About Marjolein Veenma — Procurement Specialist
MV Aanbestedingsspecialist is an Amsterdam-based consultancy specialised in public procurement. Marjolein helps businesses and entrepreneurs who want to bid on government contracts — from the initial strategic orientation to a winning proposal. She guides clients through both the substantive and legal aspects of tender processes.
Her clients range from SME entrepreneurs entering the public sector for the first time, to larger organisations wanting to professionalise their tendering approach. Dutch national contracts, European procurement, subsidy tenders — Marjolein knows the landscape inside out.
Why this conversation was so valuable
Procurement advice is a trust-based product in a niche market. The client Marjolein serves has a specific tender on the table — and often doesn't know where to start. That person searches at a very specific moment, with a very specific question. The skill is being visible at exactly that moment, with exactly the right message.
Tom wanted to understand who Marjolein's ideal client is, how they search, and what convinces them. Not from a form — from a conversation. The context behind the consultancy — the approach, the values, the way she works — shapes every ad headline and every landing page.
What we discussed
- Ideal client profile — the SME entrepreneur with growth ambitions in the public sector who wants to outsource the complexity of tendering to an expert. But also larger companies wanting to submit stronger, more professional bids.
- Search intent and timing — people search when they have a concrete tender in front of them. Keywords like "tender help", "writing a procurement proposal" and "public contract application" are high-intent moments. Timing is everything.
- Positioning against large agencies — Marjolein's differentiation is her personal approach and direct accessibility. We build ad copy that stands apart from the generic agency tone.
- Geographic reach — office in Amsterdam, active nationwide. National campaign with an SME focus.
- Lead qualification — not every click is a potential client. We discussed how the campaign filters for serious enquiries already within the ad itself.
The approach
We build targeted Google Search Ads on high-intent keywords around tenders, proposal writing and government contracts. Ad copy that speaks directly to the audience: business-like, direct and distinct from large advisory firms. The landing page converts on a free introductory call — low-threshold and perfectly matched to how Marjolein works.
Step by step we build towards a consistent flow of qualified enquiries — from businesses that are looking for exactly the expertise Marjolein provides.
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