{"id":36463,"date":"2018-05-23T14:16:09","date_gmt":"2018-05-23T14:16:09","guid":{"rendered":"https:\/\/www.spotonvision.com\/account-based-marketing-of-demand-generation\/"},"modified":"2024-03-15T09:20:10","modified_gmt":"2024-03-15T09:20:10","slug":"account-based-marketing-of-demand-generation","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/account-based-marketing-of-demand-generation\/","title":{"rendered":"Account-based marketing of demand generation?"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aeb4c1fcbcb4 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aeb4c1fcbcb4 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aeb4c1fcbcb4 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aeb4c1fcbcb4 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aeb4c1fcbcb4\">\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>Account-based marketing of demand generation?<\/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\/My-Post-22-1-892x477.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\/the-spotonvision-editorial-team\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/7751fc11d611c03969e1e528e15d483a72ace948516c00c07210be80d547cfaf?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/the-spotonvision-editorial-team\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                The SPOTONVISION editorial team &#8211; Published:&nbsp;May 23, 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\">Wanneer kies je nou voor<a href=\"https:\/\/www.spotonvision.com\/aan-de-slag-met-account-based-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\"> account-based marketing <\/a>(ABM) of demand generation? Deze vraag wordt vaak gesteld. En hetgeen dat vaststaat is dat account-based marketing en demand generation een fundamenteel andere aanpak vereisen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-key-accounts-centraal-bij-abm\"><strong>Key accounts centraal bij ABM<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Account-based marketing (ABM) is een B2B-strategie waarin je een vooraf bepaalde groep bedrijven bewerkt met op maat gemaakte persoonlijke sales- en marketingcampagnes. ABM is een strategische benadering waarbij sales en marketing samenwerken en focussen op een groep key accounts. Je focust hier dus op accounts en niet op individuen. Je begint met het bepalen van je doel. Want wil je een target lijst met drie accounts voor je winnen? Of heb je een grotere lijst of zelds een industrie voor ogen? Met het bepalen van de scope is de samenwerking tussen marketing en sales essentie\u00ebl. Zodra je, je aanpak heb bepaald kan je inzichten gaan verzamelen, deze zijn onder andere, business drivers, uitdagingen en de aankoop motieven van de accounts. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Deze inzichten geven het marketingteam de mogelijkheid om gepersonaliseerde content voor ieder account te cre\u00ebren. ABM is dan ook wel een extreem gefocust, bijna microscopisch strategische manier van inbound en outbound marketing.<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16aeb4c1fda09e {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4c1fda09e {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4c1fda09e {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16aeb4c1fda09e {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4c1fda09e {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4c1fda09e {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16aeb4c1fda09e dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16aeb4c1fda09e .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16aeb4c1fda09e.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_16aeb4c1fda09e .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_16aeb4c1fda09e .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 Account-based marketing 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 account-based marketing\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\/account-based-marketing-in-5-stappen\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Verder met ABM<\/a>\n                                                        <\/div>\n            <\/div>\n            <div class=\"dw_cta_section_block_column right\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-demand-generation\"><strong>Demand generation<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Demand generation is vooral interessant als je een lang koopproces hebt. Bij demand generation probeer je potenti\u00eble klanten te engagen en te nurturen, zodat je een relatie met ze opbouwt. Bij deze aanpak is het belangrijk dat je goede content hebt, er een goede samenwerking is tussen marketing en sales en dat je marketing automation goed is ingericht. Dus focus jij je bij demand generation op individuen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Omdat er in B2B vaak meerdere beslissers betrokken zijn bij het aanschaffen van \u2018dure\u2019 producten of diensten, is account-based marketing steeds vaker een interessante strategie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ingrid Archer, Managing Partner bij SPOTONVISION, legt in onderstaande video dieper uit wat het verschil is. Ook vertelt zij meer over de kracht van de twee aanpakken en de rol die sales hierin speelt.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-embed-handler wp-block-embed-embed-handler wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Account-based marketing or demand generation?\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/F3O_-pzo-k8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Wanneer kies je nou voor account-based marketing (ABM) of demand generation? Deze vraag wordt vaak gesteld. En hetgeen dat vaststaat is dat account-based marketing en demand generation een fundamenteel andere aanpak vereisen.<\/p>\n","protected":false},"author":13,"featured_media":40364,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[60],"tags":[],"class_list":["post-36463","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-account-based-marketing"],"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>Account-based marketing of demand generation | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Wanneer kies je nou voor account-based marketing (ABM) of demand generation? 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