Izibalo nokuhlolaUkukhangisa OkuqukethweIzingxenyekazi zeCRM kanye nezeDathaI-imeyili Marketing & AutomationAmavidiyo Wokumaketha NokuthengisaI-Marketing Infographics

Bayini abantu bomthengi? Kungani Uwadinga? Futhi Uzidala Kanjani?

Yize abathengisi bevamise ukusebenzela ukukhiqiza okuqukethwe okubahlukanisayo futhi kuchaze izinzuzo zemikhiqizo namasevisi abo, bavame ukugeja uphawu ekukhiqizeni okuqukethwe ngakunye. uhlobo yomuntu othenga umkhiqizo noma isevisi yakhe.

Isibonelo, uma ithemba lakho lifuna isevisi entsha yokubamba, umakethi ogxile ekusesheni nasekuguquleni angase abeke phambili ukusebenza, kuyilapho umqondisi we-IT engase abeke phambili izici zokuphepha. Kufanele ukhulume nabo bobabili, ngokuvamile okudinga ukuthi uqondise ngamunye ngezikhangiso ezithile nokuqukethwe.

Ngamafuphi, imayelana nokuhlukanisa imilayezo yenkampani yakho kuhlobo ngalunye lwamathemba okudingeka ukhulume nawo. Ezinye izibonelo zamathuba aphuthelwe:

  • Ukuguqulwa - Inkampani igxile kokuqukethwe ekutholeni ukunakwa okukhulu esizeni sayo kunokukhomba abantu abashayela ukuguqulwa. Uma i-1% yezivakashi zesayithi lakho iphenduka amakhasimende, udinga ukukhomba leyo 1% futhi uhlonze ukuthi bangobani, yini ebaphoqe ukuthi baguqule, bese uthola ukuthi bangakhuluma kanjani nabanye abafana nabo.
  • Industries – Inkundla yenkampani isebenzela izimboni eziningi, kodwa okuqukethwe okujwayelekile esizeni sayo kukhuluma namabhizinisi ngokujwayelekile. Ngaphandle kwemboni esigabeni sokuqukethwe, amathemba okuvakashela isayithi evela engxenyeni ethile awakwazi ukubona ngeso lengqondo noma ukucabanga ukuthi inkundla izowasiza kanjani.
  • tikhundla Labetibambile - Okuqukethwe yinkampani kukhuluma ngqo kuyo yonke imiphumela yebhizinisi eyenziwe yipulatifomu yabo kepha ayinaki ukuthola ukuthi ipulatifomu isiza kanjani isikhundla somsebenzi ngasinye enkampanini. Izinkampani zenza izinqumo zokuthenga ngokubambisana, ngakho-ke kubalulekile ukuthi isikhundla ngasinye esithintekile sitshelwe kuso.

Esikhundleni sokugxila kumkhiqizo wakho, imikhiqizo, kanye nezinsizakalo ukuthuthukisa isigaba sokuqukethwe okubeka ngakunye, esikhundleni salokho ubheke inkampani yakho emehlweni omthengi wakho bese wakhe izinhlelo zokuqukethwe nemiyalezo ezikhuluma ngqo isisusa sabo ngokuba yikhasimende lomkhiqizo wakho.

Ayini ama-Buyer Personas?

Ama-personas womthengi yizimpawu eziqanjiwe ezimele izinhlobo zamathemba ibhizinisi lakho elikhuluma kuwo.

I-Brightspark Consulting inikeza le infographic ye B2B Umthengi Umuntu:

Iphrofayili Yomthengi Persona
Source: I-Brightspark

Izibonelo Zomthengi Umuntu

Incwadi efana Martech Zone, ngokwesibonelo, isebenza ngama-personas amaningi:

  • USusan, oyiChief Marketing Officer – USue ungumenzi wesinqumo mayelana nokuthengwa kobuchwepheshe ukusiza izidingo zenkampani yakhe zokumaketha. USue usebenzisa incwadi yethu ukuze athole namathuluzi okucwaninga.
  • UDan, uMqondisi Wezokumaketha - U-Dan uthuthukisa amasu okusebenzisa amathuluzi angcono kakhulu ukusiza ukumaketha kwabo, futhi ufuna ukuhambisana nobuchwepheshe bamuva nobukhulu kakhulu.
  • USarah, uMnikazi Wamabhizinisi Amancane – USarah akanazo izinsiza zezimali zokuqasha umnyango noma i-ejensi yokumaketha. Bafuna imikhuba engcono kakhulu namathuluzi angabizi ukuze bathuthukise ukumaketha kwabo ngaphandle kokuphula isabelomali sabo.
  • UScott, uMtshalizimali Wezobuchwepheshe Bezentengiso - UScott uzama ukubheka izitayela zakamuva embonini ayitshala kuyo.
  • UKatie, oyi-Marketing Intern – U-Katie uya esikoleni sokukhangisa noma ubudlelwano bomphakathi futhi ufuna ukuqonda kangcono imboni ukuze athole umsebenzi omuhle lapho ephothula iziqu.
  • UTim, uMhlinzeki Wezobuchwepheshe Bezentengiso - U-Tim ufuna ukubukela izinkampani zozakwethu angase azihlanganise nazo noma aqhudelane nezinsizakalo.

Njengoba sibhala okuthunyelwe kwethu, sixhumana ngokuqondile nabanye balaba bantu. Endabeni yalokhu okuthunyelwe, kungaba u-Dan, Sarah, no-Katie esigxile kukho.

Lezi zibonelo, kunjalo, akuzona izinguqulo ezinemininingwane - zingumbono nje. Iphrofayili yomuntu uqobo ingangena futhi kufanele ijule kakhulu ekuqondeni ngayo yonke ingxenye yephrofayili yomuntu... imboni, ugqozi, isakhiwo sokubika, indawo, ubulili, iholo, imfundo, isipiliyoni, ubudala, njll. Lapho ubunjalo bakho bucwengisiswa kakhulu, kucace ukuxhumana kwakho kuzocaca ekukhulumeni nalabo abazoba ngabathengi.

Ividiyo kumuntu womthengi

Le vidiyo emnandi evela ku- Marketo imininingwane yokuthi abantu abathengi babasiza kanjani ukuthi babone izikhala kokuqukethwe futhi baqondise ngokunembile izethameli ezingase zithenge imikhiqizo noma amasevisi akho. U-Marketo weluleka ngalawa maphrofayela angukhiye alandelayo okufanele afakwe njalo ku-Buyer Persona:

  • Igama:  Igama elenziwe ngomuntu lingahle libukeke lingelona iqiniso, kepha lingasiza ekusizeni iqembu lokumaketha lixoxe ngamakhasimende alo futhi lenze kube lula ukubonakala ekuhleleni ukuthi angawafinyelela kanjani
  • Ubudala: Iminyaka yobudala yomuntu noma ibanga leminyaka livumela ukuqonda izici ezithize zesizukulwane.
  • Izintshisekelo:  Yiziphi izinto abazithandayo? Yini abathanda ukuyenza ngesikhathi sabo sokuphumula? Le mibuzo ingasiza ekulolongeni itimu yokuqukethwe okungenzeka bahlanganyele nayo.
  • Ukusetshenziswa Kwemidiya: Izinkundla zabo zemidiya kanye neziteshi zizoba nomthelela ekutheni zingafinyelelwa kanjani futhi kuphi.
  • Ezezimali:  Iholo labo kanye nezinye izici zezezimali zizonquma ukuthi yiziphi izinhlobo zemikhiqizo noma amasevisi aboniswayo nokuthi yimaphi amaphuzu entengo noma amaphromoshini angase abe nengqondo.
  • Ama-Brand Affinities:  Uma bethanda izinhlobo ezithile, lokhu kunganikeza izeluleko zokuthi yikuphi okuqukethwe abasabela kahle kukho.

Landa ukuthi Ungamenza Kanjani Umuntu Womthengi Nohambo

Kungani Sebenzisa Umuntu Womthengi?

Njengoba i-infographic engezansi ichaza, ukusebenzisa i-personas yomthengi kwenza amasayithi asebenze izikhathi ezi-2 kuya kwezi-5 ngokukhomba abasebenzisi. Ukukhuluma ngqo nezethameli ezithile kokuqukethwe kwakho okubhaliwe noma ividiyo kusebenza kahle kakhulu. Ungahle ufise ukungeza imenyu yokuzulazula esizeni sakho eqondene ngqo nezimboni noma izikhundla zomsebenzi.

Usebenzisa amakhasimende omthengi kuhlelo lwakho lwe-imeyili kukhuphula amanani wokuchofoza kuma-imeyili ngo-14% namazinga okuguqula ngo-10% - ukushayela imali ephindwe kayishumi nesithupha kunokusakaza ama-imeyili.

Elinye lamathuluzi abaluleke kakhulu umthengisi analo okudala izinhlobo zezikhangiso eziqondisiwe eziholela ekwandeni kokuthengisa nokuguqulwa - njengohlobo olubonwa endabeni ye-Skytap - umuntu othengayo.

Okutholakele Okuqondiwe: Isayensi Yabantu Abathengi Bezakhiwo

Abantu bomthengi bakha ukusebenza kahle kokumaketha, ukuqondanisa, nokusebenza kahle nezithameli eziqondiwe ezifanayo lapho bexhumana namakhasimende angaba khona ngokukhangisa, imikhankaso yokumaketha, noma ngaphakathi kwamasu akho okuthengisa okuqukethwe.

Uma unomuntu othengayo, unganikeza ithimba lakho labadali noma i-ejensi yakho ukuze wonge isikhathi futhi wandise amathuba okuphumelela kokumaketha. Ithimba lakho labadali lizoqonda ithoni, isitayela, namasu okulethwa nalapho abathengi bacwaninga kwenye indawo.

Umuntu Ongumthengi, lapho kumephu ye- Ukuthenga Uhambo, zisize izinkampani zibone izikhala kumasu azo okuqukethwe. Esibonelweni sami sokuqala, lapho uchwepheshe we-IT ayekhathazeke ngokuvikeleka, ukucwaningwa kwamabhuku okuvela eceleni noma izitifiketi kungafakwa ezintweni zokumaketha nezokukhangisa ukuze lelo lungu leqembu likhululeke.

Ungayakha Kanjani i-Buyer Personas

Sivame ukuqala ngokuhlaziya amakhasimende ethu amanje bese sibuyela kubabukeli abaningi. Ukulinganisa wonke umuntu akunangqondo… khumbula iningi lezithameli zakho ngeke lithenge kuwe.

Ukudala abantu kungase kudinge ucwaningo olunzima mayelana nemephu ehlobene, ucwaningo lwe-ethnographic, i-netnography, amaqembu okugxilwe kuwo, ukuhlaziya, izinhlolovo, nedatha yangaphakathi. Kaningi kunalokho, izinkampani zibheka izinkampani zocwaningo lwemakethe ezichwepheshile ezenza uhlaziyo lwezibalo zabantu, i-firmographic, kanye nejografi yesisekelo samakhasimende azo; bese, benza uchungechunge lwezingxoxo ezisezingeni eliphezulu nezingamanani nesisekelo samakhasimende akho.

Ngaleso sikhathi, imiphumela ihlukaniswa, ulwazi luyahlanganiswa, igama lomuntu ngamunye, imigomo noma ukubizelwa esenzweni kuyakhulunywa, futhi iphrofayili iyakhiwa.

Ama-Buyers Personas kufanele abuyekezwe futhi athuthukiswe njengoba inhlangano yakho iguqula imikhiqizo yayo nezinsizakalo futhi ithole amakhasimende amasha angahambelani ngokwemvelo nabantu bakho bamanje.

Ungayakha Kanjani i-Buyer Personas

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

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