Interview with Erik Fullmer, Director of Marketing at HelpCloud
Erik was raised in many places in a military family but has long since called Utah home. He spends free time in his garden, in the mountains with his dog, and skis…a lot. He is actively earning the necessary certifications and training to become a certified winter mountain guide.
Erik graduated from Utah Valley University in 2011 with a bachelor’s degree in Behavioral Science and a minor in Spanish. Additionally, being raised by a German mother, he spent part of his childhood and also the beginning of his professional career in Germany where he worked as a Digital Strategist for adesta, a locally owned business in Darmstadt. Speaking three languages has opened up the world to him and influences the breadth of topics covered in his articles. He has always held an affinity for the world wide web and its workings, development, history, and future.
Being a key player in the development of, and Director of Marketing for HelpCloud, he takes the content displayed and utilized on HelpCloud extremely seriously.
Your Journey as a Marketing Professional.
I never imagined that I’d end up in marketing. I received a bachelor’s degree in Behavioral Science, with an emphasis in Anthropology. I had always imagined my career would go down numerous other paths. After a series of events, I ended up in Germany where I was asked to help out at a relative’s company wrapping Christmas gifts for clients. From there I was offered a position as an HR Assistant and once my online savviness was apparent, I was offered a position for a newly created role as a Digital Strategist. I learned A LOT. I feel lucky and privileged to have had such opportunities. Upon returning to the United States, I found my current job as Director of Marketing at HelpCloud.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
My entire career in marketing has had a heavy emphasis on PPC, particularly Google Ads and enterprise-level campaigns on indeed. I do have further experience with Bing Ads and Facebook Ads. My advice here is that when you have an established relationship with an account manager from these channels, always listen attentively to their advice but keep in mind that their job is to balance your account’s longevity while also pushing to capture as much revenue as possible. Find the balance, by determining yourself, of what your account and company needs and what strategies and methods are beneficial for your company, not for your account manager. Regardless, maintaining a balanced and professional relationship with these ad networks is also key to your success.
In my current role, I have my hands in everything. We’re a small-medium sized business and I have to perform most of the marketing tasks while managing supplemental help with other tasks. I could offer my insight into almost every type of marketing channel. But I’d rather emphasis that someone who is in a similar situation needs to have extremely good organizational skills. Prepare for every meeting and take notes from every meeting. Be able to quickly reference those notes and what tasks were discussed (for accountability’s sake). It’s too difficult to remember all the moving parts and perform accordingly. Take an hour or two at the beginning of every week to review and hold yourself accountable for the previous week. At the end of the week, take an hour or two to prepare and plan for the coming week.
What are some of the important marketing software that you have used and found to be really useful for your company?
Our most powerful tool is the Salesforce Marketing Cloud. It connects fairly seamlessly with Salesforce Service Cloud. I like the ability to scale to new Salesforce tools as well. We have great account managers that are concerned with our success. Quality software is great, but nothing replaces the human aspect and Salesforce is one of the best at account management with a focus on customer success.
Which companies, according to you, are your competitors. How do you differentiate against these?
HelpCloud is a niche-specific website that focuses on resolutions to any tech issue. When HelpCloud Search does not provide the resolution you need then our inquiry and supplemental support services can. As a concept and HelpCloud in its entirety, I don’t see a competitor in our space. When you isolate HelpCloud Search then we have some obvious competitors. Same goes for when you isolate and focus on our supplemental support services. Geek Squad would be our main competitor. While they offer great and diverse service, we consider HelpCloud Technician by-the-hour and HelpCloud Tech Support Membership the best in remote connect support. Our customers don’t have to leave the comfort of their own homes. HelloTech is also loosely considered a competitor. I appreciate their approach to deploying technicians… maybe there is a future partnership to consider.
Your 2 line advice to people entering in the marketing domain.
Never stop learning. You’ll be flooded by sales reps pushing all the latest trends, education is the best tool to know what’s legit and what’s appropriate for your company.