State of B2B in The Netherlands

Transform your B2B marketing strategy based on research and best practices

ABM, Personalisation, ROI, Sales & Marketing


Customer experience is a hot topic in B2B and we are ready to invest in it. But how should we respond to this desire to serve the business customer in a new, better, personal and more digital way? To truly transform your business and drive ROI, we need to focus on aligning our sales and marketing teams. In fact, according to recent research, companies with aligned sales and marketing teams achieve 208% more revenue from marketing efforts.

Join us on June 20 for a great day of insightful sessionshands-on workshops and a networking lunch.

Join our journey along the latest State of B2B in The Netherlands based on recent SPOTONVISION research and real-life stories.  



9:30 – Welcome and Opening

Hans Molenaar, Beeckestijn Business School

9:45 – Introduction & Highlights of recent research State of B2B NL

Ingrid Archer-van den Berg, author of State of B2B NL research

10:00 – Story Telling Panel:

Listen to the Day in the Life of a Revenue & Marketing VP, a CMO and a Customer Marketing & ABM Director

Three amazing professionals will tell their story about their typical day and challenges and how they optimize their roles. Listen in and learn from their best practices!

Patrick Aalbers,CMO, Aareon Group
Linda Geerdink, VP, Revenue, Performance & Experience Marketing, SUSE
Micha Isacson, Director of Customer Marketing & ABM at SAP

11:10 – Coffee Break

11:30 – Driving ROI Excellence: Transforming Your Marketing for Maximum Impact

Transforming your marketing approach to be more commercial, showcasing the tangible ROI of your work, and aligning it with the CFO and C-suite financial objectives for maximum impact 

Kate Newstead, Marketing Science Lead, LinkedIn B2B Institute

11:55 – Collaborative Workshop:

Take Your Marketing to the Next Level and Learn how to Elevate Your Strategy with ABM, Personalisation, Metrics, and Sales Alignment.
In this workshop you will work together in teams to tackle marketing challenges related to one area of your interest:

• ABM & Personalisation
• Buyer & Sales enablement
• Sales & Marketing Alignment
• Best Metrics & ROI



Micha Isacson, Director of Customer Marketing & ABM at SAP
Shimon Ben-Ayoun, Managing Partner at SPOTONVISION

12:55 – Closing Remarks

13:00 – Networking Lunch

14:00 – Event Closure


  • Event
  • 9:00 - 14:00 CET
  • English
  • Micha Isacson, Linda Geerdink, Patrick Aalbers, Kate Newstead
  • B2B Marketing Directors, Managers & Specialists
  • Beeckestijn Business School, Leusderend 30, Leusden
  • 95 euros, ex VAT (early bird rate until May 8, 2023) / 120 euros (regular rate)
Over de spreker(s)
Micha Isacson is Director of Customer Marketing & ABM at SAP

Linda Geerdink is VP of Revenue, Performance & Experience Marketing at SUSE

Patrick Aalbers is CMO at Aaeron Group

Katie Newstead is Marketing Science Lead at LinkedIn B2B Institute