Guidance for Planning Your 2025 Training
After gathering insights from two years of our course participant surveys, answers to one question stood out to us more than others:
“What areas do you feel marketers in your organization want/need more training in?”
The answers were eye-opening in their specificity and candor, and we’re sharing them here to give you a boots-on-the-ground view of what training marketers want.
Here’s what we learned about the training marketers are clamoring for, broken down across key field areas. You can use this to plan your and your employees’ training for 2025.
1. AI and Automation in Marketing
Marketers want practical training on leveraging artificial intelligence (AI) and automation to supercharge their workflows. With AI tools becoming mainstream, the demand for expertise in this area is skyrocketing. Here’s what they’re asking for:
- AI Tools and Applications: From ChatGPT for content creation to tools for ad optimization and workflow automation, marketers want to know how to make AI work for them.
- Prompt Engineering: Writing effective prompts is a game-changing skill that unlocks better results from AI tools.
- Marketing-Specific AI Use Cases: Expertise in applying AI for SEO, social media, digital advertising, and content marketing is highly sought after.
- Efficiency Boosts: With AI, marketers aim to save time and cut repetitive tasks.
Takeaway:
AI is no longer just a buzzword—it’s a necessity. Equipping your team with AI skills is an investment in future-proofing your marketing efforts. Give yourself and your employees every AI advantage with our vast range of AI courses and the Certified AI Digital Marketer program.
2. Data Analytics and Reporting
Data increasingly drives marketing decisions, but understanding and applying that data effectively remains a significant hurdle for many teams. Marketers need training in these key areas:
- GA4 and Google Tag Manager: Google shifted to GA4, and marketers are eager for guidance on making the transition and optimizing campaign tracking.
- Looker Studio: Advanced data visualization and creating dynamic dashboards that communicate insights effectively.
- Actionable Insights: Developing the ability to interpret data, define key performance indicators (KPIs), and make informed decisions.
- ROI Measurement: Particularly important for marketing campaigns and social media, as businesses tighten budgets and look for measurable results.
- Advanced Techniques: These include audience segmentation, SQL for data manipulation, and custom calculations in reporting tools.
Takeaway:
Marketing efforts are left in the dark without the ability to measure results accurately. Training in data interpretation and analytics tools can unlock new strategic decision-making levels. Give your team the skills they need with our analytics courses.
3. Social Media Marketing
Social media changes daily as algorithms evolve and platforms rise (or fall). Marketers know the game is dynamic, which is why they’re asking for advanced social media training, including:
- Platform-Specific Strategies: Targeted training for LinkedIn, TikTok, Instagram, and other platforms.
- Social Media Ads: Campaign planning, audience targeting, and getting maximum ROI, especially on tight budgets.
- Analytics: Measuring social media campaign performance and demonstrating ROI through reports.
- Content Creation: Special emphasis on video formats like Reels and TikTok and tips on repurposing content across platforms efficiently.
- B2B and Niche Industry Approaches: Strategies for creating success in niche markets and leveraging B2B platforms like LinkedIn.
Takeaway:
Social media marketing remains essential, and mastery of platforms, analytics, and creative content is a non-negotiable skill for marketers. Empower your team with organic and paid social media courses and the Certified Social Media Marketer program.
4. Content Marketing and Storytelling
Marketers understand that great content drives engagement and builds trust. To improve their impact, they’re seeking training in these areas:
- Content Strategy: Building cohesive plans and editorial calendars that align with larger marketing goals.
- Storytelling: Crafting compelling narratives that resonate with audiences across different marketing channels.
- Content Repurposing: Maximizing reach by adapting and reusing content across multiple platforms.
- Advanced Copywriting: Writing persuasive, impactful copy tailored to specific audiences and platforms.
- Video Production: Skills for creating and editing video content using tools like Adobe Premiere and CapCut.
Takeaway: Content is king, but marketers need the right skills to elevate their storytelling to a royal level. Power up your team with our content marketing courses.
5. SEO and SEM
Search remains one of the most critical channels for visibility, traffic, and lead generation. Marketers are eager for deeper knowledge in these areas:
- Advanced SEO Strategies: Technical SEO, staying updated on algorithm changes, and mastering cutting-edge techniques.
- Google Ads: Advanced strategies, including responsive search ads (RSA), Performance Max campaigns, and AI-assisted campaign optimization.
- AI Integration: Leveraging AI in SEO and SEM for tasks like keyword research and ad optimization.
Takeaway: Search marketing is becoming increasingly sophisticated, and businesses can’t afford to let their marketing teams lag. Help your team stay ahead of the platform and AI changes with our search marketing and SEO courses.
6. Marketing Strategy and Planning
A strong foundation in marketing strategy is critical for driving results and aligning efforts with business goals. Marketers want specialized training in:
- Developing Comprehensive Strategies: Aligning campaigns with overarching business objectives.
- ABM (Account-Based Marketing): Advanced skills in personalized marketing and metrics unique to ABM.
- Omnichannel Integration: Coordinating efforts across multiple channels to deliver consistent and optimized results.
- Budgeting and ROI Demonstration: Justifying marketing spend and ensuring the team delivers measurable value to stakeholders.
Takeaway:
Big-picture thinking is as important as execution for marketers looking to thrive in leadership roles. Empower your team with our B2B courses on lead generation strategy and execution.
7. Technical Skills & Tools
Despite the expanding role of creative thinking, technical know-how underpins many critical marketing functions. Key areas of demand include:
- Mastering Tools: Hands-on training in essential marketing tools like GA4, Looker Studio, Google Ads, and social media platforms.
- Data Management: Advanced skills for managing and manipulating data with solutions like SQL and creating streamlined workflows.
Takeaway: Equipping marketers with technical expertise ensures the smooth and efficient operation of sophisticated tools and campaigns. Give your team these analytics courses to help them soar in their roles.
8. Leadership and Management Skills
With enterprises integrating AI and cross-functional collaboration becoming essential, marketing managers are asking for targeted training in leadership and team management:
- Stakeholder Communication: Bridging the gap between marketing teams and other departments to foster aligned workflows.
- Leading with AI: Training managers to help their teams adopt AI tools and adapt to fast-evolving technologies.
- Efficiency and Workflow Optimization: Strategies for streamlining workflows and managing time effectively.
Takeaway:
A confident and well-trained marketing leader can elevate the productivity and morale of the entire team. Give your team the AI courses they are craving to help them do their job quicker and with more creativity.
Invest in Your Team, Invest in Your Success
Marketers’ training needs are as diverse as the field itself, spanning AI, social media, analytics, and leadership. Investing in their training in these key areas can set your organization apart from the competition while empowering your team to excel.
Looking for a place to start? Explore the digital marketing courses and certification programs of the Direct Marketing Association of Northern California to give your team the cutting-edge skills they crave. Remember, marketing success isn’t just about tools—it’s about skilled people using technology to achieve the extraordinary.
