Cover Story: Direct Marketer of the Year: Pamela A. Evans, Senior Web Marketing Manager, IBM Software Group
A Learning Experience
Evans' jobs in communications and marketing have taught her about everything from financing to sales, and each position has had an impact on her current position at IBM. "Each job has helped me round out my knowledge of what marketing involves," she says. For example, Evans' job as a copywriter at CBS had some similarities to what she does today. "There, we received a network feed of all the internationally produced commercials," she explains. "And in the job I have right now for IBM, I'm providing a network feed, of sorts, of what we have on our U.S. worldwide site, which then gets syndicated to each of the countries where we have an IBM.com presence."
From her position at Fuqua in the 1980s, Evans gained experience in financial management, as the business was a holding company for other operating units and concerned with what makes for an effective balance sheet. This directly relates to Evans' current job in marketing. Marketing requires a return on investment; marketers must look at the number of leads that can be generated from different types of tactics and adjust their investments based on those tactics that generate the largest returns. Evans uses search and Web analytics to understand customer behavior and conversion events that will help IBM progress a prospect through a series of stages: awareness, interest, desire and action.
Since joining IBM in a communications role, Evans has learned how to work closely with a sales team and about the various types of communication, from print and broadcast media to online communications to writing press releases and corporate communications. She also has had an opportunity to work in different fields across the company, which has broadened her skills. When she worked for the group creating IBM's new worldwide call centers, Evans gained a good understanding of reasons to call a customer and how telesales reps use desktop tools to manage time more effectively. She also learned what makes an effective phone sales representative and how inside sales operate. "So, when I moved over to my interactive marketing job with the Gold Service program, I had a firsthand understanding of what it entailed to time our marketing campaign so that the sales reps who were on the phone knew that customers were coming and were prepared," Evans says. "That way, they could respond to customer questions and the opportunities that arose through our marketing efforts."