Buyer problem
Understand recruitment pain points and address them in language prospective customers recognize.
SELECTED WORK / B2B DEMAND GENERATION / BELGIUM / 2023
Content should lead to sales conversations, not just attention.
At sympl, I developed buyer-led messaging, acquisition content and nurturing to help prospective customers move from a recruitment challenge toward a conversation with the sales team.
From a recognized hiring problem to a measurable commercial next step.
CONTRACT DEMAND GENERATION SPECIALIST · JULY–DECEMBER 2023
+16%
Growth in lead volume
+12.8%
Growth in scheduled sales pitches
6 months
Demand-generation engagement
01 / THE COMMERCIAL QUESTION
How do you turn a buyer's problem into a sales opportunity?
sympl was a Belgian recruitment-software business serving organizations seeking to improve their hiring and recruitment workflows.
Potential customers could recognize expensive or inefficient recruitment processes long before they were ready to book a software demonstration.
The challenge was to make marketing useful at each stage—relevance, lead capture, follow-up and an eventual sales conversation—rather than producing content that stopped at engagement.
02 / THE ACQUISITION JOURNEY
Four connected steps. One commercial direction.
Relevant content
Develop messaging, content briefs and acquisition activity that connect interest to a useful next step.
Continued contact
Design follow-up logic for leads who need more information before they are ready for a product conversation.
Sales pitch
Measure not only new leads but the number progressing to a scheduled conversation with sales.
03 / THE OBSERVED RESULT
More identifiable demand. More scheduled conversations.
During the six-month engagement, lead volume increased by 16% and scheduled sales pitches increased by 12.8%.
~400 → 464
Approximate lead counts corresponding to reported growth
~160 → 180
Approximate scheduled-pitch counts corresponding to reported growth
What these numbers mean: Both volumes grew. They do not establish that the percentage of leads converting into pitches improved, and they are not a claim about closed revenue or sales-team closing performance.
MY CONTRIBUTION
I owned the demand-generation journey, not the sales close.
As a contract Demand Generation Specialist, I owned buyer research, messaging, content strategy and briefs, acquisition implementation, nurturing and follow-up logic, and reporting on leads and scheduled pitches.
The sales team managed product pitches and commercial closing.
The project reinforced an important principle: marketing should be evaluated not just by the interest it creates, but by how effectively that interest advances toward the business's actual sales process.
GROWTH WITH A COMMERCIAL PURPOSE
Are you reaching the right buyers—and giving them a reason to take the next step?
The B2B Pipeline Growth Sprint helps establish which buyers to prioritize, why they may choose your business and how to approach them over the next 90 days.