She spent a quarter century with car sales and marketing in the UK, Australia and Sweden

People

Noel Johansson holds a Masters in Machine Learning from the Royal Institute of Technology in Stockholm. Spiced with further ML studies in South Korea.

Hi Noel. What inspired you to focus your studies and career on machine learning and AI?

"I took a hands-on course in machine learning requiring us to implement ML algorithms from scratch and apply them to real-world datasets. I liked how raw data could be transformed into meaningful insights, and I found the process of training models to predict, classify, and solve problems incredibly rewarding.”

How would you explain the benefits of machine learning and automation to a total beginner? Say, a sales or marketing manager at a car dealership?

”I would focus on how it enhances both efficiency and decision making. Automating repetitive tasks, such as sorting customer inquiries, recommending cars based on buyer preferences, or predicting future sales trends. It’s all about making your processes faster and more accurate to free up time to focus on other stuff.”

Why South Korea … and what course did you attend there?

”I chose South Korea because I wanted to immerse myself in a culture and academic environment different from what I was famiIiar with. I attended several advanced courses, including Deep Learning Theory, Computational Image Generation and Manipulation, and Computer Vision.”

”I’m in the AI/ML development team, where my role is to design, implement, and test machine learning models that drive innovation. In essence, I help bring new machine learning models to life and ensure they perform at their best in production.”

What are the main developments in recent years?

”I began my AI studies 6 years ago, just before the big boom of large language models like GPT-3 and Chat GPT. Most significant since then have been the explosion of transformer-based models and the fast scaling of AI systems. Another major shift has been in the availability of AI tools and infrastructure. Many complex models are now accessible also to non-experts. AI is everywhere, for better or for worse, thanks to frameworks like TensorFlow and Pytorch AI.”

What’s the next big thing in AI automation? 

”I believe the next big thing will be hyper-personalization. We’re already seeing hints of this with generative AI, where text, images, and videos can be tailored to individual preferences at scale. In the near future, this customization will become far more precise and widespread. 

”For example, imagine an AI that can generate marketing videos or product images that are uniquely designed for each customer, based on their behaviors and interests.”

What excites you the most about the future of AI?

”For me … I think it’s the potential for AI to augment human creativity. We are just beginning to explore how humans and AI can collaborate, and I think that’s where some of the most innovative things will come from in the next decade.”

Noel Johansson, Phyron: ”The next big thing will be hyper-personalization."

He brings machine learning to life

Hi Osman. Welcome back from Vegas. What, exactly, did you do there?

 “Thank you, Rolf! In Las Vegas, I attended the Digital Dealer event, where I focused on engaging with potential clients and industry leaders, and showcasing Phyron’s innovative video solutions. It was a fantastic opportunity to connect with automotive professionals, network with other vendors and partners to explore collaboration opportunities, and stay updated on the latest trends.

“The U.S. market’s focus on digital transformation is remarkable, with a heavy emphasis on customer experience and data-driven insights. American businesses value solutions that are easy to implement, so demonstrating Phyron’s ability to drive quick and tangible ROI resonated well with potential clients.”

What strikes you as different … from Europe or the UK, I mean?

“One major difference is the scale and pace of business. In the U.S., everything moves quickly, and decisions are often made on the spot. There’s also a strong focus on customer-centricity and a willingness to invest in advanced technologies to stay competitive."

Tell me something about your job … what are your main focus areas?

“My main focus areas are business development and client relationship management, particularly within the U.S. automotive market. I’m working to expand our customer base by identifying key stakeholders, understanding their specific challenges, and positioning Phyron’s video solutions as the ideal answer to their needs. Developing new strategies to enhance Phyron’s presence and generate leads is also central to my role.”

The recent kickoff must have been pretty intense for you as a newcomer. What did you get out of it? 

“The kickoff was indeed intense but also incredibly rewarding. It gave me a deep dive into Phyron’s culture, vision, and goals, as well as the chance to connect with colleagues from across the company. The kickoff also provided valuable insights into our go-to-market approach and how we differentiate ourselves from competitors.”

What do you do outside of work? What does a normal weekend look like for you? 

“I’m a huge Arsenal fan and enjoy watching football or catching up on MMA fights. A typical weekend might involve meeting up with friends for dinner, trying out a new restaurant, or planning my next travel adventure. I also enjoy reading about emerging technologies.

“One thing that’s really exciting for me at Phyron is our partnerships with Meta and TikTok. It’s a unique opportunity to help brands engage with their customers in fresh, dynamic ways, leveraging our AI-powered video solutions on these major platforms.”

What happened in Vegas will NOT stay there.

Phyron AI, the American way

Mauro Genco recently joined Phyron as CSM, or Customer Success Manager, mainly for Italy and Spain.

Hi Mauro, welcome to Phyron AI. Tell us something about your work in the media industry. What have you been up to, and for whom? You're based in Milan and I understand you've been engaged in football? 

“I have worked in the media and advertising industry for an Italian publishing company, RCS Media group, specifically with La Gazzetta dello Sport. There, I managed performance-based media projects in the automotive sector and led B2B partnership initiatives. Later, I joined OneFootball, a media platform, where I focused on bridging the gap between brands and fans on a global level.”

“Yes, and my primary role here is to help clients grow by ensuring they make the best use of Phyron’s suite. Enabling them to make the most of the cutting-edge technology we offer to them.”

The first step is to get the clients onboard. How does that work?

“The onboarding process is a delicate, yet crucial phase for the client. I work closely with our Delivery team and the client’s marketing/IT departments. We begin with the technical integrations to ensure that the data flows are properly connected, allowing the suite to function smoothly for the client.”

Then you stay in touch with users, ready to help if needed. What kind of questions do you usually get from them?

“Our goal is to ensure everything works correctly so that clients can fully appreciate the benefits of the product suite. Often, we receive technical and process-related inquiries, and we continuously work to engage clients in marketing and performance activities.”

You´re based in Milan. Do you go to an office, or do you work from home?

“I primarily work remotely, but I frequently visit clients in person to hold meetings and maintain strong relationships. I stay in touch with my colleagues in Stockholm and elsewhere online. And every now and then we meet up IRL. And I just came back from the annual kickoff in Brighton.

“The most rewarding part of my job is conveying the added value of Phyron’s suite to clients and then witnessing their satisfaction as they realize the benefits.”

”The most rewarding part of my job is witnessing their satisfaction when realizing the benefits.” says Mauro Genco

Boosting the advertiser experience in Italy and Spain


Mark James - experienced content strategist, creator, and writer – has already made the journey from startup to IPO once. Now he is looking forward to doing a similar scale-up journey, with Phyron AI.

Hi Mark. What, in your experience, are the most common mistakes marketers make on Linkedin and other platforms?

"Often, brands create relationships with their followers that are very one sided and focused only on telling their own story. Which is only a small part of a successful social media strategy. 

"Look at any brands doing social well and you’ll see them creating content that informs, educates and entertains. Unless you’re creating this balance of content it’s unlikely you’ll get the best out of your social channels.


Some companies and individuals have tens of thousands of followers, with minimal measurable impact on the business results. What’s your general view on the numbers?

" I’m a big believer in quality over quantity. I learnt this the hard way, when working with some influencers back in the day. I got swayed by the numbers, and spent a chunk of cash sponsoring a post with a well-known influencer. 

”Up went the post, and excitedly I went straight to the dashboards to track the engagements and sign ups. But there was very little, mainly just spammy comments. 

"With the budget I had left, I collaborated with much smaller accounts and in contrast we saw genuine engagement. This taught me that big follower counts aren’t everything. A smaller, more authentic audience can provide greater value." 

How do yo create an effective content strategy?

"An old colleague told me ‘If your content is for everybody, it's for nobody’ and it’s a content marketing mantra I’ve worked by to this day. 

"You need to get to know your audience and work out what makes them tick. The more you understand your audience, the more targeted you can be, and the more effective you’ll find your content strategy." 


What’s the wider scope of ”content” as applied in marketing?

"When I started my career, my day-to-day revolved around blogging, link building and posting on Google+ (yes, I am that old). Twelve years on I’m more likely to be podcasting, Tik-Toking or ChatGPTing.

"Content is constantly evolving and it’s very tricky to put in a box. Its scope is virtually limitless and dependent on technological trends, which is both exciting and challenging. The trick is to experiment with your content as much as possible and see what sticks."


You are joining a relatively young, fast growing business venture … what are your main responsibilities, and first priorities?

"I’ve only ever worked in startups and scale-ups, including one that went to an IPO. I hope to make a similar journey at Phyron, by making us a hub for all things automotive marketing. I’ve got plenty of ideas to get there but I don’t want to share the secret sauce just yet… you never know who might be reading!"

Creating a hub for all things automotive marketing.

Secrets of a targeted content strategy

Before pursuing a Master in Marketing and Management, Bohdan Chumadin earned his Bachelors in Hospitality, starting from hands-on scratch:

“From serving cocktails at a cozy Polish bar to working in a 5-star golf resort in Spain, I’ve always been fascinated by hospitality. My diverse background has fueled my passion for what connects us as humans, and hospitality is where I found that magic. 

”After earning my Bachelors in Hospitality, I pursued a Master’s in Marketing and Management to better understand the gears behind the scenes. A detour into content creation and data analysis with industry giants like Tik-Tok, McKinsey and John Deere taught me the power of informed decision-making. Now, I’m thrilled to join Phyron, a team of passionate professionals, eager to make an impact together. “

You are so welcome, Bohdan. What do you expect to find, digging deeper into our database and data flows?

“I’m eager to dive into Phyron’s data because it’s like unlocking the secret code of how users truly engage with our products. We might think a new feature is a game changer, but only the data can tell us if it really hits the mark. Understanding user interactions is crucial for improving our products—sometimes, it’s not about changing a feature, but simply shining a spotlight on it. There’s a treasure trove of insights waiting to be uncovered, and I’m excited to share my discoveries with the Phyron team to fuel smarter, data-driven decisions!“

How can these findings benefit Phyron’s sales and marketing … and, most important, the services we provide?

“These findings can be a game-changer for Phyron’s sales and marketing efforts. In marketing, it’s all about measuring impact—whether it’s a campaign’s click-through rate or the engagement on a LinkedIn post. 

“By digging into the data, we can quantify what’s working and what’s not. This allows us to adjust our strategies in real-time, ensuring we’re always in tune with our audience. 

”As a Business Operations Analyst, I can provide the sales and marketing teams with the insights they need to understand their impact in the market, helping them refine their approach and maximize the effectiveness of the Phyron product and services we provide.”

Can you, without getting too technical, say something about the tools and methods you use?

“It’s not just about the tools, but how you use them to tell a story with the data. When I started my career, basic Excel and a bit of PowerPoint were all you needed. Now, with so many tools available for data visualization and analysis, the real challenge is in how you present the insights. 

The key is to use these tools to craft a narrative that makes the data meaningful and actionable. It’s about pulling out the right insights and presenting them in a way that drives decisions and strategies forward.”


He is using his experience from McKinsey and TikTok to sharpen the edge of Phyron’s data.

Unlocking the code of informed decision making

Say hi to Stephanie Houston, Phyron’s new Head of Talent. Based in London, she brings a wealth of people skills and experience to the company as it expands rapidly into North America and beyond.

Hi Steph. First things first… who are you? Your 30-second life story, please?

“I’m a people person at heart. A communications and languages degree led me to a career focused on talent attraction, retention, employee engagement, and Employer Branding. I’ve worked across EMEA, the US & APAC and I’ve seen first-hand how crucial company culture is to business success. With family roots in Lebanon, Kuwait, Belgium, and Scotland, I’ve lived in some great cities like Amsterdam and Dubai. Now I call London home with my 3 year old son, Brae & my partner Ben. Phyron’s office is just a short train ride away in Brighton and it’s in the most beautiful setting.”

Which leads directly to my next question: What will you do at Phyron?

“Phyron has already achieved great success in Europe, but our journey in the US and Canada is just beginning. To accelerate our growth, we’re building a team of talented, experienced, and driven individuals and I am excited to be leading our People strategy alongside our wonderful management team.”

You mentioned company culture; What about American vs European cultures? 

“There are of course some well-known cultural differences especially when it comes to things like communication style and yet Phyron has already established strong relationships with customers and partners in both Canada and the US. In my experience, there’s much to learn from each other.”

“Phyron's culture is a living, breathing entity, nurtured through trust, mutual respect, and daily interactions that shape our collective experience. It's more than HR policies or manuals; it's the heartbeat of our company, what makes us, us! While I’m still in the process of fully immersing myself in Phyron's world, I'm super impressed by the foundations that I've seen so far. They’re strong, they’re organic & authentic. It really is special.

The team is a tapestry of diverse talents and perspectives. Some excel in strategic thinking, envisioning our company's future trajectory. Others thrive on tackling those immediate challenges, driving our day-to-day operations. However, we are all united by a shared sense of purpose and a commitment to our core values and business goals.

I strongly believe that empathy serves as the cornerstone of any culture. By recognizing and appreciating the unique goals and aspirations of each team member, we create a space where individuals can flourish and reach their full potential. Our goal is to build a team where diverse perspectives enrich our culture and drive the business forward. By attracting and retaining talent that aligns with our values, we strengthen our company's ability to deliver exceptional results for our customers.”

Stephanie Houston is Phyron's new Head of Talent, now mainly focused on the company's continued expansion across North America.

Wanted: Top-notch transatlantic talent

Matthew Worthington brings a truckload of useful insights and experience to any commercial sales and marketing dialogue: Business development, partnerships, account management, customer success... Early 2024 he joined Phyron’s Customer Success team.

Hi Matthew. By now most sales and marketing people might be familiar with the concept SaaS (software as a service), but what do you actually DO all day long?

"Our key criteria is in the title "success" or growth simply put. Although we are a remote first company, I serve a wide variety of accounts all over the UK with regular visits to our Brighton HQ. Like my colleagues in Stockholm and elsewhere. On a daily basis I deal with queries, requests and troubleshooting. We also do monthly strategy meetings with each client. On average this equates to a number of digital meetings per day."

"We dive into the latest data, celebrating the wins and where — if any — improvements can be made. We have a broad and growing suite of solutions that can really add extra ooomppphhh! and engagement for clients. Ultimately, I have to translate any new functions and features into potential customer benefits. Which obviously vary, depending on each customer’s targets and goals.

At the core we help each dealership, brand or OEM sell cars much faster, often helping old stock from sitting around too long, thus increasing the bottom line revenue."

It sounds like a very independent job …

"Indeed, but we are also a close-knit team. So we meet regularly to share experiences such as client feedback, product updates, and technical changes in order to learn from each other and help the business evolve. Not just within Sales and Customer Success. We also work closely with other functions, like creative, tech, and marketing."

But before that you have experience from other SaaS companies. What strikes you as most special with Phyron and your role here? 

"Well, firstly it’s important to establish and maintain our key competences. Video, online sales and marketing, automation... all with a technical back-end working with AI. 

Equally important, we need to keep up with our customers’ business realities… the strategic business challenges and opportunities of modern car dealers and OEMs."

What’s your best advice to somebody who gets inspired by this conversation? How can they qualify for, and excel at this kind of work?

"Think generously about client needs, 'outside the box'. You don’t always have exactly what you need so come up with some ideas yourself. And be human. Deep down, we’re all humans first. If I can be Customer Success Manager AND a friend, we’re all on the right path together."

”Think generously about clients’ needs.” says Matthew Worthington from Phyron

The human side of SaaS performance

I always felt a bit awkward around all those cringy corporate vision-and-mission statements. On the positive side it seems like HR-related communication has become less pompous in recent years? More straightforward and honest regarding ”corporate culture” and such. Thank God for that. Over the years I have certainly done my share of corporate BS too. But … little booklets claimed to describe the soul of the company and build the company culture. In reality it isn’t quite that easy.

Fedora Artyushyna is HR specialist at Phyron in Stockholm: ”We don’t expect people to adapt to rigid beliefs or roles. We rather look for genuine talent and make sure to understand who they are. Then we define their roles based on each one’s individual capabilities.

"The right people already know that customer success and satisfaction are important, and that a company cannot succeed without it. They also know that real wins are achieved together.” 

As for diversity, the company doesn’t only tick all the mandatory boxes. People move freely across all time zones and cultural borders every working day. Fedora continues:

”Everybody’s encouraged to think and act like a true entrepreneur. And, by gathering competence from different walks of life … and different parts of the world … we build a truly inclusive and creative work environment.”

What about you? When you meet a potential employer, do you make sure to find out about the company culture, too?

Says Louise Helin at Talent Acquisition in Stockholm: ”In the past, job ads and interviews were mostly about what the EMPLOYER wanted. Not just the required skills and experience. Regardless of the job, all candidates were expected to be result-oriented, customer-focused, and so on. Now it’s much more about what the most qualified CANDIDATES want.”

Sounds a lot like basic marketing insight, doesn’t it? Maybe it’s also about cutting the old, fluffy corporate lingo … being more straightforward and honest about it?

But one thing that candidates should give more attention is the qualifications and future prospects of the company. Is the business concept on the winning side of evolution and industry transformation? Are the proud plans for the future based on deep market insight, real customer needs, sustainable technology, and a competitive business model? Dare to ask, and don't take evasive double-talk for an answer!

Fedora Artyushyna "By gathering competence from different walks of life … and different parts of the world … we build a truly inclusive and creative work environment.”

Is your “corporate culture” real? Genuine? 

She holds a racing license and has spent the last quarter century working with car marketing in Sweden, Australia and Great Britain. Meet Madeleine Kjessler, Marketing manager, Audi Sweden.

Hi Madeleine. First … seriously … what is it with you and cars?

Haha, I'm not that fascinated with tinkering with cars, but I love to drive. I am also very interested in car design and how a car is associated with your personality and lifestyle.

What do you actually DO as Marketing Manager with Audi?

I lead a group responsible for the Audi brand in Sweden. Campaigns, PR, sponsorship, events and much more. Also measuring how everything we do affects the experience of the brand. Our focus is increasingly on DIGITAL marketing and communication.

Since November last year we are in the midst of a major change, we are now responsible for all sales of electric cars. Our dealers are still incredibly important in their role as agents. 

The biggest difference is that we now, as an importer, are also responsible for the stock of cars. Thus the selection becomes easier for a customer as he or she doesn’t have to look around for a specific car at different dealers. The price picture also becomes clearer as we have uniform prices. Regardless of whether you visit your local Audi Partner or configure a car on audi.se. 

We’re doing great. 2023 was actually a record year, sales-wise. We reached 6.4 percent market share, which is the highest ever. 

Before joining Audi in Sweden in 2019, you made quite a global journey in this business … different jobs with different brands in several countries … 

Yes, I got hooked on the world outside Sweden in my teens, when I played college tennis in the US. Among other things I have been brand communication manager with KIA in the UK, and marketing manager for Skoda in Australia. Over the years I have held a variety of other positions outside and inside the Volkswagen group. 

What was that like…. I mean, as a foreign young woman in the rather male-oriented automotive business?

A lot has no doubt happened on that front since I started in the business 25 years ago, but I have never had any real problems with that. The few cultural clashes that I have experienced have rather been about different views on management and leadership. What is seen as efficient and inclusive in Sweden is sometimes perceived as weak and vague in other countries. And coming home after many years abroad can be as challenging as going away. But I have never had any real problems with any of that, I rather find the differences enlightening and inspiring.

Rolf Andersson
Phyron Writer and Editor
Courtesy of the Royal Automotive Club of Sweden.
Audi Sweden is part of the Volkswagen group. Several retailers in the group were among the first to introduce Phyron powered ads.
PHOTO: Audi Sweden.

She spent a quarter century with car sales and marketing in the UK, Australia and Sweden.

The brand builder

phyron_founders_original.mp4

Analyzing over 500,000 cars daily, we're fine-tuning the art of the perfect pitch for each car on every platform

Katie Woodard is Senior Client Services Agent for Automotive Transformation Group and has been with the organisation for over 7 years. She’s responsible for ensuring her clients get the most out of the Group’s services which have rapidly evolved over the last two years since they merged four industry-leading automotive suppliers. 

Hi Katie. Wow, I’m impressed. 2 years into the merger of GForces, Autofutura, Chrysalis and SalesMaster. What does that mean in practice?

The launch of Automotive Transformation Group means our products have evolved dramatically over the last two years and the support functions have mirrored this transition. In May 2023 we launched our all-new Fusion suite, which connects a wide range of acquisition, conversion and retention tools to make buying cars easy.
 As a Senior Client Services Agent, my main role is to mentor a team of skilled individuals mainly focusing on Dealers across the UK using our products as well as Financiers utilising our residual value risk forecasting tool to ensure we exceed client expectations.

My top priority is to make sure all team members are fully updated on the products so they can solve whatever industry challenges they face. And, quite often, feed new customer questions and experiences back to the relevant teams so they can get new insight into innovations that will support them. 

How is our technology benefiting your customers?

Most of our customers’ marketing and social media queries are managed by an internal team of specialists. But both our business support functions and sales and marketing divisions, not least me personally, have been quite involved with Phyron’s automated video solution. 

It’s a dynamic tool that really helps to increase productivity and efficiency and we’re already receiving great feedback from more than a hundred dealers who have recently employed the solution. I think the product is fantastic and hits the sweet spot between automation and giving consumers a personalised experience. And of course, it’s a pleasure working with Graeme, Rui and the team at Phyron in Stockholm. 

We love working with Automotive Transformation Group. In your opinion what do you guys do that sets you apart from the competition?

Our extensive technology range means we can support customers at every stage of the purchasing experience, right the way through to retention. Seamlessly connecting each of these stages through proprietary and partner integrations means we can offer an uninterrupted consumer experience. One that really does set us apart in terms of delivering them that omnichannel journey. 

Of course, it also means we can heavily reduce the number of systems a salesperson needs to access in order to complete a sale, which I understand is a universal pain point for a lot of Retailers right now.

ATG are always at the forefront of innovation – how do you keep up-to-date with industry trends?

Though my main role is onboarding and supporting customers to ensure they have a seamless experience, as a team, one of our highest priorities is keeping up to date with industry trends. The main way we do this is through client engagement. Our flexible solutions mean we’re always collaborating with our customers to understand the industry challenges they face. We can then work with them to develop solutions that best meet their requirements and adapt to further evolution. 

Before i let go of you … You are living and working in Kent, working “hybrid” from home. You are always deeply engaged in technology and automotive but what do you do when you don’t work?

It’s still a lot about cars. Especially fast ones. My favourite sport is Formula 1, I recently attended the Abu Dhabi Grand Prix, and I have been to the British Grand Prix several times. I love travelling, I recently visited New York and watched the New York Knicks at Madison Garden. Apart from that, I’m pretty normal I guess. Enjoying a sunny afternoon walking my dog, and spending time with family and friends. And maybe a glass of wine…

She’s responsible for ensuring her clients get the most out of the Group’s services

Interview with Katie Woodard Senior Client Services Agent for Automotive Transformation Group

Daniella Lindskog who recently joined Phyron’s Marketing team grew up in the US, lives in France, and works for a Swedish company.

Hi Daniella. How American, French or Swedish are you? What does this multicultural background mean to you?

"I grew up on 3 different continents ... my mother was from Malawi, Africa. Being multicultural was challenging when I was younger. But as I’ve gotten older, I realized that I’m a global citizen, and that’s pretty darn cool."

What’s the difference between driving in the US and driving in France?

"Haha, don’t get me started. Well I was driving an automatic car in the US for 10 years. I got my license after taking a class in high school and paying 20 bucks to do my final driving test. Then, in France ... with stick shift ... I’m halfway there now."

Phyron is a rather young company. Any thoughts about that?

"I love the flexibility that comes with scale-ups ... the opportunity to learn and grow professionally."

You have spent quite a few years in France. What brought you there, and what did you work with, exactly?

"I came to France after my master studies in London. My partner is French and we did the long distance thing for 3 years until I could join him. That’s also how I ended up working in startups. Online and physical events, digital marketing, email, paid advertising, content creation, and most recently, video marketing. At one point I had my own educational YouTube series."

What makes video so special in online marketing?

"The most popular social media platforms of today are TikTok, YouTube, Instagram ... that says a lot. Video is dynamic and engaging. You can fit complex information in a short amount of time, and it’s easy to understand what’s being conveyed. I also think people are less inclined to purchase from faceless brands. Video can give your company a recognizable, trusted face."

Life is not just about work. Where do you live?

"I live on the Atlantic coast in a small seaport city called La Rochelle. Life is a lot calmer compared to Paris, and it feels more “human”. I’m a big foodie and I love the food culture here. That mealtime is a special time, even when you’re working. And the fresh market every morning ... fresh oysters ... seasonal produce and artisanal bread."

Wow! And ... why Phyron? Is it the AI thing?

"Definitely the AI. I’ll let you in on a little secret: I’m not crazy about cars, but don’t tell anyone that. It was the AI automation part that had me. Phyron AI has been perfecting our technology for years. No other company does what we do and we’re experiencing huge growth! I’m grateful to be a part of it."

"The marketing team is pretty small, which is challenging in a good way. A big focus of mine will be video — hosting online events ... creating video content. As we all know the power of video, I look forward to seeing how it impacts all our marketing channels in the coming year."

“Looking forward to see how video will impact ALL our channels next year.”

I realized I'm a global citizen!

There are too many funnel models and theories to count. But one thing is certain: The earlier you get noticed by the right buyer for the right reasons … the better odds for a smooth buying journey and a happy end. Ka-ching!

In automotive retail, the funnel typically start in external marketplaces or, increasingly, social media.

”Because, that’s where most potential car buyers spend more time nowadays”, says Gaël Moysan, Phyron’s country manager for France. ”Car buying is both rational and emotional, and many buying journeys start without a conscious decision to buy a car. Often it starts with an everyday conversation among friends, or when they happen to come across something attractive online.”

Gaël Moysan has many years of experience from digital marketing in the automotive industry, and an active interest in neuroscience. In his current role with Phyron he frequently gets involved in dealer discussions about the sales funnel. Gaël Moysan again:

”Neuroscience tells us that memory is selective. To effectively integrate information into the digital customer journey, you have to present it in a clear and structured way. Information that is easy to understand and remember.”

Summary visuals and bullet points can really help to facility decision-making, and these are important aspects of Phyron’s automated AI videos, too.

Today, automotive dealers are asked to invest in all sorts of digital solutions to sell more cars. Gaël Moysan says:

”One problem is that these solutions tend to cost a lot of money. Another is that they are applied too late in the buying process to make a real difference. The decision to buy a certain car has already been made, and the complex, time-consuming solution only adds to the selling costs.”

Alternatively, an automated low-cost service without any capital investment, introduced early, at the very top of the funnel, can help to turn around the entire stock several days faster.

Rolf Andersson
Phyron Writer and Editor

Some dealer marketing solutions come far too late

Catch the car buyers with video at the very top of the funnel

In today’s digital business world, some things simply HAVE to work, every time! Around the clock, around the world.

For Phyron AI that means ensuring that even the slightest hickup with the company’s automated online video flow gets fixed in real time. At any given moment they operate hundreds of thousands AI video ads for car dealers in more than 25 countries.

Based in Manila in Southeast Asia, John Benedict and Norwin Santelices are two aces in the company’s global tech deck. They work closely with Phyron’s tech centres in Dubai and Stockholm, supporting partners and customers globally.

”It’s exciting to work with the very latest in advertising technology,” says Norwin who joined the rapidly growing company less than a year ago. The work involves implementation of new and continually upgraded functions and features, as well as any troubleshooting occasionally required. John says:

”I first worked with one of Phyron’s founders in Dubai for several years before moving back to Manila for family reasons. Still working full time for Phyron, the geographical location also facilitates smooth 24/7 availability.”

Ad volumes keep growing fast, and the service is becoming more and more sophisticated. So, a year ago John needed help. Not just any qualifled techie. This kind of work requires a special breed of dedicated, trustworthy people, and luckily John knew exactly whom to call.

”I knew John long before he went abroad and came back, and he had told me a lot about Phyron,” says Norwin. ”So I was thrilled when he called me about this job opportunity. The first few months we worked a lot together, now we mainly keep in touch via the computer screen when required. Even though we live a few city blocks from each other. That’s the most natural and effective way to get the work done.”

The picture was taken at a rare get-together in Stockholm, Sweden. As always, with their laptops safely connected to the world.

Ensuring the slightest hiccup in the automated global video flow gets fixed in real time.

Two cool aces in the tech deck

In late May 2023 Linn Gunnarsson joined Phyron in Stockholm as a Sales Development Representative.

Hi Linn. Welcome to Phyron. Please tell us something about yourself!

Thank you. Well, I’m a happy, rather extroverted girl from up north who moved to the big city 16 years ago. After a promising career in Sales, I was headhunted to a new venture specializing in sales development and appointment booking. In this capacity I also spent 6 months helping the company to set up a subsidiary in Barcelona. Coming back to Sweden I continued to work with sales development for two ABM companies. 

Cold calls to busy professionals who don’t know you … where did you get the guts to do that for a living?

Lots of practice, I guess. And the fact that I love it. I know that I have some real value to offer. And during nearly ten years I have connected with all kinds of nice and friendly people. We’re all humans after all. 

Right now I am focusing on selected companies in Poland, Spain, and Portugal. First I usually get in touch with the sales manager or director, then with the marketing manager. These two departments are the ones most directly involved. Once I have had a chat with them, they often want a second meeting with senior decision makers. It all depends how they are organized…

I’m still fascinated with those very first meetings. An unknown person calling them from another country asking them for a meeting …talking about a service that they may have heard of but really don’t know a lot about…  What’s your key to success? 

The most important thing is to show that I understand their role, their industry and what challenges they face in their day to day work. I usually name-drop a few of our existing customers in the initial call, just to assure them that Phyron is well-established. That we’re already in business with some of their peers and competitors.

I also make sure to pitch the meeting as an opportunity for them to get informed and inspired. That the purpose of the meeting is more like a first date between our companies, finding out if we're actually a match or not.  

This usually helps to set a more relaxed mood, and realistic expectation for the upcoming meeting.

I enter the meeting in the calendar and brief the sales rep. Then I usually participate in the first meeting to make sure that no information is lost in the process. It’s very educational for me to listen in on this second phase. Which new questions pop up, and where the discussions lead.   

You’re a country girl in the big city … What do you usually do after work?

The usual stuff. I spend most of my free time with  friends, maybe sharing a meal at a cosy restaurant. Preferably Italian or Asian food. We may see a theatre play or concert, or some art exhibition. City life. And a few times a year I go north to enjoy some quality time with my family. I get the best of two worlds, which I am very grateful for. 

She knows about your work and looks forward to talking to you!

The first call

Say hello to Oliver and the first AI Generation

It’s June 2023 and Oliver Sandgren is graduating in Economics at the University of Lund, Sweden’s oldest academic institution founded in 1666. In his final year, he has worked hard with his thesis while at the same time gaining valuable hands-on experience of AI automation for the automotive retail industry. Working with Phyron AI at the company’s head office in Stockholm he also spent three months at the company’s tech hub in Dubai.

Hi Oliver, good luck with your exams. When and how did you first learn about AI?

As long as I can remember I have been interested in math and its various implications such as computer games. I have also spent a lot of time with computer-generated music. At senior high school, maybe five or six years ago I got in touch with AI in the form of AlphaGo and game theory. Why the game of poker is much more difficult for AI algorithms to learn than chess, and so on. I guess I’m just the curious kind.

So, based on these personal interests of yours, what career plans did you have?

I didn’t really know what to do. Like virtually everybody else at school I found the new AI tools, like GPT very useful but I didn’t think of it as a job, and there didn’t seem to be that many job opportunities. Then I heard about Phyron through a relative and applied for and got a summer job in 2022 ... a summer job that later evolved into a regular part-time employment. Then full time ...  

Initially I helped out with some market research, fact finding about the automotive business in several countries. Then I was getting into Customer Success management, and a statistics project. I also spent little over three months at Phyron’s tech centre in Dubai. Working in so many different technical and service areas was both fun and educational. You really get to understand the business that way, and also get to know the people.

Dubai, huh? That’s pretty exotic for a first job. What did you do there, exactly?

Most important I learned a lot about Phyron’s AI solution, working directly under the company’s Chief Technical Officer. Dataflows ... new products and features ...  implementations ... troubleshooting ... And both in Stockholm and in Dubai I enjoyed interacting with our tech guys in South East Asia and the sales teams in the various countries.

It’s a very special environment for sure, and much more west-oriented than I expected. An incredible mix of people from different parts of the world, extremely energetic and with a strong focus on innovation and business success.

It’s also a very positive and welcoming place. I really enjoyed my time there.

“I also spent a little over three months at Phyron’s tech centre in Dubai” says Oliver Sandgren

From game theory to AI professional 

What's the difference between Customer Service and Customer Success?

The last couple of years you have most likely heard the latter job title in conjunction with SaaS companies, the ones selling Software as a Service. Have you ever thought about the difference?

In 2021 there were at least 25,000 SaaS companies in the world, of which nearly 7,000 sold marketing services. Today there are considerably more of them, and according to Gartner, the SaaS market was worth over 195 billion (!) dollars in 2022. So, customer success is no doubt part of something ... successful.

Tina Sadeghi says "We systematically keep track of impact, strategy, KPIs, processes, technical setups, and optimization"