About acquisa

acquisa

acquisa is a German B2B digital magazine for e-commerce, marketing and sales, published in Freiburg im Breisgau by the Haufe Group. Positioned as a practice-oriented knowledge platform for marketing and sales professionals, it publishes guides, analyses, interviews and how-to articles on topics ranging from search-engine optimization and social media to sales methods, e-commerce operations and leadership. The magazine is part of the media portfolio of Haufe — the Freiburg-based family company founded in 1930 that grew from a specialist publisher of legal and tax information into a major B2B provider of content, software and training — and serves the group's large professional audience across the German-speaking market.

Overview

acquisa addresses the working world of marketing managers, e-commerce operators, sales professionals and business decision-makers who need applicable knowledge rather than academic theory. Its content promise is practical: comprehensive guides that explain a topic from the ground up, current analyses of digital trends, and expert voices on the methods shaping modern marketing and sales. The site's tagline describes it as a magazine for e-commerce, marketing and sales, and its article mix reflects the convergence of those disciplines in digital business — SEO specialists, online shop operators and sales teams increasingly work with the same tools, data and customer journeys.

The magazine's format is digital-first. Articles are published continuously on acquisa.de, organized by topic channels: Marketing, Vertrieb (sales), E-Commerce, Social Media and Business. Beyond text, the offering includes webinars, videos and downloads — formats that suit professional users looking for efficient learning alongside their work. A newsletter delivers selected content to subscribers' inboxes, keeping the brand present between site visits. The tone is instructional and direct, addressing readers as practitioners: guides are written as step-by-step resources, analyses as decision aids.

As a Haufe publication, acquisa benefits from the group's institutional weight. The Haufe Group, headquartered in Freiburg, employs around 2,500 people at ten locations and serves more than a million customers in the DACH region, from solo self-employed professionals to large corporations; its brands include Haufe, Haufe Akademie and Lexware. Within that ecosystem, acquisa functions as the marketing-and-sales editorial brand — a content marketing asset that both serves readers and reinforces Haufe's position as a knowledge provider for business professionals.

History

acquisa's history reaches back to the era of print marketing journalism. In the late 2000s it was established as the marketing magazine of Haufe — contemporary press materials from 2009 describe it explicitly as "acquisa, dem Marketing-Magazin von Haufe" (acquisa, Haufe's marketing magazine). In that period the magazine operated in the classic trade-press mode: a print publication with interviews and features for marketing professionals, such as a 2009 interview with neuromarketing author Dr. Hans-Georg Häusel on applying brain research to marketing.

Like much of the German trade press, acquisa underwent a digital transformation in the 2010s as Haufe itself evolved from a print publisher into a provider of digital content, software and training. The magazine's center of gravity shifted to acquisa.de, where the print magazine's interview and feature journalism was joined — and eventually overshadowed — by the continuously published guide and service content that search-driven digital publishing demands. The current positioning as a magazine for e-commerce, marketing and sales reflects that evolution: the scope widened from marketing alone to the full digital commerce value chain, mirroring how the profession itself changed.

Today acquisa operates as a purely digital editorial brand within the Haufe Group's content business, alongside the group's other professional information services. Its archive spans the print era and the digital present, documenting more than fifteen years of German marketing discourse — from the early days of neuromarketing debates to the current preoccupations with AI, privacy-compliant analytics and social commerce.

Coverage and Content

The magazine's content is organized into channels that map the modern marketing and sales landscape. The Marketing channel covers the digital marketing toolkit in depth: SEO guides (on topics such as dofollow links, keyword density, domain authority and the risks of cloaking and doorway pages), analytics (alternatives to Google Analytics in the post-privacy era), content strategy (unique content, zero-click searches) and the strategic questions of data-driven marketing. These are long, practical guides written to rank in search and to serve as reference works for practitioners.

The Vertrieb (sales) channel addresses the sales profession: methods such as consultative selling, the role of artificial intelligence in sales, the tasks and future of inside sales teams, and the intersection of sales technique with compensation and career questions. The E-Commerce channel serves online retailers with operational knowledge — from SKU management and digital accessibility to promotional products and brand building for online businesses. The Social Media channel tracks platform developments relevant to marketers, such as Instagram broadcast channels and the emerging phenomenon of AI influencers, weighing opportunities against risks.

A Business channel broadens the scope to management and HR topics: mindful leadership, executive search, employee self-service systems and related subjects. This reflects the magazine's audience reality — marketing and sales professionals are also managers — and Haufe's wider editorial competence in HR and organizational topics. Across all channels, the format mix includes guides, explainers, interviews, news analyses, webinars, videos and downloadable resources, giving readers multiple ways to engage with a topic depending on how much time they have.

Organization and Ownership

acquisa is published by the Haufe Group, the Freiburg-based family-owned B2B group for integrated business and workplace solutions. Founded in 1930 by Rudolf Haufe as a specialist publisher, the group transformed over the decades into a provider of content, software and professional training, with well-known brands including Haufe, Haufe Akademie and Lexware alongside its publishing operations. The group's headquarters are at Munzinger Straße 9 in Freiburg im Breisgau.

Within the group, acquisa sits in the content and media business as the editorial brand for marketing, e-commerce and sales topics. The magazine draws on the group's broader resources — its editorial expertise, its training business and its large professional customer base — while operating as a distinct consumer-facing brand with its own website, newsletter and social presence. Detailed staffing information for the acquisa editorial team is not publicly confirmed in the sources reviewed; the magazine presents itself through its content rather than through named editorial personalities, consistent with the service-journalism model of digital B2B publishing.

Digital Presence

acquisa.de is the magazine's sole publishing platform and its operational center. The site is organized by topic channels with continuous article publication, and its SEO-oriented guide content is designed to attract professional readers through search — a strategy visible in the depth and structure of its marketing guides. The newsletter extends the brand into readers' inboxes with carefully curated content highlights, and the site's webinar, video and download offerings provide the multimedia formats that professional users expect.

On social media, acquisa maintains profiles used to distribute articles, promote webinars and engage with the marketing professional community. The integration with the Haufe Group's digital ecosystem — cross-links to the group's other content, training and software offerings — gives the magazine distribution advantages that an independent title would lack. For a B2B magazine, this digital infrastructure is the business: acquisa's value to its publisher lies in the professional audience it assembles — marketing and sales specialists across the German-speaking market — and in the authority it builds for the Haufe brand as a source of practical business knowledge.