A buyer persona offers you insights in your buyer and the buyer’s journey. These insights form the basis of successful marketing campaigns. […] Read more
How to measure ABM and its success?
In this article we look at measuring success in ABM. Because in account-based marketing (ABM) the goal is not to generate as many leads as possible, but to build and enhance the relationship you have with an existing group of selected accounts. To what goal? An amazing deal! […] Read more
Future of ABM: AI-Driven Strategies for B2B Success
Account-based marketing (ABM) has proven to be more than just a trend in the B2B sector; it’s an essential strategy that combines marketing efforts with sales alignment to engage key accounts effectively. ABM keeps changing to new technological breakthroughs and changing purchase behaviours. With a a growing need for personalised marketing methods, ABM stands as […] Read more
Does AI know what makes your B2B buyer tick?
Just like a building needs a solid foundation, B2B marketing and sales need buyer insights. A house with a weak foundation might stand temporarily but will eventually crumble. Buyer personas are the foundation of effective marketing and are essential to your business. The business case for buyer personas is grounded in delivering a customer experience […] Read more
Interview: How to craft buyer personas in B2B marketing
I recently interviewed Ingrid Archer, Director of Clients Strategy & Success at SPOTONVISION, to gather her thoughts on why buyer personas are crucial for developing high-performing campaigns. Ingrid’s work includes developing buyer persona profiles and journeys, in fact, during the 17 years of SPOTONVISION, she has interviewed more than 500 professional buyers! To start, can […] Read more
The power duo: account-based marketing and buyer personas
Back in 2017, the B2B marketing community was buzzing about “account-based marketing” (ABM). This came after a period dominated by “inbound marketing”. However, the emergence of a new method doesn’t mean we abandon the old ones! ABM and buyer personas are a power duo. Understanding inbound marketing and the role of buyer personas Inbound marketing is […] Read more
Buyer persona creation in B2B: To outsource or do it yourself? 7 Key considerations
Buyer persona creation is part of every B2B content strategy. Do you outsource or do it yourself? Read the 7 key considerations. […] Read more
What keeps a B2B Marketing Manager busy?
Earlier, we published the research ‘B2B Marketing Reflections & Predictions for 2023’. The study is based on predictions from leading research institutes such as Gartner, Forrester, Salesforce and Content Marketing Institute and our own observations in the market. By exploring trends for 2023, we see that the future of B2B marketing and sales revolves around […] Read more
The ROI of buyer personas: get the most out of your marketing campaigns
According to Adele Revella, author of the book Buyer Personas, marketing surveys have indicated that, within the next couple of years, at least 80 percent of all marketers will be using buyer personas to define their audiences and guide business strategies. Being a B2B marketing strategist myself, I am excited to speak to Adele. […] Read more
How to use content effectively in your account-based marketing strategy
Account-based marketing can be a highly effective marketing strategy when implemented correctly. Content and campaign marketers can achieve great results by following the tips of ABM experts. Discover best practices and insider knowledge to maximise the impact of your campaigns! Account-based marketing strategy and content Account-based marketing (ABM) is a highly targeted strategy that focuses […] Read more