The B2B sector is in constant flux, which makes a clear digital strategy direction crucial. Stefan Schempp, director of online and e-commerce at HERMA Group, highlighted the central role of customer orientation in any digital strategy. He stressed the need to put customers at the centre of digital strategies in order to best meet their needs. He placed particular emphasis on thoroughly analysing the customer journey to gain deep insight into individual customer journeys and put target groups' needs at the centre. The core message: customer centricity is essential to keep pace with continuously changing customer requirements.

We at interactive tools also believe: Exceptional user experiences and a positive customer journey are decisive for the success of many companies and provide competitive advantages. We're happy to support you in planning and implementing a customer-centric digital strategy.

How we support you with customer centricity

AI technologies have now become the engine of digital transformation. They make innovation possible and are changing the way we work. This was also evident at the B2B Marketing Days 2023. Experts agree: using artificial intelligence in marketing is now unavoidable.
In particular, this means recognising AI as a valuable form of support and integrating technologies that optimise processes - even though handling it properly comes with challenges. Marketing professionals should actively explore the possibilities AI offers and gain their own experience.

However, using AI in B2B marketing is not a one-way street. It requires a clear strategy, responsible use of data, and continuous adaptation to changing market conditions.

At interactive tools we've recognised AI is now indispensable in today's business world. We believe AI-based solutions can make processes not just more cost-efficient, but also higher quality. That's why we've long been working on this topic and support our customers in successfully engaging with artificial intelligence.

Request an AI workshop

What AI means for our industry and customers

Digital corporate communication has undergone a transformation in recent years. The classic corporate website with its CMS alone is no longer enough. In both B2B and B2C, customers and target groups now expect valuable digital experiences across the entire customer journey - with an ever-increasing number of touchpoints. This is where Digital Experience Platforms (DXPs) come into play.

DXPs combine various technologies like CMS, e-commerce, CRM, PIM, DAM, analytics and marketing automation in one central system, enabling seamless user experience across channels. With DXPs, companies can deliver individual content and features tailored to user needs. This personalised approach not only delivers improved user experience but also boosts lead generation. This is especially clear in the example of KTR Systems GmbH.

In joint talk, software maker Magnolia and hidden champion KTR gave behind-the-scenes look, showing how interactive tools successfully integrated KTR Systems' entire corporate world into new digital experience platform ktr.com and lifted user experience to new level. Strategic redesign pursued two central goals: strengthening digital sales through improved lead generation and consolidating digital landscape on future-ready, scalable infrastructure. On the KTR project

The story of KTR Systems shows how DXPs can support companies in achieving their goals. At interactive tools, we are committed to supporting our clients in the successful implementation of Digital Experience Platforms.

Find out more about DXPs and their benefits in our Insight

In a world shaped by constant change and uncertainty, agility is becoming ever more essential. Rigid and inflexible planning methods are no longer suited to our complex reality. Jenny Gruner, Director Global Marketing at Hapag-Lloyd AG, has long held the view: There's no way around agile marketing any more. The more complex and uncertain our environment becomes, the clearer it is that agility is the key to success – especially when it comes to keeping clients firmly at the centre.

Agility requires not only new ways of working but also a flexible mindset that can adapt quickly to change without losing sight of long-term goals. Companies must therefore adapt, implement changes swiftly and put customer needs front and centre to succeed in the long run. Hapag-Lloyd sums up these principles in its own marketing manifesto.

At interactive tools, we understand the importance of agility in marketing. We rely on agile working methods and realise agile projects together with our clients.

More about Agile Transformation

In the competition for qualified talent, the "War for Talent", correct positioning is crucial for companies. Today more than ever, companies must show their best side to attract the attention of sought-after talent and retain them in the long term. Authentic content marketing is the starting point for credibly conveying company values and culture.

Prof. Dr. Uwe Seebacher, professor at Munich University of Applied Sciences, stresses emphatically: applicants should be treated like customers. What matters here is authentic communication that presents the employer brand honestly. Because employer branding, too, is about building trust and convincing applicants of the company's vision and values.

At interactive tools, we understand the crucial importance of authentic and sustainable communication in today's world. Do you need support planning or implementing your digital target group outreach? We'd be happy to help!

Complex products, long decision cycles and a demanding target audience – these are the challenges marketing leaders in industrial and technology companies face. The marconomy B2B Marketing Days show how companies are tackling these challenges and which trends from the consumer sector are also being successfully applied in B2B companies. Participants can look forward to exciting talks, discussions and workshops.

Interested in the latest trends and potential in B2B marketing?
Then take a look at our B2B Industry Monitor Digital 2024.

In our comprehensive B2B study, our experts continuously investigate how user expectations and digital offerings are developing in the B2B market. Gain interesting insights into the current state of digitalisation in B2B companies and discover how corporate websites are becoming customer-centric digital platforms. 

To the B2B Industry Monitor