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Demand Generation vor Lead Generation im B2B | Praxis-Beispiel Zultner Metall

EPISODE · Jul 22, 2025 · 28 MIN

Demand Generation vor Lead Generation im B2B | Praxis-Beispiel Zultner Metall

from The Voice of B2B Marketing

In dieser Episode von „The Voice of B2B Marketing“ diskutieren Host Julia Pichler und Julian Haas, Brand & Marketingmanager bei Zultner Metall, über die Einführung und Umsetzung von Demand Generation Ansätzen im traditionsreichen B2B-Unternehmen. Dabei geht es um die Bedeutung von Vertrauen, Sichtbarkeit vor dem ersten Kundenkontakt und die Transformation vom Produktlieferanten zum lösungsorientierten Partner. Julian teilt konkrete Einblicke in die Anwendung des „They Ask, You Answer“-Prinzips, die Rolle des Vertriebs, SEO, die Auswahl geeigneter Kanäle und Formate sowie den Wandel im Mindset des Marketings. >>> Und zum Schluss: Don't miss the 'B2B Battle' & die 'Frage an die Hörer:innen'!Unser Gast in Folge 31: Julian Haas, Brand & Marketingmanager, Zultner Metall GmbHChapters:00:00 Einführung in die Folge02:14 Warum Demand Generation? Strategische Neuausrichtung bei Zultner03:47 Umsetzung von „They Ask, You Answer“ im Industrieumfeld07:47 Digitalisierung trifft Unternehmenskultur – Hürden und Wandel09:44 Fragen der Kunden als Contentgrundlage – wie man sie sammelt11:10 Wichtige Kanäle: Website, SEO, LinkedIn, Newsletter15:39 Zusammenarbeit Marketing & Vertrieb: Von Skepsis zur Co-Creation17:14 Wirkung auf Kundengespräche und Vertrauen18:24 Welche KPIs und qualitativen Signale zählen wirklich?21:07 Lessons Learned & Empfehlungen für B2B Marketer24:11 Blick in die Zukunft: Video, Kundenplattform, Community Building25:55 B2B Battle & Frage an die Hörer:innenFrage an die Hörer:innen: Welche 3 konkreten Maßnahmen setzt ihr bei potenziellen Kunden ein, um schon bei der Bedarfsermittlung als möglicher Partner in Frage zu kommen? | Schreibt uns auf [email protected]! Wer mehr über Demand Generation im B2B erfahren möchte, kann sich gerne direkt mit Julian vernetzen.|| B2B Marketing, Demand Generation, TAYA, Lead Generation, Content Strategie, Vertrauen, SEO, LinkedIn, Digitalisierung, Sales Enablement, IndustrieWir freuen uns über euer Feedback: [email protected] Informationen zu unserem Podcast und die Arbeit unserer B2B Expert Group beim DMVÖ 

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Demand Generation vor Lead Generation im B2B | Praxis-Beispiel Zultner Metall

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