Speak your customer’s language
B2B marketing and communication for DACH and the Nordics
Well-targeted communication strengthens your brand, accelerates sales and builds customer loyalty. We build content around what buyers in the DACH region and the Nordics expect – we don’t translate your home-market campaign.
Starting point
B2B marketing that isn’t just a translation
Well-targeted marketing communication strengthens your brand’s visibility, speeds up sales and builds customer loyalty. But a company entering a new market needs localised marketing and content made specifically for the local audience – not a translated version of its domestic campaign.
The difference goes beyond language. A German B2B buyer reads longer texts, compares technical data closely and expects to find a price, or at least the pricing logic. Nordic buyers tend to value brevity, transparency and a credible sustainability story, and they are quick to check you out online before they reply. In consumer markets, quality labels, origin, sustainability and data protection often carry more weight than elsewhere.
For B2B marketing, digital channels offer an effective way to launch campaigns in both regions on a reasonable budget – as long as the targeting is right.
Our B2B marketing services
- Local-language content: websites, articles, product copy
- Trade media, industry associations and press releases
- Email campaigns that comply with local regulation
- Trade fair and event communication before and after
Process
Five steps to successful B2B marketing in a new market
Choosing the target group
We select the right target group for the campaign and narrow it down enough.
Identifying the right channels
We assess the potential of channels and formats against your budget.
Local-language content
We coordinate translation and content production in the target language, using your industry’s terminology.
Running the campaign
Delivered together with a local agency from our network – we own content and direction, they handle the technical execution.
Activating contacts
We activate the contacts generated by the campaign and take them into sales conversations.
Don’t forget the legal requirements
In Germany a website must have an Impressum (legal notice with contact details and a responsible person, § 5 DDG) and a privacy policy. Cookies are governed by the TDDDG and the GDPR: non-essential cookies require explicit consent. Similar consent rules for cookies apply across the EU and EEA, including the Nordic countries.
B2B email marketing in Germany generally requires consent (§ 7 UWG), and the Nordic countries have their own rules on electronic marketing. In Germany, breaches frequently lead to a formal warning letter (Abmahnung) from a competitor or consumer association, with costs attached. We go through these points before any campaign goes live.
Questions
Frequently asked questions: B2B marketing
Is it enough to translate our existing marketing material?
Rarely. Marketing copy written for one market often doesn’t work in another: a short, informal text focused on benefits may be perfect at home, while a German B2B buyer expects details – technical data, dimensions, certificates, references and clear terms.
We translate the texts, but we also adapt the structure and the argumentation. See translation and localisation.
Which channels work in B2B marketing in the DACH region and the Nordics?
Three almost always work: search-optimised content in the local language, LinkedIn and industry trade media. A fourth that foreign companies often underestimate in Germany is the channels of industry associations and chambers of commerce – German buyers trust them to an unusual degree.
Google Ads works, but it is competitive and expensive in Germany. Start with narrow search terms that signal buying intent.
Do we need a website in the local language?
In practice, yes – at least for Germany, Austria and Switzerland. An English-only website rarely suffices there: it signals that you are not committed to the market, and local-language content is the only way to be found in local-language searches. In the Nordics English works better in B2B, but a Finnish or Swedish landing page still builds trust and search visibility.
The minimum package is a home page, product or service pages, references, contact details – and, in Germany, the mandatory Impressum and privacy policy.
How do you measure B2B marketing results?
We agree the metrics before starting: number and quality of leads, search visibility for selected terms and campaign cost per qualified enquiry. We report monthly and also tell you what didn’t work.
Do you also handle search engine optimisation?
Yes, for the local-language content. That means keyword research in the target language – not translating your home-market keywords – plus content structure and the technical basics. Our network includes a specialist for this.
How does B2B marketing differ between Germany and the Nordics?
German B2B buyers expect precision and proof. Promises without figures, references or technical data are read as marketing talk. The tone is more formal, and the formal Sie is the rule in business.
Nordic buyers are more informal and value brevity, honesty and a clear point. Overstatement backfires in both regions – but in Germany the fix is more detail, while in the Nordics it is usually fewer words. The story works in both, but only after the facts, not instead of them.
Related services
These work well together
Translation & Localisation
Websites, brochures, product sheets and quotes in German or Finnish – with the right industry terminology and a tone that sells.
B2B Lead Generation
We identify the right decision-makers, reach out in their language and report who is interested and who isn’t. You focus on selling.
Trade Fair Services
Choosing the right fair, pre-booked meetings, native-language sales work on the stand and systematic follow-up.
Get in touch
Let’s start the conversation
Tell us where you want to grow – the DACH region or the Nordics – and we’ll work out the most sensible first step together. The first conversation is free and without obligation.