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A chance encounter
A couple of years ago, in what seemed like an ordinary business introduction, a conversation began that would eventually shape the trajectory of one of Europe’s most data-savvy startups. Thomas Slabbers, a young entrepreneur with a vision for real-time social intelligence. He met Willem Blijdorp, founder of the multinational B&S Group, a company generating over a billion euros in annual revenue. What followed was far more than an investment. It was the birth of a rare partnership rooted in innovation, mentorship, and a shared interest for building something lasting.
From garage startup to global scale
It began with a simple question. “So, what exactly do you do?” Willem asked Thomas at a business gathering. Thomas responded with quiet conviction: “I process X data (formerly Twitter).” That answer piqued Willem’s curiosity, and led to a deep-dive discussion into startups, digital transformation, and the future of real-time behavioral data.
At the time, Socialdatabase was a small operation in a garage in Uithoorn, the Netherlands. Despite its modest setup, the company managed an extensive behavioral database of over one billion global X users. Socialdatabase analyzed who users followed, what they liked, and how they engaged. This allowed the company to understand what people truly cared about. It also revealed who they were, where they lived, and even what their job titles were.
Intuition meets innovation
Despite not being immersed in the technical side of things, Willem Blijdorp sensed the potential. His entrepreneurial instinct told him that the ability to map human behavior in such detail could redefine how global companies connected with their audiences. He made time, often hours at a stretch, to brainstorm with Thomas. “We discussed everything from go-to-market strategy, to how to build a winning team,” says Thomas. “Willem was never too busy to invest time in a founder still learning the ropes.”
The partnership proved to be a success. Over the years, Socialdatabase scaled rapidly, growing into a 35-person team of engineers, data scientists, and analysts. In 2020, they became an official partner of X, one of only 45 globally. They began serving major advertisers like Google, Microsoft, and IBM.
Crisis and reinvention
But no journey is without turbulence. In late 2022, Elon Musk’s acquisition of X led to sweeping internal changes. Over 75% of X employees were let go, including key contacts. Also projects were frozen. Revenue pipelines dried up almost overnight.
In this moment of crisis, Willem’s support deepened. He did not just provide financial backing, he helped Socialdatabase chart its next steps. When whispers of a potential new partnership with X 2.0 emerged, Thomas flew to San Francisco, spending five weeks rebuilding relationships from scratch.
Rebuilding with X 2.0
The effort paid off. Within three months, the company had onboarded over 52 major advertisers and helped drive more than $5 million in ad spend. “The platform is launching new products at breakneck speed,” says Thomas. “With Willem’s guidance and belief in our mission, we have not just survived, we have evolved.”
Today, Socialdatabase is once again a key partner in X’s fast-evolving ecosystem. With a renewed focus and a resilient team, they are helping shape the future of advertising on a global platform.
The power of mentorship
More than a story of data or digital advertising, Socialdatabase is a testament to what happens when vision meets mentorship. “Without Willem none of this would have been possible. Every founder deserves a partner who challenges and champions them the way he has.”
As Socialdatabase looks to the future, its goal is nothing short of transforming the advertising experience on X. With the right tools, team, and guidance, it seems the company is just getting started.
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