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
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
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
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
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
The new European privacy regulations caused a great deal of controversy within the marketing world. The scope of this General Data Protection Regulation (GDPR) is broad. After all, it is about data, about personal data in general. And therefore, it also affects marketing. How do you deal with your contacts and leads within your marketing efforts? And, what is and isn’t allowed after May 2018? […] Read more
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