What if the click is only the beginning of the customer journey?
In our latest iTechSeries Fireside Chat, Frank Oerlemans, Chief Marketing Officer, APAC at Randstad, explores how marketing can evolve from brand building and lead generation into a true growth engine. Drawing on more than two decades of experience, Frank talks about the shift toward data-driven, end-to-end customer journeys and why marketers need to look beyond MQLs to understand the full “click-to-cash” journey.
Frank shares his perspective on building marketing into a measurable, business-focused growth engine, moving beyond traditional MQL metrics toward full click-to-cash attribution and connecting marketing activity to tangible business outcomes. He explores how intent, context, and technology can enable more personalized customer journeys, while emphasizing the importance of balancing AI-driven automation with human judgment and creativity. Frank also discusses measuring marketing through ROI and revenue, and how giving teams greater autonomy, opportunities to learn, and the freedom to experiment can help drive sustainable growth.
Tune in and discover what comes after the click.
