Online Marketing

Playing field between Website and Socials

Within international marketing strategies, it is essential that the interplay between the website and social media serves one clear purpose: strengthening overall brand value and visibility across the entire stakeholder landscape. When multiple brands operate with their own standalone websites, it can be strategically beneficial to integrate them into a central online structure. This creates greater coherence, a unified brand presentation and a stronger translation of our collective system value to the market.

An integrated website reinforces the positioning of the brand as a total or system supplier and makes the added value of our complete solutions clearly visible. As a result, the website evolves from a digital brochure into a strategic platform that combines information, authority and lead generation.

The same principle applies to social media. In a B2B environment where trust, expertise and relationship-building are paramount, LinkedIn is the most logical primary communication channel, supported by targeted outreach on other relevant social platforms.

Over the years, I have led and executed numerous digital projects, often with a strategic goal: to translate online visibility into measurable brand authority and lead quality. Since many of these initiatives are internal, I cannot publicly share their content. However, I refer to several individual projects and websites that illustrate how I have applied and optimized different CMS platforms.

I have worked with various content management systems, including Storyblok, Umbraco, and WordPress, each with its own logic and degree of technical flexibility. For the VESP website and my personal project Kalba-Coaching, I deliberately chose WordPress, not only to achieve the right digital brand presence but also to gain hands-on experience with the system and understand the differences between .PHP and .NET environments.

This hands-on experience has significantly strengthened my strategic insight into digital marketing. I don’t view a website as a digital brochure, but as a lead generation and knowledge platform. A core component within a B2B organization’s digital funnel. With a well-structured CMS and a targeted content strategy, you bring brand, technology, and customer journey together — exactly where decision-making happens.

Online Marketing &
Digital Experience

To achieve effective integration of various product websites and align them with the broader performance marketing strategy, a digital pitch was organised several years ago. The objective was to establish a clear advisory process focused on CMS selection, brand consistency and technical performance.

For this pitch, multiple German and Dutch digital agencies were invited. To safeguard the long-term vision and assess the digital foundation against future growth ambitions, an external agency was subsequently engaged to deliver a more in-depth analysis and recommendation. Throughout the process, particular attention was given to maintaining a .NET-based CMS architecture.

Digitale Strategy & CMS-selection

VESP – Industry Association for EPDM Manufacturers in the Benelux.
The VESP is the industry association representing EPDM manufacturers in the Benelux. When I joined the board and took responsibility for PR and Communications, it became clear that there was no suitable platform to strengthen the association’s visibility and establish its technical authority within the sector.

Staying true to the DNA of the VESP — an organization that deliberately maintains low membership fees to encourage active, content-driven involvement from its members. I decided to take the initiative myself.

Within just three weeks, I developed an entirely new website from scratch. The site was designed as a knowledge and positioning platform for “EPDM-minded Netherlands” — with a clear focus on technical authority, reliability, and sustainable market positioning.

The result: a platform that not only centralizes information, but also raises awareness of EPDM as a sustainable building solution across the entire construction value chain — from specifiers to contractors and installers.

For Kalba Coaching, I developed the website in WordPress — a platform designed to support Kalba’s professional positioning as a coach and supervisor.

I deliberately chose to build the site myself in order to experience firsthand the differences in functionality and optimization between a .NET-based CMS and a PHP platform like WordPress.
The result was not only a contemporary digital business card, but also valuable insight into CMS selection, usability, and content management across diverse online ecosystems.

Benno is a no-nonsense commercial manager who effortlessly translates strategy into digital execution. In projects with Frontis he has simplified complex propositions, made data-driven decisions and accelerated commercial results. He seamlessly connects brand, content, and performance from international positioning and campaigns to lead generation and sales.

What I value most: he is decisive and open in collaboration. en altijd gefocust op impact, niet op output.

Marco Geurink
Owner Frontis