Situation

At the onset of 2025, BRAME, a modern B2B company, was on a major growth trajectory. Having recently undergone a strategic repositioning and invested a mid-five-figure sum into a full website relaunch, the company was poised to stack revenue-driving programs atop a strong marketing foundation.

As Head of Marketing, Raoul Bornhauser had a lot of jobs to be done on his plate with a new strategic positioning and messaging, the website relaunch, revenue marketing (organic + paid), inbound & outbound campaigns + partnerships & content strategy.

With a still lean marketing team at BRAME with <10 FTEs, executing across all fronts, especially building organic visibility, was a challenge. One such key initiative deserving more capacity & hands-on experience was scaling thought leadership and founder branding for CEO Pascal Spani on LinkedIn.

Pain

Raoul recognized several acute barriers preventing world-class execution in 2025:
“Theoretical knowledge wasn’t the issue—we knew what to do. But execution and consistency? That’s what we lacked,” as Raoul put it.

• Lack of capacity to execute a CEO-level LinkedIn strategy in-house
• No internal expertise in designing and managing founder-led content at scale
• Difficulty getting the CEO to commit bandwidth for consistent content, despite understanding its importance
• Risk of non-differentiated AI-generated content failing to create authentic engagement or authority

Impact

Partnering with SalesPlaybook & Luke, unlocked significant results:
“It’s the sweet spot between efficient and effective. Without you, we simply wouldn’t be where we are today with our CEO brand,” - Raoul

• Consistent CEO content cadence: 2x monthly “podcast-style” sessions with Pascal, where he simply showed up and spoke. No prep, no follow-up burden.
• SalesPlaybook owned end-to-end execution: topic ideation, interviews, narrative shaping, post-production, and internal coordination.
• Saved 2–3 days/month for Raoul and Pascal, freeing Raoul to focus on higher-leverage marketing work.
• Gained massive visibility on LinkedIn, also positively influencing “offline” awareness
• Preserved the human voice of the CEO, combining authenticity with strategic messaging.

Why SalesPlaybook

• Proven experience in thought leadership execution
• Smart use of AI to enhance quality, not replace human touch
• Trusted operational ownership—Raoul never had to check in or worry
• Expertise in story shaping and creating differentiated, human-first content

About BRAME

BRAME is the leading Gamification platform for B2C marketing and loyalty programs. Founded in Switzerland and trusted by global brands, BRAME empowers marketing and loyalty leaders to engage, convert, and retain customers through interactive brand experiences that integrate seamlessly into their MarTech stack. Click HERE to visits BRAME's website.

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