{"id":36412,"date":"2016-02-05T17:05:39","date_gmt":"2016-02-05T17:05:39","guid":{"rendered":"https:\/\/www.spotonvision.com\/win-en-behoud-grote-klanten-met-account-based-marketing\/"},"modified":"2024-03-15T09:42:11","modified_gmt":"2024-03-15T09:42:11","slug":"win-en-behoud-grote-klanten-met-account-based-marketing","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/win-en-behoud-grote-klanten-met-account-based-marketing\/","title":{"rendered":"Win \u00e9n behoud grote klanten met Account-Based Marketing"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5d4ac9e949 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5d4ac9e949 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5d4ac9e949 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5d4ac9e949 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5d4ac9e949\">\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>Win \u00e9n behoud grote klanten met Account-Based Marketing<\/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\/2016\/02\/Account-based-marketing-tevreden-klanten-980x410-1-892x373.webp\" 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 05, 2016            <\/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\">Bij veel B2B-organisaties, nemen de grote (internationale) klanten een significant deel van de totale omzet en winstgevendheid voor hun rekening. Om deze grote klanten te behouden, is een persoonlijke en gerichte marketingaanpak van belang. Zo\u2019n aanpak noemen we account-based marketing (ABM). Benieuwd wat het precies inhoudt? Reinier Willems, Marketing Director en MT lid bij LeasePlan International, vertelt zijn verhaal tijdens zijn masterclass op het B2B Marketing Forum. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-wat-is-account-based-marketing\">Wat is account-based marketing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Reinier: \u201c<a href=\"https:\/\/www.spotonvision.com\/aan-de-slag-met-account-based-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Account-based marketing<\/a> is een 1-op-1 marketing en sales benadering speciaal gericht op grootzakelijke klanten, of key accounts. In feite wordt er een apart marketingplan gemaakt voor de betreffende klantorganisatie en alle relevante beslissers en be\u00efnvloeders daarbinnen.&nbsp;Kenmerkend hierbij is dat dit een zeer geco\u00f6rdineerde klantbenadering betreft waarbij marketing, sales \u00e9n account management over de gehele customer journey nauw met elkaar samenwerken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Centraal bij deze benadering staat een gedeeld inzicht in wat nu feitelijk van waarde is voor de betreffende klantorganisatie \u00e9n de verschillende stakeholders daarbinnen. Dit inzicht wordt vertaald naar een relevante waardepropositie en een engagement plan om de waardebeleving bij de klant te optimaliseren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Account-based marketing heeft ook een duidelijke link met Agile Marketing. Omdat je telkens moet meebewegen met de actuele ontwikkelingen binnen de klantorganisatie.\u201d<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5d4aca3b38 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5d4aca3b38 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5d4aca3b38 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5d4aca3b38 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5d4aca3b38 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5d4aca3b38 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5d4aca3b38 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5d4aca3b38 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5d4aca3b38.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_16af5d4aca3b38 .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_16af5d4aca3b38 .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 Account-based marketing in 5 stappen<\/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\nIn dit e-book nemen we je in 5 stappen mee in de wereld van account-based marketing\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\/account-based-marketing-in-5-stappen\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Verder met ABM<\/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-waarom-wordt-account-based-marketing-steeds-vaker-ingezet-voor-de-benadering-van-key-accounts\">Waarom wordt account-based marketing steeds vaker ingezet voor de benadering van key accounts?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cSteeds meer bedrijven nemen een account-based marketing benadering op in hun marketingstrategie.&nbsp;Enerzijds uit noodzaak omdat grote strategische klanten complexer zijn geworden. Daardoor krijg je veelal te maken hebt met inkopers die met generieke contentmarketing steeds lastiger te bereiken zijn.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Anderzijds omdat met de toegenomen beschikbaarheid van relevante data en technologie het steeds beter mogelijk wordt om via een geco\u00f6rdineerde 1-op-1 benadering de \u2018engagement\u2019 en winstgevendheid van de betreffende klanten significant te verhogen\u201d, aldus Reinier.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-over-reinier-willems\">Over Reinier Willems<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Reinier begon zijn loopbaan als consultant in het (her)inrichten van commerci\u00eble afdelingen voor Nederlandse en internationale organisaties. Na het behalen van zijn MBA en Master of Business Informatics is hij zich onder andere bij KPN en LeasePlan gaan richten op de marketing van zakelijke diensten &#8211; veelal in een internationale omgeving.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Momenteel is hij Marketing Director en MT lid bij LeasePlan International &#8211; wereldwijd marktleider in automotive leasing met inmiddels zo\u2019n 1,5 miljoen auto\u2019s die ze financieren en op de weg houden in 32 landen. Net als bij veel B2B-organisaties, nemen de grote (internationale) klanten ook bij LeasePlan een significant deel van de totale omzet en winstgevendheid voor hun rekening.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Naast zijn dagelijkse werk is hij bestuurslid van de NIMA expertisegroep B2B Marketing, gastdocent B2B marketing aan de Rotterdam School of Management en blogt hij voor MarketingTribune.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Een van zijn persoonlijke interesses betreft (data)visualisatie waar hij zich ook buiten het werk graag verder in verdiept. <\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5d4acb6049 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5d4acb6049 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5d4acb6049 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5d4acb6049 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5d4acb6049 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5d4acb6049 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5d4acb6049 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5d4acb6049 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5d4acb6049.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_16af5d4acb6049 .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_16af5d4acb6049 .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>Hulp nodig met account-based marketing?<\/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\nPersoonlijke aanpak voor je grootste klanten, wij helpen je.\r\n\r\n<\/div>\r\n<\/div><\/div>\n                <div class=\"dw_cta_section_block_content buttons\">\n                                            <a href=\"https:\/\/app.apollo.io\/#\/meet\/shimon\/30-min\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Ja, help me<\/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>Bij veel B2B-organisaties, nemen de grote (internationale) klanten een significant deel van de totale omzet en winstgevendheid voor hun rekening. Om deze grote klanten te behouden, is een persoonlijke en gerichte marketingaanpak van belang. Zo\u2019n aanpak noemen we Account Based Marketing. Benieuwd wat het precies inhoudt?<\/p>\n","protected":false},"author":12,"featured_media":40863,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[60],"tags":[],"class_list":["post-36412","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-account-based-marketing"],"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>Account Based Marketing: Win \u00e9n behoud klanten: | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Wat houdt account based marketing precies in? 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