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65 Types of Marketing Skills

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Marketing skills are abilities, talents and knowledge related to marketing, sales and product development. These tend to be heavy on creative talents, social abilities and technical skills. The following are common marketing skills.

Marketing Strategy

Developing marketing goals, strategy and plans.

Marketing Operations

Administration of the end-to-end marketing process including elements such as sales and operations planning.

Marketing Communications

Marketing communications includes marketing areas that are focused on communication including branding, public relations, promotion and product launches.


Generating demand and brand awareness with promotion techniques.

Campaign Management

The planning and execution of coordinated marketing campaigns that may include operations, distribution, promotion, pricing and branding. For example, an ice cream manufacturer who ramps up production and promotion to support a summer price cut.


The process of setting prices based on factors such as stock levels, demand and competition.

Revenue Management

Revenue management is the complex process of pricing and promoting inventory that expires at a point in time such as seat on a flight or night in a hotel room. Also known as yield management.

Product Management

Managing products and services through their entire lifecycle from launch to retirement.


A promotion technique that involves paying for access to a target audience.

Ad Creation

Developing ads themselves. A highly creative process that is often outsourced to an advertising agency.


Distribution is the process of reaching the customer to sell to them and deliver your products and services.

Channel Management

Managing your sales and marketing channels including channel partners.

Customer Experience

The end-to-end delivery of your services considering every touchpoint with the customer.


The process of engaging customers and closing sales.

Relationship Building

The ability to establish and sustain positive relationships with customers, partners and other stakeholders.


Prospecting is the process of developing sales leads.

Lead Qualification

The practice of scoring leads to decide which leads to prioritize and which to discard.

Closing Sales

The art of getting to yes to close sales.

Complex Sales

High value sales that involve multiple decision makers and long selling cycles.

Solution Selling

Developing unique products and services for each customer as opposed to selling them something out-of-the-box. For example, selling software that is highly customized for each customer.

Personal Selling

Selling person-to-person.

Anticipating Objections

Predicting reasons why customers will rationalize against buying your products and services to plan to defeat these objections.

Objection Handling

Responding to customer objections to close sales.

Sales Strategy

The process of developing sales strategy.

Sales Planning

Planning resources to achieve sales strategy.

Sales Management

The day-to-day process of directing sales teams and controlling resources such as budget.

Sales Operations

The administration of the end-to-end sales process including lead generation, lead qualification, opportunities, needs analysis, proposals, contracts, deal approval, order fulfillment, customer service and customer retention.

Customer Relationships

The process of building relationships with customers to ensure customer satisfaction. This is essential to your reputation and customer lifetime value.

Customer Service

Customer service is the process of engaging the customer to meet their needs.

Public Relations

Managing the reputation of a firm and communications with all stakeholders including investors, employees, communities, customers, regulators and partners.


The process of communicating to customers and other stakeholders such as the media.

Non-Verbal Communication

Elements of communication that are beyond words such as eye contact and body language.


Listening with focus and intent to understand.

Visual Communication

Communicating information and emotion with visuals.


Storytelling is the ability to make information interesting.

Sales Collaterals

Developing materials to support sales processes. For example, presentations, product brochures and price lists.

Digital Marketing

The use of technology to reach customers including digital advertising, social media marketing and certain types of direct marketing such as email marketing.


The use of digital advertising to target a customer after they have performed some action. For example, showing ads to a customer who recently visited your website.

Omnichannel Marketing

Optimizing your marketing across all your channels.


Developing a valuable identity for your products and services in a crowded market. Branding is mostly focused on brand recognition, brand awareness and brand image.

Digital Advertising

The purchasing, optimization and monitoring of digital ads.

Marketing Automation

Using software to automate or semi-automatic marketing.

Monitoring & Analytics

Monitoring the results of your marketing efforts with tools such as analytics.

Marketing Experiments

Testing things to optimize your campaigns. For example, testing hundreds of variations of a digital ad to optimize an advertising campaign.

A/B Testing

A simple type of experiment that compares two variations. A/B testing is a common way to optimize for marketing goals such as an improved conversion rate.

Data Analysis

Data analysis is the systematic processing of data to build information assets, solve problems and support decisions.

Marketing Metrics

The ability to calculate and use marketing metrics to improve results.

Direct Marketing

Any marketing that directly reaches out to the customer to promote products and services. This can include various channels such as digital advertising, email, mail, telephone and person-to-person selling.

Content Marketing

The production of content such as videos and photos to draw customers so that you can pitch to them.

Social Media Marketing

The use of social media for content marketing and direct marketing.

Database Marketing

The use of databases to identify potential customers and tailor messages for them.

Customer Relationship Management

Customer Relationship Management, or CRM, is a category of software that is commonly used to track prospects, opportunities, customers, sales, orders and other data that is critical to marketing.

Salesforce Automation

A category of software that is commonly used to track end-to-end sales processes, customers, orders and sales analytics. Comparable in functionality to CRM.

Media Production

The production of media such as audio, video and interactive environments.

Visual Design

The design of visual elements such as websites, signs, product packaging and advertisements.


Knowledge of ecommerce platforms and skills related to ecommerce promotion, selling and operations.

In-store Marketing

Operating retail locations including in-store promotion and merchandising.


Merchandising is the presentation of goods and services in retail locations, product showrooms and other locations such as trade fairs.

Partner Marketing

Developing marketing partnerships in areas such as distribution and promotion.

Alliance Marketing

Alliance marketing is another term for partner marketing that is applied to a wide range of strategic partnerships such as co-branding and licensing.

Attribution Marketing

Attribution marketing is the practice of modeling the events that lead to desired customer actions such as a purchase.

Market Research

Researching market conditions including customers and the competition.

Business Development

Growing a business in new strategic directions. For example, entering a new market.

Business Plans

Developing a formal proposal for a strategy or investment including an analysis of opportunity, risk, cost and return on investment.

Product Development

Developing new products and services and improving existing offerings.
Overview: Marketing Skills
Abilities, talents and knowledge related to marketing, sales and related areas such as product development.
Related Concepts


This is the complete list of articles we have written about marketing.
Above The Line
Absolute Advantage
Active Customers
Active Users
Added Value
Adoption Lifecycle
Advertising Strategy
Algorithmic Pricing
Alliance Marketing
Attribution Marketing
Augmented Reality
Backward Invention
Barriers To Entry
Below The Line
Bliss Point
Brand Awareness
Brand Engagement
Brand Identity
Brand Loyalty
Brand Recall
Bricks And Clicks
Business Operations
Business Principles
Business Strategy
Buyer Persona
Call To Action
Channel Conflict
Channel Management
Channel Strategy
Channel Structure
Churn Rate
Competitive Threat
Complex Sales
Conversion Rate
Corporate Governance
Cost Leadership
Cost Per Lead
Customer Advocacy
Customer Analysis
Customer Dissatisfaction
Customer Experience
Customer Interactions
Customer Issues
Customer Journey
Customer Loyalty
Customer Marketing
Customer Motivation
Customer Relationships
Customer Service
Customer Value
Demand Generation
Digital Channels
Digital Marketing
Direct Marketing
Drip Marketing
Figure Of Merit
Flat Pricing
Gross Margin
In-Store Marketing
Lifestyle Brand
Market Analysis
Market Environment
Market Intelligence
Market Power
Market Price
Market Research
Market Research Analysis
Marketing Automation
Marketing Benchmarks
Marketing Campaign
Marketing Channel
Marketing Communications
Marketing Costs
Marketing Economics
Marketing Experimentation
Marketing Metrics
Marketing Mix
Marketing Plan
Marketing Principles
Marketing Strategy
Marketing Strategy
Marketing Technology
Marketing Theory
Media Planning
Penetration Pricing
Personal Selling
Premium Pricing
Price Discrimination
Price Economics
Price Leadership
Price Points
Price Sensitivity
Price Skimming
Price War
Pricing Objectives
Pricing Power
Product Development
Product Differentiation
Product Identity
Product Launch
Product Management
Product Quality
Promotion Strategy
Public Relations
Pull Strategy
Relationship Marketing
Sales Development
Sales Strategy
Scarcity Marketing
Soft Selling
Switching Barriers
Target Market
Test Marketing
Through The Line
Time To Market
Traditional Marketing
Variable Pricing
Visual Merchandising
Wallet Share
Word Of Mouth
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