About Anna
Since the beginning of 2025, Anna has brought in new energy to Conntac's marketing team. Her focus includes: marketing campaigns that are not only visible, but also offer real added value — and generate qualified leads. In doing so, she thinks strategically, tests in a data-driven manner and never loses sight of what really moves potential customers. In an interview, she gives insights into her day-to-day work, her approach and the special requirements in the tech B2B sector.
Create the basis for effective paid marketing
Since joining Conntac, Anna has made the marketing team even stronger. Her day-to-day work is characterized by clear routines, but also by creative processes: Evaluate campaigns, develop campaign formats and coordinate closely with design, sales and product management. A typical day consists of evaluating ongoing campaigns, developing new marketing ideas and working closely with other departments.
“This collaboration ensures that campaigns not only work visually, but are also precisely tailored to the needs of the target groups in terms of content and strategy.”
Language with impact
Starting at Conntac, Anna quickly got an overview of existing campaigns and began developing initial tests. Her goal: to find out which messages and formats really work for the target group. It is particularly important to her that marketing not only promotes products, but also addresses specific challenges. In tech B2B, the standards are particularly high.
“It is not about reaching broad target groups — but precisely the decision makers who can solve real problems with Conntac solutions.”
That makes the job challenging but also exciting: When a campaign hits the mark, it pays off — with leads that not only bring in clicks but also bring genuine interest.
“For marketing to be effective, you need a deep understanding of the people who are being addressed.”
Anna focuses on continuous learning — through discussions with the sales team, through research and through precise campaign monitoring. She knows that decision makers are not impressed by buzzwords, but by content that is tangible.
“It is important that our decision makers are reflected in the content. That means: less technical jargon, more practical relevance — and always making it clear what specific benefits our solutions bring to everyday work. ”
This focus on relevance and comprehensibility is a central element of their strategy.
Think digital marketing across channels and driven by data
Conntac tests campaigns on multiple platforms — with the aim of finding the most efficient mix for each target group. Each channel has different strengths: LinkedIn for targeted B2B communication, Google for search intent, Meta for reach, Xing for additional touchpoints.
“This allows us to create different points of contact and find out where we can reach our target group most efficiently. ”
This data-driven approach makes it possible to use budgets in a targeted manner.
Use content as an introduction to the solution
For Anna, it's clear that campaigns won't work without strong content. Content is not just filler material, but the actual entry point into a solution. Ads should not only attract attention, but also offer directly accessible content — such as a white paper, a product demo or an invitation to an online talk.
“Our ads should not only attract attention, but also offer the first step towards a solution.”
Another central part of Anna's work is designing the customer journey. Their goal: not only to reach customers selectively, but to accompany them through all phases and offer them the greatest possible added value.
“We want to design the customer journey in such a way that we optimally support customers — and at the same time draw attention to our guiding principle: We empower people.”
Marketing thus becomes more than visibility and lead generation: It becomes active assistance on the way to a solution.
Team work for tailor-made campaigns
At Conntac, successful campaigns are not created alone — they are the result of close cooperation between marketing, design and sales. Anna describes interface work as essential for good results.
“We experiment openly and implement ideas quickly. This creates space for creativity and makes it easy to react to market feedback. ”
This speed is a clear advantage — and helps to align campaigns ever closer to actual needs.
New approaches for greater visibility and trust
Looking ahead, Anna deals with three major topics in marketing:
- Platform-specific storytelling
- The use of AI
- Thought Leadership
Content should fit seamlessly into the platform logic — less like advertising, more like real content.
“We don't just want to promote features, but also make our expertise on relevant industry topics visible. This creates trust — long before a specific purchase decision is made. ”
Especially in tech B2B, this is an opportunity to send the right signals early on.
Think in partnership, act in a solution-oriented way
What can companies expect from working with Conntac? From Anna's point of view: real partnership.
“Conntac not only offers technology, but real support. We develop solutions that make everyday work measurably easier — and listen carefully when it comes to individual requirements. ”
This attitude also shapes her work: campaigns that do not impose, but invite.
For Anna and the entire Conntac team, it is clear that marketing is not an end in itself. It's about creating real added value — and changing the world of technical customer support in the long term.
“Our solution helps companies transform their support. This is exactly where marketing plays a key role: as a platform, as a point of contact and as a thought leader for the topics that really concern our target groups. ”
This commitment not only to reach customers but also to support them over the long term shapes Anna's approach — and makes the difference between advertising and effective marketing.
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