Merit Koutstaal is a freelance content strategist and fractional Head of Content, and founder of The Content Game. For 10+ years she’s helped B2B (and B2C) marketing teams turn content into pipeline — not just impressions. She’s worked with brands like Salesforce, ABN AMRO, Rabobank, Shell, Rituals and Otrium, building content strategies, KPI frameworks and tone-of-voice systems that scale across markets. Based in the Netherlands, working internationally.
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Salesforce — Quality over quantity
B2B SaaS · 7 countries (Benelux + Scandinavia) · Since 2021
Challenge: High content output, low clarity on ROI. No KPI framework, underperforming paid sponsorships, no cohesive strategy across markets.
Approach: Cut volume, doubled down on quality. Built a KPI framework to guide production decisions, streamlined workflows with AI, relaunched employee advocacy, then rolled the model out from the Netherlands to Norway, Sweden, Finland and Denmark.
Results:
+2,412% YoY impressions (NL)
+364.6% social engagement
LinkedIn followers: 42K → 64K+ (+54%)
All 5 markets beat Salesforce’s international benchmark (4.45%)
“Merit combines strategic vision with a hands-on approach to deliver consistent, innovative solutions with measurable results.” — Dennis Stoutjesdijk, Director Region North, Salesforce
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