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One of the greatest components that have incredibly transformed the relevance and importance of B2B marketing is Data. It has turned marketing professionals into a key decision-maker in many aspects of the business, which has helped companies to grow. Marketing activities have tremendously evolved in the last years. It has become fundamental in any conversation at any level.

We often see how marketing directors are investing their time and budgets in enabling the sales teams with insights that can help them to make one decision or another. By doing so, sales and marketing teams are conversating and exchanging ideas, strategies and merging their main activities. As a result, both marketing and sales are more aligned than ever.

Our Senior Business Executives Coach – Allison Meekins – has interviewed Dorien Aerts – CMO Microsoft Belgium and Luxembourg. Dorien has been driving B2B Marketing activities within Microsoft that have allowed her to better address the customer’s need. In the following piece of the interview, you will find Dorien is considering as the biggest change in B2B Marketing and how it does affect Microsoft’s growth.


In today’s volatile business climate, competition is fierce.  To be truly adaptive, the world of B2B must maintain a successful, seamless strategy that covers both the physical and digital world. To secure their future success, progressive companies such as Microsoft, Citrix, Accenture or Freshworks amongst other large organizations, are looking to gain a ‘win’ in the social world.  These companies are enabling their employees with new tactics and tools to help keep pace with the new, buyer’s journey.

Today’s savvy consumers demand more; they need a higher-touch, personalized online experience. At Tricycle-Europe, we help companies achieve more by combining new technology and tactics.  We do so by narrowing the focus towards a strategic, social approach, where authentic communication and relationship building is key.

We want to continue to help companies like yours to win in the social space.