Ubuchwepheshe BokukhangisaIzibalo nokuhlolaUkukhangisa OkuqukethweIzingxenyekazi zeCRM kanye nezeDathaI-imeyili Marketing & AutomationAmathuluzi OkukhangisaUkunika Amandla Ukuthengisa

Ithemu: Ukuvala Amadili Engeziwe Nge-Holistic Multi-Channel Multi-based Marketing (ABM) Indlela Yokumaketha

Isu lokumaketha elisebenza ngempumelelo, elihlakaniphe kakhulu, nelisebenza ngempumelelo elokumaketha okususelwa ku-akhawunti (ABM). Igqugquzelwa ukukhomba okushayelwa yidatha namasu okumaketha eziteshi eziningi, i-ABM isiza abakhangisi ukuthi bakhulise ukuguqulwa futhi bakhulise imali engenayo.

I-Teminus ABM Platform

Yini ebekayo I-terminus ngaphandle kwezinye izinkundla ze-ABM ukuthi inkundla iwabandakanya kanjani ngokuqhubekayo ama-akhawunti aqondiwe, okuvumela abakhangisi ukuthi bakhe amapayipi amaningi. I-Terminus inikeza ngempela indlela ephelele ku-ABM ngoba ukusebenzelana komdabu, kweziteshi eziningi kuletha imiphumela eyengeziwe.

I-Terminus isiza ukuxazulula izinselelo ezinkulu zabadayisi zanamuhla: 

  • Ikhiqiza ithrafikhi nemikhondo.
  • Ukuphakamisa amabhrendi ukuze agqame emqhudelwaneni.
  • Ukuphatha iziteshi eziningi zokumaketha ukuze kwandiswe ukufinyelela komkhiqizo nokuqwashisa.
  • Ukufunda ngamakhasimende abo.
  • Ukudala okuqukethwe okuhehayo.
  • Ukuthobelana nokwabelana ngedatha nemithetho yobumfihlo.
  • Ukuletha ngokulindelwe yikhasimende ekwenzeni kube ngokwakho okwengeziwe nokuzibandakanya.

Ihabhu yokusebenzelana ye-Terminus

Yini amaqembu okuthengisa ayidinga kakhulu ukuze aqonde amakhasimende awo? Idatha. I Ihabhu Lokuhlangana Lokuphela inikeza amathuluzi ahlukahlukene ukusiza amaqembu ezentengiso aqonde futhi abandakanye amakhasimende awo, akhe iphrofayili yawo yekhasimende efanelekile (I-ICP), kanye nemininingwane ezuzisayo ngokubika okwenziwa ngokwezifiso kanye nesichasiso ukuze kufakazele umthelela wesiteshi ngasinye. 

Isikhungo sinikeza amandla amaqembu ezentengiso ukuze athole ikhasimende lawo elilandelayo, axhumanise imikhankaso yeziteshi eziningi, alinganise lonke uhlelo lwawo lokumaketha, akhuthaze amaqembu athengisayo ukuthi athathe isinyathelo futhi akhe imali engenayo esimeme.

Besebenzisa iziteshi ezibanzi zika-Terminus, abakhangisi bangakha okuhlangenwe nakho kwe-akhawunti exhunyiwe ukuze bakhulise inhloso.

  • Umuzwa Wesikhangiso - ivumela amaqembu ezentengiso ukuthi akhulise imikhiqizo emhlabeni wonke ngokusebenzisa imikhankaso exhumanisayo, eqondene nawe kanye neyokukala eziteshini eziningi ethumela imilayezo kumakhulukhulu amanethiwekhi ezikhangiso kubantu emhlabeni wonke. Abakhangisi bangakwazi ukufinyelela ngokohlelo uhlu lwezikhangiso eziyi-premium, basebenzise imali yabo ngezikhangiso ngokuqukethwe komongo, ikhukhi, ne-IP eqondiwe, futhi bathephe izikhangiso ezixhunyiwe ze-TV nomsindo eziteshini ezikhulayo ezifana ne-Spotify, Hulu, IPTV nokuningi. 
  • Okuhlangenwe nakho kwe-imeyili - inika amandla amaqembu okukhangisa ukuthi asebenzise ama-imeyili kuvolumu ephezulu, amashaneli ezikhangiso ezihlosiwe achichima ukuhlaziya, idatha yenhloso kanye nemephu ye-IP. Ngenxa yokuthi izibhengezo zenziwa ngendlela oyifisayo ngokuvumelana nekheli le-imeyili lomamukeli, ama-imeyili anokunemba okungu-100%. Imikhankaso ye-imeyili ingaphinda ihlukaniswe ngokuhlolwa kwe-A/B, izibhengezo ze-alt, ngaphakathi kuphela, isiteji samathuba, umamukeli, iqembu lomthumeli noma imodi yokushova.
  • Okuhlangenwe nakho kwengxoxo - inikeza isixazululo sengxoxo sokumaketha endaweni ye-ABM ukuze kuguqulwe izivakashi eziningi zewebhusayithi. I-chatbot ka-Terminus idala uhambo olufaneleka kakhulu lomthengi olunekhono layo lokubhukha imihlangano 24/7, ukufaneleka ngokukhaliphile kwethrafikhi engenayo, ukuqoqa idatha yesivakashi nokusebenzisa isitaki sobuchwepheshe esixhunyiwe ukuze kuqalise ukuthengisa okuzenzakalelayo nokusebenzelana.
  • Okuhlangenwe nakho Kwewebhu - iguqula wonke amakhasi ewebhu enze ikhasi lokubikezela lomuntu siqu ngokusebenzisa izigelekeqe ezihlosiwe, izimbondela kanye nokwenza okomuntu siqu okushumekiwe ukuze ushayele ukusebenzelana. Ngokuhlangenwe nakho Kwewebhu, amathimba okukhangisa angakha uhambo olungcono lomthengi, adale kalula futhi akhuthaze ngokuguqukayo okuqukethwe okuhambisanayo, okomuntu siqu futhi - ngokuhlukanisa izethameli kanye nokuhlakulela ukuqonda okungcono kwama-akhawunti okuqondiwe - asebenzise imali yezikhangiso.

Profisee Isipiliyoni Sewebhu esithuthukisiwe ukudala imikhankaso ebumbene, ukwenza okuqukethwe komsebenzisi kube ngokwakho nge-akhawunti, imboni kanye nomuntu, futhi u-61% wabavakashi bayo bachitha isikhathi esiningi emakhasini ewebhu kanye nokuguqulwa emakhasini amanani aphezulu kukhuphuke ngo-11%.

I-Teminus Profisee Indaba Yekhasimende
  • Isitudiyo sokulinganisa - i-analytics esebenziseka kalula kanye nenjini yokufaka, iqoqa futhi inikeze wonke amathimba okuthengisa wemininingwane ayidingayo ukuze ahlaziye umthelela wemisebenzi yokuya emakethe ngokubuka okungu-360-degree ohambweni lomthengi. Le nkundla iqoqa futhi isebenzise idatha evela Kwezokukhangisa, Ingxoxo, I-imeyili Nokuhlangenwe nakho Kwewebhu ukuze kukhiqizwe imikhankaso ye-ABM ebanzi, yamasu.
  • Okuhlangenwe nakho kokuthengisa - ikhiqiza idatha enamandla ukuze idale izindlela ezintsha zokubandakanya amathemba, ivumela abathengisi bokuthengisa basebenze ngobuhlakani - hhayi kanzima. Amaqembu okuthengisa athola ukufinyelela okulula kumininingwane ebambekayo, edonsa idatha ye-Terminus kuma-CRM awo, ubudlelwano obufaneleka ukusiza ukubikezela okuhamba phambili nokuhlonza ama-akhawunti abandakanyeka kakhulu asekelwe kubuningi be-imeyili. Okuhlangenwe nakho kokuthengisa kuphinde kunike amaqembu amandla okuqapha amasignali enhloso futhi asebenzise ubuhlakani be-akhawunti, ukuzibandakanya kanye nohambo lokuthenga ukuze athuthukise amasu awo we-ABM. 

Ngemuva kwekota kuphela yokusebenzisa i-Terminus Sales Experiences, IBazaarvoice iguqule ngokuphelele uhlelo lwayo lwe-ABM, ibona ukukhuphuka okungu-4X kwenzuzo yebhizinisi, ukukhuphuka okungama-33% kusayizi wesivumelwano esimaphakathi, ukukhula okungu-6X epayipini lakhona. Ingxenye yayo ye-SMB iphinde yabona ukukhula kwemali engenayo kanye nokukhula kwamapayipi, kanye nokukhuphuka ngo-173% kusayizi omaphakathi wedili.

I-Terminus Bazaarvoice Indaba Yekhasimende

Idatha Ongayethemba

Imikhankaso yokuthengisa ephumelela kakhulu mihle njengedatha ebazisayo. I I-Terminus Data Studio iqoqa idatha yokuziphatha, i-CRM, i-firmographic, inhloso, i-MAP, kanye nedatha yengqondo ukusiza abakhangisi:

  • Thola ukubuka okuhlanganisiwe kwedatha ye-akhawunti.
  • Thola amasegimenti ezithameli ngokwezifiso.
  • Dala ama-ICP anembile kusuka emithonjeni yedatha yomuntu wokuqala kanye neyesithathu.
  • Yambula futhi ubeke phambili ama-akhawunti.

Iphuzu elikhulu lobuhlungu lamaqembu okuthengisa? Ukwazi ukuthi idatha eminingi ye-B2B CRM ayinembile futhi ayiphelele. Ukuhlanza mathupha, ukuphindaphinda, nokusebenzisa idatha kuhamba kancane futhi kuyabiza — futhi kunganciphisa imali engenayo ngo-20%. 

Okuhambisana ne-Terminus Data Studio i-Teminus CDP, eklanyelwe ngokukhethekile ukuxazulula lezo zinkinga, ihlinzeka ngohlu oluphelele lwezixazululo zokuhlanza, ukucebisa nokuphatha idatha ye-CRM. Ngokusebenzisa i-Terminus CDP, amaklayenti abone ukukhuphuka okungu-180% -300% kokuguqulwa komthofu, ukuncipha kwamazinga amaphutha omkhankaso ngo-20% -2% kanye nokunemba okungu-97% kudatha yokuxhumana neholayo.

Ungamane Uthathe iZwi Lethu Ukuyitholele

Inkampani, eyake yabizwa nge-SnackNation, yaqale yahambisa ukudla okulula kubasebenzi abasebenza emahhovisi. Futhi-ke ubhubhane lwaphoqa wonke umuntu ukuthi asebenze cishe. Inkampani yashintsha ngokushesha I-Caroo, ukuhambela ukunikeza amaphakheji okunakekela abasebenzi ku sebenza noma kuphi Umhlaba. 

U-Dye wahlanganyela no-Terminus ukuze asize ukumisa nokusebenzisa umbono wakhe we-ABM futhi ngemva nje kwezinsuku ezingu-60, u-Caroo wethula icala lakhe lokuqala lokusebenzisa. Izinkampani zisebenzisa indlela yezigaba ezine:

  • Isigaba sokuqala sasihilela ukuhlonza kanye nokuthenga ubuchwepheshe obudingekayo ukuze kusekelwe uhlelo lwe-ABM, ukuzuza ukuthengwa kwabathintekayo nokuhlaziya i-ICP ukuze kuqondiswe ama-akhawunti angcono kakhulu.
  • Isigaba sesibili sibe nethimba elisebenzela ukubhala nokuchaza uhlelo, ukuhlola okuqukethwe, ukuhlola iziteshi, ukulungiselela ukusetshenziswa kanye nokuthuthukisa uhlelo lokwethula.
  • Isigaba sesithathu siphendule ukugxila kwethimba ekwakheni ama-microsite ahlukile, ukwenza kabusha okuqukethwe lapho kungenzeka khona futhi kulungiselelwe isitaki sobuchwepheshe senkampani ukuze sisetshenziswe.
  • Isigaba sesine sibandakanya ukungena eqenjini lezokuthengisa ukuze linikwe amandla. Bethule izikhangiso nama-imeyili, bakha ukubika futhi baqhuba yonke iphrojekthi.

Emavikini amathathu luqalisiwe, uhlelo lubandakanye u-85% wama-akhawunti e-Caroo futhi lwaletha amadili amathathu awinile. Le nkampani ikhombe abantu abasha abangaba khona abangama-78 futhi yavula amathuba angama-32, futhi esikhathini esingaphansi kwekota eyodwa, yayakhe cishe isigidi esingu-$1 ngepayipi isebenzisa i-ABM.

Funda Indaba Yekhasimende Ye-Terminus Caroo

Ayikho Inkundla Eyisiqhingi

Amaqembu okuthengisa asebenza kahle kakhulu ahlome ngamathuluzi asezingeni eliphezulu nedatha. Inkundla ye-Terminus inika amandla amaqembu ezentengiso ukuze akhe uhambo lwamakhasimende axhumene, oluneziteshi eziningi futhi andise amapayipi. Ihlanganisa izingxenye ezibalulekile zesitaki sobuchwepheshe bokumaketha - i-Marketo, i-Pardo, i-HubSpot, i-Salesforce, i-Eloqua ne-Microsoft Dynamics 365, isibonelo - futhi isebenzisa idatha kuyo yonke i-Terminus Engagement Hub.

Ukuze kube lula ukusebenzisana, ukuxhumana nokuxhumana, i-Terminus ihlanganisa amathuluzi ahlukahlukene ahlanganisa i-Crossbeam, i-Slack, i-PathFactory, i-Salesloft, i-Outreach, namanye. Amaqembu ezentengiso angakwazi futhi ukuxhuma i-Terminus kumathuluzi awo ezibalo zewebhu - njenge-Google Analytics kanye ne-Adobe Analytics - ngaphakathi kwe-Engagement Hub ukuze afinyelele imininingwane ebalulekile, esekelwe ku-akhawunti yethrafikhi yokubeka kuqala ama-akhawunti asemakethe kanye nokuxwayisa amaqembu ngokukhuphuka komsebenzi okuvela kumakhasimende angaba khona.

Khomba Amakhasimende Alungile, Njalo

Imilayezo ihlasela abantu kuzo zonke izinhlangothi nsuku zonke, futhi abantu baya ngokuya beyishuna. Isu lokumaketha elingcono kakhulu lisebenzisa indlela yomsindo ozungezile, enikeza okuvelayo okuningi kuwo wonke amashaneli amaningi ukuze kudluliselwe umlayezo ofanayo. Inkundla yethu ye-ABM inika abakhangisi ukufinyelela ekudaleni okuthile okuncane kwawo wonke umuntu futhi bakulethe ngeziteshi abazithandayo. I-ABM inika izinkampani amandla ukuthi ziqondise amakhasimende afanele, ziwaguqule zibe abameli futhi zithole imali engenayo ephezulu.

U-Tim Kopp, i-CEO ye-Terminus

Phakathi kokutholakele okubalulekile kuyo Umbiko we-State of Modern Marketing wango-2021, Terminus wafunda:

  • U-91% wabaphenduli uyavuma ukukwazi ukukhomba amathuba kanye namakhasimende ngokusebenzisa indlela ehambisanayo, ngemikhankaso yomuntu siqu kanye nokuxhumana kwezokuthengisa kuyinto inhlangano yabo enentshisekelo kukho.
  • Ama-87% avumile ukuthi ukukhulisa amasu asekelwe kumthofu endabuko ngokugxila okuqinile kumasu asekelwe ku-akhawunti kuyindlela engcono kakhulu yokukhulisa ukukhiqizwa kwemali engenayo.
  • U-87% uyavuma ukuthi ithimba lemali engenayo lenhlangano yabo lidinga idatha eyengeziwe, iziteshi zokumaketha, nobuhlakani bokuthengisa/bezokuthengisa ukuze lenze izinqumo ezinolwazi.
  • U-95% ukhathazekile ngokuthi ukunyamalala kwedatha yomuntu wesithathu kuzoba nomthelela omubi emizamweni yokumaketha.

Landa umbiko we-State of Modern Marketing wango-2021

Akusawenzi umqondo omuhle webhizinisi ukuthembela ngokuphelele kubaqondisi njengowukuphela komthombo weqiniso wokwazisa isu lokumaketha. Ukusebenzisa amamethrikhi ahlukahlukene nedatha - ukuvakasha kwewebhusayithi, umkhankaso we-imeyili, ukusebenzelana nama-chatbots nokunye okwengeziwe - ukukala umthelela kuma-akhawunti kuhlomisa abakhangisi ukuthi baqonde kangcono ukubandakanyeka kweqiniso futhi bakhombe ama-akhawunti alungele ukuthatha isinyathelo. Le misebenzi ayihlukanisi futhi; basebenza ekhonsathini, njengoba nje umkhiqizo uqhuba isidingo. Futhi i-ABM iyisoso eyimfihlo ekuhlanganisa konke ukuze kuqhutshwe ukusebenzelana okunempumelelo kakhulu kuyo yonke ifaneli. 

Cela Idemo Yokumisa

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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