“Meet the Team” is a blog series that features the different roles at Antidot/Fluid Topics.
Today, we’re sitting down with Géraldine Boulez, Vice President of Marketing, to discuss her role within our company.
Hi Géraldine, could you describe your job?
I am the Vice President of Marketing at Antidot/Fluid Topics. My role is to shine a light on the value our product brings to our prospects and existing customers.
I’m currently responsible for leading a team of marketers who are charged with delivering on every aspect of marketing including go-to-market, demand generation, product marketing, digital marketing and more.
My job involves a lot of context switching from strategy discussions and budgeting to designing marketing plans, reviewing our communications and organizing events.
How did you end up at Antidot/Fluid Topics?
I graduated from ESCP Business School with a master’s degree in Finance. I started my career in Product Management and Product Marketing for various financial software solutions. While working for software editors, I discovered a new world and loved it.
Three years ago, I met with Fabrice, our CEO, and discussed the possibility of joining Antidot/Fluid Topics. I saw a huge potential in the product and its ability to transform the technical publishing landscape and bring efficiency to all customer-facing functions.
Additionally, throughout my career, I got to work on an international scale, and Fluid Topics also provided that international environment.
I’ve now been in the software industry for over 20 years and I’m still passionate about technologies and how to solve people and business problems.
Whereabouts do you sit within the organization? Who do you report to?
I’m a member of the executive leadership team. I report to our CEO.
As a team, we get to interact with many departments such as Sales, Product, Customer Success, IT and more.
Tell us about a typical working day…
Obviously, every day is different and there are many topics involved with the marketing team.
On a day-to-day basis, I start my day by looking at the new leads that we got the previous day and then I review our daily priorities. I try to ensure that my team has everything they need to go about with their day.
I spend a lot of time on marketing automation. It’s a real challenge to put the right content in front of the right people, to serve information that is relevant to them and not generic emails that will end up spamming them. By doing this properly, we help our prospects fine-tune their vision of content delivery and get to where they need to go…faster! We also have Google Ads and LinkedIn Ads in place. I analyze and review our campaigns to ensure we’re targeting the right audience and, as you can imagine, not throwing money down the drain.
I also spend time on content! Whether that’s working on a content plan, creating presentations for our events, writing a white paper, or reviewing my team’s content work, there are always new content ideas that need to be looked into and implemented.
Every week we’ll have release reviews or demos with the Product team. And on a regular basis, we’ll have a product committee and discuss the roadmap.
Alternatively, you can see me perform the following tasks:
- Conduct research on our user needs, discussing with industry and business experts
- Collaborate with technology and service partners to define common actions plans
- Interview our customers on their experience with Fluid Topics
- Plan and organize events, webinars and presentations
- Optimize our tools and processes
There is never a dull moment in Marketing.
What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?
There are strategic goals for the year that I set for the marketing team that are directly tied to our company goals. The most significant indicator of success for our team is the number of new contacts who submit their business case to us or ask for demos or meetings to see how they can enhance their content operations and improve their customer experience.
As a result, one of our main goals is to create awareness and interest in Fluid Topics to get these prospects to talk to us.
What do you love about your job?
I enjoy meeting and discussing with our customers. Their feedback is extremely rich and enlightening, and they are always so enthusiastic about how Fluid Topics transformed their daily work and the perception of tech doc.
Our clients are an endless source of inspiration for enriching our product and they permanently uncover new usages and benefits for their business.
Do you have any advice for new marketers?
I would tell them to always make sure they listen to their (future) users and to the market before they start any marketing initiatives.
I would also suggest that when marketing a tech product, they’ll need to look for the right balance between the technology pitch and the business value. They’ll have to put the focus on defining and understanding who they are speaking to.