Now to Next: A series of small-scale events centered around ‘change’, for and by curious marketing and communication professionals who dare to ask critical questions of themselves and others. Held multiple times a year in Eindhoven, renowned as both the smartest region of the world and the beautiful home of Tech to Market.

Get ready for round three! First, we listened. Then, we communicated. Now, it’s time for the next frontier: feeling. Because let’s be real—B2B isn’t just about logic, spreadsheets, and polished PowerPoints. Emotions run the show, whether we admit it or not.

Think emotions have no place in B2B? Think again. The same brain making B2B decisions is the one making personal ones—packed with emotions, biases, and subconscious nudges. Mastering these hidden forces can transform your approach to marketing, sales, and leadership.

Yes, you read that right—a fly. 🪰 But not just any fly. In this high-energy, interactive workshop, Tim den Heijer (co-author of the international bestseller The Housefly Effect) will break down the science of decision-making in a way that’s as fun as it is eye-opening.

What’s in store?

• Wildly entertaining insights into behavioral science
• The surprising power of tiny details (spoiler: they matter a lot)
• Interactive quizzes, icebreakers, and brain-bending examples
• The truth about how B2B decisions really happen

After the inspiring workshop from Tim den Heijer, it’s time to challenge everything you thought you knew about marketing. In this bold and high-energy panel discussion, we’ll dive into the big moves you need to make to connect with your audience on a deeper, emotional level.

• How do you create a brand experience that moves people, not just informs them?
• How do you ensure your company doesn’t just evolve—it truly connects?

This session brings together thought leaders who will reshape the way you think about marketing, branding, and the emotional drivers behind every great transformation. Joining us on stage:

• Patricia Beks (Founder, Tech to Market) – Bridging the gap between innovation and market success.
• Sascha Bloemhoff (Managing Director, Automotive Campus) – Driving strategic transformations in smart and sustainable mobility.
• Tim den Heijer (Creative strategy & Copy, B.R.A.I.N. Creatives) – Mastering the small details that create big behavioural shifts.
• Yannick Boers (Managing Director, Boldly) – Pushing the boundaries of bold, innovative brand strategies.

Whether you’re rethinking your messaging or shaking things up with a new strategy, this discussion will give you the insights you need to move your audience from Now to Next.

18:00 — 18:30

Welcome with drinks & bites

18:30 — 20:30

– Introduction by Patricia Beks, founder & Managing Director of Tech to Market

– The Firefly effect workshop by Tim den Heijer

– Panel discussion ‘The Power of Emotion’: Moving your audience from Now to Next

20:30

Drinks (optional)