{"id":36483,"date":"2019-06-28T14:15:46","date_gmt":"2019-06-28T14:15:46","guid":{"rendered":"https:\/\/www.spotonvision.com\/buyer-personas-de-essentiele-stap-naar-succesvolle-marketingcampagnes\/"},"modified":"2024-03-15T09:05:46","modified_gmt":"2024-03-15T09:05:46","slug":"buyer-personas-de-essentiele-stap-naar-succesvolle-marketingcampagnes","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/buyer-personas-de-essentiele-stap-naar-succesvolle-marketingcampagnes\/","title":{"rendered":"Buyer persona\u2019s: de essenti\u00eble stap naar succesvolle marketingcampagnes"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c2c4d646d {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c2c4d646d {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5c2c4d646d {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5c2c4d646d {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c2c4d646d\">\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>Buyer persona\u2019s: de essenti\u00eble stap naar succesvolle marketingcampagnes<\/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\/Ontwerp-zonder-titel-88-1-892x373.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 28, 2019            <\/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\">\u201cSuccesvolle marketingcampagnes zijn afhankelijk van jouw inzicht in de doelgroep\u201d, aldus Lianne Veldhuis, content marketeer bij Ultimo Software Solutions. Ultimo is een organisatie waarin alles draait om beheerprocessen en de software die daarvoor nodig is. Ultimo heeft samen met SPOTONVISION twee <a href=\"https:\/\/www.spotonvision.com\/wat-is-een-buyer-persona\/\">buyer persona\u2019s<\/a> gecre\u00eberd. Ondanks dat Lianne na het cre\u00ebren van het buyer persona\u2019s in het team kwam, werkt ze er dagelijks mee. Wil je weten hoe klantinzicht leidt tot succesvolle campagnes? Lees dan verder.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-marketingcampagnes-opzetten-en-onderhouden-doe-je-niet-alleen\">Marketingcampagnes opzetten en onderhouden doe je niet alleen<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Om een succesvolle campagne op te zetten is het belangrijk om het online marketingteam en de salesafdeling te betrekken bij het project. Online marketing registreert hoe een prospect zich gedraagt, bijvoorbeeld het aantal kliks en downloads. Als deze lead interessant wordt voor onze salesafdeling, dragen we de gegevens over aan Sales.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cJe merkt dat Sales blij is als we veel Marketing Qualified Leads binnenhalen en dat geeft een super goed gevoel.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Op basis van de online contentconsumptie van de leads zien we ook de resultaten die we met onze content behalen. Bovendien houden we het aantal likes op onze blogs bij. Aan de hand hiervan zien we welke content het goed doet bij de doelgroep en welke content we eventueel moeten aanscherpen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Om onze content te promoten, maken wij gebruik van onze eigen platforms, waaronder website, blog en social media. Daarnaast maken wij gebruik van diverse relevante externe platforms om de content bij de doelgroep te bezorgen. Denk hierbij bijvoorbeeld aan advertorials, partnermailings en bijdragen op externe blogs\/websites. Al deze content is erop gericht om zoveel mogelijk conversies te realiseren.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-weg-van-buyer-persona-naar-een-campagne\">De weg van buyer persona naar een campagne<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Samen met SPOTONVISION hebben we twee buyer persona\u2019s gecre\u00eberd; Floris, een facility manager, en Ralph, een maintenance manager. SPOTONVISION heeft ons geholpen met het inzichtelijk maken van de koper en een contentmap opgesteld. Hierin worden de vragen van de koper beantwoord met behulp van contentidee\u00ebn. Dit is ons plan van aanpak met zowel de buyer journey inzichten, als alle content- en campagne-idee\u00ebn.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Met de idee\u00ebn uit de contentmap konden we ongeveer anderhalf \u00e0 twee jaar vooruit. Om nieuwe content te maken pakken wij er altijd de buyer journey bij; de vragen die onze koper heeft tijdens het koopproces. Op basis van de trends en ontwikkelingen die op dat moment spelen, kiezen wij een vraag die de koper heeft waarop wij antwoord geven met onze content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ook kijken we naar wat voor soort content de koper wil zien. Dit verschilt per fase van het koopproces. Wij gebruiken de profielen van Floris en Ralph en de buyer journey als basis in onze dagelijkse werkzaamheden. Hiermee krijg je een goed beeld van wie de koper is en voor wie je de content schrijft.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cMet een buyer persona profiel krijg je een goed beeld van wie de koper is en voor wie je de content schrijft. Soms voelt het voor mij dan net alsof ik Floris en Ralph echt ken!\u201d<\/p>\n<\/blockquote>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5c2c4e8a12 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c2c4e8a12 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c2c4e8a12 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5c2c4e8a12 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c2c4e8a12 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c2c4e8a12 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5c2c4e8a12 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5c2c4e8a12 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5c2c4e8a12.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_16af5c2c4e8a12 .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_16af5c2c4e8a12 .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 jouw Buyer Persona\u2019s?<\/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\r\nWij ondersteunen je bij de creatie van jouw ideale klant.\r\n\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\/contact\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Direct aan de slag<\/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-waardevolle-uitkomsten-van-de-buyer-persona-projecten\">De waardevolle uitkomsten van de buyer persona projecten<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De uitkomsten van de buyer persona projecten geven houvast. In het begin werden we ons bewust van het feit dat je je moet inleven in je klant, om content te cre\u00ebren die aansluit op zijn behoeften. Door de <a href=\"https:\/\/www.spotonvision.com\/strategie\/contentstrategie\/\" target=\"_blank\" rel=\"noreferrer noopener\">contentmap<\/a> krijg je inzicht in de vragen die een klant heeft tijdens de verschillende fases van zijn koopproces en welke content hij per koopfase wil zien.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Technologische ontwikkelingen veranderen snel. Stel, dat we nu beginnen met maken van een e-book over deze ontwikkelingen, dan moet je in je achterhoofd houden dat de klant het e-book over een half jaar als \u2018oud\u2019 zou kunnen beschouwen.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cHet is dus van belang dat de (online)marketing- en salesafdeling niet ge\u00efsoleerd werken, zodat zij snel kunnen schakelen en elkaar scherp houden.\u201d<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-buyer-persona-s-voor-iedereen\">Buyer persona\u2019s voor iedereen<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Wij vinden dat de buyer persona\u2019s niet alleen relevant zijn voor de (online)marketing- en salesafdeling, maar voor alle medewerkers. Om de buyer persona\u2019s te integreren in de organisatie hebben we grote borden met onze buyer persona\u2019s erop. Deze borden hangen in de centrale hal van het gebouw. Op deze manier heeft elke medewerker de kans om zich in te leven in de klant, en te weten op wie wij ons focussen.<\/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\">Er komt veel kijken bij het integreren van buyer persona\u2019s, zowel in de inbedding in de organisatie als om te komen tot succesvolle marketingcampagnes. Jouw buyer persona is niet alleen jouw uitgangspunt, maar ook dat van je collega\u2019s. Alleen wanneer iedereen de buyer persona \u00e9cht kent, kunnen afdelingen op elkaar inspelen. Dit is een belangrijke succesfactor is voor alle marketingcampagnes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ben je al bezig met buyer persona creatie of wil je hiermee starten? Onze <a href=\"https:\/\/www.spotonvision.com\/resources\/e-book-buyer-persona-stappenplan\/\" target=\"_blank\" rel=\"noreferrer noopener\">toolkit<\/a> bied je houvast. Wil je een keer sparren over de beste manier om van jouw marketingcampagne een succes te maken? <a href=\"tel:+31 (0)20 705 58 88\">Bel<\/a><a href=\"https:\/\/www.spotonvision.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\"> of mail<\/a>.<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5c2c508210 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c2c508210 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c2c508210 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5c2c508210 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c2c508210 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c2c508210 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5c2c508210 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5c2c508210 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5c2c508210.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_16af5c2c508210 .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_16af5c2c508210 .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>Buyer Personas in the Age of AI: A B2B Guide<\/h2><\/div>\n                <div class=\"dw_cta_section_block_content description dw_font_firasans s16 w300 h26\"><div class=\"entry-content\">\r\n\r\nOntdek hoe kopersinzichten veranderen &amp; optimaliseer je marketing in het tijdperk van AI, download ons nieuwe e-book!\r\n\r\n<\/div><\/div>\n                <div class=\"dw_cta_section_block_content buttons\">\n                                            <a href=\"https:\/\/www.spotonvision.com\/nl\/resources\/buyer-personas-in-het-ai-tijdperk-een-uitgebreide-b2b-gids\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Download<\/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>Ultimo heeft samen met SPOTONVISION twee buyer persona\u2019s gecre\u00eberd. Ondanks dat Lianne Veldhuis na het cre\u00ebren van het buyer persona\u2019s in het team kwam, werkt ze er dagelijks mee. Wil je weten hoe klantinzicht leidt tot succesvolle campagnes? Lees dan het interview.<\/p>\n","protected":false},"author":12,"featured_media":40401,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26,80],"tags":[],"class_list":["post-36483","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-buyer-persona","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>Buyer persona\u2019s voor marketingcampagne succes | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"De uitkomsten van een buyer persona geven houvast. 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