{"id":36398,"date":"2015-07-15T09:35:08","date_gmt":"2015-07-15T09:35:08","guid":{"rendered":"https:\/\/www.spotonvision.com\/de-voortdurende-evolutie-van-b2b-campagnemanagement\/"},"modified":"2024-03-15T09:45:57","modified_gmt":"2024-03-15T09:45:57","slug":"de-voortdurende-evolutie-van-b2b-campagnemanagement","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/de-voortdurende-evolutie-van-b2b-campagnemanagement\/","title":{"rendered":"De voortdurende evolutie van B2B-campagnemanagement"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af7322617b9b {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af7322617b9b {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af7322617b9b {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af7322617b9b {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af7322617b9b\">\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 voortdurende evolutie van B2B-campagnemanagement<\/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\/My-Post-4-1-892x477.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;July 15, 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<p class=\"wp-block-paragraph\">Er zijn maar weinig mensen die <a href=\"https:\/\/www.spotonvision.com\/strategie\/lead-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">campagnemanagement<\/a> zo spannend vinden als ik. En dan vooral B2B-campagnes die, in tegenstelling tot hun B2C-tegenhangers, geen sexy imago hebben en waarbij grote budgetten ontbreken. Voor de meeste B2B-marketeers zijn deze campagnes een noodzakelijk kwaad &#8211; een soort wilde beesten die maar lastig onder controle te houden zijn.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dat was niet altijd zo. B2B-campagnes zijn nooit erg spannend geweest, maar ze waren in een eerder stadium tenminste nog vrij gemakkelijk uit te voeren. Fieldmarketing-teams waren verantwoordelijk voor sales- en telemarketingcampagnes, corporate marketing deed de PR-campagnes voor meer awareness en klantmarketeers probeerden aan up- en cross-sell te doen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het ging toen nog om relatief eenvoudige campagnes die makkelijk herhaald konden worden. Er is dan ook een ontelbare hoeveelheid van dit soort campagnes uitgevoerd. Helaas waren ze nooit erg effectief. Al deze campagnes werden bedacht rondom de eisen van de organisatie en kwamen niet tegemoet aan de behoeften van de koper. Dit gebrek aan effectiviteit werd goed verborgen. Opwinding cre\u00ebren onder de stakeholders was de sleutel tot succes, er was absoluut geen focus op het begrijpen van de koper.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-een-nieuw-tijdperk-met-geintegreerde-campagnes\">Een nieuw tijdperk met ge\u00efntegreerde campagnes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dat is tegenwoordig wel anders. Iedere B2B-marketeer streeft naar ge\u00efntegreerde campagnes waarin de koper centraal staat. We kunnen onze doelgroep steeds beter bereiken, al blijft het soms nog wel lastig. De co\u00f6rdinatie van ge\u00efntegreerde campagnes is een uitdaging.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gelukkig hebben we veel tools tot onze beschikking. &nbsp;Online samenwerkingstools laten marketingteams wereldwijd steeds effici\u00ebnter samenwerken. Met contentmanagement-systemen en websites cre\u00ebren we dynamische platforms waarop we onze kennis kunnen delen. En met <a href=\"https:\/\/www.spotonvision.com\/technologie\/marketing-automation\/\">marketing automation<\/a> kunnen we onze kopers op het juiste moment de juiste informatie bieden. Al deze tools zorgen ervoor dat we onze campagnes kunnen <a href=\"https:\/\/www.spotonvision.com\/campagnes\/\" target=\"_blank\" rel=\"noreferrer noopener\">meten en optimaliseren<\/a>. Hierdoor kunnen we de waarde van marketing duidelijk laten zien \u00e9n deze constant verbeteren.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-evolutie-gaat-door\">De evolutie gaat door<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We hebben al heel veel veranderingen gezien en er zullen er nog heel veel volgen. Nieuwe uitdagingen als data-management, privacy en omni-channel marketing zijn we pas net aan het ontdekken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vind je het moeilijk om deze snel veranderende wereld van B2B-campagnes bij te houden? Je bent niet de enige. Er zijn zoveel tools, webinars, conferenties, blogs, etc. dat je soms door de bomen het bos niet meer ziet. Onthoud in ieder geval altijd dat je <strong>de behoeften van <em>jouw<\/em> koper voorop stelt. <\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-focus-op-de-behoeften-van-je-koper\">Focus op de behoeften van je koper<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ga face-to-face de interactie aan met je kopers en klanten, en luister naar wat ze te zeggen hebben. Focus meer op hen en minder op trends en ontwikkelingen. Weet ook dat <strong>het niet erg is om een volger te zijn<\/strong>. Je hoeft niet altijd de eerste te zijn, dat is namelijk niet altijd het beste. &nbsp;Benut de kans om te leren van de successen en valkuilen van anderen, hier kun je een hoop profijt van hebben.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B2B-campagnes zijn tegenwoordig nog steeds niet sexy, maar ze worden wel steeds leuker en boeiender. Onze budgetten zijn nog steeds niet erg groot, maar we leren wel steeds beter om het maximale te halen uit wat we erin hebben gestoken.<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af732261facf {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af732261facf {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af732261facf {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af732261facf {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af732261facf {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af732261facf {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af732261facf dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af732261facf .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af732261facf.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_16af732261facf .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_16af732261facf .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>Succesvolle campagnes<\/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\nDoe de scan en zie waar jij staat.\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\/b2b-campaign-maturity-scan\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Ga naar de scan<\/a>\n                                                        <\/div>\n            <\/div>\n            <div class=\"dw_cta_section_block_column right\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Er zijn maar weinig mensen die campagnemanagement zo spannend vinden als ik. En dan vooral B2B-campagnes die, in tegenstelling tot hun B2C-tegenhangers, geen sexy imago hebben en waarbij grote budgetten ontbreken. Voor de meeste B2B-marketeers zijn deze campagnes een noodzakelijk kwaad &#8211; een soort wilde beesten die maar lastig onder controle te houden zijn.<\/p>\n","protected":false},"author":12,"featured_media":40260,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[63,57],"tags":[],"class_list":["post-36398","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lead-management","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>De continue evolutie van B2B-campagnemanagement | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Ga face-to-face de interactie aan met je kopers en klanten en luister naar wat ze te zeggen hebben. Lees hier over de evolutie van B2B-campagnemangement.\" \/>\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=\"De voortdurende evolutie van B2B-campagnemanagement\" \/>\n<meta property=\"og:description\" content=\"Ga face-to-face de interactie aan met je kopers en klanten en luister naar wat ze te zeggen hebben. 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