{"id":423,"date":"2016-02-09T17:12:47","date_gmt":"2016-02-09T16:12:47","guid":{"rendered":"https:\/\/www.antenno.com\/strategische-marketing-loont-ook-kmos\/"},"modified":"2023-01-27T11:15:29","modified_gmt":"2023-01-27T10:15:29","slug":"strategische-marketing-loont-ook-kmos","status":"publish","type":"post","link":"https:\/\/www.antenno.com\/en\/strategische-marketing-loont-ook-kmos\/","title":{"rendered":"Strategische marketing loont. Ook voor kmo's."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Dagelijks vechten marketers tegen <strong>misvattingen<\/strong> omtrent ons beroep. 'Marketing = reclame', 'marketing, dat kost alleen maar geld', 'marketing dat is iets voor grote bedrijven', en we zijn allemaal een beetje de 'marketingman':<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Een flinke boost&nbsp;dus voor ondernemers die willen investeren in een klantgerichtere organisatie en duurzame groei. Meer informatie over de vernieuwde kmo-portefeuille kan je vinden op <a href=\"http:\/\/www.vlaio.be\/nieuws\/een-vernieuwd-ondersteuningsbeleid-voor-kmo%E2%80%99s-een-vereenvoudigde-kmo-portefeuille\" target=\"_blank\" rel=\"noopener noreferrer\">deze pagina<\/a> van vlaio.be.<\/p>\n\n\n<style>#kt-layout-id_e300c4-04 > .kt-row-column-wrap{align-content:start;}:where(#kt-layout-id_e300c4-04 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}#kt-layout-id_e300c4-04 > .kt-row-column-wrap{column-gap:80px;row-gap:var(--global-kb-gap-md, 2rem);padding-top:var( --global-kb-row-default-top, 25px );padding-bottom:var( --global-kb-row-default-bottom, 25px );padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:repeat(2, minmax(0, 1fr));}#kt-layout-id_e300c4-04 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){#kt-layout-id_e300c4-04 > .kt-row-column-wrap{grid-template-columns:repeat(2, minmax(0, 1fr));}}@media all and (max-width: 767px){#kt-layout-id_e300c4-04 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style>\n<div class=\"wp-block-kadence-rowlayout alignnone\"><div id=\"kt-layout-id_e300c4-04\" class=\"kt-row-layout-inner kt-layout-id_e300c4-04\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-gutter-widest kt-v-gutter-default kt-row-valign-top kt-row-layout-equal kt-tab-layout-inherit kt-m-colapse-left-to-right kt-mobile-layout-row\"><style>.kadence-column_7d131f-ff > .kt-inside-inner-col{border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;}.kadence-column_7d131f-ff > .kt-inside-inner-col,.kadence-column_7d131f-ff > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column_7d131f-ff > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column_7d131f-ff > .kt-inside-inner-col{flex-direction:column;}.kadence-column_7d131f-ff > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column_7d131f-ff > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column_7d131f-ff{position:relative;}@media all and (max-width: 1024px){.kadence-column_7d131f-ff > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column_7d131f-ff > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.wp-block-kadence-column.kadence-column_7d131f-ff > .kt-inside-inner-col{margin-right:0%;}}<\/style>\n<div class=\"wp-block-kadence-column inner-column-1 kadence-column_7d131f-ff\"><div class=\"kt-inside-inner-col\">\n<h2 class=\"wp-block-heading\">Streven naar waarde<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Gelukkig groeit het besef binnen bedrijven dat we niet langer omheen de klant kunnen. B2C, B2B of publieke instelling, we moeten allemaal onze klanten terug in de kern&nbsp;krijgen van onze activiteiten. Dat is de essentie van succesvolle marketing. <strong>Terugplooien op onze klanten<\/strong> en focussen op de waarde die we voor hen cre\u00ebren en hoe we daar geraken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vergt dat een investering? Ja. Op welke termijn heb je die terugverdiend? Geen idee. Loont het dan wel? Absoluut.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Gelukkig groeit het besef binnen bedrijven dat we niet langer om de klant heen kunnen.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Durven investeren<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ondernemingen die durven investeren in zichzelf en hun <strong>klantgerichtheid<\/strong> plukken daar altijd de vruchten van. Tenminste, als ze het juiste verhaal vertellen en niet meteen overschakelen&nbsp;op meer verkopen. En daar ligt vaak de moeilijkheid voor marketers binnen organisaties: <a href=\"https:\/\/hbr.org\/2004\/07\/marketing-myopia\" target=\"_blank\" rel=\"noopener noreferrer\">'marketing bijziendheid'<\/a>. Marketers zijn soms te zeer&nbsp;bezig met het&nbsp;op verkoop gerichte verhaal dat zij voor ogen hebben en de gegevens die hen die richting uitsturen. En dan dreigt de klant vergeten te worden.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Daarom is het soms nodig om je <strong>verhaal scherp<\/strong> te laten stellen en je strategie te laten objectiveren door een externe partij.<\/p>\n<\/div><\/div>\n\n\n<style>.kadence-column_3a866d-4d > .kt-inside-inner-col{border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;}.kadence-column_3a866d-4d > .kt-inside-inner-col,.kadence-column_3a866d-4d > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column_3a866d-4d > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column_3a866d-4d > .kt-inside-inner-col{flex-direction:column;}.kadence-column_3a866d-4d > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column_3a866d-4d > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column_3a866d-4d{position:relative;}@media all and (max-width: 1024px){.kadence-column_3a866d-4d > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column_3a866d-4d > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column inner-column-2 kadence-column_3a866d-4d\"><div class=\"kt-inside-inner-col\">\n<h2 class=\"wp-block-heading\">Een duwtje in de rug<\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Het goede nieuws is dat het steunplafond nu een pak hoger ligt dan vroeger.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Het is evident dat investeren in een externe partij voor kmo's geen sinecure is. Maar gelukkig voorziet het Vlaams Agentschap Innoveren &amp; Ondernemen (een fusie tussen het voormalige Agentschap Ondernemen en IWT) in een welgekomen duwtje in de rug. De kmo-portefeuilles voor advies en strategisch advies worden nu samengevoegd tot <strong>\u00e9\u00e9n uitgebreide portefeuille<\/strong>.<\/p>\n\n\n\n<p class=\"bg-clip-text wp-block-paragraph\">In het toekomstige systeem krijgt elke kmo jaarlijks \u00e9\u00e9n subsidieplafond en \u00e9\u00e9n steunpercentage dat die kmo afhankelijk van haar noden en behoeftes kan inzetten voor opleiding en\/of advies. Het goede nieuws is dat het steunplafond nu een pak hoger ligt dan vroeger (max. 2.500\u20ac).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Er\u00a0wordt een onderscheid gemaakt volgens de grootte van de onderneming. Kleine ondernemingen krijgen een jaarlijks steunplafond van <strong>10.000 euro<\/strong>, het steunpercentage bedraagt 40%. Middelgrote ondernemingen kunnen jaarlijks maximaal<strong> 15.000 euro<\/strong> via de kmo-portefeuille krijgen. Het steunpercentage voor hen bedraagt 30%. Een samenvatting vind je in onderstaande tabel:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"414\" src=\"https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/01\/Screen-Shot-2017-04-12-at-09.27.33-1-1024x414.png\" alt=\"\" class=\"wp-image-428\" srcset=\"https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/01\/Screen-Shot-2017-04-12-at-09.27.33-1-1024x414.png 1024w, https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/01\/Screen-Shot-2017-04-12-at-09.27.33-1-300x121.png 300w, https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/01\/Screen-Shot-2017-04-12-at-09.27.33-1-768x310.png 768w, https:\/\/www.antenno.com\/wp-content\/uploads\/2023\/01\/Screen-Shot-2017-04-12-at-09.27.33-1.png 1222w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading_6828e1-8f, .wp-block-kadence-advancedheading.kt-adv-heading_6828e1-8f[data-kb-block=\"kb-adv-heading_6828e1-8f\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_6828e1-8f mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_6828e1-8f[data-kb-block=\"kb-adv-heading_6828e1-8f\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading_6828e1-8f img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading_6828e1-8f[data-kb-block=\"kb-adv-heading_6828e1-8f\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<p class=\"kt-adv-heading_6828e1-8f wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_6828e1-8f\">Een flinke boost\u00a0dus voor ondernemers die willen investeren in een klantgerichtere organisatie en duurzame groei. Meer informatie over de vernieuwde kmo-portefeuille kan je vinden op <a href=\"https:\/\/www.vlaio.be\/nl\/subsidies-financiering\/kmo-portefeuille\" target=\"_blank\" rel=\"noreferrer noopener\">deze pagina<\/a> van vlaio.be.<\/p>\n<\/div><\/div>\n<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Strategische marketing, dat is iets voor grote multinationals en B2C-bedrijven. Een misvatting pur sang. Steeds meer kmo's zien in dat duurzame groei samengaat met een doordachte strategie en een klantgerichte attitude.<\/p>\n","protected":false},"author":22,"featured_media":426,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","ngg_post_thumbnail":0,"footnotes":""},"categories":[82,88],"tags":[],"class_list":["post-423","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-antenno","category-marktstrategie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gebruik de kmo-portefeuille voor strategisch marketing advies<\/title>\n<meta name=\"description\" content=\"Strategische marketing, iets voor grote multinationals en B2C-bedrijven? 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