![Page 1: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/1.jpg)
In samenwerking met:
Lead Management
NIMA Masterclass
Paul Hassels Mönning, mei 2014
![Page 2: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/2.jpg)
Koopgoot
![Page 3: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/3.jpg)
Even voorstellen…
45
>20 jaar ervaring: marketing, sales, IT B2B digitaal strateeg, eigenaar DutchmarQ
![Page 4: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/4.jpg)
Koopgoot of verkooptunnel?
![Page 5: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/5.jpg)
Two sides of the same coin?
![Page 6: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/6.jpg)
De essentie
![Page 7: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/7.jpg)
In samenwerking met:
![Page 8: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/8.jpg)
Koopbereid?
![Page 9: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/9.jpg)
In samenwerking met:
![Page 10: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/10.jpg)
In samenwerking met:
![Page 11: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/11.jpg)
Vanochtend in ‘t kort Wat is lead management?
Waarom is goed lead management nu belangrijk?
De 5 onderdelen van lead management
Lead management: S/M/L
M&S opgelijnd
De rol van technologie als smeermiddel
3 key succesfactoren
Stellingen & discussie
![Page 12: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/12.jpg)
Lead Management: basis
Proces
Mensen Technologie
![Page 13: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/13.jpg)
Wat is Lead Management
“Lead management is in many cases a precursor to sales management and customer relationship management.”
![Page 14: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/14.jpg)
Stelling:
Lead Management is bijna hetzelfde als lead generatie en gaat vooral over het aanboren van relevante, kansrijke leads.
![Page 15: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/15.jpg)
Wat is Lead Management
![Page 16: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/16.jpg)
Lead Management
![Page 17: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/17.jpg)
Serious Lead Management
![Page 18: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/18.jpg)
Van rechtlijnig naar cyclisch
![Page 19: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/19.jpg)
Verkopen: nog harder duwen?
https://www.youtube.com/watch?v=zCf46yHIzSo
![Page 20: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/20.jpg)
In samenwerking met:
![Page 21: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/21.jpg)
![Page 22: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/22.jpg)
Belang lead management: nu
RELEVANTIE
WAARDE
EFFICIENCY
EFFECTIVITEIT
![Page 23: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/23.jpg)
Lead Management Prospect tracking
Lead intelligence
Lead scoring
Lead nurturing
Integrated Marketing Automation & CRM
![Page 24: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/24.jpg)
Stelling:
Voordat een lead z’n contactgegevens heeft achtergelaten is de bezoeker aan je website/ landingspagina een grote onbekende.
![Page 25: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/25.jpg)
1. Prospect Tracking
![Page 26: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/26.jpg)
Slide HubSpot
2. Lead Intelligence
![Page 27: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/27.jpg)
3. Lead Scoring
![Page 28: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/28.jpg)
4. Lead Nurturing
Deze info heb ik
eerder gedownload
Nu sta ik hiervoor open
![Page 29: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/29.jpg)
4. Lead nurturing
![Page 30: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/30.jpg)
4. Lead nurturing
![Page 31: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/31.jpg)
Stelling:
Het succes van marketingautomatisering is vooral iets voor grotere bedrijven.
![Page 32: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/32.jpg)
In samenwerking met:
5. Integrated MAP & CRM
![Page 33: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/33.jpg)
In samenwerking met:
![Page 34: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/34.jpg)
Lead Management: S/M/L
![Page 35: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/35.jpg)
Lead Management: XL
![Page 36: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/36.jpg)
In samenwerking met:
![Page 37: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/37.jpg)
Ruzie/ kloof tussen marketing &
sales
87%
Bron: Corporate Executive Board Study
![Page 38: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/38.jpg)
M&S opgelijnd
KLARE TAAL
EFFICIENCY
COMMITTED NUMBERS
COMMUNICATE & CELEBRATE THE PROOF OF THE…
![Page 39: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/39.jpg)
59%
![Page 40: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/40.jpg)
SLA?
• Marketing cijfers
• Totale sales doelstelling (omzet quotum)
• % revenu: marketing- vs. sales-generated leads
• Gemiddelde sales deal omvang
• Gemiddelde conversie %: lead to customer
• (Inside) Sales cijfers
• Totaal aantal SALs/ SQLs op te volgen (per maand)
• Snelheid van respons
• Diepte van opvolging; welke kwalificatie uit te voeren
• Marketing rapportage, Sales rapportage
Omzet door Marketing # Klanten benodigd # MQLeads benodigd
![Page 41: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/41.jpg)
MAP: smeerolie
Lead Management: primaire workflow, MAP ondersteund.
Aantal page views van asset X: laat Sales koud.
Wat interesseert Sales wel? Wie, waarom & wat metrics.
– Wie bezoekt onze website?
– Waarom komen ze naar mijn website
– Welke content lezen zij op onze website?
Als marketing dit type vragen kan beantwoorden, raakt
Sales werkelijk betrokken in het lead generation proces
– Basis voor (h)echte marketing en marketing alignment groeit.
![Page 42: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/42.jpg)
Marketing Automation: basis
![Page 43: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/43.jpg)
Wat werkt (nog) beter?
![Page 44: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/44.jpg)
Stelling:
Formulieren op landingspagina’s moeten de prospect om zo min mogelijk gegevens vragen, anders haakt ie af.
![Page 45: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/45.jpg)
In samenwerking met:
![Page 46: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/46.jpg)
Off- & online
![Page 47: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/47.jpg)
Digital bodylanguage
![Page 48: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/48.jpg)
Slide HubSpot
Met welke content een ‘klik’?
![Page 49: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/49.jpg)
Stelling:
Social media spelen in B2B amper een rol in lead management, misschien hooguit in webcare.
![Page 50: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/50.jpg)
Social Selling
![Page 51: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/51.jpg)
Succesfactoren
Aandacht
Emotie Tijd
![Page 52: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/52.jpg)
Succesfactoren
Aandacht
Emotie Tijd
![Page 53: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/53.jpg)
![Page 54: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/54.jpg)
Succesfactor: aandacht
Aandacht
Ik ben nieuws- gierig!
Ik zoek soort-
genoten!
Inspireer of help
mij!
Vermaak me!
![Page 55: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/55.jpg)
Verkopen, of helpen te kopen?
“Onze doelstelling van vandaag is dat het antwoord op
de vraag van de (potentiële) klant in de resultaten in
Google tevoorschijn komt.”
Inspireer of help
mij!
![Page 56: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/56.jpg)
Nieuwe waarde
Inspireer of help
mij!
![Page 57: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/57.jpg)
0
200
400
600
800
1000
1200
NEW LEADS INDEX
MONTHLY BLOG POSTS
IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND LEADS
![Page 58: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/58.jpg)
B2B klant: community
Ik zoek soort-
genoten!
![Page 59: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/59.jpg)
THE AVERAGE COMPANY SAW A
185% INCREASE IN TRAFFIC AFTER CROSSING 1,000 FACEBOOK LIKES.
COMPANIES WITH
>50 EMPLOYEES SAW THE BIGGEST TRAFFIC GAINS
FROM GROWING THEIR FACEBOOK REACH.
![Page 60: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/60.jpg)
Succesfactoren
Aandacht
Emotie Tijd
![Page 61: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/61.jpg)
Stelling:
Koopbesluiten in B2B zijn rationeel, omdat ‘t meestal gaat om een lang aankoopproces, en meerdere personen in DMU.
![Page 62: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/62.jpg)
In samenwerking met:
![Page 63: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/63.jpg)
In samenwerking met:
’Bedrijven zijn veel minder
rationeel dan individuen’
‘wie zegt dat een bedrijf rationeel is, is nog nooit bij
een directievergadering geweest….’
Dan Ariely, gedragseconoom
![Page 64: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/64.jpg)
In samenwerking met:
![Page 65: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/65.jpg)
In samenwerking met:
![Page 66: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/66.jpg)
In samenwerking met:
Twee opties
Economist.com $59
Print & web $125
Drie opties
Economist.com $59
Print only $125
Print & web $125
68%
32%
16%
84%
0%
![Page 67: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/67.jpg)
Emotie: onderschat in B2B
![Page 68: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/68.jpg)
Succesfactoren
Aandacht
Emotie Tijd
![Page 69: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/69.jpg)
In samenwerking met:
![Page 70: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/70.jpg)
In samenwerking met:
SEA/SEO
ZOEKMACHINES
ZOEKMACHINES WHITEPAPERS
BLOGS
MOND-TOT-MOND
DEMO
WEBINARS DIRECT MAIL
WEBSITE/ EMAIL LEVERANCIER SOCIAL MEDIA
4
SALES MEETINGS
OFFLINE EVENT
LINKEDIN COMMUNITIES
MEETINGS
![Page 71: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/71.jpg)
Snelheid loont
Bron: Insidesales.com
![Page 72: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/72.jpg)
Liever 1 warme mok koffie…
Dan 10 bekers koffie leuteren met koude prospects
![Page 73: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/73.jpg)
In samenwerking met:
![Page 74: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/74.jpg)
In samenwerking met:
![Page 75: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/75.jpg)
GOEDE, RELEVANTE INFORMATIE
IS HET FUNDAMENT
![Page 76: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/76.jpg)
In samenwerking met:
![Page 77: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/77.jpg)
3. Analyseren: buyer persona’s
![Page 78: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/78.jpg)
3. Analyseren: buyer persona’s
![Page 79: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/79.jpg)
3. Analyseren klant
Mythe: we moeten de klant vragen wat hij wil. Hoe dan wel?
Word mystery shopper bij je eigen bedrijf…
Kijk naar de concurrent (en zijn klanten)
Doe praktijk ervaring op in pilot projecten
Luister mee in kanalen (callcenter, webcare, of ga eens
mee met een account manager)
Klanten database
Social media monitoring, Google Trends, keywords
Betrek een klant bij eigen workshop of meeting
Klantenpanel (ook online)
![Page 80: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/80.jpg)
3. Customer journeys
Bewust noodzaak betere ICT
Oriënteren Advies krijgen
Succesvol invoeren
Contract afsluiten
Nazorg krijgen
Contract verlengen
Customer Lifecycle: ERP/ IT implementatie
Klantbehoeften: voice of the customer
“Ik wil weten wat ERP me oplevert.”
“Ik wil weten wat er komt kijken bij succesvolle keuze en invoer.” “Ik wil weten wat mijn peers gebruiken en adviseren.”
“Ik wil mezelf eerst Informeren online.” “Ik wil succes- verhalen uit dezelfde branche/land.”
“Ik wil een transparant contract zonder verrassingen.”
“Ik wil dat we op tijd, binnen budget, conform specs aan de slag kunnen.”
“Ik wil geruisloze updates van de software. Ik wil goede en tijdige bijscholing.”
“Ik wil vrijheid hebben om contract voorwaarden opnieuw te bepalen of van 3rd party te veranderen.”
Customer journey
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?
Stel vast wat jullie prospect zoekt
Om in het hele proces relevant & dus zichtbaar te zijn.
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Orientatie
Evaluatie
Aankoop
Welke zoekwoorden worden gebruikt? Welke content
is hier relevant? Welke kanalen gebruikt men?
Welke zoekwoorden worden gebruikt? Welke content
is hier relevant? Welke kanalen gebruikt men?
Groeperen van content per koopfase
Welke zoekwoorden worden gebruikt? Welke content
is hier relevant? Welke kanalen gebruikt men?
![Page 83: Lead Management B2B, Nima 20 mei 2014 masterclass](https://reader035.vdocuments.pub/reader035/viewer/2022062419/5589b2f5d8b42a7d258b46fc/html5/thumbnails/83.jpg)
Begin met de koopgoot…
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www.dutchmarq.nl
@phasselsmonning / @dutchmarq
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3940 AA Doorn | Nederland
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In touch