B2B Marketing · Strategy · Communication · Crisis
Making the difference,
creating the future.
Classen.Pro helps international B2B and industrial organisations turn complexity into clear positioning, sharper campaigns, and steady leadership when it matters most.
Roland Classen has spent almost two decades helping boards, marketing teams, and management turn strategy into growth and complexity into clarity — from doubling revenue for a European manufacturer to advising the board of a major chemical site through national-media crises.
What I do
Marketing and communication that moves the needle
From positioning and campaign strategy to the systems that turn interest into pipeline — built for B2B organisations with something complex to explain.
Marketing strategy & execution
Full-funnel marketing strategy that connects board, sales, and agencies around one plan — from positioning through to pipeline.
Brand positioning & identity
Sharpening how a technical or industrial organisation is understood by the market — what it stands for, and why that matters to the people who buy from it.
Campaigns & lead generation
Demand-generation campaigns, content, and sales enablement that turn complex propositions into leads — including campaigns reaching well above 25% response rates.
Product launches & go-to-market
Planning and running market introductions across countries — from positioning and channel strategy to the campaign that brings a new product to market.
Thought leadership & content
Building category authority through executive content, speaking platforms, and storytelling that positions a brand as the reference point in its market.
Marketing operations & lead management
Implementing the lead management and marketing automation that lets a growing team scale campaigns without losing track of the pipeline.
Crisis communication & spokesmanship
Direct crisis advisory, media spokesmanship, and reputation protection — built on experience with incidents that reached national and international press.
Workshops & training
Spokesperson training and crisis-readiness workshops that prepare boards and management teams to communicate with confidence before a crisis ever happens.
Stakeholder & community building
Growing and aligning the network around an organisation — members, government, media, and industry partners — into a coherent, engaged community.
How it works
Calm process, even in uncalm moments
Whether the brief is a five-year brand strategy or a crisis unfolding in real time, the approach stays the same: understand first, then act with clarity.
Understand the real situation
Talking directly with boards, teams, and stakeholders to find out what's actually driving the market, the team, or the incident — not just what the brief says.
Build the plan or the message
Translating insight into a clear strategy, proposition, or communication line that the whole organisation — board to sales floor — can stand behind.
Execute and stay close
Working alongside marketing teams, agencies, and spokespeople through execution, staying close enough to adjust quickly when something shifts.
Leave the team stronger
Training and coaching internal teams so the organisation is more capable — and more resilient — long after the engagement ends.
Where I work
Best suited to complex and dynamic B2B environments
Driven by innovation and sustainability.
Track record
Results clients have measured
"The hardest moment to communicate clearly is exactly the moment it matters most."— Roland Classen, Founder, Classen.Pro
About Roland Classen
For almost two decades, Roland has led marketing for an international manufacturer — running product launches across three countries, building the lead management systems behind them, and developing B2B campaigns that reached response rates of over 25% with new target audiences. He has advised the board of a major chemical site through national-media crises, and trained management teams across the Netherlands and Germany to speak with confidence when it counts.
He founded Classen.Pro in 2012 to bring that same combination — commercial growth and crisis-ready communication — directly to organisations that need both. He works closely with boards, marketing teams, sales, and agencies, and is especially drawn to international B2B environments where innovation and sustainability drive growth.
Let's talk
Have a strategy, brand, or crisis challenge?
A short conversation is usually enough to know whether this is a fit. Reach out directly — no forms, no funnels.
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