B2B Technology Marketing – Market Spotlight: DACH

An Interview with Achim Karpf, CEO of NetPress – the Content Marketing Agency In this series we’ll be giving in-depth interviews with regional marketers on the current state of B2B IT marketing in countries around the world. What is going on in the market right now? However, the biggest mistake any US or UK B2B company can make when entering the German market, short of not engaging in content marketing at all, is to simply translate their US-style content marketing strategy into German, or worse, to only reuse English-language assets. Identifying and addressing the needs of specific local target audiences with tailored content? In the US, many companies are investing serious money in sophisticated content marketing strategies that address multiple target audiences with highly relevant content in a variety of formats, distributed across a plethora of online and offline channels. The German market is moving in the same direction, but is still a couple of years behind what is happening in the USA (although the level of content marketing activities varies greatly by industry, with technology firms leading the way). This gives US or UK businesses with practical experience in successful content marketing a potentially big advantage when entering the German market. Planned investments in solutions and infrastucture however will drive IT expenses. In Germany, digitalization is strongly driven by an approach that focuses on cost reduction. To understand how TechTarget can help you achieve more success in the German market, please reach out to us today.

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An Interview with Achim Karpf, CEO of NetPress – the Content Marketing Agency

German content marketing

In this series we’ll be giving in-depth interviews with regional marketers on the current state of B2B IT marketing in countries around the world. This series is meant to provide regional background understanding of unfamiliar markets that you, as a marketer, might be purchasing or working within.

In today’s blog we’ll be talking with Achim Karpf, CEO for NetPress – the Content Marketing Agency, located in Munich, Germany. With 20+ years of B2B IT marketing experience to help companies like Micron or Dell maximize the effectiveness of their content marketing activities, his specialty is helping international companies launch successfully in new markets across DACH and Europe by tailoring content and communications to the needs and preferences of local audiences.

Why do you work with TechTarget?

At NetPress, content marketing is more than just a business – it’s our passion. It’s also the best route to potential customers. Opinion-forming communication is about winning customers and retaining them at a fundamental, rational and emotional level. You secure long-term success, and we integrate our mission and values into every aspect of our business and interact across every communications channel. To work with TechTarget makes the difference. We amplify the impact of our customers’ communication, understand the preferences of the people who consume it, and never get distracted from taking care of the essentials. It’s all about creating impact efficiently – and you won’t find another platform or partner more capable of doing exactly that.

Can you give an outlook on the current market landscape? What is going on in the market right now?

Germany is one of the biggest markets in Europe and offers huge potential for US and UK companies that are willing to invest in a local presence here. However, the biggest mistake any US or UK B2B company can make when entering the German market, short of not engaging in content marketing at all, is to simply translate their US-style content marketing strategy into German, or worse, to only reuse English-language assets. Both of these approaches have a higher likelihood of failure. Content and the way it is distributed must be specific to German audiences, and must be created and delivered according to their preferences at every stage in the buying cycle. To succeed with content marketing in Germany, you need to understand what makes these guys tick, and how to adjust your strategy to meet their expectations. Relevance for the target audience is key. Only then will the resonance you achieve justify the investments required.

And how has German publishing changed over the last 5 years? Is content marketing a new hype?

In…

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