{"id":26215,"date":"2026-03-26T16:27:49","date_gmt":"2026-03-26T15:27:49","guid":{"rendered":"https:\/\/leadgate.eu\/?p=26215"},"modified":"2026-03-30T15:36:30","modified_gmt":"2026-03-30T13:36:30","slug":"b2b-marketing-icp-voorspelbare-pipeline","status":"publish","type":"post","link":"https:\/\/leadgate.eu\/nl\/blog\/b2b-marketing-icp-voorspelbare-pipeline\/","title":{"rendered":"B2B marketing op basis van je ICP: van focus naar voorspelbare pipeline"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"26215\" class=\"elementor elementor-26215\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"ob-is-breaking-bad elementor-section elementor-top-section elementor-element elementor-element-0ec63a0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0ec63a0\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-954454a\" data-id=\"954454a\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f4b1a67 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"f4b1a67\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>De afgelopen jaren is B2B marketing in IT, Tech en SaaS volwassen geworden. Niet omdat iedereen ineens meer budget kreeg, maar omdat kopers anders zijn gaan kopen. Ze ori\u00ebnteren zelf, vergelijken grotendeels anoniem, bespreken intern en gebruiken steeds vaker AI-tools zoals Google Gemini om leveranciers te selecteren.<\/strong><\/p><p><span style=\"font-weight: 400;\">Dat heeft \u00e9\u00e9n groot gevolg: brede marketing werkt steeds minder. Als je boodschap voor iedereen is, voelt hij voor niemand echt relevant. En als je je niet relevant voelt, kom je niet op de shortlist. Of je komt er wel op, maar je bent niet de logische keuze.<\/span><\/p><p><span style=\"font-weight: 400;\">De oplossing is geen trucje. Het is een strategische keuze: B2B marketing op basis van je ICP (Ideal Customer Profile). Niet zoveel mogelijk leads, maar een voorspelbare pipeline doordat je consistent de juiste accounts aantrekt, activeert en converteert.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f9e185 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"6f9e185\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Kernpunten<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ac554a7 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"ac554a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">ICP-gedreven B2B marketing maakt je marketing relevanter en je pipeline voorspelbaarder.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In 2026 kiezen kopers steeds vaker via zelfonderzoek en AI, dus algemene boodschappen verliezen.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Een sterk ICP beschrijft context en koopbeweging, niet alleen branche of grootte.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Trend en kwaliteit zeggen meer dan losse campagnes als je bouwt aan lange termijn groei.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b3f14f ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"9b3f14f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Waarom ICP-gedreven B2B marketing vanaf 2026 de standaard wordt<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aabb83a ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"aabb83a\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Veel organisaties communiceren nog vanuit hun aanbod. Wat we doen, wat we kunnen, welke features we hebben. Maar kopers kiezen zelden op features. Ze kiezen op vertrouwen en herkenning. Ze willen zeker weten dat jij hun context snapt, dat je eerder vergelijkbare situaties hebt gezien en dat je het proces kunt begeleiden.<\/span><\/p><p><span style=\"font-weight: 400;\">Daarom is een ICP in 2026 niet zomaar een marketingdocument. Het is je kompas. Het helpt je kiezen voor een doelgroep waar je echt kunt winnen, en het voorkomt dat je marketing versnipperd raakt over te veel sectoren, use cases en persona\u2019s.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2f1ae7b ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"2f1ae7b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">De frictie die bijna elk IT-team herkent<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-feec2df ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"feec2df\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">IT- en tech-teams bouwen graag oplossingen die breed inzetbaar zijn. Dat is logisch. Alleen werkt marketing anders. Marketing heeft focus nodig om herkenbaar te worden.<\/span><\/p><p><span style=\"font-weight: 400;\">Zodra je je ICP scherp maakt, worden gesprekken met sales vaak beter. Niet omdat je meer mensen bereikt, maar omdat je relevanter bent voor de mensen die je bereikt. En intern wordt delivery vaak makkelijker, omdat je minder uitzonderingen hoeft te managen en sneller een herhaalbare aanpak ontwikkelt.<\/span><\/p><p><span style=\"font-weight: 400;\">ICP-gedreven werken is dus geen beperking. Het is een manier om je hele commerci\u00eble systeem rustiger en effectiever te maken.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8878809 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"8878809\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Wat is een ICP in 2026?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0970fea ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"0970fea\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Een ICP is geen doelgroep zoals \u201cbedrijven met 50+ medewerkers\u201d. Het is een profiel van organisaties waar jij het meeste resultaat levert, met de hoogste kans op succes \u00e9n een gezonde marge. In 2026 gaat dat veel verder dan branche of omvang.<\/span><\/p><p><span style=\"font-weight: 400;\">Een bruikbaar ICP beschrijft niet alleen wie je klant is, maar ook in welke situatie die klant zit. Denk aan de typische triggers die zorgen voor beweging, de rollen die invloed hebben op de keuze, en de context waarin je oplossing het beste landt. Hoe concreter je dit maakt, hoe makkelijker het wordt om content te schrijven die voelt alsof het voor \u00e9\u00e9n type organisatie gemaakt is.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8f4bc05 ob-has-background-overlay elementor-widget elementor-widget-template\" data-id=\"8f4bc05\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"14263\" class=\"elementor elementor-14263\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"ob-is-breaking-bad ob-bb-inner elementor-section elementor-inner-section elementor-element elementor-element-6d7bc29 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6d7bc29\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-6b135030\" data-id=\"6b135030\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-25742cbe ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"25742cbe\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4><b>Plan een consultancysessie om te sparren over jouw online marketing<\/b><\/h4><p>Heb jij behoefte aan een sparringpartner of wil je samen kijken hoe je de (online) marketing uitdagingen van jouw organisatie kunt aanpakken?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f985b8d leadgate-arrow-anim-btn ob-has-background-overlay elementor-widget elementor-widget-jet-button\" data-id=\"f985b8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"jet-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-jet-button jet-elements\"><div class=\"jet-button__container\">\n\t<a class=\"jet-button__instance jet-button__instance--icon-right hover-effect-1\" href=\"https:\/\/leadgate.eu\/nl\/plan-een-consultancysessie-met-jordi\/\">\n\t\t<div class=\"jet-button__plane jet-button__plane-normal\"><\/div>\n\t\t<div class=\"jet-button__plane jet-button__plane-hover\"><\/div>\n\t\t<div class=\"jet-button__state jet-button__state-normal\">\n\t\t\t<span class=\"jet-button__icon jet-elements-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"18.284\" height=\"9.715\" viewBox=\"0 0 18.284 9.715\"><g transform=\"translate(-249.048 -147.26)\"><path d=\"M269.125,158.215a1,1,0,0,1-.707-1.707l3.151-3.151-3.151-3.151a1,1,0,0,1,1.414-1.414l3.858,3.858a1,1,0,0,1,0,1.414l-3.858,3.858A1,1,0,0,1,269.125,158.215Z\" transform=\"translate(-6.651 -1.24)\" fill=\"#1989ff\"><\/path><path d=\"M16.284,1H0A1,1,0,0,1-1,0,1,1,0,0,1,0-1H16.284a1,1,0,0,1,1,1A1,1,0,0,1,16.284,1Z\" transform=\"translate(250.048 152.118)\" fill=\"#1989ff\"><\/path><\/g><\/svg><\/span><span class=\"jet-button__label\">plan een meeting<\/span>\t\t<\/div>\n\t\t<div class=\"jet-button__state jet-button__state-hover\">\n\t\t\t<span class=\"jet-button__icon jet-elements-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"18.284\" height=\"9.715\" viewBox=\"0 0 18.284 9.715\"><g transform=\"translate(-249.048 -147.26)\"><path d=\"M269.125,158.215a1,1,0,0,1-.707-1.707l3.151-3.151-3.151-3.151a1,1,0,0,1,1.414-1.414l3.858,3.858a1,1,0,0,1,0,1.414l-3.858,3.858A1,1,0,0,1,269.125,158.215Z\" transform=\"translate(-6.651 -1.24)\" fill=\"#fff\"><\/path><path d=\"M16.284,1H0A1,1,0,0,1-1,0,1,1,0,0,1,0-1H16.284a1,1,0,0,1,1,1A1,1,0,0,1,16.284,1Z\" transform=\"translate(250.048 152.118)\" fill=\"#fff\"><\/path><\/g><\/svg><\/span><span class=\"jet-button__label\">plan een meeting<\/span>\t\t<\/div>\n\t<\/a>\n<\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-786bc11 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"786bc11\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Van focus naar voorspelbare pipeline in 6 stappen<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c439a1c ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"c439a1c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><b>1. Kies op bewijs, niet op smaak<\/b><\/h3><p><span style=\"font-weight: 400;\">Veel organisaties kiezen hun doelgroep op basis van voorkeur. ICP-gedreven werken vraagt om data en realiteit.<\/span><\/p><p><span style=\"font-weight: 400;\">Kijk naar je beste klanten van de afgelopen 12 tot 24 maanden:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">waar ging de samenwerking het soepelst<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">waar was de impact het grootst<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">waar was de marge goed<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">waar was de herhaalbaarheid hoog<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">waar was de DMU het makkelijkst te overtuigen<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\"><br \/>Dat is je startpunt.<br \/><br \/><\/span><\/p><h3><b>2. Maak \u00e9\u00e9n duidelijke ICP en \u00e9\u00e9n duidelijke boodschap<\/b><\/h3><p><span style=\"font-weight: 400;\">Zodra je ICP helder is, moet je boodschap dat ook zijn. Je hoeft niet alles te vertellen. Je moet het juiste zeggen voor de juiste groep.<\/span><\/p><p><span style=\"font-weight: 400;\">Goede ICP-gedreven messaging:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">benoemt het probleem in hun taal<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">laat zien dat je hun context snapt<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">maakt duidelijk welke uitkomst je levert<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">positioneert je als specialist, niet als generalist<\/span><\/li><\/ul><h3><b><br \/>3. Bouw content die herkenning triggert en deelbaar is<\/b><\/h3><p><span style=\"font-weight: 400;\">In 2026 moet content niet alleen vindbaar zijn in Google, maar ook begrijpelijk en citeerbaar voor AI.<\/span><\/p><p><span style=\"font-weight: 400;\">Dat lukt beter als je:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">werkt met duidelijke secties en koppen<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">definities en kernpunten opneemt<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">concrete voorbeelden gebruikt uit het ICP<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">praktische stappen geeft in plaats van alleen inspiratie<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\"><br \/>Je content moet voelen alsof het voor \u00e9\u00e9n type organisatie geschreven is. Dan wordt het voor de rest automatisch minder interessant, en dat is precies de bedoeling.<\/span><\/p><h3><b><br \/>4. Combineer schaal met accountfocus<\/b><\/h3><p><span style=\"font-weight: 400;\">Voor veel IT-, Tech- en SaaS-organisaties werkt een tweesporenaanpak het best:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">je bouwt brede zichtbaarheid binnen je hele ICP<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">je geeft extra aandacht aan een selectie accounts waar je echt op wilt winnen<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\"><br \/>Zo maak je marketing schaalbaar, zonder oppervlakkig te worden.<\/span><\/p><h3><b><br \/>5. Meet op beweging, niet op losse campagnes<\/b><\/h3><p><span style=\"font-weight: 400;\">ICP-gedreven marketing draait om voorkeur opbouwen en momentum stapelen. Meet daarom niet alleen per campagne, maar ook per periode en op kwaliteit.<\/span><\/p><p><span style=\"font-weight: 400;\">Kijk bijvoorbeeld naar:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">groei in branded searches<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">direct verkeer en terugkerende bezoekers<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">engagement vanuit relevante accounts<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">groei in kwalitatieve inbound gesprekken<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">winrate en sales cycle binnen je ICP<\/span><p>\u00a0<\/p><\/li><\/ul><h3><b>6. Koppel marketing en sales aan dezelfde definitie van pipeline<\/b><\/h3><p><span style=\"font-weight: 400;\">Voorspelbaarheid ontstaat als marketing en sales dezelfde taal spreken.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">marketing bouwt zichtbaarheid en herkenning op binnen het ICP<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">sales gebruikt die context om gesprekken te openen met relevantie<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">feedback uit gesprekken gaat terug naar marketing om messaging en content te verbeteren<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\"><br \/>Dat is hoe je van focus naar voorspelbaarheid gaat.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65b2d54 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"65b2d54\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Conclusie<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-45f14da ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"45f14da\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">B2B marketing op basis van je ICP is in 2026 geen luxe. Het is een voorwaarde om met beperkte middelen toch te winnen. Niet door meer lawaai te maken, maar door relevanter te zijn voor de juiste groep.<\/span><\/p><p><span style=\"font-weight: 400;\">Als je scherp kiest, wordt alles makkelijker. Je boodschap wordt herkenbaar, je content wordt sterker, je gesprekken worden beter en je marketingbudget wordt effectiever ingezet. En zo groeit je pipeline niet door meer activiteiten, maar door meer focus.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"ob-is-breaking-bad elementor-section elementor-top-section elementor-element elementor-element-746bc67f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"746bc67f\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1c89322e\" data-id=\"1c89322e\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-516f2093 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"516f2093\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">FAQ<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1ab1c482 ob-has-background-overlay elementor-widget elementor-widget-toggle\" data-id=\"1ab1c482\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"toggle.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-toggle\">\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-4471\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-4471\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Wat betekent B2B marketing op basis van je ICP?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-4471\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-4471\"><p><span style=\"font-weight: 400;\">Dat je je marketing richt op een duidelijk profiel van ideale klanten, zodat je herkenning, vertrouwen en kwalitatieve pipeline opbouwt binnen \u00e9\u00e9n focusmarkt.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-4472\" class=\"elementor-tab-title\" data-tab=\"2\" role=\"button\" aria-controls=\"elementor-tab-content-4472\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Wat is het verschil tussen een doelgroep en een ICP?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-4472\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"2\" role=\"region\" aria-labelledby=\"elementor-tab-title-4472\"><p><span style=\"font-weight: 400;\">Een doelgroep is vaak breed omschreven. Een ICP is specifiek en gebaseerd op fit, succesfactoren en de context waarin jij het beste resultaat levert.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-4473\" class=\"elementor-tab-title\" data-tab=\"3\" role=\"button\" aria-controls=\"elementor-tab-content-4473\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Hoe bepaal ik een goed ICP voor mijn B2B marketing?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-4473\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"3\" role=\"region\" aria-labelledby=\"elementor-tab-title-4473\"><p>Door scherpe criteria te kiezen die te maken hebben met fit en kans op succes: type organisatie, sector, grootte, tech stack, maturity, triggers en koopcontext. Start liever smaller en word daar heel relevant, dan breed en generiek.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-4474\" class=\"elementor-tab-title\" data-tab=\"4\" role=\"button\" aria-controls=\"elementor-tab-content-4474\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">\u00a0Hoe helpt ICP-gedreven marketing bij SEO en AI vindbaarheid?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-4474\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"4\" role=\"region\" aria-labelledby=\"elementor-tab-title-4474\"><p><span style=\"font-weight: 400;\">Omdat je specifieker schrijft over problemen, situaties en termen binnen je focus. Daardoor begrijpen zoekmachines en AI-systemen beter voor wie je relevant bent.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-4475\" class=\"elementor-tab-title\" data-tab=\"5\" role=\"button\" aria-controls=\"elementor-tab-content-4475\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Hoe lang duurt het voordat ICP-gedreven marketing effect heeft?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-4475\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"5\" role=\"region\" aria-labelledby=\"elementor-tab-title-4475\"><p><span style=\"font-weight: 400;\">Vaak zie je sneller betere gesprekken en relevanter verkeer. De echte winst zit in stapelende voorkeur, waardoor je pipeline op termijn voorspelbaarder wordt.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"ob-is-breaking-bad elementor-section elementor-top-section elementor-element elementor-element-7435f911 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7435f911\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;background_background&quot;:&quot;classic&quot;,&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1e60a515\" data-id=\"1e60a515\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-457c0fca ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"457c0fca\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Over de auteur<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3fae7962 elementor-author-box--image-valign-middle ob-has-background-overlay elementor-widget elementor-widget-author-box\" data-id=\"3fae7962\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<div  class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leadgate.eu\/wp-content\/uploads\/2023\/02\/Robin-200x300.png\" alt=\"Foto van Robin van Zeijl\" loading=\"lazy\">\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t<h3 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tRobin van Zeijl\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-author-box__bio\">\n\t\t\t\t\t\t<p>Robin Steehouwer-van Zeijl is online marketing strateeg bij Leadgate en adviseert IT-, Tech- en SaaS-organisaties over positionering, contentstrategie en digitale groei. Zij vertaalt complexe proposities naar heldere online strategie\u00ebn die bijdragen aan zichtbaarheid, autoriteit en lange termijn impact.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e7e2f79 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"5e7e2f79\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Wil je sparren over jullie online strategie of contentaanpak? Plan een 30-minuten sessie met Robin of verbind via <a href=\"https:\/\/www.linkedin.com\/in\/robinvanzeijl\/\">LinkedIn<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-25c7443 leadgate-arrow-anim-btn ob-has-background-overlay elementor-widget elementor-widget-jet-button\" data-id=\"25c7443\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"jet-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-jet-button jet-elements\"><div class=\"jet-button__container\">\n\t<a class=\"jet-button__instance jet-button__instance--icon-right hover-effect-1\" href=\"https:\/\/calendar.app.google\/FBGbLMuygdvuXgw56\">\n\t\t<div class=\"jet-button__plane jet-button__plane-normal\"><\/div>\n\t\t<div class=\"jet-button__plane jet-button__plane-hover\"><\/div>\n\t\t<div class=\"jet-button__state jet-button__state-normal\">\n\t\t\t<span class=\"jet-button__icon jet-elements-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"18.284\" height=\"9.715\" viewBox=\"0 0 18.284 9.715\"><g transform=\"translate(-249.048 -147.26)\"><path d=\"M269.125,158.215a1,1,0,0,1-.707-1.707l3.151-3.151-3.151-3.151a1,1,0,0,1,1.414-1.414l3.858,3.858a1,1,0,0,1,0,1.414l-3.858,3.858A1,1,0,0,1,269.125,158.215Z\" transform=\"translate(-6.651 -1.24)\" fill=\"#1989ff\"><\/path><path d=\"M16.284,1H0A1,1,0,0,1-1,0,1,1,0,0,1,0-1H16.284a1,1,0,0,1,1,1A1,1,0,0,1,16.284,1Z\" transform=\"translate(250.048 152.118)\" fill=\"#1989ff\"><\/path><\/g><\/svg><\/span><span class=\"jet-button__label\">Ja, ik wil een 30-minuten call met Robin<\/span>\t\t<\/div>\n\t\t<div class=\"jet-button__state jet-button__state-hover\">\n\t\t\t<span class=\"jet-button__icon jet-elements-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"18.284\" height=\"9.715\" viewBox=\"0 0 18.284 9.715\"><g transform=\"translate(-249.048 -147.26)\"><path d=\"M269.125,158.215a1,1,0,0,1-.707-1.707l3.151-3.151-3.151-3.151a1,1,0,0,1,1.414-1.414l3.858,3.858a1,1,0,0,1,0,1.414l-3.858,3.858A1,1,0,0,1,269.125,158.215Z\" transform=\"translate(-6.651 -1.24)\" fill=\"#fff\"><\/path><path d=\"M16.284,1H0A1,1,0,0,1-1,0,1,1,0,0,1,0-1H16.284a1,1,0,0,1,1,1A1,1,0,0,1,16.284,1Z\" transform=\"translate(250.048 152.118)\" fill=\"#fff\"><\/path><\/g><\/svg><\/span><span class=\"jet-button__label\">Ja, ik wil een 30-minuten call met Robin<\/span>\t\t<\/div>\n\t<\/a>\n<\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>De afgelopen jaren is B2B marketing in IT, Tech en SaaS volwassen geworden. Niet omdat iedereen ineens meer budget kreeg, maar omdat kopers anders zijn gaan kopen. Ze ori\u00ebnteren zelf, vergelijken grotendeels anoniem, bespreken intern en gebruiken steeds vaker AI-tools zoals Google Gemini om leveranciers te selecteren. Dat heeft \u00e9\u00e9n groot gevolg: brede marketing werkt [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":26217,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[61],"class_list":["post-26215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-online-marketing-strategie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>B2B marketing met ICP: voorspelbare pipeline in 2026<\/title>\n<meta name=\"description\" content=\"Leer hoe ICP-gedreven B2B marketing in 2026 zorgt voor focus, betere gesprekken en een voorspelbare pipeline voor IT, Tech en SaaS.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leadgate.eu\/nl\/blog\/b2b-marketing-icp-voorspelbare-pipeline\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B marketing met ICP: voorspelbare pipeline in 2026\" \/>\n<meta property=\"og:description\" content=\"Leer hoe ICP-gedreven B2B marketing in 2026 zorgt voor focus, betere gesprekken en een voorspelbare pipeline voor IT, Tech en SaaS.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/leadgate.eu\/nl\/blog\/b2b-marketing-icp-voorspelbare-pipeline\/\" \/>\n<meta property=\"og:site_name\" content=\"Leadgate\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-26T15:27:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-30T13:36:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/leadgate.eu\/wp-content\/uploads\/2026\/03\/DSC02363.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2048\" \/>\n\t<meta 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