Ukuthi Ama-Startups Angazinqoba Kanjani Izinselelo Ezivamile Zezobuchwepheshe Zokumaketha

I-Martech Stack Plans kanye namathiphu esabelomali sokuqalisa

Igama elithi “ukuqalisa” lihle emehlweni abantu abaningi. Ivusa izithombe zabatshalizimali abazimisele bejaha imibono yezigidi zamarandi, izindawo zamahhovisi ezisesitayeleni, nokukhula okungenamkhawulo.

Kodwa ochwepheshe bezobuchwepheshe bayayazi into engokoqobo engathandeki engemuva kwenganekwane yokuqala: ukuthola nje indawo emakethe kuwumqansa omkhulu ongakhuphuka.

At GetApp, sisiza abasafufusa kanye namanye amabhizinisi ukuthi bathole isofthiwe abayidingayo ukuze bakhule futhi bafinyelele imigomo yabo nsuku zonke, futhi sifunde izinto ezimbalwa mayelana nezinselele zokukhula kwebhizinisi nezisombululo njengoba siqhubeka. 

Ukusiza ikakhulukazi abaqalisi, sisanda kuhlanganyela nabo Ukugaya Ukuqala – umphakathi oqala ku-inthanethi omkhulukazi emhlabeni wonke – ukuthola izinselelo zobuchwepheshe ezicindezela kakhulu zabaholi bokuqalisa. Izizabalazo esizizwa kaningi kulaba baholi bezakha ubukhona be-inthanethi obusebenzayo nokuthola isoftware exazulula izinkinga ezikhonjiwe.

Ngakho-ke njengesiqalo esinezinsiza ezilinganiselwe, uqashelwa kanjani ku-inthanethi ngenkathi uthola ubuchwepheshe obufanele, konke ngaphandle kokumosha izinsiza ezibalulekile?

Impendulo yakha isitaki sobuchwepheshe bokumaketha esisebenzayo (martech), futhi ku- GetApp sifuna ukukusiza wenze lokho kanye. Nawa amathiphu ami amathathu angakusiza ukuthi ulindele futhi unqobe izinselele ezijwayelekile ze-martech. 

Ithiphu 1: Ufuna i-Martech yakho isebenze kahle? Wena kudingeka ukuba nohlelo

Lapho sikhuluma nabaholi abasafufusa, sikutholile lokho cishe 70%1 sebevele basebenzisa amathuluzi e-martech. Futhi labo abangasizi abalutho; ngaphezu kwesigamu sabasebenzisi abangewona ama-martech bathola usizo lokumaketha kwi-ejensi yokumaketha yangaphandle.

Kodwa luyini uhlelo lwabo lomdlalo?

Ngesikhathi sibuza abaqalayo abasebenzisa amathuluzi e-martech ukuthi ngabe banalo yini uhlelo futhi bayalulandela, abangaphezu kuka-40% bathi bamane bayalulandela.

Lesi yisithiyo esikhulu ekuzuzeni isitaki se-martech esisebenzayo. GetApp's inhlolovo yokuqala ithole ukuthi ukuqalisa ngaphandle kohlelo lwe-martech kunamathuba aphindwe kane okusho ukuthi ubuchwepheshe babo bokuthengisa abuhlangabezani nezinjongo zabo zebhizinisi.

Sifuna ukukusiza ukuthi ufinyelele izinjongo zebhizinisi lakho, futhi imiphumela yethu yohlolovo ipenda umgwaqo ocacile wokufika lapho: Yenza uhlelo lwe-martech futhi unamathele kulo.

Izinyathelo ezilandelayo: Hlanganisa ithimba elihlelayo labamele inhlangano yakho yonkana, bese uhlela umhlangano wokuqala ukuze unqume ukuthi yimaphi amathuluzi amasha owadingayo kanye nomugqa wesikhathi wokuwenza. Faka isinyathelo ohlelweni lwakho lokuhlola njalo amathuluzi okuthengisa akhona ukuze uqiniseke ukuthi asakusiza ukuthi uhlangabezane nezinjongo zebhizinisi. Yabelana ngohlelo lwakho nabo bonke ababambiqhaza, futhi ubuyekeze futhi ulungise njengoba kudingeka.

Ithiphu 2: Impela, amathuluzi e-Martech angaba mkhulu, kodwa ikhona indlela eya empumelelweni futhi ukusebenzelana okuthuthukisiwe kuwufanele umzamo.

Isoftware yokumaketha ingaba namandla amangalisayo ezandleni zeqembu elinolwazi, kodwa inani lezici namakhono afika nesimanjemanje. ubuchwepheshe bokumaketha kungase futhi kube nzima kubasebenzisi abasha.

Abaholi bokuqalisa esixoxe nabo bacaphune izici ezingasetshenzisiwe nezigqagqene futhi baphawula ngobunkimbinkimbi buphelele bamathuluzi e-martech njengezinye zezinselelo zabo eziphezulu ze-martech.

Ngakolunye uhlangothi, izinzuzo zalawa mathuluzi zizifanele izinselele. Laba baholi abafanayo abaqalayo bafake kuhlu ukusebenzelana kwamakhasimende okuthuthukisiwe, ukukhomba okunembe kakhudlwana, nemikhankaso yokumaketha esebenza ngempumelelo njengezinzuzo ezintathu eziphezulu zesitaki se-martech esisebenzayo.

Ngakho-ke, ungazijabulela kanjani izinzuzo zobuchwepheshe bakho bokumaketha kuyilapho unciphisa ukukhungatheka nezithiyo zokugcwala kakhulu kwesici? Njengomholi wenkampani yezobuchwepheshe, ngingakutshela ukuthi ukuhlolwa kwesitaki se-martech kuyindawo enhle yokuqala.

Okunye ukuqeqeshwa okwengeziwe kwabasebenzisi bokugcina nakho kungahamba ibanga elide ekudambiseni amathuluzi akho e-martech. Futhi a uhlelo olufanele lwe-martech kufanele ikusize uxazulule ezinye zalezi zinkinga ngokukhetha amathuluzi ayinkimbinkimbi ngokufanele kwasekuqaleni.

Abaholi bokuqalisa esibenze inhlolokhono nabo banikeze impendulo ethile yokuthi basabela kanjani kulezi zinselele ze-martech. Ukuqonda kwabo okusekelwe kokuhlangenwe nakho kungakusiza wenze uhlelo lwakho lokuphendula, uma uhlangabezana nezinselele ezifanayo:

ukuthuthukisa ukusebenza kahle kwe-martech

Izinyathelo ezilandelayo: Qoqa imibhalo yenqubo yobuchwepheshe bakho obusha bokumaketha (okungaba okudalwe ngaphakathi noma okuhlinzekwe umthengisi wakho) futhi wabelane ngawo nabo bonke abasebenzisi bokugcina. Hlela izikhathi zokuqeqesha ezijwayelekile (kokubili okuholwa ngabasebenzi kanye nabathengisi) futhi ukhethe abasebenzisi abakhulu ukuze baxazulule izinkinga futhi bahole ama-workshops. Misa isiteshi ethuluzini lakho lokuhlanganyela lapho abasebenzisi bengabuza khona imibuzo futhi bathole usizo ngamathuluzi akho e-martech.

Ithiphu 3: Uma ufuna ukuphumelela, bekela eceleni okungenani u-25% wesabelomali sakho sokumaketha ukuze utshalwe yi-Martech

Lapho uhlela isu lakho le-martech, kubalulekile ukunquma isabelomali esinengqondo futhi unamathele kuso. Nakuba ukunciphisa ukusetshenziswa kwe-martech ukuze wonge isabelomali kungase kusilingo, ukweqa kungabeka ibhizinisi lakho elisafufusa engcupheni yokusalela emuva kanye nokuntengantenga. Yingakho ukulinganisa kontanga yakho kungaba usizo.

Cabanga ukuthi u-65% weziqalo esizwile ngazo ezichitha ngaphezu kwekota yesabelomali sazo sokumaketha ku-martech uthe isitaki sabo sihlangabezana nezinjongo zebhizinisi, kuyilapho abangaphansi kwengxenye (46%) yalabo abasebenzisa imali engaphansi kuka-25% bangenza okufanayo. Faka isicelo.

Bangu-13% kuphela abaphendulayo abachitha ngaphezu kuka-40% wesabelomali sabo ku-martech. Ngokusekelwe kulolu lwazi, ukunikela endaweni ethile phakathi kuka-25% no-40% wesabelomali sakho sokumaketha ku-martech kuyindlela enengqondo, mayelana nokulinganisa kontanga.

Izabelomali zokuqalisa zingahluka kakhulu kuye ngosayizi webhizinisi, kodwa nansi idatha yohlolovo eyengeziwe yokuthi ontanga yakho empeleni bachitha ini ku-martech: 

  • U-45% weziqalo zisebenzisa u-$1,001 – $10,000/ngenyanga 
  • <20% yeziqalo zisebenzisa u-$10,000+/ngenyanga 
  • U-38% wokuqalisa uchitha ngaphansi kuka-$1,000/ngenyanga 
  • U-56% weziqalisi ubika kusetshenziswa uhlobo oluthile lwesofthiwe yokumaketha yamahhala/ithuluzi lokuthengisa lamahhala

Isabelomali sokuqala se-martech

Uma sikhuluma iqiniso, umqedazwe we-COVID-19 udale umonakalo omkhulu kubhajethi kuyo yonke imikhakha. Kodwa sathola ukuthi noma kunjalo, Ama-63% abaholi abasafufusa bakhulise ukutshalwa kwezimali kwabo kwe-martech onyakeni odlule. Ngaphansi kwamaphesenti amahlanu ehlise isabelomali sabo se-martech phakathi naleso sikhathi.

Izinyathelo ezilandelayo: Ngemva kokusungula ibhajethi yakho, hlola ezimbalwa amathuluzi wamahhala/izilingo zamahhala ukuze ubone ukuthi yini esebenza kahle eqenjini lakho. Uyazibuza ukuthi yimaphi amathuluzi e-martech ongaqala ngawo? Inhlolovo yethu iveze ukuthi ukuhlolwa kwe-A/B, izibalo zewebhu, nesofthiwe ye-CRM bekungamathuluzi asebenza kahle kakhulu ekusizeni abaqalayo ukuthi bafinyelele izinhloso zabo zokumaketha.

Thwebula GetAppUkwakha Isitaki Esibalulekile Se-Martech Somhlahlandlela Wokuqalisa

Izinyathelo Ezi-4 Zokusebenzisa Isitaki Sakho Se-Martech

Njengesiqalo, ukufinyelela nje kwesisindo esibucayi kuwumsebenzi omkhulu, futhi uhlelo oluhle lokumaketha kanye nesitaki se-martech esisebenzayo kubalulekile ukuze ufike lapho. Nali icebo lezinyathelo ezine lokususa iseluleko esabiwe lapha nawe:

  1. Yenza uhlelo lwe-Martech: Hlanganisa ithimba lakho, nquma ukuthi yimaphi amathuluzi owadingayo, qamba uhlelo lokusebenzisa kanye nomugqa wesikhathi, futhi wabelane nenhlangano yakho. Buyekeza njalo futhi ulungise njengoba kudingeka.
  2. Beka iqembu lakho empumelelweni: Nikeza ithimba lakho ngamadokhumenti enqubo, amathuluzi okubambisana, nokuqeqeshwa okuholwa ngabasebenzi nomthengisi ukuze ulisize lisebenzise isitaki sakho se-martech ngempumelelo ngangokunokwenzeka.
  3. Yenza isabelomali esinengqondo futhi unamathele kuso: Uma usebenzisa kakhulu ngaphansi kuka-25% wesabelomali sakho sokumaketha kwezobuchwepheshe, usengozini yokusalela emuva kakhulu izimbangi zakho. Khumbula ukuthi KULUNGILE futhi ukufaka amathuluzi amahhala kusitaki sakho se-martech inqobo nje uma esasebenza.
  4. Hlola isitaki sakho se-martech: Ngezikhathi ezithile (okungenani kabili ngonyaka) hlola isitaki sakho se-martech kanye nabasebenzisi benhlolovo ukuze wenze isiqiniseko sokuthi amathuluzi akho asakusiza ekufezeni imizamo yakho yokumaketha. Susa amathuluzi angasetshenzisiwe futhi uhlanganise lawo anezici ezigqagqene. Hlola amathuluzi amasha (usebenzisa izilingo zamahhala uma kwenzeka) ukuze ubhekane nezidingo ezingagcwaliswanga.

Sikufisela inhlanhla, sisebenzela wena. Kodwa sithemba ukuthi singenza okungaphezu nje kokukujabulisa eceleni. Sidale inani lamathuluzi namasevisi amahhala ukukusiza ukuthi ufinyelele imigomo yakho yokuqala, okuhlanganisa neyethu Ithuluzi le-AppFinder futhi wethu Abaholi Besigaba ngokusekelwe ku izibuyekezo zomsebenzisi eziqinisekisiwe ezingaphezu kwesigidi.

Zihlole, futhi usazise uma kukhona okunye esingakwenza ukuze sikusize endleleni.

Indlela yokusebenzisa

1GetAppI-Marketing Technology Survey yango-2021 yenziwa ngomhlaka-18-25 Febhruwari, 2021 phakathi kwabaphenduli abangu-238 ukuze bafunde kabanzi mayelana nokusetshenziswa kwamathuluzi obuchwepheshe bokumaketha ngokuqalisa. Abaphendulile bahlolelwa izikhundla zobuholi ekuqaleni kwezokunakekelwa kwezempilo, izinsiza ze-IT, ukumaketha/i-CRM, ukuthengisa/i-eCommerce, ukuthuthukiswa kwesoftware/iwebhu, noma i-AI/ML.

GetAppUmbuzo wokuphumelela kwesitaki sobuchwepheshe bokumaketha wawuhlanganisa zonke lezi zinketho ezilandelayo (ezibhalwe lapha ngokulandelana kokuphumelela ngokwesilinganiso samaphuzu): I-A/B noma ukuhlola okuxubile, ukuhlaziya kwewebhu, ukuphathwa kobudlelwano bekhasimende (CRM), ukuvezwa kokuthinta okuningi, inkundla yezokuxhumana ukumaketha, inkundla yokumaketha okuqukethwe, inkundla yokumaketha yeselula, amathuluzi omakhi wewebhusayithi, inkundla yedatha yekhasimende (CDP), ukumaketha kokusesha (SEO/SEM), inkundla yokwenza kube ngokwakho, ukuphathwa kwemvume nokuthandwayo, isofthiwe yokumaketha ezishintshayo, inhlolovo/inkundla yolwazi lwekhasimende, uhlelo lokuphatha okuqukethwe (CMS). inkundla yokumaketha yeziteshi eziningi, inkundla yokumaketha nge-imeyili, ukukhangisa kwamavidiyo aku-inthanethi, amathuluzi okukhuthaza abasebenzi.