{"id":36437,"date":"2014-12-22T09:00:31","date_gmt":"2014-12-22T09:00:31","guid":{"rendered":"https:\/\/www.spotonvision.com\/hoe-marketing-automation-zorgt-voor-meer-engagement-b2b\/"},"modified":"2024-03-15T09:49:21","modified_gmt":"2024-03-15T09:49:21","slug":"hoe-marketing-automation-zorgt-voor-meer-engagement-b2b","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/hoe-marketing-automation-zorgt-voor-meer-engagement-b2b\/","title":{"rendered":"Hoe marketing automation software zorgt voor meer engagement in B2B"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5cc462f2d2 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5cc462f2d2 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5cc462f2d2 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5cc462f2d2 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5cc462f2d2\">\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>Hoe marketing automation software zorgt voor meer engagement in B2B<\/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\/Marketing-Audit-Analyzing-Internal-Environment-1-892x502.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;December 22, 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\">In een serie artikelen gaan we in op <a href=\"https:\/\/www.spotonvision.com\/technologie\/marketing-automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">de&nbsp;<em>ins &amp; outs<\/em>&nbsp;van marketing automation software<\/a>. Het eerste artikel ging over&nbsp;uitdagingen van hedendaagse B2B-marketeers, wat volgens ons tevens de belangrijkste redenen zijn voor marketing automation. Wat de uitdagingen met elkaar gemeen hebben, is het vergroten van de effici\u00ebntie van de marketingafdeling, en daarmee het professionaliseren van de marketing performance. In dit artikel vertellen we hoe marketing automation helpt bij het tackelen van uitdaging nummer 1 van b2b-marketeers. Het relevant en effectief engagen met je doelgroep.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-wat-is-marketing-automation-software\">Wat is marketing automation software?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ondanks dat de term \u2018marketing automation\u2019 je de laatste tijd om de oren vliegt -en ook hier weer-, hebben we nog niet verteld wat het is. Laten we daarmee beginnen. Marketing automation is een systeem, in veel gevallen een SaaS-oplossing (software as a service), waarmee online marketingcampagnes ontwikkeld, ge\u00efmplementeerd en geautomatiseerd kunnen worden. Met het systeem kun je veel effectiever zijn in jemarketing operations; denk aan het cre\u00ebren en uitvoeren van mailings en het geautomatiseerd opvolgen van leads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bovendien kun je met marketing automation&nbsp;software de resultaten van je marketingactiviteiten en de ROI van marketing meten. Het uiteindelijke doel? Het maximaliseren van de effici\u00ebntie van marketing, het verbeteren van de samenwerking tussen marketing en sales, meer leadconversie en het verhogen van de omzet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Ben jij momenteel op zoek naar geschikte marketing automation software? Lees dan zeker even dit artikel: &#8216;<a href=\"https:\/\/www.spotonvision.com\/hoe-marketing-automation-zorgt-voor-meer-engagement-b2b\/\" target=\"_blank\" rel=\"noopener noreferrer\">Hoe kun je B2B marketing automation software vergelijken?<\/a>&#8216;<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-engagen-met-je-doelgroep-door-relevante-touchpoints\">Engagen met je doelgroep door relevante touchpoints<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">E\u00e9n van de grootste ergernissen van (potenti\u00eble) klanten is het ontvangen ongewenste informatie. Bijvoorbeeld e-mails, whitepapers en artikelen die niet relevant zijn en geen waarde toevoegen. Als het onderwerp niet aansluit bij de behoefte van je doelgroep. Dan openen of downloaden ze de content waarschijnlijk niet, laat staan dat ze het bekijken of lezen. Engagen met je doelgroep, relevante contentdialogen aangaan en een relatie opbouwen, zijn dan mijlenver weg.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-het-belang-van-nauwkeurige-segmentatie\">Het belang van nauwkeurige segmentatie<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een hoge mate van relevantie en dus engagement begint met een nauwkeurige segmentatie van de doelgroep. De meeste marketeers segmenteren op basis van profielinformatie, zoals functietitel, grootte van het bedrijf, industrie en omzet. Het probleem van deze beperkte segmentatie (\u2018one dimensional segmentation\u2019) is dat je op zoek bent naar mensen die interessant zijn voor jouw campagnes. Zonder rekening te houden met de hamvragen: welke uitdagingen hebben ze, is deze campagne relevant voor ze op dit moment en zijn ze ge\u00efnteresseerd om met ons te praten?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Om deze uitdaging het hoofd te bieden, moeten we een tweede dimensie aan onze segmentatie toevoegen: eerder vertoonde engagement. Welke websitepagina\u2019s worden bijvoorbeeld bezocht? Wat voor artikelen op de website houden de aandacht vast? Wat voor e-mails worden geopend? Welke events worden bezocht en welke content wordt gedownload?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Door deze toevoeging gebruik je kleinere segmentaties, maar kun je wel veel relevanter communiceren. Eerder vertoond gedrag geeft een marketeer namelijk een beeld van de uitdagingen van personen binnen je doelgroep en de onderwerpen van interesse. Met behulp van marketing automation wordt nauwkeurige segmentatie realiteit.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2014\/11\/segmentatie-B2B.png\" alt=\"segmentatie b2b\" class=\"wp-image-18774\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-succesvolle-1-to-1-marketing\">Succesvolle 1-to-1 marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Doordat je met marketing automation&nbsp;software in staat bent om het online \u2018contentconsumptiegedrag\u2019 van je prospects en klanten tot op de voet te volgen, is succesvolle&nbsp;<em>1-to-1<\/em>-marketing dichterbij dan ooit tevoren. Je kunt nu ieder individu binnen je doelgroep betrekken in de juiste, gepersonaliseerde campagne. Met behulp van campagneflows zorg je ervoor dat ieder touchpoint met je potenti\u00eble koper een relevante reactie is op een eerder vertoonde activiteit van die persoon.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-een-voorbeeld\">Een voorbeeld<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Stel je voor: een HR-manager wil meer weten over e-learning als flexibele opleidingsstrategie. Zijn eerste \u2018engagementuiting\u2019 op de website van een onderwijsinstelling is het downloaden van een ebook over het onderwerp. Een logische vervolgstap is om hem een praktijkcase te sturen over het gebruik van e-learning. Wanneer ook die wordt gedownload, kun je hem uitnodigen voor een masterclass. Zo houd je zijn interesse vast en begeleid je hem stap voor stap door de salesfunnel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-relevant-engagen-kinderspel\">Relevant engagen? Kinderspel!<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Met behulp van marketing automation&nbsp;software kun je het opvolgen met relevante vervolgcontent eenvoudig automatiseren. Hierdoor wordt&nbsp;<em>engagen<\/em>&nbsp;met je doelgroep ineens een koud kunstje. In het volgende artikel vertellen we hoe marketing automation helpt bij het overwinnen van de tweede uitdaging: alleen gekwalificeerde leads aan sales leveren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Dit artikel is onderdeel van een serie artikelen gaan waarin ingaan op de ins en outs van marketing automation. \u2018De grootste redenen voor marketing automation\u2019 is de eerste in deze serie, gevolgd door \u2018<a href=\"https:\/\/www.spotonvision.com\/hoe-marketing-automation-zorgt-voor-meer-engagement-b2b\/\" target=\"_blank\" rel=\"noopener noreferrer\">Hoe marketing automation zorgt voor meer engagement in B2B<\/a>\u2019. In het derde artikel gaan we in op op \u2018<a href=\"https:\/\/www.spotonvision.com\/hoe-marketing-automation-zorgt-voor-meer-engagement-b2b\/\" target=\"_blank\" rel=\"noopener noreferrer\">hoe marketing automation betere leads oplevert<\/a>\u2019. In het vierde artikel vertellen we hoe je dankzij marketing automation \u2018de meerwaarde van marketing\u2019 oftewel de marketing ROI, kunt aantonen. Een uitdaging die voor veel marketeers hoog op de prioriteitenlijst staat.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Deze blog verscheen eerder op <a href=\"http:\/\/www.marketingfacts.nl\/berichten\/hoe-marketing-automation-zorgt-voor-meer-engagement-in-b2b\" target=\"_blank\" rel=\"noopener noreferrer\">Marketingfacts<\/a>.<\/em><\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5cc463f204 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5cc463f204 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5cc463f204 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5cc463f204 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5cc463f204 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5cc463f204 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5cc463f204 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5cc463f204 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5cc463f204.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_16af5cc463f204 .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_16af5cc463f204 .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>In een serie artikelen gaan we in op de ins &amp; outs van marketing automation software. Het eerste artikel ging over uitdagingen van hedendaagse B2B-marketeers, wat volgens ons tevens de belangrijkste redenen zijn voor marketing automation.<\/p>\n","protected":false},"author":10,"featured_media":40234,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[57],"tags":[],"class_list":["post-36437","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>B2B-engagement door marketing automation | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Hoe marketing automation helpt bij het tackelen van uitdaging nummer 1 van B2B-marketeers: relevant en effectief engagen met je doelgroep.\" \/>\n<meta name=\"robots\" content=\"noindex, 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