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Lissa McPhillips

Are You Ready to Build Your Marketing Team for 2023?

As businesses look to emerge from the pandemic and start to plan for the future, one of the key questions SMEs should be asking themselves is whether their marketing team is ready for 2023. 

With the marketing landscape having changed significantly over recent years, it’s important to ensure your team is made up of the right skillset that can help your business reach its goals and objectives. 

But what does a successful marketing team look like in 2023? And how do you find the right candidate to fulfil your business’ marketing needs? 

In this month’s blog, I’m going to run through the key areas you need to consider when building your marketing team for the year ahead.

What’s The First Step?

Before you even think about hiring, the first step should be to identify what your business’ goals are for the year and what areas of marketing will help you achieve these goals. 

  • Are you looking to focus on lead generation? 
  • Do you need someone to focus on your ecommerce channel, website and SEO? 
  • Or, are you looking to focus on content creation and dissemination across various platforms? 

Once you’ve identified these goals, you can determine how much work is involved which in-turn, will help you decide whether you need to hire someone full-time or part-time and what if any, internal expertise can be leveraged.

What is the Most In-Demand Marketing Skill at the Moment?

“There is an idea of a modern marketer having a toolkit like a Swiss Army knife” – Mimi Turner, LinkedIn B2B Institute. 

Identifying the most in-demand skill is extremely tough as the marketing landscape is ever-changing. 

Indeed, a recent article published in Marketing Week looked back on some past “in-demand” roles showcasing the change over the past seven years when skills such as social media marketing, digital marketing, advertising and PR were deemed most sought-after. 

Post pandemic however, it appears to be all about agility and having technical skills, tactical abilities, a strategic view and content skills.

The chart below provides an interesting overview of the shift in in-demand expertise from 2015 to 2022. 

Source LinkedIn.

So, when it comes to building a successful marketing team for 2023, it’s important to ensure you have the right balance of technical and strategic skills at your disposal.

How Do I Find the Right Candidate?

Finding the right candidate to join your team is the most important part of the process. 

When it comes to marketing, there’s no such thing as a “Jack / Jacqueline of all trades”, so it’s important to look for a candidate who has the relevant expertise and experience your business needs to succeed.

Remember, with such a broad range of freelancers in the market, you can always engage the relevant subject-matter expert if and when the need arises, instead of trying to find one person who can do it all.


Building an effective marketing team for 2023 is a key part of any business’ success. As the marketing landscape continues to evolve, it’s important to ensure you have the right balance of skills to help your business reach its objectives. 

If you’d like to talk more about building-up your marketing team, or indeed if you are looking for outsourced support in a particular area, please get in touch. I’d love to chat with you!

You can drop me an email at Lissa@dynamicmarketing.ie

And be sure to check out my website  for more insights into the ever-evolving world of B2B marketing!


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