Relevant data.
Intelligent processes. Successful digital marketing.
In digital marketing, the availability of relevant and well-structured data determines the success of your campaigns — whether in a B2B or B2C environment. Only those who understand their target groups, address them in a personalized manner and systematically record their customer journey can attract, convert and build customer relationships.
We ensure that all marketing-relevant data is available to you in the right place at the right time in your marketing platform. By intelligently linking and targeted use of all relevant touchpoints, we help you to collect, process and consolidate data in a structured manner. Together, we create the basis for efficient, data-driven marketing that is automated, scalable and GDPR-compliant.
Expertes in lead generation and data management
Make anonymous website visitors visible
You have valuable B2B traffic on your website every day but do you really know who is behind the clicks? With intelligent visitor recognition, you can identify companies behind anonymous website visits, gain valuable insights into user behavior and open up new approaches for targeted lead nurturing and sales.
Maintain contacts. Retain customers.
We help you gain contacts across channels and qualify and integrate them into your system landscape without media disruption. We help you to convert fragmented customer data from various sources — for example from CRM systems, e-commerce platforms or customer data platforms (CDPs) — into a consistent, usable overall picture. Whether it's an initial contact, transaction or reactivation: With well-thought-out contact management, you lay the basis for personalized customer journeys and efficient marketing automation based on a solid, privacy-compliant data structure.
Clean data for effective marketing
Outdated, duplicate, or incorrect addresses? This not only costs time and money, but also jeopardizes the success of your campaigns. With professional list cleaning and address validation, you can ensure that your database is up-to-date, correct and GDPR-compliant - and thus create the basis for reliable segmentation, targeted communication and high delivery rates.
Which tool matches your requirements?
In a confusing market of technologies, platforms and tools, we maintain an overview, make objective recommendations and support our customers with selection, setup, and data and process integration. Our advantage: manufacturer independence and solid platform expertise since 2001.
Your agency for marketing automation
- Personal advice
- Quick feedback
- Non-binding & fast
Digital and email marketing expertise in the Publicare blog
B2B Visitor Identification: A side-by-side comparison of Leadfeeder, Leadinfo and SalesViewer
Anyone who wants to exploit the unused potential of their website in B2B sales can hardly ignore tools for visitor identification. They unmask anonymous traffic and provide valuable buying signals to existing and prospective customers. As a vendor-independent digital marketing agency, we pitted various common solution providers against each other in three empirical comparative tests in 2019, 2020 and 2022. Since then, we have been recommending the former test winner SalesViewer in German-speaking countries. But the market has changed massively: Offensive players such as Leadinfo and Leadfeeder (now part of Dealfront) have expanded their market shares through heavy investments.
Ghost leads: Behind the scenes of B2B visitor identification
In our comparative test of the B2B visitor identification platforms from Leadfeeder, Leadinfo and SalesViewer, we came across a worrying phenomenon: High nominal identifcation rates are often associated with significant error rates. While SalesViewer impressed with its high level of data precision in the test, companies suddenly appeared in the Leadinfo and Leadfeeder dashboards that had in fact never visited our website. But how do such “ghost leads” actually come about technically? In this forensic deep dive, we explore the question of which detection mechanisms running in the background can cause these errors. We take a look at the complex data transfer and show how the industry is trying to de-anonymize anonymous traffic.
Website visitor identification on autopilot: The GDPR and UWG traps
In addition to identifying companies, platforms such as Leadinfo and Leadfinder also provide the names, positions and direct email addresses of potential contacts for carrying out cold calling campaigns. We take a closer look at the data protection and competition law pitfalls surrounding scraping of contact data, misleading cookie consent handling and the possible incitement to breach of law through illegal cold calling infrastructures.
Speed instead of standstill: How B2B marketing optimally positions law, risk and relevance
If you want to score points in B2B marketing, you must learn to precisely coordinate the three decisive factors — law, risk and relevance. In this article, we dispel myths about existing customer privilege and show why pragmatic cleverness ultimately brings more success than blindly retreating from formal gaps.
System-relevant B2B marketing: From cost center to profit engine
When economic conditions get tougher, a painful reflex ensues in many B2B companies: The marketing budget is cut first. Why? Because marketing is often not perceived as business-critical. Anyone who wants to pass this “dismissal test” must free themselves from dysfunctional lead acquisition processes and the crippling fear of data protection.
10 success factors for B2B marketing: How to get your CRM up to speed
Strategie ist Theorie, Performance ist Praxis. Für systemrelevantes Marketing sollten B2B-Unternehmen auf Maßnahmen setzen, die sich auszahlen. Wir nennen Ihnen zehn entscheidende Stellschrauben, um Ihr CRM-Marketing aus dem Dornröschenschlaf zu wecken.
What's “Next,” Salesforce? What to consider before running a new and old SFMC platform in parallel
The switch to the new marketing cloud world is tempting: With the Growth and Advanced editions, Salesforce promises deeper platform integration and comprehensive AI support. Existing customers of Marketing Cloud Engagement and Account Engagement should use old and new solutions in parallel and thus migrate very gently. While new channels such as WhatsApp attract, the technical maturity of established platforms and the mandatory Data 360 as a new core raise important questions. The change towards consumption billing also requires precise calculation. Find out which factors should be considered before deciding on parallel operation.
The four underrated mechanisms for generating sustainable leads
How much should a lead cost, and which lead generation methods are worth the investment? These are questions that come up time and again in our discussions with marketing managers. However, before companies allocate ever-larger budgets to external lead acquisition, they should consider their own channels: where can more and better-quality leads be generated using simple means?
Individual solutions for digital marketing
The strengths of each channel. The power of your campaign.
We help you plan, integrate data, optimize and monitor your cross-channel communication processes in order to send your messages in the right online and offline channel at the right time. In this way, you create a consistent brand experience and strengthen customer loyalty.
From idea to implementation: Smart digital solutions.
We develop software solutions that are tailored to the needs and requirements of our customers and offer an outstanding user experience. Whether web, desktop or mobile applications, backend systems or integrations with existing systems - we create digital business solutions that are reliable, scalable and future-proof.
