B2B
Marketing
Themen
Modern B2B Marketing – From Strategy to AI Usage
Dieser Blog gibt Anregungen für Hightech- und Industrie B2B-Marketing. Unser Schwerpunkt liegt auf Großprojekten und komplexen IT-Lösungen, bei denen sich die Verkaufszyklen über Monate erstrecken und und generische Lead-Gen-Modelle keine Resultate liefern.
Der europäische Markt birgt ganz eigene Herausforderungen und Chancen, insbesondere da sich die Kreislaufwirtschaft von einer gesetzlichen Vorgabe zu einem Wettbewerbsvorteil entwickelt.
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Leitfaden für CMO’s zur Kreislaufwirtschaft 2026
Traditional manufacturing often relies on a high volume of sales for short-lived components, profiting from frequent replacement by other businesses. However, industrial leaders in Europe are now pivoting away from this ‘linear’ approach. While waste management offers a short-term solution for raw material recovery, the true long-term economic opportunity lies in ‘circular value retention’—designing durable…
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Reparaturindex – Das Ende der versteckten Technik
Enclosed housings and proprietary screw connections are no longer up to date. Technical details previously guarded as trade secrets are becoming public performance indicators under the EU Ecodesign Regulation (ESPR) the repair Index forces industrial quality. For executive leadership, this regulatory shift is far more than a compliance exercise. The index serves as a new…
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PaaS: Warum Verfügbarkeit kein Ersatz für Qualität ist
The current enthusiasm for Product-as-a-Service (PaaS) within the industrial sector masks a fundamental strategic misalignment. Many premium manufacturers are confusing efficient replacement logistics with a genuine circular economy. While the transition from hardware sales to subscription models is marketed as ecological progress, the operational reality on the ground reveals a structural deficit. When leading brands…
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Psychologie der Kreislaufwirtschaft
The industrial adoption of circular models is primarily hindered by three factors: Status Quo Bias, which favors linear supply chains due to learned safety routines, the quality stigma that universally devalues secondary raw materials, and the delay of decisions in complex committees due to conflicting objectives between technology and finance. Resolving cognitive dissonance is the…