When you compile enough files, something starts to happen: you see patterns. Not in one sector or one country, but across everything. Which businesses are easier to reach? Where are the decision-makers closer to the surface? Which markets are most open to outreach from outside?
After 500 files we have a fairly clear picture. This is what we've learned.
"Every market has its own rhythm. If you don't know that rhythm, you'll always be too early or too late."
The Netherlands: the most direct market
Dutch businesses are relatively easy to approach. Decision-makers are easy to find, communicate directly, and are accustomed to business contact via email or LinkedIn. The barrier to a first conversation is low — if the message is relevant.
What to watch out for: Dutch people quickly see through generic messages. Personalisation is more of a requirement here than elsewhere. A file that shows you've genuinely thought about their situation opens doors that would otherwise stay closed.
Germany: higher barrier, bigger opportunities
The German market requires more preparation. Decision-makers are more formal, expect more depth in a first approach, and take more time for a decision. But once you clear that barrier, conversations are more meaningful and deals are larger.
What to watch out for: Tone and language are crucial. A file in correct German, with the right form of address and a professional angle, makes a significant difference compared to a translated Dutch message.
Belgium (NL): familiar territory
Dutch-speaking Belgium behaves largely similar to the Netherlands — but with subtle differences. Flemish businesses are slightly more reserved in their initial response, but once trust is established they are loyal conversation partners.
What to watch out for: Don't reference "the Netherlands" as a frame of reference. Flemish companies want to be treated as an independent market, not as an extension of the Dutch one.
United Kingdom: quality over volume
The British market is demanding. Expectations are high, competition is fierce, and decision-makers are more selective about who they engage with. But the agencies that successfully acquire clients there also extract the most value from it.
What to watch out for: An overly direct or overly commercial tone is counterproductive. The approach needs to be substantive — show that you understand the market, not just that you have something to sell. A well-substantiated file with market context scores considerably better here than a standard pitch.
What this means for your approach
The markets that work best aren't always the easiest ones. Germany and the UK require more preparation — but also deliver more. The Netherlands and Belgium are more accessible, but still demand relevance and personalisation.
The common thread running through all markets: context always beats volume. A well-prepared conversation in one market delivers more than a hundred generic messages across four markets simultaneously. That's what our files aim to provide — the context needed to start that first conversation well.
