{"id":36619,"date":"2016-04-17T08:39:53","date_gmt":"2016-04-17T08:39:53","guid":{"rendered":"https:\/\/www.spotonvision.com\/news\/persbericht-zojuist-verschenen-onderzoek-roi-naar-customer-journey-succes\/"},"modified":"2024-05-06T22:08:27","modified_gmt":"2024-05-06T20:08:27","slug":"persbericht-zojuist-verschenen-onderzoek-roi-naar-customer-journey-succes","status":"publish","type":"news","link":"https:\/\/www.spotonvision.com\/nl\/nieuws\/persbericht-zojuist-verschenen-onderzoek-roi-naar-customer-journey-succes\/","title":{"rendered":"Onderzoek &#8216;Van ROI naar customer journey succes&#8217;"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aefe661c3f9c {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aefe661c3f9c {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aefe661c3f9c {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aefe661c3f9c {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aefe661c3f9c\">\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>Onderzoek &#8216;Van ROI naar customer journey succes&#8217;<\/h1><\/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\/03\/ROI-meten-B2B-marketing-892x477.jpg\" alt=\"\" \/>\n                        <\/div>\n                    <\/div>\n                                                    <\/div>\n            <\/div>\n        <\/div>\n                <div class=\"container center dw_single_header_block_author\">\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/the-spotonvision-editorial-team\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/7751fc11d611c03969e1e528e15d483a72ace948516c00c07210be80d547cfaf?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/the-spotonvision-editorial-team\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                The SPOTONVISION editorial team &#8211; Published:&nbsp;April 17, 2016            <\/a>\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\"><strong>Amstelveen, 17 maart 2016 \u2013 <\/strong>Ook dit jaar heeft B2B-marketingbureau spotONvision onderzoek gedaan naar de status van B2B Marketing Performance Management in Nederland. In het onderzoek van 2015 lag de nadruk op het aantonen van de marketing-ROI. Dit jaar is er gekozen voor een nieuwe invalshoek: ROI en de customer journey.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het onderzoeksrapport <em>Van ROI naar customer journey succes <\/em>wordt vandaag gelanceerd tijdens de 7<sup>e<\/sup> editie van het B2B Marketing Forum.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">Uit internationale CMO-onderzoeken blijkt dat er een toenemende aandacht is voor customer journey management. Meer en meer CMO\u2019s gebruiken de customer journey fasen als structuur voor het vaststellen van marketingbudgetten en het lijkt erop dat het \u2018customer journey denken\u2019 hiermee een weg heeft gevonden naar de directiekamer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">spotONvision wilde weten of en hoe B2B-marketingdirecteuren in Nederland het \u2018customer journey denken\u2019 ook al omarmen en of ze de marketingresultaten kunnen meten aan de hand van de customer journey.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het onderzoek is gebaseerd op 18 interviews met een selecte groep CMO\u2019s en marketingdirecteuren van toonaangevende Nederlands B2B-organisaties van onder andere ABN AMRO Bank, Nuon, Philips Lighting, Robeco en Unit4.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-opvallende-resultaten\">Opvallende resultaten<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Adwin Gerritsen, senior consultant bij spotONvision: \u201cB2B-marketeers zijn vooral gericht op leadgeneratie en acquisitie, waardoor er vaak nog geen sprake is van integraal customer journey management.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wel zien we dat marketeers qua meetmodellen en processen vooruitgaan. Zo blijkt dat organisaties steeds vaker gebruik maken van marketing automation; inmiddels gebruikt 78% van de respondenten een marketing automation systeem (t.o.v. 72% in 2015).\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOp het gebied van reporting en dashboarding is echter nog veel winst te behalen. Veel organisaties hebben nog geen integraal beeld van marketing performance. Data zijn nog vaak aanwezig in verschillende bronnen waardoor handwerk nodig is om de data op te halen. Hierdoor kunnen de marketingresultaten over de customer journey nog niet inzichtelijk gemaakt worden,\u201d aldus Shimon Ben Ayoun, Managing Partner van spotONvision.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Over spotONvision<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">spotONvision is een demand generation agency, een modern B2B-marketingbureau, dat organisaties helpt hun omzet te verhogen. Wij cre\u00ebren en implementeren ge\u00efntegreerde sales- en marketingstrategie\u00ebn om je klant door de customer journey te leiden. We begeleiden je met lead generatie, lead nurturing, sales enablement en klantmarketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Om toekomstvaste resultaten te behalen adviseren wij onze klanten aan de hand van de belangrijkste pijlers van B2B-marketing: buyer persona\u2019s en customer journeys, contentmarketing, lead management, en marketing technologie, zoals marketing automation en dashboards. Zo helpen we marketingteams met hun transformatie naar resultaatgerichte teams die niet alleen de beste ROI maar ook de beste klantbeleving leveren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Met een ruime ervaring in B2B-marketing, sales en communicatie, werkt spotONvision onder meer voor klanten als AFAS, Elsevier, EY, Interpolis, Nuon, Sabic, Schiphol en T-Mobile Zakelijk.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bovendien maakt spotONvision zich hard voor het uitwisselen van B2B-marketingkennis onder marketeers en richtte in 2010 het B2B Marketing Forum en de B2B Marketing Award op.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Website:&nbsp;<a href=\"https:\/\/www.spotonvision.com\/\">https:\/\/www.spotonvision.com<\/a><br>Twitter: &nbsp;<a href=\"http:\/\/www.twitter.com\/spotonvision\">http:\/\/www.twitter.com\/spotonvision<\/a><\/p>\n\n\n<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      \n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\/>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><strong>Deel dit artikel<\/strong><\/p>\n\n\n<div class=\"addtoany_shortcode\"><div class=\"a2a_kit a2a_kit_size_32 addtoany_list\" data-a2a-url=\"https:\/\/www.spotonvision.com\/nl\/nieuws\/persbericht-zojuist-verschenen-onderzoek-roi-naar-customer-journey-succes\/\" data-a2a-title=\"Onderzoek \u2018Van ROI naar customer journey succes\u2019\"><a class=\"a2a_button_x\" href=\"https:\/\/www.addtoany.com\/add_to\/x?linkurl=https%3A%2F%2Fwww.spotonvision.com%2Fnl%2Fnieuws%2Fpersbericht-zojuist-verschenen-onderzoek-roi-naar-customer-journey-succes%2F&amp;linkname=Onderzoek%20%E2%80%98Van%20ROI%20naar%20customer%20journey%20succes%E2%80%99\" title=\"X\" rel=\"nofollow noopener\" target=\"_blank\"><\/a><a class=\"a2a_button_linkedin\" href=\"https:\/\/www.addtoany.com\/add_to\/linkedin?linkurl=https%3A%2F%2Fwww.spotonvision.com%2Fnl%2Fnieuws%2Fpersbericht-zojuist-verschenen-onderzoek-roi-naar-customer-journey-succes%2F&amp;linkname=Onderzoek%20%E2%80%98Van%20ROI%20naar%20customer%20journey%20succes%E2%80%99\" title=\"LinkedIn\" rel=\"nofollow noopener\" target=\"_blank\"><\/a><a class=\"a2a_button_email\" href=\"https:\/\/www.addtoany.com\/add_to\/email?linkurl=https%3A%2F%2Fwww.spotonvision.com%2Fnl%2Fnieuws%2Fpersbericht-zojuist-verschenen-onderzoek-roi-naar-customer-journey-succes%2F&amp;linkname=Onderzoek%20%E2%80%98Van%20ROI%20naar%20customer%20journey%20succes%E2%80%99\" title=\"Email\" rel=\"nofollow noopener\" target=\"_blank\"><\/a><\/div><\/div>\n\n\n<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>ok dit jaar heeft B2B-marketingbureau spotONvision onderzoek gedaan naar de status van B2B Marketing Performance Management in Nederland. 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