{"id":36555,"date":"2023-11-07T16:21:13","date_gmt":"2023-11-07T16:21:13","guid":{"rendered":"https:\/\/www.spotonvision.com\/klantverhaal-account-based-marketing-salesforce\/"},"modified":"2024-03-18T08:51:48","modified_gmt":"2024-03-18T08:51:48","slug":"klantverhaal-account-based-marketing-salesforce","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/klantverhaal-account-based-marketing-salesforce\/","title":{"rendered":"Klantverhaal Salesforce ABM: Opschalen van 1-op-1 account-based marketingcampagnes\u00a0"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aeb4c196c457 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aeb4c196c457 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aeb4c196c457 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aeb4c196c457 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aeb4c196c457\">\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>Klantverhaal Salesforce ABM: Opschalen van 1-op-1 account-based marketingcampagnes\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\/2023\/11\/Salesforce_Customer-case_Header_980x410px-3-1024x428-1-980x410-1-892x373.webp\" 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;November 07, 2023            <\/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\">Salesforce is wereldwijd het nummer 1 platform voor customer relationship management (CRM). Ze brengen bedrijven en hun klanten samen, optimaliseren de klantervaring en helpen bedrijven bij het managen van alle klantinteracties &#8211; waaronder marketing, sales, IT en klantenservice.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-uitdaging\">De uitdaging<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Salesforce opereert in een zeer competitieve industrie. Opvallen tussen de concurrentie is essentieel, maar niet eenvoudig. Marketing- en salesteams moeten daarom een tandje bijzetten om waardevolle momenten te cre\u00ebren met een \u2018WOW-effect\u2019. Om zo relaties met strategische klanten te laten groeien, te versterken en tegelijkertijd de algehele klantervaring te verbeteren.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het doel van dit project was om gepersonaliseerde marketing op grote schaal te leveren, volgens een 1-op-1 account-based marketingmethode. Dit klinkt makkelijker dan dat het is. Want de echte uitdaging ligt in het effectief schalen van 1-op-1 ABM \u00e9n tegelijkertijd voldoen aan zeer strakke deadlines.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2023\/11\/Salesforce-Spotonvision-2-1024x691.png\" alt=\"\" class=\"wp-image-35106\"\/><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cJullie hebben ons echt geholpen om ons ABM-programma naar een hoger niveau te tillen\u201d<\/p>\n<cite><strong>Nag Patta<\/strong>&nbsp;<br>VP Field Marketing Noord Europa<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-onze-oplossing-focus-op-proces-en-samenwerking-nbsp\"><strong>Onze oplossing: Focus op proces en samenwerking<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vanuit SPOTONVISION fungeerden we als verlengstuk van het account-based marketingteam van Salesforce en hielpen hen met projectmanagement, conceptualisering en het cre\u00ebren van gepersonaliseerde content en account journeys binnen een strak tijdschema.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tijdens het project werkten we samen met strategische accountmanagers vanuit de regio, en gespecialiseerde partner bureaus. Om deals te ondersteunen en waardevolle momenten te cre\u00ebren waar klanten gedurende hun kooptraject enthousiast van worden.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-het-abm-team-gebruikte-vier-methoden-om-op-te-schalen-nbsp\"><strong>Het ABM-team gebruikte vier methoden om op te schalen:<\/strong>&nbsp;<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Een uitgebreide database met account-based marketing content en tactieken, met een opslagplaats van succesvolle projecten<\/li>\n\n\n\n<li>Een sterk geoptimaliseerd projectmanagementproces dat meerdere teams samenbrengt<\/li>\n\n\n\n<li>Structuren voor interne communicatie en account journey planning<\/li>\n\n\n\n<li>Gedeelde en gezamenlijke rapportagemodellen<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Hierdoor werden alle activiteiten afgestemd met andere interne belanghebbenden: van Accountteams, Customer success, Country marketing, strategische evenementen, Executive engagement, tot het Salesforce Innovation Center. Op die manier heeft Salesforce gepersonaliseerde strategische account journeys kunnen cre\u00ebren met naadloze interacties van meerdere teams.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2023\/11\/Salesforce-personalisation-1024x769.png\" alt=\"\" class=\"wp-image-35107\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2023\/11\/Knipsel88.png\" alt=\"\" class=\"wp-image-35105\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-het-resultaat-schaalbaar-1-op-1-abm-met-100-groei-door-influenced-marketingpipeline-nbsp\"><strong>Het resultaat: Schaalbaar 1-op-1 ABM met 100% groei door influenced marketingpipeline<\/strong>&nbsp;<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Binnen een half jaar werden meer dan 100 content items op tijd geleverd om strategische accounts binnen de Benelux te ondersteunen. Gemiddeld leidden de ABM-campagnes tot een stijging van 100% jaar-op-jaar door influenced marketingpipeline.<\/p>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16aeb4c197fedd {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4c197fedd {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4c197fedd {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16aeb4c197fedd {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16aeb4c197fedd {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16aeb4c197fedd {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16aeb4c197fedd dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16aeb4c197fedd .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16aeb4c197fedd.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_16aeb4c197fedd .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_16aeb4c197fedd .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<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Salesforce is wereldwijd het nummer 1 platform voor customer relationship management (CRM). Ze brengen bedrijven en hun klanten samen, optimaliseren de klantervaring en helpen bedrijven bij het managen van alle klantinteracties &#8211; waaronder marketing, sales, IT en klantenservice.&nbsp;&nbsp; De uitdaging Salesforce opereert in een zeer competitieve industrie. Opvallen tussen de concurrentie is essentieel, maar niet [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":40891,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31,19],"tags":[],"class_list":["post-36555","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abm-nl","category-buyer-journey"],"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>Salesforce ABM Case: Effici\u00ebnt Opschalen van Marketingcampagnes<\/title>\n<meta name=\"description\" content=\"We hielpen het Salesforce ABM-team om zeer gepersonaliseerde marketing op schaal te leveren, volgens een 1:1 ABM-aanpak.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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