{"id":36400,"date":"2015-09-01T11:18:46","date_gmt":"2015-09-01T11:18:46","guid":{"rendered":"https:\/\/www.spotonvision.com\/marketing-performance-in-b2b-wat-is-de-rol-van-zachte-metrics\/"},"modified":"2024-03-15T09:45:37","modified_gmt":"2024-03-15T09:45:37","slug":"marketing-performance-in-b2b-wat-is-de-rol-van-zachte-metrics","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/marketing-performance-in-b2b-wat-is-de-rol-van-zachte-metrics\/","title":{"rendered":"Marketing Performance in B2B: Wat is de rol van zachte metrics?"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af72f553ff93 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af72f553ff93 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af72f553ff93 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af72f553ff93 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af72f553ff93\">\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>Marketing Performance in B2B: Wat is de rol van zachte metrics?<\/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\/marketing-planning-and-execution-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;September 01, 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\">De meeste B2B-bedrijven zijn tegenwoordig in staat om aan te tonen hoeveel leads ze genereren door marketing. Bedrijven die nog niet zover zijn hebben inmiddels projecten opgestart om dit voor elkaar te krijgen. Zoals het ontwerpen van een performance framework, integratie van CRM met marketing automation systemen en consequent gebruik van campaign-ID&#8217;s en trackinglinks. Marketeers die inmiddels meer ervaring hebben met het meetbaar maken van resultaten lopen automatisch tegen de volgende vraag aan: hoe zit het met de zachte metrics?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zachte metrics hebben betrekking op onderwerpen zoals awareness, engagement en advocacy. Want het zijn waarden die geen directe relatie hebben met omzet en leads. Waarom moeten we er dan toch naar omkijken?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voor marketeers hebben zachte metrics alleen waarde als ze goed worden ge\u00efnterpreteerd. Hiervoor is het belangrijk te begrijpen hoe ze verbonden zijn aan \u00e9\u00e9n van de drie marketingdoelstellingen die marketing met de bedrijfsstrategie verbinden:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Find<\/strong> &#8211; Het zoeken van nieuwe klanten<\/li>\n\n\n\n<li><strong>Keep<\/strong> &#8211; Het behouden van bestaande klanten<\/li>\n\n\n\n<li><strong>Grow<\/strong>&#8211; Het laten groeien van bestaande klanten<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Laten we eens kijken naar hoe awareness, engagement en advocacy verbonden zijn met deze drie marketingdoelen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-awareness\">Awareness<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Awareness is het resultaat van je promotieactiviteiten. Je wilt dat je doelgroep bekend raakt met je organisatie en haar producten of diensten. De status van je prospects verandert door deze activiteiten geleidelijk van \u2018unaware\u2019 naar \u2018aware\u2019. De resultaten worden gemeten aan de hand van metrics zoals bereik of websitebezoekers..<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Awareness kan een doel op zich zijn. Echter, als je awareness-campagne ervoor zorgt dat er meer prospects in de funnel komen, dan draagt awareness bij aan de zogenaamde \u2018interest en consideration fase\u2019. Awareness is dus doorgaans verbonden aan de marketingdoelstelling \u2018Find\u2019 (nieuwe klanten zoeken). Maar, als een marketingcampagne een nieuw product of dienst promoot voor bestaande klanten, dan draagt awareness juist bij aan de doelstelling \u2018Grow\u2019 (klanten laten groeien).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-engagement\">Engagement<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een betrokken publiek toont interesse door te reageren op marketingactiviteiten. Engagement kan worden gemeten door de aantallen likes, shares, retweets, clicks, downloads, deelname aan events of webinars, of informatie-aanvragen te registreren. Engagement is op twee manieren verbonden aan de marketingdoelstelling \u2018Find\u2019 (klanten vinden):<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Likes, shares en retweets zorgen voor een groter&nbsp;bereik van je marketingcampagne. Meer mensen zien je content en je berichten.<\/li>\n\n\n\n<li>Clicks, downloads, deelname aan evenementen\/webinars en informatie-aanvragen zorgen voor nieuwe prospects in je marketingfunnel. Hier worden ze genurtured met als doel ze \u2018sales-ready\u2019 te maken.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-advocacy\">Advocacy<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Advocacy gaat over het cre\u00ebren van klanten die je organisatie actief willen promoten. Dit kunnen ze bijvoorbeeld doen door je organisatie op een social media kanaal te noemen (mentions), mee te werken aan een testimonial of aan een onderzoek. Vaak wordt de Net Promoter Score (NPS) gebruikt om de intentie tot aanbeveling te meten. NPS heeft \u00e9\u00e9n centrale vraag: Hoe waarschijnlijk is het dat je onze organisatie zal aanbevelen aan een vriend of collega?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hieruit zouden we kunnen concluderen dat advocacy verbonden is aan de marketingdoelstelling \u2018Find\u2019 (klanten vinden): hoeveel new business verkrijgt de organisatie uit de aanbevelingen van bestaande klanten? Echter, onderzoek wijst uit dat deze \u2018advocates\u2019 gemiddeld meer besteden dan andere klanten en dat ze gemiddeld langer klant blijven. Dit betekent dat advocacy ook kan bijdragen aan de andere twee doelstellingen: \u2018keep\u2019 (klanten behouden) en \u2018grow\u2019 (klanten laten groeien).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-context-is-key\">Context is key<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Discussies over marketing metrics gaan vaak over definities of over welke marketing metrics \u2018goed\u2019 of \u2018fout\u2019 zijn. Laat je hierdoor niet afleiden. Uiteindelijk gaat het om de doelen die je als organisatie wil bereiken, dat je begrijpt wat je meet en dat je begrijpt hoe dit bijdraagt aan het bereiken van je doelen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bij SPOTONVISION zijn we altijd ge\u00efnteresseerd in hoe andere marketeers metrics gebruiken bij hun marketing performance strategie. Heb je vragen? Neem gerust direct <a href=\"https:\/\/www.spotonvision.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\">contact<\/a> met mij op of klik <a href=\"https:\/\/www.spotonvision.com\/technologie\/data-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">hier<\/a> voor meer informatie over&nbsp;marketing performance management.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-download-het-rapport-kunnen-b2b-marketeers-roi-aantonen\"><span style=\"color: #ff6600\">Download het rapport &#8216;Kunnen B2B-marketeers ROI aantonen?&#8217;<\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In een onderzoek naar&nbsp;de status van B2B marketing performance management in Nederland&nbsp;spraken we met CMO\u2019s en marketingdirecteuren van 26 toonaangevende B2B-bedrijven.&nbsp;Voor welke uitdagingen staan B2B-marketeers tegenwoordig in het bewijzen van hun waarde voor het bedrijf? Hoe meten zij de ROI van marketing en wat zijn best practices van marketing performance management in B2B?&nbsp;Download het rapport en krijg&nbsp;antwoord op deze vragen.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>De meeste B2B-bedrijven zijn tegenwoordig in staat om aan te tonen hoeveel leads gegenereerd worden door marketing. Bedrijven die nog niet zover zijn hebben inmiddels projecten opgestart om dit voor elkaar te krijgen. Zoals het ontwerpen van een performance framework, integratie van CRM met marketing automation systemen en consequent gebruik van campaign-ID&#8217;s en trackinglinks. Marketeers die inmiddels meer ervaring hebben met het meetbaar maken van resultaten lopen automatisch tegen de volgende vraag aan: hoe zit het met de zachte metrics?<\/p>\n","protected":false},"author":13,"featured_media":40264,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[62],"tags":[],"class_list":["post-36400","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analytics"],"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>Marketing Performance B2B: De rol van metrics | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Marketeers die al wat ervaring hebben met het meetbaar maken van marketingresultaten lopen vaak tegen de volgende vraag aan: hoe zit het met zachte metrics?\" \/>\n<meta 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