At The MarTech Summit Amsterdam, we’re excited to feature Jolien Siemerink, Head of Marketing at YoungOnes. With over 10 years of marketing experience and a strong focus on growth, automation, and cross-functional execution, Jolien brings a practical perspective on how B2B teams can connect brand, performance, lifecycle, and product marketing around shared business outcomes. She will join the Panel Discussion | [Growth, Performance & B2B Revenue Impact] Driving Efficiency Across the Funnel, where she will share how organisations can break down channel silos, align teams around revenue-focused KPIs, and build more effective full-funnel growth models.
About YoungOnes
YoungOnes is a digital work platform that connects companies with freelancers across multiple industries. By allowing businesses to post gigs and freelancers to respond directly, YoungOnes creates a flexible marketplace for short-term work and talent discovery. With a focus on accessibility, speed, and community, the platform supports a new way of working where companies can find the right talent quickly and freelancers can choose opportunities that fit their skills, goals, and lifestyle.
Quick Q&A with Jolien Siemerink
Could you please give us a quick introduction of yourself and share a bit about your role at YoungOnes?
I am Jolien Siemerink, Head of Marketing at YoungOnes. We are the single destination for work. Companies post gigs, freelancers respond. One destination, multiple industries coming together discovering the talent they need. My job is to align brand, performance, lifecycle and product marketing around one strategy that works for both sides of the marketplace, and build something meaningful. Not just a platform, but a movement. A community of like-minded people coming together over day-gigs.
Why did you choose to participate in this summit?
We are at the stage where the stack is in place but the actual operating model is still in the works. Tools are easy to buy. Getting brand, performance and lifecycle to move in one direction across the funnel is harder. I am here for the conversations on that side of the table.
SEO, paid media, and demand generation often operate in silos. How do you bring these channels together for better performance?
Silos are rarely a tech problem. They are an ownership and incentive problem. If, for instance, Web/SEO/GEO lead success is measured on ranking and my demand gen lead on MQLs, they will optimise different things in separate parts of the marketing funnel. You can buy all the dashboards you want. If they don’t work towards the same goal, that behaviour will not change.
Three things have worked for us:
One, shared company targets (OKRs) tied to revenue, not channel-level KPIs. Translated back into smaller day to day goals to support these. Channel leads own their speciality, but the team owns one number that matters across the funnel to get to the company growth goal.
Two, one funnel view for all teams. We now connect Amplitude, HubSpot, and Braze (with Rudderstack as our core event distributor) so we can see the full journey. For instance, we can now act on live client behaviour, fixing inefficiency in activating and retaining companies. For example one of our shared pillars is optimizing the onboarding process from first touch to first invoice. Everybody knows their part of contribution but all steered towards one goal. Improve the user experience and by doing so contribute to the same target.
Three, structured measurable marketing experimentation across all channels, not just within them. The goal is to run the same hypothesis across paid, organic, and lifecycle (Braze, Hubspot) to get a clear view on channel contribution and to learn what message works for which client segment. Harder to coordinate, but the start is there.
Looking ahead, what excites you most about the future of B2B growth and performance marketing?
B2B marketing has, in my experience, been a collection of specialists running their own performance plans. Sometimes not even working with sales feedback. The teams that win in the next few years will be the ones that flatten that. More pod structures organised around customer segments, journey or lifecycle stages and transparency with shared goals.
Can you share one personal or professional goal you’d like to achieve in 2026?
I want my team to feel even more proud of the work they achieve, not just being busy. We work for an awesome brand, where we make the new way of work available to everyone. Our 2026 marketing strategy is about rhythm, fast learning and scalability.
Jolien’s perspective highlights that marketing efficiency is not simply about better tools, but about better alignment. By connecting teams around shared targets, unified funnel visibility, and structured experimentation, she demonstrates how modern marketing organisations can move from isolated channel performance to collective growth impact. As B2B marketing continues to evolve, her insights offer a valuable reminder that scalable performance comes from clarity, rhythm, and teams that are proud of the work they create.
The MarTech Summit Amsterdam – Beyond the Buzz: Real Marketing, Real MarTech, Real Results
With a stronger foundation, a more refined agenda, and an emphasis on practical, high-impact insight, The MarTech Summit Amsterdam 2026 continues to evolve into a key meeting point for MarTech leaders across the region.
Join us on 25 June 2026 at Postillion Hotel and experience a day of unparalleled learning, networking, and growth at Postillion Hotel & Convention Centre Amsterdam, a modern and stylish venue in the vibrant eastern part of the city, perfectly suited for high-level discussions and networking.
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Last updated: May 2026
