Tunnelview, a Marketer's Journey

Tunnelview, a Marketer's Journey

About this blog:

Stories from a journey through the space-age marketing landscape

Don't let words fool you or others

MarketingPosted by Pascal Oetiker Thu, February 28, 2013 11:06:31
One of the things I ran into recently was confusion over the meaning of words. Not just any words. Words that marketing people like to use to indicate they know what they are talking about. You know, the typical secret language that specialists in all kinds of disciplines use. The language that distinguishes them from the 'normal' or lesser people.

So, it turns out that even these marketing super gods don't always see eye-to-eye on the meaning of their super secret divine language.

An example of this is the long discussion that I had with a few of my colleagues the other day, about what we actually refer to when we talk about content strategy, content strategists, and content governance. The outcome of this discussion could have had a significant impact to the person that we would task with the role of content strategist.

Fortunately, we ironed out our differences and nobody lost an eye but… be warned when you set up a meeting to discuss a topic and ensure everyone knows what you mean by the topic. You may want to ASK them, just like you would ask your buyers, ;-)

Don't just assume that your interpretation of the super cool-and-secret language is correct or universal. I guess again, it's better to listen first than to just start talking and get others confused. My take on using these words is: don't, until you are certain everyone is aligned. Just call things what they are and life will be easier. It might even help you get better alignment with your sales folks.

At Least it's a Start

MarketingPosted by Pascal Oetiker Wed, February 27, 2013 15:02:08
How and why I started a career in Marketing, got interested in Social Media, and started this Blog.

About 2 years ago, the software company I worked for was acquired. I was working as a field liaison for our product management team, kind of loaned to our European organization. Somehow the whole acquisition felt to me like things were happening but not impacting me. People were let go, roles and contracts were changed, but initially I did not experience too many changes in my role. During those days I kept close to our sales VP in order to understand what would be happening, and where I would perhaps fit in in the future. He gave me a few good opportunities to help the European sales and marketing team focus on the right campaigns, explore opportunities in the market, and develop myself more as a marketing-focused professional.

New Job
It was October 2011, when our European marketing director left the company. I had been working quite closely with her for a few months, and the day she and the company decided to separate, she called me, told me she was leaving and proposed that I look into the role. Five minutes later, her manager the global marketing director called me and suggested the same. I had never considered to actually move into a formal marketing communications role before, but in a matter of days I had a few very good, long talks with my the global director and he asked me:"Do you want to try the job?". I answered:"I don't want to try, I want to do it.". So, this is how I moved into the role of managing a Europe-wide team of field marketing managers for a large software company.

My initial half year was focused on structuring the team, streamlining processes so everyone could do they daily jobs without too much pain. The 6 months after that were focused on excellence; achieving good results (return on marketing investment), driving the right campaigns, and overall ensuring we generate a sales pipeline. In the meantime, I started to get interested in social media. This was mainly due to two things: a presentation to our team by our social media marketing specialist, and a not-so-successful workshop about inbound and outbound social media. Although this workshop was pretty much B2C focused, I sensed that there was much more to the topic, and social media was turning into a great communication channel that would help us listen much better to our buyers' information needs, and thus help us serve them with better information.

A few weeks ago, I started getting actively involved in Twitter. I read Mark Schaefer's Tao of Twitter, and on my way I was! I soon realized that Twitter is a great media for learning and sharing what I learned. However, I felt I was not contributing other then sharing/retweeting posts that I found important or educational. This morning I read one of many posts that I get about blogging, what do to, what not do, etc... The one important thing that stood out in the article was about contributing, not just re-hashing and sharing, and providing a unique individual perspective on things. So there. This got me to log into my domain management portal, launch a blog, tie it to my domain and write this post.

What's next
As I continue to learn about marketing techniques, social media, content strategy and other topics, I may share my thoughts and experiences through this blog. I might even share other experiences, we shall see what happens. I do realize that this is a typical post that does not address any particular reader's needs, but I HAD TO first write this to create my own stage ;-)