Recently, SPOTONVISION co-founder and B2B marketing guru Ingrid Archer presented a content clinic at Beeckestijn Business School. She shared the latest trends in B2B with the 300+ participants and discussed ways to collect insights about buyers, their B2B buyer journey, as well as how to create content that converts. A recap of the most important […] Read more
2021 has been quite the year. We were all caught up in the whirlwind of COVID-19, with its lockdowns, curfews, and vaccines. Moreover, a surge in e-commerce and a flood of fake news. Yet we at SPOTONVISION adapted – we got creative, changed offices, and attracted new talents. Our business was able to grow, we closed new clients, and even created new B2B marketing propositions. Moreover, we celebrated 15 years and launched our B2B Marketing Academy. We did our daily huddles, had fun […] Read more
We’ve looked at research from main leaders in marketing and consolidated their findings to see what we need to include in our B2B marketing plans for 2022. And above all to find out what the potential pitfalls foreseen by Forrester and McKinsey may be. Research by the Content Marketing Institute highlights ‘More Budget, More Work, […] Read more
Account-based marketing (ABM) is a B2B marketing strategy built around targeting a pre-selected list of accounts. The power of ABM lies in personalization and full alignment between marketing and sales. But it’s not the right strategy for everyone. Let’s look at seven questions and seven tips to help you determine if ABM is the best […] Read more
Fifteen years ago, on the 23rd of August 2006, Ingrid Archer and Shimon Ben Ayoun founded B2B marketing agency SPOTONVISION. These two seasoned marketing and sales professionals initiated a true transformation among B2B marketers. SPOTONVISION was – and still is – a pioneer in the field of B2B marketing in Europe. No other marketing agency focused on the business-to-business market in those early days. Apart from offering marketing services to […] Read more
When I took an ABM course myself, I noticed that it was mostly about stakeholder management. When rolling out an ABM plan that creates impact, two things stood out to me: Bringing stakeholders together is of great importance and you can achieve this better if you take a turnover target as your starting point. Start small and test your […] Read more
We all know how it feels when you’re working on your marketing plans and your sales colleague is asking you for help on something else at the same time: “Can you help me? Preferably now? Right away?” I recently spoke to Karin Schaff Glazier, a seasoned ABM professional. She worked at ServiceNow Elite Partner Crossfuze for 17 […] Read more
Most B2B marketing teams are working on a content marketing strategy; it is however becoming increasingly difficult to stand out from your competitors. Good content is no longer enough. If you want to compete online, you must create content that not only stands out, but also captivates and engages the user on a higher level. […] Read more
Recently, Forrester Research published a report called ‘Winning The New B2B Buyer’ pointing out critical changes in the B2B buying process. B2B buyers expect to be treated as equal partners through experiences that are open, connected, intuitive and immediate. Let’s take a deeper dive into this first topic: open access to information. Leading analysts have been exploring this […] Read more
The rollout of an account-based marketing programme requires a coordinated and personalized approach from Marketing, Sales and other commercial teams. That’s why we often work with a playbook for account-based marketing. In this article we will discuss what it is, what the benefits are and what the important parts of an ABM playbook are. What […] Read more
