Max Tötterman

❓ Why should performance marketing teams use Marketing Mix Modeling to optimize marketing ROI? We discussed this topic recently in a webinar with the performance marketing team leader of Finnish Design Shop (ecom store for Nordic design products), Johanna Kuparipuro. Still today, many performance marketing teams use Google Analytics 4 and ad platform -reported ROAS in marketing optimization. However, MMM adoption is increasing. These are the benefits of MMM: 👉 MMM-estimated ROI is based on true incremental sales driven by marketing 👉 MMM enables apples-to-apples ROI comparison of all marketing activities Main limitation of ad platform -reported ROAS: It is often inflated because it also captures conversions that would occur without marketing, as well as conversions driven by other media. Main limitation of GA4's attribution approach (often last-click): It typically overestimates effectiveness of media that are close to conversion (such as branded search), and underestimates the effectiveness of media earlier in the funnel, e.g. social media. Short video clip from the webinar attached.

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Interesting book by Maja Voje. 📖 This summer we started to revamp our product market strategy to create a better fit and value for our customers at senzemo. Her book definitely gave us insights for our internal discussions as we try to build a new roadmap. 🧭 Here are some key takeaways from this process (that I personally deem important): 1. Know your ICP. Have in mind the type of issue you are trying to solve for them. Know their position in the decision-making. 2. Create a better product market fit. Like Steve Jobs said, we must start from the customer experience backward to the technology, not the other way around. 3. Play on your strengths. If customers are there, you're good at it and competitors aren't you're probably in the right ballpark. — Thanks for creating such an easy-to-understand and concise go-to-market book that we can apply in our B2B growing tech industry😌 #gotomarket #strategy #senzemo #iot #lorawan

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Employer - invest in your employees’ well-being! You Best Well Oy offers tailored wellness and fitness packages for companies for well-being at work. We provide group training and body treatments to get rid of back/shoulder/neck tension and pain – everything at your office! By addressing the roots of back and neck pain, which can also be debilitating reasons for work absence, we’ll work together towards a more ergonomic way to work. Investing in the employee well-being is a WIN-WIN. Our team will provide specific treatments and training to reduce pain from bad desk posture, like neck pain and headache due to muscular tension. We use specific tools to enhance the training and recovery. Invest in QUALITY & EFFICIENT work, SAVING costs & time. Be the best version of yourself: be YOU BEST WELL. #youbestwell #onsiteservices #wellbeing #welfare

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How much of the digital marketing spend goes to MarTech? More than you think. On average advertisers say they spend 20-30% on tech. But when comparing this to other sources of data, we find it is closer to 50% in Sweden (and other markets). The transaction cost for many is in reality around 100%. I think that makes your eyes water, doesn't it? We help companies understand what they are actually paying - and pay less. And we are filling up the calendar for 2025, so if you want our help, reach out and schedule a call.

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This is the most effective marketing strategy. Something that I’ve really started enjoying after joining Plecto. I have been working with marketing for 14 years. 6 years as head of marketing / CMO. The focus has often been on digital channels, attribution and tracking. Setting up the right ads and building brands. But never have I learned so much about our product market fit as now. Or our go-to-market fit. The change came when started visiting our biggest customers and best partners. They have insights that you’ll never see in any numbers. Things they won’t tell you in a NPS rating or survey. You have to be there. See the product. Learn from the pauses in their responses. Their confusion in their faces when showing parts of the platform. Taken that knowledge back to the marketing, sales and product team. Change stuff. Go out again.

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I love it when someone has been passionate to study a topic that makes a difference and then simplifies is to us others. Svante Randlert has done a tremendous job during the last 6 years and interviewed 100 Scandiavian top-level leaders to find out their ”klokfaktorerna”. I listed to his webinar on the topic and have to admit that this was one of the best presentations about this topic. Really nice examples and concrete points. He also gave homework and questions to help out to develop each factor. What are those ”klokfaktorerna”? I am not trying to translate those into English. But here they are in Swedish: 1. Medmänniskan 2. Beslutsfattaren 3. Förbättraren 4. Gruppskaparen 5. Bortprioriteraren 6. Relationsförädlaren 7. Kommunikatören 8. Självkännaren 9. Spanaren 10. Välbefinnaren The book is in Swedish. I haven’t read it yet, but will surely do so.

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This is just one example how we are rewriting the rules of retail. This case perfectly aligns with our strategy, driving us towards a future of limitless possibilities. Verkkokauppa.com #rebelofretail

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The most memorable marketing campaigns in the Finnish casino and sports. 𝟭. 𝗞𝗼𝗹𝗶𝗸𝗸𝗼𝗽𝗲𝗹𝗶𝘁 𝗠𝗮𝗶𝗹𝗲𝗱 𝗘𝘂𝗿𝗼𝘀 ⭐️🇫🇮 If you unfortunately do not speak Finnish yet, Kolikkopelit translates to "Slots". In 2012, Kolikkopelit raised eyebrows by mailing people brochures which looked like euros. The letter campaign skyrocketed the brand into the top five operators in just a few days, and Kolikkopelit was eventually bought out by Kindred Group. The legal angle added intrigue. The letters, apparently sent from Estonia, were protected, making it difficult for the postal service to stop them. 𝟮. 𝗞𝗶𝗻𝗱𝗿𝗲𝗱'𝘀 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝗯𝗿𝗮𝗻𝗱 𝗮𝗺𝗯𝗮𝘀𝘀𝗮𝗱𝗼𝗿𝘀 ⭐️🇫🇮 Kindred has set the standard in the Finnish online gambling scene, dominating in both revenue and brand recognition. Kindred Group brand ambassadors include: - 𝙈𝙞𝙠𝙖 𝙃ä𝙠𝙠𝙞𝙣𝙚𝙣: A two-time Formula One World Champion, Häkkinen is the pride of our nation and a peak driver. - 𝙆𝙖𝙡𝙡𝙚 𝙍𝙤𝙫𝙖𝙣𝙥𝙚𝙧ä: A Finnish rally driver and the youngest World Rally Championship champion, known for his dominant driving skills and rising star status. - 𝙑𝙚𝙨𝙖-𝙈𝙖𝙩𝙩𝙞 𝙇𝙤𝙞𝙧𝙞: Kolikkopelit partnered with Vesa-Matti Loiri, Finland’s most legendary singer and actor. This collaboration was a masterstroke by the team. Unfortunately, Vesa-Matti passed away in 2022. Rest in Peace. The star ambassador tactic has created a strong brand top-of-mind and feels a consistent base to build further marketing operations on. 𝟯. 𝗥𝗲𝗮𝗰𝘁𝗼𝗼𝗻𝘇 𝗖𝗵𝗮𝗺𝗽𝗶𝗼𝗻𝘀𝗵𝗶𝗽 ⭐️🇫🇮 The Reactoonz Championship, organized by ComeOn brands in collaboration with Play’n GO. The player with the biggest win during the short campaign time won €10.000. This campaign seized the opportunity to turn streaming visibility into conversions and revenue. It set a benchmark for similar tournaments like the Book of Dead and Gemix Championships. 𝟰. 𝗡𝗼𝗿𝗱𝗶𝗰𝗕𝗲𝘁 𝘅 𝗝𝗼𝗸𝗲𝗿𝗶𝘁 ⭐️🇫🇮 In 2014, as Jokerit transitioned from SM-liiga to the KHL, Betsson owned NordicBet seized the moment with a groundbreaking sponsorship. This was the first time in Finnish sports history that a betting company’s logo appeared on a major team’s jersey. However, the partnership faced legal hurdles when Finnish regulators ruled the collaboration violated the gambling laws, resulting in a cease-and-desist order and a €100,000 conditional fine. The partnership significantly boosted NordicBet’s brand visibility. 𝟱. 𝗩𝗲𝗶𝗸𝗸𝗮𝘂𝘀 𝗮𝗻𝗱 𝗟𝗼𝘁𝘁𝗲𝗿𝘆 ⭐️🇫🇮 Finland’s state betting monopoly, Veikkaus, has mastered the art of societal penetration. A citizen simply can’t escape lotto ads in Finland—they’re everywhere, from news to street billboards, and even on TV. Veikkaus’s marketing strategy ensures that the lottery remains deeply embedded in the fabric of Finnish society.

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🚀Employer branding date kick-off! Emil Stighäll, Employer Branding Manager at Grant Thornton Sweden 💜and I met over some ramen 🍜 (premiere for me, loved it!) yesterday, and wow, not only is his happy energy contagious, but he also generously shared so much of his experiences, knowledge and tips. Super greateful, especially for insights into how you work with recruitment marketing! Thanks Emil! 💭What has stayed on my mind since yesterday is.. 💭 ⚡️ the importance of getting clarity on budget and mandate - and making sure those are aligned with the expectations the organization will have on you ⚡️it helps to decide what your focus is - awareness? attraction? employee engagement? etc. You cannot do it all alone ⚡️it (also) makes sense to report into marketing - it doesn't have to be HR ⚡️it doesn't have to start with strategy, it could also (should??) start with activation, but it will require having mandate and budget ⚡️on-stage / off-stage when talking about corporate brand vs. employer brand Also, we discussed two thought-provoking questions: 🧐Are we focusing too much on too many ways of how to measure success in employer branding? (instead of taking action and measuring just a few KPIs) (is it because organizations still don't understand what EB is, so coming up with a bunch of KPIs creates that sense of security?) 🧐Are we putting too much emphasis on the importance of Employer Value Propositions? Are EVPs obsolete? (in the context of fast changes in society and in companies, global companies with local sites and multiple employee groups, and increased demands of authenticity) 🎧If you're a Swedish speaker, Emil also has a podcast! Attrahera Rekrytera Podden 🥳 Now, continuing my journey with 🧡Fiskars Group from a sunny Stockholm. #fiskarsgroup #employerbranding #digitalmarketing

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Does marketing and brand matter when you are fighting financial crime? The answer is.... (drum roll in the background) Yes! A trustworthy and relatable brand makes all the difference. Sanja Gabler from Trapets and I had a lunch to inspire one another. She had a couple of success factor to ensure brand success that I can share with you: - Ensure that you invest in creating a strong organisational culture. - Setup strong project management essentials to be able to focus on the most trust building scopes, targets and make sure you have enough budget and time to deliver. - Never lose the experimental mindset, to keep evolving your brand as the company grows and the market evolves. In the end. How your existing and potential customers perceive your brand will tell you what kind of “brandimal” you are, not your brand manual, even though that can help you make it happen. #brand #branding #cmo #banking #fintech #financecrime #aml #saas

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We had today an excellent knowledge sharing session about the exit journey of Ultimate.ai. You can find below the key takeaways. Huge thanks Reetu Kainulainen and Pirkka Palomäki 💎 Maki.vc Suomen startup-yhteisö

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Check out Neticle 's latest ebook about 3 Areas to focus on for more effective customer retention and Developing an engaging marketing strategy for Gen Z https://lnkd.in/dNW5-PuK  

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Is the end of static whitepapers, sales presentations, and websites in B2B coming up? I believe there’s a real chance.🪦 Yesterday, I attended the Scandinavia Creative AI Summit. The event was packed with quality speakers - something you rarely experience at conferences. Kudos to Lars Bastholm and the team for putting it together. Highly recommend attending next time. Now, back to the potential “death of static whitepapers, sales presentations, and websites.” One presentation especially stood out to me: Matthieu Lorrain from Google Deepmind on the concept of 'Liquid Content'. Essentially, liquid content—or liquid stories—are dynamic. Stories that are not fixed and distributed to the users, but adapt in real-time based on the user’s actions, preferences, and context. To give an example, it’s easy to see the potential in gaming. Imagine being able to influence how a game unfolds based on whether you are in the mood to be a 'macho badass' or a 'sophisticated gentleman'. The game will not be a fixed story—it will be fluid, changing based on how you prefer to play. But that’s why 'Liquid content' excites me off work. How about my work with B2B marketing? How does the possibilities of ‘Liquid content’ affect the communication we put out? Personally, it is rare that I find a whitepaper, sales presentation, brochure and so on that answers the question I truly have. Even when you find the good ones, you are still left with a lot of questions or insights you like to know more about. With the current ‘static stories’, we are not addressing all our customers communication needs. 𝙇𝙞𝙦𝙪𝙞𝙙 𝙘𝙤𝙣𝙩𝙚𝙣𝙩 𝙘𝙝𝙖𝙣𝙜𝙚𝙨 𝙩𝙝𝙖𝙩. It allows the user to shape the story to their needs. Imagine a prospect interacting with your "Liquid content format". "Liquid content format" right now because I do believe we would need to challenge the typical formats we use today. Let’s take a product video as an example: • If the prospect is just starting their research, the video story would focus on broader business challenges and opportunities. • If they express that they focus on specific pain points, the video story adapts to highlight how the product solves them. • If further down the journey, they need approval from a technical engineer, the video story shifts to emphasize technical features. • And once they’ve bought the product, the video story could evolve to offer tips on implementation and achieving results. Exciting, right? In BirdsAtFive we are already working with experiments and trying to get our head around how and what these technical opportunities mean for B2B content in the future. Is the end of static whitepapers coming soon? No one knows for sure. But a big part of me 'as a buyer' is rooting for it. Stefanie Malika Brandt Mads Haupt Toft David Borch-Kongshaug Torben Møhring Madsen Marius Skarpeid Mikkel Holmkvist Selch Jonas Munk Nuttaphon Art Jindakum Sebastian Gudmand-Høyer Marlene Rau Nicole Stensgaard Jens Bjørn Koustrup Nielsen

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Veo produces top-tier 1080p resolution videos in various cinematic and visual aesthetics, extending beyond one minute in duration. Leveraging a sophisticated grasp of natural language and visual semantics, it crafts videos that faithfully reflect a user’s artistic concept—aptly capturing the tone of the prompt and meticulously rendering details, even in lengthier prompts. #Veo #MostAdvancedVideoGenerationModel #Scitke

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About last week... Recorded another episode of "Mikä on tärkeää?" podcast for marketers. What did we discuss? - Do we need to know the difference of AI generated content in marketing? - Make Black Friday great again! - How are marketing agencies in Finland REALLY doing Easy Finnish for those still learning 🙌 Thanks for the fun morning talk Santtu Kottila and Tapio Haaja. #marketing #salesandmarketing #digitalmarketing #marketingpodcast

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Since we are living in the ERA of AI 🤖 I decided to create a new customer service AI bot for League Finland’s online store https://league.fi I decided to shake things up from the usual FAQ sections by implementing this chatbot for a more engaging customer experience. By utilizing the information already on our website and having the ability to update it with new FAQs and answers, I believe this chatbot will offer a fresh approach to customer service. While creating a Chatbot I was able to design the AI person’s behavior, how it handles customer interactions, ensuring it's equipped to provide assistance while adhering to company’s guidelines. What's more, it can even personalize responses based on the customer’s tone and context of each inquiry. While there may be initial questions it can't answer yet, I'm confident that with regular updates, it will become a reliable customer service asset. What do you think? Go or No-go? 🤖 You are able to test my creation here: https://lnkd.in/d6CGdM_z #GPT-4 #Chatbot #Customerservice #AIperson #Userexperience #UX #CX #Customerexperience ---------------------------------------------------------------------------------- Chatbot hakee tietoa yrityksen verkkosivuilta sekä sille annetuista datasta. Se pystyy personoimaan vastauksensa kullekin asiakkaalle kontekstin ja asiakkaan kirjoitustyylin mukaan. Botti noudattaa yrityksen ohjeistusta ja pystyy ehdottamaan tuotteita ja linkkejä, mistä pääset helpommin ostoksille. Leaguen chatbot ei ole tosikko, vaan pystyy kertomaan myös vitsin, jos on sillä tuulella.

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🔥 CALLING ALL FUTURE LEGENDS! 🔥 Are you a young professional ready to dive into consumer goods and e-commerce? 💥 I'm looking for brilliant talented minds to learn from and brainstorm with. 🚀 At Scandinavian Biolabs, fresh ideas and bold moves are our lifeblood. I want to connect with you to: 🤝 Build killer networks together 💡 Exchange groundbreaking ideas 🌟 Understand even better what makes new talent tick 🌟 Spot and nurture top talent Here's the plan: 😎 Bi-monthly catch-ups: Exchange ideas, review your plans and see if we can connect each other with people 🤔 Ad-hoc sessions: When inspiration strikes or urgent topics pop up. No boardrooms or red-tape. Flexible to fit schedules. 🗣️⚡ If you’re in CPH, fantastic. If not, I still want to hear from you. 🌍 In university, and looking to learn more about consumer? Great! At your first job in finance, consulting, or similar? Also great! Something else and want to learn more about consumer? Amazing as well! DM me. Let’s connect. 💬✨ 🔗 Tag someone who needs to see this!

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How to work with company data - Pietari Suvanto 📊 🚀 Listen to when Pietari Suvanto - CEO & Co-founder at Vainu - joined Josef in B2B SaaS CEOs 🎙️ 💡 They talked about: - How to work with contact data - Social selling as their best lead-generator - The extreme advantage of being a data-focused company - And much more...💡 Listen to the interview by searching for" B2B SaaS CEOs" where you listen to podcasts. 🎧 #CompanyData #ContactData #Sales #B2BSaaSCEOs

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