{"id":47243,"date":"2025-09-18T11:39:56","date_gmt":"2025-09-18T09:39:56","guid":{"rendered":"https:\/\/www.spotonvision.com\/?p=47243"},"modified":"2026-10-26T10:27:18","modified_gmt":"2026-10-26T09:27:18","slug":"ai-in-b2b-marketing-inzichten-van-revtalks-amsterdam","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/ai-in-b2b-marketing-inzichten-van-revtalks-amsterdam\/","title":{"rendered":"AI in B2B-marketing: inzichten van RevTalks Amsterdam\u00a0"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aeb4beb48a0a {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aeb4beb48a0a {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aeb4beb48a0a {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aeb4beb48a0a {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aeb4beb48a0a\">\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>AI in B2B-marketing: inzichten van RevTalks Amsterdam\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\/2025\/09\/RevTalks-Amsterdam-6sense-SPOTONVISION-892x669.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:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/Ingrid-2-150x150.png\" 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;September 18, 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\">Deze week was ik aanwezig bij een ontbijtsessie in Amsterdam met zo\u2019n dertig marketingleiders, georganiseerd door <a href=\"https:\/\/6sense.com\/\">6sense<\/a> als onderdeel van hun RevTalks-serie. Het was een frisse, september ochtend met gesprekken, koffie en nieuwsgierigheid. Door de intieme setting konden we echt luisteren en elkaar uitdagen over hoe sales en marketing zich ontwikkelen en vooral hoe Gen AI B2B-marketing in Europa verandert.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het sprekersprogramma was indrukwekkend. <a href=\"https:\/\/www.linkedin.com\/in\/latane-conant\/\">Latan\u00e9 Conant<\/a>, CMO van 6sense en auteur van <em>No Forms. No Spam. No Cold Calls<\/em>, trapte af met haar energieke visie op AI en creativiteit. <a href=\"https:\/\/www.linkedin.com\/in\/marijegould\/\">Marije Gould<\/a>, nu VP Demand Generation bij Culture Amp en een van de allereerste klanten van SPOTONVISION, deelde haar ervaring met het transformeren van wereldwijde demand generation. En mijn collega en medeoprichter van <a href=\"https:\/\/www.spotonvision.com\/nl\/\">SPOTONVISION<\/a>, <a href=\"https:\/\/www.linkedin.com\/in\/shimonbenayoun\/\">Shimon Ben Ayoun<\/a>, bracht het dicht bij huis met een praktijkcase die liet zien hoe account-based marketing met 6sense effici\u00ebntie en pipeline growth kan stimuleren.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Door deze drie perspectieven te combineren en met collega\u2019s uit Nederland en daarbuiten in gesprek te gaan, werd voor mij duidelijk dat we op een kantelpunt staan. AI is niet slechts een extra tool in onze marketingmix, het verandert fundamenteel hoe Europese B2B-bedrijven kijken naar engagement, pipeline en samenwerking.&nbsp;<\/p>\n\n\n\n<h2 id=\"h-ai-in-b2b-marketing-van-schaarste-naar-creativiteit-nbsp\" class=\"wp-block-heading\"><strong>AI in B2B-marketing: van schaarste naar creativiteit<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De sessie van Latan\u00e9 had de titel \u201cScarcity is the mother of creativity\u201d en sloeg de spijker op de kop. In een tijd waarin 80% van de zoekgebruikers al AI inzet, wordt het traditionele spel van zoekwoorden en click-through rates steeds minder effectief. In plaats daarvan moeten we leren denken in prompts, vragen en antwoorden.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consistentie in merk en boodschap is belangrijker dan ooit. Als AI het web scant naar antwoorden, dan bepaalt de manier waarop wij onze verhalen presenteren, afbeeldingen labelen en content structureren of we zichtbaar worden voor potenti\u00eble kopers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ik vond haar metafoor van \u201ckruimels die een taart maken\u201d bijzonder sterk. Alle kleine signalen kunnen verzameld en gecombineerd worden, en met de juiste tools kan dat in enkele minuten leiden tot een afspraak (de cake). Bij 6sense wordt inmiddels 20-25% van de pipeline op deze manier autonoom gecre\u00eberd.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ze nam ons ook mee in vier bewezen plays van haar team:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Awaken the dead<\/strong>: het opnieuw openen van oude opportunities&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Job change<\/strong>: direct opvolgen wanneer beslissers van rol veranderen&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Early funnel engagement<\/strong>: peers met elkaar in contact brengen op het juiste moment&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Website visitors<\/strong>: gedrag gebruiken als trigger voor relevante interactie&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Onderliggend zijn er AI-gedreven agents, getraind op accountgedrag, klantverhalen en persona\u2019s. Snelheid is cruciaal. Zoals Latan\u00e9 benadrukte: leads die binnen vijf minuten worden benaderd, zijn 21 keer zo waarschijnlijk om te converteren, terwijl na een uur de kans op succes dramatisch daalt.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ook omnichannel-marketing is een feit. 6sense heeft meerdere kanalen samengebracht op \u00e9\u00e9n canvas, gedreven door AI-workflows. Dit helpt marketing bij het voorspelbaar genereren van pipeline, maar brengt ook een uitdaging met zich mee. Als marketing pipeline t\u00e9 succesvol levert, dreigt sales zich te gedragen als \u201cdierentuinbeheerders\u201d in plaats van jagers. De boodschap is duidelijk: prospecten en bellen blijft belangrijk, maar AI kan dit wel eenvoudiger en effectiever maken.&nbsp;<\/p>\n\n\n\n<h2 id=\"h-waarom-de-funnel-dood-is-account-based-marketing-in-europa-nbsp\" class=\"wp-block-heading\"><strong>Waarom de funnel dood is: account-based marketing in Europa<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Marije Gould bracht haar eigen verhaal vanuit Culture Amp, een snelgroeiend internationaal bedrijf. Toen zij begon, trof ze silo\u2019s in sales en marketing. Gescheiden inbound- en outboundteams, verschillende tools, veel budget voor paid search en events, en een te grote afhankelijkheid van form fills.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zoals ze zelf zei: de funnel is niet dood in de zin dat we geen fases meer meten, maar hij is allang niet meer lineair. Kopers bewegen zich niet netjes van awareness naar besluit. Vaak bezoeken ze je website niet eens.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Haar team begon daarom met segment-gebaseerde plays, gericht op buying centres in plaats van losse leads. Door intent-signalen te gebruiken, AI-agents te testen en nauwer samen te werken met SDR\u2019s, bereikten ze twee dingen: hogere conversie en minder afhankelijkheid van grote SDR-teams.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marije gaf toe dat het geen makkelijke weg was. Teams overtuigen om AI te vertrouwen vroeg om harde resultaten en de tech stack opschonen was een uitdaging. Maar de uitkomst spreekt voor zich: minder ruis, betere gesprekken en aanhoudende groei.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Haar advies aan de groep Europese marketingleiders was helder: wees open, blijf leren en werk nauw samen tussen sales, marketing en product. De wereld verandert snel en AI is inmiddels overal aanwezig.&nbsp;<\/p>\n\n\n\n<h2 id=\"h-account-based-marketing-praktijkcase-van-spotonvision-nbsp\" class=\"wp-block-heading\"><strong>Account-based marketing praktijkcase van SPOTONVISION<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tot slot bracht Shimon het gesprek dichterbij met een case van SPOTONVISION. Hij liet zien hoe zelfs een eenvoudige nurture-campagne zeer effici\u00ebnt kan worden met 6sense. Een play richtte zich op 43 accounts via een webinar, een andere op de meest actieve accounts via een ontbijtsessie.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het doel was duidelijk: een scoping session verkopen als \u201cfoot-in-the-door\u201d-propositie. Door gebruik te maken van 6sense-signalen zoals vacatures, gedrag en intent data, werden gerichte doelgroepen opgebouwd en micro-campagnes uitgerold. De kracht zat juist in de eenvoud. Kleine, goed opgebouwde plays kunnen de pipeline vullen wanneer ze gestuurd worden door de juiste signalen en tools.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Een live demo liet zien hoe eenvoudig het is om accounts te selecteren, multichannel flows op te zetten en te reageren op gedragsveranderingen. Het gaat niet om alles tegelijk opschalen, maar om precisie.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Lastige vragen uit de zaal<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De Q&amp;A bracht enkele ongemakkelijke waarheden naar boven.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Moeten we content ungaten?<\/strong> Het voelt tegenstrijdig, maar experimenten laten zien dat conversie juist stijgt. De uitdaging is niet content maken, want iedereen heeft blogs, e-books en video\u2019s. De vraag is: wat is je echte high-value call to action?&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Hoe verantwoord je dure content?<\/strong> Zoals Latan\u00e9 lachend zei: \u201cDat doe je niet.\u201d Content moet niet alleen onszelf promoten, maar vooral het vertrouwen van de koper versterken. Zij geloven vaak wel dat het product goed is, maar twijfelen of het ook voor hen werkt. Onderzoek en thought leadership helpen hen vertrouwen te krijgen in hun eigen keuzes.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Wat moet je echt rapporteren aan Management?<\/strong> Het antwoord was duidelijk: pipeline is wat telt. MQL-targets zijn achterhaald. De Management Board wil groei zien en marketing moet dat leveren.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Een ander belangrijk thema was de rol van thought leaders. Mensen volgen liever individuen dan bedrijven. Investeren in zichtbare leiders loont in geloofwaardigheid en SEO-impact.&nbsp;<\/p>\n\n\n\n<h2 id=\"h-ai-als-vriend-van-europese-b2b-marketeers-nbsp\" class=\"wp-block-heading\"><strong>AI als vriend van Europese B2B-marketeers<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De rode draad was helder: AI is geen bedreiging, maar een vriend. Het tempo ligt hoog en dat kan intimiderend zijn, maar wie AI omarmt, wint aan effici\u00ebntie, samenwerking en betere klantervaringen.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voor mij, als medeoprichter van SPOTONVISION en partner van 6sense, was het inspirerend om deze verhalen samen te horen. Van Latan\u00e9\u2019s creatieve aanpak, via Marije\u2019s wereldwijde transformatie tot onze eigen praktische case, de boodschap is eenduidig. De toekomst van account-based marketing is hier en AI staat centraal.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voor Europese B2B-marketingleiders geldt: wees nieuwsgierig, test en leer, en werk nauw samen met sales en product. De kruimels kunnen echt een taart worden, maar alleen als we ze zorgvuldig verzamelen.&nbsp;&nbsp;<\/p>\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<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" data-id=\"47236\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/09\/6sense-and-SPOTONVISION-2025-768x1024.jpg\" alt=\"\" class=\"wp-image-47236\" srcset=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/09\/6sense-and-SPOTONVISION-2025-768x1024.jpg 768w, 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