Kusimo sedijithali esithuthuka ngokushesha, amabhizinisi ahlala efuna amasu amasha okuhlala ngaphambi komncintiswano. I-Account-Based Marketing (ABM) ivela njengesibani ezinkampanini ze-B2B ezihlose ukuvumelanisa ukuthengisa nokumaketha kuma-akhawunti anenani eliphezulu. Le ndatshana icubungula ingqikithi ye-ABM, iveza amandla ayo okuguqula izindlela zokumaketha zendabuko zibe imikhankaso yomuntu siqu, ephumelelayo, neqhutshwa imiphumela.
Okuqukethwe:
- Ukuqonda ukumaketha okusekelwe ku-akhawunti
– Indlela yesu ye-ABM
– Ukusebenzisa i-ABM ngempumelelo
- Ukulinganisa impumelelo ku-ABM
- Amathrendi wesikhathi esizayo ekukhangiseni okusekelwe ku-akhawunti
Ukuqonda ukumaketha okusekelwe ku-akhawunti
I-Account-based Marketing isu eliqondiwe eligxilisa izinsiza kusethi yama-akhawunti ahlonziwe ngaphakathi kwemakethe. Isebenzisa imikhankaso yomuntu siqu eklanyelwe ukuhambisana ne-akhawunti ngayinye, kucatshangelwa izici zayo ezihlukile nezidingo. Ngokungafani namasu okumaketha okunesisekelo esibanzi aphonsa inetha elibanzi, i-ABM ifana nokudoba ngomkhonto, okuhloswe ngokuqondile kuma-akhawunti okungenzeka aguquleke.
Leli su lidinga ukuqonda okujulile kwezinselelo nemigomo yebhizinisi lama-akhawunti aqondiwe. Kubandakanya ukudala imilayezo yokumaketha eyenziwe ngokwezifiso kanye nemikhankaso ye-akhawunti ngayinye ebalulekile ukuze kugqugquzelwe ukubandakanyeka kanye nokwakha ubudlelwano obuhlala njalo. Ingqikithi ye-ABM ilele emandleni ayo okuhlanganisa imizamo yokumaketha kuma-akhawunti athile, okuyenza ibe yindlela ephumelela kakhulu emkhakheni we-B2B.
Indlela ye-ABM yomuntu siqu ayigcini nje ngokukhuphula ukubaluleka kwemizamo yokumaketha kodwa futhi ithuthukisa ulwazi lwamakhasimende lonke. Ngokugxila ezidingweni nasezintshisakalweni zama-akhawunti amanani aphezulu, amabhizinisi angathuthukisa ukusebenzisana okunenjongo, okuholela ekwenyukeni kokwethembeka namazinga aphezulu okuguqulwa.
Indlela yesu ye-ABM
Ukwakha isu le-ABM eliphumelelayo kuhilela izinyathelo ezimbalwa ezibalulekile, kuqala ngokukhetha i-akhawunti. Ukuhlonza nokukhetha ama-akhawunti anenani eliphezulu kubalulekile, njengoba lokhu kuzoba ukugxila kwemizamo yokuthengisa yomuntu siqu. Le nqubo ngokuvamile ihlanganisa ukuhlaziya idatha ukuze uqonde ukuthi imaphi ama-akhawunti anamandla amakhulu emali engenayo nokukhula.
Uma ama-akhawunti okuqondiwe esehlonziwe, isinyathelo esilandelayo ukuqoqa imininingwane mayelana nalawa ma-akhawunti. Lokhu kuhlanganisa ukuqonda izinselelo zabo zebhizinisi, izinqubo zokwenza izinqumo, kanye nababambiqhaza ababalulekile. Imibono enjalo ibalulekile ekuthuthukiseni imilayezo yokumaketha yomuntu siqu kanye nokuqukethwe okuhambisana ne-akhawunti ngayinye.
Ukusebenzisana phakathi kwamaqembu okuthengisa nawokumaketha kungenye insika yesu elisebenzayo le-ABM. Lokhu kuqondanisa kuqinisekisa ukuthi womabili amaqembu asebenzela ezinhlosweni ezifanayo, esebenzisa imininingwane yawo kanye nobuchule ukuze abandakanye ama-akhawunti aqondiwe ngempumelelo. Ngokusebenza ndawonye, ukuthengisa nokumaketha kungadalela ikhasimende umuzwa ongenazihibe, kusukela ekuhlanganyeleni kokuqala kuye ekuguquleni nangale kwalokho.
Ukusebenzisa i-ABM ngempumelelo
Ukuqaliswa okusebenzayo kwe-ABM kudinga inhlanganisela yamathuluzi nobuchwepheshe obufanele, kanye nenqubo ecacile yokwenza imikhankaso yomuntu siqu. Izinkundla zokumaketha ezizenzakalelayo zidlala indima ebalulekile ekuvumelaneni nemiyalezo yomuntu siqu esikalini, okuvumela ukudalwa nokulethwa kokuqukethwe okwenziwe ngendlela oyifisayo ukuze kuqondiswe ama-akhawunti.
Okuqukethwe kuyinkosi ku-ABM, kugxilwe ekudaleni okuqukethwe kwekhwalithi ephezulu, okuhlobene, nokubandakanyayo okubhekana nezidingo nezintshisekelo ezithile ze-akhawunti ngayinye eqondiwe. Lokhu kungase kuhlanganise amaphepha amhlophe, izibonelo, ama-imeyili omuntu siqu, nokukhangisa okuhlosiwe. Umgomo uwukunikeza inani futhi usungule inkampani yakho njengomeluleki othembekile kanye nomhlinzeki wesixazululo.
Ukubuyekezwa okuvamile kanye nokwenza kahle kwemikhankaso ye-ABM ibalulekile ekuqinisekiseni impumelelo yayo. Lokhu kuhilela ukuhlaziya idatha yokusebenza, ukuqoqa impendulo evela kuma-akhawunti okuqondiwe, nokwenza izinguquko ukuze kuthuthukiswe izinga lokuzibandakanya nelokuguqulwa. Ukuthuthukiswa okuqhubekayo kuyisihluthulelo sokukhulisa ukusebenza kahle kwemizamo ye-ABM.
Ukulinganisa impumelelo ku-ABM
Ukulinganisa impumelelo yemikhankaso ye-ABM kubalulekile ekuqondeni umthelela wayo kanye nokwenza kahle imizamo yesikhathi esizayo. Izinkomba zokusebenza ezibalulekile (ama-KPI) ezifana namazinga okuzibandakanya, amanani okuguqulwa, kanye nembuyiselo ekutshalweni kwezimali (ROI) zinikeza imininingwane ebalulekile ekusebenzeni kwamasu e-ABM.
Ngale kwamamethrikhi obuningi, impendulo yekhwalithi evela kuma-akhawunti aqondiwe inganikeza ukuqonda okujulile komthelela wemizamo ye-ABM. Le mpendulo ingasiza ekuhlonzeni izindawo okufanele zithuthukiswe kanye namathuba okuqhubekisela phambili imizamo yokuthengisa ngezifiso.
Ekugcineni, impumelelo ye-ABM kufanele ilinganiswe hhayi nje emiphumeleni esheshayo, kodwa futhi nasebudlelwaneni besikhathi eside obakhiwe ngama-akhawunti abalulekile. Lobu budlelwano buwubufakazi bokusebenza ngempumelelo kwemizamo yokumaketha yomuntu siqu, eqondiwe ekudaleni inani elihlala njalo lawo womabili amabhizinisi nama-akhawunti awo anenani eliphezulu.
Amathrendi wesikhathi esizayo ekukhangiseni okusekelwe ku-akhawunti
Njengoba isimo sedijithali siqhubeka nokuvela, kanjalo namasu nobuchwepheshe obuqhuba i-Account-based Marketing. Ukuhlanganiswa kobuhlakani bokwenziwa nokufunda komshini kunikeza amathuba ajabulisayo okuthuthukisa imizamo yokuthengisa yokwenza kube ngokwakho kanye nokubikezela izidingo nokuziphatha kwama-akhawunti okuqondiwe.
Enye inkambiso evelayo ukusetshenziswa kokuhlangenwe nakho okusekelwe ku-akhawunti (ABX), okunweba imigomo ye-ABM ukuze ihlanganise lonke uhambo lwamakhasimende. Le ndlela ehlanganisa konke iqinisekisa ukuthi konke ukusebenzisana ne-akhawunti eqondiwe kwenziwa okomuntu siqu futhi kuhlangene, kusukela ekuqwashiseni kuya ekuthembekeni nasekukhulumeni.
Njengoba amabhizinisi efuna ukuzulazula ezinkingeni zemakethe ye-B2B, ukubaluleka kwesu, indlela eqondiwe angeke yeqiswe. Ukumaketha Okusekelwe ku-Akhawunti akumeleli nje iqhinga, kodwa uguquko olubalulekile endleleni ukukhangisa kwe-B2B okwenziwa ngayo. Ngokugxila ekwakheni ubudlelwano obujulile, obunenjongo nama-akhawunti amanani aphezulu, amabhizinisi angafinyelela amazinga angakaze abonwe okuzibandakanya, ukuguqulwa, nokukhula.
Isiphetho:
Ukumaketha Okusekelwe ku-Akhawunti kuma njengobufakazi bamandla okwenza kube ngokwakho emkhakheni we-B2B. Ngokugxila emizamweni yama-akhawunti amanani aphezulu ngokunemba nokunakekela, amabhizinisi angakhuthaza ubudlelwano obunenjongo obuholela ekukhuleni okukhulu nempumelelo. Njengoba sibheke esikhathini esizayo, imigomo ye-ABM izoqhubeka nokuqondisa indlela eya kumasu okumaketha ahlosiwe, asebenza kahle, nanomthelela.
