Agency Account Executive - Benelux

Overview

You sell TrackBee—a data platform that helps performance marketing agencies improve their ad results—to agencies across the Netherlands and Benelux. You handle the entire sales process: prospecting agencies, running demos, negotiating contracts, and closing deals. No SDR support, no hand-holding. You're building a territory from scratch in a specific vertical.

Role Snapshot

Company Context

Stage: Early-stage/growth (12 employees, scaling across Europe)

Size: ~12 employees

Growth: Actively hiring, expanding into new European markets, momentum with agency customers

Market Position: Niche player in ad performance analytics—focused on agencies specifically, not the broader martech space

GTM Reality

Pipeline Sources:

• 70-80% Outbound - Cold outreach to agencies on LinkedIn, email sequences, some cold calling
• 20-30% Referrals/Word-of-mouth - Agencies talk to each other; a happy customer can open doors
• Minimal Inbound - Small company, limited marketing engine

SDR/AE Structure: No SDR support. You prospect, qualify, demo, close, everything.

SE Support: No dedicated SE. You run demos yourself and need to understand the product deeply.

Competitive Landscape

Main Competitors: Other ad attribution tools, agencies' in-house dashboards, Google Analytics/Meta's native reporting, broader martech platforms

How They Differentiate: Built specifically for agencies managing multiple clients, focuses on improving actual ad performance (not just reporting), integrates with agency workflows

Common Objections: "We already have dashboards," "Can't we just use GA4 for this?", "Our clients won't pay for another tool," pricing concerns, switching costs

Win Themes: Better data = better client results = agency retention/growth, purpose-built for agencies vs generic analytics tools

What You'll Actually Do

Time Breakdown

Prospecting (40%) | Active Deals (35%) | Internal/Admin (25%)

Key Activities

• Prospecting agencies: Build lists of Dutch/Benelux performance agencies, research their client rosters and ad channels, send personalized LinkedIn messages and emails. Most won't respond. You're trying to book 8-12 discovery calls per week.
• Running discovery and demos: Talk to agency founders, heads of paid media, or client services directors. Understand their ad stack (Meta, Google, TikTok, etc.), attribution challenges, and client retention issues. Demo how TrackBee surfaces insights they're missing. You're doing 5-7 of these per week when pipeline is healthy.
• Following up and negotiating: Chase prospects for next steps, send proposal follow-ups, handle pricing objections, loop in their finance/ops teams. Agencies are busy—you'll do a lot of "just checking in" and rescheduling.
• Internal coordination: Weekly pipeline reviews with founders, product feedback from prospects, documenting deals in CRM, coordinating onboarding handoffs when you close.

The Honest Reality

What's Hard

• You're doing all the prospecting yourself. No one is booking meetings for you. Building pipeline takes consistent effort and you'll hear "no" a lot.
• Agencies are skeptical of new tools—they've seen plenty of analytics platforms. You need to quickly prove you understand their world (client retention, performance pressure, margin squeeze).
• Deals can stall when agencies want to "test with one client first" or wait for budget to free up. You'll have deals sitting in your pipeline for months.
• You're selling in a specific vertical (agencies) in a specific region (Benelux). Your TAM isn't massive—you need to work your territory intelligently and not burn bridges.
• Early-stage company means some features prospects ask for don't exist yet. You'll field a lot of "can it do X?" questions and have to sell the roadmap.

What Success Looks Like

• Close 1-2 new agency customers per month consistently
• Build a healthy pipeline of 20-30 active opportunities at various stages
• Hit €400-500K in new ARR per year (your quota is likely in this range based on OTE)
• Get agencies to renew and expand—your reputation in the Benelux agency community matters long-term

Who You're Selling To

Primary Buyers:

• Agency founders or managing directors (at smaller agencies)
• Heads of Paid Media or Performance Marketing (at mid-sized agencies)
• Client Services Directors or COOs (who care about client retention)

What They Care About:

• Improving client results (better ROAS, clearer attribution) so clients stay longer
• Efficiency—can they manage more clients without hiring more people?
• Making their team look good with better reporting and insights
• Cost vs value—will their clients pay for this or does it come out of agency margin?
• Ease of use—they don't want another complicated tool their team won't adopt

Requirements

• 2-4 years of B2B sales experience, ideally selling SaaS to agencies or marketing tools
• Comfortable with full-cycle sales—you've prospected, run demos, and closed deals before
• Understanding of digital advertising (Meta, Google Ads, attribution, performance metrics)
• Fluent in Dutch and English
• Based in or willing to work hybrid in the Netherlands
• Self-sufficient—you can build your own pipeline and don't need constant direction
• Comfortable in an early-stage environment where things change fast and you have to figure stuff out