Sebastian B.

I advise Brainpool on the development and implementation of the digital marketing strategy for their live events, including formats such as Nightwash Comedy, the Cologne Comedy Festival, and Luminescence. The focus is always on the economic success of the events, measured primarily by ticket sales through their own ticket shop and relevant marketplaces. Ticket revenue, conversion rates, and capacity utilization are the central KPIs that guide all measures.

My role includes both strategic planning and operational control of online campaigns. This includes target group analysis, channel and budget planning, development of creative and messaging approaches, and ongoing optimization of existing campaigns. I primarily work with performance channels such as Google Ads, Meta (Facebook and Instagram), and YouTube to specifically increase reach and sales.

A key focus is on optimizing the in-house ticket shop: clear landing pages, mobile-optimized processes, tracking setup, remarketing, and a consistent funnel from the first contact to the purchase completion. In parallel, I support the optimal use of ticket marketplaces to increase visibility and reach without weakening the brand and direct sales.

All activities are data-driven: Using analytics, conversion tracking, and regular reports, I evaluate campaigns based on ROAS, cost per ticket sale, and total revenue. Based on this, I make concrete recommendations on how budgets should be shifted, creatives adjusted, or target groups refined to fill events efficiently and maximize the return on marketing investments.

Development and implementation of a digital lead generation strategy for the Europe-wide sales force of Elektron Berlin, with the goal of generating qualified B2B leads for sales and key account management. The work included setting up cleanly integrated processes between CRM and ERP systems, defining target groups and pipeline stages, and developing a clearly measurable lead funnel from initial contact to handover to sales.

Channel-wise, the focus was on email marketing, SEO, SEA, WordPress-based landing pages, Google Ads, and social media marketing on Meta and YouTube. In email marketing, automated campaigns and nurturing sequences were set up to develop leads based on interest profile and region and transfer them to the CRM in compliance with GDPR. In parallel, SEO measures and search intent-based Google Ads campaigns ensured continuous, qualified traffic to the central WordPress landing pages.

Target group-specific campaigns for awareness and lead form campaigns were also implemented via Meta and YouTube, which were fed directly into the CRM system and linked to the ERP for order tracking. All measures were continuously evaluated and optimized based on clearly defined KPIs such as Cost per Lead, Lead Quality, Conversion to Opportunity, and Contribution to Revenue, in order to supply the sales force throughout Europe with predictable, high-quality leads.

Consulting and hands-on implementation of digital marketing strategies. I help my clients find the right marketing channel mix from the multitude of options. I support with setup and optimization and, if necessary, help build in-house expertise and set up the right MarTech stack for holistic digital marketing.