FolloTalks Live Event: Performance Marketing Unlocked

• 12:45 – 13:30 Arrival & Welcome
• 13:30 – 13:35 Opening
• 13:35 – 14:00 Keynote 1
• 14:00 – 14:30 Breakout Sessions – Round 1 (choose 1 of 3 FolloTalks)
• 14:30 – 15:00 Breakout Sessions – Round 2 (choose 1 of 3 FolloTalks)
• 15:00 – 15:30 Break
• 15:30 – 16:00 Breakout Sessions – Round 3 (choose 1 of 3 FolloTalks)
• 16:00 – 16:30 Keynote 2
• 16:30 – onwards Drinks, Bites & Networking Reception

In a market where competition and costs are rising, margin is the key to growth. But how do you ensure you're not just generating more revenue — but actually increasing profit? Mark van Hattum, CEO of Follo, shares the latest trends and groundbreaking strategies in digital marketing that directly contribute to healthier margins. Discover how AI and smart automation help you advertise more efficiently, maximize customer value, and make every marketing euro work harder.
This session is a must for e-commerce managers, entrepreneurs and marketers who want to take their performance marketing to the next level — with profit as the ultimate goal. Don't miss it.

During the breakout sessions, you’ll choose the FolloTalk that best matches your interests.

FolloTalk #1: AI in SEO — opportunities, risks and what really works in 2025
Stijn Bergmans, Strategy Lead, Follo
AI is transforming search engines and SEO strategy. Discover how to combine content, technical SEO, and search intent for real impact in a landscape shaped by ChatGPT, SGE, and visual results.

FolloTalk #2: From Google to TikTok — where your customer really starts searching
Judith de Rooij, Strategy Lead Social Media, Follo
More and more consumers are using social media as their search engine. TikTok, Instagram, and Pinterest are now key discovery platforms for shoppers. In this session, learn how to boost your visibility in social search and align your content with actual search behavior to drive traffic and conversions.

FolloTalk #3: Digital accessibility as a growth accelerator — the power of WCAG
Tessa Beverdam, CRO & CX Consultant, Follo
Digital accessibility isn’t just a legal requirement — it’s a massive opportunity for e-commerce growth. Sites that comply with WCAG (Web Content Accessibility Guidelines) reach wider audiences, improve UX, and increase conversion rates. Tessa Beverdam, CRO consultant and accessibility expert, shares how inclusive websites attract more customers and improve usability for everyone.

During the breakout sessions, you’ll choose the FolloTalk that best matches your interests.

FolloTalk #1: Save up to 70% on branded search with an integrated SEO-SEA strategy
Robin Veerman, SEA Consultant, Follo
Smart marketers make SEO and SEA work together — especially when it comes to their own brand name. Discover how to combine AI, Google Ads, and Search Console data to drive results, and how to bid smarter on branded keywords.

FolloTalk #2: Increase customer lifetime value with personalized marketing automation
Martijn van Dijk, Director Strategy & Services, Follo
Relevance is the key to customer loyalty. Learn how to use intelligent, personalized automation to reach the right customer with the right message — at the right time. No bulk blasts, just tailored journeys that drive conversions, repeat purchases and lasting relationships.

FolloTalk #3: From scrolling to shopping — turning social into a true sales channel
Judith de Rooij, Strategy Lead Social Media, Follo
Social platforms play a growing role in both discovery and purchase. This session shows you how to reach the right audience with the right product, using hyper-personalization, automated ad strategies, and data-driven campaigns to turn social into a high-performing e-commerce channel.

During the breakout sessions, you’ll choose the FolloTalk that best matches your interests.

FolloTalk #1: Link building in an AI-powered search landscape
Kayn Wolfwinkel, Strategy Lead Organic Channels, Follo
Search queries are becoming more complex, and intent is harder to predict. This session shows you how to rebuild your keyword strategy around user intent, language models, and conversational AI.

FolloTalk #2: How often is your brand mentioned in ChatGPT — and how do you optimize for it?
Stijn Bergmans, Strategy Lead, Follo
AI-first search is here to stay. Learn how to optimize content for bots like ChatGPT, Google SGE, and Perplexity — smarter, faster, and future-ready.

FolloTalk #3: Turning CTV & DOOH into performance channels
Rody van Vierssen, Programmatic & Media, Follo
Traditional retargeting is fading: third-party cookies are disappearing, and targeting is more restricted. Discover how to future-proof your performance marketing with CTV, DOOH, and AI-driven mid-funnel campaigns that build brand recognition and drive conversions down the line.

John Lin is a sought-after China expert and platform evangelist, renowned for his deep insights into Chinese innovation. With his unique background as a “stereotypical Dutch-Chinese,” he bridges Eastern and Western perspectives in inspiring, thought-provoking sessions. John’s experience spans from working at bol.com to his regular column in Twinkle Magazine. His expertise lies in translating Chinese innovations into a Dutch and European context — making him the perfect speaker for anyone interested in digital transformation, platform economies, and the global future of marketing.

Connect with peers, share learnings, and raise a glass to the future. Enjoy good drinks, tasty bites, and wrap up the day in a relaxed setting.