{"id":9853,"date":"2026-10-20T07:32:00","date_gmt":"2026-10-20T07:32:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=9853"},"modified":"2026-10-19T13:51:31","modified_gmt":"2026-10-19T13:51:31","slug":"agentic-marketing-innovation","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/nl\/blog\/agentic-marketing-innovation\/","title":{"rendered":"Agentische marketing: zo win je mensen \u00e9n AI-agents voor je"},"content":{"rendered":"\n<section class=\"key-takeaways wp-block-salesforce-blog-key-takeaways\" aria-label=\"Key Takeaways\">\n\t<div class=\"wp-block-salesforce-blog-key-takeaways__inner\">\n\t\t<div class=\"wp-block-salesforce-blog-key-takeaways__header\">\n\t\t\t<div class=\"wp-block-salesforce-blog-key-takeaways__title\">\n\t\t\t\t<h2 class=\"wp-block-salesforce-blog-key-takeaways__title-text\">\n\t\t\t\t\tKey Takeaways\t\t\t\t<\/h2>\n\t\t\t<\/div>\n\t\t<\/div>\n\n\t\t<button \n\t\t\tid=\"wp-block-salesforce-blog-key-takeaways-button\"\n\t\t\tclass=\"wp-block-salesforce-blog-key-takeaways__button\"\n\t\t\taria-controls=\"wp-block-salesforce-blog-key-takeaways-content\"\n\t\t\taria-expanded=\"false\"\n\t\t\taria-label=\"\n\t\t\tToggle Key Takeaways content\t\t\t\"\n\t\t>\n\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"22\" height=\"22\" fill=\"none\" viewbox=\"0 0 22 22\" aria-hidden=\"true\"><path fill=\"url(#a)\" d=\"M17.401 6.445a1.525 1.525 0 0 1 2.153 0 1.517 1.517 0 0 1 0 2.149l-7.977 7.961a1.526 1.526 0 0 1-2.154 0L1.446 8.594a1.517 1.517 0 0 1 0-2.149 1.524 1.524 0 0 1 2.153 0l6.9 6.886z\" \/><defs><linearGradient id=\"a\" x2=\"10.5\" y2=\"17\" gradientunits=\"userSpaceOnUse\"><stop stop-color=\"#BA01FF\" \/><stop offset=\"1\" stop-color=\"#0250D9\" \/><\/linearGradient><\/defs><\/svg>\n\t\t<\/button>\n\n\t\t\t\t\t<div id=\"wp-block-salesforce-blog-key-takeaways-content\" class=\"wp-block-salesforce-blog-key-takeaways__content\" aria-hidden=\"true\">\n\t\t\t\t\n\n<ul class=\"wp-block-list\">\n<li>Agentische marketing vervangt eenzijdige merkboodschappen door tweerichtingsgesprekken en vraagt merken om zowel mensen als hun AI-agents te overtuigen.<\/li>\n\n\n\n<li>Een sterk datafundament maakt merkinformatie toegankelijk voor AI-agents en hyperpersonalisatie mogelijk met verbonden klantdata.<\/li>\n\n\n\n<li>Merken moeten nu in actie komen en van elk klantcontact een kans op een gesprek maken, op elk kanaal.<\/li>\n<\/ul>\n\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<footer class=\"wp-block-salesforce-blog-key-takeaways__footer\">\n\t\t\t\t\tThis summary was created with AI and reviewed by an editor.\t\t\t\t<\/footer>\n\t\t\t\t\t\t<\/div>\n<\/section>\n\n\n\n<p class=\"wp-block-paragraph\">Ruim tien jaar lang volgde marketing \u00e9\u00e9n simpele, luide regel: uitzenden. We stuurden boodschappen de wereld in, geoptimaliseerd voor clicks, en hoopten dat ze overtuigend genoeg waren om mensen de volgende stap te laten zetten. Dat tijdperk is officieel voorbij. Hieronder lees je wat ervoor in de plaats komt en wat marketeers nu kunnen verwachten.<\/p>\n\n\n\n<h3 id=\"h-in-dit-artikel\" class=\"wp-block-heading\">In dit artikel<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Wat is agentische marketing? <\/li>\n\n\n\n<li>Waarom mag je de opkomst van AI-agents niet onderschatten?<\/li>\n\n\n\n<li>Waarom werken eenzijdige merkboodschappen niet meer?<\/li>\n\n\n\n<li>Hoe maakt agentic AI hyperpersonalisatie mogelijk?<\/li>\n\n\n\n<li>Waarom is afwachten de grootste bedreiging voor merken?<\/li>\n\n\n\n<li>Veelgestelde vragen<\/li>\n<\/ul>\n\n\n\n<h2 id=\"h-wat-is-agentische-marketing\" class=\"wp-block-heading\">Wat is agentische marketing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Agentische marketing is marketing waarin de monoloog van merkboodschappen plaatsmaakt voor tweerichtingsgesprekken, aangestuurd door <a href=\"https:\/\/www.salesforce.com\/nl\/agentforce\/what-is-agentic-ai\/\">agentic AI<\/a>. Merken sturen niet langer alleen berichten uit. Ze gaan op elk kanaal het gesprek aan met klanten. En ze hebben te maken met twee doelgroepen: mensen \u00e9n de <a href=\"https:\/\/www.salesforce.com\/nl\/agentforce\/ai-agents\/\">AI-agents<\/a> die namens hen zoeken en vergelijken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De meest succesvolle merken zijn daarom niet de merken met de luidste &#8216;microfoon&#8217;. Het zijn de merken met een datafundament dat sterk genoeg is voor content die zowel met mensen als met agents kan communiceren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Klanten willen dat gesprek ook. Volgens de tiende editie van ons <a href=\"https:\/\/www.salesforce.com\/nl\/marketing\/resources\/state-of-marketing-report\/\">State of Marketing-rapport<\/a> uit februari 2026 is 83% van de marketeers het erover eens dat klanten steeds vaker tweerichtingsgesprekken willen, in plaats van alleen eenrichtingsboodschappen. Toch zegt 69% van de marketeers moeite te hebben om snel te reageren op vragen van klanten en prospects. Wie die kloof dicht, heeft een duidelijke voorsprong.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Agentische marketing vervangt eenzijdige merkboodschappen door tweerichtingsgesprekken met klanten, aangestuurd door AI-agents.<\/p>\n<\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op LinkedIn (opent in een nieuw 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class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op Twitter (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Agentische%20marketing%3A%20zo%20win%20je%20mensen%20%C3%A9n%20AI-agents%20voor%20je&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewbox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op Facebook (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Agentische marketing: zo win je mensen \u00e9n AI-agents voor je\" https:\/\/www.salesforce.com\/nl\/blog\/agentic-marketing-innovation\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<h3 id=\"h-agentische-marketing-in-cijfers\" class=\"wp-block-heading\"><strong>Agentische marketing in cijfers<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Cijfer<\/th><th>Wat het betekent<\/th><th>Bron<\/th><\/tr><\/thead><tbody><tr><td>83%<\/td><td>van de marketeers ziet dat klanten steeds vaker tweerichtingsgesprekken willen<\/td><td><a href=\"https:\/\/www.salesforce.com\/news\/stories\/state-of-marketing-2026\/\">Salesforce, State of Marketing 10e editie<\/a>, februari 2026 (4.450 marketeers wereldwijd)<\/td><\/tr><tr><td>69%<\/td><td>van de marketeers heeft moeite om snel te reageren op vragen van klanten en prospects<\/td><td><a href=\"https:\/\/www.salesforce.com\/news\/stories\/state-of-marketing-2026\/\">Salesforce, State of Marketing 10e editie<\/a>, februari 2026<\/td><\/tr><tr><td>53%<\/td><td>van al het webverkeer kwam in 2025 van bots, niet van mensen<\/td><td><a href=\"https:\/\/www.imperva.com\/blog\/bad-bot-report-2026-bots-agentic-age\/\">Imperva, Bad Bot Report 2026<\/a>, april 2026<\/td><\/tr><tr><td>60%<\/td><td>van de merken gebruikt in 2028 agentic AI voor \u00e9\u00e9n-op-\u00e9\u00e9n-interacties met klanten (voorspelling)<\/td><td><a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2026-01-15-gartner-predicts-60-percent-of-brands-will-use-agentic-ai-to-deliver-streamlined-one-to-one-interactions-by-2028\">Gartner<\/a>, januari 2026<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Met dat in gedachten volgen hier vier inzichten over wat marketeers kunnen verwachten nu agentische marketing zich verder ontwikkelt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(<a href=\"#h-in-dit-artikel\">Terug naar boven<\/a>)<\/p>\n\n\n\n<h2 id=\"h-1-waarom-mag-je-de-opkomst-van-ai-agents-niet-onderschatten\" class=\"wp-block-heading\">1. Waarom mag je de opkomst van AI-agents niet onderschatten?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Je mag de opkomst van AI-agents niet onderschatten, omdat een groot deel van het webverkeer al niet meer van mensen komt. Volgens het <a href=\"https:\/\/www.imperva.com\/blog\/bad-bot-report-2026-bots-agentic-age\/\">Bad Bot Report 2026 van Imperva<\/a> kwam in 2025 ruim 53% van al het webverkeer van bots. Merken zien ook steeds meer bezoek van AI-agents. Mensen zetten die agents in als tussenpersoon die onderzoek voor hen doet. De agents bezoeken websites, verzamelen informatie en nemen die mee terug. Dat gebeurt zowel in B2C als in B2B.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Een groot deel van je &#8216;klanten&#8217; bestaat dus uit digitale tussenpersonen zoals Gemini of ChatGPT, die onderzoek doen voor de mensen achter hen. Innovatie draait daarom niet alleen om mooie websites. Het gaat erom dat je data klaar is voor agents. Is je merkinformatie niet makkelijk te vinden en te linken voor autonome agents? Dan ben je in feite onzichtbaar voor de mensen die ze gebruiken.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Een merk waarvan de informatie niet toegankelijk is voor AI-agents, is onzichtbaar voor de mensen die die agents gebruiken.<\/p>\n<\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op LinkedIn (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Agentische%20marketing%3A%20zo%20win%20je%20mensen%20%C3%A9n%20AI-agents%20voor%20je\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op Twitter (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Agentische%20marketing%3A%20zo%20win%20je%20mensen%20%C3%A9n%20AI-agents%20voor%20je&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewbox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op Facebook (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Agentische marketing: zo win je mensen \u00e9n AI-agents voor je\" https:\/\/www.salesforce.com\/nl\/blog\/agentic-marketing-innovation\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">Zorg daarom dat je tools en bedrijfsdata op orde zijn, zowel gestructureerde als <a href=\"https:\/\/www.salesforce.com\/nl\/data\/what-is-unstructured-data\/\">ongestructureerde data<\/a>. Alleen dan kunnen grote taalmodellen (LLM&#8217;s) goed bepalen hoe je merk verschijnt in de zoekopdrachten van consumenten. De verschuiving gaat snel: <a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2026-01-15-gartner-predicts-60-percent-of-brands-will-use-agentic-ai-to-deliver-streamlined-one-to-one-interactions-by-2028\">Gartner voorspelt<\/a> dat in 2028 60% van de merken agentic AI gebruikt voor interacties met klanten. Het is cruciaal dat je je nu al op die verschuiving voorbereidt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(<a href=\"#h-in-dit-artikel\">Terug naar boven<\/a>)<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Duik in de State of Marketing<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Bekijk de nieuwste trends op het gebied van AI, data en personalisatie, gebaseerd op inzichten van bijna 4.500 marketeers wereldwijd.\u00a0<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/nl\/marketing\/resources\/state-of-marketing-report\/\">Lees het rapport<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 id=\"h-2-waarom-werken-eenzijdige-merkboodschappen-niet-meer\" class=\"wp-block-heading\">2. Waarom werken eenzijdige merkboodschappen niet meer?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Eenzijdige merkboodschappen werken niet meer, omdat consumenten verwachten dat een agent het zoekwerk voor hen doet. Waarom zouden ze dan nog klikken? Veel consumenten gebruiken nu al agents om producten en diensten te onderzoeken. Ze denken: &#8220;Waarom zou ik nog naar een website gaan? Deze agent zoekt het voor me uit en komt met interessante resultaten.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Toch verwacht ik niet dat mensen massaal overstappen op <em>alleen<\/em> agents. Ze hebben de merkervaring nog steeds nodig. Wel verhogen agentische mogelijkheden de verwachtingen van klanten. Dat dwingt marketeers tot nadenken: <em>Is mijn website nog wel goed genoeg? Is mijn e-mail nog wel goed genoeg? Is mijn communicatie \u00fcberhaupt nog goed genoeg?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het antwoord is <em>nee<\/em>. De meeste merken bieden nog steeds eenrichtingscommunicatie die iemand probeert over te halen om te klikken en verder te lezen. Uiteindelijk moeten merken hun interfaces aanpassen: agentischer, mooier en meeslepender.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Daarom hebben we in de Spring &#8217;26-release van <a href=\"https:\/\/www.salesforce.com\/nl\/marketing\/\">Marketing Cloud<\/a> <a href=\"https:\/\/help.salesforce.com\/s\/articleView?id=release-notes.rn_mktg_email.htm&amp;release=260&amp;type=5\">Conversational Email<\/a> toegevoegd. Daarmee handelt een agent in de e-mail vragen af over producten, retouren en zelfs service. Ook nieuw is <a href=\"https:\/\/help.salesforce.com\/s\/articleView?id=release-notes.rn_mc_mi_data_management.htm&amp;release=260&amp;type=5\">Multi-touch Attribution<\/a>: dashboards die precies laten zien welke interacties omzet voor je bedrijf opleverden.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Met agentic AI is marketing niet langer alleen een call-to-action, maar het begin van een gesprek op elk kanaal.<\/p>\n<\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op LinkedIn (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Agentische%20marketing%3A%20zo%20win%20je%20mensen%20%C3%A9n%20AI-agents%20voor%20je\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op Twitter (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Agentische%20marketing%3A%20zo%20win%20je%20mensen%20%C3%A9n%20AI-agents%20voor%20je&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewbox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op Facebook (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Agentische marketing: zo win je mensen \u00e9n AI-agents voor je\" https:\/\/www.salesforce.com\/nl\/blog\/agentic-marketing-innovation\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">En die gesprekken moeten ertoe leiden dat klanten de volgende stap zetten met jouw merk.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(<a href=\"#h-in-dit-artikel\">Terug naar boven<\/a>)<\/p>\n\n\n\n<h2 id=\"h-3-hoe-maakt-agentic-ai-hyperpersonalisatie-mogelijk\" class=\"wp-block-heading\">3. Hoe maakt agentic AI hyperpersonalisatie mogelijk?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Agentic AI maakt hyperpersonalisatie mogelijk, omdat AI-agents nu werken met verbonden klantdata en content niet langer handwerk is. Jarenlang streefden marketeers naar een 360-gradenbeeld van de klant. Met uniforme datafundamenten zoals <a href=\"https:\/\/www.salesforce.com\/nl\/data\/\">Data 360<\/a> zijn de datasilo&#8217;s tussen marketing, verkoop en service eindelijk overbrugd. Dat is enorm belangrijk, want AI-agents hebben goede data nodig om hun werk te doen. Zonder die data werkt niets.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">AI-agents zijn zo goed als de data waarop ze draaien: zonder verbonden klantdata werkt hyperpersonalisatie niet.<\/p>\n<\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op LinkedIn (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Agentische%20marketing%3A%20zo%20win%20je%20mensen%20%C3%A9n%20AI-agents%20voor%20je\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op Twitter (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Agentische%20marketing%3A%20zo%20win%20je%20mensen%20%C3%A9n%20AI-agents%20voor%20je&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewbox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op Facebook (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Agentische marketing: zo win je mensen \u00e9n AI-agents voor je\" https:\/\/www.salesforce.com\/nl\/blog\/agentic-marketing-innovation\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">Nu draait innovatie om <a href=\"https:\/\/www.salesforce.com\/nl\/marketing\/personalization\/\">hyperpersonalisatie<\/a>. Vroeger was de hoeveelheid content die mensen konden maken de grens. Maar nu LLM&#8217;s in een handomdraai lay-outs, beschrijvingen en templates genereren, wordt het &#8216;onmogelijke&#8217; mogelijk. Je raadt niet langer op basis van een segment wat een klant wil. Je speelt in op wat die klant <a href=\"https:\/\/www.salesforce.com\/nl\/blog\/what-is-real-time-marketing\/\">in realtime<\/a> van plan is. Zo veranderen marketeers van technici in regisseurs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(<a href=\"#h-in-dit-artikel\">Terug naar boven<\/a>)<\/p>\n\n\n\n<h2 id=\"h-4-waarom-is-afwachten-de-grootste-bedreiging-voor-merken\" class=\"wp-block-heading\">4. Waarom is afwachten de grootste bedreiging voor merken?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Afwachten is de grootste bedreiging voor merken, omdat de marketingwereld sneller verandert dan ooit. We zien het voor onze ogen gebeuren en moeten ook in realtime reageren. Wacht je als merk af hoe dit uitpakt? Dan loop je nu al achter. Marketeers moeten blijven innoveren en tegelijk resultaten boeken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Het is voor elk bedrijf een vergissing om af te wachten wat er met agents gebeurt. De ontwikkeling gaat alleen maar door. We gaan steeds meer agents zien die acties uitvoeren namens mensen. Merken moeten dus nadenken over een mooie, meeslepende ervaring die in harmonie is met agents. Daar zijn mensen naar op zoek.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Waar begin je? Met drie dingen:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Richt je op de resultaten.<\/li>\n\n\n\n<li>Breng je data op orde.<\/li>\n\n\n\n<li>Bouw aan een wereld waarin elke interactie met een klant een kans is op een tweerichtingsgesprek.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Merken die nu bouwen aan een ervaring voor mensen \u00e9n AI-agents, lopen een stap voor op de concurrentie.<\/p>\n<\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op LinkedIn (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Agentische%20marketing%3A%20zo%20win%20je%20mensen%20%C3%A9n%20AI-agents%20voor%20je\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op Twitter (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Agentische%20marketing%3A%20zo%20win%20je%20mensen%20%C3%A9n%20AI-agents%20voor%20je&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewbox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Delen op Facebook (opent in een nieuw tabblad)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fnl%2Fblog%2Fagentic-marketing-innovation%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Agentische marketing: zo win je mensen \u00e9n AI-agents voor je\" https:\/\/www.salesforce.com\/nl\/blog\/agentic-marketing-innovation\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">Zet je dit op, dan loop je een stap voor op de concurrentie. En je geeft klanten de aandacht die ze willen en verwachten. Meer over wat AI nu al voor marketeers doet, lees je in ons artikel over <a href=\"https:\/\/www.salesforce.com\/nl\/blog\/ai-marketing\/\">de uitdagingen en voordelen van AI in marketing<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"alignnormal is-style-list wp-block-salesforce-blog-curated-articles\">\n\t<ul class=\"sp-top-latest sp-top-latest--list\">\n\t\t\n<li class=\"card--latest card--list homepage--latest\">\n\t<article class=\"card__article\">\n\t\t\t\t\t<div class=\"card__thumbnail\">\n\t\t\t\t\t\t\t\t\t<span class=\"img-object-fit\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2020\/09\/b2b-marketers-drive-roi-1.jpg?w=150&amp;h=150&amp;crop=1&amp;quality=75\" sizes=\"90px\" srcset=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2020\/09\/b2b-marketers-drive-roi-1.jpg 500w, https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2020\/09\/b2b-marketers-drive-roi-1.jpg?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2020\/09\/b2b-marketers-drive-roi-1.jpg?w=150&amp;h=84 150w\" alt=\"Vier manieren voor B2B-marketeers om hun ROI te verhogen\" loading=\"lazy\" \/><\/span>\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<div class=\"card__contents\">\n\t\t\t<header>\n\t\t\t\t<h3 class=\"card__title h6\">\n\t\t\t\t\t<a href=\"https:\/\/www.salesforce.com\/nl\/blog\/marketing-personalization-tips\/\" target=\"_self\">\n\t\t\t\t\t\tZo leg je de basis voor effectieve marketingpersonalisatie\t\t\t\t\t<\/a>\n\t\t\t\t<\/h3>\n\t\t\t<\/header>\n\t\t\t\t\t\t\t<div class=\"card__meta\">\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"card__author label\" href=\"https:\/\/www.salesforce.com\/nl\/blog\/author\/ruth-bolster\/\">Ruth Bolster<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card__author-separator\">&#x2022;<\/span><span class=\"card__author-title label\">Product Marketing Senior Lead, Marketing Cloud<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t<\/article>\n<\/li>\n\n<li class=\"card--latest card--list homepage--latest\">\n\t<article class=\"card__article\">\n\t\t\t\t\t<div class=\"card__thumbnail\">\n\t\t\t\t\t\t\t\t\t<span class=\"img-object-fit\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2025\/04\/TSK-40733_Think_AI_Agents_Are_Impressive_Now_Just_Wait.png?w=150&amp;h=150&amp;crop=1&amp;quality=75\" sizes=\"90px\" srcset=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2025\/04\/TSK-40733_Think_AI_Agents_Are_Impressive_Now_Just_Wait.png 1500w, https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2025\/04\/TSK-40733_Think_AI_Agents_Are_Impressive_Now_Just_Wait.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2025\/04\/TSK-40733_Think_AI_Agents_Are_Impressive_Now_Just_Wait.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2025\/04\/TSK-40733_Think_AI_Agents_Are_Impressive_Now_Just_Wait.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2025\/04\/TSK-40733_Think_AI_Agents_Are_Impressive_Now_Just_Wait.png?w=150&amp;h=84 150w\" alt=\"De toekomst van AI-agents\" loading=\"lazy\" \/><\/span>\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<div class=\"card__contents\">\n\t\t\t<header>\n\t\t\t\t<h3 class=\"card__title h6\">\n\t\t\t\t\t<a href=\"https:\/\/www.salesforce.com\/nl\/blog\/future-of-ai-agents\/\" target=\"_self\">\n\t\t\t\t\t\tDenk je dat AI-agents nu indrukwekkend zijn? Wacht maar eens af\t\t\t\t\t<\/a>\n\t\t\t\t<\/h3>\n\t\t\t<\/header>\n\t\t\t\t\t\t\t<div class=\"card__meta\">\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"card__author label\" href=\"https:\/\/www.salesforce.com\/nl\/blog\/author\/lisa-lee\/\">Lisa Lee<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card__author-separator\">&#x2022;<\/span><span class=\"card__author-title label\">Contributing Editor<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t<\/article>\n<\/li>\n\n<li class=\"card--latest card--list homepage--latest\">\n\t<article class=\"card__article\">\n\t\t\t\t\t<div class=\"card__thumbnail\">\n\t\t\t\t\t\t\t\t\t<span class=\"img-object-fit\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2024\/10\/TSK-38232_8_Ways_Marketing_Agents_Can_Help_You_Build_Launch_and_Track_Campaigns_Like_Never_Before.jpg?w=150&amp;h=150&amp;crop=1&amp;quality=75\" sizes=\"90px\" srcset=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2024\/10\/TSK-38232_8_Ways_Marketing_Agents_Can_Help_You_Build_Launch_and_Track_Campaigns_Like_Never_Before.jpg 1500w, https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2024\/10\/TSK-38232_8_Ways_Marketing_Agents_Can_Help_You_Build_Launch_and_Track_Campaigns_Like_Never_Before.jpg?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2024\/10\/TSK-38232_8_Ways_Marketing_Agents_Can_Help_You_Build_Launch_and_Track_Campaigns_Like_Never_Before.jpg?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2024\/10\/TSK-38232_8_Ways_Marketing_Agents_Can_Help_You_Build_Launch_and_Track_Campaigns_Like_Never_Before.jpg?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/uploads\/sites\/18\/2024\/10\/TSK-38232_8_Ways_Marketing_Agents_Can_Help_You_Build_Launch_and_Track_Campaigns_Like_Never_Before.jpg?w=150&amp;h=84 150w\" alt=\"\" loading=\"lazy\" \/><\/span>\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<div class=\"card__contents\">\n\t\t\t<header>\n\t\t\t\t<h3 class=\"card__title h6\">\n\t\t\t\t\t<a href=\"https:\/\/www.salesforce.com\/nl\/blog\/marketing-agents\/\" target=\"_self\">\n\t\t\t\t\t\tOntdek de 8 manieren waarop agents je helpen bij marketingcampagnes\t\t\t\t\t<\/a>\n\t\t\t\t<\/h3>\n\t\t\t<\/header>\n\t\t\t\t\t\t\t<div class=\"card__meta\">\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"card__author label\" href=\"https:\/\/www.salesforce.com\/nl\/blog\/author\/salesforce-nederland\/\">Salesforce Nederland<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t<\/article>\n<\/li>\n\t<\/ul>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 id=\"h-veelgestelde-vragen\" class=\"wp-block-heading\">Veelgestelde vragen<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n<div class=\"accordion-v2 \">\n\t\n\n<button class=\"accordion-header accordion-v2__header\" role=\"button\">\n\t<strong>Wat is het verschil tussen AI-marketing en agentische marketing?<\/strong><\/button>\n<div class=\"accordion-content accordion-v2__content\">\n\t\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.salesforce.com\/nl\/marketing\/ai\/\">AI-marketing <\/a>is de brede inzet van AI in marketing, bijvoorbeeld om content te genereren of campagnes te optimaliseren. Agentische marketing gaat een stap verder: AI-agents voeren zelf gesprekken met klanten en voeren acties uit namens mensen. <\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header accordion-v2__header\" role=\"button\">\n\t<strong>Wat is een AI-agent?<\/strong> <\/button>\n<div class=\"accordion-content accordion-v2__content\">\n\t\n\n<p class=\"wp-block-paragraph\">Een AI-agent is een AI-systeem dat zelfstandig taken uitvoert namens een mens of een bedrijf. Consumenten laten agents zoals Gemini of ChatGPT onderzoek doen naar producten en diensten. Bedrijven zetten agents in om vragen van klanten af te handelen. <\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header accordion-v2__header\" role=\"button\">\n\t<strong>Wat doet een marketing-agent?<\/strong><\/button>\n<div class=\"accordion-content accordion-v2__content\">\n\t\n\n<p class=\"wp-block-paragraph\">Een marketing-agent is een AI-agent die zelfstandig marketingtaken uitvoert, zoals vragen van klanten beantwoorden binnen een campagne. Zo wordt een campagne het begin van een gesprek in plaats van een eenrichtingsboodschap. <\/p>\n\n<\/div>\n\n\n\n<button class=\"accordion-header accordion-v2__header\" role=\"button\">\n\t<strong>Wat is gepersonaliseerde content?<\/strong> <\/button>\n<div class=\"accordion-content accordion-v2__content\">\n\t\n\n<p class=\"wp-block-paragraph\">Gepersonaliseerde content is content die is afgestemd op \u00e9\u00e9n klant en wat die op dat moment wil, in plaats van op een breed segment. Hoe verder je personaliseert, hoe belangrijker een volledig en actueel klantbeeld wordt. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<\/div>\n\n<\/div> <!-- \/.accordion-v2 -->\n\n\n\n<p class=\"wp-block-paragraph\"> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Agentische marketing maakt van merkboodschappen gesprekken. Merken moeten mensen \u00e9n hun AI-agents overtuigen. Dat vraagt om vindbare merkinformatie, verbonden klantdata en hyperpersonalisatie. Ontdek waarom je daar nu werk van moet maken.<\/p>\n","protected":false},"author":492,"featured_media":9854,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"69d817499df20a1e16e65323NL","post_meta_title":"","ai_synopsis":"","_sf_experience":"","_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[129,100,3,599,8,9],"sf_content_type":[],"blog":[],"coauthors":[679,705],"class_list":["post-9853","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-digital-marketing","sf_topic-email-marketing","sf_topic-customer-experience","sf_topic-digital-marketing-2","sf_topic-marketing","sf_topic-marketing-cloud"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.2 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Agentische marketing: zo win je mensen \u00e9n AI-agents<\/title>\n<meta name=\"description\" content=\"Agentische marketing vervangt eenzijdige boodschappen door gesprekken. Vier inzichten om klanten \u00e9n AI-agents voor je merk te winnen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/nl\/blog\/agentic-marketing-innovation\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Agentische marketing: zo win je mensen \u00e9n AI-agents voor je\" \/>\n<meta property=\"og:description\" content=\"Agentische marketing maakt van merkboodschappen gesprekken. Merken moeten mensen \u00e9n hun AI-agents overtuigen. Dat vraagt om vindbare merkinformatie, verbonden klantdata en hyperpersonalisatie. 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