A look back at an inspiring event with Yvonne and Karla :)

Between AI, data protection and digital freedom – the Rabbit Hole Bar Camp at the Mainstation

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4 Min.

What happens when sales experts, data protection nerds, AI enthusiasts and marketing heads end up in the same room? That’s right: there is intense discussion, questioning and forward thinking – and that’s exactly what happened at the Rabbit Hole Bar Camp – Mainstation. Between inspiring talks, coffee, post-its and lots of nerd power, everything revolved around the digital future.

Here is the summary of our little trip through the Rabbit Hole:

1. distribution in the digital jungle – smarter, not louder

“Selling was yesterday, data-driven is today.” This or something similar was the mantra of many sales professionals at the event. The main focus was on how to be heard in a world full of stimuli and competition – and how to do so with brains:

  • Data-driven sales: those who know their customers sell better. AI helps to understand target groups precisely.
  • Social selling: LinkedIn is more than a digital CV – it’s the new marketplace for trust and proximity.
  • Personalization: Off-the-shelf is a thing of the past. Customized offers bring better conversions and happy customers.

Interactive session with Yvonne on Europe's digital independence and European tech alternatives

2. data sovereignty – Europe wants to know

Bye bye Silicon Valley?
Not quite yet, but the Rabbit Hole showed that there is a great desire for European solutions. When it came to data protection in particular, it became clear that trust is gained by those who are independent.

  • GDPR-compliant and proud of it: more focus on European cloud services is not a trend, but a necessity.
  • Decentralization rocks: Open source tools are on the rise – away from monopolies and towards more freedom.
  • Trust through transparency: data protection becomes a real brand factor.

Discussion about effective marketing strategies and the influence of branding on performance

3. cyber security – trust is good, zero trust is better

At a time when phishing emails are getting smarter and hackers are getting more creative, you need more than just a good password:

  • Zero Trust principle: Every identity is checked first – whether human or machine.
  • AI against attacks: Whether phishing or ransomware – smart systems detect threats before they happen.
  • Cloud security: Anyone using the cloud needs clear protective measures – ideally with a system.

Insight into the workshops and presentations on AI, data protection and digital strategies.

4 AI – between hype and responsibility

Artificial intelligence is here to stay. But how do we integrate them into our working lives in a meaningful way without losing our humanity?

  • Automation with brains: from chatbots to CRM – AI simplifies many processes, saves time and resources.
  • Don’t forget ethics: Regulation is not a brake pad, but the safety net in an AI-driven world.
  • Man & machine: The question is not whether, but how they work together.

Karla presents exciting insights into AI investments and their economic impact.

5 Branding vs. performance – why not both?

There is often trench warfare in marketing: brand or direct conversions? The answer: both – with the right balance.

  • Long-term trust vs. short-term sales: If you only focus on quick clicks, you will miss out on sustainable brand building.
  • AI in marketing: analyses that tell you exactly what works – without having to look into a crystal ball.
  • Cookie-less future: The marketing world must find new ways to reach users – GDPR-compliant and creative.

The discussions from the workshops were continued in a relaxed atmosphere over dinner.

6 Europe digitally independent – reality or wishful thinking?

A hotly debated topic: How much do we actually depend on the tech giants from the USA? Answer: Still too much – but something is happening.

  • European alternatives are booming: Nextcloud, Tutanota & Co. are competing with Google and Microsoft.
  • Search engines without tracking: Qwant, DuckDuckGo or Ecosia as data-safe alternatives.
  • Open source as a game changer: the community is growing – and with it the trust in independent technologies.

Our conclusion:

The Rabbit Hole Bar Camp was not just an event – it was a wake-up call. For more digital responsibility, more European independence and a well thought-out integration of new technologies. It became clear: AI and automation are huge opportunities, but only if data protection, ethics and security are on board.

Curious now?
Our contact persons will be happy to help you:

Matthias Brinkmann

+49 (0)911 / 47 49 49 49
brinkmann@twobe.de

Performance marketing: successfully using social media ads on LinkedIn, TikTok & Meta

Performance marketing with social media ads – why blunt budget-busting is not enough

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3 Min.

Social media ads are now an integral part of performance marketing – but just because you run ads doesn’t mean they will perform. Too often I see campaigns that run on the principle of “more budget equals more success“. But if you just put money into Meta, TikTok or LinkedIn without any strategy or testing, you’re often throwing it down the drain.

Performance marketing is more than just reach

Social media ads must achieve more than just visibility. It’s about reaching the right people at the right time with the right message. This requires a deep understanding of target groups, platforms and, of course, data.

A good performance marketing setup is based on:

  1. Clean tracking & analytics: If you can’t measure what works, you can’t optimize anything. Tools such as Google Analytics 4, Meta Pixel or server-side tracking are not optional add-ons – they are the basis for meaningful decisions.
  2. Creative ads that don’t look like advertising: Social media is a “scroll medium”. This means that classic ads are often ignored. Successful ads look more like organic content – authentic, snackable, tailored directly to the target group.
  3. Dynamic tests & adjustments: A good campaign never stands still. Ad formats, target groups, hooks – all of these need to be continuously tested and optimized. Anyone who places an ad once and then hopes that it will run for months has not understood the principle.
  4. Long-term goals instead of short-term profit maximization: performance marketing is not a sprint, but a marathon. Sure, quick wins are cool, but sustainable success comes from long-term optimization and data-driven learning.

Social media ads: it gets expensive without a concept

The platforms make it very easy for advertisers to spend money – but not necessarily easy to spend it efficiently. Simply hitting the boost button or creating a campaign based on gut feeling is usually a sure way to burn through budget.

Instead, every campaign should start with a clear strategy: Who is the target group? Where does it move? What problem are we solving? Which message works best? Without clarifying these questions, even the biggest budget will be ineffective.

Conclusion: Social media ads are not a sure-fire success – but a game changer with the right strategy

Used correctly, social media ads are a powerful tool to increase targeted growth and sales. However, they are also a complex playing field that requires experience, testing and a data-driven approach. If you just pump in budget and hope it works, you often end up paying for it.

Do you want performance marketing with a strategy instead of an expensive guessing game? Then let’s talk – we’ll help you make smart use of your budget. You are also welcome to attend our next event free of charge:

Curious now?
Our contact persons will be happy to help you:

Matthias Brinkmann

+49 (0)911 / 47 49 49 49
brinkmann@twobe.de

Rabbit Hole C-Level General Assembly 2025 in Dortmund: We'll be there to answer your questions.

Our upcoming Rabbit Hole meeting in Dortmund

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2 Min.

This year, the Europe-wide Rabbit Hole Meetup for customers, partners and employees of the Rabbit Hole Group will take place – this time in Dortmund.

Karla and Yvonne will be attending the event on behalf of 2be_die markenmacher. Both are your contacts for everything to do with sales and will take the opportunity to talk to experts from the fields of IT, data security, artificial intelligence, marketing, e-commerce, data integration, web development and information security, among others.

Timing and location

13.3.2025, start approx. 18h

Pfefferkorn No. 1, Markt 6, 44137 Dortmund: https://maps.app.goo.gl/N1BzEpkge47o5ubFA

Main event

14.3.2025, start 9 a.m.

Hotel Esplanada Dortmund, Burgwall 3, 44135 Dortmund

The Hotel Esplanada, like all restaurants/alternatives/cocktail bars, is just a short walk from Dortmund’s main train station and city center: https://maps.app.goo.gl/4hjieE8YfxLHa1sN9

Your topics are in demand!

Even if you can’t be there, we’ll be happy to take your concerns on board! Take the opportunity to share your questions or challenges with us. We will include them in the discussions and obtain valuable insights for you.

Possible topics:

  • AI integration into existing systems
  • Current challenges in e-commerce
  • Innovative approaches in the sales area
  • Trends in web development
  • etc.

We want to use the concentrated knowledge of the Rabbit Hole community specifically for your concerns. Let us know your questions so that we can return with valuable insights. After the event, we will of course inform you about important findings and exciting trends that we bring back from Dortmund.

Curious now?
Our contact persons will be pleased to help you:

Yvonne and Karla
+49 911 47494949

We take over the social media lectureship at Ansbach University of Applied Sciences!

Social media expertise meets university teaching: 2be launches

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2 Min.

From the summer semester 2025 onwards, the University of Applied Sciences in Ansbach fresh social media wind! We, 2be die_markenmacher, are taking over the lectureship for social media and thus bringing our concentrated practical experience into the lecture hall.

Matthias Brinkmann as a lecturer – with a wealth of experience

The course will be led – at least on the front line – by our Managing Director Matthias Brinkmann. As an experienced lecturer, among others at the Technical University of Nuremberghe not only brings in-depth knowledge, but also real insights from the field. But we’re not just relying on a one-man show: other experts from our 2be team will also be passing on their know-how. After all, social media is a broad field – and we want to offer students the full spectrum!

Practice instead of dry theory: this is our teaching concept

Our focus is on practical knowledge transfer. Sure, there has to be a bit of theory – but we don’t just want to talk about social media, we also want to bring it to life! In interactive workshops, students learn how to strategically set up social media channels and feed them with relevant content.

In addition to traditional platform strategies, current trends such as artificial intelligence and data-driven marketing will also play a role. After all, social media has long been about more than just posts and likes – it’s about reaching the right target groups and generating real sales. This is exactly what we want to work on together with the students.

Let’s connect: Shaping the future of social media marketing

With our lectureship, we not only want to impart knowledge, but also train the next generation of social media professionals. Who knows – maybe the next big digital marketing campaign will be born here?

We are looking forward to an exciting time at Ansbach University of Applied Sciences!

Curious now?
Our contact persons will be happy to help you:

Matthias Brinkmann

+49 (0)911 / 47 49 49 49
brinkmann@twobe.de

DeepSeek - China's AI startup with potential

DeepSeek – AI challenger shakes up the market!

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2 Min.

The AI world has a new player that is causing quite a stir: DeepSeek! With its DeepSeek-R1 chatbot, the Chinese AI start-up has shown that it is possible to create impressive AI models with comparatively few resources. While competitors such as OpenAI or Meta pump billions into their models, DeepSeek-R1 is said to have been trained with just 2,000 GPUs and a budget of around 5.58 million dollars – a real bargain in comparison.

What can DeepSeek-R1 do?

DeepSeek-R1 is an all-round AI assistant like ChatGPT that answers questions, solves logical problems and even writes code. Sounds like a typical AI at first, but what makes it exciting is that China’s answer to ChatGPT could prove to be a real game changer.

And this was not without consequences: Shortly after publication on January 27, 2025, the share prices of many AI and hardware companies plummeted. Nvidia, Broadcom & Co. lost up to 18% in value, a total of almost 600 billion dollars – a real AI shock!

The reactions: Between enthusiasm and skepticism

While some celebrate DeepSeek for its efficiency, there are also critical voices. One major issue is censorship, as reports show that the chatbot filters out politically sensitive topics in real time. Unpleasant questions? They are simply ignored or dismissed with generic answers. ( Source: The Guardian)

Data protection experts are also sounding the alarm, as DeepSeek stores user data on servers in China – a no-go for some countries. In Australia, its use on government devices has already been banned, and restrictions are also being discussed in the USA.(Source: AP News)

Our conclusion? Still open!

The next few weeks will show whether DeepSeek is really a serious competitor for ChatGPT & Co. or whether it is more of a regional player with limitations. We ourselves are currently testing DeepSeek extensively so that we can share our experiences with you in another report soon. So stay tuned! 🚀

Curious now?
Our contact persons will be happy to help you:

Matthias Brinkmann

+49 (0)911 / 47 49 49 49
brinkmann@twobe.de

Accessibility and inclusion

The Accessibility Improvement Act (BFSG) – What website operators need to know now

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3 Min.

But let’s start from the beginning: What is the Barrier-Free Accessibility Reinforcement Act (BFSG) and what is its aim? The BFSG ensures that digital and physical products and services will be accessible in the future. It is based on EU Directive 2019/882 (European Accessibility Act) and ensures that people with disabilities are not excluded.

The law will apply from June 28, 2025.

Companies should ensure that their digital offerings are accessible at an early stage in order to meet the legal requirements in good time.

Is my company affected by the law?

All companies and service providers that offer digital products or services to consumers are affected. These include, among others:

  • Online stores and e-commerce platforms
  • Banks and financial service providers
  • Telecommunications provider
  • Ticket booking platforms (e.g. for travel, concerts, culture)
  • Apps and software solutions
  • Self-service terminals (e.g. ticket machines or cash machines)

What criteria determine whether a website is affected?

Certain requirements must be met for a website to fall under the FSIA:

  1. Is the website a commercial offer?
    Does the website belong to a company or service provider that offers digital products or services to end customers? Then the law applies. Online stores, banking and telecommunications services, ticket bookings and software applications are particularly affected.
  2. Is the website used for end users?
    Websites that offer services directly to consumers – be it shopping, bookings or financial services – must be accessible. Apps and software for end customers are also included.
  3. Is it a socially relevant service?
    Sites that provide important social services (e.g. transportation, banks, telecommunications) must comply with the BFSG. State and municipal services are already covered by the Disability Equality Act (BGG) and the Barrier-free Information Technology Ordinance (BITV) regulated.

Are there any exceptions?

Small companies with fewer than 10 employees and an annual turnover of less than €2 million could be exempt from the obligation under certain conditions – but only if they can prove that implementation would be disproportionate for them. Even purely B2B websites (which are aimed exclusively at other companies) are not automatically covered by the law as long as they do not address end consumers.

What measures need to be implemented?

In order to meet the requirements of the BFSG, the following adjustments should be made:

  • Websites must at least comply with the Web Content Accessibility Guidelines (WCAG) 2.1 Level AA must be fulfilled. This means
  • Alt texts for images (so that screen readers can read them)
  • Good color contrasts for better readability
  • Controllability via keyboard, not only via mouse
  • Clean HTML structure and ARIA roles for better screen reader support
  • No flashing content that could cause health problems
  • Subtitles and audio descriptions for videos and other multimedia content

Conclusion: act now!

The BFSG comes into force on June 28, 2025 – high time to make your own website fit for the future! Those who comply with accessibility standards at an early stage not only ensure legally compliant content, but also avoid stress, high adaptation costs and possible penalties.

Note: These tips are only an excerpt.

All details and legal requirements can be found on the official website of the federal government: https://www.barrierefreiheit-dienstekonsolidierung.bund.de/Webs/PB/DE/gesetze-und-richtlinien/barrierefreiheitsstaerkungsgesetz/barrierefreiheitsstaerkungsgesetz-node.html.

We support you with

Not sure whether your website falls under the BFSG? As always, we will be happy to provide you with individual advice on this topic. Together we will analyze your website and clarify whether you are affected and what measures are necessary.

For a customized analysis and specific recommendations for action, you can here to book a personal appointment.

Curious now?
Our contact persons will be happy to help you:

Matthias Brinkmann

+49 (0)911 / 47 49 49 49
brinkmann@twobe.de

NAS server: Securely control and store data streams

Keep data streams under control with a NAS server

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2 Min.

Control over data flows is becoming increasingly important in private and professional areas. It is no longer just about storing data – it must remain reliably controllable and verifiable. External clouds, such as those offered for AI applications or by third-party providers, often present challenges. These clouds are difficult to control, harbor risks and, depending on the application, can also be problematic in terms of data protection law.

Internal clouds as a secure alternative

One practical solution is to set up an internal cloud. This makes it possible to securely regulate data flows – both for incoming and outgoing data. Even when using standard software such as Microsoft products, SAP or Odoo, you retain complete control over the data without having to rely on third-party infrastructure. A NAS server (Network Attached Storage) provides an ideal basis for setting up an internal cloud. With such a server, all relevant data can be stored locally, whether in a private environment or within a company. At the same time, it ensures that data outputs are controlled and limited to a defined level.

Network diagram of a NAS system

Cost-friendly solutions for every need

NAS servers are not only suitable for large companies, but also for smaller businesses or agencies with a limited budget. Solutions such as a Synology NAS are particularly impressive due to their ease of use and manageable outlay. An internal cloud can be set up quickly, allowing data to be processed and stored securely and efficiently. NAS systems are also characterized by their suitability for backups. Whether it is large amounts of data from business projects or private data collections – with a NAS server, these can be stored securely and reliably.

 

Curious now?
Our contact persons will be pleased to help you:

Matthias Brinkmann

+49 (0)911 / 47 49 49 49
brinkmann@twobe.de

Festive Christmas greetings from 2be! :)

A festive thank you for a wonderful year 2024

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2 Min.

Dear partners, customers and friends of 2be, the year 2024 is drawing to a close – time to pause, look back and, above all, say thank you! Together with you, we were able to implement exciting projects, realize creative ideas and bring brands to life this year. Your loyalty, trust and collaboration on an equal footing have enriched our year and allowed us to grow as a team!

But before we dive into Christmas coziness, we’d like to share our festive marathon with you – or as we say: a day full of mulled wine, presents and sore laughing muscles 😉

Our gift-giving and mulled wine round, the perfect start to the Christmas party.

Delicious food, spicy specialties and a good mood while eating hot pot :)

Culinary delights at the hotpot and a special gift basket full of goodies.

We started with the gift-giving in the office, accompanied by mulled wine, which brought us up to operating temperature. Then it was off to the hotpot meal! A paradise for all those who like to burn their mouths with spicy delicacies (in a positive sense, of course). The crowning finale was at the Nuremberg Christmas market. Lights, roasted almonds and – you guessed it – even more mulled wine. A perfect mix of Christmas magic and team spirit.

Conclusion: We are officially ready for the holidays! 🎄✨

Merry Christmas and a successful New Year!

Now is the time to thank you all: for the inspiring collaboration, the exciting challenges and the joint successes. You are the reason why we go about our work with passion and creativity every day. We wish you and your families a peaceful Christmas season full of magical moments, relaxation and joy. Have a good start to the new year 2025 – we look forward to working with you again next year and scaling new heights. With this in mind:

Merry Christmas and a Happy New Year! 🎁🎅🎉

Your team from 2be_die markenmacher

Rabbit Hole Group - Insights into digital solutions

A complete success: our first Rapid Hole Sales Department event

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2 Min.

Two months ago, the Rapid Hole Group began setting up its new sales department – and the first event was a complete success. Together with Anton Dollmeier and Matthias Brinkmann we invited potential partners, customers and committed members of the Rapid Hole Group to our premises in Nuremberg. Rapid Hole Group participated virtually.

Focus on best practices and B2B sales

The event was all about best practices, partnership-based exchange and the presentation of our approach to B2B sales. We shed light on how the Rapid Hole Group approaches customer projects in a structured manner, creates synergies between partners and always focuses on the greatest possible customer benefit. Questions about cooperation, contract design and general terms and conditions were also discussed openly and transparently. After an intensive first hour, virtual breakout sessions offered participants the opportunity to exchange ideas in small groups and discuss specific questions in greater depth. The response was clear: our community would like to see more events like this!

Topics of the future: AI, data analysis and practical workshops

In particular, topics such as AI-supported training, workshops on data analysis and practical solutions for the B2B sector were suggested by the participants as future focal points. The lively participation and inspiring discussions underline the high demand for innovative and partnership-based approaches in sales. The feedback motivates us to continue! We are already looking forward to the next event in February – stay tuned and join us!

Curious now?

Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
LinkedIn

Christmas presents piled up in the offices of 2be_die markenmacher.

From children for children: On the road with the Christmas parcel convoy!

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3 Min.

The Christmas parcel convoy 2024 showed once again this year how much joy small gestures can bring. Over 147,000 lovingly packed presents made their way to Eastern Europe to bring a sparkle to children’s eyes in Bulgaria, Moldova, Romania, Poland and Ukraine. A project that gives hope, shows solidarity and brings community to life. We at 2be_die markenmacher also made a small but significant contribution: as the official drop-off point, we were able to collect and “hoard” around 50 parcels before they found their way to the central warehouse and finally into the hands of the children. Thanks to our dedicated customers, partners and friends, our office became a small center of Christmas joy. This campaign shows how easy it can be to become part of something big – and that is exactly what makes us proud.

Presents for the Christmas parcel convoy

Handover of the Christmas presents collected for the convoy

An impressive joint effort

The transport was organized with 260 volunteers, 33 trucks, six coaches and ten escort vehicles – an impressive logistical feat. But the focus is on the shining eyes of the children as they unwrap the presents. For many of them, it is the first Christmas present of their lives. Local partners on the ground, such as schools and social institutions, ensured that the presents arrived exactly where they were needed most.

Volunteers sort the collected Christmas presents in the warehouse - © Björn Schirmer

Sorting presents for the Christmas parcel convoy – © Björn Schirmer

Aerial view of the helpers and vehicles at the start of the Christmas parcel convoy 2024 - © Björn Schirmer

Aerial view of the helpers and vehicles at the start of the Christmas parcel convoy 2024 – © Björn Schirmer

Group photo of the 2024 convoy helpers - © Björn Schirmer

Group photo of the 2024 convoy helpers – © Björn Schirmer

Giving joy together

The Christmas parcel convoy has been connecting people across borders for over 20 years. Especially in difficult times, such as the ongoing war in Ukraine, the campaign shows how important solidarity is. Thanks to local networks such as the Raisin Initiative, the parcels also reach remote and hard-to-reach regions.

Thank you for your support – and see you in 2025!

Our thanks go to everyone who took part – whether by packing a gift or as a collection point like us. Without your solidarity, this campaign would not be possible. And one thing is certain: we will be back again next year to give children an unforgettable Christmas treat.

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Curious now?

Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
LinkedIn