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Industries

Markets where explanation comes before purchase.

We work with companies whose offering has to be understood before it is bought. In these markets several people are involved in the decision, and months often pass between first contact and order.

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In short

Proxfon Media works for ten technical B2B industries, from industrial manufacturing and engineering through automation, construction and building services and energy to software and SaaS, logistics, MedTech and technical distribution. What connects them is the buying process: complex, multi-stage and with four to seven people involved. We also support companies in specific situations such as private equity ownership, market entry or repositioning.

01 · Industries

Ten markets with a shared logic.

Each industry has its own page covering the starting point, the buying committee and the focus of our work.

02 · Company situations

Situations in which we are often brought in.

Many engagements start with a situation rather than an industry. We support these occasions across industries.

  • 01

    Private equity portfolio

    A growth plan with metrics that hold up in front of the board and the investor.

  • 02

    Investor-backed companies

    Funded growth where budget has to turn into pipeline quickly and verifiably.

  • 03

    Internationalisation

    New countries with localised positioning and local proof, not a translated website.

  • 04

    Post-merger integration

    Merged brands, portfolios and sales teams with one shared market message.

  • 05

    New business units

    A new offering next to the core business that needs its own audiences and messages.

  • 06

    Digital transformation

    Marketing and sales building digital channels beyond trade fairs and field sales.

  • 07

    Repositioning

    A portfolio that has grown over years and can no longer be explained in one sentence.

  • 08

    Market entry

    New segments or regions where the company has no references yet.

  • 09

    Sales transformation

    From relationship-driven selling to a predictable, CRM-supported acquisition process.

  • 10

    Growth programmes

    Multi-year programmes with clear targets, budgets and ownership.

03 · Common ground

What these markets have in common.

Characteristics of complex B2B markets
CharacteristicTypical rangeConsequence for marketing and sales
Buying process3 to 24 monthsPresence over time matters more than short campaigns
People involved4 to 7 people with their own criteriaMessages per role in the buying committee
Market sizeOften fewer than 2,000 relevant target companiesPrecision and account-based marketing instead of reach
Order valueFive to seven figuresOne additional order justifies significant marketing investment
Risk for the buyerA wrong decision is personally costlyProof and traceability outweigh creativity
Active demand1 to 5% of the target group at any timeDemand creation matters more than capturing existing demand

Guideline values for orientation. The ranges differ considerably by industry.

04 · Fit

When working together makes sense.

We would rather share this assessment before the proposal than after it.

Good fit

  • The offering has to be explained before it is bought.
  • Order values are in the five to seven-figure range.
  • A sales team is in place and can handle additional conversations.
  • Management wants to actively steer growth and take decisions.
  • The time horizon extends beyond twelve months.

Less good fit

  • Pure B2C business with short buying cycles.
  • A single measure is sought without reference to goals and sales.
  • Results are expected within four to six weeks.
  • The budget is well below €10,000.

Principles

  • Within a market segment we work for one company.
  • We do not publish client names or results from ongoing engagements.
  • All work results become your property.
  • If a smaller step makes more sense, we say so.

Frequently asked

Frequently asked questions about industries and fit.

Which companies does Proxfon Media work for?
Established B2B companies, mostly from the technical Mittelstand, with 50 to several hundred employees. They typically sell complex products or services, face longer buying decisions with several people involved, have a sales team in place and clear growth targets.
Do you also work for companies outside these industries?
Yes, if the market logic fits. What matters is less the industry than whether an offering has to be explained before it is bought. Pure B2C business with short buying cycles is not our focus.
What changes in your approach from industry to industry?
The method stays the same. Weighting and sequence change: in mechanical engineering the focus is often on positioning and expert content, in project business on references and recruiting, in software on conversion and the handover to sales.
Do you work for competitors in the same segment?
No. Within a clearly defined market segment we work for one company. That allows us to speak openly about competition and positioning.
Do you work with private equity-backed companies?
Yes. For us, private equity portfolio companies and investor-backed companies are not an industry but a company situation. Typical tasks include growth plans with robust metrics, buy-and-build integration and market entries.

Working together

Let's talk about where you stand.

In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.

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