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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.

Here we write down what we see working at clients. Not a summary of someone else's research, but what happens in a real B2B buying journey and what you can do with it.

The articles sit under three headings: Demand Generation, B2B marketing and News. Under Demand Generation you read how to become known to companies that are not searching yet, and how to be in view once they do search. Under B2B marketing it is about the basis underneath: your ideal customer, your proposition, the systems you measure in and what AI does to search behaviour. Under News you find what is happening at our end.

Pick the subject that matches your question. Or start with the latest article.

Outsourcing content marketing to an agency B2B-marketing4 min Outsourcing content marketing to an agency What a content agency can do for you, what input it needs and how to connect your content to your sales process. Read more Employer value proposition: find yours without a workshop B2B-marketing5 min Employer value proposition: find yours without a workshop What an employer value proposition (EVP) is, why the workshop is the wrong place to find it, and how to test it in a campaign… Read more LinkedIn advertising in B2B: how it works Demand Generation4 min LinkedIn advertising in B2B: how it works How LinkedIn advertising works in B2B, from ad formats and targeting to billing, and where the return does and does not show up. Read more B2B lead generation: building a pipeline that fills sales Demand Generation4 min B2B lead generation: building a pipeline that fills sales What lead generation is, why B2B lead generation works differently and how to build a pipeline that produces sales conversations… Read more The difference between marketing strategy and tactics B2B marketing4 min The difference between marketing strategy and tactics Many B2B companies are busy with campaigns, content and ads, but lack the plan underneath. In this blog you will read what the difference is between strategy and tactics, how to recognise a… Read more SEO in the age of AI: how to stay visible in B2B 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… Read more Looking back on the Open Agency Night in Groningen News1 min Looking back on the Open Agency Night in Groningen We look back on a successful edition of the Open Agency Night 2026. The atmosphere was great. Read on for impressions of… Read more Open Agency Night Groningen at Art of Advertising 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 online marketing strategy in 2026 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 Is AI taking over B2B marketing? 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 How to stay top of mind in complex B2B sales 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 Your website as the engine of B2B marketing 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 We have moved! 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 Relevance is what B2B marketing is all about News4 min Relevance 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 What is an Ideal Customer Profile (ICP)? 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 Sales Intelligence 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 Capture 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 Generation Demand Generation4 min Demand Generation Demand Generation responds to the changing way customers buy. Decision-makers do their own research, compare… Read more The foundation of B2B marketing 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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