{"id":37811,"date":"2023-01-12T15:38:13","date_gmt":"2023-01-12T14:38:13","guid":{"rendered":"https:\/\/www.spotonvision.com\/?post_type=cases&#038;p=37811"},"modified":"2025-04-14T09:27:14","modified_gmt":"2025-04-14T07:27:14","slug":"klantverhaal-account-based-marketing-salesforce","status":"publish","type":"cases","link":"https:\/\/www.spotonvision.com\/nl\/klanten\/klantverhaal-account-based-marketing-salesforce\/","title":{"rendered":"Opschalen van 1-op-1 account-based marketingcampagnes\u00a0&#8211; Salesforce"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af6575f352d6 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af6575f352d6 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af6575f352d6 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af6575f352d6 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af6575f352d6\">\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>Opschalen van 1-op-1 account-based marketingcampagnes\u00a0&#8211; Salesforce<\/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\/2023\/11\/Salesforce-892x595.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<h2 class=\"wp-block-heading\" id=\"h-salesforce-het-1-crm-platform-wereldwijd\">Salesforce: het #1 CRM-platform wereldwijd<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.salesforce.com\/eu\/\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce<\/a> is wereldwijd het nummer 1 platform voor customer relationship management (CRM). Het brengt bedrijven en hun klanten samen, optimaliseert de klantervaring en helpt bedrijven om alle klantinteracties te beheren &#8211; waaronder marketing, sales, IT en klantenservice.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-uitdaging-salesforce-abm\">De uitdaging &#8211; Salesforce ABM<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Salesforce opereert in een zeer competitieve industrie. Daarom is opvallen tussen de concurrentie essentieel, maar niet eenvoudig. Om deze reden moeten marketing- en salesteams hun inspanningen verhogen om waardevolle momenten met een \u2018WOW-effect\u2019 te cre\u00ebren. Op die manier kunnen ze relaties met strategische klanten opbouwen, versterken en tegelijkertijd de algehele klantervaring verbeteren.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het doel van dit project was om gepersonaliseerde marketing op grote schaal te leveren, volgens een 1-op-1 <a href=\"https:\/\/www.spotonvision.com\/nl\/aan-de-slag-met-account-based-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">account-based marketingmethode<\/a>. Dit klinkt makkelijker dan dat het is. De echte uitdaging ligt in het effectief schalen van 1-op-1 ABM \u00e9n tegelijkertijd voldoen aan zeer strakke deadlines.<\/p>\n\n\n<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      \n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" data-id=\"33603\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/sites\/2\/2023\/02\/Salesforce-Spotonvision-2-1024x691.png\" alt=\"\" class=\"wp-image-33603\"\/><\/figure>\n<\/figure>\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_16af6575f59826 {\n            padding-top: 0;\n        }\n\n        \n                .dw_review_slider_block_wrapper_16af6575f59826 {\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_16af6575f59826\">\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;Jullie hebben echt geholpen om ons ABM-programma naar een hoger niveau te tillen.&#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\/1517353312687-150x150.jpg\" width=\"64px\" height=\"64px\"\n                                                     alt=\"\"\/>\n                                            <\/div>\n                                                                                <div class=\"dw_review_slider_block_slide_person_name dw_font_firasans s18 w500 h24\">Gauthier Ginisty, Account-Based Marketing Manager voor Noord-Europa &#8211; Salesforce<\/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-onze-oplossing-focus-op-proces-en-samenwerking\">Onze oplossing &#8211; focus op proces en samenwerking<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bij SPOTONVISION fungeerden we als verlengstuk van het account-based marketingteam van Salesforce. We ondersteunden het Salesforce ABM team met projectmanagement, conceptualisering en het cre\u00ebren van gepersonaliseerde content en account journeys, binnen een strak tijdschema.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tijdens dit project werkten we nauw samen met strategische accountmanagers uit verschillende regio&#8217;s en gespecialiseerde partner bureaus. Dit deden we om waardevolle momenten te cre\u00ebren waar klanten gedurende hun kooptraject enthousiast van worden. Zo hielpen we Salesforce om beter in te spelen op de behoeften van hun strategische accounts. <\/p>\n\n\n<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      \n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"769\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-personalisation-1024x769.webp\" alt=\"\" class=\"wp-image-37566\" srcset=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-personalisation-1024x769.webp 1024w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-personalisation-300x225.webp 300w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-personalisation-768x577.webp 768w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-personalisation-150x113.webp 150w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-personalisation-480x361.webp 480w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-personalisation-560x421.webp 560w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-personalisation-667x501.webp 667w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-personalisation-892x670.webp 892w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-personalisation-1100x826.webp 1100w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-personalisation-1360x1022.webp 1360w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-personalisation.webp 1524w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      \n\n\n<h3 class=\"wp-block-heading\" id=\"h-vier-methoden-om-te-schalen\">Vier methoden om te schalen:<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Om schaalbaar te werken, maakte het Salesforce ABM-team gebruik van vier belangrijke methoden:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Een uitgebreide database<\/strong> met account-based marketing content en tactieken, inclusief een opslagplaats van succesvolle projecten<\/li>\n\n\n\n<li><strong>Een sterk geoptimaliseerd projectmanagementproces<\/strong> dat meerdere teams samenbracht, waardoor samenwerking effici\u00ebnter werd.<\/li>\n\n\n\n<li><strong>Structuren voor interne communicatie en account journey planning<\/strong> die zorgen voor heldere afstemming tussen teams.<\/li>\n\n\n\n<li><strong>Gezamenlijke rapportagemodellen<\/strong> om de voortgang te bewaken en bij te sturen waar nodig. <\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Dankzij deze methoden waren alle activiteiten afgestemd met andere interne belanghebbenden. Zo werd nauw samengewerkt met accountteams, customer success, country marketing, strategische evenementen, executive engagement en tot het Salesforce Innovation Center. Hierdoor kon Salesforce gepersonaliseerde strategische account journeys cre\u00ebren, met naadloze interacties tussen verschillende teams.<\/p>\n\n\n<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      \n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"672\" height=\"343\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-ABM.webp\" alt=\"\" class=\"wp-image-37568\" srcset=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-ABM.webp 672w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-ABM-300x153.webp 300w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-ABM-150x77.webp 150w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-ABM-480x245.webp 480w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-ABM-560x286.webp 560w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/02\/Salesforce-ABM-667x340.webp 667w\" sizes=\"auto, (max-width: 672px) 100vw, 672px\" \/><\/figure>\n\n\n<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      \n\n\n<h2 class=\"wp-block-heading\" id=\"h-het-resultaat-schaalbaar-1-op-1-abm-met-100-groei-door-influenced-marketingpipeline\">Het resultaat &#8211; schaalbaar 1-op-1 ABM met 100% groei door influenced marketingpipeline<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Binnen slechts zes maanden werden meer dan 100 content items op tijd geleverd, speciaal om strategische accounts binnen de Benelux te ondersteunen. De Salesforce ABM-campagnes zorgden gemiddeld voor een indrukwekkende stijging van 100% jaar-op-jaar door influenced marketingpipeline.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Salesforce opereert in een zeer competitieve industrie. Opvallen tussen de concurrentie is essentieel, maar niet eenvoudig. Marketing- en salesteams moeten daarom een tandje bijzetten om waardevolle momenten te cre\u00ebren met een \u2018WOW-effect\u2019. 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