01
Commercial clarity
Clear choices in audience, proposition, growth opportunities and priorities so marketing no longer moves in every direction.
Strategic marketing partner for B2B companies
Strategic marketing direction for B2B growth.
Next Layer Concepts helps B2B organizations identify growth opportunities, organize marketing strategically and bring the right expertise together for campaigns, funnels, websites, AI workflows and commercial projects.
Project-basedstrategy + direction
Growth Scandiagnosis entry point
12+ yearsB2B marketing experience
Based in the Netherlands. Working with B2B companies internationally.
Growth radarWhere is the strongest commercial lever?
Positioning
Website & funnel
Lead generation
Sales follow-up
AI & efficiency
01Diagnosis
02Priorities
0390-day roadmap
PositioningCommercial growthLead generation systemsSales alignmentGrowth projectsStrategic AI advisoryPositioningCommercial growthLead generation systemsSales alignmentGrowth projectsStrategic AI advisory
Marketing may be active, but still miss commercial direction.
The expertise, clients and commercial potential are there. Still, positioning, website, lead generation, campaigns and follow-up often move separately. Marketing then takes time and budget without making its contribution to growth clear.
- No loose marketing actions without commercial priority
- No visibility as a goal in itself
- No AI or tooling without a clear business case
Diagnostic entry point
Not ready for a larger project yet? Start with a B2B Growth Scan.
For companies that first want clarity on the biggest marketing and growth opportunities before investing in a larger strategic trajectory.
View the B2B Growth Scan€595Timeline: 3 weeks
- Growth Opportunity Report
- Main gaps and quick wins
- Priority matrix
- 90-day roadmap
What NLC organizes
From fragmented marketing to a system for growth.
NLC looks at the full commercial marketing ecosystem: positioning, website, campaigns, lead generation, follow-up, data, AI and execution.
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A stronger lead generation system
Website, funnel, campaign, follow-up and sales material are assessed as one commercial system.
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Direction on larger projects
From repositioning and go-to-market to website strategy, launch, customer journey or sales enablement.
04
AI as a strategic efficiency layer
AI opportunities are assessed for value in marketing, sales, knowledge systems, workflows and operational speed.
Growth Advisor
Where is marketing leaking commercial value?
Answer three short questions. The guide translates your situation into a logical first step: scan, strategy project, marketing direction or AI advisory.
Logical first step
B2B Growth Scan
Start with a diagnosis of positioning, proposition, website, sales flow and growth opportunities. Then the most logical commercial step becomes clear.
Discuss this growth challengeWhere NLC makes the difference
Not doing more marketing, but choosing where marketing creates value.
NLC brings strategy, direction and specialist execution together around commercial priorities.
01
Positioning & growth opportunities
Clarify which market, audience, proposition and message have the strongest commercial potential.
02
Lead generation as a system
Assess website, campaigns, demand creation, sales material and follow-up as one commercial route.
03
Project direction & implementation
Translate strategy into planning, assets, specialists, budgets, KPIs and execution.
04
AI with business value
Identify where AI strengthens growth, efficiency, knowledge sharing or decision-making in a practical way.
Strategic scope
Marketing direction and AI advisory strengthen each other.
Marketing defines the commercial direction. AI can speed up processes and make knowledge more usable, but only when it is clear where it adds value.
Strategic marketing direction
For companies that want to connect marketing to positioning, sales, lead generation, campaigns, website and revenue opportunities.
- B2B marketing strategy
- Positioning and proposition
- Website and funnel strategy
- Lead generation and campaigns
- Sales enablement and follow-up
Strategic AI Advisory
For organizations that want to define where AI creates real value in marketing, sales, knowledge systems and workflows.
- AI opportunity assessment
- Workflow and process analysis
- Knowledge systems
- Tool selection and prompt design
- Implementation roadmap
AI is positioned as a growth + efficiency layer when the business case is clear, not as a hype.
Strategic AI Advisory
AI belongs in the plan only when the value is clear.
NLC explores where AI adds commercial or operational value. That can be in marketing, sales, knowledge systems, research, workflows or automation. No AI transformation claim, but a clear view of opportunities, risks and feasible next steps.
Opportunity assessment
Define where AI can create value in marketing, sales, knowledge sharing or operational processes.
Workflow design
Translate processes into clear steps, roles, input, output and quality control.
Knowledge systems
Structure documents, client input, cases, project knowledge and reusable expertise.
Implementation roadmap
Clear next steps for tooling, prompts, automation and adoption without promising custom software.
The approach
The approach
No standard agency process. A clear order: diagnosis, direction, governance and execution.
Step 1
Diagnosis
We map positioning, audience, website, funnel, sales flow, data and growth opportunities.
Step 2
Direction
We define priorities, strategy, choices and the commercial route with the strongest potential impact.
Step 3
Governance
We organize the right expertise, planning, assets, KPIs and execution around the chosen direction.
Campaigns and client moments
Client moments become part of commercial follow-up.
A client day, launch or knowledge session is not a separate main proposition, but it can be a strong commercial trigger. NLC helps translate these moments into campaign, sales follow-up, website updates and reusable insight.
Ways of working
Ways of working
Choose a compact diagnosis, a larger strategic project or ongoing external marketing direction.
€595
B2B Growth Scan
For companies that want to know where their biggest marketing and growth opportunities are.
- Growth Opportunity Report
- 3-week timeline
- Quick wins and gaps
- 90-day roadmap
Project-based
Marketing Strategy & Growth Projects
For larger challenges such as go-to-market, repositioning, lead generation, website strategy or sales enablement.
- Strategy
- Funnel and campaign
- Project direction
- Specialist execution
Custom proposal
Strategic Marketing Direction
For organizations that need structural strategic marketing leadership without bringing that capacity fully in-house.
- External marketing direction
- Priorities and KPIs
- Partner management
- Marketing and sales alignment
Founder trust
About Claudia
Strategic from above. Practical in execution.
Next Layer Concepts was founded and is led by Claudia Franken. With 12+ years of experience in B2B marketing, business communication, websites, content, events and creative direction, she helps companies connect marketing more clearly to commercial growth.
NLC is founder-led, but not positioned as a solo freelancer. Depending on the project, NLC brings together specialist expertise across development, advertising, SEO, design, automation and content.
12+ years of B2B marketing experience
Experience with technical and service-based companies
Strong in strategy, websites, campaigns and positioning
Practical AI use for growth, efficiency and reuse
Frequently asked questions
What does Next Layer Concepts do?
Next Layer Concepts helps B2B companies with strategic marketing direction, B2B growth strategy, lead generation systems, commercial projects and Strategic AI Advisory.
Which companies is Next Layer Concepts for?
NLC is for B2B companies with commercial potential that want to organize marketing more professionally and connect it to leads, revenue opportunities and growth.
What is the difference between marketing direction and AI advisory?
Marketing direction defines commercial focus, priorities and execution. Strategic AI Advisory explores where AI adds value in marketing, sales, knowledge systems and workflows.
Can Next Layer Concepts help with WordPress or WooCommerce?
Yes. Next Layer Concepts can strategically review WordPress and WooCommerce sites for positioning, conversion route, page flow, copy and commercial clarity.
How does a collaboration start?
A collaboration usually starts with a strategy call or B2B Growth Scan. After that, NLC advises whether a scan, project or ongoing marketing direction is logical.
Next step
Let’s see what makes sense.
You do not need a complete plan yet. Briefly share where your marketing is getting stuck, and we will look at the logical next step.