CDP, DMP or CRM? What Is the Best Way to Gather Customer Data? [5 Reading Tips]

With the wide variety of solutions for customer data, it is not that easy to keep track of them all. Particularly the more recent category of customer data platforms (CDPs) creates confusion among marketers. After all, it is not always easy to clearly distinguish between a CDP and other solutions. Today’s reading tips summarise the … Continue reading "CDP, DMP or CRM? What Is the Best Way to Gather Customer Data? [5 Reading Tips]"

CPQ Software: Achieving Increased Productivity and Higher Customer Satisfaction in a Hybrid Sales World with Automated Systems [5 Reading Tips]

You read about these three letters time and time again: CPQ. The abbreviation stands for Configure, Price, Quote. It describes a process chain in sales or in sales processes. In order to make the sale of diverse and customer-specific products and services as simple as possible, an appropriate CPQ software which fulfils certain functions is … Continue reading "CPQ Software: Achieving Increased Productivity and Higher Customer Satisfaction in a Hybrid Sales World with Automated Systems [5 Reading Tips]"

Brand Experience – How Do Brands Gain the Attention of Their Target Groups? [5 Reading Tips]

It is immensely important for companies to be tangible for customers. That’s nothing new. Especially in times when all market segments are flooded with competitors, it is essential to have a holistic strategy – after all, you want to establish yourself in the market or further expand the presence of your own brand. As is … Continue reading "Brand Experience – How Do Brands Gain the Attention of Their Target Groups? [5 Reading Tips]"

B2B Content Marketing – Building Long-Term Relationships with Target Groups and Generating High-Quality Leads [5 Reading Tips]

If you take a look at the charts of the world’s most profitable companies, you will see that German brands are rarely found among the big players. Volkswagen or SAP are exceptions. Particularly in the tech and IT industry, US companies dominate and Asian companies have long been on the rise. This is surprising as … Continue reading "B2B Content Marketing – Building Long-Term Relationships with Target Groups and Generating High-Quality Leads [5 Reading Tips]"

B2B Start-Ups as Role Models: Creating Real Added Value with Innovative Solutions and Service Concepts [5 Reading Tips]

B2B start-ups, the next hot thing. High margins, rapid growth in turnover and early profitability speak for themselves. When analysing the success factors of B2B start-ups, they differ greatly from B2C companies. It becomes clear that B2B models often post a profit more quickly than B2C models because B2C companies have to invest significantly more … Continue reading "B2B Start-Ups as Role Models: Creating Real Added Value with Innovative Solutions and Service Concepts [5 Reading Tips]"

The Power of Content [5 Reading Tips]

A modern, user-friendly customer experience should not be a question of industry, no matter whether it is ultimately about the purchase of a product, the potential creation of an offer or a business relationship in the making. Whether it is sales, service or purchasing: the different user groups in B2B wish for high-quality processed content.

Smart Supermarkets: How the Retail Industry Benefits from Shopping Cart Scanning, Dynamic Pricing and AI as the Boss [5 Reading Tips]

Artificial intelligence is the digital business trend par excellence. That’s what you hear. That’s what you read. That’s what they say. The »Hype Cycle for Emerging Technologies« published by the US research firm Gartner confirms this year after year. But what happens next? Either the hype fizzles out and the technologies disappear again – or … Continue reading "Smart Supermarkets: How the Retail Industry Benefits from Shopping Cart Scanning, Dynamic Pricing and AI as the Boss [5 Reading Tips]"

Chatbots in Customer Communication: The Maltreated Little Helpers [5 Reading Tips]

When talking to a chatbot, Germans are among the most unfriendly customers: they are often not satisfied with certain answers and frequently insult chatbots. However, the new communication channels are popular when it comes to topics that are too embarrassing for customers to talk about with a human being. Nevertheless, chatbots have established themselves as … Continue reading "Chatbots in Customer Communication: The Maltreated Little Helpers [5 Reading Tips]"

Generation Z – How Retailers Should Adapt Their Strategies Now [5 Reading Tips]

Demanding, dependent, ethical – as the first generation to grow up entirely in the spotlight of the Internet, millennials are probably the generation that has received the most criticism. However, now that brands are finally beginning to understand this target group, their successors are already entering the consumer landscape: Generation Z. This raises a number … Continue reading "Generation Z – How Retailers Should Adapt Their Strategies Now [5 Reading Tips]"

New Work Standards After the Coronavirus Pandemic? [5 Reading Tips]

What will our working world look like after the coronavirus pandemic? This is currently one of the most important questions that many people ask themselves – although the virus is far from being eradicated. Much of the discussion in the media revolves around working from home and the »enforced« digitisation push for many companies. However, … Continue reading "New Work Standards After the Coronavirus Pandemic? [5 Reading Tips]"