Interview with The A-Team
So, what exactly does the Digital Marketing Team do and how do you support the local companies?
Annelies: Our job is to make sure IPCOM and its local companies have a strong, professional, and attractive digital presence. That includes websites, social media, email campaigns and content creation. We plan, execute, and analyze online campaigns to promote brands, engage audiences, and most importantly drive business growth.
Anke: Most of our time goes to the ISOPARTNER business unit, which focuses on technical insulation. At their core, these companies are aligned - but in practice, they can be very different. Some offer customised solutions, others are more technical or logistics-driven. We adapt our support to match those unique local strengths.
Annelies: And we also support the other business units whenever needed. Whether it’s a rebranding, a new website, or a campaign launch: we jump in where we can add value. We aim to support the local marketing teams across all business units in developing consistent practices, so we can grow together and move in the same direction.
What are the biggest challenges when coordinating marketing across so many countries?
Arne: Each country (and each company) has its own identity. Even within the same business unit, there can be significant differences in products, services, or focus areas. One company might offer tailored insulation solutions, another doesn’t. That makes it essential to find the right balance: keeping the IPCOM brand consistent while giving room for local relevance.
Anke: Especially during rebranding projects, we have to be extra careful. It’s about aligning with the IPCOM identity, but also preserving the character and strengths of the local company. We offer structure through brand guidelines and templates, but we always tailor the approach.
How is B2B marketing evolving, and how is IPCOM responding to those changes?
Arne: B2B is becoming more personal, more visual, and more data-driven. Video, storytelling, AI - these are the trends shaping the future. We’re gradually rolling out tools and tactics to help the group evolve alongside them. We stay up-to-date through webinars, trendwatching, and internal collaboration. Colleagues across Europe share insights or tools - it’s a constant learning process.
You clearly work very closely as a team. What makes that collaboration so effective?
Anke: We each bring different strengths: creative, technical, strategic, and structural. And there’s real trust and respect for each other and our opinions. Just a shared goal - that’s why they call us ‘The A-Team’.
Arne (laughs): Also because all our names start with an A. And like the original A-Team, we solve problems together with a mix of improvisation, teamwork and a lot of creativity.
What do you enjoy most about your work?
Annelies: The variety. Every project, every company, every challenge is different and so are the people, each bringing their own ideas and perspectives.
Anke: The international aspect - you really feel like your work matters across borders.
Arne: Using data to constantly improve - turning insights into smarter, more effective marketing.
What should colleagues really know about digital marketing?
Anke: It’s not just posting something online. It’s strategic, data-driven, and purposeful.
Arne: And it only works when it’s aligned with business and sales goals. That’s when digital can really make a difference.
Do you visit the local companies too?
Annelies: Absolutely. Visiting the IPCOM group companies and meeting the teams is key to really understanding each business - how they work, what products and services they offer, who the people are. It helps us create a more authentic bond with our colleagues across borders. Even though we’re far apart, we truly see everyone in our companies as part of one team. Only together we can really make a difference. Our visits are always super intense, with tight, packed schedules, but over dinner and drinks, you really get to know the personal side of your colleagues too. We don’t just focus on the business; in the end, we’re all human. And with that personal touch in a business approach, you can achieve so much more together.
And when you're not working - how do you recharge?
Annelies: Running helps me reset, and call me old-fashioned, but I enjoy a good glass of wine in the evening.
Arne: Sports and coffee are my daily fuel.
Anke: Reading and travelling keep me inspired and relaxed. And on Fridays, I can enjoy a Bacardi-Cola or two!
Quick final one: do you usually lunch together or separately?
Anke: All of the above! Sometimes it’s desk lunch, sometimes we sit together in the kitchen or on the terrace. And if the sun’s out, we take a walk with our FITCOM group. Melle has some lovely spots!
Arne: Unless it’s one of those days that feels longer than 24 hours and everything is urgent, I always try to make some time for a short lunchbreak and a walk. It helps me to stay focused.
