Conquest Werbeagentur GmbH
Kürnbergblick 3
4060 Leonding
Conquest Werbeagentur GmbH
Kürnbergblick 3
4060 Leonding
After a short career break – I was busy raising a tiny human after all – I returned to the agency in September 2023. And BAM: the world of work was different. Not just a little different, but fundamentally transformed, as if someone had clicked ‘install update now’ while I was offline. AI was suddenly the number one topic of conversation. Our CEO, Klaus, our innovation driver, threw himself into anything with “artificial intelligence” in the title with the enthusiasm of a kid in a candy shop. Me, on the other hand? Skeptical. I’m more of a “wait and see if it really works” type. While Klaus was already juggling tools in his early-adopter euphoria, I was busy debating internally: do we really need this? Do machines think for us now? And how am I supposed to survive in a world in which human creativity is constrained by algorithms? It was an uncomfortable start. But reality didn’t let me brood for long. The first projects came along and I had to deal with AI – whether I wanted to or not.
Admittedly: My first attempt with AI felt like my first dance lesson – awkward, sometimes embarrassing, but also surprisingly fun. It started with in-house experiments in our AI lab. Generating texts, analyzing data, conjuring up creative ideas from a machine – a lot was new, some was incomprehensible, but some was also like, “Wow, it works!” And then came the moment when it clicked. A customer project, a seemingly impossible deadline and an AI tool that had my back. Suddenly I had results in hand that made me think: could I have done this on my own at this speed? Probably not.
Change is not something you like – until you suddenly realize that you do like it.
Of course, it remains a trial-and-error process. Not everything works right away, and sometimes the AI spits out ideas that even a grumpy intern would have done better. But: I got faster, better and, above all, braver. Changes are uncomfortable, yes – but they also open doors to possibilities that you didn’t even know existed.
What have I learned from this journey? Change needs people who drive it forward without compromise – thanks, Klaus. You also need people who pull the team with them every step of the way, calm nerves, and show how change can be a win-win situation for everyone. How do we do this as an agency? Quite simply: we make ourselves into a blueprint. We have gone through this change – with all its ups and downs – and can now justifiably say: it works. With the right strategy, the right technology and a pinch of humanity, change is not only tolerable, but a real boost for creativity and productivity.
Are you facing similar challenges in your company? As an agency, we can support you in not only mastering change, but actively shaping it. With our consulting services, we accompany you through the change process – step by step towards a successful transformation.
In the end, one conclusion remains: change management hurts, is exhausting and anything but comfortable. But with the right attitude, a great team and a bit of courage, it can be a great thing.
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Small teams, complex products, high expectations – the day-to-day work in B2B marketing departments is characterized by challenges. How intelligent technology and human expertise work together to overcome these challenges
Sound familiar? The technical documentation for your products fills entire folders. Management expects convincing marketing materials. And your team? Struggling to translate the complex technical content into concise marketing messages – preferably for different channels and target groups. A situation that is commonplace for many marketing departments in the technical industry.
At Conquest, we have developed a solution that addresses precisely this issue. “In our everyday lives, humans and AI work hand in hand,” explains Matthias, our product expert. “AI is like a virtual colleague that tirelessly analyzes and processes large amounts of data.”
The process combines technological efficiency with human expertise: the AI first analyzes the extensive technical documentation using RAG (Retrieval Augmented Generation) technology. From this analysis, it identifies relevant product information and works out potential key messages. The expert then checks and refines these results. In this way, marketing content is created in a significantly shorter time – with greater precision in terms of content.
The combination of AI-supported analysis and human expertise enables us to achieve a new level of quality in content creation. We are not only faster, but also more precise in the details.
This approach results in far-reaching improvements for marketing teams in the technical industry. The significant increase in efficiency is reflected above all in faster throughput times for content creation. The automated analysis of technical documentation enables the targeted identification of relevant marketing messages.
The precision achieved is particularly valuable: despite processing large volumes of data, the level of detail is maintained. The messages remain consistent across all channels, while the language is both marketing-oriented and technically accurate.
This means a noticeable reduction in workload for the teams. They can concentrate more on strategic tasks as repetitive analysis work is no longer necessary. This creates more space for creative content development.
The key lies in the RAG technology. It enables the AI to extract relevant information from extensive technical documentation and transform it into marketing-relevant insights. The process runs under continuous expert control: after the initial analysis of the technical documentation by the AI, key messages and USPs are identified. The system transforms these technical details into marketing arguments, which the expert then checks and optimizes.
The transformation of technical content into convincing marketing messages can be illustrated using a specific example: From a technical specification such as “The Puma 260 CVXDrive achieves a rated output of 260 hp, which can be increased to 302 hp with EPM”, our team, supported by AI, first develops a target group-oriented version based on the requirements of customers in the market: “Increase your operating efficiency: our intelligent engine power management delivers up to 16% more power – exactly when you need it.”
Our content expert finalizes this raw statement into a refined, customer-oriented marketing message: “Master every challenge on your farm: The new Puma 260 CVXDrive delivers up to 302 hp for demanding work. With 16% more power, you will experience maximum productivity while reducing operating costs. For you, this means: higher yields and more time for the essentials.”
Integrating AI into your content processes doesn’t have to be a mammoth project. Our experience shows that a manageable pilot project is often the best way to get started. This can be content creation for a specific product segment or a specific marketing channel. From there, the system can be gradually expanded and optimized.
Would you like to find out more about how AI-supported content transformation can take the pressure off your marketing team? We would be happy to analyze your specific requirements and potential in a personal meeting.
Book your free initial consultation and discover the possibilities for your company.
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Let’s be honest: if trust were a product, we would patent it immediately. Because what’s better than a partner who not only speaks your language, but also knows how to turn a technically demanding brand into a real highlight? We’ve been doing just that for five decades – with a good mix of experience, flair and, yes, a bit of humor. Because if you’ve been in B2B marketing as long as we have, you know: Trust is no coincidence. It’s hard work. Find out why trust is not only good for the soul, but also for successful marketing.
Our industrial customers are not looking for marketing gimmicks, but for partners who understand complex products – and translate them into clear, convincing messages. Why is this crucial for marketing? Studies show that 70% of B2B purchasing decisions are based on trust (Harvard Business Review). Customers rely on brands that not only know what they are talking about, but also prove it over the years. Sounds logical, doesn’t it? That’s exactly why we don’t develop flash-in-the-pan marketing strategies. We rely on concepts that not only work today, but will last tomorrow – and give customers the feeling: “We’re on the safe side with them.”
You have to earn trust – every day.
Good partnerships are like a good conversation: they start with listening and develop over the years into something you wouldn’t want to do without. We have discovered the secret: the key to the best campaigns lies not only in what the customer says, but in what they really mean. This is also shown by the Edelman Trust Barometer: Customers trust brands that understand their needs – especially in the complex world of B2B marketing. So listening is not just nice, it’s essential for long-term collaboration. A small example? One of our clients, Steyr Traktoren, has trusted us for over 45 years. In all this time, we have developed campaigns together that not only communicate products, but also a vision. That is true partnership – always in communication and always with a clear goal: trust that grows.
In the technical field, there is no room for error – neither in the product nor in communication. A small slip-up in a brochure or a misleading claim can not only be expensive, but also embarrassing. This is precisely why our customers rely on us: we understand their world and can depict it precisely. And here’s the marketing trick: trust is not only important on an interpersonal level, it is also a powerful tool. According to a PwC study, trust increases customer satisfaction by 16% and significantly strengthens loyalty. A brand that radiates trust is preferred – not just during the first interaction, but throughout the entire customer journey. For us, this means that we don’t think in terms of projects, but in terms of partnerships. And we know that it’s not just about the what, but above all about the how. Because long-term success is based on reliability – and a pinch of likeability.
After five decades of B2B marketing, we know: Trust is a marathon, not a sprint. It is the art of being perceived as a firm anchor even in stormy times. Or, in the words of Klaus Lindinger: “Success is no accident – it’s the result of hard work, trust and a little patience.” So, if you’re looking for a partner who can take your brand to the next level while being honest, experienced and a little bit cheeky – we’re here. And we’re listening.
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