Stephan Wenger

B2B Marketing Expert, Management Consultant, Founder and Editor of B2B Marketing World

Stephan Wenger is a B2B Marketing Expert, Management Consultant, and Founder and Editor of B2B Marketing World.

He has over 10 years B2B Marketing experience and currently works for AVL List, a global high-tech automotive company, as Head of Marketing, Engineering. From 2011 to 2018, Stephan has worked for Anton Paar, which develops and produces highly accurate measuring instruments, as Head of Marketing.

Further, Stephan Wenger is part-time lecturer in Marketing at the University of Applied Sciences Campus02, Graz.

He is editor and founder of B2B Marketing World, website and blog dedicated to Business-to-Business Marketing.

His vision is to give B2B Marketing the same status as consumer marketing.

Stephan Wenger B2B Marketing Expert

Topical Focus

The topical focus and expertise of Stephan Wenger is in the following areas:

  • B2B Marketing
  • B2B Marketing Strategy
  • Content Marketing
  • Online and Digital Marketing in B2B
  • B2B Markets and Characteristics
  • Social Media Marketing

Core Competences and Streangths

Stephan Wenger has core competencies in B2B marketing and an understanding of the principles of marketing complex products and services to other companies.

His expertise lies in online marketing, social media marketing, content marketing, eCommerce, and lead management in the industrial marketing environment.

This includes the creation of strategy as well as the implementation of marketing tactics and actions. Performance and KPI-driven B2B marketing is used by Stephan Wenger to create results and company growth.

Stephan understands the importance of branding, trust and credibility to create thought leadership on complex, global B2B markets.


Stephan Wenger has worked for different companies and has a strong academic background:

  • Head of Marketing, Engineering, AVL List GmbH

  • Head of Marketing and Communications, Anton Paar GmbH

  • Marketing Part Time Lecturer, FH Campus02, University of Applied Sciences

  • Co-Author of B2B Marketing – A Guidebook from the Classroom to the Boardroom, Springer

  • Founder and Editor, B2B Marketing World

Stephan Wenger as B2B Marketing Speaker

Here are some past speaking gigs on B2B marketing topics:

Stephan Wenger Biography

Read details about Stephan Wenger’s life and his work in the field of business-to-business marketing.

Head of Marketing, Engineering

AVL List GmbH

Since 10/2018

Job Description:

Senior Management, including team and budget responsibility. In charge of the global B2B marketing of AVL’s strategic business unit, Powertrain Engineering. I lead the Powertrain Engineering marketing team at AVL headquarters and work with local marketers worldwide. Part of the global marketing leadership team. Final responsibility for all marketing actions in print and digital. Digital marketing campaigning and press relation management with international acting portals and magazines. Realize global multi-channel marketing campaigns in close cooperation with business development and the respective marketing experts in the team. The interface between engineering, business development, and sales. Close collaboration with marketing agencies. Marketing budget planning and control. Direct report to Marketing Director and Executive Vice Presidents.

Lighthouse Projects:

  • Project lead and successfully implemented the first purely digital AVL event format in less than two months (05/2020). Over 3,200 registrations and over 2,500 participants.
  • Core team member of AVL’s website relaunch (09/2022). Responsible for global marketing requirements across all AVL’s business units.
  • Implementation of AVLs lead management process in my strategic business unit.
  • Harmonization of visuals and standardization of asset creation.
  • Outperforming the other strategic business unit marketing teams by adapting to the COVID-19 shift to purely digital communication. A team effort.

Head of Marketing & Communications

Anton Paar GmbH

06/2011 – 08/2018

Job Description:

Senior Management, including team and budget responsibility. Global responsibility for the B2B marketing of the Anton Paar Group, including all subsidiaries worldwide. In my last position at Anton Paar, since 2015, I managed two departments with over 30 employees. The final responsibility for the corporate design and all end-customeroriented communication channels. Consequent realization of global multi-channel marketing campaigns in close cooperation with product management and local marketing manager. Led the in-house marketing agency and realized print, layout, photo, video, rendering, texting, and translation. Built a global online presence via multiple websites: www., blog., shop., Search engine marketing (SEO, SEA) and press relation management with global acting portals and magazines. Conception and implementation of a live chat system for first-level support and sales lead generation. Definition and successful realization of the worldwide marketing structure with regional and local subsidiary marketeers. Budget planning and performance measurement of the Anton Paar headquarters and consolidation for the Anton Paar Group (30 subsidiaries). Other roles at Anton Paar included “eCommerce Manager” and “Trainee Product Management.”

Lighthouse Projects:

  • Re-organization of the Marketing team in 2016. We went from 15 to over 30 employees. I established a global marketing organization, including regional and local marketing managers.
  • Project lead and successful implementation of the Anton Paar eCommerce platform. Six digits turnover in the first year after launch.
  • Website relaunch of, including a corporate blog and the embedded eCommerce platform.
  • Idea and successful implementation of the Anton Paar Live Chat. End-customer support chats to generate sales leads. Six employees with a 24/5 coverage within the first year after launch.
  • Successful relaunch of Anton Paar’s leading “kids” visuals. These themed pictures are a vital part of the communication strategy.


FH CAMPUS02, University of Applied Sciences

Master of Arts in Business

Master’s Degree Program in International Marketing at the University of Applied Sciences FH CAMPUS02 in Graz, Austria. The program has a solid international marketing focus and extensive personal development programs. Part of the program included attending summer school in Alicante, Spain. I wrote my Master’s thesis on the Internationalization Strategies of Austrian-Born Global Companies. The thesis covered all aspects of Austrian Hidden Champions, having global niches as their home market.

Bachelor of Arts in Business

Bachelor’s Degree Program in Marketing & Sales at the University of Applied Sciences FH CAMPUS02 in Graz, Austria. The program had a three-column base – Marketing, Sales, and Personal Development. I wrote my Bachelor’s thesis on Austrian Hidden Champions: companies that are mainly unknown to the broader public but are world marketing leaders in their specific niches.

Engineering Highschool, HTL Kapfenberg


High school diploma in Engineering. My primary education consists of a 5-year technical engineering program at the Höhere Technische Bundeslehranstalt in Kapfenberg, Austria. I received a traditional engineering education with a solid practical and hands-on component.

Recent B2B Marketing Articles by Stephan Wenger

Here are the most recent B2B Marketing articles by Stephan Wenger. Enjoy reading.

  • B2B vs B2C

    B2B, or “Business-to-Business,” and B2C, or “Business-to-Consumer,” refer to different market types. The difference lies in the customer you sell to. This article defines both market types and shows the differences between B2B and B2C markets, customers, marketing, eCommerce, and product management. Including examples of B2B and B2C companies.

    By |Categories: Definition|16 min read|Last Updated: January 19th, 2024|
  • Fractional CMO

    A Fractional CMO offers the expertise of a part-time marketing executive without the commitment of a full-time role. In this article we cover an explanation, duties and responsibilities and discuss how to become a fractional chief marketing officer.

    By |Categories: Management|8 min read|Last Updated: December 30th, 2023|
  • B2B Marketing Manager

    A B2B Marketing Manager is a strategic marketer responsible for driving business growth by implementing and managing marketing strategies aimed at other businesses. This article outlines a detailed definition, B2B marketing team examples, responsibilities, skills, and salary of a marketing manager.

    By |Categories: Management|13 min read|Last Updated: January 7th, 2024|
  • B2B Marketing Executive

    The B2B Marketing Executive or Chief Marketing Officer (CMO), is the driving force of strategic marketing within an organization. From shaping the company's public image to establishing its position as a market leader, its role is essential for driving business growth. But what does it take to excel in this role? We discuss the responsibilities and skillsets in this article. Including an overview of the salary and how to handle the first 90 Days on the job.

    By |Categories: Management|21 min read|Last Updated: January 7th, 2024|
  • B2B Sales

    Business-to-business sales (B2B Sales) refers to companies and sales teams selling to other companies. Companies must establish touchpoints throughout the buying process to ensure consistent engagement with potential buyers at every stage. This requires both the marketing team and sales reps to work together. In this blog post, we will show what B2B sales is, what it means, and how it works and give you real-life sales examples.

    By |Categories: Sales|15 min read|Last Updated: January 7th, 2024|
  • B2B Marketing Case Studies

    Explore 15 real-life B2B Marketing case studies from actual businesses. We gathered insights from founders, CEOs, and marketing managers.

    By |Categories: Case|10 min read|Last Updated: December 31st, 2023|
  • B2B Marketing for Technology Companies

    This article will explore challenges like complex products and the long sales cycle. Further, we outline strategies to overcome the challenge of limited resources and tackle barriers in global markets. Thought leadership, brand marketing, virtual and augmented reality, account-based marketing, and niche marketing are other strategies we discuss.

    By |Categories: Strategy|20 min read|Last Updated: December 28th, 2023|
  • Digital B2B Marketing

    Digital B2B Marketing refers to all marketing efforts that use digital technology. Businesses use digital channels such as search engines, social media, email, and websites to engage with current and prospective customers. This article covers everything about the subject, from a proper definition to differences and similarities of traditional marketing to 5 reasons digital marketing benefits your business.

    By |Categories: Digital Marketing|13 min read|Last Updated: December 28th, 2023|
  • The 30+ Best B2B Marketing Podcasts

    Are you looking for the best B2B marketing podcasts that inform and inspire you? We have you covered. This article lists 30+ podcasts for B2B marketing. To make your decision easy, we added details such as the number of episodes, length of episodes, and a short description.

    By |Categories: Example|26 min read|Last Updated: February 4th, 2024|
  • Content Marketing in B2B

    Get in front of your target group with Content Marketing. This definite guide to B2B Content Marketing helps you to understand the term, and to create your Content Marketing Strategy in 7 steps.

    By |Categories: Content Marketing|31 min read|Last Updated: December 27th, 2023|
  • B2B Marketing Strategy

    Marketing Strategy. Marketing Plan. Marketing Tactic. There are different terms to describe the purpose of your B2B marketing efforts. This article not only defines these phrases but also outlines the correlation between the company vision and aims. Reading this article, you can develop a proper marketing strategy.

    By |Categories: Strategy|10 min read|Last Updated: December 27th, 2023|
  • 6 Great B2B Marketing Examples

    You do not have to reinvent the wheel. This post pulls together 5 outstanding examples across different marketing disciplines and channels. All examples are handpicked and outline how you, as a B2B Marketeer, can make use of them.

    By |Categories: Example|11 min read|Last Updated: December 27th, 2023|
  • Google Search Queries in your Digital B2B Marketing

    Google's Search Intent is an essential marketing strategy: Answering customers' questions and helping to get what they need. Informational, Transactional, Commercial, and Navigational. These different intents of a search can be aligned with the User Journey. The result is a game plan for your Digital B2B Marketing strategy.

    By |Categories: Digital Marketing|17 min read|Last Updated: December 27th, 2023|
  • Industrial Marketing

    Industrial marketing is all actions and processes to market a product or service to another company. In other words, it is marketing directed at other businesses instead of directed at consumers. To fully understand marketing for industrial goods, this article covers a definition, characteristics, strategy and examples of industrial business marketing.

    By |Categories: Definition|30 min read|Last Updated: January 7th, 2024|
  • Top 5 B2B Marketing Blogs

    I analyzed over 60 marketing blogs. This post presents the top 5 B2B focused ones. This comprehensive list enables you to level up your B2B Marketing knowledge.

    By |Categories: Example|5 min read|Last Updated: December 27th, 2023|
  • B2B Marketing in a Nutshell

    Marketing is essential. But it's hard to create a marketing plan from scratch. This article outlines the very basics to clearly lay out working principles. All marketing efforts can be categorized into three phases. You will read about prospects, leads, and customers and the ingredients of a blueprint B2B Marketing plan.

    By |Categories: Definition|5 min read|Last Updated: December 27th, 2023|
  • Why you need a B2B Marketing Plan

    When running a business, you most likely thought about marketing. And about how marketing can help you to win customers. A marketing strategy and marketing tactics are also necessary for B2B companies. This article will show the fastest way to fail and how to craft a basic B2B marketing plan.

    By |Categories: Strategy|5 min read|Last Updated: December 27th, 2023|
  • Lead Management Maturity Model

    Make Marketing and Sales work together. Learn how to align Marketing and Sales with the management framework of The Lead Management Maturity Model.

    By |Categories: Lead Management|20 min read|Last Updated: December 28th, 2023|
  • B2B vs B2C Marketing

    B2B marketing focuses on marketing strategies, tactics, and content tailored to promote products or services to other businesses. On the other hand, B2C marketing uses strategy and tactics to market directly to consumers. B2B and B2C marketing share similar principles but differ in various aspects.

    By |Categories: Guide|31 min read|Last Updated: February 10th, 2024|
  • What is Lead Management?

    You need a simple defintion of Lead Management? Then read this article and learn about Lead Generation, Lead Nurturing and Lead Qualification.

    By |Categories: Lead Management, Sales|7 min read|Last Updated: December 27th, 2023|
  • 8 Steps of the Marketing and Sales Funnel

    This article covers 8 steps from a potential customer to a lead and ultimately to a won customer. You will learn how to define interfaces between departments and to agree on common aims.

    By |Categories: Lead Management|8 min read|Last Updated: December 27th, 2023|
  • What is B2B Marketing? A Definition

    Welcome to B2B Marketing, where businesses sell to other companies rather than individual consumers (B2C). But what exactly is B2B Marketing? How does it differ from its counterpart, B2C marketing? This article covers a 7-step approach to creating your B2B marketing strategy, including the marketing mix and different marketing channels. We also show examples of existing, real-world business marketing strategies and tactics.

    By |Categories: Definition|25 min read|Last Updated: January 14th, 2024|