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Home » Buyer Journey
Articles labelled with
Buyer Journey
Account-based marketingAdoption Internal OrganisationBuyer EnablementBuyer JourneyBuyer PersonasContent MarketingConversational MarketingCustomer JourneyData & analyticsDigital MarketingLead GenerationLead ManagementLead NurturingMarketing AutomationPositioningSales EnablementWebinar

Improving customer experience and engagement: Definitely worth the effort!

B2B trends 2023: The Customer

B2B Predictions 2023: The Customer One of our predictions for 2023 is that we will put customers’ interests first even more. Customer insight, customer engagement and customer experience will be hot topics and we are ready to invest in them. What does this mean for Marketing and Sales? And how do we respond to this […] Read more

What is a buyer persona?

What is a buyer persona SPOTONVISION

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

From B2B buyer journey to content plan: the highlights

b2b-buyer-journey-content-plan-spotonvision

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

B2B Marketing predictions: The danger of 2022

b2b-marketing-prediction-2022

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

SPOTONVISION celebrates its 15th anniversary

spotonvision-celebrates-15-years-anniversary

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

Good stakeholder management is half the battle in ABM, or maybe the main battle

SOV_Blogheader_Stakeholder management

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

ABM at scale at Unit4

SOV_Blogheader_ABM-at-scale

Personalized content experiences and increasing conversion rates Needle sharp focus on the right accounts to target and address, is the key for a successful account-based marketing strategy. Marije Gould, VP Demand Generation and Field Marketing at Unit4 explains their journey in rolling out true account-based marketing, ABM at scale. Unit4 sells ERP, Financial Planning and […] Read more

Changing roles within the B2B marketing team

changing roles marketing

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. […] Read more

B2B marketers need a new marketing mix

Marketingmix voor B2B marketeers

What priority does data quality have in your marketing strategy? Recently, Shimon Ben Ayoun interviewed Kees Henniphof, Senior Manager New Customers at ServiceNow. Kees is one of the speakers at the B2B Marketing Forum this year. According to Kees data should be top priority. Only by using the right data you can accelerate a lead in the buying process. When you know who is looking for what, where and when, you can better tailor your content to the buyer’s needs. But let’s be honest, this is not easy. […] Read more

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