Back in 2017, the B2B marketing community was buzzing about “account-based marketing” (ABM). This came after a period dominated by “inbound marketing”. However, the emergence of a new method doesn’t mean we abandon the old ones! ABM and buyer personas are a power duo. Understanding inbound marketing and the role of buyer personas Inbound marketing is […] Read more
Account-based marketing can be a highly effective marketing strategy when implemented correctly. Content and campaign marketers can achieve great results by following the tips of ABM experts. Discover best practices and insider knowledge to maximise the impact of your campaigns! Account-based marketing strategy and content Account-based marketing (ABM) is a highly targeted strategy that focuses […] Read more
For many years, content marketing has been a powerful strategy for many B2B businesses. An effective content marketing strategy entertains, inspires, educates, and convinces your target audience. No matter if you want to work with blog posts, webinars, or infographics, you always need the content. Jump to What is B2B content marketing? Content marketing strategy […] Read more
Are you already enjoying account-based marketing and maybe seeing the first results of your efforts? We see with many organisations that make the extra effort to properly understand and respond to an account, that this can lead to many positive results. In the meantime, there are always possibilities for improvement. In this blog I’ll give […] Read more
ABM is the new buzzword in the marketing world. Everyone wants in on it. And with good reason, an account-based marketing approach lets you influence the entire decision-making unit of a target account. There are many tools to help you with ABM and a key one among those is LinkedIn. In this blog, we will […] Read more
The world is changing so rapidly that old principles no longer hold. Priorities are shifting. Marketers must adapt the messaging, seek new market insights, and build engagement with buyers and customers. As marketers, we need to better understand what our customer’s needs are right now. A buyer persona provides the solution. Moreover, content marketing should […] Read more
What is GDPR? The General Data Protection Regulation (GDPR) is the toughest privacy and security law in the world. Though it was drafted and passed by the European Union, it imposes obligations onto organizations anywhere, so long as they target or collect data related to people in the EU. The regulation is into effect since May 25, […] Read more
Welcome! Personalisation in B2B is difficult, isn’t it? Let’s face it. That greeting would have been much more powerful if it had stated welcome Mark, welcome Caroline or welcome Youssef. Who doesn’t like a personal welcome, after all? 72% of customers say they only engage with messaging if it is personalised, according to Forbes. How […] Read more
Discovering the best path to grow is an ongoing challenge for any individual, whether in personal or in professional life. Like individuals, organizations and teams have growth ambitions as well. A maturity model is a tool to measure maturity and identify areas for growth. The model developed by SPOTONVISION focuses on the maturity of B2B […] 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, and their B2B buyer journey, as well as how to create content that converts. A recap of the most […] Read more
