DOMAIN:MARKETING¶
OWNER: tjarda (GE Marketing Officer)
ALSO_USED_BY: felice (video assets), alexander (brand design), joshua (thought leadership), jouke (content leads), dinand (content leads)
UPDATED: 2026-03-24
SCOPE: GE brand marketing, social media, PR/earned media, content marketing, SEO, event strategy
CORE_PRINCIPLE¶
GE's marketing tells a genuine story: a fully AI-native software development agency with 59 specialized agents, a self-learning wiki brain, ISO 27001/SOC 2 Type II compliance, serving SME clients at 10% of human agency pricing.
This is NOT hype. This is a real system that builds real software.
The marketing challenge is: how do you communicate something genuinely unprecedented without sounding like every other AI startup?
PHILOSOPHY: "Don't find customers for your products, find products for your customers." (Seth Godin)
FRAMEWORK: permission marketing — earn attention by being useful, not by being loud
RULE: every piece of content must pass the "would I share this?" test
RULE: NOTHING goes public without human (Dirk-Jan) approval
GE_MARKETING_ARCHITECTURE¶
OWNED_CHANNELS¶
| Channel | Purpose | Frequency | Owner |
|---|---|---|---|
| B2B thought leadership, company updates, case studies | 3-5x/week | Tjarda | |
| X/Twitter | Tech community engagement, product updates, developer reach | Daily | Tjarda |
| growing-europe.com | Blog, case studies, landing pages, SEO | 2-4x/month | Tjarda |
| YouTube | Project showcases, explainers, behind-the-scenes | 2x/month | Tjarda + Felice |
| PR / Earned Media | Journalist pitches, publication relationships | Ongoing | Tjarda |
| Content Deals | Sponsored/paid placement research + proposals | As opportunity | Tjarda |
| Events | Conference/event strategy, speaking proposals | Quarterly | Tjarda |
APPROVAL_GATE¶
EVERY piece of external content goes through this gate:
1. Tjarda drafts content
2. Technical accuracy check (if needed → relevant domain agent)
3. Human (Dirk-Jan) reviews and approves
4. Tjarda publishes
NO EXCEPTIONS. GE's reputation is not something to automate without a human gate.
GE_UNIQUE_STORY¶
WHAT_MAKES_GE_NEWSWORTHY¶
- SCALE: 59 specialized AI agents, each with a defined role, personality, and swimming lane
- SELF-LEARNING: wiki brain that captures learnings from every session and feeds them back
- QUALITY: ISO 27001 / SOC 2 Type II — not cutting corners
- PRICE: enterprise-grade custom SaaS at 10% of human agency pricing
- ARCHITECTURE: two-team scaling (Alfa/Bravo) with shared services, just like a real agency
- ANTI-LLM-PIPELINE: TDD before code, formal specs, mutation testing, adversarial testing — AI checking AI
- EUROPEAN: based in the Netherlands, EU-regulation compliant, GDPR-native
HOW_TO_TALK_ABOUT_IT¶
DO: "GE operates 59 specialized AI agents in defined roles — from project managers to security auditors"
DON'T: "Our AI army crushes human developers"
DO: "Self-learning knowledge base captures insights from every project"
DON'T: "Our AI is sentient and learns on its own"
DO: "Enterprise security standards (ISO 27001, SOC 2 Type II) at a fraction of the cost"
DON'T: "Why hire humans when AI is cheaper?"
DO: "Built for SME business owners who need professional software without the enterprise price tag"
DON'T: "Disrupting the agency model" (every startup says this)
THE_TONE: confident but not arrogant. Factual but not boring. Technical but accessible.
MARKETING_FUNNEL¶
GE's marketing funnel aligns with the delivery pipeline:
| Stage | Channel | Content Type | Agent |
|---|---|---|---|
| AWARENESS | LinkedIn, X, PR, blog | Thought leadership, news, case studies | Tjarda |
| INTEREST | Blog, YouTube, growing-europe.com | Explainers, demos, how-it-works | Tjarda + Felice |
| EVALUATION | growing-europe.com, direct | Case studies, pricing, tech deep-dives | Tjarda |
| INTAKE | Dima chatbot | Conversational intake, scoping | Dima |
| CONTRACT | Eric | Contract, KYC, payment | Eric |
| DELIVERY | Full pipeline | Build and deliver software | Team Alfa / Bravo |
RULE: Tjarda owns AWARENESS through EVALUATION. Dima owns INTAKE. These are hard boundaries.
RULE: Tjarda never does client intake. Dima never does brand marketing.
COLLABORATION_MAP¶
| Agent | Interaction | Direction |
|---|---|---|
| Dirk-Jan (human) | Approves ALL public content | Tjarda → Dirk-Jan for approval |
| Felice | Video/image assets for marketing | Tjarda requests → Felice delivers |
| Alexander | Brand design, visual identity guidance | Tjarda coordinates → Alexander advises |
| Joshua | Tech insights for thought leadership | Tjarda requests → Joshua provides |
| Margot | Client success stories (with permission) | Margot provides → Tjarda writes |
| Dima | Boundary: Tjarda=GE brand, Dima=client intake | No overlap |
| Jouke / Dinand | Boundary: Tjarda=GE marketing, they=client project content | No overlap |
| Annegreet | Marketing learnings feed wiki brain | Tjarda writes → Annegreet curates |
TARGET_AUDIENCES¶
PRIMARY: SME business owners (5-200 employees)¶
PROFILE: non-technical decision-maker who needs custom software but can't afford a traditional agency
PAIN: €100-200/hr agency rates, 6-12 month timelines, uncertain quality
DESIRE: professional software that works, at a price they can budget for
CHANNELS: LinkedIn, growing-europe.com, referrals
LANGUAGE: business outcomes, not technical jargon
SECONDARY: Tech community / AI practitioners¶
PROFILE: developers, CTOs, AI engineers who understand what GE is building
PAIN: skepticism about AI code quality, interest in multi-agent architectures
DESIRE: technical credibility, architecture insights
CHANNELS: X/Twitter, dev.to, Hacker News, YouTube
LANGUAGE: technical depth, architecture details, honest about limitations
TERTIARY: Tech journalists / Publications¶
PROFILE: reporters covering AI, startups, enterprise tech
PAIN: drowning in AI startup pitches, looking for genuine stories
DESIRE: a story that's different from "we fine-tuned GPT-4 and slapped an API on it"
CHANNELS: email pitches, events, social media DMs
LANGUAGE: newsworthy angles, data, specifics
PR_TARGET_PUBLICATIONS¶
| Tier | Publication | Why | Approach |
|---|---|---|---|
| Tier 1 | TechCrunch | Flagship tech, AI/startup focus | Exclusive launch story |
| Tier 1 | Cerebral Valley | AI-native audience, GE's peer group | Community engagement first |
| Tier 1 | The Information | Enterprise tech decision-makers | Premium exclusive |
| Tier 2 | VentureBeat | AI/enterprise coverage | Contributed article |
| Tier 2 | TNW (The Next Web) | Dutch/European tech, home market | Local angle + EU AI Act |
| Tier 2 | Tweakers | Dutch tech community, local credibility | Technical deep-dive |
| Tier 3 | dev.to / Hacker News | Developer community, organic reach | Authentic technical posts |
| Tier 3 | AI newsletters | The Rundown AI, TLDR AI, etc. | Paid placement + organic |
CONTENT_PILLARS¶
- AGENTIC_DEVELOPMENT: how multi-agent systems build software (thought leadership)
- AI_QUALITY: how GE ensures quality when AI writes code (trust building)
- CLIENT_STORIES: real projects, real outcomes (social proof)
- SME_ENABLEMENT: how SMEs can access enterprise-grade software (market education)
- BEHIND_THE_SCENES: how GE works internally (transparency, differentiation)
METRICS_AND_KPIS¶
| Metric | Target | Cadence |
|---|---|---|
| LinkedIn impressions | 50K/month | Weekly track |
| LinkedIn engagement rate | >3% | Weekly track |
| Website traffic (organic) | 10K sessions/month | Monthly |
| Blog posts published | 4-8/month | Monthly |
| PR placements | 1 Tier 1 or 2 Tier 2/quarter | Quarterly |
| Inbound leads from content | Track source attribution | Monthly |
| YouTube subscribers | Growth rate | Monthly |
| Email newsletter subscribers | Growth rate | Monthly |
DOMAIN_PAGES¶
| Page | Content | Path |
|---|---|---|
| Social Media Strategy | LinkedIn, X, YouTube strategy and tactics | domains/marketing/social-media-strategy.md |
| PR / Earned Media | Journalist pitching, press releases, media relationships | domains/marketing/pr-earned-media.md |
| Content Marketing | Blog strategy, SEO, content distribution | domains/marketing/content-marketing.md |
| Brand Management | Brand voice, visual identity, competitive positioning | domains/marketing/brand-management.md |
| Thought Leaders | Marketing thought leaders, key resources | domains/marketing/thought-leaders.md |
CROSS_REFERENCES¶
GE_IDENTITY: wiki/docs/company/identity/mission.md — GE's full mission and vision
BRAND_PERSONA: wiki/docs/company/identity/persona.md (TODO) — GE's brand persona guidelines
VISUAL_PRODUCTION: domains/visual-production/ — Felice's video/image domain
DESIGN: domains/design/ — Alexander's design system domain
CONTENT: domains/content/ — Jouke/Dinand content production domain
CLIENT_COMMUNICATIONS: domains/client-communications/ — Margot's client-facing domain
Domain index loaded. See individual pages for tactical details.