{"id":36454,"date":"2018-02-24T13:24:23","date_gmt":"2018-02-24T13:24:23","guid":{"rendered":"https:\/\/www.spotonvision.com\/top-10-marketing-automation-begrippen-voor-b2b-marketeers\/"},"modified":"2024-03-15T09:29:30","modified_gmt":"2024-03-15T09:29:30","slug":"top-10-marketing-automation-begrippen-voor-b2b-marketeers","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/top-10-marketing-automation-begrippen-voor-b2b-marketeers\/","title":{"rendered":"Top 10 marketing automation begrippen voor B2B-marketeers"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c4b92f66a {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c4b92f66a {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5c4b92f66a {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5c4b92f66a {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c4b92f66a\">\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>Top 10 marketing automation begrippen voor B2B-marketeers<\/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\/24-892x550.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;February 24, 2018            <\/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\">Nu B2B-marketing verder professionaliseert en steeds meer marketeers <a href=\"https:\/\/www.spotonvision.com\/technologie\/marketing-automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">het belang van marketing automation<\/a> zien, vliegt nieuw jargon om de oren, denk aan \u2018digital body language\u2019, \u2018progressive profiling\u2019 en \u2018dynamische content\u2019.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tijd om de begrippen die je als moderne marketeer moet kennen, te lijf te gaan.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-demand-generation\">1. Demand generation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Demand generation (letterlijk: vraaggeneratie) heeft betrekking op alle marketingactiviteiten die gericht zijn op de bewustwording over je industrie, bedrijf en product\/dienst. Het omvat een mix van inbound en outbound activiteiten, zowel online als offline. Dus de activiteiten zijn gericht op het genereren van leads die zich in het begin van het koopproces, de <a href=\"http:\/\/www.marketingfacts.nl\/berichten\/b2b-marketing-de-buyer-journey\" target=\"_blank\" rel=\"noopener noreferrer\">buyer journey<\/a>, bevinden. Dit worden \u2018top of the funnel leads\u2019 genoemd.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-digital-body-language\">2. Digital body language<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De <a href=\"https:\/\/www.spotonvision.com\/hoe-kan-digital-body-language-helpen-bij-het-effectiever-benaderen-van-leads\/\">digital body language<\/a>, oftewel de digitale lichaamstaal, is het totaalbeeld van online activiteiten die iemand uitvoert. Denk bijvoorbeeld aan iedere e-mail die geopend is, ieder websitebezoek, iedere zoekopdracht in Google en alle content die is gedownload. De meeste marketing automation-systemen bundelen alle data en maken een 360-graden profiel van de digital body language van een prospect of klant.<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-full\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2014\/10\/digital-body-language.jpg\" alt=\"digital body language\" class=\"wp-image-18687\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-lead-nurturing\">3. Lead nurturing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bij lead nurturing draait het om het opbouwen van een relatie met potenti\u00eble klanten, door het bieden van relevante content in iedere fase van het koopproces. Niet iedereen is direct ge\u00efnteresseerd en klaar om met een organisatie te praten, waardoor je potenti\u00eble klanten als het ware aan de hand neemt en door de sales funnel begeleidt. Het gebruik van een marketing automation-systeem maakt het mogelijk om het proces rondom de verschillende touchpoints te automatiseren; dit noemen we een multi-touch campagne. Bij geautomatiseerde campagnes cre\u00eber je meer dialoog dan bij ouderwetse push marketing doordat iedere marketingactiviteit voortvloeit uit de eerdere activiteiten die de potentiele klant heeft gedaan.<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2014\/10\/lead-nurturing-1024x633.png\" alt=\"lead nurturing\" class=\"wp-image-18688\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-drip-campagnes\">4. Drip campagnes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Drip marketing is vernoemd naar de beruchte automatische \u2018drip\u2019 koffiemachine. Het maakt niet uit wat je doet, deze blijft constant druppelen. Het enige wat je kunt doen om het te veranderen is aan- of uitzetten. Deze methode wordt gebruikt in direct marketingactiviteiten om <em>potenti\u00eble <\/em>klanten langer te binden aan een bepaalde campagne. Over een langere periode stuur je de <em>potenti\u00eble <\/em>klant marketinginformatie. Het verschil tussen drip- en nurturingprogramma\u00b4s is het feit dat bij drip in de campagne geen rekening wordt gehouden met de respons van een <em>potenti\u00eble <\/em>klant op eerder uitgezonden activiteit. Waar een nurturingprogramma reageert op de eerdere respons en de volgende actie aanbiedt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-lead-scoring\">5. Lead scoring<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Lead scoring is het toewijzen van een score aan <em>potenti\u00eble <\/em>klanten op basis van hun online en offline gedrag (interesse getoond voor je oplossing, engagement) en hun demografisch patroon (het klantprofiel). Hoe hoger de score des te beter de prospect is voor sales gezien de scoringskans. Een lead scoringmodel is de basis voor een goede samenwerking tussen sales en marketing; 80% van de best presterende bedrijven maakt gebruik van lead scoringmodellen.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2014\/10\/lead-scoring.jpg\" alt=\"\" class=\"wp-image-18691\" style=\"width:255px;height:152px\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-6-progressieve-profilering\">6. Progressieve profilering<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Progressieve profilering (\u2018progressive profiling\u2019) maakt het mogelijk om digitaal en stapsgewijs de informatie van een webbezoeker of lead uit te breiden. Als bezoekers je website bezoeken, laten ze in eerste instantie alleen de basisinformatie achter, zoals e-mailadres en naam. Met ieder nieuwe bezoek aan de website, het downloaden van content of het registeren voor een evenement, verzamel je relevante informatie en bouw je een profiel op. Deze basisinformatie breidt je steeds verder uit, naarmate de lead meer activiteit toont. Op deze manier verzamel je geleidelijk klantinformatie en verhoog je leadconversie zonder dat leads afhaken door het verzoek om te veel informatie in een keer.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2014\/10\/progressive-profiling.jpg\" alt=\"progressive profiling\" class=\"wp-image-18693\" style=\"width:459px;height:auto\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-7-dynamische-content\">7. Dynamische content<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dynamische content is HTML-content op je website, formulieren, landingpagina\u2019s of e-mails dat veranderd op basis van de bezoeker. Als de bezoeker overeenkomt met vooraf bepaalde criteria (denk aan industrie, functie of achtergrond) wordt passende content aangeboden. De basis van dynamische content is de gepersonaliseerde aanhef in een mail. De volgende stap is het aanpassen van tekst, afbeeldingen, video\u2019s, etc. op basis van het profiel van de bezoeker.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2014\/10\/dynamische-content.jpg\" alt=\"dynamische content\" class=\"wp-image-18697\" style=\"width:455px;height:465px\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-8-subscription-management\">8. Subscription management<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Subscription management maakt het mogelijk voor je prospect om zich in te schrijven op informatie over een specifiek onderwerp van je organisatie. Een preference centre is gekoppeld aan de opt-in of opt-out mogelijkheid. Het preference centre bevat een lijst van verschillende opties waarop de bezoeker zich kan in- of uitschrijven.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Als de e-mailontvanger in de mail klikt op opt-out, wordt deze gelinkt naar het preference centre waar zijn\/haar inschrijving voor de verschillende onderwerpen staan aangegeven. De e-mailontvanger kan dan zelf aangeven voor welke onderwerpen hij\/zij zich wil afmelden. Het grote voordeel hiervan is dat je hiermee het aantal opt-outs verkleint door het aanbieden van de gewenste content.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-9-soft-bounces-versus-hard-bounce\">9. Soft bounces versus hard bounce<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een bounce is in principe een afgewezen e-mail. Dit kun je categoriseren in twee varianten: soft-bounce of hard-bounce. Een soft-bounce is een e-mail die wordt herkend door de ontvangen mail server maar automatisch retour stuurt omdat de ontvangende mailbox vol is of omdat de server tijdelijk buiten gebruik is. Dit kan bijvoorbeeld ook gebeuren als iemand zijn automatische afwezigheid instelling heeft aanstaan.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Een hard-bounce is een e-mail die naar een foutief of niet bestaand e-mailadres wordt gestuurd. Dit kan gebeuren als de domeinnaam niet bestaat of de ontvanger onbekend is. In dat geval verwijder je het e-mailadres uit je bestand omdat naar alle waarschijnlijkheid de betreffende ontvanger niet meer werkzaam is bij het bedrijf.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-10-closed-loop-reporting\">10.&nbsp;Closed loop reporting<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een &#8216;closed loop report&#8217; is een rapport waar alle fases van de pijplijn, of funnel, in zijn opgenomen, van websiteverkeer&nbsp;tot omzetgeneratie. Het helpt marketing managers en marketingprofessionals te begrijpen hoe marketingactiviteiten en -campagnes bijdragen aan de verkooppijplijn, omzet en ROI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-onder-de-knie\"><strong>Onder de knie?&nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Hopelijk heb ik je meer inzicht gegeven in de jargon over marketing automation. Is er andere marketingjargon waar je graag tekst en uitleg over wilt?&nbsp;<a href=\"https:\/\/www.spotonvision.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\">Laat het ons dan weten<\/a>!<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5c4b93c13b {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c4b93c13b {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c4b93c13b {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5c4b93c13b {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c4b93c13b {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c4b93c13b {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5c4b93c13b dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5c4b93c13b .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5c4b93c13b.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_16af5c4b93c13b .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_16af5c4b93c13b .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>Nu B2B-marketing verder professionaliseert en steeds meer marketeers het belang van marketing automation zien, vliegt nieuw jargon om de oren, denk aan \u2018digital body language\u2019, \u2018progressive profiling\u2019 en \u2018dynamische content\u2019. Tijd om de begrippen die je als moderne marketeer moet kennen, te lijf te gaan.<\/p>\n","protected":false},"author":10,"featured_media":40356,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[96,97,85,98],"tags":[],"class_list":["post-36454","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-nl","category-lead-management-nl","category-leadgeneratie","category-marketing-automation-nl"],"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>Top 10 marketing automation begrippen in B2B | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Nu B2B-marketing verder professionaliseert, vliegt nieuwe jargon je om de oren. 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