t-shaped marketer

The term has gained much traction recently, particularly within the marketing space. Many people are becoming more aware of the importance of having a diverse skillset, and these professionals are the ones leading the way.

Marketers looking to future-proof their careers need to have extensive knowledge and a mix of skills that extend beyond the traditional marketing disciplines. They need to understand and utilize new technologies, be excellent communicators, and have a deep understanding of data.

In this guide, we will discuss what it is and why you need to become one in 2022.

What is it all about?

The term means one has a deep understanding of one marketing discipline (the vertical “T”), as well as a broad understanding of how all disciplines work together (the horizontal “T”). This combination of skills allows them to see the big picture and develop integrated campaigns that achieve objectives across the entire marketing mix.

The most successful T-shaped marketers are generalists who are experts in one or two areas. They can apply their profound knowledge to solve problems in other areas, and their foundation allows them to see connections that others may miss. They can run an entire marketing strategy from start to finish because they understand how all the pieces fit together.

For example, this marketer might be a search engine marketing expert and have a working knowledge of social media marketing, email marketing, funnel marketing, and content marketing. T-shaped marketers can often see the big picture and understand how different disciplines work together to achieve success.

As marketing becomes more complex, the ability to think holistically and connect the dots will become increasingly valuable. Businesses looking for marketers who can create and execute integrated campaigns and join their marketing team would do well to seek out T-shaped talent.

What are the benefits

winner, success, hand

The following are some of its benefits to one digital marketing career:

One can do more

One of the most apparent benefits is that you can do more. With a basic understanding of one marketing discipline and how all disciplines work together, you can take on more responsibility and contribute more to your team.

You can also have broad knowledge and better understand the overall marketing strategy and how your work fits into the bigger picture. This allows you to be more strategic in your thinking and execution, leading to better results.

It makes you function across all marketing facets.

The model makes you more well-rounded and functions across all digital facets. As we mentioned before, t-shaped marketing allows one to have a deep understanding of one marketing discipline and a broad understanding of how all disciplines work together.

Increases your value

These marketers are in high demand because they can contribute more to their team and better understand the big picture. This increased value makes you more valuable to your employer and can lead to career advancement.

How to Become One

online marketing, internet marketing, digital marketing

The first step is identifying your areas of expertise and interest.

What marketing disciplines do you excel in? Which ones do you need to brush up on? Once you have a good understanding of your skillset, you can start to fill in the gaps. If you’re weak in a certain area, take some courses or read some books on the subject. It’s also important to keep up with the latest trends.

Many marketers mistake becoming experts in one area and then never expanding their skillset. The marketing world is constantly changing, and you need to learn and evolve to stay ahead of the curve continuously.

Another important step is understanding how all of the different disciplines work together. One way to do this is to shadow or work with someone already an established marketer.

If you don’t have access to someone like this, there are plenty of online resources. Take the time to read blogs, listen to podcasts, and watch videos on the subject. The more you understand how different marketing disciplines work together, the better equipped you’ll be to think strategically and execute integrated campaigns.

The last step is to start putting your knowledge into practice. Start thinking about how you can apply your skills across all disciplines. If you’re an SEO expert, for example, start thinking about how you can use your knowledge in other areas like paid ads, social media, or content marketing.

As you start to apply your skillset in new areas, you’ll become a more well-rounded marketer and will be better equipped to take on more responsibility and contribute to your team’s success.

What skills should digital t-shaped marketers have?

As the world of marketing continues to evolve, the skills that t-shaped marketers need to succeed are also changing. While a t-shaped marketer still needs to have a deep understanding of one or two specific marketing disciplines, they also need to be able to adapt to new digital tools and platforms.

Below are the “horizontal” (the top line of the “T”) skills that all t-shaped marketers should have to be successful:

Customer Avatars

As a t-shaped marketer, you must have a deep understanding of your target audience. This way, you can create messages and campaigns that resonate with them on a personal level. One of the best ways to get to know your target audience is to create a customer avatar.

A customer avatar is a fictional character that represents your ideal customer. When creating your avatar, be sure to include as much detail as possible. What are their demographics? What are their interests and hobbies? What are their pain points?

By taking the time to create a detailed customer avatar, you’ll be able to generate more targeted and effective marketing campaigns. Plus, you’ll be able to better understand the needs and wants of your target audience, making it easier to serve them in a way that meets their needs.

Core Messaging

As a t-shaped marketer, you must know how to craft a core message. Your core message is the foundation of all your marketing efforts, and it should be clear, concise, and compelling. It should also be aligned with your brand, customer avatar, and your business goals.

Crafting a strong core message will help you focus your marketing efforts and connect with your target audience. It will also make it easier to create consistently, cohesive messaging across all your marketing channels. So if you’re serious about marketing your business effectively, start by creating a powerful core message.

Customer Value Journey

In today’s digital age, the t-shaped marketer must be able to not only identify their target audience but also understand how to build a customer value journey that resonates.

By mapping out the customer journey and understanding what touchpoints are most important, you can create a more holistic marketing approach that takes into account the entire buyer’s journey – not just the final purchase decision.

By understanding how to build a customer value journey, t-shaped marketers can create more seamless, integrated campaigns that ultimately lead to more conversions and ROI.

Content Marketing

content marketing

A t-shaped marketer must be able to use content marketing to reach and engage customers across multiple channels. Content marketing can be used to drive website traffic, generate leads, and build brand awareness. It can also be used to create loyalty and advocacy among customers.

To be successful with content marketing, t-shaped marketers must understand how to create compelling and relevant content, how to distribute that content across multiple channels, and how to measure the results.

By understanding and utilizing content marketing, t-shaped marketers can create a holistic and integrated approach that will deliver real results.

Social Media Marketing

To be a successful marketer, you need to have a deep understanding of the different channels available to reach your target audience. And in today’s world, that means knowing how to use social media marketing. As a t-shaped marketer, you need to be able to wear many hats and have a wide skillset.

And part of that skillset must include being able to navigate the complex world of social media marketing. From creating engaging content to building relationships with influencers, there is a lot that goes into social media marketing.

But if you want to be successful in today’s world, you must know how to use social media marketing to your advantage.

Digital Advertising

Any online business needs traffic to survive. That’s why a t-shaped marketer is so valuable. They know how to use digital advertising to reach the right people with the right message. As a result, they can generate a steady stream of qualified leads that are interested in what you have to offer.

In addition, a t-shaped marketer knows how to track results and optimize campaigns for maximum ROI. As a result, they are an essential asset for any online business. If you want your business to thrive, make sure you have a t-shaped marketer on your team.

Search Marketing

The lifeblood of any online business is traffic. The more targeted traffic you have coming to your website, the more opportunities you have to convert that traffic into leads, customers, and sales.

And while there are many ways to generate traffic – from paid advertising to social media marketing – one of the most effective (and free) methods is search engine optimization (SEO). A t-shaped marketer is someone who not only understands SEO but also knows how to use it effectively.

They know how to research keywords, optimize website content, and build links to improve their website’s visibility in the search engines. As a result, they can generate a steady stream of targeted traffic that they can then convert into customers and sales. If you want your online business to be successful, then you need to become a t-shaped marketer.

Email Marketing

email marketing

As a t-shaped marketer, it’s important to have a broad range of skills and knowledge to be successful. However, one area that is especially important for t-shaped marketers to focus on is email marketing. Email marketing allows you to reach a large audience with your message, and it can be a very effective way to promote your brand or product.

Additionally, email marketing is relatively inexpensive and easy to set up, making it a great option for small businesses or startups. Finally, email marketing can be highly customized and personalized, allowing you to connect with your target audience. For all these reasons, it’s clear that t-shaped marketers need to make email marketing a priority.

Community Management

Community managers are responsible for creating and maintaining relationships with customers and prospects. They do this by engaging with customers on social media, forums, and other online communities. They also work to build relationships with influencers and thought leaders. Additionally, community managers often serve as the face of the company and act as a liaison between customers and the company. As such, they must be able to effectively communicate both the company’s message and the needs of the customer base.

T-shaped marketers know how to build relationships, how to engage with customers, and how to effectively communicate both the company’s message and the needs of the customer base.

Data & Optimization

In the modern world of marketing, data and optimization is becoming increasingly important. With the advent of new technology, businesses can track and measure customer behavior with unprecedented accuracy. This allows marketers to Identify which marketing activities are most effective in driving sales and leads, and then allocate their resources accordingly.

Additionally, by constantly testing and tweaking their campaigns, t-shaped marketers can ensure that they are always ahead of the curve, providing their customers with the best possible experience. In a world where the customer is king, data and optimization is a vital skill for all t-shaped marketers.

AI Marketing

In the past, marketing was all about creating attractive ads and hoping that potential customers would see them.

However, with the advent of digital marketing, things have changed dramatically. Nowadays, effective marketing requires a deep understanding of customer behavior and the use of data to create personalized messages that resonates with each individual.

And with the rise of artificial intelligence (AI), marketing has become even more complex and data-driven.

AI marketing is a term used to describe the use of AI technologies to improve the effectiveness of marketing campaigns. AI can be used for everything from target audience segmentation to determining the best time to send an email.

And because AI can analyze large amounts of data much faster than humans, it can provide marketers with valuable insights that would otherwise be difficult or impossible to obtain.

As a result, AI marketing is quickly becoming essential for marketers who want to stay ahead of the curve.

A few more skills in a good t-shaped marketer’s tool belt

Growth mindset

A digital marketer needs to have a mindset that’s focused on growth. This means that you’re always learning and trying to improve your knowledge. You’re not content with being an expert in one area but are always looking for ways to expand your skillset and contribute more to your team.

Strategic planning

Another important skill is strategic planning. As we mentioned before, T-shaped marketers need to be able to think strategically and see the big picture. This skill is essential for developing integrated marketing plans that achieve the desired results.

Many of the other skills we’ll mention are also important for strategic planning, so keep this in mind as we go over the rest of the things you need.


One of the most important skills is problem-solving skills. One needs to see the big picture and identify problems that need to be solved. They also need to be creative in their approach to solving these problems.

Problem-solving comes into play in all aspects of marketing, from strategic planning to campaign execution. If you’re not comfortable solving problems, now is the time to start honing this skill.

Behavioral Psychology

Another important skill is an understanding of behavioral psychology. One can use this knowledge to influence people’s behavior and ultimately drive results.

This field of study is essential for developing effective marketing campaigns. Many marketers mistake thinking that they can rely on their gut instinct regarding campaign development. However, an understanding of behavioral psychology is essential for developing campaigns based on sound principles and having a high chance of success.


Last but not least, they need to be creative. This doesn’t mean that you need to be an artist or a musician. However, it does mean that you need to be able to think outside the box and come up with creative solutions to problems.

Creativity is important in marketing, from strategy development to campaign execution. Creative marketers can develop unique campaigns that stand out from the competition.

You need more marketing know-how to be successful and become a master marker. one can use these skills across any marketing channel and in any marketing role.

Product Marketing

Another essential skill is product marketing. It is all about understanding your target market and their needs and wants. It’s also about creating a unique selling proposition for your product or service.

It is a critical skill for anyone who wants to be successful in marketing, and it’s a skill that you need to master if you’re going to be one.

Attribution Modelling

Another skill that cuts across all marketing channels is attribution modeling. Attribution modeling is attributing conversions and other desired outcomes to specific marketing activities.

Attribution modeling is a key skill for digital marketers because it allows you to understand which marketing activities drive results and which ones are not. This knowledge is essential for making informed decisions about your marketing strategy and allocation of resources.

Automation & APIs

Automation and APIs are critical skills in today’s digital world. Automation allows you to scale your marketing efforts and get more done in less time. APIs will enable you to connect your different marketing platforms and automate tasks.

Automation & APIs can focus on the most important tasks and outsource the rest. This will free up your time to focus on more strategic tasks that require your attention.


Copywriting is a skill that any t shaped content marketer needs to master. It is the art of persuasion, and it’s an essential skill for developing effective marketing campaigns.

It is also a key skill for creating compelling content that will drive results, and if one of your goals is to improve your content marketing in 2022, you need to focus on improving your copywriting skills.

Rapid Experimentation

Companies and businesses are constantly looking for ways to improve their marketing efforts, and one way to do that is through rapid experimentation. Rapid experimentation is testing different marketing strategies and tactics to see which ones are most effective.

Rapid experimentation is a key skill because it allows you to test and iterate on different marketing ideas quickly. This skill is essential for anyone who wants to be at the forefront of marketing innovation.


As the marketing world evolves, so too must the marketers who work in it. T-shaped marketers are the new breed of adaptable and have a wide range of skills. If you want to succeed in marketing, you need to focus on developing these skills. With this knowledge, you’ll be able to succeed in any marketing role and across any marketing channel.

T-Shaped Marketers are taking over the marketing, and more businesses realize the importance of having T-Shaped Marketers on their teams. If you want to be successful in marketing, start focusing on developing the knowledge that will make you a successful Marketer.