Lorenzo C.

Self-Employed

Quit my full-time job at Speero (previously CXL Agency) in Oct 2020. Spent 3 months reading a lot of books and relaxing. Finally started my own CRO consulting business in Jan 2021.

CRO, User Research and Experimentation Consultant

Speero

When there's a CRO project that Speero (previously CXL Agency) needs my help with, if I am not fully booked with my own clients, I come in and help.

CRO and Experimentation Consultant

CXL Agency

Experimentation and Growth

Convertr

Convertr helps media publishing companies save time, improve efficiencies and increase revenue by automating data cleansing, formatting and delivery to advertisers' CRMs in real time via API.

Growth

NextRoll, Inc. (formerly AdRoll Group)

Market Development

New Business Development

LC Media

Founder & CEO

payleven

Built the online and offline affiliate and referral channel from scratch.

Online Marketing

Aviatech

SEO and Online Media Specialist

SEO and Media Intern

Atlas

Sales Intern

Fotolitostar

Sales Assistant

CRO & Growth for DTC brands | ex-CXL

I wake up every day excited about growing businesses.

I have 12+ years experience in digital and tech, focusing on media buy, growth and experimentation.

Specialities (and what gets me pumped every day):

- Growing revenue and profits for DTC (including subscription based) brands using CRO, scientific experimentation and A/B testing.

- Increasing Customer LTV, decreasing Churn and improving retention.

Tools I use every day:

Analytics: Google Analytics (360), Adobe Analytics
Tag manager: GTM
A/B testing: Google Optimize, VWO, Optimizely, Adobe Target, Zoho Pagesense, Sitespect 
UX / User Testing / VOC: Hotjar, SessionCam, Usabilla, Medallia, Usability Hub, Userlytics, TryMyUI
Ecommerce CMS and apps: Shopify, Shopify+, Recharge, Smile.io, Klaviyo, Emarsys, Yotpo, Zendesk, Gorgias, JustUno, PushOwl, SMS Bump
Others: Profitwell

Jonas van de Poel 🖋️

Unmuted

Head of Content Marketing at B2B SaaS Marketing agency, Unmuted. Responsible for all content marketing strategy and campaigns, both client- and agency-side. Managing Unmuted's in-house content writing as well as a network of vetted freelance content writers.

Head of Content Marketing

ShopPop

Head of the Content and Community at ShopPop, looking to gradually expand the team so it scale with the company's growth.

Head of Content and Community

Responsibilities at ShopPop included content marketing, copywriting, and making sure customers successfully used our SaaS chat marketing platform to grow their businesses:

• Writing all educational B2B content for native company blog, The Message, and distributing this content across the relevant channels
• Using this content distribution to build a healthy link profile for our blog and rank better for strategic keywords 
• Writing copy for company webpages, in-product microcopy, email newsletter and other customer facing communications
• Onboarding and assisting customers with their chat marketing campaigns

Customer Success & Content Marketer

TravelBird

As a Sales Travel Advisor at online travel agency start-up TravelBird, I was the first point of contact for potential travellers who needed advice and assistance booking trips around the world.

Sales Travel Advisor NL/BE

Phoenix International School

As a teacher of English as a Second Language at Phoenix International School, I taught kindergarten, primary, secondary and (young) adults. This involved extensive lesson planning, tutoring, and helping out with field trips, as well as the organization of several local holiday celebrations (Tết Festival, Mid-Autumn Festival).

ESL Teacher

Docupodium

At Amsterdam's documentary night for up-and-coming, undiscovered documentarists, Docupodium, I hosted events and moderated a Q&A session after each showing. These lively discussions with the documentarists were meant to shed light on the creative process and contextual background of their productions.

Host/moderator

Poetry International Foundation 

As editorial intern at Poetry International, I mostly took care of editorial and content management tasks, in the run up to the 46e Poetry International Festival in Rotterdam. During the festival, I hosted the visiting poets, introduced them before readings, and took care of any necessary logistical tasks.

Editorial Intern

Head of Content Marketing @ Unmuted 🔊 B2B SaaS Marketing Agency - House of Demand Podcast

Let's face it: 2025 is fast approaching, and your B2B SaaS content marketing is STILL focused on the type of tactics that arose over a decade ago or don't contribute to commercial goals at all...

🔐  Gate some downloadable content with email capture forms
⚙️  Generate a bunch of useless MQLs that aren’t ready to buy
🤺  Throw these over the fence to sales
🛌  Think your content marketing work is done here

Or, even WORSE:

📚 Find a bunch of high-volume TOFU keywords in SEMRush/Ahrefs
🤖 Ask ChatGPT to write a blog post to rank for these keywords
😴 Publish something on your site that starts with "In the ever-evolving landscape"
⚰️ Top it off with a company page LinkedIn post + link to the blog
💀 Your entire team reposts that company page post to their personal profiles

This. Stuff. Is. Dead.

There's a NEW way to practice B2B SaaS content marketing. 

What does this have to do with me?

I’m Jonas 🙋🏻‍♂️

Went from literary theorist, linguist and English teacher to copywriting content marketer magician. I’m currently working as Head of Content Marketing at Unmuted.

Want to find out what the modern B2B SaaS content marketing playbook will ACTUALLY look like in 2025 and beyond? 

Shoot me a DM or get in touch at jonas@unmuted.com 📧

Head of Content Marketing at B2B Growth Marketing agency, Unmuted. Responsible for all content marketing strategy and campaigns, both client- and agency-side. Managing Unmuted's in-house content writing as well as a network of vetted freelance content writers.

This is your sign to CANCEL that Netflix subscription 👀

Because this is the only thing you'll be binging / rewatching / getting sucked into this weekend 👇

Mind you...

This is just the prologue 😅

VP Content @ Unmuted 🔊 B2B SaaS Marketing Agency - House of Demand Podcast

When I read "In the ever-evolving landscape" this is the landscape I see:

Me looking at all those [2025] page titles changing to [2026] in early December

NGL probably the best thing to come out of B2B marketing all year, this 👀

I mean, it's got everything, pretty much:

- Uncensored profanity in the first 3 sec.
- B2B puns (the best kind of puns)
- Chiaroscuro close ups of Tas Bober
- Cinematic debut for Nash Bober 
- Lou van Vijfeijken and Xander Wegscheider choreo
- Pauline Lubbe and Ellen Stofmeel with the ice cold deadpan looks of steel
- Connor Lewis 🎬 on a bicycle like a true Dutchie
- Many an arbitrary Dave Gerhardt injection 

Oh and, of course, yours truly featuring as Justin Timberleads.

LOL 😅

Truly, truly amazing way to end the year.

P.s. send me a DM if you want me and the boys to come impersonate NSYNC at yours over Christmas. Your grandma's gonna love it!

We got caught out trying to replace our marketing team with AI Agents 🥶 


Jason B2B Bourne struck again.

The REAL question though...

Will AI strike back, this time? 👀

Your Q4 is about to be turned upside down... You ready? 👀

Happy to see the internet is, as per usual, and tradition, still a complete free-for-all lol

You drive a Ford Cortina.

I drive: 

→ Qualified pipeline 
→ Marketing excellence 
→ AI-driven business results

We are not the same.

It's a wrap! 🎬 House of Demand Season 3 officially ended. 

You're going to have to wait for Season 4 of your favorite weekly B2B SaaS marketing podcast for more.

For this third season, Max and I switched from Dutch to English, allowing us to reach a much wider audience, which was cool.

We also sent out an email this weekend to all House of Demand community members (if you're not in, go to unmuted[dot]com and sign up yo!) with this seasons biggest takeaways. 

Some of my faves:

🎙️ Red tape slows everything down, but it’s also detrimental to the spirit of your marketing team. 

When marketers work on something, they want to see it go live, see how it performs, and learn from it. 

Take that away, and marketers will, at some point, check out.

🎙️ If you commit to putting your story and positioning out there as a CEO consistently, there’s an additional hidden benefit for your organization: 

The feedback you get from your audience will challenge any and all assumptions you’ve been making about what your prospects consider relevant and important.

🎙️ Bootstrapped companies are able to sculpt their PMF slowly, through direct feedback loops (sales calls, mostly) which leads to great positioning. 

VC-backed companies tend to base positioning on the vision they sold to raise money, which is often too broad and generic, meaning it doesn’t resonate.  

🎙️ Marketers need to cultivate a spirit of innovation, consume a lot of marketing content themselves, and find out exactly what marketing communication patterns there are, in order to be able to disrupt them.

---

Right now, we'll be regrouping and focusing on planning for the release of Season 4. Go type in "House of Demand" on Spotify to relisten to the podcast.

What was your favorite episode this time round? And are there any topics we should add to the backlog for S4? 

p.s. I'll make sure to reshare some nice snippets here on LinkedIn in the next couple of weeks, too... 

Make sure you hit that 🔔 on my profile and select "All" if you don't want to miss any 😉

As promised, I'm sharing some highlights from House of Demand Season 3 🔊 

The below's an excerpt from S3E7: "Consistent CEO Content"

Key takeaway from that specific episode:

🎙️ If you commit to putting your story and positioning out there as a CEO consistently, there’s an additional hidden benefit for your organization: 

The feedback you get from your audience will challenge any and all assumptions you’ve been making about what your prospects consider relevant and important.

But like I say in the video below, B2B SaaS CEOs and founders also need to showcase their expertise if they want to show leadership and build a movement. 

Creating a movement = creating content people can rally behind.

Both potential customers, as well as potential talent. 

So treat content creation like you would going to the gym:

Get those reps in! 🏋

Here's to more CEOs making time to post on LinkedIn this December 💪

p.s. If you're not part of the House of Demand community yet, go to unmuted[dot]com/house-of-demand and sign up. 

What are you waiting for? 👀

AI search optimization is fun -- and tripartite:

→ Get your ish together (basic hygiene across the web)
→ Do proper traditional SEO stuff (BOFU listicles are crucial)
→ Consider third-party brand and link building (including Reddit)

This snippet is from House of Demand S3E8: 

"AI search gold rush" 

We published this in August. All the advice still stands. 

Oh and Brand Radar by Ahrefs can be of help here too. Go check out their Reddit feature 😉

Which episodes of HoD S3 are you going to relive over the holidays???

p.s. seeing this makes me miss the sun so much... 😔

taplio

The Battle

Lorenzo C.

Jonas van de Poel 🖋️

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The Battle

Lorenzo C.

Jonas van de Poel 🖋️

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