Three of our favorite marketing topics at SWEDMA Impact Day

3 hours ago
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AI generated image of two women with long hair, in super hero suits, with a city view of Stockholm in the background. — Modern day super heroes - making B2B marketing customer-centric, data-driven and impactful. AI-generated image of marketing consultants Mimmis Cleeren and Annika Grumert Klang. Mimmis is currently on assignment as Interim CMO at **Prenax**, together with Annika who consults as a Marketing Automation expert and is a Board member of SWEDMA.

Discussed at SWEDMA Impact Day in Stockholm this week:

Brand-Building: How to build brand authenticity, recognition and lasting impact through thorough target audience analysis (understanding the market, the audience and their problems and needs), correct segmentation, positioning and marketing strategy (how to satisfy those needs).
Demand-Gen, Lead-Gen & Marketing Automation: How to activate demand and optimize the experience and performance of your marketing activities (long and short-term), measure the impact of them by using Marketing Automation and AI tools for data-driven insights that will help you more effectively target, scale and optimize your marketing and comms, and prove the ROI to your management team.
Customer Insights: How to capture, analyze and leverage customer insights for strategic decision-making and improvements (of your product/service, value prop/messaging, customer experience). Eva Lagercrantz's comment resonated a lot with us: "Insights that never reach the market are lost business value."

Congratulations to the winners of the SWEDMA Brand Performance Award! The award recognizes brands that have succeeded in creating visibility, engagement and demand consistently over time. The winner of the Marketing & Comms category was Remotion, for proving that the strongest growth is not something you can buy – it's something you have to earn.

Panel on how to create impact, responsibly, in the AI era

"AI is much more than an assistant, it's like having McKinsey in your pocket. Using AI correctly can 10x your strategic competence and experience," said Elin Frendberg, Founder & CEO of tech startup Sprompt.

A group of panelists discussed how to build successful AI-first organizations by responsibly leveraging data, tools and talent. Some take-aways:

Start with customer problems, not technology.
AI is not about scaling volume (e.g. content production), it's about scaling value.
Tailor AI processes that are relevant in different parts of the organization – this creates loops that stimulate learning.
Dare to experiment with AI: It can boost inclusion, competence, democracy, curiosity and innovation for the organization.
Agentic AI teams: Think of it as a team of interns. You need to give them clear instructions of what to do, in what order, what/who that has the task to question. Ensure there is a human in the loop to provide oversight, direction, to control, correct, etc.
Be aware of security: Sensitive customer and company info should remain in your own environment, not be uploaded and stored in the cloud and used for training of the LLM!
Data governanance is an executive management issue.