With its digital solutions, the software company AXOOM from Karlsruhe enables the entry into Industry 4.0 and thus delivers a piece of the future. But because the future is somehow difficult to grasp, the company faces a challenge: How can AXOOM's services best be presented? We have an idea: telling stories on professional social media channels . From a quick post, to a digital case study that also goes into technical detail. If it has to be topical, we also reach all those who stayed at home with a live blog from the trade fair. This significantly increases the reach of the trade fair presence and thus optimises the trade fair budget.