With over 24 years of experience in marketing and business growth, Rogier van der Veen has dedicated his career to helping smaller businesses punch above their weight. As the co-founder of Caldera Group, a B2B marketing agency that pioneered the shared marketing services model, Rogier is driven by his passion for problem-solving and creating impactful, customer-centric strategies.
1. Rogier, what inspired you to start your entrepreneurial journey?
My journey began in 2011, just four days after getting married. While working as a marketing manager at a software company, my business partner and I noticed a gap in the market. Larger companies had access to in-house marketing specialists, but smaller businesses often struggled to afford this expertise. These smaller businesses didn’t need full-time specialists but required on-demand expertise tailored to their needs.
This realization led us to create a shared marketing services model specifically for B2B companies. By outsourcing their entire marketing departments to us, these businesses gained access to high-quality expertise without the overhead costs of building their own teams. Over the years, this approach has helped countless businesses achieve sustainable growth.
2. What challenges have you faced along the way?
Starting and growing a business comes with evolving challenges. Initially, it was about acquiring clients and building a reputation. Later, it became about scaling sustainably and building a strong team.
The pandemic was especially tough. We had to downsize from 17 to 4 employees, and I experienced personal challenges, including a heart attack and losing my father. During that time, we sought guidance from a mentor who helped us refocus on what truly mattered. He encouraged us to structure our services better, prioritize cash flow management, and align more closely with client needs.
From these experiences, I’ve learned three vital lessons:
- Focus on your strengths and package your services effectively.
- Keep a close eye on financials, especially cash flow.
- Don’t hesitate to seek guidance; fresh perspectives are invaluable.
3. How do you stay motivated during tough times?
During the pandemic, I found motivation in my “why.” I reminded myself of the impact we were making by helping smaller businesses thrive in competitive markets. Talking to clients and prospects also reignited my purpose, as their challenges reaffirmed the importance of our work.
One moment that stands out was receiving direct client feedback about the growth we had helped them achieve. It reminded me why I started this journey and gave me the resilience to keep pushing forward. Support from friends and family also played a crucial role during difficult periods.
4. What advice would you give to new entrepreneurs?
Sometimes, it’s better to jump on a moving train than to start building one from scratch. Many successful businesses began by adapting or pivoting an existing idea.
If you do start from the ground up, ensure you have a strong support network—friends, family, or peers who can offer motivation and guidance. Believe in your capabilities, but also recognize when it’s time to pivot. Strategic redirection is not failure; it’s an opportunity to refine your approach.
Lastly, embrace brutal honesty. Seek feedback from mentors, colleagues, and clients. It’s not always easy to hear, but it’s essential for growth.
5. What’s a proud moment that stands out in your journey?
While receiving four growth awards was an incredible honor, what truly fills me with pride is seeing our clients succeed. One of my proudest moments was when a client, after experiencing remarkable growth, personally acknowledged the role we played in their success. Knowing that our work directly contributed to their achievements is what drives me.
6. What’s your vision for the future of marketing?
The future of marketing lies in a balance between technology and creativity. AI will automate routine tasks, allowing marketers to focus more on strategy and innovation. However, AI still requires human guidance to provide context, direction, and quality input.
At Caldera Group, our vision is to embrace these technological advancements while continuing to prioritize high-quality, creative strategies. We aim to help businesses navigate an ever-expanding array of channels and leverage opportunities for growth effectively.
7. What impact do you hope to create through your work?
My ultimate goal is to empower underdogs and challengers—smaller companies that often lack the resources of larger competitors. By providing strategic marketing solutions, I want to help these businesses unlock their potential and make a lasting impact in their industries.
It’s incredibly rewarding to see the confidence our work inspires in our clients. If, along the way, we gain recognition for the role we’ve played in their success, that’s an added bonus. Ultimately, I hope our efforts leave a legacy of empowerment and transformation.
Final Thoughts
Rogier van der Veen’s journey exemplifies resilience, adaptability, and a commitment to empowering businesses. Through his work at Caldera Group, Rogier continues to help smaller companies thrive in competitive markets, proving that strategic marketing can be a game-changer for underdogs. To learn more, visit Caldera Group.