CloudCraft

𝗛𝗲𝗹𝗽𝗶𝗻𝗴 DTC Brands Scale with content that actually converts. Ready to Scale? Let’s find out.

Growth & Scale Specialist

Dapper - the Growth Agency

As the first employee I contributed significantly to the establishment and professionalisation of the agency.

Senior Growth Marketing Consultant

Growth Marketing Consultant 

At Dapper I help companies and entrepreneurs to position and grow their business online. We do not stop until we have reached the full online potential of a company!

First Employee - Growth Marketeer

Reboxd Nederland

Reboxd offers a response to this current crisis, and provides a solution for regional and local governments to deliver emergency homes quickly.

Growth Lead

Xebia Academy

Successful experiments allowed us to form a high-performing lead generation funnel. 5000+ Leads generated to date

Ecolands

The CO2 challenge is a challenge that we have to fight together. We have to support each other to change. Ecolands offers a map where virtual land and real world CO2 compensations are shown on.

dbf 

Growth Marketing Consultant

Museum of Illusions

SOPHIA MAE

Played a key role in the launch and scaling of SOPHIA MAE, leading to its current success as a profitable E-commerce store.

VMN media

NCC Group

𝗛𝗲𝗹𝗽𝗶𝗻𝗴 DTC brands 𝟭𝟬𝘅 their paid social 𝗥𝗢𝗜 with content that actually converts | E-commerce Growth Specialist | Book a Free Consult

Ready to Scale your DTC Brand? Let’s chat!

Aron van den Ende

Tycho Luijten

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.

Founder

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

Ever wonder what happens after marketing generates a 'lead'?

Follow a passionate salesman (Steven) on his journey to hunt down a lead (George), who simply downloaded an ebook.

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

My colleagues think I’ve been on LinkedIn too much…

We are able to pay 60 salaries from posting on LinkedIn.
So it's fair to say we understand the platform.

Yet I see so many people make the same mistakes over and over again when posting on LinkedIn. 

So I decided to share my 10 most important foundational learnings in a (hopefully engaging) way.

10 TIPS TO 10X YOUR REACH ON LINKEDIN:

1) Don’t post after working hours. 
Engagement will be bad. Posting in the morning right before 9am gets me the best engagement 

2) Always optimize for a scrollstopper. 
The first sentence of a post or the first couple of seconds of your video need to pull people in. 

3)Post multiple times a week.
LinkedIn likes it when you post more and will increase your reach.

4) People are on socials to laugh or to learn. 
So, your post should always educate or entertain. Otherwise, people don’t care. 

5) Keep going. 
Your 10th post will never be as good as your 100th post. It’s all in the reps baby. 

6) Never put a link in your post.
LinkedIn hates it when you lead people away from the platform, and punishes you for it.

7) Prioritize personal accounts over company accounts. 
Company accounts get no reach. 

8) Share your opinion. 
Opinions trigger people to engage with your post if they highly agree or disagree. 

9) Make your post easy to read. 
Complex words and sentences don’t make you sound smart, it makes people lose their attention. 

10) Don’t repost. Reposts get no reach. 
Just copy and paste the original post on your own page (10X more reach guaranteed).

Steven and I spent 24 hours in Berlin with one mission:

To win the European Excellence Awards for our Viral LinkedIn Videos.

Did we win? And how did we celebrate or mourn? 

We may or may not have celebrated our win in Berghain..

Check out the video to find out!

Somebody liking your post doesn’t make them TOFU.
Somebody reading your blog doesn’t make them MOFU.
Somebody downloading your ebook definitely doesn’t make them BOFU.

People don’t move closer to a conversion with every asset they consume.

There are really just two funnel stages: 
Your prospect is either in-market or not in-market.

And when they 𝘥𝘰 become in-market, they have two options:

1. Think of the companies they already know and trust
2. Look for new ones: Google, ChatGPT, asking peers, etc.

So forget funnels, the things your marketing should really do:

1. Make you top of mind and trusted before your prospect needs you
2. Make sure you’re there when they search, with a convincing pitch

I was at a dinner with ~20 marketing leaders yesterday, talking about content.
The conversation quickly went to efficiency, repurposing, AI... 

Basically: how to produce more content, faster, with less resources. 
 
What nobody really talked about was (what I believe to be) the actual challenge: 
how to grab and keep the attention of a prospect.
 
Creating a lot of content has never been easier. With today’s tools, speed and volume are basically solved problems.
 
Attention isn’t. In fact, with everyone being a content creator and AI lowering the barrier to create content, the internet is literally flooded with content. Making it harder than ever to compete for attention.
 
So ask yourself: With all of that content out there, why would someone read your post or listen to your podcast?
 
The hard part isn’t producing content. 
The hard part is creating something people actually want to read, watch, or listen to.
 
That’s why I’d argue we should stop optimizing everything for efficiency.
 
I recommend quite the opposite: look at every single piece of content individually and ask how it can be better. More thoughtful and intentional.
 
Ask yourself every time: is this really worth stopping the scroll for the person I’m trying to reach?
 
because one piece of content that holds attention will outperform 100 pieces that were just “shipped”.

This is probably the most important thing I learned this week:

Semrush research shows that LinkedIn is the second-most-cited domain in LLMs (like ChatGPT)*
 
Which means: if you post on LinkedIn, you increase your chances of appearing in ChatGPT's answers significantly.

(I didn't think I could think of more arguments to love LinkedIn more than I did already..)
 
Trends even suggest LinkedIn could surpass Reddit as the #1 cited domain!
 
I probably don’t have to explain how significant this is. But I will anyway:
 
Buyers are increasingly using LLMs instead of Google when researching vendors.

For example, this is a question my buyers will ask ChatGPT, not Google:
 
“What is the best B2B marketing agency in Europe?”

Bottom line: working on your findability in LLMs is no longer optional - because it's where your prospects search for your solution!
 
So if you weren’t convinced yet, here’s another reason to post on LinkedIn: 
It helps you show up on ChatGPT!
 
Thanks Gus for the inspo for this post.

*𝘙𝘦𝘴𝘦𝘢𝘳𝘤𝘩 𝘣𝘺 𝘚𝘦𝘮𝘳𝘶𝘴𝘩

Content is simply a way to show the world you exist.

If your prospect doesn't know you exist, they can't consider you. 

Business is created by reminding people you exist!

Yesterday the legend Shlomo visited the Dapper HQ to inspire our team.
If you’re in B2B and you don’t know Shlomo, you’ve probably been living under a rock.

He's the #1 guy on LinkedIn when it comes to making b2b ads less boring. 
He came by to give a workshop on one simple idea: no more boring ads.
 
As many of you know, Dapper is on a mission to make B2B less boring. Simply because less boring B2B marketing = more effective.
 
By the way, boring doesn’t always mean it has to be funny. It just means it’s not boring. Informative or highly relatable content can be just as engaging.
 
PS: You might be wondering why we switched sides in the photo. That’s because Shlomo and I both have the same good side, so we compromised and took a photo from each side ;).

# of visitors on the Dapper website in 2025: 90K
# of Impressions on my LinkedIn page in 2025: 9 Million

My posts get seen 100X more times than our website.

And that’s just my personal page. Imagine the reach when you add all my colleagues.

I'm not saying our website isn't important, but it's not where demand is built.

People see us a 100 times on LinkedIn before they reach out. Then they go to our website to fill out the form.

Demand is built in the feed!

__

Thanks Robert for the inspiration to write this post.

TO MASTER THE GAME OF MARKETING, 
MEANS TO MASTER THE GAME OF ATTENTION.

We all just assume that if we write a post or make a webinar, our prospects will read or watch it. Unfortunately, that's not true.

The reality is that most B2B content has no chance of competing with all the other content out there. 

Your buyer is bombarded with interesting and entertaining content all day (not just on LinkedIn)
 
Why would your prospect stop scrolling to read your post, with all the other great content in their feed?  
Why would they watch your webinar for a full hour if they can watch a Mr Beast episode?

I believe that to compete for your buyer’s attention, your content needs to entertain or educate.
Why? Because people consume content to laugh or to learn.

Now why am I hammering on attention:
only when you’re able to grab the attention of your buyer, you get a small window of time to tell your prospect that they have a problem you can solve.
 
And if you succeed in grabbing your prospect’s attention over and over again, they’ll remember you as the one who can solve that problem.  
 
So attention comes before conversion, but also before consideration and awareness.
 
That means the first thing you want to master is how you grab the attention of your prospect.
 
In case you're not convinced yet: 
if you don’t succeed in grabbing your prospect’s attention, they can’t even consider you. 
 
If you want to master the game of marketing,  you need to master the game of attention.

Marketers, please stop making your ads look like ads..

Ads that look like ads don't perform.

Most ads look like freakin' flyers: 

• completely on brand
• super commercial
• call to action

But people don't like ads, and scroll right past them. 

Ask yourself, what do you do when you see an ad on LinkedIn/YouTube/Instagram? You scroll past it!

So if you want to grab the attention of your prospect, don't make your ad look like an ad. 

Make your ads look like native, organic content. Content people would engage with also if it wasn’t promoted.

Exception: traditional advertising. 
When you have a billboard, radio or television commercial you want it super branded. This is something you do to build authority and legitimacy.

Marketers, should we start claiming sales bonuses?

Research shows that many b2b deals are won or lost before the sales process even begins.

Buyers still talk to 3-5 sellers.
Often not because they’re undecided,
but because it’s the safe thing to do (or they’re told to).

But many deals are already heavily influenced - sometimes decided - before sales conversations begin:

• TrustRadius found that 70%+ buyers end up choosing their first choice.
• 6Sense shows that buyers are 70% through their purchasing process before engaging with sellers

So the sales process isn’t always about discovering the best option.

Often, it’s about:
– Validating an existing preference
– Creating internal alignment
– Ticking procurement boxes

Brand, category presence, and mental availability shape the outcome long before the first call.

So marketers, let's claim these bonuses!!

Most B2B brands suck at short-form.

They have great white papers, cases, articles, blogs.. But they neglect their social content.

While if you want to build demand in 2026, short-form content is THE most important thing to master. Yes, also in B2B!

Why? Most of the content people consume today is short form.

It doesn't matter whether your buyer is an IT professional, HR manager or CEO.

They all spend a large part of their day consuming short-form content.

Wether it's LinkedIn posts, Instagram reels, TikTok, YouTube Shorts, Reddit threads..

Think about it: most of the content YOU consume is short-form. Am I right?

So this is the place where you educate your prospect about your existence, first and foremost. 

I’m not saying you need to neglect long form. But most B2B companies do reasonably well there.

Short form is where they fall short, while it matters most if you want to build demand in 2026.

taplio

The Battle

Aron van den Ende

Tycho Luijten

Followers

Posts

Engagements

Likes

Performance ScoreTycho Luijten's LinkedIn Performance

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taplio

The Battle

Aron van den Ende

Tycho Luijten

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);}Tycho Luijten's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreTycho Luijten's LinkedIn Performance