eingenetzt: the hidden champion for hidden champions*
eingenetzt is a specialist agency for SEO & AI search in manufacturing and industry. We help international companies enter the German market, and we have helped German hidden champions win customers around the world. Buyers and engineers find you on Google and in AI answers, and they get in touch. Those inquiries are what we measure ourselves by.
* Hidden champions: companies that lead the world market in their niche while remaining largely unknown to the public. The term was coined by Hermann Simon. By his count, Germany is home to 1,573 of them, 46.2 percent of the global total (Hermann Simon, Hidden Champions – Die neuen Spielregeln im chinesischen Jahrhundert, Campus, 2021).
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Across Europe. And growing.
SEO, Google Ads and AI search for manufacturing and industry
We work exclusively with manufacturing and industrial companies, on SEO, Google Ads and visibility in AI answers. Many of our clients are hidden champions: specialized companies with only a handful of competitors worldwide, some with just a few dozen employees. To them, we are what they are to their own customers: specialists in one niche, not generalists.
We work in both directions. If you are an international manufacturer that wants to sell in Germany, we make sure German buyers and engineers find you. Many of our German clients sell worldwide, and we do the same for them in their export markets.
The niche isn’t an obstacle for us. It’s our clients’ strength. You don’t have to explain to us why your market is small, why a single order matters, or why your buyers search differently from consumers. We start with your technology, not a template.
What we do and what we don’t
We focus on the online channels that have already won customers for our clients: Google search, AI answers, Google Ads, your own website and LinkedIn. Internationally, too, in the languages of your markets. Results decide which channels make sense for you, not our service catalog.
We don’t do trade shows, print, video production, events or recruiting. You have other partners for those, and we leave them to it. What we offer is listed under Services.
We measure ourselves by the inquiries your sales team receives
Clicks, impressions and conversion figures from ad accounts say little about whether new orders are coming in. We go by what your sales team sees: inquiries. In the capital equipment business, you can trace every single one by asking your customers and checking your website’s server logs.
At a machine manufacturer in Bavaria, more than 50 percent of all new inquiries now come through the website, from all over the world. You’ll find more results in our case studies.
Our clients in manufacturing and industry
We name our references whenever the client has agreed.
How we work: you stay in control, we do the work
Our work should free up your marketing team, not add to its workload.
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A kick-off for your niche
Every engagement starts with a kick-off workshop where we define your niche, your goals and who buys from you. Every channel builds on that.
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Workflows instead of to-do lists
Creating content, translating it and publishing it on your website: we have established workflows for all of that. We add content and SEO changes directly through an interface, so your team doesn't get a task list from us.
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You set priorities and sign off
You decide what gets published. If your team prefers to write, choose our basic support: we plan and manage, your team writes.
We use AI tools in content creation; every text is reviewed by engineers for technical accuracy, and approval stays with you.
Founded by mechanical engineer Dennis Redder
Dennis Redder holds a Dipl.-Ing. in mechanical engineering, the German engineering degree. Before founding eingenetzt, he sold capital equipment at industrial companies and was responsible for purchasing. He is a certified Project Management Professional (PMP) of the Project Management Institute.
What this means for you: you don't have to explain to us how a spec gets written, who in purchasing has a say, or how long an investment decision takes. That experience shapes every strategy we build for a niche.
- Dipl.-Ing. Mechanical engineering
- 2007 to 2020 Engineer in industry
- PMP Certified
How eingenetzt came about
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2007 to 2020 · Engineer in industry
Dennis Redder gained his first industrial experience through a co-op semester, a working-student job and his diploma thesis. He then spent 13 years as an engineer in industrial companies. As lead project manager, he delivered industrial projects worldwide with a total volume of more than 100 million euros.
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Since 2015 · Search marketing
In 2015, search came into the picture, at first alongside his work in machinery and plant engineering. That gave him both perspectives: how capital equipment is bought, and how to make it findable online.
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eingenetzt
This combination became eingenetzt, a specialist agency for SEO & AI search in manufacturing and industry, founded by mechanical engineer Dennis Redder. Today we help international companies enter the German market and German manufacturers enter specific international markets.
Frequently asked questions about eingenetzt
Can you help us enter the German market?
Yes. We help international manufacturers get found by buyers and engineers in Germany. Our clients come from five countries across Europe, and the list is growing. Many of our German clients sell worldwide, and we help them enter specific international markets as well. Our page on international SEO for manufacturers explains how we approach both.
Does eingenetzt work with companies outside manufacturing and industry?
No. We work exclusively with manufacturing and industrial companies, and all our references come from this field. “B2B” is not enough of a specialization for us, because B2B covers more than half the economy.
Which companies is eingenetzt the right agency for?
Industrial companies with technically complex products, high order values and long decision-making processes, whether machine manufacturers, plant builders, automation specialists or makers of measuring instruments. That includes international manufacturers who want to win customers in Germany. Hidden champions with worldwide sales potential benefit most. But if you need new orders right away, SEO is not a smart investment, because search visibility takes time to build.
Find out whether we understand your niche
In the free consultation, we ask about your technology, your buyers and your goals, in English or German. Afterwards, you'll know whether working with us makes sense for you.