Salesforce Live: Netherlands



Registration and Expo Area open

Theater Sessions

HEMA stands out by perfecting exceptional simplicity: its products are well-designed, affordable, and high quality. Learn how HEMA and Capgemini used the power of Salesforce to align HEMA’s customer service with the brand promise by being omni-channel, loyalty-driven, friendly, and assistive.

Featured speakers:
Martijn Regterschot, Customer Experience Manager at HEMA
Bram Bruinsma, Senior Product Owner Digital at HEMA

Today’s digital-first world requires companies to transform and change employees’ mindsets while creating new ways of working. Join Salesforce Professional Services to learn about Salesforce's best practices that can help you achieve long-term success in your transformation journey.

KPMG will dive into key sustainability reporting requirements and a use case on how Salesforce Net Zero Cloud was instrumental in efficiently gathering data, collating ESG metrics, and reporting them externally. Learn pragmatic solutions to overcoming data challenges related to sustainability information.

Featured speakers:
Vera Moll, Manager Sustainability at KPMG Netherlands
Linda Kristoffersen, Director Climate Data and Technology at KPMG US

Learn how LeasePlan Marketing is using Salesforce to build modern, scalable, and fully automated customer interactions across multiple journeys that enable it to deliver the right message at the right time, in the right place, in 30 countries.

Featured speakers:
Kevin Brown, Head of Marketing Technology at LeasePlan
Rob Vermeer, Practice Lead Marketing Automation at Merkle Northern Europe

Opening Keynote

We’re in a new world, and organisations that connect with customers, employees, and communities are thriving. Hear from Deloitte, KWF, The Student Hotel, and KPN, to learn how businesses and non-profits are innovating to build lasting relationships with all their stakeholders.

Featured speaker:
Mark Liversidge, Chief Digital, Technology & Experience at the Student Hotel
Mara Zirschy, Product Manager, KWF
Marloes Klaasen, ICT Architect, KWF
Miloud Ourahoum, Growth Hacker, KWF
Arkaitz Jauregui-Cremers, VP Customer Ops Business Market SME, KPN

Breakout Sessions

Following rapid growth, Dutch pioneer of the boiling water tap, Quooker, found itself inundated with service requests. To safeguard customer service levels, the company needed more scalable service management capabilities. In this session, find out how Quooker optimised its service processes, making the shift from manual and paper-driven service to efficient digital scheduling, and is now able to to capture data that helps it better understand its customers. 

Featured speaker:
Jesse van Hofwegen, Business Analyst at Quooker

Find out how to unleash the power of your data in Salesforce and create a data-driven organisation. In this session, we'll be focusing on quick wins with curated content to achieve a faster time to value. 

Featured speaker:
Giorgio Guarnieri, Managing Director Sales Operations at Fedex

Digitale transformatie in de publieke sector is actueler dan ooit. Inwoners verwachten een naadloze interactie met elke tak van de overheid, dit werd versneld tijdens de recente pandemie. Kom kijken hoe Salesforce overheidsinstanties over de hele wereld ondersteunt bij deze transformatie. 

With 52% of customers willing to switch brands for a more personalised experience, the stakes have never been higher. With a digital-first approach, its easy for every interaction to become purely transactional, but customers want more. Hear from Rasmus Mencke, Product Strategy and GTM Commerce Cloud Leader at Salesforce, on how every business is a commerce business and why commerce experiences need to be personalised, connected, and built around your customer.

Featured speaker:
Ewoud Frielink, 
eCommerce Manager at Omoda
Mike Kolman, Senior Product Marketing Manager, Commerce Cloud at Salesforce

Learn how Ethias set up a new startup to adapt their business model and face the disruption in the insurance industry. Start without technical and cultural debt with the mindset of ‘Let’s disrupt ourselves before being disrupted,

Featured speaker:
Fabian Delhaxhe, Venture Co-lead, Flora by Ethias

Learn how Temper moved from in-house digital developments to Salesforce in order to support rapid growth. From streamlining operations with automated processes, to leveraging data in more visual and actionable ways, and connecting with customers through personalised journeys, Temper is now achieving greater efficiency and putting its customers first.

Featured speakers:
Bob Hölscher, Head of Operations, Temper

Marketing has experienced a decade's worth of transformation in just two years. As customer engagement has gone digital and third party cookies started to crumble, the customer experience has become the new battleground for brands. Marketers have multiple mandates - they need to drive growth while creating moments that matter to foster meaningful relationships with customers. Join us to hear how marketing leaders are successfully blazing trails today. 

Join Jakub Dulny, Senior Team Lead Global CRM Tech, for an extended Q&A session from 16:00 to 16:15 at the marketing booth to discuss how to optimise your communications & messaging journeys and better engage with your customers.

Featured speakers:
Nick Peng, Global Head of CRM, Jut Eat Takeaway
Jakub Dulny, Senior Team Lead Global CRM Tech, Just Eat Takeaway
Steven Elsham, Head of Digital 360 Norther Europe at Salesforce
Bob Tullemans, Regional Vice President Marketing Cloud at Salesforce

What if your work life could be simpler, more productive, and more fun? What if you had a platform that connects everyone in your business—employees, customers, and partners—and integrates easily with the apps you use every day? Join the Slack breakout session to find out more from Slack and TomTom about the Digital HQ. 

Featured speakers:
Ricardo Rosa, IT Program Director at TomTom
Rutger de Vries, Senior Manager IT at TomTom

In order to stay relevant, organisations need to embrace change. Join this session, hosted by MuleSoft, to learn how you can become an organisation that delivers business outcomes and adapts to the pace of business change. We will explain what you need to become a composable enterprise, how to get started, and how MuleSoft can support you on this journey.

Increasing the efficiency of the sales team was only the start for Janssen de Jong Groep. The company has rebuilt its multi-brand business with a focus on digital, data-driven sales to optimise opportunities. Join this session to find out how trailblazers Paulien Frehé and Martijn Lucassen are breaking new ground with Sales Cloud.

Featured speaker:
Paulien Frehé, Commercial Manager at Janssen de Jong Groep
Martijn Lucassen, Commercial Manager at Janssen de Jong Groep

Consumer goods companies need to move from traditional B2B customer engagement to broader B2B2C omnichannel capabilities. In this session, you'll hear from Arjen Brouwer, Director Digital & Analytics at Friesland Campina, to learn how the company pivoted from B2B to B2B2C leveraging the Salesforce Platform. 

Featured speaker:
Arjen Brouwer, Director Digital & Analytics at FrieslandCampina


In today’s market, product differentiation alone is not enough. By offering unified customer, partner, and employee experiences, manufacturers can boost their competitive advantage. Business agility is becoming imperative, and proactive investments will provide the foundation for commercial excellence. Hear from Martijn van Noordennen, Senior Director of Industry Go To Market at Salesforce, on what commercial excellence means for today’s manufacturers, and how Salesforce technology is helping them deliver predictable outcomes, and enabling deeper and more connected relationships with their ecosystem.

Featured speaker:
Martijn van Noordennen, Senior Director of Industry Go To Market at Salesforce
Arnte W. van Dam, Manager Digital Excellence at Accell Group

Theater Sessions

Salesforce was recently recognised as the #1 Best Place to Work in the Netherlands by Great Place to Work. No less than 95% of our employees indicated they can be themselves at Salesforce, a crucial factor in creating an inclusive culture. So, how do we get there, and most importantly, how do we maintain it in the long term? Inclusion and diversity is a means to do business, it's not an end goal and it requires organisations to continuously push further to make an impact. Join us for a conversation on women in tech and how we can move the needle together on inclusion and diversity.

Join this session where Deloitte and ABN Amro Insurance (AAV) will share the story of AAV which is embarking in a full front to back digital transformation powered by the Salesforce platform.

In this session you will learn:

- How Financial Services Cloud and Experience Cloud have accelerated customer and broker relationship management

- How Salesforce Industries for Insurance is powering the core insurance engine of ABN Amro

- Key lessons learned from this multi-business, multi-cloud, and multi-stakeholder transformation

Learn how OLX Group delivered a successful Salesforce rollout in multiple countries, including Ukraine, while taking care of its employees' safety and overcoming external challenges that haven’t been seen in the last 50 years. Hear from Revital Arad, Global Head of Commercial Solutions, about her experiences in remote change management, strategic alignment, and crisis management.

Featured speaker:
Revital Arad, Global Head of Commercial Solutions at OLX

Is there really a lack of IT talent or are we fishing in the wrong ponds? Discover how Salesforce and Techgrounds together are adding new talent to the the Dutch Salesforce Ecosystem, while creating equal opportunity and adding diversity to your workforce. 

In this interactive discussion, learn how Europe’s top-10 climate-tech company, GO Sharing, is disrupting e-mobility and is able to scale fast and successfully in an extremely competitive market. From sales to service and operations, GO Sharing is taking a human-centred approach to digital transformation with Salesforce.

Featured speakers:
Raymon Pouwels, CEO & Forbes under 30 at GO Sharing
Pieter Hendrikx, Industry Lead Prof. Services & Energy at Nextview Consulting

Setting the right foundation is key to successfully delivering CRM transformation. In this session, you can hear Laetitia Grammatico, Tribe Leader Customer Engagement & Care, and Natalie Verheggen, Head of Digital Platforms, share their story on how Philips evolved data, people, processes, and tooling to deliver powerful one-to-one engagement at a global scale.

Featured speakers:
Laetitia Grammatico, Tribe Leader Customer Engagement & Care at Philips
Natalie Verheggen, Domain Lead Digital Platforms at Philips

Last month, KLM initiated and took part in the Sustainable Flight Challenge. Two special KLM flights took off from Schiphol Airport - a short flight to Portugal and a long flight to Canada. Both flights had undergone the widest possible array of sustainability measures on all the steps from check-in to baggage claim. Michiel Potjer, Program Manager of The Sustainable Flight Challenge explains how this will accelerate innovation within the aviation industry, and how Salesforce Net Zero Cloud is used to support it. 

Featured speaker:
Michiel Potjer, Program Manager of The Sustainable Flight Challenge at KLM

Bringing together an omnichannel experience through ecommerce can drive impactful revenue growth, if done the right way. Find out through exclusive, experience-led insights how to approach this for maximum effect.

Featured speaker:
Chris Timmerman, Managing Partner at Waeg (an IBM Company)

Customer experience is an important differentiator in business. Hear Martijn Regterschot, Lead Customer Experience and Bram Bruinsma, Head of Product Order, Delivery & Post Purchase, share their story on how to deliver a seamless experience for customers via collaboration and co-creation. Don’t miss this opportunity to learn from HEMA’s experience.

Featured speakers:
Martijn Regterschot, Lead Customer Experience at HEMA
Bram Bruinsma, Head of Product Order, Delivery & Post Purchase at HEMA

Marketing journeys in a crisis situation need to enable an immediate reaction, but they also need to keep people engaged afterwards. The Dutch Refugee Foundation has significant experience with rapid response, but they are now dealing with volumes nothing they have ever seen before. Marketing Cloud is helping them provide vital and timely information to their supporters and communities during the humanitarian crisis in Ukraine, but the future vision is much bigger. Come and discover how you can be part of the solution.

Featured speaker:
Cyrille Koolhaas, Head of Fundraising, Stichting Vluchteling

Let’s improve CX with data and AI using Salesforce! Gen25 will share how to close the gap between scattered data and AI-powered automation. We define the three elements that are key to a scalable, data-driven platform and share how these are implemented at companies like Mollie, GGN, and De Bijenkorf.

Featured speaker:
Bas van Leeuwen, CMO at Gen25

KPN is continuously improving service concepts by further digitalising IT, processes, and working methods. Join us in a fireside chat where Arkaitz Jauregui Cremers, VP Customer Operations SME, and Christin Selinderm, Manager Distribution Management, Zakelijke Markt share their story on the adoption journey of KPN to make technology work for both their customers and employees.

Featured speakers:
Arkaitz Jauregui Cremers, VP Customer Operations SME at KPN
Christin Selinderm, Manager Distribution Management, Zakelijke Markt at KPN

Qredits is focused on helping entrepreneurs and their businesses achieve their goals with microfinancing. Understanding the importance of a cooperative ecosystem, the organisation is creating a community to help make businesses successful with Experience Cloud and Marketing Cloud. The online community offers easier access to loan information, training, and personal mentoring. 

Featured speaker:
Lia Bakker, Technical Solution Designer, Qredits

The next wave of digital change is here, providing forward-looking companies with an opportunity to act today to be ready for the future. Welcome to the Metaverse Continuum—a spectrum of digitally enhanced worlds, realities, and business models poised to revolutionise life and enterprise in the next decade.

Featured speaker:
Ilia Shakitko, Tech Innovation Lead at Accenture Liquid Studio NL

Our Customer Success team works hand in hand with our customers. They are trusted advisors with experience and expertise in working with the Salesforce Customer 360 Platform. In this session, customer success managers from across Salesforce share their proven best practices on how to accelerate the value of Salesforce. Join this session to learn about key success metrics and aligning capability development with your business objectives.

Closing Keynote

Discover the power of YES in our closing keynote session with Karl Raats.

Featured Speaker:
Karl Raats

Networking Reception