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

Strategy

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.

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?

Lead Management, Strategy

Long-term loyalty: 10 M€ within 3 years

How to get more from existing customers? The theme of this year’s B2B marketing forum fits Daniël Vonken from Bruynzeel Storage Systems like a glove. Thanks to more alignment between sales and marketing and cross-selling to existing customer base, annual revenue rose to ten million euro within three years. Hard facts that prove that it can be done. Find how out? Read more.

Customer Journey, Strategy

Marketing is not a campaign; it’s a commitment

Awareness creation receives way too much investment, claims Joseph Jaffe, author of best selling book Flip the Funnel: “Merely putting something out there in the hope that it will stick is naïve, futile and exceptionally unrealistic in today’s fragmented, cluttered, and brand-wary world.”

Customer Journey, Strategy

The buyer journey versus the customer journey: what is the difference?

More often people talk about the buyer journey, a journey that the buyer takes till he or she eventually buys. Many companies perform research in this field but you don’t hear a lot about creating insight in the process that follows after the buyer journey, which we call the customer journey. These two terms look alike, are connected to each other but are not the same.

Buyer Personas, Strategy

3 realistic scenarios when creating cross border buyer personas

Imagine you are in one of the following three situations, what do you do? You are in Europe and your colleagues from the US Head Quarters or Corporate have given you a buyer persona to work with; what to do?

Customer Journey, Strategy

The new marketer: marketing takes the lead in customer experience

According to a report recently published by The Economist The rise of the marketer: Driving engagement, experience and revenue CMO’s have discovered a global shift with regard to who is in the lead in customer experience. What is causing this shift? And is this shift also taking place in the Netherlands?

Customer Journey, Strategy

Game change in B2B: the way to a customer-minded organisation

The B2B Marketing Forum will be held on March 17th in Utrecht. Marije van Donselaar, Marketing Strategy Manager at Nuon Business in The Netherlands, will be one of the speakers.