Michael, please tell us a little bit about yourself.
|I’m a Tech Founder and Content Boy gone B2B Marketing. My tech start-up, Familonet, got acquired by Daimler in 2017. Since then I’ve been creating loads of content around business stuff. Also, with my new company, XHAUER, we’re helping IT, Tech und SaaS companies succeed in B2B marketing through LinkedIn Ads and our Performance Content Strategy.|
Which current trends do you observe in your market in Tech?
In B2B marketing, I see two major trend which seem to go into opposite directions: One, back to the roots of human-created high-quality content (since targeting and algorithm are getting less effective). And two, AI, which helps to produce high quality content in huge quantities.
Please name one business tool you could not live/work without.
What are interesting business opportunities for German companies?
|German companies build great products. However, they’re lacking proper marketing and sales processes. I see great opportunities here!|
What is the most important entrepreneurial advice you would give others?
|Make use of those underpriced attention platforms, i.e.TikTok, LinkedIn and YouTube. Document your process – and publish it as content. They‘re the best basis for marketing you can get – no matter what product you’re building. Get your baby out fast and collect feedback from clients and users.|