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Creativity, Adaptability and Collaboration are all among the top five most sought-after skills for businesses worldwide this year. In fact, Creativity has been number one for the last three years. Analytics, meanwhile, is linked to two of the most in-demand technical skills for 2020: Analytical Reasoning (the ability to think strategically on the basis of data) and Business Analytics (the ability to use data-driven analysis to decode what your organisation’s goals should be).
Unicorn marketers don’t just have in-demand skills, though. They are also hybrid marketers, able to apply these skills to a range of different B2B marketing channels and tactics. They are able to build coherent strategies for how they use content marketing, social media and mobile to further their goals. They know the technical details of search engine optimisation (SEO), link-building and campaign analytics.