B2B display advertising

What does online display advertising cost?

The cost of online advertising depends on several factors, primarily the type of advertising, the billing method and the reach. Our minimum booking volume for display advertising is € 3,000. Most campaigns have a budget of € 5,000 – € 15,000.

How does a display campaign work?

  1. 1. Definition of target, target group and target region
  2. 2. Proposal with recommendation on advertising channel, reach and advertising material
  3. 3. Booking or approval of the offer and coordination of the duration, etc.
  4. 4. Creation of advertising formats, landing pages, tracking pixels, etc.
  5. 5. Campaign setup, tracking test and, if necessary, approval by customers
  6. 6. Go live
  7. 7. Constant optimization and reporting
  8. 8. Final report with detailed analysis, learnings and recommendations

Which banner formats are required?

This depends on the objective and placement of your campaign. The most impressions are achieved with the IAB standard formats such as 320×50, 728×90, 300×250 or 160×600. However, reach is not everything and therefore you should above all also use attention-grabbing formats such as 970×250 or 800×250. We will be happy to help you choose the right formats. Just get in touch with us.

How to measure the success of online advertising?

Advertisers most often use Google Analytics to measure display campaign traffic. In addition, you will receive detailed reports from us with the number of ad impressions as well as information about the performance by format and channel.

How many clicks will I get with my online advertising?

Unfortunately, CPC-based billing is not possible for display campaigns. Clicks on advertising material are heavily dependent on the brand, message, size and content of the banner as well as the perception and user behavior of the target group.

How much lead time should I allow for online advertising?

The advantage of online advertising is the relatively short lead time. It is possible to place your online advertising within a few days. However, if possible, please contact us four weeks before the start of the campaign to clarify all details regarding target group, placement, processing and advertising media.

B2B lead generation

How can B2B leads be generated?

At the heart of every campaign is a piece of gated content that is of interest to the target group. Usually it is a whitepaper, an eBook or a webinar. We build a campaign around this content – everything that works is allowed. We have particularly good experience with social, emailing, native ads, content marketing, dialog mail and telemarketing.

Why do funnels often not work in B2B lead generation?

The funnel principle, marketing automation, and lead scoring are viable techniques for making lead generation more efficient. However, to make it work, the lead machine needs a larger number of users or leads. Often B2B campaigns simply generate too few leads or have too little lead potential to be successful here. With pointed target groups, every lead is valuable. That’s why we like to advise qualification via pre-sales, sales or service providers here.

What makes B2B lead generation so difficult?

B2B decision-making processes usually involve several people, a decision-making board or buying center. There is a whole range of roles here, such as initiator, decision maker, buyer, user, etc. In addition, the products often require explanation and are designed for special areas of application. Small target groups, complex decision-making processes and the resulting challenges in addressing target groups make B2B lead generation more difficult.

How do I calculate the cost per lead?

To determine the cost per lead (CPL), the total cost of the advertising campaign is divided by the number of all leads.

Which channels generate the most leads in B2B?

That depends on the target group, target region, content of the campaign and the desired lead quality. Usually it is a mix of several measures, and here is our ranking in descending priority:

  1. 1. social media
  2. 2. telemarketing
  3. 3. email marketing
  4. 4. search engines
  5. 5. direct marketing
  6. 6. display und native Ads

What kind of content do I need for lead generation?

To generate leads, content that is interesting and useful to the target audience is always needed. Here are some examples:

  • E-books
  • Guidebooks
  • Market overviews
  • Whitepapers
  • Worksheets
  • Checklists
  • Downloads such as presentations, XLS calculator
  • Tempaltes
  • Testimonials
  • Discount coupon
  • Courses (email, video)
  • Webinars

Account Based Marketing

What is Account Based Marketing (ABM)?

In the same way that the key account manager looks after important customers, account-based marketing (ABM) prioritizes selected companies. Especially in B2B marketing, the focus on promising target companies makes sense, because buying decisions in B2B usually involve other company departments in addition to a specialist department, such as purchasing, IT, finance/accounting and management. Account-based marketing is designed to reach all these people in a targeted manner.

How do I create an account list for my ABM campaign?

The basis of any ABM campaign is a well-researched list of companies. It’s best to define this list together with your sales team. These colleagues usually know best which companies actually have revenue potential. Further accounts can then usually only be researched. Industry directories, associations and exhibitor lists are often good sources here. If no data is available yet for new products or target markets, we will be happy to support you with research for possible target accounts.

How many companies do I need for an ABM campaign?

That always depends on the industry, product and target group. In our experience, you can work well with a few hundred target accounts.

How can I implement Account Based Marketing?

At its core, implementation consists of just a few steps for you.

  1. Identify and define target customers
  2. Identify buying centers;/li
  3. Develop campaign content and offers</li
  4. Determine communication channels and measures</li
  5. Implementation and continuous optimization</li
  6. Evaluate campaign results</li


What is a Stand Alone Mailing?

A stand-alone mailing is directed at a selected list of recipients with a mostly promotion-related advertising message. Once the mailing has been sent, the advertiser can also ensure further attention with possible reminder mailings.

Which topics are suitable for a mailing?

Sending a mailing is a good idea for many possibilities. Product launches, events, online and offline events, webinars, sales, product introductions, special offers, competitions, but also for branding and awareness in general.

What are the advantages to the classic newsletter?

A stand-alone mailing is not about various companies or products and topics, but about a “stand-alone”, i.e. stand-alone company and/ or product/ topic. The recipients are clearly and explicitly defined and selected for this mailing according to the customer requirements.

Who are the recipients of the mailing?

The advertiser determines the target group of his mailing himself. If necessary, a blacklist can also be used to exclude target groups that have already been activated, informed or excluded.

Why am I not the sender of my mailing?

The sender must always be the owner of the addresses. For privacy reasons and because of the opt-in issue, only the person who is also in possession of the address data and has an appropriate opt-in may send a mailing to the defined target group. Nevertheless, the mailing can be designed in the look and feel of the advertiser.

What should my stand-alone mailing look like?

An ideal text/image ratio is important for an appealing layout. In contrast to a general newsletter, a stand-alone mailing focuses on the advertiser and his topic/product. Also important is a “call-to-action” designed according to the message, as well as links to specific content processed in the text. Since a mailing is also always a branding tool, attention should be given to your corporate design.

How many and which images do I need for my stand-alone mailing?

Large-format and attention-grabbing images as well as a strikingly designed header ensure the desired attention and catch the recipient’s eye. During the course of the mailing, a “call-to-action” should not be missed. The potential customer should be told exactly what to do (“Order now”, “Register now”, etc.).

What should my text contain?

A stand alone mailing should not appear too promotional. You are not primarily trying to sell a product, but a solution to your target audience’s problems. You should address the interests and needs of your potential customers and capture them through that. Take care that your text does not exceed 500 characters. Rather, focus on emotions.

How do I write a good subject line?

First and foremost, avoid certain terms such as “Offer”, “Today only”, “Discount”, “Free” as well as capital letters and emoticons. These sound typical of spam and your mailing will end up in the recipient’s spam folder. It is best to include a value proposition in the subject line. The subject can be a bit longer than in a classic business mail.

Social Ads

Why is social media advertising important for B2B companies?

  • The high reach of 2.8 billion monthly active users
  • Very good addressing of the target group with various targeting options
  • AAutomatic recording of user interaction with social ads (clicks, views, etc.) thanks to various tracking technologies
  • Precise analysis and success measurement of social media advertising
  • Promising advertising opportunities with full cost control – even for small budgets

Which social media platforms are relevant in B2B marketing?

That always depends on the product and target group. In general, LinkedIn offers very good targeting and advertising opportunities for B2B customers. Xing, Twitter, YouTube and Facebook are also relevant for B2B campaigns. We would be happy to help you choose the right networks.

Which forms of advertising works best in social networks?

For particularly effective campaigns in social networks, we like to recommend video ads. Click rates are very high here. However, there are many other attractive forms of advertising, such as message ads, lead ads, carousel ads, job ads, event ads, and many more. Contact us and we will be happy to recommend the right advertising format for your campaign.

What results can I achieve with social ads?

The results of social advertising campaigns vary depending on ad quality, investment, industry, budget, target audience and many other variables. The only way to determine the effectiveness of an ad campaign for your business is to test it. We’ll be happy to define a campaign with you, advise on the appropriate form of advertising, and help monitor and evaluate the results.


Why should I bet on telemarketing?

The telephone, used professionally, is still the most effective method of contact. You ask a question and the customer answers directly. Unlike online, the bounce rate in a conversation is very low, which greatly increases the likelihood of action. In addition, the customer feels better treated in a more personal conversation than, say, filling out a form online. This can significantly increase loyalty in the long term. Additional services or other offers can also be brought to the customer during the conversation. Marketing via telephone therefore also has a high service value.

Is telemarketing permitted in the B2B sector?

While prior express consent is required for private individuals, the legal situation is not entirely clear for business customers. Although the consent of the addressee is also required for telemarketing in the B2B area, presumed consent is sufficient here. This is the case if the advertiser can assume that the prospective customer expects an advertising call or at least looks forward to it. You can always call your existing customers as part of telemarketing campaigns. In 2001, the German Federal Court of Justice ruled that a business must tolerate telephone advertising if it “still corresponds to its interests to such an extent that the associated annoyance appears to be acceptable”.

Where can telemarketing be useful?

Telemarketing can perform many useful functions. Especially for topics that require explanation or pointed target groups. Some examples:

  • Identification of contact persons or decision makers in target companies
  • Scheduling for customer service or sales
  • Follow-up of marketing campaigns, trade fair contacts and customer inquiries
  • Market potential analysis for new products or topics
  • To stay in touch with existing customers: Customer satisfaction, invitation to events, notice of special offers, etc.
  • Pre-sales or for targeted direct sales
  • Address qualification

What does a telemarketing campaign cost?

The cost of telemarketing always depends on the type, scope and objectives of the campaign. Especially in the B2B sector, you should pay close attention to who is on the other end of the line. Cheap providers like to rely on mini-jobbers instead of professional agents. The cost of a telemarketing campaign usually consists of a one-time flat fee, the cost per call, and other performance-based costs such as sending emails, making appointments, research, etc. Feel free to contact us for a quote.


How does retargeting or remarketing work?

In retargeting, the visitor to a website is marked by cookies and is then shown advertising that matches his or her interest. Legally, this requires a reference to the cookies. Through personalized targeting, retargeting campaigns are particularly effective at bringing back former website visitors and turning them into customers. This marketing tactic works everywhere on the Internet as well as in social media and via Google.

Briefly described, the process is as follows:

  1. User visits your website
  2. Website sets a cookie or tags the user
  3. User is targeted with retargeting ads all over the internet
  4. User clicks on the ad and returns to your website
  5. User completes desired action/conversion

Why should I invest in retargeting?

Retargeting is the ONLY marketing tactic to re-engage visitors after they have left your website. At the same time, your website visitors are by far the best audience you can reach online. Whether the users come from specialist portals, Google, social media or B2B directories, with retargeting you recycle the clicks generated at great expense several times over. Finally, retargeting advertising achieves up to ten times the click-through rate of traditional ads, making it one of the most cost-effective forms of advertising.

What goals can be achieved with retargeting?

  • Extending communication with potential customers
  • Branding effect through repetition of the message
  • Increasing conversion and thus sales
  • Increase of brand awareness
  • Promotion of workshops/ events
  • Announcement of new products
  • Lead generation
  • Cross selling and up selling

Will retargeting still be possible in the future?

Yes, certainly. Data-driven online advertising is becoming increasingly regulated, but in whatever form retargeting takes, it will still be possible in the future. We expect tracking to evolve, but it will not be discontinued completely. We are constantly monitoring the cookie issue for you and will recommend alternative technologies and tactics in time.

Print Mailings / Dialogpost

DIALOGPOST – what is it?

Dialogpost is a product from the German Post Office (Deutsche Post) that can be used to send particularly cost-effective promotional letters, advertising materials and catalogs. These are addressed advertising letters that are sent to the relevant target groups with a high degree of individualization. There are also alternative products from regional mail service providers.

Why should I send print mailings?

Especially in the digital age, the letter is gaining in importance again because the mailbox is no longer as full. With the right customer approach to the address data of relevant target groups can be successfully:

  • win new customers,
  • retain existing customers and
  • increase your reach in the long term.

Online and offline can be cleverly combined here. We will be happy to support you in selecting addresses for your target group.

What can I send as DIALOGPOST with Deutsche Post?

As of January 1, 2020, only promotional messages are eligible for DIALOGPOST.
These include:

  • Offers that motivate customers to buy or use services and products.
  • Image and Political Party advertising
  • Invitations to events (city festivals, open days, etc.)
  • Sweepstakes
  • Customer magazines
  • Appeals for donations
  • Promotional customer cards
  • Free samples or other free promotional items

The following items cannot be delivered as DIALOGPOST, but must be sent as fully paid items:

  • Requests for payment
  • Sales goods
  • Invoices/ reminders
  • Communications without advertising content (e.g. market and opinion research, travel documents, order confirmations, public announcements, price lists, election notifications).

If you would like to send items that are not eligible for dialogpost at Deutsche Post, please contact us. We can also grant postage discounts for items that are not dialogpost-eligible.

DIALOGPOST, what is there to consider?

Dialogpost items must be designed for automated processing, i.e. certain graphic and production specifications must be met: Machine readability, keeping the franking and coding zone free, flexibility, etc. If items are not delivered in conformity, a charge of €0.05 will be applied by Deutsche Post. We will be happy to assist you with the design.

Are there alternatives to DIALOGPOST?

Depending on where the item is to be delivered, the size of the print run, the format or the weight of the item, we can use alternative, regional delivery partners to manage your shipments and thus reduce your costs. In some cases, longer delivery times may have to be taken into account. Feel free to contact us about this – we’ll be happy to advise you.

What can I personalize in a mailing?

The higher the degree of personalization and the more individual the customer approach, the greater the success of a campaign using letter mail. Personalization can be as individual as your database provides characteristics. For example, individualization by gender is possible: letters to men, for example, can be printed with different images than those to women. But it is also possible for different target groups to be shown different products. The more data is available about the customer (e.g., living situation, income structure, purchasing behavior), the better the approach can be individualized.

What does a DIALOGPOST item cost?

A standard letter up to 20 g costs from €0.30, while a fully-paid letter costs €0.80.
In addition to postage, there are costs for addresses, printing, personalization, enveloping, processing and posting. Depending on the number of items (min. circulation) size and weight the prices change. Contact us – we will be happy to provide you with a quote.