Blog overview

For some years, customer experience has been high on the agenda of many companies in both B2C and B2B. In 2014, the Economist predicted that in five years, 75 percent of marketers would be responsible for the total customer experience. But are we ready yet?

A subject that is discussed often is account-based marketing (ABM) and today’s main question is “How can you truly measure the ROI of ABM?” Many times research showed that ABM yields more profit than regular marketing campaigns, but how does this work?

A great chat on the impact of digitization on marketing with Shimon Ben Ayoun and Jamie Anderson of Marketo at the B2B Marketing Forum. A true love story including valuable B2B marketing tips from Jamie.

Tiffani Bova, Salesforce, talks with Shimon Ben Ayoun about customer experience and outlines her view on what teamwork between marketing and sales should look like. Get ready for some bold statements!

“The success of your marketing campaigns depends on your insights into the target group”, says Lianne Veldhuis, content marketer at Ultimo Software Solutions. Ultimo offers software solutions to support management processes. Two years ago, spotONvision collected buyer insights and created 2 buyer personas for Ultimo. Today Lianne works with the personas and insights in their buyer journey on a daily basis. Do you want to know how customer insights lead to successful campaigns?

The economy is running at full speed, the market is expanding internationally and companies dare to take more risks than before. A number of companies are not being held back by national borders and seek international success. What does it mean for you as marketer to develop and execute an international marketing strategy? Where should you start? What does your strategy need to look like to best serve different countries and cultures.

Tiffani Bova is a growth and innovation evangelist at Sales- force, one of world’s leading tech companies. Tiffani sets out a new, proven framework for business leaders looking to pursue growth. She claims that there are only ten growth paths and she focuses on the mental game of growing business.

A well known quote from marketing icon David Ogilvy: “Don’t count the people you reach; reach the people that count”.  This would be the perfect approach for account-based-marketing; you focus your efforts on a selected group of accounts.

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.

The world of a B2B marketer has changed considerably in the past years. Not only for marketers, but also for customers. We see that buyers go through the buyer and customer journey in a different way. Buyers are better informed than ever before and leave an extensive digital footprint behind.