brands - Why Tech Companies Need T-Shaped Marketers on Their Teams


Why Tech Companies Need T-Shaped Marketers on Their Teams

The lines between marketing, product, UX, and sales are dissolving in the technology companies today. The growth hacking mindset requires certain level of  technical depth, but equally important are creativity, analytical mindset, empathetic predisposition, broad perspective and specialized skills. The marketers in demand in 2019 and beyond are people with equally well developed left and right side of the brain – jack-of-all-trades, able to see through many different lenses.

These professionals possessing a broad range of knowledge across different domains and deep understanding of at least one of them are called T-shaped marketers. David Guest, who originally coined the term t-shaped player described it as “someone who specializes in being a generalist but who also has one or 2 areas of expertise”.

The mindset and the background of the T-shaped marketer is in the DNA of The Indigitals.


What are the characteristics of a T-shaped marketer?

  • Someone with broad cross-discipline knowledge and deep competence in one or more of these disciplines.
  • Able to develop an intuitive understanding of highly technical concepts and navigate in uncharted territories. She is a creative communicator and has a way of bringing her skills to a siloed team in an organization.
  • Able to spot gaps and opportunity which a more specialized outlook can miss.
  • Self-motivated, comfortable with change, incomplete data or a plethora of data.
  • Always on the lookout for new skills, ideas and tools to make her better at what she does.
  • The diverse knowledge and experience inspire confidence rather than fear of the unknown.

How does The Indigitals T-shape diagram look like?

We at The Indigitals have experience with all marketing disciplines, we know how they work together and our deep expertise spans across are strategy, content and growth.

Let’s take a look at all different sections and see how interconnected they are with each other.


The fundamental knowledge about the ideal customer pain points

The product-market fit is about the interplay between a business, its product, its market and its customer. This includes understanding of what the product or service is, what problem it solves, whose problem it solves, how painful this problem is, how the product stands out from the competition and what the potential size of the market is. The effectiveness of all the marketing activities depends on the understanding and the application of these fundamental concepts to the business.  
This is where we always start when working with our customers.
Curious to see how well you have defined it for your business? Download this free checklist


Shapes a mindset of constant improvement

Experimentation through testing the performance of landing pages, copy and visuals, subject lines, content length and sign-up form fields is essential for increasing the ROI from marketing in the digital environment. It also shapes a mindset of constant improvement and flexibility.


Tactical weapon for short-term impact

Digital advertising allows us to amplify our message, reaching to a targeted, but larger audience. Most platforms offer advanced targeting options, but to be able to use them effectively knowledge about our ideal customers demographic and behavioral characteristics is needed.
Digital advertising is a powerful tool for amplifying campaigns impact with a shorter time window or for building awareness over time with a larger budget.


Long-term investment in organic growth

Content marketing is instrumental to achieving organic growth. Its business-critical mission is capturing and maximizing organic search – the best converting channel across all businesses we’ve worked with.  When mapping out the content needs of a company we look for gaps and opportunities cutting and slicing the digital presence of the company through 3 main perspectives:

  • SEO – is there a substantial search volume for relevant keywords and topics that the company is missing out? If yes, creating adequate content to seize this opportunity gets high in the priority list.
  • Users pain points – are users pain points adequately addressed? Copy that converts doesn’t tell your story, but the user’s story. Shifting from a descriptive to a user scenario based approach can have a tremendous effect of your communication.
  • Marketing funnel needs – this is the widest field and refers to creating content for each stage of the marketing funnel. It can include anything from copy for email nurtures to rewriting pricing pages, creating onboarding content or adding new channels to the marketing mix such as new social media platforms, newsletter, website sections etc.  

Content marketing is a complex cross-functional discipline requiring a good understanding of the market, the business and its ideal customer, strong analytical and storytelling skills, knowledge in different marketing domains. It takes longer to see the results from content marketing done well. It is a long-term investment in sustainable organic growth.


Marketing funnel optimization

Demand Generation is a holistic approach to generating leads and then moving the leads through the marketing funnel from interest to desire and conversion. It is not a standalone discipline and needs content, digital advertising and optimization tactics to deliver results as well as tools such as email marketing automation and lead scoring system. Demand generations starts with identifying and qualifying prospective leads and its goal is passing the leads most likely to be converted to the sales team. Typical demand generation strategies include valuable resources gated behind a free download form, partnering with industry influencers for a webinar, leveraging the power of remarketing, email nurturing and inbound marketing.


Moving from “what happened” to “what might happen”

Data analytics is the glue of the data-driven approach to marketing. Organizations are using descriptive analytics to answer the question “what happened” in retrospective using business intelligence, user behavior and similar tools.
Data visualization is an important part of the process of understanding and communicating findings from the data collected to stakeholders and other teams in the organizations.
The next level of data analytics is predictive analytics, which as the name suggests, answers the question “what might happen”. Predictive analytics analyzes historical data to predict the likelihood of a certain outcome based on the patterns discovered. It’s based on data mining, statistics, modeling, machine learning, and artificial intelligence and is a natural extension of the descriptive and diagnostic stages.
Popular use cases include predicting buying behavior and churn rate as well as users profiling.


Need help with with any of the above? Get in touch with our team to see if we can help.

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