thegrowthsyndicate.co

      {"@context":"http://schema.org","@graph":[{"@type":"Article","author":{"@type":"Person","name":"Ferdinand Goetzen","url":"https://nl.linkedin.com/in/ferdinandgoetzen"},"dateModified":"","datePublished":"2023-11-08T10:28:00.000+00:00","headline":"BIG NEWS: Reveall is now a part of NEXT! 🎉🎉🎉","image":{"@type":"ImageObject","url":"https://media.licdn.com/dms/image/v2/D4E12AQFN23qPiugt_A/article-cover_image-shrink_720_1280/article-cover_image-shrink_720_1280/0/1699438614947?e=2147483647&v=beta&t=ljhN8n4ppnKcN4yhpbGtV5LMHnBvxIQyjK7p2OILEug"},"interactionStatistic":{"@type":"InteractionCounter","interactionType":"http://schema.org/LikeAction","userInteractionCount":76},"url":"https://www.linkedin.com/pulse/big-news-reveall-now-part-next-ferdinand-goetzen-rsase"},{"@type":"Article","author":{"@type":"Person","name":"Ferdinand Goetzen","url":"https://nl.linkedin.com/in/ferdinandgoetzen"},"dateModified":"","datePublished":"2023-05-09T12:14:00.000+00:00","headline":"The Shift Towards Product Discovery","image":{"@type":"ImageObject","url":"https://media.licdn.com/dms/image/v2/D4E12AQEm_mxH5jLgFA/article-cover_image-shrink_720_1280/article-cover_image-shrink_720_1280/0/1683626113772?e=2147483647&v=beta&t=OHelX476oahmuBOO2BLtuC1HSXwvvEjS-U3snVerk6c"},"interactionStatistic":{"@type":"InteractionCounter","interactionType":"http://schema.org/LikeAction","userInteractionCount":103},"url":"https://www.linkedin.com/pulse/shift-towards-product-discovery-ferdinand-goetzen"},{"@type":"Article","author":{"@type":"Person","name":"Ferdinand Goetzen","url":"https://nl.linkedin.com/in/ferdinandgoetzen"},"dateModified":"","datePublished":"2020-10-23T12:13:34.000+00:00","headline":"Learning is not enough - Introducing the Growth Marketing Skills Matrix","image":{"@type":"ImageObject","url":"https://media.licdn.com/dms/image/v2/C4E12AQF6xsZbHE6ZJw/article-cover_image-shrink_720_1280/article-cover_image-shrink_720_1280/0/1603456797115?e=2147483647&v=beta&t=ToH3hvhQFOg6xWYXfZLtHcihDF5q49K_JqvYeZ14ZSo"},"interactionStatistic":{"@type":"InteractionCounter","interactionType":"http://schema.org/LikeAction","userInteractionCount":93},"url":"https://www.linkedin.com/pulse/learning-enough-introducing-growth-marketing-skills-goetzen"},{"@context":"https://schema.org","@type":"DiscussionForumPosting","author":{"@type":"Person","name":"Ferdinand Goetzen","url":"https://nl.linkedin.com/in/ferdinandgoetzen"},"datePublished":"2026-07-02T11:16:52.346Z","interactionStatistic":{"@type":"InteractionCounter","interactionType":"http://schema.org/LikeAction","userInteractionCount":30},"mainEntityOfPage":"https://www.linkedin.com/posts/ferdinandgoetzen_marketers-finally-turning-to-stunt-activism-activity-7478406335164821504-ucLm","text":"Marketers finally turning to stunt activism to get their message across.","url":"https://www.linkedin.com/posts/ferdinandgoetzen_marketers-finally-turning-to-stunt-activism-activity-7478406335164821504-ucLm"},{"@context":"https://schema.org","@type":"DiscussionForumPosting","author":{"@type":"Person","name":"Ferdinand Goetzen","url":"https://nl.linkedin.com/in/ferdinandgoetzen"},"datePublished":"2026-06-18T07:15:07.460Z","interactionStatistic":{"@type":"InteractionCounter","interactionType":"http://schema.org/LikeAction","userInteractionCount":19},"mainEntityOfPage":"https://www.linkedin.com/posts/ferdinandgoetzen_an-underrated-factor-for-b2b-companies-selling-activity-7473272067124137985-XKtt","text":"An underrated factor for B2B companies selling physical products: can the customer actually see your product or not?\n\nIt sounds basic, but it hugely determines what kind of brand you should be building.\n\nWe're working with a well-established German manufacturing company right now, helping them launch into the e-bike space with a new brand.\n\nThe company's traditional brand sits where most industrial B2B brands sit: Serious, functional, maybe a bit dry. Most of the belts they manufacture sit inside machinery and household appliances, so the end-user never sees the part. \n\nAs a result, the brand's primary goal is to instill trust and convicne the buyer (usually an engineer or product designer) vof the product's functional performance and reliability. \n\nBut the second you enter the e-bike space, the belt suddenly becomes visible and the equation changes.\n\nBecause people who buy expensive bikes care about the component parts. They know brands like Shimano. And they geek out over the different brands behind suspension, brakes, etc. \n\nAnd when the end-user cares, the engineer/designer needs to care too, which completely changes how you position the brand.\n\n\u003E You still need to show the functionality  and reliability that engineering teams care about. \n\n\u003E But you also have to show what your product enables for the end-rider. Which is as much an emotional case as it is a functional one. \n\nBecause now you're playing the game of B2B marketing with a B2C-style brand.\n\nMost industrial B2B companies entering this kind of category significantly underestimate how different that work is. They lean on their existing brand muscle, which was built for invisible products, and produce communication that's competent but struggles to register with the end-users.\n\nThe companies that figure out how to do both inside one brand are the ones leading in physical products ands hardware.","url":"https://www.linkedin.com/posts/ferdinandgoetzen_an-underrated-factor-for-b2b-companies-selling-activity-7473272067124137985-XKtt"},{"@context":"https://schema.org","@type":"DiscussionForumPosting","author":{"@type":"Person","name":"Ferdinand Goetzen","url":"https://nl.linkedin.com/in/ferdinandgoetzen"},"datePublished":"2026-06-17T07:15:27.848Z","interactionStatistic":{"@type":"InteractionCounter","interactionType":"http://schema.org/LikeAction","userInteractionCount":19},"mainEntityOfPage":"https://www.linkedin.com/posts/ferdinandgoetzen_ever-taken-too-long-to-shake-off-negative-activity-7472909764742696961-t5hc","text":"Ever taken too long to shake off negative feedback?\n\nJust remember that even super famous works of art may have some pretty ridiculous bad reviews.\n\nLike the 1 star review of Frankenstein on Goodreads that says it was \"the most tedious thing ever.\"\n\nOr the numpty who visited  the Great Pyramid of Giza and left a 1 star on Google Maps saying \"nothing to see.\"\n\nIt's good to take feedback seriously, but not all feedback is worth agonizing over.","url":"https://www.linkedin.com/posts/ferdinandgoetzen_ever-taken-too-long-to-shake-off-negative-activity-7472909764742696961-t5hc"},{"@context":"https://schema.org","@type":"DiscussionForumPosting","author":{"@type":"Person","name":"Ferdinand Goetzen","url":"https://nl.linkedin.com/in/ferdinandgoetzen"},"datePublished":"2026-06-15T07:15:04.470Z","interactionStatistic":{"@type":"InteractionCounter","interactionType":"http://schema.org/LikeAction","userInteractionCount":23},"mainEntityOfPage":"https://www.linkedin.com/posts/ferdinandgoetzen_the-most-effective-uses-of-ai-in-our-work-activity-7472184890961244160-H0DF","text":"The most effective uses of AI in our work right now aren't the ones LinkedIn gets all hyped up about.\n\nThere's a lot of energy (and hype) going into agent skills, custom GPTs, MCP setups, complex workflow automations. Sure, real use cases exist there. But when you actually dig in, you notice there's a lot of noise. \n\nWe recently signed up for a few different workflows, products and 'out of the box' setups from big names in the (LinkedIn) space. \n\nThey were fine, but they didn't wow us. Many look good on the surface but aren't actually useful. \n\nAnd that's one of the problems with AI right now. The stuff that everyone is bragging about often isn't anywhere near as gamechanging as they want you to believe. These are usually impressive looking use-cases, but they're often not solving the real reasons marketing teams are stagnating. \n\nBut the unsexy truth of this story is that some of the bigger wins we've seen have come from much simpler use-cases.\n\nExample: Using Lovable for wireframing on website projects.\n\nWe always like to wireframe fast to get early feedback. But you usually ended up with something pretty barebones where it was hard to picture the 'final version'. \n\nNow we use Lovable to create super advanced wireframes - where a lot of content and design decisions (or suggestions) can be made early on. \n\nIt has sped things up immeasurably, completely eliminated last-minute deal-breaking stakeholder feedback and generally allowed us to produce better results. \n\nI know it's not as sexy. Nobody's attending that talk or commenting on that LinkedIn post for the secret sauce. \n\nBut it's been a simple but impactful accelerator for a lot of teams we work with. \n\nAnd unless you're in a very early stage company, you're more likely struggling with difficult stakeholder feedback than how quickly you can access certain information from a AI second brain. \n","url":"https://www.linkedin.com/posts/ferdinandgoetzen_the-most-effective-uses-of-ai-in-our-work-activity-7472184890961244160-H0DF"},{"@context":"https://schema.org","@type":"DiscussionForumPosting","author":{"@type":"Person","name":"Ferdinand Goetzen","url":"https://nl.linkedin.com/in/ferdinandgoetzen"},"datePublished":"2026-06-11T10:22:39.183Z","interactionStatistic":{"@type":"InteractionCounter","interactionType":"http://schema.org/LikeAction","userInteractionCount":14},"mainEntityOfPage":"https://www.linkedin.com/posts/ferdinandgoetzen_barcelona-and-cancun-here-we-come-excited-activity-7470782545190764544-UB92","text":"Barcelona and Cancun here we come! \n\nExcited to be partnering with Vincent Jong on BOTH editions of SaaS on the Beach in 2027!\n\nLast year we organized TGS Con. It was super well received and we loved hosting it, but we also learned something:\n\n200 people is an awkward amount of people to do a conference for. Too big for small circle deep dives, too small for the big conference experience. \n\nWe decided that if would do TGS Con again we would make it smaller. More exclusive. More valuable. \n\nBut why build something new if it already exists and is awesome?\n\nOver the last couple of years, Vincent has built a top tier concept and community and we’re excited to now be a part of it!","url":"https://www.linkedin.com/posts/ferdinandgoetzen_barcelona-and-cancun-here-we-come-excited-activity-7470782545190764544-UB92"},{"@context":"https://schema.org","@type":"DiscussionForumPosting","author":{"@type":"Person","name":"Ferdinand Goetzen","url":"https://nl.linkedin.com/in/ferdinandgoetzen"},"datePublished":"2026-06-11T07:15:28.077Z","interactionStatistic":{"@type":"InteractionCounter","interactionType":"http://schema.org/LikeAction","userInteractionCount":19},"mainEntityOfPage":"https://www.linkedin.com/posts/ferdinandgoetzen_we-just-started-running-chatgpt-ads-in-the-activity-7470735438522163201-e3Wz","text":"We just started running ChatGPT ads in the US.\n\nThe most useful thing we've learned so far is about the audience.\n\nPlus, Pro, Business, Enterprise, and Edu users are all on ad-free plans. Your senior B2B decision-makers mostly aren't on the receiving end of these ads. That changes the case for spending here, especially for anyone selling upmarket.\n\nWe pulled together a guide that combines what we've learned in our own tests with the public information that's available so far. Pricing, formats, targeting, performance benchmarks.\n\nWe're going to keep sharing what we find as we run more spend through the platform:\n\nhttps://lnkd.in/eKjqai_9","url":"https://www.linkedin.com/posts/ferdinandgoetzen_we-just-started-running-chatgpt-ads-in-the-activity-7470735438522163201-e3Wz"},{"@context":"https://schema.org","@type":"DiscussionForumPosting","author":{"@type":"Person","name":"Ferdinand Goetzen","url":"https://nl.linkedin.com/in/ferdinandgoetzen"},"datePublished":"2026-06-10T07:15:06.830Z","interactionStatistic":{"@type":"InteractionCounter","interactionType":"http://schema.org/LikeAction","userInteractionCount":9},"mainEntityOfPage":"https://www.linkedin.com/posts/ferdinandgoetzen_ive-been-writing-for-a-while-that-b2b-demand-activity-7470372961536090112-vFP5","text":"I've been writing for a while that B2B demand can't really be \"generated\" out of thin air.\n\nYou can capture it. You stay top of mind for when intent occurs. But you generally can't just create it. \n\nAnd while this is true in most categories, the craze around AI tools might be an exception.\n\nIf you're selling a CRM, the buyer journey is quite predictable. Someone hits a ceiling on their current solution, evaluates three competitors over a few months, buys. \n\nIn AI, a buyer who was happy with their setup in March is in market agin in May because a model changes, a new tool emerges or the whole game changes overnight. The \"when demand occurs\" window is not 6-18 months out. Sometimes it's 6-18 days out.\n\nThat changes everything about marketing rhythm.\n\nThe team publishing one thought leadership piece a month is going to lose to the team in the conversation every week.\n\nIf you ask me, this is why marketing teams at AI companies look pretty frantic right now. The standard B2B playbook gives them a longer term rhythm to operate in than they can afford to.\n\nClosing that gap is most of the job, and most teams haven't built for it yet.","url":"https://www.linkedin.com/posts/ferdinandgoetzen_ive-been-writing-for-a-while-that-b2b-demand-activity-7470372961536090112-vFP5"},{"@context":"https://schema.org","@type":"DiscussionForumPosting","author":{"@type":"Person","name":"Ferdinand Goetzen","url":"https://nl.linkedin.com/in/ferdinandgoetzen"},"datePublished":"2026-06-08T07:15:06.239Z","interactionStatistic":{"@type":"InteractionCounter","interactionType":"http://schema.org/LikeAction","userInteractionCount":16},"mainEntityOfPage":"https://www.linkedin.com/posts/ferdinandgoetzen_dont-write-off-google-ads-when-the-search-activity-7469648183325855744-oNeS","text":"Don't write off Google Ads when the search volume for keywords in their space looks too low.\n\nNot even SEO, even though the investment in content is bigger.\n\nThe thinking usually goes: if nobody's searching for what we sell, why spend money on it?\n\nIn most cases that's exactly the right call. If your category has been around for a while and the searches aren't there, chances are that's not going to change anytime soon.\n\nBut search volume tells you about the past. When the keyword tool says 500 searches a month, that's what people have already been looking for. Not what they'll be looking for in three months.\n\nIn most categories that doesn't matter much. Search behavior moves slowly. Today's data is a fine proxy for next quarter's.\n\nIn AI categories it matters a lot. Concepts that didn't exist a month ago can have tens of thousands of searches the next. Volatility is through the roof.\n\nAnd I get that it can still feel like a gamble. Most of the time it is. What are the chances that the search volume actually develops within two or three months of you building for it? Slim, in most categories.\n\nBut in AI right now, those odds are dramatically better than they look on a keyword report.\n\nSo if you're in a fast-emerging space, low search volume today isn't the red flag it usually is. The terms you'd be bidding on or ranking for now might be the obvious ones in six weeks.\n\nGoogle Ads is the cheaper experiment to run. If five people search, you pay for five clicks. SEO is the more expensive bet because you're investing in content upfront. \n\nBut that's also the asymmetric upside if you're early to a category.","url":"https://www.linkedin.com/posts/ferdinandgoetzen_dont-write-off-google-ads-when-the-search-activity-7469648183325855744-oNeS"},{"@context":"https://schema.org","@type":"DiscussionForumPosting","author":{"@type":"Person","name":"Ferdinand Goetzen","url":"https://nl.linkedin.com/in/ferdinandgoetzen"},"datePublished":"2026-06-04T12:55:39.170Z","interactionStatistic":{"@type":"InteractionCounter","interactionType":"http://schema.org/LikeAction","userInteractionCount":51},"mainEntityOfPage":"https://www.linkedin.com/posts/ferdinandgoetzen_just-tried-pitching-tgs-to-king-felipe-of-activity-7468284333783486464-sl3I","text":"Just tried pitching TGS to King Felipe of Spain at South Summit in Madrid. \n\nHe asked us how many backlinks we would need to build to outrank King Charles on Google.\n\nI told him SEO is dead and it’s all about GEO now. \n\nSo now we’re writing a “7 best Kings in Europe” article with original data for increased LLM mentions.\n\nAwaiting results 🤞🤞","url":"https://www.linkedin.com/posts/ferdinandgoetzen_just-tried-pitching-tgs-to-king-felipe-of-activity-7468284333783486464-sl3I"},{"@type":"WebPage","reviewedBy":{"@type":"Person","name":"Ferdinand Goetzen"},"url":"https://nl.linkedin.com/in/ferdinandgoetzen"},{"@context":"http://schema.org","@type":"Person","address":{"@type":"PostalAddress","addressCountry":"NL","addressLocality":"The Randstad, Netherlands"},"alumniOf":[],"awards":["Top 100 Marketers in the Netherlands","Marketing Talent of the Year","T500 - The Biggest Change Agents Under 26"],"disambiguatingDescription":"","image":{"@type":"ImageObject","contentUrl":"https://media.licdn.com/dms/image/v2/D4D03AQF3Fmgdumc1Pw/profile-displayphoto-shrink_200_200/B4DZc7cPWtH4AY-/0/1749048948554?e=2147483647&v=beta&t=asoQ-j3DtXm-do-fXnczT_QBFe4sCPqIExe7rI1iMlU"},"jobTitle":[],"knowsLanguage":[{"@type":"Language","name":"English"},{"@type":"Language","name":"German"},{"@type":"Language","name":"French"},{"@type":"Language","name":"Spanish"},{"@type":"Language","name":"Hungarian"},{"@type":"Language","name":"Dutch"}],"memberOf":[{"@type":"Organization","name":"Glasgow University Politics Society"},{"@type":"Organization","name":"Glasgow European Society / European Movement in Scotland"},{"@type":"Organization","name":"New Europeans"}],"name":"Ferdinand Goetzen","sameAs":"https://nl.linkedin.com/in/ferdinandgoetzen","url":"https://nl.linkedin.com/in/ferdinandgoetzen","worksFor":[],"interactionStatistic":{"@type":"InteractionCounter","interactionType":"https://schema.org/FollowAction","name":"Follows","userInteractionCount":11395}}]}