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Kodi Anthu Ogula Ndi Chiyani? N'chifukwa Chiyani Mukuzifuna? Ndipo Mumawapanga Bwanji?

Ngakhale kuti ogulitsa nthawi zambiri amagwira ntchito kuti apange zomwe zimawasiyanitsa ndikufotokozera ubwino wa katundu wawo ndi ntchito zawo, nthawi zambiri amaphonya chizindikiro pakupanga zinthu zamtundu uliwonse. mtundu za munthu kugula katundu kapena ntchito yake.

Mwachitsanzo, ngati chiyembekezo chanu chikufuna ntchito yatsopano yochititsa chidwi, wotsatsa yemwe amayang'ana pakusaka ndi kutembenuka akhoza kuika patsogolo ntchito, pamene wotsogolera wa IT akhoza kuika patsogolo chitetezo. Muyenera kulankhula ndi onse awiri, zomwe nthawi zambiri zimafuna kuti muyang'ane zotsatsa ndi zomwe zili.

Mwachidule, ndi za kugawa mauthenga a kampani yanu ku mtundu uliwonse wa ziyembekezo zomwe muyenera kulankhula nazo. Zitsanzo zina za mwayi wophonya:

  • Kutembenuka - Kampani imayang'ana kwambiri zomwe zimakhudzidwa kwambiri ndi tsamba lake m'malo mozindikira omwe akuyendetsa. Ngati 1% ya alendo patsamba lanu asintha kukhala makasitomala, muyenera kuyang'ana 1% ndikuzindikira kuti iwo ndi ndani, zomwe zidawakakamiza kuti atembenuke, kenako kudziwa momwe angalankhulire ndi ena onga iwo.
  • Makampani - Pulatifomu yamakampani imagwira ntchito m'mafakitale angapo, koma zomwe zili patsamba lake zimalankhula ndi mabizinesi onse. Popanda makampani muulamuliro wazinthu, ziyembekezo zoyendera tsambalo kuchokera kugawo linalake sizingathe kuwona m'maganizo kapena kulingalira momwe nsanja ingawathandizire.
  • maudindo - Zolemba pakampani zimayankhula mwachindunji pazotsatira zonse zabizinesi zomwe nsanja yawo yapereka koma samanyalanyaza momwe nsanja imathandizira ntchito iliyonse pakampani. Makampani amapanga zisankho zogula mogwirizana, kotero ndikofunikira kuti chilichonse chomwe akhudzidwa chidziwike.

M'malo moyang'ana mtundu wanu, zogulitsa, ndi ntchito zanu kuti mukhale ndiudindo wazomwe zimayika aliyense, m'malo mwake muziyang'ana kampani yanu kuchokera kwa wogula ndikupanga mapulogalamu ndi mapulogalamu omwe amalankhula nawo cholinga chawo kukhala kasitomala wamtundu wanu.

Kodi Munthu Wogula Ndi Chiyani?

Ma personas a ogula ndi zopeka zomwe zikuyimira mitundu yamtsogolo yomwe bizinesi yanu ikulankhula.

Brightspark Consulting imapereka infographic ya a B2B Wogula Munthu:

Mbiri Yogula Persona
Source: Brightspark

Zitsanzo za Munthu Wogula

Buku ngati Martech ZoneMwachitsanzo, imagwiritsa ntchito ma personas angapo:

  • Susan, Chief Marketing Officer - Sue ndiye amene amapanga zisankho zokhudzana ndi kugula kwaukadaulo kuti athandizire zosowa zamakampani ake. Sue amagwiritsa ntchito zofalitsa zathu kuti apeze komanso kufufuza zinthu.
  • Dan, Woyang'anira Zotsatsa - Dan akupanga njira zogwiritsira ntchito zida zabwino kwambiri zothandizira malonda awo, ndipo akufuna kuti azikhala ndi zamakono zamakono komanso zamakono.
  • Sarah, Mwini Wamabizinesi Ang'onoang'ono - Sarah alibe ndalama zogulira dipatimenti yotsatsa kapena bungwe. Amafunafuna njira zabwino komanso zida zotsika mtengo kuti apititse patsogolo malonda awo popanda kuphwanya bajeti yawo.
  • Scott, Wogulitsa Zogulitsa Zamakampani - Scott akuyesera kuti ayang'ane zochitika zaposachedwa kwambiri pamakampani omwe amawagulitsa.
  • Katie, Wogulitsa Mkati - Katie akupita kusukulu yotsatsa kapena kuyanjana ndi anthu ndipo akufuna kumvetsetsa bwino zamakampani kuti apeze ntchito yabwino akamaliza maphunziro ake.
  • Tim, Wopereka Ukadaulo Wotsatsa - Tim akufuna kuyang'ana makampani omwe angaphatikize nawo kapena kupikisana nawo.

Pamene tikulemba zolemba zathu, timalankhulana mwachindunji ndi ena mwa anthuwa. Pankhani ya positiyi, zitha kukhala Dan, Sarah, ndi Katie zomwe timayang'ana kwambiri.

Zitsanzo izi, sizomwe zili mwatsatanetsatane - ndizongoyerekeza. Mbiri yeniyeni ya munthu ikhoza ndipo iyenera kuzama mozama pazambiri zonse zamunthuyo… makampani, zolimbikitsa, kapangidwe ka malipoti, komwe amakhala, jenda, malipiro, maphunziro, luso, zaka, ndi zina zambiri. kumveketsa bwino kulumikizana kwanu kudzakhala polankhula ndi omwe akufuna kugula.

Kanema pa Munthu Wogula

Kanema wosangalatsa uyu kuchokera Marketo mwatsatanetsatane momwe ogula amawathandizira kuzindikira mipata yomwe ali nayo ndikulozera molondola anthu omwe angagule zinthu kapena ntchito zanu. Marketo amalangiza ma profaili otsatirawa omwe amayenera kuphatikizidwa mu Buyer Persona:

  • Name:  Dzinalo lodziwika bwino lingawoneke ngati lopusa, koma lingakhale lothandiza pothandiza gulu lotsatsa kukambirana za makasitomala awo ndikuwapangitsa kuwoneka bwino pokonzekera momwe angawafikire
  • Age: Msinkhu wa persona kapena zaka zimalola kumvetsetsa mibadwo yodziwika bwino.
  • Chidwi:  Kodi amakonda zotani? Kodi amakonda kuchita chiyani pa nthawi yawo yopuma? Mafunso awa angathandize kupanga mutu wankhani womwe angagwirizane nawo.
  • Kugwiritsa Ntchito Media: Mapulatifomu awo atolankhani ndi njira zidzakhudza momwe angafikire komanso komwe angafikire.
  • Ndalama:  Ndalama zomwe amapeza komanso momwe amapezera ndalama zimatsimikizira mtundu wazinthu kapena ntchito zomwe amawonetsedwa komanso mitengo kapena zotsatsa zomwe zingakhale zomveka.
  • Mapangidwe A Brand:  Ngati amakonda mitundu ina, izi zitha kupereka chidziwitso pazomwe amayankha bwino.

Tsitsani Momwe Mungapangire Munthu Wogula ndi Ulendo

Chifukwa Chiyani Muyenera Kugwiritsa Ntchito Munthu Wogula?

Monga momwe infographic ili pansipa ikufotokozera, kugwiritsa ntchito ogula kumapangitsa kuti masamba azigwiritsidwa ntchito kawiri mpaka kasanu polimbana ndi ogwiritsa ntchito. Kulankhula mwachindunji kwa omvera omwe mumalemba kapena kanema wanu kumagwira ntchito bwino kwambiri. Mwinanso mungafune kuwonjezera mndandanda wazomwe mungayende patsamba lanu makamaka pamakampani kapena maudindo antchito.

Kugwiritsa ntchito ogula muma pulogalamu yanu ya imelo kumakulitsa mitengo yodumphira maimelo ndi 14% ndikusintha kwa 10% - kuyendetsa ndalama zowirikiza kasanu ndi kawiri kuposa kufalitsa maimelo.

Chimodzi mwa zida zofunika kwambiri zomwe wotsatsa amakhala nazo popanga mitundu ya zotsatsa zomwe zimabweretsa kuchulukira kwa malonda ndi kutembenuka - monga momwe zimawonekera pa Skytap - ndi munthu wogula.

Zolinga Zomwe Zapezedwa: The Science of Building Buyer Personas

Ogula amamanga bwino pakutsatsa, kugwirizanitsa, komanso kuchita bwino ndi omvera omwe akuwatsata polumikizana ndi omwe angakhale makasitomala kudzera muzotsatsa, zotsatsa, kapena njira zanu zotsatsira.

Ngati muli ndi wogula, mutha kupatsa gulu lanu lopanga kapena bungwe lanu kuti muwapulumutse nthawi ndikuwonjezera mwayi wotsatsa. Gulu lanu lopanga lidzamvetsetsa kamvekedwe, kalembedwe, ndi njira yobweretsera komanso komwe ogula akufufuza kwina.

Munthu Wogula, atapangidwira mapu a Kugula Maulendo, Thandizani makampani kuzindikira mipata mu njira zawo zokhutira. Mu chitsanzo changa choyamba, pamene katswiri wa IT anali ndi nkhawa za chitetezo, kufufuza kwa chipani chachitatu kapena certification kungaphatikizidwe mu malonda ndi malonda kuti akhazikitse membala wa gululo.

Momwe Mungapangire Munthu Wogula

Timakonda kuyamba ndi kusanthula makasitomala athu apano ndiyeno tibwereranso kwa omvera ambiri. Kuyeza aliyense sikumveka… kumbukirani kuti ambiri mwa omvera anu sadzagula kwa inu.

Kupanga anthu kungafunike kufufuza kwakukulu pamapu ogwirizana, kafukufuku wa ethnographic, netnography, magulu owunikira, kusanthula, kufufuza, ndi deta yamkati. Nthawi zambiri, makampani amayang'ana makampani ofufuza zamsika omwe amasanthula kuchuluka kwa anthu, firmographic, ndi malo amakasitomala awo; ndiye, iwo amachita mndandanda wa zoyankhulana khalidwe ndi kachulukidwe ndi m'munsi makasitomala anu.

Panthawiyo, zotsatira zimagawika, zidziwitso zimapangidwa, munthu aliyense amatchulidwa, zolinga kapena kuyitanira kuchitapo kanthu zimafotokozedwa, ndipo mbiriyo imapangidwa.

Munthu Wogula akuyenera kuyang'ananso ndikuwongoleredwa pomwe bungwe lanu limasinthira malonda ndi ntchito zake ndikupeza makasitomala atsopano omwe sakukwanira mwanjira yanu yapano.

Momwe Mungapangire Munthu Wogula

Douglas Karr

Douglas Karr ndi CMO OpenINSIGHTS ndi woyambitsa wa Martech Zone. Douglas wathandizira oyambitsa ambiri opambana a MarTech, wathandizira kulimbikira kopitilira $ 5 bil pakugula ndi kuyika kwa Martech, ndipo akupitiliza kuthandiza makampani kukhazikitsa ndikusintha njira zawo zogulitsa ndi zotsatsa. Douglas ndi katswiri wodziwika padziko lonse lapansi wosinthira digito komanso katswiri komanso wokamba nkhani wa MarTech. Douglas ndi mlembi wofalitsidwa wa kalozera wa Dummie komanso buku la utsogoleri wabizinesi.

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