The Hooikammer Group from Steenwijk specializes in fleet services: locating, securing and preparing vehicles for sale for leasing companies and banks. When the company wanted to roll out a new service, they faced a challenge that could not be solved with standard online marketing. A very specific target group, spread throughout the Netherlands, who are not very actively searching for your service online.
This is the story of how we set up a campaign together that connected offline and online, and that resulted in a complete national network in three months.
The challenge: a target group that is not searching
To roll out their services nationally, the Hooikammer Group needed a network of curators and bailiffs throughout the Netherlands. They play a key role in locating and addressing individuals who are not honoring their lease contracts.
The problem? There is hardly any search volume for terms such as “car detection” or “fleet recovery”. The target group does not actively search for this type of service in Google. This means that SEO or Google Ads alone will simply not get you there. You have to create the first contact moment yourself.
In addition, the total market is limited. This concerns approximately 1,800 curators and bailiffs throughout the Netherlands. A well-organized but dispersed group that you must approach in a very targeted manner.
Our approach: three steps that reinforce each other
By Breik. we always start with the same foundation: the online strategy. Whatever resources you use, you will ultimately send people to your website. That’s where you build trust and make the next step possible.
We have set up a campaign in three steps for the Hooikammer Group.
Step 1: Mapping the target group
We obtained a complete overview of all curators and bailiffs in the Netherlands through data from, among others, the Chamber of Commerce. This gave us a complete overview of the market: names, addresses and company details of around 1,800 organizations.
Step 2: A targeted landing page and physical mailing
We then built a specific landing page, fully tailored to the needs of curators and bailiffs. No broad company presentation, but a sharp story: this is what the Hooikammer Group can do for you.
Everyone on the list then received a physical card. With a clear message, a QR code and the URL to the landing page. Consciously offline. Because in a digital world a letter still stands out.
Step 3: Identify website visits with Leadinfo
On the landing page we ran Leadinfo, a tool that shows which companies visit your website. We saw in real-time which curators and bailiffs offices visited the landing page after they had received the mailing. And that was exactly the information the sales team needed to follow up in a targeted manner.
The follow-up: signal-controlled calling
The Hooikammer Group deployed their account managers for follow-up. But not by calling immediately and saying “we saw that you were looking at our website”. That feels intrusive and raises questions.
Instead, we consciously chose a different approach. The account managers waited about a week after the website visit. Then they called with a soft opening: “We are currently running a campaign aimed at curators. You may have received our mailing.”
Subtle. But the gist is: they knew that the recipient had already shown interest by visiting the website. The conversation therefore felt like a logical progression instead of a cold approach.
The team indicated that these conversations were noticeably different from regular acquisition. The threshold was lower, the receptivity greater. People who had already visited the website were open to a conversation. It worked demonstrably better than traditional cold calling.
The result
Within three months, the Hooikammer Group had built up a fully national network of curators and bailiffs. Partners spread throughout the Netherlands who help them visit addresses, approach contract holders and secure vehicles.
Why this approach worked
In retrospect, there are three factors that made this campaign so effective.
The right target group, the right story. We have not sown widely. The entire market had been mapped out and everyone received a message that tailored exactly to their situation. That makes the difference between noise and relevance.
Offline and online reinforced each other. The physical mailing created the first moment of contact and attention. The website offered depth, context and credibility. Leadinfo then made visible which companies actually showed interest. Together they form a chain that is stronger than the individual parts.
Sales followed up with the right timing. The account managers did not call everyone on the file. They targeted the companies that had bothered to visit the landing page. That is the difference between sending and listening, between cold calling and signal-controlled calling.
What this case shows about B2B lead generation
For us, the Hooikammer Group is a good example of what B2B is all about. Don’t shout louder, but build smarter. No more leads, but recognizing the right signals.
Don’t shout louder, but build smarter. No more leads, but recognizing the right signals.
We are increasingly combining things at Breik. those signals from different sources. Search intent and AI optimization shows what concerns a target group. Google Ads brings targeted traffic to the website. And tools like Leadinfo make it visible who actually visits.
That combination works. Not only for niche sectors such as fleet services, but for every B2B organization that wants to grow in a targeted manner.
What makes the collaboration so successful?
Gerhard Prent of the Hooikammer Group puts it best: Bert always keeps his agreements. And that’s exactly what these types of campaigns need. Not only a good idea, but also the discipline to implement it from A to Z.
What characterizes this collaboration is that together we look beyond the obvious. The Hooikammer Group could also have opted for a standard Google Ads campaign. But then you would have bid on search terms that no one searches for. Or you could have purchased a broad e-mail database and sent mass e-mails. That may provide reach, but no relationships.
By investing in an approach that suits the target group (personal, targeted, with respect for the recipient) you build something that lasts. Not just a campaign, but a network. And not just leads, but real collaboration partners.
That way of thinking fits with how we Breik. work. We always look for the route that is smartest, not the route that is easiest. Sometimes that means a physical mailing. Sometimes that means search intent and AI optimization. And sometimes that means a combination of both.
