Are you interested in becoming a professional marketer? Read our presentation for an overview of the marketing industry. We cover the pros and cons of working agency side or client side, the differences between B2B and B2C marketing, as well as job search and interview tips and advice for your ongoing professional development.

1. readyfor
marketing
acareerin
Getting
in association with

2. YOUR STUDENT DAYS
ARE OVER…

3. THIS MEANS NO MORE...
LIE INS
LOOKING SCRUFFY
TEXTING AT THE BACK
OF THE LECTURE
FLEXIBLE PART TIME HOURS
CLEARLY SET ASSIGNMENTS

4. THERE ARE TWO MAIN PLACES YOU CAN
WORK IN THE MARKETING INDUSTRY
CLIENT
SIDE
AGENCY
SIDE

5. THE TRUTH ABOUT THE CLIENT WORLD
THE GOOD STUFF
THE DRAWBACKS
è You may only be working on one brand
è You’ll be doing a lot of PowerPoint presentations
è You can expect to spend a lot of time in meetings
è You can get great brand names on your CV
è There are some really great-sounding job titles
è You might get discounts and benefits
(and the pay is often better than agency-side!)

6. SOME TIPS FOR LOOKING GOOD
IN THE CLIENT WORLD
è Observe and learn: The politics can be as important as the job!
è Hierarchies are important: Be respectful of your position
è Be patient: Change can be slower in large organisations
è Lean on your agencies: They are there to help you look good

7. THE TRUTH ABOUT THE AGENCY WORLD
THE GOOD STUFF
THE DRAWBACKS
è You’ll likely be working on a range of brands
è It’s a chance to gain great experience
è You may get to work in a very cool office!
è The work can be pretty hard with a lot of tight deadlines
è No one may have heard of your company
è Your salary is likely to be lower than what you could earn
working client side

8. SOME TIPS FOR LOOKING GOOD
IN THE AGENCY WORLD
è Your client is ‘in charge’: You need to give them the best
possible service
è Know your customers: Research their industries and use their
products to understand their businesses
è Pay close attention to detail: This includes spelling and grammar
è Always be on top of your game: It’s your job to be the expert!

9. B2B OR B2C MARKETING?
Whether you choose to work client side or agency side, there are
differences in how marketing is approached based on the types of
brands you work for.
Business to Business (B2B) brands market their products and
services mostly to other businesses.
Business to Customer (B2C) brands market themselves to
‘consumers’ – the general public.
There’s an ongoing debate as to whether all brands are actually ‘P2P’
because ultimately they’re all marketed from one person to another!
Nonetheless, a key difference is that B2C brands often invest
more in their marketing activities as they simply have more
people to whom they can market.

10. WELL-KNOWN B2B AND B2C BRANDS
B2B
Business to business
B2B
B2C
B2C
Business to customer
Many B2C brands have
a B2B element to them
– for example, Colgate
markets to pharmacies
and Coca Cola to pubs

11. MARKETING IN 2015
IS ALL ABOUT…
MULTI-CHANNEL
COMMUNICATION
Experiential
Email
Gamification
Social
Print
Video
Promotional
Web
Content
Campaigns
Events
PR
Paid
media
Online and offline have become omnichannel

12. BUT THERE ARE SOME
INDUSTRY-WIDE CHALLENGES…
è Data quality and accessibility
è Joined up multi-channel communications
è Remaining at the forefront of rapid changes
è Making marketing more emotional and human
è Managing social media responsively
è Increasing online visibility in a saturated space
è Creating engaging digital experiences
è Working within tight budget constraints
...and there are even more challenges specific to each sector and business

13. STILL
INTERESTED
IN A CAREER
IN MARKETING?

14. POSITION YOURSELF AS A PROFESSIONAL ON YOUR
è CV
è Social media / online profile
The Clever Consultancy is a Surrey-based recruitment consultancy specialised in Digital,
Marketing, and PR – here’s their advice for graduates looking for a job in marketing.
Regardless of whether you’re applying
for jobs with agencies or client-side,
tailor your CV and covering letter to the role
– don’t be generic or formulaic!
WWW.THECLEVERCONSULTANCY.COM

15. TWITTER
è Twitter: consider setting up separate professional and personal profiles
● Use your professional profile to show that you know the industry
– follow potential employers, recruiters, and industry news sources
e.g. Marketing Week
● Make your personal profile private!
GOOGLE
è Google yourself (your employer will) – see what comes up and manage any results
that could put you in a negative light!
TOP TIPS FOR:
WWW.THECLEVERCONSULTANCY.COM

16. LINKEDIN
è Use a professional photo
è Make sure your LinkedIn
details match your CV
è Check your copy for spelling and
grammatical errors
è Include keywords related to the
job you want, such as ‘Marketing’
and ‘CRM’, and list software
using specific names (e.g. Google
Adwords, Excel, Adobe)
è Recommendations are key
– especially glowing reviews
from senior-level people
è Measurable accomplishments will
help you stand out: What was the
ROI on a campaign you’ve recently
worked on? How many Twitter
followers did you gain for your
company?
è Make plenty of (relevant) network
connections – this will show that
you’re good at networking, and you
may have someone in common
with a future employer who can
give you a good reference!
TOP TIPS FOR:
WWW.THECLEVERCONSULTANCY.COM

17. YOUR JOB SEARCH
YOUR EXISTING CONNECTIONS
ONLINE
SOCIAL MEDIA
INDUSTRY PUBLICATIONS
NETWORKING
Don’t know where to look for marketing jobs?
Here are some starting points…
WWW.THECLEVERCONSULTANCY.COM

18. TOP TIPS FOR:
WRITING YOUR CV
Recruiters decide whether your CV is right for the role within seconds,
so ensure everything is clear and relevant
è Keep it concise – don’t go over two pages
è Use bullet points – you’ll have a chance to expand in the interview
è Tailor your CV for individual roles
è Use specific, relevant keywords such as ‘marketing’, ‘blogs’, ‘SEO’
è Include hyperlinks to your LinkedIn profile and any other relevant sites such
as your blog
WWW.THECLEVERCONSULTANCY.COM

19. WRITING YOUR COVERING LETTER
Even without much work experience, you can still impress your potential
employers with a good covering letter!
è Research the job, interviewers, and
company – ensure your covering letter
isn’t generic or formulaic
è Do a personal inventory of your
relevant skills, experiences, and
personal qualities. Make it clear
why the employer should hire you!
è Make your covering letter scannable
by using a clear structure and
short paragraphs
è Include relevant keywords – a
computer targeted to find certain
phrases may filter your letter
before it reaches a recruiter
è Make your closing strong: clearly
state why you would like to work
for this specific organisation and
what makes you the perfect match
TOP TIPS FOR:
WWW.THECLEVERCONSULTANCY.COM

20. DON’T FORGET... At the end of each interview, thank the interviewer for their time. If you’re keen
on the role, let them know – this could make the difference between you and another candidate!
KNOW THE COMPANY AND BRAND(S)!
1 Try the product
2 Mystery shop the customer experience
3 Research the sector and industry
4 Study the website
5 Check out their social channels
BE PROFESSIONAL
6 Understand your job description
7 Check out the people you’ll be
working with on LinkedIn (but don’t
connect before you have the job!)
8 Dress and act the part
9 Take a pen and paper, print-outs
of your CV and covering letter, and
any relevant examples of your work.
10 Listen and answer the questions well,
and have some questions ready to ask!
TOP 10 TIPS FOR YOUR INTERVIEW
WWW.THECLEVERCONSULTANCY.COM

21. Marketing takes a day to learn.
Unfortunately, it takes a lifetime to master.
PHIL KOTLER, PROFESSOR OF INTERNATIONAL MARKETING, NORTHWESTERN UNIVERSITY
CONTINUE YOUR DEVELOPMENT
The Chartered Institute of Marketing (CIM) is a leading international body for marketing
industry professionals – here’s their advice for new marketers.
ENTHUSIASM IS GREAT IN A NEW
STARTER – but don’t expect to run the
marketing department anytime soon!
MANAGE EXPECTATIONS – your
employer may be demanding, but also
be kind to yourself. No one expects you
to know everything!
NETWORK – your local CIM branch
events can be a great place to start
DON’T STOP LEARNING – consider joining
CIM’s CPD programme to keep up to date
ALWAYS BE RESPECTFUL – whether
you’re talking to the CEO of your company or
the cleaner
SET GOALS – unsure where to start?
Join the CIM’s mentoring programme for
professional advice
WWW.CIM.CO.UK

22. For more marketing insights, click on the icons
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UNIT 4 / WOKING 8 / FORSYTH ROAD / WOKING / SURREY / GU21 5SB
PHONE: 01483 746650
WWW.SOMETHINGBIG.CO.UK
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