Connecting the dots

In part 2 of this episode of Connecting the dots, Precis’ CMO sits down with Thomas Zoëga Ramsøy, Founder & CEO at Neurons, to look at emotion in advertising: what happens once people have seen your ad. We dive deep into: The emotional message: why the Danish hearing aid maker that told people they would hear their grandchildren better won the market over the one with the best device. The happy ending: why Thomas sees negative emotion working best when an ad ends on a high note. The AI label: how people react to AI-generated ads once they are told, and what that means for your creative. The shared yardstick: why reviews go in circles when everyone measures something different, and how agreed KPIs help. 📩 Get the bonus content Subscribe to the newsletter to read exclusive content from Thomas! https://www.precis.com/newsletters Chapters: 00:00 - Using negative emotions in advertising 03:22 - B2B vs. B2C marketing and decision-making 06:37 - Common mistakes marketers make today 09:14 - EU AI Act and AI-generated content perception 14:28 - AI perception: human vs. non-human generation 16:01 - Rapid fire round: key marketing insights and book recommendations #podcast #connectingthedots #interview #neuromarketing #marketingstrategy #b2bmarketing #aiinmarketing #consumerbehavior

In this episode of Connecting the dots, Precis' CMO Stefania Casciari Carter sits down with Thomas Zoëga Ramsøy, Founder & CEO at Neurons, to look at what neuroscience actually measures about attention and emotion in advertising. In this first part of the episode, we dive deep into: - The attention window: why the industry's three-second benchmark for a "viewed" ad is already about a second and a half too generous, and what the latest research says is really happening in that time. - The four types of attention: why an ad can score extremely well on liking and still fail to register the brand behind it, and what that has to do with the type of attention it's actually earning. - The corner of death: the specific brand placement mistake half of all ads still make, why fewer than 5% of viewers ever see it there, and how to check your own ads for it. 📩 Get the bonus content! We asked Thomas a bonus question about how marketing leaders can restructure their creative briefs and review meetings so attention and emotion are built into the process, not an afterthought. Subscribe to the newsletter to read his answer: https://bit.ly/4xPncEh 📚 Read the recap of this episode on our website CHAPTERS: 00:00 — Neuroscience adoption across markets 01:03 — Thomas’s background and the story behind Neurons 03:12 — What neuroscience reveals about unconscious decision-making 07:59 — Attention in advertising: what the science really says 17:18 — Four ways audiences pay attention 23:15 — Emotion, feelings, and what brands can actually measure 27:16 — Using unconscious responses to improve campaigns #marketingstrategy #attentioneconomy #brandbuilding #neurosciencemarketing #b2bmarketing

In this second part of our conversation with Jan Montwill, Global Media Strategist at H&M, Precis' CMO Stefania Casciari Carter tackles the question underneath all the AI anxiety: did marketing teams ever really build the foundations that make automation useful in the first place? Haven't seen Part 1 yet? Catch it here: https://www.youtube.com/watch?v=IxxOGstNXs4 In this episode, we dive deep into: 👉 The marketing skills gap: why the deskilling of the industry happened long before AI arrived and why automation is just making it impossible to ignore 👉 Marketing fundamentals in the age of AI: why the four P's (Product, Price, Place and Promotion) are still the only strategic framework the algorithm can't replicate 👉 AEO vs SEO: why 90% of agentic search optimisation is just good SEO, and why the brands with strong organic foundations, PR relationships and YouTube presence are already ahead 👉 The future of agencies: what Jan expects from agency partners in the AI era and why the ones evolving are thriving while the ones clinging to old models are struggling 📩 Get the bonus content We asked Jan what agencies can learn from their clients and what clients can learn from their agencies. His answer on briefing might be the most useful thing in this episode. Subscribe to the newsletter to read it: https://www.precis.com/resources#newsletter 📚 Read the recap of this episode: https://bit.ly/4xjGK4f Chapters: 00:00 The AI Revolution in Marketing 03:23 Evolving Roles of Media Specialists 07:02 Control in an Automated World 09:03 The Importance of Marketing Fundamentals 11:26 Upskilling Marketers 14:20 AI's Impact on SEO and AEO 18:05 The Role of Agencies in the AI Era 22:52 Rapid Fire Round: Insights and Recommendations

In this episode of Connecting the dots, Precis' CMO Stefania Casciari Carter sits down with Jan Montwill, Global Media Strategist at H&M, to look under the hood of media execution at one of Europe's largest retailers. In this first part of the episode, we dive deep into: - The platform paradox: why following platform best practices blindly means you are prioritising their user retention and revenue over your own business growth. - The creative ad fatigue myth: why marketers refresh assets far too often, and why shifting budget from endless variations into working media behind a single strong creative yields much higher returns. - Measurement as an operating system: how H&M uses marketing mix modelling (MMM) and regression-based attribution (RBA) to build a holistic picture that aligns internal teams and satisfies the CFO. - Scaling enterprise logic for mid-size brands: how advertisers without massive budgets can leverage their agency as a golden ticket to access advanced econometric models and platform partnerships. 📩 Get the bonus content! We asked Jan a bonus question about moving past vanity metrics to measure true contribution to business outcomes. Subscribe to the newsletter to read his answer: https://www.precis.com/resources#newsletter Read the recap of this episode here: https://bit.ly/4fwtuTt

In this episode of Connecting the dots, Precis' CMO sits down with Alex Venus, Director of Growth Marketing at Personio, to look under the hood of one of Europe’s fastest-growing B2B engines. While many marketing leaders feel overwhelmed by the pace of AI adoption, Alex argues that the real shift isn't about the tools—it’s about the team. As automation handles more of the execution, the role of the marketer is fundamentally changing from a technical specialist to a strategic conductor. We dive deep into: - Why Alex is moving away from hiring technical channel specialists and why "marketing generalists" are the key to scaling B2B in the AI era. -How Personio uses AI agents to allow buyers to research and book meetings on their own terms (even at 10 pm on a Sunday). - How to lead a high-growth team through the AI wave, balancing the evangelists with the skeptics while maintaining a "Care to challenge" culture. - Why you should "shut the laptop" for creative briefs and why LLMs can't help you find a fresh POV in a B2B sea of sameness. - Why 80% of your focus should be on demand creation and brand narrative, rather than just optimising demand capture. 📩 GET THE BONUS CONTENT What is the one belief about marketing that Alex has completely reversed in the last decade? We asked him a bonus question about the future of brand building that didn’t make the final edit. Subscribe to the newsletter to read his answer: https://www.precis.com/resources#newsletter Hosted on Acast. See acast.com/privacy for more information.

In this episode of Connecting the dots, we sit down with Kristina Bergwall, SEO Director at Precis and a 14-year veteran of the search industry. While many CMOs are panicking over a "search apocalypse" and declining organic clicks, Kristina argues that the story is actually much more positive. It’s not about losing traffic; it’s about a massive redirection of value. By treating AI as a "premium filter" for your brand, you can stop chasing noisy clicks and start winning the customers that actually matter. We dive deep into: - The $12M replacement cost: Why we analysed four major industries to find where "missing" organic traffic is going—and why it’s actually a high-value real estate opportunity. - Agentic commerce (E-com): Why e-commerce brands need to optimise their feeds now to prepare for a future where AI agents help customers shop directly on the results page. - The "invisible churn" (B2B): Why gatekeeping your content is the biggest risk to your leads and how to ensure your brand makes the AI's shortlist. - The banking "penalty tax": Why missing out on AI summaries for high-value terms like "mortgage rates" forces you to buy that traffic back through expensive ads. - Healthcare’s authority gap: How to bridge the 67% citation gap by turning academic medical titles into the actual questions patients are asking. 📩 GET THE BONUS CONTENT How does a search professional transition from a "traffic driver" into a "trust curator"? We asked Kristina a bonus question about the future of the industry that didn’t make the final edit. Subscribe to the newsletter to read her answer: https://bit.ly/4pEx0gi 📖 READ THE FULL RECAP Check out the blog post for a short recap and actionable takeaways Hosted on Acast. See acast.com/privacy for more information.

Can a brand be too old to be relevant? Or too new to have a legacy? In this episode of Connecting the dots, we sit down with Alexander Matt, former Global CMO at Fjällräven and the strategic mind behind iconic brand moments at Adidas Originals and Levi’s. Many leaders feel the pressure to deliver short-term revenue, often at the expense of long-term brand equity. Alexander challenges the idea that "legacy" equals strength, arguing instead that cultural relevance is the only way to build a brand people will actually "fight for". We dive deep into: The 3 pillars of relevance: Why you need community, a strong point of view, and radical consistency to stay ahead. The Stan Smith relaunch: How Adidas took a discounted shoe off the market for a year to save its soul—a masterclass in internal alignment. Commercial brand building: Why loyal, active consumers are the most profitable growth engine for your business. Measuring what matters: Why you should ditch vanity metrics for NPS and active consumer growth. 📩 GET THE BONUS CONTENT What’s the one thing Alexander would do differently if building a brand from scratch today? We asked him a bonus question that didn’t make the final edit. Subscribe to the newsletter to read his answer: https://bit.ly/4pEx0gi 📖 READ THE FULL RECAP Check out the blog post for a practical recap and applicable takeaways: https://bit.ly/45hMOhu Hosted on Acast. See acast.com/privacy for more information.

Marketing without clarity gets messy. Most teams track KPIs, but without a goal management system like OKRs, your strategy often drifts. This episode is for CMOs and marketing leaders who want to stop confusing OKRs with KPIs and start planning smarter for the next quarter. Sophie Hedestad (CEO of Noxit, ex-CMO at Meltwater & Netigate) shares her practical framework for turning vague marketing goals into focused, transformational outcomes that align the entire company. Key Takeaways: - The difference is transformation: OKRs are a focus tool for transformational goals, while KPIs are your health metrics for business-as-usual operations. - The 3-3-3 model: Structure your goals with three Objectives, three Key Results per objective, and three Initiatives per Key Result for mental clarity and easy follow-up. - Alignment is the superpower: OKRs create both vertical and horizontal alignment, making marketing's work transparent and helping you collaborate across Sales, Product, and Tech. - Protect the time: The biggest implementation challenge is the "whirlwind" of daily tasks. You must protect time to work on your transformational OKRs. - Write better KRs: A good Key Result gives context (e.g., "NPS is currently 30, we will push it to 40") instead of just listing a number ("NPS to 40"). 📬 Subscribe to our newsletter to get exclusive, bonus content from our guests and more playbooks you can steal: https://www.precis.com/resources#newsletter 📚 Read the episode recap: https://bit.ly/3XjR5fX Hosted on Acast. See acast.com/privacy for more information.

Still optimising for installs, but stuck with high churn and vague lifecycle metrics? This episode goes deep on app retention that actually drives growth. Our guests unpack why most lifecycle strategies fall flat and how to design one that performs, even with messy data, shrinking CRM opt-ins, and budget pressure. 🎙️ Anna Olofsson, Head of Marketing (Sweden & Finland) at Wolt 🎙️ Pia Jacobson, Apps Lead at Precis 🎙️ Stefania Casciari Carter, CMO at Precis Takeaways: - Retention isn’t a phase, it’s a growth lever - High-LTV users don’t come from discounts - CRM can’t fix poor onboarding or siloed teams - Lifecycle strategy must adapt to local market context - Even without perfect data, you can design smarter journeys 📬 Subscribe to our newsletter to get exclusive, bonus content from our guests: https://bit.ly/4p54SCV 📚 Read the episode recap here: https://bit.ly/485GRpB Hosted on Acast. See acast.com/privacy for more information.

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 Precis Takeaways Building a personal brand still works — and it drives measurable revenue AI can support content creation, but authenticity is the differentiator Internal creator programmes outperform when tied to clear incentives Video is the top-performing format for B2B engagement on LinkedIn CEOs and executives are increasingly expected to show up online. Chapters 00:00 Introduction to the Podcast and Guests 00:32 Building a Personal Brand on LinkedIn 03:42 The Role of AI in Content Creation 06:34 Authenticity and Vulnerability in Personal Branding 09:18 The Impact of Video Content on Engagement 12:11 Navigating the Challenges of Content Creation 15:12 The Importance of Personal Experience in Branding 18:05 Business Impact of Personal Branding on LinkedIn 23:12 Building Thought Leadership Programs 26:15 Engagement and Motivation in Programs 29:22 Internal vs. External Creator Programs 31:32 Measuring Success in Thought Leadership 33:55 Getting CEOs Involved on LinkedIn 38:04 B2B vs. B2C on LinkedIn 41:32 Quickfire Tips for Content Creation Subscribe 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.