AI made personalization easy. Relevance is what converts.

by Shimon Ben Ayoun | Mar 6, 2026 | ABM, European ABM Forum 2026

Personalization in B2B marketing has never been simpler. Artificial intelligence can automate outreach and content at scale, yet senior marketers must distinguish between convenience and meaningful relevance. Edwina Dendler, CMO at Prismic, explores this distinction...

Shift left. Shift right: Rethinking the ABM playbook for 2026

by Shimon Ben Ayoun | Mar 6, 2026 | ABM, European ABM Forum 2026

At the upcoming European ABM Forum in Amsterdam on 26 March, Ingrid Archer and Robert Norum will open the event with a keynote titled Shift left, shift right: The new ABM playbook for 2026. In a recent conversation with Shimon Ben Ayoun, co-founder of SPOTONVISION,...

Treat Sales as your primary account to drive ABM alignment

by Shimon Ben Ayoun | Feb 26, 2026 | ABM, European ABM Forum 2026

In a recent discussion, Shimon Ben Ayoun, co-founder of SPOTONVISION, spoke with Lisa Ocharo, ABM Manager at Merck Group, about one of the most persistent barriers to ABM success: internal commercial engagement. Their conversation focused on why alignment often stalls...

From workshop to workflow: One buying group. One play. Go.

by Shimon Ben Ayoun | Feb 24, 2026 | ABM, European ABM Forum 2026

An upcoming session at the European ABM Forum in Amsterdam aims to move account-based marketing from theory into practice. In a discussion with Shimon Ben Ayoun, Tamara den Hartog and Ingrid Archer of SPOTONVISIONoutlined what senior marketers and sales leaders can...

AI and Economic Uncertainty Are Rewriting B2B Buying

by Shimon Ben Ayoun | Feb 19, 2026 | ABM, European ABM Forum 2026

The acceleration paradox: shorter journeys, same winners Economic uncertainty is widely assumed to slow purchasing decisions. The data suggests a different pattern. “We expected buying journeys to take longer. But the opposite has occurred.” Many buying processes are...