Blog and insights

Discover the future of B2B Marketing

All Account-based marketing Adoption Internal Organisation AI Buyer Enablement Buyer journey Buyer Personas Campaigns Content Marketing Conversational marketing Customer Journey Data & analytics Digital Marketing Lead Generation Lead Management Lead Nurturing Marketing Automation Positioning Sales Enablement SPOTONVISION Strategy Technology Webinar

Buyer journey

Account-based marketing, Buyer Enablement, Buyer journey, Sales Enablement, Strategy

Deal-based Marketing: Accelerating high-value deals with the right strategy and AI

Deal-based marketing helps sales and marketing teams focus on the deals that matter most. This blog explores how DBM supports each deal stage, from shaping early conversations to differentiating during RFPs and reassuring buyers in the final decision phase, with practical insights on AI, qualification and scaling success.

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.

Buyer journey, Buyer Personas

Interview: How to craft buyer personas in B2B marketing

Interview with Ingrid Archer, Director of Clients Strategy & Success at SPOTONVISION on why buyer personas are crucial for developing high-performing campaigns.

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.

Account-based marketing, Buyer journey, Buyer Personas

ABM strategy: bridging short- and long-term B2B growth

Tune into Shimon's appearance on the OnBase Podcast to learn how a long-term ABM strategy can drive sustainable B2B growth. Discover actionable insights on AI, ABM best practices and aligning short-term wins with long-term goals.

Account-based marketing, Buyer journey, Buyer Personas

Does AI know what makes your B2B buyer tick?

Explore how artificial intelligence changes the landscape of gathering buyer insights. Find out more about buyer persona research and AI.

Account-based marketing, Buyer journey, Buyer Personas, Content Marketing

The power duo: account-based marketing and buyer personas

As we navigate 2025, buyer personas and ABM remain vital for businesses striving to foster meaningful connections with customers.

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.

Account-based marketing, Buyer Enablement, Buyer journey

The hidden realities of B2B Buying anno 2024: insights from a recent interview with Kerry Cunningham – 6Sense

Discover how the evolving B2B buying journey demands a shift from lead generation to trust-driven strategies, brand building, and account-based engagement.