It’s no secret that when it comes to breaking boundaries, the tech industry has always been at the forefront. But who’s telling the world about these innovations? The unsung heroes of progress are marketing teams, a critical function of any tech business looking to scale. And let's face it, attracting the right marketing talent isn’t exactly a walk in the park.
The real question is, how can tech businesses build teams armed with the digital marketing skills to drive serious impact, and how can they ensure they’re the dream employer for this talent?
Here’s the lowdown on the essential skills your marketing crew needs, why marketing leaders who understand the tech game are highly valuable, and how your company can stand out in the competitive world of marketing recruitment:
The Skills That Set Your Marketing Apart
Tech businesses don’t need "just marketers" anymore. Your business needs specialists with digital marketing skills who can handle complexity without breaking a sweat.
The role of a marketer in tech has fully embraced the digital age, and to thrive, you’ll need to look for a combination of skills like data analytics, AI expertise, and performance marketing.
Let’s explore this further:
1. Data Analytics
Today, data analytics is the guiding light for market insights. Your marketing team needs pros who can turn numbers into rich insights. This is especially critical in tech, where you’re often targeting niche audiences with precision.
Whether it's analyzing user behavior to recommend product tweaks or tracking where to spend £1 more effectively, data-obsessed marketers are the ones making it happen. Companies that prioritise this in their marketing recruitment efforts will stay ahead of the game.
Research shows that marketing analytics influence just over half (53%) of marketing decisions, highlighting the importance of marketers who are skilled in data analytics.
Key data analytics skills for marketers include:
- Proficiency in tools like Google Analytics, Tableau, or Looker to interpret user behavior.
- The ability to conduct A/B testing and interpret results to optimise campaigns.
- Expertise in identifying trends through raw data to predict customer needs.
- Crafting data-driven strategies to maximise ROI and optimise marketing spend.
- Understanding metrics like CAC (Customer Acquisition Cost) and LTV (Lifetime Value) to guide decision-making.
2. AI Is Not Just Hype. It’s Happening
While AI has been at the centre of tech for years, its growing presence in marketing is impossible to ignore. From tools like ChatGPT for content creation to machine learning algorithms driving personalised ad campaigns, your marketing team needs AI minds.
AI can also be used to analyse consumer behaviour. Chatbots and digital assistants are getting smarter, helping businesses connect with customers in real time. Even online shopping habits are changing, with AI playing a bigger role in influencing what people buy. Big names like WPP are set to invest £300 million per year in AI tools for these marketing strategies.
The right talent means you can implement AI techniques to create better strategies, improve efficiency, and give your campaigns the 'wow' factor tech audiences expect.
Here are the AI skills you should look for in marketers:
- Experience with AI tools like predictive analytics platforms and conversational AI for chatbots.
- Familiarity with automation tools to streamline workflows and marketing processes.
- Expertise in machine learning applications for tailored, data-backed marketing strategies.
- The ability to integrate AI-driven insights into ad placements, customer segmentation, and more.
- A deep understanding of ethical AI use, ensuring transparency and trust in your marketing efforts.
3. Performance Marketing Matters More Than Ever
Clicks, leads, conversions…sounds simple, right? Enter performance marketers who know how to act on metrics that lift what matters. These experts are at home in the unpredictable areas of PPC, social ads, and search marketing. And when paired with a SaaS product or subscription model, their ability to test, measure, and optimise campaigns can be the difference between cruising along and rocketing to your next milestone. This is precisely why these talents are in high demand in digital marketing jobs.
Essential performance marketing skills include:
- Mastery of platforms like Google Ads, Meta Ads Manager, and LinkedIn Campaign Manager.
- The ability to craft compelling ad copy tailored to specific audiences.
- Expertise in SEO strategy to enhance organic visibility alongside paid efforts.
- A/B testing skills to refine creative assets and maximise campaign performance.
- Strong analytical capabilities to adjust strategies based on real-time data.
Businesses turn to expert marketing recruitment agencies to find specialists in areas like these. Unlike generic recruiters, these agencies understand the complexities of hiring for digital marketing jobs in tech, where hyper-focused skills can make a massive difference.
The Marketing Leader Who "Gets Tech"
A great marketing team is only as good as the person steering the ship. If you’ve got complex offerings like SaaS products or are growing through product-led strategies, you need marketing leaders who deeply understand SaaS models and product-led growth (PLG).
Why does this matter? Think of these leaders as multi-lingual operators, able to translate the intricacies of your technology into strategies that attract not just customers, but loyal advocates.
Why SaaS and PLG Masters Are Non-Negotiable
Marketing for SaaS isn’t a quick job. It’s about grasping recurring revenue cycles, churn rates, and customer acquisition costs, and shaping campaigns that move the needle across those metrics. Meanwhile, PLG requires marketers to think product-first. Forget shiny campaigns, these leaders focus on removing friction from the user experience and building marketing automation processes to convert users into paying customers.
It’s not surprising that finding niche expertise sometimes calls for a marketing executive search dedicated to leadership. After all, effective leaders can mentor teams brimming with technical talent while driving marketing strategies in line with the tech world.
Here are the key skills you should search for in this area:
- Tracking SaaS-specific metrics like ARR, LTV, CAC, and MRR to assess performance and pivot strategies as needed.
- Developing retention campaigns that directly encourage long-term customer loyalty.
- Streamlining free trial or freemium experiences to smoothly convert users into paying customers without introducing barriers or friction.
- Designing marketing automation workflows that scale user acquisition efforts and nurture leads effectively.
- Implementing CRMs like Salesforce and utilising tools like Google Analytics to track customer behavior across the entire lifecycle.
- Building data dashboards to visualise KPIs, analyse success, and identify areas for optimisation in real-time.
- Collaborating closely with product, sales, and customer success teams to align marketing initiatives with larger business goals.
How to Attract the Marketing Talent You Need
Finding the right people for digital marketing jobs in tech isn’t just about hiring for skills. You need to sell your company as the place for marketers to thrive. There’s a wealth of opportunity for talented marketers out there, so why should they choose you?
Hint: The answer goes beyond paychecks.
1. Create a 'Too Good to Ignore' Employer Brand
Marketers love brands, so start by strengthening your own. And no, this doesn’t mean glossy corporate slogans. It means showing authenticity, investing in employee engagement, and living by values that people admire. Showcase these efforts boldly in your job descriptions and interviews, and try working with a marketing recruitment agency that understands the importance of employer branding in attracting the best talent.
2. Promote Professional Growth
Show professionals that joining your business is not just another career move, it’s going to expand their digital marketing skills and make a real difference. Whether it’s opportunities to learn AI and advanced analytics, be part of revolutionary campaigns, or even collaborate with product teams, your messaging needs to highlight why their role will be impactful. Speak about your learning culture and career pathways with the same mix of passion and professionalism you show your clients.
3. Flexibility Is Key
Sure, marketing has gone digital, but so has work itself. For today's tech marketers, flexibility is often expected. Talk about your hybrid working model or tech-first collaborative tools when engaging with marketing recruitment agencies or posting ads for digital marketing jobs. Remember, you're speaking to creative individuals who live and breathe ideas. A rigid structure might stifle your chances of attracting them.
4. Celebrate the Power and Purpose of Marketing
Remind marketers that they’re selling more than just a product, they’re selling a revolution. Every campaign connects real-world users to your offerings. By framing their role within that larger purpose, you’re giving them something far more motivating than KPIs and targets. This is how you position yourselves as a team anyone would want to join.
5. Partner with a Marketing Recruitment Agency
Hiring for digital marketing jobs in tech comes with its own challenges. Complex requirements, niche skills, and intense competition call for a specialised touch. That’s where working with a marketing recruitment agency like us pays off.
They understand not only the skills you need but also how to appeal to marketers with offers they can’t refuse. With the right marketing recruitment agency, you can streamline hiring while ensuring you’re connecting with people who will genuinely thrive in your organisation.
Benefits of partnering with a marketing recruitment agency include:
- Access to a broad talent pool of specialists who understand the unique demands of tech marketing.
- Market insights into what attracts candidates and how to secure them.
- Streamlining recruitment through pre-vetted, qualified professionals.
- Saving time by focusing on only the best-fit talent for your digital marketing jobs.
- Identifying candidates with both technical expertise and cultural alignment.
- Creating tailored job offers to appeal to in-demand marketers.
- Accelerating hiring to outpace competitors in the tech space.
- Scaling marketing recruitment efforts for high-volume or urgent digital marketing jobs without losing quality.
- Supporting business growth by finding talent that thrives in dynamic environments.
Don’t Settle for 'Good Enough'
Scaling tech businesses don’t have time for mediocrity when it comes to marketing talent. Those leading the charge in marketing recruitment know the secret’s in building a dream team equipped for the future. Think specialists in data analytics. Think AI gurus. Think performance marketing experts led by marketers who understand your SaaS or product-led growth game.
Every hire in your marketing team should feel like a power move, not a placeholder. And when you offer an outstanding employer brand with room to grow, backed by partners that specialise in marketing recruitment agencies, you’re setting yourself up to attract not just good employees, but exceptional ones.
Because in the high-stakes world of digital marketing jobs in tech, “good enough” simply doesn’t cut it. And why would you settle for anything less?
Your Trusted Digital Marketing Partner
Need help building an exceptional digital marketing team? We connect you with talent across SaaS, eCommerce, and other industries, from skilled digital strategists to innovative social media leaders. We’re passionate about diversity, using anonymous profiles and tailored strategies to bring fresh perspectives to your team.
With our consultative marketing recruitment approach, we help you create a team that drives real results.
Contact us today to start building your perfect team.
