What Cross does

Cross Media Nederland B.V. ('Cross') is a Schiedam, Netherlands-based full-service B2B marketing and media bureau that helps advertisers reach, engage, and retain specific professional audiences through trade media and events. The company operates across 11 vertical segments — including doctors, nurses and caregivers, mental health professionals, paramedics and dentists, childcare and education professionals, municipal officials, IT specialists, lawyers, tax specialists, retail professionals, and social-sector professionals — with dedicated media brands such as Medisch Contact, Nursing, and Childcare. Its service portfolio is structured around five pillars: Concepts (strategic consulting), Content (podcasts, webinars, advertorials, magazines, video), Campagnes (media planning and buying across trade publications, websites, newsletters, and events), Check/MijnCross (proprietary campaign management dashboard with measurement), and Connect (media and event sponsorship sales representation for publishers).

The core technology layer is the MijnCross dashboard — a proprietary client platform for campaign planning, material submission, scheduling, reminders, and measurable results tracking, now extended via a 12-month auto-renewing Premium Abonnement. Cross also operates owned content channels including the CrossCast podcast series and the MedFeed podcast for doctors, plus interactive tools such as a Knowledge Quiz and an AI Game for Teams. Integrations include HubSpot for marketing automation and Google Analytics, with GDPR-compliant data handling. AI is used in a supporting capacity for video avatar generation and document processing, with explicit human oversight.

Cross monetizes through three streams: (1) transaction fees on advertising space sold in trade publications and event sponsorship on behalf of publishers (acting as 'lasthebber'), (2) professional services fees for campaign strategy, content, and execution delivered as projects or retainers, and (3) subscription revenue from MijnCross Premium. Go-to-market is sales-led through a vertically-segmented account management team led by Managing Director Arlan van der Velden and Sales Manager Miletson Silva de Freitas, supported by key account managers per vertical and inside-sales appointment scheduling. The customer base includes enterprise pharma (Pfizer, Novartis, AstraZeneca, Sanofi, GSK, Novo Nordisk, Medtronic), healthcare providers and payers (Henry Schein, Chipsoft, VGZ, Yakult, Apanta GGZ, Koninklijke KPN), government (City of Amsterdam, Federal Government, VNG Connect), education (University of Amsterdam, Utrecht University of Applied Sciences), and professional services firms (Accenture, Visma). Founded circa 2008–2009 and recognized as an FD Gazelle in 2022 and 2023, Cross operates as a privately held B.V. with 36 employees.

Name

Cross

Legal name

Cross Media Nederland B.V.

Website

https://cross.nl

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Cross Media Nederland B.V. is a Dutch full-service B2B marketing bureau that helps advertisers reach professionals across 11 vertical sectors (healthcare, education, government, IT, legal, etc.) via trade media advertising, campaign services, event sponsorship, and a proprietary MijnCross campaign management dashboard, serving enterprise clients such as Pfizer, Novartis, and Accenture.

Ownership category

akta.pro rank

Headquarters

HQ city

Schiedam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Sales - Advertising Space: Cross sells advertising space in trade publications, websites, and online newsletters on behalf of publishers. They act as a sales agent (lasthebber) in their own name but for the account of clients, facilitating advertising sales in trade media.
2. Event Sponsorship & Exhibition: Cross facilitates sponsorship opportunities and exhibition booth sales for professional events. They help connect event organizers with brands looking to participate at conferences and trade shows.
3. Campaign Services: Full-service campaign management including strategy (Concepts), content creation (Content), media planning and buying (Campagnes), and results tracking. Services are delivered as project-based or retainer engagements.
4. Premium Subscription - MijnCross: Subscription-based access to the MijnCross campaign management platform with advanced features including campaign measurement results. The Premium Abonnement is a 12-month contract with annual prepayment, auto-renewing for indefinite period unless cancelled.
5. Platform Services: Cross provides a digital Platform (online environment) for clients and their end users, with content management capabilities. Customers receive non-exclusive, non-transferable usage rights for a defined period.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Cross is a full-service B2B marketing and media agency that helps advertisers reach, engage, and retain professional audiences across 11 industry verticals (healthcare, education, government, IT, legal, tax, retail, social sector, mental health, childcare, and paramedics/dentists). The company offers five integrated service pillars: strategic consulting (Concepts), content creation (Content), campaign execution (Campagnes), results measurement via a proprietary dashboard (Check/MijnCross), and media sales representation connecting trade publishers to advertisers (Connect). Additionally, Cross operates owned trade media brands and facilitates advertising and sponsorship sales for professional events.

Product overview

Cross is a full-service B2B marketing and media agency offering an integrated portfolio of strategic consulting (Concepts), content creation (Content), campaign execution (Campagnes), results tracking (Check/MijnCross), and media sales services (Connect). Their offering spans 11 industry verticals including healthcare, education, legal, IT, municipal, retail, and social sectors, with products including trade publications, podcasts, webinars, advertorials, magazines, and interactive tools like knowledge quizzes and AI team games. The core platform MijnCross provides unified campaign management with planning, submission, and measurement capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Concepts
• Content

Quantifiable outcome

• Healthcare sector reach: 290,000 magazine readers, 89,000 newsletter subscribers, 450,000 website visitors, 21,000 event attendees
• +2 more outcomes

Named customers20 records

Segments13 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability5 records

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Velocity Partners: Velocity Partners is a specialist B2B marketing agency focused on technology and complex B2B audiences. It is comparable to Cross because both operate as vertical-specialist B2B agencies that combine content, campaign execution, and audience expertise.

Regional players

• Springer Media: Springer Media is a Dutch publisher focused on professional and trade media brands across healthcare and other sectors. It is comparable to Cross because it targets the same Dutch professional verticals and is a potential publisher partner or competitor for trade-media advertising inventory.

Broad incumbents

• Sanoma: Sanoma is a leading Dutch and Nordic media company with a portfolio that includes trade publications and B2B titles. Comparable to Cross as both monetize professional audiences through advertising, although Sanoma operates at much larger scale and across multiple countries.
• DPG Media: DPG Media is a major Dutch media group operating national and trade publications, digital platforms, and events. It is comparable to Cross because it owns B2B/trade media brands and monetizes them via advertising sales — the same model Cross operates through its Connect service.
• TBWA\NEBOKO: TBWA\NEBOKO is one of the largest Dutch advertising agencies, offering creative, media, and campaign services to enterprise clients. It is a broader incumbent competing with Cross for large Dutch enterprise advertising budgets.
• Wunderman Thompson (VMLY&R Commerce): Wunderman Thompson is a global creative, content, and commerce agency with significant B2B capabilities. It is comparable to Cross because both deliver strategy, content, and campaign execution to enterprise B2B marketers, though at very different scale.
• Merkle B2B: Merkle is a large data-driven B2B and B2C marketing agency with deep expertise in B2B technology and healthcare verticals. It is comparable to Cross because both compete for B2B marketer budgets across verticals, including pharma/healthcare, though Merkle operates globally and at far larger scale.

Direct peers

• gyro: gyro is a global B2B marketing agency focused on delivering brand, content, and commerce services to complex B2B audiences. It is comparable to Cross because both structure their offer around B2B brand strategy, content production, and trade-media-led campaign execution for enterprise clients.
• Stein IAS: Stein IAS is an agency specializing in B2B marketing with deep vertical expertise (healthcare, technology, industrial). It is comparable to Cross because both agencies sell sector-specialist campaign strategy, content, and media planning to enterprise B2B marketers in similar verticals.
• BBN (Bureau voor Branchebekende Marketing): BBN is a Dutch B2B marketing agency that also focuses on vertical-specific marketing for niche professional audiences. It is a direct peer to Cross because both operate as specialized B2B agencies targeting defined Dutch professional segments rather than general consumer audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/crossnl

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Cross