Blog and insights

Discover the future of B2B Marketing

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Strategy

Account-based marketing, Sales Enablement, Strategy

Relevance over reach: the reality of ABM in complex B2B organisations

Implementing ABM in complex B2B organisations means focusing on the accounts and people that matter most. This blog explores how relevance, context and Sales and Marketing alignment help teams move beyond reach, build stronger relationships and create real influence in complex buying journeys.

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.

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.

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.

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.

Sales Enablement, Strategy

What is sales enablement? Strategies, solutions and process

Sales enablement is the process of providing the sales organization with the information, content and tools to sell more effectively.