May 17th, 2017
At 10u30


Proximus Towers

Welcome to the Strategic Marketing Day
An outlook towards the next marketing - 2020. The merge of strategy, innovation & social marketing

A new name…

The Strategic Marketing Day is the new name of the Social Media Day. After 7 years, social has become a part of the general company strategy. Time to go further into details on what strategic marketing is all about!

A well-known formula…

You can still follow us on Twitter with #smdayBE, because the formula itself won’t change. You still have a full afternoon to learn and discover the secrets of a working marketing strategy. And the time to network with other marketing professionals.

High level marketing intelligence…

Gain marketing knowledge with tips, tricks, cases and insights of national and international speakers and companies. You will be able to start implementing this knowledge immediately after a #smdayBE edition.

The Speakers

Meet the confirmed speakers


Managing Director @ Mediabrands Publishing


Senior Digital Strategy & Co-Founder @ Mountainview


Word-of-Mouth Architect @ Ambassify


Business Unit Director @ Van Marcke


Founder & Business Manager @ Innerglow


Senior Digital Sales & Marketing consultant | Founder & Managing Partner @ KRL Associates

De Cat

Innovation Lead @ The House of Marketing


Conversational User Experience Specialist @ The House of Marketing


Word-of-Mouth Director @ Ambassify


CDO @ Schoenen Torfs


Digital Change Evangelist @ LAVA Consult

Van Opstal

Senior Marketing Innovation Consultant @ Emakina

Conference Schedule

Packed with strategic insights, just for you. In partnership with The House of Marketing.

10:00 am - 10:30 am

Welcome & registration

10:30 am - 10:45 am

Introduction, by our host Proximus

Olivier Crucq
Director Consumer Marketing & Strategy @ Proximus

10:45 am - 11:00 am

Start-up sensation: From bagging ingredients on Sunday nights to a scalable business idea

Angeline Dezitter
Founder & Business Manager @ Innerglow

Time is the biggest challenge of the 21st century. Interest for healthy food is clearly a social trend and organic or ecologically responsible food takes more and more place in consumers decisions and behaviors. I want to teel you why en how I founded Innerglow when I realised bagging up ingredients on Sunday nights for instant smoothies could be a game-changer and scalable business idea.

11:00 am - 11:30 am

“Think, Trial, Track, Triumph!”

Karel Demeester
Senior Digital Sales & Marketing consultant | Founder & Managing Partner @ KRL Associates

Before he launched his own business earlier this year, Karel Demeester successfully led the digital transformation agenda at Coca-Cola European Partners and co-developed numerous scalable innovations together with leading retailers, 3th parties and consumers. In his presentation, Karel uses the metaphor of a mountaineering expedition to share some of his learnings in building sustainable business impact through digital sales & marketing. A story with practical tips and examples, grounded on over 15 years of experience in influencing omnichannel shopper behaviour ‘from passion to purchase’.

11:30 am - 12:30 pm

How to Run a Content-First Business

Joe Pulizzi
Author & Founder @ Content Marketing Institute

In the future, thousands of businesses from around the globe will leverage a content first go-to-market strategy. What does this mean? It means that entrepreneurs in companies of all sizes are developing content brands and building audiences first, and then developing products to sell much, much later in the process. Having a singular focus on audience gives these businesses the best understanding of what products ultimately make the most sense to sell. In this presentation, Joe Pulizzi, author of the new book Content Inc., will detail how many of today’s most successful businesses started, and how they have become some of the fastest growing businesses on the planet. Better yet, this presentation will break down what you can learn from these companies, and how you can use these strategies to grow your business.

12:30 pm - 1:30 pm

Lunch, offered by Proximus

1:30 pm - 2:15 pm

These bots are made for talking! – Discover the era of chatbots and bring one to life yourself

Dennis De Cat + Dennis Peeters
Innovation Lead + Conversational User Experience Specialist @ The House of Marketing

During this interactive 45 minutes session, you will discover why conversational commerce and chatbots are such a big opportunity and how they change the way customers interact with your brand. Don’t worry, no theoretical “blabla” but a hands-on workshop instead. You’ll go home with a small mock-up and draft strategy. This isn’t only for tech-fanatics, but for every customer-centric marketer!

2:15 pm - 2:45 pm

The digital transformation of a Great Place To Work

Elke Laeremans
CDO @ Schoenen Torfs

Elke Laeremans reveals how Schoenen Torfs embraced its digital transformation and converted potential threats into profitable opportunities. Listen to the inspiring story of a traditional retailer who organically evolved into an innovative organisation, with an omnichannel approach and data-driven marketing opening up new business perspectives.

2:45 pm - 3:25 pm

How to do trusted content marketing when you’re not Joe Pulizzi.

Koen Stevens + Pieter Moens
Word-of-Mouth Director & Architect @ Ambassify

What you will learn:
– Advocacy is something every company can start with. And so are you!
– Customers and employees build your brand. Discover how you can use them wisely.

3:25 pm - 4:00 pm

Is your strategy aligned with your business strategy?

Inge Laureyns
Business Unit Director @ Van Marcke

Your business sets ambitious goals, right? Do your executives consider marketing and brand strategy as an important element when the first budgets to cut are the marketing budgets?

Here’s how to show them it should be aligned.

4:00 pm - 4:30 pm

Coffee & cake break

4:30 pm - 5:00 pm

What about Native Advertising?

Cedric Cauderlier
Senior Digital Strategy & Co-Founder @ Mountainview Agency

Digital strategy is at the heart of the marketeers consideration.
Therefore they are looking more and more deeply into digital users habits.
Traditional digital media tools like display and other are reaching their limits.
What would be the digital communication tools of tomorrow ?
Let’s take a look at this together !

5:00 pm - 6:00 pm

Artificially Intelligent Yogurt

Danny Devriendt + Miel Van Opstal + Wim Labie
Managing Director @ Mediabrands Publishing / Senior Marketing Innovation Consultant @ Emakina / Digital Change Evangelist @ LAVA Consult

A detailed view on fermentation marketing. Are you a yeast marketer, or a sugar marketer, and 49 more things marketing could learn from Louis Pasteur.
PS. For immediate application, please bring your own vial.

6:00 pm - 7:00 pm

Networking drink, offered by Proximus


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Why is this conference for you?

Networking opportunities

The iron tower is definitely outdated anno 2016. Get out and explore! Vision, sharing knowledge and strategic partnerships are key in a fast evolving society and business environment. Meet new people, visionary speakers and the solutions to support your marketing 2020 strategy.

Find new ways of thinking and problem-solving

We strive to have innovative and inspiring speakers on the #smdayBE stage, speakers with a proven track in an out-of-the-box thinking attitude. Learn how to create that new mindset enabling you to find new ways of doing (online) business! Embrace ideas and tactics how you manage to think wider than the traditional ecosystem to find new opportunities and markets!

Stay ahead of the curve

Knowledge is power! Discover new insights, best practices and new solutions that will help you defining your marketing 2020 strategy. Lift your marketing strategy towards a higher level and take that leap ahead in the competitive landscape you’re facing these days.

Strengthen Your Skills

A broader knowledge, visionary insights and being engaged in a network with the right people on the right moment, are highly respected skills today. Become part of our community with thousands of “likeminds”. When you’re more into in-depth knowledge and insights, we provide trainings and workshops. Improve your skills through our trainings in collaboration with our partners and other specialized professionals of the #smdayBE network.

Pricing & Registration

Super early bird tickets available till April 28th.

Fill out your information

€ 249


When you have to opt for this ticket, this means you missed super early and early bird. But you can still join!

€ 199

Early bird

Tickets available from April 29th till May 12th. You will save € 50

€ 149

Super early bird Save NOW

This ticket is available till April 28th. You will save € 100.


The #smdayBE is only possible thanks to these partners! Get in touch

  • Bisnode
  • The House of Marketing
  • Husky
  • WhitepaperCentral
  • MediaSpecs
  • VLCM
  • SafeShops.be
  • Combell
  • Ambassify
  • DMB

Location and Venue

@ Proximus Towers, Brussels


Proximus Towers, Brussels

Koning Albert II laan 27, 1030 Brussel

Additional details