{"id":36415,"date":"2016-02-29T16:36:24","date_gmt":"2016-02-29T16:36:24","guid":{"rendered":"https:\/\/www.spotonvision.com\/van-roi-naar-customer-journey-succes\/"},"modified":"2024-03-15T09:42:01","modified_gmt":"2024-03-15T09:42:01","slug":"van-roi-naar-customer-journey-succes","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/van-roi-naar-customer-journey-succes\/","title":{"rendered":"Van ROI naar Customer Journey Succes"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af889c105548 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af889c105548 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af889c105548 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af889c105548 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af889c105548\">\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>Van ROI naar Customer Journey Succes<\/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\/Business1-892x595.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\/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 29, 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\">Marketing performance management is een hot topic in B2B-marketing. Een jaar geleden zagen we dat marketing nog vaak als kostenpost gezien werd en dat B2B-marketeers moeite hadden met het aantonen van ROI. Met dit probleem in het achterhoofd gingen we in 2015 langs bij verschillende CMO\u2019s en vroegen hen hoe zij de ROI aantoonden. Hieruit is ons eerste marketing performance onderzoek voortgevloeid: \u2018Kunnen marketeers ROI aantonen?\u2019<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Inmiddels zijn we een jaar verder en zijn we benieuwd of Marketing Performance Management (MPM) zich al verder heeft ontwikkeld. Hoog tijd dus voor deel twee van ons MPM-onderzoek. Waar in 2015 de nadruk lag op het aantonen van de marketing-ROI, hebben we dit jaar gekozen voor een nieuwe invalshoek: ROI en de <a href=\"https:\/\/www.spotonvision.com\/customer-journey-mapping-en-ontwikkelingen\/\">Customer Journey<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-waar-gaat-dit-tweede-deel-van-het-mpm-onderzoek-precies-over\">Waar gaat dit tweede deel van het MPM-onderzoek precies over?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cHet onderzoek gaat over marketing performance management in B2B. Dit betekent dat we achterhalen in hoeverre B2B-marketeers in Nederland in staat zijn om marketingresultaten aan te tonen. Dit jaar richten we ons met name op hoe je het succes meet van Customer Journey Management.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-waarom-ligt-de-focus-dit-jaar-op-de-customer-journey\">Waarom ligt de focus dit jaar op de customer journey?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cUit internationale CMO-onderzoeken blijkt dat er een toenemende aandacht is voor Customer Journey Management. Meer en meer CMO\u2019s gebruiken de customer journey fasen als structuur voor het vaststellen van marketingbudgetten. Dit heeft impact op de manier waarop marketingresultaten gemeten kunnen worden. Wij wilden weten in hoeverre marketingdirecteuren in Nederland rekening houden met de customer journey bij het vaststellen van budgetten en of ze vervolgens ook de marketingresultaten op die manier kunnen beoordelen.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-vorig-jaar-hebben-we-ook-een-mpm-onderzoek-gedaan-wat-is-het-verschil-met-het-onderzoek-van-dit-jaar\"><strong><br><\/strong>Vorig jaar hebben we ook een MPM-onderzoek gedaan. Wat is het verschil met het onderzoek van dit jaar?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cVorig jaar stond de vraag \u2018Kunnen B2B marketeers ROI aantonen?\u2019 centraal. We hebben gezien dat dit voor veel B2B-marketeers nog lang niet het geval is. De marketinginfrastructuur (technologie, processen) speelt hierbij een bepalende rol. Tegenwoordig verwachten we van marketeers dat ze de basis op orde hebben. Dit is noodzakelijk om de resultaten van marketing tijdens de verschillende fasen van de customer journey te meten en te optimaliseren.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-hoe-heb-je-het-onderzoek-aangepakt\">Hoe heb je het onderzoek aangepakt?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cNet als vorig jaar, hebben we voor het onderzoek een selecte groep van CMO\u2019s en marketingdirecteuren van toonaangevende B2B-marketingorganisaties uitgenodigd om mee te doen. We hebben in deze editie gevraagd in hoeverre ze rekening houden met de customer journey bij het vaststellen van marketing budgetten en hoeveel procent van het marketingbudget aan welke fase (van awareness en acquisitie tot advocacy) wordt toegekend.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Daarnaast bestaat het onderzoek uit een aantal vaste onderdelen. Een belangrijk element is het marketing performance maturity model. Dit geeft inzicht in de volwassenheid van het marketing framework (meetmodel) en de marketing rapportages van een bedrijf. Maar we letten ook op welke marketingtechnologie door organisaties gebruikt worden en we vragen in hoeverre marketeers inzicht hebben in het effect van marketing op de verkopen.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-merk-je-dat-mpm-in-nederland-steeds-volwassener-wordt\">Merk je dat MPM in Nederland steeds volwassener wordt?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cVergeleken met vorig jaar lijkt het erop dat marketeers qua meetmodellen en processen vooruitgaan. Op het gebied van reporting en dashboarding is echter nog veel winst te behalen. Veel organisaties hebben nog geen integraal beeld van marketing performance, omdat data op verschillende plaatsen binnen de organisatie aanwezig zijn.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-kun-je-al-een-klein-tipje-van-de-sluier-oplichten-over-een-van-de-opvallendste-uitkomsten-van-het-onderzoek\">Kun je al een klein tipje van de sluier oplichten over \u00e9\u00e9n van de opvallendste uitkomsten van het onderzoek?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cB2B-marketeers zijn vooral gericht op leadgeneratie en acquisitie, waardoor er vaak nog geen sprake is van integraal \u201ccustomer journey management.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-wat-is-jouw-belangrijkste-tip-voor-b2b-marketeers-die-zich-meer-willen-focussen-op-de-customer-journey\">Wat is jouw belangrijkste tip voor B2B-marketeers die zich meer willen focussen op de customer journey?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cB2B-marketeers moeten denken in customer journey programma\u2019s in plaats van campagnes en kanalen. Een programma omvat meerdere fasen van de customer journey en zorgt op die manier voor een consistente klantervaring.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Binnen de customer journey fasen kunnen marketeers experimenteren met content en promotiekanalen. Op deze manier heeft marketing alle ruimte om te innoveren. Tegelijk zorgt deze aanpak ervoor dat marketing altijd accountable is.\u201d<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af889c10be23 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af889c10be23 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af889c10be23 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af889c10be23 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af889c10be23 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af889c10be23 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af889c10be23 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af889c10be23 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af889c10be23.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_16af889c10be23 .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_16af889c10be23 .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 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\nLaat ons je helpen met de reis van jouw klant.\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\/hoe-wij-helpen\/inzicht-in-kopers-strategie\/customer-journey\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Ja, help mij<\/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>Marketing performance management is een hot topic in B2B-marketing. Een jaar geleden zagen we dat marketing nog vaak als kostenpost gezien werd en dat B2B-marketeers moeite hadden met het aantonen van ROI. Met dit probleem in het achterhoofd gingen we in 2015 langs bij verschillende CMO\u2019s en vroegen hen hoe zij de ROI aantoonden.<\/p>\n","protected":false},"author":12,"featured_media":40288,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[59],"tags":[],"class_list":["post-36415","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>Van ROI naar Customer Journey Succes | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Marketing performance management is een hot topic in B2B-marketing. We onderzochten de status in Nederland in het onderzoek: ROI en de Customer Journey\" \/>\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=\"Van ROI naar Customer Journey Succes\" \/>\n<meta property=\"og:description\" content=\"Marketing performance management is een hot topic in B2B-marketing. 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