Social Media Marketing für B2B Unternehmen

Social Media Marketing for B2B Companies

Social media is no longer solely a B2C topic. According to recent studies, 75% of all B2B decision-makers actively use social media in their purchasing decisions. Nevertheless, many B2B companies in Austria struggle to implement social media strategically. There's a world of difference – and, more importantly, measurable results – between simply posting something on LinkedIn and having a well-thought-out social media strategy.

At GoldenWing, we have been supporting B2B companies in developing and implementing their social media strategies for over three years. In this comprehensive guide, we share our experience, proven frameworks, and concrete tactics that work in the DACH market.

Why social media is indispensable for B2B companies

The days when B2B marketing relied solely on trade fairs, cold calling, and industry publications are over. The buyer's journey has fundamentally changed: According to Gartner, B2B buyers now spend only 17% of their decision-making time in direct contact with suppliers. They research the rest independently – and social media plays a central role in this process.

The most important arguments for B2B social media

1. Visibility among decision-makers:C-level executives and purchasing managers are active on LinkedIn, Xing, and increasingly on Instagram. Those who aren't present there simply don't exist for this target group.

2. Trust and Thought Leadership:In the B2B sector, purchasing decisions are prepared over weeks and months. Social media makes it possible to build trust and demonstrate expertise throughout this entire period.

3. Lead generation:When implemented correctly, social media generates qualified leads. Not through blatant advertising messages, but through valuable content that engages potential customers at the right stage of their journey.Customer Journey pick up.

4. Employer Branding:The shortage of skilled workers is hitting B2B companies particularly hard. Social media is one of the most important tools for becoming visible as an attractive employer.

5. Competitive advantage:Many Austrian SMEs are still only half-heartedly using social media. Those who invest strategically now will build a lead that is difficult to overcome.

B2B vs. B2C Social Media: The Key Differences

In B2B, different rules apply than in B2C. The customer journey is longer, the target group smaller and more specific, and the decision-making processes more complex. While B2C relies on emotional impulse purchases, B2B focuses on rational arguments, building trust, and long-term relationships.

This doesn't mean that B2B content has to be boring. On the contrary: The best B2B brands on social media combine expertise with personality and manage to present complex topics in an understandable and even entertaining way. A goodBrandingThis is the basis for it.

Platform comparison: Which social media channels are best for B2B?

Not every platform is equally suitable for B2B marketing. Choosing the right channels depends on the target audience, industry, and available resources. Here's a detailed comparison:

Platform prioritization by resources

Minimum budget (1 platform):LinkedIn – no question. Here you reach the most relevant B2B target group with the least wasted reach.

Medium budget (2-3 platforms):LinkedIn + YouTube + Instagram. YouTube for evergreen content and SEO effects, Instagram for employer branding and visual storytelling.

Large budget (4+ platforms):All of the above, with platform-specific content. Important: It's better to excel on fewer platforms than to perform mediocrely on many. Each platform requires its own content formats and tone.

LinkedIn Deep Dive: The #1 B2B Platform

LinkedIn is at the heart of every B2B social media strategy. With over 20 million users in Germany, Austria, and Switzerland (DACH region) and a clear business focus, the platform offers unique opportunities for lead generation, thought leadership, and networking. As part of a comprehensiveDigital marketing strategyLinkedIn is indispensable for B2B companies.

Company website vs. personal branding

A common mistake: Companies invest solely in their company page. However, reality shows that personal profiles on LinkedIn achieve, on average, 5–10 times more reach than company pages. The optimal strategy combines both:

Company website:It serves as an official business card, for job postings, product news, and as a central hub for paid campaigns. The page should be professionally designed with a clear description, relevant keywords, and regular updates.

Personal profiles of managers and employees:This is where the real magic happens. People follow people, not logos. When the CEO, the sales manager, and the subject matter experts regularly share valuable content, the reach multiplies exponentially.

The LinkedIn Algorithm 2026

The LinkedIn algorithm favors certain content types and behaviors. Based on our analysis of hundreds of B2B profiles and pages, we have identified the following success factors:

What the algorithm rewards:

• Posts that trigger comments and discussions (engagement rate is the most important factor)
• Native content (no external links in the first 2 hours)
• Carousel posts and document posts (longest dwell time)
• Consistent posting frequency (3-5 times per week ideal)
• Quick response to comments (within the first 60 minutes)

What the algorithm punishes:

• External links directly in the post (reduces reach by 40–60%)
• Engagement pods and artificial engagement
• Pure self-promotion with no added value
• Irregular posting (long breaks have a negative impact)

LinkedIn Content Formats with Examples

Text posts:Ideal for opinions, testimonials, and storytelling. Optimal length: 150–300 words. The hook (first two lines) determines success or failure. Use paragraphs sparingly, emojis sparingly, and include a clear call to action.

Carousel posts (document posts):The format with the highest average engagement rate. Perfect for step-by-step instructions, frameworks, checklists, and data visualizations. Optimal length: 8–12 slides.

Video posts:A growing format on LinkedIn. Ideal for testimonials, product demos, and behind-the-scenes insights. Optimal length: 1–3 minutes. Subtitles are essential, as 85% of LinkedIn videos are viewed without sound.

LinkedIn Newsletter:An underrated feature. Subscribers are notified via push notification of every new post. Ideal for regular thought-leadership content and building a loyal readership.

LinkedIn Articles:For in-depth technical articles. Less reach than text posts, but better for SEO (Google indexes LinkedIn Articles) and as reference material.

Content strategies for B2B social media

Without a well-thought-out content strategy, social media is pure luck. The most successful B2B companies on social media follow a clear framework – and that's exactly what we'll show you here. A content strategy for social media perfectly complements your overall strategy.Content marketing strategy.

The 3-pillar content model for B2B

Pillar 1: Thought Leadership (40% of content)

Position your company and your experts as thought leaders. This includes: industry analyses, trend assessments, controversial opinions, future forecasts, and practical experience reports.

Examples:

• "Why 80% of digitization projects fail – and what we have learned from it"
• "5 Trends That Will Revolutionize the Manufacturing Industry in 2026"
• “Unpopular Opinion: Why we stopped exhibiting at trade fairs”

Pillar 2: Educational content (40% of content)

Deliver real added value through knowledge. Instructions, frameworks, best practices, checklists, and how-tos that your target audience can implement immediately.

Examples:

• "The 7-step method for successful project management"
• Carousel: "How to create a requirements specification – step by step"
• Video tutorial: “ERP migration in 90 days – our framework”

Pillar 3: Social Proof & Culture (20% of content)

Showcase the human side of your company. Success stories, customer testimonials, team insights, events, and company culture. This content builds trust and strengthens your employer branding.

Examples:

• Customer success story with concrete figures
• Team introduction: “Meet the Team – our new Data Science department”
• Behind-the-scenes glimpses of a client project

Content calendar: Consistency is king

A content calendar isn't a nice-to-have, it's essential. Plan at least four weeks in advance and define fixed formats for specific days of the week.

• Monday:Thought leadership post (opinion, trend, analysis)
• Tuesday:Educational Carousel or Checklist
• Wednesday:Interactive post (survey, question to the community)
• Thursday:Case study or customer testimonial
• Friday:Behind-the-scenes content, team content, or lighter contributions

This rhythm creates expectations among your target audience and significantly facilitates internal content production.

Content Repurposing: Create once, use ten times

A blog article can be transformed into 5–10 social media posts. A webinar becomes a YouTube video, 3 LinkedIn posts, and an infographic. This repurposing principle maximizes output with the same effort.

• Blog articles → 3–5 LinkedIn text posts with individual key insights
• Webinar recording → YouTube video + 5 short clips for Instagram/LinkedIn
• Client project → Case study carousel + testimonial video + blog post
• Conference presentation → Slide deck as a carousel + 3 text posts with key messages
• Podcast episode → Audiograms + quote graphics + summary post

Employee Advocacy: Employees as Brand Ambassadors

Employee advocacy is the most powerful tool for organic reach in the B2B sector. On average, employee profiles have ten times more contacts than the company page has followers. When employees share company content or post their own expert articles, the reach increases dramatically.

Why Employee Advocacy Works

• Trust:People trust recommendations from individuals more than from brands. A post from an employee seems more authentic than a corporate post.
• Reach:Ten employees, each with 500 LinkedIn contacts, can potentially reach 5,000 people – organically and without an advertising budget.
• Engagement:Employee posts generate an average of 8x more engagement than company posts.
• Recruiting:Potential applicants see the company culture through the eyes of the employees – it doesn't get more authentic than that.

Building an employee advocacy program

Step 1: Voluntariness instead of coercion.Employees who are forced to share company content appear inauthentic. Start with 5–10 motivated ambassadors.

Step 2: Training and enablement.Offer LinkedIn workshops: profile optimization, content creation, dos and don'ts. Not every employee needs to write their own posts – commenting and sharing are also very valuable.

Step 3: Provide content.Create a content library with ready-made texts, images, and templates that employees can customize and share. Tools like Haiilo or Sociabble simplify this process.

Step 4: Recognition and Gamification.Make the results visible. Who achieved the greatest reach? Which post received the most comments? Small incentives and public recognition are incredibly motivating.

Step 5: Measure and optimize.Track the reach, engagement, and leads generated through employee advocacy. Share the results transparently with all stakeholders.

Common Mistakes in Employee Advocacy

• Overly strict regulations stifle authenticity.
• No support with content creation
• Expectation of immediate results (setup takes 3–6 months)
• Lack of social media guidelines (employees need guidance)
• Only involve managers instead of also subject matter experts and junior staff.

Paid Social for B2B: LinkedIn Ads & more

Organic reach alone is often insufficient to achieve growth targets in B2B. Paid social media accelerates lead generation and enables precise targeting – especially on LinkedIn. Paid social media is a key component of...Digital Marketing.

LinkedIn Ads: Formats and Best Practices

Sponsored Content:The classic approach. Your posts appear in your target audience's feed. Ideal for awareness and lead generation. Focus on native formats (carousel, video) instead of text-only ads.

Lead Gen Forms:LinkedIn's own forms automatically populate with the user's profile data. Conversion rates are 2-3 times higher than with landing page forms because the user doesn't have to leave LinkedIn.

Message Ads (InMail):Direct messaging to the target audience. Very effective, but expensive and with strict frequency limits. Best suited for high-value offers such as webinar invitations or exclusive white papers.

Document Ads:Carousel format as an ad. Ideal for case studies, frameworks, and educational content. The target audience can scroll through the slides without leaving LinkedIn.

Conversation Ads:Interactive chat format with predefined answer options. Suitable for lead qualification and event invitations.

LinkedIn Ads targeting options

LinkedIn's targeting options are unparalleled for B2B:

• Job Title:Exact job title (e.g. “Head of Procurement”)
• Seniority: C-Level, VP, Director, Manager etc.
• Company size:From 1-10 to 10,000+ employees
• Industry:Over 140 industries to choose from
• Skills:Based on the skills indicated in the profile
• Groups:Members of certain LinkedIn groups
• Matched Audiences: Retargeting, account-based marketing, lookalike audiences

Budget recommendations for LinkedIn Ads

LinkedIn Ads are significantly more expensive than Facebook or Google Ads. Expect the following benchmarks:

• CPC (Cost per Click):3–8 € in the DACH region
• CPM (cost per 1,000 impressions):€25–60
• CPL (Cost per Lead):€30–150 depending on the offer and target group
• Minimum budget:€1,500–€2,000 per month for meaningful test results

The higher CPC is offset by the quality of the leads. A B2B lead from LinkedIn typically has a significantly higher customer lifetime value than leads from other channels.

Meta Ads (Facebook/Instagram) for B2B

Facebook and Instagram are often underestimated in B2B. These platforms are particularly suitable for:

• Retargeting:Re-engage website visitors via Facebook/Instagram
• Lookalike Audiences:Find similar users based on customer lists
• Employer Branding:Recruiting campaigns with high reach at low cost
• Brand Awareness:Low CPMs for broad visibility

The combination of LinkedIn (for direct B2B targeting) and Meta (for retargeting and awareness) is the optimal strategy for many B2B companies.

KPIs and performance measurement in B2B social media

Without clear KPIs, social media is like flying blind. The right metrics depend on your goals – and this is precisely where many B2B companies make their first mistake: they measure the wrong things.

Vanity Metrics vs. Business Metrics

Vanity Metrics (nice to know, but not crucial):

• Number of followers
• Likes
• Impressions

Business Metrics (this is what really counts):

• Engagement rate (comments, shares, saves)
• Click-Through Rate (CTR)
• Lead generation (number and quality)
• Website traffic from social media
• Pipeline contribution (influence on sales pipeline)
• Cost per Lead (CPL) and Cost per Acquisition (CPA)

The KPI framework for B2B social media

Attribution: The biggest challenge

Attributing social media activities to concrete business results is complex in B2B. A decision-maker sees your LinkedIn post, Googles your company weeks later, and contacts you via your website. In your CRM, the lead is attributed to "organic search"—even though the first touchpoint was social media.

Possible solutions:

• Implement multi-touch attribution (not just last-click)
• Consistently use UTM parameters
• "How did you hear about us?" is a question asked in the contact form.
• Using LinkedIn Conversion Tracking and Website Demographics
• CRM integration with social media data

Social Selling: Sales via Social Media

Social selling isn't spamming LinkedIn messages. It's the systematic building of relationships with potential customers through social media. When implemented correctly, social selling shortens the sales cycle and increases the closing rate.

The 4 pillars of social selling

1. Professional Branding:An optimized LinkedIn profile is the foundation. The headline, summary, and experience should be formulated with the customer in mind – not as a resume, but as a value proposition.

2. Finding the Right People:LinkedIn Sales Navigator enables targeted searches for decision-makers based on criteria such as company size, industry, role, and activity.

3. Engaging with Insights:Before contacting someone, interact with their content. Comment on relevant posts, share your own insights, and build a relationship.

4. Building Relationships:Providing value precedes initial contact. Share relevant articles, studies, or event invitations. Only discuss your solution once a relationship has been established.

Social Selling Index (SSI) on LinkedIn

LinkedIn measures your social selling activities with its SSI score (0–100). A high SSI has been proven to correlate with more leads and higher conversion rates. The four SSI components are:

• Establish your professional brand(25 points): Profile optimization, regular posts
• Find the right people(25 points): Use of search, Sales Navigator
• Engage with insights(25 points): Share, comment on, and react to content
• Build relationships(25 points): Networking with decision-makers, news activity

Target score:A score of 70 points or higher qualifies you as an advanced social seller. Top performers reach 80+ points.

Social Selling Do's and Don'ts

DOS:

• Personalize networking requests (referring to shared interests, content, or events)
• Offer added value before making demands.
• Regularly posting your own content (demonstrates expertise)
• CRM and LinkedIn synchronize
• Be patient – social selling is a marathon

Don'ts:

• Send a sales pitch immediately after networking.
• Copy and paste messages to hundreds of contacts
• Only talk about your product, never about customer problems.
• Flooding LinkedIn groups with advertising
• Giving up after 4 weeks because no leads are coming in

Tools and technologies for B2B social media

The right tools save time, improve quality, and enable scalable processes. Here is a selection of proven tools for B2B social media:

Content planning and management

• Hootsuite:An all-in-one platform for planning, publishing, and analytics. Ideal for teams that use multiple platforms.
• Buffer:Simple and intuitive. Particularly suitable for smaller teams and individuals.
• Sprout Social:Enterprise solution with powerful analytics and social listening features.
• Later:Specializing in visual content (Instagram, Pinterest), but also LinkedIn-compatible.

Design and content creation

• Canva (Pro/Teams):For graphics, carousel posts, infographics, and videos. Templates speed up production.
• Figma:For sophisticated designs and brand consistency.
• Lumen5:Automatically converts blog articles into videos.
• Description:Video editing with AI-powered transcription and subtitling.

Analytics and Monitoring

• LinkedIn Analytics:Native Analytics for company pages and personal profiles (Creator Mode).
• Google Analytics 4:For measuring social media traffic and conversions on the website.
• Brandwatch:Social listening and competitive analysis.
• Shield:Detailed LinkedIn analytics for personal profiles.

Social Selling Tools

• LinkedIn Sales Navigator:Essential for systematic social selling: advanced search, lead lists, and CRM integration.
• Dux-Soup / Expandi:LinkedIn automation (Caution: only use in accordance with the LinkedIn Terms of Service).
• Crystal Knows:AI-based personality analysis of LinkedIn profiles for personalized communication.

Budget and resource planning

A common reason for the failure of B2B social media strategies: insufficient resources. Social media is not a side project for the intern. It requires dedicated time, budget, and expertise.

Resource calculation

Minimal (1 platform, organic):

• 10–15 hours/month (content creation, community management, reporting)
• €200–500/month for tools and graphics
• Suitable for: Solopreneurs, small businesses

Standard (2-3 platforms, organic + paid):

• 30–50 hours/month (or 1 dedicated part-time employee)
• €1,500–€3,000/month for ads
• €500–1,000/month for tools
• Suitable for: SMEs with 20–200 employees

Enterprise (4+ platforms, full service):

• 80–120 hours/month (or 1–2 dedicated full-time employees)
• €5,000–15,000/month for ads
• €1,000–€2,500/month for tools
• Suitable for: Medium-sized and large companies

In-house vs. agency

The question of whether social media should be implemented in-house or by an agency depends on several factors:

In-house advantages:In-depth industry knowledge, fast decision-making processes, authentic content, long-term knowledge building within the company.

Agency advantages:Broader skillset (strategy, design, ads, analytics), scalability, best practices from other industries, objective external perspective.

Our recommendation:A hybrid model works best. An internal social media manager coordinates activities and provides industry-specific knowledge. A specialized agency like GoldenWing supports strategy, paid campaigns, and content production.Contact us, in order to develop a suitable model for your company.

Frequently Asked Questions (FAQ)

How often should a B2B company post on LinkedIn?

Ideally, post on the company page 3-5 times per week. Personal profiles of executives and experts should also include 2-3 posts per week. Consistency is more important than frequency: It's better to post reliably 3 times a week than 5 times in one week followed by a 2-week break. The LinkedIn algorithm rewards regularity.

Is TikTok worthwhile for B2B companies?

TikTok can work in B2B – but only for bold companies willing to produce unconventional content. It's particularly successful in employer branding, especially for reaching younger professionals. However, LinkedIn is significantly more effective for traditional lead generation and engaging decision-makers. TikTok should never be the primary platform, but rather a complement for companies already successfully using LinkedIn.

How do I measure the ROI of B2B social media?

The ROI of B2B social media can be measured in several ways: direct lead generation (trackable via UTM parameters and conversion tracking), pipeline contribution (how many deals were influenced by social media touchpoints), employer branding effects (applications received, career page traffic), and brand awareness (share of voice, mentions). Important: Focus on multi-touch attribution rather than last-click, as social media is often at the beginning of the customer journey.

What budget do I need for LinkedIn Ads?

For meaningful test results, we recommend a minimum of €1,500–€2,000 per month over a period of three months. This budget allows you to test different target groups, formats, and messages, and to gather valid data for optimization. For ongoing campaigns in the DACH region (Germany, Austria, Switzerland), expect a monthly budget of €3,000–€10,000, depending on company size and objectives.

How do I get started with employee advocacy?

Start with a small pilot group of 5–10 motivated employees. Offer LinkedIn training (profile optimization, content basics), create a content library with shareable content, and establish clear but not overly restrictive guidelines. Measure the results after 3 months and scale the program based on the learnings. An employee advocacy tool like Haiilo or Sociabble significantly simplifies scaling.

What are the biggest mistakes in B2B social media?

The top 5 mistakes we observe in B2B companies: (1) No clear strategy – simply posting anything without goals or target audience definition. (2) Too product-focused – only talking about their own products instead of addressing the target audience's problems. (3) Inconsistency – irregular posting destroys algorithm performance and target audience expectations. (4) No community management – not answering comments or responding too late. (5) Lack of patience – giving up after 3 months, even though B2B social media needs 6–12 months to deliver measurable results.

Video content for B2B: LinkedIn videos, webinars and podcasts

Video content will have become the most important format in B2B marketing by 2026, according to a recent study by Wyzowl.91% of B2B companiesVideo as a marketing tool -- and87% report a positive ROIFor companies in the DACH region, video content offers a unique opportunity to communicate complex products and services in an understandable way.

LinkedIn Video: The underestimated B2B format

LinkedIn has massively expanded its video capabilities in recent years. Native LinkedIn videos achieve an average of5x more commitmentas purely text-based posts. For B2B companies in Austria, this represents a tremendous opportunity to reach decision-makers directly.

The most effective LinkedIn video formats for B2B:

• Thought leadership videos(60-90 seconds): Brief assessments of industry trends, ideal for CEOs and managing directors
• Product demos(2-3 minutes): Show your solution in action -- authentic, not overproduced
• Behind-the-Scenes(30-60 seconds): Insights into your company create trust and approachability
• Customer testimonials(1-2 minutes): Let satisfied customers share their experiences
• Industry analyses(3-5 minutes): In-depth analysis for your target audience

Technical best practices for LinkedIn videos:

• Subtitles are mandatory --85% of videos are watched without sound.
• Square format (1:1) or portrait format (4:5) for mobile use
• The first 3 seconds are crucial: Start with a provocative question or a surprising statistic.
• Optimal length: 1-2 minutes for the feed, up to 10 minutes for LinkedIn Articles

Webinars as a lead generation machine

Webinars remain one of the most effective tools for lead generation in the B2B sector.73% of B2B marketersWebinars are described as the best method for generating high-quality leads. In the DACH region (Germany, Austria, Switzerland), webinars have experienced a real boom since 2020.

Successful webinar strategy in 5 steps:

1. Topic selectionChoose topics that solve a specific problem for your target audience. Analyze support requests and sales conversations for inspiration.
2. Promotion phase(3-4 weeks before the event): Use email marketing, LinkedIn Ads, and personal invitations. Expect aConversion rate of 20-30%from registered to actual participants.
3. implementationInteraction is crucial. Use surveys, Q&A sessions, and chat functions. The optimal duration is...45-60 minutes.
4. Follow-upSend the recording within 24 hours. Segment participants by engagement for targeted sales follow-up.
5. Content RecyclingCut the webinar into short clips for social media, create a blog article from the key takeaways, and use the slides as SlideShare.

Recommended webinar tools for the DACH region:

• Zoom WebinarsMarket leader, GDPR-compliant with EU data centers
• GoTo WebinarProven in the enterprise sector, good integrations
• LivestormEuropean provider, particularly GDPR-friendly
• Microsoft Teams Live EventsIdeal if Microsoft 365 is already in use.

Podcasts in B2B marketing

B2B podcasts have established themselves as a powerful medium for thought leadership and brand awareness. In Austria, they now have a large audience.38% of 25-54 year oldsRegular podcasts are released, and the B2B-relevant target group is constantly growing.

Why a dedicated podcast makes sense for B2B:

• Podcasts create apersonal connection-- Listeners spend 30-60 minutes with your content
• Production is relatively inexpensive:A professional podcast costs from 500 euros per episode.
• Podcast guests from the industry expand your network and bring in new listeners.
• The content can be reused as blog posts, social media posts, and newsletters.

Practical tipStart with a 10-episode series on a clearly defined topic. Release every two weeks and measure performance after the first series before investing long-term.

Community Building: B2B Communities as a Growth Strategy

In 2026, B2B communities will be far more than just a marketing trend. They will be a strategic asset that strengthens customer loyalty, informs product development, and fuels organic growth. Companies with active communities experience increased success.33% higher customer retention rate and 19% more upselling opportunities.

Why B2B communities work

In the B2B sector, decision-makers often face complex challenges that they want to discuss with like-minded individuals. A well-managed community provides precisely this space—and positions your company as a central hub within the industry.

The three pillars of a successful B2B community:

• Knowledge exchangeMembers share best practices, experiences, and solutions.
• NetworkingLike-minded professionals network across industries
• ExclusivityPremium content, early access, and direct access to experts

Community platforms for B2B compared

Building a community: The practical roadmap

Phase 1 -- Founding (Months 1-3):

• Define the clear purpose of the community: What problem are you solving?
• Start with20-30 hand-picked founding members(ideally existing customers and partners)
• Create a content plan with weekly discussion topics.
• Establish community rules and moderation guidelines.

Phase 2 -- Growth (Months 4-8):

• Open the community to more members, but keep an entry barrier (e.g., application).
• Host monthly AMAs (Ask Me Anything) with industry experts.
• Identify and promote active members as Community Champions.
• Goal: 100-200 active members

Phase 3 -- Scaling (from month 9):

• Implement an ambassador program
• Link community activity to your CRM for lead scoring
• Host offline meetups in Vienna, Munich or Zurich
• Measure community ROI through customer loyalty, upselling, and referrals.

Success measurement for B2B communities

• Activity rate: At least 20-30% of the membersshould be active monthly
• Engagement rate: An average of 5-10 interactions per member per month
• Net Promoter ScoreMeasure the satisfaction of community members quarterly.
• Revenue ImpactTrack what percentage of revenue comes from community members.

Thought Leadership: Positioning your company as an industry expert

Thought leadership is no longer a nice-to-have in B2B marketing, but a crucial competitive advantage.According to an Edelman study, 64% of B2B decision-makers say that thought leadership directly influences their trust in a company.In the DACH region, where business relationships are traditionally based on trust and expertise, this factor is particularly relevant.

What distinguishes thought leadership from content marketing

Thought leadership goes beyond traditional content marketing. While content marketing primarily informs and generates leads, thought leadership aims to...to actively shape the perspective of the industry.

Characteristics of true thought leadership:

• Own data and findingsPublish studies, surveys, or analyses based on your own experiences.
• Controversial viewpointsDare to question established opinions – objectively and with sound reasoning
• Visions of the futureShow your industry where the journey is headed.
• Practical frameworksDevelop your own methods and models that others can adopt.

The thought leadership strategy in practice

Step 1: Define topic areas

Identify 2-3 areas where your company has genuine expertise. These should:

• Be relevant to your target audience
• Fit your business model
• Provide sufficient depth for regular content

Step 2: Developing individuals as thought leaders

Thought leadership is driven by personalities, not company logos. Select 2-3 individuals within your organization (typically the CEO, CTO, and Head of Product) and support them in building their personal brand.

Specific measures:

• Weekly LinkedIn postsAt least 3 times per week on the defined topics
• Guest contributions: In relevant trade publications such as Trending Topics, Brutkasten, WirtschaftsBlatt
• Conference appearancesApply to be a speaker at industry events in the DACH region (e.g., OMR, DMEXCO, Online Marketing Rockstars Austria)
• Own studiesPublish an annual industry study using your own data.

Step 3: Distribution and Amplification

Thought leadership content must be actively disseminated:

• Share each post in relevant LinkedIn groups and on other platforms.
• Use employee advocacy to multiply your reach.
• Invest inLinkedIn Thought Leader Ads, promoting personal posts from employees (from €10/day effective)
• Build relationships with industry journalists for regular media coverage.

Measuring Thought Leadership

Measuring thought leadership is challenging, but not impossible:

• Share of VoiceHow often is your company mentioned in industry discussions? Tools like Brandwatch or Mention can help with this.
• Inbound inquiriesHow many qualified inquiries come with the note "We know you from..."?
• Speaking invitationsAre you invited to conferences without actively applying?
• Media mentionsHow frequently do trade publications quote your experts?
• Talent AttractionAre qualified professionals applying because they are familiar with your content?

Practical example from the DACH regionA medium-sized IT service provider in Vienna invested consistently in thought leadership on LinkedIn for 12 months. The results:+340% LinkedIn followers, +85% inbound leads and 3 invitations as a keynote speakerat renowned industry events. The investment: 1 employee at 40% and a monthly advertising budget of 1,500 euros.

Video content for B2B: LinkedIn videos, webinars and podcasts

Video content will have become the most important format in B2B marketing by 2026, according to a recent study by Wyzowl.91% of B2B companiesVideo as a marketing tool -- and87% report a positive ROIFor companies in the DACH region, video content offers a unique opportunity to communicate complex products and services in an understandable way.

LinkedIn Video: The underestimated B2B format

LinkedIn has massively expanded its video capabilities in recent years. Native LinkedIn videos achieve an average of5x more commitmentas purely text-based posts. For B2B companies in Austria, this represents a tremendous opportunity to reach decision-makers directly.

The most effective LinkedIn video formats for B2B:

• Thought leadership videos(60-90 seconds): Brief assessments of industry trends, ideal for CEOs and managing directors
• Product demos(2-3 minutes): Show your solution in action -- authentic, not overproduced
• Behind-the-Scenes(30-60 seconds): Insights into your company create trust and approachability
• Customer testimonials(1-2 minutes): Let satisfied customers share their experiences
• Industry analyses(3-5 minutes): In-depth analysis for your target audience

Technical best practices for LinkedIn videos:

• Subtitles are mandatory --85% of videos are watched without sound.
• Square format (1:1) or portrait format (4:5) for mobile use
• The first 3 seconds are crucial: Start with a provocative question or a surprising statistic.
• Optimal length: 1-2 minutes for the feed, up to 10 minutes for LinkedIn Articles

Webinars as a lead generation machine

Webinars remain one of the most effective tools for lead generation in the B2B sector.73% of B2B marketersWebinars are described as the best method for generating high-quality leads. In the DACH region (Germany, Austria, Switzerland), webinars have experienced a real boom since 2020.

Successful webinar strategy in 5 steps:

1. Topic selectionChoose topics that solve a specific problem for your target audience. Analyze support requests and sales conversations for inspiration.
2. Promotion phase(3-4 weeks before the event): Use email marketing, LinkedIn Ads, and personal invitations. Expect aConversion rate of 20-30%from registered to actual participants.
3. implementationInteraction is crucial. Use surveys, Q&A sessions, and chat functions. The optimal duration is...45-60 minutes.
4. Follow-upSend the recording within 24 hours. Segment participants by engagement for targeted sales follow-up.
5. Content RecyclingCut the webinar into short clips for social media, create a blog article from the key takeaways, and use the slides as SlideShare.

Recommended webinar tools for the DACH region:

• Zoom WebinarsMarket leader, GDPR-compliant with EU data centers
• GoTo WebinarProven in the enterprise sector, good integrations
• LivestormEuropean provider, particularly GDPR-friendly
• Microsoft Teams Live EventsIdeal if Microsoft 365 is already in use.

Podcasts in B2B marketing

B2B podcasts have established themselves as a powerful medium for thought leadership and brand awareness. In Austria, they now have a large audience.38% of 25-54 year oldsRegular podcasts are released, and the B2B-relevant target group is constantly growing.

Why a dedicated podcast makes sense for B2B:

• Podcasts create apersonal connection-- Listeners spend 30-60 minutes with your content
• Production is relatively inexpensive:A professional podcast costs from 500 euros per episode.
• Podcast guests from the industry expand your network and bring in new listeners.
• The content can be reused as blog posts, social media posts, and newsletters.

Practical tipStart with a 10-episode series on a clearly defined topic. Release every two weeks and measure performance after the first series before investing long-term.

Community Building: B2B Communities as a Growth Strategy

In 2026, B2B communities will be far more than just a marketing trend. They will be a strategic asset that strengthens customer loyalty, informs product development, and fuels organic growth. Companies with active communities experience increased success.33% higher customer retention rate and 19% more upselling opportunities.

Why B2B communities work

In the B2B sector, decision-makers often face complex challenges that they want to discuss with like-minded individuals. A well-managed community provides precisely this space—and positions your company as a central hub within the industry.

The three pillars of a successful B2B community:

• Knowledge exchangeMembers share best practices, experiences, and solutions.
• NetworkingLike-minded professionals network across industries
• ExclusivityPremium content, early access, and direct access to experts

Community platforms for B2B compared

Building a community: The practical roadmap

Phase 1 -- Founding (Months 1-3):

• Define the clear purpose of the community: What problem are you solving?
• Start with20-30 hand-picked founding members(ideally existing customers and partners)
• Create a content plan with weekly discussion topics.
• Establish community rules and moderation guidelines.

Phase 2 -- Growth (Months 4-8):

• Open the community to more members, but keep an entry barrier (e.g., application).
• Host monthly AMAs (Ask Me Anything) with industry experts.
• Identify and promote active members as Community Champions.
• Goal: 100-200 active members

Phase 3 -- Scaling (from month 9):

• Implement an ambassador program
• Link community activity to your CRM for lead scoring
• Host offline meetups in Vienna, Munich or Zurich
• Measure community ROI through customer loyalty, upselling, and referrals.

Success measurement for B2B communities

• Activity rate: At least 20-30% of the membersshould be active monthly
• Engagement rate: An average of 5-10 interactions per member per month
• Net Promoter ScoreMeasure the satisfaction of community members quarterly.
• Revenue ImpactTrack what percentage of revenue comes from community members.

Thought Leadership: Positioning your company as an industry expert

Thought leadership is no longer a nice-to-have in B2B marketing, but a crucial competitive advantage.According to an Edelman study, 64% of B2B decision-makers say that thought leadership directly influences their trust in a company.In the DACH region, where business relationships are traditionally based on trust and expertise, this factor is particularly relevant.

What distinguishes thought leadership from content marketing

Thought leadership goes beyond traditional content marketing. While content marketing primarily informs and generates leads, thought leadership aims to...to actively shape the perspective of the industry.

Characteristics of true thought leadership:

• Own data and insightsPublish studies, surveys, or analyses based on your own experiences.
• Controversial viewpointsDare to question established opinions – objectively and with sound reasoning
• Visions of the futureShow your industry where the journey is headed.
• Practical frameworksDevelop your own methods and models that others can adopt.

The thought leadership strategy in practice

Step 1: Define topic areas

Identify 2-3 areas where your company has genuine expertise. These should:

• Be relevant to your target audience
• Fit your business model
• Provide sufficient depth for regular content

Step 2: Developing individuals as thought leaders

Thought leadership is driven by personalities, not company logos. Select 2-3 individuals within your organization (typically the CEO, CTO, and Head of Product) and support them in building their personal brand.

Specific measures:

• Weekly LinkedIn postsAt least 3 times per week on the defined topics
• Guest contributions: In relevant trade publications such as Trending Topics, Brutkasten, WirtschaftsBlatt
• Conference appearancesApply to be a speaker at industry events in the DACH region (e.g., OMR, DMEXCO, Online Marketing Rockstars Austria)
• Own studiesPublish an annual industry study using your own data.

Step 3: Distribution and Amplification

Thought leadership content must be actively disseminated:

• Share each post in relevant LinkedIn groups and on other platforms.
• Use employee advocacy to multiply your reach.
• Invest inLinkedIn Thought Leader Ads, promoting personal posts from employees (from €10/day effective)
• Build relationships with industry journalists for regular media coverage.

Measuring Thought Leadership

Measuring thought leadership is challenging, but not impossible:

• Share of VoiceHow often is your company mentioned in industry discussions? Tools like Brandwatch or Mention can help with this.
• Inbound inquiriesHow many qualified inquiries come with the note "We know you from..."?
• Speaking invitationsAre you invited to conferences without actively applying?
• Media mentionsHow frequently do trade publications quote your experts?
• Talent AttractionAre qualified professionals applying because they are familiar with your content?

Practical example from the DACH regionA medium-sized IT service provider in Vienna invested consistently in thought leadership on LinkedIn for 12 months. The results:+340% LinkedIn followers, +85% inbound leads and 3 invitations as a keynote speakerat renowned industry events. The investment: 1 employee at 40% and a monthly advertising budget of 1,500 euros.

Crisis management on social media: B2B companies in a shitstorm

Even B2B companies are not immune to social media crises. A critical LinkedIn post from a dissatisfied customer, a controversial industry discussion, or an internal incident that leaks out – in the DACH region, such situations can escalate quickly and damage painstakingly built trust within hours. Professional crisis management is therefore not a nice-to-have, but a strategic necessity.

Why B2B crises function differently than in the B2C sector

In a B2B context, a shitstorm is typically less loud but more lasting. While B2C companies are often confronted with a short-term storm of outrage that subsides after a few days, B2B crises have a longer-lasting impact on business relationships.

• Smaller, but more influential target groupYour LinkedIn connections are potential customers, partners, and industry experts. Every negative comment is read by decision-makers.
• Longer decision cyclesA damaged image can negatively affect contract negotiations for months, even long after the crisis has passed.
• Industry memoryIn specialized B2B markets, the community is small. Negative experiences are passed on at trade fairs, in specialist forums, and in personal conversations.
• Employer BrandingPotential employees research companies on LinkedIn and kununu before applying. A poorly handled crisis deters top talent.

Prevention: Identifying potential crises early

The most effective crisis management begins long before the actual crisis. Implement aSocial Listening System, which monitors relevant mentions of your company, your products, and your executives.

Monitoring parameters for B2B companies in the DACH region:

• Company name and common spelling variations (also without legal form suffix)
• Names of the management and publicly appearing executives
• Product names and brand names
• Industry-specific hashtags and discussions
• Review portals such as kununu, Google Reviews and industry-specific platforms

DefineEscalation levelsFirst of all: When is it normal negative feedback (which is answered constructively), when is it an emerging crisis (which requires quick action) and when is it a full-blown shitstorm (which activates the crisis team)?

The crisis plan: Structure for emergencies

Every B2B company should have a documented social media crisis plan that includes the following elements:

Crisis team and responsibilitiesWho decides on public statements? Who communicates via which channel? Who informs management? Clarify these responsibilities in advance and ensure that alternates are designated.

Response time windowIn the B2B sector, stakeholders on LinkedIn expect an initial response within [timeframe].four to six hoursduring business hours. This doesn't mean you have to immediately release a detailed statement – but a brief acknowledgment shows that you are taking the situation seriously.

Pre-prepared text modulesPre-formulated basic statements should be readily available for common crisis scenarios (supply problems, quality defects, data protection incidents). In an emergency, these only need to be adapted to the specific situation.

Prioritize communication channelsRespond to criticism where it is voiced. Don't try to steer a LinkedIn discussion to an email conversation – that comes across as evasive.

Correct behavior during the crisis

Once a crisis has occurred, clear rules of conduct apply to B2B companies in the DACH region:

• React quickly, but not hastily.Gather all relevant facts internally before making a public statement. A premature statement that later needs to be corrected will only worsen the situation.
• Communicate honestly and transparentlyAustrian business partners value honesty. Admit mistakes when they occur and communicate specifically what measures you will take.
• Remain objectiveEmotional or defensive reactions escalate the situation. Respond to even unfair criticism professionally and based on facts.
• Synchronize internal and external communicationYour employees need to have the same information as the public. Nothing undermines credibility more than contradictory statements from different team members.
• Do not delete commentsDeleting critical comments is almost always noticed and interpreted as an attempt at censorship. The only exception is posts that violate laws (insults, defamation).

After the crisis: Rebuilding reputation

Once the acute phase is over, the most important work begins – the systematic restoration of your reputation:

• Lessons Learned WorkshopWith the crisis team: What worked, what didn't? Update the crisis plan accordingly.
• Follow-up communicationReport on the implemented improvement measures. Show that the crisis has led to concrete positive changes.
• Positive Content OffensiveIn the weeks following the crisis, increase the publication of high-quality content – customer success stories, expert articles, and thought leadership content that highlights your expertise.
• Relationship buildingContact your most important business partners and customers personally to strengthen the relationship of trust.

Remember: A professionally managed crisis can even strengthen trust in your company in the long run. What matters is not whether problems arise, but how you deal with them.

Video content for B2B: LinkedIn videos, webinars and podcasts

Video content will have become the most important format in B2B marketing by 2026, according to a recent study by Wyzowl.91% of B2B companiesVideo as a marketing tool -- and87% report a positive ROIFor companies in the DACH region, video content offers a unique opportunity to communicate complex products and services in an understandable way.

LinkedIn Video: The underestimated B2B format

LinkedIn has massively expanded its video capabilities in recent years. Native LinkedIn videos achieve an average of5x more commitmentas purely text-based posts. For B2B companies in Austria, this represents a tremendous opportunity to reach decision-makers directly.

The most effective LinkedIn video formats for B2B:

• Thought leadership videos(60-90 seconds): Brief assessments of industry trends, ideal for CEOs and managing directors
• Product demos(2-3 minutes): Show your solution in action -- authentic, not overproduced
• Behind-the-Scenes(30-60 seconds): Insights into your company create trust and approachability
• Customer testimonials(1-2 minutes): Let satisfied customers share their experiences
• Industry analyses(3-5 minutes): In-depth analysis for your target audience

Technical best practices for LinkedIn videos:

• Subtitles are mandatory --85% of videos are watched without sound.
• Square format (1:1) or portrait format (4:5) for mobile use
• The first 3 seconds are crucial: Start with a provocative question or a surprising statistic.
• Optimal length: 1-2 minutes for the feed, up to 10 minutes for LinkedIn Articles

Webinars as a lead generation machine

Webinars remain one of the most effective tools for lead generation in the B2B sector.73% of B2B marketersWebinars are described as the best method for generating high-quality leads. In the DACH region (Germany, Austria, Switzerland), webinars have experienced a real boom since 2020.

Successful webinar strategy in 5 steps:

1. Topic selectionChoose topics that solve a specific problem for your target audience. Analyze support requests and sales conversations for inspiration.
2. Promotion phase(3-4 weeks before the event): Use email marketing, LinkedIn Ads, and personal invitations. Expect aConversion rate of 20-30%from registered to actual participants.
3. implementationInteraction is crucial. Use surveys, Q&A sessions, and chat functions. The optimal duration is...45-60 minutes.
4. Follow-upSend the recording within 24 hours. Segment participants by engagement for targeted sales follow-up.
5. Content RecyclingCut the webinar into short clips for social media, create a blog article from the key takeaways, and use the slides as SlideShare.

Recommended webinar tools for the DACH region:

• Zoom WebinarsMarket leader, GDPR-compliant with EU data centers
• GoTo WebinarProven in the enterprise sector, good integrations
• LivestormEuropean provider, particularly GDPR-friendly
• Microsoft Teams Live EventsIdeal if Microsoft 365 is already in use.

Podcasts in B2B marketing

B2B podcasts have established themselves as a powerful medium for thought leadership and brand awareness. In Austria, they now have a large audience.38% of 25-54 year oldsRegular podcasts are released, and the B2B-relevant target group is constantly growing.

Why a dedicated podcast makes sense for B2B:

• Podcasts create apersonal connection-- Listeners spend 30-60 minutes with your content
• Production is relatively inexpensive:A professional podcast costs from 500 euros per episode.
• Podcast guests from the industry expand your network and bring in new listeners.
• The content can be reused as blog posts, social media posts, and newsletters.

Practical tipStart with a 10-episode series on a clearly defined topic. Release every two weeks and measure performance after the first series before investing long-term.

Community Building: B2B Communities as a Growth Strategy

In 2026, B2B communities will be far more than just a marketing trend. They will be a strategic asset that strengthens customer loyalty, informs product development, and fuels organic growth. Companies with active communities experience increased success.33% higher customer retention rate and 19% more upselling opportunities.

Why B2B communities work

In the B2B sector, decision-makers often face complex challenges that they want to discuss with like-minded individuals. A well-managed community provides precisely this space—and positions your company as a central hub within the industry.

The three pillars of a successful B2B community:

• Knowledge exchangeMembers share best practices, experiences, and solutions.
• NetworkingLike-minded professionals network across industries
• ExclusivityPremium content, early access, and direct access to experts

Community platforms for B2B compared

Building a community: The practical roadmap

Phase 1 -- Founding (Months 1-3):

• Define the clear purpose of the community: What problem are you solving?
• Start with20-30 hand-picked founding members(ideally existing customers and partners)
• Create a content plan with weekly discussion topics.
• Establish community rules and moderation guidelines.

Phase 2 -- Growth (Months 4-8):

• Open the community to more members, but keep an entry barrier (e.g., application).
• Host monthly AMAs (Ask Me Anything) with industry experts.
• Identify and promote active members as Community Champions.
• Goal: 100-200 active members

Phase 3 -- Scaling (from month 9):

• Implement an ambassador program
• Link community activity to your CRM for lead scoring
• Host offline meetups in Vienna, Munich or Zurich
• Measure community ROI through customer loyalty, upselling, and referrals.

Success measurement for B2B communities

• Activity rate: At least 20-30% of the membersshould be active monthly
• Engagement rate: An average of 5-10 interactions per member per month
• Net Promoter ScoreMeasure the satisfaction of community members quarterly.
• Revenue ImpactTrack what percentage of revenue comes from community members.

Thought Leadership: Positioning your company as an industry expert

Thought leadership is no longer a nice-to-have in B2B marketing, but a crucial competitive advantage.According to an Edelman study, 64% of B2B decision-makers say that thought leadership directly influences their trust in a company.In the DACH region, where business relationships are traditionally based on trust and expertise, this factor is particularly relevant.

What distinguishes thought leadership from content marketing

Thought leadership goes beyond traditional content marketing. While content marketing primarily informs and generates leads, thought leadership aims to...to actively shape the perspective of the industry.

Characteristics of true thought leadership:

• Own data and findingsPublish studies, surveys, or analyses based on your own experiences.
• Controversial viewpointsDare to question established opinions – objectively and with sound reasoning
• Visions of the futureShow your industry where the journey is headed.
• Practical frameworksDevelop your own methods and models that others can adopt.

The thought leadership strategy in practice

Step 1: Define topic areas

Identify 2-3 areas where your company has genuine expertise. These should:

• Be relevant to your target audience
• Fit your business model
• Provide sufficient depth for regular content

Step 2: Developing individuals as thought leaders

Thought leadership is driven by personalities, not company logos. Select 2-3 individuals within your organization (typically the CEO, CTO, and Head of Product) and support them in building their personal brand.

Specific measures:

• Weekly LinkedIn postsAt least 3 times per week on the defined topics
• Guest contributions: In relevant trade publications such as Trending Topics, Brutkasten, WirtschaftsBlatt
• Conference appearancesApply to be a speaker at industry events in the DACH region (e.g., OMR, DMEXCO, Online Marketing Rockstars Austria)
• Own studiesPublish an annual industry study using your own data.

Step 3: Distribution and Amplification

Thought leadership content must be actively disseminated:

• Share each post in relevant LinkedIn groups and on other platforms.
• Use employee advocacy to multiply your reach.
• Invest inLinkedIn Thought Leader Ads, promoting personal posts from employees (from €10/day effective)
• Build relationships with industry journalists for regular media coverage.

Measuring Thought Leadership

Measuring thought leadership is challenging, but not impossible:

• Share of VoiceHow often is your company mentioned in industry discussions? Tools like Brandwatch or Mention can help with this.
• Inbound inquiriesHow many qualified inquiries come with the note "We know you from..."?
• Speaking invitationsAre you invited to conferences without actively applying?
• Media mentionsHow frequently do trade publications quote your experts?
• Talent AttractionAre qualified professionals applying because they are familiar with your content?

Practical example from the DACH regionA medium-sized IT service provider in Vienna invested consistently in thought leadership on LinkedIn for 12 months. The results:+340% LinkedIn followers, +85% inbound leads and 3 invitations as a keynote speakerat renowned industry events. The investment: 1 employee at 40% and a monthly advertising budget of 1,500 euros.

Crisis management on social media: B2B companies in a shitstorm

Even B2B companies are not immune to social media crises. A critical LinkedIn post from a dissatisfied customer, a controversial industry discussion, or an internal incident that leaks out – in the DACH region, such situations can escalate quickly and damage painstakingly built trust within hours. Professional crisis management is therefore not a nice-to-have, but a strategic necessity.

Why B2B crises function differently than in the B2C sector

In a B2B context, a shitstorm is typically less loud but more lasting. While B2C companies are often confronted with a short-term storm of outrage that subsides after a few days, B2B crises have a longer-lasting impact on business relationships.

• Smaller, but more influential target groupYour LinkedIn connections are potential customers, partners, and industry experts. Every negative comment is read by decision-makers.
• Longer decision cyclesA damaged image can negatively affect contract negotiations for months, even long after the crisis has passed.
• Industry memoryIn specialized B2B markets, the community is small. Negative experiences are passed on at trade fairs, in specialist forums, and in personal conversations.
• Employer BrandingPotential employees research companies on LinkedIn and kununu before applying. A poorly handled crisis deters top talent.

Prevention: Identifying potential crises early

The most effective crisis management begins long before the actual crisis. Implement aSocial Listening System, which monitors relevant mentions of your company, your products, and your executives.

Monitoring parameters for B2B companies in the DACH region:

• Company name and common spelling variations (also without legal form suffix)
• Names of the management and publicly appearing executives
• Product names and brand names
• Industry-specific hashtags and discussions
• Review portals such as kununu, Google Reviews and industry-specific platforms

DefineEscalation levelsFirst of all: When is it normal negative feedback (which is answered constructively), when is it an emerging crisis (which requires quick action) and when is it a full-blown shitstorm (which activates the crisis team)?

The crisis plan: Structure for emergencies

Every B2B company should have a documented social media crisis plan that includes the following elements:

Crisis team and responsibilitiesWho decides on public statements? Who communicates via which channel? Who informs management? Clarify these responsibilities in advance and ensure that alternates are designated.

Response time windowIn the B2B sector, stakeholders on LinkedIn expect an initial response within [timeframe].four to six hoursduring business hours. This doesn't mean you have to immediately release a detailed statement – but a brief acknowledgment shows that you are taking the situation seriously.

Pre-prepared text modulesPre-formulated basic statements should be available for common crisis scenarios (supply problems, quality defects, data protection incidents). In an emergency, these only need to be adapted to the specific situation.

Prioritize communication channelsRespond to criticism where it is voiced. Don't try to steer a LinkedIn discussion to an email conversation – that comes across as evasive.

Correct behavior during the crisis

Once a crisis has occurred, clear rules of conduct apply to B2B companies in the DACH region:

• React quickly, but not hastily.Gather all relevant facts internally before making a public statement. A premature statement that later needs to be corrected will only worsen the situation.
• Communicate honestly and transparentlyAustrian business partners value honesty. Admit mistakes when they occur and communicate specifically what measures you will take.
• Remain objectiveEmotional or defensive reactions escalate the situation. Respond to even unfair criticism professionally and based on facts.
• Synchronize internal and external communicationYour employees need to have the same information as the public. Nothing undermines credibility more than contradictory statements from different team members.
• Do not delete commentsDeleting critical comments is almost always noticed and interpreted as an attempt at censorship. The only exception is posts that violate laws (insults, defamation).

After the crisis: Rebuilding reputation

Once the acute phase is over, the most important work begins – the systematic restoration of your reputation:

• Lessons Learned WorkshopWith the crisis team: What worked, what didn't? Update the crisis plan accordingly.
• Follow-up communicationReport on the implemented improvement measures. Show that the crisis has led to concrete positive changes.
• Positive Content OffensiveIn the weeks following the crisis, increase the publication of high-quality content – customer success stories, expert articles, and thought leadership content that highlights your expertise.
• Relationship buildingContact your most important business partners and customers personally to strengthen the relationship of trust.

Remember: A professionally managed crisis can even strengthen trust in your company in the long run. What matters is not whether problems arise, but how you deal with them.

Conclusion: B2B Social Media as a strategic growth lever

Social media marketing for B2B companies is not a sprint, but a marathon. Companies that invest strategically today are building a sustainable competitive advantage that will be virtually impossible to overcome in 12–24 months.

The formula is simple, but implementation requires perseverance: Clear strategy + consistent, valuable content + employee advocacy + targeted paid social + systematic social selling = measurable growth.

GoldenWing has been supporting B2B companies in Austria for over three years in developing and implementing their social media strategies. From strategy development and content production to paid campaign management, we offer everything from a single source.Arrange a free initial consultationand learn how we can take your B2B social media presence to the next level.