Sjoerd Terlouw

Why this persona fits the audience

Owns a 5-person lead gen agency in Amsterdam serving SaaS and professional services clients across Europe. Uses Apollo and custom spreadsheets to assemble and score prospect lists, because each client wants slightly different vertical, geography, and seniority filters.

• Age: 41
• Location: Amsterdam, Netherlands
• Occupation: Founder, Lead Generation Agency
• Income: €96k owner draw
• Education: Bachelor's degree
• Company size: 5
• Years in role: 8

“The real art of lead generation isn't just finding names; it's about understanding the precise angle each client needs to hit their target.”

Sjoerd Terlouw, a 41-year-old founder based in Amsterdam, has carved out a niche in the competitive European market for lead generation. Armed with a Bachelor's degree and an entrepreneurial spirit, he established his 5-person agency eight years ago, focusing on serving SaaS and professional services firms. His agency's core competency lies in meticulously crafting prospect lists, a process he's refined using a combination of Apollo.io and intricate custom spreadsheets. This bespoke approach is born from the necessity of catering to diverse client demands for specific verticals, geographies, and seniority levels across the continent. Sjoerd's work ethic is characterized by a strong drive for client delivery and a keen commercial focus, always prioritizing speed and efficiency in his operations. He's deeply invested in the outbound sales process, constantly seeking ways to optimize it through automation and data intelligence. His recent strategic decisions have centered on improving the accuracy and speed of prospect list assembly, recognizing it as a critical bottleneck. He recently decided against adopting a new, expensive CRM system, opting instead to invest more time in refining his existing spreadsheet logic and Apollo.io workflows, believing he can achieve similar results with less overhead. This pragmatic approach reflects his financial discipline; he reinvests heavily in his business and values long-term stability over immediate, flashy gains. Sjoerd sees time as a valuable commodity, both for himself and his clients, and his entire operational framework is built around maximizing its effective use. He's not driven by status but by the satisfaction of building a robust, efficient business that consistently delivers tangible results for its clients, positioning himself as a reliable partner in their growth.

Background & daily life

A day in their life

Sjoerd's typical weekday begins around 7:00 AM with a run or gym session. By 9:00 AM, he's at his desk, reviewing overnight campaign reports and emails. The morning is usually dedicated to client calls, refining prospect criteria, and strategizing with his team on list building for new campaigns. Lunch is often a quick affair, eaten at his desk while catching up on industry news. Afternoons involve deeper dives into data analysis, performance reviews, and working on business development initiatives. He aims to wrap up by 6:30 PM, often followed by a social engagement or personal hobby, before preparing for the next day.

Lifestyle

Sjoerd lives in a modern apartment in the vibrant Oud-Zuid district of Amsterdam. He enjoys a routine that balances his work and personal life; starting each day with a brisk morning run along the Amstel River before brewing his favorite single-origin coffee. He’s an avid cyclist, often riding his bike to work, and has a passion for gourmet cooking, frequently experimenting with new Dutch recipes. Sjoerd values fitness and often attends a CrossFit class in the evenings. He maintains a social circle of friends and family, hosting dinner parties occasionally. His financial habits are disciplined, focusing on reinvesting in his business and securing his future, rather than extravagant spending.

Work life

As the founder of a 5-person lead generation agency, Sjoerd's days are a constant juggle between client management, team oversight, and strategic business development. He spends a significant portion of his time refining prospect list criteria with clients, ensuring the Apollo.io and custom spreadsheet systems accurately capture niche requirements for verticals, geographies, and seniority levels across Europe. He's deeply involved in the outbound strategy for his clients, often reviewing campaign performance and iterating on messaging. The pressure to deliver consistent, high-quality leads is ever-present, driving his focus on efficiency and speed.

Relationships

Sjoerd is single and lives alone, but maintains close ties with his parents and a younger sister who lives in Utrecht. His core group of friends, mostly met during university and through cycling clubs, are a vital support system. He values their honest opinions and often discusses business challenges with a few trusted entrepreneurial friends.

How they decide

Sjoerd is primarily analytical and research-driven, especially when it comes to business tools and processes. He weighs efficiency, scalability, and demonstrable ROI heavily. While he values speed, he won't rush into a decision without understanding the implications and comparing alternatives, often creating detailed pros and cons lists. He's also influenced by the practical experiences of other agency owners he follows online.

How they sound

Sjoerd speaks with a clear, measured cadence, often using precise business terminology. His English is fluent but carries a subtle Dutch accent. He tends to be direct and avoids overly casual slang, preferring a professional yet approachable tone. He's articulate and can explain complex processes simply, but can become slightly more animated when discussing new sales strategies or technological advancements. He avoids vague statements and prefers concrete examples.