{"id":36442,"date":"2016-12-28T14:46:09","date_gmt":"2016-12-28T14:46:09","guid":{"rendered":"https:\/\/www.spotonvision.com\/b2b-marketingteam-anno-2020\/"},"modified":"2024-03-15T09:33:46","modified_gmt":"2024-03-15T09:33:46","slug":"b2b-marketingteam-anno-2020","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/b2b-marketingteam-anno-2020\/","title":{"rendered":"Het B2B-marketingteam anno 2020"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5cc50a67ce {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5cc50a67ce {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5cc50a67ce {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5cc50a67ce {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5cc50a67ce\">\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>Het B2B-marketingteam anno 2020<\/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\/tafel-892x373.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\/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;December 28, 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\"><em>Het marketingteam moet drastisch veranderen<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>De introductie van digitale trends in B2B-marketing heeft ons vak op vele manieren makkelijker gemaakt. Tegelijkertijd heeft er &#8211; mede door de digitalisering &#8211; een grote verandering plaatsgevonden in de werkwijze van een marketeer.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Om met je B2B-marketingteam de moderne, digitale wereld voor te blijven, moet je nieuwe skills verzamelen in je team. Maar het is niet alleen de marketeer op individueel niveau die verandert. De uitdaging ligt ook in het integreren van deze skills in de organisatie van het marketingteam. In dit blog ga ik in op de skillset van de marketeer en bovendien op de veranderingen van de structuur van het toekomstige marketingteam.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-nieuwe-skillset-van-b2b-marketeers\">Nieuwe skillset van B2B-marketeers<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een nieuwe tijd waarin strategisch denken van groot belang is breekt aan, Realtime marketing wordt dit ook wel genoemd. Zo kunnen marketingteams zich blijvend aanpassen aan de markt en wensen van de klant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Een ander woord dat zijn weg in de marketingafdeling vindt, is \u2018agililty\u2019: de marketeer moet snel en agile zijn om de klant te kunnen bijbenen. Met marketingleiders die het overzicht houden en met een analytische en strategische visie het team naar de volgende stap leidt. <a href=\"https:\/\/www.spotonvision.com\/infographic-10-tips-agile-b2b-marketingteam\/\" target=\"_blank\" rel=\"noopener noreferrer\">Zie ook de infographic over het agile B2B-marketingteam.<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-weg-met-discipline-indelingen\">Weg met discipline-indelingen<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Waar teams voorheen werden ingedeeld op discipline, moeten nieuwe marketingprojecten nu heringericht worden op elke stap in de buyer of customer journey, vanuit inzichten in de B2B-koper of -klant. Dit outside-in-denken is van groot belang. Met inzichten uit de customer journey kan worden gewerkt aan de klantbeleving om meer engagement met prospect of klant te bereiken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uiteraard helpt het als een team een gezamenlijk doel nastreeft.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Om een marketingteam effectief te laten werken in een agile en technologische omgeving, is bovendien een team nodig opgebouwd uit 4 verschillende persoonlijke marketeer-dimensies:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Creatief<\/li>\n\n\n\n<li>Collaboratief<\/li>\n\n\n\n<li>Technisch<\/li>\n\n\n\n<li>Agile<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">De strateeg en creatief voeren een b2b-campagne uit volgens een stapsgewijze, agile strategie, waar zij per technologie en kanaal worden aangevuld met de functionele experts. Parallel werkt de collega die ervoor zorgt dat marketing niet los blijft staan binnen de gehele organisatie.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-nieuwe-structuur-binnen-het-b2b-marketingteam\">De nieuwe structuur binnen het B2B-marketingteam<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De vraag is niet wat de volgende trend is, maar hoe je de organisatie inricht zodat je klaar bent om iedere nieuwe trend op te pakken. Een van de grootste uitdagingen ligt in de structuur van de marketingteams zelf.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De structuur van traditionele marketingteams volgen nu nog de verschillende disciplines en mediakanalen binnen de marketing. PR doet de free publicity, de mediaplanner de inkoop en de campagnemanager op ge\u00efsoleerde campagnes. Met het oog op de ultieme klantbeleving vindt er nu te weinig samenwerking plaats tussen de disciplines. De klant is zo niet stap voor stap door het koopproces te leiden.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tot-slot\">Tot slot<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dat het e-book over de &#8216;marketing van de toekomst&#8217; gaat, is niet zomaar. De structuur van een team en organisatie veranderen is moeilijk. Feit is wel dat er geen einde zal komen aan de transformatie van marketing en marketingteams. Wie mee wil met de nieuwe wereld moet dus wel veranderen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ik ben benieuwd hoe jouw marketingteam aan het veranderen is en wat anderen daarvan kunnen leren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Een uitgebreidere versie van deze blog is verschenen op <a href=\"http:\/\/www.marketingfacts.nl\/berichten\/het-b2b-marketingteam-anno-2020\">Marketingfacts.<\/a><\/em><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>De introductie van digitale trends in B2B-marketing heeft ons vak op vele manieren makkelijker gemaakt. Tegelijkertijd heeft er &#8211; mede door de digitalisering &#8211; een grote verandering plaatsgevonden in de werkwijze van een marketeer.<\/p>\n","protected":false},"author":12,"featured_media":40320,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[58],"tags":[],"class_list":["post-36442","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-enablement"],"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>Het B2B-marketingteam anno 2020 | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Het marketingteam moet veranderen. 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