https://www.marketingupgrade.pro Interim CMO practice of Joris van Huet. Marketing systems, MarTech and AI native go to market. en-NL Mon, 28 Sep 2026 10:12:26 GMT https://www.marketingupgrade.pro/blog/how-to-set-up-marketing-intelligence-agent https://www.marketingupgrade.pro/blog/how-to-set-up-marketing-intelligence-agent Mon, 28 Sep 2026 00:00:00 GMT A marketing intelligence agent reads your marketing data, flags what changed against normal, explains why with the numbers, and proposes what to do. The setup in seven steps. Agentic Marketing https://www.marketingupgrade.pro/blog/how-to-build-brand-agent-marketing-team https://www.marketingupgrade.pro/blog/how-to-build-brand-agent-marketing-team Mon, 28 Sep 2026 00:00:00 GMT A brand agent drafts on-brand copy and reviews everything before it ships, citing only approved facts. How to build one in six steps, with the instruction skeleton. Agentic Marketing https://www.marketingupgrade.pro/blog/wishlist-conversion-strategy-10k-to-100k https://www.marketingupgrade.pro/blog/wishlist-conversion-strategy-10k-to-100k Mon, 22 Jun 2026 00:00:00 GMT Wishlist Conversion Strategy: From 10K to 100K. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/leadership-coaching-after-indie-launch https://www.marketingupgrade.pro/blog/leadership-coaching-after-indie-launch Thu, 18 Jun 2026 00:00:00 GMT Marketing Leadership Coaching After an Indie Launch. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/crisis-marketing-indie-review-bombing https://www.marketingupgrade.pro/blog/crisis-marketing-indie-review-bombing Sun, 14 Jun 2026 00:00:00 GMT Crisis Marketing for Indie Games (Review Bombing, Controversy, Refunds). Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/how-to-interview-fractional-cmo-games https://www.marketingupgrade.pro/blog/how-to-interview-fractional-cmo-games Sat, 13 Jun 2026 00:00:00 GMT How to Interview a Fractional CMO for Games. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/why-indie-studios-need-cco https://www.marketingupgrade.pro/blog/why-indie-studios-need-cco Tue, 09 Jun 2026 00:00:00 GMT Why Indie Studios Need a Chief Community Officer. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/marketing-budget-benchmarks-indie-stage https://www.marketingupgrade.pro/blog/marketing-budget-benchmarks-indie-stage Fri, 05 Jun 2026 00:00:00 GMT Marketing Budget Benchmarks by Stage (Prototype → Launch → Live Ops). Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/negotiating-interim-cmo-contract-indie https://www.marketingupgrade.pro/blog/negotiating-interim-cmo-contract-indie Thu, 04 Jun 2026 00:00:00 GMT Negotiating the Interim CMO Contract for an Indie Studio. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/case-for-interim-cmo-series-a-game-studio https://www.marketingupgrade.pro/blog/case-for-interim-cmo-series-a-game-studio Sun, 31 May 2026 00:00:00 GMT The Case for Paying for an Interim CMO at Series A (Game Studio). Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/indie-fractional-cmo-not-full-time https://www.marketingupgrade.pro/blog/indie-fractional-cmo-not-full-time Wed, 27 May 2026 00:00:00 GMT Why Most Indie Studios Should Hire a Fractional CMO, Not a Full-Time One. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/case-study-4-person-50k-wishlists https://www.marketingupgrade.pro/blog/case-study-4-person-50k-wishlists Tue, 26 May 2026 00:00:00 GMT Case Study: How a 4-Person Indie Hit 50,000 Wishlists Pre-Launch. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/indie-brand-building-zero-budget https://www.marketingupgrade.pro/blog/indie-brand-building-zero-budget Fri, 22 May 2026 00:00:00 GMT Indie Game Brand-Building on a €0 Budget. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/marketing-early-access-vs-full-release https://www.marketingupgrade.pro/blog/marketing-early-access-vs-full-release Mon, 18 May 2026 00:00:00 GMT Marketing for Early Access vs Full Release. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/building-streamer-outreach-program https://www.marketingupgrade.pro/blog/building-streamer-outreach-program Sun, 17 May 2026 00:00:00 GMT Building a Streamer Outreach Program for Indies. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/localization-vendors-compared-games https://www.marketingupgrade.pro/blog/localization-vendors-compared-games Wed, 13 May 2026 00:00:00 GMT Localization Vendors Compared: Lokalise, Crowdin, Smartling for Games. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/evaluate-pr-agency-indie-game https://www.marketingupgrade.pro/blog/evaluate-pr-agency-indie-game Sat, 09 May 2026 00:00:00 GMT How to Evaluate a PR Agency for Your Indie Game. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/agentic-ai-workflows-indie-marketing https://www.marketingupgrade.pro/blog/agentic-ai-workflows-indie-marketing Fri, 08 May 2026 00:00:00 GMT Agentic AI Workflows for Indie Game Marketing Teams. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/building-marketing-team-15-person-studio https://www.marketingupgrade.pro/blog/building-marketing-team-15-person-studio Mon, 04 May 2026 00:00:00 GMT Building a Marketing Team for an Indie Game Studio (15 People). Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/apple-search-ads-indie-devs https://www.marketingupgrade.pro/blog/apple-search-ads-indie-devs Thu, 30 Apr 2026 00:00:00 GMT Apple Search Ads for Indie Devs: A Primer. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/community-led-growth-indie https://www.marketingupgrade.pro/blog/community-led-growth-indie Wed, 29 Apr 2026 00:00:00 GMT What Is Community-Led Growth for Indie Games?. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/press-release-dead-indie-games https://www.marketingupgrade.pro/blog/press-release-dead-indie-games Sat, 25 Apr 2026 00:00:00 GMT The Press Release Is Dead for Indie Games: What to Do Instead. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/review-bombing-marketing-problem https://www.marketingupgrade.pro/blog/review-bombing-marketing-problem Tue, 21 Apr 2026 00:00:00 GMT Why 'Review Bombing' Became a Marketing Problem. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/death-paid-acquisition-indie-games https://www.marketingupgrade.pro/blog/death-paid-acquisition-indie-games Mon, 20 Apr 2026 00:00:00 GMT The Death of Paid Acquisition for Indie Games (and What Replaced It). Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/what-is-steam-next-fest https://www.marketingupgrade.pro/blog/what-is-steam-next-fest Thu, 16 Apr 2026 00:00:00 GMT What Is Steam Next Fest and Why Every Indie Should Be In It. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/state-of-indie-game-marketing-2026 https://www.marketingupgrade.pro/blog/state-of-indie-game-marketing-2026 Sun, 12 Apr 2026 00:00:00 GMT The State of Indie Game Marketing in 2026. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/why-25k-fintech-cmo-mandate https://www.marketingupgrade.pro/blog/why-25k-fintech-cmo-mandate Sat, 11 Apr 2026 00:00:00 GMT Why I Charge €25,000/month for a Full Fintech CMO Mandate. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/crisis-marketing-afm-letter https://www.marketingupgrade.pro/blog/crisis-marketing-afm-letter Tue, 07 Apr 2026 00:00:00 GMT Crisis Marketing: What to Do When an AFM Letter Arrives. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/how-to-interview-fractional-cmo-fintech https://www.marketingupgrade.pro/blog/how-to-interview-fractional-cmo-fintech Fri, 03 Apr 2026 00:00:00 GMT How to Interview a Fractional CMO (Fintech). Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/why-fintechs-need-cgo https://www.marketingupgrade.pro/blog/why-fintechs-need-cgo Thu, 02 Apr 2026 00:00:00 GMT Why Fintechs Need a Chief Growth Officer. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/restructuring-underperforming-fintech-team https://www.marketingupgrade.pro/blog/restructuring-underperforming-fintech-team Sun, 29 Mar 2026 00:00:00 GMT Restructuring an Underperforming Fintech Marketing Team. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/programmatic-advertising-enterprise https://www.marketingupgrade.pro/blog/programmatic-advertising-enterprise Wed, 25 Mar 2026 00:00:00 GMT In the world of enterprise marketing, programmatic advertising is often treated as a solved problem—a commoditized channel managed by junior traders or outsourced to agencies operating in a black box. This is where [agentic marketing](/blog/what-is-agentic-marketing) can provide a competitive edge. MarTech https://www.marketingupgrade.pro/blog/when-to-hire-interim-marketing-leader https://www.marketingupgrade.pro/blog/when-to-hire-interim-marketing-leader Wed, 25 Mar 2026 00:00:00 GMT In my 15+ years navigating the complex marketing landscapes of global enterprises like ING, P&G, and Nestlé, I’ve observed a recurring pattern: moments of intense transition often create leadership vacuums that can stall momentum, disrupt teams, and derail strategic objectives. These are not moments Interim CMO Leadership https://www.marketingupgrade.pro/blog/references-due-diligence-cmo-fintech https://www.marketingupgrade.pro/blog/references-due-diligence-cmo-fintech Wed, 25 Mar 2026 00:00:00 GMT References and Due Diligence for CMO Hiring (Fintech). Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/board-reporting-playbook-fintech https://www.marketingupgrade.pro/blog/board-reporting-playbook-fintech Tue, 24 Mar 2026 00:00:00 GMT The Board Reporting Playbook for Fintech CMOs. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/what-is-an-interim-cmo https://www.marketingupgrade.pro/blog/what-is-an-interim-cmo Fri, 20 Mar 2026 00:00:00 GMT In today's volatile economic climate, the role of marketing leadership has never been more critical—or more in flux. As enterprises navigate digital transformation, market disruption, and the constant pressure to deliver growth, a new model of executive leadership is emerging: the [interim CMO](/blo Interim CMO Leadership https://www.marketingupgrade.pro/blog/cheapest-fintech-hire-most-expensive https://www.marketingupgrade.pro/blog/cheapest-fintech-hire-most-expensive Fri, 20 Mar 2026 00:00:00 GMT Why the Cheapest Fintech Marketing Hire Is the Most Expensive. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/new-market-entry-marketing https://www.marketingupgrade.pro/blog/new-market-entry-marketing Wed, 18 Mar 2026 00:00:00 GMT A strategic guide to launching marketing in new territories, covering research, localization, channel selection, and measurement, based on real-world enterprise expansion experience. Enterprise Strategy https://www.marketingupgrade.pro/blog/case-study-leadgen-overhaul-belgian-bank https://www.marketingupgrade.pro/blog/case-study-leadgen-overhaul-belgian-bank Mon, 16 Mar 2026 00:00:00 GMT Case Study: Lead-Gen Overhaul for a Belgian B2B SaaS Bank. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/marketing-team-coaching https://www.marketingupgrade.pro/blog/marketing-team-coaching Sun, 15 Mar 2026 00:00:00 GMT **Meta Description:** An interim leader's ultimate goal is to become unnecessary. Learn the Transfer Framework for coaching, upskilling, and knowledge transfer to build a self-sufficient marketing team that thrives long after you're gone. Enterprise Strategy https://www.marketingupgrade.pro/blog/when-to-hire-interim-cmo-fintech https://www.marketingupgrade.pro/blog/when-to-hire-interim-cmo-fintech Sun, 15 Mar 2026 00:00:00 GMT When to Hire an Interim CMO for Your Fintech. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/performance-marketing-team-lead https://www.marketingupgrade.pro/blog/performance-marketing-team-lead Fri, 13 Mar 2026 00:00:00 GMT In the world of digital marketing, the term "performance marketing" often conjures images of individuals glued to dashboards, obsessively tweaking bids and analyzing click-through rates. While that’s a part of the picture, it’s a woefully incomplete one. The reality, especially in a large enterprise MarTech https://www.marketingupgrade.pro/blog/fintech-rebrand-when-why-how https://www.marketingupgrade.pro/blog/fintech-rebrand-when-why-how Wed, 11 Mar 2026 00:00:00 GMT The Fintech Rebrand: When, Why, and How. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/post-merger-marketing-integration https://www.marketingupgrade.pro/blog/post-merger-marketing-integration Mon, 09 Mar 2026 00:00:00 GMT The deal is done. The champagne corks have popped, the handshakes have been exchanged, and the press releases have been sent. For the C-suite and the investment bankers, it might feel like the finish line. But for the marketing department, the real chaos is just beginning. A merger or acquisition do Interim CMO Leadership https://www.marketingupgrade.pro/blog/programmatic-advertising-fintechs-mica https://www.marketingupgrade.pro/blog/programmatic-advertising-fintechs-mica Sat, 07 Mar 2026 00:00:00 GMT Programmatic Advertising for Fintechs Under MiCA. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/maternity-cover-marketing-leader https://www.marketingupgrade.pro/blog/maternity-cover-marketing-leader Fri, 06 Mar 2026 00:00:00 GMT It is a phone call that can simultaneously spark celebration and a degree of professional anxiety for any CEO or board member: your star marketing leader is expecting. While this is wonderful personal news, it presents a significant business challenge. In today's hyper-competitive and rapidly evolvi Interim CMO Leadership https://www.marketingupgrade.pro/blog/performance-marketing-fintech-ltv https://www.marketingupgrade.pro/blog/performance-marketing-fintech-ltv Fri, 06 Mar 2026 00:00:00 GMT Performance Marketing for Fintechs: When Paid Breaks the LTV Model. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/n8n-marketing-workflows https://www.marketingupgrade.pro/blog/n8n-marketing-workflows Wed, 04 Mar 2026 00:00:00 GMT As an [interim CMO](/blog/what-is-an-interim-cmo) for over 15 years at enterprises like ING, P&G, and WeTransfer, I’ve witnessed the evolution of marketing automation firsthand. We’ve moved from cumbersome, monolithic platforms to a more agile, composable approach. Yet, many organizations remain tet Agentic Marketing https://www.marketingupgrade.pro/blog/marketing-leadership-vacuum https://www.marketingupgrade.pro/blog/marketing-leadership-vacuum Mon, 02 Mar 2026 00:00:00 GMT The sudden departure of a Chief Marketing Officer can send shockwaves through an organization. It creates a marketing leadership vacuum that, if left unaddressed, can lead to strategic drift, team demotivation, and a decline in performance. I’ve seen this scenario play out in several large enterpris Enterprise Strategy https://www.marketingupgrade.pro/blog/crm-strategy-b2b-fintech-hubspot https://www.marketingupgrade.pro/blog/crm-strategy-b2b-fintech-hubspot Mon, 02 Mar 2026 00:00:00 GMT The CRM Strategy for a B2B Fintech: HubSpot Deep Dive. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing