Kwimeko yedijithali yanamhlanje eguquka ngokukhawuleza, amashishini ahlala efuna iindlela ezintsha zokuhlala phambi kokhuphiswano. I-Account-Based Marketing (ABM) ivela njengebhakana kwiinkampani ze-B2B ezijolise ukulungelelanisa iinzame zokuthengisa kunye nentengiso kwii-akhawunti zexabiso eliphezulu. Eli nqaku lihlolisisa ingundoqo ye-ABM, ityhila amandla ayo okuguqula iindlela zentengiso zemveli zibe yimikhankaso yobuqu, esebenzayo, kunye neziphumo.
Isiqulatho:
– Ukuqonda intengiso esekwe kwiakhawunti
– Indlela yobuchule kwi-ABM
– Ukusebenzisa i-ABM ngokufanelekileyo
– Ukulinganisa impumelelo kwi-ABM
-Iindlela ezizayo kwintengiso esekwe kwiakhawunti
Ukuqonda ukuthengisa okusekwe kwiakhawunti
UkuThengisa okuSekwe kwi-Akhawunti sisicwangciso esijoliswe kuko esigxininisa izibonelelo kwii-akhawunti ezichongiweyo kwiimarike. Isebenzisa imikhankaso eyenzelwe ukunxibelelana neakhawunti nganye, ithathela ingqalelo iimpawu zayo kunye neemfuno zayo. Ngokungafaniyo nezicwangciso zentengiso ezibanzi eziphosa umnatha obanzi, i-ABM ifana nokuloba ngomkhonto, ejolise ngokuchanekileyo kwiiakhawunti ekunokwenzeka ukuba ziguquke.
Esi sicwangciso sifuna ukuqonda nzulu imingeni ishishini akhawunti ekujoliswe 'kunye neenjongo. Kubandakanya ukudala imiyalezo yokuthengisa ngokwezifiso kunye nemikhankaso yeakhawunti nganye ephambili ukukhuthaza ukubandakanyeka kunye nokwakha ubudlelwane obuhlala njalo. Undoqo we-ABM ilele kumandla ayo okulungelelanisa iinzame zokuthengisa kwiiakhawunti ezithile, iyenza ibe yindlela esebenza kakhulu kwicandelo le-B2B.
Indlela ye-ABM eyenzelwe wena ayinyusi nje kuphela ukufaneleka kweenzame zentengiso kodwa ikwanyusa amava omthengi ngokubanzi. Ngokugxininisa kwiimfuno kunye nomdla weeakhawunti zexabiso eliphezulu, amashishini anokuphuhlisa intsebenziswano enentsingiselo ngakumbi, ekhokelela ekwandeni kokunyaniseka kunye namazinga aphezulu okuguqulwa.
Indlela yobuchule kwi-ABM
Ukuphuhlisa isicwangciso esiyimpumelelo se-ABM kubandakanya amanyathelo aphambili aliqela, ukuqala ngokhetho lweakhawunti. Ukuchonga kunye nokukhetha iiakhawunti zexabiso eliphezulu kubalulekile, njengoko ezi ziya kuba yingqwalasela yeenzame zokuthengisa zomntu. Le nkqubo ihlala ibandakanya ukuhlalutya idatha ukuqonda ukuba zeziphi iiakhawunti ezinokuthi zibe namandla aphezulu kwingeniso kunye nokukhula.
Nje ukuba ii-akhawunti ekujoliswe kuzo zichongiwe, inyathelo elilandelayo kukuqokelela ulwazi malunga nezi akhawunti. Oku kubandakanya ukuqonda imingeni yeshishini labo, iinkqubo zokwenza izigqibo, kunye nabachaphazelekayo abaphambili. Olo lwazi lubalulekile ekuphuhliseni imiyalezo yokuthengisa eyeyakho kunye nomxholo ohambelana neakhawunti nganye.
Intsebenziswano phakathi kweentengiso kunye namaqela okuthengisa yenye isiseko sesicwangciso esisebenzayo se-ABM. Olu lungelelwaniso luqinisekisa ukuba omabini amaqela asebenzela kwiinjongo ezifanayo, esebenzisa ukuqonda kunye nobuchule bawo ukubandakanya ii-akhawunti ekujoliswe kuzo ngokufanelekileyo. Ngokusebenza kunye, ukuthengisa kunye nokuthengisa kunokudala amava angenamthungo kumthengi, ukusuka ekubandakanyekeni kokuqala ukuya kwinguquko nangaphezulu.
Ukuphumeza i-ABM ngokufanelekileyo
Ukuphunyezwa okusebenzayo kwe-ABM kufuna ukuxubana kwezixhobo ezifanelekileyo kunye nobuchwepheshe, kunye nenkqubo ecacileyo yokwenza amaphulo omntu. Iiplatifti zentengiso ezizisebenzelayo zidlala indima ebalulekileyo ekuvumelaneni nemiyalezo yomntu ngokwesikali, ivumela ukuyilwa kunye nokuhanjiswa komxholo olungiselelweyo kwiiakhawunti ekujoliswe kuzo.
Umxholo uyinkosi kwi-ABM, ngokugxila ekudaleni umgangatho ophezulu, ofanelekileyo, kunye nomxholo odibanisayo ojongene neemfuno kunye nomdla we-akhawunti nganye ekujoliswe kuyo. Oku kunokubandakanya amaphepha amhlophe, izifundo zezehlo, ii-imeyile ezenzelwe wena, kunye nentengiso ekujoliswe kuyo. Injongo kukubonelela ngexabiso kunye nokuseka inkampani yakho njengomcebisi othembekileyo kunye nomboneleli wesisombululo.
Uphononongo olwenziwa rhoqo kunye nokwandisa amaphulo e-ABM kubalulekile ekuqinisekiseni impumelelo yawo. Oku kubandakanya ukuhlalutya idatha yokusebenza, ukuqokelela impendulo kwii-akhawunti ekujoliswe kuzo, kunye nokwenza uhlengahlengiso ukuphucula ukubandakanyeka kunye namazinga okuguqulwa. Uphuculo oluqhubekayo lungundoqo ekwandiseni impumelelo yeenzame ze-ABM.
Ukulinganisa impumelelo kwi-ABM
Ukulinganisa impumelelo yamaphulo e-ABM kubalulekile ekuqondeni impembelelo yawo kunye nokwandisa iinzame zexesha elizayo. Izalathisi eziphambili zokusebenza (KPIs) ezifana namazinga othethathethwano, amazinga okuguqulwa, kunye nembuyekezo kutyalo-mali (ROI) zibonelela ngeembono ezixabisekileyo ekusebenzeni kwezicwangciso ze-ABM.
Ngaphaya kweemetrics zobungakanani, ingxelo esemgangathweni evela kwiiakhawunti ekujoliswe kuzo inokunika ukuqonda okunzulu kwempembelelo yeenzame ze-ABM. Le ngxelo inokunceda ukuchonga iindawo zokuphucula kunye namathuba okuqhubela phambili iinzame zokuthengisa.
Ekugqibeleni, impumelelo ye-ABM kufuneka ilinganiswe kungekhona nje kwiziphumo ezikhawulezayo, kodwa kunye nobudlelwane bexesha elide olwakhiwe ngeeakhawunti eziphambili. Obu budlelwane bububungqina bokusebenza komntu, iinzame zokuthengisa ekujoliswe kuzo ekudaleni ixabiso elihlala lihleli kuwo omabini amashishini kunye neeakhawunti zabo zexabiso eliphezulu.
Iindlela ezizayo kwintengiso esekwe kwiakhawunti
Njengoko ubume bedijithali buqhubeka nokuvela, ngokunjalo amaqhinga kunye nobuchwepheshe bokuqhuba iNtengiso esekwe kwiAkhawunti. Ukudityaniswa kobukrelekrele bokwenziwa kunye nokufunda koomatshini kunika amathuba anomdla wokuqhubela phambili iinzame zokuthengisa kunye nokuqikelela iimfuno kunye nokuziphatha kweeakhawunti ekujoliswe kuzo.
Omnye umkhwa ovelayo kukusetyenziswa kwamava asekelwe kwi-akhawunti (ABX), eyandisa imigaqo ye-ABM ukubandakanya lonke uhambo lwabathengi. Le ndlela yokujongana nayo yonke into iqinisekisa ukuba yonke intsebenziswano kunye ne-akhawunti ekujoliswe kuyo yenzelwe umntu kwaye ihambelana, ukusuka ekuqondeni kokuqala ukuya ekuthembekeni nasekuthetheleleni.
Njengoko amashishini efuna ukukhangela ubunzima bemarike ye-B2B, ukubaluleka kwesicwangciso, indlela ekujoliswe kuyo ayinakugqithiswa. Ukuthengisa okuSekwe kwiakhawunti akumeli nje iqhinga, kodwa utshintsho olusisiseko kwindlela okwenziwa ngayo ukuthengiswa kweB2B. Ngokugxila ekwakheni ubudlelwane obunzulu, obunentsingiselo kunye neeakhawunti zexabiso eliphezulu, amashishini anokufikelela kumanqanaba angazange abonwe ngaphambili okubandakanya, ukuguqulwa, kunye nokukhula.
Isiphelo:
INtengiso eSekwe kwi-Akhawunti ime njengobungqina bamandla omntu kwicandelo le-B2B. Ngokugxininisa iinzame kwiiakhawunti zexabiso eliphezulu ngokuchaneka kunye nenkathalo, amashishini anokukhuthaza ubudlelwane obunentsingiselo obukhokelela ekukhuleni okukhulu kunye nempumelelo. Njengoko sijonge kwixesha elizayo, imigaqo ye-ABM iya kuqhubeka ikhokela indlela eya ekujoliswe kuyo ngakumbi, okusebenzayo, kunye nezicwangciso zokuthengisa ezinempembelelo.
