Do you write copy for brochures? you may be in MarCom (marketing communications)…or maybe not. Do you like writing clickbait? That’s content marketing…unless it’s email…wait..(note, I have #bolded) things that need to be clarified later.
Some people have to wait until they get into the tech industry before they realize what kind of marketer they really are. That’s creates a disadvantage for everyone who is not in tech. So, this post is simply to clear up some terminology that you may have about marketing.
For example: MarCom (Marketing Communications)
If you are a MarCom, you are in charge of the voice of your company externally. That means that you may write press releases and do media relations, you may write brochures, ad copy, etc. Better said, you help tell your company’s story better and more clearly, in order to help customers engage. Think of marketing as a verb — it’s the work of offering and of giving value to others; then add the work of “communications” among any number of your communications #channels (facebook, email, tv, etc.).
This is a really fun one! You help tell the world success stories that your customers have had by working with you! This usually comes as part of the #inbound marketing process. These stories can be lots of fun and use the “co-branding” space. As you remember from your college marketing classes, co-branding only works with two well known brands (or at least brands both known to one consumer). Customer marketing is a key place where you can grow the feeling of success and importance customers will have when using your product, and often work indirectlywith #customersuccessheros. NB this is not necessarily customer experience management, that can be more of a product marketing department.
Product marketing is all about features, packaging, manuals, all the inserts, labels, you name it . When Steve Jobs put his first 5 page add for the Newton in the New York Times, it bombed. That’s because he didn’t realize the NYT is the field of MarCom and not the field of Product Marketing. Product marketing is a great area t put people who have a lot of experience and intimate knowledge with the product, and they should be flanked by legions of #customersuccessheroes.
Is what it sounds like. The basic tool here is how you funnel Pay Per Click (PPC) / SEO (Search Engine Optimization) work into an effective sales pipeline. It’s essential to know your inbound sales funnel ratio in this position. For example: 40,000 clicks, leads to 10,000 engagements, leads to 2,000 email subscriptions, leads to 500 interactions, leads to 100 phone calls, leads to 10 client meetings, leads to 3 enterprise-level sales. Boom.
This is what we do with people (like me) who have a broad skill set and are just not super defined yet in their careers. Project marketers are extremely useful and usually can move into any other role, but if they do not have an effective Project Marketing Manager, then their salaries will be a sore spot for the CFO. Project marketers are like the cash that some companies keep on hand just so that they can make an acquisition. Without them, companies are dead in the water if there are any time-sensitive work or initiatives.
Now, happily, the sales process these days looks a bit like this:
Lead Generation (LG), is at the beginning, and can include content marketing in as much as it is a strategic means to get more “clicks.”
This filters into….
Content marketing. This is the phase of education, of teaching, inspiring, transferring value and helping others see the value of the product in solving the needs they have. It follows the principles of Jay Baer’s “Youtility” book.
This filters into…
Customer / Project marketing. Where we champion our customers and show off those testimonials.
This filters into…
Which filters into…
Product Marketing. Where the customer is shown over and over through design and experience just how smart they were to have purchased this product.
This whole filter moves into
PR/MarCom. Where the company tells its story to the world, and starts the cycle over again!
Now you have 5 news ways to think about your marketing career, and you have the context which will show you how it filters into the sales pipeline for your company. Nifty, eh?