At The MarTech Summit Amsterdam, we are pleased to welcome Carel van Waesberghe, Global Head of Marketing at Tradewind Finance, to the Panel Discussion | [Revenue-Led Marketing & Sales Alignment] Turning Customer Journeys into Growth Engines. With responsibility for shaping and executing Tradewind Finance’s global marketing strategy, Carel works at the intersection of brand building, thought leadership, sales enablement, and regional market adaptation. His experience leading both in-house teams and agency partners across multiple markets offers valuable insights into how organisations can align marketing and sales around shared growth objectives while maintaining local relevance.
About Tradewind Finance
Tradewind Finance is a global trade finance company that provides international factoring, supply chain finance, and export financing solutions to businesses worldwide. Operating across more than 20 offices globally, Tradewind helps companies improve cash flow, mitigate payment risks, and support international growth through tailored financing services. With expertise spanning multiple industries and markets, Tradewind Finance enables businesses to navigate the complexities of global trade while maintaining financial flexibility and operational efficiency.
Quick Q&A with Carel van Waesberghe
Could you please give us a quick introduction of yourself and share a bit about your role at Tradewind Finance?
As the Head of Marketing, I love to make a big impact and like to be involved in everything around marketing. Both strategising and implementing. I’m leading a combination of a multi-disciplinary in-house team and multiple agencies supporting us.
Why did you choose to participate in this summit?
I got asked, and figured it’s an interesting possibility to connect with peers and also showcase myself and our company. I think our product and market are really unique at The Martech Summit, so I hope to share some valuable and unique insights.
What types of customer stories or market insights are most effective in building trust with B2B buyers?
The ones that showcase which pains are solved by us and that give a human face to the world of Finance. For me, it’s also really important to showcase the importance of Finance within the Global world of Trade.
How do you ensure one global marketing strategy still feels locally relevant across different regions?
There’s one strategy, but multiple interpretations of this strategy. Our ICP is totally different in Bangladesh, the United States, and China. Each of them has its own pain problems, preferred channels and culture. The regional marketing teams make sure that our Global vision is implemented regionally.
Looking ahead, what excites you most about the future of revenue-led marketing in B2B financial services?
The possibility of having a hyper-personalised (without being scary) outbound & inbound strategy with the use of a large B2B data-set, running AI-powered smart automation. And to also use this to further simplify our onboarding process, which will increase the deal conversion rate.
Carel’s perspective highlights the growing importance of balancing global strategy with local execution in modern B2B marketing. As customer expectations evolve and technology enables more personalised engagement, organisations that successfully connect marketing, sales, and customer experience will be better positioned to drive sustainable growth. His insights into thought leadership, regional adaptation, and AI-powered personalisation provide a practical roadmap for companies looking to transform customer journeys into measurable business outcomes.
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: June 2026
