Buyer Journey resources

Articles labelled with

Buyer Journey

Account-based marketing Adoption Internal Organisation Buyer Enablement Buyer Journey Buyer Personas Content Marketing Conversational Marketing Customer Journey Data & analytics Lead Generation Lead Management Lead Nurturing Marketing Automation Online Marketing Positioning Sales Enablement Webinar

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

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. […] 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

GDPR and B2B marketing: Are you informed?

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

B2B marketers need a new marketing mix

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