Optimise the funnel and win more customers
Successfully implementing data-driven marketing
From zero measurability to millions in sales in 2 years | 300% Marketing ROI in 6 months | Introduce marketing automation in 80 days
Contribute measurably to pipeline, sales and ROI
Targeted use of data, automation and AI
Establishing marketing as a value driver
Do you know the feeling of being caught between all fronts? The sales department doubts your leads. The management wants to see reliable figures. Your team is working at the limit, but all the hard work is not recognised internally. You invest in tools, automation and AI and yet the question remains: What is the real benefit?
This is exactly what many B2B marketing managers experience: there is not a lack of measures, but a lack of a clear system that visibly aligns marketing with impact.
This is precisely the situation in which I support B2B marketing managers. I am Lutz Klaus, an expert in international B2B marketing and founder of the consulting agency Marketing ROI Experts. I support you in organising your marketing in such a way that:
– es messbar und relevant zur Pipeline und zum Umsatz beiträgt
– und Sie jederzeit auf Basis realer Daten zeigen können, was funktioniert und was nicht
– und Marketing als Werttreiber etabliert wird
Without unnecessary complexity and implementation-orientated with proven methods, so that it works in your everyday life with your team, your tools and your resources.
If many of these points apply to your situation, it is worth taking a structured look from the outside. We clarify this in a brief exchange:
- where you currently stand
- where the greatest levers lie
- and which next steps really make sense
You will always walk away with clear insights, even if we don't work together afterwards. If this is relevant to you, let's talk.
Selected customer references
Success stories
„“
Anna-Lena Rehder
Group Management Marketing
GROB-Werke GmbH & Co. KG
After a very exciting meeting in Berlin around 1.5 years ago at the end of 2023, we started working with Lutz on the lead management process. Within a very short time, we were able to make many adjustments with the help of his extensive expertise and make the lead-to-order process measurable. Thanks to Lutz's constant input, we were able to refine each step further and are now at a very good level after this short time and can work with the various funnel scenarios. However, as this is not enough for us, we are looking forward to more good workshops, intensive discussions and new impulses. Thank you, Lutz!
Markus Steppich
Supervisor Global Sales
Strategy, Reporting & Business Development & Back Office
GROB-WERKE GmbH & Co. KG
After a very exciting meeting in Berlin around 1.5 years ago at the end of 2023, we started working with Lutz on the lead management process. Within a very short time, we were able to make many adjustments with the help of his extensive expertise and make the lead-to-order process measurable. Thanks to Lutz's constant input, we were able to refine each step further and are now at a very good level after this short time and can work with the various funnel scenarios. However, as this is not enough for us, we are looking forward to more good workshops, intensive discussions and new impulses. Thank you, Lutz!
Markus Steppich
Supervisor Global Sales
Strategy, Reporting & Business Development & Back Office
GROB-WERKE GmbH & Co. KG
„Together with Lutz Klaus, we embarked on a journey to gain individualised foundations for a common view of marketing and sales on different models. In his trusting manner, he helped us to create a target image of market and customer segmentation and to set up valuable customer journeys. The resulting templates still help us today as a „common thread“ in the creation of insights for effective measures.“
Arne Haag
Head of Marketing Communication
Bürkert GmbH & Co. KG
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Joachim Silver
Director Corporate Marketing, Sales + Services
TRUMPF SE + Co KG
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Max Hanekopf
European Sales Manager Linear Motion
NTN Europe
„If you want to establish a data-driven, collaborative performance culture in your marketing, you are in the right hands with Lutz. His many years of experience, his knowledge, his strategic thinking and his ability to respond to individual customer needs are among the decisive success factors for our strategic marketing project.“
Ksenia Siipola
Marketing Operations and Insights Manager
LucaNet AG
„Flughafen München GmbH would like to thank you for the excellent 2-day workshop on „Marketing ROI in practice“. Our expectations of the workshop were definitely exceeded at all levels - planning, implementation, follow-up. Lutz Klaus managed to inspire and motivate all workshop participants with his extremely pleasant manner and his wealth of personal experience in marketing and international business. His preparation and approach was highly professional, structured and tailored to our needs, so that by the end of the workshop we had a clear idea of which measures we needed to implement and when. We look forward to working with Lutz Klaus in the future.“
Thomas Kube
Head of Marketing and Transport Promotion
Munich Airport GmbH
„Funnel management is for me the Lever to not only prove the value contribution of marketing to the opportunity pipeline and incoming orders, but also to actively manage it. Lutz's method is as pragmatic as it is strategically highly relevant and a must for modern, effective B2B marketing in conjunction with sales. It offers companies an operational framework for achieving their sales targets.‘
Katrin Jöst
Head of Corporate Marketing
TRUMPF SE + Co KG
„Marketing ROI Experts works very closely with the client to develop strategies and practical solutions that noticeably increase the company's success. They address the individual requirements of the client's industry and professionally demonstrate how marketing activities can be organised in a measurable way in order to achieve long-term success.“
Yannik Seipel
Management
Vivobase
„Lutz not only gave us valuable input in workshops on marketing ROI, but also shared his in-depth knowledge in numerous sessions on leads, funnel analyses and KPI-driven marketing approaches. He knows how to convey complex topics in a practical way and focus on measurable results. Working with him was always inspiring and very rewarding.“
Sylvia Voss-Pithamitsis
Head of Marketing Central & Western Europe
BlueBeam
We at the IT consulting company ADLON Intelligent Solutions GmbH introduced lead management across the board in 2019. With two FTEs and a lot of pioneering spirit and enthusiasm. From 4 new customer enquiries per year via the website back then, we were able to increase this to 4-7 per day! How? With a well thought-out customer journey and valuable content. In our final phase, Lutz introduced us to the basis of data-driven marketing and thus created the foundation for data-driven decisions. The result: the lead pipe in the forecast, driver models for lead generation and active lead management for everyone involved in sales and marketing. „Thank you“ for the impulses, models and the constant exchange - I am looking forward to the next level in lead management!
Sabrina Dür
Head of Brand Management
ADLON Intelligent Solutions GmbH
„Together with Lutz, we have developed a holistic strategy for our channel business following a reorganisation. Lutz combines in-depth channel experience and a sound understanding of channel marketing with a pragmatic, hands-on approach. Through a very structured collaboration, utilising his holistic view of processes, tools and how to engage effectively, we have been able to define a clear way forward. The final workshop was the icing on the cake, as Lutz conducted it in a very professional, interactive and results-orientated manner.“
Andreas Hegers
Head of Marketing - Channels and Business Development
ECI Telecom
„Before Lutz Klaus started working with me, the product of my amateurish knowledge was anything but a promising project. During the consultations, the chaos gradually turned into a marketing concept worth seeing with a solid foundation. It is now characterised by a sophisticated structure and conveys a clear message. The work of Lutz Klaus is professional, he customised everything exactly to my needs. I was fully integrated into the work, which gave me valuable insights. I have come to know and appreciate Lutz Klaus as an expert coach as well as a polite and courteous person. I hope that we can continue working together in the near future.“
Anja Schwert
StartUp entrepreneur
„Martin Schmiedel and Lutz Klaus worked with us as part of a 6-month Sales and Customer Support Evolution project. Both supported us as advisors and sparring partners in strategic questions and in the transfer of expertise within the team, including personal coaching. Their implementation-orientated approach based on analytical findings combined with tried and tested methods helped our team to improve processes and work more successfully. The operational implementation of a complex campaign led to a measurable increase in sales. All colleagues benefited from the work of the two, who we value as experts and people as a stroke of luck. Martin and Lutz are welcome to come back in the future.“
Carina Schüller
Head of Verticals
Classifieds
Klaus Saloch
Head of Sales
Classifieds
„Due to the coronavirus, Mr Klaus gave us very refreshing, fact-filled online workshops on „Successful customer acquisition“ and „Social selling“ and focused us well on the new opportunities. This enabled us to quickly recognise our shortcomings and tackle them together! We will stay in touch, because it is ideal for us to receive valuable suggestions from an external partner outside of our day-to-day business.“
Julia Wanior
COO and management
MB-Electronic
„We worked with Mr Klaus to develop our GTM strategy for international markets in several workshops. Mr Klaus responded very well to our individual requirements and needs and supported us very well with his in-depth specialist knowledge and expertise.“
Christian Auerswald
Management
Auerswald
„I was surprised how much can still be extracted from the sales funnel. Lutz Klaus tackles this with a professional eye: He offers clear, practice-orientated recommendations for action. Some of these can be integrated immediately into everyday working life. The participant benefits from a wealth of experience. In addition, Lutz provides numerous impulses for the use of the latest digital marketing tools. This creates clarity and transparency. It simplifies and accelerates the path to a better marketing ROI and more success.“
Sven Bedö
Head of Marketing
Flottweg SE
„In data strategy workshops, Lutz Klaus gave us the tools we needed to align PROFISHOP in a targeted, data-driven way. Both the appropriate canvas and his model of the seven key factors provide an ideal orientation framework for this. Based on this framework, we developed concrete action plans within the workshops, enabling a seamless transition from the workshop to concrete implementation. This transition was excellently supported by the quick, clean and digitally prepared documentation.“
Jungheinrich PROFISHOP
An extract from my
Services
Funnel & Lead Management
Funnel & Lead Management
Data Driven Marketing & AI
Data Driven Marketing & AI
Marketing Automation
Marketing Automation
Integrated campaigns
Integrated campaigns
Example procedure
Questions and answers
Marketing ROI measures how much profit marketing generates in relation to the investment. Formula: (profit - investment) / investment. The aim is to objectively assess economic efficiency.
It shows which measures generate revenue and which burn through budget. It enables prioritisation, scaling and the decision on which channels to switch off. It also demonstrates the benefits of marketing using financial figures.
AI offers enormous potential, for example to efficiently analyse large amounts of data, precisely segment target groups or automate content workflows including texts and images. At the same time, experts warn of challenges such as unnatural content, quality problems or a lack of acceptance by customers. The challenge is to find out where automation is worthwhile and where human creativity and control should continue to dominate.
A prerequisite for the targeted use of AI is the development of the necessary data expertise within the team. In addition, close collaboration between marketing and IT is important in terms of a clear definition of interfaces, processes and responsibilities. A clean database is a basic prerequisite. Without it, there is a risk of bad investments and wrong conclusions.
AI solutions often prioritise facts, clear benefit arguments and structured information as opposed to an emotional approach. Even if the quality increases with the provision of training data, relying solely on AI-generated content is not recommended. It should be checked by humans. On the other hand, AI can also deliver new and previously unconsidered content that not only convinces people, but also stands up to algorithmic systems.
Effective data-driven marketing is only possible if data is collected completely, consistently and in compliance with the GDPR. Companies need clear consent processes, standardised data models and integrated systems such as CRM + marketing automation + website and, if necessary, a customer data platform. Only then can data be reliably analysed and used in a personalised way.
Effective measurement requires consistent tracking across all relevant touchpoints combined with clear key figures and KPIs. Clarity is achieved when marketing and sales data are linked along the entire funnel and dashboards are updated automatically. This makes it clear which measures are actually influencing the pipeline and sales.
Through a clear and prioritised target group and persona definition and, as a result, a focused approach with relevant content along the buyer journey in the preferred channels. Lead scoring is a proven measure to increase quality, as is the use of Sales Development Representatives (SDRs).
Through harmonised criteria for marketing qualified leads (MQLs), automated routing and coordinated SLAs between marketing and sales with regard to tracking. Transparent processes and shared KPIs reduce friction losses and increase the conversion rate. Despite all automation, regular monitoring and communication regarding status, progress and potential problems is recommended.
Through various approaches such as lead nurturing routes that deliver relevant content at the right time, a lead scoring model that evaluates behaviour and profile or manual development by the back office or Sales Development Representatives (SDRs). Leads are prioritised before they go to sales. At the same time, conversion rates and sales productivity increase measurably.
I assess the funnel according to four criteria:
- VOLUME: Do we have enough leads and opportunities to achieve our sales targets?
- SPEED: Are leads and opportunities processed quickly enough?
- QUALITY: Are the quality and conversion rates right?
- BALANCE: Is our funnel balanced in the individual phases?
Key figures and KPIs should be defined for each criterion in order to have a healthy funnel with which the desired goals can be achieved.
The first step is to identify where the problems lie (see criteria for a healthy funnel). The 3V method, which provides concrete measures for marketing and sales, is recommended for optimisation. The 3 Vs stand for amplify (speed), broaden (volume) and condense (quality).
Marketing automation is most effective in recurring processes such as lead nurturing, lead qualification, email automation or campaign orchestration and reporting. There it saves time, increases relevance and improves conversion rates without additional resources. In general, it can be used at many points along the customer journey, including service aspects.
Success is based on an integrated view of technology, processes and organisation and the human success factor. A professional implementation process by Lutz Klaus is included in the B2B Marketing Handbook by Uwe Seebacher (publisher) Success is based on an integrated view of technology, processes and organisation and the human success factor. A professional implementation process by Lutz Klaus is included in the B2B Marketing Handbook by Uwe Seebacher (publisher).
Through segmented target groups, personalised content, clear triggers and continuous analysis. Automation is no substitute for content quality: relevant messages, regular testing and monitoring prevent generic or inappropriate communication. The right key figures and KPIs show what works and where there is a need for action.
The circular funnel is a further development of the classic funnel. In contrast to the deal-orientated model, it provides a complete picture of relevant revenue sources, including maintaining and expanding existing customer business and new customer business through references.