/ Approach

Four building blocks, one system

No loose channels and no loose hours. We build B2B marketing as one system of four steps: The foundation, Demand generation, Demand capture and Sales intelligence. Take them separately or together, but together they make the difference.

No loose channels and no loose hours. We build B2B marketing as one system of four steps. Take them separately or together, but together they make the difference.

See the building blocks Book an introduction

The Art of Advertising office with disco ball and a view of the Coehoornsingel — /Separately or together Most clients start with The foundation plus one building block and expand once it works.

AI, Ads & Automationcombined in one approach
Complete solutionfrom buying signal to sales meeting

/ The building blocks

What we are brought in for

The same four steps as in our approach, now as four services. For each building block you see what you get, when you need it, what it delivers and which channels it includes.

The foundation

Step 1 · Groundwork

The groundwork under everything that follows: knowing who your buyer is and making everything measurable.

All about The foundation

What you get: Your ICP (ideal customer profile), market analysis with AI, HubSpot and Leadinfo set up, and a measurement plan from first click to deal.
When you need this: You are starting with B2B marketing, or your data and systems were never set up properly and nobody knows what works.
What it delivers: One source of truth for marketing and sales. Every campaign that follows is measurable down to the quote.
Services in this building block: Marketing automation and HubSpot ICP and AI market research Website development

Demand generation

Step 2 · Seeding and brand

Known and trusted by decision makers who are not searching yet, so you are at the top when they do.

All about Demand generation

What you get: Campaigns on the job titles and companies in your ICP, content production with AI and a brand people recognise.
When you need this: Your market does not know you well yet, or you do not want to depend on whoever happens to be searching right now.
What it delivers: Warm accounts that already know you at the moment they start choosing. Shorter conversations and better enquiries.
Services in this building block: LinkedIn advertising Meta advertising ChatGPT Ads

Demand capture

Step 3 · AI findability

Being found at the moment a buyer chooses: in Google and in AI answers.

All about Demand capture

What you get: Google Ads on buying intent, SEO and GEO for visibility in AI answers, and landing pages that convince a B2B buyer.
When you need this: People are already searching for what you do and you want to turn that into quote requests, without wasting budget.
What it delivers: Quote requests from buyers who are searching now, at a predictable price per enquiry.
Services in this building block: Google Ads Search visibility (SEO and GEO) B2B marketing funnel

Sales intelligence

Step 4 · Signal becomes deal

Sales knows who is ready to buy and calls at the right moment.

All about Sales intelligence

What you get: Visitor identification, lead scoring, workflows that deliver every lead to the right account manager and feedback to your campaigns.
When you need this: Leads come in, but sales picks them up too late or not at all. Marketing and sales work past each other.
What it delivers: Shorter sales cycles and campaigns that learn from real deals instead of forms.
Services in this building block: Leadinfo and visitor identification HubSpot workflows and lead scoring

/ One system

Each step feeds the next

The foundation makes everything measurable. Demand generation warms up accounts. Demand capture catches them when they search. Sales intelligence makes sure sales calls in time, and what we learn from those conversations goes back to the foundation.

01The foundationMaking it measurable 02Demand generationWarming up accounts 03Demand captureCatching them when they search 04Sales intelligenceCalling in time

What sales learns from the conversations goes back to step 01. The system is closed and gets better every month.

What sales learns goes back to step 01.

Meet our team

/ Separately or together

This is how the system grows with you

You do not have to do everything at once. We start where there is most to gain and add a building block once the numbers confirm it. No loose hours, but a fixed monthly price per building block.

StartMonth 1 to 3

03Demand capture

01The foundation

Measurable first, then bring in the quote requests you are missing today.

GrowMonth 4 to 6

02Demand generationNew

03Demand capture

01The foundation

The demand that exists is being used. Now create new demand with accounts that do not know you yet.

CompleteFrom month 7

04Sales intelligenceNew

02Demand generation