Tag / strategy

by YannigRoth

Allianz Trade x Hirondo: the CRM audit that redefined the direction

Today, I am happy to share a new case study for Hirondo, one that got crafted in collaboration with Kronik, one of our main video marketing partners. Together, we are testing a classical short – but also a more podcast-style, longer, discussion-based case study format. Check out the three videos below or here on YouTube.

Take an internal role change, combined with a Salesforce setup that was slightly too constrained by the organization, and a Hirondo marketing freelancer who suggested changing the scope rather than delivering a report that would not be immediately actionable. This is how a RevOps audit became an account-based marketing (ABM) roadmap for one of the world’s leading credit insurance companies.

If you want to start with the video, you’ll find it here. To read more about the before, during, and after – and to watch the long-form discussions that Gilles and the Allianz Trade marketing team had about the project and the overall topics, scroll further.

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by YannigRoth

Construisez des systèmes IA pour optimiser votre équipe marketing

1er avril 2025. Je publiais ici un post annonçant le lancement d’agents IA qui feraient tout ce que ferait un marketeur, 7 jours sur 7, 24 heures sur 24, à 500€ / jour. Pas de revendications, pas de burn-out, pas de vacances. Le rêve non ? Tout le monde a ri. C’était un bon poisson d’avril. Hirondo a généré des milliers de vues, de nombreux freelances & clients nous ont contacté !

Juillet 2026. La plaisanterie est devenue obsolète. Ce qui relevait du canular de science-fiction est aujourd’hui notre quotidien opérationnel. L’ère de l’IA générative classique, où un humain passe sa journée à “prompter” manuellement pour obtenir des textes plats ou des images génériques, plafonne. Le véritable levier des directeurs marketing (CMO) ne réside plus dans l’assistance à la rédaction, mais dans l’architecture de systèmes autonomes.

La réalité est celle-ci : pour rester compétitif, un marketeur moderne ne doit plus se penser comme un simple producteur de contenu, mais comme le chef d’orchestre d’une équipe hybride.

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by YannigRoth

What I learned from the book « Traction » and how it will transform my leadership

Over the summer, I picked up a book that had been sitting on my desk for a while: Traction: Get a Grip on Your Business by Gino Wickman. It wasn’t a random choice—it was a recommendation from Emmanuel, my mentor and coach for many years now.

As I’ve been building and expanding my company, Hirondo, I’ve often turned to Emmanuel to share my challenges. Challenges around people: how to attract the right talent, how to inspire others to join the journey, and how to scale the business without losing its soul. In one of our conversations, Emmanuel simply said: “You should read this book. It might help you see things more clearly.”

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by YannigRoth

Notre livre #TechMarketingLeaders “Quand les Startup & Licornes réinventent le marketing” dispo en pré-commande

Comment mettre en place une stratégie marketing efficace en utilisant tous les outils les plus à la pointe aujourd’hui ? Comment recruter une équipe de haut niveau pour la mettre en place ? Quelles sont les best practices dans les scale-up, licornes, start-up les plus à la pointe aujourd’hui ? Quel est l’avenir du marketing à l’ère de l’IA ?

C’est à toutes ces questions et beaucoup d’autres encore que Geoffrey Vion, VP Marketing de Contentsquare, Jordan Chenevier, CEO de Bulldozer, Aurélie Fliedel, CMO de la mutuelle Alan et moi-même répondons dans cet ouvrage qui aborde toutes les problématiques du marketing aujourd’hui. Un livre qu’on a écrit en quelques mois avec une trentaine de CMO de la tech française.

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by YannigRoth

Fractional CMO, Part-time CMO, Marketing Consultant or Advisor, what is the difference?

I used this image to announce my 2 most recent part-time / fractional CMO advisory gigs (Linkedin). There absolutely no other link with the article content 👇 😂

Today I work for 3 companies as an independent marketing leader (see my Linkedin). Two have rather brand & awareness-related priorities, one has a clear focus on growth & digital. I really enjoy this new way of independent, freelance working. In the last weeks, I have come across 2 French articles (this & this) that describe this new (is it new ?) trend.

I have engaged in a little discussion with ChatGPT to understand the main differences. Let me transcribe out chat below, and add a couple of comments (in italics).

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by YannigRoth

In May: Facebook on mobile, Airpods are “a tragedy” & first Loop delivery

fossil airpods

“Fossil” (photo by J. Koebler, via Vice.com)

May has been an exciting month for me, you’ll soon know more… but it has also been a very stimulating one, with these 6 stories of content really worth a read, view & look.

From mobile strategy to responsible consumption and failed investing, here’s my May article digest. I hope you’ll enjoy it and wish you a great Ascension weekend! Continue reading →

by YannigRoth

In March: Kit Kat in Japan, Google in India & Elsevier in California

kitkat

Photo by Spencer Lowell for The New York Times

This month has unfortunately been overshadowed by the passing our my former colleague John, fellow crowdsourcing researcher who worked on the theory of Crowd Capital, and with whom we have explored the geography of Crowd Capital. He was a funny, smart and inspiring individual; may he rest in peace… I’m also sharing a dozen of articles that I found worthwile reading, starting with this fabulous NYT piece about KitKat in Japan.

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