White paper
What does it yield? And how to get started?
In a B2B environment the value of a customer is often greater than in a typical B2C retail situation. Orders can quickly add thousands of euros to a company’s revenue. It is therefore worthwhile to find new customers (lead generation), to keep your existing customers satisfied (loyalty) and to identify your best customers (lead scoring). These are tasks of your sales department in combination with your marketing department. But quite often sales reps do not have the time or resources to continuously monitor all customers and leads. This can result in your company no longer being “top of mind” for those parties.
Speak with 1 voice
Additionally, it is not easy for a company to speak with one voice. Every sales person has his own methods. The general vision and corporate identity of your brand that you have worked so hard on can quickly fall apart in a mishmash of logos, fonts, colours and strategies. This can be confusing to the customer.
Marketing automation strengthens the sales team
Marketing automation ensures that you regain control of your message to the outside world. It orchestrates your inbound and outbound marketing. You can closely monitor where a lead is situated in the funnel and send the right communication to the right person at the right time. A good marketing automation platform connects directly to your CRM software and automates tasks of your sales department. This way you do not only increase the quality but also the efficiency of your sales organisation. It helps you to set the right priorities.
Some examples of success stories
Let us look at some examples. Are you organising an event for your customers and prospects? Through marketing automation you can easily send invitation and reminder emails to all contacts in your database that are eligible for this. When someone registers, you can automatically send a notification to the person in charge within your organisation. You can contact and follow-up on these participants after the event through automated flows. This way you can tell them the story of your own company but you can also learn what they are interested in. If you link that information back to your CRM system, it will be available for all your employees. So your helpdesk employee also knows who participated in the event and what their interests are.
You can send a reminder mail to dormant customers, or you can retarget them through channels such as LinkedIn. If they do not open this communication either this can be automatically indicated in your CRM system so they can be contacted directly by a sales person. Are leads responding positively to your communication (e.g. by clicking on a link in your mail)? Automatically increase the lead score so your sales department picks up this potential customer more quickly.
Do you have an extensive catalogue of products? Use marketing automation combined with A.I. and product recommendation to present the right products to the right type of customer. This way you filter your wide product range to their needs and you are guaranteed better odds for a successful sale.
Start today
These are just a few examples of how marketing automation proves its usefulness in a B2B environment. An effect of a thorough marketing automation strategy is that you not only get to know your customer better, but your own company as well. It forces you, as it were, to collect all data about your customer and to free it from their respective silos. The benefits are substantial! You can respond to the needs of your customers far more effectively, your sales team receives higher qualified leads and you remain more top of mind with your customers and prospects. All of this ensures higher customer and prospect satisfaction and increased revenue for your company. B2B and marketing automation? Meant to be.
Are you ready for tomorrow?
The next waves of economic and digital transformations are hitting our shores. Is your business futureproof and ready for them? Our strategies, optimisations and practices guide you there. Let’s get tomorrow taken care of.
Related articles
- With an end-to-end partner like iO and a tool like HubSpot, complex organisations transform their operations in a flexible way and seamlessly change the mindset of all employees.Read more
White paper
Selecting and deploying the right marketing automation platform
Through marketing automation, organisations like yours can easily identify anonymous online visitors and convert them into qualified leads. It automates repetitive marketing tasks — effectively eliminating them from your daily operations — allowing you to focus on what matters.Read moreWhite paper
Break silos between sales, marketing and operations with Hubspot
Anticipating customer needs is no longer enough; customers expect companies to truly enrich their lives. Breaking old silos and putting users at the centre is key to becoming an organisation that not only values customers, but puts them at the centre of every decision. After reading this white paper, you'll know:Read moreBlog
Building strong customer relationships with HubSpot
How does a CRM tool help you build stronger, better relationships with your customers? By making their experience throughout the customer journey as smooth as possible. To make this happen, marketing, sales, and service must work together — with a tool like HubSpot. Steven Van Duyse (iO) and Anneleen Boullart (InSites Consulting) will tell you all about it in this conversation.Read moreCase
How to present a unified brand story for multiple companies within the same group?
How do you tell a clear online story that pulls traffic towards your website if you represent multiple businesses? Read the case and find out.Look at this client storyWebinar
Webinar: All you should know about Email Deliverability
Sending commercial emails is one thing, but making sure that they arrive where they’re supposed to is something entirely different. With ISP's that are make sure spam messages don’t end up in your inbox, what are the best practices to ensure inbox deliverability? In this English webinar, Johan Van den Hende from iO will cover all aspects of email deliverability together with Jan Schapmans from Selligent.Read moreWebinar
Webinar: first-party data collection with HubSpot
The cookieless future is coming. Soon, marketers will no longer be able to collect third-party data — so they need to find new solutions to balance data collection, privacy, security, and customised user experiences.Read moreWebinar
Webinar: Make your B2B customer acquisition strategy digital and authentic
Who says digital and authentic don’t mix? With SEO, content marketing, affiliate marketing and personalised email campaigns, organisations like ours are generating leads en masse. These tools are ours to use to convert, turn our users into brand ambassadors and design flawless customer experiences. We know what digital can do, can it do it authentically? Marketing expert Glenn Weuts will answer that question in his webinar (in English) on 20 April.Read moreWebinar
INBOUND 23 recap: a customer-centric approach in the age of AI
Curious about the latest developments in customer-oriented strategies, AI, digital transformation, leadership, and storytelling? Our iO colleagues Jolien Struyf and Evelyne Berden travelled to Boston to attend HubSpot's annual INBOUND conference and are sharing their highlights in a bite-sized webinar.Read moreWhite paper
Get started with marketing automation
Marketing automation is an efficient way to identify anonymous online visitors and convert them into qualified leads. It automates repetitive marketing tasks, allowing you to focus on what’s important. In this white paper, we’ll guide you through the basics of this marketing tool.Read moreWhite paper
Life Sciences and Marketing Automation
Once your organization has multichannel marketing intrinsically embedded into its vision and strategy, odds are that you will soon come to realize the benefits of owning a marketing automation platform. After all, you need a solid instrument to effectively execute your multichannel ambitions and deliver increased ROI at the same time.Read moreWhite paper
More qualitative leads with inbound marketing
In the past, marketing often boiled down to spreading your message as loudly as possible. Today, there's a growing need for a targeted (inbound) strategy. Inbound marketing revolves around reaching the right people at the right time with the right message. Interested in mastering inbound marketing, or looking for actionable insights and tips to effectively apply it in your business? Our comprehensive whitepaper is the resource for you. Join us in exploring the world of inbound marketing and learn how it can significantly amplify your business's power. Download now and effortlessly begin transforming your approach to attract more high-quality leads.Read moreWhite paper
All about inbound marketing with HubSpot
Which types of marketing are sure to serve your organisation well, instead of only making things harder? If you are consciously aiming for quality B2B leads, then inbound marketing makes up the proper course. In fact, this goes for digital marketing in general: approximately 90% of all B2B research is conducted via digital, online sources.Read moreWhite paper
3 steps to build a successful B2B inbound marketing strategy
Shouldn’t the client be at the heart of every marketing campaign? When it comes to good inbound marketing, the same is clearly true for B2B marketing. Inbound marketing is an effective way to gather everything you need to build a successful campaign: the right, qualitative leads - collected in a way that does not disturb the user experience, using data that’s willingly shared. It’s a fitting approach, not only for acquiring new customers, but for turning them into enthusiastic brand ambassadors in the process.Read moreWhite paper
A user-friendly self-service portal in 5 steps
Does your organisation spend a lot of time providing customers with support and service? Think about scheduling appointments, contract management, or changing customer data — exactly the kind of things you can digitalise in a self-service portal. Only, how do you go about it?Read moreWhite paper
Why email marketing still works
Whether you’re a small business or a large multinational, it’s worth considering email marketing.Read moreWhite paper
Creativity – how to stand out in B2B communication
Creativity in B2B communication is an important way to engage and connect with your audience. The era of the pure sales pitch is long gone, and today B2B communication is also looking for new ways to add value in the long term. Creativity builds the bridge between story, feeling and individuality. And this translates into positive business results.Read moreWhite paper
Win the battle for the consumer with marketing automation
In 2023, consumers’ expectations are higher than ever. They reject generic messages and communication. More so; they want to be put on a digital pedestal. To be personally addressed and only shown content that is relevant to them. In other words, they want companies and brands to give them an experience. And that experience has become just as important as a product or service.Read moreWhite paper
7 essential steps to build an effective MarTech stack
An overwhelming array of marketing technology choices often leads to a fragmented and inefficient MarTech stack. Discover how to optimise your stack, strengthen integrations, and build a future-proof MarTech strategy.Read moreBlog
Generate B2B leads with Account Based Marketing
Account Based Marketing combines targeted content with a clearly defined target group. Curious how you can use ABM to get more leads? Then read on. Inbound marketing continues to be one of the most efficient digital marketing techniques out there. But did you know that you can also combine the content you create for your inbound strategy with a classic outbound sales approach perfectly? Or make it even more specific for certain sectors? This technique is called Account Based Marketing, we will explain what it is and how you can generate extra B2B leads with it here.Read moreBlog
How does HubSpot streamline your inbound marketing?
HubSpot has an established reputation at iO for marketing automation and it’s also useful for inbound marketing. Find out why here.Read moreBlog
Social media and B2B communications: the perfect marriage
We know that social media has greater influence when used for B2B than to B2C communication. Your target audience is more contained, easier to define and you know your network much better, and can therefore make meaningful contacts easily.Read moreBlog
Why choose HubSpot CMS? 15 Reasons that will convince you
If you're even remotely interested in digital marketing or sales, you've likely heard of HubSpot – the renowned all-in-one technology powerhouse. But there's a gem within its suite that deserves a spotlight: the CMS Hub. Here's why it should be on your radar for managing your website's content.Read moreBlog
Does video have a place in your B2B content strategy?
Is your content strategy already harnessing the power of video? Video is everywhere. Every month, 1.7 billion unique visitors watch at least one video on YouTube, and visual social media such as Instagram and TikTok are extremely popular. B2B is not immune to this. With the rise of video can we expect to see the decline of the copywriter and the arrival of the video content creator? It's not so black and white, thankfully. But, as marketers say, as a company it’s always better to respond to trends so you don’t get left behind. And video has long ceased to be a 'throwaway' trend. How can you integrate video into your content strategy? And what are the benefits?Read moreBlog
Why HubSpot should be included in your advertising strategy
In an era where third-party cookies are fading and precise targeting becomes a challenge, businesses are in dire need of reliable first-party data and innovative targeting methods. HubSpot emerges as a pivotal solution for these evolving advertising landscapes.Read moreBlog
Sell smarter with B2B buyer personas
Buyer personas are a great way to understand your prospects' goals and desires. Creating buyer personas is not an end in itself, it's a means to sell smarter, using arguments that are more effective for different target groups. In this blog we explain how to successfully approach this by focusing on the emotions that play a role in buyer’s decision making processes.Read moreBlog
Explore Hubspot's free CMS tools
With Hubspot's CMS Hub, anyone can set up a mini-website for free. The website is easy to manage and maintain, and access to HubSpot's Sales, Marketing, and CRM tools is included for free. All in one platform, to grow your business and create personalised omnichannel experiences.Read moreBlog
B2B e-commerce is still in its early stages in Europe
B2B e-commerce in Europe is in its infancy when compared to online sales on other continents, such as Asia and America. Hans Maltha, CCO of iO, believes we have a lot of catching up to do. He provides the necessary tips and tricks for a B2B organisation to be prepared and to make rapid progress.Read moreBlog
This was INBOUND 2022 - Are you connected?
HubSpot INBOUND, one of the biggest marketing events of the year, took place in Boston in early September. This edition was host to several intriguing speakers – a name like Barack Obama always stands out. In this blog you can read all about the new features announced by HubSpot, and their future perspectives on the field of inbound marketing.Read moreBlog
Everything on B2B self-service portals
An online environment to place orders, contact customer service and searching information is a given in B2C. Luckily, we also see an increasing number of B2B companies investing in these kinds of portals. We’ll explain what a B2B self-service portal is and what the benefits for both companies and customers are.Read moreBlog
11 marketing automation mistakes you should avoid
Do you use marketing automation tools? Read on to find out how to avoid the most commonly made mistakes and learn how to make this innovative software work for you.Read moreBlog
HubSpot announces new Sales Hub and CRM features at INBOUND 23
Elevate your sales journey and maximise data efficiency with HubSpot's Sales Hub 2.0 and Smart CRM.Read moreBlog
With these new guidelines, Gmail will ensure a safer inbox in 2024
In February 2024, Google and Yahoo's new email guidelines will come into effect. These guidelines have to do with email deliverability and will be made mandatory by Google, unlike now. The guidelines will apply to all emails delivered to Gmail accounts — or, in other words, all emails to gmail.com email addresses and organisations using Google Suite as an email server. In this article, our email experts tell you everything you need to know about the new guidelines.Read moreBlog
The professional communication dilemma: To email or not during the festive season.
Email campaigns during December are always a challenge. The volume of email increases steadily every month of the year and reaches a peak during the festive season. For example, MailChimp, the leading email service (according to their 2023 annual report) sends no less than 21.3 billion emails in December. Do you want to know how to make sure your festive emails reach your target audiences?Read moreBlog
6 tips for maintaining focus in a fragmented MarTech landscape
Navigating the rapidly expanding MarTech landscape can be overwhelming, but with a clear strategy and focused approach, you can build an effective MarTech stack that drives your marketing success.Read moreDossier
Dossier: B2B - Turning B2B challenges into solutions
Read moreDossier
Dossier: Marketing automation
Read moreVideo
Infinite opportunities: Dorien Gevers (Carglass)
The Carglass website is a crucial platform, but other channels — digital and non-digital — are also very important in the omnichannel approach. Giving a personalised experience to every customer, with content tailored to their stage in the customer journey. Dorien Gevers (Email marketer at Carglass) explains every stage.Read moreVideo
Infinite opportunities: Leslie Cottenje (CEO Hello Customer)
The decision to digitise has to start from the customer, not from an internal, business perspective. That's what Leslie Cottenje, CEO of Hello Customer thinks. Technology can help improve customer satisfaction, but the human factor has to be central. She tells you all about her vision in this video.Read moreCase
How do you communicate smarter and more efficiently with your customers?
Using SharpSpring, our experts developed a smart marketing automation strategy that led to a unified database with 360-degree customer profiles.Look at this client storyCase
How does personalisation lead to better marketing automation?
Using smart deployment of marketing automation platform Selligent, iO helps fashion brand Cassis/Paprika with an intelligent digital strategy.Look at this client storyCase
How can a revamped online store drive a 67% increase in orders?
Atos Medical Netherlands registers 67% more orders and 105% more unique visitors thanks to renewed and optimised B2C webshop with tailor-made functionalities.Look at this client storyCase
How to make propane irresistible with creative marketing?
Propane as an energy source was in need of recognition, by all who were living off-grid to be more precise. We managed it on behalf of gas specialist Primagaz, with creative 360° campaigns - both online and offline. Read the case study!Look at this client storyCase
How a down-to-earth audit paves the way to the ideal digital tools?
With an efficient platform audit, our experts helped Ebema make the most appropriate choices.Look at this client storyCase
How to use social networks to modernise your digital communication?
Modernizing Automotive Digital Communications: Unleashing the Potential of Social Networks. Read the story here.Look at this client storyCase
Finding and offering the right location to turn a special event into a favourite memory
Discover how iO made the websites and the personal admin portal of High Profile Locaties more manageable, findable and scalable. Read the case study.Look at this client storyCase
How do you create the best possible experience for Brussels Airport travellers?
Brussels Airport: In this case story, read how iO has become an extension of the airport.Look at this client storyCase
Realising growth through marketing
How iO convinces travelers to choose Brussels Airport for their next trip. Discover the marketing campaigns.Look at this client storyIndustry
Let your B2B offering thrive through digitization
Is your offering a fully automated match for the ‘new’ B2B generation? In today’s digital age, omnichannel is a powerful new way to chase B2B targets. Why not rely on our expertise to assist you in a healthy, always-on approach?Read moreWhat we do
Email marketing that clicks, efficient and spam-free
Email marketing allows you to get impressive results, including a high ROI. If you do it right. Luckily, our email marketing experts are happy to help.Read moreWhat we do
iO, marketing automation partner for increased sales and centralised data
Marketing automation brings in leads faster, saves precious time and optimises your business processes. Discover how we can help you achieve this.Read moreWhat we do
Engage your target audience with dynamic online and offline activations
Activate your target audience with dynamic online and offline experiences. At iO, we blend marketing, technology, and strategy to create impactful brand activations.Read morePress
AkzoNobel unveils Colour of the Year 2024: Sweet Embrace™ with digital support from iO
Read morePress
iO named the most customer-focused digital agency in the Netherlands
Read morePress
iO study: majority of retail chains missing out on local SEO benefits
Read morePress
iO focuses on talent: Wouter Dolle becomes HR Director in the Netherlands
Read morePress
iO appoints Marco Merola as Managing Director on Campus Herentals
Read morePress
iO launches magical end-of-year campaign for Brussels Airport
Read morePress
Manna boosts brand awareness with a wink
Read morePress
Lidl Belux selects blended agency iO as digital partner
Read moreWebinar
How can you strengthen your position as a B2B brand
In the past, B2B was too often seen as B2C’s little brother, but nothing could be further from the truth. As is the case for every marketing field, B2B has gone through quite the evolution. But what does that evolution look like? And does that evolution require a different marketing strategy? In this webinar, we’ll show you what B2B looks like today and how you can distinguish your brand from the competition with your marketing strategy.Read moreWebinar
How do you implement a first-party data strategy for e-commerce?
The death of the third-party cookie. For a moment, it seemed like the world would end. But fortunately, there are alternatives for marketers and their organisations, including first-party data. A thoughtful first-party data strategy can help you build close relationships with your customers, create value, and streamline your marketing activities.Read moreWebinar
Crucial for your marketing in 2024: Google Consent Mode V2
The marketing world is changing faster and faster, with a new update or new guidelines to discover every day. Google Consent Mode version 2 is an upcoming update from Google that aims to help website owners comply with increasingly stringent privacy legislation (AVG/GDPR). This implementation is mandated by Google from March 2024. So be sure not to hesitate and get informed in this webinar so that you can set up the right actions in preparation.Read moreWebinar
E-inclusion: how to leave no one behind in the digital world
There’s a digital gap between our marketing personas and the real people we service. And that gap is significant: nearly 50% of the population is digitally vulnerable. How do you handle that as an organisation? And how do you make sure your products and services don’t exclude anyone from the digital world? Register for our webinar now and allow David De Block, Public Services Director at iO, to show you the “reason to believe”, so you can take action.Read moreWebinar
Webinar: Boost your online visibility and revenue with local search
Pretty much everyone has a smartphone these days, using navigation systems like Google Maps every day. Leveraging local search has never been this crucial to enhance online visibility and growth. Google reports that nearly half of all search queries on its platform (46%) have a local intent. You need to take advantage of that as a retailer. After all, you want potential customers to be able to find you, especially when you’re nearby. Sign up to join our exclusive webinar on local search to find out how to elevate your local presence.Read moreWebinar
Leveraging customer data in your marketing communications
With the ever-evolving laws and technology, reaching your target audience as a marketer is complex. In this webinar, we'll show you how to make the most of the customer data you already have. During the Dutch webinar on March 19, 2024, Evelyne Berden (Domain Lead Marketing Automation at iO Campus Herentals) explains how you can unlock customer data to take your marketing campaigns to the next level.Read moreWebinar
Ad Tech: Take your media strategy to the next level
Now that cookies are disappearing, the biggest challenge for everyone in marketing today lies in measuring and analyzing marketing efforts. Companies currently find themselves facing a bit of a dilemma: on one hand, they want a transparent view of the results of their investments, on the other hand, they know that they need to rely more on data to make their advertising more relevant and efficient.Read moreWebinar
SEO & TikTok: the dynamic duo for digital success
From libraries to Google to TikTok...in just a few decades, our source of information has shifted to unexpected places. Today, a whopping 40% of young people use TikTok as their primary source of information. Did you know that this platform is increasingly focusing on its own search function? This makes TikTok SEO an essential part of your digital strategy.Read moreWebinar
Webinar: Increase your online impact with strategic SEO
Is your website not being properly found by relevant visitors? Is your SEO traffic not generating enough conversions? But do you think you already have an SEO-friendly website? Then it's time to switch from tactical to strategic SEO. Find out how during our webinar on 23 August.Read moreEvent
The Automation Success Framework
A strategic step-by-step plan that drives results.Powered by HubSpot & iORead moreWhite paper
Impact of the cookieless future on marketing
In this whitepaper, we will immerse you in the world of cookies, discuss what exactly is about to happen and how you can prepare your company for it. Enjoy!Read moreWhite paper
The e-commerce kick-start guide
The evolution in the e-commerce world moves at an incredible speed. That’s why the e-commerce issue becomes more and more complex, with new technologies, products and strategies to deploy. And companies have no choice but to try to keep up with this rapid evolution.Read moreWhite paper
The journey towards superior email deliverability
Every business that uses email marketing in its strategy to reach a target audience wants to get a spot in the target audience’s inbox. But spam has become such an overwhelming part of email traffic that it’s become more difficult to get past Internet Service Providers and Mailbox Providers. That’s why an email marketing strategy needs to focus on email deliverability.Read moreWhite paper
Interactive video for the static marketer
Interactive content engages people with choices, questions, and options. That’s no different with interactive video — in stark contrast to traditional video, which is linear and forces the viewer to watch passively.Read moreWhite paper
How to succesfully sell and advertise through Amazon Belgium & The Netherlands
Selling through Amazon? Here’s how to become successful Amazon is deeply ingrained in today’s digital retail landscape: you can buy and sell almost anything there. For merchants, Amazon offers a unique opportunity to rapidly and efficiently expand their markets – even across borders. But how do you start doing that? How will you successfully sell your products through the world's largest e-commerce platform? Well, you can find out how it works in our updated guide, 'Selling and Advertising on Amazon, a Guide for Belgium and the Netherlands'.Read moreWhite paper
Sell & advertise on bol.com
Most of us have probably already ordered a product or two at bol.com. But the platform also offers merchants interesting opportunities to sell and advertise products, in Belgium and the Netherlands. In this white paper we will tell you more about the possibilities of the platform.Read moreWhite paper
Boost growth with digitalisation
Digital transformation may be a buzzword, but that’s because it’s happening right now. Digitalisation has gained momentum every part of society and it’s showing no sign of slowing down. Consumers have high expectations and now it’s for companies to anticipate their digital needs. iO has the expertise and experience your company needs for effective digital transformation. Digitalisation is a mindset that has an impact on the entire company, from business operations and internal processes to marketing and communication. Customer focused and with a clear vision. Do you want to know more about the benefits of digitalisation, and how to embed it into the DNA of your company? Our experts have bundled their insights and experiences into an inspiring ebook that will help you prepare your brand for tomorrow.Read moreWhite paper
E-detailing in the life sciences
In this crowded and competitive environment amidst reduced budgets, pharmaceutical and life sciences companies must resort to new strategies to significantly improve the efficiency of their direct-to-physician marketing initiatives. As such, e-detailing came fully into effect.Read moreWhite paper
Alternatives to Google Analytics 4
How well do you know today’s web analytics landscape?When talking about web analytics, Google Analytics is usually at the top of the list. Google Analytics 4, is the undisputed king of web analytics tools. Or is it?Read moreWhite paper
The ultimate end-of-year guide (with checklist)
With cyber week (starting Friday, Nov. 29) and the end-of-year period upon us, there are some great opportunities ahead to give sales another boost, whether you're in B2C or B2B. With this guide and checklist of no less than 61 pages (!), we help you fine-tune your marketing, communication and advertising strategy so that you catch the eye of your target audience. With this guide & checklist, compiled by our +2000 experts from different departments, you'll roll out the digital red carpet for your customers in the year-end period. Download it now.Read moreWhite paper
No more marketingcookies: calculate the impact on your sales and visitors
Soon, third-party cookies will disappear. Use our calculator and get an estimate of the potential loss of sales and website visitors. You will also get tailored advice on the next steps to take to minimise that loss. Go directly to the calculator via the button below or scroll down for more background information.Read moreWhite paper
Digitalisation - the key to unlock B2B business growth
The digital revolution has profoundly changed the B2C market, and B2B soon followed. None of it happened overnight, by the way. In fact, the trend was initially slow to take off in the B2B sector. Today, digitalisation reached essential status in B2B for anyone wishing to stay ahead of the competition. Its secret? An omnichannel approach, the new standard for B2B sales.Today, B2B customers expect the same standards as B2C customers do in terms of access and service from self-service platforms and digital portals. They expect to find the right products, services or ecosystems across all stages of the customer journey. How do you manage B2C expectations in a B2B context?Read moreWhite paper
Composable Commerce: hype or here to stay?
The world of online commerce is becoming increasingly complex. Businesses need to be able to create appropriate and unique customer journeys across multiple channels. But this is proving to be quite a challenge for those still using traditional commerce platforms. Luckily, the world of online commerce is also constantly developing. When new and greater challenges arise, fresh solutions are created. Solutions like composable commerce.Read moreWhite paper
Your channel mix only has value if you manage it effectively
To make your online business run smoothly, there are several aspects you can focus on. One of them is your channel mix. But how do you know if your mix is the right one? And do you stick to your initial choices or is it better to adjust your mix regularly? Channel management provides answers to these questions. Channel management involves monitoring and adjusting the entire channel mix of your business or client based on predetermined goals. You work on all aspects that ensure better results, at every stage of the funnel.Read moreWhite paper
Building brands with content
Brands are built with advertising, and content then adds depth to the brand, right? Not if you ask Aart Lensink. As a content expert, he helped several brands tell strong stories, and now he's sharing his knowledge on building brands with content in this e-book— packed with examples and with a concrete step-by-step plan.Read moreWhite paper
Download the "2023 Local SEO Benchmark Report"
For the 2023 Local SEO Benchmark, we analysed nearly 100,000 business locations in 36 cities in the Netherlands and Belgium, across 14 different industries. Curious about how the retail sector in the Netherlands and Belgium is doing in terms of Local SEO? Find out in our 2023 Local SEO Benchmark Report . Some key conclusions of the 2023 Local SEO Benchmark Report:Read moreWhite paper
Increase your webshop turnover
Webshops have reached the status of shopping standard in the digital age. Users are just a few clicks away from their favourite items. Anywhere, at any time of the day, from the comforts of home. This is why online advertising on digital channels has become key to webshop owners: channels allowing you to maintain your margins and successfully activate consumers throughout the purchase process.Read moreWhite paper
Sales, leads, goals: your guide to Performance Marketing
Performance marketing is a branch of marketing where you focus on results. Which results? How can you measure it and - more importantly - how do you achieve it? This is different for every organisation, but the potential of performance marketing to deliver results? That’s universal. The efficient combination of leads, sales and targets is crucial.Read moreWhite paper
Get more revenue from Google Shopping with Google CSS Managed Service
In 2017, Google was fined €2.4 billion by the European Commission for abuse of power. The internet giant was pushing comparison websites (Comparison Shopping Services, or CSS) lower in search results with Google Shopping. That fine was bad news for Google, but good news for organisations looking to make more online sales.Read moreWhite paper
How to build an effective content marketing strategy
Producing content is a tactic everyone seems to rely on these days. Many organisations are creating content today — they have blogs, are active on social media, and might even publish their own magazine. But the underlying, supporting strategy? Something you rarely come across.Read moreWhite paper
Download the all-in-one social media checklist
For many organisations, social media is still a Pandora's box. Yes, they are useful online channels, and yes, we might need to have a presence there. But how exactly do you tackle that? What do you need to take into account? This helpful social media checklist will take you a long way.Read moreWhite paper
Employer branding insights - How to recruit talent in 2024?
A tight job market and a short attention span from your target audience, who are also bombarded with content on a daily basis. Does recruiting new talent sometimes feel like a lost battle to you? We believe it doesn't have to be! Break through your target audience's content overload: invest in in-depth content to reach them and strengthen your employer brand. How can you successfully recruit and retain new talent for your brand? Discover it in "From Employer Branding to Recruitment - Insights 2024".Read moreWhite paper
Flawless content migrations
Do you want to rebrand your organisation? Is an acquisition or merger imminent? Or do you want to improve your customer experience, and does this require an organisational change? For these types of digital transformations, changing technology is often a challenging and crucial part for organisations of all sizes. Whether you need to upgrade the CMS system to a newer version, or you want to increase your innovation speed with a headless CMS, there is often one element that receives little attention: the content migration. Far too often, a content migration is nothing more than the last thing on the list, because it’s the technology that requires a lot of attention and budget, isn’t it? How complex can it be to lift and shift the content from the old system to the new?Read moreWhite paper
Whitepaper: How to unburden your business with ‘first time right’ marketing execution
Ideally, as a (Digital) Marketing Manager, you focus on developing and executing your strategy to achieve your organisation's goals. But what if your strategic focus is constantly disrupted by operational issues?Read moreWhite paper
16 tips to make your marketing and digitisation budget for 2025 smarter
The 2024 summer holidays are behind us and it's time for organisations to set their budgets for 2025. And that is often a more difficult task than we would like to admit. We wouldn't be iO if we hadn't come up with anything to help you with that tedious task... Get 16 tips to make your marketing and digitisation budget for 2025 smarterRead moreBlog
Strengthening your B2B brand
In the past, B2B was regarded as the smaller, less interesting brother of B2C. Now we know better. Today we'll show you how you can make a difference as a contemporary B2B brand and get the edge on your competitors.Read moreBlog
Opinion piece: Is ChatGPT the key to creative success in the digital era?
Artificial intelligence is nothing new under the sun. We ask our smart speakers what the weather’s like today, use smart translators and let algorithms decide our choice of entertainment. The general public is clearly ready to accept AI as an everyday part of life. One example of an AI tool that is becoming increasingly popular is ChatGPT.Read moreBlog
The importance of e-commerce for B2B
As of 2022, 65% of B2B companies conduct their business exclusively online. In addition, last year—for the first time ever—organisations sold more online than through personal sales. It is therefore about time for your B2B company to move towards—and reap the benefits of—a digital story. Discover the difference e-commerce can make in a B2B context.Read moreBlog
How to craft a brand name or tagline in 5 minutes (and whether it's the right one)
Seriously, it's done in no time. And we're about to show you how. The question is: is this what you want? In this blog post, you'll read how we do it at iO, you'll find some tips and tricks to apply on your own work and you'll start to grasp the added value of the human factor.Read moreBlog
2023: a year in an era of change
Does the name Leonhard Huizinga still ring a bell for anyone? Once a popular Dutch writer, now forgotten. He made his debut in 1936 with the book 'De Gestroomlijnde Wereld'. Already a wanderer at a young age, Huizinga's book opened an unknown world to many readers. An exotic world, which seemed to be getting smaller and smaller, because it was more accessible by car, train, boat, and airplane. Faster, more comfortable and with more and more streamlining — quite literally. Curious, boundless, full of wonder. Not realising, as early as 1936, that over that same world lay the shadows of tomorrow.Read moreBlog
15 Reading, listening, and viewing tips for the holiday season (and Beyond)
The end of December is list time. My colleagues at iO invited me to fill the last square of 24till24 with an inspiring list. December 24 is the last day of work before the Christmas holidays for many. That magical time of the year when the professional merry-go-round comes to a complete standstill. It isn’t just the time for family celebrations, it’s also the perfect moment to curl up on the sofa with a good book, a podcast, or a film. So, get into my personal list of the very best viewing, reading, and listening tips. Slide into the holiday season and keep the boredom at bay. Enjoy!Read moreBlog
E-inclusion: how to leave no one behind digitally
There is a digital divide between the personas we use in marketing and the population. In Belgium, this gap is large: almost 50% of the population are considered to be digitally vulnerable. How do you deal with this as an organisation? And how do you ensure that your products and services do not exclude anyone digitally? This blog contains nine practical tips to help you on your way to digital inclusion.Read moreBlog
4 tips to develop a successful measurement plan
More and more organisations want to measure the return on investment of digital platforms accurately. But how do you develop a successful measurement plan?Read moreBlog
Why Google Consent Mode V2 is crucial to marketing in 2024
The marketing world keeps turning faster, with new updates or guidelines at every turn. It’s a world that forces businesses to change with it. A recent change by this organization includes, among other things, that Google Consent Mode must receive an update by March 2024 to enhance user privacy. Take the Digital Markets Act, for instance. This European legislative body regulates digital platforms by creating laws. A recent legislative change includes that Google Consent Mode is required to carry out an update by March 2024 at the latest to better protect users’ privacy.Read moreBlog
Building trust in a cookieless era
We all know third-party cookies, a marketer's bread and butter, are leaving the building. The cookieless future was irrevocably set into motion when Google decided to remove them completely by 2024. This presents us with the unique challenge of tracking an audience that does not only demand an excellent experience but is increasingly privacy-conscious, too – quite paradoxical, we know. You’ve probably also heard that first-party data is the way to go. So, how can you turn leads into returning customers and, more importantly, how will you procure their data? We suggest a trust-first marketing approach that focuses on excellent content to establish a relationship with customers and users, making them more inclined to share their data with you.Read moreBlog
3 trends in content marketing for 2024
Users are becoming increasingly mobile: they're freely moving from channel to channel, looking for the content they want to consume. So keeping an eye on trends and taking full advantage of them is more important than ever. After all, trends offer a perfect opportunity to be creative. But what can we expect in 2024? In this blog, you'll discover three trends you can address to increase your impact with your target groups.Read moreBlog
Bing: a new search engine gateway to your target audience
Google is the unequivocal search engine market leader (and probably will be for a while). However, when it comes to search queries, there’s a challenger to that monopoly: Bing by Microsoft. In the last few months, Bing made some significant strides, moving from 1 in 20 search queries to almost 1 in 5. That growing influence and Bing’s market share are some aspects you should leverage in your digital strategies. You can ignore 5% of your potential visitors, but ignoring 18% of the queries that lead to your business would probably have a significant impact on your business – and not in a good way.Read moreBlog
The six digital and marketing trends for 2024
The rise of AI, shifts in the social media landscape, and the end of third-party data...2023 was, to say the least, a tumultuous year. But this year, marketers and their organizations are also facing significant challenges. Discover the six digital and marketing trends that will dominate 2024 and, most importantly, how you can successfully tackle them.Read moreBlog
3 valuable SEO insights from Friends of Search 2024
As an SEO specialist I had the opportunity to attend Friends of Search, a well-known SEO and SEA conference in Amsterdam. The event attracts at least 600 visitors annually and guarantees thought-provoking talks, an exciting award show, and a networking moment. I was immediately impressed by the international expertise presented by the other attendees during this eleventh edition, held on 21 March 2024. Discover 3 valuable SEO insights that stuck with me.Read moreBlog
Historical data export - Universal Analytics
Deadline for exporting Universal Analytics: 1st of July 2024 After the 1st of July 2024, it will no longer be possible to access data in Universal Analytics. Therefore, it’s essential to take timely action and export the data before that day. By exporting the data before the access is closed, you can gain valuable insights, store the data securely and take any further actions. It is wise not to do this at the last minute, as there may be obstacles, such as errors in extraction or technical challenges. To avoid potential problems, it is advisable to transfer the data in time to environment where it can be stored securely. That way, you can later use the data for further analysis or transformation purposes. By acting now, you can ensure that you don’t lose the valuable data and are well prepared for the future. So don't wait until the last minute - make sure you export the data from Universal Analytics before 1 July to a secure environment, where you can continue to use it.Read moreBlog
Content marketing has become communication (and that’s bad news)
Does content marketing still serve a purpose in 2024? Patrick Severein (Head of Content and Strategist) raises some questions.Read moreBlog
Why is always-on gaining ground over ad hoc campaigns?
In the marketing optimisation of larger iO clients - such as Brussels Airport and Lidl - we see a shift from ad hoc campaigns to always-on. There are a few logical explanations for this trend. And both the elimination of cookies and the focus on the customer experience (CX) have a lot to do with it.Read moreBlog
Discover conversational AI search
Conversational search in the form of an AI chatbot lets your website visitors interact with your content, resulting in a better customer experience.Read moreBlog
What is search intent? And why is it important for SEO?
When you look something up on the Internet, you always do so with a specific intention. Whether it's to gather information, compare products or actually make a purchase. Either way, you want to see results that match your intent as closely as possible. This intent - called search intent - is a crucial factor for both Google and marketers.Read moreBlog
Enhance your brand experience with strong content
Do you want to capture your target audience’s hearts? Well, great content is one way to achieve that. After all, positive content experiences are an essential part of the customer experience. They strengthen your brand and increase your growth opportunities. Find out how to build brand loyalty with consistent, quality content.Read moreBlog
Marketing budget allocation for 2025: data driven or a roll of the dice?
For many marketers, allocating budgets for the year ahead is a real headache. Will you carry your budget over from last year – even though technology is evolving at lightning speed and the marketing world could look completely different tomorrow? Or will you follow your intuition and take a chance? Fortunately, data modelling exists allowing you to allocate your budget with the certainty that you are spending it in the right place, and at the right time.Read moreBlog
The energy transition is enormous, how do you make it personal?
How do you explain the energy transition? iO and Enexis developed a permanent campaign with smart tech and several storylines.Read moreBlog
AI is changing how we search and it is time for brands to face this head-on
The impact of AI on search engine marketing and business models is huge. So start experimenting now, advises iO CEO Pieter Janssens.Read moreBlog
AI & E-commerce: 8 tips for navigating the changing SEO landscape
There is unrest in the SEO landscape, and it's no surprise given the rapid changes taking place. With the advent of AI, the future of SEO suddenly seems uncertain. The number one search engine is vigorously testing AI applications, reducing the need to click through to websites. This has serious implications for everyone whose traffic is partially dependent on Google, including e-commerce.Read moreBlog
From a brilliant seasonal whodunnit, to cringe-worthy singing oven mitts: here’s the very best (and worst...) Christmas commercials of 2024.
It's the most wonderful time of the year again! Christmas! Or no, better still: it’s time to feast our eyes on the spectacular (British) Christmas commercials. They’ve released a tidal wave of clichés (snow, turkey, tears, Santa Claus/women in all shapes and sizes and gifts, lots of gifts). What’s striking about this year: the brands you expect a lot from are disappointing (spoiler 1: Disney...) (spoiler 2: John Lewis...) and brands that you don't expect much from after years of misery and gloom, excel (spoiler 3: Etsy). Let’s get into the festive spirit with 2024’s Christmas offerings.Read moreDossier
Dossier: Brands & society
Read moreDossier
Dossier: SEO strategy
Read moreDossier
Dossier: E-commerce
Read moreDossier
Dossier: Infinite Opportunities
Read moreDossier
Dossier: Cookieless future
Read moreDossier
Dossier: Video marketing
Read moreDossier
Dossier: Marketplaces
Read moreDossier
Dossier: Google Analytics 4
Read moreDossier
Dossier: Successful marketing budgets and plans
Read moreDossier
Dossier: Holiday marketing: how to score as a brand with Black Friday, Cyber Monday, and Christmas
Read moreDossier
24 insights for 2024
Read moreDossier
Dossier: Maximize your marketing efforts with HubSpot
Read moreDossier
Dossier: The Opportunity Report
Read moreVideo
Infinite opportunities: Steven De Deyne (Proximus)
"With digital transformation, you can deliver added value to your customers," says Steven De Deyne, Head of Media and Production Competence Center Proximus), it in this video.Read moreVideo
Are you fed up with boring marketing too?
Our attention spans are shorter, we skip commercials, and we click from video to video all the time. When consumers are bombarded with an avalanche of content every day, how can your brand stand out? Ruth Nys explains how to do creative content marketing without falling into the same old boring marketing tactics trap. Expert:Ruth Nys, Strategy Director ContentRead moreVideo
Steven Van Belleghem: The cost of poor 'Customer Experience' is frequently underestimated.
Companies are unaware of the enormous the cost of bad customer experiences. Out-of-pocket costs such as customer service are being pushed up, at a time when it’s becoming more difficult and expensive to find new customers.And this is happening while the brand credibility is declining and there is erosion in terms of new business development. In the video below, Steven Van Belleghem calls for more investment in customer focus, as a driver for a successful 2025.Read moreVideo
AI - The future is not what it used to be
Do you remember when ... the invention of the computer caused a seismic shift in the job market? People unwilling to work with computers were quickly replaced by people who were; and today everyone carries a laptop. Today the same thing is happening with AI. In this webinar, Rodger Werkhoven will share his passion for Artificial Intelligence and introduce you to OpenAI as a love brand.Read moreVideo
The Canon of Flanders: from Van Eyck’s brothers' Ghent Altarpiece to Rock Werchter.
From Van Eyck’s brothers' Ghent Altarpiece to Rock Werchter: the Canon of Flanders is finally here. The much-discussed list resulted in a bulky book of more than 300 pages and includes an overview of the Flemish language, culture, and history from the end of the last ice age to today. But there is also an online version: www.canonvanvlaanderen.be . iO developed this on behalf of the Commission Canon of Flanders, which received a mandate from the Flemish Government, Department of Education & Training.Read moreVideo
Primagaz & iO: a shared journey of growth and success
Discover the fruitful collaboration between Primagaz and iO in this 'Walk and Talk' video. In this video, you'll get a behind-the-scenes look at the collaborative dynamics between Primagaz and iO. We discuss how we dealt with challenges, how we exploited opportunities and what strategies we developed. We'll take you through our shared journey of growth and success, where trust and a commitment to excellence are central. This Walk and Talk is more than just a conversation - it is a celebration of a collaboration that has stood the test of time. It is a story of mutual growth, of learning and evolving, and of creating value for both organizations.Read moreVideo
Video: Leaving no one behind digitally (David De Block)
In his talk at the 2023 BAM Marketing Congress, David De Block (Public Services Director at iO) talks about e-inclusion — or what it means to leave no one behind digitally.Read moreVideo
Challenger Stories: Brandt & Levie turns the meat industry on its head
For Brandt & Levie, responsible production is not an afterthought, but the core business. The Amsterdam sausage maker produces animal-friendly meat according to its own recipe — exclusively from well-kept pigs. An impactful story about sustainability in an industry that sometimes struggles to find it.Read moreVideo
Challenger Stories: Natuurhuisje protects local biodiversity
Natuurhuisje is not just a booking platform for holiday homes, it's a full-fledged climate company. Nature is at the heart of everything they do, and it's — in their own words — their responsibility to protect it. The booking platform is merely a means to that end. That's why Natuurhuisje donates part of its revenue back to local projects to improve biodiversity.Read moreCase
How do you bring brands and content creators together on one platform?
Famework is a platform where brands and content creators can connect. Our experts delivered the matching engine and algorithms that power the platform.Look at this client storyCase
How can you give a B2B brand the necessary boost to its brand image?
Debic-FrieslandCampina and iO, positioning a love brand through branding campaigns and storytellingLook at this client storyCase
How do you use virtual nature and science tours to win people over during a pandemic?
iO and FrieslandCampina use creative solutions to take virtual nature and science tours from the Netherlands to Mexico.Look at this client storyCase
How do you make music streaming more accessible in B2B?
Read more about how iO helped music streaming service Tunify to improve its platform’s user interface and user experience, as well as revamp its design.Look at this client storyCase
How to enhance wholesale online ordering without losing personalized pricing?
Translating personal price agreements into online price settings with an Adobe Commerce webshop.Look at this client storyCase
How do you make filing B2B debt collection cases online easier?
For Atradius Collections, iO developed a B2B digital collection platform, the first in the collection market.Look at this client storyCase
How do you reduce manual processes in B2B commerce?
For EDCO, iO developed an omnichannel B2B Magento commerce platform and PIM system.Look at this client storyCase
How do you create a strong brand that attracts job applicants?
We helped Carglass, Belgium biggest car windscreens specialist, develop an employer brand for job applicants and employees. Read more about this case.Look at this client storyCase
How do you simplify complex research methods with smart programming language?
iO processed complex data from thousands of surveys for BVFA/ABAF, using Marigold Engage Marketing Cloud.Look at this client storyCase
How do you help determined entrepreneurs launch their business?
We developed a tool to optimise lead generation for Partena Professional. Find out how we did it!Look at this client storyCase
How do you attract more volunteers with a dynamic recruitment campaign?
With this social campaign we got more people interested in signing up as a volunteer, so that De Kindertelefoon can continue to offer a listening ear 365 days a year.Look at this client storyCase
How do you build a global B2B platform tailored to foodservice professionals?
How to build a multi-site, multi-language, global B2B platform for lead generation and online branding - iOLook at this client storyCase
How do you launch a new brand in the mobility industry?
iO and AutoRepairGroup ‘we restore everything, even your smile’ – partnering to build brand awareness in the mobility sector.Look at this client storyCase
How do you support expats moving around the world?
Gosselin, active in international relocations, wanted more leads to boost growth. Our experts helped to bolster their digital presence.Look at this client storyCase
How does De Kindertelefoon enhance online reach through clever and creative utilization of TikTok?
For De Kindertelefoon we developed a channel and content strategy to reach kids and young people on TikTok.Look at this client storyCase
How can a Flemish brand get a foothold in the Walloon market?
iO helps Torfs, the Flemish shoe giant, to position itself better in the Walloon market and as a fashion player. Read more about this case.Look at this client storyCase
How to optimise and increase the conversion rate in specific target audience groups?
Maximizing ROI: iO's Approach to Boosting Conversion Rate in Beobank's Campaigns. Read the full story here.Look at this client storyCase
How to combine rebranding and site redesign for a better user experience?
Creating a Cohesive Platform: Assuralia's Rebranding and Site Redesign for Enhanced User Experience Read the story here.Look at this client storyCase
How do you convert festival- goers into active members of your community?
From Festival Wristbands to Online Accounts: Converting Festival-Goers with Effective Paid Media. Read the story here.Look at this client storyCase
How do you strengthen your market position as a recruitment and staffing expert with a new brand?
YER is already big but aspired to double their presence in the world of recruitment and selection and secondment. iO helped them with creating a new brand, internal branding, external activation online and offline and bringing 3 websites into 1 site for all target groups.Look at this client storyCase
How do you bring years of delicious creativity to life?
With creative always-on and ad hoc campaigns, our experts help Manna Sauzen grow into a leading Belgian brand.Look at this client storyCase
How to guarantee swift intervention for water and gas leaks through a centralized business app?
Discover how we customised a business app that semi-automatically schedules the most efficient solution and produces quick reporting.Look at this client storyCase
How do you launch a completely new brand for a global leader in marine recreation?
Read how we worked with Brunswick to create a full branding and international go-to-market strategy to launch their latest brand Navan.Look at this client storyCase
How does a smart vehicle configurator help for higher order value?
iO developed a website and UX-driven configurator for and with Suzuki Belgium. Read all about it in this case.Look at this client storyCase
Finding, customising and ordering the perfect promotional gift in as few clicks as possible
Find out how iO developed one powerful and scalable e-commerce platform for the web shops of all Favorite Gifts' brands. Read the case study.Look at this client storyCase
How can a network manager ensure we navigate the energy transition successfully?
Discover how awareness, behaviour change, and hyper-local personalization lead to cost efficiency and relevance at the right moment.Look at this client storyCase
How we blend technology and marketing for online pharmacy Farmaline
How does iO keep its long-term relationship with Farmaline fresh as a daisy? By mixing trust with a profitable synergy of tech and marketing services.Look at this client storyCase
How do you make customers salivate for your brand again?
Find out how we helped cheese brand CAMBOZOLA reactivate its existing customers and attract younger generations. Read the case.Look at this client storyCase
Repositioning a meat brand in full transition
Discover how iO helped Imperial transform into a future-proof food brandLook at this client storyCase
How to deliver a consistent brand experience across 35 countries
How do you develop a digital and internationally deployable retailer concept that takes your customer experience to the next level?Look at this client storyCase
How to catch the attention of students who swipe away every ad?
Discover how Avans University of Applied Sciences and iO attracted over 20,000 new student choosers with creative, data-driven campaigns. Learn strategies that hold Gen Z's attention and create strong brand connections. Get inspired and discover how to entice your target audience.Look at this client storyCase
Transforming the passenger experience through innovation & service design
New technology, internet-of-things and proof-of-concepts. Find out how iO is introducing innovation at Brussels Airport.Look at this client storyCase
How we put Brussels Airport on the map with influencer marketing
iO takes Brussels Airport to new heights with influencer marketing. Read how we did it.Look at this client storyCase
How does a leader in furniture hardware ensure GDPR compliance and cost efficiency for all their banners?
We ensured GDPR-compliant, cost-efficient cookie management for Van Hoecke's platforms using CookieHub. Read our success story.Look at this client storyCase
How do you double your mobile conversion within 4 years?
What it takes to make booking as easy as possible for you? Discover the power of a strong management vision, a streamlined work process, and long-term, open, and transparent collaboration between Landal GreenParks and iO.Look at this client storyCase
How do you optimise a colourful campaign with data?
Gaining insight into the customer journey in a data-driven way with journey miningLook at this client storyCase
How to effortlessly manage 140 unique websites for a global paint and coatings giant?
Paint and varnish multinational AkzoNobel managed 140 websites, previously all with local support. iO's specialists ensured successful migrations to Adobe Experience Manager and centralised support with internal teams. Read the full case here.Look at this client story