Marketing okhutiraCRM ndi Data PlatformMakanema Otsatsa & OgulitsaKulimbikitsa Kugulitsa

Kodi Buyer Intent Data ndi Chiyani? Kodi Mungagwiritsire Ntchito Motani Cholinga Mu Njira Yanu Yotsatsa ya B2B?

Zikuwoneka zodabwitsa kuti makampani ambiri sakugwiritsa ntchito deta ya dham kuyendetsa njira zawo zogulitsa ndi kutsatsa. Chowonadi kuti ndi ochepa omwe amakumba mozama kuti apeze njira zabwino kwambiri zomwe zingapangitse inu ndi kampani yanu kukhala ndi mwayi wabwino. 

Lero, tikufuna tione mbali zingapo za deta ya dham ndi zomwe zingagwire mtsogolo pogulitsa ndi kutsatsa njira. Tidzakhala tikuwunika zonsezi:

  • Kodi chidziwitso cha zolinga ndi chiyani? Kodi chidziwitso cha zolinga chimatengedwa bwanji?
  • Kodi zolinga zimagwira ntchito bwanji?
  • Kugwirizana ndi mgwirizano pakati pa kutsatsa ndi malonda
  • Zopindulitsa
  • Kulingalira njira

Kodi Cholinga Chake Ndi Chiyani?

Infer Intent Data
Chithunzi chazithunzi: Slideshare

Mwanjira yosavuta, chidziwitso cha chidziwitso chikuwonetsa pomwe chiyembekezo china chikuwonetsa zikhalidwe pa intaneti zomwe zikuwonetsa cholinga chogula. Imafotokozedwa m'njira ziwiri zosiyana: zamkati zamkati ndi zakunja.

Zitsanzo ziwiri zodziwika bwino zamkati mwa chidziwitso ndi

  1. Fomu yolumikizirana ndi tsamba lanu: Munthu wolumikizana naye amalankhulana ndi cholinga chofuna kudziwa zambiri za kampaniyo, ntchito zake, ndi zina zambiri.
  2. Zambiri zamakasitomala am'deralo: Zomwe zasonkhanitsidwa za makasitomala akumaloko kudzera pa CRM kapena nsanja zina zotsatsa ndizofunika kwambiri poyesa kumvetsetsa cholinga. Deta imagwiritsidwa ntchito ndi magulu otsatsa kuti ayang'ane chidwi pa otsogolera omwe akuyandikira pafupi kupanga chisankho chogula.

Zolinga zakunja zimasonkhanitsidwa kudzera mwa opereka chipani chachitatu ndipo amagwiritsa ntchito deta yayikulu kuti apange zidziwitso zachidule. Imasonkhanitsidwa kudzera m'ma cookie omwe adagawana ndipo imasungidwa pa IP mlingo. Deta iyi idapangidwa ndi anthu mamiliyoni ambiri ochezera masamba enaake pa mazana masauzande a masamba. 

Dongosolo lamtunduwu limapereka chidziwitso chachindunji, chachidule cha ma metrics osatha. Nazi zitsanzo zochepa chabe:

  • Chiwerengero cha nthawi yomwe chikalata, fayilo, kapena katundu wa digito amatsitsidwa
  • Chiwerengero cha kanema omwe amawonedwa
  • Ndi anthu angati omwe adadutsapo atawerenga kuyitanidwa kuti achitepo kanthu patsamba lofikira
  • Ziwerengero zosaka mawu osakira

Kodi Dongosolo La Intent limasungidwa bwanji?

Gulu Loyamba ndi Chidziwitso cha Gulu Lachitatu
Chithunzi chazithunzi: Kodi chidziwitso cha zolinga ndi chiyani?

Deta yolinganizidwa imapangidwa ndi ogulitsa omwe amatenga deta kuchokera kumawebusayiti a B2B ndi osindikiza okhutira, onse omwe ndi gawo la kugawana deta co-op. Zedi, lingaliro lodziwa masamba omwe munthu wina amawachezera, mawu omwe amasaka, ndi mtundu womwe amacheza nawo limatha kuwoneka ngati loyipa kwambiri pankhope yake, koma palibe chilichonse. Deta imasonkhanitsidwa ndikusungidwa chifukwa cha izi, kenako ndikugawana (kapena kugulitsidwa) kwa akatswiri ogulitsa ndi malonda.

An bungwe lothandizira pa Salesforce, mwachitsanzo, angakonde chidwi ndi makampani omwe amalowetsa mawu osakira ngati Kukhazikitsa kwa Salesforce, Kuphatikiza kwa malondakapena Mlangizi wa Salesforce m'mainjini akulu osakira komanso omwe amayenderanso masamba omwe amagulitsa ntchito zamtunduwu ndi cholinga chogula.

Zambiri zimapangidwa ndikumafotokozedwa sabata iliyonse m'milandu yambiri. Kudzera pakuphatikiza kwa kusaka mabiliyoni ambiri, kuchezera masamba, kutsitsa, kudina, kutembenuka, ndi zochitika, ogulitsa akhoza kuwona zomwe akugwiritsa ntchito ndikuzindikira ma surges. 

Vidiyo iyi kuchokera Kusuta amafotokoza bwino ndondomekoyi:

Kodi Dongosolo Labwino Limagwira Bwanji?

Anthu mamiliyoni ambiri padziko lonse lapansi amagwiritsa ntchito intaneti kuti afufuze pamitu yambirimbiri ndipo mwadala kambiranani ndi zomwe zili pa intaneti. Mumasankha mfundo zofunika kwambiri ndikuyamba kuwunika zochitika zomwe zikugwirizana ndi zomwe mwasankha. Wogulitsa amapereka zidziwitso zonse kuphatikiza, koma osangolekezera ku:

Kugwiritsa Ntchito Zinthu za Bombora
Chithunzi chazithunzi: Kodi chidziwitso cha zolinga ndi chiyani?
  • Maudindo a Yobu a ziyembekezo zabwino
  • Kukula kwa kampani ndi komwe kuli
  • Mayina ndi ma URL a maakaunti omwe ali ndi makasitomala
  • Mayina ndi ma URL a maakaunti omwe akhudzidwa
  • Mayina ndi ma URL a omwe akupikisana nawo mwachindunji
  • Maulalo okopa makampani ndi zochitika
  • Zogwirira ntchito zamagulu olimbikitsa makampani komanso atsogoleri amaganizo
  • Kufufuza kosavuta komanso kovuta komwe kumakhudzana ndi malonda, ntchito, mavuto / malo opweteka, ndi zotheka / zotheka

Zonse zomwe zili pamwambazi zimapangidwira ma aligorivimu omwe amawona ndikulemba zochitika zoyenera (zomwe zimawonetsa zochitika zapadera pakati pa mamiliyoni akusaka ndi zochitika zomwe zimachitika tsiku lililonse). Deta yomwe yaphatikizidwa imatchula zonse zolumikizana nazo kuphatikiza mayina oyamba & omaliza, manambala a foni, ma adilesi a imelo, mayina amakampani, maudindo omwe akuyembekezeka, malo, mafakitale, ndi kukula kwa kampani. Ikuwonetsanso zomwe zachitika zomwe zimazindikira zomwe achita. 

Zitsanzo za zomwe zachitika zikuphatikiza kusaka kwazonse, zochitika pamasamba ampikisano, kuchita nawo chidwi pamakampani, ndi mafunso okhudzana ndi zochitika zazikulu zamakampani. Deta imasiyanitsanso zochita ndi mitundu ndi zoyambitsa. Mwanjira ina, sizikuwonetsa zomwe chiyembekezo kapena kasitomala adachita, koma chifukwa iye anachita izo

Ndikothekanso kuyika tsatanetsatane wazidziwitso zamakasitomala amakono, ma akaunti owunikira, ndikubwereza zochitika zomwe zawonetsedwa. Zonsezi zimangokhala ndi mndandanda wa anthu enieni omwe achitapo kanthu kuti mudziwe zambiri zamitundu yazogulitsa ndi ntchito zomwe mumagulitsanso.

Zambiri Zolingalira Monga Chida Cholumikizira ndi Mgwirizano

Kutsatsa ndi malonda nthawi zonse amakhala ndi ubale wachikondi. Magulu ogulitsa amagulitsa otsogola oyenerera omwe ali okonzeka kugula. Magulu otsatsa amafuna kuti aziwona zoyeserera zoyambirira, azichita nawo, ndikuwasamalira mpaka atafika pokonzekera. 

Zonsezi zimakulitsa zotsatira ndipo chidziwitso cha zolinga chimapindulitsa kugulitsa ndi kutsatsa kwambiri. Amapereka chida chogwirizana chomwe chimagwirizanitsa malonda ndi malonda, kulimbikitsa mgwirizano, kutanthauzira deta, ndikukonzekera njira zogwirira ntchito zamitundu yonse yolumikizana. Nazi zitsanzo zodziwika bwino za momwe deta yofunira imagwiritsidwira ntchito mogwirizana: 

  • Kupeza komwe kukugulitsika kwambiri kumabweretsa
  • Kuchepetsa churn ndikulimbikitsa kukhulupirika kwamakasitomala
  • Kulumikizana bwino ndi ma akaunti omwe mukufuna
  • Kuyika koyambirira kwakudziwika kwa mtundu ndi kukhazikitsidwa kwa mtengo
  • Kutsata zochitika zoyenera

Iliyonse ya malo omwe ali pamwambapa ndi osangalatsa pamalonda ndi malonda. Kuchita bwino konseku kumapangitsa kampani kupita patsogolo ndipo kumalola mgwirizano wopindulitsa, watanthauzo pakati pa magulu.

Zambiri Zolinga: Phindu la Mpikisano

Kugwiritsa ntchito chidziwitso cha cholinga kuli ndi maubwino angapo. Chimodzi mwazofunikira kwambiri ndikukhoza kwake kuthandiza ogulitsa ndi otsatsa malonda kuwunikira ogula angapo pagulu lonse. Kampani imodzi imatha, ndipo nthawi zambiri imakhala, imakhala ndi msika wopitilira umodzi kapena munthu pansi pa denga limodzi. Chofunika kwa wamkulu kapena mtsogoleri wina akhoza kukhala - ndipo nthawi zambiri amakhala - wosiyana ndi wina. 

Dongosolo lazolinga limathandizira otsatsa kuti azisintha zomwe zili patsamba logulira aliyense. Ndi mabungwe mazana ambiri omwe amagwiritsa ntchito njira zofananira pakusaka pa intaneti, chidziwitso chazomwe zimathandizira kuyambitsa kukhazikitsidwa kwa zinthu zomwe zingakonzedwe bwino pamalonda.

Kugwiritsa Ntchito Zoyeserera Zoyenera

Kukhala ndi kulumikizana kwachindunji pakati pa zolinga za wogula ndi zomwe zili zoyambilira kumapatsa otsatsa ndi akatswiri ogulitsa mpikisano waukulu. Pofuna kupititsa patsogolo kusonkhanitsa ndi khalidwe lazofuna ndizofunikira kuti deta yosonkhanitsidwa igwirizane ndi mitundu yosiyanasiyana ya anthu, malo, ndi firmographic deta. Popanda malumikizanidwe amenewo, ndizovuta (werengani: pafupi ndi zosatheka) kumvetsetsa bwino zomwe zimafanana ndi mbiri yamakasitomala.

Mukamvetsetsa cholinga cha munthu wina wogula zakhazikitsidwa, malonda ndi malonda ali m'malo abwino kuti apange zofunikira, zofunikira zomwe zimatsogolera pa sitepe iliyonse ya ulendo wa wogula

Imodzi mwa njira zosavuta zopezera zambiri zomwe mukufuna kuchita ndikukhazikitsa mabulogu, zolemba zapaintaneti, ndi zolemba zina zomwe zikuwonetsa kumvetsetsa bwino msika womwe mukufuna. Zomwe zili mkatizi ziyenera kuthana ndi mavuto ndi zowawa zophatikizidwa ndi zomwe zapezedwa kudzera mu data yomwe yasonkhanitsidwa. Kuchita zonsezi kumapangitsa kuti mtundu wanu ukhale wolamulira komanso umawonetsa kuthekera kopereka zinthu zanzeru, zodalirika, zodalirika. 

Ndikulimbikitsanso kwambiri kugawa zoyambirira m'njira yomwe ikufikira. Izi zikuphatikiza kupanga njira yosindikizira ndi kuphatikiza pazinthu zonse zomwe zikukhudzidwa. Mwachidule, pangani ndikufalitsa zomwe zimawonetsa zomwe zikuyembekezeredwa ndikuwonetsetsa kuti zikupita patsogolo pa omvera omwe akufuna.

Kutenga kotsiriza

Dongosolo lotsogola lomwe limagwiritsa ntchito bwino ndikugwiritsa ntchito chidziwitso chandalama limapereka mwayi pakugulitsa kapena kutsatsa. Imasiyanitsa mtundu wanu ngakhale ndi omwe akupikisana nawo kwambiri ndikuwonjezera mwayi woti mudzazindikiridwe ngati mtsogoleri wamakampani. 

Pangani njira yotsatsira yachindunji, yopanda msoko yomwe imawonetsa zidziwitso zomwe zimaperekedwa ndi zomwe zikuyembekezeka pamitundu yonse yazochitika zapaintaneti (zosaka, kuyendera masamba, kucheza ndi omwe akupikisana nawo, ndi zina). Izi sizidzangothandiza kupanga zotsogola zabwino, komanso zidzakhala ndi zotsatira zabwino pamunsi wanu. Kuphatikizira deta ya zolinga kumathandizira kupanga kampeni yotsatsa yamtsogolo kukhala yopambana, kulola gulu lanu lazamalonda kuyang'ana kwambiri maakaunti omwe angagulidwe kwambiri.

Kuwulura: Martech Zone ndi wa Douglas Karr, amene ndi mnzako DK New Media, kampani yofunsira ya Salesforce yomwe yatchulidwa m'nkhaniyi.

Jilian Woods

Jilian Woods ndi mtolankhani wodziyimira pawokha komanso wolemba yemwe akuthandiza zaka zoposa ziwiri akulemba. Monga wolemba, amawona cholinga chake pakupanga ndikugawana zofunikira ndi anthu omwe ali ofunitsitsa kuphunzira zatsopano. Kupatula pa ntchito yake yamasiku onse, mutha kupeza kuti Jilian adadzipereka kapena kuchita yoga.

Nkhani

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