{"id":36474,"date":"2019-06-26T22:42:00","date_gmt":"2019-06-26T22:42:00","guid":{"rendered":"https:\/\/www.spotonvision.com\/b2b-succes-hoe-elsevier-pharmabiotech-de-relatie-invult-met-de-klant\/"},"modified":"2024-03-15T09:08:09","modified_gmt":"2024-03-15T09:08:09","slug":"b2b-succes-hoe-elsevier-pharmabiotech-de-relatie-invult-met-de-klant","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/b2b-succes-hoe-elsevier-pharmabiotech-de-relatie-invult-met-de-klant\/","title":{"rendered":"Een B2B Marketing succesverhaal: Hoe Elsevier PharmaBioTech de relatie invult met haar klanten"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c206e8e32 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c206e8e32 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5c206e8e32 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5c206e8e32 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c206e8e32\">\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>Een B2B Marketing succesverhaal: Hoe Elsevier PharmaBioTech de relatie invult met haar klanten<\/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\/online-education-2-892x592.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\/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;June 26, 2019            <\/a>\n        <\/div>\n            <\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2>Over klanten engagement met de inzet van educatieve webinars<\/h2>\n<p>Hoe krijgt je echt contact met je klant? Hoe \u2018boost\u2019 je click rates en interactie? En hoe stimuleer je de verkoop? Door jezelf zichtbaar en persoonlijk te maken en de drempel voor interactie zo laag mogelijk te houden. Door het je klanten gemakkelijk te maken om iets te zeggen. Als je hen namelijk hoort, is het ook gemakkelijker om in hun taal terug te praten. Elsevier is een wereldwijde speler op het gebied van wetenschappelijke literatuur en informatie-oplossingen in B2B. Juist door die mondiale dekking is het een continue uitdaging om met de klanten in contact te blijven. Online engagement biedt echter vele mogelijkheden voor iedere B2B marketing professional.<\/p>\n<h2>De klant beter leren kennen<\/h2>\n<p>Met dit in het achterhoofd startte de PharmaBioTech group in Elsevier haar serie gratis webinars. Marketing moest de open- en clickrates, en uiteraard het niveau van engagement met de klant, verhogen.<\/p>\n<blockquote>\n<p>\u201cOm de klant beter te leren kennen cre\u00eberden we een <a href=\"https:\/\/www.spotonvision.com\/campagnes\/\" target=\"_blank\" rel=\"noopener noreferrer\">online klanten engagement campagne<\/a>. Groot deel van de campagne bestond uit het opzetten van een webinar programma dat product expertise zou combineren met \u2018thought leadership\u2019. Ons uitgangspunt was om op een interactieve manier kennis te delen met de klant,\u201d aldus Ann-Marie Roche, Customer Engagement Manager bij Elsevier.<\/p>\n<\/blockquote>\n<p>Het team hoopt een nieuw communicatiekanaal te openen, waarmee meteen meer en beter zicht komt op de behoeftes van de klant door en tijdens het webinarprogramma.<\/p>\n<h2>Het delen van kennis op verschillende niveaus<\/h2>\n<blockquote>\n<p>&#8220;De webinars zijn bedoeld voor bestaande klanten, maar trekken ook potenti\u00eble klanten aan. Twee soorten webinars werden opgezet: introductie-webinars waarin werd ingegaan op basiskennis rondom de Elsevier-producten, en webinars voor gevorderden met de focus op specifieke processen. Ann-Marie: \u201cWe boden meer dan 15 gratis webinars aan in de eerste 6 maanden van het jaar. Onze doelstelling was duidelijk: meer customer engagement!\u201d<\/p>\n<\/blockquote>\n<h2>Webinar Kalendar en Roll out<\/h2>\n<p>Het succes van webinars hangt samen met goede voorbereiding en draagvlak in de organisatie. De Sales en Marketing teams moeten zich committeren aan een webinarplan. Samen met SPOTONVISION cre\u00eberde Elsevier een webinarkalender en een \u2018roll-out\u2019-plan. Het samenstellen van een gedetailleerd plan kost tijd maar het betaalt zich terug. De duidelijke structuur van het begin tot einde was de sleutel voor het succes.<\/p>\n<h2>Meer dan 250 compleet nieuwe contacten in slechts 7 uur<\/h2>\n<p>Het Elsevier webinar team begint aan de customer engagement-uitdaging! De webinars worden als \u2018zeer nuttig\u2019 gewaardeerd door deelnemers en vele deelnemers schrijven zich meerdere malen in.<\/p>\n<h2>Na de eerste 3 series:<\/h2>\n<ul>\n<li>Marketing click &#8211; en opening rates zijn verdubbeld.<\/li>\n<li>Het team verwelkomt meer dan 550 deelnemers, meer dan 60% waren compleet nieuwe contacten in de klantendatabase.<\/li>\n<li>Het team beantwoordt 135 vragen over producten en verkoop support.<\/li>\n<li>De 9 webinar opnames zijn bekeken door meer dan 2100 personen.<\/li>\n<\/ul>\n<p><strong>En dat in slechts 7 uur aan interactieve sessies.<\/strong><\/p>\n<h2>Voor succes op de lange termijn: Praat met je klanten<\/h2>\n<p>Als je aan jouw klanten vraagt wat voor product of dienst ze nodig denken te hebben, is de kans klein een echt werkbaar antwoord te krijgen.\u00a0 Maar als je met je klanten expertise en kennis deelt en laat zien dat je echt interesse hebt in hun behoeftes, dan ineens wordt de interactie veel interessanter.\u00a0 Als je dit dan ook nog doet op een persoonlijke en prettige manier, dan zullen je klanten graag hun idee\u00ebn met je delen. Blijf dit doen om zoveel mogelijk uit je webinars c.q. marketing te halen<\/p>\n<p>Ann-Marie Roche, Customer Engagement Manager bij Elsevier, over de \u00a0samenwerking met SPOTONVISION:<strong><br \/><\/strong><\/p>\n<blockquote>\n<p>\u201cSPOTONVISION was van oneindige waarde voor ons\u2026niet alleen in het opzetten van de eerste serie webinars, maar ook in het begeleiden, trainen en coachen zodat wij steeds beter werden. \u201c<\/p>\n<\/blockquote>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5c206ee4b7 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c206ee4b7 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c206ee4b7 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5c206ee4b7 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c206ee4b7 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c206ee4b7 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5c206ee4b7 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5c206ee4b7 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5c206ee4b7.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_16af5c206ee4b7 .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_16af5c206ee4b7 .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 De kracht van webinars 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<div class=\"entry-content\">\r\n<div class=\"entry-content\">\r\n\r\nDe beste tips &amp; trucs voor succesvolle webinars\r\n\r\n<\/div>\r\n<\/div>\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\/ebook-de-kracht-van-webinars-in-b2b\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Ik wil starten met webinars<\/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>Een succesverhaal van Elsevier PharmaBioTech over de inzet van webinars in de B2B Marketing mix. Leuk om te lezen; veel om van te leren!<\/p>\n","protected":false},"author":12,"featured_media":40398,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[80,86],"tags":[],"class_list":["post-36474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contentmarketing","category-webinars"],"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 succes: Hoe Elsevier PharmaBioTech de klantrelatie invult<\/title>\n<meta name=\"description\" content=\"Als je expertise en kennis deelt met klanten en laat zien dat je interesse hebt in hun behoeftes, wordt de interactie veel interessanter.\u00a0\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Een B2B Marketing succesverhaal: Hoe Elsevier PharmaBioTech de relatie invult met haar klanten\" \/>\n<meta property=\"og:description\" content=\"Als je expertise en kennis deelt met klanten en laat zien dat je interesse hebt in hun behoeftes, wordt de interactie veel interessanter.\u00a0\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spotonvision.com\/nl\/b2b-succes-hoe-elsevier-pharmabiotech-de-relatie-invult-met-de-klant\/\" \/>\n<meta property=\"og:site_name\" content=\"SPOTONVISION\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SPOTONVISION.B2B\" \/>\n<meta property=\"article:published_time\" content=\"2019-06-26T22:42:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-15T09:08:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/online-education-2.jpg\" \/>\n\t<meta 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