Interim and fractional digital demand leadership for B2B tech
The digital demand director who makes your CMO successful.
MatterMore provides interim and fractional digital demand leadership for enterprise B2B technology companies. Roel Haanappel works at director level, reporting into the CMO or a VP, and turns their ambitions into a working demand engine: predictable pipeline, innovative digital channels, and a team that can run it. Every engagement is built on the Revenue Motion Framework™ and 30 years in enterprise B2B.
30 years enterprise B2B · Forrester EMEA ABM Award · Creator of the Revenue Motion Framework™
When teams typically reach out
The director seat is empty
Your digital marketing or demand generation director left, and pipeline can’t wait for the next hire.
Interim leadership →
Your CMO needs a demand innovator
The strategy is set at the top; nobody is turning it into a modern digital demand engine.
Fractional partner →
The stack outgrew the strategy
ABM, intent data and automation are in place. The motion connecting them isn’t.
Fractional partner →
You’re new in the role
You just took ownership of demand and want a sparring partner for your first 90 days.
Coaching →
Buyers arrive already informed
They research in ChatGPT and Perplexity first, and your funnel no longer shows it.
AI Search & Demand Advisory →
Five ways to work together
1 – AI Search & Demand Advisory
Winning visibility in ChatGPT, Perplexity and Google’s AI isn’t a content project; it’s an organisational one. In a few sessions with your leadership, Roel gives you an outside view on your situation and the actions to take: the focus, capabilities and team setup that connect AI visibility to pipeline.
Best for: CMOs and VPs asking how to embed LLMs into demand generation and content strategy.
Commitment: 2–3 leadership sessions over 2–3 weeks, with a written recommendation.
Buyers now research in LLMs before they ever visit your website. What those answers say about you is shaped mostly by sources you don’t publish yourself: press coverage, analyst views, community discussions and your executives’ voices. In most companies, the teams behind those sources each follow their own agenda, and nobody owns AI visibility as a shared outcome.
This is advisory, not an audit. In conversations with your leadership, we look at how marketing, PR, analyst relations, communities and executive voices work together today, and what that means for your visibility in AI search. You get a clear view of your organisational situation and a prioritised set of actions: the focus to set, the capabilities to build, the team setup that makes it work, and how to track progress once the click disappears.
MatterMore is not a GEO agency. Content production, citation tracking and technical implementation, such as a headless CMS or AI tooling, are out of scope. Where you need that execution, MatterMore can refer partners.
2 – Interim Director Digital Marketing / Demand Generation
Roel steps into the director role, reporting into your CMO or VP: stabilises pipeline, modernises the digital demand engine, and hands over a system your permanent team can run. Best for: enterprise B2B tech companies between directors, in a re-organisation or scaling a new motion. Commitment: 3–4 days a week, 3–9 months.
For organisations between hires, in transition, or building a new demand motion. Roel takes the director seat for 3 to 9 months, reporting into the CMO or a VP. He stabilises performance, rebuilds the demand engine using the Revenue Motion Framework™, and hands over a documented system, including playbook, cadence and metric definitions, that the permanent team can run after he leaves.
3 – Fractional digital demand partner
A senior partner for your CMO or VP who innovates the demand engine: alignment with sales, signals, orchestration, conversion and optimisation. Light footprint, high leverage. Best for: CMOs and VPs who want their strategy turned into a working digital demand engine. Commitment: 1–2 days a week, 6–12 months.
For organisations with a marketing leader in place who needs a senior digital demand partner, not an extra pair of hands. Roel works alongside your CMO or VP across the five phases of the Revenue Motion Framework™: alignment with sales, signal strategy, orchestration, conversion and optimisation. He brings the practitioner view on what is changing now, from intent data to AI search.
4 – Coaching for new marketing leaders
One-to-one coaching through your first months of owning demand: align with sales, read the signals, set up the motion, report on what matters. Best for: newly appointed heads and directors of demand generation, digital, performance or field marketing. Commitment: 6 sessions over 90 days. Pilot places available on request.
Stepping into a demand generation leadership role means inheriting a pipeline target, a stack and a sales team you didn’t choose. The coaching programme gives you a structured first 90 days: six one-to-one sessions following the Revenue Motion Framework™, the Implementation Toolkit as your working material, and a check of how AI search is changing your funnel. The focus is your role and your results; it is not therapy or personal counselling.
5 – Team training
Workshops on ABM, intent data, buying signals and demand generation in the AI era, tailored to your stack and buyer. Best for: teams rolling out ABM, intent data or a new operating model. Commitment: 1–5 day formats.
For teams adopting new methods or tools. Workshops and enablement on ABM, intent data, buying signals, personalisation and AI search, tailored to your stack and your buyer, and scoped to where the team starts.
Prefer a one-off second opinion? Book the 45-minute Strategic Review (€399 ex VAT, Implementation Toolkit included).
From first email to first impact
Email — Send a short note via the contact page. Roel reads every email personally and replies within 2 business days.
Discovery call — 30 minutes, free. We confirm the situation, the scope and whether MatterMore is the right help.
Assessment — 2–3 weeks. Interviews with marketing and sales, a review of your stack and signals, and a written view of the highest-leverage fixes.
Engagement and handover — Agreed scope and metrics, ending with a playbook your team can run.
Selected results
+10% Conversion across target accounts after moving from static to signal-driven ABM. Forrester EMEA ABM Award (2021).
+179% Web conversion rate after rebuilding personalisation around opportunity stage and intent.
−44% Bounce rate from the same personalisation rebuild.
Enterprise B2B technology (SaaS, infrastructure, security, data, AI) and professional services. Based in the Netherlands, working across Europe and with English-speaking teams globally.
Frequently asked questions
An interim director runs digital marketing or demand generation for a set period, typically 3 to 9 months, while a company is between permanent directors or building a new motion. At MatterMore that means reporting into the CMO or a VP, stabilising pipeline, and leaving a modern demand engine the next director can run.
Interim fills the director seat, usually 3–4 days a week. Fractional means working alongside a CMO or VP, typically 1–2 days a week, as the senior partner who innovates the demand engine.
No. MatterMore doesn’t replace the CMO; it makes the CMO successful. Roel works at director level on digital demand, reporting into the CMO or a VP, so the marketing leader has someone turning strategy into pipeline.
It starts with focus and team setup, not with publishing more content. What LLMs say about your company is shaped largely outside your website: by press coverage, analysts, communities and your executives’ voices. In most companies those teams work on their own priorities, and nobody owns AI visibility as an outcome. The AI Search & Demand Advisory gives you an outside view on your situation in 2–3 weeks, and the actions to take on focus, capabilities and team setup.
Marketing leaders in their first months of owning demand: newly appointed heads or directors of demand generation, digital, performance or field marketing, and marketing leaders newly accountable for pipeline.
Roel combines MatterMore with a senior in-house role, so he takes on a small number of engagements at a time. Interim engagements above two days a week are scheduled in advance.
Both. Most engagements are hybrid: on-site for kick-off, workshops and key reviews, remote in between.
Interim and fractional work is priced as a day rate within a monthly retainer. The AI Search & Demand Advisory, coaching and training are priced per programme. Prices are ex VAT; 21% Dutch VAT applies where required. Rates are shared after the discovery call.
No. The ebook is for teams that want to implement the framework themselves. Clients are taken through the relevant parts as they are applied.