Latest insights by

Ingrid Archer

Ingrid Archer is a co-founder of SPOTONVISION and the B2B Marketing Forum. As a marketing and communication professional, she has over 20 years of experience in B2B. Ingrid initiated successful campaigns in various sectors and is an expert in buyer personas, customer journeys, account-based marketing and buyer enablement in B2B. She'll be happy to help you with your latest marketing innovations.

LinkedIn

Account-based marketing, Adoption Internal Organisation, AI, Buyer Enablement, Buyer journey

AI is changing account-based marketing. But perhaps not in the way we expected

AI is making account-based marketing more scalable, but also raising the bar for relevance. What does that mean for target accounts, buying groups, intent, sales alignment and the future of ABM?

Account-based marketing, Adoption Internal Organisation, AI

Account-based marketing in practice: lessons from Vodafone Business

Our Lunch & Learn with Vodafone Business offered a practical look at what it takes to make account-based marketing work. In this article, we share the key lessons on sales alignment, account selection, customer insight and long-term commitment.

Account-based marketing, Campaigns

Account-based marketing (ABM): the complete guide to growing your key accounts

You want bigger deals. Stronger relationships with your most valuable customers. A shorter path from first contact to signed contract. Account-based marketing, or ABM, is how B2B organisations get there.

Buyer journey, Buyer journey

AI buyer persona work: Why real interviews still comes first

AI can build a buyer persona in minutes, but not the research behind it. See why interviews still come first, with real results from Yuki.

Account-based marketing, Campaigns, Lead Management

How to measure ABM and its success: a practical guide for B2B marketers

ABM success isn't measured in leads. It's measured in account-level progress. Here are five practical areas to track, from coverage to influence, plus tips on tools and alignment with sales.

Account-based marketing, Adoption Internal Organisation, AI

AI in B2B marketing: from experiments to impact

AI in B2B marketing is moving beyond experiments. In this reflection on our Lunch & Learn with Sam Dewijngaert from Wolters Kluwer, we share what B2B marketing teams need to change to turn AI into real impact.

Buyer journey, Strategy

Why trust is becoming the most important currency in B2B

In an AI-driven world, trust is the most valuable currency for B2B businesses. As content production accelerates, buyers are becoming more sceptical. This blog explores how trust shapes buying decisions and offers strategies for businesses to foster genuine relationships with their customers, positioning trust as the key differentiator for future growth.

Account-based marketing, Strategy

From form fills to signals. How B2B teams adapt in 2026

Form fills no longer reflect real buying intent in B2B. Learn how signal-based marketing, AI and account-based marketing (ABM) help teams recognise intent earlier and act more effectively in 2026.

B2B Marketing Predictions 2026: Human and Machine in Sync

Discover SPOTONVISION’s 2026 B2B Marketing Predictions: from AI co-pilots and buyer insights to buying-group personalisation, alignment and brand trust, what will shape European B2B growth next year.