ALSO Holding Bundle
How does ALSO Holding AG drive sales and marketing?
ALSO Holding AG has transformed into a B2B marketplace, shifting its sales and marketing strategy significantly. This evolution focuses on digital platforms and solution-oriented business units, enhancing its market presence.
The company connects over 800 vendors with approximately 135,000 resellers across 31 European countries, offering a vast IT portfolio. This extensive network is crucial to its go-to-market approach.
What is the sales and marketing strategy of ALSO Holding AG?
The sales and marketing strategy is centered on its role as a comprehensive B2B marketplace, moving beyond traditional distribution. This involves providing a full suite of logistics, financial, and IT services to empower its partners. The company leverages megatrends like AI and cloud solutions, with projected EBITDA between 285 and 325 million euros for 2025. Their strategy also includes a focus on AI and cloud solutions, aiming for a ROCE exceeding 17%. The IT sector is expected to grow significantly, with total revenue projected to reach 1,097.3 billion euros by 2027, indicating substantial growth potential for ALSO. The company's approach to marketing involves building awareness and driving sales through sophisticated tactics, positioning its brand effectively in a competitive market. Recent campaigns have been instrumental in contributing to its success, reflecting a dynamic and adaptive strategy in the ever-changing ICT landscape. A key aspect of their offering is the ability to analyze market dynamics, as seen in an ALSO Holding Porter's Five Forces Analysis.
How Does ALSO Holding Reach Its Customers?
The sales channels for ALSO Holding AG are primarily built around a strong B2B marketplace model, catering to a wide array of resellers. This approach is designed to offer efficient access to their extensive product portfolio and streamlined ordering processes.
Proprietary Digital Platforms
The company's core sales operations are driven by its proprietary Cloud Marketplace and webshop. These digital channels provide resellers with 24/7 access to a vast product offering and efficient ordering capabilities.
Evolution to Service-Oriented Offerings
There has been a strategic shift towards subscription-based cloud offerings and digital platforms for IoT, cybersecurity, and AI. This evolution is central to their Service division's growth and market positioning.
Direct Sales and Partner Ecosystem
Direct sales teams actively support customers in developing tailored IT solutions within the Solutions division. The company also integrates wholesale distributors and partner retailers into its broad ecosystem.
Strategic Acquisitions and Market Expansion
Key partnerships and exclusive distribution deals are vital for market share growth. The planned acquisition of Westcoast in 2025 is set to significantly bolster their presence in the UK, Ireland, and France.
The company's sales and marketing strategy is deeply intertwined with its digital transformation and expansion efforts. By focusing on a robust marketplace model and strategic partnerships, ALSO Holding aims to maintain its competitive edge and drive growth across various technology sectors. The emphasis on cloud services and digital platforms reflects a forward-looking approach to meet evolving market demands.
Key Sales Channel Performance and Expansion
The company's digital-first strategy has yielded significant results, with its cloud platform experiencing a substantial increase in user engagement. Expansion into new markets, like the US, is a key component of their ongoing business strategy.
- In the first half of 2025, the cloud platform saw a 34% increase in unique users.
- This platform contributed 845 million euros in revenue during H1 2025.
- The company's standalone revenue increased by 8% in H1 2025, demonstrating effective market penetration.
- Expansion into the US market in February 2025 targets the lucrative ICT market, valued at 1.5 trillion USD annually.
- The planned acquisition of Westcoast is expected to enhance their market position in key European regions.
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What Marketing Tactics Does ALSO Holding Use?
The sales and marketing strategy of ALSO Holding AG is deeply rooted in digital engagement and B2B relationship building within the ICT sector. Their approach focuses on leveraging data to understand and cater to a broad network of resellers, ensuring targeted and effective communication. This strategy aims to foster growth and enhance the value proposition for their partners.
Digital Content and Thought Leadership
The company utilizes its news center and blog to disseminate valuable insights on technology trends and ecosystem developments. This content marketing approach positions them as a knowledgeable resource for IT professionals and resellers.
Platform Promotion and Value Proposition
Key digital platforms like the ALSO Cloud Marketplace are actively promoted. These platforms are designed for seamless onboarding and robust support, aiming to mitigate risks for resellers and facilitate their business expansion.
Partner Program Engagement
Specialized partner programs, such as the ALSO Partner+ program for IoT companies, are a cornerstone of their strategy. These programs offer essential technical tools and support to accelerate market entry and promote recurring revenue models.
Technological Infrastructure Investment
Significant investments in IT infrastructure, including the implementation of S/4HANA in Portugal in February 2025, underscore their commitment to operational efficiency. This technological advancement indirectly supports marketing by enabling superior service delivery.
Focus on Strategic Technology Areas
The company strategically incorporates megatrends like AI, cybersecurity, and virtualization into its messaging. This focus ensures their offerings remain relevant and appealing to their target audience in the evolving tech landscape.
Evolution to 'As-a-Service' Models
There is a clear evolution in their marketing mix towards promoting 'as-a-service' business models. This shift signifies a move from traditional product sales to offering integrated, value-added solutions.
Data-Driven and Personalized Outreach
The core of ALSO Holding's sales and marketing strategy is its data-driven approach, focusing on customer segmentation and personalization. This allows them to effectively reach and engage their extensive network of resellers, tailoring their communications and offerings to specific needs. While specific campaign details for SEO, paid advertising, and email marketing are not publicly disclosed, their consistent stream of press releases and announcements points to a well-organized communication framework. This strategic communication is vital for understanding Revenue Streams & Business Model of ALSO Holding and how they are marketed.
- Data-driven marketing is central to understanding and engaging resellers.
- Customer segmentation ensures tailored messaging and offers.
- Personalization enhances the relevance of communications.
- Digital platforms like the ALSO Cloud Marketplace are key marketing tools.
- Partner programs are designed to foster growth and recurring revenue.
- The company emphasizes strategic technology areas in its marketing narratives.
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How Is ALSO Holding Positioned in the Market?
ALSO Holding AG positions itself as a premier technology provider and a comprehensive B2B marketplace within the ICT industry. Its brand is built on an extensive ecosystem and end-to-end service capabilities, aiming to empower partners in delivering IT solutions efficiently. The company's core message emphasizes fostering a sustainable ICT ecosystem, supported by its 'MORE' strategy for profitable growth and its 'LESS' strategy for environmental responsibility.
Ecosystem and End-to-End Solutions
ALSO Holding differentiates itself by offering a broad ecosystem and comprehensive services. This approach enables partners to streamline their IT solution delivery to end customers.
Solution-Oriented Technology Provider
The company has evolved from a transactional model to a solution-focused technology provider. This shift is particularly evident in its strong performance within the cloud business and digital platforms.
Focus on Innovation and Megatrends
ALSO Holding emphasizes innovation by concentrating on long-term technologies and key industry megatrends. This includes significant investment in areas like AI, cybersecurity, and virtualization.
Strategic Growth and Market Expansion
The company's brand image is reinforced through consistent communication of financial performance and strategic growth initiatives. This includes proactive investments and acquisitions to maintain market relevance and competitiveness.
The brand's appeal to vendors and resellers is rooted in its promise of innovation, value, and robust support. This is further strengthened by its strategic focus on emerging technologies and its proactive response to market dynamics, such as its expansion into the US cloud market. The company's commitment to adapting and investing in new technologies ensures its continued relevance and competitive edge. This proactive approach aligns with its overall Growth Strategy of ALSO Holding.
Value Proposition for Partners
ALSO Holding offers partners innovation, value, and comprehensive support. This is crucial for enabling them to effectively deliver IT solutions.
Commitment to Sustainability
The 'LESS' sustainability strategy demonstrates a commitment to minimizing environmental impact. This strategy is integrated with their growth objectives.
Digital Platform Presence
Brand consistency is maintained across digital touchpoints, including their webshop and cloud marketplace. This ensures a unified brand experience for users.
Adaptability to Market Shifts
The company actively responds to market changes and competitive pressures. This involves continuous investment in technology and strategic acquisitions.
Focus on Future Technologies
ALSO Holding's strategic positioning includes a strong emphasis on future-oriented technologies. This ensures they remain at the forefront of industry advancements.
Brand Image and Communication
Through annual reports and press releases, the company projects a professional and reliable image. This communication highlights financial performance and strategic direction.
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What Are ALSO Holding’s Most Notable Campaigns?
Key campaigns for ALSO Holding AG are driven by strategic growth initiatives rather than distinct, named marketing efforts. These ongoing strategic pushes focus on expanding their digital footprint, particularly in cloud services, and leveraging acquisitions to broaden market reach and enhance their ecosystem. The success of these initiatives is often communicated through financial reporting and press releases, serving as a testament to their overall sales and marketing strategy.
Digital Platform Expansion
A significant ongoing 'campaign' involves intensified focus and investment in digital platforms, especially their cloud business. This strategic push has demonstrably boosted user engagement and revenue, highlighting a continuous effort to onboard and support IT professionals.
Aggressive Acquisition Strategy
Their aggressive acquisition strategy serves dual sales and marketing objectives by expanding market reach and strengthening their ecosystem. These strategic moves are communicated through press releases, effectively acting as marketing campaigns that showcase growth and global positioning.
Market Entry and Expansion
Entry into new markets, such as the US in February 2025, represents a major strategic 'campaign' to tap into substantial ICT markets. These expansions are crucial for their business strategy, aiming to leverage new opportunities and solidify their global presence.
Financial Performance as Marketing Tool
Consistent reporting of strong financial performance, like the 34% surge in EBITDA and 35% revenue growth in H1 2025, acts as a powerful marketing element. This reinforces confidence among investors and partners, underscoring the effectiveness of their sales and marketing approach.
Cloud Business Growth
The cloud platform's role in H1 2025 results, with a 34% increase in unique users and 845 million euros in revenue, demonstrates the success of this strategic push. This highlights a continuous effort to onboard and expand their cloud user base.
Strategic Acquisitions
The planned acquisition of Westcoast in the UK, Ireland, and France in Q1 2025, following regulatory approvals, is a prime example. This aims to combine two growth-oriented companies and scale the business, naturally boosting brand visibility in new territories.
Regional Solidification
The acquisition of SWS and Entec in the Czech Republic and Slovakia in August 2024 further solidified their regional offering. This demonstrates a focused approach to strengthening their market presence in specific geographies.
US Market Entry
The February 2025 entry into the US market with cloud operations, in collaboration with a PaaS partner, is another major strategic 'campaign'. This leverages the substantial US ICT market for growth and expansion.
Brand Visibility and Reach
These expansions are communicated through press releases and investor presentations, acting as de-facto marketing campaigns. They highlight the company's growth trajectory and strengthen its position as a global technology provider.
Investor and Partner Confidence
The consistent reporting of strong financial performance reinforces investor and partner confidence. This financial strength is a key component of their overall market approach and demonstrates the effectiveness of their business strategy.
Understanding the Competitors Landscape of ALSO Holding provides context for their strategic sales and marketing initiatives. Their approach to market penetration and brand building is intrinsically linked to their ability to integrate new acquisitions and expand their digital service offerings, reflecting a dynamic go-to-market strategy.
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