The Beat - Summer 2019

SUMMER 2019
IDEAS FOR MARKETING AND CREATIVE PROFESSIONALS
SURVIVING
the
Marketing
Talent
Crunch
Ann Handley
on Finding
Your Brand
Voice
How to Build
a Better
Landing Page
Brands We
Love: OluKai

ENTER OUR SUMMER GIVEAWAY
TO WIN!
Think you
can’t write
effective
marketing copy?
Ann Handley wrote a book
JUST FOR YOU!
(From our cover story on page 6)
OluKai’s best-selling
‘Ohana men’s or women’s
beach sandals!
Discover the comfort and
craftsmanship YOURSELF!
(Check out OluKai in Brands We Love, page 10)
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or scan our QR code.

WELCOME Summer 2019 01
Welcome to the Summer issue of THE BEAT!
i
n connection to our feature story,
Surviving the Talent Crunch (page
12), our outside back cover offers
up data on salaries for marketing positions
ranging from entry-level to senior-level
managers. One of the most surprising
(and promising) pieces of information
we uncovered in our research came from
the National Association of Colleges
and Employers (NACE), revealing that
employers expect to hire 16.9% more
new graduates from the Class of 2019
than they did from the Class of 2018 for
positions in the US. That’s the biggest
increase among recent graduates since
2007! This helped us to understand the
enormity of the talent crunch, and the
competitive landscape employers are
facing when seeking top candidates to
fill entry-level positions. We also learned
that employers are often
met with disappointment
when the new hire doesn’t
appear to be as “workready”
as they had hoped
for. Terri Bartlett, President
of Marketing EDGE, sheds
some light on the “workready”
part of the new-hire
equation as she explains
John Falconetti
CEO, Drummond
how her organization helps to train and
prepare marketing graduates for real-world
marketing positions.
You’ll be able to sink your teeth into our
Insights story (page 4) as it speaks to SEO
reports that are C-suite worthy and shares
how to gather the information to create
them. Our digital download resource
(e-book) dishes out 22 free (yes, we
said free!) SEO tools that are tested and
top-rated by Moz.com and other highly
reputable sources. Score! Share the e-book
with your marketing department and
encourage them to explore these tools.
Finally, to our cover story. Ann Handley
found time in her busy calendar (in
between speaking engagements, writing
her newsletter, serving as the Chief Content
Officer at Marketing Profs, and traveling) to
spend time with Tim Sweeney, our writer
extraordinaire. She delivered
nuggets of great information on
developing your brand voice and
creating great newsletters. Her
book, Everybody Writes, is one of
our favorites and also one of our
summer giveaways. Register to
win Ann’s book or a pair of OluKai
sandals (Brands We Love, page
10) at drummond.com/giveaway.
EXPERT OPINION
Read insights from the following
contributors in this issue:
Ann Handley
Chief Content Officer, Marketing Profs, and
best-selling author talks about your brand voice
and marketing. (Page 6)
Terri L. Bartlett
President, Marketing EDGE, explains how ME helps
connect and train marketing graduates, academics,
and corporate leaders. (Page 16)
Trish Witkowski
The foldfactory.com owner and 60-second
Super-cool Fold of the Week author offers two
unusual direct mail formats
to consider. (Page 5)
Follow us online facebook.com/Drummond-Press linkedin.com/company/the-drummond-press-inc-
THE BEAT is printed on 100# Gloss Cover/100# Gloss Text paper
01 Welcome
Letter from the CEO, plus a selection of
the key contributors writing in this issue.
02 Insights
Ideas, opinions, news, and trends.
06 Cover Story
Interview with Ann Handley on the topics of
brand voice and mediocre marketing.
10 Brands We Love
OluKai: Direct mail, social marketing, and
philanthropic partnerships make this a brand we love.
12 Surviving the Talent Crunch
How Marketing Edge is helping graduates,
academics, and corporations.
16 Spotlight
Marketing EDGE program details.
Executive Editor
Cindy Woods, cmoteam.com
Contributing Writers
Tim Sweeney
Stephanie Walden
Carro Ford
Design: Diann Durham
©2019 All Rights Reserved
Printed and distributed by Drummond
www.drummond.com

Summer 2019
INSIGHTS
NEWS
| REVIEWS | IDEAS | OPINION |
DIGITAL MARKETING »
DIY website-building services such as
Squarespace, Wix, and Unbounce make it very
simple to set up customized landing pages, even
for business owners without any programming
expertise. These platforms also allow practically
anyone to get a handle on basic metrics
monitoring and data analysis—a key element of
fine-tuning your digital marketing funnel.
But perhaps you’ve noticed a trend in your
landing page data: you’re getting clicks but not
conversions. If this is the case, poor design,
clunky user experience, or overkill on the copy
might be the culprit. Luckily, a few tried-and-true
tactics can make your landing pages an invaluable
element of any inbound marketing campaign.
Landing pages are an inbound marketer’s
not-so-secret weapon. Here’s how to use
them to turn clicks into conversions.
By Stephanie Walden
work as a complement to direct mail marketing if
you add a CTA to print materials directing people
to a link or QR code.) It’s literally where visitors
“land” when they express interest in your product,
service, e-book, etc. after following up on a
marketing message that’s piqued their interest.
There are two primary types of landing
pages: lead generation and click through. For
lead-capture landing pages, the CTA prompts
visitors to enter information such as their email.
Click-through pages, on the other hand, are more
directly sales and conversion focused; they might
feature a prominent Buy Now button that adds
an item directly to visitors’ shopping carts.
A BETTER
LANDING
PAGE
In 2019, landing pages have serious clout:
research has found that companies with 40+
landing pages generate about 12 times more
leads than businesses with fewer than five.
And yet many companies overlook landing
pages’ potential. A recent survey found that
44 percent of B2B campaigns still direct to home
pages—a practice that HubSpot calls tantamount
to throwing away leads.
ADOPT A MINIMALIST MENTALITY
The overarching theme for crafting a successful
landing page is simplicity. All the links, explanatory
text, and fancy modules on your home page—your
manifesto; detailed product descriptions; the
explanation of your mission, vision, and values;
even your navigation bar—have no business on
your landing page.
LANDING PAGES VS. HOME PAGES
You already know the importance of landing
pages, but here’s a quick refresher: landing pages
differ from other pages on your website, as they’re
typically standalone sites that prominently feature
an offer, promotion, free trial, or lead-gen form. If
your home page is the star battalion of your digital
marketing front, your landing page is a highly
specialized sniper.
While your home page typically handles
organic search traffic, a landing page works in
tandem with a Google AdWords, banner ad, or
social or email marketing campaign. (It can even
Click-through landing page
Lead generation landing page

INSIGHTS Summer 2019 03
3
Ways to Stick the Landing
Marketing expert Neil Patel compares bad landing pages to going fishing
without a net: “You might land a big one on your hook, but you won’t be
able to drag it into the boat.” Beyond the basics (a mobile-friendly page and quick
loading times are givens), here are a few tips for building landing pages that convert.
If your landing page is failing to convert,
perform an audit of design and copywriting
decisions: Do images steer the eye to the CTA
with effective use of lines, graphics, and color?
Is your copy concise and informative yet direct
and authoritative? Do your lead-capture forms
contain an intimidating number of fields? (Pro
tip: Lowering the number of form fields from the
average of 11 to just 4 can boost conversions by
a whopping 120 percent.) You can steer visitors
further down the funnel by providing clear
navigation cues via these visuals and copy.
A final step for constructing a successful landing
page is to follow up with a thank-you page or email
that confirms receipt of the form and/or details the
next steps for claiming an offer. This crucial form of
follow-through is more than just a nicety—it ensures
prospective leads aren’t left hanging and gives you
an opportuity for another CTA. ■
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1. KEEP YOUR EYES ON THE PRIZE: THE CTA
This should be the first thing visitors’ attention is drawn to when they come to
the page. While you should choose just one CTA (instead of repeating various
ones throughout the landing page, which risks distracting, fatiguing, or confusing
visitors), don’t be afraid to A/B test a
variety of copy and design options.
Alternate between coaxing asks
and emphatic commands—adding
an exclamation point or using allcaps—and
bold color choices to see
what drives the most conversions.
Patel emphasizes the importance
of making the place to click clear,
suggesting that you design the CTA
as an obviously “buttony button.”
2. USE VIDEOS OR GIFS INSTEAD
OF GETTING COPY HAPPY
It’s quite literally an unwritten rule of good website design
that too much copy is distracting. A well-executed video
or GIF explainer can help drive conversions by as much
as 80 percent. A visual that clearly explains a promotion,
showcases the benefits of the product, or provides a teaser
of a service is a simple way to pack a lot of information into
a small space without resorting
to daunting paragraphs of text.
3. DATA, DATA, DATA
As with any inbound marketing
tactic, data is a foundational part of
the process. Keep an eye on metrics,
including demographics, conversion
and reconversion rates, and other
key data points by using tools such
as Crazy Egg, Optimizely, Google Tag
Manager, and Google Analytics. Paid
sites such as UserTesting can also
provide valuable insights into what’s
working and what’s falling flat for your
landing page strategy.

Summer 2019
INSIGHTS
NEWS
| REVIEWS | IDEAS | OPINION |
SOCIAL MEDIA TRENDS »
THE MUST-HAVES OF
SEO REPORTS
SEO reporting offers an opportunity to pulse
check the performance of your website,
landing pages, and digital campaigns.
Here’s how to learn the ropes.
s
EO reporting is one of those terms that can cause eyes
to glaze over and minds to wander to greener, buzzier
marketing pastures. But these reports are more than
convoluted technical terms and ambiguous line graphs—they’re
invaluable tools for measuring the effectiveness of your website
and related campaigns.
SEO reports provide actionable insights into what’s working
and where there’s room for improvement with your website or
landing page’s front- and back-end build-out, including elements
such as copy and backlinks. They also allow marketers to capitalize
on momentum and fine-tune online campaigns. We’ve outlined a
brief primer on developing clear, effective SEO reports.
WHERE TO SOURCE USEFUL SEO DATA
Get a glimpse of your SEO efficacy by tapping simple resources
without shelling out top dollar. If you’re fuzzy on SEO strategy,
you’ll want to educate yourself on the latest trends and
terminology beforehand. We are particularly fond of Moz as a
helpful educational resource; the site offers useful SEO guides,
ranging from beginner to expert level, as well as live workshops
and instructor-led training sessions.
When it comes to sourcing SEO data, turn to resources such
as Google Search Console or HubSpot’s Website Grader, free
services that allow you to monitor how Google perceives your
website. To get more granular, check out Moz Pro, a freemium
service where you can find on-page optimization suggestions
and error alerts. Linkody is another popular platform that lets you
analyze keywords, generate backlink reports, and monitor social
shares; plans start at about $15 per month.
WHAT TO INCLUDE AND HOW TO FORMAT
YOUR REPORT
Once you’ve gotten a snapshot of your current SEO status, it’s
time to format it in an easy-to-understand document that can be
distributed to company executives or stakeholders. A solid SEO
report contains a few basics, with staples including year-to-date and
month-over-month growth, unique visitors, traffic sources, page
views, and keyword rank tracking. These items should be displayed
in comparison charts or another visual manner that makes shortand
long-term trends immediately clear upon a quick scan.
3 STEPS to Effective SEO Reporting
Optimizing your website so it appears front and center in search results is a linchpin of successful digital marketing,
and reporting is a key way to examine your efforts. Below are three steps for crafting reports designed to impress.
1
Don’t just data dump. One key to
effective SEO reporting is to strike
the right balance between detail
and simplicity. The amount of data to
parse through can be daunting. When
composing your report, start with top KPIs
and the most relevant data points. Then,
pair this information with familiar visuals
such as bar graphs, line graphs, and pie
charts. Use layman’s terms to explain the
significance of these findings. Lastly, aim
for quality over quantity; when preparing a
report for presentation, two to three pages
is a good goal.
2
Expect and embrace
fluctuations. Because
of the dynamic nature
of SEO, regular reporting is
key. You’ll want to establish
a cadence, whether weekly,
monthly, or quarterly—and
stick to it. When downswings
inevitably occur, frame them as
opportunities for improvement.
Include year-over-year and
year-to-date data.
3
Let a third party handle
the formatting. Moz Pro,
Raven, Varvy, HubSpot,
and dozens of other platforms
offer clean and simple SEO
report templates—and many
of them are free or reasonably
priced. Advanced reports can
be white labeled, branded,
or custom-tailored to your
business.

INSIGHTS Summer 2019 05
THAT’S FOLD-TASTIC »
Clarity is crucial when crafting a report. Your company
higher-ups may not know precisely what backlinking or
canonical tags consist of, but they certainly care about
conversions, lead generation, and ROI. An effective report
should distill complex data about traffic, bounce rates, and
keywords into insights that directly showcase how specific
strategies are affecting KPIs.
A basic report template might be broken into four
categories: (1) status update, (2) goals and KPIs, (3)
completed tasks, and (4) results and recommendations.
If you are tracking specific campaigns, those should have
stand-alone reports of their own. Start with the nitty-gritty
domain metrics—organic traffic, rankings, backlink health,
etc.—displayed in a clean visual such as a double-line graph.
Be sure to link these metrics to overarching marketing goals
or strategies, explaining the connection between the data
point and the end goal in plain English.
Next, outline the steps you’ve taken to improve
these metrics, being sure to highlight impact in the form of
successes and setbacks. Finally, turn the data into actionable
recommendations: Can website copy be tweaked to
encourage clicks or conversions? Can keywords be altered
to improve visibility? Answer these questions as simply and
succinctly as you can—in a single sentence or two, if possible.
PATIENCE PAYS OFF
SEO strategies aren’t instant fixes; it can often take months
for results to materialize. This is why constant and in-depth
analysis is paramount. Vigilance and attention to detail will not
only help you navigate the constantly evolving world of SEO
but also have real impact on ROI. ■
DOWNLOAD OUR E-BOOK:
22 Best Free SEO Tools
SCAN the QR code or VISIT:
drummond.com/SEOtools
THE DOUBLE SWINGER
Trish Witkowski specializes in creative
solutions and engagement strategies for direct
mail and marketing. She is also the curator of
the world’s most exciting collection of folded
print and direct mail samples, sharing the best
of her collection on her popular e-video series,
60-second Super-cool Fold of the Week. Check
out our two super-cool folds below, and request
the dielines directly from us!
The Double Swinger offers two great
opportunities for visuals on the cover—one
under the other—and swings into motion in
opposing directions when opened. For display,
this format creates a self-standing, almost
sculptural appearance.
The Double Swinger is 15" by 7" unfolded, and
finishes to a 5" by 7" rectangular format. This
format is not self-mailing, so if you intend to
mail this format, it is designed to fit into an
A7 envelope.
Scan this code with your mobile
device to watch it unfold!
THE SQUARE IRON CROSS
The Iron Cross features a classic, plus-shaped
format. Much can be done to customize the
Iron Cross to make it your own. This format can
carry additional light materials, such as square
or shaped insert cards.
The Iron Cross fold is 17.19" by 17.19" unfolded
and finishes to a 5.75" by 5.75" square format
and fits into a 6" x 6" square envelope.
Reminder: square mail will incur additional fees
for hand sorting.
Scan this code with your mobile
device to watch it unfold!

06 Summer 2019 COVER STORY
Ann Handley is a writer, digital marketing
pioneer, and Wall Street Journal best-selling
author. She is the Chief Content Officer at
MarketingProfs, a marketing training and
educating company with more than 600,000
subscribers. As a keynote speaker and writer,
she inspires and empowers audiences to create
marketing their customers will love. Tim Sweeney
tracked her down and fired some questions her
way about some of her favorite topics (and ours),
including how to find your brand voice and
how to make sure your marketing
isn’t just mediocre.
AN INTERVIEW WITH
ANN HANDLEY:
Finding Your Brand Voice and Avoiding Mediocre Marketing
By Tim Sweeney
MUST-DO: Visit annhandley.com and subscribe
to Total ANNARCHY, Ann’s newsletter. It’s free,
totally spam-free, and is one of our all-time
favorite newsletters!
Q: You help businesses escape marketing
mediocrity. What do you think are the top
causes for mediocre marketing, or marketing
that doesn’t have the impact it could?
Ann Handley: I think it’s a few things.
Mediocrity comes out of fear, because producing
great marketing very often means taking risks.
You won’t know 100 percent if something works,
but if you get to know the audience better, you
will have a better idea what will work. One way
to understand the audience better is to have
pathological empathy for what they need from
you, and that means actually talking to them. I
talk to marketers all the time who rarely talk to

Summer 2019 07
those they market to. Sales and customer service
people do, but marketers often don’t. That doesn’t
mean talking just from a demographics standpoint
or thinking about them as personas. It means
getting a sense of who the people are by really
understanding what motivates them and what are
their greatest issues. That’s where insights can
help you craft marketing that is not mediocre, is
really targeted to your audience, and reflects how
you fit into their lives.
Q: Any advice on how marketers can speak
to their audience in ways that truly connect
with them?
AH: Understand that it’s not about you. It’s
about your audience and why you matter to
them. That’s true whether you are B2B or B2C
and whether they are customers, consumers, or
prospects. That sounds obvious, but I see a lot
of corporate-centric messaging. I see companies
approach their marketing by saying, “We want to
say THIS” versus “Our audience needs what from
us?” In order for the audience to feel a sense of
belonging and feel some emotional resonance
about your brand and your products, you need
to convey that you understand them better than
your competitors.
I talk to marketers all
the time who rarely
talk to who they market
to. Sales and customer
service people do, but
marketers often don’t.
FIVE TIPS FOR CREATING A
GREAT NEWSLETTER
Ann writes a biweekly newsletter about what she’s doing or things she
believes in, and she feels strongly that a compelling newsletter is a
marketing tool that brands should take full advantage of. “Your audience
is opting in to hear from you,” she says, “and it comes down to offering
something of real value.”
1
Make it
human.
Use a conversational
tone in your writing.
It’s a letter.
2Make it
personal.
Your newsletter
should be from
a person, not a
brand. And not
DoNotReply@...
3Consider
your voice,
visuals, vibe.
Everything about it is
all you. And only you.
Those who read your
post on LinkedIn are
on there interacting
with LinkedIn. But
when they read
your words in your
newsletter, they are
interacting with you.
Q: Your company, MarketingProfs, trains
people worldwide. What topics do you get
asked about the most when it comes to
executing marketing?
AH: It’s two things at opposite ends of
marketing. We get asked most about strategy,
which is looking at things through a big lens—so
things like what are we trying to accomplish, what
is our “why,” our purpose, and our story. At the
live MarketingProfs B2B Forum we hold every
year (the next one is in October in Washington,
DC), the strategy workshop is always the first to
fill up. With so many new platforms and means
of communication, people want to know how to
fit those into a strategic framework and be sure
it is part of a coherent and cohesive plan. On the
other end, we get questions like, “What should I
be doing on Instagram?” That’s a super tactical
and super specific topic. I think the questions
4Make it
reciprocal.
Can your subscribers
or customers hit reply
and write back to you?
5Make it
valuable.
The cornerstone of
an email relationship
is trust. Subscribers
opt in because they
trust that you’ll
deliver something
of value. If you break
that promise, they’ll
unsubscribe. You
cannot darken their
doorstep ever again.
(Brutal. But fair.)
are indicative of the state of marketing more
broadly—there’s a definite need for big-picture
strategy but also a need to understand and do the
tactical things really well.
Q: Speaking of that, a lot of businesses
seem to want to know a strategy for every
platform today. It seems like there is a
disease of brands feeling like they need to be
everywhere. Is this true?
AH: For sure. And that should be part of your
strategy. You don’t need to be everywhere, trying
to talk to everyone. Pick one platform and do it
ridiculously well. What’s the one you like doing?
It comes back to our instinctive value on writing
abilities and the art of marketing. If you are able to
use one platform super well, then that gives you
not only the ability to reach more people but also
the confidence to figure out what else you want

08 Summer 2019 COVER STORY
to do and determine what would perform well with this
particular tactic.
Q: What is a marketing tool that you feel brands are
missing out on?
A lot of marketers miss out on email and newsletters. I am a
firm believer in email and email newsletters because online,
email is the only place where people and not algorithms
are in control. Your audience is handing over their email
address and saying, “Yes, tell me what you are all about.”
That’s an amazing opportunity for brands and companies,
but I think many are using it as a distribution strategy.
They don’t respect it as an email newsletter to the degree
that they should. I tell people to focus on doing their email
newsletter well. Don’t worry about a lot of other things until
you do that first. And when it comes to the content in your
newsletter, offering something of real value is crucial.
Q: You seem to place a high value on writing ability,
but in many marketing departments, it seems as
though the emphasis on words gets shoved aside.
In an era of shorter attention spans, what is the
importance of good writing skills?
AH: First, I think we need to reframe what we mean
when we talk about writing. Writing doesn’t necessarily
equal long form. Writing short form is just as legitimate
as any other kind of writing. I don’t think writing is
old-school, and I don’t think good writing is going away.
Writing is the backbone of how we communicate—it is
emails, newsletters, blogs, video scripts, and storytelling
in general. And it’s not about bloated writing and wasting
your audience’s time. When you know how to write well,
you know how to communicate well.
Second, writing well is not a binary choice. I don’t
believe that if you choose to focus on written content
it means you don’t choose another area, like Instagram
or another visual medium. Without a doubt, too many
companies are not thinking about their tone of voice, which
includes things such as the words on their website and
social channels. Ask yourself if you have identified your tone
and used it to differentiate from competitors.
Q: Your latest book is called Everybody Writes: Your
Go-To Guide to Creating Ridiculously Good Content.
What do you mean by “everybody writes”?
AH: In this day and age, everyone is a writer. If you have a
website or a newsletter or you have an Instagram account
or a Facebook page, you are a writer. I wrote the book
DETERMINING YOUR
By Ann Handley
I get plenty of questions about how to find your
brand’s voice. My recommendation is to think about
three (or four) adjectives that best describe who you
are as a brand and how you communicate. Write them
down and then have a brainstorming session with your team. For
example, at MarketingProfs, we got everyone in our marketing team
together and determined who we are, what we are about, and how
we want to communicate as a brand. Then we chose these words for
the reasons I’ve explained here.
1. Accessible – We want to use clear language and short sentences.
We want to explain buzzwords if we use them, speak in simple terms,
and use jargon sparingly. We only use jargon to show other marketers
that we get them and what they are doing.
2. Personal and Affiliative – In other words, we are marketers
marketing to marketers, so we want to make it clear that we understand
you and get you better than other companies who are not marketers.
3. Smart – Because we are selling training and education, we want
to make that clear.
4. Enjoyable – We want to be sure we communicate in a fun way.
For example, the communications around our B2B Forum are livelier
than other areas of our communications because we care about the
personal experience. We try to infuse this with a sense of fun.
We don’t check everything against these attributes, but they are
embedded in the organization, so our marketers know them and
adhere to them. It’s also a great tool for our freelance writers to get
a sense of who we are. We don’t use our brand guidelines as a strict
prescription. We use them as bumpers at a bowling alley. The idea
is certainly not to strip anyone’s voice away. That’s important. We
say, “Here’s how we want you to use your own voice within these
guidelines.” It doesn’t mean that everyone sounds the same, but it
sounds like everyone comes from the same place. You are hearing
from an individual, but it’s an individual who is part of this group.
Once you determine what your voice will be, it’s important to be
bold in your choice of content in order to communicate that voice
well. In addition to MarketingProfs, here are three other brands that
I believe communicate their authentic voice well. ❱❱❱

Summer 2019 09
BRAND VOICE
1In the B2B world, Uberflip is a content delivery and management
platform. At styleguide.uberflip.com, the brand outlines exactly
who they are as a brand and how they apply their voice. It’s online
and accessible for everyone who writes for the brand, but it’s also
available to their audience, so it keeps the brand accountable. They
also use their platform to present their brand guidelines, so it serves
as a marketing tool as well.
Accessible
Accessible, but not fluffy.
We want our customers and visitors
to feel as though they can approach
us about anything and everything
content marketing.
Cheeky
Cheeky, but not offensive.
We have a personality and we’re
not afraid to show it.
Progressive
Progressive, but not aloof.
We want to stay ahead of the curve
and implement new strategies
and techniques to do so.
2In the B2C landscape,
Freaker USA (freakerusa.
com) is a very quirky
company. I love that
their quirkiness is
embedded throughout
everything they do
and every way they
communicate.
3Another B2C company, BarkBox sells to dog people who are
obsessed with their dogs (like me). They use humor to great effect.
In one of their emails,
they used “customer
profiles” (of dogs)
and matched them
with human qualities,
then matched those
qualities with a dietary
supplement they sell,
which I thought was
hilarious and really
caught my attention.
because I saw a gap between people like you and me who
self-identify as writers and studied writing and, on the other
hand, people who think they can’t write. I think anyone
is capable of producing good content—maybe not great
writing, but if you know guidelines and embrace the rules,
you are capable of creating ridiculously good content. With
the book, I wanted people to read a manual that felt fun
and didn’t feel like a chore to read. I also wanted it to be a
companion to help people understand that everything they
do in communication is writing—including sending personal
mail and email—and understand what they can do to
improve. I wanted to be an inspiration as well as a teacher
and cheerleader.
Q: How have organizations changed their setup or
structure regarding external agencies in an effort to
be more content focused?
AH: I see companies using agencies as a creative
resource. However, increasingly I see brands bringing the
creation side of it in-house, and I counsel brands to do that
because nobody will love the brand the way you do and no
one can tell the story the way you do. Long term, I think
you want your own people owning the story and telling it
to the people you want to connect with. I believe this has
a lot to do with the rise of influencers. I participate as a
B2B influencer for a lot of companies, and when I’m talking
to the people who are at the company themselves, it’s a
much better relationship than when the agency is in the
middle. For the most part, the smartest agencies will help
the brand bring some of this in-house and function more
as a creative strategy resource and then let the brand itself
execute, although I’m sure an agency would argue the
other side of that. ■
WIN
ANN’S
BOOK!
SCAN the
QR code or
REGISTER at:
drummond.com/giveaway

10 Summer 2019 BRANDS WE LOVE
Brands We Love:
’s invitation to “bring Aloha to
your feet” sure is an inviting one. Even if you’ve
never set foot on one of Hawaii’s beautiful
islands, the notion sounds appealing.
Founded in 2006 by Hawaii native Bill
Worthington and his friend Matt Till, the now
120+ person company is headquartered in Irvine,
California, and makes footwear that “combines
durability for the waterman and ocean lifestyle.”
Their marquee products—leather sandals that
retail for up to $85—were designed to meet the
needs of people in places with laidback lifestyles,
where it’s just as acceptable to trade in dress
shoes for up-market sandals when heading to a
nice dinner as it is to wear them on the beach.
The company believes in operating with
high moral character, and its website says as
much. OluKai touts its own “strong values and
roots”—which can be a tricky thing to do—
while also stressing the “style, comfort, and
craftsmanship” of its products.
When a company declares itself to be
responsible in its business approach, it can
sometimes be difficult to see the products
through the self-congratulation. That’s not the
case with OluKai. The footwear is still the main
attraction. An entire section of the website is
dedicated to explaining how the company’s
approach to making sandals is based on
modernity, sophistication, and soulfulness.
From the materials used to the aesthetic and
anatomical design benefits, there is a reason
for every choice they make. That, of course,
inspires confidence in a consumer looking to
buy, and it probably becomes more important
for a consumer buying $85 sandals.
The dedication to product presentation
starts with the OluKai.com homepage, which
puts the products front and center in an elegant
manner, with imagery displaying the footwear
in its natural habitat as well as up close and in
use. The simplicity of the navigation is brilliant.
Three choices: Men, Women, and Explore.
Who can resist an invitation to explore! On
the homepage, we counted five major calls-toaction
with several additional links to individual
products, including “Our Favorites.” An inspiring
video tells a heartwarming story, and it’s only
upon watching it the second time (and you will
watch it more than once) that you realize there
are glimpses of OluKai sandals in a few scenes.
Deeper into the website, every product
page offers a robust description of why the
product was made and what it is intended
for, as well as a clear and succinct layout of
product features and benefits. A live chat
button lets you connect with a customer
service person straight away.
W

Summer 2019
11
“Giveback to Hawaii.” All product pages
feature a link explaining that every pair of
footwear ordered means a donation to the Ama
OluKai Foundation, which works to “preserve land
and ocean, serve Hawaiian communities, and
maintain the Hawaiian culture and traditions.”
OluKai was giving back years before the business
was even profitable; it’s simply part of the
brand’s core values. The OluKai website is
visually calming, inspirational, and informative,
and offers a great user experience.
OluKai is also a Certified B corporation,
meaning the company meets higher standards
of social and environmental performance
and accountability, and is a member of the
Conservation Alliance, partnering with other
brands to protect wild places for their natural
habitat and recreation values.
Still, in order to give back, OluKai needs to
make money, and the company knows how to
market their products to do just that. Online,
they excel at telling product stories in short
bursts, using copy in just the right places to
describe how a partnership with a Hawaiian
artist or the choice of a particular flower
influenced a range of footwear. Articles on their
blog are about people who use OluKai products,
and not so much about the products themselves.
At the bottom of each product page, product
reviews from customers help convince
WIN
skeptical shoppers to make the leap while
their “Shop the Story” feature makes it easy to
hook up with the specific products. After you
visit their website, you will be targeted with
ads elsewhere online, but they are minimally
invasive and not overly frequent.
A winning direct mail catalog. The
elegant brand presentation on OluKai.com
carries over into their direct mail catalog, where
product details are effectively highlighted, as
is the lifestyle the brand exudes. The imagery
in the catalog is a healthy mix of product shots
and people using those products to live life by
the ocean. Of course, their direct mail pieces
are printed using FSC paper from responsible
sources, and FSC-certified printers. Their
packaging, it should be noted, is also printed on
partially recycled paper. The entire back cover
(and mailing panel) is dedicated to explaining
how every pair of OluKai shoes sold gives back
to Hawaii, with a secondary one-line message
about how the brand “is proud to support the
Hawaiian Lifeguard Association,” of which
OluKai is the official footwear. In fact, all 450
lifeguards play a role in testing new ideas and
developing OluKai products.
Live events. In order to get the brand in
front of more young consumers, the company
a pair of
‘Ohana sandals!
TO REGISTER
scan the QR code or visit:
drummond.com/giveaway
5 Reasons We Love
the OluKai Brand
♥ A strong culture of “giving back”
♥ Engaging social media presence with
highly active followers
♥ Sustainability efforts echoed in their
choices of paper and print (direct mail
and packaging)
♥ 5-Star user experience on the website
♥ Exceptional storytelling using humaninterest
stories about their followers
and consumers
has recently upped its number of event
sponsorships. The focus seems to be on events
that attract young people who aren’t afraid
to chase a variety of life experiences. Events
have included a PGA golf tournament, concert
events like BottleRock and South by Southwest,
the famed Bay to Breakers road race in San
Francisco, and the GoPro Mountain Games in
Vail, Colorado. At many events, OluKai offers
fans an opportunity to share their experience
with the brand on social media, while a few
lucky fans are invited “behind the scenes.”
Social media. The OluKai YouTube channel
boasts high-quality content pieces that focus
on people living healthy lifestyles. One series
called “Anywhere Aloha” profiles people living
the “aloha way of life” in a variety of geographic
locations. There are, of course, gratuitous shots
of OluKai footwear throughout the short videos,
but the products and brand are never mentioned;
the content is advertising a way of life more than
products. One story about the members of the
Hawaiian Lifeguard Association chronicles their
dedication to a healthy lifestyle and why that is
vital to the job they do.
On Instagram, the brand’s nearly 100,000
followers see close-ups of OluKai footwear
in only every third or fourth post. Instead, the
imagery is mostly about inspiring followers with
pictures of people doing things they love near,
in, or on the water—driving, sailing, swimming,
hiking, or stand-up paddle boarding.
The Aloha lifestyle looks like a life most of us
wouldn’t mind living! ■

BRAND BUILDING
12 Summer 2019 FEATURE
Surviving the
Marketing Talent
CRUNCH
By Carro Ford

BRAND BUILDING
Summer 2019
13
i
f your business hasn’t experienced the
marketing talent shortage yet, don’t
worry. You will. According to the “2019
Marketing Talent Crunch Survey Report” (Spear
Marketing Group), 90 percent of companies
have trouble finding marketing talent. Half
describe their marketing departments as
somewhat understaffed; more than a third
identify as significantly understaffed. How
did that happen?
Digital Marketing
Is Now Mandatory
Like never before, marketing is a technical
game with an ever-increasing budget allocated
to technology. Hiring trends reflect this in
the growing number of roles that require at
least a basic understanding of martech. The
talent crunch survey cited marketing analytics
positions as most difficult to fill (61 percent),
followed by marketing ops (47 percent),
demand gen (45 percent), and content
marketing (33 percent).
Maybe all this is news to you. Or maybe
you already feel the pinch. More than 80
percent of open marketing roles take over
five weeks to fill, and almost a third sit vacant
for more than two months, confirming that
the talent pipeline has struggled to keep up
with demand, especially the demand for
data-focused marketers. Lesson one: connect
to talent resources before you find yourself
needing them. For this reason, we decided
to introduce you to an organization that is
addressing the marketing talent crunch,
Marketing EDGE.
Marketing EDGE is the only nonprofit with
a track record of preparing college students
for careers in data-focused marketing. The
Marketing EDGE mission is to educate,
develop, grow, and employ college students—
to launch the next generation of inclusive
marketers. This mission perfectly suits the
challenges marketers face today, but what’s
mind-blowing is that Marketing EDGE has
been around in one form or another for
decades, always in step with market needs,
if not a step ahead.
Mad Men on a Mission
The organization was founded by
contemporaries of performance marketing
pioneers, such as Lester Wunderman and
David Ogilvy, to satisfy the emerging appetite
for direct marketing. The mad men icons
creating direct marketing discovered few
students coming up were actually aware
of this tactic, much less able to practice
it. These pioneers banded together with
academics to share information that
professors needed to understand and teach
direct marketing, performance marketing,
and marketing in general.
Marketing EDGE has stayed true to
its mission to this day, and that’s a good
thing, because the need for a contemporary
marketing workforce hasn’t waned. “All those
skills needed to operate in a world where we
deliver ads one exposure at a time grow out
Marketing EDGE is
the only nonprofit
with a track record
of preparing college
students for careers in
data-focused marketing.
The Marketing EDGE
mission is to educate,
develop, grow, and
employ college students
—to launch the next
generation of inclusive
marketers.
Giving Students
An
EDGE
Carlos Sirotnikov didn’t
plan to major in marketing.
Two years into a computer
science degree, he realized
he didn’t see himself coding
for the rest of his life. When a friend
recommended marketing, he made
the change. In search of an internship
to learn the field, he came across
Marketing EDGE.
After participating in a Marketing
EDGE Collegiate Summit, Sirotnikov
nabbed an internship at the New York
SaaS company that created the first
iPad app. “The [summit] provided
networking sessions and a group
competition where we were assigned a
business problem to solve and present.
Combined with other EDGE events,
this gave us a cumulative experience
we otherwise might not have had,” he
says. “School doesn’t give you that level
of exposure.”
The Marketing EDGE experience
played a huge role in where he is today.
The Baruch College graduate eventually
went from New York all the way to
Seattle, where he’s now an Associate
Brand Manager at Amazon. “Marketing
EDGE did a great job at pulling together
a smart, passionate group of students
and helping us with skills needed in
the marketplace,” Sirotnikov says.
Handshakes and Networking
“These students need help, especially
first-generation college students,” says
Terri Bartlett, President, Marketing EDGE.
“EDGE caters to their circumstances,
not just skill development, and provides
opportunities to engage and feel
more comfortable with executives. It’s
amazing how this impacts the lives
of students through connections,
networking, and even handshaking
practice. The fact that someone believes
in them builds confidence and poise
that are palpable.”

14 Summer 2019 FEATURE
Marketing
Goes to
College
Companies need talent
that understands modern
marketing, but they can’t
hire talent if it’s not trained.
Professor Ed Malthouse notes
it’s unrealistic to
expect marketingready
talent right
out of colleges
that teach old-world
marketing. Marketing
EDGE recognized this years
ago and built academics
into the model.
A statistician by training,
Malthouse got into direct
marketing in the early ‘90s.
As a result of postdoctoral
work studying direct
marketing problems, he
joined Northwestern’s Medill
School, which offered one
of the world’s first direct
marketing master’s degrees.
He also became part of the
Direct Marketing Educational
Foundation (DMEF), a
forerunner of Marketing
EDGE. “Professors are good
at organizing but need input
from what’s happening in the
world, and DMEF gave a lot
of access,” Malthouse says.
DMEF released data sets that
companies made available
for teaching and research. “It’s
valuable having real data for
the classroom and creating
assignments off that. It adds
credibility,” he explains.
To close the gap between
classroom theory and market
reality, corporate leaders also
talk about their marketing
journeys, so students see
theory and learning applied
to the marketplace. “You can
see the transformation as
they start to be more acutely
aware of what
marketing really
involves,” says
Terri Bartlett.
Esteemed Thought
Leadership
Another EDGE benefit is
the esteemed academic
publication Journal of
Interactive Marketing,
for which Malthouse
served as editor for five
years. He notes, “We do
original research and break
important stories. One
was on customer lifetime
value—now a core principle
across many companies.”
Companies buy articles à la
carte or subscribe. “It’s highly
regarded by organizations
wanting to be on the cutting
edge of thought leadership.”
of direct marketing. What’s happened is that
all of the digital jargon that was minor 20
years ago has become mainstream, and so
must student training,” explains Edward C.
Malthouse, professor at Northwestern’s Medill
School, longtime Marketing EDGE supporter,
and past editor of the organization’s publication,
Journal of Interactive Marketing.
Traditional Marketing
Doesn’t Fit Anymore
Most marketers would agree that not having
the right marketing talent will negatively
affect the implementation of their
marketing plans and strategies.
Carlos Dominguez, President of
Sprinklr, a longtime Marketing
EDGE corporate sponsor, spends
a lot of time with CEOs and CMOs; according
to him, “not one says life is easy and good.
People are forced to change at a pace we never
imagined, and they’re wrestling with a radically
different world.”
When you look at what’s required in
marketing today, it’s a different skill set than
in the past, with new channels, generational
speech, and changing expectations for
response times. “This represents an incredible
shift, yet most companies still operate in
their own traditional ways,” Dominguez says.
In this world of new expectations, he sees
opportunities for “organizations that adapt,
because not everyone will. If you can, and
you do, the marketing benefits and results
are much greater.”
Graduates Hit the
Ground Running
What makes Marketing EDGE graduates a
better hire? What gives them, well,
an edge over other marketing
rookies? Clearly something is
different. Drew May, Marketing
EDGE Board Chairman and Acxiom
SVP and Chief Customer Officer, cites successes
such as one alumna who went on to roles
at Unilever and Hershey. “She’s a fantastic
example of how a person with Marketing EDGE
experience can really kick-start their career,” he
says. “The students hit the ground running into
top-tier brands and have impact right away. The
hiring company gains an entry-level person who
comes up to speed much faster.”
Acxiom has also hired interns from
summer programs, and according to Drew
May, two things make these students a better
hire. “Look at the quality of content and
programs that Marketing EDGE produces.
No other organization offers the same level of
content for students in the field of marketing.
Secondly, the bar for admission is high,
requiring well-rounded students.”
“The students hit
the ground running
into top-tier brands
and have impact
right away.”
The agency ForwardPMX has filled most of its
entry-level staff with hires from Marketing EDGE
talent programs. Chief Growth Officer, Chris
Paradysz explains why: “The most important
thing is meeting the students. Imagine buying a
car without seeing it. Same with hiring. You’ll find
Marketing EDGE has done absolutely the most
successful screening, filtering, and interviewing of
students, bar none! They have a knack for finding
motivated students.” Paradysz serves as a board
member and longtime supporter of Marketing
EDGE, while ForwardPMX contributes as a
corporate sponsor. ■

Summer 2019
15
SAVE MONEY
“Recruiting costs will
go down due to the
prescreening process of the
candidates. These students are
motivated to succeed,” says Chris
Paradysz. “You won’t be replacing
bodies at the same rate as you
would with less motivated and
less qualified candidates.”
BECOME A BETTER
MANAGER
“These students bring a
point of view you may not have,”
says Paradysz. “If you truly listen to
them, they ask difficult questions
that require accountability.”
GAIN EXPOSURE
TO NEW BUSINESS
CONTACTS AND
RELATIONSHIPS
These young hires have friends
at other companies on both
client and agency sides, and they
rise very quickly to positions of
authority and influence. Marketing
EDGE alumni as well as the
Marketing EDGE team are very
good connectors, making it a point
to generate introductions and bring
connections to board members
and other business participants.
BRING MORE
DIVERSITY INTO
YOUR BUSINESS
Study after study finds diversity
increases audience awareness
and, yes, profitability. Yet for
all the correlations, diversity
remains underused. Competitive
advantage, anyone? “Bottom
Reasons to Get Involved with
Marketing EDGE
Conversations with board members, staff, program
graduates, professors, and others resulted in this list
of reasons your business might consider learning
more about Marketing EDGE.
1
2
3
4
line—diversity works for business.
From a business perspective, there
needs to be no more reason than
that,” declares Marketing EDGE
President Terri L. Bartlett. In spite
of its increasingly technical nature,
the new marketing is about people,
and the more diverse you are, the
better you can relate.
5
HAVE BROADER
ACCESS
Marketing EDGE is
intended to be a steady pipeline
of exceptional talent and a talent
pool that spans the country.
6
FIND INSIGHT
THAT DELIVERS
There’s something
extraordinary that happens when
business organizations partner
with academic institutions:
students emerge knowing what real
companies need from incoming
marketers. “We have a mission of
educating people around direct
marketing, database marketing,
and other topics,” Malthouse
explains. “In the past, it was hard
to find people who were trained in
this.” Marketing EDGE collaborates
with universities and professors
to create the right content for
modern marketing. “Without that
level of support, we’d be teaching
traditional models and theories,”
says Dominguez. “Instead, the
market becomes the recipient
of students who understand
marketing theory and real-world
applications. They are much better
prepared to step into a job and
contribute from day one.”
7
GET FRESH EYES
ON MARKETING
PROBLEMS
Marketing EDGE’s Collegiate
ECHO Marketing Challenge
offers a real-world problem from
a participating company for
students to solve. “It’s incredibly
exciting as we watch students
present to actual executives. That
accessibility and the experience of
dealing with real-world business
problems isn’t found often in
school settings,” notes Carlos
Sirotnikov, a graduate of Marketing
EDGE. “If you’re a business looking
to expand your talent pool or your
exposure to students studying
marketing, think about partnering
in a case study. Students
appreciate the opportunity to be
more tactical and tangible and use
the concepts they learn. They’re
also looking for experiences they
can add to their resume.”
8
SEE A PHILANTHROPIC
HALO EFFECT
As Bartlett points out,
“Companies want to give back,
and Gen Z and millennials pay
attention to what companies
do from a corporate social
responsibility standpoint. There’s
a wonderful halo by showing
you support the industry and
demonstrating the desire to give
something back.” May agrees:
“It’s important for all of us as we
go through our careers to invest
in up-and-coming talent, and
anything to better prepare them
for careers in marketing benefits
us all. That’s big.”
9
ENHANCE BRANDING
AND POSITIONING
Many organizations
work with Marketing EDGE to
elevate their profiles as forwardfacing
brands and build positive
connections across student,
academic, and corporate partners.
“Like the UN, where we have all
these groups represented that
come together and galvanize
around particular issues, we
do that around marketing and
marketing talent,” explains Bartlett.
HAVE FUN
Both businesses and
individuals can get
involved, and once they do, they
tend to stick around. Just ask May,
who’s been active since 2006, or
any number of others. Paradysz
says, “The awards are fun, and the
events are a blast. It’s an incredible
amount of industry energy!”
Good times. Good talent. Good
information. It all adds up to a great
opportunity for today’s marketing
community to get involved with
Marketing EDGE. ■
CONNECT!
Turn the page to learn
how how to to get get involved involved with with
Marketing Marketing EDGE. EDGE.

16 Summer 2019 SPOTLIGHT
Marketing EDGE:
Securing the Next Generation of Marketers
Terri L. Bartlett
President, Marketing EDGE
TLBartlett@marketingEDGE.org | www.marketingedge.org | 212.790.1510
Marketing EDGE is the only nonprofit with a proven track record of connecting students,
academics and professionals to the resources and relationships they need to see, move, and stay
ahead. Founded in 1966, we were known by different names over the years, including Direct
Marketing Educational Foundation, and in June 2013, we took the leap and changed our name
to Marketing EDGE. Our mission was clear—to Educate, Develop, Grow, and Employ college
students in the field of marketing. We are supported solely by corporations and individuals who
want to give back to the marketing community. Thousands of students have taken advantage
of our programs, becoming prepared to enter the field workplace-ready. We encourage the
Marketing EDGE Programs
Marketing readers of THE EDGE BEAT, who Programs are interested in next generation talent and development, to contact
Our range of programs deliver on our mission to Educate, Develop,
Our us to range learn of programs more about deliver the on our benefits mission of to Marketing Educate, Develop, EDGE and how they can become involved.”
Grow and Employ colleges students in the field of marketing.
Grow Terri Bartlett, and Employ President, colleges Marketing students EDGE in the field of marketing.
Marketing EDGE Programs
Marketing EDGE Programs
Collegiate Collegiate Summit Summit
Student Career Student ForumsCareer Forums
Our range of programs deliver on our mission to Educate, Develop,
Our range of programs Grow and deliver Employ on colleges our mission students to Educate, in the Develop, field of marketing.
MARKETING
Collegiate
EDGE MARKETING
Summit
EDGE
Grow and Employ colleges students in the field of marketing.
Student Career Forums
COLLEGIATE COLLEGIATE SUMMIT SUMMIT
Our immersive summer “boot camp” connects
For almost 30 years, our career forums
high-achieving Collegiate undergrads Summit from across the country
Student have introduced Career Forums
Our
students to the world of digital and
Collegiate immersive summer “boot camp” connects high-achieving
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leaders networking and academics,
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EDGE Awards
EDGE Awards
Marketing EDGE’s signature fundraising event, the EDGE
Awards pays tribute to the vibrancy and evolution that
EDGE Awards
Corporate Leadership Program (CLP)
A premier sponsorship program was launched four years
ago to offer corporations the opportunity to engage in all
is moving today’s Marketing marketing EDGE’s field signature forward. fundraising Held every event, the EDGE that Marketing EDGE A premier has to offer, sponsorship including: program was launched four years
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to honor those who combine professional excellence
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Corporate Leadership Program (CLP)
Corporate Leadership Program (CLP)
A premier sponsorship program was launched
four years ago to offer corporations the opportunity to
engage in all that Marketing EDGE has to offer, including:
• Support Your Business Goals We connect you with
resources and relationships through premier events
where you can exchange ideas with other industry
• Deliver the Edge that Will Enhance Your Corporate
Profile EDGE offers you opportunities to impart your
thought-leadership, service, and support to impact
today’s students—increasingly first-generation students
—through our programs, events, and scholarships as
they prepare to launch their marketing careers.
Interested in Getting
Involved?
1. Be a speaker as part of the EDGE
Speakers Bureau (in classrooms
nationwide), Student Career
Forums, and Collegiate Summits.
2. Network among industry elite
through national EDGE Awards
and regional events.
3. Engage with the EDGE
Community through initiatives
to further next-generation talent,
thought leadership, and industry
innovation.
4. Volunteer through mentorship,
committee, and board service
to strengthen and further the
mission and our programs.
5. Contribute through individual
and corporate initiatives and
events, including our major
Corporate Leadership Program
to expand our impact.
OUR IMPACT by the numbers:
103,000+ Students impacted over
the past 50+ years
$576,000 in Scholarships awarded
275+ Colleges and universities
participating
33% First-generation college
students in the program
100% Giving back to the next
generation of marketing leaders!
Find and follow us on Social Media:
linkedin.com/company/marketingedge-org/
twitter.com/mktgEDGEorg
facebook.com/marketingEDGEorg/
linkedin.com/groups/1878900/
For Academics:
Journal of Interactive Marketing ®
Professors’ Academy and
Professors Institute, with SMU’s
Brierley Institute
Interactive Marketing Research
Conference
Collegiate ECHO Marketing
Challenge
For Corporations:
Access to top Intern and
Entry-level Candidates
Corporate partner programs
Volunteer, speaking, and
mentoring opportunities
www.MarketingEDGE.org

"
The Best of Print & Digital Award is a third-party, objective measure of
CUSTOMER LOYALTY. Drummond is honored to be one of three print
providers in the U.S. to earn this recognition FOUR YEARS IN A ROW.
We are humbled by this recognition from our customers.
"- John Falconetti

Entry-Level
Marketing
Position Salaries
(by city)
The Talent
Crunch &
Marketing
Salaries
Atlanta, GA ➼ $40,543
Dallas, TX ➼ $47,065
Deer Park, NY ➼ $43,725
Denver, CO ➼ $38,735
San Diego, CA ➼ $46,346
Source: Indeed.com
Drummond
5664 New Peachtree Rd
Atlanta, GA 30341
Employers expect to hire 16.6% more new
graduates from the Class of 2019 than they did
from the Class of 2018 for positions in the United
States. That’s the biggest increase among recent
graduates since 2007!
Source: National Association of Colleges and Employers
(NACE)
Marketing Manager Earnings by Seniority:
FSC, G7 Master, PEFC, and SFI Certified!
770-426-9100
Drummond.com
TOP-level
Marketing
Manager
earnings begin at:
$112,578
SENIOR-level
Marketing
Manager
earnings begin at:
$92,840
Source: careerexplorer.com
Mid-level
Marketing
Manager
earnings begin at:
$79,352
Junior-level
Marketing
Manager
earnings begin at:
$72,776
CALIFORNIA
$61,585
WASHINGTON
$61,590
ARIZONA
$59,557
NORTH DAKOTA
$61,500
Average Mid-level Marketing
Manager salary by STATE:
Source: ziprecruiter.com
TEXAS
$55,311
OHIO
$57,309
GEORGIA
$55,398
NEW YORK
$67,267
FLORIDA
$50,962
The average Senior-
Level Marketing
Manager salary in
the United States is
$101,663
as of May 31, 2019, with a range
between $88,581 and $119,690.
Source: salary.com