We are excited to feature Kasper Huisman, Director of Marketing EMEA at Belden, in our Speaker Interview series. With a strategic mindset and deep expertise in aligning marketing with sales objectives across complex industrial markets, Kasper leads the charge in driving measurable outcomes across the EMEA region.
At The MarTech Summit Amsterdam, 2025, he will be joining the Panel Discussion | [Revenue Generation] Relate Marketing and Sales to Customer Journey: How “Smarketing” Go Hand-in-Hand to Support Greater Sales, Profit and Cost-Effectiveness, where he will share actionable insights on measuring revenue performance, enhancing sales-marketing collaboration, and customising training to optimise team effectiveness.
About Belden
Belden Inc. is a global leader in delivering the infrastructure that makes the digital journey simpler, smarter, and more secure. Headquartered in the United States, Belden designs, manufactures, and sells a comprehensive portfolio of networking, connectivity, and cable products for industrial automation, enterprise, and broadcast markets. Serving sectors such as Mass Transit, Energy, Material Handling, Data Centres, and Healthcare, Belden’s end-to-end solutions help clients align their data infrastructure to support faster decision-making and improved business outcomes.
Quick Q&A with Kasper Huisman
Could you please give us a quick introduction of yourself?
At Belden, I’m responsible for Marketing in our EMEA region. Belden provides network and data solutions across a variety of industries such as Mass Transit, Energy, Material Handling, Data Centres and Healthcare. In these markets, our complete connection solutions bring the entire data infrastructure into alignment, ensuring seamless connections and enabling improved business outcomes for our customers. I oversee the EMEA Marketing teams that are responsible for our growth marketing campaigns, events & Customer Innovation Centres and our Channel & Partner Marketing initiatives.
Why did you choose to participate in The MarTech Summit Amsterdam?
I chose to participate as a panellist because, just as our Sales teams know that the senior decision-makers they engage with are constantly staying informed about emerging technologies, I also make it a priority to do the same. Especially now, with tech innovations rapidly transforming marketing, it’s crucial to stay engaged, exchange ideas with peers, and remain aware of how these shifts are shaping our industry and our customers’ needs.
How do you measure revenue generation performance effectively across diverse regions, especially when lead quality and conversion rates may vary?
With long sales cycles and a global footprint, measuring revenue generation contribution from campaigns is not easy. Therefore, we’ve structured Belden’s Marketing to balance global consistency with regional flexibility. This means unified messaging adapted locally, but also KPIs tailored to each region’s needs. Our regional EMEA Marketing team works closely with Sales to define shared campaign metrics, ensuring alignment and accountability. Because our customers buy as groups, not individuals, we focus on account-based measurement rather than isolated MQLs. This approach allows us to assess marketing’s contribution to revenue much better.
Can you share a recent example where “Smarketing” directly contributed to greater revenue, customer insight, or cost-effectiveness in your region?
For our key verticals, we have started to implement vertical Pods. A Pod is a vertical-focused, agile team, consisting of not only Sales and Marketing, but also representation from our Products and Solutions Team and Customer Innovation Centre. For marketing, this means that our actions can be very focused and quick in turnaround, and it’s a great environment to get immediate feedback on messaging and collateral. The Pod is set up so that the members can act autonomously, and for our marketing team members, this means that they don’t need to go through multiple layers to get sign-off.
What advice would you give to marketing leaders looking to break down silos and foster a stronger partnership with their sales counterparts?
Continuing on our Pod-setup: avoid needing to go through several approval layers to get your communications or campaigns out. Allow your experts to decide together and foster A/B testing where possible. But also, be clear with your sales counterparts about what you need to decide on together and where joint decision-making is not needed because it would only slow down the process. The basis of all of this is an understanding between Sales and Marketing of what the customer journey looks like. Specifically for Marketing: Know your market and know your marketing.
What upcoming developments in your industry are you most eager to explore?
Obviously, AI is one of the biggest topics we deal with in the marketing department. While the opportunities are seemingly endless, not everything you can do with AI is a good idea and should be pursued or even tried. And while the risks, such as data confidentiality and job security, are also very real, this doesn’t mean that these cannot be addressed. So, navigating through these changes is extremely exciting and an opportunity for companies, marketing departments and individuals to develop and thrive.
The MarTech Summit Amsterdam 2025 : Expanding Our Global Footprint
Join us on 19 June 2025 at Hotel Casa Amsterdam, a modern and stylish hotel located in the vibrant eastern part of Amsterdam, as we bring our globally recognised summit to the Netherlands’ business hub. The MarTech Summit in Amsterdam will gather the region’s most innovative minds in marketing technology.
This landmark English-language event marks our exciting expansion into the Dutch market, offering EMEA’s marketing leaders a fresh platform to explore the evolving MarTech landscape. We will dive deep into the integration of technology, data, and innovation that drive modern marketing success—all set against the backdrop of Amsterdam’s dynamic business ecosystem.
➡ Register now! https://themartechsummit.com/amsterdam-registration
➡ Interested in becoming a partner? Don’t hesitate to get in touch with us at sponsor@themartechsummit.com.
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Last updated: May 2025
