Observed Signal · Jun 9, 2021 · Industry Analysis · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
LinkedIn Insights: In-Demand Marketing Skills & Jobs
LinkedIn reveals findings from the second part of its four‑part The Changing Marketing Landscape series on the official LinkedIn blog, focusing on which marketing jobs and skills are currently in demand. The analysis highlights a strong pull toward Digital and Social Media capabilities as automation, AI, and remote work reshape the industry. The fastest-growing role is Media Coordinator, while Digital Marketing Specialists, Digital Account Executives, and Social Media Managers account for the most job postings. SEO remains a core focus, with top skills including Social Media Marketing, Paid Search Strategy, and Search Engine Marketing. Additional standout skills are press release writing, HTML, Web Analytics, and Sales Promotion, with Instagram and Content Marketing among the fastest-growing areas. The piece notes that the third part of the series will examine the impact of Remote Work on the marketing industry.
Provides industry-relevant insights into current marketing skills and job demand, including remote-work trends; foundational for AdTech/MarTech professionals.
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Key Takeaways & Evidence Grounding
- Media Coordinator is the fastest-growing marketing job.
- Most postings are for Digital Marketing Specialists, Digital Account Executives, and Social Media Managers.
- Four of the top 10 marketing jobs contain the word 'digital' in the title.
- SEO remains a focus; top skills include Social Media Marketing, Paid Search Strategy, and SEM.
- Top current skills include press releases writing, HTML, Web Analytics, and Sales Promotion; Instagram and Content Marketing are among fastest-growing skills.
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5 Marketing Skills Marketers Need in 2026
Marketing in 2026 is more technological, data-driven, and results-focused than ever. A LinkedIn-based analysis of millions of profiles and job postings highlights five marketing skills that will differentiate professionals this year: Artificial Intelligence, Audience Analysis, Stakeholder Management, Campaign Execution, and Automation. The piece notes that 66% of surveyed B2B marketers believe AI will improve campaign performance, and 68% report concrete performance gains when AI is applied to optimization, content creation, predictive targeting, or real-time optimization. Audience analysis is increasingly critical as buying centers grow and decision-makers become harder to reach (85% of marketers worldwide). The article emphasizes turning strategy into measurable results via disciplined campaign execution, cross-functional stakeholder alignment, and scalable automation, with quotes from Henrik Ihlo, Director of LinkedIn Marketing Solutions DACH. The trend underlines that AI-driven power must be combined with precise audience understanding, internal alignment, and fast, trackable execution to remain competitive in 2026.
Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
LinkedIn says don't treat leads as finish in B2B
At LinkedIn's B2Believe event in its new Empire State Building space, executives and practitioners called for a shift from lead-centric B2B marketing to a 'full journey' approach that links signals, targeting, creative, full journey, and measurement. Jae Oh, senior director of product management, revealed that fewer than 10% of upper-funnel audiences make it into bottom-funnel campaigns, urging marketers to connect awareness with demand capture. Research from LinkedIn's B2B Institute with eMarketer showed 77% of marketers say they no longer target individuals, yet only 31% have a playbook for activating audiences down the funnel. Practitioners from Canva, SAP, Mastercard, and others shared examples of aligning marketing and sales on common signals. LinkedIn also outlined a product roadmap focused on cost-per-opportunity targeting, multi-format campaigns, agentic workflows, and incrementality forecasting.
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