When talking to prospects and customers about their online advertising efforts, we’re constantly struck by the fact that many companies don’t have clear objectives. Marketers could easily define at least two measurable goals: 1. The desired revenue or sales volume to be generated by the advertising measure. 2. The required number of leads to reach this sales target. Why do…

The LUMITOS sales team optimizes customer contact with seven collaborative tools. From Salesforce for central work management to DealHub for individual offers and Microsoft Teams for video chats – these tools enable personalized and smooth customer care. Telephony with Mirage, appointment scheduling with Calendly, sales videos with Loom, and the seamless integration of Salesforce and Outlook round off the toolbox’s…

How confident are you that you are allowed to use leads generated online for the purposes you have in mind? With great astonishment, we repeatedly discover that lead forms in exhibitor directories at trade fairs or online portals are not GDPR-compliant. This means that the leads generated this way are worthless for you, as they may not be used for…

If you don’t have any experience with stand-alone mailings, you’re probably asking yourself “What are stand-alone mailings? What do they achieve? Are they worthwhile for our company?” At least that’s how I felt many years ago as the Head of Marketing at Schleicher & Schuell. I wasn’t really convinced by what the third-party providers were telling me. Nobody wanted to,…

Where do the member companies of SPECTARIS, the German Industry Association for Optics, Photonics, Analytical and Medical Technologies, stand when it comes to sharing know-how by offering webinars? To answer this question, we analyzed the websites of the member companies: Who offers webinars for existing and potential customers? Are the webinars made available live or on demand? How many webinars…

When launching a new product, you must advertise it vigorously to attract as many potential buyers as quickly as possible, because even the best product won’t sell by itself. Why should it be any different for your webinar? Here, too, you need to make it clear to potential participants that there is a webinar of interest to them about a…

The future of trade fairs is uncertain. Attendance at corporate workshops is in continued decline, simply because potential visitors have less freedom to travel. Field sales can hardly visit customers at their premises anymore. As a result, communicating with existing and potential customers is becoming increasingly difficult. All of this leads to a difficult situation. Buyers still want to get…

Most of us will have heard awkward requests like that before, be it from our line manager, an existing customer or a potential buyer who we want to win over by highlighting the advantages of our product. Unfortunately we never get to hear this request in online marketing. Instead of asking us to be concise, the anonymous prospective customer will…

Virtual trade fairs and events are springing up like mushrooms at the moment. And, as always in times when markets change rapidly, a great deal of doubt and lack of understanding can be observed among those affected, in this case exhibitors, visitors and trade fair organizers. With this article I want to contribute towards giving B2B companies and their decision-makers…

If you work in a B2B company focusing on science, there are many frustrating obstacles to getting the information you need. The industry news, product releases, technical articles and other items that keep you updated on developments come from a confusing variety of sources scattered all over the internet. Most items will not be relevant to you, but others absolutely…