SPOTONVISION celebrates 20 years of B2B marketing and ABM
Amsterdam, 26 August 2026 – This year, SPOTONVISION celebrates its 20th anniversary. What started in 2006 with one ambition, to put B2B marketing firmly on the map, has developed into two decades of helping B2B organisations understand their buyers, build stronger customer relationships and create growth.
Founded by Ingrid Archer and Shimon Ben Ayoun, SPOTONVISION has now worked with more than 200 customers across borders, from the Netherlands to France, the UK, Spain and the US.
And while the B2B landscape has changed enormously, staying ahead of those changes has always been part of our DNA.
From buyer insight to account-based growth
Understanding buyers has been at the heart of our work from the beginning. Over the years, we have developed more than 150 buyer personas for our customers.
Around a decade ago, we were also among the early B2B agencies helping customers get started with account-based marketing. Since then, we have delivered more than 50 ABM programmes and pilots.
Today, that work increasingly focuses on account-based growth, bringing together buyer and account insight, marketing and sales, intent signals, technology and AI to identify and engage the accounts that matter most.
Shimon Ben Ayoun, co-founder of SPOTONVISION:
“B2B buying has changed enormously. A large part of the buyer journey now takes place before a prospect ever speaks to sales. That means organisations need to recognise signals, understand intent and act on what is happening inside their target accounts. For us, account-based growth is the logical next step, bringing marketing and sales together around the right accounts at the right moment.”
AI has naturally become part of the way we work, supporting research, analysis, content creation and campaign development. We see it as an enabler, helping teams work faster and smarter, while human insight and strong relationships remain essential.
Relationships that last
Working closely with customers and partners has always been central to SPOTONVISION.
Over the past 20 years, our average customer satisfaction score has remained around 9 out of 10, and many relationships have lasted for years. Our very first customer, BNP Paribas Personal Finance, is still a warm relationship today.
For us, that says something important. Technology changes, channels change and buying behaviour changes, but trust and collaboration remain fundamental to successful B2B marketing.
Helping the B2B community move forward
Sharing knowledge has also been part of our story from the start.
In 2010, we founded the B2B Marketing Forum. Two years ago, together with our UK partner B2B Marketing, we evolved the event into the European ABM Forum, reflecting the growing role of account-based marketing across Europe.
Throughout the year, we also organise webinars, masterclasses and events to help B2B professionals apply new ideas in practice.
The B2B Vision Academy is an increasingly important part of this. Through practical programmes in B2B marketing, customer journeys, account-based marketing and AI, we help professionals and teams build the capabilities they need themselves.
Ingrid Archer, co-founder of SPOTONVISION:
“The profession keeps moving, and that is exactly why continuous learning matters. We want to help customers not only by doing the work with them, but also by making their teams stronger. The B2B Vision Academy, our masterclasses and our events are all part of that.”
Twenty years on, our ambition has not changed that much: keep B2B marketing moving forward, stay close to customers and partners, and help businesses build stronger relationships with their buyers.
What will your next chapter look like?
For 20 years, we’ve helped B2B organisations adapt to changing buyers, new technologies and new growth opportunities. If you’re thinking about what comes next for your marketing and sales teams, let’s start a conversation.