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DEFACTO is a company of the VerticalAds Group

Get More Out of Your Marketing and Customer Relationships

We combine customer acquisition and customer engagement into a system that works in everyday business and delivers measurable results.
What specifically will be better for you
Logos of VerticalAds Group and DEFACTO with a connecting element in the center.
Logos of VerticalAds Group and DEFACTO with a connecting element in the center.
Logos of VerticalAds Group and DEFACTO with a connecting element in the center.
DEFACTO is a company of the VerticalAds Group

Get More Out of Your Marketing and Customer Relationships

We combine customer acquisition and customer engagement into a system that works in everyday business and delivers measurable results.
What specifically will be better for you

The VerticalAds Group

The VerticalAds Group is known for its specialized expertise in digital customer acquisition, with a strong focus on performance marketing and deep industry knowledge across various markets.
For our clients, this means reaching new customers more effectively and getting more out of their marketing budget.
With DEFACTO, this approach is expanded to include a crucial dimension: sustainable customer engagement. Because growth comes not only from new customers, but from keeping them.
At the same time, the possibilities for implementation are expanding thanks to additional resources, broader experience, and a strong partner behind the scenes who can reliably support even larger projects.
🟡 3,000 active programs
🟡 18,000 publishers
🟡 Clients such as Conrad, E.ON, ERGO, ING oder Vodafone
Visit the VerticalAds Group website
Opt-in Contact Image

The VerticalAds Group

The VerticalAds Group is known for its specialized expertise in digital customer acquisition, with a strong focus on performance marketing and deep industry knowledge across various markets.
For our clients, this means reaching new customers more effectively and getting more out of their marketing budget.
With DEFACTO, this approach is expanded to include a crucial dimension: sustainable customer engagement. Because growth comes not only from new customers, but from keeping them.
At the same time, the possibilities for implementation are expanding thanks to additional resources, broader experience, and a strong partner behind the scenes who can reliably support even larger projects.
🟡 3,000 active programs
🟡 18,000 publishers
🟡 Clients such as Conrad, E.ON, ERGO, ING oder Vodafone
Visit the VerticalAds Group website
CREATING BETTER BUSINESS

Full-Funnel Marketing: The Effective Combination of Customer Acquisition and Retention

The challenge

Driven by the pressure to grow, companies are investing significantly in marketing and technology platforms, but customer acquisition and retention are often handled separately, with different partners, systems, and objectives.
The result: rising costs and complexity, underutilized data, and significant coordination efforts that further diminish the impact of these initiatives.
According to Evergreen Media’s 2025 CMO Study (DACH), 55% of marketing decision-makers would invest more if results were clearly measurable and aligned with business goals. The problem is rarely the budget, but rather that the different components do not work together.

The solution is called Full Funnel Marketing

With DEFACTO and the VerticalAds Group, acquisition, customer development, and technology platforms are closely integrated.
Data, systems, and initiatives are aligned from the outset with a shared customer lifecycle, rather than being optimized separately.
Instead of coordinating multiple partners, planning, implementation, and activation are approached collaboratively and holistically.

The result: Less effort, better business performance

We don’t just acquire customers, we actively engage them, help them grow, and build long-term loyalty.
For you, this means less coordination effort, more effective utilization of existing systems, and initiatives that deliver measurable results for your bottom line.

The challenge

Driven by the pressure to grow, companies are investing significantly in marketing and technology platforms, but customer acquisition and retention are often handled separately, with different partners, systems, and objectives.
The result: rising costs and complexity, underutilized data, and significant coordination efforts that further diminish the impact of these initiatives.
According to Evergreen Media’s 2025 CMO Study (DACH), 55% of marketing decision-makers would invest more if results were clearly measurable and aligned with business goals. The problem is rarely the budget, but rather that the different components do not work together.

The solution is called Full Funnel Marketing

With DEFACTO and the VerticalAds Group, acquisition, customer development, and technology platforms are closely integrated.
Data, systems, and initiatives are aligned from the outset with a shared customer lifecycle, rather than being optimized separately.
Instead of coordinating multiple partners, planning, implementation, and activation are approached collaboratively and holistically.

The result: Less effort, better business performance

We don’t just acquire customers, we actively engage them, help them grow, and build long-term loyalty.
For you, this means less coordination effort, more effective utilization of existing systems, and initiatives that deliver measurable results for your bottom line.
Systematically acquire, develop, and retain customers. Our approach maximizes CLV and customer numbers to drive measurable growth.
Systematically acquire, develop, and retain customers. Our approach maximizes CLV and customer numbers to drive measurable growth.

More power to fuel your growth

DEFACTO is your partner for CRM, loyalty, and customer engagement as part of the VerticalAds Group. Our mission is to combine business acumen with technical expertise and to support projects from conception through to operation. Joining the VerticalAds Group specifically expands our scope of action.

Clear accountability from strategy to implementation

More services now work seamlessly together, from strategy development and the platform to actual implementation. What used to be spread across multiple partners is now planned and coordinated jointly from the very beginning.
For you, this means less coordination effort between service providers and a setup that fits together from the start, rather than having to be supplemented later on.

Solutions that are better suited to your market

In addition to DEFACTO’s many years of experience in CRM and customer engagement, the VerticalAds Group brings specialized industry knowledge from various sectors to the table. We understand your requirements more quickly because we directly incorporate experience, data, and insights from comparable projects and markets.
For you, this means solutions that better align with your business model and ongoing development based on comprehensive insights, rather than isolated individual projects.

Get more out of existing data and initiatives

Data and systems are used directly for marketing and customer development, not just built for their own sake. Existing structures are strategically integrated and better interconnected, rather than starting from scratch. Initiatives are continuously refined based on consistent data.
For you, this means: less untapped potential, better utilization of existing investments, and results that directly impact your business.

Particularly well-suited for mid-market organizations

When we first look at our clients’ situations, we often see the same challenges. CRM data exists, but it isn’t being used for customer acquisition; there’s no systematic transition from the first purchase to customer retention; or data is even maintained in duplicate across different tools. So both systems run parallel to each other, and synergies are rarely, if ever, leveraged.
That’s exactly where we come in. Our solutions are modular, so there’s no need for a complete system overhaul, and everything is tailored to fit your business. No transformation project that takes a year to get off the ground before yielding the first results. Instead, a first step that brings about measurable change.
Typical entry points:
🔵 Use new customer campaigns to identify which customers will be valuable in the long term and feed that insight back into acquisition
🔵 Merge campaign data and CRM data so that acquisition and retention teams can access the same database
🔵 Acquire new customers and transition them directly into an existing customer journey without a media break
🔵 Systematically leverage the moment after the first purchase, rather than leaving it to chance
In an initial consultation, we’d be happy to work with you to identify where your greatest leverage lies.
Get listed for free
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Particularly well-suited for mid-market organizations

When we first look at our clients’ situations, we often see the same challenges. CRM data exists, but it isn’t being used for customer acquisition; there’s no systematic transition from the first purchase to customer retention; or data is even maintained in duplicate across different tools. So both systems run parallel to each other, and synergies are rarely, if ever, leveraged.
That’s exactly where we come in. Our solutions are modular, so there’s no need for a complete system overhaul, and everything is tailored to fit your business. No transformation project that takes a year to get off the ground before yielding the first results. Instead, a first step that brings about measurable change.
Typical entry points:
🔵 Use new customer campaigns to identify which customers will be valuable in the long term and feed that insight back into acquisition
🔵 Merge campaign data and CRM data so that acquisition and retention teams can access the same database
🔵 Acquire new customers and transition them directly into an existing customer journey without a media break
🔵 Systematically leverage the moment after the first purchase, rather than leaving it to chance
In an initial consultation, we’d be happy to work with you to identify where your greatest leverage lies.
Get listed for free
BETTER TOGETHER
20+ years in performance marketing and 35+ years in CRM & loyalty combined. Customer acquisition and development with measurable results and proven expertise.
20+ years in performance marketing and 35+ years in CRM & loyalty combined. Customer acquisition and development with measurable results and proven expertise.

Find out where the greatest opportunities lie in your customer lifecycle in just 30 minutes

During a no-obligation 30-minute consultation, we’ll assess your situation together, and you’ll leave with a concrete plan of priorities that you can put to use right away.
Get listed for free
Opt-in Contact Image

Find out where the greatest opportunities lie in your customer lifecycle in just 30 minutes

During a no-obligation 30-minute consultation, we’ll assess your situation together, and you’ll leave with a concrete plan of priorities that you can put to use right away.
Get listed for free

Frequently Asked Questions about the merger

Do we have to start both services at the same time?

No. The collaboration depends on the specific task at hand. The key point is that the customer lifecycle should be viewed as a cohesive system.

When is an integrated approach particularly useful?

When customer acquisition, CRM, data, and existing customer development are interrelated but have been managed separately up to now.

How does this differ from traditional project setups?

Typically, acquisition, platform, and activation are planned separately.
Here, these areas are considered together and coordinated from the very beginning to maximize impact throughout the entire customer lifecycle.

How exactly does a collaboration begin?

Typically with a structured framework:
Where are there currently gaps in the customer lifecycle? Which systems and measures are not aligned? What priorities arise from this?
Based on this, a realistic approach is defined.

Can existing structures continue to be used?

Yes. The focus is on better integrating existing systems and measures, not necessarily on starting from scratch.

How does collaboration change as the project progresses?

Fewer hand-offs between individual disciplines.
Decisions can be made more quickly because multiple perspectives are taken into account simultaneously.

For which companies is this particularly relevant?

For organizations with a large number of end customers, multiple systems, and increasing complexity in marketing, CRM, data, and customer retention.

How will the merger affect ongoing projects?

Ongoing projects will continue as usual, with the same points of contact and the same high standards of quality. Where appropriate, additional resources or expertise from within the group may be brought in. However, this will only happen if it specifically benefits your project, it is not done automatically.

Do we have to start both services at the same time?

No. The collaboration depends on the specific task at hand. The key point is that the customer lifecycle should be viewed as a cohesive system.

When is an integrated approach particularly useful?

When customer acquisition, CRM, data, and existing customer development are interrelated but have been managed separately up to now.

How does this differ from traditional project setups?

Typically, acquisition, platform, and activation are planned separately.
Here, these areas are considered together and coordinated from the very beginning to maximize impact throughout the entire customer lifecycle.

How exactly does a collaboration begin?

Typically with a structured framework:
Where are there currently gaps in the customer lifecycle? Which systems and measures are not aligned? What priorities arise from this?
Based on this, a realistic approach is defined.

Can existing structures continue to be used?

Yes. The focus is on better integrating existing systems and measures, not necessarily on starting from scratch.

How does collaboration change as the project progresses?

Fewer hand-offs between individual disciplines.
Decisions can be made more quickly because multiple perspectives are taken into account simultaneously.

For which companies is this particularly relevant?

For organizations with a large number of end customers, multiple systems, and increasing complexity in marketing, CRM, data, and customer retention.

How will the merger affect ongoing projects?

Ongoing projects will continue as usual, with the same points of contact and the same high standards of quality. Where appropriate, additional resources or expertise from within the group may be brought in. However, this will only happen if it specifically benefits your project, it is not done automatically.

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