Lezi amasu wokuthengisa kungakhuphula kakhulu ukuthengisa kwakho kungxenyekazi yakho yebhizinisi eku-inthanethi, okungenani bangayinyusa okungenani ngamaphesenti angama-25, ngokuya ngemiphumela ye- Ukuvota kuka-Altman Vilandrie ezembulwe kuleli sonto. Kodwa-ke, amaphesenti ayi-15 kuphela ezinkampani azisebenzisa ngokugcwele lawa maqhinga. Esimweni se-B2B esincintisanayo futhi esidijithali, Ayikho indawo yokwenza izinto ngendlela entshaKubalulekile ukuba nezinqubo ezicacile, amathuluzi afanele, kanye nombono osuqhinga oxhumanisa ukumaketha, ukuthengisa, kanye nokuhlangenwe nakho kwamakhasimende.
Ngisho nezinkampani ezisebenzisa lawa maqhinga zingahluleka ukukhulisa ukuthengisa ngenxa yokuntuleka kokuxhumana nokuhlanganiswa. Lapho iminyango ebalulekile isebenza ngokuzimela, ulwazi olubalulekile luyalahleka, imizamo iyaphindaphindwa, bese kuvela izinkinga. amathuba ebhizinisi aphuthelweNgakho-ke, ngaphezu kokusebenzisa amaqhinga athile, kubalulekile ukuklama Isu ledijithali le-B2B lokho kubeka ikhasimende phambili, kukala imiphumela, futhi kuvumela ukuthuthukiswa okuqhubekayo.
Amasu ami kanjena
Qopha uhambo lwamakhasimende
Un Amaphesenti angama-70 wamapulatifomu e-B2B Amabhizinisi ahlobene nemakethe aqopha uhambo lwamakhasimende awo, kodwa angaphansi kwamaphesenti ayi-15 ala makhasimende avame ukuhlola kabusha lolu hambo. ukuhlolwa kabusha njalo Kungakhuphula ukuthengisa ngamaphesenti amathathu kuya kwayisihlanu, njengoba kukuvumela ukuthi ubone izithiyo, ukungezwani enkambisweni yokuthenga kanye namaphuzu okuvuza kwama-lead afanelekayo angabi amakhasimende.
Izinkampani kufanele ziqaphe uhambo lwakho lokuyothenga Ngokuvamile, lokhu kufanele kubuyekezwe ngesikhathi sokubuyekezwa kwepulatifomu yamasonto onke noma yanyanga zonke. Ukulungisa uhambo lwekhasimende ngalinye kuyindlela kuphela yokusekela umjikelezo wokuthengisa kulo. Le ndlela ihambisana nezindlela ze ukuthengisa kwangaphakathilapho ukumaketha nokuthengisa kuhambisana nomthengi kusukela esigabeni sokuthola kuze kube yisinqumo, okunikeza okuqukethwe kwezemfundo, imiboniso kanye nezimpikiswano ezivumelaniswe nesigaba ngasinye se-funnel.
Kulesi simo, ukuba ne- I-B2B CRM Uma ihlelwe kahle, iba yisihluthulelo sokuqopha ukusebenzisana ngakunye, ukuhlukanisa oxhumana nabo ngokwezinga labo lesithakazelo kanye nokuvuthwa, kanye nokusebenzisa amasu okusebenzisa ukuhola amagoli okuvumela ukubeka phambili ama-lead ngamathuba aphezulu okuguqulwa. Uma ulwazi olusezingeni eliphezulu lugcinwa ku-CRM mayelana nohambo lwamakhasimende, kuba lula ukwenza imiyalezo ibe ngeyakho, ukubona amathuba okuthengisa okuhlukahlukene, kanye nezenzo zokuklama ukuhola ukukhulisa ngokusekelwe ekukhangiseni nge-imeyili okuzenzakalelayo.
Ukulinganisa nokwenza lolu hambo lube ngcono kudinga ukuchaza izinkomba ezithile ezifana nokuthi izinga lokuguqulwa kwe-lead phakathi kwezigaba, isikhathi somjikelezo wokuthengisa esimaphakathi kanye nembuyiselo ekutshalweni kwezimali kwezenzo zokumaketha ze-B2B. Ukuhlaziya lolu lwazi ngezikhathi ezithile kusiza ukuqonda ukuthi yikuphi okuqukethwe okudala amathuba engeziwe, yiziphi iziteshi eziheha kangcono ithrafikhi efanelekile, nokuthi yiziphi amaphuzu enkambisweni yokuthenga adinga ukuthuthukiswa noma izinsiza ezengeziwe.
Yenza ukuthengisa nokumaketha kusebenze ndawonye
Ukudidiyela ukuthengisa nokumaketha Ngemva kokuthengiswa kokuqala, ungandisa iphesenti lokuthengisa ngamaphesenti angu-6 kuya kwangu-7, kodwa amaphesenti angu-55 kuphela ezinkampani ze-B2B enza lokhu. Uma zombili lezi zindawo zabelana ngezinhloso, izilinganiso, kanye nolimi, ukungqubuzana kwangaphakathi kuyancishiswa, izinsiza zisetshenziswa kangcono, futhi ubudlelwano buyaqina. ulwazi oluphelele lwamakhasimende kuyo yonke imjikelezo yempilo, hhayi nje ekuvalelweni kokuqala.
Okokuqala kufanele uqonde amaphuzu abalulekile maqondana ne- inhlangano yokuthengisa nokumakethaOkulandelayo, ikhambi kumele lisetshenziswe ukuze kuxazululwe izinselele inkampani ebhekene nazo. Lokhu kuhilela ukuvumelana ngokuthi yini eyakha umholi ofanelekayo, ukuthi idluliselwa kanjani kusukela ekukhangiseni kuya eqenjini lokuthengisa, ukuthi yiziphi izikhathi zokuphendula ezibhekwa njengezivumelekile, nokuthi ulwazi olufanele luzokwabelwana kanjani ukuze kuthuthukiswe amathuba esikhathi esizayo futhi kuvuselelwe izinkontileka ngemibandela engcono.
Lokhu kungafaka incazelo yezindima nezibopho enkampaniniLokhu kuhlanganisa ukuvumelanisa izikhuthazo, ukuhlonza izilinganiso zempumelelo, kanye nokutshala imali kumathuluzi afanele ukufeza konke lokhu. Uhlelo lwe-CRM oluhlanganisiwe, oluhlanganiswe namapulatifomu ezenzakalelayo kanye neziteshi zokukhiqiza ama-lead (iwebhusayithi, imithombo yezokuxhumana, imicimbi, imikhankaso yokuthengisa yezenhlalo ye-LinkedIn), luqinisekisa ukuthi ithimba lokuthengisa lihlala linombono ocacile. umbono obuyekeziwe ngomsebenzi we-akhawunti ngayinye futhi ingalungisa iziphakamiso zayo.
Ngaphezu kwalokho, ukusetshenziswa kwe- Okuqukethwe kwe-B2B namasu e-SEO Ivumela ukumaketha ukuthi kukhiqize amakhasimende afanelekayo ngenkathi ukuthengisa kugxile ekuqedeni amadili. Ukushicilela izihloko ezikhethekile, izindaba zempumelelo, imibiko elandiwe, ama-podcast, noma amavidiyo okuqeqesha kubeka inkampani njenge umholi emkhakheni wayo futhi kunikeza i-funnel ulwazi olungcono. Ukuthengisa kwezenhlalo, ikakhulukazi ku-LinkedIn, kuqinisa lo msebenzi ngokudala inethiwekhi ebalulekile, ukuqala izingxoxo ezisezingeni eliphezulu, nokwabelana ngemininingwane efanele evula iminyango yama-akhawunti amasha.
Ukuze kulondolozwe lolu hlelo, kubalulekile ukulinganisa imiphumela yokumaketha kanye nokuthengisa ndawonye: inani lamathuba akhiqizwayo, isilinganiso sokuguqulwa phakathi kwezigaba, imali engenayo ebangelwa imikhankaso ethile kanye namazinga okwaneliseka kwamakhasimende. Isiko eliqhutshwa idatha lokuthuthuka okuqhubekayo kusiza ukulungisa amasu e-B2B, ukubeka phambili izenzo ezinomthelela omkhulu, kanye nokubona izinguquko ekuziphatheni komthengi ochwepheshe ngesikhathi esifanele.
Ukubaluleka Kwekhasimende Ekuthengisweni Kwe-B2B
Enkundleni yokumaketha ye-B2B, ikhasimende liyisisekelo sanoma yiliphi isu lokuthengisa. Ukuqonda izidingo zabo kanye nokulindelwe kubalulekile ekuhlinzekeni ngezixazululo ezenziwe ngokwezifiso eziletha inani langempela. Kulesi simo, ikhasimende liyisisekelo sanoma yiliphi isu lokuthengisa. ukwethembana phakathi kwamaqembu Kuba yinto ebalulekile. Ukungafihli lutho, ukuxhumana okuphumelelayo, kanye nokugcina izithembiso kuyimikhuba ebalulekile yokwakha ubudlelwano obuqinile nobuhlala njalo. Izindaba Zokumaketha Bagcizelela ukuthi, endaweni enokuncintisana okunjalo, ukwethembeka kwamakhasimende kungenza umehluko phakathi kwempumelelo nokwehluleka.
Ama-lead e-B2B awawi esibhakabhakeni; adinga amaqhinga okuthenga adlula ukumaketha okuvamile. Amasu anjengoku marketing kwangaphakathiOkuqukethwe okubalulekile kanye nokwenza ngcono i-SEO okugxile ezithamelini zebhizinisi kukuvumela ukuthi udonse abenzi bezinqumo abafuna izixazululo ngokuzimisela. Kodwa-ke, akubona bonke oxhumana nabo abakulungele ukuthenga ngesikhathi esisodwa, ngakho-ke kubalulekile ukuhlukanisa nokubeka phambili ithuba ngalinye ngokwezinga labo lokuthakasela ukuze ugweme ingcindezi yokuthengisa ngaphambi kwesikhathi engaholela ekwenqatshweni.
Ukwenza kube ngokwakho ekuthengisweni kwe-B2B akugcini nje ekuvumelaniseni imikhiqizo noma izinsizakalo nezidingo zamakhasimende, kodwa futhi kuhilela ukuxhumana ngqo futhi kuyasebenza. Izinkampani kumele zisebenzise amathuluzi okuhlaziya idatha ukuze zithole ukuqonda okujulile ngamakhasimende azo, okuzivumela ukuthi zilindele izidingo zazo futhi zinikeze izixazululo ezisebenzayo. Ngokusho kocwaningo lwakamuva lwe-Spanish Marketing Association, izinkampani ezisebenzisa amasu okwenza kube ngokwakho zithola ukwanda ngamaphesenti angama-20 kokwaneliseka kwamakhasimende, okuholela ekugcinweni okukhulu nokwethembeka.
Ngaphezu kwalokho, ukwethembana kusalokhu kuyinsika eyisisekelo ebudlelwaneni be-B2B. Izinkampani kumele zilwele ukuba okusobala ezinqubweni zabo futhi balondoloze ukuxhumana okuvulekile namakhasimende abo. Lokhu akugcini nje ngokuqinisa ubudlelwano bebhizinisi kodwa futhi kubeka inkampani njengomlingani othembekile emakethe. Umbiko we-Spanish Chamber of Commerce uqokomisa ukuthi amaphesenti angama-75 ezinkampani ezibeka phambili ukucaca ezinqubweni zazo zokuthengisa ahlangabezana nokukhula kwemali engenayo okuqhubekayo, okubonisa umthelela oqondile walezi zindinganiso ekuthengiseni.
Amasu Okuthengisa Angenayo Okushintsha Okungcono
Amasu okuthengisa angaphakathi agxila ekuvumelaniseni inqubo yokuthengisa yenkampani nenqubo yokuthenga yamakhasimende. Lokhu kuhilela ukuqonda okujulile kwe Uhambo lomthengi we-B2Bukunikeza okuqukethwe okufanele esigabeni ngasinye. Ukukhiqiza okuqukethwe okubalulekile kuyingxenye ebalulekile yaleli su, ukuhlinzeka ngolwazi oluwusizo nolufundisayo olusiza ikhasimende ukuthi lenze izinqumo ezinolwazi. Ngokusho kwe- Izindaba Zokumaketha KwedijithaliLokhu kulungiswa kokuqukethwe akugcini nje ngokuthuthukisa ulwazi lwamakhasimende, kodwa futhi kwandisa amathuba okuguqulwa.
Kule ndlela, ukuhola ukukhulisa Futhi ukumaketha nge-imeyili okuzenzakalelayo kudlala indima ebalulekile. Ngokusebenzisa ukulandelana kwe-imeyili okuhlukaniswe ngezigaba kanye nemiyalezo eqondiswe ezingeni lokuvuthwa komholi, kungenzeka ukuqondisa oxhumana naye kusukela ekuthandweni kokuqala kuya esinqumweni sokuthenga, ngaphandle kokumcindezela noma ukumcindezela. Lokhu kuthuthukiswa okuqhubekayo kobudlelwano kuyaqiniswa uma kuhlanganiswa nezenzo zokuthengisa komphakathi kumanethiwekhi ochwepheshe, lapho ukuqonda, izindaba zempumelelo, kanye nezinsiza ezengeziwe kwabelwana ngazo, okuqinisa igunya lomkhiqizo.
Ukuqeqeshwa Nokusekelwa Kobuchwepheshe Njengamathuluzi Abalulekile
Ukunikeza ukuqeqeshwa noma ukwesekwa kobuchwepheshe kuyindlela enhle kakhulu yokwengeza inani ebudlelwaneni namakhasimende. Lokhu akugcini nje ngokusiza ikhasimende ukuthi lisebenzise kangcono imikhiqizo noma izinsizakalo, kodwa futhi kuqinisa ubudlelwano bebhizinisi. amacala okufunda Imiboniso ewusizo ingaba yimpumelelo enkulu ekuboniseni ukubaluleka kwesipho. Endaweni yokumaketha yaseSpain, kuqashelwe ukuthi izinkampani ezitshala imali ekuqeqeshweni kwamakhasimende zithola ukwaneliseka okukhulu nokwethembeka, okuholela ezinkontilekeni ezinde kanye nokudluliselwa kwamanye amabhizinisi.
Okuqukethwe kwezemfundo kungathatha izinhlobo eziningi: ama-webinar, amavidiyo okufundisa, iziqondiso ezingalandwa, ama-podcast, noma izikhathi zokubonisana ubuso nobuso. Ukuhlanganisa lezi zinsiza ku- ipulatifomu yokuqukethwe okukhethekile Kumakhasimende kanye namakhasimende angaba khona, kwandisa umbono wokubaluleka futhi kubeka inkampani njengomlingani oqakathekile ohambisana nokuqaliswa kanye nokuthuthukiswa kwesisombululo, esikhundleni sokumane uthengise umkhiqizo owodwa.
Ukulungiselela Ithimba Lokuthengisa: Isihluthulelo Sempumelelo
Ngaphambi kokusebenzisa noma yiliphi isu, kubalulekile ukutadisha imakethe nokuqonda izitayela zamanje. Lokhu kuvumela abameleli bezentengiso ukuthi balungele kangcono ukubhekana nezidingo zamakhasimende. Ukuqeqeshwa okuqhubekayo kwethimba lezentengiso kuqinisekisa ukuthi banolwazi lwakamuva ngemikhuba emihle kanye namathuluzi atholakalayo. Izinhlangano zokuxhumana nokumaketha zigcizelela ukubaluleka kwethimba elilungiselelwe kahle ukubhekana nezinselele zemakethe ye-B2B futhi lizivumelanise namamodeli amasha obudlelwano asekelwe... okuzenzakalelayo kanye nobuhlakani bokwenziwa.
Okokugcina, ukuqeqeshwa okuqhubekayo kweqembu lokuthengisa kubalulekile ukuze lihlale lincintisana emakethe ye-B2B. Izinkampani kufanele zitshale imali ezinhlelweni zokuqeqesha ezingagcini nje ngokuvuselela abasebenzi bazo ngezitayela zakamuva zemakethe kodwa futhi zithuthukise amakhono abo. amakhono okuxhumana nokuxoxisanaNgokusho kwedatha evela enkampanini yokubonisana iDeloitte, izinkampani ezitshala imali ekuqeqesheni abasebenzi bazo bokuthengisa zibona ukwanda ngamaphesenti angama-30 ekukhiqizeni kwazo, okuholela ekubeni nomthelela omuhle emiphumeleni yazo yezezimali kanye nekhwalithi yobudlelwano bazo namakhasimende.
Amaphuzu Ayinhloko Okuthuthukisa Ukuthengisa kwe-B2B:
- Gxila kumakhasimende: Qonda izidingo zabo kanye nokulindela kwabo.
- Ukwakha ukwethembanaNgokusobala kanye nokuxhumana okuphumelelayo.
- Amasu okuthengisa angenayo: Qondanisa inqubo yokuthengisa nenqubo yokuthenga yekhasimende.
- Ukukhiqiza okuqukethwe okubalulekileUkuhlinzeka ngolwazi oluwusizo nolufundisayo.
- Ukuqeqeshwa kanye nokusekelwa kobuchwepheshe: Engeza inani futhi uqinise ubudlelwano bebhizinisi.
- Ukulungiselela ithimba lokuthengisaUcwaningo lwemakethe kanye nokuqeqeshwa okuqhubekayo.
Ngokwamukela lawa masu ekukhangiseni kwe-B2B, izinkampani azikwazi nje ukuthuthukisa ukuthengisa kwazo kodwa futhi zakha ubudlelwano bebhizinisi obuqinile nobuhlala isikhathi eside. ukuzenzela Ukwethembana kanye nokuzethemba kuyizinto ezibalulekile, lapho kuhlanganiswa nokuqeqeshwa okuqhubekayo, ukuvumelana okuhle phakathi kokumaketha nokuthengisa, kanye nokusetshenziswa kwedatha ngobuhlakani, kungaguqula indlela esisebenzisana ngayo namakhasimende ethu futhi kwenze umehluko emakethe eqhubeka nokuba nzima.