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B12: The Art of B2B-Selling

Globally leading industrial companies and automotive groups such as Siemens, Schaeffler, and Volkswagen are the base of Germany’s economic success. They are also demanding digital signage, trade fair, and showroom concept customers. A Germany-based digital signage hidden champion has positioned itself very successfully in this niche as a B2B sales communications specialist.

Brunswick in Northern Germany is not the center of the world, and yet it is one of the most important locations for data-driven spatial digital experiences in Europe. The B12 Digital Agency Group – which includes B12 Studio and B12 Touch – has more than 100 employees. The team not only develops communication concepts for numerous subsidiaries of Volkswagen, Siemens, DMG Mori and Bosch, but also complex digital trade fair stands and showrooms based on the in-house headless CMS platform.

Nuremberg instead of Barcelona or Las Vegas

As a concept, data, and content partner, B12 is represented at Pave in Nuremberg this week. The Franconian live communication specialists are longtime partners for trade fairs and showrooms of German industrial groups. For a week, Pave and partners transformed the office on the outskirts of Nuremberg into a mini trade fair for digital signage, ProAV, and the latest data-driven concepts. The annual Experience Week is aimed at trade fair and showroom managers, but also at IT and purchasing departments of large corporations who cannot experience the latest developments at ISE or CES every year.

Headless CMS is Key

B12 specializes in complex B2B sales concepts that are required by global corporations at trade fairs, showrooms, and online. The challenge is to display complex product and sales information. The data (product data, 3D renderings, videos) is derived from dozens of different backend systems that have to be compiled into interactive experiences in real time on touchscreens, LED walls, XR glasses, mobile, and online.

Classic CMSs are overwhelmed in such scenarios – only headless CMS platforms offer the necessary flexibility, speed, and scalability. In addition to the right platform, a deep understanding of processes is required – because processes and data management in enterprise organizations are usually highly complex and a mixture of data lakes and divisional data silos, managed with modern tech stacks or legacy systems.

B12 always operates at the borderline of new technologies and constantly changing customer wishes – for example in the pandemic, when a number of trade fairs were canceled and virtual events and video-based sales events were the only possible form of interaction. Today’s trending technologies are holograms, Apple ProVision, and drones.