INBOX INSIGHTS, September 27, 2023: Marketing Event Attendee Success Guide, Marketing Jobs - Trust Insights Marketing Analytics Consulting

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Marketing Event Attendee Success Guide

We’re in full swing of event season. People are traveling again. And, if you’re like me, you have mixed emotions about the whole thing. Prior to Covid, we would publish an attendee’s guide to success for each conference and it’s about time we brought that back.

Stay hydrated. This is probably the most important tip. You’ll be sitting in dry airplanes and trains to get to the event. You’ll be walking a lot. You’ll be exerting physical and mental energy for a few days while you take in the whole experience. Staying hydrated is the best way to keep yourself feeling 10/10. If you’re able, bring a reusable water bottle. Many events are going green.
Bring comfortable shoes. If you’re headed to Content Marketing World/Marketing Analytics and Data Science this week, the convention center is 2.3 million square feet. You will want your feet to be comfortable. Protip – bring bandaids for your blisters that will inevitably happen too.
Bring a light jacket or raincoat. It has rained a lot this year. Record breaking amounts. Make sure you’re prepared for whatever the weather throws at you.
Bring a portable power strip and power banks. Outlets aren’t always nearby and you will burn down your phone battery being social. Want to make friends really easily? Be the person at the table that has power. To that, make sure you have all your charging cables and adapters.
Arrive with a burning question that you ask everyone you meet. What one question must you get answered in order for the conference to be worth it? If you don’t have a burning question, you’ll enjoy the show but you won’t get the most out of it.
Plan your sessions in advance. Got that burning question handy? There is no shortage of sessions that will get you excited and inspire new ideas. Make sure you pick out which sessions you want to attend before the event starts. Many events will have you pre-register for sessions and you don’t want to miss the ones you’re most excited for.
Party responsibly. The event planners have been working hard for a long time to make sure that you, the attendee, will have an amazing experience. This extends beyond the daytime sessions. There will be parties, networking, and other activities for you to participate in. Use the buddy system. If you’re traveling alone, ask to tag along with another group. Be sure to know your limits.
Bring earplugs. Events can be a sensory overload between the travel, the crowds, the sessions, and the parties. To give yourself a break, especially if you’re a light sleeper, bring a good pair of earplugs. A solid night of sleep will help keep you alert and healthy, allowing you to make the most of the event.
Make sure your contact information is up to date. Many events are incorporating your professional profile into their apps and scannable codes on your name badge. With all the connections you’ll be making, you’ll want to be sure that people can easily find you post-event.
Bring a day pack/bag. There will be times you won’t want to lug around heavy luggage or a full laptop case. A small messenger bag will fit the bill perfectly.
Bring healthcare preventative measures. Events will attract thousands of physical attendees who eat together, stay in the hotels, party together, shake hands, and share the same air, water, and physical proximity. Bring hand sanitizer packs, wash your hands frequently, and mask up, especially if you’re arriving by airplane or other form of mass transit. Consult your physician/qualified medical practitioner about taking a multivitamin and/or other immune-boosting supplements.

At the end of the day, you’re going to an event to make the most of it, not to hide in your hotel room. Get out there. Meet new people. Learn all the things. But don’t forget to take care of yourself. Take breaks from the crowds when you need to. Keep your water bottle full. Bring snacks. And most of all, enjoy it!

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– Katie Robbert, CEO

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In this week’s Data Diaries, let’s take a look at the job market. A number of friends and colleagues have been looking for work in recent weeks at all levels; one friend who’s a senior marketing leader has been searching for 8 months now for a new role. The question we have to ask is, why? Is the market really that bad? The answer, as always, is that it depends.

It’s been about 6 weeks since we last checked in on this data, so let’s take a look at job postings in six verticals, using data from the Federal Reserve Bank of St. Louis and Indeed.com. The six verticals we selected are banking and finance, information design jobs, management jobs, marketing jobs, sales jobs, and software development jobs. Using February 2020 (pre-pandemic) as the baseline, how has the job market changed over the last 3 1/2 years?

What we see is a lot of variability. Jobs like banking and finance are still above pre-pandemic levels, while marketing, information design, and software development jobs are well below pre-pandemic levels. Job seekers who were flush with opportunities in 2021 and the first half of 2022 are facing considerable headwinds over the last 12 months:

What we see for marketing jobs specifically is a bottom happening right now. Looking carefully at the marketing line (green) on the chart above, we see the lower end inflection point of a bounce, of a rebound from a low. That means for people looking for work in the marketing sector specifically, things may be improving very slightly – with an emphasis on slight. It’s still a challenging environment for marketers looking for work.

It’s also worth noting that very recently, sales jobs have gone into negative territory compared to pre-pandemic levels. When both sales and marketing hiring are receding, that’s an indication companies are not growing, or at least not growing enough to justify headcount for increased growth.

That said, we see that for most of the categories shown, we’re at the bottom of the bounce. Marketing and information jobs are on the ascent, albeit slowly, software jobs appear near their bottom, and sales probably still has a little ways to go before they bottom out of whatever is causing this jobs recession.

What does this mean for us? Obviously, if you’re a job seeker, it means that hopefully things are starting to improve for you. If you’re a hiring manager, this might indicate competition for certain types of candidates is going to start getting a little tougher; the pendulum of balance between candidate and employer may be beginning to swing in favor of the candidate again. When that happens, you’ll need to increase the appeal of working for your company. And for those of us marketing TO these various roles, the “that person is no longer with our company” message hopefully will be a little less frequent, especially as we head into Q4 and the new year.

We’ll keep checking in on employment numbers, probably once or twice a quarter, to see how the market is progressing; hiring is a great leading economic indicator because it’s so impactful to an organization and so costly compared to bringing in contractors or agencies. If a company is hiring, it’s growing, and if the economy overall is hiring, it’s a good sign for everyone.

Here’s a roundup of who’s hiring, based on positions shared in the Analytics for Marketers Slack group and other communities.

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Where can you find Trust Insights face-to-face?

Content Marketing World, DC, September 2023
Marketing Analytics Data Science, DC, September 2023
Content Jam, October 2023
MarketingProfs B2B Forum, Boston, October 2023
Social Media Marketing World, San Diego, February 2024

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