Frequently Asked
Questions
Do you have any questions? You’ll quickly find answers to the most important topics
in our FAQ section. If anything remains unclear, we’re happy to answer your
questions personally.
Frequently Asked Questions
Do you have any questions? You’ll quickly find answers to the most important topics
in our FAQ section. If anything remains unclear, we’re happy to answer your
questions personally.
B2B display advertising
The cost of online advertising depends on several factors, primarily the advertising
format, billing method, and reach. Our minimum booking volume for display
advertising is €3,000. Most campaigns have a budget range of €5,000–€15,000.
format, billing method, and reach. Our minimum booking volume for display
advertising is €3,000. Most campaigns have a budget range of €5,000–€15,000.
1. Definition of objective, target audience, and target region
2. Offer with recommendation for advertising channel, reach, and advertising media
3. Booking or approval of the offer and coordination of duration, etc.
4. Creation of ad formats, landing page, tracking pixels, etc.
5. Campaign setup, tracking test, and, if necessary, approval by the client
6. Go-live
7. Continuous optimization and reporting
8. Final report with detailed analysis, lessons learned, and recommendations
2. Offer with recommendation for advertising channel, reach, and advertising media
3. Booking or approval of the offer and coordination of duration, etc.
4. Creation of ad formats, landing page, tracking pixels, etc.
5. Campaign setup, tracking test, and, if necessary, approval by the client
6. Go-live
7. Continuous optimization and reporting
8. Final report with detailed analysis, lessons learned, and recommendations
This depends on the objective and placement of your campaign. The most
impressions are achieved with IAB standard formats such as 320×50, 728×90,
300×250, or 160×600. However, reach isn’t everything, and therefore it’s
especially important to use attention-grabbing formats such as 970×250 or
800×250. We’d be happy to help you select the right formats. Just contact us.
impressions are achieved with IAB standard formats such as 320×50, 728×90,
300×250, or 160×600. However, reach isn’t everything, and therefore it’s
especially important to use attention-grabbing formats such as 970×250 or
800×250. We’d be happy to help you select the right formats. Just contact us.
Advertisers most commonly use Google Analytics to measure traffic from display
campaigns. We also provide you with detailed reports that include the number of
ad impressions and information on performance by format and channel.
campaigns. We also provide you with detailed reports that include the number of
ad impressions and information on performance by format and channel.
Unfortunately, CPC-based billing isn’t possible for display campaigns. Clicks on ads
depend heavily on the brand, message, size, and content of the banner, as well
as the perception and user behavior of the target audience.
depend heavily on the brand, message, size, and content of the banner, as well
as the perception and user behavior of the target audience.
The advantage of online advertising is the relatively short lead time. Your online ad
can be launched within a few days. However, please contact us at least four
weeks before the campaign launch to clarify all details regarding target audience,
placement, processing, and advertising materials.
can be launched within a few days. However, please contact us at least four
weeks before the campaign launch to clarify all details regarding target audience,
placement, processing, and advertising materials.
B2B Lead generation
The core of every campaign is a piece of content that requires registration and is of
interest to the target audience. This is usually a white paper, an eBook, or a
webinar. We build a campaign around this content – anything that works is
acceptable. We have had particularly good experience with social media, email,
native ads, content marketing, direct mail, and telemarketing.
interest to the target audience. This is usually a white paper, an eBook, or a
webinar. We build a campaign around this content – anything that works is
acceptable. We have had particularly good experience with social media, email,
native ads, content marketing, direct mail, and telemarketing.
The funnel principle, marketing automation, and lead scoring are useful techniques
for making lead generation more efficient. However, for this to work, the lead
engine requires a larger number of users or leads. Often, B2B companies simply
have too few leads or too low a lead potential to be successful. For targeted target
groups, every lead is valuable. Therefore, we recommend qualifying leads
through pre-sales, sales, or service providers.
for making lead generation more efficient. However, for this to work, the lead
engine requires a larger number of users or leads. Often, B2B companies simply
have too few leads or too low a lead potential to be successful. For targeted target
groups, every lead is valuable. Therefore, we recommend qualifying leads
through pre-sales, sales, or service providers.
B2B decision-making processes usually involve multiple people, a decision-making
committee or buying center. There are a whole range of roles here, such as
initiator, decision-maker, buyer, user, etc. In addition, the products often require
explanation and are geared towards specific areas of application. Precise target
groups, complex decision-making processes, and the resulting challenges in
addressing target groups complicate B2B lead generation.
committee or buying center. There are a whole range of roles here, such as
initiator, decision-maker, buyer, user, etc. In addition, the products often require
explanation and are geared towards specific areas of application. Precise target
groups, complex decision-making processes, and the resulting challenges in
addressing target groups complicate B2B lead generation.
To calculate cost per lead (CPL), divide the total cost of the advertising campaign by
the total number of leads.
the total number of leads.
This depends on the target audience, target region, campaign content, and desired
lead quality. It´s usually a mix of several channels, and here’s our ranking in
descending order of priority:
lead quality. It´s usually a mix of several channels, and here’s our ranking in
descending order of priority:
1. Social Media
2. Telephone Marketing (Telemarketing)
3. Email Marketing
4. Search Engines
5. Direct Marketing
6. Display and Native Ads
To generate leads, interesting and high-quality content is always required for the target audience. Here are some examples:
- E-books
- Guides
- Market Overviews
- White papers
- Worksheets
- Checklists
- Downloads such as presentations, XLS calculators
- Templates
- Testimonials
- Discount Coupon
- Courses (Email, Video)
- Webinars
Account Based Marketing
Just as a key account manager takes care of important customers, account-based
Marketing (ABM) prioritizes selected companies. Focusing on promising target
companies makes particular sense in B2B marketing, because purchasing decisions
in the B2B sector 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 relevant decision-makers in a
targeted manner.
Marketing (ABM) prioritizes selected companies. Focusing on promising target
companies makes particular sense in B2B marketing, because purchasing decisions
in the B2B sector 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 relevant decision-makers in a
targeted manner.
The foundation of every ABM campaign is a well-researched list of companies. It’s
best to define this list together with your sales team. They usually know best which
companies offer revenue potential. Additional accounts can then usually only be
identified through research. Industry directories, associations, and exhibitor lists are
often good sources. If no data is available for new products or target markets, we are
happy to assist you in researching potential target accounts.
This always depends on the industry, product, and target audience. In our
experience, a few hundred target accounts are a good starting point.
Implementation essentially consists of just a few steps.
1. Identify and define target customers
2. Identify buying centers
3. Develop campaign content and offers
4. Define communication channels and measures
5. Implementation and continuous optimization
6. Evaluate campaign results
Social Ads
- The high reach of 2.8 billion monthly active users
- Excellent targeting of the target audience with diverse targeting options
- Automatic 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
This always depends on the product and target audience. In general, LinkedIn offers
excellent targeting and advertising options for B2B customers. Xing, Twitter,
YouTube, and Facebook are also relevant for B2B campaigns. We’d be happy to help
you select the right networks.
For particularly effective campaigns on social networks, we recommend video ads.
Click-through rates are very high. However, there are many other attractive
advertising formats, such as message ads, lead ads, carousel ads, job ads, event
ads, and many more. Contact us; we would be happy to recommend the right
advertising format for your campaign.
Click-through rates are very high. However, there are many other attractive
advertising formats, such as message ads, lead ads, carousel ads, job ads, event
ads, and many more. Contact us; we would be happy to recommend the right
advertising format for your campaign.
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 advertising campaign for your company is to test it.
We would be happy to work with you to define a campaign, advise on the right
advertising format, and help monitor and evaluate the results.
industry, budget, target audience, and many other variables. The only way to
determine the effectiveness of an advertising campaign for your company is to test it.
We would be happy to work with you to define a campaign, advise on the right
advertising format, and help monitor and evaluate the results.
Telemarketing
The telephone, when used professionally, is still the most effective means of contact.
You ask a question, and the customer responds immediately. Unlike online, the
bounce rate is very low, which greatly increases the likelihood of action.
Furthermore, customers feel better treated in a more personal conversation than,
for example, when filling out an online form. 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.
You ask a question, and the customer responds immediately. Unlike online, the
bounce rate is very low, which greatly increases the likelihood of action.
Furthermore, customers feel better treated in a more personal conversation than,
for example, when filling out an online form. 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.
While prior express consent is required for private individuals, the legal situation for
business customers is not entirely clear. While B2B telemarketing also requires
the recipient´s consent, presumed consent is sufficient. This consent exists if the
advertiser can reasonably assume that the prospective customer is expecting a
sales call or at least has a positive attitude toward it. You can always call your
existing customers as part of telemarketing campaigns. In 2001, the Federal
Court of Justice ruled that a business owner must tolerate telephone advertising if
it “corresponds to their interests to such an extent that the associated annoyance
appears to be acceptable.
business customers is not entirely clear. While B2B telemarketing also requires
the recipient´s consent, presumed consent is sufficient. This consent exists if the
advertiser can reasonably assume that the prospective customer is expecting a
sales call or at least has a positive attitude toward it. You can always call your
existing customers as part of telemarketing campaigns. In 2001, the Federal
Court of Justice ruled that a business owner must tolerate telephone advertising if
it “corresponds to their interests to such an extent that the associated annoyance
appears to be acceptable.
Telemarketing can perform many useful functions, especially for topics that require
detailed explanation or for specific target groups. Some examples:
detailed explanation or for specific target groups. Some examples:
- Identifying contacts or decision-makers at target companies
- Scheduling customer service or sales appointments
- Follow-up on 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, invitations to
events, information on special offers, etc. - Pre-sales or for targeted direct sales
- address qualification
The cost of telemarketing always depends on the type, scope, and objective of the
campaign. Especially in the B2B sector, you should pay close attention to who is
on the other end of the line. Low-cost providers often rely on part-time workers
rather than professional salespeople. The cost of a telemarketing campaign
usually consists of a one-time flat rate, the cost per call, and other performance-
based costs such as sending emails, scheduling appointments, research, etc.
Feel free to contact us for a quote.
campaign. Especially in the B2B sector, you should pay close attention to who is
on the other end of the line. Low-cost providers often rely on part-time workers
rather than professional salespeople. The cost of a telemarketing campaign
usually consists of a one-time flat rate, the cost per call, and other performance-
based costs such as sending emails, scheduling appointments, research, etc.
Feel free to contact us for a quote.
Retargeting
With retargeting, a website visitor is tagged with cookies and then shown ads tailored
to their interests. A notice about cookies is required by law. Due to personalized
targeting, retargeting campaigns are particularly effective at bringing back former
website visitors and converting them into customers. This marketing tactic works
across the internet, including social media and Google.
to their interests. A notice about cookies is required by law. Due to personalized
targeting, retargeting campaigns are particularly effective at bringing back former
website visitors and converting them into customers. This marketing tactic works
across the internet, including social media and Google.
The process is briefly described as follows:
1. User visits your website
2. Website sets a cookie or tags the user
3. User is targeted with retargeting ads across the internet
4. User clicks on the ad and returns to your website
5. User completes the desired action/conversion
Retargeting is the ONLY marketing measure that helps re-engage visitors after
they´ve left your website. At the same time, your website visitors are by far the best
target audience you can reach online. Whether the users come from specialist
portals, Google, social media, or B2B directories, with retargeting, you can leverage
the painstakingly generated clicks multiple times. Finally, retargeting advertising
achieves a click-through rate up to ten times higher than traditional ads, making it
one of the most cost-effective forms of advertising.
they´ve left your website. At the same time, your website visitors are by far the best
target audience you can reach online. Whether the users come from specialist
portals, Google, social media, or B2B directories, with retargeting, you can leverage
the painstakingly generated clicks multiple times. Finally, retargeting advertising
achieves a click-through rate up to ten times higher than traditional ads, making it
one of the most cost-effective forms of advertising.
- Extending communication with potential customers
- Branding effect through message repetition
- Increasing conversion and thus sales
- Increasing brand awareness
- Promoting workshops/events
- Publishing new products
- Lead generation
- Cross-selling and upselling
Yes, of course. Data-driven online advertising is increasingly regulated, but
retargeting will continue to be possible in some form. We expect tracking to
evolve, but it won´t be completely phased out. We are constantly monitoring the
cookie issue for you and will recommend alternative technologies and tactics in a
timely manner.
retargeting will continue to be possible in some form. We expect tracking to
evolve, but it won´t be completely phased out. We are constantly monitoring the
cookie issue for you and will recommend alternative technologies and tactics in a
timely manner.
Direct Mail Finishing
DIALOGPOST is a Deutsche Post product that allows you to send promotional
letters, advertising materials, and catalogs at a particularly low cost. These are
addressed advertising letters that are sent to relevant target groups with a high
degree of customization. Alternative products from regional mail service providers
are also available.
letters, advertising materials, and catalogs at a particularly low cost. These are
addressed advertising letters that are sent to relevant target groups with a high
degree of customization. Alternative products from regional mail service providers
are also available.
Especially in the digital age, letters are gaining importance again because mailboxes
are no longer as full. By correctly addressing customers and addressing the address
data of relevant target groups, you can successfully:
are no longer as full. By correctly addressing customers and addressing the address
data of relevant target groups, you can successfully:
- acquire new customers,
- retain existing customers, and
- increase your reach in the long term.
Online and offline can be cleverly linked here. We would be happy to assist you in
selecting addresses for your target group.
As of January 1, 2020, only advertising messages are permitted for DIALOGPOST.
These include:
These include:
- Offers that motivate customers to purchase or use services and products
- Image and party advertising
- Invitations to events (city festivals, open houses, 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:
- Payment requests
- Sale goods
- Invoices/reminders
- Messages without promotional 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 delivery with
Deutsche Post, please contact us. We can also offer postage discounts for items
that are not eligible for Dialogpost delivery.
DIALOGPOST shipments must be suitable for automation, meaning they must meet
certain graphic and production-related specifications: machine readability, keeping
the franking and coding zones clear, flexibility, and much more. If shipments are
not delivered in compliance, Deutsche Post will charge a fee of €0.05. We are
happy to assist you with the design.
certain graphic and production-related specifications: machine readability, keeping
the franking and coding zones clear, flexibility, and much more. If shipments are
not delivered in compliance, Deutsche Post will charge a fee of €0.05. We are
happy to assist you with the design.
Depending on the delivery location, the print run, the size of the format, or the weight
of the shipment, we can route your shipments through alternative, regional
delivery partners, thereby reducing your costs. In some cases, longer delivery
times may need to be considered. Please feel free to contact us – we will be
happy to advise you.
of the shipment, we can route your shipments through alternative, regional
delivery partners, thereby reducing your costs. In some cases, longer delivery
times may need to be considered. Please feel free to contact us – we will be
happy to advise you.
The higher the degree of personalization and the more individual the customer
approach, the higher the success rate of a direct mail campaign. Personalization can
be tailored as individually as the data characteristics supplied by your database.
For example, individualization is possible based on gender: letters sent to men can
feature different images than those sent to women. It is also possible for different
target groups to be shown different products.
The more customer data you have available (e.g., residential situation, income
structure, purchase behavior), the better you can individualize the communication.
approach, the higher the success rate of a direct mail campaign. Personalization can
be tailored as individually as the data characteristics supplied by your database.
For example, individualization is possible based on gender: letters sent to men can
feature different images than those sent to women. It is also possible for different
target groups to be shown different products.
The more customer data you have available (e.g., residential situation, income
structure, purchase behavior), the better you can individualize the communication.
A standard letter up to 20g costs from €0.30, while a fully paid letter costs €0.80.
In addition to postage, there are additional costs for addresses, printing,
personalization, enveloping, processing, and posting. Prices vary depending on
the number of shipments (minimum print run), size, and weight. Contact us – we’ll
be happy to provide you with a quote.
In addition to postage, there are additional costs for addresses, printing,
personalization, enveloping, processing, and posting. Prices vary depending on
the number of shipments (minimum print run), size, and weight. Contact us – we’ll
be happy to provide you with a quote.
