{"id":36487,"date":"2019-08-27T14:08:19","date_gmt":"2019-08-27T14:08:19","guid":{"rendered":"https:\/\/www.spotonvision.com\/b2b-marketing-succes-richting-2020-7-tips\/"},"modified":"2024-03-15T09:05:34","modified_gmt":"2024-03-15T09:05:34","slug":"b2b-marketing-succes-richting-2020-7-tips","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/b2b-marketing-succes-richting-2020-7-tips\/","title":{"rendered":"B2B marketing succes richting 2020: 7 tips"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c68895eea {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c68895eea {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5c68895eea {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5c68895eea {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c68895eea\">\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>B2B marketing succes richting 2020: 7 tips<\/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\/65056138_s.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;August 27, 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\"><em>Over de juiste metrics, slim samenwerken en flexibiliteit.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hoe blijf je succesvol \u00e9n \u2018game changing\u2019 in B2B? Een uitdaging waar iedere marketeer voor staat. Internationale B2B key notes en regionale pioniers delen hun tips vanaf het B2B Marketing Forum podium.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tip-1-kies-voor-klantgerichte-metrics\">Tip #1: Kies voor klantgerichte metrics<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tiffani Bova (Salesforce): &#8220;Iedereen moet een duidelijke rol hebben in het leveren van een uitzonderlijke klantbeleving. Daarnaast moeten marketeers zich minder bezig houden met het zich toe-eigenen van processen. Zij moeten zich juist meer richten op de impact die beslissingen van de verschillende (klantgerichte) teams hebben op de klanten. Wanneer je praat over klantgerichtheid moet je eerdere stappen opnieuw overdenken. Probeer het budget niet te verantwoorden met <a href=\"https:\/\/www.spotonvision.com\/technologie\/data-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">metrics<\/a> die niet klantgericht zijn! Klantbeleving is immers de ruggengraat van alles wat je doet.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tip-2-sales-enablement-als-sleutel\">Tip #2: Sales enablement als sleutel<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Jamie Anderson (Marketo): &#8220;Het ultieme succes in B2B zit in de <a href=\"https:\/\/www.spotonvision.com\/strategie\/sales-enablement\/\" target=\"_blank\" rel=\"noopener noreferrer\">samenwerking tussen marketing en sales<\/a>. De maketing- en salesfunnel is niet lineair. Door het continu delen van informatie kan er beter worden ingespeeld op de behoeften van de klant. Vind, als marketing en sales, een manier om van elkaar te houden. Deel gemeenschappelijke doelen, resultaten, KPI\u2019s en maak het zinvol. Come together, love eachother and you will win.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tip-3-blijf-leren-en-proberen\">Tip #3: Blijf leren en proberen<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ingrid Archer en Shimon Ben Ayoun (SPOTONVISION): &#8220;Stel jezelf als marketeer bij alles wat je doet de volgende vraag: welke waarde cre\u00eber ik voor mijn klant? Om deze waarde optimaal te laten zijn is het belangrijk om altijd te blijven leren en nieuwe dingen uit te proberen. Er bestaat namelijk geen \u2018best practice\u2019 die voor iedereen werkt. Het is belangrijk dat je blijft analyseren en waar nodig aanpassingen doet.&#8221;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2019\/08\/26497032_s-300x300.jpg\" alt=\"\" class=\"wp-image-22216\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tip-4-scherp-continu-aan-en-blijf-koersvast\">Tip #4: Scherp continu aan en blijf koersvast<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Berend-Jan Rietveld (Schiphol): &#8220;Om consistent over alle raakvlakken van een klant met de organisatie een eenduidige klantbeleving te realiseren, is een klantgerichte organisatie nodig. Probeer hier niet als enige voor verantwoordelijk te zijn, het is een multidisciplinaire taak. Zie het ook niet als een eenmalig project, maar als een <a href=\"https:\/\/www.spotonvision.com\/strategie\/customer-journey\/\" target=\"_blank\" rel=\"noreferrer noopener\">uitdaging zonder einde<\/a>. Ontwikkel daarom een visie, scherp continu aan maar blijf wel koersvast en laat je niet (af)leiden door de continu veranderende wereld met steeds opkomende nieuwe technologie\u00ebn.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tip-5-zoek-inspiratie-bij-andere-disciplines\">Tip #5: Zoek inspiratie bij andere disciplines<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Kayleigh Groenendijk (<em>Persgroep<\/em>): &#8220;Om ook in de toekomst succesvol te kunnen blijven als marketeer is het belangrijk dat je continu kijkt naar wat je van anderen kunt leren. Laat je inspireren door succesverhalen \u00f3f juist de niet zo succesvolle verhalen van andere bedrijven en marketeers. En blijf niet op je eilandje zitten, zoek de interactie op met je collega\u2019, vooral van andere disciplines! Door met hen te discussi\u00ebren en te brainstormen, kom je vaak tot inzichten waar je anders niet op was gekomen \u00e9n cre\u00eber je tegelijkertijd draagvlak. Want alleen samen ben je succesvol.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tip-6-experimenteer-en-schaal-op\">Tip #6: Experimenteer en schaal op<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dyon Metselaar en Frans Appels (Leadscope): &#8220;Er is nog veel te winnen met digital marketing. Ga aan de slag en start met een of twee experimenten. Optimaliseer deze experimenten en schaal bij succes maximaal op. Alleen dan kun je snel en krachtig groeien zonder grote risico\u2019s te nemen. Zo behoud je de grip op de kosten en geef je alleen geld uit aan de kanalen die daadwerkelijk rendement opleveren.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tip-7-creeer-flexibiliteit-in-je-geintegreerde-campagnes\">Tip #7: Cre\u00eber flexibiliteit in je ge\u00efntegreerde campagnes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ronnie van Dijk en Tom van Tilborg (Payper): &#8220;Je kunt prachtige ge\u00efntegreerde campagnes opzetten vanuit buyer journey-onderzoek maar uiteindelijk is het geen lineair proces en doorloopt niet iedere lead het koopproces op dezelfde manier. Zorg daarom voor verschillende start en \u2018follow up\u2019 punten in je campagnes. Voeg bijvoorbeeld vooral \u2018bel me terug-buttons\u2019 toe aan je landingspagina\u2019s en test met het aanbieden van demo\u2019s in de beginfase van je campagne.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-meer-weten\">Meer weten?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Heb je vragen naar aanleiding van deze tips of wil je een keer sparren over een <a href=\"https:\/\/www.spotonvision.com\/\">B2B marketing<\/a> of sales geori\u00ebnteerd vraagstuk? <a href=\"https:\/\/www.spotonvision.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\">Neem dan contact op<\/a> met een van onze experts.<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5c688b18f6 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c688b18f6 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c688b18f6 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5c688b18f6 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c688b18f6 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c688b18f6 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5c688b18f6 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5c688b18f6 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5c688b18f6.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_16af5c688b18f6 .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_16af5c688b18f6 .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>We praten graag persoonlijk verder<\/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\nWat drink je in je koffie?\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\/contact\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Melk, suiker, niets<\/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\">Dit artikel is eerder verschenen op: <a href=\"https:\/\/www.b2bmarketingforum.nl\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.b2bmarketingforum.nl\/<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Hoe blijf je succesvol \u00e9n \u2018game changing\u2019 in B2B? Een uitdaging waar iedere marketeer voor staat. Internationale B2B key notes en regionale pioniers delen, vanaf het B2B Marketing Forum podium, hun tips over de juiste metrics, slim samenwerken en flexibiliteit.<\/p>\n","protected":false},"author":13,"featured_media":40409,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54,63,58],"tags":[],"class_list":["post-36487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-lead-management","category-sales-enablement"],"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 marketing succes richting 2020: 7 tips - SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Hoe blijf je succesvol \u00e9n \u2018game changing\u2019 in B2B. 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