K2 Marketing

What K2 Marketing does

K2 Marketing is a privately held Dutch B2B marketing consultancy headquartered in Haarlem, Netherlands, with a secondary office in Tábua, Portugal. Founded by Arnout Kelderman and joined by Erik van der Pasch as Managing Partner in 2020, the firm specializes in serving MKB (SMB) B2B companies of 25-150 employees, with stated vertical focus on ICT, consultancy, energy, and technical/construction sectors. The agency has shifted from serving large enterprises to positioning itself as a strategic sparring partner for entrepreneurs.

The company's core offering combines demand generation and lead generation into an integrated approach supported by proprietary technology. Its main product is K2 MAC (K2 Marketing Automation Centre), a proprietary CDP-plus-automation platform with behavioral-driven flows, lead nurturing, and HubSpot CRM integration built specifically for B2B complexity. This is supplemented by Aion, an AI-powered lead generation platform, plus service lines in HubSpot implementation, Mautic-based marketing automation, customer journey design, and content/SEO. The firm has built a proprietary AI agent for industry classification that combines website, LinkedIn, and VPC conversation data with reported 85-90% accuracy, and is developing e-commerce integrations with Lightspeed, Shopware, and Magento2.

K2 Marketing operates on a professional services model with project and retainer-based engagements, quote-based pricing, and a sales-led go-to-market using free knowledge sessions and HubSpot booking links as entry points. It is a HubSpot-certified partner and a Mautic implementer, and it relies heavily on direct consultative selling by its two Managing Partners into the Dutch MKB market. Revenue is not publicly disclosed, and the firm operates organically without external funding.

Name

K2 Marketing

Legal name

K2 Marketing

Website

https://k2marketing.nl

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

K2 Marketing is a Dutch B2B marketing consultancy serving MKB companies of 25-150 employees with integrated demand and lead generation, leveraging its proprietary K2 MAC automation platform, the Aion AI lead-gen platform, and HubSpot/Mautic implementation expertise.

Ownership category

akta.pro rank

Product category

B2B Marketing Services

akta.pro primary industry

Technology & B2B PR (BPAFADAI)

Keywords

• B2B marketing services
• Marketing automation
• Demand generation
• Lead generation
• HubSpot implementation

Headquarters

HQ city

Haarlem

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Marketing Strategy & Consulting Services: K2 Marketing provides strategic B2B marketing consulting services to MKB companies, combining demand generation and lead generation in an integrated approach. Revenue is generated through service retainers and project-based engagements. They offer HubSpot services, marketing automation setup and management, AI lead generation services, customer journey design, and content/SEO services. The firm positions itself as a strategic sparring partner rather than a purely tactical agency.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

K2 Marketing is a strategic B2B marketing agency that combines demand generation and lead generation into one integrated approach for MKB (SMB) companies of roughly 25–150 employees. Its core delivery rests on the proprietary K2 MAC marketing automation platform (with CDP, behavioral flows and CRM integration) and the Aion AI lead generation platform, supplemented by HubSpot-certified services, Mautic-based marketing automation, customer journey design, SEO/content marketing and AI-driven segmentation. Revenue is generated primarily through professional services engagements (retainers and project-based consulting) sold to companies in ICT, consultancy, energy and technical/construction sectors.

Product overview

K2 Marketing is a strategic B2B marketing agency that combines demand generation and lead generation into an integrated approach for SMB companies. The core offering consists of K2 MAC (their proprietary marketing automation platform with CDP, behavioral flows, and CRM integration) supplemented by AI-powered lead generation through Aion, HubSpot services, and marketing automation using Mautic. The company specializes in data-driven, technology and AI-supported marketing with services including customer journey mapping, lead scoring, and CRM integration. They operate from offices in the Netherlands (Haarlem) and Portugal (Tábua) serving B2B sectors like ICT, consultancy, energy, and technical companies.

Differentiator

Problem solved

Functional benefit

Brands

• K2 MAC: Marketing automation platform developed by K2 Marketing for B2B customer journey management, behavioral-driven personalization, and CRM integration.

Products and services

• K2 MAC (K2 Marketing Automation Centre) Proprietary B2B marketing automation platform developed by K2 Marketing that combines customer data management, behavioral-driven flows, lead nurturing, and CRM integration. Built specifically for B2B complexity with features including a Customer Data Platform (CDP), behavioral segmentation, multi-channel campaigns (email, web, forms, workflows), and sales-marketing alignment. Sold and implemented for B2B clients of K2 Marketing.
• Aion – AI Lead Generation Platform AI-powered lead generation platform offered by K2 Marketing that uses artificial intelligence to identify, qualify, and score potential customers as part of an integrated demand and lead generation approach for B2B clients.
• HubSpot Services Professional services delivered as a HubSpot-certified partner, covering HubSpot CRM implementation, onboarding, optimization, audits, training, dashboard configuration, sales-marketing alignment, and lifecycle-stage design for MKB B2B clients.
• Marketing Automation Services Marketing automation delivery using platforms such as Mautic and K2 MAC, covering email campaigns, lead nurturing flows, behavioral segmentation, CRM integration, and campaign management for B2B companies.
• Rendering (SEO, LinkedIn, Content & Strategic Consulting) Specialized B2B marketing services including SEO optimization, LinkedIn automation, content creation, and strategic consulting for B2B companies, packaged under the Rendering offering on the K2 Marketing website.
• Demand Generation Service Strategic marketing service focused on creating awareness and interest before customers actively search, combining content marketing, SEO, social media marketing, webinars, and thought leadership to build brand preference and top-of-mind awareness for B2B clients.
• Lead Generation Service Proactive outreach services including cold calling, email campaigns, LinkedIn automation, direct mail, and event marketing, designed to be combined with demand generation for a balanced B2B marketing approach.
• Customer Journey Mapping Service to design and map B2B customer journeys with multiple touchpoints including LinkedIn outreach, educational content, follow-up conversations, personalized cases, stakeholder activation, proof/references, and commercial closing.

Quantifiable outcome

• 1 whitepaper + 1 campaign = 6 new accounts for a construction materials manufacturer
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability9 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• HubSpotcoreTechnology or IntegrationK2 Marketing is a HubSpot-certified partner providing HubSpot services including implementation, auditing, training, CRM optimization, dashboard setup, and lifecycle stage configuration. HubSpot is the primary technology platform the agency uses and resells expertise around for MKB clients.
• MauticcoreTechnology or IntegrationK2 Marketing uses Mautic as a marketing automation platform and implements it for clients. They have developed a full integration between their K2 MAC platform and Mautic with Lightspeed e-commerce. Mautic is available in more than 35 languages and used globally for email campaigns, behavioral analysis, contact segmentation, and CRM integrations.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Netprophets: Dutch HubSpot Elite partner specializing in inbound marketing, marketing automation, and content for B2B — overlapping HubSpot-centered service model with K2.
• TKW (The Knowledge Worker): Dutch content and inbound marketing agency specialized in B2B technology and SaaS clients, with HubSpot partnership — direct competitor in Dutch B2B tech marketing services.
• WeAreBrain: Benelux-based creative tech and marketing agency offering digital strategy, content, and marketing automation — overlapping ICP and service lines with K2 in Dutch/Benelux B2B.
• Brainbrothers: Dutch B2B growth marketing agency focused on demand generation, content marketing, and HubSpot/Mautic implementations — directly comparable in technology stack and Dutch MKB ICP.
• Leadfabric: B2B marketing agency specializing in demand generation, lead nurturing, and marketing automation for tech and SaaS clients across Europe — directly comparable in ICP (B2B mid-market, often tech) and service portfolio.
• Blossom B2B: Award-winning B2B digital marketing agency focused on demand generation, content, and marketing automation for tech companies — closely matches K2's B2B tech focus and HubSpot/Mautic-style tooling.
• Newance: European B2B growth marketing agency providing demand generation, ABM, and marketing automation for tech companies — comparable service mix and ICP across Europe.
• Swordfish Agency: Dutch full-service digital marketing agency with B2B demand generation, content, SEO, and marketing technology services — competing for the same Dutch MKB B2B clients.
• The Marketing Surgery: Dutch-based B2B marketing consultancy offering demand generation, content, and HubSpot implementation — a regional direct peer with very similar positioning to K2 Marketing in the Netherlands.

Broad incumbents

• Adwise: Larger Dutch digital marketing agency offering performance marketing, content, SEO, and data-driven campaigns for B2B and B2C clients — broader portfolio but overlapping B2B MKB customer base in the Netherlands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/k2marketing
• Xx.com/k2_dm
• Facebookfacebook.com/k2dialoogmarketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about K2 Marketing