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Are Google Ads Dead? Why Google Advertising in B2B Won’t Work in 2025

12d ago | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

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.

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The Best Sales Strategies for B2B Providers & SaaS Companies in 2025

21d ago | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

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.

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Scaling as a B2B SaaS Company – Strategy and Tactics Including Marketing and Sales

10/06/2025 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

Scaling a B2B SaaS company is one of the biggest challenges in today’s software industry. Growth means not only acquiring more customers but also expanding processes, technology, marketing, and sales efficiently and sustainably. Successful scaling requires a clear strategy and concrete tactics across all areas of the business.

1. Strategic Foundations of Scaling

Before scaling, a solid foundation is essential:

  • Product-Market Fit: The SaaS product must precisely meet the needs of the target audience and deliver real value.
  • Customer Understanding: Deep knowledge of buyer personas, industries, pain points, and decision-making processes is indispensable.
  • Scalable Business Model: Pricing, sales channels, and support structures must be designed for growth.
  • Technical Scalability: The software’s infrastructure and architecture must handle increasing user numbers and demands smoothly.

2. Marketing Strategy for Scaling

Marketing plays a central role in increasing reach, generating qualified leads, and positioning the brand as a trusted partner.

  • Inbound Marketing: Content marketing, SEO, webinars, whitepapers, and thought leadership help gain organic visibility and attract potential customers.
  • Account-Based Marketing (ABM): Targeted campaigns that address key accounts with personalized messages.
  • Marketing Automation: Automated workflows and lead nurturing systematically qualify prospects and prepare them for sales.
  • Branding and Positioning: Clear messaging and a strong brand presence build trust and differentiation in a competitive market.

3. Sales Strategy and Tactics

Sales in B2B SaaS requires a blend of digital and personal approaches:

  • Sales Development Representatives (SDRs): They qualify leads and pave the way for Account Executives.
  • Account Executives (AEs): Responsible for consulting, negotiations, and closing large deals.
  • Customer Success Management: Essential for customer retention and upselling after closing deals.
  • Self-Service and Freemium Models: Enable scalable entry points that sales teams can complement later.

4. Key Metrics (KPIs) for Scaling

Scaling must be continuously monitored and adjusted:

  • Customer Acquisition Cost (CAC): How much does it cost to acquire a new customer?
  • Customer Lifetime Value (CLV): How much revenue does a customer generate over the entire relationship?
  • Churn Rate: How many customers are lost over a specific period?
  • Monthly Recurring Revenue (MRR): Steadily increasing recurring revenue forms the growth foundation.
  • Conversion Rates: From visitor to lead, lead to customer — every stage must be optimized.

5. Organizational and Technological Scaling

Growth also requires internal adjustments beyond marketing and sales:

  • Team Structure: Clear roles, responsibilities, and efficient collaboration between marketing, sales, and customer success.
  • CRM and Sales Tools: Automation, data analysis, and pipeline management support handling large volumes.
  • Scalable IT Infrastructure: Cloud services and microservices architectures enable fast growth and flexible development.

6. Challenges and Success Factors

Common pitfalls include:

  • Poor lead quality
  • Unclear target audience messaging
  • Lack of alignment between marketing and sales
  • Customer churn
  • Technical bottlenecks and performance issues

Success factors include:

  • Clear strategic direction
  • Data-driven decision-making
  • Agile processes and fast feedback loops
  • Investment in customer retention and support
  • Continuous learning and adaptation

Conclusion

Scaling a B2B SaaS company is a holistic process that combines strategic thinking and operational execution. Only when marketing, sales, product, and organization work harmoniously can sustainable and profitable growth be achieved. With the right strategy, clear KPIs, and continuous optimization, successful expansion is within reach.

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Succeeding Online in 2025 – What Really Matters for B2B Companies

10/02/2025 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

The digital B2B market is more dynamic than ever: buyers expect speed, transparency, and personalized offers. Technologies like AI, automation, and data-driven marketing are reshaping the rules of the game. So what really determines online success for B2B companies in 2025?

Digital Visibility Remains Key

Even in 2025, the rule stands: if you’re not visible online, you hardly exist for potential customers. SEO, paid media, and above all relevant content remain essential. Personalization continues to grow in importance – content must not only be informative, but also tailored to industries and buyer personas.

“In B2B, having a website is no longer enough – you must be visible, helpful, and trustworthy throughout the customer journey.”

Customer-Centricity as a Competitive Advantage

Successful B2B companies focus not on their product, but on solving customer problems. This means:

  • Clear buyer personas backed by data insights.
  • Content across the entire funnel – from awareness to conversion.
  • Digital-first service: quick response times, self-service portals, chatbots.
Tip: Customer-centricity is not just a marketing tactic – it’s a cultural commitment. Without internal adoption, initiatives remain superficial.

Technology & Automation

AI-driven tools, marketing automation, and CRM systems are already standard. In 2025, the focus is on integration: data from sales, marketing, and service must flow seamlessly to enable consistent customer journeys and tailored offers.

Equally important: data literacy within teams. Technology is only as effective as the people who know how to use it.

Trust and Thought Leadership

B2B buyers invest in solutions built for the long term. Trust is built through content, references, and digital presence. Formats such as whitepapers, expert blogs, webinars, and industry podcasts strengthen positioning as a thought leader.

The Human Touch in a Digital World

Despite automation, the human factor remains decisive. Digital channels initiate contact – but deals are often closed in personal conversations. Successful B2B companies combine digital efficiency with human relationships.

The Five Success Factors for 2025 at a Glance

  1. Visibility through relevant, personalized content.
  2. Customer-centricity across all touchpoints.
  3. Integration of technology, data, and automation.
  4. Building trust and thought leadership.
  5. Balancing digital efficiency with human interaction.

Conclusion

Succeeding online in 2025 is no coincidence – it’s the result of strategic planning and cultural adaptation. Companies that keep customers at the center, integrate technologies effectively, and build trust will lead the market in the long term.

The internet is no longer just a sales channel – it’s the central marketplace.

Note: This article summarizes key trends. Each B2B company should conduct its own analysis and benchmarking to develop a tailored digital strategy.

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What Is the Customer Journey in the B2B Sector?

09/30/2025 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

The Customer Journey in the B2B (Business-to-Business) sector describes the process that a company goes through — from the first point of contact with a potential solution provider to the final decision and beyond. Unlike in B2C (Business-to-Consumer), this journey is often longer, more complex, and involves multiple decision-makers.

Key Characteristics of the B2B Customer Journey

The B2B Customer Journey is typically:

  • Multi-layered: Involves various roles such as buyers, users, decision-makers, and sometimes external consultants.
  • Rational and research-driven: Decisions are based on facts, ROI, long-term benefits, and risk management.
  • Relationship-focused: Trust, reputation, and personal relationships play a significant role.
  • Longer in duration: The process can take weeks or even months depending on the complexity and investment involved.

The Typical Stages of the B2B Customer Journey

1. Awareness

The potential buyer becomes aware of a challenge, problem, or opportunity. This may happen through online research, trade shows, webinars, or recommendations. Content marketing plays a big role at this stage.

2. Consideration

The company actively seeks solutions. They compare vendors, read case studies, attend demos, and download whitepapers. Product features, references, and expert opinions influence the evaluation.

3. Decision

After narrowing down the options, internal decision-making takes place. Procurement, IT, legal, and management may all be involved. Pricing, terms, integration capabilities, and support models are key factors.

4. Purchase

The deal is signed and the onboarding process begins. Good communication and service during implementation are critical for long-term satisfaction.

5. Post-Purchase / Loyalty

After the sale, the focus shifts to customer success, support, and relationship building. Satisfied clients may become repeat customers, brand advocates, or provide referrals and testimonials.

Touchpoints Along the B2B Customer Journey

Common touchpoints include:

  • Company website and landing pages
  • Webinars, whitepapers, case studies
  • Sales meetings and consultations
  • CRM and email communications
  • Social media and thought leadership content
  • Customer support and success teams

Why Understanding the B2B Customer Journey Matters

By mapping and optimizing the B2B Customer Journey, companies can:

  • Identify pain points and improve the buying experience
  • Align marketing and sales efforts more effectively
  • Increase conversion rates and shorten sales cycles
  • Strengthen customer relationships and retention

Conclusion

The B2B Customer Journey is not a straight line, but a complex path influenced by logic, collaboration, and trust. Understanding this journey is essential for developing effective marketing strategies, building lasting customer relationships, and ultimately driving business growth.

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