22. Finding the Right Path: A B2B Marketing Journey SME Showcase

As a medium-sized Austrian company without a large investor in the background, it is a particular challenge to survive and develop in the emerging industry of 3D printing and to assert yourself in the increasingly tough competition. The right marketing mix, where the focus is increasingly shifting to the online area, is crucial. I try to explain why online marketing is indispensable, trade fairs nevertheless enjoy a certain importance and traditional forms of advertising have their justification and their place in the marketing mix too. I will also try to point out, how we tried different approaches and analyzed our strengths and weaknesses (S.W.O.T.), developed our buyer personas, and thus found our marketing path. I also want to explain why it is necessary to always reinvent this marketing path and how we try to handle it in order to maintain one of the European market leaders, achieve sales targets and healthy growth and even remain a technological pioneer in some areas.