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Marketing Skills Demand Tracker

Name: Marketing skills demand dataset
Creator: Marketing Manager Jobs

By Duncan Trevithick · [email protected] · marketingmanagerjobs.com

Live analysis of skills and tools mentioned in active marketing manager-level job listings. Updated continuously from employer ATS feeds.

Based on 3813 active listings from the marketing job market. Last updated October 17, 2026.

B2B is the most requested skill, mentioned in 30% of active marketing job listings.

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All skills and tools — ranked by demand

Skill / Tool / Discipline	Jobs	% of listings mentioning
B2B	1158	30%
Product Marketing	776	20%
SEO	772	20%
Go-to-Market	746	20%
Demand Gen	650	17%
Marketing Automation	545	14%
Paid Media	468	12%
Google Analytics	465	12%
Performance Marketing	444	12%
Salesforce	424	11%
HubSpot	423	11%
Lead Generation	421	11%
Email Marketing	383	10%
Growth Marketing	372	10%
Google Ads	331	9%
Content Marketing	289	8%
Content Strategy	279	7%
ABM	245	6%
A/B Testing	243	6%
Lifecycle Marketing	242	6%
Field Marketing	239	6%
Brand Management	234	6%
Copywriting	221	6%
Canva	204	5%
Meta Ads	179	5%
Partner Marketing	173	5%
Social Media	173	5%
Marketo	151	4%
Data Analysis	137	4%
Influencer Marketing	132	3%
Paid Acquisition	114	3%
Event Marketing	106	3%
WordPress	95	2%
Tableau	94	2%
Figma	88	2%
Looker	88	2%
SEMrush	80	2%
Klaviyo	76	2%
Affiliate Marketing	70	2%
Ahrefs	68	2%

Based on 3813 active listings.

Skills and disciplines (excluding named tools)

Skill / Discipline	Jobs	% of listings
B2B	1158	30%
Product Marketing	776	20%
SEO	772	20%
Go-to-Market	746	20%
Demand Gen	650	17%
Marketing Automation	545	14%
Paid Media	468	12%
Performance Marketing	444	12%
Lead Generation	421	11%
Email Marketing	383	10%
Growth Marketing	372	10%
Content Marketing	289	8%
Content Strategy	279	7%
ABM	245	6%
A/B Testing	243	6%
Lifecycle Marketing	242	6%
Field Marketing	239	6%
Brand Management	234	6%
Copywriting	221	6%
Partner Marketing	173	5%
Social Media	173	5%
Data Analysis	137	4%
Influencer Marketing	132	3%
Paid Acquisition	114	3%
Event Marketing	106	3%
Affiliate Marketing	70	2%
SQL	67	2%
SaaS	60	2%
B2C	54	1%

Based on 3813 active listings.

Tools and platforms

See Marketing Tools in Job Listings for the full tools report.

Tool / Platform	Jobs	% of listings
Google Analytics	465	12%
Salesforce	424	11%
HubSpot	423	11%
Google Ads	331	9%
Canva	204	5%
Meta Ads	179	5%
Marketo	151	4%
WordPress	95	2%
Tableau	94	2%
Figma	88	2%
Looker	88	2%
SEMrush	80	2%
Klaviyo	76	2%
Ahrefs	68	2%
LinkedIn Ads	68	2%
Pardot	68	2%
Mailchimp	53	1%
TikTok Ads	53	1%
Braze	52	1%
Power BI	50	1%
6sense	40	1%

Based on 3813 active listings.

What the data shows

Across 3813 active listings, 29 distinct skills and disciplines appear at least once. B2B leads at 30% of listings, followed by Product Marketing (20%). These rankings reflect which disciplines are most represented in active hiring, not necessarily which skills are most valued once hired.

SQL appears in 2% of listings — a meaningful signal that data literacy is increasingly expected of senior marketing managers, particularly in growth, lifecycle, and operations roles. Candidates who can query their own data without relying on an analyst have a demonstrable edge in manager-level interviews.

On the tools side, Google Analytics leads at 12% of listings. No single tool dominates — the spread across 21 tracked platforms suggests employers value channel strategy over specific-tool proficiency at manager level. See the Marketing Tools in Job Listings report for the full breakdown by platform category.

For AI-specific language and tool mentions in marketing job descriptions, see the AI in Marketing Jobs Tracker.

Trend over time

Month by month, tracked since May 26.

% of active listings that ask for B2B, end-of-month snapshot. Hover bars for sample size.

The share of listings that ask for B2B has held roughly steady since May 26 (26% then, 30% now), within the sampling variation expected for a dataset of this size. Tracked across 3 monthly snapshots.

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Methodology

This report is generated from active marketing manager-level job listings collected by Marketing Manager Jobs from public employer job feeds and APIs. Listings are filtered to include manager-level marketing roles such as growth marketing manager, product marketing manager, SEO manager, lifecycle marketing manager, demand generation manager, brand manager, marketing director, head of marketing, VP marketing, and CMO.

We exclude non-marketing or non-manager roles such as engineering, product management, sales, support, design, writing-only, analyst, and administrative roles.

Skills, tools, and disciplines are identified by matching job description text against a curated dictionary of marketing skill terms and tool names. Each job is counted once per matched skill. Percentages show the share of active listings that mention each skill at least once.

The dataset updates as new jobs are ingested. Historical trend data uses daily snapshots, aggregated by calendar month.

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