Umhlahlandlela Wokulinganisa Impumelelo Yokumaketha ye-B2B
Izinkampani eziningi zithwala kanzima ukuhlukanisa futhi zenze isethi engaguquguquki yamamethrikhi wokumaketha ngemizamo yawo yokumaketha ngebhizinisi. Le infographic evela kuzixazululo ze-g2m ukuhlanganiswa kwamamethrikhi wokumaketha we-B2B abachaza ngokuqhubekayo kwezabo Ukulinganisa ukumaketha kwe-ROI ebook.
Indlela ye-SMART ye-Marketing Analytics
I-SMART isichazamazwi sendlela ebekiwe kunoma yimuphi umzamo wokumaketha:
- Skhetha okufanele ukukala
- Myenze lula
- Analyze Okutholakele Okubalulekile
- Revise amaqhinga
- TUmthelela
Izigaba Zomsebenzi Wokuguqula Ukumaketha we-B2B
Ngokufika kokumaketha kwesiteshi se-omni, cishe zonke izivakashi ezifika kusayithi lakho ziyafika, ziyaheha futhi ziyaguquka ngendlela ehlukile. I-funnel yokumaketha kwendabuko ne-database akusasebenzi ezingeni elincane, kepha ezingeni elikhulu le- analytics namamethrikhi ekuqapheleni ukusebenza kokuhlanganiswa kusafanelekile. Izigaba ezintathu yi-TOFU, MOFU ne-BOFU - nazi ukuthi ngasinye sichazwa kanjani:
- I-TOFU (Phezulu Kofanele) - Laba izivakashi zemizamo yakho yokumaketha esezigabeni zocwaningo zomjikelezo wokuthenga. Inhloso yokumaketha lapha ukuqinisekisa ukuthi umkhiqizo wakho, umkhiqizo noma insiza yakho iyatholakala lapho amathemba acwaninga khona… kusesho, kwezenhlalo, kumasayithi wokubuyekeza, kuzinkomba nakwezinye izingosi ezifanele zomkhakha.
- MOFU (Middle of Funnel) - Laba yilabo abafuna ukuthenga umkhiqizo wakho, umkhiqizo noma isevisi. Azikathengiswa okwamanje - kepha bakukhombe ocwaningweni lwabo futhi bangahle bathathe isinqumo sokuxhumana nawe ngokuqhubekayo. Lezi izivakashi ofuna ukuzisebenzisa ezinhle kakhulu izingcingo zokubizela esenzweni kanye namakhasi okufika ukuze uzishayele ujule kumjikelezo wokuthenga. Ukumaketha nge-imeyili kumaphakathi nalesi sigaba.
- Boofu (Ngezansi Kofanele) - Laba abathengi. Zikulungele ukuthenga, zinebhajethi, futhi ziyaqonda ukuthi unemikhiqizo nezinsiza zokubasiza ukuxazulula izinkinga zabo. Lesi sigaba sibucayi ngokusebenziseka kwakho kokuguqulwa kanye nokubandakanyeka kokuthengisa. Yilapho futhi ubuchwepheshe bokuvumela ukuthengisa bungasiza ukuzenzekelayo nokwenza ngcono ukuguqulwa kwakho.
Amamethrikhi wecebo lokumaketha kwangaphakathi le-B2B
Kunamamethrikhi angasetshenziswa kuzona zonke izigaba zecebo lokumaketha endaweni ngayinye kufaneli yokuguqula.
- Phezulu Kofanele - Ithrafikhi yokusesha ye-Organic, amazinga wegama elingukhiye we-organic, ithrafikhi yokudlulisa, ukukhokha okukhokhelwe okukhokhelwayo, izindleko zokucinga ezikhokhelwayo ngokuchofoza ngakunye, ithrafikhi eqondile (okuvame ukufaka ithrafikhi yohlelo lokusebenza lomphakathi), kanye nethrafikhi yemidiya yomphakathi ekhokhelwayo.
- Maphakathi noFanele - Ukubuka ukuze uchofoze ekubizeleni ezenzweni, ukubuka ngokuchofoza kumakhasi okufika bese uchofoza ukuhambisa isilinganiso emakhasini okufika kuzokunikeza idatha yokwandisa nokuhlola i-verbiage entsha, izakhiwo nokuqukethwe ukushayela okuthunyelwe.
- Ngezansi fo Funnel - Umthamo wokuhola, umkhondo ofanelekayo wokumaketha, umkhondo ofanelekayo wokuthengisa, uholela ezilinganisweni zeziphakamiso, isiphakamiso sokuvala isilinganiso kanye nokulinganisa okuphelele kokuguqulwa kukalwa kulesi sigaba nakuwo wonke amabanga.