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Performance marketing with reliable impact in B2B

Soundly planned. Honestly executed

Performance marketing in B2B is not a playground for experimentation. It involves significant budgets, internal expectations, and often short-term pressure to justify results. Decision-makers need confidence that initiatives don’t just work technically, but truly deliver impact in their specific markets.

We see performance marketing as a responsibility. As a digital agency with deep B2B expertise, we plan campaigns realistically, assess channels critically, and allocate budgets in a way that creates traceable impact. Not everything that is possible is meaningful—and making that distinction is what truly matters.

Our work is aimed at companies that view performance marketing not as tactical activity, but as a strategic instrument for targeted demand generation—nationally and internationally.

Putting performance into the right perspective

In an initial conversation, we clarify which performance approaches are realistically effective in your market, where budgets are best invested, and which expectations are sustainable.
No predefined action plan. No obligation.

Schedule a meeting

Steffen Ruess

Steffen Ruess

Managing Partner
Ruess Group

References

Success stories
Performance marketing

Ratioform / Retail Packaging
Ratioform / Retail Packaging

Creation and media for AI-supported retargeting campaign.

Composable Commerce
Wolff & Müller / Construction Group

Online shop in composable architecture for B2B and B2C target groups.

All disciplines
All disciplines

Complex markets require different benchmarks

Why performance marketing
works differently in B2B

In B2B, performance marketing follows different rules than in consumer markets. Target groups are more clearly defined, decision-making processes are longer, and content often requires explanation. Impact is not created through scale, but through relevance and context.

Added to this is the complexity of many markets: multiple target groups, international structures, and varying information needs make simple campaign logics ineffective. What works in one market may be ineffective—or even counterproductive—in another. One-size-fits-all approaches rarely deliver reliable results here.

That’s why performance marketing in B2B is above all a matter of proper positioning. It requires a deep understanding of market dynamics, audiences, and channels, as well as the willingness to manage expectations realistically. Reliable impact is not achieved through maximum exposure, but through sound planning and consistent focus.

Performance as part of a system

Positioning within the impact area
“Demand, Performance &
Marketing Steering”

As a digital agency, we do not view performance marketing in isolation, but as part of an integrated demand and steering system. Campaigns, channels, and budgets only work reliably when they are embedded in an overarching logic.

In our understanding, performance marketing belongs to the impact area Demand, Performance & Marketing Steering. This is about generating demand in a targeted way, making impact measurable, and basing decisions on solid foundations. Performance is not an end in itself, but an operational instrument within a clear marketing and market logic.

What matters is interaction: strategy sets the direction, content creates relevance, channels provide reach, and data enables evaluation and control. If one of these elements is missing—or if performance is viewed in isolation—the result is actionism and inefficient budget use.

Overview of services and areas of impact

Reliable impact instead of actionism

Our understanding
of performance marketing

For us, performance marketing is not about maximum exposure, but about targeted impact. In B2B, the goal is rarely to generate as many contacts as possible. What matters is whether initiatives truly create relevance in the specific market—and whether they can be responsibly justified internally.

Our approach starts with a realistic assessment:
Which target groups can be meaningfully reached?
Which channels have substance?
Which expectations are sustainable?

Not everything that is technically possible makes economic sense. Making this distinction is crucial if budgets are to deliver real impact.

We plan performance marketing in a way that commitments can be met. That means clear priorities, transparent decisions, and the willingness to question measures—or deliberately not implement them. Reliable impact does not come from constant optimization, but from sound planning and consistent focus.

In B2B, this understanding creates confidence. It reduces the risk of inefficient spending, makes results traceable, and simplifies internal justification. Performance marketing thus becomes an instrument that builds trust—both in the market and within the organization.

Markets outperform mechanics

Market and system expertise
as a success factor

Market and system expertise as a success factor

In B2B, performance marketing rarely succeeds because of individual tactics, but because of the correct assessment of markets and systems. Channels, platforms, and ad environments do not deliver impact universally. What works in one market may be ineffective—or economically unreasonable—in another.

We bring in-depth experience from different industries, countries, and regions. Especially in international B2B contexts, media usage, platform relevance, and information behavior vary significantly. In some markets, trade media and specialized environments are more effective than large platforms. In others, certain channels are overpriced or deliver little substance despite high reach.

This market and system knowledge is crucial for reliable impact. It allows budgets to be planned realistically, risks to be identified early, and expectations to be managed properly. Performance marketing becomes more predictable—without becoming schematic.

This experience pays off particularly with specialized target groups, small markets, or international setups. Impact is not created through standard solutions, but through precise assessment and consistent prioritization.

Relevance is created through fit

Aligning audiences, topics,
and assets

In B2B, performance marketing only delivers impact when audiences, topics, and assets are precisely aligned. Unlike consumer markets, B2B audiences are rarely reached through broad messages. Decision-makers, subject-matter experts, and committees have different information needs and respond to different types of content.

What matters is the right content fit:
Which topics are relevant to which audiences?
How deep do contents need to go?
Which formats generate attention and trust?

Performance is not driven by reach alone, but by context and relevance.

In certain B2B scenarios, performance marketing is deliberately focused on clearly defined target accounts. This selective form of campaign steering—often referred to as account-based marketing (ABM)—requires particularly precise alignment of topics, content, and channels.

Assets play a central role here. Campaigns, ads, and landing pages must be consistent in content and build on one another. They translate complex topics into understandable arguments and provide orientation throughout the decision-making process. Especially in B2B, content is often the decisive lever for impact.

Performance marketing thus becomes a discipline where content and distribution are inseparably linked. Only when topics, audiences, and assets work together does demand emerge that is both reliable and internally justifiable.

What we take responsibility for

Performance marketing services

Performance marketing becomes reliably effective when responsibilities are clearly defined and services interlock. We do not see our role as a collection of isolated measures, but as a responsible, end-to-end contribution aligned with clear impact drivers.

  • 1. Market and audience analysis

    We begin with a thorough assessment of market, competition, and target audiences. We analyze which roles are truly relevant, how decision-making processes work, and in which countries or regions demand can realistically be generated. This analysis forms the foundation for all further decisions and protects against misallocation of budgets.

  • 2. Channel and media strategy

    Based on this assessment, we develop a robust channel and media strategy. Platforms, trade media, and advertising environments are evaluated critically in terms of their real impact. The goal is not maximum presence, but economically sound budget allocation—nationally and internationally.

  • 3. Campaigns, content, and assets

    We design campaigns and develop the necessary content and advertising assets to address target audiences precisely. This includes ads, formats, and landing pages that are thematically aligned and provide guidance throughout the decision-making process. Content is not an add-on—it is a core component of effective performance marketing.

  • 4. Tracking, data, and optimization

    Impact must be traceable. We define suitable KPIs for the specific B2B context, set up tracking and analysis, and continuously evaluate results. In addition to quantitative metrics, qualitative assessments are incorporated to realistically judge impact and optimize effectively.

  • 5. Ongoing steering and consulting

    Performance marketing is not a one-off project. We continuously support initiatives, steer budgets transparently, and provide clear recommendations. This includes intervening early—or deliberately stopping measures—if they fail to deliver reliable impact. This openness is essential for trust and long-term success.

Clearly structured service modules

Performance packages

In B2B, performance marketing cannot be managed effectively through isolated tactical measures. Impact is created when services build on one another logically and are delivered within a clear framework. That’s why we structure our work into well-defined service modules that can be combined depending on the starting point.

These packages provide orientation. They create transparency around scope, content, and responsibilities, and help plan budgets realistically—while remaining flexible enough to address different markets, target groups, and international requirements.

Performance setup

This package forms the foundation for effective performance marketing. It includes the analysis of markets, target groups, and channels, as well as the definition of suitable KPIs and tracking structures. The goal is a robust baseline that enables transparent, well-founded decisions.

Demand campaigns

Based on the setup, we design and manage performance campaigns that generate demand in a targeted way. Content, creatives, and media deployment are aligned, continuously reviewed, and optimized. The focus is on quality and relevance—not maximum exposure.

International scaling

For international markets, we adapt setups and campaigns to regional specifics. This includes country and channel assessments, language localization, and consideration of local media landscapes. The objective is to deliver performance marketing that is effective and economically sound across borders.

Connecting active and structural demand

The relationship to SEO
and AI search

In B2B, performance marketing does not operate in isolation. It is part of a broader demand system in which active and structural measures work together. While performance marketing generates demand directly, SEO and AI search create the structural foundation for long-term visibility and relevance.

Performance delivers faster, more direct effects. Campaigns address specific audiences, topics, and markets and can be adjusted flexibly. SEO and AI search optimization, by contrast, build thematic authority, structure content, and ensure companies are found and understood beyond campaigns. The time horizons differ—but both contribute to the same objective.

Reliable impact in B2B emerges through this interaction. Performance marketing benefits from clear topic structures and robust content. At the same time, insights from performance campaigns help refine SEO and content strategies. The result is a closed system of demand, visibility, and steering.

Within our impact area Demand, Performance & Marketing Steering, we do not see performance marketing, SEO, and AI search as competing disciplines. They serve different functions—but only reach their full potential when strategically aligned.

Quarzsandshop Produktdetailseite Filtersand

Responsibility requires the right framework

Who this approach
is right for

Our approach is designed for companies that view performance marketing as part of an integrated B2B marketing strategy. Typical organizations offer complex, explanation-heavy solutions, address clearly defined target groups, and require traceable impact.

This approach is particularly suitable where budgets must be justified internally and performance marketing cannot be detached from market logic, content, and strategic objectives. We often work with marketing leaders seeking planning security and clear guidance on what is realistically effective—and what is not.

Less suitable are organizations expecting maximum reach at any cost or viewing performance purely as a short-term lead machine. For simple products, high volumes, or strongly transactional models, different performance logics tend to be more effective.

Performance marketing shows its true strength in B2B when impact is not only measured, but responsibly managed. Where this mindset is shared, a solid foundation for sustainable demand generation emerges.

Set up performance responsibly

In a conversation, we clarify how performance marketing can be implemented in your market in a way that is effective, realistic, and internally sustainable. We discuss target groups, budgets, and expectations—openly, soundly, and without sales pressure.

Schedule a meeting

Steffen Ruess

Steffen Ruess

Managing Partner
Ruess Group