{"id":48846,"date":"2026-05-11T14:24:26","date_gmt":"2026-05-11T12:24:26","guid":{"rendered":"https:\/\/www.spotonvision.com\/?p=48846"},"modified":"2026-05-11T14:49:48","modified_gmt":"2026-05-11T12:49:48","slug":"relevantie-belangrijker-dan-bereik-de-realiteit-van-abm-in-complexe-b2b-organisaties","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/relevantie-belangrijker-dan-bereik-de-realiteit-van-abm-in-complexe-b2b-organisaties\/","title":{"rendered":"Relevantie belangrijker dan bereik: de realiteit van ABM in complexe B2B-organisaties"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5c1526e5d7 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5c1526e5d7 {\n            padding-bottom: 0;\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5c1526e5d7\">\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>Relevantie belangrijker dan bereik: de realiteit van ABM in complexe B2B-organisaties<\/h1><\/div>\n                                                    <div class=\"dw_single_header_block_content description\">Praktische ABM-inzichten en voorbeelden van account-based marketing campagnes door Emy Jager, B2B Strategic Marketing Manager bij Sopra Steria.<\/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\/2026\/05\/Emy-Jager-Session_ABM-Forum-892x642.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\/maike\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2025\/03\/Maike_423x423px-no-background-150x150.png\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/maike\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Maike van Winsen-Theunisse &#8211; Published:&nbsp;May 11, 2026            <\/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\"><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Tijdens het European ABM Forum 2026 deelde <strong>Emy Jager<\/strong> van Sopra Steria een praktische kijk op hoe account-based marketing \u00e9cht impact kan maken in complexe B2B-omgevingen. Haar centrale boodschap was helder en herkenbaar voor veel organisaties:<\/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>\u201cSuccesvolle ABM draait niet om m\u00e9\u00e9r mensen bereiken, maar om relevant zijn voor de juiste mensen.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Hoewel dat geen nieuw uitgangspunt is, sturen veel organisaties nog steeds op volume, leads en bereik. En precies daarom levert ABM in veel complexe B2B-organisaties minder op dan verwacht.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"404\" height=\"1024\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-404x1024.jpg\" alt=\"\" class=\"wp-image-48838\" style=\"aspect-ratio:0.3945368829728231;width:169px;height:auto\" srcset=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-404x1024.jpg 404w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-118x300.jpg 118w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-768x1949.jpg 768w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-807x2048.jpg 807w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-150x381.jpg 150w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-300x761.jpg 300w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-480x1218.jpg 480w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-560x1421.jpg 560w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-667x1692.jpg 667w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-892x2263.jpg 892w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-1100x2791.jpg 1100w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-1360x3451.jpg 1360w, https:\/\/www.spotonvision.com\/wp-content\/uploads\/2026\/05\/Emy-Jager_ABM-Forum-1-scaled.jpg 1009w\" sizes=\"auto, (max-width: 404px) 100vw, 404px\" \/><\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-waarom-bereik-alleen-niet-werkt-in-complexe-b2b-accounts\"><strong>Waarom bereik alleen niet werkt in complexe B2B-accounts<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Veel B2B-marketingstrategie\u00ebn zijn nog steeds ingericht op schaal. De focus ligt op zichtbaarheid, engagement en het genereren van leads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In complexe accounts werkt dat maar beperkt. Besluitvorming duurt maanden, soms langer. Verschillende stakeholders beoordelen dezelfde investering vanuit andere belangen: Finance kijkt naar risico, Sales naar omzetkans, Operations naar uitvoerbaarheid en IT naar integratie. Bovendien veranderen prioriteiten continu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sopra Steria koos daarom bewust voor een andere aanpak:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Focus op een selecte groep \u2018high-value\u2019 accounts<\/li>\n\n\n\n<li>Inzicht in de stakeholders en hun rol in het besluitproces<\/li>\n\n\n\n<li>Nauwe afstemming met Sales op wat \u00e9cht relevant is<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Door die focus ontstaat ruimte voor meer gerichte en betekenisvolle interactie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-relevantie-begint-bij-context\"><strong>Relevantie begint bij context<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een belangrijk inzicht uit de sessie is dat relevantie verder gaat dan personalisatie. Veel teams verwarren personalisatie nog met een functietitel in de onderwerpregel of sectorspecifieke copy. Dat is geen relevantie.<\/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>\u201cResonantie is het brengen van het juiste verhaal op het juiste moment en aanwezig te zijn op het moment dat het nodig is voor klanten.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Het draait niet alleen om het afstemmen van content op specifieke functies of sectoren, maar vooral om het begrijpen van wat er op dat moment speelt binnen een account. Dit vraagt om diepgaand inzicht in de context van het account: wat zijn de uitdagingen, de prioriteiten, en welke veranderingen zijn er gaande?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Om deze context schaalbaar te maken, zet Sopra Steria AI in. AI kan helpen signalen sneller te herkennen, thema\u2019s te clusteren en contentproductie te versnellen. Maar zonder scherpe accountkeuzes en menselijke duiding automatiseer je vooral irrelevantie. Juist in de combinatie van technologie en menselijke interpretatie ontstaat echte relevantie.<br><br>Toch blijft de menselijke factor essentieel. Inzichten krijgen pas waarde wanneer ze worden omgezet in persoonlijke, relevante gesprekken waarbij zowel technologie als menselijke interactie elkaar versterken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-van-zichtbaarheid-naar-echte-invloed-op-accounts\"><strong>Van zichtbaarheid naar echte invloed op accounts<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Een andere belangrijke verschuiving is die van zichtbaarheid naar echte invloed binnen accounts. Veel marketingteams rapporteren bereik alsof dat voortgang is. Maar zonder invloed op de juiste beslissers blijft bereik een KPI zonder waarde.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Waar marketing vaak gericht is op awareness, draait ABM om het cre\u00ebren van toegang tot de juiste mensen binnen een account. In de praktijk betekent dit:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>inzicht krijgen in wie betrokken is en waar interesse ligt<\/li>\n\n\n\n<li>begrijpen welke thema\u2019s resoneren<\/li>\n\n\n\n<li>sales ondersteunen met concrete handvatten voor opvolging<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Zo wordt marketing direct onderdeel van het opbouwen van relaties binnen accounts.<\/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>\u201cABM werkt het beste wanneer Sales en Marketing als \u00e9\u00e9n team opereren. Het is niet alleen een campagne, het is een strategie die zowel binnen als buiten onze organisatie echte veranderingen teweegbrengt.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">In veel organisaties werken sales en marketing nog naast elkaar in plaats van met elkaar. Dan blijft ABM een campagnevorm, geen groeistrategie. Door Sales en Marketing alignment goed te benutten, versterk je de impact van ABM. Marketinginspanningen sluiten dan beter aan bij wat Sales daadwerkelijk nodig heeft om accounts te converteren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-relaties-bouw-je-niet-in-een-campagne\"><strong>Relaties bouw je niet in \u00e9\u00e9n campagne<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In complexe B2B-trajecten ontstaat impact zelden door \u00e9\u00e9n campagne. Wie ABM behandelt als losse campagne mist hoe vertrouwen werkelijk ontstaat: via consistente, relevante interacties over langere tijd. De voorbeelden van Emy Jager maakten duidelijk hoe digitale outreach, events, webinars, persoonlijke follow-ups en fysieke momenten elkaar daarin versterken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-key-takeaways-voor-abm-practitioners\"><strong>Key takeaways voor ABM-practitioners<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En hoe pas je deze ABM-principes dan toe in jouw organisatie?<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Kies minder accounts, maar committeer meer resources per account.<\/strong><\/li>\n\n\n\n<li><strong>Kijk verder dan personalisatie. <\/strong>Zonder context voelt het al snel als een trucje.<\/li>\n\n\n\n<li><strong>Werk nauw samen met sales.<\/strong> Zonder gedeelde prioriteiten blijft alignment theorie.<\/li>\n\n\n\n<li><strong>In complexe deals bouw je momentum over maanden, niet in \u00e9\u00e9n campagne.<\/strong><\/li>\n\n\n\n<li><strong>Technologie versnelt executie, mensen bepalen relevantie. <\/strong>\u00a0<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-een-praktische-stap-vooruit-in-abm\"><strong>Een praktische stap vooruit in ABM<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Wat deze aanpak sterk maakt, is dat het geen ingewikkelde modellen of grootschalige veranderingen vereist. De grootste winst zit zelden in m\u00e9\u00e9r campagnes of extra tooling, maar in betere keuzes: scherpere focus, gezamenlijke prioriteiten en relevantere commerci\u00eble interacties. Benieuwd waar jullie grootste ABM-kans ligt: focus, alignment of relevantie? We denken graag met je mee. <strong><a href=\"https:\/\/www.spotonvision.com\/nl\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\">Plan een gesprek met onze ABM-specialisten<\/a><\/strong> en ontdek hoe wij samen de samenwerking tussen marketing en sales kunnen versterken om jouw accounts sneller te converteren.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background has-medium-font-size has-custom-font-size wp-element-button\" href=\"https:\/\/www.spotonvision.com\/nl\/contact\/\" style=\"background-color:#ed5b45;padding-top:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20)\" target=\"_blank\" rel=\"noreferrer noopener\">Plan een gesprek!<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>ABM in complexe B2B-organisaties vraagt om scherpere keuzes dan alleen meer bereik. In deze blog lees je waarom relevantie, focus en samenwerking tussen sales en marketing bepalend zijn voor echte impact binnen complexe accounts.<\/p>\n","protected":false},"author":25,"featured_media":48836,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31,100],"tags":[],"class_list":["post-48846","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abm-nl","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>De realiteit van ABM in complexe B2B-organisaties<\/title>\n<meta name=\"description\" content=\"In complexe B2B-omgevingen draait ABM niet om bereik, maar om relevantie. 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