Mphesa mkati, Champagne Out: Momwe AI Isinthira Malonda Ogulitsa

Rev: Momwe AI Imasinthira Funnel Yogulitsa

Tawonani vuto la sales Development rep (SDR). Achinyamata pantchito yawo ndipo nthawi zambiri amakhala ochepa pazidziwitso, a SDR amayesetsa kupita patsogolo pazogulitsa. Udindo wawo umodzi: kulembera anthu omwe akufuna kudzaza mapaipi.  

Kotero iwo amasaka ndi kusaka, koma iwo sangakhoze nthawizonse kupeza malo abwino kwambiri osakako. Amapanga mndandanda wazinthu zomwe akuganiza kuti ndi zabwino ndikuzitumiza kumalo ogulitsa. Koma ziyembekezo zawo zambiri sizikwanira ndipo, m'malo mwake, zimatha kutseka fungulo. Chotulukapo chomvetsa chisoni cha kufunafuna kotopetsa kumeneku kwa otsogolera akulu? Pafupifupi 60% yanthawiyo, a SDR samapanganso gawo lawo.

Ngati zomwe zili pamwambazi zikupangitsa kuti chitukuko cha msika chimveke ngati chosakhululuka monga Serengeti kwa mwana wamasiye wa mkango, mwinamwake ndinapita patali kwambiri ndi fanizo langa. Koma mfundoyi ikuyimira: ngakhale ma SDR ali ndi "makilomita oyambirira" a malonda ogulitsa, ambiri a iwo amavutika chifukwa ali ndi imodzi mwa ntchito zovuta kwambiri pakampani ndi zida zochepa zothandizira.

Chifukwa chiyani? Zida zomwe amafunikira zidalibe mpaka pano.

Zidzatengera chiyani kuti mupulumutse mtunda woyamba wa malonda ndi malonda? Ma SDR amafunikira ukadaulo womwe umatha kuzindikira ziyembekezo zomwe zimawoneka ngati makasitomala awo abwino, kuwunika mwachangu zomwe akuyembekezeka, ndikuphunzira kukonzekera kwawo kugula.

Revolutionize Pamwamba pa Funnel 

Pali zida zambiri zothandizira magulu ogulitsa ndi otsatsa kuti azitha kuyendetsa bwino njira zogulitsira. Customer Relationship Management nsanja (Ma CRM) ali bwino kuposa kale pakutsata malonda apansi. Kutsatsa kotengera akaunti (ABM) zida monga HubSpot ndi Marketo athandizira kulumikizana kosavuta ndi ziyembekezo zapakati. Kukwezera nsonga, nsanja zogulitsira malonda monga SalesLoft ndi Outreach zimathandizira kutsata zitsogozo zatsopano. 

Koma, zaka 20-kuphatikizanso pambuyo pa zaka XNUMX kuchokera pamene Salesforce anafika powonekera, matekinoloje omwe alipo pamwamba pa faneliyo-malo omwe kampaniyo isanadziwe yemwe iyenera kukambirana naye (ndi malo omwe SDRs amasaka) - amakhalabe pompo. Palibe amene adayendapo mtunda woyamba.

Kuthetsa "The First Mile Problem" mu B2B Sales

Mwamwayi, izo zatsala pang'ono kusintha. Tili pachimake pakusintha kwakukulu kwa mapulogalamu abizinesi. Mafunde amenewo ndi luntha lochita kupanga (AI). AI ndiye gawo lalikulu lachinayi lazatsopano m'bwaloli m'zaka 50 zapitazi (pambuyo pa mafunde akuluakulu azaka za m'ma 1960; kusintha kwa PC m'zaka za m'ma 1980 ndi m'ma 90; komanso mawonekedwe aposachedwa kwambiri a Software of horizontal as Service.SaaS) zomwe zimathandiza makampani kuchita bizinesi yabwinoko, yogwira mtima kwambiri pazida zilizonse—palibe luso lolembera khodi).

Chimodzi mwazinthu zabwino kwambiri za AI ndikutha kupeza mawonekedwe mumitundu yambiri yazidziwitso za digito zomwe tikusonkhanitsa, ndi kutipatsa chidziwitso chatsopano komanso chidziwitso kuchokera pamapangidwewo. Timapindula kale ndi AI m'malo ogula-kaya pakupanga katemera wa COVID-19; zomwe timawona kuchokera ku nkhani ndi mapulogalamu ochezera a pa Intaneti pa mafoni athu; kapena momwe magalimoto athu amatithandizira kupeza njira yabwino kwambiri, kupewa kuchuluka kwa magalimoto ndipo, pankhani ya Tesla, perekani ntchito zenizeni zoyendetsa galimoto. 

Monga ogulitsa ndi ogulitsa B2B, tangoyamba kumene kumva mphamvu za AI m'miyoyo yathu yaukadaulo. Monga momwe madalaivala amayenera kuganizira za kuchuluka kwa magalimoto, nyengo, mayendedwe, ndi zina, ma SDR athu amafunikira mapu omwe amapereka njira yachidule yopezera chiyembekezo chotsatira. 

Pambuyo pa Firmographics

Aliyense wamkulu wa SDR ndi wotsatsa amadziwa kuti kuti apange kutembenuka ndi kugulitsa, mumayang'ana ziyembekezo zomwe zimawoneka ngati makasitomala anu abwino kwambiri. Ngati makasitomala anu abwino kwambiri ndi opanga zida zamakampani, mumapita kukapeza opanga zida zambiri zamafakitale. Pofuna kuti apindule kwambiri ndi zoyesayesa zawo zotuluka, magulu amabizinesi amalowera mozama muzojambula zamakampani - zinthu monga mafakitale, kukula kwamakampani, ndi kuchuluka kwa antchito.

Ma SDR abwino kwambiri amadziwa kuti, ngati atha kuwonetsa zozama za momwe kampani imachitira bizinesi, azitha kupeza omwe ali ndi mwayi wolowa nawo malonda. Koma ndi zizindikiro ziti, kupitirira firmographics, ayenera kuyang'ana?

Chidutswa chosowa chazithunzi za SDRs ndi chomwe chimatchedwa deta yofotokozera - zambiri zomwe zimalongosola njira zogulitsira zamakampani, njira, kachitidwe kaganyu, ndi zina zambiri. Deta ya Exegraphic ikupezeka mu breadcrumbs pa intaneti. Mukatembenuza AI pazinyenyeswazi zonsezo, imazindikira njira zosangalatsa zomwe zingathandize SDR kumvetsetsa momwe chiyembekezo chimayenderana ndi makasitomala anu abwino.

Mwachitsanzo, tengani John Deere ndi Caterpillar. Onsewa ndi makampani akuluakulu amakina a Fortune 100 omwe amalemba ntchito anthu pafupifupi 100,000. M'malo mwake, ndi omwe timawatcha "firmographic mapasa" chifukwa makampani awo, kukula kwake, ndi kuchuluka kwawo ndizofanana! Komabe Deere ndi Caterpillar amagwira ntchito mosiyana kwambiri. Deere ndi wotengera ukadaulo wapakatikati komanso wotengera mtambo wotsika wokhala ndi chidwi cha B2C. Koma mbozi, mosiyana, imagulitsa kwambiri B2B, ndiyotengera umisiri watsopano, ndipo imakhala ndi kutengera kwamtambo kwambiri. Izi kusiyana kwamafotokozedwe perekani njira yatsopano yomvetsetsa yemwe angakhale chiyembekezo chabwino ndi omwe alibe - motero njira yachangu kwambiri kuti ma SDR apeze ziyembekezo zawo zabwino.

Kuthetsa Vuto la Mile Yoyamba

Monga momwe Tesla amagwiritsira ntchito AI kuthetsa vuto lakumtunda kwa madalaivala, AI ikhoza kuthandiza magulu opititsa patsogolo malonda kuti azindikire ziyembekezo zabwino, kusintha zomwe zimachitika pamwamba pa funnel, ndi kuthetsa vuto la kilomita yoyamba yomwe chitukuko cha malonda chimalimbana tsiku lililonse. 

M'malo mwa mbiri yabwino yamakasitomala yopanda moyo (ICP), lingalirani chida chomwe chimalowetsa deta ya exegraphic ndikugwiritsa ntchito AI kuwulula machitidwe pakati pa makasitomala abwino kwambiri akampani. Kenako yerekezani kugwiritsa ntchito detayo kuti mupange masamu omwe akuyimira makasitomala anu abwino kwambiri - mutchule kuti Artificial Intelligence Customer Profile (ayiCP) -ndikugwiritsa ntchito chitsanzo chimenecho kuti mupeze ziyembekezo zina zomwe zimawoneka ngati makasitomala abwino kwambiriwa. AiCP yamphamvu imatha kulowetsa chidziwitso cha firmographic ndi teknoloji komanso magwero achinsinsi. Mwachitsanzo, deta yochokera ku LinkedIn ndi chidziwitso cha zolinga zimatha kulimbikitsa aiCP. Monga chitsanzo chamoyo, aiCP amaphunzira popita nthawi. 

Ndiye tikamafunsa, Kodi kasitomala wathu wotsatira adzakhala ndani?, sitifunikanso kusiya ma SDR kuti adzisamalira okha. Titha kuwapatsa zida zomwe angafunikire kuti ayankhe funsoli ndikuthana ndi vuto lomwe lili pamwamba pa funnel. Tikukamba za zida zomwe zimangopereka ziyembekezo zatsopano ndikuziyika kuti ma SDR adziwe yemwe angayang'ane pambuyo pake ndipo magulu otukula malonda aziyika patsogolo zoyesayesa zawo. Pamapeto pake, AI ikhoza kugwiritsidwa ntchito kuthandiza ma SDR athu kupanga gawo - komanso chiyembekezo chomwe chili choyenera mtundu wa chiyembekezo chomwe tikufuna kupeza - ndikukhala ndi chiyembekezo tsiku lina.

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