Current challenges in German industry

• Weak demand and declining orders: Many companies are seeing a decline in orders, particularly in traditional industries, leading to oversupply and slower growth.
• Global competition: International competitive pressure is constantly increasing.
• Rising operating costs: In Germany in particular, costs for companies are rising continuously.
• Market uncertainty: Political and economic uncertainties, such as geopolitical tensions or inflation, make long-term planning and investment difficult.

In response, marketing budgets are often reduced on the assumption that this will have no immediate impact on core business. However, this view can be misleading.

The importance of long-term marketing and branding

• More than two-thirds of purchasing decisions are made before the supplier is contacted. Without visibility at this stage, companies are left out in the cold.
• Most purchasing processes begin with a preferred brand – and end there too. Those who are not present in the decision-making process lose out.
• Only a small portion of the target group has an immediate need. This means that even interested leads are often not yet ready to buy.

In addition, buyers are placing increasing importance on a brand’s values and vision. Companies that communicate authentically and transparently create long-term connections and remain in people’s minds even when the need arises later on.

Complexity of the buyer journey in the B2B sector

Decision-making processes in the B2B sector are extremely complex and take an average of 9.5 months in Germany. Up to ten people from different departments and hierarchical levels can be involved, which increases the need for a targeted and differentiated approach. Marketing must not only reach the various players in the decision-making process, but also accompany and support them throughout the entire period.

Another key factor is that almost nine out of ten purchase inquiries originate from the buyers themselves. The market is therefore driven by their initiative. In order to be perceived as a serious option by these potential customers, a consistent and convincing brand image is essential.

Risks of focusing exclusively on short-term measures

A narrow focus on short-term lead generation can result in companies repeatedly targeting the same limited customer base without attracting new potential customers. In the long term, this can lead to a depletion of potential. Building trust and brand awareness does not happen overnight; it requires continuous effort and investment.

The danger of the “one-size-fits-all” strategy

In difficult economic times, many companies tend to apply a universal strategy to quickly reduce costs and achieve results. However, this mindset is risky. A blanket strategy that does not take into account the different needs and stages in the buyer’s decision-making process will not be successful in the long term. Instead, marketing should be differentiated and tailored to the various segments and buyer personas.

Recommendations for marketing managers

Instead of cutting their marketing budgets, companies should consider how they can use their resources more efficiently. Digital measures such as search engine optimization, social media, and content marketing offer cost-effective ways to increase visibility and customer loyalty.

A sound, long-term brand strategy can even give your company an advantage in times of crisis. The importance of branding and ongoing customer engagement should not be underestimated; therefore, it is crucial to invest specifically in these areas.