{"id":36496,"date":"2020-09-01T14:19:26","date_gmt":"2020-09-01T14:19:26","guid":{"rendered":"https:\/\/www.spotonvision.com\/whats-next-in-b2b-buyer-enablement\/"},"modified":"2024-03-15T08:58:45","modified_gmt":"2024-03-15T08:58:45","slug":"whats-next-in-b2b-buyer-enablement","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/whats-next-in-b2b-buyer-enablement\/","title":{"rendered":"What\u2019s next in B2B: buyer enablement"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af72f5a6dd8a {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af72f5a6dd8a {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af72f5a6dd8a {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af72f5a6dd8a {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af72f5a6dd8a\">\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>What\u2019s next in B2B: buyer enablement<\/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\/My-Post-3-1-892x477.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\/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;September 01, 2020            <\/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\">Een zakelijke koper be\u00efnvloeden is niet makkelijk. Uit onderzoek van <a href=\"https:\/\/www.gartner.com\/en\/sales\/insights\/buyer-enablement\">Gartner<\/a> blijkt dat het B2B-koopproces drastisch blijft veranderen. Bovendien blijkt dat de moeilijkheid niet zozeer zit in v\u00e9rkopen, maar meer in de uitdaging voor een koper om iets te kopen. Dit heeft te maken met de complexiteit van de beslissers (DMU). En tegelijkertijd komen er steeds meer opties en oplossingen op de markt, waardoor er een overdosis aan informatie en keuzestress kan ontstaan. Volgens Gartner zou je daarom jouw strategie moeten aanpassen naar buyer enablement. Wat buyer enablement is, wat het oplevert en hoe je het aanpakt, vertellen we je in dit artikel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-buyer-enablement-wat-is-het\">Buyer enablement: wat is het?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.spotonvision.com\/buyer-enablement-stroomlijn-het-koopproces-met-slimme-content\/\">Buyer enablement<\/a> is het eenvoudig en effici\u00ebnt maken van het koopproces voor de koper door waardevolle informatie te verstrekken. Zowel online, als via persoonlijk contact. We praten meestal over sales enablement in B2B, en eigenlijk is dat een eerste stap richting buyer enablement. Het is het cre\u00ebren van een cultuur waarbij sales en marketing op een effici\u00ebntere manier samenwerken.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-medium is-resized\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2019\/10\/information-that-helps-customers-advance-768x625-300x244.png\" alt=\"Information that helps customers advance\" class=\"wp-image-24195\" style=\"width:388px;height:316px\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Uit het Gartner onderzoek blijkt dat slechts 17 procent van de kopers gedurende het koopproces contact heeft met de leverancier. Met buyer enablement bied je de gehele DMU relevante informatie en navigeer je samen met de koper(s) door het hele koopproces. Op deze manier is de kans 2,8 keer zo groot dat kopers het koopproces als eenvoudig ervaren en jou als leverancier meer waarderen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-zo-pas-je-buyer-enablement-toe\">Zo pas je buyer enablement toe<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Meer deals, grotere deals \u00e9n als een waardevolle leverancier beschouwd worden; dit klinkt geweldig. Maar hoe pas je buyer enablement toe en hoe organiseer je het? Een koopproces aansturen met zowel persoonlijk contact en relevante content, kan een marketing- of salesafdeling niet alleen. Gedurende het koopproces heeft elk lid van de DMU een andere informatiebehoefte. Om hierop in te spelen is het van belang dat sales en marketing continu samenwerken en zich richten op \u2018information excellence\u2019.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Information excellence bestaat uit het aanbieden van relevante informatie op de juiste momenten in het koopproces. Tegelijkertijd beantwoord je vragen van de verschillende persona\u2019s binnen DMU. Het verschil met reguliere contentmarketing? Buyer enablement doe je altijd samen met het salesteam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Omdat het koopproces niet lineair verloopt is het belangrijk dat het marketingteam ook sales betrekt bij de campagne-uitwerking. Eigenlijk lijkt deze manier van werken nog het meest op account-based marketing. Het kan alleen werken als er een nauwe samenwerking tussen marketing en sales is.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wanneer de salesafdeling betrokken is bij de inhoud van de content per fase en weet waar de leads vandaan komen. Dan kan sales de potenti\u00eble klant door het gehele koopproces goed op weg helpen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-je-koper-helpen-om-het-koopproces-eenvoudig-en-effectief-te-doorlopen\">Je koper helpen om het koopproces eenvoudig en effectief te doorlopen<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De meeste marketingteams zijn zo georganiseerd dat ze leads genereren en nurturen totdat ze \u2018warm\u2019 genoeg zijn voor sales. Kopers echter kopen niet per se in die volgorde. Vandaar dat een hand-off van een gekwalificeerde lead naar sales anders georganiseerd moet worden.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of, zoals Gartner het zegt: \u201cCustomers don\u2019t buy in a linear fashion. Rather, they use both digital and in-person channels with near-equal frequency to complete each of the buying jobs more or less simultaneously. Therefore, Sales and Marketing must operate in parallel, not serial, fashion.\u201d<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2019\/11\/b2b-buying-journey-grey-768x625.png\" alt=\"B2B buying journey - Gartner\" class=\"wp-image-24198\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Een tijd geleden schreef ik een artikel voor Marketingfacts naar aanleiding van een ontmoeting met filosoof en gedragswetenschapper Nick Southgate. Het ging over hoe zakelijke kopers kopen. Wat me vooral is bijgebleven van deze ontmoeting is dat je het de koper gemakkelijk moet maken, en dat je rekening moet houden met de emotie van de koper. Bovendien neemt een groep kopers (DMU) niet per se goede beslissingen. Des te meer reden om rekening te houden met een andere manier van informatievoorziening in het koopproces.<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af72f5ab072c {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af72f5ab072c {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af72f5ab072c {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af72f5ab072c {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af72f5ab072c {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af72f5ab072c {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af72f5ab072c dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af72f5ab072c .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af72f5ab072c.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_16af72f5ab072c .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_16af72f5ab072c .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 Buyer Journey?<\/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\nKoppel je content aan diepere vragen, wij helpen je.\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\/hoe-wij-helpen\/inzicht-in-kopers-strategie\/buyer-journey\/\" 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<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Volgens Gartner moet je je strategie aanpassen naar buyer enablement. Wat dit is, wat het oplevert en hoe je het aanpakt, vertellen we je in dit artikel.<\/p>\n","protected":false},"author":12,"featured_media":40354,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[89,93,19,100],"tags":[],"class_list":["post-36496","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-adoptie-interne-organisatie","category-buyer-enablement-nl","category-buyer-journey","category-sales-enablement-nl"],"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>What\u2019s next in B2B: buyer enablement | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Volgens Gartner moet je je strategie aanpassen naar buyer enablement. 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