Izingxenyekazi zeCRM kanye nezeDathaI-imeyili Marketing & Automation

I-B2B Martech: Ukusebenzisa Amasu Okuthengisa Abathengi Emhlabeni Webhizinisi

Izixuku zikhulumile - phakathi kwesidingo sokuhlangenwe nakho kwamakhasimende edijithali nokusebenza kahle kwebhizinisi ledijithali, indawo yobuchwepheshe bokumaketha ikhule eyengeziwe. 24% kusukela ngo-2020. Kodwa ukutshalwa kwezimali okuningi kwe-martech kanye nentuthuko bekugxile kakhulu ebhizinisini kuya ebhizinisini (B2C) umkhakha (isb, Ukungathandwa kwabathelisi esikubona nge-e-commerce noma igrosa kanye izindlela zokukhokha ezithuthukisiwe zedijithali lokho kusiza ukukhuthaza ukwethembeka komkhiqizo).

Ibhizinisi-kuya-ibhizinisi (B2B) umkhakha? Hhay kangako.  

Kungani? Ngoba kwakuvame ukuba nenani elilinganiselwe lezinkampani ongazithengisela, okwenza ukufinyelela okuhlosiwe okuqondile kwabanye kwenzeke kakhulu ngaphandle kwesidingo sobuchwepheshe obusha. Manje, kunezinkampani eziningi kakhulu ongazilandela ngaphandle kosizo lobuchwepheshe, okwenza indlela evamile yokuxhumana nabantu kanye nokuthengisa okuqondile kungabe kusasimama. 

Noma kunjalo, imikhuba emidala ifa kanzima - izinhlangano ze-B2B ziyaphuza ukugaya ukuthuthukiswa kobuchwepheshe obusha futhi ziyanqikaza ngisho nokuguqula izinqubo ezihlolwe isikhathi ukuze zivumelane nezinkambiso zamanje ngokuphambene nama-B2C, ahambisana nobuchwepheshe bezindima kanye namaqhinga okuthengisa edijithali adlalayo ekufinyeleleni njengoba abathengi abaningi ngangokunokwenzeka. 

Njengoba imikhuba yokuthenga yabathengi ishintsha, izikhangiso ezibekwe ngokuhlelekile emakhasini ewebhu noma njengezigelekeqe kumasayithi avakashelwe zithathelwe indawo yi-influencer marketing, amasu we-omnichannel, kanye namaphrofayela omthengi aqondene nawe - amasu okumaketha e-B2C amabhizinisi e-B2B agcina ebona ukubaluleka kokuthuthukisa awabo. ukufinyelela kwezokuthengisa. 

I-Primed futhi Ilungile

Iphrojekthi yemibiko yakamuva Ukusetshenziswa kwe-B2B martech kuzokhuphuka U-14.6% ngo-2022 kanye no-12.4% ngo-2023, okuphakamisa ukuthi imboni idlala indima ebalulekile futhi ifuna ukuzuza izinzuzo zobuchwepheshe obuhambisa inaliti ekubuyiseleni okungcono kwebhizinisi. Uma ucabangela okungaphezu 1,200 ama-Unicorns ezikhona emhlabeni jikelele, amandla emakethe amaqhinga amasha nobuchwepheshe ayamangalisa. 

Njengoba i Imboni ye-B6.7B engu-$2 trillion iyakhula ngezinhlangano ezengeziwe, thina kwa-Kissterra sihlonze isidingo esikhulayo sokushintsha indlela esimaketha ngayo lezi zinkampani ezintsha kanye nezidingo zazo ezihlukile. Kungani ungasebenzisi izindlela zokumaketha ezinokwethenjelwa kanye namathuluzi ezobuchwepheshe ngaphambilini ngaphansi kwesizinda “esingekho emthethweni” sezinkampani ze-B2C?

Amaqhinga Okuboleka 

Amabhizinisi e-B2C aphumelelayo yilawo aqondise izethameli zawo ezihlosiwe futhi avumelanise ukumaketha kwezintshisekelo zabo nezindlela zokuphila. Izinkampani ze-B2B kunoma iyiphi imboni zingamukela lawa maqhinga okumaketha ahlosiwe ukuze agqame phakathi kokuncintisana kwawo.  

Bekulokhu kunombono ocatshangwayo wokuthi ukumaketha kwe-B2B noma kudinga ukubiza kakhulu. Kodwa uma yenziwe ngokunembile nangokunembile ngobuchwepheshe bakamuva bokuthengisa obakhelwe isevisi ye-B2C ekuqaleni, imikhankaso yokumaketha ye-B2B ingaqedelwa ngezindleko eziphansi uma kuqhathaniswa - nge-ROI ekhangayo.

Cabangela ukusetshenziswa okusabalele kwamathuluzi okumaketha kabusha nawokuphinda kuthage izethameli ezinkulu ekukhangiseni kwe-B2C. Lapho ukhangisa kubantu abathize kakhulu ekuthengisweni kwe-B2B, ungasebenzisa izimiso zobuchwepheshe ezifanayo kodwa uthuthukise ukunemba kakhulu ukuqondisa izikhangiso ezidingekayo eqenjini elincane kakhulu, okuholela kumkhankaso ongabizi, ogxile ekuhlosweni.

Njengoba indawo ye-B2B iqhubeka nokukhula ngaphezu kwamaqhinga ayo okuthengisa endabuko, abathengisi be-B2B basala bengenakho ukukhetha kodwa ukuzivumelanisa nezimo. E-Kissterra, ukumaketha kwethu kwe-B2B kuveze imiphumela eyimpumelelo ngenxa yesitaki sethu sobuchwepheshe be-B2C kanye nokusebenzisa kwethu amasu omkhankaso ahlosiwe, ahlungiwe avame ukusetshenziswa izinkampani ze-B2C. 

Hlela Ngokufanele 

Imboni ye-B2B ibaluleke kakhulu ukushiya amasu ayo okuthengisa emile. Izinkampani ze-B2B zidinga indlela yokuhlunga umsindo futhi ziqondise umkhiqizo wazo noma izinketho zesevisi.

Ngenhlanhla, ngezinye izikhathi izimpendulo ezilula zemibuzo enzima zivame ukuba phambi kwethu. Kulokhu, izixazululo ezifunwa yizinkampani ze-B2B ziza ngendlela yamasu okuthengisa e-B2C. Okufanele kwenziwe yi-B2B marketing ukuvumelanisa ubuchwepheshe bokumaketha obudalelwe amasu e-B2C futhi busetshenziswe kubadlali abaqondiswe kakhulu emhlabeni we-B2B.

At Kissterra, sikwazile ukwenza lokho kanye - ukwenza ubuchwepheshe obenziwa ngokwezifiso futhi bulungiswe ngokufanele ukuze buqondise abantu okudingeka sibadayisele. Ukwenza kanjalo kusivumela ukuthi sakhe indawo yokuthengisa efanele, sisondele kumthengi olungile, futhi siqinisekise ukuthi imikhiqizo yethu yenzelwe yena ngqo.

U-IFty Kerzner

U-Irty Kerzner ungumongameli kanye noMsunguli we Kissterra, uhlelo lokuqala lokumaketha lomshwalense emhlabeni. Usomabhizinisi onekhono emkhakheni wezezimali kanye nokuphathwa kwedatha, uthando luka-Ifty lwebhizinisi, ukusungula izinto ezintsha, kanye nabantu kumholele ekutheni athole izinkampani ezimbalwa. Ngaphambi komsebenzi wakhe wezobuchwepheshe nezamabhizinisi, u-Ifty ubeyingxenye yemboni yezokuzijabulisa yakwa-Israeli, njengomculi/umbhali wengoma odumile kanye nomsakazi womdlalo we-TV. Une-LLB ehlonishwayo, i-MA kuSayensi Yezombangazwe, futhi futhi uthweswe iziqu oHlelweni Lobuholi BeSikole Sezindaba Zomphakathi eLyndon B. Johnson.

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