Ubuchwepheshe BokukhangisaUkukhangisa OkuqukethweI-imeyili Marketing & AutomationUkumakethwa Kwamaselula NethebulethiEzimayelana NomphakathiUkuqeqeshwa Kwezokuthengisa NokumakethaUkunika Amandla UkuthengisaSesha MarketingI-Social Media & Influencer Marketing

Abakhangisi Bezobuchwepheshe Othandekayo: Misa Izici Zokumaketha Ngaphezu Kwezinzuzo

Dear Tech Marketer noma Umshisekeli we-SaaS,

Akunakuphikwa ukuthi umhlaba wobuchwepheshe uyajabulisa. Ubumnandi bokwenza nokukhipha okusha okukhishiwe nezici ezigqamayo kuthungela uthando olungaphakathi kwenhliziyo yawo wonke ama-tech marketer. Siyabuqonda ubunkimbinkimbi, ukungalali ebusuku, kanye nemigqa yekhodi engenakubalwa engena ekuguquleni imiqondo ibe ngokoqobo. Akumangalisi ukuthi uyaziqhenya ngalezi mpumelelo futhi ulangazelela ukuzimemezela emhlabeni.

Nokho, ake sicabange ngombuzo obalulekile: Ingabe ukhuluma nezithameli ezabelana nomdlandla wakho ngemininingwane eyinkimbinkimbi yamaphrojekthi akho, noma ukhuluma nalabo abafuna ngokulangazela izixazululo ezinseleleni zabo? Lo mehluko ungase ubonakale ucashile, nokho uphethe isihluthulelo sokuhambisana nezithameli zakho futhi ushayele imiphumela yangempela yebhizinisi lakho le-SaaS.

Okwesoftware njengesevisi (SaaS) abahlinzeki nezinsizakalo zobuchwepheshe, amasu okuthengisa aphumelelayo ancike esimisweni esisodwa esibalulekile: ukuxhumana okuhambisana ne umthengi. Nakuba izici zeplathifomu eziphakamisayo zingase zibonakale njengendlela enengqondo, ukuguquguquka kwepharadigm kumyalezo osekelwe enzuzweni kubonakala kusebenza ngempumelelo kakhulu ekubambeni ukunaka nokwethenjwa kwamakhasimende angaba khona.

Ukuqonda I-Psychology: Ukungena Emqondweni Womthengi

Ukuze uxhumane ngempela namakhasimende angaba khona, abahlinzeki be-SaaS kanye nezinsizakalo zobuchwepheshe kufanele babheke ngale kwangaphandle futhi baqonde i-psychology yokuthatha izinqumo. Abathengi bafuna izixazululo kumaphuzu abo ezinhlungu nezinselele, futhi izingqondo zabo zixhunywe izintambo ukuze zihlole ukuthi umkhiqizo noma isevisi ingaletha kanjani ukubaluleka ezimpilweni zabo. Ukuxhumana okusekelwe ezicini kungase kubonise ukusebenza okumangazayo, kodwa kuvame ukuhluleka ukuphendula lo mbuzo obalulekile:

Kuyini kimi?

Ngaphezu kwalokho, ukuzulazula ku- Uhambo lomthengi lwe-B2B kuyinqubo eyinkimbinkimbi ebandakanya ukuqonda imibuzo yabathengi nezinto ezibakhathazayo esigabeni ngasinye. Ake sihlole izigaba zohambo lomthengi kanye nemibuzo abathengi abangayibuza phakathi nesigaba ngasinye:

1. Ukuhlonza Inkinga:

  • Yiziphi izinselele esibhekene nazo njengamanje enhlanganweni yethu?
  • Ingabe le nkinga iwuthinta kanjani umsebenzi nezinjongo zethu zebhizinisi?
  • Ziyini izindleko zokungalungisi le nkinga?
  • Singayibala kanjani imbuyiselo engaba khona ekutshalweni kwezimali (RIO) uma sixazulula le nkinga?

2. Ukuhlola Isixazululo:

  • Yiziphi izixazululo ezingaba khona ezikhona zokubhekana nenkinga yethu ehlonziwe?
  • Yiziphi izinkampani ezaziwa ngokuhlinzeka ngezixazululo kule ndawo?
  • Ngingalutholaphi ulwazi mayelana nezixazululo ezahlukene?
  • Yikuphi okuqukethwe noma izinsiza ezingangisiza ngiqonde kangcono izixazululo ezitholakalayo?

3. Ukwakhiwa Kwezidingo:

  • Yiziphi izici ezithile noma amakhono esiwadingayo esixazululweni sokuxazulula inkinga yethu?
  • Singalwakha kanjani uhlu lokuhlola oluphelele lwezimfuneko zethu?
  • Uthini umugqa wesikhathi wokuqalisa isixazululo?
  • Singawubala kanjani umthelela wesixazululo esikhethiwe ebhizinisini lethu?

4. Ukukhethwa Komhlinzeki:

  • Yiziphi izinkampani ezinikeza izixazululo esizicabangelayo?
  • Singakuhlola kanjani ukwethembeka nesithunzi salezi zinkampani?
  • Ingabe bukhona ubufakazi bekhasimende noma izimo zokusebenzisa ezibonisa ukuqaliswa okuyimpumelelo?
  • Ikuphi ukuqashelwa kwemboni noma izitifiketi lezi zinkampani ezinazo?

5. Ukuqinisekisa Isixazululo:

  • Singaqinisekisa kanjani ukuthi isixazululo esikhethiwe sihambisana nemboni yethu nokuvuthwa kwebhizinisi?
  • Ingabe zikhona izifundo ezibonisa impumelelo ekuxazululeni izinkinga ngaphakathi komongo wethu othile?
  • Singakwazi yini ukubona ama-prototypes noma izibonelo ezibonisa indlela ikhambi elisebenza ngayo?

6. Ukudala Ukuvumelana:

  • Ubani okufanele abambe iqhaza ekuthathweni kwezinqumo enhlanganweni yethu?
  • Singasethula kanjani isixazululo esikhethiwe eqenjini lethu lobuholi ngempumelelo?
  • Yini eyenza ikhambi elilodwa lihluke emncintiswaneni, futhi kungani kufanele silikhethe?
  • Singayilungiselela kanjani inqubo yokugunyaza futhi sizuze ukuvumelana phakathi kwamalungu eqembu?

Ukuqonda le mibuzo esigabeni ngasinye sohambo lomthengi kunika amandla abahlinzeki be-SaaS nezinsizakalo zobuchwepheshe ukuthi benze izinto eziqondiwe nokufanelekile ezibhekana nokukhathazeka kwabathengi, kwakha ukwethenjwa, futhi kuqondise amakhasimende angaba khona ekwenzeni izinqumo ezinolwazi. Ngokuvuma uhambo lomthengi nokuhlanganisa okuqukethwe ukuze kuhlangatshezwane nezidingo zabo ezithile, izinkampani zingazibonakalisa njengabalingani ababalulekile nabahlinzeki bezixazululo, zizibeke endaweni ephumelelayo emakethe yokuncintisana.

Amandla Okuxhumana Okumaphakathi Kwenzuzo

Ukususa ukugxila izici kuya izinzuzo ithinta lezi zindlela zokushayela ezithinta imizwa zohambo lomthengi. Ukuxhumana okugxile ezinzuzweni kugqamisa uguquko ikhasimende elingase libe nalo ngokusebenzisa umkhiqizo noma isevisi ethile. Ikhanga izifiso zabo, izifiso, kanye nezidingo zabo, ekugcineni ibaqondise esinqumweni sokuthenga. Ngokubhekana nokuthi 'kungani' ngemuva 'kwalokho,' izinkampani zingasungula ukuxhumana okujulile futhi zakhe ukwethembana, izici ezibalulekile emhlabeni wokuncintisana we-SaaS.

Inkampani A: Imilayezo Esekelwe Esicini

  • Isihloko: Inkundla Yokuhlaziya Idatha Engenakuqhathaniswa Enokubika Okuthuthukile kanye Nokuqapha Kwesikhathi Sangempela.
  • Incazelo: Inkundla yethu inikela ngezici eziqinile, okuhlanganisa ukuhlaziya idatha, ukubika okuthuthukisiwe, nokuqapha kwesikhathi sangempela sokwenza izinqumo okuqhutshwa idatha.

Inkampani B: Imilayezo Yenzuzo Emaphakathi

  • Isihloko: Phakamisa Imininingwane Yebhizinisi Lakho Ngedatha Engenzekayo, Izinqumo Ezinolwazi Eziqinisekisiwe.
  • Incazelo: Guqula ibhizinisi lakho ngesixazululo sethu sokuhlaziya idatha. Yenza izinqumo ezinolwazi, thuthukisa ukukhula, futhi uthole umkhawulo wokuncintisana.

Esibonelweni esingenhla, Inkampani A igxile ezicini zenkundla, ihlinzeka ngohlu oluhlaba umxhwele lwamakhono. Nokho, ayinakho ukuxhumana okungokomzwelo okushayela isenzo. Ngakolunye uhlangothi, imilayezo yeNkampani B igxile enzuzweni. Isihloko esikhulu sithembisa uguquko olubambekayo - imininingwane yebhizinisi ephakeme. Incazelo ikhuluma ngenani lezinqumo ezinolwazi, ukukhula, kanye nomphetho wokuncintisana. Lokhu kukhuluma ngqo nezifiso zomthengi kanye nezifiso.

Kungani Imiyalezo Emaphakathi Yenzuzo Isebenza

  1. I-Emotional Resonance: Imiyalezo esuselwe kunzuzo ikhuluma nemizwa, ingena ezifisweni nasezidingweni eziqhuba ukuthathwa kwezinqumo.
  2. Isixazululo-Centric: Abathengi bafuna izixazululo ezinkingeni zabo. Umlayezo osuselwe enzuzweni wethula umkhiqizo noma isevisi njengempendulo.
  3. Indlela Ephakathi Kwekhasimende: Igxile kumthengi, okubonisa ukuthi inkampani iyawaqonda amaphuzu abo obuhlungu futhi izinikele ekuwaxazululeni.
  4. Sula inani lesiphakamiso: Imilayezo emaphakathi nenzuzo inikeza impendulo ecacile ethi 'yini ekukho kuyo kimi', okwenza kube lula kubathengi ukuthi babone inani.
  5. Umbono Wesikhathi Eside: Ikhuthaza ubudlelwano besikhathi eside ngokubonisa ukuthi umkhiqizo noma isevisi ingaba negalelo kanjani empumelelweni eqhubekayo yomthengi.

Abahlinzeki be-SaaS nezinsizakalo zobuchwepheshe bangaguqula amasu abo okuthengisa ngokwamukela ukuxhumana okugxile kwinzuzo. Ngokuqonda izici ezingokwengqondo zokwenza izinqumo, bangakha okuqukethwe okuhambisana namakhasimende angaba khona ezingeni elijulile. Khumbula, akukho mayelana nezici kodwa uguquko kanye nenani ongaliletha ezimpilweni zamaklayenti akho. Ngakho-ke, ngokuzayo lapho wenza imilayezo yakho yokumaketha, cabanga ngezinzuzo, hhayi nje izici, futhi ubuke ukuthi ziluthinta kanjani uhambo lokukhula kwebhizinisi lakho.

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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