Njengoba amabhizinisi ebhekene nezinselelo ezintsha kule nkathi yedijithali, kukhona ukugcizelela okukhulayo kokumaketha okuqhutshwa yinani, okwenziwe ngokwezifiso kakhulu (futhi yilapho kungena khona ukumaketha okusekelwe ku-akhawunti). Lokhu kuyiqiniso ikakhulukazi ezinkampanini ze-B2B, okufanele zibonise ukwethembeka futhi zinqobe ukuphikiswa okuningi kunanini ngaphambili okuvela kumakhasimende angaba khona. Ukukhangisa okuphezulu kakhulu kanye nokufinyelela ngaphandle kuyabiza — futhi kungalimaza isithunzi somkhiqizo uma kwenziwa ngokungalungile.
Ukumaketha okusekelwe ku-akhawunti kuyisu elenzelwe umuntu siqu kakhulu lapho imizamo yokuthengisa neyokumaketha ihambisana futhi igxiliswe kulowo nalowo ongase abe iklayenti. Kunokuba indlela ye-scattershot eqondiswe kubantu abaningi, i-ABM yakha ubudlelwano obubalulekile nabathatha izinqumo ababalulekile benkampani. Namuhla, ngenxa yamathuluzi e-automation anobungani be-ABM, kulula ukuthuthukisa nokwenza kahle isu le-ABM lebhizinisi lakho le-B2B.
Izinkinga nge-Traditional B2B Marketing
Ukumaketha kwe-B2B okuvamile kukhomba umuntu oyedwa noma ngaphezulu enkampanini, bese kubathumela iphimbo. Nakuba le ndlela ingasebenza, iphinde ibe nephutha. Uma umakethi ethintana nomuntu ongekho esimweni sokwenza isivumelwano, uchithe isikhathi nezinsiza.
Uma befika kumuntu olungile, bangadlulela kanjani eqenjini labadayisi ukuze babe sethubeni elikhulu lokuphumelela? Ezimweni eziningi, ukuhola okufanelekile kwezentengiso (MQLs) akugcini ngokuba yi-sales-qualified (SQLs).
Ukuxhumana okubandayo, okungenabuntu nakho kungabonakala kuwugaxekile noma kuwumkhonyovu. Iningi labantu lithole izikhala ezingacelwanga ekhelini labo lomsebenzi elithembisa isixazululo sebhizinisi noma esinye. Ngakho-ke, ukungabaza okunempilo kuye kwavela mayelana nokufinyelela kwe-B2B. Ngeshwa, lokho kwenza kube nzima kakhulu ukuthi amabhizinisi asemthethweni axhumane nabathengi abazoba khona.
Ukumaketha okusekelwe ku-akhawunti kuxazulula lezi zinkinga ngokuhlanganisa amaqembu okukhangisa nawokuthengisa ukuze aqondise amathemba ethubeni elingcono kakhulu lempumelelo. Ngokuvamile, lawa futhi angama-akhawunti amanani aphezulu anikeza i-ROI enhle. Kusu le-ABM, ukuthengisa nokuthengisa kwabelana ngedatha ukwenza ngokwezifiso imilayezo yabo ngethemba elinikeziwe. Lokhu kuhlangabezana naleyopharadigm ebalulekile "yokwazi, njengokuthi, themba" ngenkathi kwakhiwa inkhulumomphendvulwano egqama ekuqhumeni kwe-imeyili kwe-B2B okuvamile.
Leyo nhlanganisela yokukhomba okuthuthukisiwe nokwenza kube ngokwakho okushayelwa inani kwenza umehluko. Kolunye ucwaningo, U-91% wabakhangisi be-B2B babike i-ROI engcono ngokusebenzisa i-ABM, kanti u-73% uthe bathole amadili amakhulu..
Izingxenye Zamasu Okumaketha Asekelwe ku-Akhawunti
Ukumaketha okusekelwe ku-akhawunti kugxile kumathemba (a) okungenzeka ukuthi aguqule futhi (b) abe namandla okuba iklayenti lenani eliphezulu, le-ROI ephezulu. Lawo mathemba abe esenikezwa umkhankaso owenziwe umuntu uqobo othuthukisa uhambo lwabo lokuthenga. Kunokuba kudlule iqembu elikhulu labaholayo phansi kwefaneli yokuthengisa, ukumaketha nokuthengisa kusebenza ndawonye ukuze kuhlaziywe idatha nokwenza imilayezo yabo ibe ngendlela oyifisayo.
Ngakho-ke, isu elihle le-ABM lidinga lezi zinto ezilandelayo:
Iphrofayili Yeklayenti Elikahle (ICP)
I-ICP ichaza ngokucacile ukuthi yiziphi izinkampani okungaba ngcono ukuziqondisa. Ngokuya ngezinsizakalo zebhizinisi le-B2B kanye ne-niche, izici ezibalulekile zingabandakanya:
- Imboni kanye nokukhula kwayo okulindelekile
- Isimo semakethe
- Ukusebenzelana kwangaphambilini nenkampani
- Inani labasebenzi
- Imali engenayo yonyaka
- Amandla esabelomali
- Izinhlelo zokukhula noma zokuthola
- Indawo
- Isitaki sobuchwepheshe
Ngokwawo, lawo maqiniso awakhanyi ngokushesha i-ROI yenkampani ye-B2B. Kodwa-ke, amathuluzi anamuhla anamandla e-AI asebenzisa ukufunda ngomshini ukuthola iklayenti ngalinye elingase libe nethuba lalo lokuphumelela. Izibalo eziqagelayo zinganikeza imininingwane ewusizo emalini engenayo engaba khona ye-akhawunti, ukukhula, nokuhlanganyela okuthandwayo.
Ukucebisa idatha
Njengoba i-ABM igcizelela isu lokukhulisa lomuntu siqu, idatha ibalulekile ekuthuthukiseni nasekuvumelaniseni imizamo yamaqembu okuthengisa neyokumaketha. Amathuluzi okuthengisa asekelwe ku-akhawunti adonsa futhi ahlaziye idatha ebalulekile kuwo wonke amaphuzu ohambo.
Amathuluzi e-ABM azenzakalelayo angaqoqa yonke imininingwane ebalulekile mayelana nekhasimende elingaba iklayenti ngedatha yezimayini evela emibikweni yonyaka, amakhasi e-LinkedIn, nezinkundla zokuxhumana. Bese, ama-algorithms okufunda ngomshini anikwe amandla yi-AI awaqhathanise ne-ICP, athole amandla awo, futhi ahlole inhloso yawo. Isibonelo, uma okuqukethwe kwe-LinkedIn kwethemba libonisa iphuzu lobuhlungu inkampani ye-B2B engakwazi ukulixazulula, lelo themba maningi amathuba okuthi libe elifanele ukuthengisa.
Ukuhlaziya wonke lawa maphoyinti edatha ngesandla kungathatha amahora, kwehlisa i-ROI yokuletha leyo akhawunti. Kodwa ngezinkundla zanamuhla ezihlakaniphile ze-ABM, kulula kakhulu ukwakha idokodo eliqinile lamathemba afaneleke kakhulu kanye nendlela yokuwaqondisa, kunokuhluza uhlu olude lwabaphambili abajwayelekile.
I-Cross-channel Sales and Marketing
Enye yezinselelo eziphezulu zamabhizinisi e-B2B ukuqinisekisa ukuthi imilayezo yabathengisi ihambisana naleyo evela kumaketha, futhi ngokuphambene nalokho. Uma ukuthengisa nokumaketha kungekho ekhasini elifanayo, kulula kakhulu ukufaka ngephutha isixazululo esingalungile kothile noma uthumele i-imeyili engahambisani nezinto abazithakaselayo.
Indlela ye-ABM iyaqonda ukuthi izinqumo zokuthenga (ikakhulukazi esikhaleni se-B2B) zithatha isikhathi futhi zenzeka eziteshini ezihlukahlukene. Abadayisi abaningi be-B2B basebenzisa okuqukethwe kwenani eliphezulu njengamaphepha amhlophe ukuze bahehe umkhondo. Kodwa kwenzekani uma sebesendleleni? Ingabe umthengisi kufanele abathumele i-imeyili noma abhukhe ikholi yokutholwa? Ingabe ukusebenzelana kwabo nokuqukethwe kwakho kubonisa kanjani izinto eziza kuqala kubo? Yiziphi izixazululo okufanele uziveze kuzo?
Konke lokhu kusebenzisana nemizamo yokufinyelela kumele kufakwe imephu futhi kulandelelwe endaweni emaphakathi, namandla okudala iluphu yempendulo phakathi komsebenzi wakamuva nezinyathelo ezilandelayo. Imibono emisha kufanele ihlanganiswe kuwebhu iyonke yamaphuzu edatha, okuvumela amaqembu e-ABM ukuthi aqaphe ngokuqhubekayo futhi acwengisise indlela yawo yokwenza izinto - konke lokhu kulondolozwa isikhathi nemali.
Lokhu kuvumela bobabili abathengisi nabathengisi ukuthi benze indlela yabo ibe ngeyakho. Ngokocwaningo, abenzi bezinqumo zebhizinisi abathola imilayezo ye-B2B eklanyelwe izidingo zabo kanye nezindawo zobuhlungu banamathuba angama-40% okuguqula.
Lapho ihlanganiswa ku amathuluzi wokuzenzakalela wokumaketha, i-ABM inikezela nge-punch eyodwa-kubili yokuhlola okuqhutshwa yidatha kanye nokufinyelela kahle, okwenziwe ngokwezifiso kanye nokunakekela. Leyo yinhlanganisela ewinayo enganika amandla amabhizinisi e-B2B ukuthi athole amadili amanani aphezulu ahlangabezana nezinhloso zawo zamasu futhi alethe i-ROI enhle.
Ukufaka phezulu
Ukuze uqalise ngokumaketha okusekelwe ku-akhawunti, yakha Iphrofayela yakho Yekhasimende Elihle futhi uqale ukuqoqa idatha mayelana namathemba akho. Uma usuvele usebenzisa isixazululo esizenzakalelayo sokumaketha, ungase ukwazi ukuhlaziya idatha ye-CRM ngokusebenza komkhankaso kanye nokuziphatha kwangaphambilini kwamakhasimende.
Kunamathuluzi amaningi e-ABM emakethe okuqhubeka nokucebisa idatha yakho nokusebenzisa umshini wokufunda ukuze ubikezele amathuba emali engenayo, amaphuzu aholayo, futhi uqondise isu lakho lemiyalezo. Futhi, amathuluzi obuhlakani ahlakaniphile angakwazi ukuhlonza abenzi bezinqumo abalungile futhi ahlole inhloso yabo yokuthenga. Uma ihlanganiswe ndawonye ibe yi-ecosystem enamandla, evumelana ne-ABM, amaqembu akho okuthengisa angakwazi ukuvumelanisa kangcono imizamo yawo - futhi awine amadili amaningi ngevelu eliphezulu.
