{"id":36524,"date":"2022-01-06T15:01:51","date_gmt":"2022-01-06T14:01:51","guid":{"rendered":"https:\/\/www.spotonvision.com\/van-b2b-buyer-journey-naar-contentplan-de-highlights\/"},"modified":"2024-03-15T08:52:29","modified_gmt":"2024-03-15T08:52:29","slug":"van-b2b-buyer-journey-naar-contentplan-de-highlights","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/van-b2b-buyer-journey-naar-contentplan-de-highlights\/","title":{"rendered":"Van B2B buyer journey naar contentplan: de highlights"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aed884c16a4f {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aed884c16a4f {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aed884c16a4f {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aed884c16a4f {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aed884c16a4f\">\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>Van B2B buyer journey naar contentplan: de highlights<\/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\/SOV_Blogheader_From-B2B-buyer-journey-to-contentplan-1-892x373.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\/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;January 06, 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\">Onlangs presenteerde SPOTONVISION mede-oprichtster en B2B-marketinggoeroe Ingrid Archer een content masterclass op Beeckestijn Business School. Ze deelde de laatste trends in B2B met de 300+ deelnemers. En besprak hoe je inzichten kunt verzamelen over kopers, de B2B buyer journey, en hoe je goede content maakt die converteert. Een samenvatting van de belangrijkste lessen.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-realtime-en-personalisatie-van-b2b-buyer-journey-is-nu-mogelijk\"><strong>Realtime en personalisatie van B2b buyer journey is nu mogelijk<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De trend om online zaken te doen is enorm versneld door de wereldwijde Covid-19-crisis. Meer dan ooit is het internet d\u00e9 plaats om uw potenti\u00eble koper te vinden en te <em>targeten<\/em>. Dit betekent dat het gebruik van technologie\u00ebn zoals chatbots, interactieve agenda&#8217;s en personalisatietools een must is. Technologie kan helpen de algehele klantervaring te verbeteren.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En, met name, Marketing en Sales moeten samenwerken om te begrijpen wanneer, hoe en waar je klanten kunt helpen met kopen.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.spotonvision.com\/tiffani-bova-over-marketing-en-sales\/\" target=\"_blank\" rel=\"noreferrer noopener\">Heb jij je marketing- en salesactiviteiten al op elkaar afgestemd?&nbsp;<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>B2B-kopers zeggen dat kopen moeilijk is<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B2B-kopers kopen niet alleen, ze opereren in groepen. Welke criteria zijn belangrijk om te overwegen bij het kiezen van een product? Welke kenmerken zijn belangrijk voor de verschillende betrokken spelers? <strong>Volgens <a href=\"https:\/\/www.gartner.com\/en\/sales\/insights\/b2b-buying-journey\">Gartner<\/a> ervaarde 77% van de B2B-kopers hun laatste aankoop als moeilijk of complex.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Door toegankelijke informatie, volledige (prijs)transparantie en <em>realtime<\/em> antwoorden op vragen. Zo maak je het kopen voor je potenti\u00eble kopers gemakkelijker.&nbsp;<a href=\"https:\/\/www.spotonvision.com\/buyer-enablement-stroomlijn-het-koopproces-met-slimme-content\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hoe helpt jij jouw kopers bij het kopen?&nbsp;<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Begrijp wie je koper is<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Jouw kopers helpen met hun aankoop begint met het visualiseren van een DMU door middel van <a href=\"https:\/\/www.spotonvision.com\/wat-is-een-buyer-persona\/\">buyer persona&#8217;s<\/a>. Persona&#8217;s gaan dieper dan demografische informatie. <strong>Ontdek wat jouw kopers drijft. Wat zijn hun doelen? Wanneer slagen ze erin die doelen te bereiken? Welke drempels ervaren zij? Hoe krijgen zij toegang tot informatie? Dit helpt bij het cre\u00ebren en visualiseren van de reis van de kopers, de B2B buyer journey, gebaseerd op drijfveren en barri\u00e8res<\/strong>. Deze buyer journey begint op het moment dat een behoefte voor het eerst opkomt en eindigt op het moment van aankoop.&nbsp;<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16aed884c1fbef {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aed884c1fbef {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aed884c1fbef {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16aed884c1fbef {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aed884c1fbef {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aed884c1fbef {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16aed884c1fbef dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16aed884c1fbef .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16aed884c1fbef.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_16aed884c1fbef .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_16aed884c1fbef .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\"><strong>Laatste tips<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Stel duidelijke en meetbare doelen. Hoe weet je of je content effectief is als je niet weet hoe je dit moet meten? Houd een duidelijk einddoel voor ogen en pas je content aan wanneer de doelen niet worden bereikt.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vergeet ook niet om bestaande inhoud opnieuw te gebruiken. Content kost vaak veel tijd en budget om te produceren. Dus waarom zou je het maar \u00e9\u00e9n keer gebruiken?&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tot slot is het belangrijk om te onthouden dat het cre\u00ebren van een buyer persona, buyer journey of contentplan op zich geen einddoelen zijn. <strong>Houd altijd het einddoel voor ogen: aantallen deals, klantbehoud of naamsbekendheid.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/www.spotonvision.com\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\">Neem gerust contact op met ons<\/a> als je vragen hebt over jouw B2B-contentstrategie.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"has-sov-medium-font-size wp-block-paragraph\"><strong>Bekijk het full webinar hier: <\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Online clinic &#039;B2B van buyer journey 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