Mopinion’s company culture is one of the things that makes us who we are. We are a diverse group of people with different backgrounds, skills and nationalities, all working together to improve digital experiences. We are ambitious, curious and driven, but we also know how important it is to enjoy the work we do together. This is how our FRESH perspective was born.
FRESH is the essence of Mopinion and we’re eager to share it with you. Each month, we’ll demonstrate how our company and its various departments embody the FRESH values that define us.
This month, we’re putting the spotlight on the Marketing team!
In this blog, Senior Marketing Manager (Benelux/France), Tjeerd Traats, explains how the team brings the FRESH values into their daily work, from creating campaigns and organising events to collaborating across teams and helping Mopinion grow.
But first, let us explain what we mean by FRESH.
The FRESH Perspective
If you’re not familiar with the FRESH perspective, here it is.
FRESH is who we are. It stands for Feedback, Result, Eager, Social and Humour, and each and every team within Mopinion embodies these values in one way or another.
FEEDBACK
We practise what we preach. Listening to our clients and using their input to continuously provide a solution fit to their needs is our top priority.
RESULTS
Mopinion strives to be the best solution of its kind. Our team works day in and day out with this ambition in mind.
EAGER
We are constantly on the move – seeking new opportunities to grow and expand our solution and services and truly make an impact on the market.
SOCIAL
The team carves out time to give back to the society and the people around us – through volunteering and charitable giving.
HUMOUR
Our success is thanks to our ability to stay true to who we are. We know how to incorporate humour into our work, making it fun and professional for everyone!
Which leads us to: how does the Marketing team work to live up to these values? Let us tell you.
Mopinion’s Marketing team
A bridge between teams
The Marketing team plays an important role in connecting different parts of the business. Acting as a bridge between the Development and Commercial teams, Marketing helps translate product developments, customer needs and commercial goals into clear communication, campaigns and experiences.
From the website and product communication to webinars, events and brand awareness, the team works across a wide range of projects. That variety is one of the things that makes the work both challenging and exciting.
Tjeerd explains:
“The Marketing team serves as a crucial link, bridging the Development and Commercial teams. Acting as a central hub, we consistently strive for innovation and accessibility, engaging with all stakeholders both inside and outside the company while remaining focused on strategic objectives.”
Creating value through communication
This means the team is not only focused on creating visibility for Mopinion, but also on making sure the right message reaches the right people at the right time. Whether it is a campaign, a product update, a webinar or an event, the goal is always to communicate clearly, create value and support Mopinion’s wider growth.
Tjeerd adds:
“We approach all our diverse responsibilities, including the website, product, communication, webinars and events, with exceptional passion.”
How the Marketing team lives up to the FRESH values
F stands for Feedback
Learning from each other
It should come as no surprise that feedback plays an important role in the Marketing team’s day-to-day work. At Mopinion, we practise what we preach, and the Marketing team is no exception.
For Marketing, feedback starts internally. The team uses a check-and-balance system to make sure ideas, campaigns and content are reviewed, refined and improved before they go live. This helps the team produce stronger work, but it also creates more opportunities to learn from each other.
Tjeerd explains:
“We view seeking and embracing feedback as essential for strong teamwork, generating valuable learnings and achieving success.”
Turning input into better work
This mindset also extends beyond the team itself. Marketing regularly works with feedback from customers, leads and colleagues to better understand what people need, what they care about and how Mopinion can improve the overall customer experience.
In other words, feedback is not just something the team talks about. It is part of how they work, collaborate and improve.
R is for Result
Measuring what matters
For the Marketing team, results can be measured in many different ways. Some are easy to track, such as website traffic, webinar registrations, event sign-ups, trial sign-ups and booked demos. Others are less immediate, but just as important, such as brand awareness, sentiment, loyalty and stronger alignment with Sales.
Tjeerd explains:
“Various metrics are used to measure results, all of which directly contribute to business revenue. These include generating awareness, driving web traffic, securing sign-ups for webinars and events, and increasing trial sign-ups and booked demos.”
Quality over quantity
But results are not only about numbers. For the Marketing team, quality matters just as much as quantity. A campaign might bring in a lot of leads, but the real value lies in reaching the right audience, creating meaningful engagement and supporting long-term relationships.
This focus on quality also helps strengthen collaboration with other teams, especially Sales and Customer Success. When Marketing creates content, campaigns and events that are relevant and useful, it supports the entire customer journey.
Tjeerd emphasises:
“The team places a premium on quality over quantity, a focus that is vital for building strong brand sentiment and loyalty.”
Enjoyment as part of success
And there is one more result that should not be underestimated: enjoying the work. In a busy, fast-moving team, energy and motivation matter. When people enjoy what they do, the results are often stronger too.
Tjeerd explains:
“Prioritising enjoyment in our work cultivates a more successful and energetic team, recognising that having fun is a valuable outcome in its own right.”
E is for Eager
Staying curious in a changing field
Marketing is always changing. New channels emerge, customer behaviour shifts and the way people search for, compare and choose software continues to evolve. That is why eagerness is such an important value for the team.
The Marketing team values consistency, but also understands that growth often comes from testing new ideas. Sometimes, a small experiment can open up a completely new opportunity. Other times, trying a different approach can reveal a better way of reaching the right audience.
Tjeerd elaborates:
“Our marketing team prioritises continuous growth and learning. While we value consistency, true success often stems from exploring new and varied approaches.”
Experimenting with new opportunities
This eagerness shows up in many ways: trying new campaign ideas, improving content, exploring new channels, experimenting with event formats and looking for smarter ways to connect with customers and prospects.
Tjeerd adds:
“Even small experiments can sometimes have a greater impact than large-scale initiatives. Given the dynamic nature of our work and the rapid changes in our field, we must remain eager to continuously explore and capitalise on new opportunities.”
That mindset helps the team stay curious, adaptable and ready for whatever comes next.
S is for Social
Working closely across the business
Social is an important part of the Marketing team, both in how they collaborate and how they connect with the rest of the company.
Marketing is closely involved in many areas of the business, which means collaboration is essential. The team works with Product, Sales, Customer Success and other teams to make sure campaigns, content and events are aligned with Mopinion’s goals.
Tjeerd explains:
“The Marketing team is a driving force behind the company’s growth, and we are committed to working together and supporting one another.”
Making space for the human side
That support also extends beyond daily tasks and deadlines. The team recognises that everyone has their own personal life, circumstances and challenges. Making space for that human side is part of what helps the team work well together.
Tjeerd adds:
“Beyond work-related interactions, we recognise the importance of personal lives and circumstances, as we are all human beings.”
Building stronger team bonds
Fun team activities also play an important role. Spending time together outside of regular work helps build stronger bonds, which in turn makes collaboration smoother and more enjoyable.
“We highly value engaging in fun team activities to strengthen our bonds, which ultimately leads to more effective collaboration and success,” Tjeerd points out.
And, of course, when a project goes well, there is always room to celebrate. Whether it is a successful campaign, a strong webinar turnout or a great event, recognising those moments together is part of what keeps the team motivated.
H is for Humour
Keeping things light
Marketing can be fast-paced and deadline-driven. Campaigns need to go live, content needs to be published, events need to be organised and last-minute changes are often part of the job. That is why humour plays an important role in the Marketing team.
It helps keep the atmosphere light, gives the team energy and makes busy days feel more manageable.
Tjeerd adds:
“We encourage making jokes, provided they are always inclusive and never made at someone else’s expense.”
Keeping mistakes in perspective
Humour also helps the team deal with mistakes. Of course, no one wants things to go wrong. But when they do, a bit of humour can help keep things in perspective, solve the issue and move forward without unnecessary stress.
As Tjeerd points out:
“When mistakes happen, while unwelcome, addressing them with a touch of humour helps ensure they are never blown out of proportion.”
In that sense, humour is not just about having fun. It is also part of how the team stays resilient.
Mopinion Connects: FRESH in action
Bringing all values together
One project that perfectly reflects the Marketing team’s FRESH perspective is Mopinion Connects, our annual business event held in October.
Mopinion Connects is one of the team’s biggest projects of the year. Planning begins as early as the end of March and runs alongside the team’s regular day-to-day responsibilities. From finding the right location and shaping the programme to managing registrations, communication and the overall experience, the event requires a lot of coordination and teamwork.
Tjeerd explains:
“Mopinion Connects perfectly embodies our FRESH perspective. At Mopinion, we thrive on feedback, and the team consistently uses it to meticulously organise and enhance the event each year.”
Improving experience each year
Tjeerd also points out that feedback plays an important role in making the event better every year. The team looks at what worked well, what could be improved and how the experience can be even more valuable for customers, prospects and colleagues.
The result is not only measured in sign-up numbers or a successful location, but also in the atmosphere on the day itself.
“The collective effort yields excellent outcomes, whether it’s securing a superb location, achieving high sign-up numbers or, most importantly, seeing the big smiles on the faces of our customers, prospects and colleagues,” he adds.
That is what makes the hard work worthwhile. Mopinion Connects brings together strategy, creativity, collaboration and customer connection, which is exactly what the FRESH perspective is all about.
Marketing: connecting people, ideas and opportunities
Supporting Mopinion’s growth
The Marketing team plays an important role in Mopinion’s growth. By connecting teams, translating ideas into clear communication and creating campaigns, events and content that support the business, the team helps bring Mopinion’s story to the right audience.
What makes the team stand out is not only the work they deliver, but how they deliver it. Feedback helps them improve, results keep them focused, eagerness pushes them to explore new opportunities, social connection strengthens collaboration and humour keeps the work enjoyable along the way.
A team built on support and shared energy
When asked what he is most proud of, Tjeerd highlights the support within the team and towards the wider Mopinion and Netigate family.
“Our team is truly dynamic and supportive, with a strong commitment to looking out for each other and assisting anyone in the Mopinion and Netigate family.”
That sense of teamwork is what makes the Marketing team such an important part of Mopinion. Whether they are working on a major event, launching a new campaign or supporting another team, they bring energy, creativity and care into everything they do.
And when a project exceeds expectations, the feeling is shared by everyone.
Tjeerd adds:
“The successful completion of a project that exceeds expectations brings an intense feeling of collective pride and positive energy.”
Stay tuned for more updates from the Mopinion team and insights into how we build the #1 feedback software for web, app and email. We are proud to have such a passionate and creative Marketing team helping us grow, connect and share the Mopinion story.
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