Question

Topic: Career/Training

Switching Career From Sales To Digital Marketing

Posted by ishushringi on 1/14/2014 at 3:34 PM ET 250 Points
Hello all,

I came across this site by chance and am hoping you all can help in my dilemma.

I have about 4 years of work experience in B2B sales having done my Bachelor's from Louisiana, USA (LSU) and Masters from Nanyang, Singapore (NTU).

Having largely been unsure about what I've wanted to do, I have ended up unhappily (and unwillingly due to lack of alternatives at the time) exploring spaces as varied as Sales to Analyst - with the only certainty that I wish to be attached to the Digital Industry (both of my degrees have been in Business IT)

During my last stint at a Singaporean start-up as a sales & marketing executive though I truly believe I have finally found my calling.

Since I was the first (and only) non-technical person hired by the company - my responsibilities also covered digital marketing for the company (but only as a secondary objective as I was still reviewed on my sales conversion) and that was what fascinated me most.

And although that stint didn't work out and I have since had to relocate back to India (my home country) I am actively seeking Digital Marketing roles (both here and abroad) but to no avail despite customizing my resume as much as I could.

Instead I have been offered a Business Development Role (Telesales) at a technology off shoring company (I had applied to some sales jobs as a last resort even though it really isn't what I wish to do).

And so here I am, stuck in a dilemma about my potential next steps. As I have never worked in the Indian market previously, I understand that this position might give me some much needed exposure even though it is definitely not what I wish to do. Similarly, being unemployed is fast creating a disturbing work gap on my resume that surely can't be helping my cause either.

For both of these reasons, most people I am talking to are understandably urging me to accept the offer. Yet at the same time, I simply cannot see myself doing such a job for very long - so even if I accepted it, I'd still be seeking greener pastures in say six months or probably even less time

So my question to you all is:

a) what do you all propose I should do about the offer? The salary package is decent so that's tempting (in fact its probably the only thing I like about the offer!)

b) No matter whether I accept this offer or not, my intentions are still to switch my career vertical to digital marketing in the near future (although admittedly I'm still a novice at this - but I'll start from bottom if that's what it takes). So what would you all advice me to do to be able to successfully make the switch?

I'm still single and am fairly young (27 - although I grow older every second I think about this!) and thankfully I don't have any outstanding debts to pay (but I definitely do not intend to burden my parents for much longer) so accepting / rejecting the offer is actually more to do with the fact that being unemployed for too long will start harming my career prospects than any monetary concerns.

At the same time however, I do not wish to be typecast in sales when I already know my passion lies elsewhere (not to mention hardcore selling simply does not excite me anymore - not that it ever did either frankly)
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RESPONSES

  • Posted by Gary Bloomer on 1/14/2014 at 6:41 PM Accepted
    You do not have a dilemma, you have a choice. Choices mean you have directions … so … flip a coin and think "best of three". Or, choose the option with the most favorable outcome as it may be three years hence.

    Forget about the money: find a job where you feel happy and where you fit in and can make a difference and work hard to make a great impression.

    If you accept the role on offer it sounds like you'll have one foot out of the door from day one. This is a toxic mindset to adopt. You'll get bored quickly and your lack of enthusiasm will show up in your work or in your attitude (or both). Were you working for me and you exhibited these traits early on, you'd be out on your ass pronto.

    Forget about being 27: I turned 50 last year … halfway through my first real year in a full-time marketing position. You are highly mobile, young, able, and aware: this makes you highly employable.

    Forget about being type cast: a marketer who knows nothing about sales is at best, a waste of space, and at worts, a blight on their company bottom line. To be effective, marketing must drive SALES (none of which have to be hard core).

    To drive sales you must understand the PROCESSES and MECHANICS of selling, and what triggers need to be fired or tripped in order to close the sale. Sales exist to justify the presence of marketing, and vice versa. Make it your BUSINESS to learn about sales, then, use your new found skills and APPLY them to the world of marketing. By doing so you turn yourself into a DYNAMITE employee.
  • Posted by Moriarty on 1/14/2014 at 7:00 PM Accepted
    I'd like to suggest a half way idea. Take the job - as Gary says, it's an intro to selling, and a thorough understanding of what sells is very handy to the marketer.

    In the mean time, set up your own adwords campaigns, even if they're only for affiliate products and keep your hand in. Your sales skills can be added into the mix too. You may even find that you're generating leads for your own business. You're safe from me though, I don't advertise in India.
  • Posted by ishushringi on 1/15/2014 at 12:35 AM Author
    Thanks for the suggestions guys. Your comments are brutal but perhaps that's exactly what I need to hear right now.

    Also you are right, I do have a choice and no matter how I look at it, having a job in hand is better than none (even if I'd rather not admit that).

    I do have sales exposure as I've done both inside and field sales in the past (I prefer the latter but nevermind that). And frankly I'm not too shabby at it either (although I'm very much an introvert by nature).

    I understand the sales and marketing integration dilemma too - afterall that's how I found my calling (or so I think).

    So I suppose in that case, my question then becomes:

    Say I do accept the job (and will my try my best even if it isn't what I'm seeking in the long run) then how do I portray myself (via my resume) as someone wishing to switch to a digital marketing career?

    Atleast my job title is apt somewhat: Business Development Manager: Digital Marketing...

    Cheers for the replies!
  • Posted by ishushringi on 1/15/2014 at 12:40 AM Author
    Oh and Moriarty don't think you are safe from my sales just yet. The market I am responsible for is the US market so expect my calls anytime starting next week ;)

    On a more serious note, how do you propose I should get started with Google adwords - I am well familiar with Google analytics (as I was managing it for my own blog in the past) but that's surely an altogether different kettle of fish.

    I have seen the adwords site but still wasn't sure how to get started - do you have any suggestions as to how I can best equip myself to do this?

    Thanks!
  • Posted by Moriarty on 1/15/2014 at 3:53 AM Member
    I would have said my suggestion was "realistic" - I've built my business from the ground up with nothing. I know that you feel that taking this job is a step in the wrong direction - but you're human: make the experience worthwhile, make sure all who are around you like you. That way you'll make the best of a bad situation. At least you'll have a bank balance to play with.

    As to Adwords, the basics are very simple. You need an ad that stands out and a landing page that meets your customers' needs. You've done blogging so you know what pleases, you've got the analytics experience so you can determine this. Make sure that your ad and your landing page are tuned to your buyers. The rest is finding the appropriate button.

    Believe me when I say that most people tweak the system for better results - and their results are dire. That is a huge advantage to you. Now the secret of Adwords is quite simple. You pay for your position not your clicks.

    I'll explain. I go for the toughest market on Adwords - usually $10 or $20 for a click. And that's a lot of money to spend on just one click, right? Okay - so let's get clever: and realistic. This isn't about being the highest, it's about being the cleverest. Usually my initial bid is around $3. That lands me in position 3 or 4. Bear in mind that in the position below you they're paying $15 and above you $17.

    But you're getting five times as many clicks as the guy beneath you. You pay $15.01 for ALL those clicks. Because this is where Google got really clever - and don't fuss about what they say online, don't worry about Adrank and quality score. This has been proven by quality guys like Perry Marshall who really get Adwords.

    Improving your CTR means more clicks - and eventually you'll be in position 3 and you'll be paying one penny more for all your clicks than the guy beneath you. Only now your click price has actually DROPPED.

    This is not easy to digest. It is counter-intuitive - and my suggestion is to simply try it out. See how it works for you.

    I have a tip though, and this is what the experts do. Whatever you're selling, work out why someone wants it - and speak to that. You may (or may not) be using the keyword - that's irrelevant. You want eyeballs and eyeballs means clicks. So think about turning on the tap and washing your hands with soap. The flow is warm and your hands feel fresh and wet now as you dry them with a warm towel.

    And I didn't mention the word once, did I? Yet it speaks to you directly, you have an image of your hands and in your imagination they'll feel fresh and clean as you wrap the soft warm towel around them. Do this with your keyword and you'll find your CTRs hit the roof. The industry standard is 3% - my minimum is 5% and that's poor for me.

    Further information on the basics you can get at https://askhowie.com and Howie's book "Google Adwords For Dummies". His book is well worth reading as it goes into everything Adwords, and Howie's a true ninja. Perry Marshall's also good - and his Bobsled run deals with Adwords in a way that'll make your hair curl. I know what he's on about because I've worked it all out from first principles - but I am a trained scientist ;-)

    Fair warning: do not try Adwords without reading Howie's book from cover to cover because he goes through the essentials. My own sits in a prominent place on my bookshelf for when I need it. As for my techniques, use them to please your customers - whilst many undermine their customers, it rarely works in the long run. Pleasing customers means effective advertising and they'll appreciate your integrity and honesty.

    Any further questions, just post 'em. I'm happy to answer questions even if the thread's been officially closed.
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