LASSO TECHNIK AG is a small company specialized in transportation and flow technique. In 2013 LASSO AG will introduce a new product, the Stop Silent Light valve, a low-pressure valve for sewer lines. The challenge of this particular case is to find a mix of measurements that will a) successfully introduce the new product on the market, and b) achieve that with LASSO AG's limited financial and human resources.

A literature review in the first part of the paper shows an overview of different kinds of e-marketing, and also e-marketing in a B2B context. Furthermore, the business model of the LASSO AG is analyzed using the nine building blocks of the business model canvas. In a next step, the results of a telephone survey are analyzed and interpreted. In a final part the paper proposes a strategy how to use e-marketing to promote the new product Silent Stop Light.

A positioning strategy suggests that LASSO AG should aggressively promote the new product in order to gain market share from its competitors. Finally, the paper recommends an e-marketing strategy focusing on redesigning the already existing web pages of LASSO AG, development of newsletters using templates to give them a unique appearance and, to invest into search engine optimization to ameliorate organic search engine results. In a second phase a YouTube channel and the possibility of XING and LinkedIn accounts are recommended. In a third phase of the strategy the measurements are being monitored and reevaluated through results of customer feedback and analytical tools.