DSM Keukens
We transformed a struggling and outdated marketing engine into a full-funnel, data-driven growth model. By rebalancing the funnel, modernising content, and rebuilding acquisition channels,
DSM generated 35,197 MQLs, secured 4,708 showroom appointments, and achieved 32% revenue growth in one year.
Services
Full Funnel Growth & Lead Generation
Industry
B2C - Consumer Goods - Kitchen
Client
DSM KEUKENS
Problem Analysis: Over reliance on discounts & fatigued Tactics
DSM Keukens had strong demand and a century-old reputation, but the digital marketing foundation behind that demand was deteriorating. The business relied heavily on short-term discount campaigns and bottom-funnel pushes, which created long-term fragility.
Key issues included:
Creative fatigue: Repetitive polishing-style creatives lost effectiveness and engagement.
Unbalanced marketing funnel: Too much budget on conversion campaigns; too little on awareness and mid-funnel nurturing.
Underperforming channels: Meta became a losing channel and was nearly shut down due to rising CPAs. Google Ads contained too many scattered campaigns to scale.
Lack of actionable insights: With no segmented email marketing and limited data clarity, it was difficult to identify which actions or messages drove revenue.
Responsiveness
Despite existing assets like the 3D kitchen tool and inspiration booklet, DSM struggled to turn early interest into measurable growth.
Solution: A Modern Full-Funnel Growth System
Instead of relying on short bursts of discount-driven performance, DSM shifted to a structured, multi-stage growth system:
Inspiration & Awareness Content (Top Funnel)
Instead of relying on short bursts of discount-driven performance, DSM shifted to a structured, multi-stage growth system:
1. Inspiration & Awareness Content (Top Funnel)
DSM introduced educational, helpful, and visually engaging content:
Kitchen trend booklet for early-stage inspiration
Lighter, more human, less polished “in the moment” content
Social creatives designed for discovery rather than conversion
This rejuvenated the brand identity and restored reach efficiencies.
2. Mid-Funnel Activation to Capture Real Intent
Once audiences engaged with inspiration content, DSM activated them with value-adding tools:
The 3D Kitchen Tool helped translate interest into project planning.
Repeated exposures emphasised design possibilities rather than discounts.
UGC ads from DSM’s own sales team provided authenticity and trust.
This phase warmed up leads before any sales offer was introduced.
3. Bottom-Funnel Conversion (With the Right Offer at the Right Time)
Instead of blasting promotions to everyone, DSM targeted promotions only to people who had engaged with TOF/MOF content:
Monthly promotion ads
Clear CTAs focused on appointment scheduling
This alignment brought CPAs down from €1,400 → €412 on Meta.
4. Channel Restructuring & Measurement Improvements
To make the funnel scalable:
Google Ads campaigns were consolidated into a structured setup
Email segmentation was introduced
Platform-level breakdowns (gender, funnel phase, content performance) guided decisions
This created a reliable system for measuring demand and reallocating budget efficiently.
Results: A Predictable, High-Growth Funnel
The biggest impact came before the numbers: DSM gained clarity. The new full-funnel structure replaced guesswork with data, gave the team visibility into where customers were in their journey, and aligned all channels behind a single strategy. This shift unlocked the growth reflected in the results that follow.
Commercial Outcomes
4,708 appointments generated in one year (+30% YoY)
35,197 total MQLs (+82% YoY in lead volume)
32% revenue growth (7 figures) driven by better channel performance and quality intent
Marketing Efficiency
Meta CPA reduced from €1,400 → €412
Increased engagement on new UGC-style creatives
Strong growth in mid-funnel actions (booklet downloads, 3D tool use)
Team Enablement
delivered predictable daily lead flow
provided insights into which content and channels drive revenue
removed reliance on short-term discount pushes
created alignment between marketing, sales, and creative production
Tech Stack
These tools were used to empower Duurzaaminvesteren.nl with state-of-the-art AI integrations to detect high-potential energy transition projects, enrich their data with company and decision makers signals to use for outbound and generate the success we needed:
