{"id":36434,"date":"2014-01-17T11:41:38","date_gmt":"2014-01-17T11:41:38","guid":{"rendered":"https:\/\/www.spotonvision.com\/tips-en-trucs-voor-goede-b2b-lead-nurturing-een-praktijkverhaal\/"},"modified":"2024-03-15T09:50:31","modified_gmt":"2024-03-15T09:50:31","slug":"tips-en-trucs-voor-goede-b2b-lead-nurturing-een-praktijkverhaal","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/tips-en-trucs-voor-goede-b2b-lead-nurturing-een-praktijkverhaal\/","title":{"rendered":"Tips en trucs voor goede B2B lead nurturing: een praktijkverhaal"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aeb68c3bef16 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aeb68c3bef16 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aeb68c3bef16 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aeb68c3bef16 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aeb68c3bef16\">\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>Tips en trucs voor goede B2B lead nurturing: een praktijkverhaal<\/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\/SPOTONVISION-Webinar-1-892x477.png\" 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;January 17, 2014            <\/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\">Meagen Eisenberg is CMO bij softwarespeler MongoDB in de VS en voorheen bij Docusign. Zij licht toe welke factoren essentieel zijn voor een succesvolle nurturingcampagne.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-wat-is-lead-nurturing-een-korte-opfriscursus\">Wat is lead nurturing? Een korte opfriscursus<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Om voor een gestroomlijnde samenwerking tussen marketing en sales te zorgen, is het van essentieel belang dat de marketingafdeling voor goed gekwalificeerde leads zorgt. Om hiervoor te zorgen moeten leads \u2018genurtured\u2019 worden. Lead nurturing is het aangaan van de dialoog met je leads. Door naar hen te \u2018luisteren\u2019 en te achterhalen aan welke informatie je leads behoefte hebben, kun je relevante informatie op het voor hen perfecte moment aanbieden. Zo leid je een lead naar de volgende fase in het koopproces. Je stemt de informatie die je geeft dus volledig af aan de behoefte van je leads en de fase van het koopproces waarin de lead zich bevindt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Op het moment dat de lead een gekwalificeerde lead is (dit stem je af met sales) draag je de lead over naar de salesafdeling. Op dat moment is je lead een \u2018marketing qualified lead\u2019 (MQL): een lead die door marketing gekwalificeerd als potenti\u00eble prospect. Vanaf dan neemt de salesafdeling het stokje over.<br><b style=\"line-height: 1.5em\"><\/b><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-succesvol-leads-nurturen-vier-zaken-waar-je-rekening-mee-moet-houden\">Succesvol leads nurturen? Vier zaken waar je rekening mee moet houden<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Meagen geeft in het interview aan dat de volgende punten essentieel zijn voor een succesvolle nurturingcampagne:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-segmentatie\"><strong>Segmentatie<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Allereerst is het volgens Meagen belangrijk dat je je klantenbestand segmenteert. \u201cOm dit te kunnen doen heb je voldoende informatie nodig. Hiervoor kun je gebruikmaken van formulieren op je website. Je kunt bijvoorbeeld \u2018DemandBase\u2019 gebruiken, een tool die je de bedrijfsinformatie van (potenti\u00eble) klanten geeft. Het helpt om data te verrijken.\u201d Probeer dus zo veel mogelijk over je leads te weten te komen. Meagen: \u201cMet deze informatie kun je vervolgens doelgerichte, gepersonaliseerde boodschappen naar je leads sturen en ze op die manier door de sales funnel leiden.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-online-formulieren\"><strong>Online formulieren<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Vraag niet om teveel informatie van een nieuwe lead. De ervaring leert dat hoe verder leads zich in de sales funnel bevinden, hoe meer informatie ze over zichzelf willen geven. Maar let op: hoe langer de formulieren zijn, hoe eerder je leads geneigd zijn af te haken. Meagen: \u201cDenk niet: \u2018Ik vraag zo veel mogelijk zodat ik veel over mijn leads te weten kom\u2019, maar houd het bij een maximum van 5 \u00e0 6 vragen per formulier.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-marketing-automation\"><strong>Marketing automation<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cDaarnaast moet je ervoor zorgen dat je een goed marketing automation-systeem hebt zodat je de buyer journey van je leads kunt volgen. Hierdoor krijg je meer inzicht in je leads en hun online gedrag. Op deze manier kun je de content die je stuurt aanpassen aan de fase van het koopproces waarin een lead zich bevindt.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-creeer-waardevolle-content\"><strong><br><\/strong><strong><strong>Cre\u00eber waardevolle content&nbsp;<\/strong><\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Meagen: \u201cJe moet de juiste content hebben om je leads mee te nurturen. Wanneer je nog geen content hebt, plan dan wat voor soort content je wilt maken en breid het uit. Ook kun je bestaande content van bijvoorbeeld blogposts of whitepapers die door anderen gecre\u00eberd zijn in een nieuw jasje steken en aanpassen. Op die manier cre\u00eber je je eigen content. Dit wordt \u2018content curation\u2019 genoemd.\u201dTot slot geeft Meagen mee dat je niet zelf de expertise in huis hoeft te hebben om content in bijvoorbeeld de vorm van een whitepaper te maken. Wel moet je weten wat voor soort content je wilt hebben. \u201cHet daadwerkelijk cre\u00ebren van de content kun je prima uitbesteden.\u201d<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16aeb68c3c3ec0 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb68c3c3ec0 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb68c3c3ec0 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16aeb68c3c3ec0 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb68c3c3ec0 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb68c3c3ec0 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16aeb68c3c3ec0 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16aeb68c3c3ec0 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16aeb68c3c3ec0.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_16aeb68c3c3ec0 .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_16aeb68c3c3ec0 .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 Lead nurturing 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 lead nurturing\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\/ebook-lead-nurturing-in-5-stappen\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Leads nurturen<\/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>In mijn vorige blog gaf Meagen Eisenberg (Vice President of Demand Generation bij DocuSign in de VS) haar visie op het belang van wederzijds begrip en een goede samenwerking tussen marketing en sales.<\/p>\n","protected":false},"author":10,"featured_media":40218,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[63],"tags":[],"class_list":["post-36434","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>Tips &amp; tricks voor goede B2B lead nurturing - een praktijkverhaal<\/title>\n<meta name=\"description\" content=\"Meagan Eisenberg, CMO bij MongoDB heeft ruime ervaring met lead nurturing campagnes. Lees hier haar tips en tricks voor B2B lead nurturing.\" \/>\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=\"Tips en trucs voor goede B2B lead nurturing: een praktijkverhaal\" \/>\n<meta property=\"og:description\" content=\"Meagan Eisenberg, CMO bij MongoDB heeft ruime ervaring met lead nurturing campagnes. Lees hier haar tips en tricks voor B2B lead nurturing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spotonvision.com\/nl\/tips-en-trucs-voor-goede-b2b-lead-nurturing-een-praktijkverhaal\/\" \/>\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=\"2014-01-17T11:41:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-15T09:50:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/SPOTONVISION-Webinar-1.png\" \/>\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\/png\" \/>\n<meta name=\"author\" content=\"Shimon Ben-Ayoun\" \/>\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=\"Shimon Ben-Ayoun\" \/>\n\t<meta name=\"twitter:label2\" content=\"Geschatte leestijd\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/tips-en-trucs-voor-goede-b2b-lead-nurturing-een-praktijkverhaal\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/tips-en-trucs-voor-goede-b2b-lead-nurturing-een-praktijkverhaal\\\/\"},\"author\":{\"name\":\"Shimon Ben-Ayoun\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#\\\/schema\\\/person\\\/b8b866b59166f63a59b23144832063f3\"},\"headline\":\"Tips en trucs voor goede B2B lead nurturing: een praktijkverhaal\",\"datePublished\":\"2014-01-17T11:41:38+00:00\",\"dateModified\":\"2024-03-15T09:50:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/tips-en-trucs-voor-goede-b2b-lead-nurturing-een-praktijkverhaal\\\/\"},\"wordCount\":577,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/tips-en-trucs-voor-goede-b2b-lead-nurturing-een-praktijkverhaal\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.spotonvision.com\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/SPOTONVISION-Webinar-1.png\",\"articleSection\":[\"Lead Management\"],\"inLanguage\":\"nl-NL\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/tips-en-trucs-voor-goede-b2b-lead-nurturing-een-praktijkverhaal\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/tips-en-trucs-voor-goede-b2b-lead-nurturing-een-praktijkverhaal\\\/\",\"url\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/tips-en-trucs-voor-goede-b2b-lead-nurturing-een-praktijkverhaal\\\/\",\"name\":\"Tips & tricks voor goede B2B lead nurturing - een praktijkverhaal\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/tips-en-trucs-voor-goede-b2b-lead-nurturing-een-praktijkverhaal\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/tips-en-trucs-voor-goede-b2b-lead-nurturing-een-praktijkverhaal\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.spotonvision.com\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/SPOTONVISION-Webinar-1.png\",\"datePublished\":\"2014-01-17T11:41:38+00:00\",\"dateModified\":\"2024-03-15T09:50:31+00:00\",\"description\":\"Meagan Eisenberg, CMO bij MongoDB heeft ruime ervaring met lead nurturing campagnes. 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