The DNA of Great Performance Marketers: An Objective Look at Key Skills
Performance marketing, an intricate blend of data analytics, creativity, and strategic thinking, is ever-evolving. The crème de la crème in this field possess a unique DNA, a mix of objective skills and traits that elevate their strategies and results. Here’s a detailed analysis of what makes a great performance marketer.
- Analytical Prowess
A keen analytical mindset is paramount.
• Understand Metrics: They’re fluent in metrics like Cost Per Acquisition (CPA), Return on Ad Spend (ROAS), and Lifetime Customer Value (LTV).
• Use Advanced Tools: Mastery over platforms like Google Analytics, Facebook Insights, and other data analysis tools is a given.
• Interview Questions: “Describe a time when you had to adjust a campaign based on its metrics. What was the metric, and how did you adjust?” “ROAS is decreasing Month over Month, is that a bad thing?”
2. Creativity
Performance marketing is not just about numbers.
• Craft Compelling Messages: They know how to create ads that resonate.
• Test Visuals: They experiment with images, videos, and graphics to see what engages the audience best.
• Interview Question: “Can you provide an example of a particularly successful ad campaign you managed? What made it unique and why did it succeed?” “Watch a high performing video with them, ask them to tell you what you could do to the video to make it perform even better.”
3. Continuous Learning
The digital marketing landscape is constantly shifting.
• Stay Updated: They’re always up-to-date with the latest platform changes, algorithms, and industry trends.
• Adapt and Overcome: They’re quick to pivot their strategies based on new learnings.
• Interview Question: “How do you keep yourself updated with the latest trends in performance marketing? Share the last new strategy or tool you learned about and implemented.”
4. Technical Know-How
Performance marketing often involves:
• Platform Mastery: Knowing the ins and outs of platforms like Google Ads, Facebook Ads Manager, and more.
• Understanding Tracking: They know how to set up and analyze conversion tracking, pixel data, and more.
• Interview Question: “Describe a time when you faced a technical challenge on a marketing platform and how you resolved it.” “Explain to me how tracking / attribution works today.” “Screen-share the Facebook and google ads platforms and ask them to show you where to see things like different conversion events/actions, different attribution windows, and segmentation splits.”
5. Strategic Thinking
The best in the business are always several steps ahead.
• See the Bigger Picture: They understand how their campaigns fit into the larger marketing and business objectives.
• Plan Long-Term: While they optimize for immediate results, they also plan for sustainable growth.
• Interview Question: “Imagine you’re handed a product to market that’s entirely new to you. What steps would you take to develop a long-term marketing strategy for it?”
6. Collaboration and Communication
Great performance marketers:
• Work Well in Teams: They often collaborate with content creators, graphic designers, and other departments.
• Communicate Effectively: Be it presenting data or explaining strategies, their communication is clear and concise.
• Interview Question: “Tell us about a time when you collaborated with another department (like design or content) on a campaign. How did you ensure effective communication and alignment?”
7. Resilience and Adaptability
Performance marketing is rife with challenges.
• Handle Failure: Not every campaign is a home run. The best marketers learn from failures and bounce back.
• Adapt Quickly: Whether it’s a change in platform policies or a sudden market shift, top marketers adapt their strategies swiftly.
• Interview Question: “Share an instance where a campaign didn’t go as planned. How did you handle it, and what did you learn?”
8. Ethical Practices
Integrity is crucial:
• Transparent Reporting: They provide honest assessments and reports to stakeholders.
• Avoid Shortcuts: They steer clear of dubious practices that might give immediate results but harm in the long term.
• Interview Question: “Have you ever been in a situation where you were pressured to use a marketing tactic you didn’t agree with? How did you handle it?”
In Conclusion
The DNA of a great performance marketer is a blend of hard and soft skills, combined with an insatiable curiosity and passion for their craft. Whether you’re looking to hire the best or become the best, understanding this DNA is the first step in the journey.
If you are looking for any performance marketing help, please don’t hesitate to reach out. The highest leverage thing you can do as a leader is hire a great team. Thop@growthops.us
Connect with me on LinkedIn where I share monthly performance marketing insights.
