Marketing & Sales Blog

Gilbert RegTech builds compliance software for the EU market. Its flagship product, the EmpCo Scanner, helps companies get their green marketing claims in order before a new European directive comes into force on 27 September 2026. Since May 2026, Invalshoek has been responsible for demand generation for this product: from LinkedIn and Google advertising to SEO, email marketing, and industry associations. This is the story behind building that growth engine.

The key feature of any successful business is its constant development. If you want to be sure that your company, online shop, or whatever else you have keeps growing, you need to implement new technologies, try new strategies, and not hesitate to launch new trends. As you are now on a website dedicated to online marketing, you should not be surprised that we focus on maximizing the marketing channels and achieving your business goals through this. All in all, as the competitiveness of any business nowadays grows by leaps and bounds, if you do not learn how to get the maximum of all your means, you will be left behind. Today, we will focus on using GA4 server-side tracking setup.

With so many methods of digital advertising available these days, it might seem like simple word-of-mouth has become an old-fashioned, outdated way of generating engagement. But that’s not the case! In fact, word-of-mouth advertising has advantages that still outpace paid ads even today, in a world where everything seems to happen online. Let’s explore why paid ads struggle to keep up with simply spreading the word about your business and discuss exactly how word-of-mouth marketing beats paid advertising overall!

We help Hivos with marketing automation, online advertising and conversion optimization. For the latter, in addition to A/B testing, we also use feedback surveys to improve website and campaign performance. This allows us to collect not only quantitative but also qualitative input. In this case study, we take a deeper look at how we use these surveys.

Most outbound sales motion looks the same: buy a list, blast emails, hope for the best. Conversion rates hover around 1–2%, reps burn out, and the pipeline looks thin. The problem isn't outbound, it's undirected outbound. Reaching out to companies with no signal is a volume game at best, and a brand-damaging exercise at worst.

Within customer satisfaction, there are three widely used methods to measure sentiment: Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and Customer Effort Score (CES). Each has its own strengths and applications. In this blog, we take a deeper dive into these methods, discuss when to use them, and provide practical tips for implementation.

The digital content industry experienced a complete transformation because of short form video content. Free content which brands used to include as bonus material now serves as a vital marketing tool which brands and content creators and organizations use to reach their target audience. The social media landscape shows TikTok and Instagram Reels and YouTube Shorts dominate user content distribution because they function as the primary channels which deliver instant access to billions of users. The platform achieved fast growth yet it created major difficulties which also opened up new chances for businesses that could adjust to the changing market.

Many B2B events deliver little return. Not because the booth is bad, but because there’s no plan. Without a clear event strategy, your team stays busy but doesn't getresults. In this guide, you’ll learn how to actually generate pipeline from events: more conversations, more scheduled meetings, and structured follow-up. Turn your trade show booth into a real growth engine.

Building a successful business takes a massive amount of energy and capital - chances are, this isn’t a big surprise. But scaling up your business really depends on how well you connect with your audience.

Many companies fall into the trap of just "checking boxes" when it comes to their marketing efforts. While it can be safe to use tried and proven methods for engaging with audiences, it’s often not enough to really move the needle. To grow effectively, you’ll want to move past these basic tactics and focus on building a foundation of trust and authority for your brand.

Account Based Marketing (ABM) has transformed the way B2B companies approach their marketing and sales efforts in recent years. Instead of relying on a broad funnel designed to generate as many leads as possible, ABM focuses on identifying and winning specific high-value accounts. And when it comes to effectively implementing an ABM strategy, LinkedIn is without doubt the most powerful platform at your disposal.