This is the story of a specialist who turns ultra-specific expertise into market traction. As an IP Subject Matter Expert on the IPBA Connect platform and the IP Business Academy, Sascha Kamhuber doesn’t sell a generic patent database; he offers a focused intelligence solution for steel—paired with a repeatable client journey, content system, and conversion path. The result: growing visibility, qualified conversations, and enterprise-level adoption in a sector where technical depth, procurement rigor, and operational reliability matter more than slogans.

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“As a subject matter expert for patent information in the steel industry, I could present my knowledge to a vast community of relevant in-house patent professionals. This was possible by the use of established and valued social media channels and blogs. And finally, being a subject matter expert helped me to create new business contacts in the steel industry.” Sascha Kamhuber, CEO at infoapps GmbH

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Personal Branding / Expert Branding

Sascha’s brand starts with a clear promise: actionable patent intelligence for steel. Instead of broad claims, he consistently shows how patent data answers questions steelmakers actually have—where to cut cost in processes, how to monitor global competitors, how to customize grades, and how to embed insights into product development. That focus differentiates “a tool” from a category solution. His Expert Branding appears across formats—interviews, teaching contributions, and case studies — so buyers see both the competence and the context in which it’s applied.

Digital Visibility / Positioning

Positioning is the discipline of saying “this is the segment we serve” and then proving it. On the IPBA ecosystem, Sascha anchors his positioning with steel-specific narratives and assets that a CTO, R&D lead, or head of IP can recognize as their world. The podcast 🎧 IP Management Voice episode articulates the benefits of patent intelligence for core steel decisions; the dIPlex Deep Dives “Patent Information in the Steel Industry” show the breadth of use cases inside steel operations; and the I3PM case study adds a structured, third-party style reference point. Together they form a visible, verifiable signal: this is not horizontal software—it’s purpose-built for steel.

Digital Marketing

Sascha’s marketing works because each asset is designed for translation into action. Blog explainers on the IP Business Academy highlight concrete outcomes—competitiveness, process efficiency, and smarter decisions—rather than abstract “features.” Newsletter placements (🎯 IP Management Pulse) keep the topic in the line of sight of decision-makers and place it alongside adjacent trends that matter to steel executives. And long-form Letters distill the pedagogy behind roadmap-driven decisions, becoming resources internal champions can circulate to build buy-in. The mix is intentional: snackable awareness assets lead to in-depth teaching pieces that buyers can internally reference during budget cycles.

LinkedIn

For a specialized B2B offer, LinkedIn is the public proof layer where consistency beats volume. Sascha’s presence links back to cornerstone assets — podcast, Letters, case study, and conference posts — so each interaction compounds authority rather than starting from zero. Posts tied to high-credibility touchpoints like the CTO Forum at MHP Porsche and Nordic IP Day at Maersk HQ extend reach into executive communities that shape budgets and standards. Crucially, this is not “posting to post”; it’s narrative routing—each LinkedIn touch guides prospects toward a specific next step in the journey.

Systematic Business Development

On IPBA Connect, expert visibility is orchestrated—not left to chance. Sascha’s system aligns teaching assets (podcast, Letters, dIPlex pages) with conversion assets (case studies, implementation stories). The 🎧 podcast episode frames the problem-solution space; the 📑 IP Management Letters codify the method (technology roadmapping and how patent information informs choices); the steel-focused Deep Dives show “how it looks in practice”; and the external case study provides an evaluatable artifact for procurement and legal. Sales conversations become structured explorations rather than feature tours, which shortens cycles and builds multi-stakeholder alignment.

Client Journey and Conversion

A typical journey looks like this:

  1. Awareness: A leader encounters the podcast or an IP Business Academy blog post summarizing steel-specific outcomes. Curiosity forms around “what decisions could we make better with this?”
  2. Understanding: A manager reads the Letters on technology roadmapping or the Deep Dives on cost reduction, competition monitoring, digitalization, and integrating patent data into product development. The problem is now framed in the company’s vocabulary.
  3. Proof: Stakeholders review the I3PM case study to see the workflow, datasets, dashboards, and outcomes. Procurement gets a referenceable document; R&D sees specific query logic; leadership sees de-risked decision patterns.
  4. Pilot: A scoped engagement targets one value pocket (e.g., process step with rising energy costs or a product line needing differentiation). Success metrics are agreed upfront.
  5. Scale: After validation, analytics and alerts expand across plants and product groups; insights are embedded into roadmapping and stage-gate decisions.

Each step is powered by content that does one job well and then hands off to the next.

Thought Leadership: “Share What You Know So You Can Sell What You Can Do”

Sascha’s content does not “tease.” It teaches. The interview on the IP Business Academy explains practical gains from patent intelligence; the blog overview catalogs the use cases; the case study lays open the pattern; and the Letters scaffold how roadmapping turns data into timely choices. By sharing the method generously, Sascha lowers perceived risk for buyers: they can see the reasoning, not just the result. This is classic IPBA Connect doctrine—substantive teaching creates qualified inbound, because people who recognize the method also recognize whether they need it.

What Makes the Steel Offer Compelling Right Now

The steel sector is under simultaneous pressure: regionalization vs. global integration, volatile input costs, sustainability targets, rapid automation, and growing demand for customized grades. Patent intelligence helps leaders prioritize across that complexity: which process innovations reduce cost without compromising properties, where competitors are moving, which partnership or licensing options matter, and how to justify timing on investment. The I3PM case study’s framing of market trends, paired with IPBA’s roadmapping pedagogy, gives boards and R&D councils material they can actually debate—and then turn into a calibrated portfolio of bets.

The IPBA Connect Effect

Finally, distribution matters. By placing Sascha’s expertise across the IP Business Academy channels—🎧 podcast, 📑 Letters, dIPlex Deep Dives, the 📝 blog and the IP Business Talk, a live interview series on LinkedIn  —each message reinforces the others. Appearances in executive arenas (CTO Forum at MHP Porsche; Nordic IP Day at Maersk HQ) extend reach into decision-dense networks, while the 🎯 IP Management Pulse newsletter situates patent intelligence alongside the broader IP strategy narrative. This system turns one expert into a repeatable signal—visible to the right audience, at the right moments of their annual planning, budget cycles, and innovation gates.

Practical Takeaways for IP Experts and Industrial Service Providers

  • Own a micro-category. “Patent intelligence for steel process and product decisions” is specific enough to be memorable, broad enough to be valuable across plants and programs.
  • Architect your proof. Pair teaching content with a public case study and a clear pilot path; procurement and legal need referenceable artifacts.
  • Route attention, don’t chase it. Use LinkedIn to point toward cornerstone assets, not as a destination. Let podcast + Letters explain the why/how, blog posts explain the where/when, and case studies de-risk the purchase.

Sascha Kamhuber demonstrates how highly specialized expertise can be transformed into systematic business growth. As an IP Subject Matter Expert on the IPBA Connect platform and the IP Business Academy, he positions his patent intelligence software as a strategic tool for the steel industry. Through personal branding, thought leadership, and consistent digital visibility, Sascha builds credibility with CTOs, R&D leaders, and IP managers. His client journey follows a clear path: awareness via podcasts and blogs, deeper engagement through Letters and case studies, and conversion through pilots that scale into enterprise adoption. By teaching generously — “share what you know so you can sell what you can do”—he reduces buyer risk and differentiates his offer from law firm services, turning knowledge into measurable growth.