Costa Rican and passionate about digital marketing, Evelyn Porras began her career in the economics and administration sector. Until one day, she decided to change her life and delve into digital marketing. Today, she works as a Digital Marketing and Inbound Marketing specialist at the marketing agency Pro Capital Consultores. She tells us her story in the following interview.
Your career has always been closely linked to the world of banking. What led you to become interested in this sector?
Yes, I worked for 17 years in the banking sector in the Corporate Sales department. During those years, I served around 5,000 business owners, from large corporations to entrepreneurs, and it's always been very interesting for me to see how entrepreneurs forge brazil mobile database their own paths. I have a degree in Marketing; I'm not a Finance major, but this specialty allowed me to empathize with clients and forge my own path.
One of the roles I enjoyed most was prospecting clients, and I had my own unique methodology for achieving this. It wasn't until 2016 that I started working in the automotive sector at a highly reputable company in Costa Rica, where I took on the challenge of managing the online sales department without knowing anything about digital marketing. It was there that I fell in love and began reading more and more about the topic, earning certifications, and now earning a Master's degree.
What would you highlight about this sector in terms of sales? What challenges did you encounter?
The banking sector is exciting; all clients are different, and you have to know how to connect with them to understand them and be able to help them. They can't be pigeonholed. Among the challenges, I would mention the rigorous procedures that the sales department must adhere to. There's a huge gap between how the sales department works, trying to understand the clients' business, and how the operations and credit analysis departments work.
What have you learned from working in this sector for so many years? How has your profile evolved?
I learned to listen to clients and interpret their needs, seeing how I could convey them to banks so they could help them with their projects. You become, in a sense, both judge and jury because within the bank, you represent and defend the client, but within the bank's regulations and policies.
Another thing I learned is that when you've provided good service to clients, they follow you and want to continue working with you, regardless of the bank you're with. They know you can help and understand them, even if you don't always approve everything, but they trust you, and I think that's what's fundamentally sought in Digital Marketing.
