// In-house training programme

In 8 weeks a in-house acquisition channel that generates customers every month.

Set up by your own marketer(s). Trained and guided by us.

In this programme:

  • Do your marketer(s) learn advertising best practices and advertising along the entire customer journey?.
  • They build the campaigns themselves, under our guidance, and truly master advertising that way.
  • We teach them to optimise and build upon it independently, so that there is no dependence on outside parties.

An introductory meeting lasts 30 minutes and is without obligation.

This page uses psychology. Show where.

// The problem

You want the online advertising in-house.

The reason varies:

marketing psychology
First we describe the recognizable current situation. That is called identification. If you recognize your own situation, then you know that we understand where you are. Only then are you open to advice.

01

Everything is handled through an agency

That costs money. Every adjustment has to be made on the fly. And an agency is less close to your business than your own people are.

02

It used to work

Your team has advertised itself in the past. It worked in the past, but not anymore. Exactly the same approach. But it’s unclear why it’s not working again now.

03

It doesn't come from the ground

You have been advertising recently. There are some conversions here and there, but the costs are actually too high. Scaling profitably is still far from being achievable.

04

Never done before

Around you, competitors are advertising. You see the potential too, but how, where, when, and how do you start? And how do you grow on that?

Often it is a combination. And in all four situations you want the same thing: A team that is closely connected to your business and involved. Knowledge that stays within your organization. No ongoing agency costs. Knowing what advertising yields and how to grow. And above all, certainty.

This is possible when you build up your in-house advertising capacity.

What is currently lacking is the expertise to set up and scale advertising profitably. With this program, we bring that expertise into the organization in 8 weeks.

// Calculation example

What does a lead mean to you? costs?

Before advertising, you want to know how much a lead or a purchase should cost. That follows from what a customer is worth to you over the duration of their custom. Fill in your own figures; the tool calculates with nothing else.

marketing psychology
With this calculation tool, you can calculate based on your own margins what a lead should cost you. The result comes from your own figures; this contributes to credibility and therefore doesn’t feel like a ‘we’re calculating your wealth’ calculation from us.

// Who it is for

Who is this for route?

marketing psychology
We identify who this path is suitable for and who it is not. A proposal with clear conditions is more credible than a proposal that would work for everyone. In doing so, we use self-selection: you decide for yourself whether this fits you.

This pathway is for teams that:

  • Wanting to turn online advertising into a structural acquisition channel, with campaigns running profitably.
  • Wanting to run campaigns that guide buyers through the entire customer journey.
  • Noticing that their team is committed but the desired growth is lacking, or that an agency did not deliver what they were looking for.
  • Lacking the knowledge and skill to build what they want to achieve themselves.

Does this sound like you? Let's arrange an introductory meeting.

Does this pathway fit? Check it with five questions.

// Cases

Cases.

  • IWKA

    From a shortage of leads to consistent new registrations.

    +225%

    Conversions

    +1316%

    Conversion rate

    -77%

    Cost per conversion

  • bindu Amsterdam

    From high costs per registration to a sold-out event.

    +300%

    Conversions

    +105%

    Conversion rate

    -58%

    Cost per conversion

  • Amsterdam UMC

    From limited visibility to digital engagement and thought-leadership.

    15+

    Experts on the platform

    4

    Knowledge bases

    170+

    Publications made accessible

// The strategy

The strategy makes it difference.

Most campaigns stall on two things:

  • they do not guide the buyers through the entire customer journey, causing them to drop out before conversion;
  • they do not follow the best practices of the advertising platform, meaning the cost per conversion is too high.

We have brought both factors together into a single strategy that guides buyers through the customer journey at a profitable cost per conversion.

We call this Customer Journey Advertising.

We are going to train and help your team to implement this.

marketing psychology
Processing fluency: we explain the strategy in a simplified way (2 causes, 1 solution). This makes the processing easier. You trust the explanation more if it is easy to follow.

// The process

The process in 3 steps.

01

Step 1: the customer journey

Together, we map out how your ideal buyer makes decisions.

Your team translates that into your message per stage: what you say, to whom, and why.

During the sessions, you will work with us to create a customer profile, a customer journey map and a message for each stage. Your team will work on the initial ad concepts, using our frameworks and feedback.

Session 1: understanding the buyer: customer profile, customer journey map and proposition check.
Session 2: the message per phase and the initial ad concepts.

02

Step 2: the campaigns go live

Your team builds the campaigns according to the advertising platform's best practices and sets them live, with us alongside.

Tracking measures what matters, and the first leads and sales are coming in.

Your team will set up the campaign structure, signals and tracking according to best practices. The campaigns will run for 2 to 3 weeks while the data comes in; we will monitor and make adjustments.

Session 3: the advertising platform, campaign structure, tracking and KPIs.
Session 4: building campaigns and going live.

03

Step 3: independence

Your team learns to recognise and solve problems, and scales up as soon as the campaigns are profitable.

After that, your team will do it on their own steam.

Based on real data, your team learns to see what is slowing down a campaign and how to adjust. As soon as the campaigns are running profitably, you increase the budget and scale up to a structural channel.

Session 5: troubleshooting and optimisation based on real data.
Session 6: scaling up and the subsequent growth path.

// Timeline and approach

Timeline and How we work.

The programme consists of 6 sessions, spread over 8 weeks. Each session combines strategy with direct application to your situation.

6 sessions over 8 weeks*

After each session, a video call takes place within the same week to monitor progress and handle any questions.

Half to full day per week

Between sessions, your team will work on the elaboration: from customer research to ad copy.

How long this takes depends on your situation; it is a process that your team will then continue independently.

AI accelerates the preparatory work in the process, with your marketer as a human in the loop: they assess, refine and make the choices.

On-site or remote

The sessions are at your location; remote is possible by mutual agreement.

We will make the schedule together, and all frameworks, templates and recordings will remain available as a reference work.

*The turnaround time varies by platform: Google Ads and Meta Ads typically 8 weeks, LinkedIn Ads typically 12 weeks. We will discuss the schedule during the introductory meeting.

// Investment

Investment.

What you have after 8 weeks:

  • A running acquisition channel on a single advertising platform, built by your own team
  • An organisational playbook containing: customer profile, customer journey map, messaging per stage, campaign structure and tracking
  • All frameworks, templates and recordings of the sessions as reference material
  • A marketer who independently analyses, optimises and scales
€0
one-off, excl. VAT and media budget

For 1 or 2 participants; larger groups are possible by arrangement.

During the introductory meeting, we determine whether we will start. If we see insufficient potential for your situation, we will not start and we will explain why.

marketing psychology
Anchoring: we offset our costs against the costs of other common scenarios, so you can see the cost advantage at a glance. And you can enter the comparison yourself, so the data isn’t taken out of context and the conclusion applies to your situation.

Ter comparison.

What does it cost if you keep hiring advertising help? Compare an agency or freelancer with this programme, over one to three years.

// Who you get

Mitchel van Luit

Behavioral psychologist & digital strategist

Mitchel trains and guides your team throughout the entire process. He translates behavioural psychology into advertising that resonates: he looks at why people click, buy or drop out, and builds that into the strategy and campaigns.

Over 8 years of experience in behavioural psychology, digital marketing and strategy; educated in economic and consumer psychology (Leiden University) and work and organisational psychology (UvA).

marketing psychology
You work with one coach for eight weeks, so you want to know who that is beforehand. The better this person matches what you expect from someone in such a position, the greater the chance that you will achieve your end goal and the smaller the barrier to investment.

// Frequently asked questions

Frequently asked Questions.

A good freelancer can certainly help your team move forward. The difference lies in what you are buying. This programme is a method with a fixed structure, concrete deliverables and an endpoint: after 8 weeks the channel is up and running and your team continues independently. With a freelancer you buy hours, and knowledge transfer is rarely the goal within that; we are actually paid to make ourselves redundant.

That doesn't have to mean goodbye. The process makes your team independent, which also improves collaboration with an agency: your team evaluates the output better and delivers sharper input, because it is more deeply immersed in the subject matter. If you want to bring management fully in-house eventually, this process is the route to get there.

That can happen; the campaigns go live in the second half of the programme, so at the end some optimisation is sometimes still needed. The programme is built for that: session 5 is entirely dedicated to troubleshooting and optimisation, so that your team learns to recognise and resolve disappointing results based on real data, and in session 6 it learns to scale up as soon as the campaigns are running profitably.

In addition, we only start if we see sufficient potential after the introductory meeting, and the entry requirements (a proven proposition, sufficient media budget, an available marketer) exist precisely to increase the chance of success. If further guidance is needed afterwards, additional sessions are possible by mutual agreement.

During the programme, the knowledge is captured in a playbook that belongs to the organisation, not the marketer: customer profile, customer journey map, messaging per stage, campaign structure and tracking. In addition, all frameworks, templates and recordings remain available so that a successor can step in. You organise the internal handover yourself. The programme is for 1 or 2 participants; with two participants, you immediately spread the knowledge.

No. We are building from scratch: first the basis and the foundation, then troubleshooting and scaling. Marketing knowledge is useful and advertiser experience is a plus, but neither is a requirement. Does your marketer already have experience? They will recognise a lot (see that as confirmation) and will learn working methods and details that can be easily integrated with what is already there.

Expect half a day to a full day a week: 6 sessions, a short weekly video call, and in between, the implementation by your marketer. How much time that implementation takes depends on your situation. All sessions are recorded, so a missed session can be caught up on.

That amount is not arbitrary: for most propositions, it is the minimum at which the advertising platform receives enough conversion data to learn, calculated on the basis of two campaigns at €20 per day. There are two because we split the approach into two parts that together follow the customer journey. With a smaller budget, the data remains too thin and you pay for your mistakes without making any progress.

Scaling up to, for example, €10,000 per month is not a requirement, but it is the direction: as soon as the campaigns are running profitably, the budget will scale alongside what they generate.

The programme focuses on one advertising platform; during the introductory meeting we will determine which platform offers the best opportunity. Cleaning up existing accounts or taking on a second platform can be arranged by mutual agreement and will be quoted separately. And after the programme, your team will apply the method themselves to a subsequent platform; that is precisely the intention.

Access to the advertising account and website (directly or via your developer), someone who can make decisions about offers and content, and a marketer with time to work on things between sessions. Before we start, we will check together whether accounts, tracking and access are in order.

As an accelerator for the preparatory work: processing input into an initial customer profile, exploring angles, first versions of ad copy. AI is not yet good enough to do that without human guidance and evaluation; that is why we work human-in-the-loop. Your marketer directs, evaluates and refines, thereby learning a working method that continues after the programme. The strategy, the input, the choices and the campaigns remain human work.

// That is how we start

To start we.

marketing psychology
Reduce noise. As soon as a call to action is presented, all sorts of questions arise in the mind about what, how, and when. By providing a guideline, we partially answer those questions, but we leave room for flexibility. This reduces the noise without imposing obstacles.

01

Arranging an introductory meeting

You will schedule an introductory meeting below and receive a short questionnaire to map out your situation.

02

The introduction

We will discuss your goal, target audience and current results, and determine which platform offers the best opportunity.

03

The start

If we see potential, we check whether accounts, tracking and access are in order, and we schedule the start date together.

Following the introduction, you will know within 2 working days whether we are starting. If we see insufficient potential for a successful collaboration, we will let you know in advance.

// Introductory call

Plan a Introductory call.

In 30 minutes we will discuss your situation and whether the programme is a good fit. If we see potential, we will schedule the next steps together.