Content Marketing

More often people talk about the buyer journey, a journey that the buyer takes till he or she eventually buys. Many companies perform research in this field but you don’t hear a lot about creating insight in the process that follows after the buyer journey, which we call the customer journey. These two terms look alike, are connected to each other but are not the same.

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Marketers have seen their jobs change quickly in the last few years. This transformation continues and is even becoming more accelerated.

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At spotONvision, we work closely with B2B marketers on a daily basis and we see how hard they work and how much passion they put into their work. To see so little appreciation from executive boards for marketing is shocking. It is not only sad, but also frustrating that many marketers miss the opportunity to show real value to their organisation.

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n 2012 we spoke to Vincent Hooplot, at that time the Marketing Director at Robeco, about the implementation of a new content marketing approach for business relations.

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In a previous article, we discussed how marketing automation is helping B2B marketers overcome one of their biggest challenges: relevant engagement with their target audience. The second biggest challenge for B2B marketers is how to deliver only qualified leads to the sales department. Here also, marketing automation offers the ideal solution.

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About 2 years ago at the Forrester Marketing Forum, David Cooperstein spoke about Adaptive Marketing, a new approach marketers must take to survive the significant changes put in front of us.

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Although many marketers have taken steps to monitor marketing performance in their organizations, not all of them manage to create value with this initiative yet. So what is the difference between those who succeed in this pursuit (‘top marketers’) and those who don’t (‘the rest’)?

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These days, buyers are much better informed about the products or services they are interested in. They orient themselves in early stages, even before the first contact with Sales. The time that Sales controlled the sales cycle is over. This makes marketing’s role even more important.

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An interview with Jay Baer about B2B marketing
Today I am talking to Jay Baer and discussing his vision on B2B marketing. Jay Baer is a social media and content marketing strategist, president of Convince & Convert and he is the author of several best-selling books. Jay tries to make the world better by helping companies to create great content.

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More and more we wonder what type of content matches the target group and our own strategy best. When do you make a video and when an article or blog?
A few years ago, I worked for a director who was very visually oriented and I remember I didn’t notice this at first. I was used to submitting my marketing or project plans in a Word document and discuss. After a few times I noticed my director had a problem with it. He really had to concentrate to read it and discuss.

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