{"id":36433,"date":"2017-09-28T16:52:16","date_gmt":"2017-09-28T16:52:16","guid":{"rendered":"https:\/\/www.spotonvision.com\/jaag-je-lead-niet-door-het-koopproces-b2b-marketing-in-3-stappen\/"},"modified":"2024-03-15T09:32:36","modified_gmt":"2024-03-15T09:32:36","slug":"jaag-je-lead-niet-door-het-koopproces-b2b-marketing-in-3-stappen","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/jaag-je-lead-niet-door-het-koopproces-b2b-marketing-in-3-stappen\/","title":{"rendered":"Jaag je lead niet door het koopproces! B2B-marketing in 3 stappen"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aeb4c222e68e {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aeb4c222e68e {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aeb4c222e68e {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aeb4c222e68e {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aeb4c222e68e\">\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>Jaag je lead niet door het koopproces! B2B-marketing in 3 stappen<\/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\/B2B-leadgeneratie-892x477.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;September 28, 2017            <\/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\">Het liefst willen we een prospect snel aan de haak slaan en meteen iets verkopen. Grote stappen, snel thuis. Het koopproces in B2B kan echter lang zijn en het <a href=\"https:\/\/www.spotonvision.com\/strategie\/lead-management\/\" rel=\"noopener noreferrer\">opbouwen van een relatie<\/a> met de prospect staat daarbij continu centraal. Dit bouwen aan een relatie kan wel twee jaar vanaf het eerste contact in beslag nemen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dat betekent dat er een enorme uitdaging voor B2B-marketing, communicatie en sales is weggelegd. Als team moet je de <a href=\"https:\/\/www.spotonvision.com\/campagnes\/leadgeneratie\/\" target=\"_blank\" rel=\"noreferrer noopener\">lead &#8216;nrturen<\/a>\u2019, ofwel boeien en binden. Dit gaat het best als daar een stappenplan voor is waarbij je uitgaat van de \u2018lange adem\u2019 en dat is afgestemd op de fases in het koopproces van je koper.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-size: inherit\">Ik kwam een benadering tegen die <\/span>Kevin Davis<span style=\"font-size: inherit\"> gebruikt om het B2B-koopproces te beschrijven. Davis benoemt hierin acht rollen die je kunnen helpen bij het plannen van lead nurturing:<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1. <strong>Student<\/strong>: Use Knowledge to Gain the Edge<br>2. <strong>Doctor<\/strong>: Diagnose Small Problems, Define Big Needs<br>3. <strong>Architect<\/strong>: Design Customer-Focused Solutions<br>4. <strong>Coach<\/strong>: Make a Plan to Defeat the Competition<br>5. <strong>Therapist<\/strong>: Understand and Resolve a Buyer\u2019s Fears<br>6. <strong>Negotiator<\/strong>: Reach a Mutual Commitment<br>7. <strong>The Teacher<\/strong>: Teach Customers to Achieve Maximum Value<br>8. <strong>The Farmer<\/strong>: Cultivate Customer Satisfaction and Loyalty<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In de benadering van Kevin Davis gaat het er vooral om dat je niet te gehaast een lead door het koopproces jaagt. Neem de tijd. Davis zegt hierover:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cSlowing down means spending more quality time with a prospect and building a better relationship. Slowing down also means matching your selling process with the customer buying behavior.\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het koopproces van Kevin Davis is een belangrijk hulpmiddel om marketingplannen af te stemmen op lange termijn succes. En, welke benadering je ook kiest, in een B2B-aanpak moet je naar mijn mening drie zaken op orde hebben:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Inzicht in de koper en het koopproces<\/strong>. Maak buyer persona\u2019s, definieer door welke fases jouw koper het koopproces doorloopt.<\/li>\n\n\n\n<li><strong>Breng de content in kaart<\/strong>. Van whitepaper, artikelen, video\u2019s, tot case studies en demo\u2019s. Welke informatie voegt waarde toe in welke fase van het koopproces?<\/li>\n\n\n\n<li><strong>Technologie<\/strong> die sales en marketing kan ondersteunen. Zorg dat leads gevolgd kunnen worden en op het juiste moment met de juiste informatie geholpen kunnen worden. Denk aan marketing automation software die volledig ge\u00efntegreerd is met je CRM-systeem en je website.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Al met al is het belangrijkste in verkopen dat je je prospect laat snappen wat hij of zij nodig heeft om succesvol te zijn. Dit kan met een duidelijke contentmarketingstrategie waarbij je de tijd neemt om de lead aan de hand te nemen en te faciliteren door het koopproces. Of dit nu een half jaar duurt of twee jaar. Je klant binden en boeien is een proces waar je de tijd voor moet nemen om er het meest duurzame resultaat uit te halen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bij SPOTONVISION werken we dagelijks aan projecten waarbij koper, koopproces, content en technologie op elkaar worden afgestemd. Meer weten? <a href=\"https:\/\/www.spotonvision.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\">Aarzel niet om eens contact op te nemen<\/a>.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Het liefst willen we een prospect snel aan de haak slaan en meteen iets verkopen. Grote stappen, snel thuis. Welke benadering je ook kiest, in een B2B marketing aanpak moet je naar mijn mening drie zaken op orde hebben<\/p>\n","protected":false},"author":12,"featured_media":40338,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[63],"tags":[],"class_list":["post-36433","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lead-management"],"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>Jaag je lead niet door het koopproces! 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B2B-marketing in 3 stappen\" \/>\n<meta property=\"og:description\" content=\"Doorloop deze 3 stappen in plaats van alleen te proberen snel een prospect aan de haak te slaan en meteen iets verkopen in B2B marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spotonvision.com\/nl\/jaag-je-lead-niet-door-het-koopproces-b2b-marketing-in-3-stappen\/\" \/>\n<meta property=\"og:site_name\" content=\"SPOTONVISION\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SPOTONVISION.B2B\" \/>\n<meta property=\"article:published_time\" content=\"2017-09-28T16:52:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-15T09:32:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/B2B-leadgeneratie.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1188\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ingrid Archer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@SPOTONVISION\" \/>\n<meta name=\"twitter:site\" content=\"@SPOTONVISION\" \/>\n<meta name=\"twitter:label1\" content=\"Geschreven door\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ingrid Archer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Geschatte leestijd\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/jaag-je-lead-niet-door-het-koopproces-b2b-marketing-in-3-stappen\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/jaag-je-lead-niet-door-het-koopproces-b2b-marketing-in-3-stappen\\\/\"},\"author\":{\"name\":\"Ingrid Archer\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#\\\/schema\\\/person\\\/febcbcf151d9b3445c10dc9bf5ee2510\"},\"headline\":\"Jaag je lead niet door het koopproces! 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