Thomas Husson

💡Wednesday Wisdom : Research shows: 👩‍💻👨‍💻CMOs should focus on local influencers and their followers rather than distant influencers dor effective follower base expansion, 💲Regarding paid endorsements, nearby nano influencers are the most effective choice. ❗Using platforms like LinkedIn for customer acquisition, connecting with interconnectors is important. 🌟📈 By reaching out to potential sales leads in target companies or their followers, you can increase your chances of success. #Marketing #InfluencerMarketing #CustomerAcquisition #LinkedInTips

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Great conversation this morning at Viva Technology in Paris, on the fast evolving role of the CMO along with Duncan Chater & Mark Bergen from Bloomberg, and Marie-Christin Oebel, CMO of Vestiaire Collective We spoke about: - The rising stature of CMOs: 85% of them are on their firm’s exec committee and 26% regularly attend board meetings - How media partnerships are helping CMOs build relationships and thought leadership with consumers, with some great examples from Bloomberg and by Marie-Christin - The marketing department as a fast adopter of Artificial Intelligence (a recent TCS AI study showed it’s one of the Top 3 departments along with finance and HR) and where should AI be used and where not Always inspiring to attend Europe’s largest tech show. This year, there were some great exhibitions and 150,000 have turned up. Among them, was great to catch up with some friends and partners - Ruth Harper, CMO of ManpowerGroup whose team has been activating this event fabulously for 8 years, Joanna Gordon, Alex Shevelenko 💚✖️🧠 and my colleagues Rammohan Gourneni, Karine Mazurier & Séverine Lafourcade Three things I recommend taking at look at, if you are going to VivaTech: ✅ The new Cybertruck from Tesla - good luck parking it anywhere in Paris 😃 ✅ Amazon Web Services (AWS) has a cool fuzeball table, using camera tracking to give a live commentary of your game. Can make you feel like a pro footballer in your own drawing room. ✅ The standout use of AI and Tech is by L'Oréal who have the best exhibition area - great work by Asmita Dubey and team - shows you the power of having a CMO who is also the CDO #CMO #Leadership #AI #VivaTech

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Never easy to see you face pop up in big in your feed! But the messages and conclusions we’re highlighting on competitiveness for #Europe especially ahead of these #elections are so key for Europe on the innovation side and for our social welfare and future. Please take a look, and enjoy the weekend. #CCIAeurope CCIA Europe #competition #innovation #EU #EUCommission #investment #startups #EUI #SoU2024 #competitiveness #BetterRegulation #CostOfRegulation #elections2024

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One for Marketing Minds to tune in and discover how AI can enhance human creativity without replacing it. I host this podcast with Marina Pantcheva, PhD Pantcheva, PhD, to discuss the below and much more relating to Genuine Intelligence: 🤖 how AI perceives the world through limited language? 👁️ How, despite the human eye distinguishing 1 million colors, we use only 12 basic terms to describe them. 👩‍💻Can AI truly grasp our reality with just linguistic data? . Listen now: [https://lnkd.in/eEyz4iaR) #GloballySpeaking #AI #Language #GenuineIntelligence #Marketing #TechTalks #HumanIntelligence

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Lots of AI guidance for Agencies. Check out our Perspective on GenAI here. https://bit.ly/4b549KP and see below for more!

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Big questions for the next #EUCommission and for the #CommissionerHearings in the #EP Huge opportunities that #Europe can grasp on #digital, #tech, #innovation Here a few specific points to help Henna Virkkunen Stéphane Séjourné #CCIAeurope CCIA Europe #digitalEU #ReverseBrusselsEffect #EuropeanParliament #questions EU Digital & Tech #regulatory #EUdigital #competitiveness #EUcompetitiveness

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Building trusted #AI, and building #consumer #trust in what your firm is doing with AI, is the cornerstone of your AI adoption. Enza Iannopollo shares our latest...

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Very excited to share learnings on the US elections, combining Signal AI’s media intelligence with Focaldata’s survey data. In it we compare media coverage vs voter sentiment, showing some marked differences: - Harris consistently outperforms Trump in media sentiment in every swing state, but Trump leads in voter polls in three swing states. - Perhaps because she’s the lesser-known candidate, Harris is seen as a more polarizing figure across all states. - Jobs and the economy emerge as the most polarized issue, while national security and race relations are, at least through the lens of the election, less fraught. https://lnkd.in/ghG5n7bd

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I came across an insightful article by McKinsey highlighting the expanding remit of CMOs and CGOs in shaping modern business strategies. It struck me that while these roles are becoming synonymous with driving growth and innovation, the path to CEO still predominantly favors those from COO backgrounds. This observation raises an important question: Are organizations underestimating the strategic contributions of leaders at the helm of Go-to-Market (GTM) efforts? The article also highlights a long-standing tension between brand and performance marketing, most recently often biased towards lower-funnel activities for immediate gains. However, the landscape is shifting—companies are beginning to recognize the essential balance needed between these approaches. Investing in brand-building isn't merely a "nice to have"; it strategically strengthens a brand's long-term position and enhances purchase consideration. The challenge for CMOs and CGOs is effectively quantifying our brand-building initiatives to align Private Equity boards, CFOs, and CEOs. By demonstrating brand value through measurable outcomes, we can bridge the gap between marketing strategies and executive priorities. Ultimately, brand equity is a crucial investment in purchase consideration, driving sustainable growth and providing a competitive advantage in the marketplace. I'm eager to hear thoughts on these topics.

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Another great article on why the #Commission #WhitePaper ideas and some of the direction in #Europe can be dangerous not just for #telecoms and our #DigitalAgenda but for our wider #competitiveness. It’s an unusual situation: the entirety of the #online ecosystem, from #startups to #content, most of the #competitive #telecoms and #mobile sectors, innovative companies, tech, #consumers, #civilsociety, member states, #regulators and #academia all agree. Yet the EU might pursue a path favoured only by a handful of #telecom #monopolists. We very much hope they listen to the entirety of Europe and focus on positive ways to boost #connectivity, rather than taxing the future to pay for the past. Allied For Startups https://lnkd.in/dbksXE8s #CCIAeurope #digitalEU #networkfees #netneutrality #telcowelfare CCIA Europe

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As part of a wider discussion with Euronews #EuronewsNext I spoke on the future of technology in Europe, the elections, our promise vs all the blame going around. I keep calling on #Europe to have faith in itself and to push ahead with hope and optimism not fear and #protectionism. #Technology has been made so political. My hope is we can be realistic and improve Europe’s social fabric and competitiveness. https://lnkd.in/ed6cN3sQ #CCIAeurope CCIA Europe #digitalEU #EU2024 #elections #competitiveness #EU #EUCommission #EUParliament #AI #Euronews #tech

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This MediaVillage.org article by Bill Harvey highlights the value in using search as a leading sales indicator and key data source in forecasting business impact. This is something I’ve been championing for the past two decades. Nearly 20 years ago, we started developing statistical correlations to demonstrate the immediate impact TV had on brand interest and to create a diagnostic tool for understanding deviations from normative benchmarks. This helped many clients understand how media was interconnected and why having a search strategy – something that was novel at the time – was critical to brand growth. These analytics proved particularly insightful during a pitch for a major distilled spirits’ company. Our analysis revealed a significant variance in the correlation between TV and branded searches during the period reviewed (R = -0.24) versus the prior two years (R = 0.40). We dug into this further and discovered the brand had recently launched a new ad campaign, the only notable change in the brand's marketing activity. Our conclusion: The brand had lost its mojo. The new campaign was not resonating with audiences as well as past campaigns, which in turn, led to depressed consumer interest and ultimately, sales. The client's response? "You identified in a couple weeks what has taken us months to figure out." Today, leveraging search data has never been easier. I’ve seen first-hand how brands and agencies are incorporating this into their measurement and optimization solutions, many doing so with AI, to fuel insights and maximize media investment return. https://lnkd.in/ebQJf4zG EDO Nielsen DISQO #mediaeffectiveness #measurement #leadingsalesindicator #searchinterest

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Navigating the maze of scaling sales and marketing teams in technology companies can feel like an uphill battle. Especially for CEOs trying to keep up with the rapid pace of change. But acknowledging the key challenges is the first step to overcoming them. Here’s what I’ve learned from decades in highlevel positions at global tech giants, and now as the CEO of a consultancy dedicated to accelerating growth. Aligning Sales and Marketing Goals → Ensuring sales and marketing are singing from the same hymn sheet isn’t just beneficial, it's critical. ↳ Misalignment can lead to wasted resources and lost opportunities. → Regular interdepartmental meetings and shared KPIs can help bridge the gap. Adapting to Rapid Technological Change → Technology evolves at breakneck speed. ↳ Keeping teams updated and adaptable is essential. → This means investing in continuous learning and development. Building a Scalable Infrastructure → Scaling requires more than just adding headcount. ↳ You need robust systems that can handle growth without breaking down. → Focus on CRM tools and automated processes that streamline workflows. Maintaining Customer Centric Approaches → Too often, the customer gets lost in the rush to scale. ↳ Ensuring your teams remain customerfocused can differentiate you from competitors. → Develop feedback loops that integrate customer insights into your strategy. Managing Talent Effectively → Finding the right talent is tough, keeping them is tougher. ↳ A strong company culture and clear career paths can help in retention. → Don’t underestimate the power of recognition and rewards. CEOs, these challenges are not insurmountable. With strategic planning and a clear vision, you can build sales and marketing teams that not only thrive but lead in your industry. What challenges have you faced in scaling your teams? Share your experiences in the comments below.

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CMOs are pivotal in adapting to evolving demands and shaping today’s fast-paced business landscape. They must go beyond traditional brand advocacy and demand generation roles and become customer champions and strategic business influencers. Over the past three years at onsemi, I’ve experienced this transformation firsthand amidst changing market dynamics, advancing digital trends, and rising customer expectations.🚀 Dive deeper into my journey and insights in this article for Fast Company: https://shorturl.at/smuzJ  #Marketing #CMOs #Leadership #weAREonsemi

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MyPOV: Market Pulse - B2B Marketing for the Enterprise: HCLSoftware Unica https://bit.ly/3B1XMvr Read the full report on why Liz Miller selected HCL Unica as a top solution to know in the B2B marketing automation space!

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OK, now the The Economist (yes, that The Economist) is asking the same question about open source we at Tidelift have been working on for years... "Why is this vital software that runs our lives maintained by a community of enthusiastic... volunteers?" Want to hear their excellent distillation of the why and the what we should do next? As you read my highlights below from the podcast interview with Economist reporter Chris Stokel-Walker, 🍺 every time you see something that you agree with: "These tools that are built by one or two people, and potentially maintained by less than a dozen are keeping huge multi-billion dollar businesses online. The individuals who first created it didn't imagine that would be the case, so suddenly the pressure gets much greater on them. And life also can get in the way. Maybe you started a project in your teenage years and you now have several kids and many many other responsibilities. We know there have been some people who are responsible for maintaining these tools who have said this has negatively affected their mental health. And so a lack of upkeep on that can be a real danger to Internet users." 🍺 Host: If these issues have been going on for years, haven't there been any attempts to improve the maintenance and security of the Internet's infrastructure? "There have, but they haven't always been successful and that's a big problem... No commercial incentive exists for any one company to finance the complete overhaul of the Internet.... Tech giants are more keen on building big shiny skyscrapers." 🍺🍺 Host: So if the tech companies won't build better infrastructure, is there any hope for Internet security to be improved? "If we know that big tech companies aren't really going to focus their attention on the plumbing because they are too focused on the skyscrapers, then we can at least get them to pay the staffing to ensure the pipes are safe." 🍺🍺🍺 "But that does require some significant things to happen that don't currently. We need, for instance, for tech companies to come together and often they are in high competition with one another. It might mean we need governments involved to compel them to do so." 🍺🍺🍺🍺 "But the problem is it also needs to be *consistent* funding, where we pay attention to this all the time instead of just when something goes wrong." (oh, !@#$ it, all the 🍺🍺🍺🍺🍺🍺🍺🍺🍺 for that one!) It's a multi-subject podcast, so fast forward to 10:51 in unless you're also deeply interested in the recent spike in dengue fever 😷 . https://pca.st/v6qqo7s8

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🚀 Navigating the Generative AI Revolution in Marketing: The DARE Approach As we at TrueVoice engage with leaders in large enterprises, a common theme emerges: CMOs and senior executives often lack a structured approach to begin their journey with Generative AI. The potential is clear, but the path forward? Not so much. Enter the DARE framework, a simple yet powerful tool developed by Professor Oguz A. Acar, Professor of Marketing & Innovation at King's College London. This framework offers a methodical way to "dip your toes" into the world of Generative AI: D - Decompose: Break down marketing roles into specific tasks. A - Analyze: Assess each task's AI potential and associated risks. R - Realize: Prioritize your AI transformation efforts. E - Evaluate: Continuously reassess and adapt your approach. What's particularly compelling about this framework is how it aligns with recent insights from thought leaders like Ethan Mollick. Both emphasize that successful AI adoption shouldn't start as an IT project, but rather leverage the latent expertise across your organization. Key takeaways from Prof. Acar's approach: 1️⃣ Start small, but start smart. Identify low-risk, high-opportunity tasks for initial AI experiments. 2️⃣ Embrace iteration. The AI landscape evolves rapidly, requiring constant reevaluation. 3️⃣ Address the human element. Communicate clearly about AI's role in augmenting, not replacing, your team. 4️⃣ Balance opportunity with risk. Some high-reward tasks may require careful risk mitigation strategies. For leaders in regulated industries, this framework offers a pragmatic path forward. It allows you to harness AI's potential while navigating the unique compliance and risk landscapes you face. Ready to DARE? Read more about Prof. Acar's framework in the article below. How is your organization approaching AI adoption in marketing? Are you using a structured framework? Want to learn about how TrueVoice is integrating Generative AI into our growth marketing services? Request a discovery session: https://lnkd.in/g3fmcF5g #GenerativeAI #MarketingInnovation #AIStrategy #RegulatedIndustries #TrueVoice https://lnkd.in/gba_x9vD

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