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Read our latest blogs and inights to stay up to date with the latest developments in B2B Marketing

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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, Lead Generation, Strategy

Is account-based marketing right for your organisation? 7 questions to assess your ABM readiness

The power of ABM lies in personalization and full alignment between marketing and sales. But it’s not the right strategy for everyone. Let’s look at seven questions and seven tips to help you determine if ABM is the best strategy for you.

Account-based marketing

How to build an account-based marketing playbook: 7 essential elements

Working with a playbook in your account-based marketing strategy? Here are the benefits and important aspects of an ABM playbook.

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.

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.

AI, Data & analytics, Sales Enablement, SPOTONVISION

Account intelligence: turning buyer signals into sales-ready action

B2B buyers are active long before they speak to sales. Account intelligence helps teams connect buyer signals, interpret what they mean and turn them into timely, relevant action.

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.