{"id":36546,"date":"2026-05-22T11:57:17","date_gmt":"2026-05-22T09:57:17","guid":{"rendered":"https:\/\/www.spotonvision.com\/hoe-meet-je-abm-en-het-succes-van-je-account-based-marketing\/"},"modified":"2024-03-15T08:46:43","modified_gmt":"2024-03-15T08:46:43","slug":"hoe-meet-je-abm-en-het-succes-van-je-account-based-marketing","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/hoe-meet-je-abm-en-het-succes-van-je-account-based-marketing\/","title":{"rendered":"Hoe meet je ABM en het succes ervan?"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af895fa0d3d2 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af895fa0d3d2 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af895fa0d3d2 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af895fa0d3d2 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af895fa0d3d2\">\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>Hoe meet je ABM en het succes ervan?<\/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\/ABM_Succes-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;May 22, 2026            <\/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\">In B2B marketing gaat het niet over kwantiteit maar over kwaliteit, toch!? En dat is nu precies de marketingaanpak van <a href=\"https:\/\/www.spotonvision.com\/aan-de-slag-met-account-based-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">account-based marketing<\/a> (ABM); je richt je activiteiten op een geselecteerde groep accounts, op groepen kopers die ofwel interesse in jouw product tonen ofwel die een mooi &#8216;fit&#8217; zouden kunnen zijn voor jouw product of dienst.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ABM is de key go-to-market strategie geworden voor veel B2B brands in de laatste paar jaar. Uit een Gartner benchmark over Technology Marketing blijkt dat &#8220;64% van de respondenten met een ABM use case en meer dan 100 miljoen USD omzet, een dedicated budget heeft voor ABM-technologie.&#8221; Bestaan de ABM-platforms helpen B2B marketing en sales teams om op accountniveau interacties aan te gaan en deze ook te kunnen meten. Tegelijkertijd zien we dat veel B2B-bedrijven <a href=\"https:\/\/www.spotonvision.com\/vergelijk-marketing-automation-account-based-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">traditionele marketing automation systemen<\/a> gebruiken.  Deze platforms bieden gelimiteerde ABM-mogelijkheden, vooral als het gaat om accountselectie en -automation en cross channel accountactivatie en intent data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In dit artikel kijken we naar hoe je succes kunt meten in ABM. Want met account-based marketing probeer je dus niet zoveel mogelijk leads te genereren, maar juist een zo goed mogelijk beeld en zoveel mogelijk engagement binnen jouw geselecteerde accounts op te bouwen. Met als doel? Het sluiten van die mooie deal! Een goed ABM-plan is een eerste stap, maar hoe leg je resultaten vast en hoe meet je succes?<\/p>\n\n\n<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      \n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af895fa160a2 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af895fa160a2 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af895fa160a2 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af895fa160a2 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af895fa160a2 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af895fa160a2 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af895fa160a2 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af895fa160a2 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af895fa160a2.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_16af895fa160a2 .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_16af895fa160a2 .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 Account-based marketing in 5 stappen<\/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\r\nIn dit e-book nemen we je in 5 stappen mee in de wereld van account-based marketing\r\n\r\n<\/div>\r\n<\/div><\/div>\n                <div class=\"dw_cta_section_block_content buttons\">\n                                            <a href=\"https:\/\/www.spotonvision.com\/nl\/resources\/account-based-marketing-in-5-stappen\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Verder met ABM<\/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\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-abm-succes-meten\">ABM-succes meten<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bij account-based marketing richt je je op het binnenhalen van een account en op het bewerken van meerdere stakeholders binnen die account. B2B-koopbeslissingen worden door een groep genomen en dat is altijd al zo geweest. Dus, als je voortgang en succes wilt meten, dan kijk je dus naar de informatie op accountniveau en niet naar het gedrag van een individu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;B2B marketers must figure out how to decipher these multiple contacts from an account into groups and connect ALL buying group contacts to opportunities and revenue.&#8221; (<a href=\"https:\/\/www.forrester.com\/blogs\/b2b-marketers-and-buying-groups\/\" target=\"_blank\" rel=\"noreferrer noopener\">Vicki Brown, Forrester, B2B Marketers Should Bury the Lead)<\/a>&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-account-based-marketing-meettips\">Account-based marketing meettips<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">1. Inzicht<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De eerste stap op weg naar een succesvol ABM-programma is jouw target account lijst te bepalen en inzichten te verzamelen over deze accounts. Dit kun je meten!<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Weet je welke accounts waarschijnlijk willen kopen? (heb je intent data?)<\/li>\n\n\n\n<li>Ken jij de belangrijkste contacten binnen je target account?<\/li>\n\n\n\n<li>Wie zijn de beslissers?<\/li>\n\n\n\n<li>Hoe heten ze en wat is hun functie?<\/li>\n\n\n\n<li>En met hoeveel van hen kun je contact hebben (heb je een opt-in zodat je ze kunt e-mailen of ben je via LinkedIn in staat contact te leggen)?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Meettip:<\/strong>&nbsp;Stel jezelf bijvoorbeeld tot doel om binnen een bepaalde periode 80% van de beslissers in kaart te hebben gebracht.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-awareness\">2. Awareness<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Als je weet welke personen belangrijk voor je zijn, kun je gaan meten of ze jou al kennen. Bekijk bijvoorbeeld voordat je start met je account-based marketing hoe vaak de contacten binnen jouw target account al naar je website komen. Of, zitten deze personen al in je LinkedIn netwerk, of in het netwerk van jouw collega?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Bezoeken ze je website?<\/li>\n\n\n\n<li>En kijken ze dan naar jouw producten of diensten?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Meettip:<\/strong>&nbsp;Stel jezelf tot doel om deze awareness te vergroten en houd Google Analytics en je ABM of&nbsp;<a title=\"marketing automation\" href=\"https:\/\/www.spotonvision.com\/technologie\/marketing-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing automation&nbsp;<\/a>dashboard in de gaten om de voortgang te volgen.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-engagement\">3. Engagement<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Alle activiteiten van je ABM-aanpak zijn erop gericht om waardevolle interactie met de contacten binnen je target account te hebben. Je wilt ervoor zorgen dat je met je ABM-aanpak alle belangrijke stakeholders bereikt. Engagement van je contacten kun je afmeten aan de hoeveelheid tijd die ze bereid zijn om met je te spenderen.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lezen ze je blogs?<\/li>\n\n\n\n<li>Volgen ze je op LinkedIn of op Twitter?<\/li>\n\n\n\n<li>Komen ze naar je events?<\/li>\n\n\n\n<li>Volgen ze je webinars?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Meettip:<\/strong>&nbsp;Houd bij welke activiteiten jouw target contacten met jou ondernemen. Een handige manier om dit te meten en vergelijken, is om dit uit te drukken in tijd. Vertaal de activiteiten naar de hoeveelheid tijd die een activiteit kost. En je weet hoeveel tijd je contacten in totaal met jou doorbrengen.<\/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\"><em>\u201cAls je de belangrijkste contactpersonen in beeld hebt, en zij weten van jouw bestaan en je producten\/diensten. En als ze bereid zijn om tijd met je door te brengen. Dan heb je gezorgd voor een Marketing Qualified Account. Een belangrijke mijlpaal in je ABM-aanpak.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-bereik-en-impact\">4. Bereik en impact<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Bereiken de ABM-activiteiten daadwerkelijk de juiste personen?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Kunnen we zien dat de eerdere engagement is omgezet naar echte interactie? Bijvoorbeeld door telefoongesprekken, chat of face-to-face afspraken e.d.?<\/li>\n\n\n\n<li>Als sales de beslissers binnen de target account benadert, zijn deze dan ook echt bereid om te praten?<\/li>\n\n\n\n<li>Kunnen we zien dat er opportunities zijn ontstaan vanuit het ABM-programma?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Meettip:<\/strong>&nbsp;In deze fase is nauw contact tussen marketing en sales van groot belang. Samen bespreek je de eerder besproken metrics. Bovendien analyseer je wat er zoal gebeurd of besproken is met contacten binnen de account en je bekijkt de gespreksnotities in het CRM-syteem. Een wekelijkse afspraak met elkaar is geen overbodige luxe.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-invloed\">5. Invloed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Een goede manier om je daadwerkelijke impact en invloed te meten, is om resultaten tussen verschillende accounts te vergelijken.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Zie je verschil in doorlooptijd van het salesproces ten opzicht van de niet-ABM-accounts?<\/li>\n\n\n\n<li>Is er verschil in deal size ten opzichte van niet-ABM-accounts?<\/li>\n\n\n\n<li>Is er een hogere conversie van offerte naar deal vergeleken met niet-ABM-accounts?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Meettip:<\/strong>&nbsp;Een goed dashboard biedt uitkomst, vaak kan dit met een rapportage vanuit je CRM-systeem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tot-slot\">Tot slot<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Voordat je begint, bepaal je hoe je informatie gaat vastleggen. Er bestaan ABM-tools die allerlei rapportages en overzichten standaard leveren, De grote spelers voor ABM-technologie zijn Demandbase, 6sense en Terminus. Zij bieden veel functionaliteiten voor account measurement en analytics. Maar voordat je overgaat tot het aanschaffen van tooling, bedenk eerst wat je precies nodig hebt, en wat je bestaande CRM en marketing automation misschien al kunnen bieden.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Met account-based marketing probeer je dus niet zoveel mogelijk leads te genereren, maar juist een zo goed mogelijk beeld en zoveel mogelijk engagement binnen jouw geselecteerde accounts op te bouwen. Met als doel? Het sluiten van die mooie deal!<\/p>\n","protected":false},"author":12,"featured_media":40516,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[60],"tags":[],"class_list":["post-36546","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-account-based-marketing"],"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>Hoe meet je ABM en het succes van je account-based marketing?<\/title>\n<meta name=\"description\" content=\"Met account-based marketing (ABM) probeer je dus niet zoveel mogelijk leads te genereren, maar juist een zo goed mogelijk beeld en zoveel mogelijk engagement binnen jouw geselecteerde accounts op te bouwen. Met als doel? Het sluiten van die mooie deal!\" \/>\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.b2bmarketeers.nl\/account-based-marketing-1\/hoe-meet-je-abm-en-het-succes-van-je-account-based-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hoe meet je ABM en het succes ervan?\" \/>\n<meta property=\"og:description\" content=\"Met account-based marketing (ABM) probeer je dus niet zoveel mogelijk leads te genereren, maar juist een zo goed mogelijk beeld en zoveel mogelijk engagement binnen jouw geselecteerde accounts op te bouwen. Met als doel? 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