Bas Albers represents a new archetype of IP Subject Matter Expert on the IP Business Academy. Unlike many experts who operate through the lens of law firms, Bas is a service founder. His company, Artemis IP-Management, and his tool, the Patent Cockpit, are designed to give small and midsize enterprises a way to manage intellectual property as a business asset rather than a legal burden. He demonstrates how digital content, carefully placed on the IPBA Connect platform, can generate real conversations and convert into paid services. In essence, his visibility becomes a laboratory where trust is built step by step, and where educational material doubles as a bridge toward business.

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“With IPBA’s multi-channel approach, I can position as a key enabler for SEMs – and start meaningful conversations with industry leaders. It keeps me engaged with the international IP community.” Bas Albers, Co-Founder of Artemis IP Management

 

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Personal branding / expert branding

Bas has defined his personal brand with laser precision: “IP strategies for SMEs.” This focus is reflected across his dIPlex series, where he systematically addresses the entire spectrum—from recognizing and inventorying intangible assets, through setting measurable objectives, to implementing and enforcing strategies. These pages read like an SME leader’s manual. They do not position Bas as an abstract thinker but as a practitioner who has codified processes and makes them accessible. For clients, the message is clear: here is someone who not only understands the SME perspective but also has built tools to act on it.

The human dimension of that brand is reinforced through conversations. Episode #23 of 🎧IP Management Voice brings Bas’s voice directly to the audience. His style is practical and realistic, with empathy for companies working under limited resources. This isn’t detached theory; it is lived practice, shaped by experience, and voiced in terms any manager can relate to.

Digital visibility / positioning

Visibility only works if it has focus. Bas has aligned his channels around a single, repeatable message. On the IP Business Academy blog, articles detail how his Patent Cockpit brings order to otherwise chaotic patent portfolios. Event features showcase his appearances at the CEIPI-EPO MIPLM program, at CTO forums with Porsche MHP, and in thought leadership dinners in Strasbourg. Each piece reinforces the same positioning: Bas Albers equals clarity in SME IP management.

The digital architecture interlinks seamlessly: readers encounter dIPlex content, click through to the IPBA blog for case examples, listen to podcasts where Bas explains the rationale, and are then guided back to his structured content. This cycle builds cumulative authority for the search term “IP strategy for SMEs” and places Bas as the clear first reference point for anyone exploring the topic.

Digital marketing

Content without conversion is charity. What makes Bas’s approach effective is that every digital interaction leads to a next step. The Patent Cockpit functions as a concrete entry point, transforming abstract promises into a tangible demo. His dIPlex author profile describes the method—mapping patents to products—and the blog posts show how this works in practice. The call-to-action is straightforward: book a live demonstration and experience the clarity firsthand.

The marketing funnel is transparent: initial discovery through a blog post or podcast, deeper engagement through dIPlex resources, and finally conversion via the tool demonstration. It is structured, repeatable, and measurable. Rather than overselling, it lowers buyer risk: the more content someone consumes, the more predictable and comfortable the decision to engage becomes.

LinkedIn

LinkedIn remains the essential public stage. Bas’s profile is not a generic CV; it is an extended positioning statement. It highlights his role as founder of Artemis IP-Management and creator of the Patent Cockpit, directly tying his personal story to his service offering. Consistent posts—from IPBA collaborations, speaking engagements, and product milestones—reassure his network that this positioning is not episodic but continuous. Visitors receive a clear narrative: Bas is the go-to resource for SMEs struggling with IP strategy.

Systematic business development

Business development, in Bas’s model, is not improvisation but system. The method follows the IPBA Portal framework: produce structured knowledge, attach it to a name and an offer, meet audiences where they already gather, and then refine the process with data. His dIPlex series is a ready-made syllabus for SMEs, meaning that any conversation with him begins with a shared vocabulary. His podcast appearances and conference speeches then layer credibility, showing that peers recognize and adopt his frameworks. This creates a full cycle of awareness, validation, and opportunity capture.

Client journey & conversion

Bas’s marketing and sales path mirrors a well-designed journey:

  1. Awareness. Executives encounter Bas through IPBA blog posts highlighting how he brings clarity to SME IP portfolios, or through coverage of his keynote at the MIPLM dinner speech. At this stage, he offers value without pressure.
  2. Consideration. Leaders who want more explore his dIPlex content. They see structured explanations on understanding IP assets, setting SMART goals, and choosing between exploitation and enforcement options. This material reduces friction by answering common questions in advance.
  3. Decision. When ready, prospects follow the path to the Patent Cockpit, where they can book a demo. The software visualizes their situation, exposes inefficiencies, and creates an agenda for improvement. This makes the purchase decision feel logical rather than risky.
  4. Engagement. Long-term, Bas sustains relationships through the 📑IP Management Letter and IPBA updates, providing ongoing input until a triggering event—fundraising, product launch, or international expansion—creates urgency for deeper cooperation.

Differentiation: service provider brand vs. expert brand

Law firms are typically trusted for their institutional stability, process compliance, and ability to file and enforce rights at scale. Service providers like Artemis IP-Management, however, must win trust differently: by demonstrating judgment, methods, and measurable impact. Bas distinguishes himself as a founder who delivers clarity, not just compliance. His dIPlex content demonstrates his prioritization logic, the blog showcases how his ideas are applied in industry settings, and the Patent Cockpit embodies the toolset he brings to clients. For SMEs, this represents a departure from conventional legal procurement: first purchase clarity, then selectively invest in filings and enforcement.

Thought leadership: “Share what you know so you can sell what you can do”

The guiding principle behind Bas’s activities is generosity as strategy. He gives away structured frameworks and detailed explanations that others might keep behind paywalls. The 🎧IP Management Voice episode is a mini-course in SME IP management. The dIPlex series is an open manual that anyone can consult. His CEIPI-EPO dinner speech and CTO forum contributions place him among decision-makers where investment choices are made. By teaching so openly, Bas builds a reputation for competence that naturally flows into commercial opportunities. His thought leadership is proof-of-work: a demonstration that he knows how to solve the problems he describes.

What Bas does differently—and why it works

Bas Albers stands out because his approach is not about abstract slogans but about turning positioning into concrete action. He transforms concepts into visible tools, engages in trusted environments, and links every piece of knowledge directly to a service. This introduction underlines why his strategy resonates with SMEs and why it delivers consistent business results.

  • He operationalizes positioning. “IP strategy for SMEs” is not simply a tagline. It manifests across content clusters, software features, and event appearances. The consistency multiplies impact with every click. This approach ensures his brand is not fragmented but unified. It also allows SMEs to quickly recognize his expertise and see continuity across channels.
  • He replaces abstraction with artifacts. Instead of vague promises, Bas provides tools. The Patent Cockpit creates visible, testable experiences that reduce buyer hesitation. This tangible artifact makes his methods easy to understand. It also demonstrates immediate value, making the path to service adoption smoother.
  • He meets audiences where they already are. From CEIPI/EPO programs to Porsche CTO forums, Bas speaks in the rooms where strategies and budgets are set. Each event compounds credibility. This positions him as a peer in executive discussions. It also shows SMEs that his ideas are validated in top-level contexts.
  • He connects knowledge to service. Every asset leads to a next step. His writing links to demos, his podcasts to case examples, his events to consultations. Nothing stands in isolation. This creates a seamless flow from content to action. It reassures clients that his expertise translates directly into solutions.

A practical blueprint for IPBA Connect IP Subject Matter Experts

The lessons from Bas Albers form a template for others. His approach shows how systematic branding, consistent visibility, and practical tools combine to create real business opportunities. This introduction highlights that the following blueprint is not theoretical but based on proven actions that SMEs and other experts can adapt to achieve similar results:

  1. Define your narrowest territory. Claim ownership of a specific challenge—like “IP strategies for SMEs”—and build a visible knowledge cluster around it. This focus makes it easier for potential clients to remember you. It also ensures that your expertise is seen as unique and indispensable.
  2. Let your personality speak. Record in-depth interviews where your style, tone, and judgment shine through. This creates a personal connection that text alone cannot. It helps clients trust that you bring not only knowledge but also empathy and credibility.
  3. Make your method tangible. Offer a demo, diagnostic, or framework that people can test. A visible artifact turns interest into action. It proves that your approach is not only theoretical but also actionable in real business situations.
  4. Stay connected over time. Regular updates, newsletters, or letters ensure that your name resurfaces when decision windows open. This continuity strengthens long-term trust. It also guarantees that when a need arises, you are the first expert they think of.

Conclusion

Bas Albers demonstrates how an IP Subject Matter Expert can use IPBA Connect not just for reputation, but for business generation. His journey illustrates that the combination of a clear personal brand, tightly managed digital visibility, structured marketing, and systematic business development leads to real conversion. For SMEs, he delivers clarity and actionable strategy in a field often clouded by complexity. For himself, he has built a pipeline that transforms thought leadership into measurable growth. And for the IP community, he models how service providers—not just law firms—can become recognized authorities by sharing what they know, proving what they can do, and steadily converting that into sustainable business.