In order to drive sustainable organizational growth, marketing leaders must have a unique skill set that relies on analytical, psychological, and perhaps even anthropological understanding of the customer. The explosion of digital, the empowered customer, and the acceleration of innovation are having a profound impact on customer experiences and expectations. Driving customer demand no longer relies on the best creative copy or the most entertaining taglines.
Our recent article highlighted the seven must-have skills for successful marketers. Marketing leaders need to not only be agile and performance driven, but also create synergies, align technology to current processes, understand the customer behavior, apply analytical insights into solutions that drive demand, and more importantly, lead the change company-wide. That’s why we call them Transformational Marketers. That’s what differentiates them from the rest of the pack.
The Transformational Marketer Interview Series features short video discussions with leaders that drive change in their industries, business models, and organizations. In the video below, Bill Fasig, COO and Managing Partner at TopRight, introduces the interview series and provides a preview of what’s in store.
Today, we released the first episode of the Transformational Marketer Interview Series with Scott Barton, Senior Director of Marketing at the Institute for Humane Studies (IHS) at George Mason University.
Scott Barton is a nonprofit marketing leader engaged on creating valuable relationships with the students and supporters. Over the past years, Scott created a dynamic new online education resource that is bringing the ideas of liberty to millions of students. He has also led projects that reshape the organization’s vision and strategy, management team, and fundraising. Scott believes in the power of inbound strategy, earning potential clients’ attention by creating compelling content to their target audience as a two-way communication, instead of pushing their services upon the general population to try to sell a product. Scott’s long-term vision includes positioning the IHS marketing team as a strategic partner to achieve the organizational goals, creating and promoting relevant products that fulfill the market demand.