Making a change to change the marketing

There’s at least one in every office – that ‘podcast’ guy, or the ‘content’ girl… known within IQPC as the Online Communications (or content) manager.

In Dubai, Anthony Permal wears this hat, but he was formerly a marketing manager who chose to change his focus and take on the role of OCM.

Anthony, you began as a marketing manager with IQPC and then moved into the role of Online Content Manager – why?

Even as an MM I was always looking at ways to do what we were doing in a new yet measurable way, whether it was better press releases, creating our own in-house research etc. I’d already seen my constant tinkering bear fruit for Click 4.0 last year when we did the SM survey results white paper, and that prompted Johanna (Issako) to present the OCM role to me. Here I was, looking at a role where I could create brand new, in-demand content of every sharable kind! So I guess the carrot was juicy enough.

Can you highlight for me some of the benefits of understanding the role of MM which you bring to the role of OCM?

Being an MM prepared me in many ways for taking on this role, especially from a ‘how to market it’ and ‘who our target is’ point of view. Knowing how Sky works in-depth, how it tracks campaigns and content, knowing the intricacies of Exact Target – the email software we use – and how it measures performance, and mostly knowing our database segmentation and levels enabled me to really understand how to position content, e.g. how to structure my questions in a Q&A or live interview so that it benefits a wider audience if need be. Since I used to market and write copy for a variety of industries for my events, I was able to immediately grasp the lingo and the mindset in use by professionals in these industries. This helps when considering how to pitch a CEO in an oil firm for an interview, for example.

What has been your most successful content piece to date in terms of downloads and response rates? Why do you think it performed so well?

In March, I designed an Infographic for digital marketing in the Middle East, something that had never been done in the region. We drew facts & figures from our own surveys and from recent credible reports. The effect was great: we got 200 downloads, 20 registrations, quite a lot of tweets and retweets, it was featured on some high-profile blogs and sites including the Chartered Institute of PR. We felt it performed well for two reasons: 1) The region is on the brink of a digital marketing explosion, and marketers here are hungry for statistics that are quick, factual and are easy to present to their managers and 2) it was presented in a way no one had seen before. It was our ‘remarkable’ content.  

See below for the infographic! 

And by remarkable content, you mean?

Content which our target market will want to remark on and share with peers.  When we created the Infographic, we had that goal in mind, and we met the goal.

What’s the best marketing resource you refer to for inspiration – can you share some tips with us?

I refer to different sources based on what I need educating in.

Strategy: I love Chris Brogan’s blog (within days of Google+ going viral, he already had a top 10 tips post!)

Tools & stats: I often refer to Mashable to know what the best tools are and what the latest numbers are

How-to: My best friend is Hubspot

Find Anthony on LinkedIn:

http://ae.linkedin.com/in/anthonypermal

 

IQPC has its own social network – The Academy!

For those not yet familiar with the portal, we spoke to the creators Jackie Bran (Sydney) and Esther Smith (UK), to give you the scoop… 

The Academy has finally launched – tell us about the aims of the social network?  

The Academy has always essentially been about developing people. We’re always trying to find and distribute ‘best practice’ material across the group, and we’re aware that there’s loads of excellent stuff out there that we just don’t get to hear about! So the portal holds tons of training material, templates, articles etc all of which are really great for self-development; but the big goal is to make our global company feel a bit more local.

If we can get everyone, regardless of location, talking to each other, sharing topic ideas, strategy, process, what’s worked, and what hasn’t worked, then I believe it will make a significant difference to the bottom line. It will save people time, avoid duplication of work, and it will encourage us all to consistently challenge assumptions and look for new and better ways of doing things.

A successful conference company relies on having great people, within IQPC and WBR we have great people and I’d love the Academy to be the platform where they can share their ideas. So for anyone reading this the key thing we’d like to say is please just join in the conversation and make your ideas count!

Can you highlight some the elements of the website and how we can use them to network with our global colleagues?

There are many options within the site to facilitate networking. You can choose to tailor your experience and join an industry focused group for really niche communication with peers around the globe or you can kick-back and take a more relaxed approach and comment on / create your own forums, blogs and surveys (just like LinkedIn or Facebook).

It’s similar to Facebook in many ways as you can add friends, ‘like’ pages, upload video, photos and other content!

Finally – there are two great sections on the site designed to facilitate best practice; the Resource Lab and the Learning Library where you can ‘self-service’ your own training and development as well as access global best practice content egs.

Any rules we should know about?

There is a selection of user guidelines on the site: http://productionportal.ning.com/page/the-academy-portal-usage however – we haven’t mandated it too heavily as we feel that the site is about connectivity and peer experience and we didn’t want to lock it down so tightly that people felt they couldn’t express themselves or have frank discussions with each other.

Five steps to join:

1. Click on this link http://productionportal.ning.com/?xgi=20XVH3UaG33C2p

2. Sign up using your main corporate email address (for citrix users it’s your citrix email and password).
3. You will then receive an email from The Academy with a link for verification.
4. Fill in the form on the page it takes to you and you can then create your profile.
5. You then need to wait to be approved by the Site Administrators, once that has happened you’ll receive an email helping you get started and voila job done!

Pop-Star Lookalike Rocks IQPC Webinars

Sandro Pardo works out of the NY office, creating webinars for our offices worldwide.  Though he’s certainly a webinar rockstar, there’s more to the story…

What is your position at IQPC?

I have been the Webinar Communications Manager for the past 2.5 years. 

On average, how long does it take you to put a webinar together?

Depending on how big the scope of the webinar is, I would say three hours of tweaking and editing before we make the registration page live.  What I tell everyone who asks me about webinars is that the registration is the easy part; it’s the coordination and marketing that takes time.

Where do you look to for creative inspiration or new ideas?

I tend to look to nature for inspiration. I grew up in this loud, noisy city so the tranquility of a forest or the hum of the ocean waves really gives me a different perspective and outlook.

What is your favorite thing about working at IQPC?

I like the different offices and different personalities I get to work with throughout the company.  Webinars have put me in touch with IQPC employees across the globe.

You have an unusual sounding name, can you tell us about it?

Sandro was the name of a pop-singer in Latin American back in the ’60s and ’70s.  He was pretty popular -  his full stage name was ‘Sandro de America’.  My parents have a lot of his albums on vinyl.   You can read about him here, I kinda look like him.

What’s the best thing to eat in NYC, in your opinion?

The best thing to eat in NYC is greek food.  There’s this one famous street vendor where I grew up in Astoria (predominantly Greek neighborhood) that has been on the same corner for 50 years.  He said that corner has put his kids through college….and the food is great!  Anyone in/from Astoriaknows who I’m talking about.

Do you have a favorite quote?

Some days you’re the statue, and some days you’re the pigeon.

What do edamame and pharmacovigilance have in common?

Andrea Charles writes on subjects ranging from biobanking DNA, how to keep vaccines cold in the supply chain, pharmacovigilance, and numerous other topics most of us can’t even pronounce, let alone write about.  Let’s find out what her work is all about, and how she does it:

 What is your position at IQPC, and where is your office located? 

 Senior Editor, Pharma IQ, London (hop, skip and a jump from Victoria Station)

How did the Pharma IQ portal come about, and what is its mission?

 Pharma IQ was set up in early 2010 with the aim of creating a global platform for sharing best practice within the pharma industry in an interactive, multimedia format. It now has a 25,000 member following, a bi-weekly newsletter and a series of online events.  So the IQ has indeed become a recognised name within the industry – more than 4000 people visit the site every week.

Do you have a background in Pharma, or how did you end up in the Pharma space? 

I worked in product development for a healthcare and pharmaceutical publisher for four years, developing new titles for the portfolio and online information resource portals. Following this I worked in pharmaceutical conference production and operations for a further four years, writing and directing programmes for the industry.

When you write an article, how do you approach it – no doubt a lot of the subjects you encounter are very difficult and obscure?   

I try and follow the four-graf lede.  That approach goes something like this:

1. Theme. What is the theme of the story?

2. Authority. Support the theme    

3. Details. Clear concise facts related to the theme

4. What’s at stake. Why should you care? Put in a context

 What do you like best about your job?

 The variety, no day is the same.

 What do you eat for lunch (worldwide IQPC comparison I am doing)? 

 Edamame beans, if I could I would eat them every day.  

What is your dream job?

To be a fiction writer.

Where do you see yourself in 10 years?

On a beach in Brazil, speaking fluent Portuguese.

The Team Player and the Bright Spark

To be a great marketer at IQPC you need to be innovative, smart, and a team player who goes above and beyond to get the job done! So the New York office recently launched the monthly awards to recognize outstanding achievement in marketing.

The winners in May were Alexa Deaton and Susan Mezo.

The Team Player

   Susan, congratulations on winning the ‘Team Player’ award…so what do you think it takes to be a team player?

 I guess in order to be a team player; you have to have good communication with your coworkers, patience and an approachable attitude.  I don’t mind helping people out if I know it will make their job easier, decrease their stress level and create a better team synergy. 

I’m fairly new myself, so I know exactly what it’s like to be stuck at your desk staring at your computer puzzled and confused.  You want nothing more than to impress your boss and solidify your value on the team, while not looking foolish or coming off as a nuisance.  We’ve all been there.  There are always going to be new people starting at a job, and if we can remember how helpful it was when someone took time out of their schedule to help us without making us feel like we are a burden, then maybe those we help will feel the same and the cycle will continue. 

The Bright Spark!

Alexa, how do you keep evolving as a marketing manager? Where do you learn your ‘bright spark’ ideas?

Evolving as a marketer is a difficult process, and something that I dedicate a lot of time to. I am regularly reading books on marketing, following blogs and newsletters to keep up on the latest trends. In addition to coming up with my own innovative ideas, I gather ideas that have been successful elsewhere and I think of ways I can incorporate them into IDGA. I combine these ideas with commitment to getting the job done well. I won’t stop on a task until I think it is perfect, and I make sure that I follow through to the end.  It is a lot of hard work, but it is worth it in the end. And finally, I would not be nearly as innovative as I am if I did not have my fellow marketers to bounce ideas off of and provide feedback.

Can you share with us some of your recommendations in keeping up with these trends?

Blogs:

http://nomadmarketer.wordpress.com/

http://www.smartblogs.com/socialmedia

http://gapingvoid.com/

Social Media Newsletters:

Mashable
SmartBrief on Social Media 

Books:

POP!: Stand Out in Any Crowd  By, Sam Horn 

Everything I Know about Marketing I Learned From Google
By, Aaron Goldman

What ONE piece of advice could you give a new team member to make the most of their IDGA/IQPC journey?

Susan:

The one piece of advice I would give to a new team member is to not be afraid to ask a hundred questions.  Better to ask tons of questions at the beginning and fear looking like a fool, then to not ask any and make tons of mistakes down the road and actually BE a fool.

Alexa:

My one piece of advice for anyone wanting to be innovative: Don’t be afraid to be creative, just give it a try. You just have to make sure you push hard and follow through.  

Our Managing Director told us all in a marketing meeting once that we should continue doing these new things – “…it’s always better to ask for forgiveness than for permission”, he said.

 

Moral of the story – Go for it!

London, Dubai, New York… The Glamorous Life of an IQPC Global Marketing Trainer

Perhaps you’ve met Johanna Issako… she makes her rounds of the IQPC offices worldwide.  What exactly does she do, and how did she get such a glamorous IQPC lifestyle? Dubai, London, New York, Berlin… We interviewed her to find out: 

What is your position at IQPC?

Global Marketing Trainer Extraordinaire

 How did you start your career with IQPC and where are you originally from?

I joined in 2003 as a Marketing Manager in the London office working on Shared Services and Six Sigma events, then got promoted to LSE Marketing Manager for those divisions and then Divisional Marketing Director. I then moved over to Dubai in 2006 as Marketing Director for that office and then in January 2011 moved into the role of Global Marketing Trainer Extraordinaire.

 How did you end up in Dubai?

Through IQPC, went for the Marketing Director job and got it!

 What is your typical workday like – including pre- and post-work?

I get up and drive to work, then focus on ploughing through my to do list, which consists mainly of process improvement and training. I’m currently revising all of our training material and updating the content and the format (just call me the Webinar Queen). Then its off the gym for me most nights after work.

 What is a day in your life in Dubai on the weekend?

Usually a gym session is thrown into the mix at some point during the weekend, then perhaps a trip down to the beach if its not too hot.  If its too hot I might do any of the following:  go for brunch, visit the spa, go shopping, out for a meal or go to the cinema – usual things really. Oh and a bit of wedding planning.

 What is your favourite food there? Do you miss anything from home?

Only thing I miss from home is friends and family, don’t get me started on my favourite food, where do I start? I LOVE EVERYTHING pretty much – hence the gym regime.

 What are some great things about life in Dubai, and what are some challenges?

Tax free, sun, sand and convenience sum it up I think, not to mention that mani/pedi’s are half the price of the UK. Oh, and petrol is cheap too - in the UK it’s about the same price as bottled water.  I also enjoy the massive food portions – a bit smaller than the States but much bigger than the UK.  What else?  There are loads of other things I could go on regarding the merits of living in Dubai all day but will stop here for fear of boring you all.

You visit the IQPC offices around the world, what are the differences… name one outstanding feature of each office.

We all do the same thing but each office has its little quirks, different names for things or slight variances to the process. Regarding defining features…the London office hands down has to win on culture, New York definitely has the best location, Bangalore has the best Biryani and Dubai – well it’s in Dubai of course – which makes it the best office of the lot!

From Camouflage to Royal Blue – How the walls we sit behind change

First Lieutenant Diego Rubio, welcome to IDGA, what’s your background within the US Military?

I enlisted in the Army when I was 18, but later decided to follow the Officer path and attended Valley Forge Military College.  During that time I was a Cadet (a pre-Commissioned Officer) in a Logistical Transportation Co. (PA ARNG), where I acted as a Platoon leader.  Upon Commissioning as a Second Lieutenant in ’09, I became the executive officer in the company where I handled the administrative and operations side; I also attended Villanova University, as Assistant Professor of Military Science.  In October 2010 I got promoted to First Lieutenant and as my unit deployed I stayed behind finishing school and acted as the rear Detachment Commander.  I am currently in the same unit, as Operations and Logistics Officer.

Your first event will be ‘Social media for Defense’ – do soldiers have to be careful on Face book/Twitter? Why?

Absolutely!  All social media channels provide a window of opportunity for those who threaten our freedom to gather information and use it against us.  Look at what happened in Israel, when an Israeli soldier innocently posted details of his upcoming operation, which led to the mission being cancelled by the high command. Posting operational information is a security risk to everyone involved and their families .

These picture show some serious military training – tell us about that experience?

It was during an Infantry Squad Tactic Training, where we were instructing soldiers and Cadets on the proper movements and fire techniques used in a real combat environment. 

What’s your greatest Military memory to date?

Arriving on the bus at Ft. Knox to my Basic Training and being ordered to do my first ‘military push-up’ by a Drill Instructor.

And how many can you do?

It depends my time limit

Thanks Diego

What is it like to spend fourteen years with IQPC?

Anita Sundaram, Financial Controller at the IQPC New York Office, has been a loyal employee of the company for a long time – in fact, she has been in this office the longest of anyone!  We interviewed her to find out what it’s like to spend 14 years working at IQPC… Something we can all aspire to!

 What was the IQPC New York office like when you started, 14 years ago, compared to today?

We had more locations – I was based out of the New Jersey Office in Little Falls.  Most of production was there as well, with a smaller presence in New York. Divisions were split between New York and New Jersey. We also had offices in Chicago, Boston and Connecticut at that time, and a small presence for some time in San Francisco. Personally I like it better now as all teams are more integrated together.

What positions have you held in your time here?

 I started as an Account Manager reporting to Bob Shannon and then my role expanded when I moved to the New York Office when we moved to our Fifth Avenue location.

What do you like about working here?

 I like my job and I think that is the key. I feel like I am part of the company and my thinking process is as such as well.

What’s the funniest thing that has happened in your time at IQPC New York? 

I actually have two funny experiences:

First, my one year anniversary – The company sends you flowers. Mary Alice who was our HR and Payroll Manager used to send the flowers. They arrived in the New Jersey Office and Bob Shannon asked me who sent them…and I said, “The card says you did!”

For my ten year anniversary, Linn Refsnes – who replaced Mary Alice – told me Rob wanted to get gift cards for giveaways at our company meeting, and since the corporate card was in my name I had to go buy them. They were for me and I was surprised and embarrassed when Rob announced my ten years and gave them to me. I am known as the “HAWK” (thanks Mario M)… and this one slipped by me.

I heard rumors you get a watch or something at some point?  Is it true?

Yup – five years.

Any tips for others who would like to emulate your longevity here at the company?

 Enjoy what you do. There will always be ups and downs – but how you handle it makes you a winner.

Golf, Fly Fishing, and Snazzy Sweaters

Divisional Director William Anderson is known around the New York office for his resonant voice, snazzy wool sweaters, and excellent leadership qualities.  At a recent birthday celebration, his team’s devotion was evident when they presented him with a life-size chocolate tie.  But what lies behind the hearty laugh and edible cravat?  We interviewed Will to find out:

What is your position at IQPC?

Divisional Director for energy/infrastructure/technology/legal events.

Where are you from, and (if not from here) how did you end up in NYC?

I am a New York native.  I grew up in New Rochelle, NY, but travelled to the Midwestern United States (Chicago) for law school.

How did you end up in the conference world? 

After a short, unfulfilling career as a corporate attorney, I began working with energy companies on regulatory and finance issues.  Through this I developed an interest and some knowledge of energy policy and environmental issues.  I struggled to find the right setting to pursue this interest since I did not have a technical background.  IQPC offered me a unique entrepreneurial opportunity in the substantive area I favored. 

What kind of law did you practice before? 

I practiced an area of corporate law known as Antitrust and Trade Regulation. 

What’s the best and worst thing about your job? 

They are one and the same:  the constant movement and changing commercial landscape.  This can be very challenging but also offers the opportunity to invent and reinvent topics and ideas.  Also, the topics are always subject to the execution of tasks by many different people – it is a dynamic process that calls on many skills:  determination, diplomacy, vision and hustle.

What does a lawyer-turned-divisional director do in his free time? 

Well, I have a wife and four year old daughter, so most of my free time is spent with them.  We have been renovating for what seems decades a turn of the century farmhouse on an apple orchard in Dutchess County, NY.  There is always a project needing attention – from dueling with beavers damming up a creek that floods our backyard, to the various repairs an old house requires.  Dutchess County also offers me ready access to two of my passions: fly fishing and golf.  There are streams and golf courses in abundance out in the sticks! 

I am also a volunteer and General Counsel (unpaid) to the Oblong Land Conservancy – a not-for-profit organization committed to protecting public use and access to unique lands in Dutchess County and surrounding areas.

 What’s your favorite food?

Room temperature, slightly gamey Turkey and Swiss sandwiches that are served at the turn at my home golf course – the Links at Unionvale.

 Any sage words of wisdom to pass on to the rest of us? 

IQPC is an opportunity… nothing is promised or guaranteed, except the opportunity to grow a business and challenge yourself. Also, you get to work with a bunch of characters, talented, driven folks, but characters nonetheless!

Connect with Will on LinkedIn:
http://www.linkedin.com/in/williamhanderson

Two dreams and one city…

This is the story of how two simple marketers from Australia became great friends, and shared a common dream for life in the big apple –New York City.

In June of 2009 I (Chris Archer) started with IQPC in Sydney. My second week on the job I met Courtney Green, it was her first day as Marketing Manager and we sat together in desk pod talking about how hard it was for us to both find a great job in the midst of a global financial crisis.

Quite early on we laughed about the possibility of being offered an internal transfer to another IQPC office, and since we had both New York in mind, I said to Courtney ‘One day darling, you and I will be in New York, having a wine, and reminiscing about days gone by in the Sydney office’….

I was blessed with the opportunity first and moved to New York in November of 2010. In one short week from now, Courtney will be joining the team here with me.

Through the support of our global team – our dream is about to come true!

So with her life packed up and many goodbyes ahead of her, I spoke with Courtney about her imminent, life-changing adventure. 

Courtney, soon you’ll be making the journey to NYC to join the team as a Senior Marketing Manager – can you highlight some of the things you’ve learned in the two years at IQPC Sydney…

Where do I start! I feel like I came into IQPC at a really interesting time. Over the last two years I’ve seen massive shifts in the way we market our products. I started when DM was still the hero and only recruiters had LinkedIn profiles. Now DM is on the decline and marketing via social media is making a huge impact on the way we spend our time at work and has become a staple of any marketing plan. It’s a very interesting and exciting time. To think so much has changed in only two years!

What would be your advice to your replacement about the role of a marketing manager?

Always be on the lookout for new ways to market your product and never be afraid to test! If you don’t test you’ll never know! I feel that all Marketing Managers should always be on the search for new channels or methods of communication. If not, you run the risk of getting bored and complacent, which will show in your work and in turn your results!

What has been your greatest achievement at IQPC so far?

I think my greatest achievement so far is realising my goal of being offered a job in NYC! I remember when you and I used to talk about it in the tea room, and now here we are! IQPC is a great company that develops those who have goals and want to do well in the company – anyone who puts in the hard yards will certainly be rewarded for their hard work. Being awarded ‘Employee of the Year’ at last year’s Christmas Party was quite nice too…But that just makes me sound like a goodie two shoes…  

What are you most excited about to experience in NYC?

EVERYTHING! I’ve never been, but I’ve dreamt of living in NYC for a very long time. Can’t wait to get immersed in the music scene, try all the amazing restaurants, meet new people, and explore the different cultures within the city. I’m also really looking forward to working in an American office and seeing how it differs from Australia. 

What are the quintessential ‘American’ things you’re keen to experience here?

Walking around Times Square at night, ice skating around Central Park in winter, shopping at vintage clothing stores in the East Village, watching the crystal ball drop on New Years Eve. Yes, I probably sound like a massive tourist… I don’t mind… I already know I won’t be able to whip the smile of my face.

What’s your LinkedIn URL?

http://au.linkedin.com/pub/courtney-green/14/527/a50

Courtney & Chris @ Chris’ Farewell 2010