B2B Predictions 2023: The Customer One of our predictions for 2023 is that we will put customers’ interests first even more. Customer insight, customer engagement and customer experience will be hot topics and we are ready to invest in them. What does this mean for Marketing and Sales? And how do we respond to this […] Read more
Do you want to take your marketing campaigns to the next level? SPOTONVISION introduces a way to help B2B marketers understand their pitfalls and strengths. Our maturity model is a tool to measure your maturity when it comes to B2B marketing campaigns and identify the areas in which you can grow. Familiarise yourself with our […] Read more
With a pandemic around us, we see everything shifting. Sectors, like health and medical research, which have become more valuable. While other sectors are slowly disappearing, think of the catering and travel sector. And, what does COVID-19 mean for business services? How are we going to adapt to the “new normal”? And what exactly is this “new normal”? […] Read more
Are you already working on your customer journey and customer experience? To be honest…you should be. To stay competitive, we must continuously respond to the needs of the customer, also in B2B. But how does it work? Definitions and explanation of the customer journey What is customer journey mapping in B2B? What is the definition […] Read more
For some years, customer experience has been high on the agenda of many companies in both B2C and B2B. In 2014, the Economist predicted that in five years, 75 percent of marketers would be responsible for the total customer experience. But are we ready yet? […] Read more
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
The terms customer journey and buyer journey are frequently used interchangeably. However, there is a clear difference between the customer journey and buyer journey. The buyer journey refers to ‘market’ and ‘sell’, while the customer journey refers to ‘support’ and ‘serve’. Within the customer journey many players and aspects play a great role in contributing to the ultimate customer experience. […] Read more
At a round-table meeting with a small group of B2B marketing professionals, we explored the four main challenges of customer journeys in more detail. The first three challenges involved gaining management buy-in, types of research and implementation of a customer journey project. […] Read more
Marketers tend to focus on the buyer journey on a daily basis. By looking at buyer’s behaviour in the awareness and consideration phase of this journey, marketing can deliver added value by ensuring that qualified leads stay in the sales funnel until the purchase phase. […] Read more
At a round-table meeting with a small group of B2B marketing professionals, we explored the four main challenges of customer journeys in more detail. In part 1 we looked at gaining buy-in for a customer journey project. […] Read more
