{"id":6883,"date":"2016-11-16T09:04:48","date_gmt":"2016-11-16T09:04:48","guid":{"rendered":"https:\/\/nextbi.nl\/?p=6883"},"modified":"2025-04-18T16:03:53","modified_gmt":"2025-04-18T16:03:53","slug":"data-driven-gaat-b2b-marketing-compleet-veranderen","status":"publish","type":"post","link":"https:\/\/nextbi.nl\/fr\/data-driven-gaat-b2b-marketing-compleet-veranderen\/","title":{"rendered":"\u2018Data-driven\u2019 gaat B2B marketing compleet veranderen"},"content":{"rendered":"[vc_row type=\u00a0\u00bbin_container\u00a0\u00bb full_screen_row_position=\u00a0\u00bbmiddle\u00a0\u00bb column_margin=\u00a0\u00bbdefault\u00a0\u00bb column_direction=\u00a0\u00bbdefault\u00a0\u00bb column_direction_tablet=\u00a0\u00bbdefault\u00a0\u00bb column_direction_phone=\u00a0\u00bbdefault\u00a0\u00bb scene_position=\u00a0\u00bbcenter\u00a0\u00bb text_color=\u00a0\u00bbdark\u00a0\u00bb text_align=\u00a0\u00bbleft\u00a0\u00bb row_border_radius=\u00a0\u00bbnone\u00a0\u00bb row_border_radius_applies=\u00a0\u00bbbg\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb shape_divider_position=\u00a0\u00bbbottom\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb][vc_column column_padding=\u00a0\u00bbno-extra-padding\u00a0\u00bb column_padding_tablet=\u00a0\u00bbinherit\u00a0\u00bb column_padding_phone=\u00a0\u00bbinherit\u00a0\u00bb column_padding_position=\u00a0\u00bball\u00a0\u00bb column_element_spacing=\u00a0\u00bbdefault\u00a0\u00bb background_color_opacity=\u00a0\u00bb1″ background_hover_color_opacity=\u00a0\u00bb1″ column_shadow=\u00a0\u00bbnone\u00a0\u00bb column_border_radius=\u00a0\u00bbnone\u00a0\u00bb column_link_target=\u00a0\u00bb_self\u00a0\u00bb gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ width=\u00a0\u00bb1\/1″ tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb tablet_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb phone_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb border_type=\u00a0\u00bbsimple\u00a0\u00bb column_border_width=\u00a0\u00bbnone\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb][vc_row_inner column_margin=\u00a0\u00bbdefault\u00a0\u00bb column_direction=\u00a0\u00bbdefault\u00a0\u00bb column_direction_tablet=\u00a0\u00bbdefault\u00a0\u00bb column_direction_phone=\u00a0\u00bbdefault\u00a0\u00bb text_align=\u00a0\u00bbleft\u00a0\u00bb][vc_column_inner column_padding=\u00a0\u00bbno-extra-padding\u00a0\u00bb column_padding_tablet=\u00a0\u00bbinherit\u00a0\u00bb column_padding_phone=\u00a0\u00bbinherit\u00a0\u00bb column_padding_position=\u00a0\u00bball\u00a0\u00bb bottom_margin=\u00a0\u00bb2%\u00a0\u00bb column_element_spacing=\u00a0\u00bbdefault\u00a0\u00bb background_color_opacity=\u00a0\u00bb1″ background_hover_color_opacity=\u00a0\u00bb1″ column_shadow=\u00a0\u00bbnone\u00a0\u00bb column_border_radius=\u00a0\u00bbnone\u00a0\u00bb column_link_target=\u00a0\u00bb_self\u00a0\u00bb gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ width=\u00a0\u00bb1\/1″ tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb border_type=\u00a0\u00bbsimple\u00a0\u00bb column_border_width=\u00a0\u00bbnone\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb][split_line_heading animation_type=\u00a0\u00bbdefault\u00a0\u00bb]\n
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Welke trends vinden er plaats door het slim gebruik van data bij B2B marketing?<\/h2>\n<\/div>\n[\/split_line_heading][\/vc_column_inner][vc_column_inner column_padding=\u00a0\u00bbno-extra-padding\u00a0\u00bb column_padding_tablet=\u00a0\u00bbinherit\u00a0\u00bb column_padding_phone=\u00a0\u00bbinherit\u00a0\u00bb column_padding_position=\u00a0\u00bball\u00a0\u00bb column_element_spacing=\u00a0\u00bbdefault\u00a0\u00bb background_color_opacity=\u00a0\u00bb1″ background_hover_color_opacity=\u00a0\u00bb1″ column_shadow=\u00a0\u00bbnone\u00a0\u00bb column_border_radius=\u00a0\u00bbnone\u00a0\u00bb column_link_target=\u00a0\u00bb_self\u00a0\u00bb gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ width=\u00a0\u00bb1\/1″ tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb border_type=\u00a0\u00bbsimple\u00a0\u00bb column_border_width=\u00a0\u00bbnone\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb][split_line_heading animation_type=\u00a0\u00bbdefault\u00a0\u00bb]\n
Reeds enkele jaren is er een transformatie gaande in de B2B marketing waar het evangelie van \u2018data-driven\u2019 zeker zijn bijdrage aan heeft geleverd. De hoeveelheid en de betrouwbaarheid van data, maar vooral de toegankelijkheid ervan biedt steeds meer B2B-marketeers de kans om hierin te groeien en hun campagnes slimmer, effici\u00ebnter en data gedreven in te richten. Data helpt hen om resultaten te voorspellen en daarmee vooraf te bepalen of een activiteit het gewenste ROI oplevert.<\/div>\n[\/split_line_heading][split_line_heading animation_type=\u00a0\u00bbdefault\u00a0\u00bb]\n
Ondanks dat de \u2018data scientists\u2019 misschien nog schaars zijn, verwacht ik dat ook marketeers in het MKB door slimme tooling en het visualiseren van data steeds slimmer met data om zullen gaan, zowel met de informatie die in-house beschikbaar is, als informatie die extern voor het oprapen ligt.<\/div>\n[\/split_line_heading][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=\u00a0\u00bbin_container\u00a0\u00bb full_screen_row_position=\u00a0\u00bbmiddle\u00a0\u00bb column_margin=\u00a0\u00bbdefault\u00a0\u00bb column_direction=\u00a0\u00bbdefault\u00a0\u00bb column_direction_tablet=\u00a0\u00bbdefault\u00a0\u00bb column_direction_phone=\u00a0\u00bbdefault\u00a0\u00bb scene_position=\u00a0\u00bbcenter\u00a0\u00bb text_color=\u00a0\u00bbdark\u00a0\u00bb text_align=\u00a0\u00bbleft\u00a0\u00bb row_border_radius=\u00a0\u00bbnone\u00a0\u00bb row_border_radius_applies=\u00a0\u00bbbg\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb shape_divider_position=\u00a0\u00bbbottom\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb shape_type=\u00a0\u00bb\u00a0\u00bb][vc_column column_padding=\u00a0\u00bbno-extra-padding\u00a0\u00bb column_padding_tablet=\u00a0\u00bbinherit\u00a0\u00bb column_padding_phone=\u00a0\u00bbinherit\u00a0\u00bb column_padding_position=\u00a0\u00bball\u00a0\u00bb bottom_margin=\u00a0\u00bb2%\u00a0\u00bb column_element_spacing=\u00a0\u00bbdefault\u00a0\u00bb background_color_opacity=\u00a0\u00bb1″ background_hover_color_opacity=\u00a0\u00bb1″ column_shadow=\u00a0\u00bbnone\u00a0\u00bb column_border_radius=\u00a0\u00bbnone\u00a0\u00bb column_link_target=\u00a0\u00bb_self\u00a0\u00bb gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ width=\u00a0\u00bb1\/1″ tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb tablet_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb phone_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb border_type=\u00a0\u00bbsimple\u00a0\u00bb column_border_width=\u00a0\u00bbnone\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb][vc_row_inner column_margin=\u00a0\u00bbdefault\u00a0\u00bb column_direction=\u00a0\u00bbdefault\u00a0\u00bb column_direction_tablet=\u00a0\u00bbdefault\u00a0\u00bb column_direction_phone=\u00a0\u00bbdefault\u00a0\u00bb text_align=\u00a0\u00bbleft\u00a0\u00bb][vc_column_inner column_padding=\u00a0\u00bbno-extra-padding\u00a0\u00bb column_padding_tablet=\u00a0\u00bbinherit\u00a0\u00bb column_padding_phone=\u00a0\u00bbinherit\u00a0\u00bb column_padding_position=\u00a0\u00bball\u00a0\u00bb bottom_margin=\u00a0\u00bb2%\u00a0\u00bb column_element_spacing=\u00a0\u00bbdefault\u00a0\u00bb background_color_opacity=\u00a0\u00bb1″ background_hover_color_opacity=\u00a0\u00bb1″ column_shadow=\u00a0\u00bbnone\u00a0\u00bb column_border_radius=\u00a0\u00bbnone\u00a0\u00bb column_link_target=\u00a0\u00bb_self\u00a0\u00bb gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ width=\u00a0\u00bb1\/1″ tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb border_type=\u00a0\u00bbsimple\u00a0\u00bb column_border_width=\u00a0\u00bbnone\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb][split_line_heading animation_type=\u00a0\u00bbdefault\u00a0\u00bb]\n

3 \u2018data-driven\u2019 trends voor 2016<\/strong><\/h2>\n[\/split_line_heading][\/vc_column_inner][vc_column_inner column_padding=\u00a0\u00bbno-extra-padding\u00a0\u00bb column_padding_tablet=\u00a0\u00bbinherit\u00a0\u00bb column_padding_phone=\u00a0\u00bbinherit\u00a0\u00bb column_padding_position=\u00a0\u00bball\u00a0\u00bb column_element_spacing=\u00a0\u00bbdefault\u00a0\u00bb background_color_opacity=\u00a0\u00bb1″ background_hover_color_opacity=\u00a0\u00bb1″ column_shadow=\u00a0\u00bbnone\u00a0\u00bb column_border_radius=\u00a0\u00bbnone\u00a0\u00bb column_link_target=\u00a0\u00bb_self\u00a0\u00bb gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ width=\u00a0\u00bb1\/1″ tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb border_type=\u00a0\u00bbsimple\u00a0\u00bb column_border_width=\u00a0\u00bbnone\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb][split_line_heading animation_type=\u00a0\u00bbdefault\u00a0\u00bb]\n
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1. B2B-marketeers gaan nog scherper targetten door slim te voorspellen<\/h3>\n<\/div>\n
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Er is momenteel al zoveel data beschikbaar, dat steeds meer bedrijven goed in staat zijn om een 360 graden beeld van hun doelgroep te vormen en daardoor steeds beter de Customer Journey in kaart kunnen brengen en begrijpen. Door slim gebruik te maken van deze data, kan er voorspeld worden wanneer een prospect daadwerkelijk converteert naar klant, via welk kanaal en op welke manier. B2B-marketeers kunnen hierdoor hun campagnes steeds nauwkeuriger en effici\u00ebnter inrichten, met het oog op de specifieke doelgroep en de fase waarin zij zich bevinden.<\/p><\/div>\n[\/split_line_heading][split_line_heading animation_type=\u00a0\u00bbdefault\u00a0\u00bb]\n

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2. ABM \u2013 Account Based Marketing<\/h3>\n<\/div>\n
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Door het correct verzamelen en analyseren<\/a> van klantspecifieke informatie, kunnen steeds meer prospects \u2013 en dan met name key-prospects \u2013 \u00e9\u00e9n op \u00e9\u00e9n getarget worden door B2B-marketeers. De kern van Account Based B2B Marketing is dan ook het beschouwen van belangrijke prospects als een individuele afzetgroep. Naast de informatie die reeds beschikbaar is, is hier een schone taak weggelegd voor verkoop; zij dienen de cruciale informatie nauw in kaart te brengen en over te dragen op marketing. Zo kunnen hun ABM-campagnes verder uitgroeien en kunnen ze iedere key-prospects continu targetten in iedere fase van de Customer Journey.<\/div>\n[\/split_line_heading][split_line_heading animation_type=\u00a0\u00bbdefault\u00a0\u00bb]\n

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3. Visualisatie helpt B2B-marketeers succesvol te worden!<\/h3>\n<\/div>\n
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Dat voor data-driven<\/a> een steeds belangrijkere rol is weggelegd binnen B2B marketing, moge duidelijk zijn. Struikelpunt voor veel marketeers is echter het juiste inzicht te krijgen in de grote hoeveelheden informatie waar zij relatief gemakkelijk toegang toe hebben. Datavisualisatie gaat B2B marketeers helpen om hier succesvol in te worden! Het is \u00e9\u00e9n van de belangrijkste tools om snel, gemakkelijk en effectief inzichten te krijgen waarop marketeers een gedegen strategie kunnen bepalen. Tenslotte: ons brein neemt visuele informatie tot 60.000 keer sneller op dan informatie in de vorm van tekst!<\/div>\n[\/split_line_heading][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=\u00a0\u00bbin_container\u00a0\u00bb full_screen_row_position=\u00a0\u00bbmiddle\u00a0\u00bb column_margin=\u00a0\u00bbdefault\u00a0\u00bb column_direction=\u00a0\u00bbdefault\u00a0\u00bb column_direction_tablet=\u00a0\u00bbdefault\u00a0\u00bb column_direction_phone=\u00a0\u00bbdefault\u00a0\u00bb scene_position=\u00a0\u00bbcenter\u00a0\u00bb text_color=\u00a0\u00bbdark\u00a0\u00bb text_align=\u00a0\u00bbleft\u00a0\u00bb row_border_radius=\u00a0\u00bbnone\u00a0\u00bb row_border_radius_applies=\u00a0\u00bbbg\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb shape_divider_position=\u00a0\u00bbbottom\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb shape_type=\u00a0\u00bb\u00a0\u00bb][vc_column 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