Many B2B companies want to create more insight in their buyer. One way of doing this is to develop buyer personas. This is actually a good thing. Unfortunately, we often see how buyer research fails. Sometimes the buyer persona profiles are completely ineffective. We have been developing buyer personas for more than 15 years, and here are the 7 common mistakes in buyer persona development. […] Read more
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
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
“The success of your marketing campaigns depends on your insights into the target group”, says Lianne Veldhuis, content marketer at Ultimo Software Solutions. Ultimo offers software solutions to support management processes. Two years ago, SPOTONVISION collected buyer insights and created 2 buyer personas for Ultimo. Today Lianne works with the personas and insights in their buyer journey on a daily basis. Do you want to know how customer insights lead to successful campaigns? […] Read more
The economy is running at full speed, the market is expanding internationally and companies dare to take more risks than before. A number of companies are not being held back by national borders and seek international success. What does it mean for you as marketer to develop and execute an international marketing strategy? Where should you start? What does your strategy need to look like to best serve different countries and cultures. […] Read more
According to Adele Revella, author of the book Buyer Personas, marketing surveys have indicated that, within the next couple of years, at least 80 percent of all marketers will be using buyer personas to define their audiences and guide business strategies. Being a B2B marketing strategist myself, I am excited to speak to Adele. […] Read more
Imagine you are in one of the following three situations, what do you do?
You are in Europe and your colleagues from the US Head Quarters or Corporate have given you a buyer persona to work with; what to do? […] Read more
“We actually turned our marketing upside down” says Marije Gould, Vice President Marketing EMEA for Verint Systems. She explains that in the past year they chose a completely different approach to their B2B marketing. And it worked. […] Read more
More and more, B2B companies want more insight in their target buyers. A customer profile (buyer persona) is made before marketing plans are developed. So far so good. Building a buyer’s profile however might sound easy but it isn’t always as easy as it seems. A buyer persona is a fundamental step though. […] Read more
Each buyer is unique. However, we do not always have the opportunity and the resources to approach each buyer individually. So, we listen to the buyers and we try to find common denominators so we can tailor our marketing message. The crazy thing is that we have been marketing for years without a solid idea about our buyer, particularly in business-to-business. […] Read more
