Tiina Hovi

🚀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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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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Takeaways from Marketing Camp 🚀 Last week, Lars and I had the opportunity to engage with a lot of great marketers about cookies, compliance, and Consent Mode v2. We also had the chance to perform some on-the-spot compliance checks. Here are the main takeaways. 🔒 There is significantly more willingness and desire to understand cookie regulations and ensure compliance. Yay!! 🔊Many Google Ads advertisers still haven't implemented Consent Mode v2, which could ultimately lead to Google suspending their advertising accounts. ✍️ Companies are becoming more aware of what they write in their cookie banners, both to ensure compliance and to give website visitors a good first impression of the website. Some companies are even testing different messaging to maximize their consent rates. ❌ Many are unaware that their website sets marketing and statistics cookies before consent is given. 📈 Server-side tracking and a first-party data strategy have transitioned from being mere talking points to becoming central components of digital marketing strategies. I'm excited to see that the industry is moving towards more and better compliance and effective data strategies! 🎉 #digitalmarketing #cookiebanner #cookiecompliance

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Don't forget to write your Black Friday success metrics reports tomorrow. Avoid mentioning any dip in sales before & after. Only report revenue, not margin. Do not talk about inexistent follow-up campaigns. Pro tip: One slide: Best. Day. Ever. Positive vibes only.

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Breaking the Silos: The Future of Marketing Departments The landscape of marketing is evolving rapidly, with an ever-increasing array of activities, channels, and content to manage. As a result, marketing teams have swelled with specialists, each focusing on their niche area. However, a recent report sheds light on a concerning trend: the majority of these teams operate in silos, hindering collaboration between specialists and generalists. This siloed approach leads to a disjointed focus, where each channel operates independently rather than contributing to the bigger picture. It's time for a paradigm shift. Instead of doubling down on platform-specific specialists, the new frontier calls for a more platform-independent approach. The key lies in collaboration across media and breaking down the barriers between channels. By fostering a culture of collaboration, marketing departments can harness the collective expertise of both specialists and generalists to drive comprehensive and cohesive strategies. The report suggests that this shift is not only necessary but also highly beneficial. A significant majority of respondents believe that marketing departments could operate more efficiently with improved collaboration. It's time to rethink our approach and embrace a future where collaboration reigns supreme. https://lnkd.in/dE3xhsvf

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❓ 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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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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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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➡️ Invise new website – and the very reasons behind it ⬅️ Welcome to our new home! It's actually been WAY too long. inviseagency.com. Since we started many years ago a lot has happened, and what we do today vs. just 4 years ago is crazy different. You'll see. If we're looking at our customer stack today, the very vast majority comes from a CRM-oriented initiative mainly in complex organizations spanning globally. This has been our speciality for a while now actually. But to be fair, only our customers and our colleagues at HubSpot actually know our full skill-set. We've always built our brand on quality, and we just want more people to feel that silky-smooth exclusivity. By making this big (public) step, we hope to finally invite all our soon-to-be-clients to also understand our offerings and our expertise. If you're interested in reading about the reasoning and goals of this website, you're more than welcome to read about it here: https://lnkd.in/djAKBZNn 👉 Key takeaways: - Focusing on the full suite - Marketing, Sales and Technology. - Taking our transformation methodologies to top level. - Putting HubSpot on the map. For real this time. (I mean, we're top tier). - Giving you a more clear and transparent pricing where applicable. - Very sexy site in general. Built in HubSpot CMS? Of course mate. As always - never hesitate reaching out to us talking about growth, crm or tech. We're positive you'll at least leave with some next gen insights. #invise #news #web #crm #hubspot #development #changemanagement

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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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Is Display the most underrated campaign type in Google Ads? At Nordic Sales Force, we have a retargeting Display Campaign running on Google Ads. We didn't disable all mobile apps, we didn't just select the 10 most attractive placements. We let the algorithm figure it out. We just chose the audience (website visitors). Getting +300k impressions for 4k DKK (600$) in 3 months is unlike any of the other advertising channels we use. Even if the real number is half, it's still a boat load of impressions for a very affordable prize. The campaign is not made to convert users here and now, its objective is to increase brand awareness (stay top of mind). So far, it's doing its job. For the experts: We are of coursing getting lots of placements on questionable placements like Wordfeud, but we also see a lot of clicks on popular news sites and forums. What do you think - is Google Display underrated?

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Traditional marketing funnel? It's more like a gloriously messy ball of yarn these days. 🧶 I had a blast chatting about this very topic – the "messy middle" of the customer journey – with Jakob Pörschmann from Google Cloud at Supermetrics SuperSummit a month ago. In marketing, we see firsthand that today’s landscape is complex, unique, and yes – messy. So here's my two cents how to tackle the messiness: 1. Own your data foundation and give access to it to your trusted partners. 2. Ensure the quality of the data since if your data is a dumpster fire (garbage in, garbage out, as they say), you're not going to see anything clearly through the chaos. 3. Build a measurement strategy that can handle the messy middle. Then grab a coffee (or tea) and watch the insights roll in ☕ 🫖 👉 Check out the full session here: https://lnkd.in/dSPvRu4M

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Young people must be educated how to handle money - how to protect it and how to save it. They should have an idea of ​​how to budget and the reason why it is important. And importantly - what are the advantages of being young!💡 Together with Swedbank Latvija many schools got an opportunity to listen a lecture "Your money - your opportunity". We talked about the formation of a financial foundation and also talked about the most important tips about the most popular types of fraud at the moment and how not to fall for the various fraudsters baits. 🪝 Did you know, using an ISIC card, you have 150 000 discounts around the world? 👀 🌍

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Buying friction is killing deals. High friction — even friction that isn’t a product of “buying from you” — is stalling deal progress. A few factoids: 📉buying friction reduces the likelihood of a bold customer purchase by 43% 🤦🏻‍♂️the average (!) purchase has 5+ various commercial representatives and 70%+ of customers admit they’re confused as to who does what 🤯there are 12+ decision makers in the average (!) buying process — and yes, it’s really bad even in smaller price point, transactional purchases 🎢there are 7 simultaneous change events happening inside the average customer organization during a purchase Yet, we know that 31% of deals successfully overcome these barriers. We studied those outlier purchases in depth and will tell their story tomorrow. Join us. Link in comments.

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SMARKETING insights: The other day my colleague Jannik set up a SMARKETING-Quiz on all operative KPIs along the customer journey. It was really impressive to see how data-driven our processes are today, we are not "finished", but absolutely on the right track. Who the heck is Åke 😉? 1.204 points to beat ... I ❤️ SMARKETING #datadriven #KPIs #conversionrates #successfactors #customerjourney COSMO CONSULT - the power of people

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My number one tip for the Finnish online casino market? If you want to improve your online casino’s conversion rate in Finland, here’s a simple but powerful solution: Keep it straightforward. Converting a Finnish player into a depositing customer can be tough. I’ve seen it firsthand—launching a new welcome offer only to find the conversions fall short of tall expectations. The competition is fierce, and Finnish players are savvy. We can spot flashy numbers and complicated bonus structures a mile away. Instead of offering percentage-based deposit bonuses with confusing wagering requirements, consider this: free spins with no wagering. It’s easy for players to understand, straightforward to measure for success, and can’t be exploited the way deposit bonuses can. Is it stupid to think simplicity wins?

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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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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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"Before we made decisions on assumptions. Now, we test." That insight from Angunguak Stig Nykjær Lennert at Per Aarsleff A/S really resonates with me. Switching to on-demand security validation has been a game-changer for them—no more waiting for annual checks. Now, they make decisions based on proven results, not guesses. Point for data-driven decision-making!! #automatedsecurityvalidation #pentesting #SOC #construction

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