Articles written by
With more than a decade of experience in marketing and business strategy, Andy Hoek is a passionate and results-driven professional. As Managing Director and Lead Consultant at Invalshoek, he leads with a sharp eye for detail and a deep understanding of client needs. Andy’s expertise spans multiple industries, supporting organizations in navigating complex challenges and developing effective strategies for growth. With his commitment to excellence and innovation, Andy inspires both his team and clients to achieve shared success.
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.
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.
The marketing world stands on the brink of a fascinating paradox. While artificial intelligence and automation offer unprecedented possibilities, consumers are simultaneously demanding authenticity and human connection. 2026 will be the year in which brands must find this balance, or pay the price of becoming irrelevant.
Every Monday morning, executives across the globe sit in conference rooms staring at dashboards painted in red and green. Revenue is up 15%. Customer acquisition cost dropped 8%. Time-to-close decreased by 12 days. The numbers tell a clear story: we're winning.
But what if that story is a lie?
In the ever-evolving landscape of digital marketing, where data and insights drive decision-making, a new mystery has emerged: the Dark Funnel. Unlike its counterpart, the traditional marketing funnel, the dark funnel operates in the shadows, defying conventional tracking methods. This hidden world of user behavior brings both challenges and opportunities for marketers who want to optimize their strategies.
In the business world, there is a painful truth that many leaders know: the gap between strategy and execution. Research shows that only 23% of companies actually achieve their strategic goals. This means that more than three-quarters of all strategic plans fail in execution. Here, 4DX, The 4 Disciplines of Execution, offers a proven solution.
SaaSiest Amsterdam brought together founders, commercial leaders, and operators from across Europe’s B2B SaaS landscape. Over two packed days, the focus was clear: how to build sustainable revenue engines that can scale. From sales strategy and customer success to product launches and outbound tactics, the event delivered practical insights for SaaS companies looking to grow. In this article, we share the most important lessons on revenue growth, strategy and execution.
In the realm of B2B marketing, capturing the attention of potential clients and converting them into qualified leads is a significant challenge. A common issue faced by businesses is the invisibility of valuable website visitors who do not fill out forms, leaving them untracked in CRM systems. This is where the integration of Dealfront Leadfeeder with HubSpot becomes crucial.
Invalshoek works closely with Skondras on creative recruitment campaigns to attract high-quality call center employees. The objective is twofold: firstly, to ensure a sufficient number of qualified candidates who match the profile, and secondly, to increase Skondras’s brand awareness as an attractive employer, with a focus on the target audience on Facebook and Instagram.
Providing instant customer support and capturing leads in real-time has become essential for business success. HubSpot's live chat and chatflow features offer powerful tools to engage website visitors, qualify leads, and provide immediate assistance. This comprehensive guide will walk you through everything you need to know about setting up and optimizing these features on your website.