Het hybride model, de toekomst van het online aankoopproces

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Camiel Freriks

B2B Marketing, Emerce B2B Event. De toekomst van het online aankoopproces. Het Hybride Model

Marketing

@EmielKanters #B2B14
HET HYBRIDE MODEL
DE TOEKOMST VAN HET
ONLINE AANKOOPPROCES?

Brains from Brainport
@EmielKanters #B2B14

4
Wie denkt dat Oranje
wereldkampioen wordt…?
@EmielKanters #B2B14

5
Wie hoopt dat Oranje
wereldkampioen wordt…?
@EmielKanters #B2B14

6
VOOR 14 JUNI 21:00 UUR
@EmielKanters #B2B14

8
NA 14 JUNI 22:48 UUR
@EmielKanters #B2B14

9
Jaar Resultaat Wedstrijd Revanche jaar
1974 verliest WK DUI- NED 1988
1978 verliest WK ARG-NED 1998
2010 verliest WK SPA-NED 2014
@EmielKanters #B2B14

HYBRIDE
BRON: WIKIPEDIA
“NAUWE VERMENGING VAN
ONGELIJKSOORTIGE ZAKEN.“ 
LEES : MIX, KRUISING, COMBINATIE VAN...
@EmielKanters #B2B14

TECHNOLOGIE
MACHINE
CREATIVITEIT
MENS
@EmielKanters #B2B14

HOMO ECONOMICUS
@EmielKanters #B2BHybride

RATIO
!
!
!
!
!
!
EMOTIE
!
!
!
!
!
!
LOGICAL
SEQUENTIAL
RATIONAL
ANALYTICAL
OBJECTIVE
LOOKS AT PARTS
RANDOM
INTUITIVE
HOLISTIC
SYNTHESIZING
SUBJECTIVE
LOOKS AT WHOLES
@EmielKanters #B2B14

!
€ 200.000
12.000 bezoekers
4 dagen
24 Leads
1 sale

CHALLENGER SALE
57 %
Customer
Due Dilligence
Begins
Customer
Contacts
Supplier
Customer
Purchase
Decision
Bron: CEB-Challenger Sales

1. BUSINESS CASE
2. KEN JE KLANT
3. VERTEL EEN
MENSELIJK VERHAAL
4. MANAGE LEADS
@EmielKanters #B2B14

STUFF TO READ
@EmielKanters #B2B14
Online papers:

- The digital evolution in B2B Marketing

- The beginners guide to inbound marketing

- A General Model for understanding organisational Buying Behavior

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Het hybride model, de toekomst van het online aankoopproces

1. @EmielKanters #B2B14 HET HYBRIDE MODEL DE TOEKOMST VAN HET ONLINE AANKOOPPROCES?

2. Brains from Brainport @EmielKanters #B2B14

3. 3 @EmielKanters #B2B14

4. 4 Wie denkt dat Oranje wereldkampioen wordt…? @EmielKanters #B2B14

5. 5 Wie hoopt dat Oranje wereldkampioen wordt…? @EmielKanters #B2B14

6. 6 VOOR 14 JUNI 21:00 UUR @EmielKanters #B2B14

7. @EmielKanters #B2B14

8. 8 NA 14 JUNI 22:48 UUR @EmielKanters #B2B14

9. 9 Jaar Resultaat Wedstrijd Revanche jaar 1974 verliest WK DUI- NED 1988 1978 verliest WK ARG-NED 1998 2010 verliest WK SPA-NED 2014 @EmielKanters #B2B14

10. @EmielKanters #B2B14

11. HYBRIDE BRON: WIKIPEDIA “NAUWE VERMENGING VAN ONGELIJKSOORTIGE ZAKEN.“  LEES : MIX, KRUISING, COMBINATIE VAN... @EmielKanters #B2B14

12. TECHNOLOGIE MACHINE CREATIVITEIT MENS @EmielKanters #B2B14

13. 13 @EmielKanters #B2B14

14. PUSH PULL @EmielKanters #B2B14

15. 15 @EmielKanters #B2B14

16. 16 @EmielKanters #B2B14

17. @EmielKanters #B2B14

18. @EmielKanters #B2B14

19. @EmielKanters #B2B14

20. HOMO ECONOMICUS @EmielKanters #B2B14

21. HOMO ECONOMICUS @EmielKanters #B2B14

22. HOMO ECONOMICUS @EmielKanters #B2BHybride

23. HOMO LUDENS @EmielKanters #B2B14

24. RATIO EMOTIE @EmielKanters #B2B14

25. RATIO ! ! ! ! ! ! EMOTIE ! ! ! ! ! ! LOGICAL SEQUENTIAL RATIONAL ANALYTICAL OBJECTIVE LOOKS AT PARTS RANDOM INTUITIVE HOLISTIC SYNTHESIZING SUBJECTIVE LOOKS AT WHOLES @EmielKanters #B2B14

26. KOTLER @EmielKanters #B2B14

27. @EmielKanters #B2B14

28. HET HYBRIDE MODEL

29. 1. BUSINESS CASE

30. ! € 200.000 12.000 bezoekers 4 dagen 24 Leads 1 sale

31. ! € 0 1.2 miljoen bezoekers 365 dagen !

32.

33.

34.

35.

36. 2. KEN JE KLANT

37. 2. KEN JE KLANT

38. 2. INSIGHTS

39. 2. INSIGHTS

40.

41. 3. VERTEL EEN  MENSELIJK VERHAAL

42.

43.

44.

45.

46.

47.

48. Engagement score on Facebook

49. VS

50.

51. 4. MANAGE LEADS

52. CHALLENGER SALE 57 % Customer Due Dilligence Begins Customer Contacts Supplier Customer Purchase Decision Bron: CEB-Challenger Sales

53.

54.

55.

56. 1. BUSINESS CASE 2. KEN JE KLANT 3. VERTEL EEN MENSELIJK VERHAAL 4. MANAGE LEADS @EmielKanters #B2B14

57. STUFF TO READ @EmielKanters #B2B14 Online papers: - The digital evolution in B2B Marketing - The beginners guide to inbound marketing - A General Model for understanding organisational Buying Behavior

58. BEDANKT?

Het hybride model, de toekomst van het online aankoopproces

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