Balancing Brand to Demand

Marcel Molenaar (1969) lives and works in Amsterdam. Initially, his passion lay in the hospitality industry, but after completing his studies in this field, he began to niggle; what else is there? In the early 1990s he decided to move to Nijmegen to study Communication Science with a Master's degree in Marketing Communication. When he graduated in 1996, the new digital age was just dawning and he landed at IBM in Amsterdam just in time to lay the foundation for a career in this field.
After various positions at IBM Netherlands, Lycos International, HotSMS and MailMedia, he starts at Linkedin Benelux in 2012 as Head of Marketing Solutions. In this position, he is responsible for all advertising activities of LinkedIn Benelux and advises customers and agencies on their content strategy and available LinkedIn solutions in this area. In 2015, in addition to his current role, LinkedIn appointed him Country Manager Benelux with which he oversees all activities of the LinkedIn Benelux office.
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This keynote will cover what research tells us about effective brand to demand campaigns on LinkedIn and how to balance these for maximum effect.