VEACT
www.veact.com
Industry
Automotive Marketing Platform
Hq
Munich, Germany
SETTING UP STRATEGIC PRODUCT MARKETING AS A BASIS FOR VALUE BASED SELLING
Veact is Europe’s leading solution for customer lifecycle management in the automotive industry. Their core product is the Veact Automotive Marketing Platform, an integrated customer data platform and marketing, sales & service automation solution tailor made for the needs of automotive OEMs and dealerships. Customers include OEMs such as BMW, JLR, Nissan, as well as thousands of automotive dealerships across Europe. To date the company’s automotive marketing platform has helped drive more than 2.5bn EUR in aftersales revenue.
The challenge
Despite strong OEM partnerships and proven impact on aftersales revenue, Veact’s marketing was underdeveloped. The website was outdated and unclear, prospects and customers struggled to understand Veact’s value, the sales pipeline weakened, product strategy became reactive to OEM requests, and international growth lagged behind its potential.
The solution
B2B Practitioners, led by Norman Rohr, partnered with Veact to reset its go-to-market foundation: clarify who Veact serves, what it stands for, how it creates value, and build a modern marketing function as a strong counterpart to sales through updated positioning, packaging, messaging, GTM enablement, and interim CMO leadership.
The result
Veact gained a clear value proposition, stronger internal alignment, a refreshed brand and website, better-equipped sales and marketing teams, and renewed engagement from customers and prospects in core and international markets.
“Norman’s strategic approach to product marketing effectively aligned stakeholders within the company while clarifying Veact’s customer segments and key buyer personas. With the refined positioning, we successfully re-engaged our customers and prospects by adopting a broader vision for both Veact and the industry as a whole.”
Philipp Posselt
Founder & Managing Director at Veact
Establishing Product Marketing Fundamentals
To tackle the underlying issues, B2B Practitioners:
- Defined Veact’s Ideal Customer Profile and key buyer personas across OEMs and dealerships.
- Redefined positioning and value proposition to clearly articulate outcomes and differentiation.
- Developed tailored messaging for different target groups in the ecosystem.
This gave Veact a shared strategic foundation after years of sales-led, ad hoc communication.
Product Packaging and Pricing
The engagement sharpened Veact’s commercial offering: Created new packaging and naming for the Automotive Marketing Platform, aligned to clear value pillars for each segment.
- Supported pricing decisions for the platform.
- Recommended product strategy and roadmap, with a focus on the newly launched Veact Insights product to strengthen its role in the portfolio.
Brand and Website Relaunch
B2B Practitioners assisted Veact in sidestepping expensive missteps by establishing strong strategic product marketing foundations. They effectively managed Veact’s brand agency to define the company’s new corporate identity, highlighting and communicating its updated positioning. Additionally, Norman oversaw the relaunch of Veact’s website.
GTM Enablement and Interim CMO Role
With comprehensive go-to-market training and the creation of essential sales collateral in five languages, Norman designed and executed Veact’s marketing strategy, focusing on demand generation and brand awareness through social media, industry events, and thought leadership content.
“In B2B Practitioners and Norman, we have found a strong, capable partner that, both strategically and operationally has driven the change Veact needed so much. We thank B2B Practitioners for their support and sincerely recommend them to other b2b tech businesses”.
Philipp Posselt
Founder & Managing Director at Veact
The results
The impact of Anastasia’s leadership was swift and significant. Within just one and a half months, the marketing-generated pipeline reached one of the highest levels since mid-2023. The marketing team not only met their goals for the first time in 2024 but exceeded them by 66%.
“I have found an excellent business and sparring partner in Norman Rohr and B2B Practitioners ”
Philipp Posselt
Founder & Managing Director at Veact
This success underscored the effectiveness of aligning the team, launching new marketing channels, improving existing initiatives and refining the value proposition, to drive growth in a highly competitive market.
Conclusion
Proliance’s partnership with B2B Practitioners, particularly the leadership provided by Anastasia, was transformative. The strategic overhaul not only reversed the declining performance metrics but also positioned the company for sustainable growth. This successful collaboration highlights the importance of strong leadership, clear focus, and a well-defined marketing strategy in achieving business goals in a competitive environment.
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