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, and their B2B buyer journey, as well as how to create content that converts. A recap of the most […] Read more
Buyer personas: the essential step to successful B2B marketing campaigns
“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
3 tips for international B2B marketing success
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
3 realistic scenarios when creating cross border buyer personas
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
Verint turns marketing around: “It’s not about us, it’s about our customer”
“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
Buyer personas in B2B: 3 most common mistakes
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
How to create a buyer persona profile in B2B in 4 steps
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
Buyer persona creation: tips and tricks for interviews
To really know your buyer, you should regularly talk to him. Marketers often confuse talking to buyers with talking to existing customers. Sure, that is important too but it is much more relevant to understand why a potential customer walked away or why a prospect has never heard of you. This article outlines several tips on how best to interview your buyers to ensure your know their profile and their buying cycle. […] Read more
Buyer Personas in B2B: Get into the head of your customer
This week Shimon Ben Ayoun interviewed, Adele Revella, Buyer Persona expert and founder of the Buyer Persona Institute. Below you can watch the full video interview or alternatively you can read the interview summary. […] Read more