B2B Marketing Specialist

I help B2B scale-ups in energy and tech build brand visibility without big budgets or big teams.Currently Marketing &amp; Communications Manager at UtilityCloud, I work at the intersection of energy retail, technology, and sustainability — driving brand awareness, customer engagement, and category leadership in a space where most competitors still rely on legacy thinking.With over 15 years across media production, digital marketing, and strategic communication, I've built a career on blending storytelling with data-driven execution. My background ranges from working as a TV presenter and journalist to leading marketing and content production for B2B scale-ups.What I do best: go-to-market strategy, ABM and sales enablement, video production (increasingly AI-enhanced), and helping technical teams find their voice on LinkedIn and beyond.I thrive in fast-moving, complex environments where building trust and clarity is key. #NeverGraduate remains my motto — three degrees in three languages were just the starting point.Building a brand in energy tech? Let's connect :-) 

In energy tech, nobody googles your company name. 
They google the problem. 

"How to reduce IT costs for electricity retailers." "Cloud solutions for energy companies.", etc...

So how do you build brand awareness when search isn't really an option?
This is something I think about a lot. At UtilityCloud, we're not a household name. We're a scale-up in a niche industry, and our buyers don't wake up thinking about us 😏 

The obvious answer is SEO and AEO. That's the baseline. But beyond that, this is what's working for us:

#LinkedIn. Showing up consistently where our buyers already spend time.
#Industry events. Where we actually talk to people.
#Partnerships. Borrowing credibility from companies that already have it.

What's not working:
👎 Waiting for inbound leads. They don't come if nobody knows you exist.
👎 Generic content. "5 tips for digital transformation" doesn't cut through.

The main goal for companies of this type should be to become familiar. So when the problem becomes urgent, your name is already in the buyer's head.

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B2B Marketing & Communications | Energy Tech & Sustainability | Keynote Speaker | Building brands without big budgets

We all know that people follow people. Not brands, logos, or company pages.
But convincing marketers to post on LinkedIn is one thing. Convincing engineers or technical people? That's a different conversation.

I've been thinking about this a lot lately because one company that does employee branding really well is lemlist . They're a B2B cold outreach platform, so their team is full of marketers and salespeople who already get why posting matters. They turned their whole team into creators. Their founder, Guillaume Moubeche, has over 200k followers. But they didn't stop there. They made employees the face of the brand. 
Because they know that personal posts drive more signups than ads.

Now, I work in energy tech. Different world. #FOP (fear of posting) is real, and most people in technical roles don't see themselves as content creators. It's not their priority, and honestly, why would it be? They were hired to solve technical problems, not to build a personal brand.

But here's what I keep coming back to:
One post a month from 20 employees creates 240 touchpoints a year. No ad spend. Real faces, real voices, and real trust.

I'm trying to figure out how to make this work. Still early, still experimenting. But the math is hard to ignore.

Your team is your brand. The question is whether they know it 😎

There's a LinkedIn trend that's been bothering me lately.
You've seen it. Posts that look like this:

One sentence.
Per line.
Building tension.
Until the big reveal.

It's called broetry. "Bro" + "poetry." It started with male LinkedIn influencers writing dramatic one-liners about hustle culture and success. The macho version of poetry. Then AI learned the pattern from all that training data and started copying it. Now it's everywhere.

But broetry isn't the first trend like this. LinkedIn goes through cycles, and AI makes them spread faster.

First, it was em-dashes. Every sentence broken up with those long dashes that nobody in the Nordics actually uses when speaking English. AI loved them. Especially #ChatGPT

Then came "From X to Y." Something in style: "From ancient traditions to modern innovations." Maybe sounds smart, but says nothing. 
Now broetry 😎 

When everyone writes the same way, whether it's humans copying trends or AI copying humans, you disappear into the feed, and nobody remembers it was you.

Real writing is uneven. The best way to make sure you translate your personality into writing is to write how you actually speak.
I usually base my writing on voice-to-text transcriptions and then let AI (lately #Claude) do a final grammar and spelling check, as English is my second language.

The next LinkedIn trend is probably already forming while I am writing this. Have you spotted it?

I used to think marketing was about the big campaign. The perfect launch. Now I think it's about showing up consistently in small ways. That's harder to measure but much harder to ignore.

In B2B, the buying process is messy.

Buyers research on their own. They check your LinkedIn before they check your website. They ask peers before they ask you. By the time they reach out, they've already made up half their mind.

So what does marketing actually do?
It creates brain connections. You pop up here. Then there. Then again, somewhere else. Not selling, just being present until your name feels familiar.

LinkedIn post on Tuesday. Industry event on Thursday. A colleague shares something on Friday. A targeted ad on Monday. None of these "close the deal", but together they build something you can't buy with one campaign: trust.

I see this at UtilityCloud Cloud. Our sales cycles can take up to 12 months. Nobody signs a contract because they saw one ad. But I've had prospects tell my colleagues and me, "I feel like I see you guys everywhere." That's when I know it's working. Even if "everywhere" is just LinkedIn and two industry events.

Marketing is multiple touchpoints. As well as sales. Neither is linear anymore.

I’m happy to share that I’m starting a new position as Board Member of Higueron West Phase V properties.

My first on-site engagement here in Malaga, Spain.

Thank you, Edwin van Dijk, for the opportunity!

You've seen it a hundred times.
"Comment 'YES' below, and I'll send you my free guide!"
So you comment. And then... nothing. No guide. No DM. Just silence.

It's a trick to boost engagement. It works for the LinkedIn algorithm. But it breaks trust. And trust is THE BIGGEST currency in B2B marketing and sales.

I usually scroll past these posts now. 

Then last week, something different happened.
Thomas Nilsson posted an AI-generated photo ad for BYREDO perfume. Beautiful work. He asked people to comment "BYREDO" if they wanted the prompt. I commented, expecting nothing.

He actually sent it. I was genuinely surprised, and I remembered his name. I'll probably engage with his content again.

That's the difference between gaming the algorithm and building a real connection.

And honestly, you can automate this today. If you don't have time to reply to every comment manually, some tools can help. But if you want to build a personal brand, you have to be ready to invest the time. "I got too many followers to reply" is not an excuse.

Every marketer is rushing to #Reddit right now. That's exactly why it might not work for long.

Reddit, Inc. grew its revenue by 78% last year. 500 million dollars in one quarter. 110 million daily users. And for the first time, they're profitable.

The reason is quite simple. People are tired of noise.
On LinkedIn, Instagram, and Facebook, you scroll through ads, sponsored posts, and AI-generated content. It's hard to tell what's real and what's a campaign. So people started adding "Reddit" to their Google searches, hoping to find actual human opinions.

Reddit soon became the place where real conversations happen. No algorithms pushing paid content to the top. Just people talking about what they actually use, think, and recommend. A perfect place for niche industries.

But not for long. Marketers are now rushing there. Ad revenue grew 84% year over year. They're selling targeted ads to specific subreddits and interest groups and trying to blend into communities without looking like marketers. Companies are even creating fake posts that look like genuine recommendations. One gaming company recently got caught posting across 40 subreddits, bragging that their content was "so seamless that moderators couldn't tell it was promotion."

So what happens when the last honest platform becomes just another ad channel?

I think this is a bigger question than just Reddit. It's about trust. Every time a platform grows, ads follow. Every time ads flood in, people leave and find something new. We've seen it with Facebook. We're seeing it with Instagram. Reddit might be next.

For marketers, the lesson is simple. If you're showing up in any community just to sell, you're part of the problem. Add value or don't show up.

Proud to work for a company that's bringing innovation into new markets ⭐ 

Storuman Energi AB is our first Swedish electricity retail customer. What started in Norway is now crossing borders.

Sweden and Norway have different energy market structures, but the challenges are the same: shrinking margins, legacy IT systems, and the need for more automation.

Our CEO Torbjørn Hompland put it well: "The companies that can't bring down their IT costs won't be able to compete long term."

Thank you for the coverage, Gabriel Nilsson and Energy Loop  💫

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UtilityCloud helps energy retailers reduce costs while staying competitive and operationally lean in a deregulated market, specifically, through our purpose-built billing and settlement solutions for electricity sales, district heating, and EV charging. We run some of the most innovative, scalable, and operationally effective energy retailers in Europe on our modern Customer Information System (CIS).

Storuman Energi AB is our first electricity energy retail customer in Sweden 🇸🇪

Sweden operates without a central data hub. Instead of waiting, we built the market processes ourselves. The platform is ready now.

Our CEO Torbjørn Hompland shares more about what this means for Swedish energy retailers and our Nordic expansion in this interview with Energy Loop:
https://lnkd.in/egBGHVhB

Thanks, Energy Loop and Gabriel Nilsson, for the coverage 🙏

I'll be at the Future of Utilities Energy Transition Summit in Amsterdam on the 18th and 19th of March. First time attending and really curious to see what's on the agenda.

My colleague Sara Rasmussen is speaking on Thursday, March 19, about the Nordic perspective on cutting costs and making energy retail more digital and efficient. Proud of her for stepping on that stage ⭐ 

It's actually a busy spring for us. UtilityCloud was also at E-world energy & water in Essen, and next week, heading to KEY - The Energy Transition Expo in Rimini. For a small team, that feels like a lot, but these events are where the real conversations happen.

Sara Rasmussen, Sam Newman, and I will be in Amsterdam both days of the conference.
If you're attending too, say hi. Always nice to put a face to a LinkedIn connection 😊

The next big energy event is in Rimini, Italy 🇮🇹 
KEY - The Energy Transition Expo ⚡ 

Are you going to be there? 
Meet the UtilityCloud team the Innovation Norway pavilion.

https://lnkd.in/euhsCPHf

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