The company HatchTech develops and sells unique breeding technology that produces chickens that are 1 centimetre longer than those from other systems. HatchTech’s innovation also makes an important contribution to improving animal welfare and reducing anti-biotics. To illustrate its unique concept, online magazines with prominent cases of comparable companies are sent to the target group. The examples refer to fact-based information on the website. In the closing phase of the sales process, prospects again receive a tailor-made online magazine. Due to the appeal of the online magazines, HatchTech has increased its relationship database in one year from 500 to over 8000 people of the 13,000 professionals active in the breeding sector worldwide. Moreover, the number of customers has increased by 40%.