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@EmielKanters #B2B14
HET HYBRIDE MODEL
DE TOEKOMST VAN HET
ONLINE AANKOOPPROCES?
Brains from Brainport
@EmielKanters #B2B14
3
@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
@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
@EmielKanters #B2B14
HYBRIDE
BRON: WIKIPEDIA
“NAUWE VERMENGING VAN
ONGELIJKSOORTIGE ZAKEN.“

LEES : MIX, KRUISING, COMBINATIE VAN...
@EmielKanters #B2B14
TECHNOLOGIE
MACHINE
CREATIVITEIT
MENS
@EmielKanters #B2B14
13
@EmielKanters #B2B14
PUSH PULL
@EmielKanters #B2B14
15
@EmielKanters #B2B14
16
@EmielKanters #B2B14
@EmielKanters #B2B14
@EmielKanters #B2B14
@EmielKanters #B2B14
HOMO ECONOMICUS
@EmielKanters #B2B14
HOMO ECONOMICUS
@EmielKanters #B2B14
HOMO ECONOMICUS
@EmielKanters #B2BHybride
HOMO LUDENS
@EmielKanters #B2B14
RATIO EMOTIE
@EmielKanters #B2B14
RATIO
!
!
!
!
!
!
EMOTIE
!
!
!
!
!
!
LOGICAL
SEQUENTIAL
RATIONAL
ANALYTICAL
OBJECTIVE
LOOKS AT PARTS
RANDOM
INTUITIVE
HOLISTIC
SYNTHESIZING
SUBJECTIVE
LOOKS AT WHOLES
@EmielKanters #B2B14
KOTLER
@EmielKanters #B2B14
@EmielKanters #B2B14
HET
HYBRIDE
MODEL
1. BUSINESS CASE
!
€ 200.000
12.000 bezoekers
4 dagen
24 Leads
1 sale
!
€ 0
1.2 miljoen bezoekers
365 dagen
!
2. KEN JE KLANT
2. KEN JE KLANT
2. INSIGHTS
2. INSIGHTS
3. VERTEL EEN

MENSELIJK VERHAAL
Engagement score on Facebook
VS
4. MANAGE LEADS
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
BEDANKT?

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