Connecting the dots

Precis

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Marketing

"Connecting the dots" is a podcast by Precis, where we break down the latest marketing trends with expert insights and practical takeaways. If you're a marketer looking for clarity in the chaos, we’re here to help you connect the dots.

2 Jul

The marketing skills gap (pt. 2)

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
2 Jul

The gap between platform data and business results (pt. 1)

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
10 Apr

How Personio wins on AI adoption, creative and marketing

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.
18 Feb

Why AI Overviews decreasing your traffic is actually an opportunity

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.
19 Jan

Building a culturally relevant brand

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.
30/11/2025

Nailing your marketing OKRs

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.
10/11/2025

Why retention is apps' new growth

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.
19/09/2025

LinkedIn thought leadership (even in the age of AI)

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.
30/06/2025

How smart brands actually win on TikTok

In this conversation, Stefania Casciari Carter, CMO at Precis, is joined by Lina Lundberg, Client Director and Strategist at Splay One, and Christina Descultu, Digital Media Specialist at Clas Ohlson. Together, they discuss all things TikTok marketing, emphasising the importance of community engagement, content creation, and understanding the platform's unique dynamics. They share insights on how brands can effectively succeed on TikTok, the significance of trends, and the need for a strategic approach to content that resonates with diverse audiences. The discussion also highlights the challenges brands face in adapting to TikTok's culture while maintaining their identity. Takeaways Brands are recognizing TikTok's potential but struggle with execution. Community engagement is crucial for success on TikTok. Content must be platform-native and engaging, not just promotional. Understanding TikTok's algorithm is key to reaching audiences. Brands should focus on interest-based targeting rather than demographics. Timeliness in content creation is essential to leverage trends. Using influencers can help brands connect with communities effectively. Brands need to balance heritage with modern content strategies. Evaluating TikTok's ROI requires a multi-faceted approach. Spending time on TikTok is necessary for marketers to understand the platform. Timestamps: 00:00 Unlocking TikTok's potential for brands 03:01 Understanding TikTok's community dynamics 05:45 Navigating brand challenges on TikTok 08:49 Creating engaging TikTok content 11:49 The importance of trends and timing 14:39 Building and engaging with communities 17:54 The role of influencer marketing 20:39 Organic vs paid strategies on TikTok 23:37 Evaluating TikTok's ROI for brands 26:42 Key recommendations for TikTok success
30/05/2025

Brand & performance... it's complicated

Stefania Casciari, CMO at Precis, together with Cédric Menard, CMO of Ellos, and Dag-Yero Midtvåge Steen Diallo, Client Director at Precis, discuss the intricate relationship between branding and performance marketing. They explore how branding has evolved over the years, the importance of defining brand in the context of e-commerce, and the challenges of building brand loyalty in a rapidly changing market. The discussion also delves into practical strategies for branding, the significance of measurement, and how to navigate economic uncertainties while maintaining branding efforts. Ultimately, they emphasise the need for marketing leaders to be bold and innovative in their approaches to branding and performance. Takeaways Branding has been marketing for many centuries. Brand and performance shouldn't be separate. We've become smarter marketers, but also short-term focused. Branding is a long-term game that requires multiple interactions. You need to fix your performance engine first before branding. Branding becomes a cost and optional cost during tough times. It's crucial to build evidence over time for branding initiatives. Rethink your funnel stages and reporting timelines for better performance. During economic uncertainty, maintaining branding efforts can be an opportunity. CMOs should be bold and innovative in their marketing strategies. 01:05 The evolution of branding and performance marketing 05:02 Defining brand and its importance in e-commerce 08:10 Building brand loyalty in a competitive market 12:59 Challenges in selling brand internally 13:33 The evolution of e-commerce 15:15 Balancing performance and branding 17:34 Communicating brand value internally 22:49 Challenges in building a performance engine 24:36 Long-term strategies for branding 27:28 Navigating economic uncertainty 30:22 The role of risk in marketing Hosted on Acast. See acast.com/privacy for more information.
14/04/2025

How to avoid the "lazy" media mix trap

Most brands talk about diversifying their media mix. Soundboks is actually doing it! In this episode of Connecting the dots, we explore how the Danish portable speaker company is moving away from short-term performance loops and towards a brand-first, full-funnel strategy –starting with two unexpected cities. 🎙️ Carol Nachbaur – VP of Marketing at Soundboks 🎙️ Mickey Cavonius – Partner & CCO at Precis 🎙️ Simone Engbo Hansen – Global Content Lead at Precis Together, they dissect how to invest in cultural relevance, build brand equity, and rethink what success looks like, all without burning your media budget. Timestamps 00:00 Intro – What this episode is really about 01:18 Meet the guests – Who are Carol and Mickey? 03:00 Soundboks’ full-funnel pivot: from discounts to brand building 05:40 Why they picked Cologne and Chicago (not Berlin or LA as you might think) 08:50 What is the “lighthouse tactic” and why does it work? 10:45 Why the easy media mix can hurt long-term growth 13:50 Scrappy, not sloppy: creative ways to diversify 15:40 From brand moment to retargeting funnel: offline meets digital 18:00 Leading indicators vs lagging results – tracking what actually works 21:50 Why coolness, community and cultural fit matter 25:00 Aligning your entire org around one experience 27:30 “Own the Party” – the new Soundboks brand direction 30:00 Final thoughts – what marketers should focus on next Key takeaways from the episode Don’t just chase efficiency, build a solid presence from top to bottom. Smaller cities can drive bigger brand impact if you go deep. Revenue is a result, not your only KPI. Offline moments feed digital performance, but only when done right. If you’re stuck, the problem might not be your funnel. It might be your mix. Subscribe and stay ahead Subscribe to the newsletter for deeper insights + exclusive guest takeovers. About Connecting the dots Connecting the dots gives you clarity in the chaos of modern marketing. We present straight-talking insights on the trends that matter to marketers right now, powered by Precis’ expertise in data, media, creative, and technology.
14/03/2025

Is SEO dead?

In this debut episode of Connecting the Dots, we tackle the provocative question: Is SEO dead? With the rise of generative AI, many are questioning the future of search strategies. We sat down with Kristina Bergwall, SEO Lead at Precis, and Lucy Perrott, Head of Growth at Bannerflow, to explore these changes. We discuss the impact of AI on traditional SEO, the shift towards answer engine optimisation, and the importance of maintaining a broad digital footprint. Discover how to adapt your strategies to stay visible in an AI-driven world and why SEO is far from obsolete. Join us as we connect the dots on the future of search.

12 Episodes

"Connecting the dots" is a podcast by Precis, where we break down the latest marketing trends with expert insights and practical takeaways. If you're a marketer looking for clarity in the chaos, we’re here to help you connect the dots.

Creator

Precis
Years Active

2025 - 2026
Episodes

12
Rating

Clean
Copyright

© Precis Digital
Show Website

Connecting the dots