{"id":36391,"date":"2013-02-28T18:07:04","date_gmt":"2013-02-28T18:07:04","guid":{"rendered":"https:\/\/www.spotonvision.com\/hoe-maak-je-een-buyer-persona-profiel-in-b2b-4-stappen\/"},"modified":"2024-03-15T09:53:03","modified_gmt":"2024-03-15T09:53:03","slug":"hoe-maak-je-een-buyer-persona-profiel-in-b2b-4-stappen","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/hoe-maak-je-een-buyer-persona-profiel-in-b2b-4-stappen\/","title":{"rendered":"Hoe maak je een buyer persona profiel in B2B? 4 stappen"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af88fdf7c815 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af88fdf7c815 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af88fdf7c815 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af88fdf7c815 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af88fdf7c815\">\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>Hoe maak je een buyer persona profiel in B2B? 4 stappen<\/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\/Create-buyer-personas-1-892x477.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\/ingrid\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Ingrid Archer &#8211; Published:&nbsp;February 28, 2013            <\/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\">Iedere koper is uniek. Echter we hebben niet altijd de kans en de resources om iedere unieke koper individueel te benaderen. Dus, luisteren we naar de kopers en proberen we gemene delers te vinden waar we onze marketingboodschap op kunnen afstemmen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het gekke is dat we jarenlang marketing hebben bedreven zonder een goed beeld te maken van onze koper, vooral in de business-to-business. Misschien komt het wel omdat we 10 jaar geleden minder marketingmogelijkheden of tools hadden. We deden nog niet aan <a href=\"https:\/\/www.spotonvision.com\/strategie\/contentstrategie\/\">contentmarketing<\/a>, e-mailmarketing, we hadden geen marketing automation systemen en social media al helemaal niet.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-waar-te-beginnen\"><strong>Waar te beginnen?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We kunnen er niet meer onderuit, we willen goede resultaten behalen met onze marketinginspanningen en dus moeten we inzicht in de koper cre\u00ebren. Dat doe je door geregeld gesprekken te voeren met potenti\u00eble kopers en klanten, door ze te volgen online, en door met ze te blijven praten. Dat is niet alleen een rol voor sales en accountmanagers, maar juist ook voor marketeers. Want hoe kun je anders goede content maken als je niet snapt voor wie je het maakt en wat die persoon zoekt?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Een buyer persona is een gedetailleerd profiel van een voorbeeldkoper die een echte doelgroep vertegenwoordigt. <a href=\"https:\/\/www.spotonvision.com\/wat-is-een-buyer-persona\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lees hier meer over buyer persona\u2019s<\/a>. De persona is als het ware een gids voor marketing en communicatie om de boodschap nauwkeurig af te stemmen op je doelgroepen. Bovendien helpt het je om betere beslissingen te nemen over hoe je je geld investeert, je content promoot en welke kanalen je inzet.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-inleven-in-de-koper-begint-bij-de-koper\"><strong>Inleven in de koper begint bij de koper<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-luisteren\"><strong>1. Luisteren<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Het begint dus met luisteren naar de koper. Ga op zoek naar de \u20185 Rings of Insight\u2019: Prioriteiten , succesfactoren, barri\u00e8res, het koopproces en de beslissingscriteria. Om relevante informatie te achterhalen zijn allerlei tools beschikbaar zoals Google Alerts, Twitter en LinkedIn. Live interviews zijn echter onontbeerlijk. Ga het gesprek aan op een gestructureerde manier en je verkrijgt een helder en diep inzicht in de koper.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-analyseren-en-clusteren\"><strong>2. Analyseren en clusteren<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Na het verzamelen van informatie zoek je patronen en overeenkomsten in gedrag van de kopers. Zorg voor clusters zodat je daar je profielen op kunt baseren.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-selecteren-en-creeren\"><strong>3. Selecteren en cre\u00ebren<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Maak nu een levendig verhaal van de persona\u2019s, inclusief foto, naam, eigenschappen, uitdagingen en doelen. Probeer ook de \u2018digital body language\u2019 in kaart te brengen. Zit jouw koper alleen maar online? Of juist niet? Gebruikt hij een smartphone of niet? Zorg ervoor dat je sales collega\u2019s het profiel herkennen. Test dit dus ook.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-lanceren\">&nbsp;<strong>4. Lanceren<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Introduceer jouw persona\u2019s in de interne organisatie. Iedereen moet snappen wie de koper is en waar we je je op richt in marketing en communicatie. Het werken met persona\u2019s is een dynamisch proces; je moet ze onderhouden, verrijken en wijzigen als er nieuwe informatie over je koper beschikbaar komt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lees in&nbsp;deel 2 over <a href=\"https:\/\/www.spotonvision.com\/buyer-persona-creatie-tips-en-trucs-bij-het-interviewen\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>\u2018Buyer persona creatie: Tips en trucs bij het interviewen\u2019<\/strong><\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Iedere koper is uniek. Echter we hebben niet altijd de kans en de resources om iedere unieke koper individueel te benaderen. Dus, luisteren we naar de kopers en proberen we gemene delers te vinden waar we onze marketingboodschap op kunnen afstemmen<\/p>\n","protected":false},"author":12,"featured_media":40206,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26,80],"tags":[],"class_list":["post-36391","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-buyer-persona","category-contentmarketing"],"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>B2B buyer persona profiel maken? 4 stappen | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Om buyer personas te maken, luisteren we naar de kopers en proberen we gemene delers te vinden waar we onze marketingboodschap op kunnen afstemmen\" \/>\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=\"Hoe maak je een buyer persona profiel in B2B? 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