Bianca Cappelluzzi, Global Marketing Director at SciAps, has transitioned from sales to marketing which massively underscores her adaptability and commitment to personal growth, while her conscious decision to enter the NDT industry reflects her determination to challenge norms and contribute to diversity and innovation.
In this exclusive interview with OnestopNDT, Ms. Bianca shares her experiences, both positive and negative, in marketing for SciAps, highlighting the company's commitment to customer engagement and innovation. Moreover, she offers valuable advice for newcomers in the marketing world, emphasizing adaptability, communication skills, and industry knowledge.
Let’s get started with the engaging, insightful conversation underway without any further ado.
Hey Ms. Bianca. Hope you’re having an amazing day. Could you please introduce yourself to our lovely audience?
Hi! I'm Bianca Cappelluzzi, and I’m the Global Marketing Director for SciAps. I've spent most of my career in sales, honing my skills in understanding customer needs and building relationships. But I've always had a passion for marketing and the creative aspect of shaping a brand's image and message. So, when the opportunity arose to transition into the marketing sphere at SciAps, I snatched it. Now, I have the privilege of leading a talented marketing team in crafting strategies to drive SciAps forward in the global marketplace.
… you have transitioned from Sales to Marketing in a very quick span of time. How was the entire process?
It required more than just learning a new set of tools; it demanded a shift in mindset and approach. While sales focus on immediate results and closing deals, marketing takes a broader view, encompassing brand building, market analysis, and long-term strategy. The process was challenging yet incredibly fulfilling. I had to quickly adapt to new techniques, immerse myself in market research, and learn to think creatively to capture the attention of our target audience. Overall, it was a journey of growth and discovery that I wouldn't trade for anything.
… that’s amazing. Well, NDT is often a male-dominated industry. Was it a conscious decision to enter this field?
Entering the male-dominated field of NDT was definitely a conscious decision. Throughout my career, I've never been one to shy away from challenges or conventional norms. I saw the opportunity to bring a fresh perspective and contribute to the industry's diversity and innovation. While it hasn't always been easy, I believe that diversity fosters creativity and drives progress. By breaking down barriers and paving the way for more women to enter the field, we can create a stronger, more inclusive industry for future generations.
… Ms. Bianca, 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?
Marketing strategies for any industry requires a deep understanding of the nuances of the market, the needs of the users, and the behavior of the target audience. It's not just about promoting a product, it's about creating value and building relationships with users in that industry. While it may seem daunting for someone outside the NDT/PMI industry to grasp these intricacies, it's not impossible. It requires dedication, curiosity, and a willingness to learn. By immersing oneself in the industry, collaborating with experts, and leveraging data-driven insights, anyone can develop effective strategies to boost revenue and drive growth.
… 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?
Marketing without a budget requires creativity, resourcefulness, and a willingness to think outside the box. While having a substantial budget certainly helps, it's not the only path to success. In fact, some of the most innovative and impactful marketing campaigns have been born out of necessity rather than abundance. By harnessing the power of social media, leveraging partnerships, and tapping into the creativity of your team, you can maximize your impact without breaking the bank.
… you have been recently appointed the Global Marketing Director at SciAps Inc. Congratulations on the achievement. What plans do you have in your mind to take SciAps Inc. to reach newer markets?
Thank you! As the Global Marketing Director, I'm excited about the opportunity to lead SciAps into new markets and territories. We have an incredible portfolio of products and solutions that have the potential to make a real difference in the world. My plans revolve around leveraging digital strategies, forging strategic partnerships, and enhancing our brand presence globally. We are grateful for our global partners, who effectively extend our brand and products into previously unreachable markets. Having team members who intimately understand local communities and markets is pivotal to our success.
… well, Ms. Bianca, can you share one positive and one negative experience you had whilst marketing for SciAps Inc.?
One positive experience that stands out to me while marketing for SciAps is the success of our NASCAR Xfinity Series program. We implemented a unique promotion where customers who purchased five or more analyzers qualified for a logo spot on our racecar. It provides valuable brand exposure on a national stage for our customers. Additionally, we organized outings to the races, inviting both existing and potential customers to join us for a memorable experience. It is incredibly fulfilling to see our customers enjoy the thrill of the races while strengthening relationships and fostering new connections within the industry. The program really solidified SciAps' reputation as an innovative and customer-focused company.
On the flip side, a negative experience I often encounter is when the marketing technology that we rely on, such as CRM tools, experience downtime when we need them the most. Despite investing in top-of-the-line software and systems, technical glitches and outages can still occur disrupting workflow.
… the marketing world has been rocked by this new buzzword “Content Marketing”. What are your thoughts on it? How is SciAps Inc. planning to bring Content Marketing into its overall marketing strategy?
Content marketing has undoubtedly revolutionized the way brands engage with their audience. It's not just about selling; it's about storytelling, educating, and inspiring. At SciAps, we recognize the power of content marketing and have been and continue to be committed to integrating it into our overall strategy. By providing valuable, educational content that resonates with our audience, we can establish ourselves as thought leaders in the industry and build trust and loyalty with our customers. Check out some of our ApNotes here.
Well, too many technical questions. Let’s break free, shall we?
… Ms. Bianca, what are some of the best marketing resources (books, blogs, podcasts) that you recommend?
I highly recommend 'Play Bigger' by Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney, which dives deep into strategic thinking and innovation, and 'Hooked” by Nir Eyal for understanding consumer behavior and product design. When it comes to staying updated on the latest trends and best practices, I often turn to blogs like HubSpot, which offer a wealth of articles, guides, and case studies covering various marketing aspects.
… how do you stay updated with the current trends happening in the marketing world?
Staying updated with current marketing trends involves a combination of reading industry publications, attending webinars and conferences, and networking with other marketing professionals. In this fast-paced environment, maintaining a curious and adaptable mindset is key to staying ahead of the curve.
… so, how does life look for you outside of work, Ms. Bianca?
Outside of work, I enjoy spending time with my family and friends, traveling, and staying active. I love to hike with my dog, Benny, and explore new places.
… 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, adaptability is key. The industry is constantly evolving, and the ability to learn quickly, adapt to changing trends, and think creatively will set you apart. Additionally, strong communication skills are essential for effectively conveying your message and building relationships with your audience. And ultimately getting to know as much as you can about the company you work for and the industries they serve will always work in your favor. Knowledge is power.
… and finally, what are your thoughts on SciAps Inc. and OnestopNDT’s collaborative marketing efforts? Do you think our efforts to provide real, authentic and accurate content are helping SciAps Inc. reach newer markets?
SciAps greatly values our collaboration with OnestopNDT. Your commitment to providing real, authentic, and accurate content aligns perfectly with our mission to serve our customers with integrity and expertise. Together, we can certainly reach newer markets and drive meaningful impact in the industry.
