distribution )
- How to Promote Your Content Across Owned, Earned, and Paid Media from Convince and Convert
- 17 Advanced Methods for Promoting Your New Piece of Content from KISSmetrics
- App Store Marketing Guidelines from Apple
- App Store Optimization – A Crucial Piece of the Mobile App Marketing Puzzle from KISSmetrics
- App Store SEO: The Inbound Marketer’s Guide to Mobile from Moz
- How to Measure If Users Love Your Product Using Cohorts and Revisit Rates from Andrew Chen
14. Affiliate Marketing
15. Growth Hacking
What do you think ?
A small story about me as Full Stack Marketer: I used to learn all the layers just because of curious and quest for knowledge. At the initial stage, i used to be afraid of jack of all marketing skills and not strong enough to pitch my skills when i brand myself. but this eventually after few years of experience helped me to achieve a great place where i can understand each part of the marketing and to create a integrated marketing strategies. Being Full Stack Marketer has advantage and disadvantage. Disadvantage is at Initial Stage, you wouldn’t be able to pitch about yourself on interview strongly when you go to corporate/Established companies, Exceptional case when you go to startup(or you going to startup) could help you. Advantage, when you continue your career on the long run with learning all the skills, it could help for sure after some years for the post of Head of marketing, CMO and VP. so be optimist 🙂 And there is sentance i used to disagree with many peoples “Jack of all doesn’t going to help, so be the master of something”. Nope life is all about
“Connecting the dots” – steve. Trust that and Go ahead!
By Ram Shriram
Published in the Economic
Times, January 2005 There is a palpable desire and
great ambition amongst the
entrepreneurs in India to build
leading, global businesses. We
have seen this vision executed
in the services sectors where entrepreneurs have taken
advantage of India’s depth of
educated talent to offer world-
class services with consistent
high quality, on time delivery
and lower prices. The time has now come for this same vision
to manifest itself in India’s
consumer sector with the
creation of world-class
consumer oriented companies
with a reliance on technology to help scale the business. India’s sustained economic
growth has helped develop a
middle class that is educated,
discerning and ready to
consume. This translates into a
vibrant and growing domestic market that is ready to be
served by a new breed of
focused enterprises. As an
early member and student of
companies such as Google, Amazon and Netscape the
opportunity to work with such
budding entrepreneurs to
develop businesses that can
grow from serving an
emerging domestic market to serving the global consumer
will be both fun and exciting. The following are some
thoughts that can help
entrepreneurs navigate the
early stages of starting a
business. Understand the market Entrepreneurs should be clear
about the market space they
are entering. Define the size of
the market, the current
competitors and any barriers
to entry. Market sizing is often a difficult step in new
industries as it can be hard to
determine a figure that clearly
states the size of the market.
Entrepreneurs should build a
“top down” as well as “bottoms up” model to
understand the scale of the
opportunity. A top down
model estimates the overall
size of the existing industry
and then tries to estimate the portions of that market that
can be served by the new
offering. A bottoms up model,
starts from the actual service
offering and tries to estimate
the number of consumers that will adopt the new service and
therefore the revenues that
will be generated. As you
assess the market potential be
sure to determine the
competitive points of differentiation and articulate
the clear benefits to the
consumer. Try to identify
technology based competitive
differentiators. Build your team around the
consumer pain points Clearly articulate the pain
points. Entrepreneurs should
be intimately familiar with the
drivers in the industry, the
consumer pain points and the
trends that are influencing change within the sector. In
order to thoroughly
understand the sector,
entrepreneurs should actively
speak to people who work in
the industry and perform a limited test with consumers to
elicit their feedback. As you
begin to understand the
consumer value, use this data
to build the product or service
proposition. Ensure that you build the knowledge and
expertise in your team to
effectively address the
consumer pain. Vision without execution is
worthless Execution is key. While you
may be able to size a market,
articulate a vision and rally a
team around an idea, day-to-
day execution is what creates
value. This is not a small or easy task and can often be an
entrepreneur’s biggest test of
courage, commitment and
conviction. Starting a business
is not for the faint at heart.
Entrepreneurs must define early and often the reasons
why they believe they will be
successful and continue to
organize their team around the
execution needs. That alone
will help them attain their goals. As you go through these
early stages of building the
business obsess about the
customer and ensure that your
first customers are happy, and
become strong word of mouth advocates of your proposition –
it is always more expensive to
try to win over a lost customer
than it is to retain a customer. Closing thoughts Being an entrepreneur is a
great opportunity to build
something that impacts
people’s lives in a positive way.
It provides you with a sense of
freedom, accomplishment and an ability to control your own
destiny. As you set out down
this path remember to be
passionate about your idea and
focus on the details of
execution. Keep your ego in check and manage your team
through inspiration, not fear.
As you bring people on in the
early stages remember that
the DNA of the founders is the
DNA of the company, so pick your team carefully and set an
example for all to follow. We are very excited and proud
to be in India and to play a role
in building the next generation
of leading global businesses.