{"id":36486,"date":"2019-07-25T11:04:04","date_gmt":"2019-07-25T11:04:04","guid":{"rendered":"https:\/\/www.spotonvision.com\/wat-maakt-account-based-marketing-tot-een-succes\/"},"modified":"2024-03-15T09:05:38","modified_gmt":"2024-03-15T09:05:38","slug":"wat-maakt-account-based-marketing-tot-een-succes","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/wat-maakt-account-based-marketing-tot-een-succes\/","title":{"rendered":"Hoe bepaal je de ROI van Account-based marketing?"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c79be592b {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c79be592b {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5c79be592b {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5c79be592b {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c79be592b\">\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>Hoe bepaal je de ROI van Account-based marketing?<\/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\/85895480_m-1-892x595.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;July 25, 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<h2 class=\"wp-block-heading\">Oftewel wat maakt account-based marketing tot een succes?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In ronde tafel sessies van SPOTONVISION delen marketeers hun ervaringen over verschillende onderwerpen in hun marketingstrategie. E\u00e9n van de onderwerpen is <a href=\"https:\/\/www.spotonvision.com\/aan-de-slag-met-account-based-marketing\/\">account-based marketing<\/a> (ABM). De vraag die deze keer centraal staat is \u2018Hoe bepaal je de ROI van account-based marketing?\u2019 Ervaren B2B-marketeers van Schiphol Real Estate, CGI en T-Mobile wisselen van gedachten. Uit onderzoek is meerdere malen gebleken dat ABM meer oplevert dan reguliere marketingacties, maar hoe werkt dat in de praktijk?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-begin-bij-het-begin\">Begin bij het begin<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Uitgangspunt van ABM is om in nauwe samenwerking tussen marketing en sales aan de slag te gaan en een bepaalde account, of een groep target accounts te bewerken. Je start met het bespreken van de salesdoelstellingen en het bepalen van haalbare doelen op accountniveau. Sales heeft vaak een eigen leadlijst en dat is een mooi begin voor een ABM-strategie.<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5c79bed4a0 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c79bed4a0 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c79bed4a0 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5c79bed4a0 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c79bed4a0 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c79bed4a0 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5c79bed4a0 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5c79bed4a0 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5c79bed4a0.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_16af5c79bed4a0 .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_16af5c79bed4a0 .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 account-based marketing?<\/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\nPersoonlijke aanpak voor je grootste klanten, wij helpen je.\r\n\r\n<\/div>\r\n<\/div><\/div>\n                <div class=\"dw_cta_section_block_content buttons\">\n                                            <a href=\"https:\/\/app.apollo.io\/#\/meet\/shimon\/30-min\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Ja, help me<\/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-ratio-realisme-en-risico\">Ratio, realisme en risico<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bij IT en Business consultancy bedrijf CGI, starten ze met ratio: Zij zorgen eerst voor inzicht in de slagingskans bij de verschillende prospects. Wat is de kans dat sales de beoogde deal kan scoren? Want, hoe groter de kans, hoe beter je marketingbudget is besteed. &nbsp;Bereken eerst de kans dat je de prospect kan binnenhalen. Komt je berekening positief uit? Ga er dan voor!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Als je vervolgens met je team de accounts in kaart brengt, dan wil je weten welke collega\u2019s een bijdrage kunnen leveren om het plan te laten slagen? Per account breng je de mogelijkheden in kaart, de benodigde tijd en middelen. Het liefst maak je keuzes op data gefundeerd. Blijf ook kijken of het geheel realistisch is. Heb je intern draagvlak? Genoeg en\/ of juiste mankracht?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tot slot wil je risico incalculeren: Soms heb je je plannen helemaal uitgetekend en ben je volop in de executie en dan vinden er grote veranderingen plaats bij je target account. Afhankelijk van je werkwijze kun je anticiperen op deze veranderingen. Voor een bedrijf als Schiphol Real Estate is een reorganisatie van een target account regelmatig aan de orde: Dit heeft directe gevolgen voor jouw plan van aanpak, en dit risico is niet in te calculeren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Als je langs de pijlers ratio, realisme en risico een start maakt met je account-based marketingplan, dan ben je goed op weg, daar zijn we het over eens. Maar de grootste uitdaging blijft om je activiteiten schaalbaar te maken. Bij grote one-off batch en blast campagnes, ben je daar niet mee bezig, dan wil je juist meer naar personalisatie. Bij gepersonaliseerde account-based activiteiten wil je juist naar schaalbaarheid.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-hoe-maak-je-account-based-marketing-schaalbaar\">Hoe maak je account-based marketing schaalbaar?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ervaring leert dat je ABM-campagnes enigszins schaalbaar moet maken. Als je alle pijlers op enkele accounts richt, kan dat veel resources (tijd en geld) met zich meebrengen. Zaak dus om het slim in te richten zodat je je efforts, plannen of content, kunt hergebruiken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bij T-Mobile wordt veel aandacht besteed aan het segmenteren van de accounts. In de telecom wel zo belangrijk omdat de doelgroep groot en breed is, en als je account-based marketing te smal inzet (op enkele target accounts), dan is het al gauw te duur. Segmenteren kan op de bekende indelingen als regio, industrie of omvang bedrijf. Maar je kunt ook segmenteren op verschillende onderwerpen die in de markt spelen, bijvoorbeeld duurzaamheid of co-creatie. Op die manier kun je campagnes inzetten die we ook wel industriemarketing noemen, of 1-to-many ABM.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De keuzes die je maakt hangen uiteraard af van de beoogde omzet waaraan de accounts kunnen bijdragen. Heb je een kleinere markt waar je hele grote orders binnen kunt halen? Dan is ABM zeker interessant. Of een grotere markt waar de omvang van een deal kleiner is? Dan zou je ook thema of industriecampagnes kunnen uitrollen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-deel-je-successen\">Deel je successen<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Alle <a href=\"https:\/\/www.spotonvision.com\/aan-de-slag-met-account-based-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">fases van je ABM-strategie<\/a> nemen veel tijd in beslag en je zult merken dat er vele momenten zijn om even stil te staan bij je succes. Door de waan van de dag vergeet je dit wel eens. Daarom benoemen we het hier nog eens: deel je successen, hoe klein ze ook zijn.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2019\/07\/abm-strategie-model.jpg\" alt=\"Account-based marketing strategie\" class=\"wp-image-22031\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-welke-momenten-kun-je-allemaal-vieren\">Welke momenten kun je allemaal vieren?<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ben je aan de hand van ratio, realisme en risico, gekomen tot je target accountlijst of je segmentatie? En heb je de handen op elkaar met het sales en marketingteam? Hoera! Mag best gevierd worden!<\/li>\n\n\n\n<li>Heb je accountinzichten verzameld en ook nog eens inzicht gekregen in de contacten die je al hebt binnen de accounts? Echt een prestatie, om deze eerste deepdive af te ronden.<\/li>\n\n\n\n<li>Heb je inzicht in de contentbehoefte van jouw contacten binnen jouw accounts? Je kunt nu echt aan de slag met campagneontwikkeling. Vier ook deze start met elkaar!<\/li>\n\n\n\n<li>Zie je stappen naar <a href=\"https:\/\/www.spotonvision.com\/campagnes\/online-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">meer engagement<\/a> van jouw target accounts met jouw bedrijf\/mensen, on- en offline? Houd de voortgang continu bij en bespreek de resultaten aan de hand van een dashboard.<\/li>\n\n\n\n<li>Maak je de account tot klant? Yes, champagne mag open!<\/li>\n<\/ul>\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\">Op de vraag \u2018Wat maakt ABM tot een succes?\u2019 is niet een eenvoudig antwoord te geven. Het succes hangt van heel veel zaken af. Wat wel duidelijk wordt is dat de start, de uitgangspunten en de teamsamenstelling bij ABM van allergrootst belang zijn. Zonder een goede start, geen ROI!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Meer weten over account-based marketing, <a href=\"https:\/\/www.spotonvision.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\">neem gerust contact op<\/a>.<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5c79c0a164 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c79c0a164 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c79c0a164 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5c79c0a164 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c79c0a164 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c79c0a164 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5c79c0a164 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5c79c0a164 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5c79c0a164.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_16af5c79c0a164 .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_16af5c79c0a164 .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<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>E\u00e9n van de onderwerpen tijdens de ronde tafel sessies van SPOTONVISION is account-based marketing (ABM). De vraag die deze keer centraal staat is \u2018Hoe bepaal je de ROI van ABM?\u2019 Uit onderzoek is meerdere malen gebleken dat ABM meer oplevert dan reguliere marketingacties, maar hoe werkt dat in de praktijk?<\/p>\n","protected":false},"author":12,"featured_media":40407,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[60],"tags":[],"class_list":["post-36486","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>Bepaal de ROI van Account-based marketing | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Uit onderzoek is meerdere malen gebleken dat ABM meer oplevert dan reguliere marketingacties, maar hoe bepaal je de ROI van ABM?\" \/>\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=\"Hoe bepaal je de ROI van Account-based marketing?\" \/>\n<meta property=\"og:description\" content=\"Uit onderzoek is meerdere malen gebleken dat ABM meer oplevert dan reguliere marketingacties, maar hoe bepaal je de ROI van ABM?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spotonvision.com\/nl\/wat-maakt-account-based-marketing-tot-een-succes\/\" \/>\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=\"2019-07-25T11:04:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-15T09:05:38+00:00\" \/>\n<meta property=\"og:image\" 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