Connecting the dots

Still unsure how to build your personal brand on LinkedIn — especially in the AI era?In this episode of Connecting the Dots, we dive into thought leadership on LinkedIn. Our guests explore personal branding, the role of AI, and how internal creator programmes can drive serious commercial impact.🎙️ David Blinov, CEO at Precis Finland and founder of The F Company🎙️ Göran Hellman, Head of Nordics at LinkedIn Marketing Solutions🎙️ Stefania Casciari Carter, CMO at PrecisTakeawaysBuilding a personal brand still works — and it drives measurable revenueAI can support content creation, but authenticity is the differentiatorInternal creator programmes outperform when tied to clear incentivesVideo is the top-performing format for B2B engagement on LinkedInCEOs and executives are increasingly expected to show up online.Chapters00:00 Introduction to the Podcast and Guests00:32 Building a Personal Brand on LinkedIn03:42 The Role of AI in Content Creation06:34 Authenticity and Vulnerability in Personal Branding09:18 The Impact of Video Content on Engagement12:11 Navigating the Challenges of Content Creation15:12 The Importance of Personal Experience in Branding18:05 Business Impact of Personal Branding on LinkedIn23:12 Building Thought Leadership Programs26:15 Engagement and Motivation in Programs29:22 Internal vs. External Creator Programs31:32 Measuring Success in Thought Leadership33:55 Getting CEOs Involved on LinkedIn38:04 B2B vs. B2C on LinkedIn41:32 Quickfire Tips for Content CreationSubscribe to our newsletter to get exclusive, bonus content from our guests: http://bit.ly/3W2Nty5 Hosted on Acast. See acast.com/privacy for more information.

In this conversation, Stefania Casciari Carter, CMO at Precis, is joined by Lina Lundberg, Client Director and Strategist at Splay One, and Christina Descultu, Digital Media Specialist at Clas Ohlson. Together, they discuss all things TikTok marketing, emphasising the importance of community engagement, content creation, and understanding the platform's unique dynamics. They share insights on how brands can effectively succeed on TikTok, the significance of trends, and the need for a strategic approach to content that resonates with diverse audiences. The discussion also highlights the challenges brands face in adapting to TikTok's culture while maintaining their identity.TakeawaysBrands are recognizing TikTok's potential but struggle with execution.Community engagement is crucial for success on TikTok.Content must be platform-native and engaging, not just promotional.Understanding TikTok's algorithm is key to reaching audiences.Brands should focus on interest-based targeting rather than demographics.Timeliness in content creation is essential to leverage trends.Using influencers can help brands connect with communities effectively.Brands need to balance heritage with modern content strategies.Evaluating TikTok's ROI requires a multi-faceted approach.Spending time on TikTok is necessary for marketers to understand the platform. Timestamps: 00:00 Unlocking TikTok's potential for brands03:01 Understanding TikTok's community dynamics05:45 Navigating brand challenges on TikTok08:49 Creating engaging TikTok content11:49 The importance of trends and timing14:39 Building and engaging with communities17:54 The role of influencer marketing20:39 Organic vs paid strategies on TikTok23:37 Evaluating TikTok's ROI for brands26:42 Key recommendations for TikTok success Hosted on Acast. See acast.com/privacy for more information.

Stefania Casciari, CMO at Precis, together with Cédric Menard, CMO of Ellos, and Dag-Yero Midtvåge Steen Diallo, Client Director at Precis, discuss the intricate relationship between branding and performance marketing. They explore how branding has evolved over the years, the importance of defining brand in the context of e-commerce, and the challenges of building brand loyalty in a rapidly changing market. The discussion also delves into practical strategies for branding, the significance of measurement, and how to navigate economic uncertainties while maintaining branding efforts. Ultimately, they emphasise the need for marketing leaders to be bold and innovative in their approaches to branding and performance.TakeawaysBranding has been marketing for many centuries.Brand and performance shouldn't be separate.We've become smarter marketers, but also short-term focused.Branding is a long-term game that requires multiple interactions.You need to fix your performance engine first before branding.Branding becomes a cost and optional cost during tough times.It's crucial to build evidence over time for branding initiatives.Rethink your funnel stages and reporting timelines for better performance.During economic uncertainty, maintaining branding efforts can be an opportunity.CMOs should be bold and innovative in their marketing strategies.01:05 The evolution of branding and performance marketing05:02 Defining brand and its importance in e-commerce08:10 Building brand loyalty in a competitive market12:59 Challenges in selling brand internally13:33 The evolution of e-commerce15:15 Balancing performance and branding17:34 Communicating brand value internally22:49 Challenges in building a performance engine24:36 Long-term strategies for branding27:28 Navigating economic uncertainty30:22 The role of risk in marketing Hosted on Acast. See acast.com/privacy for more information.

Most brands talk about diversifying their media mix. Soundboks is actually doing it!In this episode of Connecting the dots, we explore how the Danish portable speaker company is moving away from short-term performance loops and towards a brand-first, full-funnel strategy –starting with two unexpected cities.🎙️ Carol Nachbaur – VP of Marketing at Soundboks🎙️ Mickey Cavonius – Partner & CCO at Precis🎙️ Simone Engbo Hansen – Global Content Lead at PrecisTogether, they dissect how to invest in cultural relevance, build brand equity, and rethink what success looks like, all without burning your media budget.Timestamps00:00 Intro – What this episode is really about01:18 Meet the guests – Who are Carol and Mickey?03:00 Soundboks’ full-funnel pivot: from discounts to brand building05:40 Why they picked Cologne and Chicago (not Berlin or LA as you might think)08:50 What is the “lighthouse tactic” and why does it work?10:45 Why the easy media mix can hurt long-term growth13:50 Scrappy, not sloppy: creative ways to diversify15:40 From brand moment to retargeting funnel: offline meets digital18:00 Leading indicators vs lagging results – tracking what actually works21:50 Why coolness, community and cultural fit matter25:00 Aligning your entire org around one experience27:30 “Own the Party” – the new Soundboks brand direction30:00 Final thoughts – what marketers should focus on nextKey takeaways from the episodeDon’t just chase efficiency, build a solid presence from top to bottom.Smaller cities can drive bigger brand impact if you go deep.Revenue is a result, not your only KPI.Offline moments feed digital performance, but only when done right.If you’re stuck, the problem might not be your funnel. It might be your mix.Subscribe and stay aheadSubscribe to the newsletter for deeper insights + exclusive guest takeovers.About Connecting the dotsConnecting the dots gives you clarity in the chaos of modern marketing. We present straight-talking insights on the trends that matter to marketers right now, powered by Precis’ expertise in data, media, creative, and technology. Hosted on Acast. See acast.com/privacy for more information.

Is SEO dead? The future of search in an AI-driven worldAI-powered search is changing how people find information online – but does that mean SEO is dead? In this episode of Connecting the dots, we explore the future of search with:🎙️ Lucy Perrott – Head of Growth at Bannerflow🎙️ Kristina Bergwall – SEO Lead at Precis🎙️ Simone Engbo Hansen – Global Content Lead at PrecisTogether, they unpack how brands should rethink their search strategies in an AI-driven world.Timestamps00:00 Introduction – What this episode is all about01:20 Meet the speakers – Who are Kristina and Lucy?03:10 Is AI search a problem or an opportunity?05:38 What is answer engine optimisation (AEO) and why does it matter?08:57 How AI search differs from Google – and what brands should do13:00 Is traditional SEO dead, or just evolving?16:14 The role of digital PR and brand authority in search20:18 Why SEO teams need to collaborate more with brand and PR teams22:25 What marketers should do now to prepare for AI search27:06 Speculations on the future – will AI search results be monetised?30:35 Final thoughts – SEO is not dead, but it is changingKey takeaways from the episodeSEO isn’t dead – but AI search is changing the game.Answer engine optimisation (AEO) is emerging as a new way to increase visibility.Brand authority matters more than ever – AI models prioritise trusted sources.Testing and iteration are key – brands that adapt early will win.Subscribe and stay aheadRead the full recap here.Subscribe to the newsletter for exclusive insights.Or browse our starter kit on how to get found online in AI search.About Connecting the dotsConnecting the dots gives you clarity in the chaos of modern marketing. We present straight-talking insights on the trends that matter to marketers right now—powered by Precis’ expertise in data, media, creative, and technology. Hosted on Acast. See acast.com/privacy for more information.