"Is grad school worth it for a marketing career?"

Answering reader questions with Caroline Albro of Brand Baby

I’m so excited to collaborate with Caroline Albro of Brand Baby. For those of you who don’t know her, Caroline is a Gen Z marketer currently working at Mailchimp. Her newsletter covers brand trends and marketing campaigns.

Last week, Caroline sourced questions from her audience, and below, we’re answering three of them. The others will be published tomorrow via Brand Baby, so subscribe if you haven’t already.

Let’s get to the questions.

Hi, Caroline!!!

1. Is grad school worth it for a career in marketing?

Reader Question: Hey guys, thank you for doing this. I currently work for myself offering videography and brand strategy services. Most clients take the videography but show little interest in brand strategy. All of my marketing experience has been through building my business rather than school or working through someone else. I’ve been accepted into VCUs Brandcenter on the brand strategy track. The school is well respected and most people graduate with jobs. Do you all think grad school is a good idea for a better network and a chance to really work in brand strategy and move away from social media heavy work or do you think it’s not worth it for the state of marketing today?

KC: My general perspective is that additional education isn’t worth it for a career in marketing. However, this is a nuanced topic and a personal decision. Said differently: I’m sharing my opinion because you asked, but take it with a grain of salt because only you know what’s best for you.

I’d prompt you to consider why you’re having trouble getting clients for brand strategy but not videography. You mention grad school as a networking opportunity, but is your lack of connections actually the problem right now? The challenge could also be how you pitch your brand strategy offering, your portfolio and case studies, the type of clients you’re talking to, etc. If you can't answer these questions, ask your clients and try to hear their honest feedback.

I know that grad school can feel like a simple fix for a stalled career (I’ve been there, too), but simple fixes are usually too good to be true. Many marketers graduate from MBA programs only to find themselves in the same situation they were in before but with a pile of student loans. Sure, you’ll learn something in a classroom or a digital certification, but I promise you’ll learn more from real-life work experience.

CA: First of all, congrats! It’s awesome that you currently work for yourself and you were accepted into grad school. It definitely sounds like the program could be a great fit for you, but I would recommend taking some time to reflect on your ideal outcome and future state. It sounds like that revolves around brand strategy, but what is it that you really want to be working on? What is your dream company and title? What does your day-to-day look like? During this reflection period, try talking to people to get a sense of what they do and what they like/dislike to help inform your vision.

Once you have a really solid grasp on what it is that you want to be doing, take a step back and evaluate whether grad school is the only way to get there. And if it’s not, what steps can you take to land in the spot that you want to be in? You could start to consult a few small brands in brand strategy at a low cost to build up your portfolio or network with people in brand strategy over the next few months.

(I’m going through the same exact thought process around business school, so I get it! It’s a big decision, and one that isn’t easy to answer as a marketer.)

2. Are my dreams of becoming a CMO off the table?

Reader Question:

Hey hey!! Longtime reader, first time survey taker, here.

I went to college for marketing and since graduating, I've had a very tough time getting my foot in the door for any in-house marketing roles. Because of that, I've been working in the marketing agency world for about 4ish years now. I feel like 1) my growth is stagnating, 2) I feel like each passing day it's less and less likely that I'll be able to actually get a position in-house.

I think I want to be a CMO someday, but it feels like I'm struggling to take even the first step on that path.

I've tried pretty much everything to get in front of hiring managers and set myself apart (in a good way) but I barely get any rejection emails, let alone an actual interview request.

I've been working in B2B because that's all I've been able to find/get and I feel like with how unfruitful my job search has been with B2B companies that it would be even harder to break into the B2C world.

Am I cursed? Am I doomed? Are my dreams of becoming a CMO off the table? Wait, am I crazy?

Sincerely,

A "Marketer" Looking for Greener Grass

KC: First, I love your energy and ambition. Second, you are not cursed, doomed, or crazy.

I’ve talked to many marketers looking for jobs, and the market is tough. I’m not saying that to make you feel better (or worse) but to acknowledge the current landscape. This is not just a “you” problem.

I’d love more detail on your day-to-day role so I can share specific advice about how to pivot. I want a clearer understanding of your current work (B2B marketing agency sounds quite broad) and what you’ve done to get in front of recruiters. Shoot me an email, and let’s find time to hop on the phone.

I’ll use the rest of my answer to address your final question: “Are my dreams of becoming a CMO off the table?” I’m guessing you’re ~26 years old, given you’ve been working in the agency world for 4ish years. You are so young. I don’t want to diminish what you’re feeling, but there is a ton of time ahead to achieve everything you want in your career. The average age for retirement is 62. That means you have 36 more years to become a CMO. That’s more years that you’ve been alive and nine times the number of years you’ve worked in agency life. Your dreams are very much on the table, resting on top of a shiny silver platter and waiting for you when you’re ready.

CA: You’re definitely not cursed or doomed!! Your dreams are not off the table! And no, you’re not crazy :) I’d be curious to learn more about how you’ve been applying to jobs. But in the meantime, my advice is this: When you apply to a job, tell someone that you applied! (Not your best friend or your mom, but rather someone at the company.) I know it’s basic advice, but whenever you apply to a job, try to inform someone on the marketing team or a recruiter. Even if they’re in a completely different function, just reach out.

Chat GPT is your best friend when it comes to writing the outreach message. You can let them know that you recently applied to a role at their company, you’d be a great fit for it because of xyz, and you’re interested in learning more. You can schedule a coffee chat, or if you know them somewhat well, you can ask for a referral straight away.

That’s your foot in the door, and based on my experience, there’s a 50% chance that it will lead to a screening call!

3. What’s the future of influencer marketing?

Question: With the rise of realized consumer consciousness and frustration with overboard influencer marketing, where do you see the future of influencer marketing headed? Near future and next few years.

KC: My gut tells me that influencer marketing, as we know it, isn’t going anywhere. That said, I’m starting to notice a pivot from influencer experiences to customer experiences. I’m much more likely to purchase something from a friend’s recommendation than an influencer’s IG story. Between the impact of peer-to-peer word-of-mouth and the backlash from excessively lavish influencer gifting, I think brands are starting to catch on.

In my current role, we often discuss how to turn our best customers into influencers. How can we make them feel special? What can we offer them that they’d be excited to share? How can we bring them closer to the brand and the people behind it?

Here’s a recent example, but the great thing about this concept is that it works regardless of your marketing budget. No money? Invite your 10 best customers to the office for a pizza party and discuss a new product.

I’d also be very curious to hear what Clare Moore of Following Up has to say about this topic!

CA: I love Kate’s advice! I’d just add that over the next few years, I think that influencer marketing is going to increasingly focus on micro influencers and emerging platforms. TikTok and Instagram are soooo saturated with influencers (and often influencers with the same type of content) and people are done with it. Ahem: the NYC influencer drama from two weeks ago!

As a result, I think we’ll start to see brands invest in micro influencers who create content around niche, unique topics. Additionally, I think brands are already investing in smaller creators on emerging channels like Substack, where there’s still room for new voices.

I want to hear from anyone who’s gone to grad school for marketing. Was it worth it? Any advice for marketers considering higher education to further their career?

Have a question for the next round? Ask me anything.