What happens when you bring marketing operations experts together in a beautiful location? Magic happens. This was evident during our B2B Marketing Live event ‘MOPS Unleashed!’ at Landgoed de Salentein.
The day was packed with insightful presentations, engaging discussions, and valuable networking opportunities. Three keynote speakers took us into their world of marketing operations:
Frans Riemersma: The Customer-Centric Approach to MarTech
Frans Riemersma (Martech Tribe) woke us up with a clear message: “We’re so busy with technology that we forget what’s most important – the customer.” He illustrated this with a striking example of a company that thought they needed a complex headless CMS. After analysis, just three data points proved sufficient: email address, postal code, and age of the oldest child.
“Stop collecting MarTech,” Frans advised, “and start with a customer business case instead of a software business case.” He demonstrated how combining just a few crucial data points can already create enormous customer value. His presentation was an eye-opener for anyone who thinks more technology automatically means better results.
Debby Kruse: Transforming Marketing Operations at TomTom
Debby Kruse took us through TomTom’s transformation from B2C to B2B company. A journey full of challenges and learning moments. She shared three crucial success factors:
1. Breaking down marketing silos: bringing different disciplines together creates a more powerful marketing approach
2. A strong marketing-sales connection: shared KPIs and regular alignment lead to better results
3. Reliability and flexibility: being consistent in what you deliver, while remaining flexible enough to adapt to changes
Debby’s practical examples showed how TomTom uses AI-driven tools for better customer engagement and personalization. Her story made it clear that marketing operations is and must remain continuously evolving.
Julia Pilkes: HubSpot’s Perspective on Marketing Operations
Julia Pilkes (HubSpot) brought a refreshing perspective on marketing operations. “Technology is crucial,” she stated, “but it’s only one part of the story.” She emphasized three elements for success:
1. The right mix of people, processes, and technology
2. Early stakeholder involvement in your MOPS strategy
3. Investing in specialists within your MOPS team
Julia shared concrete examples of how HubSpot applies these principles to create seamless customer experiences. Her insights were directly applicable for both large and smaller organizations.
Panel Discussion: The Future of Marketing Operations
The highlight of the day was the panel discussion with Gerben Busch (Busch Briar & Backwood), Debby Kruse, Rajen Ragoenathsing (DPG Media), and Elias Crum. Rajen’s comparison of MOPS with a Formula 1 pit crew resonated strongly: just like in F1, everything needs to be perfectly aligned, you need to be able to switch gears rapidly, and teamwork is essential.
The common thread through all stories? Marketing operations isn’t a technical story. It’s a human story. It’s about connecting people, smart use of data and technology, and creating value for your customers.
Networking and Knowledge Sharing
Beyond the formal presentations and discussions, MOPS Unleashed provided ample opportunities for attendees to network and share experiences. The event concluded with some time to have a drink and to network, where participants continued discussions, exchanged contact information, and formed new professional connections.
Many attendees noted that these informal interactions were just as valuable as the structured parts of the event, allowing for more personalized knowledge sharing and problem-solving discussions.
Looking Ahead
Want to learn more about marketing operations? Listen to our special MOPS podcast series where many of these speakers were also guests. Or join one of our Lunch & Learns.
Below is a short 1-minute impression of MOPS Unleashed! Hopefully we will see you at the next B2B Marketing Live.