Last year AFAS teamed up with spotONvision to create a better understanding of their customer’s journey, focusing on the immediate post purchase stage. […] Read more
How to gain buy-in for your customer journey project? Do’s and don’ts – part 1
Articles labelled with
Customer Journey
B2B Customer Journey Management using Marketing Dashboards – part 1
For many B2B marketers in the Netherlands it is still a challenge to connect marketing activities to company revenues. Now that more companies are embracing customer journey management, marketers face even more complexity in measuring marketing success. […] Read more
The truth about retention
Customer experience management is one of the main challenges B2B marketers are facing. Questions arise such as how companies can improve customer experience while still delivering tangible business benefits? Which disciplines should be involved and how can customer retention play a role? spotONvision spoke to Elena Enthoven from Elsevier and picked up some tricks and tips. […] Read more
B2B customer contact: tips to make it personal and efficient
B2B customer contact: what makes it a positive experience? Which expectations and needs does a B2B customer have? And are there differences between B2B branches? […] Read more
Chairman Lars Sørensen brings interaction and energy
Energy! Come and get some yourself and experience some of his. We are proud to present our chairman Lars Sørensen. As chairman of the B2B marketing forum he will make use of all possibilities to focus on the content of the day instead of focusing on the clock. Are you curious what he has in store for you? We spoke to him about his role as ‘transfer manager’ and on his thoughts on the theme of this year’s forum. […] Read more
Marketing is not a campaign; it’s a commitment
Awareness creation receives way too much investment, claims Joseph Jaffe, author of best selling book Flip the Funnel: “Merely putting something out there in the hope that it will stick is naïve, futile and exceptionally unrealistic in today’s fragmented, cluttered, and brand-wary world.” […] Read more
The buyer journey versus the customer journey: what is the difference?
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. […] Read more
The new marketer: marketing takes the lead in customer experience
According to a report recently published by The Economist The rise of the marketer: Driving engagement, experience and revenue CMO’s have discovered a global shift with regard to who is in the lead in customer experience. What is causing this shift? And is this shift also taking place in the Netherlands? […] 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
Game change in B2B: the way to a customer-minded organisation
The B2B Marketing Forum will be held on March 17th in Utrecht. Marije van Donselaar, Marketing Strategy Manager at Nuon Business in The Netherlands, will be one of the speakers. […] Read more