How to do smart marketing? Campaigns, metrics and analytics with Antoni van Huissteden from TMF Group

Editorial CMO

Editorial CMO

Key words: Detail-oriented, brand image, downfall, comprehensive buying persona, surveys, white papers, targeted strategies, effective messaging, content creation, artificial intelligence, human touch, effective communication, external story, internal story.

First of all

Antoni Van Huissteden is a seasoned marketer with over 15 years of experience in the field. He began his career in a junior position and gradually grew into more significant roles within various companies, including Mercer, a global human resource advisory consultant, and Global One, where he managed global events. Antoni is known for his hands-on involvement in marketing activities, reflecting his belief that being an active part of the team is vital for successful campaigns.
TMF Group is a prominent international business services provider known for its comprehensive solutions in the areas of accounting, tax, HR, and global entity management. The company operates on a global scale, serving businesses of all sizes. With a commitment to detail and accuracy, TMF Group ensures that businesses can navigate complex regulatory and compliance landscapes effectively. 

Key moments

The importance of attention to detail [00:01:42] Antoni Van Huissteden discusses the importance of paying attention to detail in marketing campaigns and events.
Being a hands-on leader [00:05:14] Antoni Van Huissteden talks about the value of being actively involved in marketing activities and campaigns as a leader.
The success of targeting the right audience [00:09:13] Antoni Van Huissteden shares the success of conducting research and understanding the target audience’s needs and preferences.
Understanding the audience and common mistakes in marketing [00:09:25] The speaker discusses the common mistake of not thoroughly understanding the audience and creating comprehensive buying personas.
Importance of person a research in business-to-business marketing [00:10:54] Antoni Van Huissteden emphasizes the importance of understanding the individual buyer within a business-to-business marketing context and the need to tailor campaigns accordingly.
Recommendations for conducting person a research [00:14:22] Antoni Van Huissteden recommends hiring an agency to conduct person a research due to the amount of work involved and the need for unbiased feedback from potential clients.
The difficulty and beauty of marketing [00:18:27] Explains the challenge of reaching the target audience and the importance of using multiple channels and doing thorough research.
Adding technology to marketing [00:21:09] Discusses the leverage provided by social media platforms and new technologies in reaching decision-makers and automating marketing efforts.
The impact of AI on marketing [00:23:20] Explores how AI is changing the marketing landscape, including its potential impact on content creation and the importance of maintaining a human touch in marketing communication.
The importance of communication [00:27:19] Antoni Van Huissteden emphasizes the significance of good communication within a team and with stakeholders for success.
Characteristics of good communication [00:28:30] The speaker discusses the qualities of a good communicator, including being open, transparent, and adaptable to different cultures and regions.
Small changes leading to big results [00:33:38] The speaker shares their belief in the power of making small changes consistently, which can eventually lead to significant results in marketing efforts.

Powerful ideas

This crucial aspect of marketing cannot be underestimated. Antonio recognizes that even the smallest oversight or error can tarnish a brand’s image and credibility. Throughout his journey in marketing, Antonio has remained acutely aware of the significance of meticulousness. He understands that perfection lies in the details, whether it’s crafting a compelling message, designing an engaging campaign, or ensuring that every piece of content aligns seamlessly with the brand’s identity. Antonio’s unwavering commitment to attention to detail serves as a cornerstone for his marketing philosophy, ensuring that every aspect of a campaign or initiative is polished to perfection.
Drawing from his early experiences in marketing, he firmly believes that being hands-on makes him a more effective leader. Antonio understands that when leaders actively participate in marketing activities, it fosters a sense of unity and cohesion within the team. By actively collaborating with his colleagues and immersing himself in the day-to-day operations, Antonio gains a deeper understanding of the challenges and triumphs of his team members. This approach not only enhances communication but also inspires a shared commitment to achieving marketing goals. Antonio’s belief in hands-on leadership exemplifies his dedication to fostering a harmonious and productive work environment.
Antonio Van Huissteden advocates for the hiring of specialized agencies to conduct personal research, recognizing it as a pivotal task that demands unbiased feedback and substantial effort. While some may shy away from the labor-intensive nature of this endeavor, Antonio understands that the insights gained are invaluable for crafting targeted marketing strategies. Personal research delves into the intricacies of consumer behavior, shedding light on the nuances that generic surveys often overlook. By investing in this comprehensive approach, Antonio and his team gain a competitive edge in understanding their audience’s motivations, preferences, and pain points, allowing them to create marketing initiatives that truly resonate and drive results.
While technological advancements have revolutionized the landscape of design and content creation, Antonio firmly believes that the human touch in content creation remains irreplaceable. In an era where automation and algorithms play an ever-increasing role, Antonio emphasizes the enduring importance of authenticity and human connection. He recognizes that while technology can enhance efficiency, it is the creative, emotional, and empathetic aspects of marketing that forge meaningful connections with audiences. Antonio’s perspective underscores the need for a delicate balance between technological innovation and the preservation of the human element in marketing, ensuring that brands continue to resonate with their customers on a deeply human level.