Malipoti 3 Onse B2B CMO Ayenera Kupulumuka Ndi Kupambana mu 2020

Malipoti Otsatsa

Pomwe zachuma zikuyandikira kuchepa kwachuma komanso mabizinesi akampani akucheperachepera, zowona za otsatsa a B2B chaka chino ndikuti dola iliyonse yomwe agwiritsa ntchito adzafunsidwa, kuyang'aniridwa, ndipo ayenera kumangirizidwa ku ndalama. Atsogoleri azamalonda akuyenera kukhala owonera laser pakusintha bajeti yawo kukhala machenjerero ndi mapulogalamu omwe amagwirizana ndi zenizeni za wogula ndikugwirizana ndi malonda kuti akwaniritse zolinga zawo pachaka.  

Koma a CMO angadziwe bwanji ngati ali ndi ndalama mu mapulogalamu ndi maukadaulo oyenera ngati alibe magwero odalirika owerengera ndi ma analytics omwe angapezeke? Kodi awatsimikizira bwanji omwe akuchita nawo bizinesi yayikulu komanso gulu lotsogolera kuti kutsatsa sikungogwiritsa ntchito mwanzeru koma ndalama zomwe zingapezeke mtsogolo ndikulimbikitsa bizinesi?

Ndi bajeti yochepetsedwa komanso zovuta zina zokhudzana ndi COVID-19, mwayi wopeza zodalirika ndi ma analytics ndikofunikira kwambiri kuposa kale chifukwa zimathandizira ma CMOs ndi atsogoleri otsatsa kutsimikizira ROI, kulumikiza ntchito zotsatsa molunjika ku ndalama, ndikuyesa njira ndi njira zosiyanasiyana kuti adziwe zamtsogolo chuma. Otsatsa, mwachilengedwe, amayenera kukhala osimba nkhani - nanga bwanji sitingayembekezere kunena nthano ndi deta yathu? Izi zikuyenera kukhala zofunikira patebulo-mu 2020 ndi kupitirira. 

Chowonadi ndichakuti, ngakhale atsogoleri azotsatsa atha kukhala ndi mwayi wopeza masauzande ambirimbiri a malipoti ndi malipoti mazana ambiri, mwina sangangoyang'ana pa zomwe zimakhudza kwambiri bizinesiyo - makamaka pamsika pamene ukusintha mwachangu. Ndachepetsa zomwe ndikuwona ngati malipoti atatu ovuta kwambiri omwe ma CMO akuyenera kukhala nawo pakadali pano:

Lipoti la lead-to-Revenue

Kodi ma MQL anu akupanga ndalama? Kodi mungatsimikizire? Zikuwoneka ngati lingaliro losavuta komanso losavuta kuti muzitha kutsata komwe akutsogolera ndikuwonetsetsa kuti zomwe zalembedwazo 'ndizotamandidwa' ndi mwayi womwe ungapezeke komanso ndalama zomwe zimagwirizanitsidwa. 

Komabe, zenizeni, kugulitsa kwa B2B kumatenga nthawi yayitali komanso kumakhala kovuta kwambiri, komwe kumakhudza anthu angapo pa akauntiyo ndi malo angapo olumikizirana ndi njira paulendo wa wogula. Kuphatikiza apo, malonda nthawi zambiri amalimbikitsidwa kuti apange zitsogozo zawo zomwe zimapikisana kapena kutsogola kopitilira muyeso mu CRM. Kuti tiwonetsetse kuti izi ndizopatulika komanso lipoti lofananalo, ndikofunikira kuti CMO ikugwirizana bwino ndi wamkulu wazogulitsa pankhani yantchito yopanga zotsogola ndi mwayi. 

Ovomereza Tip: Aliyense amene adayambitsa kutsogolera (kutsatsa kapena kugulitsa) ayenera kutsatira njira yonse kuti apange mwayi kuti asunge mayendedwe. Phindu lina la izi ndikuti mudzatha kuyeza nthawi ndi nthawi moyenera kutseka nthawi. 

Lipoti Loyendetsa Maipi

Kodi mumawonetsa bwanji - kudzera pa data - kuti kutsatsa kukugwirizana ndi malonda? Atsogoleri azamalonda amalankhula za mgwirizano wawo wapamtima ndi malonda pafupipafupi (werengani: mosalekeza) koma akuyenera kutsimikizira kuti kutsatsa kwawo koyenera (MQLs) kumakhala kovomerezeka kwambiri ndi malonda, zomwe zikutanthauza kuti amawasandutsa oyang'anira oyenerera (SQLs) . Mabungwe otsatsa omwe akhazikitsa njira yovomerezeka yogulitsa kuvomereza ndikukana zitsogozo NDI kusonkhanitsa chidziwitso chazifukwa zomwe akukaniridwira ndi omwe adakhazikitsidwa kuti achite bwino pakufotokozera komanso kuyeza mdera lovuta ili. 

Kwa mabungwe omwe ali ndi malonda otsatsa maakaunti (ABM), izi zimasintha masewerawa kwathunthu, chifukwa otsatsawo akuphatikiza mbiri yawo yamaakaunti omwe amagulitsidwa kumaakaunti omwe amatchulidwa. Chifukwa chake, cholinga chikhala kuyeza kuthandizira kwa kuphatikiza (kugulitsa ndi kugulitsa) kuchita bwino (kupanga ndalama) motsutsana ndi kuchita bwino kwa munthu aliyense monga tafotokozera pamwambapa. Mabungwe ambiri a B2B (sanachite) malipoti a ABM pamlingo wa MQL ku SQL chifukwa ali ndi malipoti amodzi chifukwa chake, alibe chilimbikitso chofotokozera limodzi. 

Ovomereza Tip: Sinthani zolimbikitsa ndi mphotho m'magulu onse awiriwo, perekani mphotho kwa onse awiri pamiyeso pamiyeso yofananira monga kuchuluka kwa kulumikizana pakati pa malo ogulitsa ndi otsatsa, kuchuluka kwa ma MQL omwe amasintha kukhala ma SQL, ndi kuchuluka kwa ma SQL omwe amasintha kukhala mwayi . 

Ripoti Lantchito Yogwira Ntchito

Ngakhale magulu ambiri otsatsa malonda masiku ano akhazikitsa njira zabwino zogwiritsira ntchito ogula, akuvutikabe kuti apange malipoti omwe akuwoneka ngati osavuta omwe amadziwika kuti ali ndi zochita zambiri komanso zotsika. Ngakhale zomwe zili zokha zitha kukhala zabwino mkalasi, ndizopanda phindu pokhapokha magulu otsatsa atha kuwonetsa chifukwa chake zili zofunika komanso momwe zimakhudzira bizinesi. 

Nthawi zambiri, malipoti otsatsa amatenga a munthu cholinga, (monga maulendo amakasitomala kapena mayendedwe amoyo), kuti muwone momwe ndalama zingakhudzire, koma mutha kulingaliranso kupereka malipoti ndi cholinga chazomwe mukuyesa ndikuwona chuma chilichonse mpaka ndalama. M'machitidwe omangidwa bwino, ma touchpoints amenewo amalumikizidwa ndi mbiri ya munthuyo. Popeza wothandizila wathu ndi anthu ndi muyeso wathu wazomwe zili anthu (ndi momwe amagwiritsira ntchito zomwe zili), cholembera chilichonse chazinthu zitha kukhala kuti chimachokera. Ndizofanana zomwe zimathandizira ulendo wamakasitomala, zomwe zimangowonedwa kuchokera pazowoneka.

Ovomereza Tip: Ngati kuwonetsa ndalama pazinthu zomwe zili ndizochulukirapo, yambani kunena kuti ma MQL ali nawo. Mutha kuwerengera zomwe muli nazo ndi kuchuluka kwa ma MQL pazinthu zilizonse zomwe zidapangidwa. Ndipo mutha kulemera magawano a MQL pazomwe zili. 

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