{"id":36378,"date":"2014-02-20T14:13:22","date_gmt":"2014-02-20T14:13:22","guid":{"rendered":"https:\/\/www.spotonvision.com\/wat-zijn-de-verschillen-tussen-e-mail-softwaresystemen-en-marketing-automation\/"},"modified":"2024-03-15T09:50:14","modified_gmt":"2024-03-15T09:50:14","slug":"wat-zijn-de-verschillen-tussen-e-mail-softwaresystemen-en-marketing-automation","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/wat-zijn-de-verschillen-tussen-e-mail-softwaresystemen-en-marketing-automation\/","title":{"rendered":"De verschillen tussen e-mail- en Marketing Automation software"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af732390c8c3 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af732390c8c3 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af732390c8c3 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af732390c8c3 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af732390c8c3\">\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>De verschillen tussen e-mail- en Marketing Automation software<\/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\/4-important-digital-marketing-channels-for-beginners-892x502.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;February 20, 2014            <\/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\">Uit onderzoek van Aberdeen research blijkt dat bij 91% van de best presterende bedrijven marketing en verkoop goed op elkaar aansluiten. <a href=\"https:\/\/www.spotonvision.com\/technologie\/marketing-automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing automation<\/a> helpt bij de afstemming tussen marketing en verkoop, pure e-mailsystemen niet. Ik krijg als Marketing Automation consultant bij SPOTONVISION geregeld vragen over wat de verschillen zijn tussen pure e-mailsoftware en marketing automation software. In deze blog geef ik antwoord op deze vraag en wat de toegevoegde waarde van marketing automation is bij het afstemmen van marketing en verkoop.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-verschillen-tussen-e-mailsoftware-en-marketing-automation\">Verschillen tussen e-mailsoftware en marketing automation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ik spreek vaak klanten die op zoek zijn naar e-mailsystemen. E-mailmarketing is namelijk nog steeds een krachtig middel om leads en contacten te bereiken. Als ik vervolgens vraag&nbsp; wat uiteindelijk het doel is van de e-mailmarketing, dan zeggen B2B marketeers vrijwel altijd dat leadgeneratie het primaire doel is.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De mogelijkheden met betrekking tot leadgeneratie en lead nurturing (het bewerken van leads met relevante content op het juiste moment) zijn bij marketing automation-systemen veel groter dan bij de pure e-mailsystemen, &nbsp;zoals Mail Chimp en Aweber. Marketing automation-systemen vormen daardoor een betere brug tussen marketing en verkoop dan e-mailsystemen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De grootste verschillen tussen e-mailsystemen en marketing automation-systemen, heb ik in de onderstaande tabel op een rijtje gezet.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2014\/02\/Capture-ma-1.png\" alt=\"email vs marketing automation\" class=\"wp-image-33262\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Zoals je ziet in de tabel, kunnen beide systemen e-mails versturen en de bijbehorende gegevens verzamelen. De drie grootste verschillen tussen de systemen zijn<br>1. &nbsp; De mogelijkheid om multi-touch campagnes te cre\u00ebren<br>2. &nbsp; Het toepassen van lead scoring, en<br>3. &nbsp; Closed Loop Reporting.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-multi-touch-campagnes\"><strong>1. Multi-touch campagnes<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In tegenstelling tot e-mailsoftware, stelt marketing automation-software de gebruiker in staat om multi-touch campagnes in te richten. Zo kun je in het systeem instellen dat zodra een gebruiker op de website iets heeft gedownload, diegene automatisch een e-mail krijgt vanuit het systeem. Daarin staat dan bijvoorbeeld &nbsp;meer informatie over het onderwerp van de download.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bovendien is het mogelijk webinarsoftware &nbsp;te integreren in de campagne. Bezoekers van een webinar krijgen dan automatisch e-mails met daarin een bedankje voor het bezoek aan de webinar. Of personen die de webinar gemist hebben kunnen automatisch een e-mail krijgen met daarin de recording van de webinar. Zo integreer je makkelijker de verschillende touchpoints in je marketingcampagnes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Een andere mogelijkheid is om op basis van gedrag en interesse een conversatie aan te gaan met je lead. Hierdoor worden conversaties relevanter en stijgt het conversiepercentage.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-lead-scoring\"><strong>2. Lead scoring<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Lead scoring is het categoriseren van \u2018koude\u2019, \u2018warme\u2019 en \u2018hot\u2019 leads.&nbsp; Dit gebeurt op basis van het profiel van de lead en de getoonde engagement van de lead met het bedrijf.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2014\/10\/lead-scoring.jpg\" alt=\"lead scoring\" class=\"wp-image-7549\" style=\"aspect-ratio:1.6776315789473684;width:455px;height:auto\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">In een marketing automation-systeem kun je &nbsp;aangeven &nbsp;aan welke criteria de perfecte lead moet voldoen.&nbsp; Zo kun je &nbsp;bijvoorbeeld aangeven dat je wilt focussen op&nbsp; Financieel Managers werkzaam bij bedrijven met meer dan 100 medewerkers in de olie-industrie. Mocht dit type lead in het systeem komen, dan kan het direct als \u2018hot\u2019 lead worden aangegeven. Als een lead in het systeem komt die niet precies voldoet aan de criteria voor een perfecte lead, dan kan het systeem de lead automatisch op \u2018warm\u2019 of \u2018koud\u2019 zetten.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Daarnaast kan het systeem de engagement van een lead op de website of in e-mails laten meewegen in de categorisering. Heeft een lead bijvoorbeeld vier whitepapers gedownload en zes keer de website bezocht, dan heeft deze persoon waarschijnlijk veel interesse in het betreffende bedrijf. Het systeem kan deze lead dan ook automatisch op \u2018hot\u2019 lead zetten. Het is natuurlijk ook mogelijk om de engagementcriteria en profielcriteria aan elkaar te koppelen. Op deze manier focus je op de juiste profielen en informatiebehoeften en krijg je een betere afstemming tussen marketing en verkoop. Het gevolg is een hogere effectiviteit bij het opvolgen van leads.<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af732391ff04 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af732391ff04 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af732391ff04 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af732391ff04 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af732391ff04 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af732391ff04 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af732391ff04 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af732391ff04 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af732391ff04.dw_cta_section_block_wrapper { \n                background-color: rgb(108,212,255);\n                background-image: url(https:\/\/www.spotonvision.com\/wp-content\/uploads\/2023\/12\/light_background_repeat.png) !important; \n            }\n\n            .dw_cta_section_block_wrapper_16af732391ff04 .dw_cta_section_block_gradient {\n                background: rgb(108,212,255);\n                background: radial-gradient(circle, rgba(108,212,255,1) 40%, rgba(108,212,255,0) 100%) !important;\n            }\n            @media only screen and (max-width: 768px) {\n                .dw_cta_section_block_wrapper_16af732391ff04 .dw_cta_section_block_gradient {\n                    background: rgb(108,212,255);\n                    background: radial-gradient(circle, rgba(108,212,255,1) 60%, rgba(108,212,255,0) 100%) !important;\n                }\n            }\n        \n        \n    <\/style>\n    <div class=\"dw_cta_section_block_gradient\"><\/div>\n    <div class=\"container dw_cta_section_block_container\">\n        <div class=\"dw_cta_section_block_columns\">\n            \n            <div class=\"dw_cta_section_block_column left\">\n                <div class=\"dw_cta_section_block_content cutline dw_font_firasans s16 w400 h26\"><\/div>\n                <div class=\"dw_cta_section_block_content title\"><h2>Next level marketing automation?<\/h2><\/div>\n                <div class=\"dw_cta_section_block_content description dw_font_firasans s16 w300 h26\"><div class=\"entry-content\">\r\n<div class=\"entry-content\">\r\n\r\nWij helpen je met het genereren van meer leads.\r\n\r\n<\/div>\r\n<\/div><\/div>\n                <div class=\"dw_cta_section_block_content buttons\">\n                                            <a href=\"https:\/\/www.spotonvision.com\/technologie\/marketing-automation\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Ja, help mij<\/a>\n                                                        <\/div>\n            <\/div>\n            <div class=\"dw_cta_section_block_column right\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-closed-loop-reporting\"><strong>3. Closed Loop Reporting<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">E\u00e9n van de grootste verschillen tussen e-mailsoftware en marketing automation software, is de zogenaamde \u2018Closed Loop Reporting\u2019 mogelijkheid. Dit betekent dat marketing automation de data over een lead in iedere fase van het koopproces kan volgen. Op deze manier kan het systeem rapportages uitdraaien van websitebezoekers tot en met het moment dat ze het een klant worden..<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het voordeel van Closed Loop Reporting is het inzicht in de hele pijplijn en de mogelijkheid om de effectiviteit te vergroten van je marketingactiviteiten en verkoopactiviteiten. Op die manier kun je structureel de ROI van de marketingcampagnes verhogen. Met dit type rapportages kan je management duidelijk maken wat de impact is van marketing op de omzet. Hierdoor wordt Closed Loop Reporting een \u2018must-have\u2019 en zal het marketing verzekeren invloed tot in de board room.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusie\">Conclusie<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De onderscheidende kracht van marketing automation-systemen is de mogelijkheid om data uit verschillende kanalen en systemen te integreren in \u00e9\u00e9n systeem. Hierdoor is marketing automation d\u00e9 spin in het web voor alle marketingactiviteiten en -reporting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ben jij momenteel op zoek naar geschikte marketing automation software voor jouw organisatie? Bekijk dan zeker ons artikel waarin wij uitleggen welke belangrijke vragen jij jezelf dient te stellen bij <a href=\"https:\/\/www.spotonvision.com\/wat-zijn-de-verschillen-tussen-e-mail-softwaresystemen-en-marketing-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">het kiezen van de juiste software<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wil je meer leren over marketing automation en wat het voor jouw organisatie kan betekenen? Neem gerust <a href=\"https:\/\/www.spotonvision.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\">contact<\/a> op met ons en vraag vrijblijvend een demo aan.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Uit onderzoek van Aberdeen research blijkt dat bij 91% van de best presterende bedrijven marketing en verkoop goed op elkaar aansluiten. Marketing automation helpt bij de afstemming tussen marketing en verkoop, pure e-mailsystemen niet.<\/p>\n","protected":false},"author":13,"featured_media":40222,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[85,57],"tags":[],"class_list":["post-36378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-leadgeneratie","category-marketing-automation"],"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>E-mail en Marketing Automation: De verschillen | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Ik geef in deze blog antwoord op de vraag wat de verschillen zijn tussen pure e-mailsoftware en marketing automation software.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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