Joris van Huët

Grow Your Boat

Still figuring out where your revenue comes from as a Fashion brand running on Shopify doing > 30K MRR? Read on 👇

We do this:

Connect your marketing data sources,
>>>
Ask questions,
>>>
Act upon clear and actionable insights.

We cure frustrated DTC brands of their inaccurate data analytics.

It's really that simple.

Founder & CEO

marketingupgrade.pro

People call me when their marketing broke or it's slowing down. We then have a fun call after which a usually equally fun follow-up meeting takes place. By then we've narrowed down what needs to be down and how much time will be needed to get there.

Owner - Performance marketeer - EN, FR & NL

Marketing Advisor - NL

Scaled DTC brands in the Netherlands doing 1Mio+ ARR.

- Paid Social performance marketing execution.
- Growth Manager of a performance marketing team (5).

Senior Growth Specialist - NL

Helped design, build and operate inbound - and outbound marketing systems.

Digital Marketeer - NL & EN

Helped validate and / or soft launch MVP's designed by R&D departments of AAA's in the F&B, GM/HBC and Financial Services industries.

Corporate Venture Marketeer - EN & FR

Helped with the definition, conception, implementation and execution of Marketing, PR and Sales strategies. Together we aim to further establish Briqwise as a global brand.

Chief Marketing Officer - Briqwise - NL & EN

Your tournament starts here.

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Helped Tournify with the definition, conception and execution of Marketing, PR and Sales strategies. Together we aim to further establish Tournify as a global brand.

Chief Marketing Officer - Tournify - EN, FR & NL

I worked as a research assistant for Rijkswaterstaat, the Dutch executive agency for public works and water management. My main task was to conduct a research project on how to scale the use of second hand furniture in the Netherlands to bolster sustainability in the industry.

The research project involved:

- Reviewing the literature on the environmental and social benefits of second hand furniture, as well as the barriers and drivers for its adoption by consumers and businesses.

- Conducting interviews and surveys with various stakeholders, such as furniture manufacturers, retailers, resellers, refurbishers, NGOs, and customers.

- Analyzing the data and identifying the best practices, opportunities, and challenges for scaling the use of second hand furniture in the Netherlands.

- Developing recommendations and strategies for Rijkswaterstaat and other relevant actors to promote and facilitate the circular economy of furniture.

The research project was a valuable learning experience for me, as I gained insights into the complex and dynamic system of furniture production and consumption, and the potential for circular solutions to reduce waste and emissions, while creating social and economic value. I also improved my skills in research design, data collection and analysis, report writing, and stakeholder engagement.

I enjoyed working with a diverse and motivated team of researchers, consultants, and experts from Rijkswaterstaat and other organizations. I am grateful for the opportunity to contribute to this important and innovative project.

(a.i.) Marketing Advisor - Rijkswaterstaat

Whether it’s a card game for two players with battling animals, a tactics game for your PC or your favorite digital board game on mobile, Grumpy Owl Games wants to turn your game experience into something that puts a smile on your face.

Smiling is a lot easier if the game you’re playing is easy to understand, nice to look at and makes you come back for more. That is why we create beautiful, accessible and high-quality games for your screens and tabletop.

Anima Cloud Efflux helps Grumpy Owl Games with the definition, conception and execution of Marketing, PR and Sales strategies. Together we aim to further establish the Grumpy Owl Games brand worldwide.

(a.i.) Marketing - Grumpy Owl Games - EN, FR & NL

Huispedia aims to democratize the real estate industry and give the power back to whom it's all about: the homeowners.

Anima Cloud Efflux helps Huispedia further establish their brand among homeowners in the Netherlands.

(a.i.) Marketing Advisor - Huispedia - NL

INNOVATE is committed to finding and supporting the Most Innovative Student in the
Netherlands. The grand ideas of tomorrow should be given a stage today. That’s why
we are looking for students with either an idea or a functioning start-up, who aim
to solve social and environmental issues. Ideas that tackle macro problems and are
being worked on to produce a head-on solution. Social inequality, climate change, the
relationship between essential data and privacy: in order to face the societal challenges
of the future, we have a hunch you’re out there coming up with innovative solutions.

(a.i.) Marketing Manager @ Innovatiefste Student van Nederland - INNOVATE

INNOVATE has the power to inspire people, and to show that innovation is something you should do, especially when things go wrong. That is why INNOVATE was there in 2020. This time we mainly manifested ourselves digitally, and not in the form of all kinds of large physical events. We developed into an online platform where others can present themselves, and organized no fewer than 5 online (live) INNOVATE Meetups with dozens of innovative parties from the Arnhem, Nijmegen and Wageningen region. This formula provided connection, inspiration and activation. In 2021, we will continue to work from that online vision for the time being. There will also be a number of offline activities, where regulations allow.

Anima Cloud Efflux helps INNOVATE with the definition, conception and execution of Marketing, PR and Communication strategies. Together we aim to further establish the INNOVATE brand, mainly in the Netherlands.

(a.i.) Marketing Manager - INNOVATE

It is only logical to use existing materials and to produce locally with fair conditions and transparent payments while designing products that last. We see waste materials as a mountain full of potential, and by simply maximizing the lifespan of materials we aim to reduce the waste pile, one bag at a time.

Introducing our bag made out of banners, car seatbelts and inner tubes from bicycles. For every occasion, we got your bag!

Co-Founder - Het Nieuwe Logisch - EN & NL

The Bin creates products from waste. With us, any company in any industry can become part of the new economy. Simluator of the circular economy.

Anima Cloud Efflux helps The Bin with the definition, conception and execution of Marketing, PR and Sales strategies. Together we aim to further establish the The Bin brand, mainly in the Netherlands.

(.a.i.) Marketing Lead - The Bin

Health organizations and insitutes come to Amulet for custom eHealth platforms, (web)apps, portal and websites. Thanks to a broad range of clients we are familiair with a number of technologies and innovations, which we can apply in each industry. Our belief is that tech is a tool the bring joy to hard-working individuals.

Anima Cloud Efflux helps Amulet with the definition, conception and execution of Marketing, PR and Sales strategies. Together we aim to further establish the Amulet brand, mainly in the Netherlands.

(a.i.) Marketing Lead - Amulet

Start-up minded companies come to IGNE for platforms, (web)apps, portal and websites. Thanks to a broad range of clients we are familiair with a number of technologies and innovations, which we can apply in each industry. Our belief is that tech is a part of your team. When your tech starts to show it's limitations, it is like a team that is not performing well. How do you start optimising your tech? IGNE guides you towards the answer.

Anima Cloud Efflux helps IGNE with the definition, conception and execution of Marketing, PR and Sales strategies. Together we aim to further establish the IGNE brand, mainly in the Netherlands.

(a.i.) Marketing Lead - IGNE

An organization commited to helping children regain inner peace and calmness in an age of information overload.

Anima Cloud Efflux helps Stichting Glimlach in je Hoofd with the definition, conception and execution of Marketing, PR and Sales strategies. Together we aim to further establish the brand among Dutch schools.

(a.i.) Marketing Specialist - Stichting Glimlach In Je Hoofd

Scanfie lets your guests order quickly and easily.

Did you know that the biggest annoyance among visiting guests the long wait for service? Sometimes guests visiting a (dining) café even have to wait half an hour before they can place their first order.

Would you stcik around around after having your patience tested like this?

This summer there were even several beach tents, cafes and other catering companies that had to close off part of the terrace or drastically shorten their opening hours due to staff shortages. An unnecessarily big disappointment for your guests and an unnecessarily large impact on your turnover.

Avoidable, with Scanfie.

Anima Cloud Efflux helps Scanfie with the researching and realization of (new) strategic partnerships for Scanfie. Together we aim to further establish the Scanfie brand in the Netherlands.

(.a.i.) Business Development Manager - Scanfie - NL

Searious Business creates business solutions aimed at increasing sustainability and limiting plastic waste. To that end, Searious Business collaborates with companies to solve plastic waste.

Anima Cloud Efflux helps Searious Business with the definition, conception and execution of Marketing, PR and Sales strategies. Together we aim to further establish the Searious Business brand in Europe.

(a.i.) Chief Marketing Officer - Searious Business - EN, FR & NL

Positive change starts from education. The BD School believes that everyone deserves a chance to build the future of their dream. The mission is simple: to enable individuals and ambitious founders to acquire the skills and knowledge they need to leave their mark in society.

Anima Cloud Efflux helps The BD School with the definition, conception and execution of Marketing strategies. Together we aim to further establish the BD School brand around the globe.

(a.i.) Chief Marketing Officer -  The BD School - EN

Stichting Oogfonds Nederland

Het aantal mensen met een oogprobleem stijgt. De oplossing ligt in voorlichting, preventie en meer oogonderzoek. Het Oogfonds financiert wetenschappelijk oogonderzoek naar het voorkomen en behandelen van oogproblemen. En steunt patiëntenverenigingen in het verbeteren van de kwaliteit van leven voor mensen met een visuele beperking.

Senior Online Marketeer

internationovel

This projected was terminated. 

- Concept was successfully validated.
- Follow-through to expand operations was more arduous than expected.
- Will be repeated in the future!

The world is changing. The way we consume literature is changing. But our mission remains the same: to bring you the best stories, from the finest writers, every single day. Sign up now and receive our novel one page a day in your inbox for free.

The Writers

Our young writers were carefully selected to form an international team composed of vastly various backgrounds. Each playing an instrumental part in this project.By signing up, you'll get access to the novel for free! You'll receive one page a day directly in your inbox.In our messages, we'll give you opportunities to support our writers (should you become a fan of their work).

The Story

Each writer narrated the story of their own protagonist. Making it that they all come from different worlds (like in real life!)In this epic fantasy tale, five unlikely heroes are brought together by a shared touch of fate.Be it so remedy their own misery or to fight for something much bigger than themselves: their convergence was no coincidence.

Founder

Infi

Infi believes in the strength of long-term and balanced collaborations. Together with our customers, we seek out the most effective and efficient road to success. Their dreams become ours, as do their problems. "Growing together" defines us best. My mission within Infi takes form with the following tasks;

- Marketing strategy
- B2B community management
- Business development
- Developer community management
- Content & social media marketing
- Brand management
- Storytelling 
- Partnership management
- Event management

In a nutshell: Infi takes pride in building loved products with our awesome clients, by writing beautiful code with their team of amazing developers. Both in Utrecht, as in Amsterdam.

#infinl

Chief Marketing Officer - EN & NL

Rotterdam University of Applied Sciences

Topics within Online Marketing; 

- Consumer Behavior 
- Content Marketing
- Influencer Marketing
- Programmatic Marketing
- Social Media Marketing (B2C / B2B)
- Storytelling in Marketing

Guest Speaker - EN & NL

United Wardrobe

Tasked with the cultivation and and nurturing of United Wardrobe's presence in France.

- Business Development
- Campaign Data Processing & Analysis
- Content Production Management
- Imagineering
- Influencer Campaign Conception
- Influencer Campaign Management
- Influencer Partnership Management
- Multichannel Storytelling Strategy

Influencer Marketeer - BE & FR (directly contributed to EXIT)

Omnicom Media Group

Tasked with with the trafficking, set-up, optimalisation and evaluation of programmatic media trading campaigns. 

- Contribution to Content Marketing
- Contribution to Copywriting
- Contribution to Translations

Account(s): Bacardi, EasyJet, Levi's, Monsterboard, PepsiCo and Renault.

Programmatic Media Planner / - Buyer & AdOps Specalist (OMD NL) - BeNeLux

Publicis Groupe

Tasked with with the trafficking, set-up, optimalisation and evaluation of programmatic media trading campaigns. 

Account(s): L'Oréal & Film1.

Digital Executive (Zenith NL) - Programmatic Media Planner / - Buyer & AdOps Trainee - BeNeLux

WeTransfer

Tasked with the acquisition of new potential advertisers in designated regions, as well as the negotiations and management of branding campaigns.

- Account Management
- "Artvertising"
- Business Development
- Channel Management
- International Sales
- Key Account Management
- Media Trading
- Sales Process Optimization (Eastern Europe, APAC, GCC)

Sales Manager - APAC, EEU, FR & GCC

We cure frustrated DTC brands of their inaccurate marketing analytics. || Founder Grow Your Boat. || Freelance End-to-End DTC & SaaS Growth Strategist.

Let's be honest, most marketing tools are stuck in the past. 

You just want that helping hand to do your thing, but tools nowadays...

They give all the credit to the 'last click' like some kind of participation trophy. 

Who cares about the last pat on the back?

You need to see the whole customer journey, 
from the wide-eyed browsing to the 'buy now!' moment.

But those old-school tools? 

Blind to all that juicy data.

This means:

→ Hidden growth opportunities waving goodbye.

→ You waste money on ineffective marketing.

→ Your competitors get ahead with better data insights! 

We clearly don't want that, 
right?

Enough is enough, 
my friend. 

We get it. 

You deserve better.

That's where we come in. 

Grow Your Boat isn't your old-school marketing tool. 

We go beyond the limitations of those old school tools and help you to see the complete customer journey, 
identify hidden growth opportunities, 
and optimize your marketing spend.

All you need to do is connect your data, 
talk to it, 
get insights,  
act upon them and generate profitable growth. 

The result? 

We've seen our clients scale their marketing from 30k MRR to 500k MRR. 

Typical problems we solve entail questions such as;

"What are the consequences if I turn off Pinterest ads? The ROAS on other channels is much better, but is Pinterest perhaps contributing to those somehow?"

+7% renvenue growth in Q1 2024.

"My return rates are eating my margins, what customer segments should I be targeting per channel to reduce the liklihood of returns?"

+3% margin increase in Q1 2024.

See where I'm going with this?

You can throw any problem at Grow Your Boat and work it out together.

That's a clear advantage you can't afford to ignore.

Until then, ask yourself:

What are your customers REALLY telling you? 

Do you know what you DON'T know?

Book a free demo to find out. 

It's a no-brainer (probably the best decision of your week).

((yes, we truly think so.))

(((jump on a call with us and you'll hear our irresistible offer.)))

((((man, even I want to get on a call with us now.))))

The world is changing. The way we consume literature is changing. But our mission remains the same: to bring you the best stories, from the finest writers, every single day. Sign up now and receive our novel one page a day in your inbox for free.

The Writers

Our young writers were carefully selected to form an international team composed of vastly various backgrounds. Each playing an instrumental part in this project.By signing up, you'll get access to the novel for free! You'll receive one page a day directly in your inbox.In our messages, we'll give you opportunities to support our writers (should you become a fan of their work).

The Story

Each writer narrated the story of their own protagonist. Making it that they all come from different worlds (like in real life!)In this epic fantasy tale, five unlikely heroes are brought together by a shared touch of fate.Be it so remedy their own misery or to fight for something much bigger than themselves: their convergence was no coincidence.

B2B Influencer Marketing @OBVIOUS

I help SaaS build awareness and generate leads through B2B Influence.

Managed +100 campaigns in 2024.

Impressions: 6.4M
Clics: +16K
Leads: +4K
CPM (Average): $32
CPC (Average): $5.4
CPL (Average): $37

Marc Richard

We’re hiring. Again.

At OBVIOUS, we help SaaS & B2B companies like Notion or Amplemarket HQ generate pipeline via Creator-Led Growth.

We’re looking for 2 Senior Growth Account Managers (1 Full Time / 1 Freelance)

👉 You’re a fit if:
- Managed B2B tech clients in a marketing agency
- Helped SaaS companies generate leads/pipeline

If you understand funnels, CPM, CTR, SQLs, pipeline & revenue, not just marketing tasks, we should talk.

1️⃣ Full-time offer -> https://lnkd.in/ezQdXiz2

2️⃣ Freelance offer -> https://lnkd.in/e9bp2aiC

🏷️  Tag a friend that could be a good fit 🙏

OBVIOUS is over.
At least the version you knew.

But to understand why, we need to go back before OBVIOUS even existed.

Before OBVIOUS, I launched Follow,  a LinkedIn extension to extract people engaging on posts (yours, competitors’, creators’, etc.).

Launched through creators.
No ads.
No outbound.
Just creator distribution.

In 2 months:
→ 1,500+ sign-ups
→ $10K+ MRR

That’s when it clicked:
Creators weren’t a branding channel.
They were an acquisition channel.
OBVIOUS was born from that insight.


Over the past 2 years, we’ve rebuilt the company around one question:
How do we turn LinkedIn Creators into a predictable, scalable acquisition channel?


V1 — B2B Influence Agency

Goal: generate leads through creators.
Playbook: More creators.More posts.More reach.

Pipeline came in.
But organic has a structural flaw: Same creator. Same topic. Same format.

Two weeks apart → completely different results.
Organic alone = roulette.

You can’t build GTM on unpredictability.


V2 — LinkedIn Influence Agency

We focused on where buyers actually are.
Better ICP alignment. Better conversations. More pipeline.
Still dependent on organic reach.


V3 — Influence + Outbound

We realized we weren’t extracting all the value we created.
Posts generated inbound leads…
but also intent signals.

Hundreds of people engaging on posts were potential buyers.
So we started outreaching post engagers.
Same content.
Same audience.
More pipeline.

Influence became inbound + intent-based outbound.
But we were still thinking in campaigns....


Then the shift happened.
The question became:
👉 How do we make this run continuously?
👉 How does influence become a real GTM motion?

Not launches.
Not bursts.
Not influencer campaigns.
A system.


V4 — Creator-Led Growth

Creators generate demand.
Thought Leader Ads scale winners.
Outbound converts intent.
Content → Intent → Conversations.


V5 — Creator-Led Growth System

Today OBVIOUS combines:
• Creator organic demand
• Thought Leader Ads to scale top performing organic posts.
• LinkedIn Ads on target accounts
• Continuous outbound

Organic creates demand.
But the real GTM starts after the post.

We define target accounts, map the buying committee, then saturate those accounts in <60 days:

→ Creator posts via TLA
→ Paid LinkedIn formats
→ Multiple creators speaking to different personas

Not one viral moment.
Repeated exposure inside the same account.

Creators create demand.
Paid guarantees visibility.
Outbound converts it.

We activate every intent signal:
– Post engagers
– Ad viewers
– Website visitors
– Resource downloaders

Everything feeds one always-on acquisition motion.
No more influence campaigns.
Just Creator-Led Growth.

B2B GTM is changing. Fast.
Buyers trust people more than brands.

Ads are getting ignored.
Brand messaging feels… interchangeable.

So companies are shifting budget toward something else:
Creators.

Not as an experiment.
Not as “influencer marketing”.
As a real growth channel.

The problem?

Most companies still don’t understand how creator-led growth actually works internally:
- How brands choose creators
- What they really measure
- How posts turn into pipeline
- When it becomes a true acquisition channel
- How to scale with Ads & Outbound

So I’m launching a new LinkedIn Live series: 🎙️ Inside Creator-Led Growth
Real operators.
Real brand-side experience.

First episode → with Nicole P. (Semrush) →  📅 March 4th

If you care about where B2B marketing & GTM are heading next, join us live.

🦖 Hector Forwood 🦕, Marc Richard and 5 other connections attending

Why Creator-Led Growth Is Becoming a Core GTM Channel?

Our own Creator Led Growth generated $480,000 in revenue for OBVIOUS.

With €3,370 in ad spend.

Here’s exactly what we did:

1️⃣ We activated creators who already speak to our exact audience (Marketing/Growth/Demand Gen/SaaS Founders)

2️⃣ We identified the top-performing organic posts
The ones already driving real conversations.

3️⃣ Then, and only then,  we added budget via Thought Leadership Ads
We amplify validated content.
We don’t gamble on creatives.

4️⃣ Everything is tracked.

Influenced pipeline.
Influenced revenue.
Won deals.

Last 60 days:

- €3,370 ad spend
- 3.56M€ influenced pipeline
- 89 influenced deals
- 12 won deals
- 480,000€ in revenue
- 142x ROAS 🤯 🤯 🤯 

Most companies:

• Run paid ads without authority
• Do organic without amplification
• Work with creators without revenue tracking

Creator Led Growth connects the three.

Creators = trust
Paid = scale
Warm Outbound = speed up conversion
Tracking = accountability

If you want the exact framework we use to turn creators into a predictable pipeline engine.

💬  Comment “CLG” and I’ll explain the method 😉

🚨 Today we're going live with Nicole P. (Semrush)
We’ll talk about the shift happening right now in B2B marketing → creator-led growth.

If your marketing playbook hasn’t evolved yet, this is for you.

Join us live (1st comment) 👇

We centralized 2+ years of learning of LinkedIn Creator Led Growth 
+2,000 Sponsored posts for +70 SaaS like Notion, Pipedrive or Amplemarket HQ

This is not a B2B influencer playbook.

It’s a Creator-Led Acquisition System.

A way to turn creators into a predictable, scalable acquisition channel, a GTM motion built to outperform traditional marketing programs.

Inside the playbook:
• what performance you can realistically expect
• why most B2B companies fail with creators
• how to select, price and brief creators
• how to track pipeline, not impressions
• how organic, paid and outbound compound into one engine

Everything we learned building Creator-Led Growth engines that generate real pipeline at OBVIOUS.

💬 Comment “PLAYBOOK” and I’ll send it.

42% reply rate on outbound.

Here’s how.

This is part of a Creator-Led Growth motion for an HR tech.

First step:
Creators published content about one HR tech.

That generated inbound interest.

Then we do 3 things:

1️⃣ Engagement → Warm Outbound

We extracted everyone who interacted with the posts.
Filtered by ICP (≈30% were qualified).
Then launched a hyper-relevant outbound campaign per post — directly referencing the content they engaged with.

→ 42% reply rate.

But that’s just one layer.

2️⃣ Website Visitors → Warm Outbound

We track who land on the website via creators’ tracked links.
Enrich the accounts.
Reach out to the right persona while intent is fresh.

3️⃣ Scale Organic → Identify Viewers → Outbound

We scale top organic posts via Thought Leader Ads.
With Fibbler, we identify which companies see the ads.
Enrich to find the right ICP inside those accounts.
Activated warm outbound there too.

So with Creator Led Growth we:

• Generate inbound leads via creators
• Scale it via Thought Leader Ads
• Convert intent via warm outbound

Want to see exactly how we structure it?

Comment “CLG”.

taplio

The Battle

Joris van Huët

Marc Richard

Followers

Posts

Engagements

Likes

Performance ScoreMarc Richard's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Joris van Huët

Marc Richard

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Marc Richard's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMarc Richard's LinkedIn Performance