Ukuhlakanipha okungekhona okwangempelaIzingxenyekazi zeCRM kanye nezeDathaEzohwebo kanye nokudayisaI-imeyili Marketing & AutomationUkunika Amandla Ukuthengisa

Izinselelo Eziphezulu Eziyi-10 Zethulwa I-Marketing Automation kanye Nendlela Yokuzigwema

Akungabazeki ukuthi i-marketing automation iyindlela emangalisayo yokuguqula inhlangano yakho ngokwedijithali, indlela yokwenza imali ekuxhumaneni ngokuphumelelayo namathemba akho namakhasimende, kanye nezindlela zokunciphisa izinsiza nomsebenzi wokumaketha mathupha kubo. Noma yiliphi isu elisetshenziswe enhlanganweni libuye libe nezinselelo eziningi, nokho. I-automation yokuthengisa ayihlukile.

Marketing Automation

Ukumaketha okuzenzakalelayo kusebenzisa isofthiwe nobuchwepheshe ukuze kuzenzekele futhi kuqondise imisebenzi yokumaketha, izinqubo, nemikhankaso. Kubandakanya ukusebenzisa amathuluzi nezinhlelo ukuhlela, ukwenza, kanye nokulandelela imisebenzi eyahlukene yokumaketha eziteshini eziningi ze-inthanethi. I-Marketing automation ihlose ukuthuthukisa ukusebenza kahle, ukusebenza kahle, kanye nokwenza kube ngokwakho emizamweni yokumaketha, ekugcineni kuqhuba ukukhiqizwa okuholayo, ukuzibandakanya kwamakhasimende, nokuthengisa. Ezinye izibonelo:

  • Imikhankaso ye-Drip: Imikhankaso ye-Drip iwuchungechunge lwe-imeyili oluzenzakalelayo oluklanyelwe ukukhulisa umkhondo noma amakhasimende ngokuhamba kwesikhathi. Bathumela imilayezo elandelanayo ngezikhathi ezichazwe ngaphambilini ukuze bahlanganyele, bafundise, futhi baguqule abamukeli.
  • Ama-autoresponders: Abaphenduli ngokuzenzakalelayo bathumela ama-imeyili abhalwe ngaphambilini ngokuzenzakalelayo bephendula izibangeli ezithile noma izenzo, njengokubhalisela incwadi yezindaba noma ukuthenga.
  • Amaphuzu aphambili: Ukuthola amaphuzu okuholayo kwabela amanani ezinombolo kubaphambili ngokusekelwe ekuziphatheni nasekuhlanganyeleni, okusiza ukubeka phambili nokukhomba amathuba athembisa kakhulu amaqembu okuthengisa.
  • I-imeyili Marketing Automation: Lokhu kuhlanganisa inhlobonhlobo yemisebenzi ye-imeyili ezenzakalelayo, okuhlanganisa ama-imeyili okwamukela, izikhumbuzi zenqola elahliwe, nezincomo zomkhiqizo, ukuxhumana kwe-imeyili okulula.
  • Ukuhlanganisa Ukuphathwa Kobudlelwane Bekhasimende (CRM): Ukuhlanganisa okuzenzakalelayo kokumaketha ngohlelo lwe-CRM kuvumela ukulandelela okungcono nokuphatha ukusebenzisana kwamakhasimende nedatha.
  • I-Social Media Automation: Ishejuli yamathuluzi wokuzenzakalela kwenkundla yezokuxhumana futhi uthumele okuqukethwe ezinkundleni zokuxhumana, phatha ukusebenzelana, futhi ulandelele ukusebenza ukuze ugcine ubukhona be-inthanethi obusebenzayo.
  • Ukwenza kube ngokwakho kanye nokuhlukanisa: I-automation ivumela abakhangisi ukuthi bahlukanise izethameli zabo ngokusekelwe kumanani abantu, ukuziphatha, noma izintandokazi futhi balethe okuqukethwe komuntu siqu nokunikezwa eqenjini ngalinye.
  • Ukuhlolwa kwe-A/B Nokuthuthukisa: Amathuluzi okuzenzakalela asiza ukuhlolwa kwe-A/B kwezinto ezihlukahlukene emikhankasweni yokumaketha (njengemigqa yesihloko se-imeyili noma imiklamo yekhasi lokubikezela) ukuze kutholwe ukuthi yini ehambisana kangcono nezithameli.
  • Ikhasi Lokufikela Nokuzenzakalela Kwefomu: I-Automation yenza kube lula ukudala nokuthuthukisa amakhasi okufika kanye namafomu ukuze athwebule umkhondo futhi ashayele ukuguqulwa.
  • Ukusebenza Okuzenzakalelayo: Ukuzenzakalela kokuhamba komsebenzi kuqondisa izinqubo zokumaketha zangaphakathi, njengokuhola umzila, ukugunyazwa, nokuvumelanisa idatha phakathi kwamasistimu ahlukene, ukuthuthukisa ukusebenza kahle.

I-Marketing automation ihlose ukonga isikhathi, ukunciphisa umzamo owenziwe ngesandla, nokuletha okuqukethwe okuqondiwe nokufanelekile kuzithameli ezifanele ngesikhathi esifanele ukuze kuthuthukiswe ukuthengisa nemiphumela yokumaketha kubuchwepheshe be-inthanethi nezinkambu zokuthengisa. Ngakho-ke, yiziphi izinselelo ezizenzakalelayo zokumaketha ezivame kakhulu, futhi inkampani yakho ingazigwema kanjani?

1. Ukukhathala Kokuxhumana

Challenge

Ukumaketha okuzenzakalelayo kungaholela ekuchayekeni ngokweqile uma kungalawulwa ngokucophelela. Abamukeli bangase bathole ama-imeyili amaningi kakhulu noma imilayezo, okubangela ukukhathala nokungaqhubeki.

Isixazululo

Izinhlangano kufanele zigcine uhambo oluhlelekile kanye nekhalenda. Ukuhlukanisa izethameli zabo ngokusekelwe ekuziphatheni nasekuthandeni kuqinisekisa ukuthi abamukeli bathola okuqukethwe okufanele. Ukwengeza, ukusebenzisa ama-caps kanye nokuvumela abamukeli ukuthi baphathe abakuthandayo kungasiza ukulawula ivolumu yokuxhumana.

I-2. Ukuhambisana

Challenge

Ukuhlukaniswa okusebenzayo nokwenza kube ngokwakho kuncike kudatha enembile. Uma idatha esetshenziselwa ukuhlukaniswa ingabuyeli emuva noma inembile, umlayezo ungase ungahloniphi abamukeli, okuholela ekunciphiseni ukubandakanyeka.

Isixazululo

Ukuqinisekisa ukunemba kwedatha kuqala ngokuqoqwa kwedatha okuqinile nezinqubo zokuqinisekisa. Hlala ubuyekeza futhi uhlanze imininingwane yakho yokuxhumana ukuze ugcine ulwazi olunembile. Sebenzisa ukuhlola kokuqinisekisa idatha endaweni yokufaka, futhi usebenzise iphrofayela eqhubekayo ukuze uqoqe idatha eyengeziwe ngokuhamba kwesikhathi. Tshala kumathuluzi ekhwalithi yedatha futhi uhlole ngezikhathi ezithile imithombo yedatha yakho.

3. Imicimbi Elahlekile

Challenge

Ukushoda kwamaphoyinti okuqinisekisa umcimbi noma izibangeli kungaholela ekutheni okuzenzakalelayo kungaphenduli ngendlela efanele ezenzweni zomsebenzisi. Isibonelo, uma kungekho ukuqinisekiswa kokuguqulwa, i-automation ingase ingawulungisi umlayezo ngokufanele.

Isixazululo

Ukufaka amaphuzu okuqinisekisa umcimbi kanye nokungena kwempendulo yokuguqulwa kube ukuhamba komsebenzi okuzenzakalelayo kubalulekile. Chaza imicimbi yokuguqulwa ecacile futhi usethe izingcipho ngokufanele. Buyekeza njalo futhi ulungise lezi zibangeli ngokusekelwe kudatha yokusebenza ukuze uqinisekise izimpendulo ezifika ngesikhathi ezenzweni zomsebenzisi.

4. Ukuhlelwa Kohambo

Challenge

Ukuqinisekisa ukuthi i-automation ihambisana nohambo lomthengi kubalulekile. Ukunqanyulwa phakathi kokugeleza komsebenzi okuzenzakalelayo nalapho ithemba likuhambo lwabo kungaholela ekuntulekeni kokuhambisana nemiyalezo.

Isixazululo

Qondanisa ukuhamba komsebenzi okuzenzakalelayo kokumaketha nezigaba zohambo lomthengi. Qonda izidingo zababukeli bakho kanye nezindawo ezibuhlungu esigabeni ngasinye, bese uhlanganisa okuqukethwe kanye nemiyalezo ngokufanele. Buyekeza njalo futhi ubuyekeze ingqondo yakho yokuzenzakalela ukuze ulondoloze ukuqondana noshintsho lokuziphatha komthengi.

5. Ukugcinwa Kokuqukethwe

Challenge

Ngokuhamba kwesikhathi, okuqukethwe nengqondo esetshenziswa ekuzikhangiseni okuzenzakalelayo kungase kuphelelwe isikhathi. Ukunakekelwa okuvamile kubalulekile ukuze ugcine ukuhamba komsebenzi okuzenzakalelayo kusebenza futhi kusesikhathini.

Isixazululo

Sungula ishejuli yokuqukethwe nokugcinwa okunengqondo. Buyekeza njalo futhi ubuyekeze imilayezo ezenzakalelayo, uqinisekise ukuthi ihlala ifanelekile futhi iheha. Sebenzisa ukulawulwa kwenguqulo yezifanekiso nokugeleza komsebenzi, futhi ubandakanye ababambiqhaza enqubweni yokubuyekeza.

6. Ukuhlanganisa

Challenge

Ukuhlanganiswa okungaphelele namanye amasistimu kanye nama-silo edatha kungavimbela ukusebenza kokuzenzakalelayo kokumaketha. Ukuqinisekisa ukuthi zonke izinhlelo ezifanele kanye nemithombo yedatha kuhlanganiswe ngaphandle komthungo kubalulekile.

Isixazululo

Beka kuqala ukuhlanganiswa okungenamthungo phakathi kweplathifomu yakho yokumaketha ezishintshayo nezinye izinhlelo, ezifana CRM kanye namathuluzi e-e-commerce. Hlukanisa ama-silo edatha ngokuhlanganisa idatha yekhasimende ibe yisizindalwazi esihlanganisiwe noma Ipulatifomu Yedatha Yekhasimende (

CDP). Qinisekisa ukuthi idatha ihamba kahle phakathi kwamasistimu ukuze unikeze umbono ophelele wokusebenzelana kwamakhasimende.

7. Ukuhlola Nokuthuthukisa

Challenge

Ukugeleza komsebenzi okuzenzakalelayo kungase kungasebenzi kahle kakhulu ngaphandle kokuhlola okuqhubekayo nokuthuthukisa. Okuvamile A / B ukuhlolwa nokuhlaziya kubalulekile ekuthuthukiseni imiphumela yokuzenzakalela.

Isixazululo

Yakha isiko lokubhala imibhalo, ukuhlola okuqhubekayo, nokwenza kahle. Yenza izivivinyo ze-A/B ezicini ezihlukahlukene zokugeleza komsebenzi wakho okuzenzakalelayo, okuhlanganisa izihloko, okuqukethwe, nokubizela esenzweni (Ama-CMA). Hlaziya amamethrikhi okusebenza futhi usebenzise imininingwane ukuze wenze ngcono isu lakho lokuzenzakalela.

8. Ukuthobela kanye Nobumfihlo

Challenge

Ukuqinisekisa ukuthi ukuthengisa okuzenzakalelayo kuthobela imithetho yobumfihlo bedatha, njenge I-GDPR or CCPA, ibalulekile. Ukungathobeli imithetho kungaholela ezindabeni zomthetho futhi kulimaze isithunzi somkhiqizo.

Isixazululo

Hlala unolwazi mayelana nemithetho yobumfihlo bedatha ezimakethe zakho eziqondiwe. Sebenzisa izinqubo zokuphatha imvume eqinile futhi unikeze abamukeli izinketho ezicacile zokungena/zokuphuma. Hlala ubuyekeza futhi ubuyekeze inqubomgomo yakho yobumfihlo ukuze uqinisekise ukuthobela imithetho eguqukayo.

9. Ukwehla

Challenge

Njengoba izinhlangano zikhula, izidingo zabo zokuzenzela zingase zishintshe. Izinselele zokukala zingavela lapho isistimu ezenzakalelayo ingakwazi ukusingatha ivolumu eyengeziwe noma ubunzima.

Isixazululo

Khetha inkundla yokumaketha ezishintshayo engakala ngokukhula kwenhlangano yakho. Hlela ivolumu eyengeziwe nokuba yinkimbinkimbi ngokuklama ukuhamba komsebenzi okuzenzakalelayo okuguquguqukayo. Hlola njalo ukusebenza kweplathifomu kanye nobukhulu ukuze ubhekane nezingqinamba ezingase zibe khona.

10. Ukuthuthukiswa Kobungcweti

Challenge

Ukuntuleka kobuchwepheshe nokuqeqeshwa ngaphakathi kweqembu kungaba inselele enkulu. Kubalulekile ukuba namalungu eqembu aqonde ukuthi asetshenziswa kanjani amathuluzi ezishintshayo ngempumelelo futhi asebenzise izici ezintsha njengoba ziphuma.

Isixazululo

Faka imali ezinhlelweni zokubonisana, zokuqeqesha, nokuthuthukisa ithimba lakho lezentengiso. Qinisekisa ukuthi banamakhono nobuchwepheshe bokusebenzisa amathuluzi ezishintshayo akhona ngempumelelo noma bathole amasha anganikeza okukhulu RIO. Khuthaza ukufunda okuqhubekayo kanye nesitifiketi kumapulatifomu wokumaketha ezishintshayo. Amapulatifomu anamuhla ahlanganisa ngokushesha AI ubuchwepheshe, ngakho-ke amaqembu akho kufanele azifundise ukusebenzisa lezi ntuthuko.

Lezi zinselele zigqamisa ukubaluleka kokuhlela ngokucophelela, ukuphathwa kwedatha, ukunakekelwa okuqhubekayo, nokuqondanisa kwamasu lapho kusetshenziswa ukuzenzekelayo kokumaketha. Uma udinga usizo lokubhalwa phansi, ukuhlanganisa, ukwenza kahle, nokuphatha amasu enkampani yakho ezishintshayo zokumaketha, xhumana nathi.

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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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