News / Blog: #client

Whatis account-based marketing?

Account-based marketing (ABM) is a strategy that focuses on highly targeted, personalized marketing campaigns tailored to individual accounts. ABM campaigns are typically aimed at high-value accounts, such as executive decision makers or large clients. Account-based marketing strategies involve coordinated efforts from multiple departments in the organization, such as sales, marketing, and customer success, to ensure a consistent and personalized experience for the target accounts. With ABM, marketers can segment and target accounts based on attributes such as size, industry, location, purchase history, and more.

How a Rostock startup is turning the European PR industry upside down

Rostock-based startups like FDS are revolutionizing the PR industry in Europe. With a unique combination of artificial intelligence, machine learning and Big Data analytics, they can plan, execute and monitor their clients' campaigns faster and more efficiently. This allows them to help their clients manage complex campaigns more easily and quickly, while reducing costs. This type of technology provides a unique solution for PR professionals to manage campaigns faster and more efficiently.

FDS enables their clients to manage complex campaigns on a single platform, resulting in faster, more efficient and cost-effective campaign planning, execution and monitoring. Their technology offers a number of features, including a campaign dashboard that simplifies campaign analysis, monitoring and reporting. Clients can also access relevant data in real time to manage their campaigns faster and more efficiently.

By leveraging technologies like artificial intelligence and machine learning, FDS and other companies can manage campaigns more easily and efficiently. This means that PR professionals can provide their clients with a better understanding of campaigns and reduce the cost of campaign planning and management. It also allows them to gain a better understanding of campaigns and optimize results. This is a unique and valuable solution that is revolutionizing the PR industry in Europe and beyond.

No sales team? No success! How does customer acquisition work in B2B?

You have developed a new product or offer a new service and are now looking for customers. Without proactively addressing potential new customers on all channels, you will fail sooner or later as a B2B service provider, because: No matter how much online advertising you place expensively, the number of potential leads via search engine marketing is very limited compared to B2C business and is usually not enough to cover your costs in the first place. Therefore, deal comprehensively with the topics of cold calling, advertising letters & lettershop as well as customer acquisition via LinkedIn, Facebook and social media.

Most of your eventual buyers are NOT currently looking for

No matter how great your product or service is, most of the customer groups you have in mind won't need it. Don't expect the number of searches on Google and other search engines to be enough to get enough leads from which you could generate any customers at all. In reality, over 80% of your potential customers are not currently actively searching for your product or service, and therefore not Googling for it. So the only way you will reach these customer groups is through a phone call or letter.

The price is NOT the central decision criterion for your customer

The actual price charged is secondary in terms of your customer's buying decision. More important is to clearly present the benefits of your product or service to the customer in spé and build trust. Address the individual needs, which can be not only the current, but also the future needs of the customer, and see where the shoe pinches, or where problems and potential for improvement lie.

Make sure that potential customers get information on your website

Most of your website visitors are gone faster than you can look. You've invested thousands of euros in redesigning your website? Congratulations, but you would have been better off investing that money in telephone sales. Often, your website is only called up and visited a few times after the successful initial contact and your offer is scrutinized before a positive purchase decision is made. You should therefore make sure that you collect the contact details of prospective customers, e.g. through a newsletter registration, request via contact form incl. the declaration of consent for a later contact.

Most buyers of your products will NOT use them

If you have managed to convince your potential customer of the benefits of your product or services (by identifying and addressing their pain points) and have created a level of trust through communication, the customer will buy - regardless of whether they currently need the product or will use it in the future. The average B2B customer typically buys an opportunity, potential, tool, or even a way to improve his situation, situation, or opportunities that he will want to access and benefit from in the future when he will actually need it. In this sense, he is buying an additional item in his arsenal.

A few of your potential customers are swimming in money, but most are not far from insolvency

Make sure that your offer is aimed at a clientele that is solvent enough to pay the prices charged - and on time. Nothing is more annoying than unpaid invoices, chargebacks and avoidable reminders. Depending on the scope of your service, installment payments or monthly lump sums may be an option. In addition to the option for customers to order on account, you should also offer payments via PayPal, Klarna (formerly Sofortüberweisung) and possibly by credit card. However, note here that additional costs arise.

Without networking and personal network you will not be successful

Without referrals from actual customers who, in good conscience, introduce your products and services to acquaintances and friends entrepreneurs, agency owners or other self-employed and freelancers, you will not grow sustainably. Referral marketing should be a central part of your marketing strategy. Therefore, also consider setting up your own affiliate program to benefit from the network effect.

The great agency death - Why 80 percent of all agencies will no longer be able to cover their costs in 2023

The great agency death is a problem that will confront many agencies in the coming years. It is expected that by 2023, more than 80 percent of all agencies will be unable to cover their costs.

This is due to a number of factors, including increasing competition, which means many agencies will have to lower their prices to attract business. It's also possible that some clients who turn to large agencies prefer to buy individual services instead of an expensive, full-service offering, which means agencies also receive less money per job.

In addition, increasing technologies are increasing the use of automated processes, which means that much of the work that used to be done by agencies is now done by computer programs. This results in agencies needing fewer employees to do their work, which in turn results in cost savings.

Another factor driving agency death is the increasing competition from new, very low-cost agencies that are often used to replace existing agencies. These new agencies often offer much better value than many established agencies, making them more popular with clients.

Finally, some agencies may also be affected by the impact of the Covid 19 pandemic, as some industries have suffered a severe downturn that has reduced demand for agency services.

All of these factors contribute to the possibility that many agencies will no longer be viable by 2023 because they will not be able to cover their costs. It is therefore important that agencies actively seek new ways to reduce their costs and develop new revenue streams now in order to survive in an increasingly competitive landscape.

Your own agency business as a money printing machine?

Yes, one's agency business can act as a money printing machine. There are several methods that an agency business can use to make and grow money. These range from launching one's own product or service offering, to acquiring new clients and conducting negotiations with existing clients, to setting up an online store or advertising agency. But other strategies, such as outsourcing certain tasks, can also be a money-printing machine. However, it is important that the agency business is run sustainably and with a good strategy in order to succeed.