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Izinyathelo ezi-5 Zokunqoba Ekumaketheni Okusekelwe Akhawunti

Ukumaketha okususelwa ku-akhawunti (ABM) ithola indawo phakathi kwabathengisi be-B2B. Ngokocwaningo lwakamuva, I-2017 B2B Outlook yohlelo, 73% wabathengisi be-B2B njengamanje basebenzisa noma bahlela ukwamukela i-ABM ngo-2017. Futhi kungenxa yesizathu esizwakalayo: I-ROI ye-ABM ingadlula zonke ezinye izimali zokukhangisa ze-B2B.

I-ABM akuyona neze umqondo omusha. Eqinisweni, abanye bathi i-ABM ibilokhu ikhona isikhathi eside njengokukhangisa. Kuyisu eliphatha i-akhawunti ngayinye njengemakethe eyodwa, okuvumela ukuhlangana okuphelele phakathi kokuthengisa nokumaketha.

Namuhla, isetshenziswa kalula ngabakhangisi ngenxa yokusebenzisa okwandisiwe kwe- idatha exhunyiwe futhi ngamandla analytics ngaphakathi kokumaketha. Ngaphezu kwalokho, idatha iya ngokuya iba ngaphezulu isikhathi sangempela futhi esesabekayo ngokusebenzisa amapulatifomu eDatha-as-a-Service (DaaS). Le mininingwane isiza abathengisi ukuthi baqonde kangcono futhi bakhombe ama-akhawunti abo anenzuzo enkulu, okubahlomisela ukubeka phambili izinsiza lapho befaka lawo ma-akhawunti ngomsele wokuthengisa.

I-ABM ize yaba yisizinda secebo lethu lokuthuthukisa amabhizinisi lapha eDun & Bradstreet. Sisebenzisa idatha, analytics nokusebenzisana nokuthengisa ukubeka phambili amathuba amasha.

Kuzwakala kulula ngokwanele, akunjalo? Hhayi ngokushesha okungaka. Yize kubonakala kulula ebusweni, i-ABM ingaba inqubo eyinkimbinkimbi efuna ukwenziwa okuhlakaniphile nokufakwa kuwo wonke amalungu eqembu lakho.

Nazi izinyathelo ezinhlanu ezizokusiza ukuthuthukisa isu lokuwina le-ABM lebhizinisi lakho.

Isinyathelo 1: Thuthukisa Amaqembu Asezingeni Elisebenzayo

Ngaphambi kokukala i-ABM eDun & Bradstreet, besigxile emasikweni ethu, amasu okuya emakethe nokuthumela imiyalezo, okubandakanya ukuthuthukisa umqondo ovuselelwe wenhloso nokuvuselelwa kwamagugu njengengxenye yesimanjemanje somkhiqizo wethu wonke.

Senze uhlelo lokuthumela imiyalezo oluzungeze ama-personas oluxhumanisa lokhu namaphuzu obuhlungu esiwaxazululayo, abeke isisekelo secebo lethu le-ABM. Akunandaba ukuthi umshini wakho wedijithali ulunge kangakanani, uma ungenayo into ehlukanisiwe ongayisho kanye nesiko eliyisekelayo, cishe ngeke udabule imfuhlumfuhlu.

Ukusuka lapho, sathuthukisa ukusebenza kwe "Tiger Teams" okwenziwe ngamalungu avela emisebenzini yethu yonke yezentengiso. Lawa maqembu, ahlelwe ngabakwa-personas, manje sebekwazi ukudabula amasilo endabuko, ekhuthaza ukucabanga okuphelele nezenzo ezinhle zokuqinisekisa ukuthi amaphrojekthi alwelwa ngamandla aphelele wabadali bethu, analytics, ezobuchwepheshe, ezokuxhumana kanye namaqembu edijithali ukushayela ulwazi ngomuntu ngamunye.

Isinyathelo 2: Khomba ama-Akhawunti Akhiye

Isinyathelo sakho akufanele siqhubekele phambili kuze kube yilapho bobabili ukuthengisa nokumaketha kuvumelana nenqubo yokukhetha i-akhawunti futhi, ekugcineni, namabhizinisi wakho ohlosiwe. Yiziphi izici noma izici ezibonisa i-akhawunti yenani eliphezulu kuwe (nomphathi wakho)? Konke kuncike enkampanini yakho, izinto eziza kuqala kuwe, nokuthi iyiphi idatha futhi analytics amamodeli akhombise inani lokuqagela esikhathini esedlule.

Sinenhlanhla eDun naseBradstreet ukufinyelela okufanayo idatha futhi analytics amakhono esiwakhulisela amakhasimende ethu. Sisebenzisa amamodeli wokuhlaziya nokuheha ukusitshela ukuthi ngubani ongakhulisa ubudlelwano babo nathi, ukuthi ngubani esingathengisela kuye nokuthi ngubani onobungozi bokungavuseleli.

Amamodeli wokulinganisa wesidingo asuselwe ngokwengxenye ekubunjweni kokubukeka asitshela ukuthi imaphi ama-akhawunti nemigqa yebhizinisi ebeka ithuba elihle kakhulu kithi. Isibonelo, ekuhlaziyweni kwethu kwesisekelo samakhasimende ethu, izinkampani ezazibikezelwe ukuthi zizobhekana nokukhula esikhathini esizayo esiseduze empeleni zazinethuba lokuthakazelela izixazululo zethu zokuthengisa nezokumaketha. Futhi amamodeli wokulinganisa okufunwayo asisusa ngaphesheya kwalokho okungenzeka ukuthi kuthengwe yi-akhawunti — asisiza ukuba siqagele ukuthi usayizi wesivumelwano ungaba yini.

Okwehlukanisiwe, sibheka ukufanisa amamodeli wokuthengisa ngokuya ngokuthi sivele siphumelele kanjani ngokuma mpo, usayizi, indlela yokuziphatha kokuthenga kanye namandla okuthenga. Insiza analytics uhlole ukuthi yimiphi imizamo yangemva kokuthengisa eholela ekuvuseleleni, okuyisisekelo sokugxila kulezi zinsiza ezinqunyelwe kumakhasimende anobungozi obukhulu futhi anenani eliphezulu. Ukubekwa phambili kwezentengiso nokumaketha kwazisa izindawo ezibalulekile zokugxila kuzinhlelo zokuya emakethe ezisuselwa ku-akhawunti kanye nemiyalezo esuselwa ku-persona.

Isinyathelo 3: Yenza Ubuciko Bakho Imilayezo Esuselwa Kubantu

Ukuthengwa kwe-B2B kufaka abathonya nabathengi abaningi, okusho ukuthi kusamele uthuthukise ama-personas amaningi adinga imiyalezo ethile.

Futhi ngethemba, njengoba manje usukhombe amakhasimende akho akhangayo, kufanele ube nokuqonda okungcono kokukhuluma nawo. Ngeke nje ukwazi ukukhomba izinselelo zabo ezinkulu, amaphuzu obuhlungu nezinhloso zabo, kepha uzokwazi nokukhomba iziteshi ezithile zokukhangisa abasebenza kakhulu kuzo. Lokhu kuzosiza ukunquma ukuthi kanjani ngezifiso imiyalezo yakho.

Noma ngabe kunge-imeyili noma i-imeyili eqondile, noma izindlela zedijithali, uzodinga ukuthuthukisa isu lokuthengisa lokuqukethwe elihlakaniphile elikhuluma ulimi lwabo futhi libasize bafeze izinhloso zabo. Ekupheleni kosuku, akusho ngawe; imayelana nabo. Lelo yithoni ezosiza ukuvula iminyango ngama-akhawunti anzima kakhulu.

Isinyathelo 4: Isikhathi Sokukhipha

Njengoba usebenzisa amaqhinga angenhla, kubalulekile ukuthembela kuma-KPI ukukala umthelela wemikhankaso yakho nokwazisa ukusebenza ngokuzayo. Isu eliphumelelayo le-ABM linomunwe ekushayeni kwala ma-metric amane:

  1. Ukuzibandakanya: Esimweni sebhizinisi esilawulwa ngomsindo, indlela engcono kakhulu yokuqhuba ukuzibandakanya ukwenza ngezifiso ulwazi lwedijithali lekhasimende. Kubalulekile ukubheka amamethrikhi asemqoka njengokuchofoza kumakhasi abalulekile okufika, isikhathi esichithwe kusayithi nokuguqulwa kwamakhasimende ukubona ukuthi lawa makhasimende aphendula kangakanani emyalezweni wakho.
  2. Ukwaneliseka Kwekhasimende: Izinguquko ekwanelisekeni kwamakhasimende zihambisana nokukhula kwemali yakho engenayo esikhathini esizayo. Ungazilinganisela ngocwaningo lwamakhasimende akho siqu, izikolo ezinkulu zeNetPromoter, amapulatifomu wokubuyekezwa kwesoftware yebhizinisi kanye nezingxoxo zemithombo yezokuxhumana.
  3. Ipayipi: Lokhu kuqondile, kepha impendulo esinyathelweni ngasinye sephayiphi lakho lokuthengisa izokunikeza inkomba yamazinga okuzibophezela kwamakhasimende akho. Uma uhlanganyela kakhulu namakhasimende akho, ipayipi lakho lizoba namandla kakhudlwana.
  4. Isikali: Lesi yisibonakaliso sokugcina secebo le-ABM eliphumelelayo — ngoba ekugcineni kosuku, akumayelana nemikhondo ekhiqiziwe, kepha ama-akhawunti atholakele. Isanda kangakanani isivumelwano sakho sokuthengiselana? Ngabe inani lesivumelwano sakho esimaphakathi selikhulile?

Isinyathelo 5: Ungakhohlwa Ukulinganisa Konke

Izinhlelo ze-ABM zidinga isikhathi sokukhula nokuvuthwa. Khumbula, uzodinga idatha ecebile nokuqonda ukwenza ngezifiso ukuxhumana kwakho nokuqinisa ubudlelwano be-akhawunti yakho. Uma inakekelwe ngendlela engafanele, amathuba e-ABM angavalwa. Futhi ngakolunye uhlangothi, ubudlelwano be-akhawunti bungasuka ngokushesha okukhulu, buminyanise ukukhula kwezinye izinyathelo ezihlobene ne-ABM osadinga ukuzithatha.

Ukwenza ushintsho kusu le-ABM kungakusiza ukuthi ubone izindawo zakho ezinkulu zokukhula futhi ekugcineni ugxile ekuwineni ibhizinisi elisha. Kepha kudinga ukuqonda okujulile kwedatha yakho nokuhlangana kweqembu jikelele. Ngaphandle kwalokho, ungahle uphuthelwe ngamathuba abalulekile wokushayela ibhizinisi elisha kumakhasimende akho abaluleke kakhulu.

URishi Dave

URishi Dave uyisikhulu sezokukhangisa se UDun noBradstreet. URishi ujoyine iDun & Bradstreet ngoFebhuwari 2014 esuka kuDell lapho ayengumphathi omkhulu wezokukhangisa nge-digital. URishi uneziqu zobunjiniyela bamakhemikhali nakwezomnotho ngezihlonipho ezivela eStanford University kanye ne-MBA kwezokumaketha ezivela eWharton School, University of Pennsylvania.

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