id pool GmbH

What id pool GmbH does

idpool GmbH is a privately held German marketing agency founded in 1996 and headquartered in Backnang, Germany, operating under the DBA "Story Based Marketing." The firm offers a proprietary consulting methodology that combines journalistic storytelling techniques with behavioral economics principles to deliver customer-centric B2B marketing communication for product and brand launches. Its core service, the Story Based Marketing method, positions the customer as the narrative hero rather than the brand, and is supported by a "Kunden zu Helden" (Customers as Heroes) positioning approach and pragmatic journalism-based content marketing services.

The business operates on a project-based professional services model, generating revenue through bespoke consulting engagements rather than subscriptions or productized offerings. Go-to-market is sales-led: prospects book a 30–45 minute online or offline consultation, receive a scoped proposal, and proceed to collaborative implementation. A free 30-minute landing page expert check serves as the principal inbound lead generation mechanism, supplemented by e-book lead magnets and a newsletter funnel.

The firm serves enterprise and mid-market B2B clients, with documented vertical depth in architecture, construction, sanitary/heating/climate (SHK), electrical, security and hardware technology, building management, and outdoor/equipment sectors. Named customers include Rebmann Research, ECO Schulte Gruppe, Laufen Bathrooms, Bette, and MEFA. Geographic focus is the DACH region. The company is founder-owned with no disclosed institutional investors, parent company, subsidiaries, M&A activity, or executive team details beyond Holger Siegel as the methodology spokesperson.

Name

id pool GmbH

Legal name

idpool GmbH

Website

https://id-pool.de

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

idpool GmbH is a Backnang-based German marketing consultancy founded in 1996 that helps B2B clients launch products and brands using its proprietary Story Based Marketing methodology, which blends behavioral economics with journalistic storytelling for enterprise clients in technical verticals such as construction and SHK.

Ownership category

akta.pro rank

Product category

Marketing Consulting Services

NAICS

Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM)

Keywords

• Marketing consulting services
• Product launch strategy
• Brand positioning agency
• Storytelling marketing
• Behavioral economics marketing

Headquarters

HQ city

Backnang

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Marketing Consulting Services: Professional consulting services for product and brand launches using the Story Based Marketing methodology. The company offers a structured 3-step process: consultation, planning proposal, and collaborative implementation. Revenue is generated through project-based consulting engagements rather than subscription or product sales.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

id pool GmbH provides marketing strategy consulting for B2B product and brand launches using its proprietary "Story Based Marketing" methodology, which combines journalistic storytelling with behavioral economics to position the customer as the hero. Engagements follow a 3-step process: initial 30-45 minute consultation, customized proposal with scope and investment, and joint implementation of the story-based launch concept.

Product overview

id pool GmbH operates as a marketing agency offering a unified service portfolio centered on its proprietary Story Based Marketing methodology. The core offering combines storytelling with behavioral economics principles, supported by Content Marketing services and the 'Kunden zu Helden' (Customers as Heroes) positioning approach. Additional offerings include a downloadable e-book ('Das Story Based Marketing Kochbuch') and a free online expert check for product landing pages. The company has been operating since 1996, specializing in B2B marketing with particular expertise in technical industries (construction/SHK, outdoor/equipment) and behavioral psychology.

Differentiator

Problem solved

Functional benefit

Brands

• Story Based Marketing: The company's proprietary marketing methodology combining storytelling with behavioral economics insights for product and brand launches.

Products and services

• Story Based Marketing Consulting Strategy consultancy engagement for B2B product and brand launches using the proprietary Story Based Marketing methodology, which combines storytelling with behavioral economics insights to position the customer as the hero. Delivered through a 3-step process: 30-45 minute consultation, customized proposal, and joint implementation.
• Content Marketing Services Pragmatic journalism-based content creation tailored for various media, formats, and communication channels, including social media and landing pages, designed to deliver a clear, structured customer journey from social media through landing pages to leads or shop.
• Online-Experten-Check für Produkt-Landingpages (Landing Page Expert Check) A free 30-minute online expert review service that analyzes existing product landing pages to identify performance issues. Designed as a top-of-funnel diagnostic engagement to demonstrate the Story Based Marketing methodology and convert prospects into paid consulting clients.

Quantifiable outcome

• Marketing cost savings through effective behavioral economics-based approach
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• StoryBrand: StoryBrand (Donald Miller) is the most direct peer: it sells a parallel 'story-based marketing' framework with similar customer-as-hero positioning, marketed to B2B and B2C clients for product and brand launches. Comparable in methodology, target buyer, and funnel-stage content marketing, but US-based and with a more productized training/certification offering.

Regional players

• Kolibri Online Marketing: Kolibri is a DACH-focused digital and content marketing consultancy serving B2B mid-market clients with strategy and content execution. Comparable as a regional German-speaking B2B marketing consultancy addressing similar product-launch and content-marketing needs, though without a behavioral-economics methodological focus.
• denkwerk: denkwerk is a Cologne-based digital agency combining strategy, creative, and technology for B2B and B2C clients in DACH. Comparable as a German mid-sized agency offering integrated brand and content services to enterprise product-launch buyers.

Broad incumbents

• Serviceplan Group: Serviceplan is the largest owner-managed agency group in Europe, headquartered in Munich, with end-to-end marketing, digital, and consulting capabilities for enterprise clients. Comparable as a DACH full-service marketing partner competing for similar brand-launch budgets but operating at far broader scale.
• Jung von Matt: Jung von Matt is one of the largest independent creative agencies in the DACH region with deep B2B and B2C brand-launch capabilities. Comparable as a German marketing services incumbent but operates across creative, digital, and media at much larger scale rather than specializing in a niche behavioral-economics storytelling methodology.
• Ogilvy Germany: Ogilvy Germany is part of WPP's global network, offering brand strategy, advertising, and PR services to enterprise clients in DACH. Comparable as a large multi-discipline marketing services provider competing for the same brand-launch budgets as idpool's enterprise customers.
• Saatchi & Saatchi Germany: Saatchi & Saatchi's German office is part of the global Publicis network and serves enterprise clients on brand strategy, advertising, and integrated launches. Comparable as a DACH-facing broad marketing incumbent for product and brand introductions.
• Ketchum Germany (now Ketchum Publico / FleishmanHillard): Ketchum Germany's brand and communications consultancy serves enterprise clients with PR, brand storytelling, and integrated launch campaigns. Comparable as a strategic communications peer using narrative techniques to support product and brand introductions in DACH markets.
• Edelman Germany: Edelman Germany is part of Edelman Global Advisory and provides communications strategy, brand marketing, and trust research for enterprise clients. Comparable in that its advisory-style engagement model and emphasis on narrative/behavioral insight parallels idpool's story-based methodology, though at much larger global scale.
• Scholz & Friends: Scholz & Friends is a Hamburg-headquartered creative agency group with strong B2B and corporate communications practice across German-speaking markets. Comparable as a DACH creative and brand-strategy incumbent addressing the same enterprise product-launch buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/id-pool-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about id pool GmbH