marketing

one approach for leads, applications and brand awareness at Feller

Company: Feller

get to know:
Feller

Feller is a finance, business control and interim partner that helps organisations improve the finance & control function, with a chain-oriented approach that looks beyond just the finance department. From The Hague, Feller works with consultants on structural improvements in processes, data and collaboration, so that clients steer better on results and put a future-proof planning & control cycle in place

Company

Feller

Services

Branding, Social Media, Content creation, Print, Advertising on Google, Advertising on LinkedIn, SEO & SGE, AI inspiration session

Website

www.ditisfeller.nl

the challenge

Feller had a clear growth ambition: growing 20% a year in consultants and 25% more new business. At the same time, the team wanted to become more visible as a knowledge player, with consistent content, newsletters, social posts and a strong brand, online and offline. In practice it got stuck on capacity and rhythm: posting consistently, sending newsletters and writing content happened too irregularly to grow predictably.

The request for help was clear:
how does Feller get sales growth and recruitment growth going at the same time, without separate actions per department, but with one approach that runs continuously throughout the entire year.

our solution

At the end of 2022, BE Digital set up an integrated strategy for sales, marketing and recruitment, with one monthly approach in which execution and optimisation run continuously. Not as separate channel actions, but as one digital engine that supports every department while steering on the same brand and the same data.

Our approach consisted of three pillars:

lead generation for sales

Google Ads and LinkedIn Ads set up around search intent and audience segments, landing pages sharpened, and SEO improved on core topics within interim finance and business control.

recruitment marketing for HR

Recruitment campaigns via LinkedIn and Google, supplemented with content and careers communication that makes the team and Feller’s proposition consistently visible.

marketing and brand consistency

Content formats and templates developed, content calendar set up, newsletters picked up structurally and social channels managed so that “top of mind” is no longer left to chance.

lifecycle and measurability

HubSpot used for email flows and lead follow-up, tracking set up with GA4, Tag Manager and advertising tags, and a monthly report to adjust on costs, volume and quality.

websites optimised further

Over time, BE Digital took over the full website management to position it more strongly and increase conversion.

In the collaboration we introduced a fixed rhythm: weekly alignment, fixed optimisations and clear choices per quarter. Through an annual plan and short-term goals we gave structure to the collaboration!

the result

The result was measured by looking at the following areas, where success was achieved across the board:

growth in number of applications and cost-per-applicant (per channel)
growth in qualified leads and cost-per-lead (Google Ads, LinkedIn Ads, organic)
growth in organic visibility (SEO positions, relevant visitors)
growth in reach and followers on social, plus engagement on knowledge content
improvement in newsletter performance (open rate, click rate, traffic to content)
time saved through taking work off their hands (less ad hoc work, more predictability in content and campaigns)

the Feller cookbook

Finally, it’s nice to mention the following example. Sometimes you have to be creative in sales. For Feller we developed a Feller cookbook. An example of a creative sales action that really makes an impact with Feller’s clients and relations!

what the client says

“Digital Pioneers”

“BE Digital has provided support in carrying out and further shaping our digitalisation ambition. BE Digital’s digital pioneer attitude leads to surprising strategies, and their attitude of continuous optimisation results in maximum return. BE Digital helped us set up our new brand, website and the entire rollout, including organising our launch event. They jump in everywhere.”

Gijs Dijkman

Marketing & Sales Manager Feller

the BE Digital Touch

This collaboration is about control, not isolated marketing actions. By putting sales, recruitment and marketing into one rhythm, a way of working emerged in which choices are transparent and optimisation returns every month.

Technology, from tracking to HubSpot and AI-supported content production, speeds up execution, but the gain lies in the structure and the shared priorities. Feller keeps an overview, gets predictability in inflow and sees per channel what it delivers.