What is In The Lead specialised in?

Content strategy & editorial, Copywriting & long-form content, Paid social, Search advertising (SEA), SEO & GEO, Digital marketing.

How big is In The Lead?

Around 4 full-time equivalents (financial year 2025).

Who are the clients of In The Lead?

Among others Payflip, Vintecc, Trendskout.

Review: In The Lead: Hubspot agency

In The Lead is een performance- & mediabureau uit Roksem, actief sinds 2020. Het team telt ongeveer 4 medewerkers (VTE). Het bureau combineert paid media (sea/social/display), seo en content & copy. Het zwaartepunt ligt bij opdrachtgevers uit b2b-bedrijven. Uit de publiek bekende klantenlijst: Derudder Cleaning, Vibol, WelloPet en Caravancenter Desmet.

Lead generation en sales optimalisatie
In The Lead is een online marketing bureau dat alle digitale middelen inzet om voor B2B KMO’s leads te genereren. Ze bepalen de messaging, definiëren doelgroepen, zetten diverse digitale kanalen (SEO/social/paid/Bizzy) in, zetten dashboards voor sales op. Hun manier van werken is gecentreerd rond de implementatie van Hubspot.
Ze doen dat op dit moment met 6 VTE:

2 zaakvoerders
1 designer
3 online marketeers

Wat ze niet doen: branding, development, projectwerk (werken in lopende trajecten).

Referentieklanten: Payflip, Vintecc, Trendskout
Gepercipieerde concurrenten: Elixir, Mia (iO), Dallas, Leadstreet, Marked
Tech Stack: Hubspot
Voorbeelden: Blend
Ondernemingsnummer: 0741.985.563
Gemiddelde klantgrootte: 25k

Partnerships

HubSpot Platinum

Who do they see as competitors?

Dallas Elixir Leadstreet Marked

As indicated by the agency itself.

1

How this agency makes money

Revenue, margin and what an hour of work brings in. Everything on the earning side sits together here.

Revenue trendgross margin per financial year

20212022202320242025

Latest year: € 378.471 gross margin, growth +1,2% against a sector median of +5,3%.

Growing slower than the sector

MarginEBITDA / gross margin · value-added coverage

20212022202320242025

In The LeadSector median

EBITDA margin 32,9%, sector median 28%. Value-added coverage 1,50 (median 1,23).

Healthy margin

Revenue per headGross margin per FTE, against payroll cost

€ 94.618

Median (2025) € 76.236

Against a payroll cost of € 62.668 per FTE. The ratio between the two is the coverage rate above.

Above the median

Yield levelYield per hour worked, against payroll cost

€ 60

Median (2025) € 47

6.259 hours worked, 1.565 per FTE. Against that sits € 40 of payroll cost per hour worked, leaving € 20 for premises, equipment, depreciation and profit.

Above the median

No hourly rate follows from this. Gross margin is already net of services and sundry goods, which mixes rebilled production with the agency's own overhead, and the accounts do not say how many hours were billable. Deriving a rate from this systematically understates it.

2

Can the agency take a hit

Buffer, cash position and payment behaviour side by side, so you can see where they disagree.

Bufferequity in months of payroll

Buffer: 12,5 months (median 6,3 mo). Equity in the latest year: € 260.656.

Adequate buffer

Cash positionAvailable cash, and whether it covers short-term debt

Cash € 97.863. Liquidity ratio 1,80: current assets cover short-term debt in full. Solvency 32,8%.

Amply covered

Payment behaviourTowards suppliers and towards the NBB

Trade payables correspond to 33 days of supplier credit, sector median 63. The accounts were filed 180 days after closing; the legal deadline is seven months.

Pays and files on time

3

Signals and strengths

Events from the CBE and the Official Gazette over the past 24 months, plus positive markers derived from the figures.

Continuity

No serious signals

Signals in the last 24 months

Zichtbaarheid verschoven · 1 Nov 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Nov 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Sep 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Sep 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Aug 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Aug 2026 · Google Autocomplete

Click a signal for a plain-language explanation. Each signal is a fact from a public source, without the agency's own context. Best to ask them directly.

What this agency does well

Gross margin grew 4 years in a row
EBITDA margin above the sector median (32,9%)
Profitable in every one of the last 5 years
Strong buffer: 12,5 months of payroll in equity
Team grew (+5,3% FTE in the latest year)
Value-added per euro of payroll above the sector median (1,50)
Healthy working capital (current ratio 1,80)
Equity was earned, not injected (reserves 31,1× the capital contributed)
Comfortable cash position: 142 days of payroll

Each point is a fact from the filed annual accounts, measured against the same thresholds and sector medians as the signals above.

4

All the figures

Reference material, not a starting point. Expand it if you want to read the series yourself.

5 financial years, 2021 to 2025Result, staff and balance sheet

	2021	2022	2023	2024	2025
Result
Gross margin	€ 91.864	€ 117.246+27,6%	€ 271.158+131,3%	€ 374.109+38%	€ 378.471+1,2%
EBITDA	€ 91.272	€ 101.748	€ 125.999	€ 146.393	€ 124.415
EBITDA margin	99,4%	86,8%	46,5%	39,1%	32,9%
Staff
FTE	-	0,3	2,5+733,3%	3,8+52%	4,0+5,3%
Gross margin per FTE	-	€ 390.819	€ 108.463	€ 98.450	€ 94.618
Payroll cost per FTE	-	€ 46.652	€ 51.865	€ 59.206	€ 62.668
Balance sheet
Equity	€ 82.416	€ 157.978	€ 160.912	€ 213.566	€ 260.656
Cash	€ 114.308	€ 138.531	€ 284.675	€ 266.356	€ 97.863
Liquidity ratio	2,18	2,70	2,72	3,00	1,80

Payroll cost per FTE comes from the social report where available, otherwise from the Remuneration line. Both are gross costs including employer contributions.

What this factsheet does not know

How good the work is. Figures do not measure creativity, strategy or chemistry.
How the client portfolio is spread. Concentration is not in the accounts.
Freelancers and subcontractors are not in the FTE figures. An agency with 40 staff may in practice run with 70 people.
The figures cover financial year 2025, filed on 29/06/2026. At a fast-moving agency reality today may differ.

Based on publicly filed annual accounts (NBB) and official records (CBE, Belgian Official Gazette). An indication, not financial advice. Sector medians calculated on 2 Nov 2026. Sector medians based on financial year 2025: the last year for which nearly all accounts have been filed.

What the agency actually does 5 services

Content & Production

Content strategy & editorial Copywriting & long-form content

Media

Paid social Search advertising (SEA)

Digital Experience & Tech

SEO & GEO

Sector focus

B2B servicesAutomotive & mobilityHealth & pharma

Publicly known clients

Derudder CleaningVibolWelloPetCaravancenter DesmetVinteccNanopixel

Based on IKAg research and public sources. Incomplete or outdated? Let us know.

1

People 2 people mapped

K

Kristof

P

Pieterjan

Based on public profiles. Something wrong? Let us know.

2

Seniors or juniors?

Payroll cost per FTE is the best public proxy for a team's experience level. Higher is not automatically better, but it says something about who sits at the table.

Payroll cost per FTE

€ 62.668

+0% versus the median

Team composition

4,0 FTE

75% women
25% men

€ 62.668

Median Performance- & mediabureau (2025) € 62.495All agencies (2025) € 62.294

Read with care. Directors and partners invoicing through a management company are not in the payroll cost. At small agencies this skews the picture downwards considerably.

3

Will your team stay?

Inflow and outflow from the social report. This series only counts people on the payroll: freelancers who invoice do not appear in it. A low figure therefore means two very different things, a stable permanent team or a small core with heavy outsourcing. A high figure usually points to short contracts. Compare only within the same type of agency.

Exits 2024

52,6%

Median for this type of agency (2025): 25,1%

Inflow 2024

78,9%

3,0 FTE in, 2,0 FTE out

Net team change

+1,0 FTE

2022202320242025

Figures for financial year 2024: in 2025 this agency published no inflow or outflow.

Exits are clearly above what is usual for this type of agency. That may reflect project-based staffing, but it is a reason to ask in the pitch how much of the proposed team was already here two years ago, and to contractually fix your permanent contacts.

Source: annual accounts and social reports (NBB), collected by IKAg. Financial year 2025. Calculations by IKAg; an indication, not financial advice. Sector medians based on financial year 2025: the last year for which nearly all accounts have been filed.

Official partnerships 1 badge(s)

HubSpot: Platinum1 of 28 Belgian partners in the IKAg database.

As published in the platforms' official partner directories, collected by IKAg.