Tailored B2B strategies for sustainable growth
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Bio
My name is Joey Vulperhorst, and I am a dedicated growth/performance marketing professional passionate about driving measurable results. I distinguish myself through partnering closely with entrepreneurs to define clear objectives and develop data-driven strategies that uncover new growth opportunities.
My approach
Combining a proactive mindset with strong analytical, strategic, and commercial insights, I thrive on delivering impactful solutions. My diverse work experience has honed my ability to collaborate effectively with various personalities and teams, ensuring seamless execution of growth initiatives. My creativity and exceptional communication skills, both written and verbal, fuel my drive for excellence.
As an ad specialist, I empower ambitious entrepreneurs to unlock their full potential by optimising online campaigns. Managing over €30,000 in monthly ad spend, I have consistently achieved improved conversion rates, increased revenue, and a higher ROI, while maintaining low customer acquisition costs (CAC).
Empowering (young) businesses to achieve their full potential through rapid experimentation and testing new business ideas.
VETUS TALENT GROUP
marketing automation / lead nurturing
june 2023 - march 2024
Challenge/goals:
Vetus Talent Group faced stagnant revenue growth due to low penetration among business clients. The goal was to increase the number of Sales Qualified Leads (SQLs) by over 40%
Approach:
In my role as a Marketing Automation Specialist at Vetus Talent Group, I focused on Lead Generation via LinkedIn, utilizing strategies like gated content to enhance brand engagement and gather prospect data. Our approach included targeted LinkedIn outreach to initiate conversations and share relevant content, alongside an effective email outreach strategy for fostering lead generation.
Additionally I implemented a lead scoring system and nurturing to prioritise and guide valuable SQLs through the sales funnel. Additionally, retargeting ads were a crucial part of our strategy to encourage leads towards further action.
The process and the outcome:
As a marketing automation specialist, I led the effort to generate leads via LinkedIn by using gated content and targeted outreach. This approach, combined with effective email marketing, has helped Vetus Talent Group to nurture leads and prioritise SQLs. I also utilised retargeting ads to boost engagement. An internal audit identified marketing funnel bottlenecks, leading to a revised strategy and customer journey map. I expanded our network with LinkedIn automation and increased website visibility using Google Ads. Personalized email marketing further supported lead follow-up.
Results/deliverables:
- Increased Marketing Qualified Leads (MQLs) via the website by 150% without additional advertising budget.
- Conducted recurring webinars, generating 834 MQLs and counting.
- Achieved a significant rise in organic demo requests through the website, with an increase of over 44% in one year.
- Converted 46% of prospecting leads into SQLs.
performance marketing - paid advertising
september 2023 - July 2024
Challenge/goals:
TenClub aimed to achieve an 80% increase in memberships, and boost revenue to €2,000,000 before 2025.
Approach:
Internal audit, market and target audience analysis. Outlined several experiments to foster rapid growth.
As Head of Growth at TenClub, I've led a dynamic multi-channel marketing strategy, expertly managing campaigns across platforms like Meta, X, Reddit, and Pinterest. My role also involves enhancing the referral and email marketing initiatives, and leveraging drip campaigns via ActiveCampaign for targeted communication. A key aspect of my strategy is fostering strong PR connections, including media relations and ambassador programs, ensuring a comprehensive and impactful marketing presence.
A key aspect of my strategy is fostering strong PR connections, including media relations and ambassador programs, ensuring a comprehensive and impactful marketing presence.
Results/deliverables:
The overall campaign performance has greatly improved by reviewing and adjusting the overall approach, fine-tuning ad group targeting, bid strategies, and optimizing ad content. These achievements were further supported by the implementation of the Conversion API through server-side tracking, ensuring enhanced conversion tracking accuracy.
- Total purchases increased by 106% from 172 to 355
- Conversion value rose by 123%
- ROAS increased by 73% to 4.68
- CPA decreased by 14% to €44.70
Performance marketing (PPC).
jan 2023 - december 2023
Challenge/Goals:
Altijd Douchen aimed to generate > 100 Marketing Qualified Leads (MQLs) each month, acquire 20-25 new customers monthly, and reach a revenue goal of > €70,000 for 2023.
Approach:
As part of the performance marketing strategy, I focused on Google Search Ads and contextual display retargeting to achieve these goals. This involved detailed market analysis and audience targeting to optimize ad performance. I continuously refined ad copy, targeting parameters, and bidding strategies to attract high-quality leads and convert them into customers. Additionally, implementing server-side tracking with the Conversion API ensured accurate conversion tracking.
Results/deliverables:
- Total conversions increased by 1081%.
- Cost per conversion decreased by 62.94%.
- Return on Advertising Spend (ROAS) increased by 1181%.
These metrics highlight the effectiveness of the targeted PPC strategy in significantly improving lead generation, customer acquisition, and overall revenue.
CAVAL DIGITAL
Inbound marketing | Lead generation
Jan - june 2024
Challenge/goals:
At Caval.Digital, the goal was to boost lead generation and customer engagement through data-driven inbound marketing strategies.
The challenge was to develop and execute effective campaigns that would attract Marketing Qualified Leads (MQLs) and enhance customer retention, thereby contributing to the company's growth.
Approach:
I managed multi-channel marketing campaigns, focusing on Search engine advertising (SEA) to generate marketing qualified leads (MQLs). By implementing automation tools, I nurtured leads through targeted email marketing and engaged prospects throughout the sales funnel.
I continuously monitored key performance metrics, such as click-through rates (CTR), conversion rates, and cost per acquisition (CPA) to refine our strategies and maximize return on investment (ROI). Collaboration with sales and product teams ensured our marketing efforts aligned with business objectives, fostering a cohesive approach to customer acquisition and retention.
Results/deliverables:
- Conversions: Increased total conversions by 474.2%, from 701 to 4,025.36 year-over-year.
- Cost Per Acquisition (CPA): Reduced CPA by 58.9%, from €63.88 to €26.34.
- Return on Ad Spend (ROAS): Achieved an ROAS improvement, driving higher revenue with optimized ad spend.
- Conversion Rate: Improved conversion rate by 102.8%, from 5.74% to 11.65%.
- Click-Through Rate (CTR): Increased CTR by 118.5%, from 2.37% to 5.19%.
Co-OWNER 2020-2024
Challenge/goals:
Sports United set ambitious goals to significantly expand its market presence and financial performance. The objectives included increasing revenue by over 500% during 2023, boosting and retaining paid subscriptions by over 77% before 2024, acquiring 80% new customers for Padel United Open events within 2023, and achieving a 30% increase in attendance at B2C/B2B padel events.
Approach:
As the lead for event marketing, I organised and executed over 15 successful B2C/B2B padel events for Padel United Open and Padel United Business. The strategy involved:
- Targeted Marketing Campaigns: Leveraged social media, email marketing, and partnerships to promote events and drive high engagement.
- Promotional Offers and Incentives: Attracted new customers through special deals, increasing attendance and participation.
- Customer Retention Strategies: Enhanced customer experience with personalized communication, loyalty programs, and exclusive offers for subscribers.
- Data Analytics: Used real-time data to track performance, optimize marketing efforts, and adjust strategies effectively.
Results/deliverables:
- Event attendance: increased by 30%, with over 15 successful events organized.
- Revenue growth: achieved an impressive 457% increase in revenue during 2023.
- Subscription retention: boosted and retained paid subscriptions by over 77% before 2024.
- Customer acquisition: successfully acquired 80% new customers for Padel United Open events within 2023.
SKILLSET & TOOLS
- GA4
- Tag Manager,
- Looker Studio
- DataBox
- Hubspot
- ActiveCampaign
- Apollo
- LinkedIn Sales Navigator
- Hotjar
- Semrush
- Unbounce
- Lyssna/Usability Hub
CERTIFICATES
2024
Growth Marketing advanced - GROWTH TRIBE
2024
Conversion rate optimisation - GROWTH TRIBE
2024
Inbound Marketing Certified - HUBSPOT
Customer Reviews
Bastiaan van Schaik
Marketingmanager - Tenclub
“Joey is an excellent marketing professional. He has helped TENCLUB achieve a 20% revenue growth in just 6 months, with a remarkable Return on Ad Spend (ROAS) of 540%. He is well-versed in the latest marketing trends and always open to new ideas, such as implementing drip campaigns that resulted in a 15% increase in our sales qualified leads (SQLs). Additionally, he excels in client communication and goes the extra mile. I highly recommend Joey to anyone in need of a marketing specialist.”
Robin Dijst
Founder & Director - Caval.Digital
“Joey combines years of experience with a deep understanding of how to launch and scale digital advertising, marketing and media businesses across the region. If your digital business needs a SEA market entry, needs to scale or other management assistance; Joey is a well-connected, knowledgeable and driven business professional that gets the job done.”
Rick Oud
Head of recruitment - Vetus Talent Group
“Joey and I worked together to launch lead generation concepts in several European countries. Joey is a true professional and has a thorough knowledge of online marketing. He is a strong motivator and is excellent in managing commercial teams. Thanks to his outstanding network he is always able to contact the right business people with the goal to generate more revenue together. “
SERVICES
At Growth Companions, we are dedicated to empowering (young) businesses to achieve their full potential through rapid experimentation and testing business ideas. Our mission is to provide innovative solutions and expert guidance to help startups and emerging companies navigate the complexities of growth and success.
GROWTH
MARKETING SERVICE
PERFORMANceMARKETINg
Inbound
marketing
Growth Marketing for B2B
Through experimentation, we identify the optimal lead generation funnel for your business. We help you turn prospects into Sales Qualified Leads.
Growth Audit: research & strategy
We always think before we act. We’re convinced that every hour spent on research and strategy has a multiplying effect on eventual results for your business.
Understanding the objectives
Clearly defining the objectives of your project or business. This involves understanding the goals, target audience, key performance indicators (KPIs), and overall vision. Engaging stakeholders and aligning on the objectives ensures everyone is on the same page and working towards a common goal. We conduct a thorough analysis of your current digital growth strategy. Depending on the scope, this ranges from a PPC performance audit to customer interviews.
Find & explore your product-market fit
We aim to build with you from day one. We have end-to-end teams that can deep dive into your desired product, customers, and market, whether you want to launch a new product in an existing market or seek to disrupt an entire industry.
Next, we conduct customer and competitor research to pinpoint which digital channels and strategies are being used by your competitors.
Finally, we map your entire funnel, identifying the bottlenecks and biggest growth opportunities, to shape your digital growth strategy.
- Find your ideal problem-solution fit
- Qualitative customer research & interviews
- Map out the desired customer journey
PERFORMANCE MARKETING
We manage and enhance all your (paid) marketing channels while consistently exploring new ones. Social media and Google Ads advertising are among the most common top-funnel marketing strategies. This form of advertising is cost-effective and can reach a broad audience compared to other above-the-line (ATL) advertising methods.
Social media advertising:
Depending on your business needs and goals, we use the power of Meta, LinkedIn, YouTube, Reddit or LinkedIn to reach your audience with the right message at the right time.
Search engine optimization (SEO)
First, we conduct keyword research to identify vital terms that the company wishes to be found on. Based on the outcome of these keywords, we create a content plan: what will we write and when? Following this, we conduct an audit and prioritization of technical improvements for the website. Lastly, we plan how to build the website and webpage authority through link-building.
Search engine advertising (SEA)
Your target audience is looking for products and services on Google. SEA campaigns ensure that your page pops up at the right place at the right time. You’ll be presented as a solution to a moment of inquiry, at the top of a Google, Bing, or Yahoo search page. SEA is a popular solution due to its instant results and scalability.
Display advertising
Display advertising allows us to promote your brand on websites and social media platforms belonging to the Google Network. Using Google data, display advertising provides interesting targeting possibilities. Google Display campaigns are renowned for their low prices and are therefore ideal for reaching a large audience, such as for an awareness campaign.
Marketing automation
By integrating marketing automation into your business, you can enhance your marketing efforts, optimize resource allocation, and achieve superior results in your campaigns.
We’re not talking about the weekly newsletter you’re already sending out to your whole database. We’re talking about tapping into niche segments and creating highly personalised email flows, working on efficiency by automating email flows and spotting revenue opportunities in your database.
Also, email campaigns form a great follow up for top-off the funnel leads that are nurtured with paid advertising campaigns. Creating highly personalised email flows, working on efficiency by automating email flows and spotting revenue opportunities in your database. Also, email campaigns form a great follow up for top-off the funnel leads that are nurtured with paid advertising campaigns
Efficiency: Automate repetitive tasks, freeing up time for strategic planning. |
Personalization: Deliver tailored content to specific audience segments, enhancing engagement. |
Lead Management: Nurture leads through the sales funnel with targeted campaigns, improving conversion rates. |
Analytics: Gain detailed insights into campaign performance, enabling data-driven decisions. |
Scalability: Grow your marketing efforts without a proportional increase in resources. |
Consistency: Ensure brand messaging is consistent across all channels and touchpoints. |
Conversion rate optimization
Receiving a lot of traffic at the top of the funnel might seem good, but without conversions, it's just wasting resources. Conversion Rate Optimisation aims to boost the chances of visitors becoming customers on your site or landing page.
We enhance conversions by using persuasion tactics on landing pages and testing various content versions to identify the most effective one at converting visitors.
Core elements to increase conversion rate
Website functionality
- Include a search bar if you're an e-commerce business selling multiple products.
- Consider adding a video showing your product(s) in action.
- Test different pricing plan formats.
- Add directional cues in your images.
- Make your main CTA button prominent.
- Enable the zoom option for your product images.
- Remove unnecessary distractions. Remember, less is more.
- Create a sign-up form that is simple and clear.
- Offer a multi-step checkout process while enabling shoppers to purchase without needing to register.
Conversion design
- Include a search bar if you're an e-commerce business selling multiple products.
- Consider adding a video showing your product(s) in action.
- Test different pricing plan formats.
- Add directional cues in your images.
- Make your main CTA button prominent.
- Enable the zoom option for your product images.
- Remove unnecessary distractions. Remember, less is more.
- Create a sign-up form that is simple and clear.
- Offer a multi-step checkout process while enabling shoppers to purchase without needing to register.
Conversion copywriting
- Create a headline that clearly communicates your value proposition and passes the 5-second test.
- Increase the sense of urgency and minimise anxiety.
- Create symmetrical messaging between your headline and the main CTA button.
- Create symmetrical messaging between your ad copy and landing page copy.
- Test new CTA copy to validate which copy performs better.
- Tailor copy to your persona's pain points and problems.
Start growing your business now
ADDRESS
Bertelmanstraat 4
1075 LW, Amsterdam
Phone
+31648042647
