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.
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Content Marketing, Customer Journey, Digital Marketing, Strategy
New B2B marketing strategies: simple steps to connect and grow
The trends and challenges shaping the strategies and operational priorities for the coming year.
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Buyer journey, Buyer Personas, Strategy
What is a buyer persona?
A buyer persona offers you insights in your buyer and the buyer’s journey. These insights form the basis of successful marketing campaigns.
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Buyer Personas, Strategy
Buyer persona creation in B2B: To outsource or do it yourself? 7 Key considerations 
Buyer persona creation is part of every B2B content strategy. Do you outsource or do it yourself? Read the 7 key considerations.
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Buyer Personas
The ROI of buyer personas: get the most out of your marketing campaigns 
According to Adele Revella, author of the book Buyer Personas, marketing surveys have indicated that, within the next couple of years, at least 80 percent of all marketers will be using buyer personas to define their audiences and guide business strategies. Being a B2B marketing strategist myself, I am excited to speak to Adele.
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