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Digitale transformatie van B2B Marketing & Sales
Hans Molenaar
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1 juli ?
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WIE ZIT ER IN B2B?
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WAT MAAKT B2B MARKETING ZO ANDERS?
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B2B Marketing
• Meerdere beslissers (DMU)
• Grotere bedragen
• Kleinere aantallen klanten
• Langer koopproces
• Samenwerking Sales
• Carrière risico’s
• Diepere relaties
• Meer customization
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WAT DENKEN JULLIE DAT DE BELANGRIJKSTE DIGITAL
MARKETING DOELSTELLINGEN ZIJN BINNEN B2B?
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Bron: Sagefrog
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WELKE MISSEN JULLIE?
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Traditionele B2B Marketing en Sales
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Bron: BCG
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Bron: BCG
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Bron: BCG
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Moderne B2B Marketing en Sales
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Bron: BCG
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Bron: BCG
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Bron: BCG
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Klassieke miscommunicatie
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Klassieke miscommunicatie
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Don’t think Ad but Add !
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Bron: BCG
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Bron: BCG
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Touchpoints reseller
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Bron:Intershop
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Bron:Intershop
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Bron:Intershop
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Bron:Intershop
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Digitale Transformatie B2B Marketing en Sales
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Bron: McKinsey
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Bron: BCG
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Bron: BCG
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Digital Transformation
Digital Business
Digital Marketing
Enterprise
Several
Functions
Single
Function
# Digital technologies and processes
Bron: Beeckestijn Business School
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“Every company is a software company.
You have to start thinking and operating like a
digital company.”
- Satya Nadella, CEO, Microsoft
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1 juli ?