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
What is a buyer persona?
Articles labelled with
Buyer Journey
From B2B buyer journey to content plan: the highlights
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
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
B2B marketing agency SPOTONVISION celebrates its 15th 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
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
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
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
GDPR opt-in campaigns: best practices in B2B
Is your business all set? Or, are you still busy organizing data, privacy actions and your opt-in campaign? In both cases it could be good to look at the best practices of others. Because why would you reinvent the wheel?
When we start thinking about a GDPR-compliant way of working we often start with an audit: what data do I already have, what can I do with it and who gave me permission to start mailing and who didn’t? Now we can launch our opt-in campaign, right? In the end that would be the easiest way to reach out to our contacts in the database. […] Read more
Marketing and GDPR – A quick riddle for you: Why are all companies like banks?
Data protection and privacy regulation is on our doorstep. In this article we look at the positive side of things and we describe a case of how an international company, FIS, implemented all that was needed in order to be ready for the new regulation. […] Read more
‘Honey I shrunk the database!’ about GDPR and consent management
D-day for the GDPR, the new data and privacy regulation is approaching and many of us are talking about it. In a conversation with data expert Colin Day, we explore the top priorities for B2B marketers. […] Read more