Casper Emil Sciuto Rouchmann

Last summer, a B2B CMO asked for an offer to build a HubSpot lead nurture funnel. When I looked under the hood, they had 0 inbound leads. No traffic. No content engine. No real audience. But they were ready to set up lead nurturing flows and optimise conversion rates. 🤷🏼‍♂️ This happens more often than you think. Marketers jump ahead to building “the funnel” because it feels like progress. But that's a waste of time if no one knows who you are. Here’s the truth: ▪️ If you don't have leads, don't worry about nurturing. ▪️ If you don't have data, don't worry about dashboards. ▪️ If you don’t have traffic, don’t worry about conversion. ▪️ If you don’t have awareness, your pipeline isn’t broken. It’s just not there. 👉 Start with the problem you actually have. Tackle the next one when it's real. In marketing everything changes: your offer, your audience, your message. If you build the full funnel too early, you’ll just end up rebuilding it later anyway. Focus on what matters now.

82

16 Comments

"We're a lot busier!" That was the reply I got from a Swedish client who runs a business on the Costa del Sol, when I was following up to check that the results we were seeing in Google Ads were actually showing up in the business, as new customers. 𝗧𝗵𝗶𝘀 𝗶𝘀 𝘄𝗵𝗮𝘁 𝘀𝗵𝗲 𝘁𝗼𝗹𝗱 𝗺𝗲: "Yep! We're a lot busier! Hope it stays like this and soon we're fully booked again. Fingers crossed – thanks for your good work!" To me, that's what good marketing should lead to. Not more impressions for the sake of it, not more clicks just because a dashboard says they're up, but more of the right people finding the business, getting in touch and, ideally, becoming customers 🤝 That's what Erichsen Consulting focuses on with Google Ads and marketing strategy in general: making sure the budget connects to something the business can actually feel. More enquiries. More bookings. Busier weeks 💰 Are you using Google Ads? If your ads were switched off for the rest of the week, would you notice a drop in leads? If you're not sure, or you've been wondering whether Google Ads is worth starting at all, send me a message and my team and I will take a look 📲

10

2 Comments

Cold calling across borders - how is it done? "Is cold calling dead? Not if you know who you are talking to." 📞🌍 In my 3+ years of B2B sales, I’ve learned that a phone call to London sounds nothing like a call to Stockholm. If you use the same "high-pressure" pitch in both, you’ll lose both. In the UK, the "soft sell" is king. It’s about building a bridge before you cross it. You need to navigate the "Gatekeeper" with respect and use a touch of professional wit. It’s not just about what you sell; it’s about whether they enjoy the conversation. The Power of the "Wait". In Sweden, Norway, and Denmark, silence is not your enemy - it’s a sign of respect. These markets value equality, transparency, and extreme efficiency. If you over-promise or use "salesy" hype, you immediately break the trust foundation. My takeaway? Whether you are navigating UK transport corridors or the Scandinavian logistics market, the foundation remains the same: Human-to-Human connection. 💎 - Structure creates the foundation, but genuine conversation builds the business. - The Strategic Breakdown: UK vs. Scandic Approaches 💂‍♂️ United Kingdom (UK) "Value-Added" Language Opening: Warm, polite, and slightly indirect. Focus on "Small Talk" first. Trust Factor: Built through social proof, shared connections, and likability. Hierarchy: Respect the "Gatekeeper" (PA/Office Manager); they hold the keys. The Pitch: Focus on "Value Add" and "Competitive Advantage." Decision Speed: Can be slow; requires multiple follow-ups and consensus. 🪑 Scandinavia (SE, NO, DK) "Lagom" Approach Opening: Direct, brief, and purposeful. Get to the point within 30 seconds. Trust Factor: Built through data, technical competence, and reliability. Hierarchy: Flat hierarchy. You can often reach a Director directly, but treat them as an equal. The Pitch: Focus on "Efficiency," "Sustainability," and "Security" (like #SafePay). Decision Speed: Consensus-driven but decisive. Once they say "Yes," they mean it.

5

Having worked with +30 nordics global enterprises, I know that only a few global enterprises are truly utilising their marketing automation platforms to support value-creating decision processes with relevant communication and services. Why? Because it is simply too time-consuming to produce quality content that speaks to customers and moves them actively forward in the right stages of the lifecycle. I have spent more than a decade advising global enterprises on how to shift from one-off blast campaigns to true customer-centric lifecycle marketing, and I have seen this challenge time and again. As a result, most B2B MOPs only use a very low percentage of the capabilities they already pay for. One of the biggest barriers has always been creating content at scale and ensuring it remains relevant throughout the entire customer journey. That is why we have built the Flow Builder Agent in Magnity. It enables you to create a target-audience-specific flow in just a few clicks. The agent understands your company, your customers and the context in which they interact with your website, social media and website and generates all the required content within minutes, in the relevant languages, fully integrated into your existing workflows and platforms. No copy-paste. No manual localisation. No delays. Below is a short video showing how we move from a brief to fully personalised content for a global customer journey in just five minutes. - Personalise your assets - Translate into any language - All before your kick-off meeting even begins Magnity users are accelerating workflows by up to 2,800x, eliminating translation costs and removing the tedious task of pasting content into systems (content that everyone knows isn’t fully brand-compliant, but lacks the time or budget to properly align) This is already reducing time-to-market by more than 90% in global campaign operations.

19

🎨 Native ads win with clarity + contrast. - Headline = outcome in 3 seconds. - If B2B, call out the role (“For RevOps / IT & Security”). - One focal image; ship square + wide variants. - Short body line; outcome-labeled CTA (“Get my demo”). - LP: H1 mirrors ad, CTA above fold, micro-proof next to it. - Short/two-step form; inline validation; privacy line. - Mobile-first and dark-mode safe. #microsoftads

6

We are deep in OKR season at Precis right now. To guide me, I’ve been rewatching our podcast episode with Sophie Hedestad on how to actually set these for marketing. You could watch the episode, but I know you're busy 😉 Here is the part I would recommend watching: Min 3.49 - to min 5.17 around what is what in OKRs: > Objectives: they are transformational, what do I want to achieve this year that is NOT business as usual. > Key Results: how do we measure success? > Actions: what am I doing to succeed here? 6.40 - 7.30 OKRs and KPIs are two different things. > KPIs are your health vitals, the "business as usual" you always track. OKRs are for the specific, extra effort you’re pushing for this year/quarter. And, of course you can also watch the entire episode, link in comments 😊

22

4 Comments