Umphumela Wezobuchwepheshe: UMartech Wenza Okuphikisanayo Nenhloso Yakhe Ehlosiwe

Siyakwamukela Ipulatifomu ye-Orchestration Marketing

Ezweni lapho ubuchwepheshe budizayinelwe ukusheshisa futhi buhambise inzuzo yamasu, ubuchwepheshe bokumaketha buye eminyakeni edlule, empeleni, benza okuphambene ngqo.

Ebhekene nenqwaba yamapulatifomu, amathuluzi, nesoftware ongakhetha kuyo, indawo yezentengiso ididekile futhi iyinkimbinkimbi kunanini ngaphambili, izitaki zobuchwepheshe ziba nzima kakhulu ngosuku. Vele ungabhekanga ukudlula iMartin Quadrants kaGartner noma imibiko yeForrester's Wave; inani lobuchwepheshe obutholakala kumakethi wanamuhla alipheli. Amaqembu ajwayele ukuchitha isikhathi sawo enza umsebenzi ngomsebenzi, futhi nemali okufanele ngabe iya emikhankasweni isetshenziselwa imisebenzi engasho lutho - futhi kaningi eyenziwa ngezandla.

Kamuva cwaningo, ISirkin Research ihlolisise abathengisi abangaphezu kuka-400 bokusebenza okuhlukahlukene nobukhulu emzameni wokuqonda ukuthi yini ebambe imartech. Ucwaningo lubuze kalula:

Ingabe izixazululo zakho zamanje ze-martech zingusizo olunika amandla?

Ngokumangalisa, Bangu-24% kuphela abathengisi abathi yebo. Abaphenduli bocwaningo babalule okulandelayo ngezizathu:

  • U-68% uthe isitaki sabo asikwazi ukubasiza ukuqondanisa izinsiza (abantu nesabelomali) kucebo
  • U-53% uthe isitaki sabo senza kube nzima ukuhlela ukuthengisa (imikhankaso, okuqukethwe, nobuciko) kuwo wonke amaqembu, ubuchwepheshe, neziteshi zokwenza kahle
  • Ama-48% athe isitaki sawo asihlanganisiwe kahle

Futhi kunomphumela wangempela, omubi:

  • Bangu-24% kuphela abathi isitaki sabo sisiza ukuhlanganisa nokubika ngokusebenza komkhankaso kahle
  • Bangu-23% kuphela abathi isitaki sabo sikwazi ukuqhuba ukusebenzisana kuwo wonke amathuluzi
  • Bangu-34% kuphela abathi isitaki sabo sibasiza ukudala, ukuphatha, ukugcina kanye nokwabelana ngempahla yokuqukethwe kahle

Ngakho-ke, kungani izixazululo zamanje ze-martech zingahlangabezani nezidingo zamaqembu wokumaketha?

Iqiniso ukuthi amathuluzi we-martech kudala aklanywa ngokuyinhloko njengezixazululo zamaphoyinti - imvamisa ehambisana nenkambiso yakamuva yezokumaketha noma "isiteshi seviki" - ukuxazululela ubuhlungu obuyedwa, inselelo, noma icala lokusebenzisa. Futhi ngokuhamba kwesikhathi, njengoba la mathuluzi aguqukile, asebenzile Boxed abathengisi ekukhipheni ama-RFP, ukuhlola abathengisi, nokuthenga izixazululo zesigaba esisodwa. Izibonelo:

  • Ithimba lethu lidinga ukudala nokushicilela okuqukethwe - sidinga ipulatifomu yokuthengisa okuqukethwe.
  • Kulungile, manje njengoba sisebenzise inqubo yethu yokudala, ake sitshale imali kumphathi wempahla yedijithali ukufaka okuqukethwe kwethu ukuze kwabelwane futhi kusetshenziswe futhi.

Ngeshwa, ekusetshenzisweni kwangempela kwempilo, lawa mathuluzi agcina esetshalwe imali ngokweqile, angathathwa kahle, futhi asetshenziswa ngokuhlukaniswa okuphelele. Amathuluzi akhethekile athengwa amaqembu akhethekile. Izixazululo zihlala kuma-silos, ahlukaniswe nenqubo enkulu, enhle kakhulu. Ucezu ngalunye lwesoftware luneqoqo lalo labaphathi, ompetha, nabasebenzisi bamandla, ngokugeleza kokusebenza okungafani okwakhelwe lelo thuluzi (futhi lelo kuphela ithuluzi). Futhi ngamunye indlu yakhe isethi yakhe yedatha.

Ekugcineni, okwenza kube yinkinga yokusebenza okuyinkimbinkimbi nokusebenza kahle (ingasaphathwa eye-spike enkulu ku-TCO yesoftware yakho yeCFO / CMO). Kafushane: Abakhangisi abafakwanga nesixazululo esimaphakathi esinika amandla iqembu labo ukuthi lihlele kahle ukumaketha.

Ukuhlelela ukumaketha kudinga ukulahla umqondo wesikole esidala. Sezadlula izinsuku lapho abaholi bezokumaketha kanye namaqembu ezokumaketha bengahlanganisa izixazululo ndawonye futhi bathandaze, ngandlela thile, zonke izinhlelo zabo zizovumelaniswa ngomlingo. Sezadlula izinsuku zokutshala imali kuzingxenyekazi zefa ukuze maka ibhokisi kuphela ukuthi iqembu labo lingamukeli ngokugcwele futhi lithole inani kusuka kuthuluzi.

Esikhundleni salokho, amaqembu adinga ukuthatha umbono ophelele wokumaketha - okubandakanya ukuhlela, ukwenza, ukuphatha, ukusabalalisa, nokukala - futhi ahlole izixazululo ezisiza kulokho ukuphela-to-end i-orchestration yokumaketha. Imaphi amathuluzi asetshenziswayo? Bakhuluma kanjani omunye komunye? Ngabe ziyasiza ukwenza lula futhi zinike amandla ukubonakala kolwazi, ukusheshisa kwezinqubo, ukulawulwa kwezinsizakusebenza, nokukalwa kwedatha?

Ukulungisa lezi zinkinga kuzodinga ushintsho oluguqukela ku-orchestration yezentengiso.

Ocwaningweni oluphawulwe ngenhla, u-89% wabaphenduli bathi i-martech izoba yisisetshenziswa esinamandla ngonyaka we-2025. Izibalo Zokuqagela, Ukufunda kwe-AI / Umshini, Ukusebenziseka Kwamandla Okudala, futhi… I-Orchestration Yezokumaketha.

Kepha Kuyini Ukukhangisa Kwe-Marketing?

Ngokungafani nokuphathwa kwephrojekthi ejwayelekile, ukuphathwa komsebenzi, amathuluzi okuphathwa kwezinsizakusebenza, nezinye izixazululo zamaphoyinti, amapulatifomu wokumaketha we-orchestration enzelwe izinhloso ezithile - nezinqubo - zezinhlangano zokumaketha. Nasi isibonelo:

wamukele ukumaketha kwe-orchestration

I-orchestration yezokumaketha iyindlela yamasu futhi eqhubekayo, ebona zonke izingxenye zenqubo idinga ukusebenza.

Ngokuphumelelayo, isoftware yokukhangisa ye-orchestration iba yifayela le- ikhaya or isistimu esebenzayo (okusho umthombo weqiniso) wamaqembu wokumaketha - lapho wonke umsebenzi wenzeka khona. Futhi okubaluleke kakhulu, kusebenza njengezicubu ezixhumanisayo phakathi kobuchwepheshe bokumaketha obuhlukile, amaqembu wokumaketha, nokuhamba komsebenzi wokumaketha - kusiza i-orchestration kuzo zonke izici zokuhlela umkhankaso, ukwenziwa, nokukalwa.

Ngoba amaqembu ezokumaketha zanamuhla adinga ubuchwepheshe besimanje bokumaketha. Isoftware eletha okungcono kakhulu kwawo wonke lawa mathuluzi ahlukanisiwe ndawonye abe yipulatifomu eyodwa (noma, okungenani, ihlangana ngokuhlelekile nesitaki sobuchwepheshe obubanzi) ukwenza lula izinqubo kanye nokudluliswa kokuqukethwe nedatha yokubonakala okwandayo, ukulawula okuningi , nokulinganisa okungcono.

Uyemukelwa ekwamukelweni…

Ipulatifomu ye-Marketing Orchestration eyamukelekile i-suite yamamojula anamuhla, ahlanganisiwe, nakhelwe izinhloso zokusiza ukuhlela ukumaketha. Inikeza ukubonakala kokuhlela ngamasu nokuvumelanisa izinsiza, amathuluzi wokusebenzisana nokwenza umsebenzi ngokushesha, ukuphatha ukugcina ukulawula kuyo yonke imithombo yezokumaketha, kanye nokuqonda ukukala umsebenzi wakho.

Futhi-ke, konke kusekelwa yi-API eqinile nezimakethe zokuhlanganisa ezinamandla ezinamakhulu ezixhumi ezingekho zamakhodi - uhlaka olucabangayo olwenzelwe ukunikeza ukuhlanganiswa kwamasu kuzo zonke izigaba zenqubo yokukhangisa.

wamukelekile imikhankaso imisebenzi imicimbi

Ngoba njengoba nje umqhubi edinga induku yokuhlela inqwaba yabaculi abadlala izinsimbi ezahlukahlukene, i-maestro yokumaketha idinga ukubonakala nokulawulwa kuwo wonke amathuluzi abo ukuhlela ukumaketha.

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