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Strategy

Positioning, Strategy

Marketing Change Management – Like it or not, you have to figure it out

About 2 years ago at the Forrester Marketing Forum, David Cooperstein spoke about Adaptive Marketing, a new approach marketers must take to survive the significant changes put in front of us.

Buyer journey, Strategy

B2B marketers need a new marketing mix

What priority does data quality have in your marketing strategy? Recently, Shimon Ben Ayoun interviewed Kees Henniphof, Senior Manager New Customers at ServiceNow. Kees is one of the speakers at the B2B Marketing Forum this year. According to Kees data should be top priority. Only by using the right data you can accelerate a lead in the buying process. When you know who is looking for what, where and when, you can better tailor your content to the buyer’s needs. But let’s be honest, this is not easy.

Content Marketing, Strategy

When do you use a certain type of content?

More and more we wonder what type of content matches the target group and our own strategy best. When do you make a video and when an article or blog? A few years ago, I worked for a director who was very visually oriented and I remember I didn’t notice this at first. I was used to submitting my marketing or project plans in a Word document and discuss. After a few times I noticed my director had a problem with it. He really had to concentrate to read it and discuss.

Content Marketing, Strategy

SPOTONVISION B2B movie wins Industry Video Oscar

SPOTONVISION made a B2B marketing video for Sabic. This movie was picked as an Oscar winner at the UK Ceremony.

Content Marketing, Strategy

B2B Marketing in the Professional Services Industry

Why is it important to empower your clients? and especially so in the Professional Services Industry? Where do you start? SPOTONVISION interviewed Albert Jan Huisman, Marketing Director at International Law Firm Kennedy Van der Laan, about the challenges in B2B Marketing.

Buyer Personas, Strategy

Buyer Personas in B2B: Get into the head of your customer

This week Shimon Ben Ayoun interviewed, Adele Revella, Buyer Persona expert and founder of the Buyer Persona Institute. Below you can watch the full video interview or alternatively you can read the interview summary.

Content Marketing, Positioning, Strategy

Seth Godin: Marketers need to be proud of the work they do!

During the B2B Marketing Forum that SPOTONVISION organized recently in Amsterdam, I had a unique chance to interview Seth Godin, Marketing Guru of the 21st century. As I had only ten minutes for the interview, I aimed at getting the best possible information from Seth in the most efficient way. In the meeting Seth gave some extra advice and tips and most of all inspiration to marketers.