Ukuthengisa okususelwa ku-akhawunti (Isifinyezo: ABM) ngokushesha iba kumele ube yezinkampani ze-B2B. Ngokuya ngocwaningo lwayo lwabathengisi be-B2B, i-ITSMA iyaphetha:
I-ABM iletha imbuyiselo ephezulu kakhulu ekutshalweni kwanoma yiliphi isu lokukhangisa le-B2B noma iqhinga. Isikhathi.
I-SiriusDecision's Isifundo se-2015 State of Account-based Marketing (ABM) ithole ukuthi ama-92% wabakhangisi be-B2B bathe i-ABM iyiyo kakhulu or kakhulu kubalulekile emizamweni yabo yonke yokukhangisa.
Ngokuvumelana ne UMegan Heuer, Iphini Likamongameli kanye noMqondisi Weqembu eSiriusDecisions:
Okwenza i-ABM ihehe njengamanje yindlela ehlanganisa ngayo ukuqonda kwecebo nobuchwepheshe bokubulawa. Amaqembu ezokumaketha aqonda i-ABM asesimweni esinamandla sokuqondanisa kangcono nalokho okudingwa ukuthengisa, nokwenza izinqumo ezihlakaniphile mayelana nezinyathelo ezilungile okufanele zithathwe nesikhathi esifanele sokubathatha ukukhulisa ama-akhawunti aphezulu.
Ukumaketha okususelwa ku-akhawunti kungahle kuthathe umhlaba nge-B2B ngesivunguvungu, kepha kuhlanganisani empeleni futhi kungani kunenjabulo enkulu? Ake sibheke ngokujulile.
I-Wikipedia ibiza i-ABM indlela yeqhinga loku ukumaketha kwebhizinisi lapho inhlangano ibheka futhi ixhumane nethemba lomuntu ngamunye noma ama-akhawunti wamakhasimende njengezimakethe eyodwa. UJon Miller we I-Engagio kusho uABM ixhumanisa imizamo yokuthengisa kanye neyomuntu uqobo ukuvula iminyango nokujulisa ukubandakanyeka kuma-akhawunti athile.
Ngenkathi kunezindlela eziningi zokuchaza i-ABM, iningi labasebenzi liyavumelana ngezisekelo ezimbalwa. Imikhankaso ye-ABM:
- Gxila kubo bonke abagqugquzeli bezinqumo ezibalulekile ngaphakathi kwenkampani (i-akhawunti), hhayi umenzi wesinqumo oyedwa (noma umuntu),
- Bheka i-akhawunti ngayinye “njengemakethe eyodwa,” neziphakamiso zemiyalezo nenani elenzelwe izidingo zenkampani ngayinye iyonke,
- Sebenzisa okuqukethwe ngokwezifiso nemiyalezo kuhloswe ngalo ukubhekana nezinkinga ezithile namabhizinisi enkampani
- Ungabheki nje ukuthengiswa kwesikhathi esisodwa kepha inani lempilo yekhasimende ngalinye lapho uhlela izinto eziza kuqala,
- Value ikhwalithi engaphezulu kwenani uma kukhulunywa ngokuhola.
Amaqhinga ajwayelekile, ukuqondiswa okuphumelela ngokwengeziwe
Izindaba ezimnandi kunoma yimuphi umakethi ofuna ukuzama indlela ye-ABM ukuthi amathuluzi namasu awaxakile futhi amasha; zisekelwe ezindleleni ezifakazelwe abazimakethi be-B2B abazisebenzise iminyaka:
- Ukucwaninga okuphumayo nge-imeyili, ifoni, imithombo yezokuxhumana kanye ne-imeyili eqondile
- Ukumaketha okungakahleleki ngokuqukethwe okuphezulu kwe-funnel, ukubhuloga, ama-webinars nokuzibandakanya kwezokuxhumana nabantu
- Amaqhinga edijithali njengezikhangiso ezisuselwa ku-IP nokuhlela kabusha, ukukhangisa ngemidiya yezenhlalo, ukwenza ngezifiso iwebhu nohlobo lokuhola olukhokhelwe
- Izenzakalo, imibukiso yezohwebo, imicimbi yozakwethu neyesithathu
Umehluko omkhulu usendleleni okubhekiswe ngayo la mathuluzi namasu. Njengoba uMiller esho:
Akukhulunywa nganoma iyiphi indlela eyodwa; ukuxubana kokuthintwayo okuqhuba impumelelo.
Ukuhambisa ukugxila kusuka ku-Persona kuya ku-Akhawunti
Izindlela zokumaketha zendabuko ze-B2B zisuselwa ekuhlonzeni uhlobo olufanele lokwenza izinqumo (noma i-persona) nokwakha imikhankaso yezentengiso yokuheha ukunakwa kwabo. I-ABM ishayela ushintsho ekutholeni abantu abajwayelekile kuya ekuboneni amaqembu wabathonya abathile. Ngokwenhlolovo ye-IDG ka-2014, ukuthengwa kwamabhizinisi okujwayelekile kuthonywa ngabantu abayi-17 (kusuka ku-10 ngo-2011). Indlela ye-ABM iyabona ukuthi lapho uthengisa umkhiqizo noma isixazululo esithile enkampanini esezingeni lebhizinisi, ungahle udinge ukuthola umlayezo wakho phambi kwenqwaba yabantu emazingeni ehlukene egunya anemisebenzi ehlukene yemisebenzi.
Amathuluzi Afanele Enza I-ABM Ibe lula
Njengoba i-ABM iyindlela eyenziwe yaba ngeyakho, kuya ngemininingwane emihle yokuhola. Uma ungenayo i-database esesikhathini, enembile ongathembela kuyo, ukufinyelela kubo bonke abantu abasesikhathini sokwenza izinqumo ngaphakathi kwenhlangano kungashaywa noma kuphuthelwe. Injalo nemizamo yokukhomba izikhangiso zokubonisa ngokwezifiso nokunye ukufinyelela ku-inthanethi ngekheli lenkampani le-IP.
Abathengisi abaphumelelayo be-ABM bakufundile lokho kubikezela analytics amapulatifomu aklanyelwe isizukulwane sokuhola se-B2B ahlinzeka ngemininingwane yokuhola enembile nephelele yokwenza i-ABM ibe nokwenzeka. Ukuqagela okuthuthukile analytics izixazululo zingasiza futhi ekuboneni izinkampani ezifanele ukukhomba ngokuya ngokuthi zikulungele kangakanani ukuthenga, ukugcina isikhathi nokwandisa amathuba okuphumelela
Iningi libuye lihlangane namapulatifomu wokumaketha ezenzekelayo afana noMarketo no-Eloqua, namathuluzi weCRM afana ne-Salesforce. Ukuhlanganiswa ne-automation yokumaketha kanye ne-CRM kuvumela izinkampani ukuhlela, ukusebenzisa, ukukala nokwandisa imikhankaso ye-ABM besebenzisa isitaki sabo sokumaketha esivele sikhona.
Okuqondiwe, Imakethe, Kala
Manje njengoba uqonda okuyisisekelo, uqala kanjani empeleni? Isinyathelo sokuqala sokuqalisa umkhankaso we-ABM ukukhomba ama-akhawunti wakho ohlosiwe. Mhlawumbe usuvele uyazi ukuthi ngubani ofuna ukukhomba kakhulu. Uma kunjalo, iya kuyo. Uma ungakwenzi, noma uma ufuna ukuqala ibhizinisi elisha, ulayini womkhiqizo omusha noma ushayela imikhondo emisha yebhizinisi elivele likhona, udinga uhlu olulindelekile.
Njengoba i-ABM igxile ezinkampanini ezinamathuba amaningi okuba amakhasimende akho amahle, udinga ukwazi ukuthi inkampani yakho enhle ethembekayo ibukeka kanjani. Lokhu kusho amathuba okungenzeka aguqulwe kuphela, kepha futhi nokukhiqiza inani lesikhathi eside.
Amaphrofayli akho amaklayenti afanele kufanele afake ukubalwa kwabantu, kanye nedatha ye-firmographic, kanye nokuziphatha, ukulingana nenhloso. Uyini usayizi webhizinisi ofanele? Ingakanani imali yabo engenayo yonyaka? Yiziphi izimboni ezisebenza kuzo? Zikuphi? Ngaphezu kwalokho, iphrofayili yekhasimende ekahle kufanele ibheke izinkomba zokuziphatha ezivela kumathemba, njengokuthi zivakashele kangaki isayithi lakho, kanye nokuqonda ukuthi yimiphi eminye imikhiqizo nezinsizakalo abazisebenzisayo kwinqubo yabo yokuthenga.
Hlela futhi ubeke phambili
Lapho usuthole amathemba ekhwalithi, isinyathelo esilandelayo ukuhlela nokubeka phambili uhlu, nokwenza uhlelo lokumaketha lokubandakanya imikhondo eqinile. Njengoba kushiwo ngenhla, awuzami ukukhomba umuntu, kepha kunalokho bonke labo abathatha izinqumo kuleyo nkampani. Lokhu kudinga indlela yokumaketha ebanzi enweba ukufinyelela kwemiyalezo kuziteshi eziningi. Le ndlela ingafaka ukukhangisa okunamandla, ukumaketha okuphumayo, imithombo yezokuxhumana nokuningi. Okubalulekile ngukuthi amaqembu wokumaketha nokuthengisa asebenzisane ngokubambisana ukufeza izinhloso zawo ezabiwe.
Hambisana
Iqiniso lokuthi i-ABM iletha ukuthengisa nokumaketha ndawonye kukhulu kakhulu. UMarketo uyabika ukuthi amaphesenti angama-50 wesikhathi sokuthengisa achithwa ekufuneni okungenamkhiqizo futhi i-thatsales reps ayinaki amaphesenti angama-50 womkhondo wokukhangisa. Ukulungiswa ngendlela engeyiyo akugcini ngokuholela ekukhiqizweni okulahlekile, kodwa futhi kulahle namathuba ebhizinisi. Ngokusho kwe-MarketingProfs, izinhlangano ezinokuhambisana okuqinile kwe #sales nemisebenzi ye- # yokumaketha zihlangabezana nezinga eliphezulu lokugcinwa kwamakhasimende elingamaphesenti angama-36 kanye namazinga wokuwina aphezulu wokuthengisa we-38%.
Gxila kunani lempilo yonke
Nge-ABM, ukuvala isivumelwano akusona isiphetho sobudlelwano, kepha ukuqala kwabo. Lapho ithemba selibe yikhasimende, kubalulekile ukuligcina linelisekile. Lokhu kudinga idatha. Izinhlangano ze-B2B zidinga ukwazi ukuthi kwenzekani ngemuva kokuba ikhasimende lithenge, ukuthi yini eliyisebenzisayo nengayisebenzisi, nokuthi yini eyenza ikhasimende liphumelele. Ikhasimende alibalulekile uma ungakwazi ukugcina ibhizinisi labo. Bahlanganyela kangakanani nomkhiqizo? Ingabe basengozini yokushiya? Ingabe bangabalingani abalungele ukuthengiswa kwe-upsell noma ukuthengiswa?
Nge ABM Kuholela, Kuyinto Quality Over Ubuningi
Inani le imikhondo futhi amathuba akwanele ukukala i-ABM. Icebo alisebenzi encazelweni yendabuko yomholi, futhi liyigugu kakhulu kunenani. Esikhathini esedlule, i-ABM ibisetshenziswa ngokuyinhloko yizinkampani ezinkulu, ezinezinsizakusebenza ezingatshala isikhathi nemali enkulu kunqubo yokuthinta okuphezulu. Namuhla, ubuchwepheshe busiza ukuzenzekelayo nokukala i-ABM, eletha izindleko phansi futhi yenza i-ABM ifinyeleleke kalula kumabhizinisi abo bonke osayizi. Ucwaningo lukhombisa ngokusobala ukuthi ukumaketha kwe-B2B kuya ku-ABM. Kuyindaba yokuthi kushesha kangakanani.
