{"id":36759,"date":"2020-05-20T13:00:45","date_gmt":"2020-05-20T13:00:45","guid":{"rendered":"https:\/\/www.spotonvision.com\/cases\/reed-business-information\/"},"modified":"2024-12-18T10:30:54","modified_gmt":"2024-12-18T09:30:54","slug":"buyer-journey-brightmine","status":"publish","type":"cases","link":"https:\/\/www.spotonvision.com\/nl\/klanten\/buyer-journey-brightmine\/","title":{"rendered":"Agile Buyer Journey &#8211; Brightmine"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aeb4c864218d {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aeb4c864218d {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aeb4c864218d {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aeb4c864218d {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aeb4c864218d\">\n        <div class=\"dw_single_header_block_background\" style=\"background-color: #FFF8F7\">\n            <div class=\"container center dw_single_header_block_container\">\n                <div class=\"dw_single_header_block_columns\">\n                    <div class=\"dw_single_header_block_column left\">\n                        <div class=\"dw_single_header_block_breadcrumb\"><div class=\"breadcrumbs\"><\/div><\/div>\n                        <div class=\"dw_single_header_block_content title\"><h1>Agile Buyer Journey &#8211; Brightmine<\/h1><\/div>\n                                                                        <div class=\"dw_single_header_block_content buttons\">\n                                                            <a href=\"https:\/\/www.spotonvision.com\/nl\/contact\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Neem contact op<\/a>\n                                                                                <\/div>\n                                            <\/div>\n                                        <div class=\"dw_single_header_block_column right\">\n                        <div class=\"dw_single_header_block_image\">\n                            <img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/05\/Brightmine.jpg\" alt=\"\" \/>\n                        <\/div>\n                    <\/div>\n                                                    <\/div>\n            <\/div>\n        <\/div>\n            <\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Brightmine&nbsp;(voorheen XpertHR) is expert op het gebied van informatie en analytics. Wij spraken met Mirella Vorstenbosch, Team Lead Marketing, over haar marketing- en salesuitdagingen en hoe zij op zoek was naar een goede basis om marketingcampagnes te ontwikkelen. SPOTONVISION hielp haar met de agile buyer journey.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-uitdaging\"><strong>Uitdaging<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Wij wilden onze marketing en sales focus verleggen naar de HR-businesspartner en voor deze doelgroep specifieke campagnes maken. De urgentie was groter omdat we gingen starten met het marketing automation systeem Eloqua. We hebben nog geen ervaring met een marketing automation systeem en willen weten hoe we campagnes moeten opzetten en uitdenken. Onze grootste uitdaging is momenteel hoe je een campagneflow ontwikkelt.<\/p>\n\n\n<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      <\/div>\n<\/div>\n\n\n    <style>\n\n                .dw_review_slider_block_wrapper_16aeb4c86555b7 {\n            padding-top: 0;\n        }\n\n        \n                .dw_review_slider_block_wrapper_16aeb4c86555b7 {\n            padding-bottom: 0;\n        }\n\n        \n\n    <\/style>\n\t    <div class=\"dw_review_slider_block_wrapper\">\n        <div class=\"dw_review_slider_block_columns\">\n            <div class=\"dw_review_slider_block_column left\">\n                <div class=\"dw_review_slider_block_quote_icon\">\n                                            <img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/themes\/spotonvision\/assets\/output\/images\/quote.webp\" alt=\"\" width=\"92px\" height=\"72px\"\/>\n                                    <\/div>\n            <\/div>\n            <div class=\"dw_review_slider_block_column right dw_review_slider_block_wrapper_16aeb4c86555b7\">\n                                    <div class=\"dw_review_slider_block_items single\">                        <div class=\"dw_review_slider_block_slide_item\">\n                            <div class=\"dw_review_slider_block_slide_item_columns\">\n                                <div class=\"dw_review_slider_block_slide_item_column left\">\n                                    <div class=\"dw_review_slider_block_slide_quote\"><!-- wp:paragraph -->\n<p><em>&#8220;SPOTONVISION heeft ons geleerd hoe je tot een campagneplan komt en een marketing automation campagne uitrolt.&#8221; <\/em><\/p>\n<!-- \/wp:paragraph --><\/div>\n                                    <div class=\"dw_review_slider_block_slide_reviewer\">\n                                                                                    <div class=\"dw_review_slider_block_slide_person_picture\">\n                                                <img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/MV-RBI-300x285-1-150x150.webp\" width=\"64px\" height=\"64px\"\n                                                     alt=\"\"\/>\n                                            <\/div>\n                                                                                <div class=\"dw_review_slider_block_slide_person_name dw_font_firasans s18 w500 h24\">Mirella Vorstenbosch, Team Lead Marketing &#8211; Brightmine<\/div>\n                                    <\/div>\n                                <\/div>\n                                <div class=\"dw_review_slider_block_slide_item_column right\">\n                                                                    <\/div>\n                            <\/div>\n                        <\/div>\n                                        <\/div>                            <\/div>\n        <\/div>\n    <\/div>\n    \n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\"><div class=\"dupi_spacer_content sp-xs \"><\/div>\n      \n\n\n<h2 class=\"wp-block-heading\" id=\"h-oplossing-agile-buyer-journey\"><strong>Oplossing<\/strong>: Agile Buyer Journey<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Om direct een juiste campagneflow op te zetten, heeft SPOTONVISION ons geholpen aan de hand van een <a href=\"https:\/\/www.spotonvision.com\/strategie\/buyer-journey\/\">agile buyer journey<\/a><em> <\/em>project. Het project bestaat uit drie sprints waarbij je koper, content en campagnes samen doorloopt. Uiteindelijk hebben we niet iedere week een sprint gedaan. Dit liep uit doordat je toch afhankelijk bent. Iedere maand deden we een workshop waarin we \u00e9\u00e9n sprint doorliepen. Dit is behoorlijk ambitieus. Ik merk dat je afhankelijk bent van collega\u2019s om snel stappen te maken gedurende het project. Dit had ik eerlijk gezegd niet verwacht. Om dit te versnellen deden we een kick-off met de betrokken teams, zoals het salesteam. Deze kick-off was belangrijk voor de afstemming over hoe we de campagnes gaan uitrollen en wie welke verantwoordelijkheden op zich neemt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-resultaat\"><strong>Resultaat<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Het meest waardevolle resultaat van de agile buyer journey is de bewustwording van de logica achter een campagne. Door het project met SPOTONVISION te doen krijg je houvast, zodat je zelf weet hoe je een campagne vanaf het begin kan opzetten. Persoonlijk heb ik ook geleerd hoe ik over een campagne op de juiste manier kan communiceren, zowel binnen het team, als in de business. Hier zijn door SPOTONVISION ook de juiste documenten voor aangeleverd.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cOp kantoor hangt de poster waarop de campagneflow is uitgetekend. Die poster is echt heel groot, 3 bij 2 meter zo ongeveer. Daar kan dus niemand omheen! Door deze poster krijgt het team &amp; de organisatie de structuur veel sneller onder de knie&#8221;, aldus Mirella<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Door de inzichten in de agile buyer journey, de content en het campagne framework weten we nu beter hoe we ook andere campagnes kunnen inrichten. Het fijne aan het project is dat de contentidee\u00ebn voor meerdere campagnes gebruikt kunnen worden. Deze idee\u00ebn kunnen we nu dus hergebruiken voor andere campagnes. SPOTONVISION heeft ons geleerd hoe je stap voor stap tot een campagneplan komt en een marketing automation campagne uitrolt. Dat heeft mij en mijn team veel inzichten opgeleverd. Echt een nieuwe manier van werken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Verder gaan we nu onderscheid maken tussen de doelgroepen. Elke doelgroep heeft een eigen boodschap. De groep is dan wel minder groot, maar de content sluit nu echt aan op hun behoeften. We hebben nu segmentatie ingericht naar de verschillende doelgroepen en zien dat het nu al meer oplevert dan toen we content naar onze hele database stuurden.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-wat-wil-je-andere-bedrijven-meegeven-die-overwegen-om-een-agile-buyer-journey-project-te-starten-met-spotonvision\">Wat wil je andere bedrijven meegeven die overwegen om een agile buyer journey project te starten met SPOTONVISION?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Weet wat je wil. Het is belangrijk dat je weet wat je doel is en wat je met het agile buyer journey project wil bereiken. Wij kwamen erachter dat wij het project startten met twee vraagstukken, waardoor we op de helft van het project de richting moesten veranderen. Met name door het advies van SPOTONVISION kregen we een heldere doelstelling.<\/p>\n\n\n<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Voor Brightmine\u00a0hebben we een Agile Buyer Journey opgeleverd.<\/p>\n","protected":false},"featured_media":42715,"template":"","cases_category":[],"class_list":["post-36759","cases","type-cases","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Agile Buyer Journey - Brightmine - SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Voor Brightmine\u00a0hebben we een Agile Buyer Journey opgeleverd, met als resultaat bewustwording van de logica achter een campagne.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spotonvision.com\/nl\/klanten\/buyer-journey-brightmine\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Agile Buyer Journey - Brightmine\" \/>\n<meta property=\"og:description\" content=\"Voor Brightmine\u00a0hebben we een Agile Buyer Journey opgeleverd, met als resultaat bewustwording van de logica achter een campagne.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spotonvision.com\/nl\/klanten\/buyer-journey-brightmine\/\" \/>\n<meta property=\"og:site_name\" content=\"SPOTONVISION\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SPOTONVISION.B2B\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-18T09:30:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/05\/Brightmine.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"892\" \/>\n\t<meta property=\"og:image:height\" content=\"595\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@SPOTONVISION\" \/>\n<meta name=\"twitter:label1\" content=\"Geschatte leestijd\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/klanten\\\/buyer-journey-brightmine\\\/\",\"url\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/klanten\\\/buyer-journey-brightmine\\\/\",\"name\":\"Agile Buyer Journey - Brightmine - SPOTONVISION\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/klanten\\\/buyer-journey-brightmine\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/klanten\\\/buyer-journey-brightmine\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.spotonvision.com\\\/wp-content\\\/uploads\\\/2024\\\/05\\\/Brightmine.jpg\",\"datePublished\":\"2020-05-20T13:00:45+00:00\",\"dateModified\":\"2024-12-18T09:30:54+00:00\",\"description\":\"Voor Brightmine\u00a0hebben we een Agile Buyer Journey opgeleverd, met als resultaat bewustwording van de logica achter een campagne.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/klanten\\\/buyer-journey-brightmine\\\/#breadcrumb\"},\"inLanguage\":\"nl-NL\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/klanten\\\/buyer-journey-brightmine\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"nl-NL\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/klanten\\\/buyer-journey-brightmine\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.spotonvision.com\\\/wp-content\\\/uploads\\\/2024\\\/05\\\/Brightmine.jpg\",\"contentUrl\":\"https:\\\/\\\/www.spotonvision.com\\\/wp-content\\\/uploads\\\/2024\\\/05\\\/Brightmine.jpg\",\"width\":892,\"height\":595},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/klanten\\\/buyer-journey-brightmine\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Agile Buyer Journey &#8211; 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