Conquest Werbeagentur GmbH
Kürnbergblick 3
4060 Leonding
Conquest Werbeagentur GmbH
Kürnbergblick 3
4060 Leonding
VERENA PLOBERGER
Better to be relevant for a few than interchangeable for everyone
If you lose your way in marketing, you quickly end up with mediocrity. And let’s be honest: mediocrity has never inspired anyone. Especially in the B2B sector, where complex products and long decision-making processes are common, clarity is needed rather than a buffet-style mentality. Specialization means having a razor-sharp focus and, ultimately, attracting just those customers who really fit. Why less is sometimes more and which methods pave the way to specialization? Find out here.
Specialization in marketing is not a new trend, but a proven principle. Or as well-known marketeer Philip Kotler succintly puts it:
The key to success is not to be everything to everyone, but to be exactly right for your target group.
A look at the scientifically based STP model (Segmentation, Targeting, Positioning) shows why specialization is so crucial in marketing. This model describes the three central steps that companies use to hone their market strategy.
Segmentation means dividing the market into different customer groups with specific needs and characteristics. This is followed by targeting, in which the most attractive target group is selected from these groups – the one that best suits the company’s own brand, the solutions it offers and its corporate goals. The final step, positioning, ensures that the company is anchored in the minds of customers with a clear, differentiating benefit.
This targeted approach is essential, especially in the B2B sector with products that often require explanation and long sales cycles. Companies that focus their resources on a clearly defined target group can formulate their messages more precisely, deliver tailored content and establish themselves as a leading provider in their niche. Those who try to appeal to everyone, on the other hand, risk not really convincing anyone in the end.
Specialization in the B2B sector is not only a strategic advantage, but often a basic prerequisite for long-term success. While consumer goods brands can work with a broad target group, B2B companies are usually narrowed in on specific niches and complex supply chains. But why is this so crucial? A look at proven economic theories shows that specialization is far more than just a marketing strategy – it is a foundation for sustainable competitive advantage.
The economist Michael Porter contributed to the understanding of strategic differentiation with his Competitive Advantage Theory. According to Porter, companies can only secure long-term success in two ways: cost leadership or differentiation. While cost leadership aims to be the cheapest provider through economies of scale and efficient processes, differentiation is the ideal path. This involves setting yourself apart from the competition through unique features – such as specialized services, in-depth expertise or technological excellence. Those who focus on a clearly defined niche not only offer more relevant solutions, but can also command higher prices as the perceived value increases.
Another key concept is the knowledge-based view (KBV), a business perspective that views knowledge as a company’s most important strategic resource. Particularly in the B2B sector, where decision-making processes are often characterized by technical requirements, in-depth specialist knowledge is a decisive success factor. According to KBV, companies are more competitive if they build up, retain and make targeted use of specific knowledge. A company that deepens its expertise in a specific industry not only increases its credibility, but is also perceived as a preferred partner. This is because industrial customers do not expect generic advertising messages, but rather technically sound content that addresses their specific challenges.
In short: specialization in industrial marketing is not a trend, but a proven strategy for success. Those who position themselves as experts not only secure higher market shares, but also long-term trust – and that is exactly what makes the difference.
_Increased credibility
Specialization creates trust because expert knowledge is measurable.
_More effective customer retention
B2B decision-making processes are long-term – those who are specialized stay in the conversation.
_More innovation
In-depth market knowledge makes it possible to develop new solutions in a targeted manner.
Over 50 years of experience – that’s a long time to get to know markets, trends and customer needs. But experience alone is not enough when the world keeps turning. That is why we have asked ourselves a crucial question in the past months: Who do we really want to work for?
The first step was an honest stocktaking. We analyzed our existing customers and quickly realized that technical companies are our thing. Whether mechanical engineering, automation or industrial goods – this is where we feel at home.
Why? Because our employees are not only creative minds, but also have technical understanding. We are not put off by complex products – on the contrary, they motivate us.
But just having a soft spot for technology is not enough. We wanted to know: What is our competitive advantage? The answer was clear. Many agencies avoid industrial companies because the products are complex and require a deeper understanding.
We, on the other hand, see this as our strength. We understand technology – and know how to communicate it attractively. That is why we have decided to focus entirely on B2B companies.
With this realization, it was clear that our positioning had to be perfect. We are not an agency for everyone. We are the specialist agency for technical B2B communication.
Our promise? We make technical brands attractive and their marketing efficient.
Specialization is not a risk – it is the key to greater relevance, quality and success.
Those who dare not to be there for everyone become all the more valuable for the right customers.
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