{"id":36469,"date":"2018-11-28T16:49:09","date_gmt":"2018-11-28T16:49:09","guid":{"rendered":"https:\/\/www.spotonvision.com\/evolutie-b2b-campagne-3-tips-voor-campagnesucces\/"},"modified":"2024-03-15T09:19:50","modified_gmt":"2024-03-15T09:19:50","slug":"evolutie-b2b-campagne-3-tips-voor-campagnesucces","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/evolutie-b2b-campagne-3-tips-voor-campagnesucces\/","title":{"rendered":"De evolutie van een B2B-campagne: 3 tips voor meer campagnesucces"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aeb4c167cf3b {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aeb4c167cf3b {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aeb4c167cf3b {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aeb4c167cf3b {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aeb4c167cf3b\">\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>De evolutie van een B2B-campagne: 3 tips voor meer campagnesucces<\/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\/content-types-b2b-marketing-892x495.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\/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;November 28, 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\">Het opzetten van een ge\u00efntegreerde marketingcampagne vergt tijd en geld en staat hij eenmaal live, dan ben je er nog niet. Want ook het doorlopend optimaliseren heeft flink wat voeten in de aarde.<br>Een succesvolle B2B-campagne is dan ook nooit \u2018af\u2019. Vanuit onze dagdagelijkse praktijk geven we je drie tips om jouw campagnes te verbeteren.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-neem-de-lengte-van-je-campagne-onder-de-loep\">1. Neem de lengte van je campagne onder de loep<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een conversie-dip halverwege de campagne is een vaak voorkomende evaluatie-uitkomst. Pas op dat je de koper niet uit het oog verliest en een te lange campagne start die onvoldoende is afgestemd op het koopproces van jouw koper.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kijk kritisch naar je campagne en haal onderdelen uit je campagne waarbij je:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Geen antwoord geeft op de vragen van jouw doelgroep<\/li>\n\n\n\n<li>In herhaling valt; de kracht van de herhaling geldt vrijwel nooit in campagnes<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Kom je er achter dat je toch niet goed genoeg weet welke vragen bij jouw koper leven en waar jij antwoord op \u2018moet\u2019 geven? Ga dan terug naar de basis en <a href=\"https:\/\/www.spotonvision.com\/strategie\/buyer-personas\/\" target=\"_blank\" rel=\"noreferrer noopener\">valideer jouw buyer journey<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-wees-onderscheidend-speel-met-contentvsormen\">2. Wees onderscheidend: speel met contentvsormen<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Heb je scherp welke vragen je wilt en kunt beantwoorden in je campagne dan is de volgende stap het verbeteren van de manier waarop je je content in zet. Stel jezelf vragen als: Zet ik de juiste content in de juiste fase in? Zijn we wel onderscheidend genoeg? Blijven we de koper verrassen of worden we voorspelbaar?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De meest succesvolle B2B-marketeers zetten 7 verschillende tactics in. Het recyclen van bestaande content is een praktische manier om te vernieuwen. Maak van een whitepaper een podcast. Of vorm je whitepaper om tot een visual e-book door tekst in te korten en beeld toe te voegen. Door te spelen met nieuwe tactics maak je je content verrassender en meer \u2018snackable\u2019. Met vaak groot succes als gevolg!<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2018\/11\/content-types-b2b-marketing.png\" alt=\"Type of Content B2B Marketers Use\" class=\"wp-image-21142\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-creeer-voldoende-bereik-vergeet-promotie-niet\">3. Cre\u00eber voldoende bereik, vergeet promotie niet<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Je bent pas echt succesvol als je voldoende gekwalificeerde leads genereert met je ge\u00efntegreerde campagne. Om het aantal afgesproken <a href=\"https:\/\/www.spotonvision.com\/campagnes\/leadgeneratie\/\" target=\"_blank\" rel=\"noreferrer noopener\">gekwalificeerde leads aan sales<\/a> te kunnen leveren, heb je aan de voorkant van je campagne voldoende instroom nodig.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jouw content moet onder de aandacht van jouw doelgroep komen, via de kanalen waarop jouw doelgroep te vinden is. Maak een gedegen promotieplan voor je campagne waarbij je zowel owned (bijvoorbeeld je eigen website), earned (LinkedIn company page) als paid media in zet. Zet hierbij altijd het belang van de inhoud voorop en zorg voor voldoende kleine stukjes content die je op de verschillende kanalen in kunt zetten.<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16aeb4c168d96b {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4c168d96b {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4c168d96b {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16aeb4c168d96b {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4c168d96b {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4c168d96b {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16aeb4c168d96b dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16aeb4c168d96b .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16aeb4c168d96b.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_16aeb4c168d96b .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_16aeb4c168d96b .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>Hulp nodig met contentmarketing?<\/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\nSamen gaan we aan de slag met jouw strategie.\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\/hoe-wij-helpen\/inzicht-in-kopers-strategie\/contentstrategie\/\" 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\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-wereld-om-ons-heen-blijft-veranderen\"><strong>De wereld om ons heen blijft veranderen<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Zoals eerder gezegd, een ge\u00efntegreerde marketingcampagne is nooit \u2018af\u2019 en voor succes blijf je analyseren en optimaliseren. De wereld om ons heen verandert continu; of het nu gaat om nieuw gedrag van jouw kopers of aangepaste bedrijfsdoelstellingen. Meet, test en durf te veranderen, is het devies!<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16aeb4c169318a {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4c169318a {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4c169318a {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16aeb4c169318a {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4c169318a {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4c169318a {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16aeb4c169318a dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16aeb4c169318a .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16aeb4c169318a.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_16aeb4c169318a .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_16aeb4c169318a .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>Toolkit: Buyer persona\u2019s in B2B<\/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\nEen praktisch stappenplan om een buyer persona op te stellen, tips voor het interviewen en veelgemaakte fouten.\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\/e-book-buyer-persona-stappenplan\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Download buyer persona stappenplan<\/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>Het opzetten van een ge\u00efntegreerde marketingcampagne vergt tijd en geld en staat hij eenmaal live, dan ben je er nog niet. Want ook het doorlopend optimaliseren heeft flink wat voeten in de aarde.<br \/>\nEen succesvolle B2B-campagne is dan ook nooit \u2018af\u2019. Vanuit onze dagdagelijkse praktijk geven we je drie tips om jouw campagnes te verbeteren.<\/p>\n","protected":false},"author":13,"featured_media":40378,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[80],"tags":[],"class_list":["post-36469","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contentmarketing"],"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>Evolutie van een B2B-campagne: 3 tips voor campagnesucces<\/title>\n<meta name=\"description\" content=\"Het opzetten van een ge\u00efntegreerde B2B-marketingcampagne vergt tijd en geld en staat hij eenmaal live, dan ben je er nog niet.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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