Digital and Traditional Marketing Careers | Marketing Automation Analyst

Marketing Automation Analyst

Career Area: Marketing and Public Relations

Occupation Group: Marketing Specialists


Percentile wages tell how much a certain percentage of an overall population in a geographic area or within a given industry or field makes. The percentile wage estimate is the value of a wage below which a certain percent of workers fall.

An example would be the 25th percentile, 25 percent of workers employed in that occupation earn less and 75 percent earn more than the estimated wage value. At the 75th percentile, 75 percent of workers employed in that occupation earn less and 25 percent earn more than the estimated wage value.

A typical Marketing Automation Analyst earns the following wages (national and state):


The average salary in North Carolina for those pursuing this career is $68,706

*The salaries depicted here are representative of the range of salaries posted in job listings over the past year. Living wage in North Carolina is $30,000.


The average salary in the United States for those pursuing this career is $70,449

*The salaries depicted here are representative of the range of salaries posted in job listings over the past year. Living wage in North Carolina is $30,000.

What Does a Professional in this Career Do?

Assists with collecting, analyzing, developing, and implementing various marketing business systems that leverages internal data to drive additional revenue opportunities, including CRM and POS systems. The person in this role will use this aggregated data to drive demand generation for various markets, segments, and micro-segments.

Employment Trends

The job demand and job growth statistics shown here were derived from job posts over the past year. Expected job growth projections are extrapolated from year-over-year job post listing history.

Job demand and job growth is expected at the following rates:

North Carolina245+28.8%


A professional in this position typically utilizes the following skills in the course of everyday work in this exciting and challenging field:

Baseline Skills

The following are baseline skills every Marketing Automation Analyst is expected to have in order to experience success in this field:

  • Communication Skills: The ability to convey information to another effectively and efficiently.
  • Microsoft Excel: Microsoft Excel is a spreadsheet developed by Microsoft for Windows, macOS, Android and iOS. It features calculation, graphing tools, pivot tables, and a macro programming language called Visual Basic for Applications.
  • Teamwork / Collaboration: Experience working in collaborative efforts with a team to achieve a common goal or to complete a task in the most effective and efficient way.
  • Detail-Oriented: A detail oriented person is someone who pays attention to the details and can make a conscious effort to understand causes instead of just the effects, and that does this in a second nature type of way.
  • Problem Solving: Problem solving consists of using generic or ad hoc methods, in an orderly manner, for finding solutions to problems.

Specialized Skills

These skills are specific to working in this career:

  • Salesforce: Salesforce provides companies with an interface for case management and task management, and a system for automatically routing and escalating important events.
  • Marketing: Marketing is the study and management of exchange relationships.
  • Sales: Experience selling products or services to consumers.
  • Operations Analysis: Definition of operations analysis: the systematic examination of a tactic or other military procedure usually by mathematical and statistical methods to determine its efficiency and to devise or indicate possible improvements
  • Customer Relationship Management (CRM): Experience analysing data about customers' history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth.

Distinguishing Skills

Any Marketing Automation Analyst that possesses the following skills will stand out against the competition:

  • HubSpot: HubSpot is a developer and marketer of software products for inbound marketing and sales.
  • Salesforce Marketing Cloud: Working experience of Salesforce Marketing Cloud, which is a customer relationship management (CRM) platform for marketers that allows them to create and manage marketing relationships and campaigns with customers.
  • Pardot: Working experience of Pardot. Pardot is a lead marketing automation system that allows you to reach potential clients through a number of means, i.e. email campaigns, social media and paid marketing, to name a few.
  • Sales Analytics: Sales analytics is the process used to identify, model, understand and predict sales trends and sales results while helping in the understanding of these trends and finding improvement points.
  • Eloqua: Working experience of Eloqua, which is a marketing automation platform (MAP), now owned by Oracle. This software is used by marketers, primarily B2B marketers, to help automate the lead generation process. Eloqua and it s ilk all have a database which stores prospect and customer information, an emailer which sends email to prospects and customers, and a website monitoring system which tracks prospect and customer activity on websites under control of the marketer.


This position typically requires the following level of experience. The numbers presented in the pie charts below were derived from actual job posts over the past year. Not all job postings list experience requirements.

Experience Required%
0 to 2 years39%
3 to 5 years54%
6 to 8 years5%

Many of the programs offered through NC State are designed for working professionals who need additional credentials to enhance existing work experience.

Students who do not have the expected level of experience may wish to look into internship and employment opportunities.

Common Job Titles

It is possible to find work in this field in positions commonly listed as the following job titles:

  • Sales Operations Analyst
  • Business Development Associate
  • Marketing Analyst
  • Marketing Operations Specialist
  • Senior Sales Operations Analyst

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