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Presentatie content marketing zoals gegeven tijdens de ICT Winterfair 2017 (www.ictfair.nl) door Pieter van Wijk - i4Sales

Marketing

VIND NUNIEUWE
KLANTEN!
Pieter.vanwijk@i4sales.nl
linkedin.com/in/pietervan
wijk/
@pieter4sales

DEFINITIE BUYER PERSONA
• Een Buyer Persona is een
gedetailleerd profiel van een
voorbeeldkoper op basis van
gedrag en doelen.

1.648.230 bedrijven (economische activiteiten) in
Nederland
ZZP Markt
•1.299.515 ZZPérs
•78.8% van alle economische activiteiten
SOHO/Klein bedrijf 2-50FTE
•334.285
•20% van alle economische activiteiten
MKB / Enterprise 50-250 / 250+
•11.320 MKB (50-250 FTE)
•3.110 Enterprise (250+ FTE)

VOORBEELDKOPERS
2. GEDRAG
• Website bezoek
• Downloads
(whitepapers)
• Ontvangen mailing
• Geopende mailing
1.DEMOGRAFIE
• Leeftijd
• Geslacht
• Baan
• Woonplaats

B2B Buyer 2.0
Zoekt zelf online
Is kritisch en vergelijkt graag
Krijgt (marketing) berichten
stortvloed
Negeert 80% van marketing
berichten
VOORBEELDKOPERS

VOORBEELDKOPERS
Mijn
profiel
Mijn doelen
Mijn
succesfactoren
Mijn angsten
Mijn behoeften
Mijn
beslissingscriteria

VOORBEELDKOPERS
STAPPEN VOOR BUYER PERSONA
MARKETING
Research
Analyse &
Develop
Selecteren
& Creëren
Lanceren!
Karakteristiek
en en
behoeften van
koop groepen
Indelen in
zgn. Buying
clusters
Ontwikkelen
content voor
iedere cluster
Buyer
Persona’s in-
en extern!

CONTENT MARKETING CYCLUS
Luisteren
Thema
bepalen
Content
maken
Content
delen
Meten &
evalueren
Recyclen

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Vind nu nieuwe klanten!

1. VIND NUNIEUWE KLANTEN! Pieter.vanwijk@i4sales.nl linkedin.com/in/pietervan wijk/ @pieter4sales

2. AGENDA:  Buyer Persona  Prospectmarkt Nederland in kaart  Voorbeeldkopers  Contenmarketing cyclus  Sales cyclus

4. DEFINITIE BUYER PERSONA • Een Buyer Persona is een gedetailleerd profiel van een voorbeeldkoper op basis van gedrag en doelen.

5. 1.648.230 bedrijven (economische activiteiten) in Nederland ZZP Markt •1.299.515 ZZPérs •78.8% van alle economische activiteiten SOHO/Klein bedrijf 2-50FTE •334.285 •20% van alle economische activiteiten MKB / Enterprise 50-250 / 250+ •11.320 MKB (50-250 FTE) •3.110 Enterprise (250+ FTE)

6. VOORBEELDKOPERS 2. GEDRAG • Website bezoek • Downloads (whitepapers) • Ontvangen mailing • Geopende mailing 1.DEMOGRAFIE • Leeftijd • Geslacht • Baan • Woonplaats

7. B2B Buyer 2.0 Zoekt zelf online Is kritisch en vergelijkt graag Krijgt (marketing) berichten stortvloed Negeert 80% van marketing berichten VOORBEELDKOPERS

8. VOORBEELDKOPERS Mijn profiel Mijn doelen Mijn succesfactoren Mijn angsten Mijn behoeften Mijn beslissingscriteria

9. VOORBEELDKOPERS STAPPEN VOOR BUYER PERSONA MARKETING Research Analyse & Develop Selecteren & Creëren Lanceren! Karakteristiek en en behoeften van koop groepen Indelen in zgn. Buying clusters Ontwikkelen content voor iedere cluster Buyer Persona’s in- en extern!

10. CONTENT MARKETING CYCLUS Luisteren Thema bepalen Content maken Content delen Meten & evalueren Recyclen

11. SALES CYCLE

12. EINDE

Vind nu nieuwe klanten!

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