{"id":45782,"date":"2025-05-22T10:08:03","date_gmt":"2025-05-22T08:08:03","guid":{"rendered":"https:\/\/www.spotonvision.com\/?p=45782"},"modified":"2026-04-01T15:46:21","modified_gmt":"2026-04-01T13:46:21","slug":"account-based-marketing-kpis","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/account-based-marketing-kpis\/","title":{"rendered":"Account-Based Marketing KPI\u2019s: de nieuwe standaard van vertrouwen en relaties"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c21881ba5 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c21881ba5 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5c21881ba5 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5c21881ba5 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c21881ba5\">\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>Account-Based Marketing KPI\u2019s: de nieuwe standaard van vertrouwen en relaties<\/h1><\/div>\n                                                    <div class=\"dw_single_header_block_content description\">Post-event inzichten van Christian Weiss, Director ABM bij Autodesk<\/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\/2025\/05\/54445064088_a18a01f047_o-892x595.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\/shimon\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/389a8471d04bbe25826231003a0b683d54c544e057bb39fb822704732b06e67e?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/shimon\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Shimon Ben-Ayoun &#8211; Published:&nbsp;May 22, 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\">Tijdens het <strong>European ABM Forum 2025<\/strong> was er \u00e9\u00e9n sessie die er echt uitsprong. <a href=\"https:\/\/www.linkedin.com\/in\/christian-weiss-59105a3\/\">Christian Weiss<\/a>, Director Account-Based Marketing bij <strong><a href=\"https:\/\/www.autodesk.com\/eu\">Autodesk<\/a><\/strong>, deelde zijn unieke kijk op het meten van ABM-resultaten. Zijn belangrijkste boodschap? Laat ABM niet alleen draaien om leads en conversies. Focus op de echte aanjagers van succes: vertrouwen, relaties en relevantie. Deze factoren worden steeds vaker gezien als de meest waardevolle Account-Based Marketing KPI\u2019s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na het event spraken we met Christian om dieper in te gaan op zijn filosofie en de wereldwijde ABM-aanpak van Autodesk. Daarmee werd snel duidelijk hoe ABM vandaag de dag anders werkt dan traditionele marketing.<\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-account-based-marketing-kpi-s-herzien-van-leads-naar-relaties\">Account-Based Marketing KPI\u2019s herzien: van leads naar relaties<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cMarketingteams staan onder druk om te rapporteren over pipeline en conversieratio&#8217;s,\u201d vertelt Christian. \u201cMaar ABM is anders. Als je je alleen richt op korte-termijn KPI\u2019s, mis je het langetermijneffect van relatieopbouw.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bij Autodesk wordt de volledige funnel gevolgd. Toch ligt de nadruk op zakelijke relevantie, niet op losse cijfers. Hierdoor sluit marketing beter aan op de salesaanpak.<\/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\">\u201cOpen rates en klikratio&#8217;s zeggen sales niet veel. Het verhaal moet duidelijk, tastbaar en afgestemd zijn op wat business leaders belangrijk vinden.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Daarom moeten KPI\u2019s altijd in dienst staan van samenwerking. Ze helpen je vertrouwen op te bouwen tussen marketing en sales.<\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-kracht-van-context-binnen-account-based-marketing-kpi-s\">De kracht van context binnen Account-Based Marketing KPI\u2019s<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een van de innovaties bij Autodesk is de overstap van traditionele leads naar<strong> Marketing Qualified Accounts (MQA\u2019s)<\/strong>.<\/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\">\u201cAlleen een contactpersoon doorgeven is niet genoeg. Sales waardeert context. We leveren suggesties voor koopcommissies, de content die ze bekeken hebben en de onderwerpen die voor hen relevant zijn.&#8221;<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Deze aanpak maakt van ruwe data bruikbare inzichten. Daardoor ontstaat er meer vertrouwen en samenwerking tussen teams.<\/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\">\u201cEen account is een puzzel. Wij helpen sales met de laatste stukjes, zodat zij direct kunnen schakelen.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Bovendien draagt dit bij aan het verbeteren van je Account-Based Marketing KPI\u2019s. Wanneer inzichten bruikbaar worden, wordt impact meetbaar.<\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-zo-schaal-je-abm-zonder-concessies\">Zo schaal je ABM zonder concessies<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een wereldwijd ABM-programma uitrollen is uitdagend. Daarom waarschuwt Christian voor twee veelvoorkomende valkuilen:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Te groot starten:<\/strong> \u201cJe wint geen draagvlak als sales niet overtuigd is van de eerste resultaten.\u201d<\/li>\n\n\n\n<li><strong>Slechte datakwaliteit:<\/strong> \u201cData heeft geen waarde als je het niet goed kunt interpreteren of met vertrouwen kunt gebruiken.\u201d<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Autodesk koos voor een gefaseerde aanpak. Eerst een pilot, dan pas uitbreiding. En dat werkte, mede dankzij de steun van het leadership team.<\/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\">\u201cOnze directie begreep al vroeg dat een abonnementsmodel vraagt om diep klantinzicht en relaties. We hoefden de strategie niet te verkopen, alleen goed uit te voeren.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Door klein te beginnen, succes te bewijzen en pas daarna op te schalen, blijf je de regie houden. <\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ai-en-personalisatie-abm-blijft-mensenwerk\">AI en personalisatie: ABM blijft mensenwerk<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nu AI steeds meer onderdeel wordt van marketing, roept dat vragen op over de juiste balans. Christian is daar duidelijk over:<\/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\">\u201cAls iedereen AI gebruikt om \u2018gepersonaliseerde\u2019 mails te sturen, wordt het ruis. Klanten zullen afhaken.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Hij pleit voor een evenwichtige aanpak. Technologie is waardevol, maar mag het persoonlijke contact niet vervangen.<\/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\">\u201cABM is net als een winkelbezoek: te veel aandacht is opdringerig, te weinig is afstandelijk. De kunst is om precies de juiste afstand te vinden.\u201d<\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-abm-die-resultaat-oplevert\">ABM die resultaat oplevert<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Christian sluit af met drie concrete adviezen voor wie ABM succesvol wil inzetten:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Begin klein.<\/strong> Laat eerst de waarde zien, breid dan pas uit.<\/li>\n\n\n\n<li><strong>Geef context.<\/strong> Lever inzichten, geen losse metrics.<\/li>\n\n\n\n<li><strong>Betrek leiderschap.<\/strong> Draagvlak vanuit het management is essentieel.<\/li>\n<\/ol>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cUiteindelijk draait ABM om menselijke relaties. Technologie moet ondersteunen, niet vervangen.\u201d<\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-waarom-christian-s-sessie-bijbleef\">Waarom Christian\u2019s sessie bijbleef<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Christian\u2019s sessie werd uitgeroepen tot \u00e9\u00e9n van de top 3 best beoordeelde presentaties van het forum. Waarom? Zijn combinatie van praktische tips, herkenbare uitdagingen en droge humor viel in de smaak.<\/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\">\u201cAan het eind van de dag gaat ABM over mensen. Geen enkele technologie verandert dat.\u201d<\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-klaar-om-je-account-based-marketing-kpi-s-te-herdefinieren\">Klaar om je Account-Based Marketing KPI\u2019s te herdefini\u00ebren?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bij SPOTONVISION geloven we dat ABM pas echt werkt als het persoonlijk, relevant en afgestemd is op je businessdoelen. Wil jij KPI\u2019s ontwikkelen die daadwerkelijk impact maken?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/app.apollo.io\/#\/meet\/shimon\/30-min\" type=\"link\" id=\"https:\/\/app.apollo.io\/#\/meet\/shimon\/30-min\">Plan een gesprek met onze ABM-specialisten<\/a><\/strong><\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n    <style>\n\n                .dw_cta_section_block_wrapper_16af5c21894709 {\n            padding-top: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c21894709 {\n                padding-top: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c21894709 {\n                padding-top: 30px;\n            }\n        }\n\n        \n                .dw_cta_section_block_wrapper_16af5c21894709 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_cta_section_block_wrapper_16af5c21894709 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_cta_section_block_wrapper_16af5c21894709 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t<div class=\"dw_cta_section_block_wrapper_16af5c21894709 dw_cta_section_block_wrapper light\">\n    <style>\n\n        .dw_cta_section_block_wrapper_16af5c21894709 .dw_cta_section_block_column.left {\n            max-width: 600px;\n        }\n\n                    .dw_cta_section_block_wrapper_16af5c21894709.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_16af5c21894709 .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_16af5c21894709 .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>Getting started with acccount-based marketing<\/h2><\/div>\n                <div class=\"dw_cta_section_block_content description dw_font_firasans s16 w300 h26\"><\/div>\n                <div class=\"dw_cta_section_block_content buttons\">\n                                            <a href=\"https:\/\/www.spotonvision.com\/nl\/resources\/aan-de-slag-met-abm\/\" target=\"\" class=\"btn_primary fixed dw_font_firasans s14 w500 h16\">Check out the infographic<\/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","protected":false},"excerpt":{"rendered":"<p>Tijdens het European ABM Forum 2025 deelde Christian Weiss (Autodesk) zijn visie op ABM-succes: het draait niet om leads, maar om vertrouwen, relevantie en \u00e9chte relaties. In dit interview lees je waarom traditionele KPI\u2019s niet meer voldoen.<\/p>\n","protected":false},"author":10,"featured_media":45818,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[19],"tags":[],"class_list":["post-45782","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","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>ABM KPI\u2019s: waarom vertrouwen belangrijker is dan leads<\/title>\n<meta name=\"description\" content=\"Ontdek waarom vertrouwen, relevantie en relaties de nieuwe KPI\u2019s zijn voor succesvolle Account-Based Marketing.\" \/>\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\/account-based-marketing-kpis\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Account-Based Marketing KPI\u2019s: de nieuwe standaard van vertrouwen en relaties\" \/>\n<meta property=\"og:description\" content=\"Ontdek waarom vertrouwen, relevantie en relaties de nieuwe KPI\u2019s zijn voor succesvolle Account-Based Marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spotonvision.com\/nl\/account-based-marketing-kpis\/\" \/>\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=\"2025-05-22T08:08:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-01T13:46:21+00:00\" \/>\n<meta property=\"og:image\" 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