Latest insights by

The SPOTONVISION editorial team

Marketing Automation, Technology

Act-On marketing automation review my personal journey

Act-On is a SAAS marketing automation platform. It provides small, medium and enterprise level businesses with the necessary tools to generate, nurture and score leads. The system has become synonymous with ease of use, which is why it has gained such traction with B2B marketing teams. My journey with Act-On began a little under a year ago. It seems like a lot more than that. Which is likely due to the amount I have learned and the skills I’ve developed.

Account-based marketing, Strategy

A trend report about expected trends in B2B-marketing for 2017

There is a great deal of change within the B2B marketing landscape and we are all aware that these changes happen fast. The greatest forces of change are the buyers and their buying habits. It is therefore of great importance for B2B marketers to know what the expected trends will be for 2017 and subsequent years. If you know what to watch out for you will also know how to adjust your marketing habits .

Customer Journey

How does the Customer Journey work?

The terms customer journey and buyer journey are frequently used interchangeably. However, there is a clear difference between the customer journey and buyer journey. The buyer journey refers to ‘market’ and ‘sell’, while the customer journey refers to ‘support’ and ‘serve’. Within the customer journey many players and aspects play a great role in contributing to the ultimate customer experience.

Account-based marketing, Strategy

Going hands-on with account-based marketing

Account-based marketing (ABM) was the marketing buzzword in 2016. Not only was ABM a trending topic this previous year, it will also be a closely watched topic among B2B-marketers this upcoming year. What exactly is ABM and what is its importance in B2B-marketing and your organization?

Customer Journey, Strategy

The truth about retention

Customer experience management is one of the main challenges B2B marketers are facing. Questions arise such as how companies can improve customer experience while still delivering tangible business benefits? Which disciplines should be involved and how can customer retention play a role? spotONvision spoke to Elena Enthoven from Elsevier and picked up some tricks and tips.

Campaigns, Customer Journey, Digital Marketing

B2B customer contact: tips to make it personal and efficient

B2B customer contact: what makes it a positive experience? Which expectations and needs does a B2B customer have? And are there differences between B2B branches?

Customer Journey

Chairman Lars Sørensen brings interaction and energy

Energy! Come and get some yourself and experience some of his. We are proud to present our chairman Lars Sørensen. As chairman of the B2B marketing forum he will make use of all possibilities to focus on the content of the day instead of focusing on the clock. Are you curious what he has in store for you? We spoke to him about his role as ‘transfer manager’ and on his thoughts on the theme of this year’s forum.

Lead Management, Strategy

Why is Agile so important for marketing?

It’s time for a new blog in our series of the B2B Marketing Forum 2016. This time Paul Ligtenberg and Willemijn Schneyder, founders of Numer8, will present more about agile in marketing.

Account-based marketing, Strategy

Win and retain key accounts with Account-Based Marketing

n many B2B-organisations large (international) accounts contribute to a substantial proportion of total revenue and profitability. In order to retain these strategic customers, a personal and focused marketing approach is required. This is also known as Account Based Marketing. Curious as to what this exactly entails?