{"id":36421,"date":"2016-04-05T14:41:57","date_gmt":"2016-04-05T12:41:57","guid":{"rendered":"https:\/\/www.spotonvision.com\/b2b-customer-journey-management-behulp-dashboards\/"},"modified":"2024-03-15T09:41:32","modified_gmt":"2024-03-15T09:41:32","slug":"b2b-customer-journey-management-behulp-dashboards","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/b2b-customer-journey-management-behulp-dashboards\/","title":{"rendered":"B2B Customer journey management met behulp van dashboards"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aeb4c7c825a2 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aeb4c7c825a2 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aeb4c7c825a2 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aeb4c7c825a2 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aeb4c7c825a2\">\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>B2B Customer journey management met behulp van dashboards<\/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\/Customer-Journey-1.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;April 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\">Volgens Aberdeen Group presteren bedrijven met een customer journey management programma aanzienlijk beter dan bedrijven die dit niet hebben. Tegelijk blijkt uit onderzoek van de CMO Council dat 95% van de marketing executives moeite heeft met het managen van de customer journey en het meten van resultaten.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ook in Nederland is het voor veel B2B-marketeers een uitdaging om marketing resultaten inzichtelijk te maken. Nu meer en meer bedrijven het <a href=\"https:\/\/www.spotonvision.com\/customer-journey-mapping-en-ontwikkelingen\/\">customer journey denken omarmen<\/a>. Krijgen marketeers echter te maken met meer complexiteit in het meten van marketing succes. In plaats van alleen de resultaten van marketingkanalen en -campagnes te meten. Wordt het nu ook noodzakelijk voor marketeers om inzicht te krijgen in het succes van de diverse marketingkanalen en tactieken in de verschillende fasen van de customer journey.<\/p>\n\n\n<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      \n\n    <style>\n\n                .dw_cta_section_block_wrapper_16aeb4c7c8dbb1 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4c7c8dbb1 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4c7c8dbb1 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16aeb4c7c8dbb1 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4c7c8dbb1 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4c7c8dbb1 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16aeb4c7c8dbb1 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16aeb4c7c8dbb1 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16aeb4c7c8dbb1.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_16aeb4c7c8dbb1 .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_16aeb4c7c8dbb1 .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 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\nDe do\u2019s en don&#8217;ts van de Customer Journey\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\/e-book-de-dos-en-donts-van-de-customer-journey\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Download<\/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<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      \n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SPOTONVISION heeft een dashboard ontwikkeld dat B2B-marketeers helpt bij het meten en optimaliseren van de customer journey. Om een goed beeld te krijgen van de hele customer journey, van \u2018awareness\u2019 tot \u2018advocacy\u2019, en daarop actie te kunnen ondernemen, is een dashboard nodig bestaande uit zes onderdelen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-zes-onderdelen-van-een-dashboard\">De zes onderdelen van een&nbsp;dashboard:<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>De customer journey monitor<\/li>\n\n\n\n<li>Demand generation view<\/li>\n\n\n\n<li>Lead nurturing view<\/li>\n\n\n\n<li>Sales enablement view<\/li>\n\n\n\n<li>Customer success view<\/li>\n\n\n\n<li>Profitability view<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">De komende periode zal ik in een reeks van blogs de verschillende onderdelen van het dashboard bespreken. We beginnen vandaag bij onderdeel 1, de customer journey monitor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-customer-journey-monitor\">De customer journey monitor<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Om customer journey\u2019s te kunnen beheren en te optimaliseren is het noodzakelijk om eerst de resultaten versus de gestelde doelen voor alle fasen van de journey inzichtelijk te maken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het eerste onderdeel van het dashboard is daarom de customer journey monitor. Dit onderdeel bevat voor alle fasen in de customer journey. Een overzicht van de resultaten per maand ten opzichte van de targets. Bedrijven die nog geen customer journey targets hebben, kunnen ervoor kiezen de resultaten af te zetten tegen het vorige jaar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We letten hier dus op de output. Oftewel, wat zijn de uiteindelijke resultaten van de marketing activiteiten op de verschillende punten in de journey?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De grafieken die in de customer journey monitor opgenomen moeten worden kunnen per bedrijf verschillen. Het volgende overzicht geeft een aanzet voor de op te nemen grafieken per fase.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-awareness\">Awareness<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tijdens de awareness fase komen potenti\u00eble kopers in aanraking met content die via diverse kanalen wordt gepromoot. Voor de awareness fase let je daarom vooral op resultaten zoals: bezoekers op je website en landing pages en het aantal ingevulde formulieren, downloads en informatieaanvragen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-consideration\">Consideration<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De nieuwe contacten die via de awareness fase binnenkomen, worden voorzien van meer en verdiepende content. Afhankelijk van het profiel en het gedrag van de contacten wordt de zogenaamde lead score van deze contacten opgebouwd.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Contacten die een bepaalde lead score bereiken, worden gekwalificeerd als marketing lead en worden overgedragen aan verkoop. Voor de resultaten van de consideration fase is dus het aantal aan verkoop overgedragen leads van belang.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-decision\">Decision <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De decision fase staat in het teken van opportunity\u2019s (uit marketingleads) die door verkoop aangemaakt worden en de uiteindelijke deals die gesloten worden. De resultaten van de decision fase betreffen dan ook het aantal aangemaakte opportunity\u2019s, het aantal gewonnen deals en de waarde van de gewonnen deals.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-initiate-engage-advocacy\">Initiate, Engage &amp; Advocacy<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De resultaten van de initiate fase staan in het teken van het aantal nieuwe contracten, aansluitingen of de waarde van herhaalaankopen.&nbsp;Voor de engage fase kan vervolgens gelet worden op omzet uit cross- en upsell campagnes.&nbsp;De resultaten die voor advocacy van belang zijn betreffen bijvoorbeeld het aantal bedrijfsambassadeurs, het aantal aanbevelingen en de omzet uit aanbevelingen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Naast de resultaten per fase bevat de customer journey monitor de totaalresultaten en de conversieratio\u2019s met betrekking tot de marketing- en salesfunnel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Op deze manier krijgen marketeers in \u00e9\u00e9n keer zicht op de totaalresultaten per maand voor de resultaten van alle customer journey fasen en kan deze vergeleken worden met doelen of met een jaar eerder. De conversieratio\u2019s helpen vervolgens bij het bepalen van vervolgacties om de customer journey te optimaliseren.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2016\/04\/voorbeeld-view.png\" alt=\"Voorbeeld dashboard view\" class=\"wp-image-9741\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Voorbeeld view: Customer journey monitor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De customer journey monitor is het eerste onderdeel van het customer journey dashboard.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Heb je vragen over het meten van customer journey\u2019s. Of heb je een goed idee over welke grafieken volgens jou aan dit dashboard toegevoegd moeten worden? <a href=\"https:\/\/www.spotonvision.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\">Neem dan contact met ons op.<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Volgens Aberdeen Group presteren bedrijven met een customer journey management programma aanzienlijk beter dan bedrijven die dit niet hebben. Tegelijk blijkt uit onderzoek van de CMO Council dat 95% van de marketing executives moeite heeft met het managen van de customer journey en het meten van resultaten.<\/p>\n","protected":false},"author":12,"featured_media":40300,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[59],"tags":[],"class_list":["post-36421","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>Customer journey management met dashboards | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"De customer journey wordt steeds populairder. De complexiteit van het meten van marketing succes groeit. 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