Demand generation that converts
Work smarter, matter more
MatterMore helps enterprise B2B marketing and sales leaders transform lead generation into qualified revenue. Built on the Revenue Motion Framework™ — the proven five-phase system for how modern B2B demand generation actually works.
THE PROBLEM
Most B2B demand generation isn't broken because of bad people or bad tools
Marketing runs campaigns. Sales chases leads. Both report to leadership separately. And somewhere in the gap between the two, real buying opportunities get missed — often without anyone noticing.
What enterprise revenue actually requires is something different. Not a campaign. Not a funnel. A motion.
FRAMEWORK PREVIEW
The Revenue Motion Framework™
A five-phase operating system for B2B demand generation:
Align → Sense → Orchestrate → Convert → Optimize.
It’s not a funnel. It’s a continuous motion, designed around how enterprise buyers actually move.
HOW MATTERMORE HELPS
Five ways to work together
AI Search Advisory
Interim
Fractional
Coaching
Training
Buyers research in ChatGPT and Perplexity before they ever visit your site. In a few leadership sessions, Roel gives you an outside view on your situation and the focus, capabilities and team setup you need.
See if AI Search Advisory fits →
For teams in transition. Roel steps into the director role for digital marketing or demand generation, reporting into your CMO or VP, and hands over a system your team can run.
See if Interim fits →
For CMOs and VPs who want their strategy turned into a working digital demand engine. A senior partner across the five phases of the Revenue Motion Framework™, 1–2 days a week.
See if Fractional fits →
For marketing leaders in their first months of owning demand. Six one-to-one sessions over 90 days: align with sales, read the signals, set up the motion, report on what matters.
See if Coaching fits →
For teams adopting new tools or ways of working. Workshops on ABM, intent data, buying signals and demand generation in the AI era, tailored to your stack.
See if Training fits →
Roel Haanappel — 30 years in enterprise B2B demand generation
- Global-scale demand generation operator across high-performance organisations.
- Former Global Director of Digital Growth at Unit4, now Senior Manager Global Performance Marketing at SUSE.
- Award-winning Dynamic ABM program architect. Writes, trains, and advises on the mechanics of enterprise B2B revenue motion.
TECH & PLATFORM EXPERTISE
Platforms and tools
Demand / ABM / Intent: Demandbase, 6Sense, Lattice, D&B Rev.Up ABX, Terminus, TechTarget, Madison Logic, Rollworks, Bombora, Slintel, Foundry, ZoomInfo, Cognism, Aptivio, Lead Forensics
CRM & Marketing Automation: Salesforce, MS Dynamics 365, Marketo, Pardot, Act-On
Content & Web: Semrush AIO, Waikay, Google Search Console, Webeo, Turtl, Optimizely, Qualified, WordPress, Acquia, Hippo, Magento
Sales engagement: SalesLoft, Outreach, LinkedIn Sales Navigator, Drift, LiveChat
Advertising & social: LinkedIn Campaign Manager, Google Ads, Facebook/Instagram Ads, Reddit Ads, Bing/Microsoft Ads, Stackadapt, 6Sense Ads, Hootsuite, Sprout Social, DSMN8
My favorite LLM:
Claude (chat, cowork, code)
Webinars & events: ON24, GoToWebinar
Analytics: Google Analytics, Google Tag Manager, Lookerstudio, BI, and the native reporting of the above
Gifting: Reachdesk, Sendoso