As a medium-sized Austrian company without a major investor in the background, it is a particular challenge to survive in the emerging 3D printing industry and to assert oneself in the increasingly tough competition. The right marketing mix is crucial for this, with the focus increasingly shifting to the online area. I try to explain why online marketing is indispensable, trade fairs still have a certain significance, and traditional forms of advertising also have their justification and their place in the marketing mix. I also try to show how we tried different approaches, analyzed our strengths and weaknesses (S.W.O.T.), and developed our buyer personas, thus finding the marketing path that suits us. I also want to explain why it is necessary to constantly recreate and change this path in order to remain one of the European market and technology leaders and to achieve our sales targets and healthy growth.