For industrial and technical B2B businesses, the sales cycle has always been complex. You’re not selling a one-click consumer product; you’re building trust, demonstrating expertise, and helping decision-makers justify investments that often involve multiple stakeholders. But the way buyers discover, research, and choose suppliers has changed. Most of this journey …
Customer data and data on potential customers are important in marketing to measure and optimize marketing activities and, of course, to address the relevant target groups. However, data collection is increasingly restricted by data protection regulations. For this reason, first-party data is so important and currently a hot topic. First-Party-Data, …
A new data protection ruling from the Administrative Court of Hannover is causing a stir in the online marketing world: the court decided that simply loading Google Tag Manager (GTM) on a website constitutes a data processing activity involving personal data and, under the GDPR and TTDSG (E-Privacy), requires prior …
B2B SEO works differently than SEO in e-commerce or editorial environments. Search volumes are smaller, target groups more specific, and customer journeys significantly more complex. Instead of optimizing for mass, B2B search engine marketing is about precision, relevance, and strategic depth. At the same time, demands on SEO teams are …
If you’ve ever looked at your campaign results and thought, “Something’s not adding up,” you’re not alone. It’s easy to track clicks, impressions, or conversions, but much harder to understand how people actually move through the entire customer journey. That’s where full funnel reporting comes in. Rather than focusing only …
Digital marketing is evolving rapidly. Artificial intelligence is at the top of everyone’s mind, bringing with it new trends that are making old strategies redundant. And yet, one efficient and future-ready cornerstone of the digital marketing mix remains: programmatic advertising. This article explains why and how you can successfully integrate …
Personalize Your Content with AI-Driven Tools Today’s users expect more than static, one-size-fits-all digital experiences. They want content that adapts to them, content that understands their interests, habits, and intentions. Thanks to AI-driven personalization tools, it’s now possible to deliver just that. By analyzing user behavior in real time, what …
SEO is dead… again. Every time search undergoes a major transformation, this is the first bold prediction that makes the rounds. But as is often the case, there’s more to it – this is not the end, it’s a shift, driven by Artificial Intelligence (AI). Users are no longer just …
It’s 2025, and data surrounds us like never before. Every click, scroll, and purchase creates a digital footprint. Yet, if you’re in marketing or growth, you’re probably facing a frustrating paradox: despite all this data, you actually have less usable information than ever before. Picture this: You’re sitting in …
In this article, we highlight three website metrics that we’ve selected as particularly relevant for 2025 — and for good reason. These metrics can be tracked in Google Analytics 4 with relatively little effort, are applicable across industries and company sizes, and already provide valuable insights in their basic form. …
You’re investing in online marketing, but the results aren’t meeting your expectations? Digital marketing can be a key growth driver when executed with structure, purpose, and data. Without this, it’s easy to rack up high costs with little return. In this article, we reveal the seven most common mistakes in …
In today’s competitive online world, reacting to user behavior isn’t enough anymore. To really connect with your audience, you need to be a step ahead. By looking at historical data and spotting patterns in user behavior, predictive analytics helps you anticipate what your audience might do next. This means you …
