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For years, Google Ads has been the cornerstone of digital advertising strategies. But in 2025, many B2B companies are asking: Is Google advertising still worth it? While the platform still offers enormous reach, significant limitations are emerging that reduce the effectiveness of Google Ads in B2B contexts.
1. High Click Costs and Declining ROI
Cost-per-click (CPC) rates have risen sharply in recent years. Especially in the B2B sector, where keywords are highly specific and competitive, high ad costs have led to a significant decline in return on investment. Many companies no longer achieve the economic efficiency that Google Ads once offered.
2. More Complex B2B Buying Decisions
B2B purchases often involve long decision cycles with multiple stakeholders. A single ad click rarely leads directly to a conversion. Google Ads can generate visibility, but it is only a small part of a longer decision-making process.
3. Competition and Ad Fatigue
With rising competition and an overload of ads, B2B Google Ads increasingly encounter “banner blindness.” Potential customers become oversaturated with advertising and click less frequently. Lead quality declines while costs increase.
4. Privacy and Limited Tracking
Stricter privacy regulations, such as GDPR or Apple’s iOS updates, have limited conversion tracking and retargeting capabilities. Advertisers now have less precise data, making campaign optimization more difficult and reducing effectiveness.
5. Alternative Channels Gain Importance
B2B decision-makers are increasingly reached via LinkedIn, targeted content campaigns, webinars, or account-based marketing. These channels offer more precise targeting options and often higher-quality leads than traditional Google Ads.
Conclusion:
Google Ads are not dead in B2B 2025—but they no longer work automatically. High costs, complex buying decisions, ad fatigue, and privacy restrictions make advertising more challenging. Successful companies use Google Ads strategically as part of a broader marketing mix that includes content marketing, social selling, ABM, and data-driven strategies. When used wisely, Google Ads can still generate visibility without wasting budget.
In 2025, B2B providers and SaaS companies face new challenges in sales: increasing competition, more complex buying decisions, and evolving customer needs. At the same time, digital tools, data analytics, and automation offer enormous opportunities. But which sales strategies are particularly effective today for generating leads, winning customers, and building long-term relationships?
1. Account-Based Selling (ABS) and Targeted Focus
Account-Based Selling is the standard strategy for complex B2B sales in 2025. Instead of sending broad, generalized offers, companies focus on selected key accounts. Through precise analysis of target customers and personalized outreach, conversion rates can be significantly increased.
2. Combining Inside Sales and Field Sales
Digital tools make it possible to manage the entire sales process more efficiently. Inside sales teams qualify leads and conduct initial meetings online, while field sales staff are deployed for in-person meetings or complex negotiations. This combination improves efficiency and reduces wasted effort.
3. Sales Automation and CRM Systems
Modern CRM systems and automation tools support lead management, follow-ups, and pipeline tracking. AI-powered lead scoring models help identify high-potential deals early and prioritize resources effectively. This ensures the sales team focuses on the most promising opportunities.
4. Value-Based Selling and Customer Success
The focus is on delivering value to the customer. SaaS companies increasingly rely on value-based selling, where the pitch emphasizes the tangible benefits of the software rather than price alone. At the same time, strong customer success teams ensure long-term retention and create upselling opportunities.
5. Multichannel Sales Strategy
By 2025, a single-channel approach is no longer sufficient. Successful companies use a mix of email, social selling, webinars, trade shows, and events. Digital tools like LinkedIn Sales Navigator, targeted content campaigns, and retargeting complement this strategy, increasing visibility with the right decision-makers.
6. Data-Driven Sales Optimization
Analyzing sales metrics is critical for strategy adjustment. Conversion rates, sales cycle duration, customer feedback, and market trends provide valuable insights. Companies that operate data-driven can continuously optimize their processes and increase their success rates.
Conclusion:
The best sales strategies for B2B providers and SaaS companies in 2025 combine personalization, digital tools, and data-driven decision-making. Account-Based Selling, sales automation, value-based selling, and multichannel approaches are key to success. Companies that implement these strategies consistently not only acquire new customers but also build sustainable relationships and secure long-term growth.
Whether it's product prices, job listings, real estate offers, or stock market data: the internet is full of publicly available information. But when that data is collected in large volumes and automatically processed, it’s called data scraping. A term that’s increasingly relevant in the age of AI, big data, and digital business models — but also legally and ethically controversial.
Data scraping refers to the automated process of extracting data from websites or online platforms. Special software tools or scripts — known as scrapers — scan websites, identify structured information (like tables, text, or metadata), and save it into databases or spreadsheets for further use.
Common use cases for data scraping include:
The data collected is often used for market research, competitive analysis, lead generation, or training artificial intelligence systems.
Technically speaking, data scraping is relatively easy. Even a basic Python script using libraries like BeautifulSoup, Scrapy, or Selenium can extract web content automatically. Browser plugins and low-code tools have made it even more accessible to non-programmers.
But legally, data scraping is a gray area. In the EU and Germany, website content is protected under copyright laws, even if it's publicly accessible. Mass copying and reuse of data may violate copyright law, website terms of service, or the General Data Protection Regulation (GDPR) — especially when personal data is involved.
Major platforms like LinkedIn, Facebook, and Amazon actively fight unauthorized scraping. At the same time, many companies use scraping techniques themselves for competitive intelligence or market analysis.
Many websites now offer APIs (Application Programming Interfaces) — official access points for retrieving structured data legally and efficiently. APIs are stable, documented, and often permitted under clear usage terms. However, they are sometimes limited, expensive, or don't provide all the data a company wants.
As a result, scraping is often the “unofficial” workaround, especially when no API is available or when the API limits usage too tightly.
Data scraping plays a key role in various digital business models. Common fields of application include:
Journalists also use scraping, especially in investigative and data-driven reporting — for example, to analyze large data leaks or identify hidden patterns in public records.
Despite its usefulness, data scraping raises serious legal and ethical issues. In addition to copyright and privacy concerns, it also raises questions of fair use and server load — scraping can overwhelm websites with automated requests. Some platforms block scrapers or deploy bot detection tools to prevent abuse.
There is also risk of misuse: scraping can be used for spam, misinformation, or even identity theft — for example, by harvesting email addresses or profile pictures from public sites.
Data scraping is a powerful tool in the data-driven economy. It provides access to information that would otherwise be difficult to obtain — enabling insights, automation, and innovation. However, the line between smart data strategy and legal violation is thin.
Anyone who wants to use scraping professionally must not only understand the technical side, but also comply with legal frameworks, follow ethical guidelines, and ensure responsible data handling.
Explainer videos were once the domain of startups and SaaS companies trying to simplify complex products. Today, they’re standard in B2B sales strategies across industries — from mechanical engineering and IT to pharmaceuticals and finance. “A good explainer video conveys what used to take a ten-page brochure or a 20-minute sales pitch — in just 90 seconds,” says Julia Werner, marketing lead at a German software company. “It’s a powerful tool at the top of the funnel.” Videos are used on landing pages, in cold emails, trade show presentations, and increasingly in personalized sales outreach via LinkedIn and email automation tools. The logic: visual storytelling sticks — and it helps cut through the noise in oversaturated digital channels. Depending on style, quality, and agency, a professionally produced explainer video can cost between €3,000 and €20,000. That includes scriptwriting, storyboard, voice-over, animation, sound design, and sometimes translation for international audiences. “The problem is that many companies underestimate the production time and internal coordination effort,” says Thomas Berger, founder of a B2B video agency in Munich. “There are weeks of back and forth — and that makes the process expensive and slow.” In tight B2B sales cycles, especially in the mid-market, decision-makers often hesitate to approve such high costs for a single video asset — particularly when ROI is hard to quantify directly. Advocates say yes. Numerous case studies show that landing pages with video can increase conversion rates by up to 80%. A 2024 HubSpot report found that 74% of B2B buyers are more likely to purchase after watching an explainer video — especially when the product or service is complex. “It helped us cut down our average sales call duration by 30%,” reports Marcel Döring, sales director at an industrial automation firm. “Clients came into meetings with a basic understanding of our value proposition — which made closing faster.” However, effectiveness depends heavily on context. A slick video alone won't rescue a weak message or poor targeting. Quality scriptwriting, clear messaging, and proper distribution are just as important as visual polish. In 2025, companies have more options than ever. AI-powered video tools like Synthesia, Pictory, and Lumen5 allow marketing teams to create semi-professional videos without actors, cameras, or large budgets. Pre-built templates and avatar voice-overs have lowered the barrier to entry significantly. “For internal training and basic explainer content, AI-generated videos are often ‘good enough’,” says Lisa Neumann, content strategist at a logistics software provider. “But for brand-critical assets, we still go the professional route.” Even agencies are starting to use AI in production workflows — to reduce storyboard development time, automate subtitles, or speed up versioning in multiple languages. Experts agree: Explainer videos are not a universal solution, but they work particularly well when... “A standalone explainer video without a distribution plan is a waste,” warns Birgit Scholz, B2B marketing consultant. “You need to think of it as a content asset with a lifecycle — not a one-off gimmick.” Explainer videos can be highly effective in B2B sales — if they’re part of a smart, strategic content plan. Their high cost remains a barrier for many SMEs, but the return on investment can be significant when the message hits the mark and the video is properly deployed across channels. Cheaper, AI-powered alternatives will continue to grow — but for high-impact, brand-sensitive communication, professional production still sets the standard. The key is knowing when to invest — and when a leaner, faster format will do the job.Explainer videos: From niche to mainstream
But they’re expensive — sometimes painfully so
Do explainer videos really increase conversions?
Cheaper alternatives: AI, templates, and DIY tools
When does an explainer video make sense?
Conclusion: Worth it — under the right conditions
A media monitoring report – also known as a press clipping report or media coverage summary – is a key tool in public relations. It documents how a company, brand, or topic is represented in the media. Whether used for internal reviews, client reporting, or evaluating the success of PR campaigns, a well-prepared media report provides clarity, transparency, and a solid basis for communication strategy. But how exactly do you create one? In this article, we guide you through the process step by step.
A media monitoring report is a collection of media mentions across various channels such as print, online, TV/radio, or social media, where a particular topic, company, or spokesperson is featured. It provides a snapshot of when, where, how, and in what tone a brand or topic has been covered by the media.
A comprehensive media report can include a variety of media types:
Depending on your goals, you may focus more heavily on certain types of media – for example, online-only, or including social listening results.
What do you want the report to achieve? Is it to track a specific campaign, provide a monthly overview, or monitor certain issues like sustainability or crisis topics? The purpose will shape the structure.
Choose a reporting period – it could be daily, weekly, monthly, or linked to a specific event or launch.
Media tracking can be done manually (via Google Alerts, searching news websites, etc.) or with professional tools like Meltwater, Cision, Brandwatch, Talkwalker, or pressrelations. Make sure to set the correct keywords, brand names, spokespersons, and topics.
Gather all relevant mentions in a document – including publication name, date, author (if known), link or scan, and ideally a screenshot or PDF. For each item, analyze:
You can structure the media report by media type (print, online, broadcast), date, or topic cluster. Include a clear table of contents and – optionally – a short executive summary with highlights.
Media reports can be presented as a PDF, PowerPoint deck, Word file, or in an online dashboard. Key elements for a professional look:
Be careful with copyright when including full articles. In many countries (including Germany), redistributing full-text media content without a license may violate intellectual property rights. Instead, you can:
A media monitoring report is more than just a list of articles – it’s a strategic tool. Whether you're measuring campaign success, monitoring brand reputation, or preparing for a board meeting, a well-structured media report offers valuable insight into public perception. It empowers communication teams to respond proactively, demonstrate ROI, and plan better for future campaigns.