Tunnelview, a Marketer's Journey

Tunnelview, a Marketer's Journey

About this blog:

Stories from a journey through the space-age marketing landscape

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 ;-)