"I dare say that this is the most interesting trade fair for us in the Netherlands," says Waijers. "Our customers are here, our target group is here and that just makes it super important to be present."

During the fair, Xebia Data is taking the opportunity to invite customers to their own booth, completely in the look and feel of the company. "We added a game element around a data platform. This creates interaction in a playful way and gets people thinking."

The concept of the Data Expo really appeals to Waijers. "What I like is that we can really cover different topics here. Because of the separate conference rooms, you can really deepen the content. That's what makes this event so valuable to us."

The return is concrete: "It provides us with a huge number of leads. But at least as important is the connection you build here with your target group. Those conversations, and that contact is what we do it for."