I-imeyili Marketing & AutomationUkunika Amandla UkuthengisaSesha MarketingI-Social Media & Influencer Marketing

Ukuthengiswa Kwesevisi Yokuzenzela noma Intengo Esekelwe Enani - Kusengokuhlangenwe nakho

Izolo ebusuku, ngiye emcimbini obufakwe yiPactSafe. I-PactSafe kuyisiteji senkontileka esisebenza ngamafu esuselwa efwini kanye nokuqhafaza API kwe-Saas ne-eCommerce. Ngenye yalezi zingxenyekazi ze-SaaS lapho ngihlangane khona nomsunguli ngenkathi esanda kunyuka futhi manje umbono kaBrian manje usungokoqobo - kuyajabulisa kakhulu.

Isikhulumi kulo mcimbi besingu UScott McCorkle wodumo lweSalesforce lapho ayeyi-CEO yeSalesforce Marketing Cloud. Ngibe nenjabulo yokusebenzela uScott eSalesforce, futhi bekuyisipiliyoni esihle sokufunda. UScott wayengomunye walabo baholi ababehlala bethola indlela yokuhambisa umkhiqizo kanye nenkampani phambili yize noma yikuphi ukuvinjelwa komgwaqo endleleni - komuntu noma kwezobuchwepheshe.

Elinye lamaphuzu uScott awenzile ngenkathi exoxa ngukuthi isitaki sobuchwepheshe sincipha ngokushesha ngokubaluleka kwaso, futhi isipiliyoni sekhasimende liyakhuphuka. Sibe nezikhathi zokuphumula ematafuleni ethu lapho uScott abelana khona indaba ngemuva kwendaba lapho lokhu kwenzeke khona nabathengi beSalesforce kanye ne-ExactTarget.

Intengo Yomphakathi uma kuqhathaniswa namanani asuselwa kuValue

Ingxoxo iphendukele kungxoxo ngentengo yomphakathi nokuthengisa okuzisebenzelayo uma kuqhathaniswa nokuthengiswa okuphumayo kanye namanani asuselwa kunani. Njengoba ngisebenze kwa-SaaS ngazo zombili lezi zinhlobo, ngabelana ngolwazi lwami nalowo nalowo. Ngiphinde ngagqugquzela itafula ukuthi lilande futhi lifunde ibhuku likaMike McDerment likaFreshbook, Ukweqa Isithiyo Sesikhathi (kumahhala).

Izintengo ezingaguquki zidinga uxhaso noma inzuzo enkulu ukukhulisa ukukhula kwenkampani. Uma ungenawo umugqa ophawulekayo, uzokhula ngokomzimba. Lokho kungalunga uma ufuna ukukhula ngamabomu, ngaphandle kwezikweletu kwenkampani yakho. Kepha ukukhula kancane kuza nezingozi. Ngesikhathi lapho umgoqo wokungena wokuthola izixazululo ezishibhile noma ukuzakhela owakho uba iqiniso elikhulu, imakethe ingakudlula. Uma usebenzisa ipulatifomu ye-SaaS namuhla, amathuba ukuthi udinga ukushaya ngenkathi insimbi isashisa. Njengoba uScott akubeka, kufanele uzimisele ukuthola ikhala lakho ligazi.

Amanani asuselwa kunani inikeza ithuba lokuthola inzuzo enkulu ngokuvumela ikhasimende lakho ukuthi lenze intengo yezimpahla zakho nezinsizakalo kunokuba uzikhokhele zona. Amanani angahleliwe angaba umjaho oya ezansi uma izimbangi ziqhamuka - okuvame ukwenziwa. Amanani asuselwa kunani anganikeza imajini nenhlokodolobha ongayisebenzisa ekukhuleni. Umahluko kulokho ezinye izinkampani ezazinikeza amalayisense i-ExactTarget yokuqhathanisa nezinye izinkampani wawubonakala ngezikhathi ezithile. Ngenkathi kwakukhona izisekelo akukho noyedwa owakhuthazwa ukuba angene ngaphansi, kwakungekho uphahla. Ngakho-ke inkampani yezinsizakalo zezezimali inhlangano yomhlaba wonke ingakhokha okuningi kakhulu ngomyalezo ngamunye kunebhizinisi elincane elisayine ngosuku lokugcina lekota yokuthengisa.

Imboni ye-imeyili iyinhlanganisela yamasu womabili. Abadlali abanjengoMailchimp babenamamodeli entengo asesidlangalaleni, kanti i-ExactTarget yayinamanani asuselwa enanini. Zombili lezi zinkampani zaqhuma ngokukhula ngenxa yemikhiqizo emihle kanye nensizakalo emangalisayo - kepha ekugcineni i-ExactTarget yawina umjaho, yagwinya imakethe yebhizinisi futhi yathengwa yiSalesforce. Inzuzo esuselwa enanini nokukhula okuthengisayo okunolaka kubhebhezele olunye utshalomali enkampanini - kanti konke okunye kungumlando.

Ukwethenjwa neGunya

Ngike ngaxoxa ngaphambi kokuthi ukumaketha kwe-inthanethi kudinga kokubili ukwethenjwa negunya. Endabeni ye-Mailchimp vs ExactTarget, bobabili baqashelwa imboni. I-ExactTarget isebenze kanzima ukuze ithole ukuqashelwa ngemibiko yemboni efana no-Gartner no-Forrester. Baphinde baqasha abantu abaphishekela ama-RFP amakhulu, uScott wabelane ngendaba lapho bawine khona ama-RFP angu-5 kwangu-5 agcizelela ukukhula kwezinkampani, kodwa lapho agcina ephumelele khona. Njengoba i-ExactTarget iwine amakhasimende amakhulu, basebenzise leyo mikhiqizo ukuze bathole izinhlobo eziningi. Futhi babenethimba elimangalisayo lokuphatha ama-akhawunti elakha ubudlelwano obuthenjwa ngokuhlanya nabaholi bomkhakha.

Endabeni yeMailchimp, babethembele ekuzithengiseni kokuzenzela, i-interface yomsebenzisi ephezulu, uphawu olumnandi, nomnyango wezinsizakalo ophendulayo. Empeleni, lapho ngivula yethu DK New Media ehhovisi, ngithole ibhokisi lezipho elimangazayo elivela kuMailchimp lingihalalisela. Angizwanga lutho oluvela ku-ExactTarget (lokho akusikho ukugxekwa, bengingekho ohlwini lwabo ababhekiswe kulo). UMailchimp ubelalele ezinkundleni zokuxhumana, wangibona njengomuntu onethonya, futhi wazi ukuthi ngizobashumayeza.

I-Mailchimp ne-ExactTarget zombili zisebenze ukuze zenze ulwazi lwamakhasimende oluhlukile. Ubuchwepheshe bebungabalulekile. Zombili izinkampani ziletha umlayezo we-elekthronikhi. Ukusebenza nokulethwa kwe-ExactTarget kusenesikhathi kwakuyinto enkulu ekhangayo enkampanini evela kumakhasimende ebhizinisi, kodwa eminyakeni edlule kwaba ukuphathwa kwe-akhawunti kanye nekhono lokwenza izixazululo cishe ezingenakwenzeka kumakhasimende omhlaba. Babenegunya, base bezakhela ukwethenjwa ngokwenza umsebenzi wenziwe.

Ama-Self-Service uma kuqhathaniswa namaqembu okuthengisa

Ukuzisebenzela kungokuhlangenwe nakho okungenayo ngokuphelele futhi kudinga umkhiqizo omangazayo negagasi lokuqwashisa online. Uma unomkhiqizo ophakeme kakhulu, ungawina imakethe. Ngiyakholwa ukuxega ukwenzile lokhu. Njengoba sinosonkontileka esisebenza nabo abangaphakathi nabangaphandle kwamaphrojekthi, ngamangala lapho ngithola incwadi evela kuSlack ukuthi bangibuyisele imali kubasebenzisi abangazange bangene. Bekuphola kanjani lokho? Khohlwa uhlelo lokusebenza; Ngangithandana nesipiliyoni. (Ingasaphathwa eyokwengeza ukuhlanganiswa kwe-giphy okugcina ukuhleka kugeleza usuku lonke).

USlack naye ungene ebhizinisini. Lokho ngeqiniso kuyinto esingavami ukuyibona ngeplatifomu yokuzenzela. I-C-Suite ivame ukuba nzima ukungena ngokukhangisa kwezenhlalo nokuqukethwe. Uma amaklayenti ethu efuna ukuthengisa kwi-C-Suite, ngokujwayelekile sibheka amathuba okuzibandakanya nabantu njengamadina, izingqungquthela namanye amathuba. I-Slack ihlukile kepha yayine-trifecta yenhloso, isipiliyoni esihle somkhiqizo, amanani entengo nenani, kanye nethani lotshalo-mali olwenze igagasi le-PR elashanela ku-inthanethi. Lesi yisenzo esinzima ukusilandela.

Amaqembu wokuthengisa babe savela. Sixoxe ngokuthengisa komphakathi isikhathi eside, futhi uzobona iphepheni elizophuma kithi maduzane ngamathuba okuqeqeshwa. Umuntu kufanele akhumbule ukuthi uhambo lwamakhasimende kulezi zinsuku luphushe umzuzu weqiniso emnyango wenkampani. Abanye abathengisi bakholelwa ngephutha lokho kwenza abathengisi ba-oda abathathi. Ngokuphambene nalokho, abathengisi kufanele babe bukhali kunanini ngaphambili ngoba ithemba ngalinye lenze ucwaningo lwalo futhi lixhumana nabo kuphela ekugcineni komjikelezo wokuthenga. Abantu abathengisayo abekho ukufundisa iklayenti; lokho kuvame ukwenziwa. Ithimba lakho Lokuthengisa likhona ukunqoba izinselelo ezinzima kakhulu.

Amaqembu okuthengisa ngokuvamile ayinhlanganisela yethalente.

  • Amaqembu anabantu abasha, abathengisayo abasha abanesibindi futhi abangathathi impendulo kahayi. Njengoba ngingathandi ukuxoxisana, ngiyakuzonda ukubhekana nalaba bantu. Ngizoziziba izingcingo zabo nama-imeyili usuku lonke ngoba imvamisa bangikhuluma ngemikhiqizo noma izinsizakalo engingazidingi. Lokhu kuthengisa kungenza ikota yakho, kepha ngokuhamba kwesikhathi kuyonakalisa kulwazi lomkhiqizo wakho.
  • Abahlakaniphile, abaholi bemboni abaneRolodex ephelele yamakhasimende abangayithengisa kaninginingi ngoba bakhe ukwethembana nalabo bathengi kuyo yonke inkampani abasebenza kuyo. Laba bathengisi ngiyintandokazi yami ngoba bayabona inani ikhambi labo elingangiletha lona, ​​futhi ngiyabethemba ukuthi bazolithenga ngokwezidingo zami. Ngeke babe sengcupheni yokungithengisa okuthile engingakudingi ngoba ngeke bakwephule lokho kuthenjwa. Futhi bayinsiza yokuxhumana noma ngabe bangangithengisela okuthile noma cha.

Experience

Konke kuya ngesipiliyoni esakhiwa yibhizinisi lakho. Lokho kungaba yinto ebonakalayo ngomkhiqizo ophakeme, noma kungaba okuhlangenwe nakho komuntu siqu ngemithombo yabantu onayo ngaphakathi. Isikhathi esiningi, imikhiqizo yokuzenzela idinga ithoni lotshalomali kulwazi lomsebenzisi, futhi kuncane noma akukho ndawo yokukhungatheka ngoba abasebenzisi bakho bakukhethe ngoba bengakwenzanga ufuna ukukhuluma nothile.

Ngenkathi ungonga imali ngokunciphisa amandla akho okuthengisa, kuzodingeka utshale imali enkulu ekwakheni isipiliyoni esiphakeme, ukukhuthaza ukukhuluma okuhle, nokuqwashisa ngobudlelwano bomphakathi ukukhipha izwi. Lokho akushibhile. Futhi uma ngentengo enolaka ipulatifomu yakho ukuncintisana ezimakethe, ungahle ungabi naso esanele sokutshala izimakethe ezidingekayo.

Umuzwa womkhiqizo ophakeme ngempela unganqoba izindleko zokukhangisa, kepha lokho kuyisici esingcwele sokumaketha komkhiqizo. Amathuba ukuthi, udinga ukuba nomugqa omuhle wokuletha izinsiza zabantu ezidingekayo ukuze unqobe noma yikuphi ukushiyeka futhi uqinisekise impumelelo yamakhasimende akho. Amanani asuselwa kunani angaba ukukhetha okungcono ezimeni eziningi.

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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