The THOMcast

By The House of MarketingBusiness

The THOMcast episodes

March 10, 2025 Expert Talk | On the couch with CX experts Katie & Stefaan
In this episode, Stefaan Vuylsteke, a business and service design expert, and Katie Baeck, a senior consultant at The House of Marketing (THoM), explore essential customer experience (CX) principles. They discuss behavioural design, friction management, and friction hunting—identifying and eliminating obstacles in the customer journey. From minor UX adjustments to significant service enhancements, learn strategies to craft seamless experiences that foster customer loyalty.
For more insights, visit thom.eu. To consult directly with our expert senior consultant, book a call with Katie Baeck.

47 min
October 27, 2023Understanding Customer Experience for Business Success
In this episode of the THoMcast, we explore the fascinating realm of Customer Experience (CX) with experts Griet and Sissi from The House of Marketing. We uncover the core of CX, discuss its importance, and share insights on measuring its impact. Gain valuable tips on improving CX, understanding your customers, and measuring ROI. Customer experience is not just a buzzword, it's a game-changer for your business. Join us for an enlightening journey into the world of CX in this engaging episode.
RESOURCES 🧩
Get your Customer Experience ebook

Watch our CX webinar
Take our CX maturity scan
FAST FORWARD ⏩
(00:52) - Meet Griet Heylen and Sissi Dierckxsens
(01:42) – The essence of Customer Experience
(05:53) – How to measure CX impact?
(15:27) – The power of CX: what's in it for a business?
(19:04) – Tips & tricks for enhancing CX
(23:36) – Double Diamond method: how to understand customer needs?
RELATED EP'S 🎧
E13 - Customer Experience

E10 - Value & Churn
LET'S CONNECT 🤝
Work with us

Careers
* * * * *
The THOMcast is brought to you by The House of Marketing. Credits to Ellen Struyf, Pablo Troussard, Ornella Schillaci & Adrian Sblendorio.
27 min
May 30, 2023The Art of Brand Strategy: Unlocking Growth in a Dynamic Market
In this episode, join us and our expert Nicky Blondé as we delve into the captivating world of brand strategy, where we uncover its meaning and explore the crucial steps to develop a winning brand strategy. From identifying business goals to defining brand KPIs, we leave no stone unturned.
RESOURCES 🧩
Get your Brand Strategy ebook

All links, resources and info
FAST FORWARD ⏩
(01:33) - Meet Nicky Blondé
(03:45) – What is really brand strategy?
(04:24) – The 5 steps to a successful brand strategy
(16:55) – How to deal with brand strategy in a fast-changing environment?
(22:07) – Important learnings for your brand strategy
RELATED EP'S 🎧
E20 - Value Based Pricing

E07 - E-commerce - Too Good To Go
LET'S CONNECT 🤝
Work with us

Careers
* * * * *
The THOMcast is brought to you by The House of Marketing. Credits to Jean-Marc Santolin, Emilie Krick, Ellen Struyf, Pablo Troussard & Adrian Sblendorio.
31 min
March 27, 2023Pricing strategy: How to capture the full value you're providing
Improve your margin & gain competitive advantage with your pricing strategy. Join us as we discuss pricing with Cédric Fumière, pricing expert at The House of Marketing who shares with us his expertise and some real cases of price strategies in a B2C or B2B environment.
RESOURCES 🧩
Get our Full Pricing Guide

Shorter, 6 steps to pricing strategy

All links, resources and info
FAST FORWARD ⏩
(01:17) - Meet Cédric Fumière
(02:30) - The science of pricing
(04:20) - Pricing is fun!
(06:41) - The methodologies to set up a price:
(13:20) - Value-based pricing in B2C
(22:30) - Value-based pricing in B2B
RELATED EP'S 🎧
E10 - Value Management

E01 - Don’t fail your product launch
LET'S CONNECT 🤝
Work with us

Careers
* * * * *
The THOMcast is brought to you by The House of Marketing. Credits to Jean-Marc Santolin, Emilie Krick & Pablo Troussard.
33 min
February 14, 2023Unlocking the Power of Marketing Automation: Strategies for Success
Maximize your marketing efforts with Marketing Automation. Join us as we interview Martijn Knoops, marketing expert at Dignify, who shares his insights and practical strategies. Learn how to leverage MA to take your marketing to the next level, whether you're a corporate or SME. More info
RESOURCES 🧩
Our Marketing Automation Guide

Get your Lead Scoring Checklist

All links, resources and info
FAST FORWARD ⏩
What are we talking about?
(01:34) – Meet Martijn and Dignify
(03:34) – What is marketing automation (MA) and why it’s useful
(05:20) – Examples of great MA use
Let’s dig deeper
(08:28) – Email is just a tiny part of MA
(10:36) – Where do you start with MA?
(12:25) – Doing MA as a corporate ; Doing MA as an SME
(13:13) – Effective MA strategy 101
So, concretely?
(14:17) – Which is the best MA tool for you?
(16:29) – Your next steps
(21:25) – How MA impacts a team’s way of working
(23:29) – Concrete tips when starting with MA
(24:39) – Concrete tips when already doing MA
RELATED EP'S 🎧
E11 on Marketing Automation as well

E12 on Digital Transformation

E15 on Digital Strategy
LET'S CONNECT 🤝
Work with us

Careers

* * * * *
The THOMcast is brought to you by The House of Marketing. Credits to Jean-Marc Santolin, Emilie Krick & Pablo Troussard.
29 min
December 05, 2022"Innovation is key", let's get concrete: the case of the metaverse
Innovation is what keeps your business relevant. But how do you keep innovating? Should you follow all marketing trends? Or how do you pick the right one? Let's dive into this "innovation" topic with another buzzwordy one: the metaverse, the use case for this episode. With Stefanie Daems, senior consultant at The House of Marketing.
RESOURCES 🧩
🎓 Webinar "How to create value in the metaverse"

🗺 Download our Value Proposition Canvas

🚀 Let's develop your innovation track

All related resources
FAST FORWARD ⏩
What are we talking about?
(01:59) - What is the "metaverse"
(04:10) - The related "NFT", "Blockchain" and "Web3" topics
(05:40) - Clarifying before moving forward
What should you do about it?
(08:07) - Handling a hype: the 70-20-10 framework
(09:25) - Deciding on getting into the metaverse
(10:22) - Some use cases
(12:18) - The key remains the same: strategy, goals and customer experience
(16:27) - Let's talk sustainability, scams, no-revolution
So, concretely?
(22:10) - Outside of the metaverse, what innovation and trends should look at?
(23:26) - Tasting, understanding and keep your whole strategy in mind
RELATED EP'S 🎧
E03 on Business Design Thinking

E12 on Digital Transformation

E15 on Digital Strategy
LET'S CONNECT 🤝
Work with us

Careers

* * * * *
The THOMcast is brought to you by The House of Marketing. Credits to Jean-Marc Santolin, Emilie Krick & Pablo Troussard.
27 min
August 31, 2022How the "consulting mindset" can impact all of your projects — THOMcast E17
Let's debunk myths around consulting, what is interim management and the importance of consulting mindset on interim marketing projects. With Stéphanie Duchemin, Head of Human Capital, Customer Collective.
RESOURCES 🧩
Is interim for your team? (Quiz 🎲)

Our interim offering
ON THE MENU 🍤
(2:40) What is Human Capital in a consulting world

(7:20) Myths around consulting

(10:20) Is there a specific profile to be a consultant

(12:17) What are the different projects: Consulting/Interim Management projects

(14:43) How to keep a consulting hat on an interim projects

(15:48) How to stay a consultant even on longer projects

(17:00) How to build a win-win relationship

(18:25) Tips a Tricks
LET'S CONNECT 🤝
Work with us

Careers

* * * * *
The THOMcast is brought to you by The House of Marketing. Credits to Jean-Marc Santolin, Emilie Krick & Pablo Troussard.
23 min
June 02, 2022Growth marketing in highly regulated industries: the case of the healthcare sector — THOMcast E16
In this episode, Bert Van Eeckhoudt, Senior Manager Pharma Collective joins us to share some insights about a very specific sector: Healthcare. He explains to us the challenges but also the new marketing opportunities for this sector, as for example : growth marketing.
🌶 TODAY’S MENU
What are the specificities of the healthcare sector

How growth marketing can be used

How to adapt your growth marketing campaign to the healthcare sector
🧩 RESOURCES 👉 https://bit.ly/THOMcastE16
🚀 TIMESTAMPS
(1:08) Introduction of Bert

(1:48) Why did you chose healthcare

(2:47) What are the specific marketing needs and challenges in healthcare

(4:24) How do you innovate in the healthcare sector

(5:55) Brief explanation of growth marketing

(6:52) KPI’s of Digital Strategy

(8:00) What are the KPI’s in healthcare

(8:47) What is the main driver for growth projects in the healthcare industry

(11:00) How do you change the company towards a growth marketing mindset

(12:22) How does the process look like in the healthcare sector

(14:17)Tips & Tricks

(16:16) Healthcare growth marketing whitepaper
🙋‍♀️ CONTACT US
Instagram
Linkedin
Business inquiries
Podcast inquiries

* * *
This episode is brought to you by The House of Marketing.
Special thanks to Bert Van Eeckhoudt . Made by Jean-Marc Santolin, Emilie Krick, Tatum Lichtenstein & Pablo Troussard.
18 min
April 21, 2022Digital Strategy: reach your targets thanks to your #digitalstrategy — THOMcast E15
In this episode, Inge Van Israël , Consulting Manager at The House of Marketing joins us to explain how to set up a digital strategy and why companies should keep that in mind. She also shares with us some best practices , do’s and don’ts.
🌶 TODAY’S MENU
What is a Digital strategy

Why is important to start with a strategy when going digital

How to start a Digital strategy
🧩 RESOURCES 👉 https://bit.ly/THOMcastE15
🚀 TIMESTAMPS
(1:30) Introduction of Inge

(2:02) What is Digital Strategy

(2:45) Digital Strategy doesn’t walk alone

(3:40) What are the company’s main questions concerning Digital Strategy

(5:18) How does a company start digitalisation

(6:52) KPI’s of Digital Strategy

(8:38) Test & see what works

(9:25) What about budget and time

(11:35) Difference between what’s tactical and what’s strategic

(14:25) Tips a Tricks
🙋‍♀️ CONTACT US
Instagram
Linkedin
Business inquiries
Podcast inquiries

* * *
This episode is brought to you by The House of Marketing.
Special thanks to Inge Van Israël. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.
22 min
March 04, 2022Organizational Design : creating high performing teams with #organizationaldesign — THOMcast E14
Magalie Bonafoux joins us to explain what is organizational design and why companies should keep Org Design top of mind. She also shares with us some best practices and her passion on this topic.
🌶 TODAY’S MENU
What is Org Design

Why is Org Design important for any business

How to start an Org Design project
🧩 RESOURCES 👉 https://bit.ly/THOMcastE14
🚀 TIMESTAMPS
(1:23)Introduction of Magalie

(2:13)What is Org Design

(3:54) Why Org Design is exciting

(5:14) What is the starting point of an Org Project

(8:03) What is Agile

(10:38) When do companies need Org Design projects

(16:37) What are three KPI's of Org Design

(19:39) Org Design projects are long and short term

(20:44) Tips a Tricks
🙋‍♀️ CONTACT US
Instagram
Linkedin
Business inquiries
Podcast inquiries

* * *
This episode is brought to you by The House of Marketing.
Special thanks to Magalie Bonafoux. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.
25 min

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