Proactive B2B marketing takes courage, creativity, and the willingness to challenge the status quo. According to Roel Haanappel, business marketer at UNIT4, marketers today are overwhelmed by reactive tasks from sales – resulting in a lack of long-term vision.
At the B2B Marketing Forum on March 14, Roel aims to inspire a shift. “Come to my session – and afterwards, get off your chair and kick some ass,” he urges.
From passive to powerful
Roel has attended the B2B Marketing Forum for several years. This time, he steps onto the stage himself. “In the past, I’d go home with pages full of notes and ideas. I want others to walk away from my talk with that same feeling of inspiration and momentum.”
He argues that marketers must stop waiting for direction and start building their own strategies. The most effective lead generation often comes from within marketing – not sales.
When marketing becomes a to-do list
Many marketing departments get stuck in support roles:
- “Organise this event.”
- “Design that banner.”
- “Write the next newsletter.”
That reactive mindset dilutes marketing’s strategic value. “Today’s B2B offerings often look the same,” Roel explains. “Your only real differentiator is how you market – and that requires initiative and originality.”
Lead through strategic marketing
Roel knows this firsthand:
“I stopped saying yes to everything. I created a whitepaper, launched a blog, and ran a webinar series. As a result, I built deeper knowledge and delivered measurable value to the company.”
To make an impact, marketers must act with intent. “Without a plan, you don’t have a message. And without a message, you don’t lead.”
Final advice
“You can choose the easy path or the effective one,” Roel concludes.
“Don’t let your calendar be controlled by sales requests. Take control, bring energy, and lead with a strategic marketing mindset.”
Join Roel Haanappel at the B2B Marketing Forum this March and learn how to build momentum through proactive B2B marketing.