{"id":36428,"date":"2016-11-22T14:02:14","date_gmt":"2016-11-22T14:02:14","guid":{"rendered":"https:\/\/www.spotonvision.com\/belofte-marketing-automation\/"},"modified":"2024-03-15T09:40:41","modified_gmt":"2024-03-15T09:40:41","slug":"belofte-marketing-automation","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/belofte-marketing-automation\/","title":{"rendered":"De belofte van marketing automation en de 5 redenen waarom het niet altijd lukt"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5cc3a7c2f4 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5cc3a7c2f4 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5cc3a7c2f4 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5cc3a7c2f4 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5cc3a7c2f4\">\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 belofte van marketing automation en de 5 redenen waarom het niet altijd lukt<\/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\/Prescriptive-and-Predictive-Analytics-892x502.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\/shimon\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/389a8471d04bbe25826231003a0b683d54c544e057bb39fb822704732b06e67e?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/shimon\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Shimon Ben-Ayoun &#8211; Published:&nbsp;November 22, 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\"><a href=\"https:\/\/www.spotonvision.com\/technologie\/marketing-automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing automation is hot:<\/a> veel bedrijven ondervinden er al de voordelen van en bij andere bedrijven jeuken de vingers om ermee aan de slag te gaan. Om deze reden werd er op het B2B-najaarsevent aandacht besteed aan dit onderwerp.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dit jaar vond het jaarlijkse evenement plaats bij AFAS Software in Leusden. AFAS was de winnaar van de B2B Marketing Forum Award van 2016 en mochten een half jaar na dato hun winnende case, de Accountancy Scan, nog eens presenteren.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2016\/11\/IMG_1883.jpg\" alt=\"Shimon Ben-Ayoun van SPOTONVISION, initiator van het event, beet het spits af met zijn presentatie over de \u2018belofte van marketing automation\u2019.\" class=\"wp-image-13375\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Shimon Ben-Ayoun van SPOTONVISION, initiator van het event, beet het spits af met zijn presentatie over de \u2018belofte van<br>marketing automation\u2019. Hij stelde al vrij snel de vraag aan het publiek \u2018wie werkt er al met marketing automation?\u2019 Sommige bedrijven blijken al bezig met marketing automation, maar een groter deel zit nog in de ontdekkende fase.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Veel mensen die al bezig zijn met marketing automation, vinden het vooral erg ingewikkeld. Tijd voor Shimon om de belofte en valkuilen van marketing automation toe te lichten.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-het-doel-van-marketing-automation\">Het doel van marketing automation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Het grote doel van marketing automation is volgens Shimon om marketing meer customer-driven te maken en dan vooral om meer \u00e9\u00e9n op \u00e9\u00e9n marketing te kunnen bedrijven. Een marketing automation tool maakt het mogelijk om alle data te integreren in \u00e9\u00e9n database, waardoor segmentatie en targetting een stuk eenvoudiger worden. Een groot voordeel voor marketeers.<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5cc3a8a9e1 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5cc3a8a9e1 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5cc3a8a9e1 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5cc3a8a9e1 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5cc3a8a9e1 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5cc3a8a9e1 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5cc3a8a9e1 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5cc3a8a9e1 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5cc3a8a9e1.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_16af5cc3a8a9e1 .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_16af5cc3a8a9e1 .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>Next level marketing automation?<\/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\nWij helpen je met het genereren van meer leads.\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\/technologie\/marketing-automation\/\" 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\n\n\n<h2 class=\"wp-block-heading\" id=\"h-marketing-automation-kan-helpen-bij-issues-als\">Marketing automation kan helpen bij issues als:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>begrijpen van de digitale body language van de koper,<\/li>\n\n\n\n<li>zenden van het juiste bericht naar de juiste persoon op het juiste moment,<\/li>\n\n\n\n<li>helpen om sales meer deals te laten sluiten,<\/li>\n\n\n\n<li>analyseren van marketingcampagnes en<\/li>\n\n\n\n<li>het bewijzen van de ROI van marketing.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Het belang van marketing automation is bij velen al duidelijk, maar waarom investeren bedrijven dan niet in marketing automation? Uit onderzoek van Ascento (onder bedrijven die al gebruik maken van marketing automation) blijkt dat 76% vindt dat marketing automation belangrijke bijdrage levert aan hun performance. Toch ondervinden velen ook dat het inzetten van marketing automation niet zo gemakkelijk is als gedacht. Want, uiteindelijk blijkt dat slechts 32% hun doelen bereikt met marketing automation. In sommige gevallen leidt dit zelfs tot een mislukte inzet van marketing automation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Ben jij nu verschillende marketing automation platformen aan het vergelijken? Dan zijn er een paar belangrijke vragen die jij jezelf dient te stellen, om een geschikte keuze voor jouw organisatie te kunnen maken. Leer <a href=\"https:\/\/www.spotonvision.com\/hoe-marketing-automation-zorgt-voor-meer-engagement-b2b\/\" target=\"_blank\" rel=\"noopener noreferrer\">hier<\/a> welke vragen dit zijn.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-redenen-waarom-de-inzet-van-marketing-automation-soms-mislukt\">5 redenen waarom de inzet van marketing automation soms mislukt<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Volgens Shimon zijn er vijf redenen waarom marketing automation mislukt, namelijk:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-geen-strategie\">1. Geen strategie<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Veel bedrijven willen marketing automation gebruiken, maar hebben geen duidelijk doel voor ogen van wat ze met de tool willen realiseren. Als je geen uitgedachte marketing automation-strategie hebt, eindigt het vaak als een heel dure e-mail marketingtool. Wat natuurlijk niet de bedoeling is!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het succesvol inzetten van marketing automation (met een uitgedachte strategie) resulteert in:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2016\/11\/Najaarsevent-2.png\" alt=\"Een succesvolle marketing automation strategie resulteert in: \" class=\"wp-image-13227\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-gebrek-aan-samenwerking-tussen-marketing-en-salesteams\">2. Gebrek aan samenwerking tussen marketing- en salesteams<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Veel bedrijven ondervinden het gebrek aan samenwerking tussen marketing- en salesteams. Uit een recent onderzoek van SiriusDecisions, blijkt dat bij B2B-organisaties waar sales- en marketingteams hun doelen gezamenlijk hebben afgestemd, 47% meer omzet genereerd wordt, dan bij een gemiddeld B2B-bedrijf.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De samenwerking tussen sales-en marketingteams is dus zeer belangrijk. Wanneer marketing automation ge\u00efmplementeerd wordt, is het n\u00f3g belangrijker om overeenstemming te hebben over alle facetten van het lead management proces. Onder deze processen vallen onder andere de lead criteria, lead scoring en <a href=\"https:\/\/www.spotonvision.com\/campagnes\/leadgeneratie\/\" target=\"_blank\" rel=\"noreferrer noopener\">lead nurturing<\/a> behoeftes van de koper of klant. Als deze processen niet duidelijk zijn, kan&nbsp;geen enkel systeem het gat tussen marketing en sales dichten.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2016\/11\/Najaarsevent-3.jpg\" alt=\"Lead management cyclus\" class=\"wp-image-13228\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-het-ontbreken-van-een-contentmarketing-strategie\">3. Het ontbreken van een contentmarketing-strategie<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Volgens Forrester Research vindt 78% van de marketeers het ontwikkelen van engaging content een grote uitdaging. Daarnaast blijkt dat 60%-70% van de contentmarketing in B2B ongebruikt&nbsp; blijft (SiriusDecisions).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Engaging content is belangrijk om: succesvolle marketing automation campagnes te kunnen draaien, leads te generen en te nurturen en om prospects de sales cyclus te laten doorlopen in de verschillende fases (awareness, consideration, decision). Om goede buyer-centric content te genereren en om succesvol te worden in het inzetten van de content, zijn <a href=\"https:\/\/www.spotonvision.com\/strategie\/buyer-personas\/\">buyer persona\u2019s<\/a> en content mapping onmisbaar.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-geen-adoptieprogramma-s\">4. Geen adoptieprogramma\u2019s<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Het inplannen van een goed implementatieprogramma dat zich zowel richt op de vaardigheden van medewerkers als op technologie is noodzakelijk om marketing automation succesvol te kunnen gebruiken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bij veel bedrijven ontbreekt de kennis over marketing automation systemen. En zonder goede kennis, zullen de mogelijkheden van de tool nooit optimaal benut worden. Voordat een bedrijf aan de slag gaat met marketing automation moet een antwoord gegeven worden op vragen als \u2018welke kennis hebben we nodig?\u2019 \u2018Hebben wij deze kennis zelf in huis of moeten wij deze kennis van buitenaf halen?\u2019 \u2018En, hoe maken we een stappenplan om de technologie volledig te gaan gebruiken?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-geen-focus-op-kwaliteit-van-data-en-datamanagement\">5. Geen focus op kwaliteit van data en datamanagement<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Veel databases zijn dezer dagen niet op orde. Ze missen data-elementen om te kunnen segmenteren en om succesvol leads te kunnen nurturen. Dit leidt tot lagere conversies op nurture programma\u2019s en minder effectieve lead scoring.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Personaliseren is daarnaast een belangrijke trend in B2B. Als goede, gepersonaliseerde data ontbreekt, wordt engagement met je doelgroep een stuk moeilijker.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2016\/11\/Najaarsevent-4.jpg\" alt=\"Als goede, gepersonaliseerde data ontbreekt, wordt engagement met je doelgroep een stuk moeilijker.\" class=\"wp-image-13229\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dus&#8230;<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-om-marketing-automation-succesvol-te-maken-is-het-belangrijk-om\">Om marketing automation succesvol te maken is het belangrijk om:<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Een duidelijke salesstrategie te hebben<\/li>\n\n\n\n<li>Samenwerking te ontwikkelingen tussen marketing- en salesteams<\/li>\n\n\n\n<li>Je content buyer-centric maken<\/li>\n\n\n\n<li>Adoptieprogramma\u2019s te plannen<\/li>\n\n\n\n<li>Data op te schonen<\/li>\n<\/ol>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5cc3a8e737 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5cc3a8e737 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5cc3a8e737 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5cc3a8e737 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5cc3a8e737 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5cc3a8e737 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5cc3a8e737 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5cc3a8e737 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5cc3a8e737.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_16af5cc3a8e737 .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_16af5cc3a8e737 .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>Next level marketing automation?<\/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\nWij helpen je met het genereren van meer leads.\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\/technologie\/marketing-automation\/\" 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 automation is hot: veel bedrijven ondervinden er al de voordelen van en bij andere bedrijven jeuken de vingers om ermee aan de slag te gaan. Om deze reden werd er op het B2B-najaarsevent aandacht besteed aan dit onderwerp. Dit jaar vond het jaarlijkse evenement plaats bij AFAS Software in Leusden.<\/p>\n","protected":false},"author":10,"featured_media":40316,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[57],"tags":[],"class_list":["post-36428","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","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>Waarom marketing automation mislukt | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Marketing automation is hot. Helaas gaat het niet altijd goed. Hoe voorkom je dat jouw marketing automation project mislukt.\" \/>\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 belofte van marketing automation en de 5 redenen waarom het niet altijd lukt\" \/>\n<meta property=\"og:description\" content=\"Marketing automation is hot. Helaas gaat het niet altijd goed. 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