{"id":47511,"date":"2025-11-14T10:59:47","date_gmt":"2025-11-14T09:59:47","guid":{"rendered":"https:\/\/www.spotonvision.com\/?p=47511"},"modified":"2026-10-26T10:30:57","modified_gmt":"2026-10-26T09:30:57","slug":"b2b-marketing-predictions-2026-mens-en-machine-in-balans","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/b2b-marketing-predictions-2026-mens-en-machine-in-balans\/","title":{"rendered":"B2B Marketing Predictions 2026: mens en machine in balans\u00a0"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c218eaf91 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c218eaf91 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5c218eaf91 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5c218eaf91 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c218eaf91\">\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 Predictions 2026: mens en machine in balans\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\/11\/Predictions-2026-2-892x502.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;November 14, 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<h2 class=\"wp-block-heading\" id=\"h-introductie-het-jaar-waarin-alles-samenkomt-nbsp\"><strong>Introductie \u2013 Het jaar waarin alles samenkomt<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In 2026 komt alles samen voor B2B marketing en sales. Na jaren van digitalisering, nieuwe tools en hoge verwachtingen staat \u00e9\u00e9n vraag centraal. Hoe zorgen we ervoor dat mensen en technologie elkaar versterken in plaats van overschaduwen? De organisaties die dit goed doen, bouwen aan duurzame groei en een aanpak die toekomstbestendig is.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uit recent onderzoek van <strong>CMI, Dentsu, Forrester, Gartner, McKinsey<\/strong> en <strong>6sense<\/strong> komt een duidelijk patroon. Succesvolle B2B-organisaties combineren machine-precisie met menselijk inzicht.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dit zijn de vijf B2B Marketing Predictions die in 2026 het verschil gaan maken in Europa: AI, buyer insight, buying-group personalisatie, sales en marketing alignment, en vertrouwen in een algoritmische wereld.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>De vijf B2B Marketing Predictions voor 2026:<\/strong>&nbsp;<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><a href=\"#h-prediction-1-ai-als-co-pilot-niet-als-driver\">AI als co-pilot, niet als driver<\/a>&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li><a href=\"#h-prediction-2-buyer-insight-2-0-van-intent-naar-begrip\">Buyer Insight 2.0: van intent naar begrip<\/a>&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol start=\"3\" class=\"wp-block-list\">\n<li><a href=\"#h-prediction-3-buying-group-personalisatie-op-schaal\">Buying-group personalisatie op schaal&nbsp;<\/a><\/li>\n<\/ol>\n\n\n\n<ol start=\"4\" class=\"wp-block-list\">\n<li><a href=\"#h-prediction-4-sales-en-marketing-alignment-wordt-realiteit\">Sales en marketing alignment wordt realiteit<\/a>&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol start=\"5\" class=\"wp-block-list\">\n<li><a href=\"#h-prediction-5-brand-en-metrics-vertrouwen-winnen-in-een-algoritmische-wereld\">Brand en metrics: vertrouwen verdienen in een algoritmisch tijdperk&nbsp;<\/a><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">We beginnen met de technologie die elke B2B-discussie domineert: AI.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-prediction-1-ai-als-co-pilot-niet-als-driver-nbsp\"><strong>Prediction 1: AI als co-pilot, niet als driver<\/strong>&nbsp;<\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>&#8220;Het concurrentievoordeel ligt in de combinatie van machine-precisie en menselijk inzicht.&#8221;<\/em><strong><em>\u00a0<\/em><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>SPOTONVISION<\/em>&nbsp;<em>B2B<\/em>&nbsp;<em>Marketing<\/em>&nbsp;<em>Predictions 2026<\/em>&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">AI is inmiddels onderdeel van ons dagelijks werk. In 2026 verschuift de uitdaging naar governance en vertrouwen. <strong>Forrester<\/strong> voorspelt dat ongecontroleerde generatieve AI B2B-bedrijven meer dan 10 miljard dollar gaat kosten. <strong>McKinsey<\/strong> geeft aan dat hoe meer AI wordt ingezet, hoe groter de behoefte aan duidelijke processen en sturing. Veel organisaties moeten hun manier van werken opnieuw ontwerpen.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Gartner<\/strong> verwacht dat in 2026, 60 procent van de CMO\u2019s content-authenticity tools gebruikt om merkintegriteit te beschermen. <strong>McKinsey<\/strong> meldt dat 27 procent van de marketeers AI-output handmatig controleert. <strong>Dentsu<\/strong> adviseert om effici\u00ebntie te combineren met emotie, waarbij AI creativiteit versterkt in plaats van vervangt.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"828\" height=\"499\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-17.png\" alt=\"\" class=\"wp-image-47503\" srcset=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-17.png 828w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-17-300x181.png 300w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-17-768x463.png 768w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-17-150x90.png 150w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-17-480x289.png 480w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-17-560x337.png 560w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-17-667x402.png 667w\" sizes=\"auto, (max-width: 828px) 100vw, 828px\" \/><figcaption class=\"wp-element-caption\"><em>Source:&nbsp;Forrester&nbsp;2026 Predictions Guide<\/em>&nbsp;<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-wat-betekent-dit-voor-b2b-marketeers-nbsp\"><strong>Wat betekent dit voor B2B-marketeers<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">AI staat naast de marketeer als een creatieve co-pilot. De beste organisaties bepalen duidelijke rollen. Zij bepalen waar AI helpt, waar mensen beslissen en hoe datakwaliteit wordt geborgd.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-belangrijkste-inzichten-voor-2026-nbsp\"><strong>Belangrijkste inzichten voor 2026<\/strong>&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Bouw aan AI-volwassenheid<\/strong>, niet aan AI-activiteit.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Start met governance<\/strong> en duidelijke use cases.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Laat AI routinetaken versnellen<\/strong>, zodat mensen zich kunnen richten op relaties, verhalen en strategie.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Gebruik AI om creativiteit en besluitvorming <\/strong>te versterken.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Technologie alleen is niet genoeg. De volgende voorspelling gaat over begrijpen wat B2B-kopers echt drijft.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-prediction-2-buyer-insight-2-0-van-intent-naar-begrip\"><strong>Prediction 2: Buyer Insight 2.0 \u2013 van intent naar begrip<\/strong><\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">&#8220;<em>De beste marketeers stoppen met het volgen van klikken en gaan vertrouwen analyseren.<\/em>&#8221; <em>SPOTONVISION<\/em>&nbsp;<em>B2B<\/em>&nbsp;<em>Marketing<\/em>&nbsp;<em>Predictions 2026<\/em>&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Uit het nieuwe&nbsp;<em><a href=\"https:\/\/6sense.com\/science-of-b2b\/buyer-experience-report-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">B2B&nbsp;<em>Buyer Experience&nbsp;Report&nbsp;2025<\/em><\/a><\/em>&nbsp;van <a href=\"https:\/\/www.linkedin.com\/in\/kerrycunningham\/\"><strong>Kerry Cunningham<\/strong><\/a> (6sense) blijkt dat de meeste B2B-wins al op dag \u00e9\u00e9n worden bepaald. De shortlist wordt al vroeg gemaakt en de uiteindelijke winnaar staat bijna altijd op die eerste lijst (95 procent).&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Waar we voorheen zeiden dat 70 procent van de buyer journey zonder vendor gebeurt, laat het nieuwe onderzoek zien dat kopers ongeveer 61 procent van hun besluitvorming afronden voordat zij een leverancier spreken. In Europa wordt 75 procent van de deals gewonnen door de leverancier die als eerste werd benaderd.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Forrester<\/strong> laat zien dat <strong>30 procent van de kopers <\/strong>al generatieve-AI tools gebruikt om opties te vergelijken. De moderne koper maakt zijn shortlist samen met machines.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"901\" height=\"529\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-11.png\" alt=\"\" class=\"wp-image-47487\" srcset=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-11.png 901w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-11-300x176.png 300w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-11-768x451.png 768w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-11-150x88.png 150w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-11-480x282.png 480w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-11-560x329.png 560w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-11-667x392.png 667w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-11-892x524.png 892w\" sizes=\"auto, (max-width: 901px) 100vw, 901px\" \/><figcaption class=\"wp-element-caption\"><em>Source:&nbsp;6sense&nbsp;2025 B2B Buyer Experience Report<\/em>&nbsp;<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Buyer insight en buyer enablement content zijn belangrijker dan ooit. Toch vindt slechts <strong>29 procent van de marketeers<\/strong> hun <strong>contentstrategie effectief (CMI)<\/strong>. We zien veel gedragsdata, maar weinig inzicht in motivatie.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De moderne koper staat nooit alleen. In een vroeg stadium zijn meerdere stakeholders betrokken. Buyer insight wordt daarom steeds meer buying-group insight.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-wat-betekent-dit-voor-b2b-marketeers\"><strong>Wat betekent dit voor B2B-marketeers<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Intent data laat zien wat kopers doen, maar niet waarom. In 2026 combineren succesvolle teams data met empathie. Alleen dan kun je content en ervaringen ontwikkelen die aansluiten bij de echte behoefte.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-belangrijkste-inzichten-nbsp\"><strong>Belangrijkste inzichten<\/strong>&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Combineer<\/strong> intent data met kwalitatief onderzoek.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Breng<\/strong> niet alleen journeys in kaart, maar ook emoties en obstakels.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Zorg dat je zichtbaar blijft<\/strong> via conversational en multimodale search, ook wel <em>Search Experience Optimisation<\/em>.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Maak buyer enablement content<\/strong> voor de hele buying group<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Het begrijpen van kopers is stap \u00e9\u00e9n. De volgende voorspelling gaat over activatie.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-prediction-3-buying-group-personalisatie-op-schaal\"><strong>Prediction 3: Buying-group personalisatie op schaal<\/strong><\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>&#8220;Account-based marketing en sales gaat&nbsp;mainstream. ABM wordt business as usual.&#8221;<\/em>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>SPOTONVISION<\/em>&nbsp;<em>B2B<\/em>&nbsp;<em>Marketing<\/em>&nbsp;<em>Predictions 2026<\/em>&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Buying-groepen zijn leidend in B2B. Een gemiddelde EMEA buying group bestaat uit ongeveer 10 mensen. Ondanks veel data vallen veel deals halverwege stil.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uit de&nbsp;<em><a href=\"https:\/\/6sense.com\/science-of-b2b\/the-2025-science-of-b2b-bdr-benchmark-succeeding-in-a-changing-landscape\/\"><strong>2025 Science of B2B BDR Benchmark<\/strong><\/a><\/em>&nbsp;blijkt dat BDR\u2019s meer contactpogingen moeten doen en dat 90 procent zich richt op meerdere personas binnen \u00e9\u00e9n account. Agentic AI in Sales moet helpen bij personalisatie.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"910\" height=\"538\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-19.png\" alt=\"\" class=\"wp-image-47508\" srcset=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-19.png 910w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-19-300x177.png 300w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-19-768x454.png 768w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-19-150x89.png 150w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-19-480x284.png 480w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-19-560x331.png 560w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-19-667x394.png 667w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-19-892x527.png 892w\" sizes=\"auto, (max-width: 910px) 100vw, 910px\" \/><figcaption class=\"wp-element-caption\"><em>Source:&nbsp;6sense The 2025 Science of B2B BDR Benchmark<\/em>&nbsp;<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Uit Dentsu\u2019s&nbsp;<em><a href=\"https:\/\/www.dentsu.com\/blog\/human-truths-in-the-algorithmic-era-2026-media-trends\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Human Truths 2026<\/strong><\/a><\/em>&nbsp;blijkt dat beslissers sneller reageren wanneer ervaringen zowel nuttig als emotioneel relevant zijn.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Toch worstelen veel B2B-marketeers met personalisatie op schaal. Slechts 6 procent heeft een volwassen aanpak voor personalisatie (<a href=\"https:\/\/contentmarketinginstitute.com\/b2b-research\/b2b-content-marketing-trends-research\">CMI 2026<\/a>).&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"715\" height=\"561\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-13.png\" alt=\"\" class=\"wp-image-47491\" srcset=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-13.png 715w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-13-300x235.png 300w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-13-150x118.png 150w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-13-480x377.png 480w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-13-560x439.png 560w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-13-667x523.png 667w\" sizes=\"auto, (max-width: 715px) 100vw, 715px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-wat-betekent-dit-voor-b2b-marketeers-nbsp-0\"><strong>Wat betekent dit voor B2B-marketeers<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Personalisatie verschuift van individuen naar gehele buying-groepen. Elke rol, zoals CFO, CTO of eindgebruiker, heeft een eigen informatiebehoefte. <strong>Forrester<\/strong> benadrukt dat groei afhangt van hoe goed we deze groepsdynamiek orkestreren.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De conclusie is duidelijk.&nbsp;Account-based marketing en sales&nbsp;gaat&nbsp;mainstream. ABM wordt onderdeel van dagelijkse praktijk, vooral in de VS en het VK.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lokale nuance zoals taal, cultuur en marktdynamiek wordt belangrijker binnen wereldwijde ABM-programma\u2019s.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-belangrijkste-inzichten-nbsp-0\"><strong>Belangrijkste inzichten<\/strong>&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Gebruik buying-group intelligence<\/strong> voor rolgebaseerde personalisatie.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Combineer intent en CRM data<\/strong> voor gerichte content.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Koppel ABM, marketing automation en sales enablement<\/strong> via gedeelde KPI\u2019s.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Personalisatie vraagt om samenwerking. De volgende voorspelling gaat hierover.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-prediction-4-sales-en-marketing-alignment-wordt-realiteit\"><strong>Prediction 4: Sales en marketing alignment wordt realiteit<\/strong><\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>&#8220;Marketing en Sales beheren samen de hele buyer journey.&#8221;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>SPOTONVISION<\/em>&nbsp;<em>B2B<\/em>&nbsp;<em>Marketing<\/em>&nbsp;<em>Predictions 2026<\/em>&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Alignment is in 2026 meetbaar. Slechts een derde van de marketingteams werkt effectief samen met Sales, maar wie dat wel doet ziet betere resultaten (<a href=\"https:\/\/contentmarketinginstitute.com\/b2b-research\/b2b-content-marketing-trends-research\">CMI 2026)<\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Forrester<\/strong> en <strong>McKinsey<\/strong> wijzen op omnichannel modellen waarin Sales en Marketing \u00e9\u00e9n doorlopende conversatie vormen.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In de&nbsp;<em>Propolis Quarterly Index Report<\/em>&nbsp;staat: <\/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\"><em>&#8220;Het is een verwarrende tijd om B2B-marketeer te zijn. Bedrijven zien dat revenue steeds vaker een taak van Marketing wordt, omdat traditionele Sales aan impact verliest.&#8221;<\/em><\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"660\" height=\"511\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-14.png\" alt=\"\" class=\"wp-image-47493\" srcset=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-14.png 660w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-14-300x232.png 300w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-14-150x116.png 150w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-14-480x372.png 480w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-14-560x434.png 560w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-wat-betekent-dit-voor-b2b-marketeers-nbsp-1\"><strong>Wat betekent dit voor B2B-marketeers<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Alignment betekent gedeeld eigenaarschap van de pipeline. MQL-volumes maken plaats voor opportunity progression. Real-time data verbindt campagnes en salesactiviteiten.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De volgende stap is alignment rondom de buyer journey zelf. Sales en Marketing beheren samen het account, als \u00e9\u00e9n team met \u00e9\u00e9n doel.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-belangrijkste-inzichten-nbsp-1\"><strong>Belangrijkste inzichten<\/strong>&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Maak gezamenlijke plannen<\/strong> met gedeelde KPI\u2019s.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Werk met digital sales rooms<\/strong> of gedeelde content hubs.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Alignment<\/strong> staat voor transparantie en samenwerking.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Sales en Marketing<\/strong> worden samen verantwoordelijk voor de account journey.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">De laatste voorspelling gaat over vertrouwen. Dat blijft bepalend voor duurzame groei.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-prediction-5-brand-en-metrics-nbsp-vertrouwen-winnen-in-een-algoritmische-wereld\"><strong>Prediction 5: Brand en metrics:&nbsp;vertrouwen winnen in een algoritmische wereld<\/strong><\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>&#8220;Gebruik vertrouwen en aandacht als leidende indicatoren voor pipeline.&#8221;&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>SPOTONVISION&nbsp;B2B&nbsp;Marketing Predictions 2026<\/em>&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Aandacht is schaars. <strong>Dentsu\u2019s&nbsp;<em><a href=\"https:\/\/www.dentsu.com\/blog\/human-truths-in-the-algorithmic-era-2026-media-trends\">Human Truths<\/a> <\/em><\/strong><em>2026<\/em>&nbsp;adviseert merken om in te zetten op kwaliteit boven kwantiteit.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Forrester<\/strong> verwacht dat <strong>75 procent van de B2B-bedrijven<\/strong> het budget voor influencer-relaties verhoogt om geloofwaardigheid op te bouwen. AI maakt content goedkoop. Vertrouwen maakt het waardevol.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-wat-betekent-dit-voor-b2b-marketeers-nbsp-2\"><strong>Wat betekent dit voor B2B-marketeers<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Vertrouwen wordt de belangrijkste differentiator. Meten verschuift van activiteit naar impact. Tijd, betrokkenheid en vertrouwen worden gecombineerd met pipeline-resultaten.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Gartner<\/strong> verwacht dat zoekvolumes met 25 procent dalen door AI-assistenten. Hierdoor worden communities en influencers belangrijker.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-belangrijkste-inzichten-nbsp-2\"><strong>Belangrijkste inzichten<\/strong>&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Koppel storytelling<\/strong> aan meetbare pipeline-impact.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Gebruik aandacht en vertrouwen<\/strong> als early indicators.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Investeer in authentieke stemmen, <\/strong>communities en advocacy.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Bouw reputatie op<\/strong>, geen volume.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Elke trend wijst dezelfde kant op: mens en technologie in balans.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusie-groei-realiseren-met-ai-en-personalisatie-nbsp\"><strong>Conclusie \u2013 Groei realiseren met AI en personalisatie<\/strong>&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-16-1024x576.png\" alt=\"\" class=\"wp-image-47499\" srcset=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-16-1024x576.png 1024w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-16-300x169.png 300w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-16-768x432.png 768w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-16-150x84.png 150w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-16-480x270.png 480w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-16-560x315.png 560w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-16-667x375.png 667w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-16-892x502.png 892w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-16-1100x619.png 1100w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/11\/image-16.png 1361w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Na vier jaar B2B Predictions zien we een duidelijke verschuiving. 2026 draait niet om versnellen, maar om orkestreren. Het gaat om balans tussen menselijk inzicht en technologische mogelijkheden.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Duurzame groei vraagt om begrip van mensen en markten. Combineer data met empathie. Gebruik AI voor snelheid en effici\u00ebntie, maar laat mensen het verschil maken in strategie, creativiteit en relaties.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bij <strong>SPOTONVISION<\/strong> helpen we organisaties deze balans te vinden. We bouwen <a href=\"https:\/\/www.spotonvision.com\/nl\/campagnes-activatie\/account-based-marketing\/\">ABM-programma\u2019s<\/a>, versterken buyer insights en brengen Sales en Marketing dichter bij elkaar.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gebruik technologie om het menselijke in B2B sterker te maken. Zo winnen leiders in 2026.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Bronnen<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/contentmarketinginstitute.com\/b2b-research\/b2b-content-marketing-trends-research\" target=\"_blank\" rel=\"noreferrer noopener\">CMI&nbsp; Content &amp; Marketing Trends \u2013 Insights for 2026<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.demandbase.com\/resources\/webinar\/data-driven-gtm-planning-video\/\" target=\"_blank\" rel=\"noreferrer noopener\">Demandbase Data-driven GTM planning for 2026: a strategic framework<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.dentsu.com\/blog\/human-truths-in-the-algorithmic-era-2026-media-trends\" target=\"_blank\" rel=\"noreferrer noopener\">Dentsu Human Truths in the Algorithmic Era | 2026 Media Trends<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.forrester.com\/predictions\/b2b-2026\/\" target=\"_blank\" rel=\"noreferrer noopener\">Forrester 2026 Predictions Guide: B2B Marketing, Sales, &amp; Product<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.gartner.com\/en\/podcasts\/thinkcast\/ai-strategy-and-marketing-growth-what-every-cmo-must-do-now\" target=\"_blank\" rel=\"noreferrer noopener\">Gartner Podcast AI, Strategy &amp; Marketing Growth<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.mckinsey.com\/~\/media\/mckinsey\/business%20functions\/quantumblack\/our%20insights\/the%20state%20of%20ai\/2025\/the-state-of-ai-how-organizations-are-rewiring-to-capture-value_final.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">McKinsey The state of AI<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/next-best-experience-how-ai-can-power-every-customer-interaction\" target=\"_blank\" rel=\"noreferrer noopener\">McKinsey&nbsp;Next best experience: How AI can power every customer interaction<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.b2bmarketing.net\/reports\/propolis-index-analysis-report-q4-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">Propolis Quarterly Index Report | Q4 2025<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/6sense.com\/science-of-b2b\/2024-buyer-experience-report\/\" target=\"_blank\" rel=\"noreferrer noopener\">6sense The 2024 B2B Buyer Experience&nbsp;Report<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/6sense.com\/science-of-b2b\/buyer-experience-report-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">6sense The 2025 B2B Buyer Experience Report<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/6sense.com\/science-of-b2b\/the-2025-science-of-b2b-bdr-benchmark-succeeding-in-a-changing-landscape\/\" target=\"_blank\" rel=\"noreferrer noopener\">6sense The 2025 Science of B2B BDR Benchmark<\/a>&nbsp;<\/li>\n<\/ul>\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 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Van AI als co-pilot en buyer insight tot buying-group personalisatie, alignment en vertrouwen. Dit zijn de trends die B2B-groei in Europa gaan bepalen.<\/p>\n","protected":false},"author":12,"featured_media":47527,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"[]"},"categories":[31,19,84,100],"tags":[],"class_list":["post-47511","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abm-nl","category-buyer-journey","category-positionering","category-sales-enablement-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>B2B Marketing Predictions 2026: mens en machine in balans\u00a0 - SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Ontdek de B2B Marketing Predictions 2026 van SPOTONVISION. 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