Tycho Luijten

Dapper - the Growth Agency

We build, optimize, and scale marketing engines that generate pipeline and improve marketing ROI. 

More than 100 B2B SaaS, Service and Hardware companies trust us with their marketing.

Founder & CEO

Rotterdam in a Box

Rotterdam in a Box provides a local and artisanal experience around business gifts. Carefully selected, high-quality food and drink products from the city are collectively offered in well-designed boxes. We've currently expanded the concept to three cities in total.

Rotterdam in a Box 
Breda in a Box
Alkmaar in a Box

Founder & Head of Marketing

TMG .NET Recruitment

TMG .NET recruitment helps .NET Developers find a job position that fits their needs and skills. Are you a .NET Developer and curious to see what we can do for you? Do not hesitate to shoot me a message.

Founder

Travis

Together with a team of marketing strategists, I helped Travis to define and reach business markets suitable for their translation solution.

Consultant B2B Marketing 

Marketing Association EUR

As President of the Marketing Association EUR, final responsibility for all the operations of one of the biggest marketing study associations in the Netherlands lie with me. The creation and implementation of strategic direction for the association is one of my most important tasks. Overseeing the organization of all of our events and projects and continuously stimulating effective collaborative teamwork within the board define my day-to-day activities.

President

Nationale Marketing Strijd

NMS Coordinator

My intensive and fruitful marketing internship at KLM contributed to my growing affinity with- and development in the discipline. At KLM I was responsible for the promotion of KLM towards the trade partners: the online and offline travel agencies that sell KLM products. As a result of close and frequent cooperation with the KLM sales department also I gained initial experience in this area.

Marketing Intern

During my active membership in the Marketing Association I got the chance to develop my leadership qualities. Although I initially got appointed as ‘Day Organization Coordinator’ it evolved into a much bigger role. I went beyond my primary responsibilities and took on various other tasks. Throughout the year, I motivated other committee members, assigned tasks, served as a bridge between the committee and board and became the contact person for important stakeholders.

Day Organization Coordinator - Advertising Day

Nike EMEA

Sales Advisor

How B2B buyers buy has changed. 

B2B buyers research themselves and will contact you when they’re ready to buy. The job of marketing is to educate and nurture prospects with great content and capture demand as effectively as possible.  

At Dapper, we help B2B companies build marketing machines that align with modern-day B2B buyers. We help you improve your whole marketing machine, from your LinkedIn content to your creatives, advertising, and SEO.

In Dapper, I've been involved in the growth of 300+ businesses.

Demand Generation is old news.
Demand Manifestation is the new big thing in B2B marketing.

How does it work? You simply manifest demand, and the leads will come to you.

In this interview, B2B marketing guru Steven dives deep into this new movement.

From crystals to positive affirmations to mushroom-infused matcha (and maybe a little pipeline energy work), this video covers everything you need to know about Demand Manifestation.

By the end, you might just turn from a sceptic into a believer..

CEO @Dapper | We help B2B brands create Marketing Engines that generate pipeline

I've never been a big believer in agency awards. 
It feels a bit like the industry giving itself a pat on the back.

Still, I felt proud when we won “Best B2B Marketing Agency in Europe” last week.

It's a nice recognition of the work we’ve put in over the past years.

Our long-term goal is to become the #1 B2B agency worldwide. 
Realistically, we’ve got another 10 years before we get there. 

But milestones like this make me feel we’re heading in the right direction.

I’m extremely proud of our team, the work we do for our clients, and the growth we’ve been able to achieve.

A company is nothing more or less than the sum of its people. Sounds cliché, but it's so true.

And in an agency, where your product = your people, that’s even more real!

Sometimes I genuinely have to pinch myself when I look at the team we’ve built.
  
On this grey November day, I’m thinking back to our Dapper trip to Cyprus and feel lucky to be building the #1 B2B agency with this group of amazing people!

We’re hosting an after-work event for B2B marketing leaders next week Thursday. 

Expect inspiring talks, networking with other b2b marketers, and food & drinks.

We upgraded to a bigger space, which means we’ve opened up 20 extra spots for B2B marketing leaders who want to join.

The theme of the evening: Demand Gen vs. Demand Capture.

I’m especially excited for our guest speaker Jeroen Westerbeek 🪐 

As co-founder and Head of Marketing at Monday Merch, he helped grow the company to ~€20M revenue in a little over 3 years, mainly through Demand Capture.

During the event, we’ll put their GTM next to ours (very Demand-Gen-heavy) and share what’s actually working for both sides.

Are you a B2B marketing leader?
Grab one of the last spots via the link: 

https://lnkd.in/epXrmhK7

First come, first serve!

Marketing is just sales done earlier.
 
Think of it like this: marketing and sales are touchpoints along the same spectrum, all trying to get people to buy.
 
And the more (and better) your touchpoints are early in the journey, the lighter everything gets later in the journey.  

Do more marketing → sales becomes easier. 
 
As an example, at Dapper:

• We have more inbound leads than we can handle
• We don't have to do any outbound sales
• Our win rates are very high
 
Now, this sounds like a dream setup for most companies. But it’s the direct result of one thing:  We invest a lot of time and money into our marketing machine.
 
Why do I think that’s smarter than putting the bulk of your effort into sales, even though they’re both ends of the same spectrum?

Because the earlier in the spectrum you influence someone (marketing), the more control you have over how they think, compare, and decide.

Marketing lets you shape the narrative before the buyer even realizes they’re in a buying journey.  Sales only enters once the buyer has already formed opinions, biases, and alternatives.
 
Marketing = you set the frame.  
Sales = you work within the frame the buyer already has.
 
B2B buyers used to depend on salespeople for information. Today, they collect 80% of it themselves: on Google, LLMs, socials...  Most of the buying process happens  before they ever talk to you.
 
That’s why I’m a big believer in letting marketing do the heavy lifting.  

If your marketing educates, filters, entertains, and builds trust…  Sales becomes the easy part!

The biggest lie in B2B:
You're marketing towards another corporate entity.
 
It’s literally in the name: business-to-business.
 
And because we believe we’re talking to “a company,” our marketing becomes:
 
• Safe
• Product-driven
• Professional (read: boring)
 
But in reality, you’re NOT marketing to a company. You’re marketing to a person who happens to work at a company. A normal human being.
 
Someone who curses sometimes
Who follows pop culture  
Who scrolls in the bathroom
Who appreciates humor and creativity. 
Who makes emotionally driven decisions
Who also doomscrolls on Instagram or TikTok.

So if your marketing looks like it was created by a corporation for a corporation…good luck grabbing attention.

The moment you understand that - also in B2B - you’re actually marketing to humans… 
Your marketing becomes a lot more effective.

We all know Demand Generation is old news.

Demand Manifestation is the new big thing in B2B marketing.

So we went to a big marketing event to see if marketers are already manifesting demand.

We even did some live Demand Manifestation with a few brave marketers.

If you haven’t seen the original Demand Manifestation video yet, check it out here 👇

https://lnkd.in/e2rtN_nJ

Our client Levellr aimed for 10% lead growth in Q2.
They ended up with 81%.

This case reminded me that a successful marketing approach doesn't have to be complicated. 

Levellr is an incredibly smart product: it turns Discord conversations into insights for game studios.

But like many great companies, the challenge wasn’t the product. 
It was being known and understood by the right people.

So we built a simple, structured marketing approach to solve this problem:

1. 𝗔𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗲𝘅𝗽𝗲𝗿𝘁𝘀
Three subject-matter experts became visible voices in the gaming industry.
A steady stream of thought-leadership content now strengthens Levellr’s credibility with decision-makers.

2. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗼 𝗺𝗮𝗸𝗲 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗲𝗮𝘀𝘆 𝘁𝗼 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱
We created motion visuals and designs that make Levellr’s value something you “get” within seconds.

3. 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗶𝗱𝗲𝗮𝗹 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲
Always-on LinkedIn campaigns ensured the right people actually saw the content, repeatedly.

No big stunts or hacks. Just focus, high-quality content and distribution, and consistency.

The result? A stronger market presence. And yes, 81% QoQ lead growth.

Very cool to see what happens when experts, content, and distribution line up this well.

Aidan thanks for the great collaboration so far!

The role of a B2B marketer can be pretty damn ungrateful.

Results can take forever
The CEO wants leads yesterday
Attribution is close to impossible
You get huge goals with tiny budgets
Everybody has feedback on your work
Sales rarely gives the credit you deserve 
You're expected to make a boring product sexy

Also, you’re expected to be a strategist, copywriter, creative director, advertising specialist, viral marketer, and data analyst - all in one.

It’s a tough job. Nobody really understands what you’re doing half the time, but somehow everyone has an opinion on how to do your work.

Meanwhile, you’re the one putting the brand on the map. You’re the one making sales conversations lighter. You’re the one turning a complex product into something the market actually cares about. 

This one’s for all the B2B marketers out there. I see you!

The success of your marketing does not depend on which channels you choose.

You could make almost anything work for you: LinkedIn Ads, Thought Leadership, SEA, SEO, Podcasting..

What matters is the level of execution of whatever you decide to pursue. 

Two similar companies might post on LinkedIn: For one, it generates engagement and pipeline, for the other one it doesn't do anything.

What's the difference between these two companies? The level of execution! 

I firmly believe that success on any channel comes down to execution excellence, particularly the quality and speed of execution. 

So, instead of stressing over selecting the “right” channels, just aim to be 10% better than your competitors on any channels you choose.

A good marketer has ideas.  
A GREAT marketer can execute on them.

Everyone wants to be a strategist. The one coming up with the creative ideas, but not the one having to execute it. 

But execution is where you make ALL the difference in marketing. 
Marketing is production, is making things and putting it out there.

Quality and speed of execution is what makes you great marketer. 

And most teams don’t have a shortage of ideas:

“Let’s start a podcast!”
“Let’s get everyone posting on LinkedIn!”
“Let’s run ABM!”

All great ideas. But why do most podcasts flop? Level of execution!

It's not about the ideas. Everybody has ideas. It's about how you turn an idea into a success. 

And it doesn't matter what level you’re on. 
I’m the CEO of our company, and I still execute marketing daily. 
I write copy, make scripts, post on LinkedIn, help with the production of creative shoots..

A good marketer has ideas, a great marketer can execute on them.

You don’t have the luxury of people remembering a lot about your brand.

This is a quote by the late Steve Jobs, a genius marketer. 

In your marketing, you’re trying to make a group of people (your potential customers) remember something about you.

But that group of people is bombarded with information every single day. So they don't have a lot of mental capacity to retain information about your brand.

Which means you have to be selective: what do you want them to remember about you?

That’s what we call your 'Core Messaging' here at Dapper.

Most companies don't have their Core Messaging sorted, so they go in all directions. As a result, prospects don't understand what they stand for or don't remember them at all. 

Here’s an exercise to get to your core messaging:

👉 Write down as many things as possible you want your ideal customer to remember about you.

👉 Now start crossing out and merging items. What are the 3-5 things that matter most? This could already be your core messaging.

👉 But if you want to go even deeper, and get to the core, try to see if you can end up with one core message. 

Now, once you’ve identified what you want to be remembered for, it should show up everywhere: in your content, your ads, your website, how you communicate with clients, etc.

Because remember: You don’t have the luxury of people remembering a lot about you. 
So make sure it’s the right thing ;)

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