Thought leadership for Dutch SaaS


Owlin, an AI SaaS for Third-Party Risk Management (TPRM) and Market Intelligence helps large companies structure news and integrate risk and market insights into daily workflows. Biggest challenge for 2022: significantly increase inflow of high-quality prospects while gaining thought leadership. Using internal knowledge and expertise as a competitive advantage. Together with Owlin, Gradient set out to develop a strong multi-channel approach to thought leadership as part of a demand generation strategy. Continually share and validate value propositions through a variety of messages and channels.


After carefully laying the groundwork by thoroughly validating the ideal customer profiles (ICP) and personas, we could get right to work. The goal was to unconditionally inform these ICPs (no gated content!) by providing valuable information about TPRM, primarily in the form of white papers. Helping our audiences make informed decisions relevant to their stage of purchase. This content was distributed through a hyper-targeted LinkedIn campaign.


Sales leads coming from marketing are well taken care of before they are passed on to sales, paving the way for explosive revenue growth. Our enterprise-level KPI dashboard provides real-time insights into lead stages and the overall sales cycle for continuous improvement.

Achieving sustainable growth - especially in challenging market conditions - requires a combination of longer-term strategic planning and strong tactical execution. Both result-oriented. Working with Gradient has resulted in short-term revenue impact while structurally growing the top of our funnel. We are ready for growth!

Stefan Pekel, Chief Growth Officer Owlin

Can we help you too?

Get in touch! We’ll be happy to look at your case.

More cases