FolloTalks NL: Marketing in the AI Era: Strategy for a Search Everywhere World

Stijn Bergmans, Head of AI & LLM Marketing at Follo

Stop putting all your eggs in the Google basket. Your customers haven’t searched in just one place for a long time. Gen Z starts on TikTok, buyers begin on Amazon, developers live on Reddit, and an increasing number of people simply ask ChatGPT. Google remains important, but it is no longer enough.
In this session, Stijn Bergmans demonstrates how to rethink SEO as Search Everywhere Optimization. No vague frameworks, but concrete tactics: how to make a single content strategy work for Google, TikTok, YouTube, Reddit, and marketplaces. Discover which platforms actually deliver visibility and traffic, where you’re wasting your time, and how to build organic visibility where your target audience is truly searching. Drawing from two years of multi-platform optimization case studies, you will learn how to stop betting on a single horse, and start winning across the entire search landscape.

FolloTalk #1: Link building in the AI era: building true authority – Main room

Martin Vos, SEO Consultant at Follo

FolloTalk #2: The end of the Search Bar: Winning on Marketplaces in the AI era – Marketplaces room

Imco van Elk, Head of Marketplaces at Follo

FolloTalk #3: From gut feeling to data-driven: Media Mix Modeling as a compass for effective media buying – Digital Media room

Robin Veerman, SEA Consultant at Follo

FolloTalk #4: From viral to sales: TikTok as a performance platform – Social room

Judith de Rooij, Head of Social at Follo

FolloTalk #1: A search strategy based on gut feeling doesn’t work: here’s how to approach it in 2026 – Main room 

Kayn Wolfswinkel, Head of SEO at Follo

FolloTalk #2: Growing internationally with marketplaces: Your blueprint for borderless success in 2026 – Marketplaces room 

Thijs Verhoef, Marketplaces Strategist

FolloTalk #3: Programmatic in 2026: why mid- and upper funnel become crucial in a changing search landscape – Digital Media room 

Michael Kloosterhuis, Head of Media at Follo

FolloTalk #4: Winning on social? Master the content to master the algorithm – Social room 

Daniela Secci, Social Media Product Owner at Follo

FolloTalk #2: The power of niche marketplaces such as Praxis, Decathlon & MediaMarkt – Marketplaces room 

Imco van Elk, Head of Marketplaces at Follo

FolloTalk #3: Stop burning money on YouTube: how ChannelFactory makes your media budget work smarter – Digital Media room 

Mike Bouwman, Head of SEA at Follo 

Lex Oostwegel, ChannelFactory

FolloTalk #4: User generated content: the power of content creators and influencers – Social room 

Judith de Rooij, Head of Social at Follo 

Ivar de Niet, Head of Campaigns at Influentials

Ben van der Burg is a digital entrepreneur and a highly sought-after speaker on AI and technological innovation. In his keynote, he demonstrates exactly what artificial intelligence means today for organizations, business models, and leadership. As a former elite speed skater, he understands what it means to perform under pressure, a metaphor he convincingly translates to the AI era where speed and adaptability are paramount. Drawing from his role at Triple and as co-host of De Technoloog, Ben shares sharp, current, and directly applicable insights into the balance between man and machine.

Reflect on the day with fellow professionals, share your key takeaways, and toast to the future. Enjoy delicious drinks and bites while wrapping up the day in a relaxed atmosphere.