B2B Communications for the Acquisition of ADAM GmbH by LILA GmbH

15.04.2025

/// Best Practice Case Study: Strategic Corporate Communications Using the Example of LILA GmbH’s Acquisition of ADAM Lasertechnik.

Real-world Example of Successful Communications in the Technical B2B Sector

Corporate acquisitions are complex and challenging – with multiple stakeholders including employees, customers, suppliers, and the public, all with differing needs and expectations. In this environment, a well-thought-out, consistent, and professionally executed communications strategy is essential.

For our long-term client, Laser Integration Laser Applikation GmbH (LILA), we developed and implemented such a campaign as part of their acquisition of ADAM Polier- und Lasertechnik GmbH – from the initial strategic concept to the final social media post.

Initial Situation: Strategic Acquisition with Long-Term Perspective

On April 1, 2025, LILA GmbH – a specialist in precision laser processing of metals and ceramics – acquired the long-established ADAM Lasertechnik, based in Todtnau, as part of an external succession arrangement. The goal: to integrate 3D laser welding expertise and establish a future-proof site in Vörstetten.

Several local and industry-specific media outlets published articles based on the press materials we provided – showcasing the wide reach and effectiveness of the communication campaign.

Soft-Relaunch Logo

To align the brand image with the new strategic direction while preserving brand recognition, we carried out a careful modernization of the ADAM logo and redesigned essential business materials such as letterheads and business cards.

Our Communication Services at a Glance:

Strategic consulting and creation of an overall communications plan

Press release writing and distribution to local, regional, and industry media

Direct customer mailings for both ADAM and LILA clients

Media contact and press relations for inquiries

Press monitoring and documentation (clipping)

Social media content and ongoing campaign coverage

Support for employer branding and recruiting at the new location

Soft relaunch of the ADAM logo and design of updated stationery

Development of a dedicated LinkedIn company page for ADAM as a LILA focus brand

Content update and visual refresh of the ADAM website

Holistic and Practical Communication Campaign

In close collaboration with our client LILA, we planned and implemented the campaign – largely independently – as their external marketing department. Throughout the process, it was essential to address the different interests of all stakeholders: employees, customers, suppliers, media, and the public.

Our services in detail:

Strategic Consulting and Action Planning

Together with LILA, we developed a milestone-based overall strategy and action plan with the goal of generating maximum visibility while minimizing friction.

Targeted Press and Media Relations

A professionally written press release kicked off external communication. It was sent to local newspapers, regional business media, and relevant industry publications. We directly managed all media inquiries.

The result: broad visibility and consistent positive coverage.

Transparent Customer Communications

Two customized letters – one from ADAM and one from LILA – informed customers objectively and constructively about the acquisition.

Key message: Quality and reliability remain unchanged. Contacts remain the same. Only the company location is changing – the service promise stays intact.

Social Media and New Brand Channels

To keep all stakeholders informed, we maintained a continuous social media presence with updates on the new location, recruiting efforts, and company news.

Additionally, a new LinkedIn company page was launched for ADAM as a focus brand of LILA, ensuring clear brand visibility going forward.

Employer Branding and Recruiting Support

To staff the new Vörstetten site, we supported HR with the creation and promotion of a targeted job posting – including social media outreach.

Brand Refresh and Website Update
Given the changes, it was necessary to gently modernize ADAM’s logo and corporate stationery while preserving its established identity. In parallel, we updated the website’s content and visuals to reflect the new ownership structure.

Conclusion: Clear Strategy = Successful Communication

This demanding communications project demonstrates how powerful B2B communication can be when it’s approached holistically and executed professionally.

Thanks to clear messaging and a confident public image, LILA was able to build trust with clients, employees, and the broader public.

Core message:
We take responsibility – and we’re committed to quality and reliability.

PRACTICAL TIP

Roadmap: How to Plan and Execute Complex B2B Communication Campaigns

If you're planning a similar strategic project and want to avoid communication pitfalls, proper planning is key. The following roadmap outlines proven steps for success:

1. Preparation & Analysis

Stakeholder identification: Understand all internal and external interest groups.
Define communication objectives: Tailor objectives for each stakeholder group.
Risk analysis: Anticipate possible communication risks and prepare mitigation strategies.

2. Strategy Development

Key message creation: Craft core messages to be communicated consistently across all channels.
Channel selection: Choose the best channels for each audience (e.g., email, social media, local/business/industry press).
Timing plan: Align communication steps with key milestones in the overall process.

3. Implementation

Team briefing: Make sure everyone involved knows the strategy and key messages.
Message distribution: Roll out communication on time and adjust if needed.
Stakeholder feedback: Actively encourage and respond to feedback, especially from the press. Prepare additional information as needed.

4. Evaluation & Follow-Up

Performance measurement: Evaluate campaign effectiveness using defined KPIs.
Lessons learned: Document insights for future projects.
Ongoing updates: Keep stakeholders informed even after the project’s formal conclusion.

Strategic Communication Partner for Technical B2B

Das Marketing Büro^® is a highly experienced partner for technical B2B companies. With over 20 years of experience in content marketing and strategic communication, we support businesses like yours – with deep understanding of the technical sector and the ability to craft precise, compelling messages across all relevant channels.

Let’s Talk!

If you're planning a complex communications project and want to make sure it’s professionally executed from start to finish, we’re here to help. Let’s schedule a free consultation to discuss your goals.