Blog and insights

“Connecting the dots is about truly understanding your customer. Bringing together the data and insight you have and using it to enhance your relationship with your customers. By better understanding your customers you can service them in a more personalized way.” Interview with Richard Robinson

Marketing automation can be great tooling in order to achieve your marketing KPIs. However,  marketers often find themselves confused about how exactly to use marketing automation to the fullest. When results don’t show overnight, we blame the tool.

Keeping up with new features and product updates is time-consuming. Marketing automation tools are constantly evolving, and choosing which new tools are worthy of your time can be especially difficult. I recently visited an Act-On event to learn more about Act-On’s product road map. The event, called Adaptive Journeys, A Look Into the Future of Marketing, introduced three new machine learning based innovations for 2018. For all B2B marketers, these will be total game changers.

Act-On is a SAAS marketing automation platform. It provides small, medium and enterprise level businesses with the necessary tools to generate, nurture and score leads. The system has become synonymous with ease of use, which is why it has gained such traction with B2B marketing teams. My journey with Act-On began a little under a year ago. It seems like a lot more than that. Which is likely due to the amount I have learned and the skills I’ve developed.

The B2B marketing world is changing very rapidly. Make sure you stay ahead of the game and join us on Thursday the 17th of March at DeFabrique in Utrecht. During their teambuilding activity the SPOTONVISION team tells you all about the upcoming event, the B2B Marketing Forum 2016. Watch the first vlog now!

Many B2B firms nowadays are able to report on marketing leads generated or they have initiated projects that will get them there. It requires groundwork involving CRM, marketing automation , campaign IDs and tracker links. Marketers well on their way to tracking marketing generated revenue sooner or later will find themselves asking: What about the soft metrics?

Recently, we have been taking a closer look at the ins and outs of marketing automation. In the first of a series of articles on this subject, we discussed the challenges today’s B2B marketers are facing and one common thread throughout: the need to boost the efficiency and results of the marketing department. This is where marketing automation can really prove its value!

Although many marketers have taken steps to monitor marketing performance in their organizations, not all of them manage to create value with this initiative yet. So what is the difference between those who succeed in this pursuit (‘top marketers') and those who don’t (‘the rest’)?

In the run-up to the B2B Marketing Forum that took place on March 13 of this year, Shimon Ben Ayoun (SPOTONVISION) spoke to Arthur Simonetti. Arthur is Marketing Director at DSM and was one of the speakers at the B2B Marketing Forum 2014. With his team, Arthur supports the business groups of DSM in becoming excellent in marketing and sales activities. In an interview Arthur gives his vision on the new agenda of marketing and sales.