Blog and insights

Discover the future of B2B Marketing

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Adoption Internal Organisation

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, 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, Adoption Internal Organisation, Customer Journey, Digital Marketing, Marketing Automation, Sales Enablement, SPOTONVISION

What keeps a B2B Marketing Manager busy?

To validate 'B2B Marketing Reflections & Predictions for 2023', several Marketing Managers shine their light on B2B trends.

Adoption Internal Organisation, Data & analytics, Strategy

Make the impossible possible: Prove your CX and marketing ROI

B2B Marketing and Sales Predictions for 2023

Adoption Internal Organisation, Campaigns, Customer Journey, Lead Generation

Turn your B2B marketing campaigns into the Best-in-Class with the SPOTONVISION Maturity Model

SPOTONVISION B2B Campaign Maturity Model. Understand how 'mature' you are as a marketer or marketing team.

Account-based marketing, Adoption Internal Organisation, Buyer journey

Good stakeholder management is half the battle in ABM, or maybe the main battle

In this interview with Hans de Winkel from accountancy and advisory firm EY. We will discuss a crucial part of ABM: stakeholder management.

Adoption Internal Organisation, Buyer Enablement, Sales Enablement

What’s next in B2B: buyer enablement

According to Gartner, you have to adapt your B2B strategy to the buyer enablement. Read what it is and how you approach it in this article.