Kutumiza kunja B2B Lead Generation 2021: Zifukwa 10 Zapamwamba Zokonda Kutuluka

Zifukwa Zotsogola Zotsogola

Ngati mukuchita nawo bungwe lililonse la B2B, mudzazindikira msanga kuti m'badwo wotsogola ndi gawo lofunikira pochita bizinesi. Pamenepo:

62% ya akatswiri a B2B adati kuwonjezera kutsogolera kwawo ndizofunikira kwambiri. 

Funsani General Report

Komabe, sizovuta nthawi zonse kupanga mayendedwe okwanira kutsimikizira kubweza mwachangu ndalama (ROI) —kapena phindu lililonse.

Kugwedezeka 68% Amabizinesi akuti akuvutika ndi m'badwo wotsogola, ndi wina 61% Otsatsa a B2B amaganiza kuti kutsogola ndiko vuto lawo lalikulu.

Malingaliro a CSO

Ndipamene m'badwo wotsogola wotsogola umayamba kugwirira ntchito, njira yoganizira zamtsogolo zomwe zimatulutsa mtundu wanu kunja, zimachepetsa mtengo wanu, ndipo zimangopeza zitsogozo zoyenera. Pali zifukwa zambiri zomwe mungayang'anire kutsogolera otsogola, ngakhale mukuyesera kukulitsa misika yatsopano kapena kuthandizidwa ndi gulu lanu logulitsa. 

Ndipo timachipeza. Tadzipangira tokha bizinesi yotsogola yotuluka (tikumwa champagne yathu, ngati mukufuna!). Nazi zifukwa khumi zomwe timakonda chifukwa chomwe timakondera ku CIENCE mu 10 komanso momwe kampani yanu ingapindulire powonjezerapo pang'ono - kapena zochulukirapo - zogwiritsira ntchito njira zanu zotsogola. 

Chifukwa 1: Zomwe Zimatuluka Zimapeza ROI Yowongoka Kwambiri

Chifukwa cha zovuta komanso kusatsimikizika kochita bizinesi masiku ano, makampani ambiri a B2B amasankha mibadwo yotsogola kuti ipeze ROI yowongoka kwambiri. M'malo moyembekezera zotsatira zochuluka zomwe zingatenge 6 kwa miyezi 12 (kapena kupitirira!) Pansi pa mzere, mutha kubwereranso mwachangu kuchokera ntchito zopititsa patsogolo zotsogola pamtengo wotsika kwambiri. 

Ganizirani izi-nthawi zambiri pamakhala chiwongola dzanja chachikulu pazogulitsa zamkati (chiwongola dzanja ndicho 16%; zosakakamira nthawi zambiri zimakhala zapamwamba) osanenapo za ndalama zokha zolembera olimba gulu lotsogola mkati (akatswiri m'munda wawo) kuti awonetsetse moto wa ROI. Mukaleka kulingalira za mtengo wopangira njira yanu yotsogola yotsogola, ROI ya Kutumiza kwa SDR imakhala yankho lomveka bwino. 

Mbadwo wotsogola wotsogola umakhala wabwino kwambiri polunjika pamutu womwe ukufuna kuchita nawo bizinesi. Popeza kuti mutha kudziwiratu momwe mungagwiritsire ntchito ndalama pano, kenako nenani mwachindunji zomwe zimatulutsidwa (nthawi zambiri pamisonkhano), pamakhala masamu omveka bwino kuti mudziwe kubweza ndalama. Itha kukhala njira yoyera kwambiri kuposa njira iliyonse yopita kumsika yomwe mungalandire.

Chifukwa 2: Kuchulukitsa Kutulutsa Kwanu

Kodi mumadziwa kuti ogula ambiri-80% ya ogula (malinga ndi Phunziro la 2018 Google SERP) - kodi mutenga dzina lodziwika bwino mukamafufuza zinthu pa intaneti, ngakhale zitabwera koyamba pazotsatira za injini zosaka? 

Chikhalidwe sichimasintha pakusintha kwa B2B. Ngakhale anthu masiku ano amadziwa zambiri pazofufuza zawo komanso kudziwa, kudziwitsa anthu zamtunduwu kumakhalabe chinthu chofunikira kwambiri chomwe chimakupatsani mpikisanowu ndikupanga kukhulupirika pamtundu wanu.  

Ntchito zotsogola zotsogola zingakupatseni akatswiri otukula malonda omwe amatha kuyika mauthenga oyenera komwe mukufunikira, kuchokera kutsatsa ndi kuyimbira foni, kutsatsa maimelo komanso kulumikizana pa intaneti - kuti dzina lanu lizindikirike komanso chiyembekezo chanu chikhale cholumikizidwa. Mukupeza "at-mile" ochulukirapo kuti muwonjezere kuwonekera kwanu-njira yayikulu yomwe ingapangitse kudalira mtundu wanu ndikupeza zotsatira zabwino. 

Chifukwa 3: Imathandizira Makampeni Otsatsa Ma Multi-Channel 

Malinga ndi VP of Sales ya CIENCE, a Michael Maynes, njira yabwino kwambiri yofikira anthu ndi Mipikisano njira imodzi. Koma pokhala ndi njira zambiri kunja uko, mumachita bwanji kampeni yabwino kwambiri kuti mukwaniritse zolinga zanu? Amalonda nthawi zonse amafuna tikiti yagolide yomwe imagwira ntchito. Koma bwanji ngati mukufuna kugwiritsa ntchito zingapo matikiti agolide kuti mufikire omvera anu ndi kupitirira? 

Kukhazikitsa njira zachitetezo cha njira zingapo zotuluka kumatha kukhala kovuta — kochulukitsa nthawi komanso cholemetsa, mukufunika machenjerero okonzedwa mosamala ndi mayimbidwe kuti mupeze ziyembekezozi. Ndipamene njira yotsogola yotsogola imabwera - kuti ikukwezeni kwambiri. 

Gulu lotsogola lotsogola lingakuthandizeni kugwiritsa ntchito njira zotuluka kwambiri ndikupanga deta kuchokera kuzinthu zambiri, kenako ndikutsata njira zatsopano kuti mutsatire oyang'anira omwe akuyenerera. Mukufuna kusiya kuyembekezera zolowerera kuti muwone zotsatira? Gwiritsani ntchito kampeni yotsatsa njira zingapo yomwe imayika mphamvu zonse ziwiri. 

Chifukwa 4: Kuchulukitsa Kutembenuka Kwamkati

Kodi mumadziwa kuti zotuluka zimathandiza kwambiri pakutseka maulalo akunja? M'malo mwake, malinga ndi a Phunziro la 2019 CIENCE, 17% yofunikira yamalonda omwe adatsekedwa ndi omwe amathandizidwa kwambiri. Izi timazitcha kuti thandizo lomwe likutuluka, kapena kuchuluka kwa mayendedwe olowera (kapena otsogola otembenuka) omwe amayang'aniridwa ndi njira yotuluka, monga kuyimbira foni kapena uthenga wa imelo, zomwe zimabweretsa mgwirizano wotsekedwa.

Ziwerengero Zotsatsa Zothandizidwa

Ndizosadabwitsa kuti kutuluka kwakhala gawo lofunikira kwambiri pakuchita bwino chifukwa cha zifukwa izi: 

  • Amafalitsa mawu kwa ogula za zinthu zanu ndi ntchito zanu 
  • Kuchulukitsa kuzindikira za mayankho omwe bizinesi yanu imapereka 
  • Imapatsa mtundu wanu kapena kampani kuwonekera kwambiri 
  • Imakopa alendo obwera kutsamba lanu 

Sizachilendo kuyembekeza kuti mudzabwereranso ku mtundu wanu mukakhala pamsika kuti mupeze yankho longa lanu (lingalirani izi ngati kubweza). 

Monga njira yowongoka kwambiri yopezera chiyembekezo chanu, njira zopititsira patsogolo zimathandizira mwayi wosintha ndikuthandizira kutsogolera.

Chifukwa 5: Zimayang'ana Ndendende Anthu Anu a ICP ndi Ogula 

Makampani a B2B ayenera kutenga nthawi yokwanira kumayambiriro kwa malonda ndi kutsatsa kuti apange mbiri yabwino ya kasitomala (ICP) ndikuwunikira wogwiritsa ntchito. Koma bwanji ngati mulibe zochepa kapena mulibe ukadaulo wopanga malangizo owongolera njira yoyendetsera mibadwo yanu?  

Potumiza anthu otsogola, mutha kufulumizitsa kafukufukuyu ndi akatswiri ophunzitsidwa bwino omwe amagwiritsa ntchito luntha lazamalonda kuti adziwe bwino ma ICP anu ndi ogula. Bizinesi yanu itha kupanga njira yolimba yotsatsira potengera izi:

  • Mbiri Yabwino Yotsatsa (kapena ICP) - Uku ndikofotokozera kwathunthu kwa kampani yomwe ikuyenera kukhala kasitomala yanu yotsatira. Muyenera kupanga ICP yapadera pazogulitsa zilizonse zomwe zingagwiritsidwe ntchito ngati chitsogozo chopeza zotsogola zapamwamba. 

  • Wogula Persona (kapena BP) - Izi zimakuthandizani kuti mumvetsetse omwe angakugulireni komanso kuti muzitha kulumikizana ndi omwe akutsogolera nthawi iliyonse mumalonda anu. Izi zikuphatikiza chidziwitso chamakasitomala am'mbuyomu, omwe adalipo kale, komanso omwe angakhale nawo, malingaliro ogula, ndi machitidwe. 

Akatswiri otsogola otsogola amvetsetsa kuti makasitomala anu ndi ndani komanso kuti siabwanji-mudzapeza akatswiri ofufuza omwe amatha kupanga zambiri zakampani yanu kuti ikwaniritse zomwe akutsogolera ndikukwaniritsa njira yanu yotuluka. 

Chifukwa 6: Amadziwika Opanga Zisankho

Mu njira yoyendetsera mibadwo, kufikira opanga chisankho ndiye chinthu chofunikira kwambiri. Mbadwo wabwino wotsogola ndi wopeza ndi kuyankhula ndi anthu abwino, koma mungadziwe bwanji kuwalunjika kapena kudziwa komwe mungawapeze? Ndi anthu wamba pa a gulu logula ku 6.8, ndi mwayi uti kuti mutha kuwunikira omwe akuyang'anira:

  • Kulandira maudindo
  • Kuyendetsa njira zogulira kupita ku bungwe lawo 
  • Kutseka malonda

Dziwani Opanga Zisankho

SDR yotuluka bwino imatha kupanga mapu m'mabungwe ndikuzindikira omwe akupanga zisankho, ali ndi luso lakusanthula kusiyanitsa njira zabwino ndi zoyipa. Pogwiritsira ntchito ma SDR kuti muyambe kukambirana ndi chiyembekezo chofunikira, maimidwe amatha kukhazikitsidwa ndi omwe amapanga zisankho moyenera, kuthetsa nthawi yowonongeka yomwe ingakhudze zokolola za gulu lanu.

Chifukwa 7: Imalowa Msika Watsopano 

Ndi kutsatsa kambiri, njira zomwe mumayendetsa nthawi zambiri zimangotengera anthu omwe akufuna kuti aziwona zomwe zili-zomwe nthawi zambiri zimakupangitsani kukhala omangika. Koma ndi zotuluka, mutha kukopa misika yatsopano komanso kuyesa zatsopano nthawi yonse yogulitsa. 

Dongosolo lotsatsa lotsogola lotsogola lingatenge gawo lalikulu kuti lingofikira omvera anu komanso kufikira misika yatsopano. Ndi gulu la akatswiri omwe ali ndi maluso ambiri otsogola kuti azitsogolera, mudzakwanitsa kukulitsa mayendedwe anu ku madera atsopano komanso malo.

Kutuluka ndikwabwino poyesa misika yatsopano komwe mungapeze yankho kuchokera kumsika ndikusintha moyenera. Ma SDR anu atha kukupatsani chidziwitso chazomwe zikuyenda (ndipo sizikugwira ntchito) pamikono yanu. 

Chifukwa 8: Amapita Kumsika Mofulumira

Zowonjezera, zochitika, kulumikizana pagulu, wothandizirana naye panjira, kukula kwakatundu wazogulitsa (PLG), kapena njira zogwirira ntchito pamaneti zimatenga nthawi. Ngakhale njirazi zitha kukhala zofunikira pazolinga zanu zamabizinesi, zimatenga nthawi yayitali kuti zikule. Kutulutsa kotsogola, komano, ndikofunikira kwambiri kuwongolera mayendedwe apamwamba omwe angakhale okonzeka kugula malonda kapena ntchito yanu, yomwe imakupatsani mwayi wopita kumsika mwachangu. 

Kuphatikiza apo, kuthekera kopanga fayilo ya woyambitsa woyamba m'malingaliro aomwe akukopa zisankho pamaakaunti omwe ali chandamale ndichofunikira kwambiri pakulamulira pamalonda ndi utsogoleri weniweni wamsika. Kukhazikitsa dongosolo ndi ziwonetsero za momwe ogula anu abwino angakhalire ayenera mukuganiza za malonda kapena ntchito ngati yanu ndi m'mene makampani anzeru amadzisiyanitsira okha.

Kuchulukitsa kukula kwa fanolo yanu yotsatsa ndi njira zotuluka zochulukirapo kumawonjezera mwayi ku mapaipi anu ogulitsa, omwe angatanthauzire mgulu lotsekedwa ndikufulumizitsa malonda. Pogwiritsa ntchito njira zotsogola, mutha kuyang'ana kwambiri pamsika wopita kumsika womwe umakulitsa malonda ndikuwonjezera ndalama.

Chifukwa 9: Amakhazikitsa Gulu Lanu Logulitsa Kuti Lizichita Bwino

Kupambana kwa gulu lanu kumadalira kwambiri payipi yabwino yogulitsa. Potulutsa gulu la ma SDR omwe ali ndi luso kuti mupeze oyenerera, mutha kupatsa mphamvu gulu lanu logulitsa mnyumba kuti ligwire ntchito yayikulu ndikuchita bwino ndikuchita bwino. Mwa kukulitsa kutsogolera kwanu, mutha kuwonjezera mwayi wogulitsa pafupifupi 20%, malinga ndi Funsani General Report.

Izi pamapeto pake zidzalimbikitsa mgwirizano ndi kudalirana pakati pa malonda ndi kutsatsa. Ikuthandizaninso kukhazikitsa kampani yapaderadera yogulitsa-yomwe imagwirizana kwambiri ndi mitengo yosinthira-komwe muli ndi ogulitsa omwe amayang'ana kwambiri kutseka kuposa kuyembekezera. Pafupipafupi, ogulitsa malonda amawononga 26.6 peresenti yokha Nthawi yawo yogulitsa kwa makasitomala (maola 13 pa sabata). 

Ngakhale magulu otsogola otsogola amatha kuyang'ana kwambiri kukulitsa kutsogolera, kukhazikitsa, ndi kufikira kozizira, gulu logulitsa mnyumba limatha kuthera nthawi yambiri litembenuza zotsogola zapamwamba ndi kutseka mapangano-njira yopambana maphwando onse. 

Chifukwa 10: Kukulolani Kuimbira Zithunzi

Ndi zochulukirapo, mumapeza zomwe mumapeza, koma ndi zotuluka, mumapeza amene mukufuna.

Trish Bertuzzi, Gulu la Bridge

Mawu anga. Makampani akuyamba kuzindikira kuti zotsogola zotsogola ndi njira yodalirika komanso yotsika mtengo yobwererera bwino pazogulitsa zanu ndikuwongolera malonda. Koma kodi mumakhala ndi mphamvu zochuluka motani mukatulutsa m'badwo wotsogola? 

Monga ntchito zina zomwe mungagwiritse ntchito, monga tsamba lawebusayiti, malo ochezera, kapena kutsatsa kolipira (PPC), ndipamene kafukufuku wanu kuti mupeze ntchito yotsogola yabwino ndiyofunika kwambiri. Kupeza ntchito zotsogola zotsogola kumatanthauza kuti mudzakhala ndi ulamuliro wambiri momwe mungakhalire ngati ma SDR amakhala muofesi yanu ndikukugwirirani ntchito. 

Ndi kampani yotulutsa yotsogola, mutha kuyang'ana pamakampeni anu onse a B2B ndikuwonetsetsa kuti mukuwongolera pang'onopang'ono pazitsogozo zanu. Zotsatira zanu zikuwonetsedwa mu malipoti atsatanetsatane omwe akutsutsana ndi ma metric omwe mutha kuwunika - mudzakhala ndiulamuliro wathunthu kuti muwone momwe kampeni yanu ikuyendera komanso ngati gulu lanu lofikira lachita bwino (kapena lalephera), ndikusintha mwachangu kuti zigwirizane ndi zomwe mumachita bizinesi. 

Pezani Ubwino Wogwiritsa Ntchito Kutsogola Kwambiri

Ngakhale njira zina zotsatsa zingagwire ntchito bwino m'nyumba, ntchito zina zomwe zingakupangitseni kupweteka mutu-komanso ndalama-kuposa zabwino, monga kupangira njira zotsogola, zimasiyidwa bwino kwa akatswiri a SDR omwe angathe kuzichita bwino kwambiri.

Osakhala mlendo kwa otsatsa, kutulutsa ntchito kutsogola kwakhala gawo lofunikira kwambiri pabizinesi ndi phindu lotsimikizika komanso kubwerera kwabwino. Monga gawo la njira yophatikizira yotsatsa, mudzatha kugwiritsa ntchito njira zopangira zotsogola kuti muzindikire ndikulitsa kampani yanu kuthekera konse. 

Sungani Msonkhano ndi CIENCE

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