Hanns Schempp
Director of B2B Marketing@Zattoo, scaleup advisor, repeat founder, compulsive helper
Bio
Head of B2B Marketing at Zattoo. Founded B2B marketing consultancy Miota, advised integrated marketing optimization platform Proof Analytics, former Head of B2B Marketing at Deutsche Telekom Europe
Expertise
Building a team
Built single and double level teams of 3-52 including up to 29 nationalities in SaaS/IT, telco and TV markets across regional footprints of up to 12 countries in advanced standard to improvising practice scenarios. No open or covert inquiries here towards consulting, market research, business/venture partner generation or tapping personal network for potential co-foundings, please.
Content marketing
Create assets that reach, not exhaust. Reusable, modulable, salient, don't mix up awareness or engagement with trust and intent. Avoid narrow targeting except in experiment or solid high volume low frequency ABM and instead penetrate at scale whenever reasonable
Conversion rate optimisation
Not all clicks and reactions in the digital world are good ones when openness is supposed to turn into interest and ultimately the readiness to take your product out on a first date.
Customer success
Keeping a customer is expensive because the day-to-day with your company easily reveals what isn't in the ads. Mindset, teamwork and openness make that work right. Don't waste time and experiment on this.
Data science
Keep info, data and insight apart. Sort the right places and views for you before buying stuff or snake oil - can't repeat enough: causation and correlation differ. There are no hacks to understanding the first.
Go to market strategy
From long-haul distinctive assets over corporate target compromises through that long-eyeballed spark in a new country market. Finding true north where it counts, not where they say
Growth marketing
From positioning, differentiation and USPs to salience, distinctiveness and relevant associations, how to leverage this online, where it counts, in ideally large amounts and steadily. Early on and in hypergrowth but never product-agnostically
Marketing automation
The processing of reasonable data towards flexible action that isn't insular, doesn't drain your coffers and then remains fully ignored for use by your teams.
Pricing strategy
From long-haul tag distinctiveness over compromising on corp targets through achieving that spark moment in a new country market. Finding true north where it counts, not where the book says
Product market fit
From purposes that improve the planet to your potential user simply needing a tool someone bothers to master before enjoying to buy from an icon in the making and coming back for more. Not doing unspecific business idea brainstorming or sparring though.
Public relations
Showing your best without make-up is the best PR there is with a bit of overlap into brand-building. The challenge? Creating PR that markets without advertising copy from a CEO.
User research
Unlearn asking questions you would love to answer most. Your research platform will not do that for you. Asking is simple. Living up to the answer is hard.
Toolkit
Canva
11 years of experienceVisual asset creation, lifecycling and experimentation plus company-wide clearing on all ends, including international teams, project groups, task forces and agency teams
Google Ads
14 years of experienceYour basic PPC support and engine if you believe that the approach makes enough sense standalone or as part of a smaller stack. Possibly best very early on and late stage.
ChatGPT
4 years of experienceFirst member in my cross-challenging G2M/Marketing Advisory Board. Else mostly focused on target account research, G2M projections and marketing strategy / engagement data scrutiny and verification, based on our company's enterprise space. Other enterprise spaces represented are Gemini and Claude, mostly focused on communication / asset drafting / cross-checking and database build/verification respectively
Hubspot
14 years of experienceInbound, sales and customer service integration including content and mail functions a bit beyond reach of most start-ups but with many elements of later stage scale-up/young corporate success
JIRA
11 years of experienceProject and issue tracking across multiple teams, segments and countries, partly involving customers and partners. Part of core stack for most recent employers and clients
Mailchimp
17 years of experienceUse and productive abuse above and beyond UI and settings. Ideally your point of departure from IR through customer success. The swiss knife of customer interaction for me
Pipedrive
5 years of experienceLead and mail campaign tracking inside basic funnel and CRM plus rudimentary revops-focused usage, combining event, outbound and ABM operations across the European market
Salesforce
12 years of experienceCross-P&L customer success platform including pragmatic through intricate analytics support that best powers later stage scale-ups with individual ecosystem solutions possibly usable productively before that.
Tableau
11 years of experienceGood mid- through later stage base data stack assembler, especially if other solutions around it cannot quite establish relational support. Lives and dies with expertise and hook-up.
Trello
7 years of experienceGood base functionalities to get a small team going but possibly making you suffer as soon as knowledge management becomes relevant at a more sophisticated structural stage
Industries
Professional Services
Marketing consulting, advisory snd coaching (in-house and freelance/under own brand) focusing on brand strategy and brand building, demand generation, marketing mix modelling, international marketing schemes and teambuilding
TV
Scale-up IPTV/OTT B2B TV-as-a-Service, Backend and Wholesale TV Services, Scale-up News Television Editorial, Production /Post-Production, Newsroom Operations and PR
Information and Communications Technology (ICT)
Marketing, Sales, Business Development, Communication, Regulatory Strategy, Board Member Support, Business Excellence for DAX40 Multinational Telecommunications and IT Operator and Service Provider
B2B
Start-up through Multinational Corporate experience in variety of technology markets from SaaS, IT, ICT, Smart Cities, M2M/IoT through Telecommunications, Financisl Services and Renewables
Marketing
Brand Research and Building, lead generation, ABM, programs, Sales Support, Marketing Technology, Marketing Operations, Market Research, Marketing Strategy and Planning, International Marketing, Marketing Budget Planning, Multi-Level Marketing Team Building