adesso Blog

Sooner or later, AI models will also be more successful in B2B than manually created and optimised campaigns. But it will be important to feed the AI well and prepare it for its task. In my blog post, I will explain whether AI-based campaign models in social advertising make B2B as easy as B2C or not.

With estimations now going past 50% of the world’s population using social media in 2021, and this number still constantly growing, it is crucial for businesses to be present on some of these networks. For pharmaceutical firms this means to take the next step closer to connect and interact differently and more directly with patients, their families and their impacted network as a whole.

Content-as-a-Service (CaaS) has always aimed to make content available anywhere and in any format required. In theory, this sounds promising and useful. But how important is CaaS for today’s omnichannel marketing? Who benefits from CaaS, and what are the demands on the IT infrastructure? I will answer these questions in my blog post.

For many marketers, the implementation of a customer data platform (CDP) is one of the most important projects of the year. But, what’s so special about a CDP? And what benefits does SAP CPD offer? I answer these questions in my blog post.

We like to use apps a lot, and since the beginning of the pandemic we have been using them even more. There is a huge number of apps to choose from. Given this excessive number of apps, how can you make the right people aware of the right app? In my blog post, I provide an overview of app usage and demand and explain how to place the right app in the right place at the right time.

Marketing automation is a buzzword. It’s intended to help digitalise various aspects of sales and, at the same time, professionalise marketing content. But what are the triggers for this type of change in thinking? How complex is it to access marketing automation and what benefits can it offer? In this blog post, I provide clarity on the topic and offer a possible starting point.

Influencer marketing has become more professionalised in recent years and is now a recognised discipline in the marketing mix. According to various studies, companies have been increasing their influencer marketing budgets each year since then. But when does a person become an influencer, what exactly does influencer marketing mean and what are the benefits and challenges that come with it? You'll find out answers to these questions in this blog post.

Marketing automation solutions have long since proven to be successful for many companies. Used correctly, marketing automation is the perfect tool to identify leads and rank them based on user behaviour and past actions. Read our blog post to find out how this works, what advantages marketing automation offers and what you should watch out for.

Often, there is no consensus on how exactly a lead is defined and who follows it up and when. But this is precisely what is important for companies that are looking to introduce professional lead management. In my blog post, I introduce you to the key terms used in the lead management process and show you when leads should ideally be handed over from Marketing to Sales.