Izigaba Eziyisithupha Zohambo Lomthengi we-B2B

Izinyathelo Zohambo Lomthengi we-B2B

Kube nezindatshana eziningi ohambweni lomthengi eminyakeni embalwa edlule nokuthi amabhizinisi adinga kanjani ukuguqulwa ngamadijithali ukuze ahambisane nezinguquko ekuziphatheni komthengi. Izigaba umthengi ahamba kuzo ziyisici esibucayi secebo lakho lokuthengisa nokumaketha ukuze uqinisekise ukuthi unikezela ngolwazi kumathemba noma kumakhasimende ukuthi alufuna nini futhi nini.

In Ukuvuselelwa kwe-CSO kaGartner, benza umsebenzi omuhle wokuhlukanisa futhi bachaze ukuthi abathengi be-B2B basebenza kanjani kusuka odabeni kuze kube ukuthenga isisombululo. Akukhona ukuthengisa i-funnel ukuthi izinkampani eziningi zamukele futhi zilinganise. Ngingakhuthaza wonke umuntu ukuthi abhalise futhi alande lo mbiko.

Landa: Uhambo Olusha Lokuthenga lwe-B2B kanye Nemiphumela Yalo Ekuthengisweni

Izigaba Zohambo Lomthengi we-B2B

  1. Ukuhlonza Inkinga - ibhizinisi linenkinga abazama ukuyilungisa. Okuqukethwe okunikezayo kulesi sigaba kumele kubasize bayiqonde ngokugcwele inkinga, izindleko zenkinga enhlanganweni yabo, kanye nembuyiselo ekutshalweni kwesixazululo. Okwamanje, abafuni ngisho nemikhiqizo noma izinsizakalo zakho - kepha ngokuba khona futhi ubanikeze ubuchwepheshe ukuze bachaze ngokugcwele inkinga yabo, usuvele uphuma ngesango njengomhlinzeki wezixazululo.
  2. Isixazululo Ukuhlola - manje ibhizinisi seliqonda inkinga yalo, manje kufanele bafune isisombululo. Yilapho ukukhangisa, ukusesha, kanye nemithombo yezokuxhumana ibaluleke kakhulu enhlanganweni yakho. Kufanele ubekhona ekuseshweni ngokuqukethwe okumangazayo okuzohlinzeka ukuzethemba okudingwa ithemba lakho ukuthi uyisixazululo esisebenzayo. Kufanele futhi ube neqembu lokuthengisa elisebenzayo kanye nabameli abakhona lapho amathemba akho namakhasimende wakho ecela imininingwane ezinkundleni zokuxhumana.
  3. Izidingo Zokwakha - ibhizinisi lakho akufanele lilinde isicelo sokuphakanyiswa ukuze lichaze ukuthi usiza kanjani ukufeza izidingo zabo. Uma ungasiza amathemba akho namakhasimende akho abhale izidingo zawo, ungaya phambili komncintiswano wakho ngokugqamisa amandla nezinzuzo ezengeziwe zokusebenza nenhlangano yakho. Le yindawo engihlale ngigxile kuyo kumakhasimende esiwasizile. Uma wenza umsebenzi onzima wokubasiza ukuthi bakhe uhlu lokuhlola, baqonde imigqa yesikhathi, futhi balinganise umthelela wesisombululo, uzolandelwa masishane enhlokweni yohlu lwezixazululo.
  4. Ukukhethwa Kwabahlinzeki - Iwebhusayithi yakho, ubukhona bakho bokusesha, ubukhona bakho bezokuxhumana nabantu, ubufakazi bamakhasimende akho, amacala akho wokusebenzisa, ukubonakala kobuholi bakho obucabangayo, izitifiketi zakho, izinsizakusebenza zakho, nokwaziwa komkhakha konke kuyasiza ekwenzeni ithemba lakho likhululeke ukuthi uyinkampani leyo bafisa ukwenza ibhizinisi nabo. Inkampani yakho yezobudlelwano bomphakathi idinga ukuba phezulu ekuqinisekiseni ukuthi ukhulunywa njalo ezincwadini zomkhakha njengomphakeli owaziwayo wemikhiqizo nezinsizakalo abathengi abacwaninga abahlinzeki ngazo. Abathengi bebhizinisi bangahamba nesixazululo esingafiki kuwo wonke ama-checkmark… kepha bazi ukuthi bangathemba. Lesi yisigaba esibucayi seqembu lakho lokumaketha.
  5. Ukuqinisekisa Isixazululo - Abamele ukuthuthukiswa kwebhizinisi (Bdnoma abamele ukuthuthukiswa kwezixazululo (I-SDR) bangamakhosi ekuvumelaniseni izidingo zekhasimende nokubeka okulindelwe emandleni abo okuletha isixazululo. Izifundo zamacala ezihambelana nomkhakha wethemba lakho kanye nokuvuthwa kubalulekile lapha ukuvumela amathemba akho abone ukuthi isixazululo sakho siyakwazi ukuxazulula inkinga yabo. Izinkampani ezinezinsizakusebenza zingaze zitshale imali kuma-prototypes kuleli phuzu ukuvumela ithemba ukuthi libone ukuthi bacabangele isixazululo.
  6. Ukudalwa Kokuvumelana - Ebhizinisini, kuyaqabukela sisebenza nomenzi wezinqumo. Kaningi kunalokho, isinqumo sokuthenga sishiyelwa ekuvumelaneni yithimba lobuholi bese sivunywa. Ngeshwa, imvamisa asikwazi ukufinyelela kulo lonke iqembu. Abamele abathengisayo abavuthiwe bakuqonda kahle lokhu futhi bangaqeqesha ilungu leqembu ukuthi lisethule kanjani isisombululo sabo, bahlukanise ibhizinisi labo kulo mncintiswano, futhi basize iqembu lidlule kwinqubo yokuvunywa.

Lezi zigaba azihlali zisebenza ngokulandelana. Amabhizinisi ajwayele ukusebenza ngesigaba esisodwa noma eziningi, ashintshe izidingo zawo, noma anwebe noma anciphise ukugxila kwawo njengoba eqhubekela phambili ekuthengeni. Ukuqinisekisa ukuthi ukuthengisa kwakho nokumaketha kuhambisana futhi kuvumelana nezimo ukwamukela lezo zinguquko kubalulekile empumelelweni yakho.

Ukuhamba Ngenhla Ohambweni Lwabathengi Bakho

Abathengisi abaningi be-B2B bakhawulela ukutholakala kwenkampani yabo kulabo abazoba ngamakhasimende abo ngokugxila ekubonakaleni kwabo kokutholakala njengomthengisi onganikeza umkhiqizo noma insizakalo. Kuyisu elikhawulelayo ngoba abekho ekuqaleni komjikelezo wokuthenga.

Uma ibhizinisi licwaninga ngenselele abanayo, empeleni abafuni inkampani ezothengisa umkhiqizo noma insiza kubo. Iningi lezigaba ze-B2B Buying Journey landulela Ukukhethwa komthengisi.

Case iphuzu; mhlawumbe kukhona umuntu ongaba iklayenti osebenza ku-Financial Technology futhi angathanda ukufaka ulwazi lweselula namakhasimende abo. Bangase baqale ngokucwaninga imboni yabo nokuthi abathengi noma izimbangi zabo bakufaka kanjani okuhlangenwe nakho kweselula kulwazi lwabo lwamakhasimende jikelele.

Uhambo lwabo luqala ngocwaningo ngokwamukelwa kwamaselula nokuthi amakhasimende abo kungenzeka yini ukuthi asebenzise ukumaketha kwemilayezo yombhalo noma izinhlelo zokusebenza zeselula. Lapho befunda izindatshana, uthola ukuthi kukhona abalingani bokuhlanganiswa, abalingani bezentuthuko, izicelo zezinkampani zangaphandle, kanye nenqwaba yezinketho.

Ngalesi sikhathi, bekungeke yini kube kuhle uma ibhizinisi lakho - elenza ukuhlanganiswa okuyinkimbinkimbi kwezinkampani zeFintech belikhona ekubasizeni baqonde ubunzima benkinga? Impendulo elula ukuthi Yebo. Akusilo ithuba lokuphakamisa izixazululo zakho (okwamanje), kumane kungukunikeza umhlahlandlela kubo ukuze ubasize baphumelele emsebenzini wabo nasemkhakheni wabo.

Uma wakhe imikhombandlela ebanzi kunazo zonke ezungeze ukukhonjwa kwenkinga futhi unikeze ucwaningo olwesekelayo - ithemba selivele liyakuqonda ukuthi uyiqonda ngokuphelele inkinga yabo, imboni yabo, nezinselelo ababhekana nazo. Inkampani yakho isivele ibalulekile kulokho okulindelwe futhi inkampani yakho isheshe yakha igunya nokwethembana nayo.

Izigaba Zohambo Lokuthenga kanye Nelabhulali Yakho Yokuqukethwe

Lezi zigaba kufanele zifakwe kulabhulali yakho yokuqukethwe. Uma ufuna ukwenza ikhalenda lokuqukethwe, ukuqala ngezigaba zohambo lwabathengi bakho kuyinto ebalulekile ekuhleleni kwakho. Nanku umfanekiso omuhle wokuthi ubukeka kanjani kusuka ku-Gartner's CSO Update:

b2b abathengi uhambo

Isigaba ngasinye kufanele sihlukaniswe ngocwaningo olunzulu ukuze kuqinisekiswe ukuthi umtapo wakho wokuqukethwe unamakhasi, imifanekiso, amavidiyo, ama-case studies, ubufakazi, izinhlu zokubheka okukhona nokungekho, ama-calculator, ama-timeline… konke okuphathelene nokunikeza umthengi wakho we-B2B imininingwane abayidingayo ukubasiza.

Umtapo wolwazi wakho wokuqukethwe kufanele uhleleke kahle, usesheke kalula, ubhalwe uphawu olufanayo, ubhalwe ngokufishane, ube nocwaningo olusekelayo, utholakale kuma-mediums (umbhalo, isithombe, ividiyo), iningi lenzelwe iselula, futhi likhombe ukuhlobana nabathengi obakhona ukufuna.

Inhloso ephelele yemizamo yakho yokumaketha kufanele kube ukuthi umthengi wakho angaqhubekela phambili ngendlela abengathanda ngayo ohambweni lomthengi ngaphandle kwesidingo sokuxhumana nenkampani yakho. Amathemba azofuna ukudlula kulezi zigaba ngaphandle kosizo lwabasebenzi bakho. Ngenkathi ukwethula abasebenzi bakho ngaphambili ezigabeni kungasiza, akuhlali kunokwenzeka.

Ukufaka imizamo yokukhangisa ye-omni-channel kubalulekile ekhonweni lakho lokuvala leli bhizinisi. Uma ngabe ithemba lakho lingakwazi ukuthola usizo abaludingayo ukukwazisa nokuqhubekisela phambili uhambo lwabo, uzokwazi kakhulu ukululahla kumncintiswano owenzile.

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