T-Shaped Marketers

The T-Shaped Marketer: Depth and Breadth for Success

In digital marketing, specialization alone is no longer sufficient, dare I say it never was. The modern marketer needs a blend of deep expertise in a specific area (or multiple) and a broad understanding of the overall marketing ecosystem. This is where the concept of the T-Shaped Marketer comes into play.

I also consider myself to be a generalist with various deeper levels of expertise. Maybe claiming the coin M-Shaped here.

T Shaped

What is a T-Shaped Marketer?

A T-Shaped Marketer possesses:

  • Vertical Depth (The Stem): Deep expertise and specialization in one particular area of marketing. This could be SEO, content marketing, social media advertising, data analytics, or any other specialized skill.

  • Horizontal Breadth (The Top): A broad understanding of other marketing disciplines and how they interconnect. This includes a working knowledge of areas outside their specialization, enabling them to collaborate effectively and understand the bigger picture.

Why T-Shaped Marketing Matters:

  • Adaptability: The ability to understand and adapt to changes across various marketing channels.

  • Collaboration: Facilitates effective communication and collaboration with specialists in other areas.

  • Holistic Strategy: Enables the development of integrated marketing strategies that consider the interplay of different channels.

  • Problem-Solving: A wider understanding of marketing allows for more effective troubleshooting and problem-solving.

  • Career Growth: Provides a foundation for continuous learning and career advancement in a dynamic field.

Building Your T-Shape:

  1. Identify Your Core Specialization: Determine the area of marketing where you excel and want to deepen your expertise.

  2. Develop Deep Expertise: Invest in training, certifications, and hands-on experience to become a recognized expert in your chosen area.

  3. Expand Your Horizontal Knowledge: Explore other marketing disciplines through online courses, workshops, and industry events.

  4. Seek Cross-Functional Experience: Participate in projects that involve collaboration with specialists in other marketing areas.

  5. Stay Curious and Learn Continuously: The marketing landscape is constantly changing, so continuous learning is essential.

Examples of T-Shaped Marketers:

  • A content marketer with deep expertise in SEO and a working knowledge of social media advertising and data analytics.

  • A social media specialist with deep expertise in paid advertising and a broad understanding of content marketing and email marketing.

  • A data analyst that specializes in marketing analytics, but has a working knowledge of the different marketing channels that generate the data they analyse.

The T-Shaped Marketer is the future of marketing. By combining deep expertise with broad knowledge, marketers can thrive in a complex and ever-changing environment, driving greater results for their organizations.

Roel Timmermans - Senior Marketing Manager

Hi, I’m Roel Timmermans.


A T-Shaped Marketing Manager with more than 15 years of experience.
I help companies step up their Marketing, E-Commerce and Branding.

Like the idea of having someone that easily connects all areas of marketing?

Let’s have a chat ->