Marketing & Sales Blog

Generative AI has quickly become part of the marketing toolkit. Businesses use tools such as ChatGPT to help write blog articles, landing pages, product descriptions, emails and social media posts. With the transparency provisions of the EU AI Act applying from 2 August 2026, this raises an obvious question: Do you now need to tell website visitors whenever AI was used to create content? For most businesses using AI as part of a normal content creation process, the answer is no. But there are some important distinctions to understand.

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.

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.

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.