{"id":36386,"date":"2015-01-29T15:54:35","date_gmt":"2015-01-29T15:54:35","guid":{"rendered":"https:\/\/www.spotonvision.com\/customer-centricity-wat-b2b-kan-leren-van-b2c\/"},"modified":"2024-03-15T09:49:05","modified_gmt":"2024-03-15T09:49:05","slug":"customer-centricity-wat-b2b-kan-leren-van-b2c","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/customer-centricity-wat-b2b-kan-leren-van-b2c\/","title":{"rendered":"Customer centricity: wat B2B kan leren van B2C"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5cd7602ebd {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5cd7602ebd {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5cd7602ebd {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5cd7602ebd {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5cd7602ebd\">\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>Customer centricity: wat B2B kan leren van B2C<\/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\/customer-centricity-1-892x595.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;January 29, 2015            <\/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<h4 class=\"wp-block-heading\"><em>Geschreven door onze voormalige collega Christa Hemelaar.<\/em><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Hoe stel je de klant centraal? Wat is de meerwaarde van marketing? Hoe meet je dat? En hoe transformeer je je organisatie? Dat zijn de thema\u2019s van het <a rel=\"noopener noreferrer\" href=\"http:\/\/www.b2bmarketingforum.nl\/\" target=\"_blank\">B2B Marketing Forum<\/a> dat op 17 maart wordt gehouden onder het thema \u2018Leading the change; from self to customer obsession\u2019. In gesprek met Ingrid Archer, managing partner van organisator SPOTONVISION.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-waarom-is-het-thema-van-het-b2b-marketing-forum-leading-the-change-from-self-to-customer-obsession\">Waarom is het thema van het&nbsp;B2B Marketing Forum&nbsp;\u2018Leading the change; from self to customer obsession\u2019?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Omdat er een grote transformatie plaatsvindt in B2B marketing. Er wordt al lang gepraat over contentmarketing en marketing automation. Maar door de voortschrijdende technologie is er nu ook echt heel veel mogelijk. Dat is mooi, maar voor veel organisaties is het ook erg complex. Niet iedereen weet waar het over gaat en hoe je om moet gaan met de nieuwe technologie.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-voor-welke-uitdaging-staan-deze-bedrijven\">Voor welke uitdaging staan deze bedrijven?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Marketeers worden geconfronteerd met nieuwe technologie\u00ebn en ze worden gedwongen slimmer om te gaan met het genereren van leads. Ze moeten ook goed inzicht hebben in de koper, de juiste content maken en dat goed meten. Uiteindelijk moeten ze de meerwaarde van marketing aantonen. In B2C benut bijvoorbeeld Bol.com technologie heel goed door gepersonaliseerde informatie aan te bieden aan de klant. Daar kunnen B2B-marketeers van leren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hoe bedrijf je gepersonaliseerde B2B marketing? Dat vraagt om nieuwe marketing. En met de juiste data kun je aan de directie aantonen dat jouw informatie bijdraagt aan de omzet. Als je dus de juiste tools hebt en goed monitort, kun je aantonen dat marketing geen kostenpost meer is maar bijdraagt aan de business. Wie weet worden er dan ook flessen champagne opengetrokken op de afdeling Marketing, in plaats van alleen bij Sales.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-steeds-meer-mensen-pleiten-voor-intensieve-samenwerking-van-marketing-en-sales-ben-je-daar-ook-een-voorstander-van\">Steeds meer mensen pleiten voor intensieve samenwerking van marketing en sales.&nbsp;Ben je daar ook een voorstander van?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Jazeker en ik wil daar Communicatie aan toevoegen. Communicatie, marketing en sales moeten samenwerken zodat er niet langs elkaar heen wordt gewerkt , zoals nu vaak gebeurt. Soms zitten afdelingen zelfs in elkaars vaarwater. Het zou beter zijn als ze ge\u00efntegreerd samenwerken.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-wat-gaat-er-nog-meer-gebeuren-tijdens-het-b2b-marketing-forum\">Wat gaat er nog meer gebeuren tijdens het B2B Marketing Forum?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;De resultaten van onze studie over marketing performance management \u2013 waarvoor we 26 marketingdirecteuren interviewden \u2013 wordt gepresenteerd. Een ander onderzoek doen we in samenwerking met TNS NIPO en gaat over de vraag: hoe beleven klanten een B2B-aankoop? En hoe speelt de marketing daarop in?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Verschillende sprekers zullen spreken over de <a href=\"https:\/\/www.spotonvision.com\/customer-journey-mapping-en-ontwikkelingen\/\">customer journey<\/a>, zoals marketeers van DHL, ING, en NUON. Zelf spreek ik over hoe je in B2B de klant centraal kunt stellen, naar aanleiding van een onlangs afgerond onderzoek. De thema\u2019s zijn dus: hoe stel je de klant centraal? Wat is de meerwaarde van marketing? Hoe meet je dat? En hoe transformeer je dan?&#8221;<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5cd760f90c {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5cd760f90c {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5cd760f90c {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5cd760f90c {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5cd760f90c {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5cd760f90c {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5cd760f90c dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5cd760f90c .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5cd760f90c.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_16af5cd760f90c .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_16af5cd760f90c .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>E-book Customer Journey<\/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\nDe do\u2019s en don&#8217;ts van de Customer Journey\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\/nl\/resources\/e-book-de-dos-en-donts-van-de-customer-journey\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Download<\/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<h2 class=\"wp-block-heading\" id=\"h-b2c-marketing-is-goed-in-het-centraal-stellen-van-de-klant-waarom-b2b-nog-niet\">B2C-marketing is goed in het centraal stellen van de klant. Waarom B2B nog niet?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Omdat B2C-marketing minder complex is dan B2B. Als ik een product maak wat niet verkocht wordt, haal ik het van de markt. Maar in B2B kom je nog weg met het niet-centraal stellen van de klant. Kennelijk pikt de klant dat, misschien omdat het vaak over complexe producten en diensten gaat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Maar grote bedrijven kunnen op dat gebied ingehaald worden door start-ups die de klant w\u00e9l centraal stellen en die w\u00e9l een warme relatie onderhouden met de koper. Uit onderzoek door Forrester blijkt dat bedrijven die als primair doel hebben om de klantbeleving centraal te stellen een hogere marktwaarde ontwikkelen dan bedrijven die omzet als belangrijkste doel hebben.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dit blog verscheen eerder op <a href=\"http:\/\/marketingtribune.nl\/b2b\/nieuws\/2015\/01\/%5binterview%5d-b2b-marketeers-kunnen-van-bol.com-leren\/index.xml\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Tribune<\/a>.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Hoe stel je de klant centraal? Wat is de meerwaarde van marketing? Hoe meet je dat? En hoe transformeer je je organisatie? Dat zijn de thema\u2019s van het B2B Marketing Forum dat op 17 maart wordt gehouden onder het thema \u2018Leading the change; from self to customer obsession\u2019. In gesprek met Ingrid Archer, managing partner van organisator spotONvision.<\/p>\n","protected":false},"author":13,"featured_media":40238,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[59],"tags":[],"class_list":["post-36386","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-journey"],"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>Customer centricity: wat B2B kan leren van B2C | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Hoe stel je de klant centraal? Wat is de meerwaarde van marketing? Hoe meet je dat? 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