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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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.

Account-based marketing, Campaigns

Account-based marketing (ABM): A complete guide for B2B teams

For many years now, account-based marketing has been a buzz word in B2B marketing. Many organisations are implementing ABM or want to get started with ABM in the near future. But what exactly is ABM and what is the importance of an account-based approach for your organization?

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.

AI in B2B marketing: insights from RevTalks Amsterdam

Insights from RevTalks Amsterdam: how AI, account-based marketing and 6sense are changing pipeline generation for European B2B marketing leaders.

Buyer Personas, Content Marketing

B2B Content Marketing: Strategy, Goals, and Examples

An effective content marketing strategy entertains, inspires, educates, and convinces your target audience.

Account-based marketing, AI, Buyer journey, Strategy

Smarter B2B growth: the rise of AI-driven account-based marketing

How do you use ABM to grow your business? At Demandbase’s London event, SPOTONVISION explored the latest trends in AI-driven ABM, from smarter targeting to team alignment.