May 26, 2025 • 26 mins
Byer Co's article, "What is a Full Stack Marketer?", defines this role as a versatile professional skilled across various marketing disciplines like SEO, content, and analytics. It highlights their value, especially for startups needing broad marketing coverage without a large team. The article outlines key skills such as data analysis, content creation, email marketing, and social media advertising. It also discusses career paths for full stack marketers, the essential tools they use, and how Byer Co offers these professionals on an hourly basis. Ultimately, the piece champions the full stack marketer as a crucial asset for achieving sustainable growth in competitive digital marketing.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome back to the all new digital rage. I'm Jeff the producer here at Byer
(00:04):
Company. Today we're discussing a term that I discovered that I wish was
around sooner. The term full stack marketer is how I would describe my career.
By combining proficiencies such as design code SEO email add so for media and
more, I developed into a Swiss Army knife at the company's and agencies I worked
with. It did not fit into a box. I helped all departments for the common
(00:24):
strategic goal. So check it out.
Hey everyone. Welcome back to the deep dive. Yeah, welcome back. You know, you
come here because you want to understand the ideas that are shaping your
world. And we're continuing that today with a huge topic. Yeah, big one for
sure. Especially if you're in the marketing world. We're gonna be looking at the
rise of what's being called the full stack marketer. Yeah, it's a term that's
(00:47):
being thrown around quite a bit. And we want to make sure that you're not just
getting like, you know, like a surface level definition. Like what does it
actually mean to be one of these and how do you actually become one? Yeah. So to
guide us on this deep dive, we're using an article like Jeff Byer called
what is a full stack marketer? And it's from March 13, 2025. Very recently. So
(01:10):
very, very recent. Yeah. And so we're gonna be using this as our guide as we try to
really get under the hood. Yeah. Of what this new type of marketer, you know, is
all about. I think so many people are seeing this term now and they're like, what
is this like I need I need to know more. Yeah. And we're gonna take you there. We are
deep. So our mission today is really straightforward. Yeah. We want to dissect
(01:34):
this whole idea of the full stack marketer. We're gonna be exploring what their
core skills are. Right. Why they're proving to be such game changers, especially
for startups. Yeah, those fast moving small companies. Yeah, where they have to be
really agile and able to move quickly. Right. We'll look at what their
typical career journey often looks like, what tools they use. And even how a company
(01:58):
like Byer Co sort of fits into this whole evolving landscape. I love that. So to
kick us off. Yeah. What in essence is a full stack marketer. You know, I think a
good way to think about this is to imagine a highly versatile player on a sports
team. I like that. So somebody who can capability fill multiple positions. Okay. Right. So
(02:22):
you've got somebody who can, you know, in baseball, if you've got a utility
player who can play, you know, a couple different positions. They can pitch. They can
get exactly. And so in marketing, the full stack marketer is very similar. Right.
They're often described as a jack of all trades, but it's more than that. More than
that. It's not just that they can do a bunch of different things. Right. They have a
really crucial depth of understanding across these disciplines. Okay. And Jeff
(02:46):
Byer in the article really emphasizes their ability to manage these very diverse
tasks across the entire marketing stack. Okay. Now you said marketing stack. Can we
unpack that a little bit because that to me. It sounds like something that, you know,
people inside baseball, you know, would know. Yeah. But for those of us outside,
(03:08):
right. What is the stack? Okay. So let's think of the marketing stack as all the
different activities. Yeah. And all the different tools that a marketing team uses. So
everything from attracting visitors to your website or to your business. Okay. And then
converting them into customers and then building relationships from there. So you're
talking about, you know, the social media, the S E O, the email, the S E O, how people
(03:32):
find you on search engines, your email analytics. Okay. Right. Understanding what's working.
Yep. A full stack marketer isn't just familiar with one or two of these things. Right.
They have a working knowledge of how all of them connect and how all of them contribute
to the bigger picture. So it's not just the person who, you know, can post on TikTok really
well. Right. But also understands how that TikTok post then impacts. Exactly.
(03:56):
A website traffic. Yeah. And then, you know, lead generation and then ultimately sales.
Absolutely. They possess a comprehensive understanding of that entire digital marketing
landscape. That's pretty impressive. And it enables them to really develop and execute
these marketing strategies that aren't just like one off things. Right. But they're these
integrated campaigns working in concert. So they see that they see how it all fits together.
(04:20):
And that's what allows them to create these more effective strategies. Okay. So why is having
this broad skill set? Yeah. One person so valuable for businesses. So I think, you know,
the article highlights this that this is incredibly valuable for businesses that really need
to streamline their marketing and achieve tangible results efficiently. Yeah. Not just be doing
(04:44):
marketing for marketing sake. Right. But really trying to get those, those results at the end
of the day. Absolutely. Okay. So instead of needing to hire and coordinate all these different
specialists. Oh, I see. You know, one for SEO, one for social media, one for email and so
on. Yeah. One person who can wear all those hats. A full stack marketer can really handle
a lot of these responsibilities, which leads to a more cohesive and much more efficient approach.
(05:10):
And that's got to be especially valuable, I imagine, for those startups, yes, especially
where budgets are tight and teams are lean. Exactly. And for startups and small businesses with
those limited financial resources, right. You know, building a full team of specialized
marketers can be incredibly expensive. Yeah. You can't afford to hire, you know, five
or different people. You just can't do all have, you know, one very specific, right. And
(05:34):
you're a small team area of expertise. So a full stack marketer can provide a very cost
effective solution by being able to wear all those hats. I love that analogy. Yeah. But
they're wearing all these different hats and capable manage this whole range of essential
marketing functions. So they can help us start up. Yes. Really establish a strong digital
(05:55):
presence and drive that early growth without that big price tag without breaking the
banks of being agile and keeping costs down. Yeah. You know, those are kind of like the,
you know, the main pillars of the startup handbook. Exactly. So how does this Swiss army knife
feel like that too? Of a marketer thrive in that really fast-paced startup environment.
(06:18):
So as the article points out agility and cost efficiency, they aren't just nice to
have. Right. They're often critical. They're make or break. They're make or break. Yeah.
For these startups for survival. Right. So full stack marketers empower these companies
to cover all those essential marketing bases without the overhead of that big specialized
(06:38):
team. So you have one person who can, you know, craft the SEO strategies. Yeah. Manage
social media engagement. You know, run email marketing campaigns. And then dive into
the analytics and look at the numbers to see what's actually working. Exactly. So they're
not just like, you know, throwing spaghetti at the wall and seeing what sticks. Yeah. They're
(06:59):
launching campaign launching campaign and then immediately analyzing their performance.
Exactly. And I think that's what's so fascinating here is their ability to quickly adjust those
strategies based on the data they're seeing real time in real time. Yeah. Because in a startup,
things can change overnight. Absolutely. So that adaptability is not just a benefit. It's
(07:19):
essential. It's essential for staying ahead of the curve and maximizing your impact with
limited resources. It's almost like having a marketing generalist. Yeah. Who can not only,
you know, execute, right. But also see the battlefield and adjust the plan accordingly.
That's a really great way to put it. And the article really emphasizes their role on these
lean teams. They aren't just executing these isolated tasks. They're often responsible
(07:45):
for both content creation and performance analysis. Wow. So they're making sure that everything
they're doing is directly aligned with the business objectives. Yeah. Making the most
of those. Absolutely. Those early resources. Every dollar counts. Yeah. So we kind of understand
the what now. We understand the why. Yeah. So let's delve into the how. Okay. Let's do it.
(08:07):
What are the specific skills that make up this Swiss Army knife? Yeah. What are the tools
in that knife? Yeah. What are the tools in that knife? So what abilities are we talking
about here? So the article identifies a few core skill sets. Okay. First analytics and
data. Okay. Data. And this goes way beyond not just looking at spreadsheets. Not just looking
at spreadsheets. It's about being able to take raw data and turn it into actionable insights.
(08:33):
So they need to be really proficient in establishing and managing analytics frameworks.
Okay. So that means setting up the systems to get the right data. Exactly. You got to be
collecting the right data. Yeah. If you're measuring the wrong thing. It's garbage and garbage
out. Yeah. Carbaging garbage out. So give me an example. Okay. So for example, they would
know how to properly implement tracking codes on a website to monitor user behavior.
(09:00):
Okay. So it's not just about having the data. Right. But knowing what data to even collect.
Yeah. How do you even set up the collection process? And how to set up the collection
process? Yeah. Exactly. So what are like the KPIs? Right. So then you have to think about
those key performance indicators. Yeah. Right. The metrics that actually drive those
meaningful actions. Yeah. That actually matter to the business. So it's about understanding
(09:23):
what is this data actually telling us? Right. About customer behavior, about campaign performance
about how effective we're being. Yeah. And then using those insights to actually make
smarter decisions. Right. So for instance, a full stack marketer might notice a really
high bounce rate on a particular landing page. Right. They're looking at Google Analytics
or like, whoa, people are coming to this page and they're leaving. Right. But the insight
(09:47):
isn't just that people are leaving. It's why are they leaving? Like why are they bouncing?
Yeah. Maybe the page is loading really slowly or maybe the call to action isn't clear.
Okay. So the actionable insight there would be to optimize that page speed or to revise
that call to action based on some A, B testing. Okay. So you're constantly testing different
(10:09):
things, constantly testing things, seeing what resonates, seeing what works, and then refining
the strategies. Yeah. And that's the iterative process that's mentioned in the article. Yeah.
Testing optimization constantly experimenting to see what resonates with the audience and
refining those strategies to improve engagement and conversion rates. Okay. So they've got to
be data savvy, data savvy. They've got to be really good at understanding what the data
(10:32):
means. Yeah. Okay. So what's the next crucial skill? Okay. So the next one is content creation.
Content. So the full stack marketer isn't just, you know, head down in spreadsheets all
day. Right. They also have this strong ability to bring the brand story to life through really
compelling content. Okay. And this could mean, you know, writing a really persuasive block
(10:56):
post that's going to resonate with the target audience. Yeah. It could mean developing a
really engaging video that grabs people's attention. Okay. It could even mean that they have an
eye for basic design. Okay. So that all the marketing materials look really good. So they're
not just a wordsmith. They also have some visual sense as well. Exactly. And while they might
(11:17):
not be, you know, a professional graphic designer or, you know, Pulitzer Prize winning
writing. Right. They're not specialists in any one thing. Right. But they have a good
understanding of how to create. They understand what makes good content effective content across
different platforms. Okay. And the article really emphasizes that they're not just randomly
creating this content. There's a strategic planning process that goes into this. They have
(11:40):
a plan. They have a plan. Yeah. It's all designed to engage the target audience, build those meaningful
connections and really strengthen the brand's overall presence. So the content has to be
purposeful purposeful. And it has to be aligned with those. Yeah. With the bigger marketing goals.
Marketing goals. Okay. So we've got data. We've got content. What about reaching those
(12:03):
people directly? Okay. So that's where the expertise in email marketing comes in email.
So full stack marketers. They understand how to create email strategies that go way beyond
just, you know, blasting out promotional messages. Okay. They're really focused on building
relationships. Yeah. And they're doing this by delivering valuable and really tailored content.
(12:25):
Okay. It's all about segmenting the audience, understanding their behavior. So you're speaking
to them. Yeah. You're speaking to them directly as an individual as an individual. Yeah. And this
could involve setting up those automated email sequences that onboard new users or try
to reengage people who haven't been around for a while. So you're building this dialogue.
(12:46):
It's dialogue with potential and existing customers through their inbox. Yeah. Rather than just,
you know, shouting from the rooftops, not just shouting. You're having a conversation.
A conversation, right? And the article really highlights these well-thought-out email
funnels. Oh, yeah. So think of it as like a journey. Okay. You're taking the customer on
a journey. And each email is like a step in that journey. Yeah. Guiding them toward a
(13:11):
specific goal. So whether that's, you know, making a purchase, requesting a demo, requesting
a demo, or just learning more about the company, learning more about the brand. Yeah. And it's
all about enhancing the customer experience. Right. And really building that loyalty through
that personalized and relevant communication. So it's not just about, you know, getting
(13:32):
that sale right now. No, it's about building a relationship. It's about building a long-term
relationship. A long-term relationship. Okay. So we've covered data content email. What's
the final core skill that we should discuss? Okay. So the last one is social media and digital
advertising. Okay. And full-stack marketers, they developed these really comprehensive strategies
(13:55):
to boost visibility for the brand and build customer loyalty across all these digital platforms.
All right. And this involves leveraging both organic social media. So creating the
content, building communities, interacting with followers. And then you've got the paid
advertising side, the paid side. So strategically deciding where to spend those dollars on things
(14:18):
like, you know, Facebook ads or Google ads, Facebook ads, Google ads, all the different
channels that are relevant. Okay. So they understand not only how to create and engaging social
media content, but also when it makes sense to pay, right, to reach a wider audience or
a more targeted audience. Okay. And the goal is to really craft those campaigns that resonate.
(14:38):
Through that combination of great organic content and those really strategically placed
paid ads. Okay. So they're looking at both sides of that
equates. Both sides all the time. And they're constantly analyzed
that point. Yeah. Making sure that those dollars are being spent in the best possible way.
Okay. So we've talked about all these really, you know, impressive skills. Yeah. And, you
(14:59):
know, someone listening might be thinking, okay, this sounds interesting. How do I become
one of these? Yeah. What's the path to becoming a full stack marketer? So the article offers
some great insights for anyone who's aspiring to be a full stack marketer. Okay. And it really
emphasizes how important it is to embrace a wide range of expertise across all the things
(15:19):
we just talked about. Yeah. SEO, social media, email, marketing analytics, content creation.
It's a lot. You have to be proactive and really dive deep into each of these areas. So it's
not just enough to know, like, you know, the basics of how to do it. Right. You need to understand
the principles. The underlying principle is yeah. The underlying principles. Of why certain
(15:41):
tactics are effective. Yeah. Why does this work? Yeah. And how does it all contribute to
that bigger marketing picture? So it's not just about chasing the latest trends or, you know,
kind of the shiny new object. Yeah. Or that surface level knowledge. It's about building
a foundation. Okay. So foundational knowledge. Just strong foundation. And then, you know,
the article also talks about the need for strategic thinking. And being able to make decisions
(16:06):
based on evidence. Yeah. So that means moving beyond just looking at vanity metrics. Right.
So not just likes and shares likes and shares. They feel good. They make you feel good. But
they don't always tell the whole story. Yeah. You need to really be looking for those deeper
insights that actually tell you something. That tell you something about what's working.
Yeah. And then using that to inform those impactful marketing strategies. Okay. So it's about
(16:29):
really understanding what the data is telling you. It's all about the data and then constantly
refining constantly refining your approach to make sure that your marketing efforts are actually
driving results are driving results. Yeah. Metrobial results and results that actually,
you know, lead to business growth. Yeah. Because that's what it's all about. Right. It's not
just about, you know, marketing for marketing sake marketing for marketing sake.
(16:51):
So grow up with the business. So you're constantly learning. You're analyzing. You're analyzing.
You're analyzing. And then you're using that to improve. Yeah. And it's a cycle. It never
stops a constant cycle because the digital landscape is always changing. Yeah. Absolutely.
You've got to be agile. Yeah. And you've got to be committed to constantly learning new things.
Yeah. New platforms are coming out all the time. Consumer behaviors change.
(17:15):
It's all a time. So you've got to stay on top of all that. You have to. And the article really
encourages people to get out of their comfort zone. Yeah. To try new things. To take on those
challenging projects. And not be afraid to, you know, fail fail and to learn from those mistakes.
Absolutely. It's all about growth. So practical experience combined with that, you know, that desire
(17:37):
to always be learning. Yeah. That thirst for knowledge seems to be really key in this field.
Essential. Okay. So let's talk career trajectory. Yeah. What does a typical career path look
like for someone who's developing all these incredible full stack capabilities? So the article
kind of paints a picture for us. Okay. And it points out that full stack marketers are
(18:00):
often really pivotal figures. Okay. In those early stage startups because they can do so
much because they can do it all. Yeah. Right. And they're adaptable. So you know, startups
are very resource constrained. They've got to be scrappy. They got to be scrappy. Yeah.
So often full stack marketers are the first marketing higher. Wow. In those companies.
So they're like the, you know, the original marketing team. Yeah. They're building it from
(18:24):
the ground up. Yeah. And this gives them a really unique opportunity to not just implement,
but actually to craft those marketing strategies from the very beginning from the very beginning.
Yeah. And gain that invaluable experience in navigating all the challenges. The unique
challenges of a startup that startups face. Yeah. So as they gain experience and they prove
(18:45):
that they can actually drive results across all these different functions, all the functions.
Their careers often progress to more senior roles. Okay. Right. So you might start as you
know, a marketing coordinator, but then you moving to marketing manager role, director
of marketing. And ultimately you could even become the CMO chief marketing office. The
(19:08):
CMO. And because they have this holistic understanding that birds, I view of all the disciplines,
they're really well suited to lead those big strategic marketing initiatives across,
you know, different departments, even across departments. Yeah. And they can contribute to
the overall business strategy because they're not just thinking about marketing. Right.
(19:30):
In isolation, they're thinking about how it impacts the whole business. The whole business.
Yeah. And the article also emphasizes that these skills aren't limited to just one industry.
These are transferable skills. Okay. So they're in high demand across all kinds of sectors.
They're makes sense. Tech, e-commerce, consumer goods, you name it. Yeah. And as they continue
(19:51):
to grow and learn throughout their careers, they can really adapt to new challenges and transition
smoothly between different roles and industries. Okay. So lots of opportunity for advancement.
Yeah. Lots of potential for growth in this field. Yeah. If you're willing to put in the work.
Okay. So now let's talk about the tools. Yeah. The technologies that these, you know, marketing
(20:13):
superheroes rely on in their day to day work. What are they using? What are these? So the
article mentions a few key categories of tools. Okay. For data analysis, you've got platforms
like Google Analytics and Mixed Panel. Oh, yeah. Those are the big ones. Those are the big
ones. Yeah. And they're essential for collecting, tracking and interpreting all that data across
(20:33):
websites, apps, you know, all the different channels, all the channels. Yeah. And they provide
the analytical capabilities to really understand user interactions, measure how well campaigns
are performing. Okay. And ultimately to make those data driven decisions. So those are
the tools that help them understand what's happening on their websites, on their apps,
and across all their digital properties. Exactly. Okay. So then for search engine optimization,
(20:57):
SEO, SEO, the article talks about tools like orfs and simrush. Yeah. Those are really powerful
tools. And those are used for, you know, things like keyword research, keyword research,
right competitive analysis, competitive analysis, and figuring out how to improve website rankings.
So understanding what your competitors are doing well. Yeah. And then finding those opportunities
(21:20):
to get those rankings higher. Okay. So give me an example of like how they might use
one of those tools. Okay. So for example, using that keyword explorer in a refs, okay.
A full stack marketer could find keywords that have low competition, but high intent,
which means that people are searching for those terms and they really want to find something.
(21:41):
Yeah. But their competitors aren't really targeting those keywords. So they're finding
like an untapped opportunity, an untapped opportunity. Yeah. And then that can directly
inform their content strategy. So that they're creating content that people are actually
looking for. Yeah. That's going to rank well. And that's going to bring in those, you know,
those qualified leads. Exactly. Okay. So these SEO tools really help them make their content
(22:04):
more discoverable, more discoverable. Okay. So then for managing all the different social media
accounts, right. So for social media management, yeah. You've got platforms like Buffer and Sprout
Social. Okay. And these are great for scheduling content across all the different platforms.
So you're not having to, you know, log into each one individually. Right. You can manage it
(22:24):
all in one place. Yeah. You can manage engagement with your audience. Okay. You can monitor
mentions of your brand. So you can see what people are saying about you. You can see what people
are saying. Yeah. And you can really stay connected with your community. It's like a, you know,
a command center, a command center for your social media, social media. Yeah. Okay. Yeah.
(22:44):
And then for email, we talked about MailChimp and SendGrid. Yes. For email marketing. Those are
the big ones. Those are the workhorses. Yeah. For creating and sending those targeted email campaigns.
You know, creating the newsletter is the auto response. All those different sequences that we
talked about for nurturing leads and engaging with customers. Okay. And then finally, the article
(23:05):
talks about A B testing. Yeah. A B testing and conversion rate optimization. What does that mean?
So this is where you're trying to figure out what's the best way to do something. Okay. So you're
using tools like optimizely. Okay. And these allow you to run experiments. Okay. So you might have
two different versions of a headline on your website. Okay. And you show one version to half of your
(23:28):
visitors and the other version to the other half. Okay. And then you see which one performs better.
So which one gets more people to click? Exactly. Or which one leads to more sales. Okay. So it's all
about data driven optimization. Yeah. Making sure that you're getting the most out of your marketing
efforts. It's about testing and refining and making sure that you're, you know, you're getting the best
possible results. Always improving. Always improving. Okay. So the article also talks about buyer co.
(23:53):
Yeah. What about buyer co? How does their offering sort of relate to this whole concept of the full stack
marketer? So buyer co offers businesses hourly access to a network of experienced full stack
marketers and developers. Interesting. And the key here is flexibility. Yeah. And potentially saving
some money. Okay. Compared to compared to hiring full-time employees. Right. So if a company needs to
(24:16):
boost their SEO for a few weeks. Okay. Or they want to launch a specific social media campaign. Yeah.
They can just engage a full stack marketer through buyer co for that specific need. So they don't have to,
you know, go through the whole hiring process. They don't have to make that long-term commitment.
And they're only paying for them. They're only paying for what they need. What they need when they need it.
Exactly. It's almost like having an on-demand marketing department. It's like an on-demand marketing
(24:40):
department. You can scale up or down as needed. Yeah. I like that. And the article emphasizes that
buyer co is really committed to collaboration. Okay. So they really embed these knowledgeable
marketing professionals into their clients' teams. So they're not just like, you know, a faceless,
(25:01):
you know, contractors. Yeah. They're part of the team. They're part of the team. And they really work
to understand the clients' business objectives and develop strategies that are going to drive
results. So they become like an extension of the clients' team. Exactly. Very interesting. Yeah.
Okay. So as we wrap up this deep dive, what's the ultimate takeaway about the full stack marketer?
(25:25):
I think the takeaway is that the full stack marketer is an incredibly versatile and
increasingly indispensable asset. They're valuable. They are valuable. Yeah. And today is
really complex and rapidly evolving digital world. They bring this really broad skill set
that's essential for driving growth. Especially for those startups. Especially for startups.
(25:47):
Those smaller businesses who need to be agile and, you know, really mindful of their budgets.
Yeah. So this isn't just a buzz word. No. This is a reflection of a real need in the marketing world.
It's a real need. Okay. And the article really emphasizes the value of their adaptability.
Their strategic thinking. Their data-driven approach. Yeah. They're able to see the big picture.
(26:10):
They see the big picture. They're able to connect the dots between all these different disciplines.
And they can really lead.
Reach out to us at jbuyer.com for comments and questions. Follow us at buyer company on social media.
And if you'd be so kind, please rate and review us in your podcast app.
Welcome back to the all new digital rage. I'm Jeff the producer here at Byer
(00:04):
Company. Today we're discussing a term that I discovered that I wish was
around sooner. The term full stack marketer is how I would describe my career.
By combining proficiencies such as design code SEO email add so for media and
more, I developed into a Swiss Army knife at the company's and agencies I worked
with. It did not fit into a box. I helped all departments for the common
(00:24):
strategic goal. So check it out.
Hey everyone. Welcome back to the deep dive. Yeah, welcome back. You know, you
come here because you want to understand the ideas that are shaping your
world. And we're continuing that today with a huge topic. Yeah, big one for
sure. Especially if you're in the marketing world. We're gonna be looking at the
rise of what's being called the full stack marketer. Yeah, it's a term that's
(00:47):
being thrown around quite a bit. And we want to make sure that you're not just
getting like, you know, like a surface level definition. Like what does it
actually mean to be one of these and how do you actually become one? Yeah. So to
guide us on this deep dive, we're using an article like Jeff Byer called
what is a full stack marketer? And it's from March 13, 2025. Very recently. So
(01:10):
very, very recent. Yeah. And so we're gonna be using this as our guide as we try to
really get under the hood. Yeah. Of what this new type of marketer, you know, is
all about. I think so many people are seeing this term now and they're like, what
is this like I need I need to know more. Yeah. And we're gonna take you there. We are
deep. So our mission today is really straightforward. Yeah. We want to dissect
(01:34):
this whole idea of the full stack marketer. We're gonna be exploring what their
core skills are. Right. Why they're proving to be such game changers, especially
for startups. Yeah, those fast moving small companies. Yeah, where they have to be
really agile and able to move quickly. Right. We'll look at what their
typical career journey often looks like, what tools they use. And even how a company
(01:58):
like Byer Co sort of fits into this whole evolving landscape. I love that. So to
kick us off. Yeah. What in essence is a full stack marketer. You know, I think a
good way to think about this is to imagine a highly versatile player on a sports
team. I like that. So somebody who can capability fill multiple positions. Okay. Right. So
(02:22):
you've got somebody who can, you know, in baseball, if you've got a utility
player who can play, you know, a couple different positions. They can pitch. They can
get exactly. And so in marketing, the full stack marketer is very similar. Right.
They're often described as a jack of all trades, but it's more than that. More than
that. It's not just that they can do a bunch of different things. Right. They have a
really crucial depth of understanding across these disciplines. Okay. And Jeff
(02:46):
Byer in the article really emphasizes their ability to manage these very diverse
tasks across the entire marketing stack. Okay. Now you said marketing stack. Can we
unpack that a little bit because that to me. It sounds like something that, you know,
people inside baseball, you know, would know. Yeah. But for those of us outside,
(03:08):
right. What is the stack? Okay. So let's think of the marketing stack as all the
different activities. Yeah. And all the different tools that a marketing team uses. So
everything from attracting visitors to your website or to your business. Okay. And then
converting them into customers and then building relationships from there. So you're
talking about, you know, the social media, the S E O, the email, the S E O, how people
(03:32):
find you on search engines, your email analytics. Okay. Right. Understanding what's working.
Yep. A full stack marketer isn't just familiar with one or two of these things. Right.
They have a working knowledge of how all of them connect and how all of them contribute
to the bigger picture. So it's not just the person who, you know, can post on TikTok really
well. Right. But also understands how that TikTok post then impacts. Exactly.
(03:56):
A website traffic. Yeah. And then, you know, lead generation and then ultimately sales.
Absolutely. They possess a comprehensive understanding of that entire digital marketing
landscape. That's pretty impressive. And it enables them to really develop and execute
these marketing strategies that aren't just like one off things. Right. But they're these
integrated campaigns working in concert. So they see that they see how it all fits together.
(04:20):
And that's what allows them to create these more effective strategies. Okay. So why is having
this broad skill set? Yeah. One person so valuable for businesses. So I think, you know,
the article highlights this that this is incredibly valuable for businesses that really need
to streamline their marketing and achieve tangible results efficiently. Yeah. Not just be doing
(04:44):
marketing for marketing sake. Right. But really trying to get those, those results at the end
of the day. Absolutely. Okay. So instead of needing to hire and coordinate all these different
specialists. Oh, I see. You know, one for SEO, one for social media, one for email and so
on. Yeah. One person who can wear all those hats. A full stack marketer can really handle
a lot of these responsibilities, which leads to a more cohesive and much more efficient approach.
(05:10):
And that's got to be especially valuable, I imagine, for those startups, yes, especially
where budgets are tight and teams are lean. Exactly. And for startups and small businesses with
those limited financial resources, right. You know, building a full team of specialized
marketers can be incredibly expensive. Yeah. You can't afford to hire, you know, five
or different people. You just can't do all have, you know, one very specific, right. And
(05:34):
you're a small team area of expertise. So a full stack marketer can provide a very cost
effective solution by being able to wear all those hats. I love that analogy. Yeah. But
they're wearing all these different hats and capable manage this whole range of essential
marketing functions. So they can help us start up. Yes. Really establish a strong digital
(05:55):
presence and drive that early growth without that big price tag without breaking the
banks of being agile and keeping costs down. Yeah. You know, those are kind of like the,
you know, the main pillars of the startup handbook. Exactly. So how does this Swiss army knife
feel like that too? Of a marketer thrive in that really fast-paced startup environment.
(06:18):
So as the article points out agility and cost efficiency, they aren't just nice to
have. Right. They're often critical. They're make or break. They're make or break. Yeah.
For these startups for survival. Right. So full stack marketers empower these companies
to cover all those essential marketing bases without the overhead of that big specialized
(06:38):
team. So you have one person who can, you know, craft the SEO strategies. Yeah. Manage
social media engagement. You know, run email marketing campaigns. And then dive into
the analytics and look at the numbers to see what's actually working. Exactly. So they're
not just like, you know, throwing spaghetti at the wall and seeing what sticks. Yeah. They're
(06:59):
launching campaign launching campaign and then immediately analyzing their performance.
Exactly. And I think that's what's so fascinating here is their ability to quickly adjust those
strategies based on the data they're seeing real time in real time. Yeah. Because in a startup,
things can change overnight. Absolutely. So that adaptability is not just a benefit. It's
(07:19):
essential. It's essential for staying ahead of the curve and maximizing your impact with
limited resources. It's almost like having a marketing generalist. Yeah. Who can not only,
you know, execute, right. But also see the battlefield and adjust the plan accordingly.
That's a really great way to put it. And the article really emphasizes their role on these
lean teams. They aren't just executing these isolated tasks. They're often responsible
(07:45):
for both content creation and performance analysis. Wow. So they're making sure that everything
they're doing is directly aligned with the business objectives. Yeah. Making the most
of those. Absolutely. Those early resources. Every dollar counts. Yeah. So we kind of understand
the what now. We understand the why. Yeah. So let's delve into the how. Okay. Let's do it.
(08:07):
What are the specific skills that make up this Swiss Army knife? Yeah. What are the tools
in that knife? Yeah. What are the tools in that knife? So what abilities are we talking
about here? So the article identifies a few core skill sets. Okay. First analytics and
data. Okay. Data. And this goes way beyond not just looking at spreadsheets. Not just looking
at spreadsheets. It's about being able to take raw data and turn it into actionable insights.
(08:33):
So they need to be really proficient in establishing and managing analytics frameworks.
Okay. So that means setting up the systems to get the right data. Exactly. You got to be
collecting the right data. Yeah. If you're measuring the wrong thing. It's garbage and garbage
out. Yeah. Carbaging garbage out. So give me an example. Okay. So for example, they would
know how to properly implement tracking codes on a website to monitor user behavior.
(09:00):
Okay. So it's not just about having the data. Right. But knowing what data to even collect.
Yeah. How do you even set up the collection process? And how to set up the collection
process? Yeah. Exactly. So what are like the KPIs? Right. So then you have to think about
those key performance indicators. Yeah. Right. The metrics that actually drive those
meaningful actions. Yeah. That actually matter to the business. So it's about understanding
(09:23):
what is this data actually telling us? Right. About customer behavior, about campaign performance
about how effective we're being. Yeah. And then using those insights to actually make
smarter decisions. Right. So for instance, a full stack marketer might notice a really
high bounce rate on a particular landing page. Right. They're looking at Google Analytics
or like, whoa, people are coming to this page and they're leaving. Right. But the insight
(09:47):
isn't just that people are leaving. It's why are they leaving? Like why are they bouncing?
Yeah. Maybe the page is loading really slowly or maybe the call to action isn't clear.
Okay. So the actionable insight there would be to optimize that page speed or to revise
that call to action based on some A, B testing. Okay. So you're constantly testing different
(10:09):
things, constantly testing things, seeing what resonates, seeing what works, and then refining
the strategies. Yeah. And that's the iterative process that's mentioned in the article. Yeah.
Testing optimization constantly experimenting to see what resonates with the audience and
refining those strategies to improve engagement and conversion rates. Okay. So they've got to
be data savvy, data savvy. They've got to be really good at understanding what the data
(10:32):
means. Yeah. Okay. So what's the next crucial skill? Okay. So the next one is content creation.
Content. So the full stack marketer isn't just, you know, head down in spreadsheets all
day. Right. They also have this strong ability to bring the brand story to life through really
compelling content. Okay. And this could mean, you know, writing a really persuasive block
(10:56):
post that's going to resonate with the target audience. Yeah. It could mean developing a
really engaging video that grabs people's attention. Okay. It could even mean that they have an
eye for basic design. Okay. So that all the marketing materials look really good. So they're
not just a wordsmith. They also have some visual sense as well. Exactly. And while they might
(11:17):
not be, you know, a professional graphic designer or, you know, Pulitzer Prize winning
writing. Right. They're not specialists in any one thing. Right. But they have a good
understanding of how to create. They understand what makes good content effective content across
different platforms. Okay. And the article really emphasizes that they're not just randomly
creating this content. There's a strategic planning process that goes into this. They have
(11:40):
a plan. They have a plan. Yeah. It's all designed to engage the target audience, build those meaningful
connections and really strengthen the brand's overall presence. So the content has to be
purposeful purposeful. And it has to be aligned with those. Yeah. With the bigger marketing goals.
Marketing goals. Okay. So we've got data. We've got content. What about reaching those
(12:03):
people directly? Okay. So that's where the expertise in email marketing comes in email.
So full stack marketers. They understand how to create email strategies that go way beyond
just, you know, blasting out promotional messages. Okay. They're really focused on building
relationships. Yeah. And they're doing this by delivering valuable and really tailored content.
(12:25):
Okay. It's all about segmenting the audience, understanding their behavior. So you're speaking
to them. Yeah. You're speaking to them directly as an individual as an individual. Yeah. And this
could involve setting up those automated email sequences that onboard new users or try
to reengage people who haven't been around for a while. So you're building this dialogue.
(12:46):
It's dialogue with potential and existing customers through their inbox. Yeah. Rather than just,
you know, shouting from the rooftops, not just shouting. You're having a conversation.
A conversation, right? And the article really highlights these well-thought-out email
funnels. Oh, yeah. So think of it as like a journey. Okay. You're taking the customer on
a journey. And each email is like a step in that journey. Yeah. Guiding them toward a
(13:11):
specific goal. So whether that's, you know, making a purchase, requesting a demo, requesting
a demo, or just learning more about the company, learning more about the brand. Yeah. And it's
all about enhancing the customer experience. Right. And really building that loyalty through
that personalized and relevant communication. So it's not just about, you know, getting
(13:32):
that sale right now. No, it's about building a relationship. It's about building a long-term
relationship. A long-term relationship. Okay. So we've covered data content email. What's
the final core skill that we should discuss? Okay. So the last one is social media and digital
advertising. Okay. And full-stack marketers, they developed these really comprehensive strategies
(13:55):
to boost visibility for the brand and build customer loyalty across all these digital platforms.
All right. And this involves leveraging both organic social media. So creating the
content, building communities, interacting with followers. And then you've got the paid
advertising side, the paid side. So strategically deciding where to spend those dollars on things
(14:18):
like, you know, Facebook ads or Google ads, Facebook ads, Google ads, all the different
channels that are relevant. Okay. So they understand not only how to create and engaging social
media content, but also when it makes sense to pay, right, to reach a wider audience or
a more targeted audience. Okay. And the goal is to really craft those campaigns that resonate.
(14:38):
Through that combination of great organic content and those really strategically placed
paid ads. Okay. So they're looking at both sides of that
equates. Both sides all the time. And they're constantly analyzed
that point. Yeah. Making sure that those dollars are being spent in the best possible way.
Okay. So we've talked about all these really, you know, impressive skills. Yeah. And, you
(14:59):
know, someone listening might be thinking, okay, this sounds interesting. How do I become
one of these? Yeah. What's the path to becoming a full stack marketer? So the article offers
some great insights for anyone who's aspiring to be a full stack marketer. Okay. And it really
emphasizes how important it is to embrace a wide range of expertise across all the things
(15:19):
we just talked about. Yeah. SEO, social media, email, marketing analytics, content creation.
It's a lot. You have to be proactive and really dive deep into each of these areas. So it's
not just enough to know, like, you know, the basics of how to do it. Right. You need to understand
the principles. The underlying principle is yeah. The underlying principles. Of why certain
(15:41):
tactics are effective. Yeah. Why does this work? Yeah. And how does it all contribute to
that bigger marketing picture? So it's not just about chasing the latest trends or, you know,
kind of the shiny new object. Yeah. Or that surface level knowledge. It's about building
a foundation. Okay. So foundational knowledge. Just strong foundation. And then, you know,
the article also talks about the need for strategic thinking. And being able to make decisions
(16:06):
based on evidence. Yeah. So that means moving beyond just looking at vanity metrics. Right.
So not just likes and shares likes and shares. They feel good. They make you feel good. But
they don't always tell the whole story. Yeah. You need to really be looking for those deeper
insights that actually tell you something. That tell you something about what's working.
Yeah. And then using that to inform those impactful marketing strategies. Okay. So it's about
(16:29):
really understanding what the data is telling you. It's all about the data and then constantly
refining constantly refining your approach to make sure that your marketing efforts are actually
driving results are driving results. Yeah. Metrobial results and results that actually,
you know, lead to business growth. Yeah. Because that's what it's all about. Right. It's not
just about, you know, marketing for marketing sake marketing for marketing sake.
(16:51):
So grow up with the business. So you're constantly learning. You're analyzing. You're analyzing.
You're analyzing. And then you're using that to improve. Yeah. And it's a cycle. It never
stops a constant cycle because the digital landscape is always changing. Yeah. Absolutely.
You've got to be agile. Yeah. And you've got to be committed to constantly learning new things.
Yeah. New platforms are coming out all the time. Consumer behaviors change.
(17:15):
It's all a time. So you've got to stay on top of all that. You have to. And the article really
encourages people to get out of their comfort zone. Yeah. To try new things. To take on those
challenging projects. And not be afraid to, you know, fail fail and to learn from those mistakes.
Absolutely. It's all about growth. So practical experience combined with that, you know, that desire
(17:37):
to always be learning. Yeah. That thirst for knowledge seems to be really key in this field.
Essential. Okay. So let's talk career trajectory. Yeah. What does a typical career path look
like for someone who's developing all these incredible full stack capabilities? So the article
kind of paints a picture for us. Okay. And it points out that full stack marketers are
(18:00):
often really pivotal figures. Okay. In those early stage startups because they can do so
much because they can do it all. Yeah. Right. And they're adaptable. So you know, startups
are very resource constrained. They've got to be scrappy. They got to be scrappy. Yeah.
So often full stack marketers are the first marketing higher. Wow. In those companies.
So they're like the, you know, the original marketing team. Yeah. They're building it from
(18:24):
the ground up. Yeah. And this gives them a really unique opportunity to not just implement,
but actually to craft those marketing strategies from the very beginning from the very beginning.
Yeah. And gain that invaluable experience in navigating all the challenges. The unique
challenges of a startup that startups face. Yeah. So as they gain experience and they prove
(18:45):
that they can actually drive results across all these different functions, all the functions.
Their careers often progress to more senior roles. Okay. Right. So you might start as you
know, a marketing coordinator, but then you moving to marketing manager role, director
of marketing. And ultimately you could even become the CMO chief marketing office. The
(19:08):
CMO. And because they have this holistic understanding that birds, I view of all the disciplines,
they're really well suited to lead those big strategic marketing initiatives across,
you know, different departments, even across departments. Yeah. And they can contribute to
the overall business strategy because they're not just thinking about marketing. Right.
(19:30):
In isolation, they're thinking about how it impacts the whole business. The whole business.
Yeah. And the article also emphasizes that these skills aren't limited to just one industry.
These are transferable skills. Okay. So they're in high demand across all kinds of sectors.
They're makes sense. Tech, e-commerce, consumer goods, you name it. Yeah. And as they continue
(19:51):
to grow and learn throughout their careers, they can really adapt to new challenges and transition
smoothly between different roles and industries. Okay. So lots of opportunity for advancement.
Yeah. Lots of potential for growth in this field. Yeah. If you're willing to put in the work.
Okay. So now let's talk about the tools. Yeah. The technologies that these, you know, marketing
(20:13):
superheroes rely on in their day to day work. What are they using? What are these? So the
article mentions a few key categories of tools. Okay. For data analysis, you've got platforms
like Google Analytics and Mixed Panel. Oh, yeah. Those are the big ones. Those are the big
ones. Yeah. And they're essential for collecting, tracking and interpreting all that data across
(20:33):
websites, apps, you know, all the different channels, all the channels. Yeah. And they provide
the analytical capabilities to really understand user interactions, measure how well campaigns
are performing. Okay. And ultimately to make those data driven decisions. So those are
the tools that help them understand what's happening on their websites, on their apps,
and across all their digital properties. Exactly. Okay. So then for search engine optimization,
(20:57):
SEO, SEO, the article talks about tools like orfs and simrush. Yeah. Those are really powerful
tools. And those are used for, you know, things like keyword research, keyword research,
right competitive analysis, competitive analysis, and figuring out how to improve website rankings.
So understanding what your competitors are doing well. Yeah. And then finding those opportunities
(21:20):
to get those rankings higher. Okay. So give me an example of like how they might use
one of those tools. Okay. So for example, using that keyword explorer in a refs, okay.
A full stack marketer could find keywords that have low competition, but high intent,
which means that people are searching for those terms and they really want to find something.
(21:41):
Yeah. But their competitors aren't really targeting those keywords. So they're finding
like an untapped opportunity, an untapped opportunity. Yeah. And then that can directly
inform their content strategy. So that they're creating content that people are actually
looking for. Yeah. That's going to rank well. And that's going to bring in those, you know,
those qualified leads. Exactly. Okay. So these SEO tools really help them make their content
(22:04):
more discoverable, more discoverable. Okay. So then for managing all the different social media
accounts, right. So for social media management, yeah. You've got platforms like Buffer and Sprout
Social. Okay. And these are great for scheduling content across all the different platforms.
So you're not having to, you know, log into each one individually. Right. You can manage it
(22:24):
all in one place. Yeah. You can manage engagement with your audience. Okay. You can monitor
mentions of your brand. So you can see what people are saying about you. You can see what people
are saying. Yeah. And you can really stay connected with your community. It's like a, you know,
a command center, a command center for your social media, social media. Yeah. Okay. Yeah.
(22:44):
And then for email, we talked about MailChimp and SendGrid. Yes. For email marketing. Those are
the big ones. Those are the workhorses. Yeah. For creating and sending those targeted email campaigns.
You know, creating the newsletter is the auto response. All those different sequences that we
talked about for nurturing leads and engaging with customers. Okay. And then finally, the article
(23:05):
talks about A B testing. Yeah. A B testing and conversion rate optimization. What does that mean?
So this is where you're trying to figure out what's the best way to do something. Okay. So you're
using tools like optimizely. Okay. And these allow you to run experiments. Okay. So you might have
two different versions of a headline on your website. Okay. And you show one version to half of your
(23:28):
visitors and the other version to the other half. Okay. And then you see which one performs better.
So which one gets more people to click? Exactly. Or which one leads to more sales. Okay. So it's all
about data driven optimization. Yeah. Making sure that you're getting the most out of your marketing
efforts. It's about testing and refining and making sure that you're, you know, you're getting the best
possible results. Always improving. Always improving. Okay. So the article also talks about buyer co.
(23:53):
Yeah. What about buyer co? How does their offering sort of relate to this whole concept of the full stack
marketer? So buyer co offers businesses hourly access to a network of experienced full stack
marketers and developers. Interesting. And the key here is flexibility. Yeah. And potentially saving
some money. Okay. Compared to compared to hiring full-time employees. Right. So if a company needs to
(24:16):
boost their SEO for a few weeks. Okay. Or they want to launch a specific social media campaign. Yeah.
They can just engage a full stack marketer through buyer co for that specific need. So they don't have to,
you know, go through the whole hiring process. They don't have to make that long-term commitment.
And they're only paying for them. They're only paying for what they need. What they need when they need it.
Exactly. It's almost like having an on-demand marketing department. It's like an on-demand marketing
(24:40):
department. You can scale up or down as needed. Yeah. I like that. And the article emphasizes that
buyer co is really committed to collaboration. Okay. So they really embed these knowledgeable
marketing professionals into their clients' teams. So they're not just like, you know, a faceless,
(25:01):
you know, contractors. Yeah. They're part of the team. They're part of the team. And they really work
to understand the clients' business objectives and develop strategies that are going to drive
results. So they become like an extension of the clients' team. Exactly. Very interesting. Yeah.
Okay. So as we wrap up this deep dive, what's the ultimate takeaway about the full stack marketer?
(25:25):
I think the takeaway is that the full stack marketer is an incredibly versatile and
increasingly indispensable asset. They're valuable. They are valuable. Yeah. And today is
really complex and rapidly evolving digital world. They bring this really broad skill set
that's essential for driving growth. Especially for those startups. Especially for startups.
(25:47):
Those smaller businesses who need to be agile and, you know, really mindful of their budgets.
Yeah. So this isn't just a buzz word. No. This is a reflection of a real need in the marketing world.
It's a real need. Okay. And the article really emphasizes the value of their adaptability.
Their strategic thinking. Their data-driven approach. Yeah. They're able to see the big picture.
(26:10):
They see the big picture. They're able to connect the dots between all these different disciplines.
And they can really lead.
Reach out to us at jbuyer.com for comments and questions. Follow us at buyer company on social media.
And if you'd be so kind, please rate and review us in your podcast app.
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