Digital
Articles on digitalization, GTM engineering and AI in B2B.
How Does Product Positioning Work for B2B Companies?
In B2B, product positioning decides whether customers buy or go to a competitor. This article shows what positioning is and how to build it in three steps.
Product Marketing and Product Management: The Power Duo
Product marketing and product management are a duo. One brings the product to market, the other builds it. This article shows how their teamwork removes growth barriers.
Marketing Automation: Lead Generation or Existing Customer Care?
Many B2B companies chase new customers and neglect existing ones. This article shows how marketing automation balances both: lead generation and customer retention.
10 Mistakes to Avoid in Marketing Automation
Complex workflows kill your marketing automation. This article shows ten common mistakes, from data silos to weak content, and how to avoid them.
How Does Hyper-Personalization Work in B2B?
Hyper-personalization uses AI to adapt your content dynamically for each visitor. This article shows how it works in B2B and strengthens customer loyalty.
Founder-Led Content: Your Uncopyable GTM Advantage
Reply rates below 1% are a recognition problem, not a copywriting problem. Nobody replies to strangers. When prospects already know you from your content, reply rates jump to 2 to 4%. Your personal brand is the one GTM asset nobody can copy.
From Vibe Coding to Agentic Engineering
A year after "vibe coding" swept through AI-assisted development, the hangover hit: unreliable code, security holes, slower developers. Now comes "agentic engineering." You orchestrate AI agents and keep control of architecture and reviews. The tool stays, the discipline returns.
Data Strategy and CRM for B2B Companies: Guide
While most leaders recognize data and CRM systems as critical, few B2B companies actually implement targeted data strategies. A crisis in data quality threatens digital transformation success.
How to Implement Customer Relationship Management (CRM) for B2B Companies
This guide explains how B2B companies can implement CRM systems to manage the customer journey efficiently. It covers CRM strategy, operations, analytics, and highlights leading platforms for automating marketing, sales, and service functions.
The Mountaineer / Article in Swiss IT Reseller
Marc Gasser has developed a unique project methodology where programmers are sent to mountain retreats to concentrate on software development. His IT company Astina specializes in e-commerce process optimization and innovative portal development.
Agentic Engineering: Why the DACH Mid-Market Is Stalled at Step One
Agentic engineering rebuilds the software development lifecycle around AI agents, grounded in your company knowledge. Not AI features bolted on top. In the DACH mid-market, leadership and culture are the blockers, not regulation.
Content Creation with AI: Do Machines Write Better than Humans?
On analytical text, AI now matches human writing. On storytelling, it falls short. This article shows where AI helps in B2B content creation and where the limits still are.
How to Use Artificial Intelligence in B2B-Marketing to Generate More Sales
AI is reshaping B2B marketing: predictive analytics, personalization, and automation of complex tasks. 81% of decision-makers see a chance to improve their marketing.
20 Lead Magnet Ideas for B2B Companies
Lead magnets collect contact details from potential customers. In return, the prospect gets content with real value. 20 concrete ideas for B2B companies.