#64: Backing the next generation of Finnish growth companies with Pia Lemmetty from Tesi

How does marketing actually work? What is the key to great advertising and how can we avoid the most common mistakes? We discuss this and much more with Erik Modig, author, speaker, entrepreneur, and professor at Stockholm School of Economics. (0:00) Introduction (0:48) Customers don’t care care (4:02) Marketing metrics (6:44) Explain the benefit in 3-5 words (9:52) Impressions are not created equal (15:25) Small vs big brands (16:38) Effective messaging (18:57) How to create great ad campaigns (22:29) Frequency and consistency (23:40) Understanding how customers think and buy (28:57) Why more data doesn’t solve your problems (33:20) Efficiency vs effectiveness (35:33) Finding the right channels (38:23) Ad budgets and other lessons for Nordic brands Learn more: https://generogrowth.com/ https://www.linkedin.com/in/emodig/ https://www.marketinglevels.com/

13 Sep 202343min

What is it like to go from a startup to a household brand in just a few years? Or hire 1,200 people in a single month? We discuss this and more with foodora's CEO Hans Skruvfors. (0:00) Introduction (0:49) How foodora got started (2:59) Experiencing massive growth during the pandemic (9:15) The importance of quick decisions (12:42) Positivity and hiring the right people (16:53) Empowering your team to make decisions and mistakes (20:35) Having fun at work (23:34) Creating a culture of entrepreneurship and innovation (33:24) Trying new things and learning from failures (37:48) What’s next at foodora (42:00) The #1 lesson learned Learn more: https://generogrowth.com/ https://www.linkedin.com/in/hans-skruvfors-15a88b16/

7 Sep 202345min

Tricia Weener has an extraordinary range and depth of marketing expertise. We talk about what it’s like to lead marketing at global companies, lessons learned from managing her own agency, advice on becoming a highly effective marketer, and more. (0:00) Introduction (0:47) How she got started in marketing (7:29) Starting her own business (12:04) How to become a highly effective marketer (19:26) Transitioning to Kone (23:17) Managing marketing at a global company (29:30) Justifying marketing investments and measuring performance (35:29) Thoughts on the future Learn more: https://generogrowth.com/ https://www.linkedin.com/in/tricia-weener-8369735/

31 Aug 202338min

Tuva Palm is a tech investor, board member, and former CPO/CTO at Nordnet. We talk about building great products and driving growth through technology. (0:00) introduction (0:50) how she got into technology (6:45) product management (10:00) product strategy and investing (18:18) product-led growth and building a great user experience (24:45) recruiting a CTO and navigating tech trends (31:23) how marketing has changed (38:15) thoughts on the future More information: https://generogrowth.com/

24 Aug 202341min

Konrad Bergström co-founded Sweden's fastest-growing company and has now raised over $100 million to build electric boats. We talk about success, failures, and lessons learned. Learn more: https://generogrowth.com/ https://konradbergstrom.com/

14 Jul 202338min

Picnic is one of the most well-known restaurant chains in Finland. We sat down with CEO Janina Hallberg to discuss how they were able to get through the lockdowns and breathe new life into a decades-old brand. Learn more: https://picnic.fi https://generogrowth.com

4 Jul 202336min

Wolt is one of the most successful startups in Europe, with 25 countries and a 7 billion euro exit. We discuss their growth formula and strategy with VP of Marketing Fredrik Lucander. Learn more: https://generogrowth.com/

29 Jun 202336min

Perlego is a fast-growing education tech company. We discuss their growth story and strategy with CEO and co-founder Gauthier Van Malderen. Learn more: https://www.perlego.com/ https://generogrowth.com/

22 Jun 202332min