{"id":48550,"date":"2026-04-01T16:46:44","date_gmt":"2026-04-01T14:46:44","guid":{"rendered":"https:\/\/www.spotonvision.com\/?post_type=news&#038;p=48550"},"modified":"2026-04-01T16:46:46","modified_gmt":"2026-04-01T14:46:46","slug":"spotonvision-introduceert-extended-b2b-buyer-journey","status":"publish","type":"news","link":"https:\/\/www.spotonvision.com\/nl\/nieuws\/spotonvision-introduceert-extended-b2b-buyer-journey\/","title":{"rendered":"SPOTONVISION introduceert extended B2B buyer journey framework: shift left \u00e9n shift right"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aefdc0bdc94d {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aefdc0bdc94d {\n            padding-bottom: 0;\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aefdc0bdc94d\">\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>SPOTONVISION introduceert extended B2B buyer journey framework: shift left \u00e9n shift right<\/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\/2026\/03\/The-extended-B2B-Buyer-Journey_blog-image.png\" 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:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/07\/ON-Logo-Orange-64x64-1.png\" 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 01, 2026            <\/a>\n        <\/div>\n            <\/div>\n\n\n\n<div class=\"wp-block-columns 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\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Amsterdam, 1 april 2026<\/strong> B2B-marketingbureau SPOTONVISION introduceert een uitbreiding op het klassieke buyer journey-model: de extended B2B buyer journey. Het framework visualiseert hoe de B2B-klantreis zich in twee richtingen uitstrekt \u2014 naar links, nog v\u00f3\u00f3r het formele koopproces begint, en naar rechts, lang nadat de deal is gesloten.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"597\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright-1024x597.png\" alt=\"Illustration of the extended B2B buyer journey showing shift left for brand awareness and demand shaping, and shift right for increasing trust and up- and cross-sell after the purchase decision.\" class=\"wp-image-48472\" srcset=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright-1024x597.png 1024w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright-300x175.png 300w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright-768x448.png 768w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright-1536x896.png 1536w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright-150x87.png 150w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright-480x280.png 480w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright-560x326.png 560w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright-667x389.png 667w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright-892x520.png 892w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright-1100x641.png 1100w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright-1360x793.png 1360w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright-1920x1119.png 1920w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/03\/The-extended-B2B-Buyer-journey_incl.-Copyright.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>Nieuw visueel framework laat zien dat de B2B-klantreis zich uitstrekt in twee richtingen \u2014 ver v\u00f3\u00f3r de aankoop \u00e9n lang erna<\/em>.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Het framework werd voor het eerst gepresenteerd tijdens het <a href=\"https:\/\/www.b2bmarketingforum.nl\/b2b-marketing-events\/\">European ABM Forum<\/a> in maart 2026 door Ingrid Archer, medeoprichter van SPOTONVISION.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Shift left: vertrouwen opbouwen v\u00f3\u00f3r de shortlist<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uit onderzoek van 6sense blijkt dat B2B-kopers gemiddeld 61% van hun beslissingsproces doorlopen voordat ze contact opnemen met een leverancier. De uiteindelijke winnaar staat in 95% van de gevallen al op de initi\u00eble shortlist. Dit betekent dat merken zichtbaar en geloofwaardig moeten zijn in de fase v\u00f3\u00f3r het aankoopproces. Dit kan via thought leadership, reputatie en peer advocacy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Shift right: vertrouwen verdiepen na de deal<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De journey stopt niet bij de handtekening. Onboarding, klantervaring en doorlopende waardecreatie bepalen of vertrouwen groeit, of klanten blijven, meer kopen en anderen aanbevelen. Volgens Forrester&#8217;s Global Total Experience Score Rankings 2025 behalen bedrijven die merk- en klantervaring op elkaar afstemmen tot 3,5x meer omzetgroei dan concurrenten die dat niet doen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Vertrouwen als strategische prioriteit<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De introductie van het framework sluit aan op een bredere verschuiving in B2B-marketing. De Edelman Trust Barometer 2026 laat zien dat 70% van de mensen wereldwijd terughoudend is om te vertrouwen op iemand die anders is dan zijzelf. Dentsu&#8217;s Superpowers Index 2025 bevestigt dat vertrouwen voor het derde jaar op rij de belangrijkste driver is van B2B-merkvoorkeur.<\/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\">Ingrid Archer: <em>&#8220;De meeste B2B-marketeers focussen op het midden van de journey; op het moment dat de koper al aan het vergelijken is. Maar het echte werk gebeurt links en rechts. Als je op dag \u00e9\u00e9n niet op de shortlist staat, is winnen heel moeilijk. En als klanten na de deal geen waarde ervaren, stopt groei net zo snel.&#8221;<\/em><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Het volledige artikel over de extended B2B buyer journey is te lezen op <a href=\"https:\/\/www.spotonvision.com\/nl\/waarom-b2b-reputatie-en-relaties-belangrijker-zijn-dan-ooit\/\">spotonvision.com<\/a>.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>B2B-marketingbureau SPOTONVISION introduceert een uitbreiding op het klassieke buyer journey-model: de extended B2B buyer journey, met shift naar links en een shift naar rechts.<\/p>\n","protected":false},"author":13,"featured_media":48466,"template":"","news_category":[],"class_list":["post-48550","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>SPOTONVISION introduceert 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