Ubuchwepheshe BokukhangisaIzibalo nokuhlolaUkukhangisa OkuqukethweIzingxenyekazi zeCRM kanye nezeDathaI-imeyili Marketing & AutomationI-Marketing InfographicsUkunika Amandla UkuthengisaI-Social Media & Influencer Marketing

I-Infographic: Kuyini Ukumaketha Okusekelwe ku-Akhawunti?

Ukumaketha Okusekelwe ku-Akhawunti kuyindlela yamasu yokumaketha kwebhizinisi lapho inhlangano icubungula futhi iqondise ama-akhawunti wabathengi ngokusekelwe okungenzeka ukuthi benze ibhizinisi nenkampani. Lokhu ngokuvamile kusekelwe kuphrofayela yekhasimende efanelekile (I-ICP) olufana kokubili izidingo, ubuchwepheshe, kanye ne-firmagraphics.

Ukuthengisa okususelwa ku-akhawunti (ABM) sekuyisu lokuhamba lezinkampani ze-B2B ukukhomba futhi zithole amakhasimende.

Ngokusekelwe kuzinhlolovo zayo zabakhangisi be-B2B, i-ABM iletha imbuyiselo ephezulu kakhulu ekutshalweni kwanoma yiliphi isu lokumaketha noma iqhinga. Isikhathi.

Umfutho we-ITSM

I-SiriusDecision's I-State of Account-based Marketing Study ithole ukuthi u-92% wabakhangisi be-B2B bathi i-ABM yayinjalo kakhulu or kakhulu kubalulekile emizamweni yabo yonke yokukhangisa.

Okwenza i-ABM ihehe njengamanje yindlela ehlanganisa ngayo ukuqonda kwecebo nobuchwepheshe bokubulawa. Amaqembu ezokumaketha aqonda i-ABM asesimweni esinamandla sokuqondanisa kangcono nalokho okudingwa ukuthengisa, nokwenza izinqumo ezihlakaniphile mayelana nezinyathelo ezilungile okufanele zithathwe nesikhathi esifanele sokubathatha ukukhulisa ama-akhawunti aphezulu.

UMegan Heuer, IPhini likaMongameli kanye noMqondisi Weqembu kwa-SiriusDecisions

Ukumaketha okusekelwe ku-akhawunti kungase kuthathe umhlaba we-B2B ngesivunguvungu, kodwa kuhilelani, futhi kungani yonke injabulo? Ake sihlolisise.

I-ABM ixhumanisa imizamo yokumaketha yomuntu siqu kanye neyokuthengisa ukuze ivule iminyango futhi ijulise ukusebenzelana kuma-akhawunti athile.

UJon Miller we I-Engagio

Ngenkathi kunezindlela eziningi zokuchaza i-ABM, iningi labasebenzi liyavumelana ngezisekelo ezimbalwa. Imikhankaso ye-ABM:

  • Gxila kubo bonke abagqugquzeli bezinqumo ezibalulekile ngaphakathi kwenkampani (i-akhawunti), hhayi umenzi wesinqumo oyedwa (noma umuntu),
  • Bheka i-akhawunti ngayinye “njengemakethe eyodwa,” neziphakamiso zemiyalezo nenani elenzelwe izidingo zenkampani ngayinye iyonke,
  • Sebenzisa okuqukethwe ngokwezifiso nemiyalezo kuhloswe ngalo ukubhekana nezinkinga ezithile namabhizinisi enkampani
  • Ungabheki nje ukuthengiswa kwesikhathi esisodwa kepha inani lempilo yekhasimende ngalinye lapho uhlela izinto eziza kuqala,
  • Value ikhwalithi engaphezulu kwenani uma kukhulunywa ngokuhola.

Amaqhinga ajwayelekile, ukuqondiswa okuphumelela ngokwengeziwe

Izindaba ezimnandi kunoma yimuphi umakethi ofuna ukuzama indlela ye-ABM ukuthi amathuluzi namasu awaxakile futhi amasha; zisekelwe ezindleleni ezifakazelwe abazimakethi be-B2B abazisebenzise iminyaka:

  • Ukucwaninga okuphumayo nge-imeyili, ifoni, imithombo yezokuxhumana kanye ne-imeyili eqondile
  • Ukumaketha okungakahleleki ngokuqukethwe okuphezulu kwe-funnel, ukubhuloga, ama-webinars nokuzibandakanya kwezokuxhumana nabantu
  • Amaqhinga edijithali njengezikhangiso ezisuselwa ku-IP nokuhlela kabusha, ukukhangisa ngemidiya yezenhlalo, ukwenza ngezifiso iwebhu nohlobo lokuhola olukhokhelwe
  • Izenzakalo, imibukiso yezohwebo, imicimbi yozakwethu neyesithathu

Umehluko omkhulu usendleleni okubhekiswe ngayo la mathuluzi namasu. Njengoba uMiller esho:

Akukhulunywa nganoma iyiphi indlela eyodwa; ukuxubana kokuthintwayo okuqhuba impumelelo.

Ukuhambisa ukugxila kusuka ku-Persona kuya ku-Akhawunti

Izindlela zokumaketha zendabuko ze-B2B zisuselwa ekuhlonzeni uhlobo olufanele lokwenza izinqumo (noma i-persona) nokwakha imikhankaso yezentengiso yokuheha ukunakwa kwabo. I-ABM ishayela ushintsho ekutholeni abantu abajwayelekile kuya ekuboneni amaqembu wabathonya abathile. Ngokwenhlolovo ye-IDG ka-2014, ukuthengwa kwamabhizinisi okujwayelekile kuthonywa ngabantu abayi-17 (kusuka ku-10 ngo-2011). Indlela ye-ABM iyabona ukuthi lapho uthengisa umkhiqizo noma isixazululo esithile enkampanini esezingeni lebhizinisi, ungahle udinge ukuthola umlayezo wakho phambi kwenqwaba yabantu emazingeni ehlukene egunya anemisebenzi ehlukene yemisebenzi.

Amathuluzi Afanele Enza I-ABM Ibe lula

Njengoba i-ABM iyindlela yomuntu siqu, incike kudatha eholayo enhle. Uma ungenayo isizindalwazi sakamuva, esinembile ongathembela kuso, ukufinyelela bonke abantu abakuchungechunge lokuthatha izinqumo ngaphakathi kwenhlangano kungashaywa noma kuphuthelwe. Kanjalo nemizamo yokukhomba izikhangiso zokubonisa ngokwezifiso nokunye ukufinyelela ku-inthanethi ngekheli le-IP lenkampani.

Abathengisi abaphumelelayo be-ABM bakufundile lokho kubikezela analytics amapulatifomu aklanyelwe isizukulwane sokuhola se-B2B ahlinzeka ngemininingwane yokuhola enembile nephelele yokwenza i-ABM ibe nokwenzeka. Ukuqagela okuthuthukile analytics izixazululo zingasiza futhi ekuboneni izinkampani ezifanele ukukhomba ngokuya ngokuthi zikulungele kangakanani ukuthenga, ukugcina isikhathi nokwandisa amathuba okuphumelela

Iningi liphinde lihlanganise nezinkundla ezishintshayo zokumaketha njengeMarketo ne-Eloqua, namathuluzi e-CRM afana ne-Salesforce. Ukuhlanganiswa ne-marketing automation kanye ne-CRM kuvumela izinkampani ukuthi zihlele, zisebenzise, ​​zilinganise, futhi zilungiselele imikhankaso ye-ABM zisebenzisa isitaki sabo sokumaketha esikhona.

Okuqondiwe, Imakethe, Kala

Manje njengoba usuqonda izinto eziyisisekelo, ungaqala kanjani? Isinyathelo sokuqala sokuqalisa umkhankaso we-ABM ukuhlonza ama-akhawunti akho owaqondisayo. Mhlawumbe usuyazi ukuthi ubani ofuna ukumkhomba kakhulu. Uma kunjalo, yiya kuyo. Uma ungakwenzi, noma uma ufuna ukuqala ibhizinisi elisha, noma ulayini womkhiqizo omusha, noma ushayele umkhondo omusha webhizinisi elikhona, udinga uhlu lwamathemba.

Njengoba i-ABM igxile ezinkampanini okungenzeka kakhulu zibe amakhasimende akho angcono kakhulu, udinga ukwazi ukuthi inkampani yakho efanelekile ibukeka kanjani. Lokhu kusho amathemba okungenzeka angakwazi ukuguqula kuphela kodwa futhi akhiqize inani lesikhathi eside.

Amaphrofayli akho afanelekile wekhasimende kufanele afake idatha yezibalo zabantu, kanye ne-firmographic, kanye nesici sokuziphatha, ukulingana, kanye nenjongo. Imuphi usayizi webhizinisi ofanele? Ingakanani imali yabo yonyaka? Yiziphi izimboni abasebenza kuzo? Atholakala kuphi? Ukwengeza, iphrofayili yekhasimende efanelekile kufanele ibheke izinkomba zokuziphatha kwabalindelekile, njengokuthi bavakashele kangaki isayithi lakho, kanye nokuqonda ukuthi imiphi eminye imikhiqizo namasevisi abawasebenzisayo ekuthengeni kwabo.

Hlela futhi ubeke phambili

Uma usuhlonze amathemba ekhwalithi, isinyathelo esilandelayo ukuhlela nokubeka phambili uhlu futhi wenze uhlelo lokumaketha lokubandakanya umkhondo oqinile. Njengoba kushiwo ngenhla, awuzami ukukhomba umuntu oyedwa kodwa bonke abenza izinqumo kuleyo nkampani. Lokhu kudinga indlela yokuthengisa ebanzi enweba ukufinyelela kwemiyalezo eziteshini eziningi. Le ndlela ingafaka ukukhangisa kokubonisa okuguquguqukayo, ukumaketha okuphumayo, inkundla yezokuxhumana, nokuningi. Okubalulekile wukuthi amaqembu ezentengiso nawokuthengisa asebenzisane eduze ukuze afeze izinhloso zawo ezihlanganyelwe.

Hambisana

Iqiniso lokuthi i-ABM iletha ukuthengisa nokumaketha ndawonye kukhulu kakhulu.

Amaphesenti angama-50 esikhathi sokuthengisa achithwa ekufuneni izinto ezingakhiqizi nokuthi abadayisi bawashaya indiva amaphesenti angama-50 omkhondo wokumaketha.

Marketo

Ukungaqondi kahle akugcini nje ngokuphumela ekulahlekeni kokukhiqiza kodwa futhi nokulahlekelwa ngamathuba ebhizinisi.

Izinhlangano ezinokuthengisa okuqondaniswe ngokuqinile nemisebenzi yokumaketha zithola amazinga okugcina amakhasimende angamaphesenti angu-36 aphezulu kanye namaphesenti angu-38 amanani okuwina okuthengisa aphezulu.

I-MarketingProfs

Gxila kunani lempilo yonke

Nge-ABM, ukuvala isivumelwano akusona isiphetho sobudlelwano, kodwa kuyaqala. Uma umcabango eseyikhasimende, kufanele aneliseke. Lokhu kudinga idatha. Izinhlangano ze-B2B zidinga ukwazi ukuthi kwenzekani ngemva kokuba ikhasimende lithengile, lokho elikusebenzisayo nelingakusebenzisi, nokuthi yini eyenza ikhasimende liphumelele. Ikhasimende alibalulekile uma ungakwazi ukugcina ibhizinisi lalo. Basebenzisana kangakanani nomkhiqizo? Ingabe basengozini yokuhamba? Ingabe bangamakhandidethi amahle okuthengisa noma ukudayisa?

Nge ABM Kuholela, Kuyinto Quality Over Ubuningi

Inani le imikhondo futhi amathuba akwanele ukukala i-ABM. Isu alisebenzi encazelweni evamile yokuhola futhi libheka ikhwalithi ngaphezu kobuningi. Esikhathini esedlule, i-ABM yayisetshenziswa ngokuyinhloko izinkampani zamabhizinisi ezinkulu, ezinezinsizakusebenza ezingatshala isikhathi esibalulekile nemali enqubweni yokuthinta kakhulu. Namuhla, ubuchwepheshe busiza ukuzenzela nokukala i-ABM, okwehlisa izindleko futhi kwenza i-ABM ifinyeleleke kalula kumabhizinisi abo bonke osayizi. Ucwaningo lukhombisa ngokusobala ukuthi ukumaketha kwe-B2B kuya ku-ABM. Indaba nje ukuthi ishesha kangakanani.

I-DCI ikhiqize lokhu infographic okukuhambisa ngendlela i-ABM eyikho, izibalo zayo, abahlukanisi bayo, nezinqubo zayo:

yini i-abm account based marketing infographic

UDoug Bewsher

UDoug uyi-CEO ye Indawo yokuhola. UDoug uneminyaka engama-20 enolwazi lokwakha izinhlobo ezisezingeni lomhlaba embonini yezobuchwepheshe. Udale futhi wahola ukumaketha komkhiqizo we-B2C neB2B, izinhlelo zokufuna kanye nezinhlelo zokwakha brand zemikhiqizo nezinsizakalo zobuchwepheshe eziphazamisayo.

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