Blog and insights

Discover the future of B2B Marketing

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Buyer journey, Buyer Personas, Strategy
What is a buyer persona?
A buyer persona offers you insights in your buyer and the buyer’s journey. These insights form the basis of successful marketing campaigns.
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Account-based marketing, Buyer journey, Buyer Personas
Does AI know what makes your B2B buyer tick?
Explore how artificial intelligence changes the landscape of gathering buyer insights. Find out more about buyer persona research and AI.
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Buyer journey, Buyer Personas
Interview: How to craft buyer personas in B2B marketing
Interview with Ingrid Archer, Director of Clients Strategy & Success at SPOTONVISION on why buyer personas are crucial for developing high-performing campaigns.
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Account-based marketing, Buyer journey, Buyer Personas, Content Marketing
The power duo: account-based marketing and buyer personas 
As we navigate 2023, buyer personas and ABM remain vital for businesses striving to foster meaningful connections with customers.
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Account-based marketing, Buyer journey, Buyer Personas, Customer Journey
Improving customer experience and engagement: Definitely worth the effort!
B2B Marketing and Sales Predictions for 2023
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Buyer journey, Buyer Personas, Content Marketing
From B2B buyer journey to content plan: the highlights
Discover how to create content that convert with these tips from our co-founder Ingrid. She shares the path from B2B buyer journey to content.
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Account-based marketing, Buyer Enablement, Buyer journey, Content Marketing, Data & analytics, Digital Marketing
B2B Marketing predictions: The danger of 2022
We’ve looked at research from the main leaders in marketing to find what to include in our B2B marketing plans for 2022.
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Account-based marketing, Buyer journey, Content Marketing
SPOTONVISION celebrates its 15th anniversary
Fifteen years ago Ingrid Archer and Shimon Ben Ayoun founded B2B marketing agency SPOTONVISION, the pioneer in B2B marketing in Europe.
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Account-based marketing, Adoption Internal Organisation, Buyer journey
Good stakeholder management is half the battle in ABM, or maybe the main battle
In this interview with Hans de Winkel from accountancy and advisory firm EY. We will discuss a crucial part of ABM: stakeholder management.
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