Marketing Services
Markets are complex and evolving constructs with major regional differences.
As an IT Vendor you're facing global competition. Therefore, it's good to know the Market you want to enter.
⇒ APILANi is your #1 Alliance Partner for your international B2B Marketing strategy with …
Promotion & Positioning
With B2B Marketing Services you get assistance from Lead Generation to Sales Conversion and long-term Customer Support. Marketing Communication & Promotion gets you more attention and you can interact with your Enterprise Customers more easily.
Promotion is always limited in time. Long-term support of the overall Marketing Strategy will be achieved via repeated and coordinated promotion campaigns.
Our promotion strategy - four pillars of success:
✔️ Promotion: Corporate - Brand - Communication
We strengthen your corporate presence, build a distinctive brand identity, and ensure consistent communication across all relevant channels.
✔️ Product: Innovation - Differentiation - Variation
Our product strategy focuses on innovation, clear differentiation, and targeted variation to meet the demands of a dynamic market.
✔️ Place: Direct Sales - Distribution Channel - e-Commerce
Through direct sales, efficient distribution channels, and the expansion of e-commerce, we ensure optimal market coverage and customer proximity.
✔️ Price: Cost Recovery - Penetration - Skimming
Our pricing strategy combines cost recovery, market penetration, and value-based skimming to ensure sustainable growth and competitiveness.
⇒ APILANi helps you successfully implement your Marketing Strategy in different regions. 👉📧
Lead Generation & Acquisition of new customers
Qualified customer data help you to expand your customer base and to enter into dialogue with your customers. You can find out more about the needs of your customers and continuously optimize your solution.
A large number of web analytics tools and services are there to be used for automatic lead generation and linked to existing business software (accounting, controlling, sales, purchasing, production, warehousing, transport, etc.).
Advertising media with targeted content (white papers, advertising banners, newsletters, text links, etc.) can be used through all delivery channels. Interested parties become leads who are then passed on to sales to initiate a deal. Additionally, trade fairs, summits or roadshows can be used as popular marketing instruments for generating leads in B2B Marketing.
You want to generate more qualified leads? We help you on your journey to successful Lead Generation with concrete actions! 👉📧
🔍 1. Define your Ideal Customer Profile (ICP)
➡️ Demographics: industry, company size, geography
➡️ Firmographics: revenue, structure, technologies used
➡️ pain points and goals of the target audience
Tip: Create fictional detailed buyer personas that represent your best customers.
🎯 2. Attract Attention (Lead Acquisition)
➡️ Content Marketing: Blogs, whitepapers, case studies, eBooks
➡️ SEO & SEM: Organic and paid search traffic
➡️ Social Media: LinkedIn campaigns, webinars, and thought leadership
➡️ Email Campaigns: Cold outreach or newsletter subscriptions
➡️ Events & Networking: Trade shows, webinars, and conferences
➡️ Partnerships & Referrals: Leverage existing clients or partners
Goal: Generate awareness and interest in your product/service.
📩 3. Capture Lead Information
➡️ Landing pages with lead magnets (e.g. whitepaper download)
➡️ Contact forms or chatbots on website
➡️ Calls-to-action (CTAs) across content
➡️ Newsletter sign-ups and gated content
Goal: Get names, emails, roles, and company info for qualified prospects.
🧮 4. Qualify Leads (Lead Scoring)
➡️ Demographic fit (ICP alignment)
➡️ Engagement level (website visits, downloads, opens)
➡️ Purchase intent (requested demo, pricing page visits)
Result: MQL (Marketing Qualified Lead) → passed to sales team.
💬 5. Nurture Leads
➡️ automated email sequences with personalized content based on interests
➡️ retargeting ads
➡️ Webinars or product demos
Goal: Convert MQLs into SQLs (Sales Qualified Leads).
🤝 6. Handoff to Sales
➡️ provide full context: activity history, needs, challenges
➡️ Sales engages via personalized outreach (calls, emails, demos)
➡️ CRM tools (like HubSpot, Salesforce, Pipedrive) ensure alignment
Goal: Sales converts the SQL into a customer.
📊 7. Analyze & Optimize
➡️ Conversion rates per stage / Cost per lead (CPL)
➡️ Lead-to-customer rate / ROI by channel
Goal: Continuous improvement for higher efficiency and ROI.
⇒ With APILANi you get measurably more leads and more conversions to deals. 👉📧
Account Based Marketing
Using a sophisticated Account-Based Marketing (ABM) Strategy, your marketing campaigns get better performance.
The aim is not to win as many potential customers as possible with as many overlapping programs as possible. Individualized messages will more clearly address your target audience and their specific needs, and will more effectively guide them to the consideration or purchase of your solutions.
ABM is particularly useful when products or solutions are only relevant to a small number of target customers or are more valuable to specific customers within a specific audience than to others.
You want to align your marketing activities with your target customers? We help you on your journey to beneficial Account Based Marketing with concrete actions! 👉📧
🎯 1. Strategy & Targeting
➡️ ABM goals (e.g., increase engagement, book pilot, close deal)
➡️ identify target accounts (high-value, strategic, or expansion clients)
➡️ map key decision-makers and influencers (CIO, CISO, Operations Lead, etc.)
➡️ research each account's industry, pain points and priorities
➡️ align with sales team on target list, timing, and personalization level
🧩 2. Messaging & Positioning
➡️ develop core value proposition for the segment
➡️ create personalized messages per account and persona
➡️ identify unique challenges (e.g., security, automation, compliance)
➡️ define key differentiators (why your solution fits their context)
➡️ craft account-specific storytelling or use cases
🧾 3. Content Creation
Top of Funnel (Awareness)
➡️ Industry trend report / whitepaper
➡️ Thought leadership article or blog post
➡️ Co-branded infographic or research piece
Middle of Funnel (Consideration)
➡️ Personalized solution brief
➡️ Case study from a similar client
➡️ ROI or TCO calculator
➡️ Custom demo video / interactive content
Bottom of Funnel (Decision)
➡️ Executive deck or one-pager
➡️ Proposal / offer tailored to the account
➡️ Security, compliance, or integration documentation
➡️ Customer testimonial or reference
📢 4. Distribution & Activation
➡️ Email campaign with personalized messaging
➡️ LinkedIn Ads targeting specific companies or roles
➡️ Custom microsite or landing page for each account
➡️ Retargeting campaign (ads, content, or offers)
➡️ Invite-only webinar or event for target accounts
➡️ align sales outreach with marketing touchpoints
📊 5. Measurement & Optimization
➡️ track account engagement score (views, clicks, time on page)
➡️ measure content performance by account (downloads, interactions)
➡️ analyze pipeline impact (meetings booked, deals influenced)
➡️ collect sales feedback on content relevance and effectiveness
➡️ continuously update content with insights from engagement data
🤝 6. Collaboration
➡️ regular sync between marketing & sales
➡️ share engagement insights in CRM
➡️ co-create content with sales or technical experts
➡️ maintain a shared ABM content library
⇒ APILANi helps you to align your marketing efforts with the needs of your target customers. 👉📧
Brand Image Development
A strong brand is a huge competitive advantage for you. Operationally, it leads to lower implementation costs and higher margins. Building a brand extends from brand analysis to a concrete communication strategy with clear positioning on the market and differentiation from the competition.
The customer's purchasing decision process is significantly influenced by the attractiveness of your brand. In order to successfully differentiate yourself from the competition, it does not help you to simply increase the number of advertising messages at will.
The core of your brand conveys the values of the company and thus creates orientation and trust among your customers. We will then coordinate all steps of brand management.