Imibiko emi-3 Njalo nge-B2B CMO Izidingo Zokuphila Nokuchuma Ngo-2020

Imibiko Yokumaketha

Njengoba ukukhula komnotho kusondela ekuwohlokeni komnotho futhi isabelomali sezinkampani sincipha, iqiniso kubakhangisi be-B2B kulo nyaka ukuthi yonke idola elisetshenzisiwe lizobuzwa imibuzo, lihlolisiswe, futhi lizodinga ukuboshelwa ngqo emalini engenayo. Abaholi bezokumaketha kudingeka bagxile ekushintsheni isabelomali sabo kumasu nasezinhlelweni ezihambisana neqiniso elisha lomthengi futhi basebenzisane nokuthengisa ukuhlangabezana nezinjongo zemali engenayo yonyaka.  

Kepha i-CMO izokwazi kanjani ukuthi batshala imali ezinhlelweni nakumaqhinga afanele uma bengenayo imithombo ethembekile yedatha ne-analytics etholakalayo kubo? Bangabaqinisekisa kanjani ababambiqhaza babo abasemqoka bebhizinisi kanye nethimba eliphezulu ukuthi ukumaketha akuyona imali yokusebenzisa imali kodwa kungukutshala imali kumali engenayo yesikhathi esizayo kanye nenjini yokukhulisa ibhizinisi?

Ngesabelomali esincishisiwe kanye nezinye izingqinamba ezihlobene ne-COVID-19, ukufinyelela kwimininingwane ethembekile kanye ne-analytics kubaluleke kakhulu kunakuqala ngoba kunika amandla ama-CMO nabaholi bezokumaketha ukuthi bakwazi ukufakazela i-ROI, babophele imisebenzi yokuthengisa ngqo kwingeniso, futhi bahlole amaqhinga namashaneli ahlukahlukene ukunquma ikusasa izimali. Abathengisi, ngokwemvelo, kufanele babe ababalisi — ngakho-ke kungani singalindeli ukuxoxa indaba ngemininingwane yethu? Lokhu kufanele kube iziteki zethebula-ngo-2020 nangaphezulu. 

Iqiniso nokho, ukuthi, ngenkathi abaholi bezentengiso bengafinyelela izinkulungwane zamaphoyinti wedatha namakhulu emibiko, kungenzeka ukuthi bangagxili kulabo abanomthelela omkhulu ebhizinisini — ikakhulukazi lapho imakethe ishintsha ngokushesha okukhulu. Ngikunciphisile lokho engikubona njengemibiko emithathu ebucayi kakhulu ama-CMO adinga ukuba nayo ezandleni zabo njengamanje:

Ukuhola-to-Revenue Umbiko

Ngabe ama-MQLs akho akhiqiza imali engenayo? Ungakwazi ukukufakazela? Kubukeka njengomqondo olula futhi oqondile ukukwazi ukulandela umthombo wokukhangisa wokuhola futhi uqinisekise ukuthi idatha 'ifakwa' kuthuba lokugcina kanye nemali engenayo ehambisanayo. 

Kodwa-ke, empeleni, ukuthengisa kwe-B2B kubude obude futhi kuyinkimbinkimbi ngokumangazayo, okubandakanya abantu abaningi ku-akhawunti namaphoyinti okuthinta amaningi neziteshi kulo lonke uhambo lomthengi. Ngaphezu kwalokho, ukuthengisa kuvame ukukhuthazwa ukukhiqiza imikhombandlela yabo egcina incintisana noma ibeke ngaphezulu umkhondo owenziwe ukumaketha ku-CRM. Ukuze kuqinisekiswe ubungcwele bale datha kanye nemibiko ehambisanayo, kubalulekile ukuthi i-CMO ihambisane kahle nenhloko yezentengiso maqondana nenqubo yokwakha imikhondo namathuba. 

Ithiphu le-Pro: Noma ngubani ekuqaleni okhiqize ukuhola (ukumaketha noma ukuthengisa) kufanele alandele yonke indlela yokwakha ithuba lokugcina ukuhamba kwedatha. Inzuzo eyengeziwe yalokhu ukuthi uzokwazi ukukala ngokungaguquguquki nangokunembile isikhathi esimaphakathi sokuvala. 

Umbiko wePelipi Velocity

Ukhombisa kanjani — ngedatha — ukuthi ukumaketha kuhambisana nokuthengisa? Abaholi bezokumaketha bakhuluma ngobudlelwano babo obusondelene nokuthengisa njalo (funda: njalo) kepha badinga ukufakazela ukuthi umkhondo wabo ofanelekayo wokumaketha (MQLs) unezinga eliphakeme lokwamukelwa ngokuthengisa, okusho ukuwaguqula abe imikhombandlela efanelekile yokuthengisa (SQLs) . Izinhlangano zokumaketha ezisungule inqubo ehlelekile yokuthengisa ukwamukela nokulahla imikhombandlela KANYE nokuqoqa idatha yekhwalithi ngezizathu zokwenqatshwa yilezo ezibekelwe impumelelo ekubikeni nasekulinganiseni kule ndawo ebucayi. 

Kulezo zinhlangano ezinikezwe ukumaketha okususelwa ku-akhawunti (ABM), lokhu kuguqula umdlalo ngokuphelele, ngoba labo bakhangisi babhangqa iphothifoliyo yabo yama-akhawunti aqanjwe igama kuphothifoliyo yomthengisi yama-akhawunti aqanjiwe. Ngakho-ke, inhloso kuzoba ukukala ukusebenza kokusebenza kokubili okuhlanganisiwe (ukumaketha nokuthengisa) (ukukhiqiza imali engenayo) kuqhathaniswa nokusebenza komuntu ngamunye njengoba kuchaziwe ngenhla. Iningi lezinhlangano ze-B2B (okwamanje) azenzi ukubika kwe-ABM ngesilinganiso se-MQL ne-SQL ngoba zinezinhlaka zokubika zodwa futhi, ngakho-ke, azinaso isisusa sokubika ngokuhlanganyela. 

Ithiphu le-Pro: Shintsha izikhuthazi nomvuzo kuwo womabili amaqembu, uklomelise womabili amalungu eqembu ngesisekelo samamethrikhi abiwe njengeleveli yokugqagqana phakathi kwamaphothifoliyo we-akhawunti yokuthengisa nokumaketha, inani lama-MQLs aguqulela kuma-SQL, kanye nenombolo yama-SQL aguqulela emathubeni . 

Umbiko Wokuphumelela Kokuqukethwe

Ngenkathi amaqembu amaningi wokumaketha namuhla esungule amasu wokuqukethwe aqinile asuselwa kumuntu womthengi, kusenzima ukuthola imibiko yokusebenza kokuqukethwe okubonakala kuqondile okukhomba okuqukethwe okuphezulu nokwenza okuncane. Ngenkathi okuqukethwe uqobo kungaba kuhle ekilasini, akunanzuzo ngaphandle kokuthi amaqembu wokumaketha angakhombisa ukuthi kungani kubalulekile nokuthi kunomthelela onjani ebhizinisini. 

Imvamisa, imibiko yokumaketha ithatha i- umuntu ukugxila, (okungukuthi, uhambo lwamakhasimende noma izindlela zokuphila eziholayo), ukulandelela umthelela wemali engenayo, kepha futhi ungacabanga ukubika ngokugxila kokuqukethwe futhi ulinganise impahla ngayinye kuze kube yingeniso. Kuhlelo olwakhiwe kahle, lawo maphoyinti wokuthinta aqondaniswa nerekhodi lomuntu. Njengoba kunikezwe ummeleli wethu wemali ngabantu futhi isilinganiso sethu sokuqukethwe ngabantu (nokusetshenziswa kwabo kokuqukethwe), yonke iphoyinti lokuqukethwe lingabalwa njengemali engenayo. Yidatha efanayo esekela uhambo lwamakhasimende, olubukwa nje ngokubuka kokuqukethwe.

Ithiphu le-Pro: Uma ukufaka imali kuzinto zokuqukethwe ngakunye kungukulula kakhulu, qala ngokunikeza okuqukethwe kuma-MQL. Ungakwazi ukukala okuqukethwe kwakho ngenombolo yama-MQL amafa ngamunye enziwe. Futhi ungabe usukala ukuhlukaniswa kwe-MQL kusakhiwo sokuqukethwe. 

UCABANGANI?

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