Steven Schroeyens

VP of Marketing

Marketing at Ixon

- My life's passions: my wife, 3 kids and motorsport 
- 20 years in the game, 15 in revenue, 10 in tech/SaaS
- Background in marketing & revenue operations
- I bring an engineering mindset to revenue growth 
- two time co-founder
- Worked on 0 to 1m, 1 to 10m and 10 to 20m journeys

My backstory:

I left high school feeling lost. Between the ages 18 and 25 I tried different things. I didn't know what I was good at. I had lot's of interests but lacked focus. I got bored easily. My parents worried about my future. They saw my potential but feared it would go to waste.

I started to work part-time for the family business. My father needed an extra pair of hands and I needed to make some money. It ignited my entrepreneurial spirit, pushing me into the energy and challenges of running a business. It gave me the focus and confidence to own my path and chase it with determination.

I never looked back. With 20 years in the game, I’ve held multiple entrepreneurial and management roles—half of them in tech/SaaS. I am a product marketer at heart, bringing a diverse background and strong business and operational expertise to the table.

Marketing Director

The Revenue Collective is a private, invitation-only community of sales and marketing executives at growth focussed companies.

Revenue Growth Architecture School Graduate (July 2021). Learned the key skills, strategies, and scientific models needed to be a revenue growth architect, including the principles of recurring revenue, the GTM operating model, the SPICED methodology, identifying moments that matter, and more.

ꓘNVRTED

B2B SaaS or tech player? Then you know how hard it is to win and maintain customers. 

That's because it's a buyer's market - and a very crowded one at that. 

Whether we're talking entire ERP platforms or specific best-of-breed products - most are interchangeable. 

The number of global category competitors? Impossible to count. 

You've got a unique in-demand feature? Not for long. A competitor is copying it as we speak. 

So, competing on features isn't cutting it anymore. 

Yet, that's precisely what most B2B SaaS & tech brands keep doing - making your marketing copy as interchangeable as your products.

#sorrynotsorry

The key to unlocking más conversions? To transform the 24/7 salesperson that is your copy.
​
That's where KNVRTED comes in.

Because creating clear, distinguishable marketing copy tailored to your ICPs and the proper content strategy that goes with it is the raison d'être of my marketing company. 

I'll help your marketing copy stand out in the best way possible and systemize your content production in the process. And all that in 2 languages.

Want to know more? DM me!

PS Dear corporates, KNVRTED is a limited Estonian company. I’m not a freelancer.

B2B marketing company owner | EN/NL conversion copywriter & editor | copy consultant | researcher

21 Corp

Business owner | Researcher | Photographer | Publisher | Consultant

SCHRVR

About the company & position
Every 5 years or so, I want to shake things up. Around this time I had done everything you can do as a copywriter/editor for a SaaS brand. I got bored with corporate life and wanted to be my own boss again. Without having anything lined up, I quit my job and went from there. It sure was a blast. I had to close this business when I moved out of NL.

Responsibilities
All the things! Running a remote B2B marketing services company solo comes with wearing many hats. I love it.

Customers included
Oracle, SAP, HP, Exact, AFAS, RTV-Noord & many more.

Produced copy for
Ads, animation/radio/video scripts, (blog) articles, brochures, case studies, customer success stories, direct mails, ebooks, emails, email newsletters, events, infographics, websites & white papers

Roles
B2B marketing services company director | conversion copy consultant | content marketing consultant | account-based marketing consultant | EN/NL conversion copywriter & editor | transcreator | project manager | researcher | designer | sales | finance

Business owner | EN/NL conversion copywriter & editor | content & account-based marketing consultant

FUSE consultancy

Sales & marketing executive

Exact

About the company & position:
Exact Cloud Solutions is the high-performing business unit responsible for Exact’s fast-growing online business software. During this period I was the sole (bilingual) editor in the International Content Marketing Team at Delft HQ.  

Day-to-day responsibilities:
- Copywriting, editing and translating/transcreating content in both NL & EN (UK/US)
- Editing work in NL & EN (UK/US) from freelance copywriters 
- Maintaining a single tone of voice for all NL/EN global marketing content
- Consulting on content marketing projects

Produced copy for:
Ads, animation/radio/video scripts, (blog) articles, brochures, case studies, customer success stories, direct mails, ebooks, emails, email newsletters, events, infographics, websites & white papers

Big (recurring) projects:
- Producing and optimising content for Eloqua flows (MQI/MQL/SAL/SQL) for industries like accountancy, professional services, wholesale distribution & manufacturing
- Optimising and rewriting our product sites yearly
- Producing marketing content for events like Exact Live & Week van de Ondernemer
- Supporting international roll-out of Exact Online in DE, UK, US, FR
- Developing an SEO strategy

Main achievements:
- Helping realise ARR growth of 30-50% YOY between ’13 & ’16 due to our combined content marketing & sales efforts

- Creating a single, successful, B2C-like tone of voice for all our materials. Thereby positively differentiating us from close competitors in all relevant B2B markets

- Streamlining international content creation and implementation by creating content templates & briefs

- Creating a much-used, living online style guide

- Winning the 2014 Markie Award for best international campaign from Eloqua/Oracle

Copyeditor | copywriter | translator | content marketing specialist | Exact Cloud Solutions

About the company & position:
A number of executive management changes between 2010 & 2012 led to numerous changes in both strategy and org charts. During this period I was editor/copywriter in the Exact Benelux Marketing Team at Delft HQ.

Day-to-day responsibilities:
- Copywriting and editing NL & EN (US) content
- Editing work from freelance copywriters 
- Maintaining a single tone of voice for our marketing content
- Managing projects

Produced copy for:
Ads, (blog) articles, brochures, case studies, customer success stories, direct mails, emails, email newsletters, events, fact sheets, infographics, radio scripts, websites & white papers

Big (recurring) projects:
- Producing email newsletters for industries like accountancy, professional services, wholesale distribution & manufacturing
- Optimising and rewriting our product sites yearly
- Producing marketing content for events like Exact Live
- Developing an SEO & content marketing strategy
- Rewriting/editing, SEO-optimising 60+ training descriptions & led the overall project to redesign the training section on Exact.nl
- Creating 75+ Exact Globe module descriptions & led the overall project to design a new section for these modules on Exact.nl

Main achievements:
- Helping to set up a content production & publishing strategy for email newsletters for 5 industries - and executing it

- Realising a big increase in sign-ups as a result of the training section redesign

- Giving our SEO-efforts a boost and increasing sales due to the new Exact Globe module section, making the descriptions finally accessible  online

- Helping to increase visitor numbers for Exact Live with the content I produced & helped producing

- Scoring a 100% turnout from a direct mail campaign I wrote. This was for an exclusive event for CEOs of large construction firms

Copyeditor | copywriter | content marketing specialist | Exact Benelux

About the company & position:
A number of executive management changes between 2010 & 2012 led to numerous changes in both strategy and org charts. During this period I was editor/copywriter in the Exact Corporate Online Marketing Team at Delft HQ.

Day-to-day responsibilities:
- Copywriting and editing NL & EN (US) content
- Editing work from freelance copywriters 
- Maintaining a single tone of voice for our marketing content
- Managing projects

Produced copy for:
Ads, (blog) articles, case studies, customer success stories, emails, email newsletters, events, fact sheets, infographics, live blogs, print newspaper, radio scripts, websites & white papers

Big (recurring) projects:
- Creating 5 brand new product/country sites with an additional corporate site on top of that. I led the NL/EN content production effort which was the blueprint for all countries. I edited content from 3 freelance copywriters/translators and made sure the input from the stakeholders kept coming.
- Producing marketing content for events like Exact Live
- Developing an SEO strategy
- Revamping a company blog aimed at SMEs

Main achievements:
- Delivering all content on time. The 6-sites-in-a-single-go project was a big, challenging project and had to be executed within 3 months. Fresh organisational changes and stakeholders with different priorities made for plenty of roadblocks. Despite all this and the limited amount of time we had, ‘my’ content team and I managed to deliver on time. The overall project was also delivered on time because of it. From Q1 on we then started optimising the sites

- Producing loads of copy for the first ever edition of Exact Live. E-mail invites, site copy, radio & print ads and lots more. During the event, I was part of a team of live-bloggers (using Storify). After the fact, I edited a print newspaper which we sent out to attendants to look back at the successful event

Copyeditor | copywriter | content marketing specialist | Exact Corporate Online Marketing

About the company & position:
A number of executive management changes between 2010 & 2012 led to numerous changes in both strategy and org charts. During this period I was editor/copywriter in the Exact Netherlands Marketing Team at Delft HQ.

Day-to-day responsibilities:
- Copywriting and editing NL content
- Editing work from freelance copywriters 
- Maintaining a single tone of voice for our marketing content
- Managing projects

Produced copy for:
Ads, (blog) articles, case studies, customer success stories, emails, email newsletters, events, fact sheets, infographics, websites & white papers

Big (recurring) projects:
- Developing a customer-oriented communications handbook and accompanying training for the entire marketing, sales and support organisation with 2 other colleagues
- Producing marketing content for events like Meer Exact
- Revamping a company blog aimed at SMEs

Main achievements:
- Developing an extensive and practical customer communications handbook and training with 2 other colleagues. Although a strategy change meant company-wide implementation was put on hold indefinitely, our project team managed to produce a quality document and accompanying training

- Reviving and improving a company blog. After a strategy change I was tasked to revive a blog aimed at SMEs. This without any additional budget. I managed to cut costs by bringing in new writers and implemented a new strategy & publishing schedule. On top of that I had it redesigned. To drive more traffic we set up an automated RSS newsletter. All this helped to generate more YOY traffic against lower costs and less effort

Copyeditor | copywriter | content marketing specialist | Exact Netherlands Marketing

Henkjan Schrijver

About the company & position:
Between 2000 - 2010 I combined working and studying. I started organising my own internships before I even set foot in university. This way, I could gain more relevant work experience where I wanted and prepare myself better for the future. Soon after the freelance gigs started coming. All relevant jobs are listed on my profile. Besides this, I also held a few jobs to help pay for my study (and the rest of the bills) - the type which aren’t so relevant to display. In between it all I had to finish my study too.

Freelance journalist | copywriter

Clipboard Publishing

About the company & position:
Clipboard publishing is the longtime publisher of IT magazines like WINMAG Pro & BaaZ. Between 2007 & 2010 I wrote articles for them as a freelance journalist & reviewer.

Main responsibilities:
- Writing reviews (NL) of new hardware & software
- Maintaining a suitable tone of voice for all reviews/articles

Produced copy for:
(blog) articles, print magazine articles

Main achievements:
- Writing numerous reviews about new software and hardware like laptops and computer screens

Journalist, reviewer (freelance)

Inyourspeakers Media

About the company & position:
Inyourspeakers.com was an independent, US-based music news & review site. I was an editor on a voluntary basis.

Main responsibilities:
- Editing EN (US) reviews from others
- Maintaining a suitable tone of voice for all reviews

Produced copy for:
(blog) articles, album reviews

Main achievements:
- Helping to bring an exciting concept like Inyourspeakers to life during its startup phase

Editor (voluntary)

VodafoneZiggo

About the company & position:
VodafoneZiggo is the largest cable company in The Netherlands. After my previous stint for them I was rehired as an a.i. copywriter to rewrite/rebrand 2 business portals within a month. I was based at the VodafoneZiggo marketing department in Zwolle. 

Main responsibilities:
- Copywriting and editing NL content
- Rewriting/rebranding all content on Ziggozakelijk.nl & Partners.ziggozakelijk.nl
- Interviewing business partners
- Working with internal stakeholders to verify content

Produced copy:
Articles, customer success stories, emails, websites

Main achievements:
- Rebranding and rewriting 2 business portals with all accompanying content on my own, within a month

- Working the new brand message into the copy and giving the stale content a much-needed refresh in both tone of voice and readability

Copyeditor | copywriter | VodafoneZiggo Marketing (a.i.)

About the company & position:
VodafoneZiggo is the largest cable company in The Netherlands. I was called in as an a.i. copyeditor, copywriter and webmaster to replace 3 part-time creatives during the big merger that formed Ziggo. I was based at the @Home marketing department in Zwolle. 

Day-to-day responsibilities:
- Copywriting and editing NL content
- Maintaining the front-end of the @Home / Ziggo portal
- Producing and executing online campaigns with channel managers 
- Updating/refreshing content on the entire portal

Produced copy & edited images for:
Ads, (blog) articles, emails, websites

Big (recurring) projects:
- Producing and executing online campaigns on the @Home/Ziggo portal
- Revamping portal pages and tools to improve click-through rates to partner content
- Creating the new Ziggo portal with our in-house project team to coincide with the launch of the Ziggo brand

Main achievements:
- Helping to get the new Ziggo portal live before deadline. I was part of the project team that built the new Ziggo portal. This meant having to rebrand and rewrite everything. For this project I was assisted by 2 other freelance copywriters to make the deadline. In the meantime I had to keep the @Home portal going too

- Managing to improve click-through rates for various products, services and partners

- Managing the workload of 2 copywriters and 1 webmaster during a challenging time in the company’s history. Lots of lay-offs, transfers and other personnel changes meant it was a very dynamic working environment

Copyeditor | copywriter | webmaster | @Home / VodafoneZiggo Marketing (a.i.)

Let's increase the conversion of your 24/7 salesperson | B2B conversion copy consultant | EN/NL SaaS copywriter | editor | publisher

Oh hey!

What's up? Let me introduce myself.

I've been in B2B marketing & media for more than 20 years now. The majority of it operating solo, save a 5-year stint at the global HQ of Exact, a Dutch B2B SaaS multinational.

It turns out I like going my way (and being in charge) more than anything else.

Over the years, I've written about every aspect of SaaS, IaaS, PaaS and a host of adjacent products, services, platforms and coding trends. 

It also means I know the challenges within crucial B2B markets like manufacturing, wholesale, retail and professional & financial services by heart.

I'm big on systemizing, categorizing and optimizing everything. That's how I can quickly make sense of complex subjects or projects with lots of moving parts.

I run a solo remote B2B marketing company called KNVRTED. And I'm working on a few more projects. 

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Some random factoids:

Since '16, I've collaborated with institutes, telcos & B2B SaaS companies like Oracle, Exact, SAP, HP, TNO, VodafoneZiggo & AWS.

I'm an autodidact and addicted to learning new things. Example? As a teenager, I learned to work with a computer by myself when an obscure 2nd-hand MS-DOS clone was introduced in our tech-illiterate household. 

It's not just tech: whether it's servicing cars, doing home improvement or learning a new language - anything goes.  

For the Exact Online product we achieved 30-50% YOY ARR growth between '13 & '16 due to our content marketing & sales efforts.

In '07/'08, I replaced 3 other creatives as a contractor during the merger that saw the creation of NL cable giant Ziggo. 

In ‘20 I led & authored the redesign & rewriting efforts of the Vodafone Partner Portal: a massive 40-page portal.

My uni didn't want me to arrange my internships and said I'd have to find something outside of the EU-wide Erasmus program if I would. So I found a way and landed an internship in Kosovo for a Mitrovica-based NGO in '06/'07.

Speaking of which, I helped bring in around €200,000 in donor funds for a magazine they published via a thoroughly prepped analysis. I also learned to work with Joomla which helped me land my next gig.

My first remote job was back in 2005 for the first (and last) Dutch search engine ilse.nl & an iTunes Store competitor for which I wrote monthly newsletters.

taplio

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Steven Schroeyens

Henkjan Schrijver

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