{"id":36553,"date":"2025-03-03T09:33:55","date_gmt":"2025-03-03T08:33:55","guid":{"rendered":"https:\/\/www.spotonvision.com\/weet-ai-wat-jouw-b2b-koper-motiveert\/"},"modified":"2024-03-15T08:46:54","modified_gmt":"2024-03-15T08:46:54","slug":"weet-ai-wat-jouw-b2b-koper-motiveert","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/weet-ai-wat-jouw-b2b-koper-motiveert\/","title":{"rendered":"Weet AI wat jouw B2B-koper motiveert?\u00a0"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c21139421 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c21139421 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5c21139421 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5c21139421 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c21139421\">\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>Weet AI wat jouw B2B-koper motiveert?\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\/Buyer_Persona_AI-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;March 03, 2025            <\/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\">Net zoals een gebouw een stevige fundering nodig heeft, hebben marketing- en salesteams inzicht in hun koper nodig. Een huis met een slechte fundering staat misschien tijdelijk overeind, maar zal uiteindelijk instorten. <strong><a href=\"https:\/\/www.spotonvision.com\/wat-is-een-buyer-persona\/\">Buyer persona&#8217;s<\/a> vormen de basis van effectieve campagnes en zijn essentieel voor je bedrijf.<\/strong>&nbsp;<\/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\"><strong>De business case voor het maken van buyer persona\u2019s is gebaseerd op het kunnen leveren van een betere klantervaring dan die van je concurrent. &nbsp;<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">In dit artikel kijken we naar de rol van kunstmatige intelligentie (AI) in kopers- en buyer journey onderzoek. Want als je dan toch onderzoek gaat of laat doen, dan wil je dat zo goed mogelijk doen uiteraard.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-wat-maakt-een-goede-buyer-persona-nbsp\">Wat maakt een goede buyer persona? &nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Het begrijpen van de koper is cruciaal, en het is minstens zo belangrijk om alle relevante stakeholders in de koopgroep (DMU) te begrijpen.<\/strong> DMU\u2019s in een grootzakelijke omgeving kunnen wel uit 10 personen bestaan. AI-tools kunnen miljoenen gegevens over advertenties, intentie en betrokkenheid analyseren om rollen en persona&#8217;s toe te wijzen aan iedere stakeholder die deel uitmaakt van de koopgroep. Maar bij het maken van een goede B2B buyer persona komt meer kijken! Denk aan uitgebreid onderzoek, gedetailleerde informatie, validatie en verfijning. &nbsp;<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5c2114cfb9 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c2114cfb9 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c2114cfb9 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5c2114cfb9 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c2114cfb9 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c2114cfb9 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5c2114cfb9 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5c2114cfb9 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5c2114cfb9.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_16af5c2114cfb9 .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_16af5c2114cfb9 .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\">\r\n\r\nOntdek hoe kopersinzichten veranderen &amp; optimaliseer je marketing in het tijdperk van AI, download ons nieuwe e-book!\r\n\r\n<\/div><\/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\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het opstellen van buyer persona&#8217;s is geen eenmalige activiteit. Ze moeten worden bijgewerkt en verbeterd naarmate je meer inzicht krijgt in je klanten. Hoe gedetailleerder en nauwkeuriger je persona&#8217;s zijn, hoe beter je je marketing- en salesinspanningen kunt afstemmen op de behoeften van je doelgroep.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Inzicht in buyer persona&#8217;s: hoe AI kan helpen&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Het gebruik van AI kan het proces om inzicht te krijgen in je koper aanzienlijk versnellen. Hier zijn enkele voorbeelden van hoe je AI kunt gebruiken:&nbsp; &nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Data verzamelen en gebruiken:<\/strong> AI kan veel data verwerken en ervoor zorgen dat je alle relevante beschikbare info te zien krijgt. Het kan patronen en inzichten aan het licht brengen die mensen misschien over het hoofd zien.&nbsp; &nbsp;<\/li>\n\n\n\n<li><strong>Kopers groeperen:<\/strong> Het identificeren en categoriseren van verschillende koopgroepen is nog nooit zo eenvoudig geweest. AI kan gelijksoortige kopers groeperen.&nbsp; &nbsp;<\/li>\n\n\n\n<li><strong>Toekomstige behoeften voorspellen:<\/strong> AI kan mogelijke toekomstige trends of behoeften van kopers voorspellen op basis van huidige data.&nbsp; &nbsp;<\/li>\n\n\n\n<li><strong>Berichten op de (potenti\u00eble) klant afstemmen:<\/strong> AI kan helpen om de juiste berichten naar veel verschillende kopers tegelijk te sturen. Van chatbots tot geautomatiseerde e-mails, AI kan het gesprek met potenti\u00eble klanten gaande houden, zelfs buiten kantooruren.&nbsp; &nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Maar kunstmatige intelligentie heeft ook zijn grenzen. Emoties, gedachtes en de overwegingen van je klanten blijven waarschijnlijk een mysterie voor AI.&nbsp; &nbsp;<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Wat AI (nog) niet voor ons kan doen &nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Hoewel AI uitblinkt in data-analyse en patroonherkenning, heeft het moeite om menselijke emoties en context volledig te begrijpen.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Emotionele nuance:<\/strong> AI kan het klantsentiment categoriseren als positief of negatief, maar mist de nauwkeurigheid, zoals een recensie waarin een matige tevredenheid wordt uitgedrukt in plaats van enthousiasme. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Contextueel begrip: <\/strong>AI interpreteert culturele nuances, jargon en sarcasme vaak verkeerd. Een sarcastische &#8220;dit is briljant&#8221; opmerking kan bijvoorbeeld verkeerd worden ge\u00efnterpreteerd als oprechte lof. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Motivaties begrijpen: <\/strong>Terwijl AI gedragstrends identificeert, begrijpt het niet de menselijke motivaties die het gedrag veroorzaken. Hier zijn directe gesprekken voor nodig om deze te begrijpen.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>De toekomst voorspellen: <\/strong>AI&#8217;s voorspellingen zijn gebaseerd op historische gegevens, waardoor ze minder betrouwbaar zijn bij het voorspellen van nieuwe trends, marktveranderingen of veranderende voorkeuren van klanten. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Emotionele verbinding:<\/strong> AI kan een gesprek voeren, maar mist het vermogen om diepere emotionele banden te smeden zoals mensen dat kunnen met een lach of een kop koffie. &nbsp;<\/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\">Kortom, de mogelijkheden van AI zijn nog steeds beperkt als het aankomt op het vastleggen van de complexiteit van menselijke emoties, het begrijpen van specifieke contexten en het opbouwen van emotionele connecties.&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">Inzichten in de buyer journey &nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In de afgelopen 15 jaar hebben we ontdekt dat het gebruik van een interviewschema in een open gesprek het meest effectief is voor het verkrijgen van inzichten in buyer persona\u2019s en buyer journeys. <strong>Actief luisteren is cruciaal als je de respondent hun kooptraject laat toelichten, waarbij stakeholders, geraadpleegde content, afwegingen en kritische feedback naar voren komen. &nbsp;<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Tot slot&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;Je marketinginspanningen kunnen ineffectief zijn als je geen duidelijk inzicht hebt in je doelgroep. Je kunt mogelijk tijd en middelen verspillen door mensen te proberen te bereiken die niet ge\u00efnteresseerd zijn in je product of dienst, of je kunt je waardepropositie communiceren op een manier die niet aanslaat bij je werkelijke klanten. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI biedt hulpmiddelen van onschatbare waarde voor een snelle en uitgebreide analyse van kopers, maar schiet tekort bij het vastleggen van de emotionele en contextuele bijzonderheden die elke koper uniek maken. <strong>Daarom is een hybride aanpak nodig die de analytische kracht van AI combineert met menselijke emotionele intelligentie om je buyer persona&#8217;s en inzichten in het kooptraject robuust en bruikbaar te maken.&nbsp; &nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Door de tijd te nemen om je buyer persona&#8217;s te onderzoeken, kun je je sales- en marketingstrategie afstemmen op de behoeften en voorkeuren van je klanten en uiteindelijk je meer resultaat uit je campagnes halen.&nbsp;<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5c2115f423 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c2115f423 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c2115f423 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5c2115f423 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c2115f423 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c2115f423 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5c2115f423 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5c2115f423 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5c2115f423.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_16af5c2115f423 .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_16af5c2115f423 .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\">\r\n\r\nOntdek hoe kopersinzichten veranderen &amp; optimaliseer je marketing in het tijdperk van AI, download ons nieuwe e-book!\r\n\r\n<\/div><\/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<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Ontdek hoe AI de wereld van het verzamelen van inzicht in kopers verandert. Kom meer te weten over buyer persona research en AI.<\/p>\n","protected":false},"author":12,"featured_media":40512,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[60,19,26,55],"tags":[],"class_list":["post-36553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-account-based-marketing","category-buyer-journey","category-buyer-persona","category-buyer-personas"],"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>Weet AI wat jouw B2B-koper motiveert?\u00a0 - SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Ontdek hoe AI de wereld van het verzamelen van inzicht in kopers verandert. 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