{"id":36517,"date":"2022-02-09T09:30:13","date_gmt":"2022-02-09T09:30:13","guid":{"rendered":"https:\/\/www.spotonvision.com\/artificial-intelligence-toekomst-marketing-automation\/"},"modified":"2026-10-26T10:28:17","modified_gmt":"2026-10-26T09:28:17","slug":"artificial-intelligence-toekomst-marketing-automation","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/artificial-intelligence-toekomst-marketing-automation\/","title":{"rendered":"Hype of realiteit? Artificial Intelligence en de toekomst van marketing automation"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c21c3f87c {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c21c3f87c {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5c21c3f87c {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5c21c3f87c {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c21c3f87c\">\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>Hype of realiteit? Artificial Intelligence en de toekomst van marketing automation<\/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\/Marketing_AI.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\/shimon\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/389a8471d04bbe25826231003a0b683d54c544e057bb39fb822704732b06e67e?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/shimon\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Shimon Ben-Ayoun &#8211; Published:&nbsp;February 09, 2022            <\/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\">Artificial Intelligence (AI) binnen&nbsp;<a href=\"https:\/\/www.spotonvision.com\/technologie\/marketing-automation\/\">marketing automation<\/a><ins> <\/ins>is al langere tijd een gebied waarin veel ontwikkelingen plaatsvinden. De verwachtingen zijn hoog gespannen: Wat gaat het een marketeer of organisatie opleveren?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Een andere ontwikkeling is het ontstaan van (nieuwe) kanalen die nu ook beschikbaar zijn voor B2B-marketing. Denk hierbij bijvoorbeeld aan chat of SMS, maar ook aan&nbsp;<a href=\"https:\/\/www.spotonvision.com\/campagnes\/conversational-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">communicatievormen<\/a>&nbsp;die we ons nu nog niet kunnen voorstellen.&nbsp;Welke invloed gaan deze nieuwe communicatievormen hebben op marketing automation?<\/p>\n\n\n\n<h2 id=\"ai\" class=\"wp-block-heading\">Artificial Intelligence in marketing automation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De inzet van artificial intelligence in marketingtechnologie is al een tijd gaande. AI helpt je met de juiste<a href=\"https:\/\/www.spotonvision.com\/technologie\/data-analytics\/\" target=\"_blank\" rel=\"noreferrer noopener\">&nbsp;inzichten in data<\/a>, betere strategische keuzes te maken en effici\u00ebnter te werken. Marketing automation maakt al gebruik van AI in de vorm van machine learning.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Machine learning zet je in bij het optimaliseren van vooraf bepaalde doelstellingen. Machine learning gebruikt een algoritme om datapatronen te herkennen en hiervan te leren. Zo kun je met machine learning onder andere:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Je database automatisch segmenteren<\/strong> op basis van profiel en gedrag. Je kunt gepersonaliseerde content tonen in e-mails en op landings- en webpagina\u2019s en productaanbevelingen doen afhankelijk van het profiel van de bezoeker.<\/li>\n\n\n\n<li><strong>Onderwerpregels van e-mails optimaliseren<\/strong>. Machine learning is in staat om duizenden eerder gebruikte onderwerpregels te analyseren en vervolgens te identificeren waarom bepaalde onderwerpregels een hoge open rate hebben. Met deze inzichten kan het aanbevelingen doen, waarbij de kans het grootst is dat ze een hoge open rate behalen.<\/li>\n\n\n\n<li><strong>E-mails versturen op het juiste moment<\/strong> waarbij de kans het grootst is dat de ontvanger de mail opent.<\/li>\n\n\n\n<li><strong>Met predictive analytics voorspellen<\/strong> bij welke prospects de kans het grootst is dat ze converteren of bij welke klanten de kans het grootst is dat ze weglopen.<\/li>\n\n\n\n<li><strong>Nurture campagnes automatisch optimaliseren<\/strong>, waardoor je het aankoopproces versnelt.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Veel van deze handelingen gaan vaak nog intu\u00eftief en handmatig. AI zorgt ervoor dat we dit kunnen automatiseren en direct optimaliseren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 id=\"messenger-platformen\" class=\"wp-block-heading\">Chatbots<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Live chat wordt al volop ingezet. Een goede live chat zorgt ervoor dat een bedrijf makkelijker benaderbaar is voor informatie, support of zelfs voor het doen van aankopen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Maar, 300 live chats per dag vraagt wat van je organisatie: Kan je sales of klantenserviceteam dit verwerken? Nieuwe generatie conversational AI-platforms, vaak aangeduid als chatbots, bieden hiervoor een oplossing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Deze chatbots worden ingezet om websitebezoekers te helpen met hun vragen. Denk aan het automatisch beantwoorden van veelvoorkomende vragen. Heeft de klant een additionele vraag of de behoefte om met een medewerker te spreken? Dan is de chatbot in staat om door te schakelen naar een live chat met de juiste persoon binnen de organisatie.<em><\/em><\/p>\n\n\n\n<h2 id=\"martech-stack\" class=\"wp-block-heading\">Martech stack<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Zo\u2019n chatfunctionaliteit is geen standaard onderdeel van de meeste marketing automation platformen. Naast chat zijn er nog veel meer marketingtechnologie\u00ebn te bedenken die je zou willen integreren met je marketing automation tool. Denk hierbij aan advertising platforms, social media publishing software, reporting tools, etc. Allemaal onderdeel van je MarTech stack.<\/p>\n\n\n\n<h3 id=\"ecosysteem-van-martech-tools\" class=\"wp-block-heading\">Ecosysteem van MarTech tools<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Als we kijken naar de behoeften van de marketingafdeling, dan verschillen die per organisatie. Zo kan iedere marktbenadering andere tooling voorschrijven.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sommige bedrijven richten zich op de grootzakelijke markt, waar een <a href=\"https:\/\/www.spotonvision.com\/nl\/campagnes-activatie\/account-based-marketing-voor-b2b-groei-spotonvision\/\">account-based marketing<\/a> strategie vaak goed voor werkt. Hierbij richt je de marketingactiviteiten op een klein aantal bedrijven in je markt met als doel de engagement te vergroten.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Andere organisaties richten zich op het MKB, waar een demand generation strategie meestal beter werkt. Hierbij probeer je zoveel mogelijk gekwalificeerde leads te krijgen en te converteren naar een gekwalificeerde opportunity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Weer andere organisaties richten zich op de onderkant van de markt, waar een e-commerce-gerichte aanpak goed kan werken.<\/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\">Elke strategie vereist andere functionaliteiten. Het is voor een marketing automation platform onmogelijk om aan al de wensen van de verschillende organisaties te voldoen.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Idealiter is er een ecosysteem van verschillende marketingtools. Een ecosysteem dat voldoet aan alle wensen van jouw organisatie. Waarin de verschillende systemen met elkaar integreren en gegevens kunnen uitwisselen. Met de komst van tools zoals Zapier en Microsoft Flow en HubSpot Operations Hub is het integreren en data uitwisselen kinderspel geworden.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Daarnaast breiden de bekende marketing automation oplossingen het aantal systemen waarmee ze standaard kunnen koppelen continu uit. De standaard integratiemogelijkheden zijn daarom ook een belangrijk criterium bij de selectie van een marketing automation platform.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Een lijstje met Marketing Automation platforms en integraties:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/appexchange.salesforce.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Salesforce AppExchange<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.adobeexchange.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Adobe Exchange<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/cloudmarketplace.oracle.com\/marketplace\/product\/marketing\" target=\"_blank\" rel=\"noopener noreferrer\">Oracle Cloud Marketplace<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.act-on.com\/products\/apps-connectors\/\" target=\"_blank\" rel=\"noopener noreferrer\">Act-On Apps &amp; Integrations<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.hubspot.com\/integrations\" target=\"_blank\" rel=\"noopener noreferrer\">HubSpot App Marktplaats<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/apps.shopify.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Shopify App Store<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing automation software vergelijken? Bekijk eerst <a href=\"https:\/\/www.spotonvision.com\/technologie\/marketing-automation\/software-vergelijken\/\">dit artikel<\/a>! <\/p>\n\n\n\n<h2 id=\"slotwoord\" class=\"wp-block-heading\">Slotwoord<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">AI gaat de marketeer niet vervangen maar gaat je juist helpen het volledige potentieel uit marketing te halen. Hierdoor kunnen we onze meerwaarde als marketeer nog beter laten zien binnen de organisatie. We blijven in gesprek met onze doelgroep en we kunnen onze creativiteit inzetten met het bedenken van unieke content en campagnes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Als we onze skills combineren met de mogelijkheden die marketing automation en AI ons bieden, dan is onze nieuwe missie geslaagd. Door het ecosysteem voor ons te laten werken, kunnen we de klant blijven verrassen, de business laten groeien, en ons merk uitbouwen. <\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Er wordt nu veel gesproken over Artificial Intelligence in marketing automation. De verwachtingen zijn hoog gespannen. De ene marketeer kijkt uit naar de mogelijkheden van AI en voor de ander is het een eng begrip. \u2018Gaat het ons werk overbodig maken?\u2019 \u2018Worden we vervangen door robots?\u2019<\/p>\n","protected":false},"author":10,"featured_media":40133,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[57],"tags":[],"class_list":["post-36517","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-automation"],"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>Artificial Intelligence &amp; marketing automation | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Artificial Intelligence &amp; marketing automation: AI gaat ons niet vervangen, het gaat juist helpen het volledige potentieel uit B2B-marketing te halen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spotonvision.com\/nl\/artificial-intelligence-toekomst-marketing-automation\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hype of realiteit? Artificial Intelligence en de toekomst van marketing automation\" \/>\n<meta property=\"og:description\" content=\"Artificial Intelligence &amp; marketing automation: AI gaat ons niet vervangen, het gaat juist helpen het volledige potentieel uit B2B-marketing te halen.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spotonvision.com\/nl\/artificial-intelligence-toekomst-marketing-automation\/\" \/>\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=\"2022-02-09T09:30:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-26T09:28:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/Marketing_AI.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"213\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Shimon Ben-Ayoun\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@SPOTONVISION\" \/>\n<meta name=\"twitter:site\" content=\"@SPOTONVISION\" \/>\n<meta name=\"twitter:label1\" content=\"Geschreven door\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shimon Ben-Ayoun\" \/>\n\t<meta name=\"twitter:label2\" content=\"Geschatte leestijd\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/artificial-intelligence-toekomst-marketing-automation\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/artificial-intelligence-toekomst-marketing-automation\\\/\"},\"author\":{\"name\":\"Shimon Ben-Ayoun\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#\\\/schema\\\/person\\\/b8b866b59166f63a59b23144832063f3\"},\"headline\":\"Hype of realiteit? 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