{"id":36548,"date":"2022-10-04T13:56:26","date_gmt":"2022-10-04T13:56:26","guid":{"rendered":"https:\/\/www.spotonvision.com\/juist-nu-je-buyer-personas-valideren\/"},"modified":"2024-03-15T08:51:46","modified_gmt":"2024-03-15T08:51:46","slug":"juist-nu-je-buyer-personas-valideren","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/juist-nu-je-buyer-personas-valideren\/","title":{"rendered":"Juist nu je buyer persona\u2019s valideren!"},"content":{"rendered":"    <style>\n\n            .dw_single_header_block_wrapper_1663c7e51a49b9 { padding-top: 0; }\n    \n            .dw_single_header_block_wrapper_1663c7e51a49b9 { padding-bottom: 60px; }\n        @media only screen and (max-width: 991px){ .dw_single_header_block_wrapper_1663c7e51a49b9 { padding-bottom: 45px; } }\n        @media only screen and (max-width: 768px){ .dw_single_header_block_wrapper_1663c7e51a49b9 { padding-bottom: 30px; } }\n    \n\n    <\/style>\n  \n    \n    <div class=\"dw_single_header_block_wrapper_1663c7e51a49b9\">\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>Juist nu je buyer persona\u2019s valideren!<\/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\/Validate_Buyer_Persona-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\/bb6af90ab18bdf8181b2639cdd8cd944?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;October 04, 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-1 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>De wereld is zo snel aan het veranderen dat oude principes niet meer opgaan. Prioriteiten verschuiven, we passen onze messaging aan, en we zoeken naarstig naar nieuwe inzichten in de markt, en willen in gesprek met onze kopers en klanten. We willen beter begrijpen waar onze klanten juist nu behoefte aan hebben; een agile buyer persona zal daarbij een oplossing bieden. <\/p>\n\n\n\n<p>Bovendien moet contentmarketing niet meer gaan over content, maar over het helpen van Sales \u00e9n het helpen van de koper (<a href=\"https:\/\/www.spotonvision.com\/whats-next-in-b2b-buyer-enablement\/\">buyer enablement<\/a>). Tijd dus om je<a href=\"https:\/\/www.spotonvision.com\/wat-is-een-buyer-persona\/\"> buyer persona&#8217;s<\/a> te valideren.<\/p>\n\n\n<div class=\"dupi_spacer_content sp-xs \"><\/div>\n      \n\n    <style>\n\n            .dw_cta_section_block_wrapper_1663c7e51a8bc8 { padding-top: 60px; }\n        @media only screen and (max-width: 991px){ .dw_cta_section_block_wrapper_1663c7e51a8bc8 { padding-top: 45px; } }\n        @media only screen and (max-width: 768px){ .dw_cta_section_block_wrapper_1663c7e51a8bc8 { padding-top: 30px; } }\n    \n            .dw_cta_section_block_wrapper_1663c7e51a8bc8 { padding-bottom: 60px; }\n        @media only screen and (max-width: 991px){ .dw_cta_section_block_wrapper_1663c7e51a8bc8 { padding-bottom: 45px; } }\n        @media only screen and (max-width: 768px){ .dw_cta_section_block_wrapper_1663c7e51a8bc8 { padding-bottom: 30px; } }\n    \n\n    <\/style>\n  <div class=\"dw_cta_section_block_wrapper_1663c7e51a8bc8 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_1663c7e51a8bc8 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_1663c7e51a8bc8.dw_cta_section_block_wrapper { \n                background-color: Array;\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_1663c7e51a8bc8 .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_1663c7e51a8bc8 .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>Buyer Personas in the Age of AI: A B2B Guide<\/h2><\/div>\n                <div class=\"dw_cta_section_block_content description dw_font_firasans s16 w300 h26\"><div class=\"entry-content\">\n<p>Ontdek hoe kopersinzichten veranderen &amp; optimaliseer je marketing in het tijdperk van AI, download ons nieuwe e-book!<\/p>\n<\/div>\n<\/div>\n                <div class=\"dw_cta_section_block_content buttons\">\n                                            <a href=\"https:\/\/www.spotonvision.com\/nl\/resources\/buyer-personas-in-het-ai-tijdperk-een-uitgebreide-b2b-gids\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Download<\/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<h2 class=\"wp-block-heading\" id=\"h-bestaande-kennis-niet-afdoende\">Bestaande kennis niet afdoende <\/h2>\n\n\n\n<p>Deze <a href=\"https:\/\/www.spotonvision.com\/en\/resources\/the-state-of-b2b-nl-the-secret-diary-of-3-b2b-marketing-managers\/\">transformatie in marketing en sales<\/a> wordt gedreven door het feit dat onze klanten momenteel niet stabiel zijn. Door bijvoorbeeld de pandemie is er veel gebeurd in de wereld. <\/p>\n\n\n\n<p><em><a href=\"https:\/\/www.spotonvision.com\/en\/resources\/the-state-of-b2b-nl-the-secret-diary-of-3-b2b-marketing-managers\/\">Download The State of Marketing in NL om te zien hoe high-level marketeers met alle veranderingen omgaan.<\/a><\/em><\/p>\n\n\n\n<p>Vaak maken we marketingplannen op basis van historische data of kennis van het verleden, en passen we daar een kwartaal- of jaarplanning op aan. Bij SPOTONVISION zien wij dit nu vooral in<a href=\"https:\/\/www.spotonvision.com\/strategie\/buyer-personas\/\"> buyer persona<\/a> onderzoek dat wij voor klanten uitvoeren. <strong>Uit de vele interviews die wij hiervoor doen, blijkt dat de crisis heeft gezorgd voor andere zorgen en prio\u2019s. <\/strong>De wereld staat bij veel bedrijven op zijn kop.<\/p>\n\n\n\n<p>Ook buyer persona goeroe <a href=\"https:\/\/www.spotonvision.com\/roi-van-buyer-persona\/\">Adele Revella<\/a> legt uit in een interview \u2018Yes, You Do Need New Personas Now\u2019 dat bestaande kennis en inzichten over de markt en doelgroep niet afdoende is om content te ontwikkelen die koopbeslissingen op dit moment be\u00efnvloeden:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><\/p>\n<cite>\u201cOmdat we niet kunnen verwachten dat het economisch klimaat op korte termijn stabiel zal zijn, zullen we met onze sales en marketing frequente aanpassingen moeten doen aan onze messaging, content en tactics. Alleen op die manier kunnen we aansluiten bij de prio\u2019s en zorgen van onze klanten.\u201d<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-wat-betekent-dat-voor-marketeers\">Wat betekent dat voor marketeers?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-review-je-buyer-persona-journey\">1. Review je buyer persona \/ journey <\/h3>\n\n\n\n<p>Om de juiste inzichten in veranderingen te krijgen, moeten we in gesprek met de kopers en klanten. We moeten de buyer persona&#8217;s valideren. Door kwalitatieve interviews krijgen we beter begrip en daarmee grip op wat er speelt en welke uitdagingen zij nu hebben. En die zijn negen van de tien keer \u00e9cht anders dan voorheen. Een agile project is een <a href=\"https:\/\/www.spotonvision.com\/klanten\/reed-business-information\/\">versneld buyer persona project<\/a>, waarbij je in een paar korte \u2018sprints\u2019 de juiste inzichten verzamelt, zodat je daar meteen je contentplan op kunt aanpassen.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-andere-segmentatie\">2. Andere segmentatie <\/h3>\n\n\n\n<p>We moeten beter gaan kijken naar wat we doen voor welke industrie. In sommigen industrie\u00ebn gaat het nu slecht en in anderen juist niet. Daar moeten we slim op inspelen. De beste manier om naar segmentatie te kijken is vanuit de vragen of uitdagingen van de kopers. Let op, dat kan dus over de muren van een industrie heen gaan! <strong>Staar je niet blind op een industrie, maar focus op de vragen en uitdagingen die een koper of klant heeft. <\/strong>Als die gelijk zijn, dan vormt dat jouw segment.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-buying-group-focus\">3. Buying group focus <\/h3>\n\n\n\n<p>Doordat er nu overal op de centjes gelet wordt, bevriezen onze klanten hun budgetten en focussen zij zich op de kerntaken. Meer oog voor de persoon die het budget in handen heeft (economic buyer) kan je helpen een voorsprong te krijgen op je concurrentie. Beslissingen worden nu nog beter afgewogen en meerdere stakeholders zijn belangrijk. Speel daar op in!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-van-lange-termijnstrategie-naar-korte-termijn-acties\">4. Van lange termijnstrategie naar korte termijn acties <\/h3>\n\n\n\n<p>En, we moeten naar kortetermijnplannen. Omdat de wereld nu even niet voorspelbaar is, moeten we onze plannen daar ook op aanpassen. Als onze klant nu vooral met kortetermijnplannen bezig is, dan moeten wij ons daar ook op aanpassen. Stel dat je een leverancier bent in de eventsindustrie en jouw klanten gaan nieuwe dingen doen, dan zul je mee moeten buigen.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-van-contentmarketing-naar-sales-en-buyer-enablement\">5. Van contentmarketing naar sales en buyer enablement <\/h3>\n\n\n\n<p>Sales heeft het lastig, klanten vallen weg en budgetten worden anders verdeeld. Dit betekent dat Marketing meer dan ooit waarde kan toevoegen door het helpen met de juiste content die <a href=\"https:\/\/www.spotonvision.com\/met-sales-enablement-de-achtbaan-van-de-zakelijke-kopers-bedienen\/\">Sales helpt te verkopen<\/a> en <a href=\"https:\/\/www.spotonvision.com\/buyer-enablement-stroomlijn-het-koopproces-met-slimme-content\/\">de koper helpt met kopen<\/a>.<\/p>\n\n\n\n<figure><\/figure>\n\n\n\n<p><strong>Kortom, blijf aansluiten bij de wereld van jouw klant; als die verandert, moet je mee veranderen.<\/strong> Ga in gesprek met jouw kopers en klanten, en <strong>probeer je bestaande buyer persona&#8217;s te valideren. <\/strong>De kans is groot dat daar een en ander veranderd is. Nieuwe inzichten geven je input voor content. En, als jouw salescollega\u2019s en klanten ergens mee geholpen zijn, dan is het wel met passende content die per direct helpt. Aan de bak dus!<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>De crisis vraagt van marketeers om kopers anders te bewerken; Eerst buyer persona&#8217;s valideren is nu nog belangrijker.<\/p>\n","protected":false},"author":12,"featured_media":40482,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[19,80,100],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.6 (Yoast SEO v22.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Juist nu je buyer persona\u2019s valideren! - Spotonvision %<\/title>\n<meta name=\"description\" content=\"De crisis vraagt van marketeers om kopers anders te bewerken; Eerst buyer persona&#039;s valideren is nu nog belangrijker.\" \/>\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\/juist-nu-je-buyer-personas-valideren\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Juist nu je buyer persona\u2019s valideren!\" \/>\n<meta property=\"og:description\" content=\"De crisis vraagt van marketeers om kopers anders te bewerken; Eerst buyer persona&#039;s valideren is nu nog belangrijker.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spotonvision.com\/nl\/juist-nu-je-buyer-personas-valideren\/\" \/>\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=\"2022-10-04T13:56:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-15T08:51:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/Validate_Buyer_Persona-1.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=\"Ingrid Archer\" \/>\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=\"Ingrid Archer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Geschatte leestijd\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.spotonvision.com\/nl\/juist-nu-je-buyer-personas-valideren\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.spotonvision.com\/nl\/juist-nu-je-buyer-personas-valideren\/\"},\"author\":{\"name\":\"Ingrid Archer\",\"@id\":\"https:\/\/www.spotonvision.com\/nl\/#\/schema\/person\/febcbcf151d9b3445c10dc9bf5ee2510\"},\"headline\":\"Juist nu je buyer persona\u2019s valideren!\",\"datePublished\":\"2022-10-04T13:56:26+00:00\",\"dateModified\":\"2024-03-15T08:51:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.spotonvision.com\/nl\/juist-nu-je-buyer-personas-valideren\/\"},\"wordCount\":748,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.spotonvision.com\/nl\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.spotonvision.com\/nl\/juist-nu-je-buyer-personas-valideren\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/Validate_Buyer_Persona-1.jpg\",\"articleSection\":[\"Buyer Journey\",\"Contentmarketing\",\"Sales Enablement\"],\"inLanguage\":\"nl-NL\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.spotonvision.com\/nl\/juist-nu-je-buyer-personas-valideren\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.spotonvision.com\/nl\/juist-nu-je-buyer-personas-valideren\/\",\"url\":\"https:\/\/www.spotonvision.com\/nl\/juist-nu-je-buyer-personas-valideren\/\",\"name\":\"Juist nu je buyer persona\u2019s valideren! 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