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.

Every marketer’s nightmare: being replaced by AI.

In this short film, Steven fires his marketer Tycho to replace him with AI.

'TychoAI' does everything Tycho does - but better, faster, and smarter.

So Tycho becomes obsolete… every marketer’s nightmare comes to life!

Tycho leaves his marketing career to go gardening. But for how long? 

Will his manager ask him to come back?

Only one way to find out…

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

CEO: "We don't want to work on brand right now, we want to generate leads"

Marketer: "But.. Brand 𝘪𝘴 the biggest lead generator"

When c-level thinks "lead gen", they think:

• Outreach
• Search Ads
• Downloadables

They don't think:

• Thoughtleadership
• Storytelling 
• Content 

Here's what you need to tell your CEO:
Not a single search or outreach campaign will generate more leads than a known and trusted brand. 

Brand is, in fact, the biggest lead generator.

PayPal just hired a Head of CEO Content. 

A 40-hour role, JUST to help the CEO with personal LinkedIn content. Wow.

This is a huge signal! Companies are finally taking personal branding on LI seriously.

Yesterday I posted that personal profiles will always outperform company pages.
And on the same day this shows up in my feed. Perfect timing.

I’m probably late to the party haha, this role has been live for a while, and others have posted about it. But it’s worth repeating:

The potential of personal profiles on LinkedIn is massive. Act on it!

PS: Show this to your CEO ;)

PPS: I might move to San Jose California for that salary

Want your colleagues to post on LinkedIn? Incentivize it.

At Dapper, the first person to hit 100+ likes on 3 posts wins an all-inclusive trip to Paris.

I can already hear “likes are vanity metrics” in the comments. I agree. Likes alone don’t pay the bills.

But to get 100 likes on your post (3 times) you need to:

1. Post consistently
2. Learn what resonates and iterate
3. Share something people care about

The end goal isn’t “likes.” 

The end goal is building a habit of creating content that earns attention.

Pretty sure we’re not the only ones doing this. How are other companies incentivizing their teams to post?

Social media: what you probably should and should not do..

Social Media What you should and should not do (1)

I checked a big company’s LinkedIn profile this week:
200k followers
~30 likes per post.

Sad, but this is not an outlier. Why?

1. Company posts don’t get any reach
2. People don’t want to see company content

Personal profiles will always outperform company profiles.

Yet so many marketers are instructed to spend time filling a company page nobody cares about (usually the same companies where the CEO refuses to post on LinkedIn).

Meanwhile, entire businesses are being built through personal LinkedIn posts (take Dapper).

I’ll repeat: Your personal LinkedIn profile is more important than your company profile.

Why would you pay to distribute mediocre content?

Please look at the average ad on LinkedIn. Super commercial, too polished and branded. Content that looks like an ad. It would do horrible organically. 

Should you not only spend money to distribute your very best content?

Because advertising is guaranteed distribution of your content, we treat it completely different from organic. It doesn't seem to matter if the prospect likes it, we just shove our product down their throat.

In essence, I believe organic and paid content need to do the exact same thing:

• It needs to grab and keep attention (with something interesting for your prospect)
• It needs to build the understanding that you can solve your prospect’s problems

So organic and paid content, in essence, don’t have to be different.

At Dapper, most ads I run are content pieces that performed well organically.

Only once I know that the message hits and the right people engage, I want to spend money to get that content in front of the ideal buyers.

In my opinion, advertising should be a means to get great content in front of the perfect audience.

Who started the myth that brand marketing is for big companies?

I argue the complete opposite. It’s never too early to work on your brand.

If you’re a young company, the argument for building your brand is actually strongest. Because right now, nobody knows you.

And people can only consider buying from you if they know you exist. 

You want to wait for prospects to find out who you are? 
Well, the only way they’ll find out is if you tell them.

Brand isn’t something you start after you’ve made it. 
It’s what gets you there!

Don’t advertise with content that wouldn’t do well organically.

If you advertise with crappy content, this only means more people see your crappy content.

Have a look at the average ad on LinkedIn: too commercial, heavily branded. It would never perform organically.

Because the distribution is guaranteed, companies believe they can get away with mediocre content.

I would recommend turning things around:

First, you learn how to make great content. Content that performs well organically. This is not easy!

Then, when a piece of content does well, you advertise with it so you’re sure it reaches all your ideal buyers.

Ads don’t fix bad marketing. They expose it to a larger audience.

Marketing doesn’t stop when a lead is generated. 
That lead is also considering other vendors. Often 3-5, and in high-stakes deals, potentially more.

B2B sales cycles can take months, sometimes years. That’s time you should use to influence your potential buyers with intensified marketing touchpoints.

Frequent Visibility → Recognition → Trust → Preference.

Moral of the story: When a buyer is actively comparing you to others is exactly when you should double down on marketing.

Some practical ways to do it:

• Upload the accounts you’re in conversation with into LinkedIn Campaign Manager and target them at a high frequency. Target the whole DMU!
  
• Retarget converters of the demo page (you need enough pixel data ofcourse). Next to LinkedIn, leverage  other channels like META and YouTube. Ideally, the lead sees you everywhere!
  
• My favorite and most practical: as soon as a lead comes in, connect with them on LinkedIn - or have colleagues who are active on LinkedIn do the same. They'll see your post and create a personal connection with you. 

Of course, marketing is happy when a lead is generated (and so is sales).

But this is not the time to “hand over to sales.” This is the time to work together with sales to increase the chances of that lead converting into 💰.

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