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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 4276 active listings from the marketing job market. Last updated October 10, 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	1262	30%
SEO	856	20%
Product Marketing	823	19%
Go-to-Market	807	19%
Demand Gen	689	16%
Marketing Automation	580	14%
Paid Media	513	12%
Performance Marketing	502	12%
Google Analytics	495	12%
Salesforce	471	11%
HubSpot	466	11%
Lead Generation	442	10%
Growth Marketing	423	10%
Email Marketing	409	10%
Google Ads	363	8%
Content Marketing	300	7%
Content Strategy	293	7%
A/B Testing	289	7%
Copywriting	276	6%
ABM	262	6%
Lifecycle Marketing	258	6%
Field Marketing	252	6%
Brand Management	244	6%
Canva	232	5%
Meta Ads	188	4%
Social Media	187	4%
Partner Marketing	179	4%
Marketo	161	4%
Influencer Marketing	146	3%
Data Analysis	145	3%
Paid Acquisition	127	3%
SQL	121	3%
Event Marketing	114	3%
WordPress	102	2%
SEMrush	99	2%
Figma	95	2%
Tableau	93	2%
Looker	90	2%
Mailchimp	83	2%
Klaviyo	80	2%

Based on 4276 active listings.

Skills and disciplines (excluding named tools)

Skill / Discipline	Jobs	% of listings
B2B	1262	30%
SEO	856	20%
Product Marketing	823	19%
Go-to-Market	807	19%
Demand Gen	689	16%
Marketing Automation	580	14%
Paid Media	513	12%
Performance Marketing	502	12%
Lead Generation	442	10%
Growth Marketing	423	10%
Email Marketing	409	10%
Content Marketing	300	7%
Content Strategy	293	7%
A/B Testing	289	7%
Copywriting	276	6%
ABM	262	6%
Lifecycle Marketing	258	6%
Field Marketing	252	6%
Brand Management	244	6%
Social Media	187	4%
Partner Marketing	179	4%
Influencer Marketing	146	3%
Data Analysis	145	3%
Paid Acquisition	127	3%
SQL	121	3%
Event Marketing	114	3%
Affiliate Marketing	78	2%
SaaS	64	1%
B2C	56	1%

Based on 4276 active listings.

Tools and platforms

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

Tool / Platform	Jobs	% of listings
Google Analytics	495	12%
Salesforce	471	11%
HubSpot	466	11%
Google Ads	363	8%
Canva	232	5%
Meta Ads	188	4%
Marketo	161	4%
WordPress	102	2%
SEMrush	99	2%
Figma	95	2%
Tableau	93	2%
Looker	90	2%
Mailchimp	83	2%
Klaviyo	80	2%
Ahrefs	79	2%
LinkedIn Ads	77	2%
Pardot	71	2%
Braze	66	2%
TikTok Ads	59	1%
Power BI	50	1%
6sense	43	1%

Based on 4276 active listings.

What the data shows

Across 4276 active listings, 29 distinct skills and disciplines appear at least once. B2B leads at 30% of listings, followed by SEO (20%). These rankings reflect which disciplines are most represented in active hiring, not necessarily which skills are most valued once hired.

SQL appears in 3% 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, 29% now), within the sampling variation expected for a dataset of this size. Tracked across 2 monthly snapshots.

Related research

State of Marketing Manager Hiring (annual report) AI in Marketing Jobs AI Marketing Operating Model Marketing Career Paths Salary Transparency Remote Marketing Jobs Index Companies Hiring Tools in Job Listings Manager Readiness Tracker What Marketing Employers Ask

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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