I am a marketer who builds. 15 years in B2B, ex-AWS EMEA, now Head of Global Marketing at Nordcloud, an IBM company.

I work end to end. Product, marketing, brand, and the tools that connect them. Most marketers stop at the campaign. I build the thing the campaign points to, and the systems that run underneath. The AI writes every line of code. I have not read one of them. My job is to decide what ships and what dies.

That judgment is the part the machine does not have. It is what I brought from marketing. The AI thinks like a developer. It optimizes for code that is defensible, not for what the user gets. I drag every decision back to the person using it.

CoNudge, a SaaS for personal trainers, is one place I test this. Real users, real decisions, real failures. What I learn there, I apply to the next build.

How I work: I trust no single source, including the AI. Three models in parallel, mechanical checks as the judge, instinct as the tiebreaker. A model that lies politely is the most expensive tool you own.

What this means for B2B tech in Europe: the model is not the hard part. The market is. EMEA runs on relationships, sovereignty, and buying committees, not US-style funnels. A US vendor wins at home, then stalls in Europe because the buyer works differently. Data location, EU-hosting, NIS2 compliance: these are not footnotes here. They are the sale. I build the revenue mechanisms most marketing only talks about. I cut what does not move pipeline.

I write about building and deciding with AI, and about selling to business in EMEA.

Site: christiaanderidder.com GitHub: github.com/HDEUs LinkedIn: linkedin.com/in/christiaanderidder1