This is any interesting question, as there are three possible answers: both (the most widely held view), story tellers, or scientists.
With this in mind, check out the YouTube video below by IDG Knowledge Hub:
“According to this 2014 Tech Marketing Priorities study by IDG Research, a successful marketer needs to be the proper balance of storyteller and data scientist. This is a challenge media companies can assist with on several fronts through the design of custom marketing programs to fuel the ‘storytelling’ … to help with the ‘science’ of designing and managing data-driven marketing strategies. This IDG Research survey was conducted of global senior tech marketing leaders providing insights into key marketing priorities for 2015 and beyond.”