Get the Fundamentals Right
We work with your team to conduct a focused sanity check on your strategy, KPIs, and customer focus, making sure the right marketing foundations are in place before AI scales the wrong things.
Executive Marketing & AI Alignment Partner
AI Doesn’t Fix Unaligned Marketing. It Multiplies Whatever You Already Have.
Most companies don’t have an AI problem, they have a strategy and alignment problem that AI is about to make far more expensive.
Not a traditional agency. Not a generic AI consultancy. Hands-on executive partnership before AI scales the wrong things.
The abstract frog is not decoration. It signals transformation, adaptability, and the power to leap forward.
The Problem
The risk is not in the tools.
Most marketing teams are under pressure to move faster, produce more, and prove they are using AI. But AI only scales what is already there, and moving faster only works when the right foundations are in place:
- Unclear positioningAI produces more content that sounds like everyone else.
- Shallow customer insightCampaigns scale messages your customers don’t care about.
- Conflicting KPIsEach team automates toward a different goal.
- Disconnected AI toolsModels work in isolation, so teams repeatedly add brand and business context, creating extra work and inconsistent results.
The real risk sits in the assumptions your tools are trained to accelerate, and the misalignment between them.
What Inspayur does
Founder-led marketing & AI alignment advisory.
We work alongside your leadership team on two things.
AI grounded in your brand
Next, we put AI to work on your specific marketing challenges, helping your team deliver relevant, on-brand results from the start.
Founder-led advisory
Work directly with Bert.
20+ years in marketing leadership, including corporate roles at Philips and FrieslandCampina, PwC consulting and 10+ years in digital entrepreneurship across Asia and Europe.
Bert van den Berg
Founder & Fractional CMO
"Bert is a very experienced and innovative marketeer with many new ideas to develop business differently. A visionary in strategy development, brand management, and big-picture thinking from a global perspective.
During the time that he led our marketing department, our sales and market shares grew substantially across all segments while overall brand recognition further improved."
Bert's international career
Years in each country
- 3 years inNetherlands
- 3 years inGermany
- 5 years inNetherlands
- 4 years inSouth Korea
- 2 years inNetherlands
- 5 years inChina
- 12 years inNetherlands
How we work
A quick scan to align the room.
We start with a Diagnostic Baseline: a quick scan of what your team believes, what customers need and what your business measures. Before recommending tools or workflows, we help you spot the gaps and agree on what matters most.
01
Listen with curiosity
Talk to key people to understand shared priorities, different assumptions and gaps in customer understanding.
02
Challenge assumptions
Take a fresh look at your positioning, customer insights, KPIs and AI readiness. Spot where ways of working may be getting in the way.
03
Map the direction
Bring the findings together on one page. Agree on positioning, customer insights, growth KPIs and AI priorities, so everyone has a shared starting point for what comes next.
Where we help next.
Once the direction is clear, we turn it into insight, ideas and a strategy your team can own.
AI gives answers. Experience knows which ones are right.
- You get: fewer, better answers. Not more output.
- You don’t get: raw AI results passed on unchecked.
Anyone can ask an AI tool a question. The hard part is knowing what to ask, spotting when the answer is generic, wrong or just plausible, and pushing until it holds up.
Bert has spent 20+ years making marketing decisions at Philips, FrieslandCampina and his own businesses. He uses AI the way a senior strategist uses a team of analysts: to do the legwork faster, never to do the thinking. Everything you receive has been challenged, refined and judged by someone who has done this for real.
Know what’s true before you decide anything.
What do your customers really care about?
Online conversation is noisy. Most of it doesn’t matter, and the loudest voices are rarely your buyers. We sort the signals that change buying decisions from the noise, and tell you which ones to act on.
- The few customer truths that matter, in customers’ own words
- What we’d ignore, and why
Can people and AI assistants find you?
We check how search engines and AI assistants present your brand, and who they recommend instead. Then we separate quick fixes from the issues that are really about your positioning.
- Where you’re invisible, and what it’s costing you
- A prioritised fix list, not a 60-page audit
Where can you win?
Every market has more opportunities than a company can chase. We weigh them against your strengths, resources and competitors, and point to the ones worth your time.
- The openings that fit your business, with the evidence behind them
- A clear recommendation on where to play
Many ideas are easy. Good ones take judgement.
Fresh ideas, fast
AI can produce a hundred ideas in minutes, and most will be forgettable. We generate wide, then cut hard, using Bert’s experience of what has actually worked in markets across Europe and Asia.
- A small set of ideas worth developing
- The reasoning behind every one we kept and every one we cut
Your challenge through expert eyes
We challenge your ideas through proven marketing thinking: behavioural economics, purpose-led branding, standing out in a crowded category and the psychology of persuasion. Weak ideas get exposed early, and strong ones get sharper.
Test before you spend
We pressure-test the strongest ideas on simulated panels of your buyers. A simulation is a signal, not a verdict, so we read it alongside everything else we know, and tell you what deserves real budget.
A plan you can defend in the boardroom.
Sharpen your positioning
We take your positioning apart and rebuild it on evidence: what you stand for, for whom, against whom, and why customers should believe it.
- A positioning your whole team can repeat, and leadership can defend
Go-to-market strategy
Which audiences first, with which message, through which channels, measured by which KPIs. These are the calls Bert has made for brands across Europe and Asia.
- Priorities, a phased roadmap and shared growth KPIs
A brand foundation for AI
We capture your positioning, customer truths, tone of voice and visual rules in one brand foundation, so the AI tools your team already uses start on brand instead of from a blank prompt.
Ways to work together
- AI-enabled marketing workshopsWe work with your team on any stage above, such as finding what your customers really care about or generating fresh ideas fast, and crack your marketing challenges together.UnderstandIdeateStrategise1 to 5 sessions
- Diagnostic BaselineThe quick scan from How we work, plus the Understand stage: what your customers really care about, whether people and AI assistants can find you, and where you can win. It ends with one page of agreed priorities.Understand
- Strategy SprintFresh ideas, challenged through expert eyes and tested before you spend, then turned into sharper positioning and a brand foundation for AI.IdeateStrategise
- Fractional CMOBert's ongoing leadership across all three stages, from understanding your customers to a go-to-market strategy your team can run.UnderstandIdeateStrategiseMonthly
Contact
Make AI work for your business.
Thanks for reading this far. Tell me what you're working on and I'll get back to you personally. No sales team, no automated report, just a conversation about where your marketing and AI could go next.
Or email me at bert@inspayur.com
See how AI sees you, and how to improve it
Find out if AI assistants recommend you, whether they get your story right, and where competitors are outranking you. You’ll get clear evidence of blind spots and inaccuracies, plus a prioritised action plan to help your brand show up accurately and prominently in AI answers.
Valued at €3,000.
Only 3 Visibility Audits accepted per month.
What happens next?
Bert reads your answers personally and replies by email, so you can agree the scope and next steps together.