Who this is
Markus Baulig founded Baulig Consulting in 2016 with his brother Andreas and their business partner Arben Veseli in a coworking space in Koblenz, after the brothers had sold personal development courses for students via Einserkandidat.de. Today the firm advises coaches, consultants, agencies and service providers on positioning, sales and marketing; according to Markus the Bauligs have served around 10,000 clients, and in 2023 revenue was 38 million euros with 10 million euros of EBIT. Around the consulting business a group of software holdings has grown, including the Graz-based learning platform LearningSuite, the tracking tool VibeTrack, the DCF-Verlag publishing house and the agency ROI Marketing. Markus is known for polarising marketing with expensive watches, a private plane and rage bait on LinkedIn, made the Forbes 30 Under 30 Europe list in 2023 and hosts his own podcast with guests ranging from lottery winners to spiritual teachers.
Episodes
Numbers from the episode
FAQ
Who is Markus Baulig?
Markus Baulig is managing director of Baulig Consulting in Koblenz and heads the BAULIG group. He started the consultancy in 2016 with his brother Andreas and business partner Arben Veseli; it helps coaches, consultants, agencies and service providers with positioning, sales and marketing. Before that the brothers sold personal development courses for students via Einserkandidat.de. Markus is known for polarising marketing with expensive watches, a private plane and rage bait on LinkedIn. To the episode →
How much revenue and profit does Baulig Consulting make?
In the episode Markus quotes around 38 million euros in revenue and 10 million euros in EBIT for 2023. In 2024 it was just under 34 million euros in revenue with roughly the same profit. Across the whole group Baulig has closed more than 250 million euros in deals according to Markus, and cumulative profit is well above 30 million euros. To the episode →
Why do the Baulig brothers polarise so deliberately?
Markus says it's about creating energy: if you trigger an emotion you can change it later, if you're invisible you can do nothing. Expensive watches and cars were initially tools to appear competent in their early twenties. Rage bait on LinkedIn brought one to two million impressions per post in early 2024. Today, with around 10,000 clients served, he says it's less necessary and the content has become more moderate. To the episode →
How do you build a no-brainer offer according to Markus Baulig?
First, a narrow positioning instead of a generalist offer, for example time management for dentists rather than for everyone. Second, a clear result the customer immediately understands. Third, a target group with money so the offer can be high-priced. Add copy in the target group's own language and an imperative call to action that explains what happens after the click. To the episode →
Which holdings belong to the Baulig group?
In the episode Markus names DCF-Verlag with Ruben Schäfer for PR and press work, the learning platform LearningSuite, the tracking tool VibeTrack, which is set up in eight minutes and has a built-in cookie banner, and the Berlin agency ROI Marketing. The investment thesis: complementary offers for B2B entrepreneurs and the self-employed, large stakes and active involvement in sprint meetings. Founders with a B2B audience can get in touch via baulig.de. To the episode →
Quotes
„Wenn ich eine Emotion wecke, dann kann ich diese Emotion verändern. Aber wenn ich unsichtbar bin, dann kann ich gar nichts tun.““If I trigger an emotion, I can change that emotion. But if I'm invisible, I can't do anything at all.”
„Wir leben halt in einer Welt der Aufmerksamkeitsökonomie und ich habe mich an diese Welt angepasst.““We live in a world of attention economics, and I've adapted to that world.”
„Und plötzlich kannst du aber statt 100 Euro 1000 Euro die Stunde vielleicht verlangen. Einfach, weil du so viel klarer bist in deiner Positionierung.““And suddenly you can charge maybe 1,000 euros an hour instead of 100. Simply because your positioning is so much clearer.”
„Pioniere sterben mit Pfeilen im Rücken … Dann gucke ich mir an, woran scheitern die jetzt, was machen die falsch und danach gehe ich da und mach's geiler.““Pioneers die with arrows in their backs. Then I look at why they fail, what they're doing wrong, and afterwards I go in and do it better.”
„Weil wenn ich Milliardär werden will, muss ich sehr, sehr viele Multimillionäre kreieren.““Because if I want to become a billionaire, I have to create a great many multimillionaires.”