Marketing according to a hybrid model, this is how Rabobank approaches it [podcast]

How do top companies organize their marketing? CMO Dorkas Koenen of Rabobank talks about his flexible layer and agile marketing method. In this new HelloMasters Podcast we also talk about finance trends such as crypto and mobile-only banking.

Rabobank is the second largest bank in the Netherlands. What makes Rabobank different? You may not know this, but it is a cooperative. So they don’t have to share profits with shareholders. Members of the bank determine where the profits go.

If there is one industry that is undergoing a lot of change, it is banking. Trends such as mobile-only banking, crypto, NFTs and sustainability are flying around us. How is Rabobank responding to this?

Marketing at Rabobank: a hybrid model

Meet Dorkas Koenen† CMO at Rabobank for 5 years. A marketer with a track record at Essent, Robeco and Fortis.

Dorkas has implemented an agile marketing approach at Rabobank with a hybrid model. The inside is a tight shell with people who possess the core competencies. Think of strategy, marketing management, content and optimizing customer lifetime value.

They train these marketers in their own academy. “Education level a la Ajax, so that everyone actually plays the same game.”

Dorkas has also built a flexible layer for marketing development. This is where the agile method comes in. Top marketers you don’t need full-time, but who do want to bind to your brand. They always ask themselves: to insource or outsource? Marketing changes so quickly. It is sometimes better to get that expertise from outside.

Finally, Dorkas calls on companies to lend marketers to each other. Fresh look from the outside in!

In this HelloMasters Podcast

Dorcas talks about:

  • Rabobank’s vision on crypto
  • Marketing method with flexible shell
  • How they send 350 million messages a year with AI
  • Cycling sabbatical: what did it bring?

HelloMasters is the podcast about marketing, strategy and teams. We talk to CMOs and marketing leaders about the rapidly changing landscape. Listen to this podcast at Apple Podcasts in Spotify† Powered by HelloMaaS and Frankwatching.

Source: Frankwatching by

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