Germany is one of Europe’s most sophisticated financial markets – but when it comes to B2B communications, it follows its own rules. As thousands prepare to descend on Frankfurt for Sibos, here’s how to adapt your PR and marketing strategy for real impact.
Sibos is a chance to build visibility, spark business conversations and position your brand as a thought leader. But what works in Toronto, Boston and Singapore doesn’t always translate seamlessly to continental Europe.
This is especially true when addressing regional audiences. If you’re targeting Germany, it’s important to remember that this market plays by slightly different rules – from media logic and messaging to tone of voice and timing. To help you navigate this, here are five essential tips from our German team to make your Sibos communications strategy a success in the German market.
1. Offer Real News Not Just Company Updates
In Germany, media relations are driven by substance, not spin. Journalists expect a clear, newsworthy angle – simply announcing your presence at Sibos or promoting a new product won’t be enough. To earn coverage in respected outlets, you need to tie your message to relevant industry trends, regulatory shifts, or concrete innovations.
Ask yourself: What’s the actual news value – and why now? A compelling hook could be a German market entry, a strategic partnership with a local bank, or new data with relevance to European financial regulation. Without that, your story risks being ignored – no matter how polished your press release is.
2. Speak Clearly: Skip the Hype
Unlike US or UK audiences, German B2B decision-makers respond better to fact-based, neutral language. Overly promotional or exaggerated claims often backfire. Instead of saying “game-changing” or “revolutionary”, lead with practical relevance, technical strength, and proof points. In Germany, business is built on validation and trust. Collaborating with industry associations, local innovation hubs, or well-known players can significantly boost your presence.
Position your solutions around trust, reliability, and long-term impact – values that resonate more than “disruption”.
3. Target the Right Media and Understand How They Work
Germany has a strong trade media ecosystem that operates differently than in the UK or US. There are fewer daily news-driven outlets, and editorial calendars and lead times tend to be longer and more planned. Stories need to offer real industry relevance and exclusives. Interviews are often preferred over press releases! Start your PR outreach at least 8–10 weeks before the event.
Reach out early to relevant Fachmedien (industry verticals) like Bankmagazin, IT Finanzmagazin, or Der Bank Blog – and be ready with local spokespeople who can speak in-depth, on-message and ideally in German.
4. Localize Your Message and Your Messengers
In Germany, credibility is built through relevance and cultural fluency. While many professionals speak English, localized messaging in well-written German significantly boosts trust and visibility. Journalists and B2B audiences prefer insightful narratives from recognizable experts, not faceless brand statements. Prepare your spokespeople with tailored, German-language talking points and ensure all content – from press materials to LinkedIn posts – reflects a deep understanding of local tone and expectations. Avoid automated translations: native-level precision is essential.
5. Play the Long Game – and Use LinkedIn Smartly
Don’t treat Sibos as a one-off opportunity. In Germany, effective thought leadership is about consistency and substance. Plan for pre-briefings with key editors, high-quality follow-up content, and a sustained LinkedIn presence after the event. But adjust your approach: German audiences value professional, content-rich posts, more akin to trade press than casual social updates. Share knowledge, not slogans – and treat each post like a bylined article, not marketing copy.
Germany is one of the most nuanced markets when it comes to B2B communication. If you want your presence at Sibos to make an impact, you’ll need to do more than translate your US or APAC content. Tailor your messaging, engage the right media, and adjust your tone to match the expectations of a market that values credibility, substance and long-term relationships.
