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Infographic: Kodi Kutsatsa Kwa Akaunti Ndi Chiyani?

Kutsatsa Kwamaakaunti ndi njira yabwino kwambiri yotsatsira bizinesi momwe bungwe limaganizira ndikutsata maakaunti amakasitomala kutengera kuthekera kwawo kuchita bizinesi ndi kampaniyo. Izi nthawi zambiri zimatengera mbiri yabwino yamakasitomala (ICP) zomwe zimagwirizana ndi zosowa, matekinoloje, ndi firmagraphics.

Kutsatsa kochokera paakaunti (ABM) yakhala njira yopititsira patsogolo makampani a B2B kulunjika ndikupeza makasitomala.

Kutengera ndi kafukufuku wake wa otsatsa a B2B, ABM imapereka chiwongola dzanja chambiri pazamalonda zilizonse kapena njira iliyonse yotsatsa. Nthawi.

Mtengo wapatali wa magawo ITSMA

SiriusDecision's Kafukufuku wa State of Account-Based Marketing Study adapeza kuti 92% ya ogulitsa B2B adati ABM inali Kwambiri or kwambiri ndizofunikira pakuwunikira kwawo konse.

Chomwe chimapangitsa ABM kukhala chokopa pakadali pano ndi momwe zimaphatikizira kuzindikira kwamalingaliro ndi ukadaulo wakupha. Magulu otsatsa malonda omwe amamvetsetsa ABM ali ndi mwayi wokhoza kulumikizana ndi zomwe akufunikira, ndikupanga zisankho mwanzeru pazoyenera kuchita komanso nthawi yoyenera kuwatenga kuti akule maakaunti omwe angatheke.

Megan Heuer, Wachiwiri kwa Purezidenti ndi Mtsogoleri wa Gulu ku SiriusDecisions

Kutsatsa kochokera ku akaunti kungakhale kukutenga dziko la B2B movutikira, koma kumaphatikizapo chiyani, ndipo chifukwa chiyani chisangalalo chonsecho? Tiyeni tione mozama.

ABM imagwirizanitsa ntchito zotsatsa ndi malonda kuti zitsegule zitseko ndikukulitsa kukhudzidwa pamaakaunti ena.

Jon Miller wa Engagio

Ngakhale pali njira zambiri zofotokozera ABM, akatswiri ambiri amavomereza pazoyambira zochepa. Makampu a ABM:

  • Yang'anani pa onse omwe akutsogolera zisankho mkati mwa kampani (akaunti), osati wopanga zisankho chimodzi (kapena persona),
  • Onani nkhani iliyonse ngati "msika umodzi," wokhala ndi uthenga komanso malingaliro amtengo wapatali osinthidwa malinga ndi zosowa za kampani iliyonse,
  • Gwiritsani ntchito zikhalidwe ndi kutumizirana mameseji cholinga chake ndi kuthana ndi mavuto amakampani ndi mwayi wake wamabizinesi
  • Osangoganizira za kugulitsa kamodzi koma mtengo wamoyo wa kasitomala aliyense poika zofunika patsogolo,
  • mtengo mtundu wopitilira kuchuluka zikafika pakutsogolera.

Njira Zodziwika bwino, Zowunikira Zothandiza Kwambiri

Nkhani yabwino kwa wotsatsa aliyense amene akufuna kuyesa njira ya ABM ndikuti zida ndi machenjerero sizachilendo komanso zatsopano; akutengera njira zotsimikizika zomwe otsatsa a B2B agwiritsa ntchito kwazaka zambiri:

  • Kufufuza kotuluka ndi imelo, foni, malo ochezera komanso makalata achindunji
  • Kugulitsa kwamkati zokhala ndi mapulogalamu apamwamba kwambiri, mabulogu, ma webinema ndi zochitika zapa media
  • Njira zamagetsi monga zotsatsa zochokera ku IP ndikubwezeretsanso, kutsatsa pawailesi yakanema, kusintha kwa intaneti komanso mtundu wotsogola
  • Events, ziwonetsero zamalonda, mnzake ndi zochitika za ena

Kusiyanitsa kwakukulu ndi momwe zida ndi machenjerero awa amalondoleredwera. Monga Miller akuti:

Sizokhudza njira imodzi; Ndikusakanikirana komwe kumayendetsa bwino.

Kusuntha Maganizo kuchokera ku Persona kupita ku Akaunti

Njira zotsatsa zachikhalidwe za B2B zimakhazikitsidwa potengera mtundu woyenera wopanga zisankho (kapena persona) ndikupanga makampeni otsatsa malonda kuti awakope. ABM ikuyendetsa kusintha kuchokera pakupeza anthu wamba kuti izindikire magulu owalimbikitsa. Malinga ndi kafukufuku wa 2014 IDG, kugula komwe kumakhudzidwa ndi anthu 17 (kuyambira 10 mu 2011). Njira ya ABM imazindikira kuti pogulitsa malonda kapena yankho ku kampani yomwe ili ndi bizinesi, mungafunikire kuti mufotokozere uthenga wanu pamaso pa anthu ambiri m'magulu osiyanasiyana okhala ndi ntchito zosiyanasiyana.

Zida Zoyenera Zimapangitsa ABM Kukhala Yosavuta

Popeza ABM ndi njira yamunthu, zimatengera chidziwitso chabwino chotsogolera. Ngati mulibe nkhokwe yaposachedwa, yolondola yomwe mungadalire, kufikira anthu onse omwe ali munjira yopangira zisankho mkati mwa bungwe mutha kugunda kapena kuphonya. Momwemonso kuyesetsa kutsata zotsatsa zotsatsa ndi njira zina zofikira pa intaneti ndi adilesi ya IP ya kampani.

Ogulitsa opambana a ABM aphunzira kulosera analytics nsanja zopangidwa kuti zizitsogoleredwa ndi B2B zimapereka chidziwitso chokwanira komanso chokwanira kutsogolera ABM. Zolosera zapamwamba analytics mayankho amathanso kuthandizira kuzindikira makampani oyenera kuwunikira kutengera momwe ali okonzeka kugula, kupulumutsa nthawi ndikuwonjezera mwayi wopambana

Ambiri amaphatikizanso ndi nsanja zotsatsa zokha monga Marketo ndi Eloqua, ndi zida za CRM monga Salesforce. Kuphatikizana ndi makina otsatsa komanso CRM kumalola makampani kukonzekera, kukhazikitsa, kuyeza, ndi kukhathamiritsa makampeni a ABM pogwiritsa ntchito malonda awo omwe alipo.

Chandamale, Msika, Kuyeza

Tsopano popeza mwamvetsetsa zoyambira, mumayamba bwanji? Gawo loyamba lokhazikitsa kampeni ya ABM ndikuzindikira maakaunti omwe mukufuna. Mwinamwake mukudziwa kale amene mukufuna kwambiri kulunjika. Ngati ndi choncho, pitani kwa izo. Ngati simutero, kapena ngati mukufuna kuyambitsa bizinesi yatsopano, kapena mzere watsopano wazinthu, kapena kuyendetsa njira zatsopano zamabizinesi omwe alipo, muyenera mndandanda wazomwe mukufuna.

Popeza ABM imayang'ana kwambiri makampani omwe angakhale makasitomala anu abwino kwambiri, muyenera kudziwa momwe kampani yanu yabwino imawonekera. Izi zikutanthawuza ziyembekezo zomwe sizingatheke kuti atembenuke komanso kupanga phindu lalitali.

Mbiri yanu yabwino yamakasitomala iyenera kukhala ndi kuchuluka kwa anthu, komanso chidziwitso cha firmographic, komanso zomwe zimachitika pamakhalidwe, zoyenera, komanso zolinga. Kodi kukula kwabizinesi koyenera ndi kotani? Kodi ndalama zawo zapachaka ndi zingati? Kodi amagwira ntchito m'mafakitale ati? Kodi iwo ali kuti? Kuphatikiza apo, mbiri yabwino yamakasitomala iyenera kuyang'ana zowunikira zomwe zikuyembekezeka, monga momwe adayendera tsamba lanu, komanso kumvetsetsa zomwe zinthu zina ndi ntchito zomwe amagwiritsa ntchito pogula.

Konzani ndikuyika patsogolo

Mukazindikira ziyembekezo zabwino, chotsatira ndikukonza ndikuyika patsogolo mndandandawo ndikupanga dongosolo lazamalonda kuti mupeze zitsogozo zamphamvu kwambiri. Monga tafotokozera pamwambapa, simukuyesa kulunjika munthu koma onse omwe amapanga zisankho mkati mwa kampaniyo. Izi zimafuna njira yotsatsira yowonjezereka yomwe imakulitsa kufikira kwa mauthenga panjira zingapo. Njirayi ingaphatikizepo kutsatsa kwamphamvu, kutsatsa kwakunja, ma TV, ndi zina zambiri. Chofunika kwambiri ndi chakuti magulu ogulitsa ndi ogulitsa azigwira ntchito limodzi kuti akwaniritse zolinga zawo zomwe amagawana.

Lumikizanani

Zowona kuti ABM imabweretsa kugulitsa ndi kutsatsa pamodzi ndichachikulu.

50 peresenti ya nthawi yogulitsa imatayidwa pazayembekezo zopanda phindu komanso kuti ogulitsa amanyalanyaza 50 peresenti ya zotsogola zamalonda.

Marketo

Kusalinganiza bwino sikumangopangitsa kuti zokolola ziwonongeke komanso kutaya mwayi wamalonda.

Mabungwe omwe ali ndi malonda ogwirizana kwambiri ndi ntchito zamalonda amapeza 36 peresenti yapamwamba yosunga makasitomala ndi 38 peresenti yopambana yopambana.

Kutsatsa

Ganizirani za Mtengo Wamoyo Wonse

Ndi ABM, kutseka mgwirizano sikumapeto kwa ubale, koma kumayamba. Woyembekezayo akakhala kasitomala, ayenera kukhutitsidwa. Izi zimafuna deta. Mabungwe a B2B ayenera kudziwa zomwe zimachitika kasitomala akagula, zomwe amagwiritsa ntchito ndi zomwe sagwiritsa ntchito, komanso zomwe zimapangitsa kuti kasitomala apambane. Makasitomala ndiwopanda phindu ngati simungathe kusunga bizinesi yawo. Kodi amakhudzidwa bwanji ndi mankhwalawa? Kodi ali pachiwopsezo chochoka? Kodi ndiabwino ofuna kugulitsa kapena kugulitsa?

Ndikutsogolera kwa ABM, Ndizabwino Kwambiri

Chiwerengero cha amatsogolera ndipo mwayi sikokwanira kuyeza ABM. Njirayi sigwira ntchito pamatanthauzidwe otsogola akale komanso amayamikira kuchuluka kwake. M'mbuyomu, ABM inkagwiritsidwa ntchito makamaka ndi makampani akuluakulu, omwe ali ndi ndalama zambiri zomwe zingathe kuwononga nthawi ndi ndalama zambiri pazochitika zapamwamba. Masiku ano, ukadaulo ukuthandiza kupanga ndi kukulitsa ABM, zomwe zimachepetsa mtengo ndikupangitsa kuti ABM ifikire mabizinesi amitundu yonse. Kafukufuku akuwonetsa kuti malonda a B2B akupita ku ABM. Ndi nkhani ya liwiro lotani.

DCI yapanga izi infographic zomwe zimakuyendetsani zomwe ABM ili, ziwerengero zake, zosiyanitsa zake, ndi njira zake:

Kodi abm account based marketing infographic ndi chiyani

Doug Bewsher

Doug ndiye CEO wa Kutsogolera. Doug ali ndi zaka 20 zokumana ndi zopanga zapadziko lonse lapansi muukadaulo waukadaulo. Adapanga ndikutsogolera kutsatsa kwa B2C ndi B2B, kupanga mapulogalamu ndi mapulogalamu amtundu wazinthu zosokoneza zamagetsi ndi ntchito.

Nkhani

Bwererani pamwamba
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