# Message test — https://www.umbau.be/ After reading your page, only 5 of 15 personas could name a reason to pick you over a similar option. - **Page tested:** https://www.umbau.be/ - **Audience tested against:** Marketing and communication directors at Belgian mid-sized B2B companies (100–1,000 employees; tech, industrial, mobility, services) and communication leads at Flemish, federal and EU public bodies. They have a complex offer, technology or policy that is hard to explain, and look for an embedded strategic and creative partner rather than a large network agency. NOT for B2C retail brands or startups without a marketing budget. - **Personas:** 15 simulated - **Report:** https://grader.wynter.com/r/b2b-agency-umbau-simplify-complexity-VTSsK1A > These answers are generated by AI, scored on Wynter's B2B Message > Layers framework using behaviorally-diverse simulated personas. The > methodology is real and the critique is directional. What a simulated > persona cannot have is a live budget, a renewal coming up, or a boss > asking about this quarter. --- ## 01 · The scores Every persona answered all four questions. These are four independent proportions of the same panel, not stages of a funnel. | Layer | Question | Cleared the bar | Strength | Of those who passed | | --- | --- | --- | --- | --- | | 1. Clarity | Do they understand what you do? | 15/15 | 94% | 11 without hesitation, 4 with reservations | | 2. Relevance | Can they tell what it solves, and who it's for? | 15/15 | 81% | 2 without hesitation, 13 with reservations | | 3. Value | Do they actually want it? | 11/15 | 63% | all with reservations | | 4. Differentiation | Is there a reason to pick you over the alternatives? | 5/15 | 41% | all with reservations | **Brand alignment** (a side metric, not one of the four layers) — 13/15, 70% strength (all with reservations). Does the page read like the company you actually are? **Fix first: Differentiation.** Earliest failing layer, walking the sequence in order — not simply the lowest score. --- ## 02 · What to change, layer by layer Ordered worst-first. Specific edits, not a restatement of the score. ### Differentiation **Add a result number to each case study card, starting with the Promat block.** The Promat card says campaigns are 'schaalbaar' and 'impactvol' but never says what they produced. Put the outcome in the card: leads, reach, pipeline, launch time, with the period it covers. *effort medium · impact high · tested against Specifics beat superlatives* **Add one sector reference each for ICT, industry, healthcare and government beside the sector list.** The line 'In ICT. Industrie. Healthcare. Overheid. Consultancy.' names sectors but shows no work in them, so a technical buyer cannot see a comparable client. Link one named case per sector with its result. *effort medium · impact high · tested against Proof next to the claim* **Replace 'Wij kennen jouw uitdagingen als geen ander' with a specific reason to pick Umbau.** Any agency could write that line, and the logo wall alone is read as table stakes. State what Umbau does that others do not: team size, working method, sector depth, or how fast a campaign goes live. *effort low · impact high · tested against Give a reason to choose you* ### Value **Add before/after figures to the AE and FOD Gezondheid cases.** The cases describe what Umbau did but never what changed for the client. Give the starting point, the result and the timeframe, such as leads per month before and after. *effort medium · impact high · tested against Proof next to the claim* **Add a short line explaining how a project runs and what a client receives.** Think, Create, Grow and Strengthen read as labels, leaving a buyer unsure what they actually get or when. Add the deliverables, the typical duration and who from Umbau works on it. *effort medium · impact medium · tested against Tie the feature to the outcome* **Tie 'Grow' to a measured outcome instead of 'echte leads en duurzame groei'.** 'Slimme campagnes die echte leads en duurzame groei opleveren' promises a result without any size attached to it. Name a typical lead volume or pipeline increase from a real client. *effort low · impact medium · tested against Specifics beat superlatives* ### Clarity **State in the hero that Umbau is a Belgian B2B marketing agency.** Readers have to deduce from 'Daar komen wij naast je staan' whether this is software or a team of people. Say it outright in the opening line. *effort low · impact medium · tested against Lead with the use case* ### Relevance **Move 'Leadgeneratie hapert' to the front of the pain list and cut repeats.** Lead generation sits fourth in a scrolling list of eight pains, so the outcome buyers care most about looks like an afterthought. Lead with it and drop the duplicated items. *effort low · impact medium · tested against Front-load the meaning* ### Brand alignment (side metric) **Add a business-case line under the hero with a client result and figure.** The page speaks warmly to a marketing peer but gives a VP nothing to defend a budget with. One sentence with a named client and a number lets the page keep its tone and still pass vendor vetting. *effort low · impact medium · tested against Proof next to the claim* --- ## 03 · What is working ### The problem statement and target audience land immediately Ten points credit the page with naming the B2B sales-marketing misalignment problem and its audience explicitly and early, often via bullet points, rather than leaving buyers to infer it. Several said the stated gap matched their own situation. > "Merk mist impact," "Leadgeneration hapert," "Marketingplan ontbreekt uitvoering," "Marketing en sales werken niet samen" - that's the execution gap named almost verbatim > > — Marketing Lead, Professional Services, 501-1000 > The "Herkenbaar?" section lists the problems straight out — "Merk mist impact," "Marketingplan ontbreekt uitvoering," "Marketing en sales werken niet samen" — that's a clean list of pain points I recognize. > > — Marketing Director, Consulting, 501-1000 > It's a B2B marketing agency, basically — they even spell out the model with "Think, Create, Grow, Strengthen": strategy/positioning, content and campaigns, lead gen, and embedding people into your marketing team. > > — Marketing Director, Consulting, 501-1000 > Tone-wise, yes it's clearly aimed at someone like me - a marketing lead frustrated that "marketing en sales werken niet samen" and "leadgeneration hapert" - that's my exact daily headache spelled out. > > — Marketing Lead, Professional Services, 501-1000 > the "Herkenbaar?" section spells out the problems directly with bullet points like "Merk mist impact," "Marketingplan ontbreekt uitvoering," "Leadgeneration hapert," and "Marketing en sales werken niet samen" > > — Head of Communications, Mobility, 501-1000 > The tone does feel like it's written for someone like me - it's not consumer-fluffy, it names my actual internal friction > > — Marketing Lead, Professional Services, 501-1000 > The "Wat we doen" section names the problem directly — "Je positionering zit verspreid over verschillende hoofden. Marketing en sales vertellen elk hun versie" — that's basically my exact situation > > — Communications Lead, Healthcare, 501-1000 > What took longer was pinning down exactly what they DO about it — that only clicked once I hit the Think/Create/Grow/Strengthen breakdown and then the case studies (Promat, Vinçotte, AE), which is where the problem-to-solution link actually became concrete rather than just vibes. > > — Director of Marketing, Technology, 501-1000 ### The boutique Belgian agency framing fits the buyer context respondents expected Four points said tone and positioning resonate with target pain points and that the boutique-sized Belgian agency framing matches their company type and buyer context. > The tone does feel like it's written for someone like me: it names my actual internal problem ("Marketing en sales werken niet samen," "Marketingplan ontbreekt uitvoering") rather than generic marketing-speak, and that specificity is what made it land rather than feel like filler copy. > > — Director of Marketing, Technology, 501-1000 > I picture a mid-sized Belgian/Flemish B2B agency — not a huge international network, more a well-established boutique, probably 20-50 people given the tone and the fact they're naming individual team roles > > — Communications Lead, Healthcare, 501-1000 > Tone-wise, yes it's clearly aimed at someone like me - a marketing lead frustrated that "marketing en sales werken niet samen" and "leadgeneration hapert" - that's my exact daily headache spelled out. > > — Marketing Lead, Professional Services, 501-1000 > The tone does feel like it's written for someone like me - it's not consumer-fluffy, it names my actual internal friction > > — Marketing Lead, Professional Services, 501-1000 --- ## 04 · What the personas said ### Lead generation is buried rather than headlined One respondent said lead-gen improvement sits among multiple pain points instead of being positioned as the headline value, and another found the pain list unfocused. > Leadgeneration hapert") buried in a tag-cloud of pain points rather than the headline problem > > — Marketing Lead, Professional Services, 501-1000 ### Case studies carry no numbers, and that is the single most repeated complaint Eight points attack the case studies for lacking quantified results, before/after metrics, timeframes, or methodology. Only FOD Volksgezondheid was cited as having a hard reach figure; the AE case touches lead-gen but without metrics. > AE's "Exponentiële groei... dankzij een sterke marketing & sales alliantie" and "conversiegedreven website" is the closest thing to a relevant proof point for our lead-gen problem — but there are no numbers attached, no percentage lift, no timeframe > > — Communications Lead, Healthcare, 501-1000 > nothing on this page tells me how they'd get there or what changes in week one — it's all case studies (Barco, Proximus, AE) with outcome adjectives like "exponentiële groei" and no numbers, timelines, or specifics on the sales/marketing alignment piece specifically. > > — Marketing Director, Consulting, 501-1000 > there's no number anywhere on this page — no lead volume, no time-to-market improvement, no conversion lift, nothing like what I'd need to judge Vinçotte or AE's "exponentiële groei" claim. > > — Communication Director, Industrial Manufacturing, 501-1000 > "meer dan een half miljoen professionals bereikt" for FOD Volksgezondheid is the one hard figure on the whole page, and everything else (Promat, Proximus, OVAM) is described in adjectives like "schaalbaar" and "impactvol" with no before/after metric. > > — Director of Marketing, Technology, 501-1000 > the case studies here (Promat, Vinçotte, AE) describe outcomes qualitatively ("exponentiële groei," "meer dan een half miljoen professionals bereikt") but don't give me the operating mechanism or a number I can sanity-check > > — Head of Communications, Mobility, 501-1000 > To win, they'd need a named metric tied to that Promat case — leads generated, time-to-market cut, or adoption rate across Etex's regional teams — because right now a competitor with one hard number beats their whole case study on relevance alone. > > — Communication Director, Industrial Manufacturing, 501-1000 ### Missing sector-specific proof blocks the decision to engage Two respondents said the absence of a reference from their own sector — mobility, healthcare with before/after lead numbers — prevented a confident decision, and one said value was unclear without a comparable technical B2B reference. > A mobility-sector reference who'd tell me the positioning work actually cut the time it takes marketing and business units to agree on a message — that's the only outcome I'd trust over a case study. > > — Head of Communications, Mobility, 501-1000 > none of it is mobility — no logistics, transport or automotive client in the list, so I'd still want a reference call with someone in a comparable technical B2B space before signing off > > — Head of Communications, Mobility, 501-1000 > To pick Umbau over them I'd need a healthcare-specific case with actual before/after lead numbers, not just AE from a different sector > > — Communications Lead, Healthcare, 501-1000 ### The warm peer-to-peer tone misfires for buyers who need a business case Three points said the tone speaks to a marketing director peer rather than a VP needing business-case framing, reads too casual for vendor vetting, and mismatches a technical buyer's need for hard numbers. > it reads more like it's aimed at a marketing director peer who'd nod along at "we duiken in de inhoud, brengen structuur" without needing a business case spelled out for them > > — Head of Communications, Mobility, 501-1000 > I don't need to be reassured we'll get along, I need one hard number > > — Marketing Lead, Professional Services, 501-1000 > the persona fits someone like me in terms of the problems named, but the register is a bit light/breezy for how I'd actually vet a vendor; I'd need the sales conversation to get serious fast with numbers > > — Marketing Director, Consulting, 501-1000 ### Respondents read Umbau as a services agency, not software — but a few had to work for it Six points settle on 'B2B agency delivering people-based services, not a software tool,' which reads as correct comprehension. One respondent was initially confused about whether Umbau was SaaS or an agency, and another found framework labels vague until… > those could just as easily be a SaaS product's feature names, and "Umbau" as an unfamiliar name with no immediate tagline like "agency" or "consultancy" made me scan an extra few seconds > > — Marketing Lead, Professional Services, 501-1000 > It's the abstraction in the Think/Create/Grow/Strengthen labels themselves — words like "Grow" and "Strengthen" are vague enough to mean anything from a paid campaign to a workshop, so I only understood what they actually deliver once I cross-referenced them against the case studies further down the page. > > — Director of Marketing, Technology, 501-1000 > It's a B2B marketing agency, not a tool or platform — they position themselves around "Think, Create, Grow, Strengthen," basically strategy, content/design, campaign execution, and embedding people with your marketing team. > > — Communication Director, Industrial Manufacturing, 501-1000 > It's a B2B marketing agency, not a software product — they talk about "Think, Create, Grow, Strengthen" and walk clients through strategy, campaigns, content, design and lead generation > > — Head of Communications, Mobility, 501-1000 > if I was looking for a lead-gen product to buy and deploy myself, this isn't it, it's a services shop I'd have to hire and brief > > — Marketing Lead, Professional Services, 501-1000 ### Named Belgian clients build credibility but are read as table stakes, not differentiation One respondent said named Belgian clients in technical sectors boost credibility significantly. Three others called strong logos table stakes and said a competing agency with specific metrics would win over generic sector logos. > The named cases with recognisable Belgian names — Barco Cinema rebrand, Proximus landing pages, Vinçotte's "techniek naar vertrouwen" — those would tip it in, because they show scale and technical/regulated sectors > > — Head of Communications, Mobility, 501-1000 > if a competing agency showed me a specific before/after metric (lead volume, campaign cadence, sales cycle time) tied to a "plan exists, execution stalls" problem like ours, that would win over generic sector-name-dropping every time > > — Head of Communications, Mobility, 501-1000 > I picture a mid-sized Belgian/Flemish B2B agency — not a huge international network, more a well-established boutique, probably 20-50 people given the tone and the fact they're naming individual team roles > > — Communications Lead, Healthcare, 501-1000 --- ## 05 · The hardest read An adversarial pass over the findings. Every claim below was checked against the panel's own answers; unsupported ones were dropped. - **The page proves nothing it claims, so every strength it has is decorative.** *(high)* Seven of 15 respondents attacked case studies for missing quantified results, before/after metrics, timeframes and methodology, with only one client cited as carrying a hard reach figure. A clearly named problem (8 of 15) with no evidence behind the solution… - **Named Belgian logos are being spent as proof and returning nothing.** *(high)* Three respondents called strong logos table stakes and said a competitor with specific metrics would win; only one said the names boost credibility. Logos are carrying the evidentiary load the case studies abandoned. - **The page is written for someone who already agrees, not for someone who has to justify the spend internally.** *(high)* Three respondents said the tone addresses a marketing-director peer rather than a VP needing business-case framing, and reads too casual for vendor vetting. Combined with numberless case studies, there is nothing a champion can forward upward. - **Buyers reached the point of decision and stalled — the page loses them at the last step, not the first.** *(high)* Two respondents said absence of a reference from their own sector prevented a confident decision, and one said value was unclear without a comparable technical B2B reference. Comprehension is high (8 of 15) but conversion is blocked downstream. - **Clear problem framing is the page's only functioning asset, and it is the cheapest one to copy.** *(medium)* Eight of 15 credit explicit problem and audience naming, and four say the boutique Belgian framing fits their context — but nothing in the themes shows a claim a competitor could not make verbatim. Differentiation themes are entirely negative or neutral. - **The pain list dilutes whatever the actual offer is.** *(medium)* Two respondents said lead-gen improvement sits among multiple pain points rather than headlining, and found the list unfocused. A page that names the problem well (8 of 15) but refuses to rank its own value forces the buyer to prioritise for it. --- ## 06 · Who answered | # | Role | Industry | Company size | | --- | --- | --- | --- | | 1 | Head of Communications | Mobility | 501-1000 | | 2 | Marketing Lead | Professional Services | 501-1000 | | 3 | Communications Lead | Healthcare | 501-1000 | | 4 | Marketing Director | Consulting | 501-1000 | | 5 | Director of Marketing | Technology | 501-1000 | | 6 | Communication Director | Industrial Manufacturing | 501-1000 | | 7 | Head of Communications | Mobility | 501-1000 | | 8 | Marketing Lead | Professional Services | 501-1000 | | 9 | Communications Lead | Healthcare | 501-1000 | | 10 | Marketing Director | Consulting | 501-1000 | | 11 | Director of Marketing | Technology | 501-1000 | | 12 | Communication Director | Industrial Manufacturing | 501-1000 | | 13 | Head of Communications | Mobility | 501-1000 | | 14 | Marketing Lead | Professional Services | 501-1000 | | 15 | Communications Lead | Healthcare | 501-1000 | --- ## 07 · Before you act on this The methodology is real, and the critique is directional. What a simulated persona cannot have is a live budget, a renewal coming up, or a boss asking about this quarter. **Validate anything you're betting on with real ICPs who are actually in-market.** Being wrong is more expensive than you think. Finding out is cheaper than you'd guess. Wynter runs message testing with verified B2B professionals — trusted by HubSpot, RingCentral, Shopify, Cognism, Paddle, Veeam, Rippling and Miro. This report is kept for 60 days from 2026-09-26, then deleted along with the personas and their answers.