The Skills The World Will Need In The Future (+infographics) – Innovation for Development

By Enrique Rubio

engine-289x300The Fourth Industrial Revolution was the topic for the 2016 World Economic Forum. Developments in areas such as robotics, artificial intelligence, machine learning, and others, are driving fast-paced change that will radically affect the way we work and live.

There are many unknowns about the future, but what we do know for sure is that reality as we know it today will be very different. Jobs will disappear (the WEF has calculated that about 5 million jobs will be lost), new jobs will be created and some skills will become obsolete, whereas others will be highly demanded.

The report from the World Economic Forum lists the ten critical skills that will be needed in the workforce in 2020: 1) Complex problem saving; 2) Critical thinking; 3) Creativity; 4) People management; 5) Coordinating with others; 6) Emotional intelligence; 7) Judgment and decision-making; 8) Service orientation; 9) Negotiation; and 10) Cognitive flexibility.

Between today and 2020, we have a little bit more than 1400 days. Most of us are trying to live a fulfilling life, exploring and discovering our potential, and thriving in an environment in which we opportunities to maximize that potential. But 1400 days is not much time, and we need to plan and act upon our professional and career future starting right now. I can’t stress enough the urgency of my words.

In the future, either in 2020, 2030 or 2050, but definitely not too far from now, working class will be further divided into low-paying low-skilled jobs, and high-paying high-skilled jobs. An engineer of today, if he or she doesn’t increase the skills needed in the future, could potentially be placed in the low-skilled job band. On the other hand, a clerk of today, who is deciding to begin right now the learning process to strengthen the skills and capacities that match his or her potential, with the needs in the future, could potentially be placed in the high-skilled job band. The difference in both is not academic training or diplomas, but long term professional planning.

Below is how I see the extremes in the top five of these 10 skills needed for the future. Where are you standing? What do you need to do in order to navigate the path between a low extreme and a high one? What urgency will you consider in order to learn and move from one place to the other?

Source: The Skills The World Will Need In The Future (+infographics) – Innovation for Development

By Enrique Rubio

I’m an HR Professional with background in Electronic Engineer and a Fulbright scholar with an Executive Master’s Degree in Public Administration from Syracuse University. I’m passionate about development, innovation, leadership and neuroscience. I’m also a competitive ultrarunner.

5 Steps to Building Buyer Personas

Buyer personas are like sketches of the customers to whom your company serves. When creating a persona, it’s best to focus on one customer segment per product/service at a time. Once you’ve selected a target audience, you want to identify the influencers and decision makers within those companies and then create your persona around them.

5 Steps to Build a Persona

Step 1: Define their current situation

  • What are their priorities and what are they doing to meet their goals today?
  • What alternatives could be in place or are they considering?
  • What problems are limiting their success?

Step 2: Define their demographics

  • Job title
  • Years in current position and place in career – whether they’re young and just starting out or have spent most of their career with the same company and can provide insight on risk tolerance, influence increasing change within the company, etc.
  • Company size and revenues
  • Industry

Step 3: Identify their attributes

  • Role – Their place in the company and who they answer to.
  • Responsibilities – What or who they manage and what outcomes they must achieve.
  • Threats – what could derail the deal?
  • Motivations – both professionally and based on company objectives – could also be what they want to avoid.
  • Influencers – who can aid in affirming the project or stall it from moving forward?

Step 4: Understand their preferences

  • Where do they spend time online? Offline?
  • How do they participate with social media? Do they?
  • What keywords, phrases and search terms resonate with them?

Step 5: Draft the buyer persona value statement

  • I need to solve [FILL IN BLANK], in order to achieve [FILL IN BLANK].

Speak to people and use third party data to help complete your personas. A few examples follow:

Use Business Intelligence Portals:

  • Search by industry, size, title.
  • Assess profiles, click through to review LinkedIn profiles.
  • Use at least ten profiles to identify common themes.
  • Access the industry information to gain insight to challenges and opportunities.
  • BI portals also offer in-depth research on specific industries, helping you to define priorities and challenges quickly.

Talk to Salespeople:

  • What areas of the business are they focused on?
  • Who are they speaking with?
  • How do prospects frame the problem?
  • Who else do they have to convince?

Talk to Customers:

  • What problem did we solve?
  • What else did that enable?
  • Why did they choose us?
  • What obstacles did they have to overcome to buy?

Knowing your audience and having a personalized business plan is a foolproof formula to create new business leads, and strengthen old ones.

Three keys to building a successful community | AVOA

THE IMPORTANCE OF COMMUNITY

It is important to note that there is a difference between the value to a community member and the community organizer. The value equation must factor both and be bi-directional. In sum, all parties to the community must see value in their participation.

Read more at: Three keys to building a successful community | AVOA

Why Marketers Should Consider Artificial Intelligence When Reaching Out To Consumers

Robots are often the first point of contact in the process of customer engagement.

Source: Why Marketers Should Consider Artificial Intelligence When Reaching Out To Consumers

Five reasons Twitter’s character limit increase is a terrible idea | Econsultancy

It’s somewhat sad that something as seemingly innocuous as an update to a social media site can cause so much online furore.

Source: Five reasons Twitter’s character limit increase is a terrible idea | Econsultancy

How YouTube Extends the Reach and Engagement of Your Video Advertising – Think with Google

A recent study suggests 18% of the total population has never signed up for cable. By 2025—just a decade from now—Forrester predicts half of U.S. viewers under 32 will not subscribe to a pay TV service.

Source: How YouTube Extends the Reach and Engagement of Your Video Advertising – Think with Google

Video: How Massive Enterprise Companies Buy & Sell In 2016

At Sales Stack Conference 2015, we sat down with industry insiders from massive enterprise companies to discuss the secrets of how they buy and sell.

Source: Video: How Massive Enterprise Companies Buy & Sell In 2016

Predictive Analytics | Applying it to #Sales and #Marketing

Several weeks ago, I was in a meeting with a group of senior executives at one of the oldest business information companies in the United States, and the conversation shifted to lead generation:

“Results are horrendous, incredibly weak. Much of these leads are unusable. High percentages from Gmail, AOL, Hotmail… So many unknowns and, well, at least some decision makers, along with the rest of usual useless information.”

Anyone who works in today’s digital marketing space knows this is a common conversation that is hard to fix.

So, is bad #data the real issue for us or is it that we are chasing down the wrong path?

Think about it. We spend millions of dollars chasing individuals who download content, attend webinars or throw business cards into fishbowls at conferences and shows. We spend very little trying to figure out what is really going on inside a company of interest.

Things that sales and marketing agree on:

  • Purchasing is a team exercise
  • Figuring out what the consensus inside of buying teams is a tough job to figure out
  • There is a value to downloaded content as a proxy for team interest
  • An individual act tells us nothing about its organizations intent.

Is it time to devalue the downloaded white paper as our lead generation currency? (Sales people will love this one, Marketing, maybe not) 

More to the point, isn’t it time to evolve and begin the process of understanding the corporate body language through a variety of data points that are already available to us? Would it not be better to understand that the almighty download can and should be part of a larger canvas where a broader, more accurate picture emerges?

Even at it’s broadest level, #predictive #analytics can come in some simple forms.

6 examples of simple forms that apply basic predictive analytics:

  1. You can use any number of competitive search tools to understand what keywords and key phrases are collectively perceived as important when prospects begin their journey to find you
  2. And if you look historically backwards, you will be able to see what changed and potentially why
  3. You can also develop an understanding for funnel position (where companies are in the sales funnel by segmenting out keywords based on a natural progression of educating oneself.
  4. You can then use that analysis to make sure your own website is in tune editorially – are you mapping to what is important at that moment in time to companies that are consuming the content aligned with your objectives?
  5. You can find sites where these keywords exist ON PAGE in ways that align with your objectives. Page Indexing has grown up and become very sophisticated.
  6. Just this simple knitting together of these two components begin to give you an indication of trends and volume of content that is out there and that your prospects are consuming

Then do this:

  • Use IP identification and targeting to match who you see on your site and who is consuming the relevant content across the Web. This type of targeting will enable you to report back on which companies are most active in consuming specific keywords across contextually aligned sites.
  • This gives you a marriage of your data and external data that help you develop prioritization for sales, messaging across marketing, content development and most of all – IT GETS YOU OUT OF DEPENDING ON WHITE PAPER DOWNLOADS as your proxy for interest.
  • Once you add your crm and marketing automation data, revealing what companies you currently talk to are most engaged – you have a clear path to a strategy.

To review:

  • Analyze the competitive set to understand how everyone is deploying search and keywords
  • Utilize page indexing to understand where the content is
  • Use IP identification and targeting to tell you who and what and how many from where
  • Knit your own data in to complete the virtuous circle

The age of #Predictive #Automation is upon us. Take the initial steps needed to understand organizational #intent and funnel position, and your sales organization will stop complaining about those lousy leads you send them.