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
ABM is the new buzzword in the marketing world. Everyone wants in on it. And with good reason, an account-based marketing approach lets you influence the whole decision-making unit of a target account. There are many tools to help you with ABM and a key one among those is LinkedIn. In this blog, we will […] Read more
Welcome! Personalisation in B2B is difficult, isn’t it? Let’s face it. That greeting would have been much more powerful if it had stated welcome Mark, welcome Caroline or welcome Youssef. Who doesn’t like a personal welcome, after all? 72% of customers say they only engage with messaging if it is personalised, according to Forbes. How […] Read more
As B2B marketers, we always want our campaigns to be successful. We want to be Best-in-Class in marketing, but sometimes we fall short. Rewarding marketing is not one-dimensional, or even build on only one proposition. This is why SPOTONVISION has developed a B2B Campaigning Maturity Scan. It is not enough to have a strategy in […] Read more
SPOTONVISION is launching a new maturity model – this time focused on B2B campaigns. The idea is to help you understand how mature your B2B campaigns are and discover how to make them even more successful. The model has four levels, Level 1 is Starter, 2 is Practitioner. Level 3, is advanced, and Level 4, […] Read more
For many years now, account-based marketing has been a buzz word in B2B marketing. Many organizations are implementing ABM or want to get started with ABM in the near future. But what exactly is ABM and what is the importance of an account-based approach for your organization? […] 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
