Marketing & Sales Blog

Most websites work. That's the problem.

They load fast. The navigation makes sense. The copy explains what the company does. Every box on the checklist gets ticked. And yet the site sits there, quietly failing to do the one thing that actually matters: moving a visitor from curious to committed.

Functional websites answer questions. Action-oriented websites create momentum. The difference between the two is the difference between a brochure and a salesperson, and most B2B companies are still building brochures.

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.

Some organizations can become resistant to change even when the marketing tactics that once brought them success are no longer sufficient. Your marketing team needs to treat unstable or poor performance as a sign that things within your company have to shift. In this article, we explain how to drive transformation in resistant organizations through three key steps.

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.