{"id":36625,"date":"2017-03-16T10:34:01","date_gmt":"2017-03-16T10:34:01","guid":{"rendered":"https:\/\/www.spotonvision.com\/news\/zojuist-verschenen-beyond-the-hype-b2b-marketing-trendrapport-2017\/"},"modified":"2024-03-21T20:30:30","modified_gmt":"2024-03-21T20:30:30","slug":"zojuist-verschenen-beyond-the-hype-b2b-marketing-trendrapport-2017","status":"publish","type":"news","link":"https:\/\/www.spotonvision.com\/nl\/nieuws\/zojuist-verschenen-beyond-the-hype-b2b-marketing-trendrapport-2017\/","title":{"rendered":"Beyond the Hype: B2B-marketing Trendrapport 2017"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aefdeeec6587 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aefdeeec6587 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aefdeeec6587 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aefdeeec6587 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aefdeeec6587\">\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>Beyond the Hype: B2B-marketing Trendrapport 2017<\/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\/Foto-trendrapport_natascha_shimon-scaled-1-892x594.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;March 16, 2017            <\/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-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Amstelveen, March 16<sup>th,<\/sup> 2017 &#8211; The greatest forces of change are the buyers and their buying habits. B2B marketers need to know how to take advantage of these trends in order to develop and execute marketing plans for 2017 and beyond. With the rapid pace of innovation in marketing technology and an overwhelming number of online marketing tools to choose from, many B2B marketers are struggling to understand how to implement the right technologies and methods that will help them achieve their objectives and goals.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Thought leaders shared their vision<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s why B2B marketing agency spotONvision interviewed some of the most influential B2B marketers from around the world, and asked them to share their vision. And most important, we asked them to explain why these trends are relevant to you as a B2B marketer, to your company and what they could mean to your strategy. Jon Miller (CEO and co-founder at Engagio and co-founder of Marketo), Meagen Eisenberg (CMO at MongoDB), Steve Woods (CTO at Nudge Software Inc. and co-founder of Eloqua), Scott Brinker (CTO and co-founder at Ion Interactive and editor of chiefmartec.com), Mark Appel (CMO at Exact) and others shared their vision with us about the expected trends for the upcoming years.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3 important trends<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Unanimous agreement: 2017 will be the year of strategic account-based marketing. Account-based marketing is also known as key account marketing. It is a strategic approach to marketing in which an organisation considers and communicates with individual prospect or customer. In the upcoming years, more marketers will use ABM and better understand its importance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thereby we believe that more companies will increase their budget on true customer advocacy programmes that deliver superior results. This because people leverage on their references. Also, some technology trends will become mainstream. Think about for example of the power of artificial intelligence or predictive analytics.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">About spotONvision<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">spotONvision helps companies increase revenue. As an innovative B2B marketing agency, we apply both data and demand generation strategies in order to develop and implement integrated sales and marketing tailored to your business. We support your marketing and sales teams with programmes that guide customers on a journey from awareness to consideration to purchase. We drive and support your lead generation, lead nurturing, sales enablement and customer marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As founders of the <a href=\"http:\/\/www.b2bmarketingforum.nl\/en\/\">B2B Marketing Forum<\/a> and the B2B Marketing Award (Benelux), spotONvision continues to support the development and exchange of knowledge among B2B marketers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">spotONvision clients include Diligent, Elsevier, EY, Interpolis, Nuon, Robeco, Sabic, Schiphol and Simac.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>De grootste aanjagers van veranderingen in B2B zijn de kopers en hun koopgedrag. Hierdoor is het voor B2B-marketeers van groot belang om te weten wat de verwachte trends zijn voor 2017 en de jaren erna, en bovendien wat de impact is op keuzes voor technologie. Echter, door de snelle veranderingen en het overweldigende aantal online marketingtools om uit te kiezen, hebben marketeers moeite om te begrijpen hoe de juiste technologie en methoden kunnen helpen om hun doelstellingen te behalen.<\/p>\n","protected":false},"author":13,"featured_media":40612,"template":"","news_category":[],"class_list":["post-36625","news","type-news","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>Beyond the Hype: B2B-marketing Trendrapport 2017 - SPOTONVISION<\/title>\n<meta name=\"description\" content=\"B2B-marketingbureau spotONvision heeft een aantal van de meest invloedrijke marketeers ter wereld heeft ge\u00efnterviewd en gevraagd naar hun visie.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beyond the Hype: B2B-marketing Trendrapport 2017\" \/>\n<meta property=\"og:description\" content=\"B2B-marketingbureau spotONvision heeft een aantal van de meest invloedrijke marketeers ter wereld heeft ge\u00efnterviewd en gevraagd naar hun visie.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spotonvision.com\/nl\/nieuws\/zojuist-verschenen-beyond-the-hype-b2b-marketing-trendrapport-2017\/\" \/>\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=\"2024-03-21T20:30:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/Foto-trendrapport_natascha_shimon-scaled-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1706\" \/>\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\\\/nieuws\\\/zojuist-verschenen-beyond-the-hype-b2b-marketing-trendrapport-2017\\\/\",\"url\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/nieuws\\\/zojuist-verschenen-beyond-the-hype-b2b-marketing-trendrapport-2017\\\/\",\"name\":\"Beyond the Hype: B2B-marketing Trendrapport 2017 - 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