🐶 Jacco van der Kooij

Do you know a large Midwest family? Well, if you do, then you know me.  I am the youngest of eight, raised in a small farmers'​ village in the Netherlands. If I picked an apple from the wrong tree on my way home from school, my parents would know about it before I got off my bike.

The family name is like a bank account, and my family has put their savings in it for over 50 years.  We are not rich, but the van der Kooij's are known for our hard work, and willingness to help others. So we never needed a lot of money. For my family, our reputation is the most valued asset and trust is the currency we trade in.  Every day.

Fast forward to today, a time where the subscription (SaaS) business model is impacting organizations big and small.   Why?  Because in the subscription business you MUST make a client successful!  You have to earn an honest word-of-mouth reference by exceeding a client's expectation. You have to work hard and build a reputation. I recognize this as these are the norms and values I was raised on, and I know exactly what to do.

Welcome to my village. Pop. 12,000. Established 2005.

Founder

Winning By Design helps customer to design, build and scale their sales efforts.  With offices in San Francisco, Amsterdam, Sao Paulo, Antwerp, Shanghai and Sydney we help clients big and small with a process driven approach to sales.  The right process executed by trained professional will help you earn more business from the right customers.

Jacco van der Kooij

David Kirkdorffer (he/him)

VP | Director | Marketing | Demand Generation / Growth | AI Enabled Marketing | SaaS ➡️ Fractional, Interim, Advisory, On-Demand ➡️ I Help B2B Tech Companies Grow Revenue

I'm an experienced B2B marketer helping CEOs, CMOs, and CROs at tech companies grow revenue by aligning marketing, positioning, and sales.
📅 My calendar: https://koalendar.com/e/meet-with-david-kirkdorffer

✅ How do I do it?
✦ Defining distinctive brand and solution narratives
✦ Driving demand with better messaging, positioning, and content
✦ Integrating Marketing w/Sales ops for more efficient pipeline progression
✦ Maximizing visibility in AI-powered search and recommendations (GEO, LLMO)

✅ How has it worked out?
✦ Helped fuel 4 acquisitions and 1 public offering
✦ Rehired by senior executives worked with previously for 7 of my last 8 positions
✦ 60+ LinkedIn recommendations

🎯 Now also offering Generative Engine Optimization (GEO) for B2B Tech Companies
✦ Getting AIs like ChatGPT &amp; Gemini to mention your B2B solutions
1. Training – Teaching teams how GEO / AI optimization works - multi-disciplinary strategy &amp; hands-on tactics
2. Audit – Reviewing your website and content to uncover opportunities for better AI visibility
3. Content – Creating content and formats designed to surface in AI-generated responses

✅ My Background
✦ B2B marketer targeting IT & LOB in SMB and Enterprise markets
✦ Solo or leading a team
✦ Seed-stage to public
✦ Today, I leverage AI for efficiency
✦ Fast-moving. Market-tuned. Budget-aware
✦ Focused on marketing to drive sales, not traffic

🏆 Sample Wins
1. Boosted demo volume 42% by overhauling homepage messaging
2. Increased deal size 20% and close rate 37% with ABM + vertical focus
3. 320% YoY lift in marketing-sourced pipeline ahead of an acquisition

🗣️ Featured In...
🎧 Talks & Articles on AI Visibility, Go-to-Market, & Buyer Enablement
📄 LinkedIn Article: How to Get AIs Like ChatGPT & Gemini to Mention Your B2B Solutions
🎙️ Pavilion Palooza: The Five Dimensions of Full Product-Market Fit
🎙️ The414 Podcast (UK): The Four Buying Confidences, and Their Impact on Sales &amp; Marketing
🎙️ MarketMuse Fireside Chat: The Content B2B Buyers Want
🎙️ Speak Revenue Podcast: Mastering Revenue Success
🎙️ Inbound Success Podcast: How I Generated $1M in Pipeline in 6 Weeks with a Campaign-in-a-Box

✅ Value props I've marketed:
✦ Cybersecurity: MSSP, MDR, SOC, VULN, Zero Trust Network Security, Software-Defined Perimeter, Identity IAM, SIEM, Security GRC Automation
✦ Data / Infra: Data Centers, Virtualization, Cloud, SAP, BPM, Data Warehouse, RDBMS.
✦ Dev Tools: Mobile AppDev, .NET, Code Quality
✦ MarTech: B2C Campaign Management, Database Marketing

🎵 Musical Note
✦ Released 10+ CDs - https://soundcloud.com/undomusic

Executive Marketing Consultant (Fractional, Interim, Advisory, On-Demand)

I offer executive consulting and execute special projects for high-growth B2B tech firms.
I work directly with C- & V-level executives.
I'm often embedded in a company and lead the Marketing team/department.


✅ Demand Creation - Building Your Growth Engine

I establish the strategic groundwork for growth, not just run campaigns. Strategy that drives visibility and nurtures meaningful customer relationships for long-term growth.

🗸 Webinars on topics prospects care about
🗸 Digital ads that inspire action
🗸 Website SEO that drives discoverability
🗸 Writing sales and marketing cadences that get opened
🗸 Evaluating and selecting digital marketing technology

✅ Messaging, Content & ICP - Your Story, Your Success

Your company's narrative and product messaging are the foundation of your brand. I leverage audience profiling and content creation for a compelling brand story.

🗸 Developing strategic narratives that are memorable, differentiated, and align with prospects’ ambitions
🗸 Creating/updating messaging that speaks to your ICP
🗸 Website updates & overhauls
🗸 SWOT analysis to identify issues & opportunities
🗸 Defining TAM/SAM/SOM & ICP accounts
🗸 Defining jobs-to-be-done type buyer-personas
🗸 Content creation roadmaps and copy for webpages, case studies, blogs...

✅ Sales Enablement - Empowering Your GTM / Sales Force

I provide a comprehensive strategic approach, going beyond presentations and email cadences. I equip your teams with insights and knowledge for effective customer engagement.

🗸 Sales presentations that tell a story your customers will want to be part of
🗸 Developing Sales & SDR enablement campaigns-in-a-box to focus on best-fit prospects
🗸 Training materials about new niches, persona concerns, and solution launches
🗸 Writing sales email cadences that get opened, educate, inform, and inspire prospects
🗸 Sales objection handling to address typical prospect push-back
🗸 SDR training to uplift team understanding and effectiveness

taplio

The Battle

Jacco van der Kooij

David Kirkdorffer (he/him)

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