Tobias Brunner

I can't believe it, but it’s already been more than three years since Rolf Hermann 🤘🏻 asked me to participate in a podcast episode about Data Segmentation in Email Marketing. Listen to the episode 🎧: https://lnkd.in/eZ7q79Tg (German only). While we’re not in the midst of COVID anymore, many of the topics we discussed back in 2020 remain relevant when it comes to data management and segmentation to enhance email marketing. Agree or disagree? Also, it might have been three years already, but I remember like it was yesterday how nervous I was to speak and afraid of blurting out nonsense. It was, I believe, only the second podcast episode I ever recorded. #emailmarketing #emailstrategy #clv #segmentation #podcast #omr

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𝗧𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 - 𝗮𝘁 𝘁𝗵𝗲 𝗶𝗻𝘁𝗲𝗿𝘀𝗲𝗰𝘁𝗶𝗼𝗻 𝗼𝗳 𝗔𝗿𝘁 & 𝗦𝗰𝗶𝗲𝗻𝗰𝗲. Egon Zehnder and dentsu welcomed CMOs, Marketing leaders and CEOs/MDs for an event in Hamburg as many of us started into a week dedicated to the OMR festival. Marketing is a mix of science and art. 𝗦𝗰𝗶𝗲𝗻𝗰𝗲 - 𝗻𝗲𝘄 𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝗶𝗲𝘀 𝘀𝘂𝗰𝗵 𝗮𝘀 𝗔𝗜. 𝗔𝗿𝘁 - 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆. Every day we hear: Technology is impacting everything. Also in marketing and media. But what is hype, what is trend and what creates sustainable added value? 𝗛𝗼𝘄 𝗱𝗼 𝘄𝗲 𝗽𝘂𝘁 𝘀𝗰𝗶𝗲𝗻𝗰𝗲 𝗮𝘁 𝘁𝗵𝗲 𝘀𝗲𝗿𝘃𝗶𝗰𝗲 𝗼𝗳 𝗮𝗿𝘁? 𝗛𝗼𝘄 𝗱𝗼 𝘄𝗲 𝗸𝗲𝗲𝗽 𝘁𝗵𝗲 𝗿𝗲𝗶𝗻𝘀 𝗶𝗻 𝗼𝘂𝗿 𝗵𝗮𝗻𝗱𝘀? And what tools, processes and, above all, leadership approaches are needed for this? We investigated these questions with the help of: ⭐ Aline Santos Farhat, who inspired with insights into her marketing philosophy, her approach to AI adoption and eye-opening background information on some of the most iconic campaigns of the past decades. ⭐ Sabine Zantis talked about the AI roadmap at Deichmann and shared specific examples of AI usage from process optimisation to content creation. ⭐ Thomas Walter showed us live on stage how to set up AI-based Marketing assistance. Thank you to our speakers for their inspiring contributions and to all guests for the engaged discussions. Thank you to our partner dentsu, particularly to Karin Zimmermann - Georg Berzbach - Judith Weiand - Christian Liedgens - Miriam Duma. Thank you to my colleagues who helped to develop this event: Eva Tholen - Meike Rosenfeld - Stefanie Julia Meisch - Lene Rabeler - Dr. Gesa-Kristina Petersen. #MarketingFuture #AIinMarketing #LeadershipDevelopment #OMR

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Building #ABM. Yesterday, we met the #ABM dream team. Today, we'll discuss a critical tool for their success: #IdealCustomerProfiles (ICPs). Think of #ICPs as detailed portraits of your perfect customer. They define the companies with the highest potential for long-term success and value from your product or service. Why are #ICPs crucial for #ABM? They ensure we're not wasting resources chasing accounts that are a bad fit. Here's how they work: #TargetingPrecision. ICPs help us identify accounts with the right industry, size, budget, and pain points. And, every other factors that your team could agree on. #ContentRelevance. By understanding your ideal customer's needs and challenges, we can tailor content that resonates and drives engagement. Both for the accounts and the contacts that influences the sales. #MeasurableSuccess: ICPs provide a clear benchmark for evaluating potential accounts, allowing us to focus on those with the highest likelihood of conversion. Building a Strong ICP. Sure, firmographics (company size, industry) are important. But for truly powerful ICPs, we need to dig deeper. Consider these additional data points: #BuyingBehaviors: How does your ideal customer typically make purchasing decisions? A team, yes, who is in the buying team and who influences the team members? #TechStack: What technologies are they already using? It is interesting how integration determines investment in new solutions. #ChallengesAndGoals: What are their biggest pain points and aspirations? With several models used in different organization to determine priorities, you will need to make a good case standing on strong gain or pain principles Tools & Techniques for Account Selection Several tools and techniques can help you identify and prioritize accounts that align with your ICPs. These include: 1️⃣ Customer Relationship Management (CRM) data 2️⃣ Market research reports 3️⃣ Social listening tools Beyond the data points mentioned, what additional factors do you consider crucial for building strong ICPs? Share your insights in the comments! #ABM #AccountBasedMarketing #B2BMarketing

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Do not miss our webinar this afternoon: we will focus on the solutions, challenges and findings of ID management and look forward to starting the discussion with you. We have ready alternatives to Third Party Cookies and a solution to give you basis for your First Party Data strategy. 📩 PM to me if interested. The webinar will be in 🇩🇪 #AdTech #MarTech #revolutionindigitalmarketing #cookielessfuture

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I love this sales and marketing strategy #accountbasedmarketing - it’s a part of the #inboundmarketing philosophy and we enable you with the help of HubSpot, straight. and my idea of #smarketing #alliance ✨ powered by #AI #achivemore 🧲🥊🎯

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Read how #BRAME can help you improving your KPIs with gamification

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𝐔𝐆𝐂: 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐁𝐫𝐚𝐧𝐝𝐬, 𝐎𝐧𝐞 𝐒𝐭𝐨𝐫𝐲 𝐚𝐭 𝐚 𝐓𝐢𝐦𝐞 🎉 Last Wednesday, I reflected on my 11-year journey at SoHype GmbH, from starting as a Marketing Manager to becoming CEO. Throughout this journey, I’ve learned how recognition drives not only individual growth but also community success. At SoHype GmbH, we see the same dynamic at play with our incredible audience. Just as my growth was fueled by being recognized, your brand’s success is fueled by celebrating the creativity of users through User-Generated Content (UGC). 𝐇𝐞𝐫𝐞’𝐬 𝐰𝐡𝐲 𝐔𝐆𝐂 𝐢𝐬 𝐚 𝐠𝐚𝐦𝐞-𝐜𝐡𝐚𝐧𝐠𝐞𝐫: ↳ 𝐁𝐮𝐢𝐥𝐝𝐬 𝐓𝐫𝐮𝐬𝐭 & 𝐋𝐨𝐲𝐚𝐥𝐭𝐲: People trust people. When we recognize the contributions of our users, it builds deeper connections. UGC isn’t just about content; it’s about building a community that’s loyal because they feel seen and valued. ↳ 𝐀𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜 𝐂𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧𝐬: Real stories from real users are what make a brand relatable. By showcasing UGC, we move beyond just products and services; we create emotional connections that resonate on a personal level. Here at SoHype GmbH, we’re committed to amplifying your voice. Whether you are a dating brand, a game, a beauty product, or an app, we have the expertise to create impactful and successful UGC videos tailored to your brand. What do you think about our latest Video 😎 ? If you could have your content featured by any brand in the world, which would it be and what would you create for them? Let's hear from your comments below! #RecognitionMatters #UserGeneratedContent #CommunityBuilding #BrandLoyalty #SoHypeCelebratesYou

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My Key Takeaways form LinkedIn Marketing Gameplan 2025 🌟: I had the opportunity to attend the LinkedIn Marketing Gameplan 2025 in Hamburg, where leading LinkedIn experts shared advanced insights and strategies to elevate LinkedIn Ads performance. Key Takeaways Advanced Strategies for Campaign Optimization: • Franziska Schüßler and Janina Jechorek highlighted the effectiveness of the Conversions API (CAPI) for improving audience insights, enabling full-funnel strategies that can reduce the cost per qualified lead by up to 30%. • Shankho Mukherjee introduced updates to LinkedIn’s ad products, including Preserved Ads and Primetime Ads, which offer promising opportunities: • Preserved Ads: Reserve the top slot on the LinkedIn feed for maximum visibility. • Primetime Ads: Enable 100% audience reach within 24 hours on the LinkedIn feed. B2B Market Insights • As Nicole Yale emphasized, 80% of leads in the DACH region require more than three impressions to convert, underlining the importance of consistent touchpoints. • Approximately 50% of buyers remain active on LinkedIn during weekends, reinforcing the value of maintaining campaigns throughout the week. • The B2B sales cycle is extending, with 55% of deals now taking longer than 6-9 months to close. Targeting and Seasonality Insights • Daniel Kanaan and Arne Branagh-Schmidt shared valuable recommendations for improved targeting using custom segments and the new Companies List feature to better separate high-engagement from low-engagement companies. • December presents untapped opportunities for advertisers, with cost-effective KPIs driving a 33% higher engagement rate in January for campaigns that maintain an “always-on” approach. 💡 This seminar reinforced that the future of B2B marketing lies in precision, persistence, and innovation. A big thank you to my friends at LinkedIn for an engaging and impactful seminar that has truly left me inspired! 🙌

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This is exactly the reason why we do NOT want to jump on the AI bandwagon so easily ... ... a soulless, overdrawn, stereotypical avatar of a woman who is supposed to build an emotional bridge to Germany? What sort of sterile and heartless bridge is that? Why not work with real humans who simultaneously represent Germany's diversity and appeal to us emotionally? And to achieve a video or chat functionality in 20 languages, you could have worked with a premium language service provider like Interprenet. 😉 German National Tourist Board #AI #AIcampaign #AIavatar #AIinfluencer

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The adoption of cloud computing is transforming the public sector, promising enhanced efficiency, scalability, and innovation. As we navigate the complexities of cloudification, prioritizing sovereignty is not just a matter of compliance—it's a strategic imperative. By doing so, the public sector can harness the full potential of the cloud while safeguarding national interests and ensuring the highest standards of data protection and governance. Looking forward to discuss this next Monday in Berlin with Torsten Hallmann Florian Jeggle Holger Müller Mark Neufurth Christof A. Neumann René Petters and Philip von Haehling Wegweiser Unternehmensgruppe #CloudComputing #PublicSector #DataSovereignty #DigitalTransformation #CloudSovereignty #ovhcloud

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𝔸𝕞 𝕀 𝕤𝕜𝕚𝕝𝕝𝕖𝕕? 𝕀𝕟 𝕨𝕙𝕒𝕥? No, this is not my imposter syndrome speaking. It took me time to discover my own skill set. What helped along the way: Being surrounded by talented people, where skills made an impact and a difference. This is inspiring! You probably know what I'm talking about. I am thinking of... 💭 Passionate Product Designers who were so dedicated to simplifying the user experience that their enthusiasm to "simplify things" became a company-wide mantra. 💭 Accounting experts who can think lean and service-oriented, relieving the whole organization by introducing practical processes and policies. 💭 Marketing gurus who dare to challenge the USP and positioning of the product, ensuring it reflects the true essence of the offering and fits customer needs. Hitting the nail on the head! You could translate it to: The right talent = the right skill mix = business success. I'm thrilled to be talking about this topic next week! Join me (AND: James Lesner & Matthias Schmeisser & Angela Ndagire) on the Talking Talent-Panel for more thoughts on "skill based hiring" 👋🏼

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The DER SPIEGEL team set out to use audience research to discover which editorial and product features lead to regular and deep engagement. The goal: to be able to prioritize which features should be promoted and explained during onboarding, and incorporated into product design considerations Results: All features are mapped on the usage-preference matrix below using two axes. The Y-axis shows the observed usage values from our website tracking tool, while the X-axis shows the preferences that fans indicated in the survey. 8 features can be identified as engagement boosters... > Apps & push > News & update > Opinion > Debate > Quiz > Video > Thematic Entry > Recommendation boxes What do they plan to do with this information? 1 - Increase the number of engaged readers by strategically nudging those with lower usage towards key engagement drivers and support the adaptation of ritualized interactions with these features 2 - Enhance the visibility and ease of access to these engagement drivers on the homepage More detail on the methodology and results in this brilliant article by Alex Held and Angelika Zajac on The Audiencers: https://lnkd.in/e6kD4QkY

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https://lnkd.in/d3xj768d AXESS & SILVRETTA MONTAFON: WEB RELAUNCH WITH INNOVATIVE DIGITAL TRAVEL COMMERCE FOR MOUNTAIN RAILWAYS, RENTAL, HOTEL & GASTRONOMY Silvretta Montafon has expanded its online offering step by step over the past few years. The last piece of the puzzle followed in 2024: As part of this showcase project, the eCommerce process was redesigned, including experience booking, merchandising shop, online sales of vouchers and gift cards. The new, cross-company service sales from incert eTourism and the individual design adaptation were carried out on the basis of the website. The redemption of vouchers and gift cards was simplified by numerous interfaces to cash register, payment and PMS systems of Silvretta Montafon companies and integrated into the operational processes. The connection to Axess for tickets via API between incert and Pimcore played a decisive role here, which allows guests to book and redeem all offers online from a single source. In addition, the incert ticket system enables the digital sale of combined mountain experiences. The link to valantic Austria's multi-shopping cart was modernized via the API to Axess. This enables the joint booking of combination tickets with different service modules such as ascent and descent, catering and accommodation from one shopping cart. As a basis for future customer loyalty measures, a customer account also enables end users to manage master data, tickets, orders, vouchers and other services. "The collaboration was exemplary and professional from the conception to the project process. The relaunch has catapulted us a decisive step forward in digitization and brand positioning. Our wish for a new, modern e-commerce platform with the vision of process optimization has definitely been fulfilled," says Thomas Ettenberger, Head of Sales & Marketing at Silvretta Montafon. With this digitization project, Silvretta Montafon is impressively realizing a networked, seamless guest experience and setting a new benchmark in the field of digital travel. Axess AG Silvretta Montafon GmbH #digitalleaders #digitalsolutions

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🔥 Get exclusive access to the Product Discovery Cheat Sheet 🔥 with 26 Product Discovery Methods that will enable you to "build the RIGHT THING" and not just "build the THING RIGHT" for your users. At konversionsKRAFT AG, we collected the most relevant methods that we have used in order to help our clients build and grow their digital products - you can use this board to evaluate your status quo and select the matching methods based on where you stand. To get access, follow these simple steps: 1️⃣ Connect with me and Anastasia Shvedova 2️⃣ Like this post ❤️  3️⃣ Comment on this post ("Brilliant, I want access!") 🚨 Disclaimer: this is the first version of the Product Discovery Cheat Sheet and we are looking forward to your questions and feedback while you are using it. Please feel free to approach us any time with your thoughts! #productdiscovery #discoverycheatsheet #productexperimentation #cromethods #testing #experimentation #growthmarketingsummit #growthmindedsuperheros #productmanagement

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And that's a wrap on HORIZONT Digital Marketing Days in Hamburg! On day two, Christian Russ shared some insights during his talk, "Bridging the gap: Wie CTV die Medianlandschaft zusammenführt": ➡  How users are searching for the best content to watch, with insights from Revolution in the Living Room. ➡  The scale of Samsung's reach paired with Automatic Content Recgonition data can help with incremental reach. ➡ Holistic CTV planning, with Samsung Insights Planner which can enable rich data sharing across all formats of TV - linear, app usage and FAST through Samsung TV Plus. ➡  Measurement and how CTV can fit into advertisers media mix utilising tools such as Samsung Audience profile or Brand lift studies which looks at how the campaign has helped increase brand awareness. Interested to find out more? Get in touch today:[email protected] #CTV #Planning #measurement

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more customers, more efficiently - often easier said than done. In my latest content piece for Afs-Akademie, I highlight the factors contributing to efficient user acquisition based on my experiences at #playstation, #Ancestry, #tractive, and many more projects. 😛Enjoy responsibly! P.S.: the article is in German but use some browser translation plugin and you will be fine ;) #marketing #customeracquisition #marketingefficiency #channelmarketing #b2c #b2b

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💬 "𝗛𝗼𝗽𝗲 𝗶𝘀 𝗻𝗼𝘁 𝗮 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆!" - Bam! That was just one of the powerful quotes from yesterday's BERlean IN Circle event on 𝗠𝗮𝘀𝘁𝗲𝗿𝗶𝗻𝗴 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻𝘀. I still cannot find the right words to capture the magic of the evening and the incredible quartet on stage! Let me at least summarize my learnings from our amazing speakers: 🔸 Ebony Simone Morczinek, CFO at Blacklane "Everything in life starts with a thought. Our thoughts create this reality. So please envision your future. And think big in numbers." For Ebony, it’s 10 million. Her presence transforms every room into a cathedral. She embodies what it means to deserve space and be confident. Her biggest advice still gives me goosebumps: "Know your trauma before you enter a negotiation!" 🔸 Dr. Martina Pesic, Negotiation Expert This woman is obsessed with negotiations. She wrote her diploma and PhD on negotiation. You can even book her for "shadow negotiation." Her key advice: Be prepared and know your tactics. She empowered us women (and male allies) in the room: Don’t introduce numbers too early before you’ve sold your value. A number is like an anchor—the first number sticks. 🔸 Stefanie Voss, Leadership Coach She is truly an adventurer; Stefanie sailed around the world! Her claim is: be a pirate, not a princess when entering negotiations! Pirates have one core superpower: Audacity! It’s the conscious decision to move beyond fear ("I don’t dare to..."), shame ("What will people think..."), conventions ("The status quo..."), and rules ("This is how it is done"). I loved how she provided concrete examples of how to train your audacity with tiny habits. For example, walk up to a policewoman and thank her for keeping us safe during the European soccer cup. 🔸 Coco Decrouppé, Leadership Coach 🥅⚽️👩‍🏫 Coco is from Austria, and she chose to spend time with us rather than watch the Austrian soccer team win last night! What a coach! She introduced us to her 'The Soccer Field Model©️,' a tool she developed to understand the driving forces in negotiations. What I will never forget: Negotiation starts with Level 1: focus on myself! If I don’t care for my emotions, I won’t set clear boundaries. Kudos to our moderator 🎤Antje Venjakob, who orchestrated the evening with such a lovely flow! A huge thank you to Blacklane and in particular Brenda Omari & Abigail Pfeiffer for hosting this event. It was great for many women to connect with Cindy Rubbens CHRO of Blacklane, too! Team Power: Thanks to Agata G. & Julia Teubert (she/her) for being enablers in organizing the Lean In events! 🎉

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