B2B Content Creation in Social Media via AI: Collaboration between Hilti & HMBS

As part of the bachelor module “B2B Marketing & Sales”, students from HM Business School with their major in Marketing Management are working together with Hilti on the conceptualization of social media content for different target audiences using AI tools.

The aim: assessing the extent of brand credibility and customers’ trust influenced by AI technology.

This week, our student teams presented

• intermediate results of best-practices and benchmark analyses,
• their findings derived from customer interviews,
• first ideas of social media content both for brand and employee advocacy

directly at Hilti’s central European regional office, production, and R&D site in Kaufering. The content proposals were fine-tuned together with Hilti experts. Afterwards, we were invited on a factory tour through some of Hilti’s production facilities.

Many thanks to our international Hilti hosts Kirsten Halefeld, Johannes Dott, Freddy Salas, Markus Mühl from Hilti’s Austrian, central European and global social media team for sponsoring the project and providing valuable feedback.

We look forward to the next steps in our collaboration.

Matthias Schlipf