Uncut B2B Marketing

Marketing reports on traffic and MQLs. Sales counts deals. Leadership wants a forecast. Nobody's looking at the same number. In this episode, Jasper Degreef, Jasper Hissink and Ted van den Berg dig into account-based intelligence: one view of where your target accounts sit in the buying journey, built on behavior, not form fills. We cover how to define stages, what signals to track, the tooling st...

Your website isn’t a brochure. It’s your 24/7 sales rep and the place where all your “demand gen work” gets tested. In this episode, Jasper Degreef, Jasper Hissink and Ted van den Berg break down what a B2B SaaS website is actually supposed to do (capture demand, educate buyers and qualify you as much as them), why “optimize for conversions” often backfires, and how to build a V1 that ships fast w...

If buyers keep comparing you on features and price, you haven’t claimed a market position. In this episode, Jasper de Greef, Jasper Hissink and Ted van den Berg break down what positioning really is (and what it’s not), how to define who you’re for / what you replace / why you win and how to turn that into messaging your whole company can consistently repeat. Plus, we’ll cover the common traps lik...

Your customers are already telling you what to do. Most teams just aren’t listening. In this episode, Jasper Degreef, Jasper Hissink, and Ted van den Berg break down how to get real intel on pains, buying triggers, decision psychology, and the language customers actually use. We cover how to make customer research a continuous habit (not a one-off project) and why skipping it leads to vanilla mess...

Great demand gen starts with understanding the playing field, not default expansion plans or surface-level competitor scans. In this episode, Jasper Degreef, Jasper Hissink and Ted van den Berg break down how to assess categories, competitors, buying power and white space, and how to tell if there’s actually room for you to win. Because skipping market research doesn’t make you faster, it just mak...

We can sell to everyone”… famous last words. On this episode of Uncut, Jasper Degreef, Jasper Hissink and Ted van den Berg unpack what an ICP actually is (spoiler: it’s a company profile, not a persona), why it’s the fastest way to create focus across marketing, sales and product, and how to translate it into a target account list that everyone can agree on. No vague firmographics. Just a discipli...

Before you touch channels, content, or campaigns, you need a foundation that doesn’t collapse after the first quarter. In this episode, Jasper Degreef, Jasper Hissink and Ted van den Berg break down what demand generation actually is (and isn’t), why the LinkedIn “wins” are rarely plug-and-play, and why most teams get stuck in the messy middle with no idea where to start. Think principles, not pla...