Interview: Pamela Lockard on Marketing Excellence

Do you have what it takes to be a good marketer? Pamela Lockard, the founder and CEO of DMN3, a direct marketing company, and author of Profiles in Marketing Excellence, has insight into the top characteristics of a good marketer. One of the things that struck me during our conversation is that these qualities aren't just for marketers; small business owners and independent contractors can learn from them. Plus, the qualities Lockard talks about can also help you with your finances.

"The ability to embrace change is probably the most important characteristic a marketer can have going forward. You have to be willing to change, or risk being left behind," Lockard told me. "You really have to be versatile." I really thing that applies to a number of things in life. Whether you are trying to make money with a blog, find ways to save more money on your monthly expenses, or figure out how to make social media work for you, versatility, flexibility and the ability to move forward is essential.

She also pointed out that creativity, while important, isn't enough in our world anymore. "Good marketers also have to be number crunchers," Lockard said. "You have to be able to interpret data. If you don't have that strength yourself, then you need to have someone who can. Build a team of people who can complement your skills." I found this good advice for anyone involved in business or finance. Educate yourself about what you need, or hire someone with the requisite skills. "Develop a team," Lockard emphasized. "One person can't be everything, and you need the expertise on your side."

My favorite observation from Lockard, though, was this: "All of the great marketers I talk to seem to have outside interests. They have creative outlets. Even though number crunching and ROI have become so important, they still enjoy the arts and creativity." 

I find this helps me as well. Outside interests can help you keep up with your own needs and find what helps you relax. When you feel more like a complete person, and that you have a way to release stress, your decisions -- from relationships to finances -- are better made.

In the end, though, it's about a willingness to learn, and to adapt. "It comes down to continued learning," Lockard said. "These excellent marketers are big readers. They are always learning, even about things that aren't specifically about marketing. If you want to be successful, you need to be willing to learn."