What is Marketing automation?

The field of marketing automation covers a range of different roles, and the responsibilities associated with a marketing automation job will vary depending on the product or service being marketed.

In general though, the job of a marketing automation specialist is to collect and analyse marketing data in order to produce tailored, automated solutions, including implementing data reporting systems, growing and managing email lists, tracking campaign performance, and advising on content creation.

With the help of a marketing automation platform (often abbreviated as MAP), a marketing automation specialist will help companies to introduce and refine various software solutions to a range of marketing and advertising problems. 

Getting a foot in the door

Remember that unlike many jobs in the IT industry, a Bachelor’s degree is not always a strict requirement for Salesforce marketing automation roles. While some employers will prefer a candidate with a four-year degree under their belt, most are willing to consider candidates with industry certifications and/or relevant marketing experience, especially for entry-level positions.

The good news for Salesforce newcomers is that marketing is very much a results-driven field. An impressive track record and a willingness to learn on the job can almost always make up for a slight lack of qualifications.

A Salesforce Certified Administrator certification is a great way to land your first job within the Salesforce Ecosystem. This 6-12 month course will equip you with the skills you need to secure an entry level marketing automation position, and will open up pathways to a range of positions across the Salesforce Ecosystem without the time and cost commitment associated with a four-year degree.

Familiarising yourself with the tools of the trade.

A strong grasp of Excel, Google Analytics and Google Ads is an absolute must, but we also recommend familiarising yourself with some of the more specialised tools involved in marketing automation.

If possible, try to get some preliminary experience with one or more of the most commonly used MAPs. These include:

• Hubspot
• Adobe Marketo Engage
• Eloqua
• Oracle Eloqua and Responsys
• Braze
• Pardot

Most MAPs have a hefty monthly subscription associated with them, but almost all will have a free trial, giving you an opportunity to explore their capabilities and get a headstart in your marketing automation career.

Working for a company versus working as a consultant

When seeking a job in the Salesforce ecosystem, it is important to consider the differences between working directly for the end client versus working as a consultant.

Though the core skills required for each of these roles are similar, there are some crucial differences of which Salesforce newcomers should be made aware.

Working in a consultancy

When working within a consultancy, you will undertake a variety of different projects for a variety of companies, all with their own set of specific problems and objectives. These roles require a high level of adaptability and a strong familiarity with the fundamentals of marketing automation. You will have ample opportunity to flex your critical thinking skills, and will be called upon to identify inefficiencies and find quick, effective solutions.

Working as a consultant can be intimidating at first, but as your marketing automation career progresses you will build an arsenal of transferable skills and strategies which will streamline your problem solving process.

Consultancy work can also be immensely beneficial in terms of career progression. Not only will it help to grow, but will also give you first-hand experiences with different areas of the Salesforce ecosystem, allowing you to specialise later down the line.

Working directly for a company

On the other hand, you may choose to work directly for a company or only within a specific industry.

In these roles you will often be required to learn a select few areas of the Salesforce ecosystem inside out. Rather than coming up with quick fixes to a wide range of problems, you will have the opportunity to develop your expertise in a specific area of the Salesforce ecosystem, and to nurture and refine a tailored marketing strategy over the course of months and years.

Candidates for these roles will benefit from foresight and careful planning, as they will be required to consider not only the long-term marketing objectives of their company, but also the broader landscape of the relevant industries.

Though employees working directly for an end client may not be as versatile as those working as a consultant, there will be ample opportunities for career advancement, as they assemble a set of skills, tools, and market insights that will make them sought-after experts in their field.

Final thoughts

There has never been a better time to start a career in Salesforce marketing automation. We know this is a cliché, but in the current moment it also happens to be true! The constant advancement of the IT industry and the rising skills shortage associated with it means that job opportunities for ambitious, industry-certified candidates have never been more plentiful.

With affordable intensive courses, dedicated Salesforce user groups, and a growing number of job vacancies, everything you need to kickstart your marketing automation career is already at your fingertips.

Find a role in Salesforce CRM or Marketing Automation today.

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