The go-to-market reset that brought inbound leads to Ervaringwijzer

A big need for a clear marketing strategy in a fast-growing company

Ervaringwijzer is a research platform used by over 120 public organizations across the Netherlands, including municipalities and care institutions. But despite that reach, the team had never had a dedicated marketing department.

Founder Ward van der Velden had been doing everything himself: product, strategy, operations and a bit of marketing on the side. As the company matured, it became clear that this setup wasn’t sustainable.

“There was no real foundation,” Ward says. “No clear messaging, no branding, no consistent way of showing who we are and what we offer. I was doing a little of everything, but that wasn’t enough anymore.”

When Ward set out to fix this, he first tried hiring a marketer. But the roles he had in mind, content, strategy, ads, branding, video, were too broad for one person. What he needed was an entire team.

Choosing a partner that speaks SaaS

After talking to several agencies, Ward ultimately chose Unmuted over competitors.

“We were talking to three agencies at the time. Unmuted stood out immediately because of their SaaS expertise. Others had marketing experience, sure, but they didn’t understand SaaS products like ours. With Unmuted, we had that experience and a good personal fit.” - Ward van der Velden, Founder of Ervaringwijzer

The collaboration started with strategic workshops focused on the fundamentals: defining the ideal customer profile, crafting core messaging, and setting priorities across the funnel. The goal was not just to launch a few quick campaigns, but to build a marketing engine that could scale.

“There was a clear structure from the start,” Ward says. “It wasn’t just: let’s run some ads. It was: let’s get the foundation right, make smart choices, and then go live.”

The strategic sessions gave everyone a shared view of the target audience, the key messages, and the priorities to tackle first. With those fundamentals in place, the team could move ahead confidently and avoid unnecessary back-and-forth.

New website, strong videos, and immediate traction

Two standout deliverables for Ervaringwijzer were the new website and a set of video productions. The website went beyond a visual refresh. It now clearly reflects what the company does, why it matters, and who it serves best. It’s scalable, easy to update, and designed for growth.

“The new site isn’t just a pretty WordPress template. It finally shows who we are and what we do in a way that clicks with our audience,” says Ward.

One of the other big projects was creating video content that could speak directly to the ICP. As a founder, Ward wasn’t exactly eager to be on camera, but the process turned out to be surprisingly smooth.

“I’m no actor, and I hate hearing my own voice. But Unmuted made it feel easy. And the final videos tell our story better than we ever could have done on our own.”

Early traction that confirmed the foundation with ICP-fit demos within weeks

Shortly after launching the new website and LinkedIn campaigns, the team saw its first real traction. Two demo requests came in, both converted into customers within weeks.

“That early success gave us confidence. It showed that the work resonated, and that we could build on this foundation,” Ward recalls.

It wasn’t just the demos. It was the quality of the leads that stood out. These were organisations that fit the ICP exactly, which proved the new messaging and targeting were spot-on.

From first wins to a reliable growth engine

With a modern website, clear messaging, and proven content formats in place, Ervaringwijzer is now in a position to scale. The early results were promising, but the biggest benefit is the long-term clarity and structure across the go-to-market motion.

“Within just a few weeks of launching the new website and ads, we got two demo requests that turned into real customers. That gave us the confidence to scale up our marketing efforts.” Ward van der Velden

Ward’s advice to other SaaS founders?

“You’re in good hands with Unmuted. They are fast, strategic, and truly multidisciplinary. Just make sure your team has the time to keep up. That’s how you’ll get the most value out of the collaboration.”

Since the initial launch, the team has continued to build on the foundation, iterating on content, testing new channels, and refining their ICP. With this base in place, scaling feels less like a gamble and more like a process.

Scaling with confidence built on a strong foundation 

With a growing customer base and an expanding team, Ervaringwijzer is looking ahead. More customers means more visibility, and more need for structured, strategic marketing. As the company grows, the foundation is there to support that growth, and the team has the tools to keep momentum going.