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What we learn, we write down.

On demand generation, AI, SEO and the long B2B buying journey. Not theory from a book, but what we see working with clients. And what doesn't.

B2B marketing6 min SEO in the age of AI: how to stay visible in B2B AI is changing how B2B buyers search and decide. In this article you will read why SEO is no longer just about rankings and clicks, but about visibility, trust and… Read more News1 min Looking back: a successful Open Agency Night at Art of Advertising We look back on a successful edition of the Open Agency Night 2026. The atmosphere was great. Read on for impressions of… Read more News1 min Open Agency Night Groningen at Art of Advertising On Thursday 23 April, Art of Advertising takes part in the Open Agency Night in Groningen. That means: doors open, people… Read more B2B marketing5 min B2B online marketing strategy in 2026 B2B online marketing works differently from what most people think. It takes a continuous process in which you are visible to… Read more B2B marketing4 min Is AI taking over B2B marketing? You hear it more and more: “Will AI take over marketing?” As if we can all stop and close our agencies… Read more Demand Generation3 min How to stay top of mind in complex B2B sales In complex B2B sales, cycles are long and decisions are careful. Demand generation helps you stay visible and… Read more B2B marketing2 min Your website as the engine of B2B marketing A strong B2B website is more than a digital business card: it is the engine of your marketing. Without a clear proposition… Read more News1 min We have moved! Same address, new beginning: Art of Advertising has a new office! We have moved to the front of Coehoornsingel 117… Read more News4 min “Relevance, relevance, relevance: that is what B2B marketing is all about” Marwin Iedema and Dirk Schaafsma, founders of B2B marketing agency Art of Advertising, take us through their approach, their view of… Read more Demand Generation3 min What is an Ideal Customer Profile (ICP)? A successful Demand Generation strategy starts with defining your ideal customer (ICP). Only when you know who you want to… Read more Demand Generation3 min Sales Intelligence Sales Intelligence is the last step in your B2B marketing approach. Once you are visible to the right audience, you want to… Read more Demand Generation3 min Demand Capture Demand Capture focuses on the moment your audience is ready to choose. They have done their research and know what they are looking for… Read more Demand Generation4 min Demand Generation Demand Generation responds to the changing way customers buy. Decision-makers do their own research, compare… Read more Demand Generation4 min The foundation of B2B marketing Many companies want to get going fast, but skip the foundation. That foundation matters, because you can only build recognition and… Read more

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