Case Study

How Novulo’s marketing now overwhelms sales (in the best way)

Novulo went from a two-person marketing team to having the support of a full group of experts. The results speak for themselves. They’re now making a big impact in the B2B insurance software market, with inbound leads coming in faster than sales can handle.

Team

Learn more

Increased website traffic

+95% increase in website traffic in one quarter

3 qualified POCs

3 qualified POCs from a single benchmark campaign

Inbound uplift

Sales can barely keep up with the leads that marketing brings in

From an overstretched team to finding the right partner

Novulo builds modular software for the insurance and financial sectors, a market known for long buying cycles and dominant legacy companies. When Laura Rijks, Head of Marketing, joined the company, she stepped into a challenge familiar to many scale-ups: big ambitions, small team.

“I had to rebuild marketing capacity fast, but I didn’t want just hands. I needed a partner who understood SaaS and could move quickly,” Laura explains.

Coming from the agency world herself, Laura was looking for a marketing partner with B2B SaaS expertise, not another siloed vendor. That’s when she discovered Unmuted.

“Unmuted was all over LinkedIn and focussed exactly on our niche. The first call with Max instantly clicked: same mindset, same language.”

Building a clear foundation: brand, story, and visibility

At that point, Novulo didn’t have the building blocks for a focused go-to-market approach. Together, Novulo and Unmuted partnered to create clarity and consistency across the brand, starting with:

A new website focused on the insurance vertical
A brand refresh to align visuals and tone of voice
A founder brand rollout, including a video shoot and a stronger LinkedIn presence

“It felt lean and effective. No endless workshops or deck marathons. Just clarity and execution,” Laura recalls. “Unmuted’s fresh eyes helped us sharpen our positioning at the exact moment we were finding traction in the insurance market.”

The impact was felt right away. Visibility grew fast, and Novulo’s leadership, especially CEO Frank Wille, started being recognized.

“Frank kept hearing in sales calls: I see you all the time on LinkedIn. He’s still getting used to the new fame, but it’s clearly working,” Laura laughs.

One of the posts that made Frank a familiar face on LinkedIn

The benchmark campaign that got the market talking

Once the foundation was in place, the team launched the Insurance Benchmark Report: a bold initiative analyzing 22 insurers’ customer application journeys.

It was an ambitious, hands-on project that combined research, storytelling, and earned media outreach.

The results speak for themselves:

Website traffic increased +95% in one quarter
The report got 138 downloads, 74 qualified leads, and 3 demos progressing to proof of concept
Coverage in 8 outlets, including AMweb and InFinance

“It was a huge investment, but absolutely worth it,” Laura says. “We noticed that the report was downloaded by several people within the same organization, indicating that it circulates internally among insurers.”

The benchmark report that got the insurance world talking

To extend the reach, the campaign also included a series of videos where Frank discussed the report’s findings and shared his perspective on the state of the insurance market.

Both Frank and Laura weighed in on bold industry statements drawn from the benchmark, with the videos shared across LinkedIn and YouTube for maximum reach.

And for a playful twist, Novulo sent cakes to the top three companies in the benchmark. A small gesture that led to online mentions.

One of the top insurers proudly shared their mention in the benchmark report

When sales can’t keep up with inbound demand

In the early days, Laura and Jeroen Riesewijk, Digital Marketer, ran marketing largely on their own.

Now, together with Unmuted, they have access to a full team, from a content marketer and demand strategist to designers and video experts, all working toward the same goals.

That shift changed everything. With stronger messaging, a clear story, and consistent output, Novulo’s marketing now truly connects with its audience and it shows in the numbers.

“Sales performance has accelerated so much that the team now struggles to follow up on all inbound leads. It’s a good problem to have, it shows that what we’re doing really lands.” - Laura Rijks, Head of Marketing at Novulo

A modern marketing engine in a traditional industry

Today, Novulo’s marketing shows exactly what the company is about: modern, dynamic, and unafraid to shake up a traditionally conservative industry.

“Unmuted combines deep expertise with drive,” Laura concludes. “They feel like an extension of our team. Always proactive, always pushing for the best outcome.”

With a clear strategy, the right expertise, and a mindset for experimentation, Novulo has built a marketing machine that keeps the business ahead of the curve. And they’re just getting started.