Marketing in the digital age brings new challenges. Regine Becker, Marketing Manager for Trelleborg Pipe Seals and our SuperSealer for this month, shares her thoughts on what the evolving role of the internet-age marketeer is and much more.
Who are you?
My name is Regine Becker, Marketing Communications Manager.
How long have you worked in this position and what are your key duties?
I’ve worked as a marketing professional since 1998. My key duties are – simply said – supporting the sales people to sell the products. In earlier days, this was all about analysing and presenting a product’s unique selling proposition and placing it on the market in a way that differentiated it from competing products.These days, the job of a marketing professional ranges from product design and branding to communication, advertising, public relations, digital marketing, trade show/event organization and much more.
How long have you been with Trelleborg in total and what do you like about working with Trelleborg?
I joined Trelleborg’s pipe seals operation as a freelancer in 2007. The company had just become part of Trelleborg Group and my job had a lot to do with communicating the effects and advantages of that merger, both internally and externally, initially.
Very quickly, we realised that there was much more to the job. Technical documentation and marketing collaterals needed to be reworked, a website had to be built, PR work was to be intensified, and we needed to find our way within the group.
Every day, we faced new challenges and this is exactly what I like most about working with Trelleborg: the exciting flow of ideas, the spirit of innovation, and the neverending drive to improve products and processes make my world. I love pioneering and, at Trelleborg, I feel like I can contribute with all my professional experience and bring my creativity to life.
What are the key challenges you face in your job?
Times are rapidly changing and there is a growing focus on digital tools in Marketing. This is in comparison to when I first started when marketers mostly supported the sales team with nice giveaways and impressive trade show booths.
Today, we marketers are tasked with reaching out and getting in touch with potential customers in the digital world. We try to find out what the customers needs, reach out to them, provide them with the solutions they are looking for and build a relationship with them -- long before the sales team gets involved.
It is only at a later stage of this virtual journey and relationship, when the potential client has real interest, that the contact is handed over to the sales team for them to get into personal contact. This is a new approach and an exciting new challenge of my job.
How do you think the business in your area is going to evolve in the future? How are you preparing for this?
I personally think coping with the challenges of the virtual world will be the main focus of marketers like me in the future. The journey has just begun and nobody knows where it will end. There are so many possibilities. Trelleborg is preparing us. They educate us with a lot of excellence programmes and help us keep pace with industry developments through training and knowledge transfer. Frequently held meetings and close contact between colleagues also help us tap on the synergies of each and everybody’s personal experience.
That’s why I feel happy within the Trelleborg Group -- it’s like being part of a big family.
What do you do in your free time?
In spring and summer, I go biking with my husband -- we are always looking for new routes to discover! In winter, I love to make it comfortable at home and cuddle with my two devoted old cats. I like having guests over and cooking for them. I like movies and I try to improve my English by watching American series on Amazon TV in the original language.
As a person with many interests, I also love to broaden my horizons. So, as soon as I come across something I want to know more about, I go online and research it with my cats sitting by my side -- it has never been easier to get knowledge from the web. Reading is also one of my favorite pastimes. I like to read about the latest medical, ecological, political and social developments.
Ultimately, my heart belongs to animal and environment protection -- and that is why I appreciate Trelleborg’s “Blue Dimension” and am personally very passionate and proud of our eco-friendly no-dig solutions.