{"id":36530,"date":"2022-12-20T12:53:51","date_gmt":"2022-12-20T11:53:51","guid":{"rendered":"https:\/\/www.spotonvision.com\/klant-engagement-en-klantbeleving-b2b-marketing-and-sales-trends-for-2023-the-customer\/"},"modified":"2026-07-24T14:26:53","modified_gmt":"2026-07-24T12:26:53","slug":"klant-engagement-en-klantbeleving-b2b-marketing-and-sales-trends-for-2023-the-customer","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/klant-engagement-en-klantbeleving-b2b-marketing-and-sales-trends-for-2023-the-customer\/","title":{"rendered":"Klant engagement en klantbeleving optimaliseren: De moeite meer dan waard!\u00a0"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aeb4ead805fb {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aeb4ead805fb {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aeb4ead805fb {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aeb4ead805fb {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aeb4ead805fb\">\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>Klant engagement en klantbeleving optimaliseren: De moeite meer dan waard!\u00a0<\/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\/Customer_Experience-1.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;December 20, 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<h2 id=\"h-b2b-voorspellingen-2023-the-customer\" class=\"wp-block-heading\">B2B voorspellingen 2023: The Customer<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een van de voorspellingen voor 2023 is dat we het belang van de klant nog meer voorop stellen. Klantinzicht, klant engagement en klantbeleving zullen hot topics zijn en we zijn bereid hierin te investeren. Wat betekent dit voor Marketing en Sales? En hoe spelen we in op de wens om de zakelijke klant nog beter te bedienen?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In deze blog deel ik voorspellingen over dit onderwerp: Waarom de customer experience belangrijk is, waar we in moeten investeren, en wat de impact is van deze verschuiving naar de klant.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Download nu het <a href=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/sites\/2\/2022\/12\/SPOTONVISION_Ebook_B2B-Marketing-Reflections-and-Predictions-for-2023.pdf\"><strong>e-book<\/strong><\/a><\/em>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2022\/12\/MicrosoftTeams-image-4-1024x576.png\" alt=\"Klant engagement en klantbeleving -  B2B Predictions 2023\" class=\"wp-image-34251\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>82% van de marketers zeggen dat customer experience een belangrijke onderscheidende factor is. We horen ook veel over customer engagement. Wat is het verschil tussen klantbeleving en klant engagement?&nbsp;<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beide termen zijn belangrijk en ja er is een verschil; customer engagement gaat over alle communicatie tussen een klant en een bedrijf. Het gaat erom tijd en aandacht te besteden aan je klant, zodat je je klant behoudt, laat groeien en loyaliteit cre\u00ebert.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Klantbeleving (CX) gaat over meer dan alleen communicatie. Het gaat over alle raakpunten die een klant heeft met een bedrijf. Bijvoorbeeld klantenservice, verkoopgesprekken, maar ook je merk, reputatie en design&nbsp; be\u00efnvloeden de klantervaring in hoge mate. Klanten hebben meer keuzes dan ooit, en ze willen een prettige ervaring; voor bedrijven wordt het daarom moeilijker om de juiste accounts te bereiken en de juiste ervaring te bieden.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Klantbeleving is een belangrijke factor in B2B en we verwachten in 2023 investeringen op drie gebieden.<\/strong>&nbsp;<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Betrouwbare klantgegevens<\/strong>: We weten allemaal dat we moeten afstappen van cookies van derden, en dat betekent dat we moeten investeren in betere, eigen en verrijkte klantgegevens. Als je niet investeert in klantgegevens zul je niet in staat zijn om CX en de klant engagement te verbeteren.&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li><strong>Post-sale messaging<\/strong>: Met een economische recessie voor de deur is klantenbinding belangrijker dan ooit. Om dicht bij de klant te blijven, moet een van de investeringen in post-sales experience messaging en content zijn. Zo kun je werken aan retentie en loyaliteit van de klant. Wat je aandacht geeft, groeit. Marketing kan een belangrijke rol spelen om ook hier Sales in te ondersteunen.&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol start=\"3\" class=\"wp-block-list\">\n<li><strong>Technologie die betrekking heeft op het verbeteren van CX<\/strong>: We gaan ook investeren in technologie\u00ebn die zowel de klantervaring verbeteren als de kosten verlagen. Hiervoor zullen B2B-bedrijven kijken naar hoe B2C-bedrijven met succes zijn overgestapt op zelfserviceportalen en hoe zij betere online ervaringen hebben gecre\u00eberd.&nbsp;<strong>&nbsp;<\/strong>&nbsp;<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>De grootste uitdagingen voor B2B-marketing en -sales in 2023 zit \u2018m in ABM en personalisatie&nbsp;<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Personalisatie vinden we lastig om meerdere redenen, maar het begint bij gebrek aan kennis van de koper en klant. 61% van de huidige B2B content marketeers benoemt dit in recent onderzoek van CMI (2022) als grootste uitdaging. Het is blijkbaar nog steeds moeilijk om content te cre\u00ebren voor de juiste persona en de juiste fase van kooptraject. Personalisatie begint bij inzicht, en die inzichten missen we nog steeds. Bovendien zien we hoe iedereen tegenwoordig met <a href=\"https:\/\/www.spotonvision.com\/aan-de-slag-met-account-based-marketing\/\">account-based marketing<\/a> wil starten. Een van de vereisten voor ABM is onderzoek doen naar je markt, je accounts en je persona&#8217;s. Veel teams nemen hier nog niet de tijd voor en vinden het lastig om succesvol te starten. Het is een langetermijnstrategie en geen aanpak voor een quick win.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vaak missen we de vaardigheden om ABM-programma&#8217;s in het bedrijf uit te voeren. Uit recent onderzoek van B2Bmarketing.net en 6sense blijkt dat slechts 20% van de marketeers denkt de relevante kennis in huis te hebben om ABM met vertrouwen uit te voeren. Dus als het erom gaat het doolhof van gepersonaliseerde content en ABM-strategie\u00ebn op te lossen, moeten we in onze teams vaardigheden ontwikkelen en inzicht verwerven in de buyer journey of klantreis, en moet je je <a href=\"https:\/\/www.spotonvision.com\/wat-is-een-buyer-persona\/\">buyer persona&#8217;s<\/a> begrijpen.&nbsp;&nbsp;<\/p>\n\n\n<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      \n\n    <style>\n\n                .dw_cta_section_block_wrapper_16aeb4ead8cdbe {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4ead8cdbe {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4ead8cdbe {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16aeb4ead8cdbe {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4ead8cdbe {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4ead8cdbe {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16aeb4ead8cdbe dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16aeb4ead8cdbe .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16aeb4ead8cdbe.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_16aeb4ead8cdbe .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_16aeb4ead8cdbe .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: B2B Marketing Reflections &#038; Predictions for 2023<\/h2><\/div>\n                <div class=\"dw_cta_section_block_content description dw_font_firasans s16 w300 h26\"><\/div>\n                <div class=\"dw_cta_section_block_content buttons\">\n                                            <a href=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/SPOTONVISION_Ebook_B2B-Marketing-Reflections-and-Predictions-for-2023.pdf\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Download E-book<\/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<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      \n\n\n<p class=\"wp-block-paragraph\"><em>SPOTONVISION ondersteunt B2B-bedrijven met succesvolle strategische en pragmatische marketing- en salesdiensten. Wil jij beginnen met plannen voor de toekomst? Neem dan nu <a href=\"https:\/\/www.spotonvision.com\/nl\/contact\/\">contact<\/a> met ons op!<\/em>&nbsp;<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Klant engagement en klantbeleving optimaliseren: De moeite meer dan waard! | B2B Marketing and Sales Predictions for 2023<\/p>\n","protected":false},"author":12,"featured_media":40490,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[93,19,26,55,94],"tags":[],"class_list":["post-36530","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-buyer-enablement-nl","category-buyer-journey","category-buyer-persona","category-buyer-personas","category-customer-journey-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>Klant Engagement en Klantbeleving<\/title>\n<meta name=\"description\" content=\"Klant engagement en klantbeleving optimaliseren: De moeite meer dan waard! 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