For machine builders and suppliers in the food chain
Food tech doesn’t win
on technology alone.
It wins on fit.
Your customers don’t buy specs. They buy reliability, food safety and margin. We find out what they really weigh up, sharpen your proposition and give your sales team a story that wins.
What you get
1
30+ years of combined experience in customer insight, B2B marketing and sales, in food and tech.
2
Seniors only. You always work with Maartje and Stefan. No juniors, no handovers.
3
We dive into your world. Your technology, your customers.
4
Short lines. Call us directly. We respond within one working day.
What we do
In every project we bring R&D, product management, sales and marketing around one table.
For machine builders and other companies in the food chain that sell business to business. We start with your question and bring in what is needed, from a single round of interviews to support through a full launch.
01 Understand
Market research
Building the next product without knowing what customers will need is expensive guesswork. We find out who decides, what they need and where your offer falls short, by talking to your customers and their customers. Every study answers two questions: so what, and now what?
Includes
Customer and decision-maker interviews
Customer satisfaction and loyalty research
Win/loss analysis and competitor perception
Buying journey and decision-maker mapping
02 Define
Proposition management
Great technology is not yet a great offer. We turn what we learn about customers into one clear proposition: who it is for, what it promises, why it beats the alternatives and what it is worth. The foundation for everything you build, say and sell.
Includes
Segmentation and target customer choice
Value proposition and key messages
Positioning against competing solutions
Pricing and value quantification
03 Win
Marketing & sales
A strong proposition still has to reach the market. We build the marketing strategy and campaigns to enter and grow in markets, and give your sales team the pitch and training to turn interest into conversations. Developed with your own people, so the market hears one story.
Includes
Go-to-market and marketing strategy
Campaigns and content
Sales pitch, decks and playbooks
Sales training and coaching
All three, for one new opportunity
Business development
Going all in on a new product is costly if the strategy isn’t right. We research the fit, the size of the market, the timing and how your proposition holds up against competing solutions. As a fractional partner, without a permanent hire. The result: go ahead, adjust or stop.
Includes
Market size, timing and competing solutions
Validation of the proposition with potential customers
Partner and channel exploration
Business case and go, adjust or stop recommendation
Meet the team
Based in southern Spain. Remote where possible, on site when it matters.
Maartje
Customer insight & marketing
Maartje has been asking why people buy what they buy since her student days. After 16 years in customer insight, first in B2C and later in B2B, she knows how to turn research into choices. In 2015 she also started her own food start-up, so she knows the food chain first-hand, from production line to retail shelf.
Stefan
Business development & sales
Stefan spent his career in international business development and sales leadership at Dutch tech companies, building sales channels and launching new products. Since 2022 he brings that experience to Blik Insights, helping clients build propositions and pitches around what customers truly need.
Want to talk?
A 30-minute call. No pitch, no obligation.
Maartje
maartje@blikinsights.nl
Stefan
stefan@blikinsights.nl