Hey Ms. Laetitia. It’s a pleasure to have you here with us. Could you please introduce yourself to our wonderful audience?
My name is Laetitia Point, and I live in Lausanne, a beautiful area that I love. I enjoy running and practicing yoga, and I’m the proud mother of two daughters. Professionally, I have a background in marketing and business development, primarily in B2B sectors, with main experience in the aerospace industry. Currently, I serve as the VP of Marketing at Flyability, leading a wonderful team of 8 people working globally across Lausanne, Denver, and Singapore.
Well, that’s great. Let’s go back in time. How did you decide to go into marketing? Was it always the dream?
I started working in marketing while I was still a student, interning at Honeywell Aerospace.My passion for marketing grew from there.
You have been into marketing for so many years. Can you describe a successful marketing campaign you've led, and what made it successful?
My first major campaign at Honeywell targeted small to medium-sized airlines in the EMEA region with avionics products such as EGPWS, FMS, and TCAS. During this time, we established a new department to proactively engage with this customer market. This campaign, along with a series of follow-up initiatives, contributed to the department's and team's success.
What Marketing strategies do you adopt for industries like robotics? How difficult is it for someone who is not from the NDT/Robotics industry to understand the user personas, target audience, user behaviour etc and build strategies to boost the overall revenue?
I have always worked in B2B and engineering companies, collaborating closely with highly technical teams. This experience has deepened my understanding of complex user personas and target audiences in various industries. I develop strategies tailored to the specific industries we target and our product launches, considering both global and regional aspects to effectively create awareness and reach our end customers.
Nowadays, it is difficult to get a budget for your marketing efforts. So, can you help our audience on how to do marketing without a budget? No I will not help you on this one otherwise my boos, won’t give me a budget for next year…laughing!
(Laughing) I can't share all my secrets, otherwise, my boss might cut my budget next year!
I firmly advocate for investing in digital marketing. In today's digital era, platforms like WeChat wield tremendous influence. It's essential to invest in digital channels, particularly for the new generation in marketing or as the target audience. Similarly, integrating powerful CRM and AI is a necessary investment.
What are some of the biggest challenges and opportunities you see in the current marketing landscape, especially for the NDT/ Robotics industry?
Competition is high, which presents both a challenge and an opportunity to innovate and differentiate our offerings.
Amazing. Well, Laetitia, marketing is evolving. Content Marketing has taken the spot recently. With the ever-growing amount of content out there, how does Flyability approach content strategy to ensure the content stands out and reaches the right audience?
Our 2024 marketing roadmap focuses on industries with high market potential, product development, and upcoming launches. Our entire team, from content creation and lead generation to regional operations, works cohesively towards these objectives. We're also in the process of building our 2025 roadmap.
How do you manage to reach out to newer markets? Do you face any challenges whilst doing so? If so, could you please elaborate on those challenges and also describe what can be the solutions to those challenges?
Entering new markets is a key priority for us. Recently, we’ve concentrated on the maritime industry, launching our new UT payload for the Elios 3 in March. Our goal is to be recognized as a valuable technology in this sector, and to achieve that, we are actively collaborating with classification societies like ABS, along with influential organizations such as IACS, Intercargo, and Intertanko.
The next question is very interesting. I am waiting with bated breath to hear the answer. How do you ensure effective communication and collaboration with other departments (Sales, Product, etc.)?
That’s a good question. The integration of product, sales, and marketing is crucial. I have regional marketing managers for EMEA, the Americas, and APAC, who are locally based and work closely with the sales teams. Our content team collaborates intensively with the product team, while the lead generation team plays a central role. Part of my job is to effectively manage the team and maintain close relationships with both product and sales departments. We also run a highly efficient management operating system and hold dedicated workshops to align on our strategy.
What are some of the best marketing resources (books, blogs, podcasts) that you recommend?
I am currently reading 'The Culture Map' by Erin Meyer, which highlights the significance of culture in business. I have always been interested in understanding cultural dynamics, especially in the context of business and marketing. As the saying goes, 'we have two ears and one mouth,' emphasizing the importance of listening attentively to understand and adapt to different cultures.
Another valuable resource is the CMO podcast featuring Jim Stengel, offering insights into marketing strategies tailored for the younger generation, Ai usage..etc. Additionally, Laura Penn provides invaluable guidance on effective stage communication—I had the pleasure of meeting her recently at an event dedicated to enhancing communication skills.
What's one marketing trend that you think is overrated or underrated?
I would say AI is now essential in marketing. It enables precise targeting, personalization, and efficiency. AI processes vast amounts of data to identify trends and insights that humans might miss, allowing for highly targeted campaigns that boost engagement and conversions. AI tools automate tasks like email marketing and social media management, freeing marketers to focus on strategy and creativity. Additionally, AI enhances customer experiences with personalized recommendations and dynamic content that adapts in real-time. As AI evolves, it will continue to drive innovation and growth in marketing, especially as the young generation increasingly collaborates with and adopts these technologies.
Too many questions about work. Let's take a break. So, how does life look for you outside of work, Ms. Laetitia?
Living in Lausanne offers a wonderful and balanced lifestyle, blessed with stunning mountains and a beautiful lake. My family and I feel incredibly fortunate to call this place home and thoroughly enjoy our lives here!
Do you have any advice for the newbies who are going to be a part of the marketing world? What’s that one specific skill they should possess in marketing?
For newcomers entering the marketing world, flexibility is very important. Being adaptable to a rapidly changing environment and trends is essential. Equally important is developing strong listening skills—listening to colleagues, customers, and market feedback fosters understanding and effective communication. Lastly, embracing innovation, particularly adapting to AI tools, is key to staying ahead in the dynamic field of marketing.
And finally, what are your thoughts on Flyability and OnestopNDT’s collaborative marketing efforts? Do you think our efforts to provide real, authentic and accurate content are helping Flyability reach newer markets?
The creativity and flexibility demonstrated in collaborating with our global team have been highly appreciated in our successful expansion into new markets. Your dedication to delivering excellent and accurate content has undoubtedly bolstered Flyability's outreach efforts.
