Not following every trend, but also not waiting until you have missed something and it is too late. As a digital agency, we perceive our SME clients in this area of conflict.

There is nothing fundamentally wrong with this attitude; on the contrary, it is the reason for the solid SME structure in Germany. When it comes to “digitalisation”, this sweet spot has been reached for many things. It’s not just about investments, but also about adapting processes – some of which have been established for decades – and changing the way information and data is handled. These things are time-consuming and need to be approached carefully but consistently.

More and more ideas and mechanisms from the consumer sector are currently being implemented in the B2B sector. One of these topics is verticalisation and, in particular, direct contact with customers across retailers.

Now that the technical prerequisites for working with customer data in a meaningful way have been created in recent years, it is now a matter of getting customers to entrust companies with their data on an emotional level. It is therefore important to charge your own brand accordingly, distance yourself from typical B2B platitudes and turn your customers into fans.