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The question of the optimal product price for the own offer drives many founders and entrepreneurs around. If you do not have a comparable product or service, i.e. no direct competition, the price is not formed on the market by competition, but primarily through your pricing and thus according to your internal calculation.
When pricing, always keep in mind: The lower the price, the higher the probability that you will sell to problem customers. Because: You can never please customers with a cheap-is-hungry mentality.
Keep away customers who can't afford your products or services or don't value your time.
Generally, B2B prices must be higher than retail because the volume, i.e., the number of customers you can acquire in a month or year, is much lower.
Customers who look at three- or four-digit product prices with their "consumer glasses" quickly consider you overpriced or usurious and are quickly put off by them, but completely disregard the fact that the cost of acquiring a new B2B customer, the so-called customer acquisition cost, e.g. through high online marketing costs for advertisements or a telephone sales team is usually several hundred euros or dollars. At the same time, the number of potential customers is limited, but the number of competitors fighting for the potential deals is not.
There are various sources and strategies for generating leads (both as a B2B and as a provider in the end customer business). Basically, a distinction can be made between unpaid (so-called organic) and paid sources of leads, e.g. in the form of Google Ads.
The situation for most companies and providers in the B2B sector is as follows: There is strong competition/stiff competition in the respective niche, high click prices, escalating marketing budgets as well as ad campaigns that do not work. The downward spiral of ever increasing costs with ever poorer conversion rates is supposed to be stopped with a further increase in the marketing budget - which often enough fails.
But what is the alternative to expensive online marketing?
With the help of so-called content marketing, you provide potential prospects and customers with free knowledge with added value and thus create trust. The goal is that the customers in spé deal longer with your offer and do not leave your website after a few seconds, but click through your website. The more articles, i.e. content, you provide on your website, the more this testifies to competence in your respective field and will increase the likelihood of a purchase.
In the best case, you manage to get interested parties to sign up for your newsletter, for example, to be informed about future discount promotions, make an inquiry via contact form or phone. It is important to obtain their consent to be contacted in order to be able to contact them in the future in the so-called follow-up process and to convert them into customers in the long term. After all, the majority of B2B customers only buy after the second, third or fourth contact. Here, it is also important to understand the so-called sales cycle in the business-to-business business.
If you have managed to direct interested parties to your site through thematically relevant articles or blogpots, the first hurdle has been cleared. Therefore, think about how you can maximize the number of visitors who come to your site for free (so-called organic traffic). These can be, for example, articles with titles that consist of specific questions as potential customers enter them in Google or other search engines, articles about current news in your industry or niche, product news or reviews.
The media market in Germany has changed significantly in recent years. Traditional media, such as newspapers and magazines, have lost importance and revenue, while online media, such as social networks and streaming platforms, have grown strongly. While television will still play an important role in Germany in 2022, the importance of the Internet will continue to grow.
Revenues in the German media market in 2022 will be determined primarily by developments in digital media. For example, digital advertising, video-on-demand (VoD) and social media platforms will account for a large proportion of revenues. The online games business will also become increasingly important.
Print media will still play a role in the German media market in 2022, but their share of revenues will continue to decline. This will primarily affect newspapers and magazines, which are being replaced more and more by digital media. Some publishers are trying to hold their own in the market by also offering their content digitally.
The German media market in 2022 will also be shaped by new technologies such as virtual reality and augmented reality. Developments in the field of artificial intelligence (AI) will also continue to play a crucial role. The use of AI in advertising will help improve the effectiveness of advertising campaigns.
Overall, the German media market will continue to develop in the direction of digitalization and innovation in 2022. Sales will be driven primarily by innovative digital media such as apps, VoD and social media, while traditional media will lose importance.
You have a B2B company and want to generate more leads, more customers and higher sales?
Think about direct marketing! With our Company Database 2022, you can identify relevant potential customers for your company among all 3 million German companies listed in the commercial register.
You can find all information about the Company Database 2022 here.
The search for the right agency is often difficult. In the price battle for the best advertising spaces, it is difficult for inexpensive providers to place or appear with your ad among the first ads on the first or second. After all, the cost of a click (PPC: price per click) in Google Ads , formerly known as Google Adwords, can quickly exceed €5 and more.
The first search results or are therefore dominated primarily by providers, which bring high-priced products and services to the woman or man. With given PPC costs, it is a question of the product price or price for an average deal when providing services and the so-called conversion rate, any rate that describes the number of sales -sales - and divided by the number of clicks generated. A cost-covering ad strategy and keyword selection together with constant optimization is necessary to become cost-covering, in the best case profitable.
Therefore, in the interest of better market transparency, it makes sense to include not only those providers listed high up in the list of postential contractors, but also to find agencies and service providers who cannot (yet) afford or do not want to invest a higher share of their revenue in higher click prices.
With our databases, starting with the media & PR database , through the company database to our agency database, we make a contribution to making the market more transparent, creating visibility on for smaller providers and facilitating the choice of the appropriate agency or provider.
For example, you can discover similar providers in your city or region based on keywords and compare them with each other, filter, sort and to be able to put the entries first on a long list, later on a short list.
At the same time, our address databases represent an efficient acquisition tool for companies, agencies and service providers and offer added value in customer acquisition in the B2B sector, more precisely: for directmarketing purposes and for expanding the individual acquisition strategy.