{"id":43841,"date":"2024-11-27T07:58:08","date_gmt":"2024-11-27T06:58:08","guid":{"rendered":"https:\/\/www.spotonvision.com\/?p=43841"},"modified":"2024-12-10T11:05:47","modified_gmt":"2024-12-10T10:05:47","slug":"b2b-marketingtrends-voor-2025","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/b2b-marketingtrends-voor-2025\/","title":{"rendered":"B2B marketing en sales voorspellingen voor 2025: personalisatie, buyer enablement en AI\u00a0"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c2138ac9c {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c2138ac9c {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5c2138ac9c {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5c2138ac9c {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c2138ac9c\">\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>B2B marketing en sales voorspellingen voor 2025: personalisatie, buyer enablement en AI\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\/11\/B2B-Predictions-for-2025-Article-SOV-Blog-post-667x395-1.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;November 27, 2024            <\/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\">Als we vooruitkijken naar 2025, zien we dat B2B marketing sneller verandert dan ooit. Kopers zijn voorzichtiger, er zijn meer besluitvormers bij betrokken, en technologie zoals AI verandert de manier waarop we content cre\u00ebren en accounts benaderen. In dit artikel gaan we dieper in op de trends die bepalend zullen zijn in 2025 en bespreken we strategie\u00ebn die bedrijven kunnen helpen succesvol te zijn.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-terugblik-op-2024-hoe-het-koopgedrag-verandert-nbsp\"><strong>Terugblik op 2024: hoe het koopgedrag verandert<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B2B-inkoop wordt steeds complexer. Kopers maken nu gebruik van meerdere kanalen voordat ze beslissingen nemen. Volgens het <strong>Europese B2B Buyer Experience Report 2024 van 6sense<\/strong> verwachten kopers gepersonaliseerde interacties in elke fase. Millennials nemen een steeds belangrijkere rol in als besluitvormers, en daardoor groeit de vraag naar interacties op maat.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ondertussen besteden kopers meer dan twee derde van hun aankoopproces aan onafhankelijk onderzoek, samen met hun interne teams. Het koopproces bestaat nu uit twee fases: 70% selectie en 30% validatie.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cDe belangrijkste conclusie uit het onderzoek is dat B2B-inkoopprocessen wereldwijd uit twee verschillende fases bestaan. In de Selectiefase, die de eerste 70% van het koopproces omvat, vormen inkoopteams zich, verzamelen en evalueren ze informatie, en stellen ze uiteindelijk een shortlist van potenti\u00eble partners op, met een favoriet bovenaan de lijst.\u201d<\/em> (<a href=\"https:\/\/6sense.com\/science-of-b2b\/2024-european-b2b-buyer-experience-report\/#chapter2-title\">6sense<\/a>)&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2025 zullen marketingteams zich moeten richten op het cre\u00ebren van <strong>buyer enablement<\/strong>-content\u2014educatief materiaal dat kopers ondersteunt gedurende het proces. Zoals benadrukt door het <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/b2b-content-marketing-trends-research\/\"><strong>Content Marketing Institute<\/strong><\/a>, is het opbouwen van vertrouwen met nuttige content cruciaal voor het omgaan met voorzichtige kopers. Ondanks het belang van kwalitatieve content, beoordeelt minder dan een derde (29%) zijn contentstrategie als zeer effectief. Ruim de helft (58%) noemt deze matig effectief.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"569\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/b2b-research-marketers-rate-content-strategy-768x569-2.jpg\" alt=\"\" class=\"wp-image-43842\" style=\"width:602px;height:auto\" srcset=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/b2b-research-marketers-rate-content-strategy-768x569-2.jpg 768w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/b2b-research-marketers-rate-content-strategy-768x569-2-300x222.jpg 300w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/b2b-research-marketers-rate-content-strategy-768x569-2-150x111.jpg 150w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/b2b-research-marketers-rate-content-strategy-768x569-2-480x356.jpg 480w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/b2b-research-marketers-rate-content-strategy-768x569-2-560x415.jpg 560w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/b2b-research-marketers-rate-content-strategy-768x569-2-667x494.jpg 667w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-rol-van-ai-in-personalisatie-en-buyer-persona-onderzoek-nbsp\"><strong>De rol van AI in personalisatie en buyer persona-onderzoek<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">AI verandert de manier waarop we <a href=\"https:\/\/www.spotonvision.com\/nl\/weet-ai-wat-jouw-b2b-koper-motiveert\/?utm_source=Website&amp;utm_medium=Blogpost&amp;utm_campaign=buyerpersonanl\" target=\"_blank\" rel=\"noreferrer noopener\">inzichten in buyer persona\u2019s<\/a> verzamelen en content personaliseren. Het biedt marketeers real-time inzichten in het gedrag en de behoeften van kopers. Met tools van bijvoorbeeld <strong>6sense, HubSpot en Demandbase<\/strong> kunnen bedrijven nauwkeuriger inzicht krijgen en de juiste content op het juiste moment aanbieden. AI vervangt geen kwalitatieve interviews en kan context of emoties nog niet volledig begrijpen, maar het kan wel worden ingezet om:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gegevens te verzamelen en gebruiken&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Toekomstige behoeften te voorspellen \/ inzichten te valideren&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Koopgroepen te identificeren&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Boodschappen en content te personaliseren&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"540\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/BP-and-AI-spotonvision-2024-1.png\" alt=\"\" class=\"wp-image-43844\" style=\"width:703px;height:auto\" srcset=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/BP-and-AI-spotonvision-2024-1.png 960w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/BP-and-AI-spotonvision-2024-1-300x169.png 300w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/BP-and-AI-spotonvision-2024-1-768x432.png 768w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/BP-and-AI-spotonvision-2024-1-150x84.png 150w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/BP-and-AI-spotonvision-2024-1-480x270.png 480w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/BP-and-AI-spotonvision-2024-1-560x315.png 560w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/BP-and-AI-spotonvision-2024-1-667x375.png 667w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/11\/BP-and-AI-spotonvision-2024-1-892x502.png 892w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">AI speelt ook een grote rol in <a href=\"https:\/\/www.spotonvision.com\/nl\/campagnes-activatie\/account-based-marketing\/?utm_source=Website&amp;utm_medium=Blogpost&amp;utm_campaign=abmnl\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>account-based marketing<\/strong><\/a> (ABM). Het helpt bedrijven om de juiste accounts te vinden, hen met gepersonaliseerde berichten te benaderen en diepere relaties op te bouwen. Bij <strong>SPOTONVISION <\/strong>zien we hoe AI-gedreven ABM zorgt voor effectievere campagnes door marketinginspanningen beter af te stemmen op de behoeften van accounts.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-waarom-account-based-marketing-belangrijk-is-in-2025-nbsp\"><strong>Waarom account-based marketing belangrijk is in 2025<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Account-based marketing blijft een van de beste strategie\u00ebn voor succes in B2B. ABM richt de marketinginspanningen op waardevolle accounts en levert gepersonaliseerde ervaringen. Een succesvol ABM-programma ontstaat wanneer Sales en Marketing samenwerken om in te spelen op de specifieke behoeften van elk account.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2025 zal ABM meer dan ooit data gestuurd zijn. AI helpt bedrijven om accountdata te analyseren en hun marketingstrategie\u00ebn te optimaliseren. Volgens <strong>6sense<\/strong> zorgt deze aanpak voor relevantere interacties en betere betrokkenheid met belangrijke stakeholders.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-personalisatie-op-schaal-waarom-maatwerkcontent-essentieel-is-nbsp\"><strong>Personalisatie op schaal: waarom maatwerkcontent essentieel is<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Personalisatie is niet langer optioneel in B2B-marketing. <strong>Forrester<\/strong> voorspelt dat marketingbudgetten in 2025 waarschijnlijk niet zullen groeien, maar bedrijven zullen wel investeren in technologie die personalisatie op grote schaal mogelijk maakt. AI zal marketeers helpen om maatwerkcontent te cre\u00ebren die direct inspeelt op de behoeften van kopers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het maken van gepersonaliseerde content verhoogt niet alleen de betrokkenheid, maar versnelt ook de salescyclus. Kopers voelen zich beter begrepen, wat leidt tot snellere beslissingen.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-samenwerking-tussen-sales-en-marketing-de-sleutel-tot-succes-nbsp\"><strong>Samenwerking tussen Sales en Marketing: de sleutel tot succes<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In 2025 moeten Sales en Marketing nog nauwer samenwerken. De <strong>B2B-marketingbudgetgids voor 2025 van <\/strong><a href=\"https:\/\/www.forrester.com\/bold\/planning-guide-2025-b2b-marketing-executive\/\"><strong>Forrester<\/strong> <\/a>benadrukt hoe belangrijk het is om deze teams op \u00e9\u00e9n lijn te krijgen, vooral bij het cre\u00ebren van content en het opzetten van campagnes. Dit zorgt voor een positieve ervaring voor kopers, van het eerste contact tot de uiteindelijke aankoop.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cStel budgetten beschikbaar voor initiatieven die samenwerking bevorderen, in plaats van projecten die marketing vertragen of silo\u2019s in stand houden. Richt je op wat je team wendbaarder maakt, zodat je snel kunt inspelen op veranderingen of onrust.\u201d<\/em> (Forrester, 2024)&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI-gestuurde tools zullen deze samenwerking makkelijker maken. Ze helpen Marketing om inzichten te bieden die Sales kan gebruiken om deals te sluiten. Bij <strong>SPOTONVISION<\/strong> benadrukken we dat goede co\u00f6rdinatie cruciaal is voor effectieve ABM, waarbij Marketing data en tools levert die Sales helpen accounts gerichter aan te pakken.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusie-vooruitkijken-naar-2025\"><strong>Conclusie: vooruitkijken naar 2025<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In 2025 zullen succesvolle B2B-marketeers AI benutten, personalisatie centraal stellen en ABM als prioriteit behouden. Door content te cre\u00ebren die kopers ondersteunt, Sales en Marketing op elkaar af te stemmen, en gepersonaliseerde ervaringen te bieden, kunnen bedrijven sterkere relaties opbouwen en meer deals binnenhalen.&nbsp;<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Ontdek de B2B-marketingtrends voor 2025: AI, buyer enablement en account-based marketing veranderen de manier waarop we kopers benaderen. Leer hoe bedrijven vertrouwen opbouwen met gepersonaliseerde content en effectieve samenwerking tussen Sales en Marketing. <\/p>\n","protected":false},"author":12,"featured_media":43807,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31,60,93,95],"tags":[],"class_list":["post-43841","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abm-nl","category-account-based-marketing","category-buyer-enablement-nl","category-data-analytics-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>Is ABM geschikt voor jouw bedrijf? | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Ontdek de B2B-marketingtrends voor 2025: AI, buyer enablement en account-based marketing veranderen de manier waarop we kopers benaderen. 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