Spear-2019年营销人才调查报告（英文）-2019.3-19页_1mb

A SPEAR MARKETING GROUP REPORT: 2019 Marketing Talent Crunch Survey Summary

Core Content Overview

This report summarizes the findings of the 2019 Marketing Talent Crunch Survey conducted by Spear Marketing Group, which aimed to understand the current challenges in hiring marketing talent, particularly within B2B companies. The survey included responses from over 10,000 B2B marketers and provided insights into hiring difficulties, time to fill roles, in-demand skill sets, and the shift towards flexible staffing models.

Main Findings

1. Marketing Talent Shortage is Widespread

• 75% of marketing departments are understaffed.
• Over 90% of B2B companies are having difficulty finding and hiring marketing talent.
• This shortage is forcing companies to adapt their hiring strategies, including hiring remote workers and using third-party service providers.

2. Time to Fill Marketing Roles is Extended

• Over 80% of open marketing roles take 5+ weeks to fill.
• Almost one-third of roles remain vacant for more than 2 months.
• 4.1% of roles are filled in 1-2 weeks, while 30.6% take 9-12 weeks.

3. In-Demand Skill Sets

• Marketing Analytics (61.2%) is the most difficult role to hire for.
• Marketing Operations (46.9%) and Demand Generation (44.9%) follow closely.
• Content Marketing (32.7%) and Branding (32.7%) are also highly sought after.

4. Preference for In-House Hiring

• 57.1% of companies prefer to hire in-house for marketing roles.
• 22.4% opt for consultants/contractors, and 20.4% for agencies.
• Despite the talent crunch, companies are still hesitant to outsource technical roles like marketing operations and marketing analytics.

5. Willingness to Hire Remote Talent

• Almost two-thirds (67.3%) of marketing departments are willing to hire remote employees.
• This reflects a growing trend in the industry towards flexible and remote work arrangements.

Key Insights for B2B Companies

• Marketing technology is a primary driver of the talent shortage. As CMO budgets increasingly allocate to martech, the demand for technical skills has risen, making it harder to find qualified candidates.
• Adapting hiring practices is essential for B2B companies to remain competitive. This includes hiring remote workers and using third-party service providers.
• The trend towards flexible staffing models is accelerating, with a mix of full-time employees, contractors, and agencies becoming more common.
• Outsourcing non-essential roles is becoming more prevalent, allowing companies to focus on core competencies and strategic functions.

5 Reasons to Hire an Agency

• Comprehensive Services: Full-service agencies offer a range of services and expertise that may not be available in a single contractor or freelancer.
• Specialized Expertise: Agencies often have deep knowledge in specific areas like demand generation, marketing analytics, and media management.
• Scalability: Agencies can provide scalable solutions, especially for companies that need temporary or project-based support.
• Cost Efficiency: While agencies can be expensive, they may offer better value than hiring full-time employees for short-term needs.
• Strategic Partnership: Agencies can act as an extension of in-house marketing teams, offering strategic input and support.

Conclusion

The 2019 Marketing Talent Crunch Survey highlights a significant challenge in the B2B marketing industry, driven by the increasing demand for technical skills and the shift towards more flexible staffing models. Companies are adapting by considering remote work and third-party service providers, especially for non-core functions. Spear Marketing Group, as a full-service demand generation agency, provides valuable insights and solutions to help B2B companies navigate this talent landscape effectively.