Njengomnikazi webhizinisi, ukuthuthukisa amasu okukhomba alungile kubalulekile ukukusiza ukhule futhi ukhulise ibhizinisi lakho. I-Account-based Marketing (ABM) ingenye yezindlela zokumaketha eziphezulu abakhangisi besimanje abazisebenzisayo namuhla ukuze bafinyelele amakhasimende alilungele ibhizinisi labo. Empeleni, 67% wemikhiqizo kukholakala ukuthi zisebenzisa isu lokumaketha elisuselwa ku-akhawunti, nge Ama-81% avuma ukuthi iletha i-ROI ephezulu kunanoma yiluphi olunye uhlobo lokumaketha.
Ngakho-ke, kuyini ngempela ukumaketha okusekelwe ku-akhawunti, futhi kungaba yini izinzuzo zebhizinisi lakho ukukusebenzisa esu lakho lonke? Qhubeka ufunde ukuze ufunde konke odinga ukukwazi mayelana ne-ABM namasu angcono kakhulu okukusiza ukuthi ukhuphule imali engenayo yebhizinisi lakho ngo-2024 nangale kwalokho.
Okuqukethwe
Kuyini ukumaketha okusekelwe ku-akhawunti?
Yiziphi izinzuzo zokumaketha okusekelwe ku-akhawunti?
Amasu okumaketha asekelwe ku-akhawunti ukuze uthuthukise ukuthengisa kwakho
Isiphetho
Kuyini ukumaketha okusekelwe ku-akhawunti?
Ukumaketha okusekelwe ku-akhawunti kuyindlela yokuthengisa ye-B2B lapho amabhizinisi egxilisa khona imizamo yawo yokumaketha kuma-akhawunti ebhizinisi abawahlonze njengangase abe yinzuzo kakhulu ebhizinisini labo.
Kwesinye isikhathi kwaziwa njengokumaketha kwe-akhawunti okubalulekile, i-ABM idinga ukuthengisa nokuqondanisa ukumaketha ukuze ihlanganise imilayezo eya kumakhasimende izincazelo zawo ezihambisana nephrofayili yekhasimende efanelekile. Lokhu kuvumela abanikazi bamabhizinisi ukuthi dala ukuzizwisa komuntu siqu okuholela ekutholweni kwamakhasimende okungcono, ukugcinwa, kanye nokukhula kwebhizinisi.
Yiziphi izinzuzo zokumaketha okusekelwe ku-akhawunti?
Ukumaketha okusekelwe ku-akhawunti okusebenzisekayo kungaba nezinzuzo eziningi zebhizinisi lakho, okuhlanganisa:
1. Ukukhulisa ukuhambisana kwebhizinisi lakho phakathi kwama-akhawunti amanani aphezulu
Ngokumaketha okusekelwe ku-akhawunti, wenza izinto zibe ngokwakho ezifana nemikhankaso, ukuxhumana, ulwazi lomkhiqizo, nokuqukethwe kwe-akhawunti ngayinye otshala kuyo izinsiza.
Ukwenza ngendlela oyifisayo nokudala ukuzizwisa komuntu ngamunye kukhulisa ukuhambisana kwakho ngoba okuqukethwe kukhombisa abamukeli ukuthi imikhiqizo namasevisi owahlinzekayo yilokho abakudingayo ukuze baxazulule izinkinga zabo.
2. Ukwenza lula imijikelezo yokuthengisa
Ngokuya ngemboni, ibhizinisi, kanye nezinsiza, umjikelezo wokuthengisa ojwayelekile ulandela lezi zinyathelo ezijwayelekile:
- Isinyathelo 1: Ithemba
- Isinyathelo 2: Xhuma
- Isinyathelo 3: Ucwaningo
- Isinyathelo 4: Ngikhona
- Isinyathelo 5: Vala
- Isinyathelo 6: Injabulo
Ngezinhlelo ze-ABM, umjikelezo wokuthengisa uyahlelwa, ugxile kuma-akhawunti amanani aphezulu, ukonga isikhathi nezinsiza. Lokhu kukuvumela ukuthi ugxilise imizamo yakho ezingxenyeni zomjikelezo wokuthengisa okungenzeka ukuthi zithinte umugqa wakho ophansi, isibonelo:
- Isinyathelo 1: Khomba ama-akhawunti okuqondiwe
- Isinyathelo 2: Yethula kuma-akhawunti okuqondiwe
- Isinyathelo 3: Vala ama-akhawunti okuqondiwe
- Isinyathelo 4: Jabulela ama-akhawunti
Esikhundleni sokuzama amasu ahlukene ukuze uhehe amathemba futhi ufanelekele inani elikhulu labaholayo, i-ABM isiza ukuqinisekisa ukuthi ama-akhawunti owaqondisayo afaneleka kakhulu ibhizinisi lakho, okuthuthukisa ukusebenza kahle kwebhizinisi.
Ngaphezu kwalokho, umjikelezo wakho wokuthengisa uqondiswa ukuthengisa kwakho nokuqondanisa ukumaketha kanye nokuzizwisa kwamakhasimende okungaguquki nokwenza kube ngokwakho okunikezayo.
3. Ukulinganisa i-ROI yakho
Ukumaketha okusekelwe ku-akhawunti nakho kukwenza ukwazi ukukala imbuyiselo ku-investimenti (ROI) ku-akhawunti ngayinye onikele ngayo isikhathi nezinsiza. Lokhu kunenzuzo ngoba kukwenza ukwazi ukukala ukuthi ama-akhawunti osebenze nawo ayelifanele yini ibhizinisi lakho.
Ngemva kwalokho, ungakwazi ukunakekela futhi “ujabule” lawo ma-akhawunti ukuze uwagcine isikhathi eside, futhi ubone futhi uqondise ama-akhawunti afanayo ngokuzayo. Uma inzuzo yakho ekutshalweni ifakazela ukuthi amaqhinga e-ABM owasebenzisile asebenzile, sebenzisa idatha ukuqhubekela phambili neqhinga lakho.
4. Ukuzibandakanya kwamakhasimende okukhulu
I-ABM ingaba yithuluzi elihle lebhizinisi lakho ngenxa yezinga eliphezulu lokuzibandakanya. Lawa masu anika amandla ukulawulwa okuseduze kwethemba kanye nobudlelwano bamakhasimende, ukuqondiswa kwamakhasimende alungile, nokwenza kube ngokwakho ukuzizwisa kwamakhasimende, kusiza ekudaleni imikhankaso eyenzelwe wena kanye nezilinganiso zokusebenza kwesikhathi sangempela.
Futhi, ngokukhomba ama-akhawunti anemilayezo eqondene nawe kakhulu ngama-imeyili nezikhangiso, ibhizinisi lakho lithuthukisa ukusebenzisana nokuzibandakanya. Ngokocwaningo olulodwa, amabhrendi anamazinga aphezulu okuzibandakanya anjalo I-41% cishe ngaphezulu ukubika amanani okuguqulwa aphezulu.
5. Ukukhiqiza okuthuthukisiwe kokuthengisa
Ukukhiqiza kokuthengisa kuyathuthukiswa lapho amabhizinisi esebenzisa amasu okumaketha asuselwa ku-akhawunti. Lokhu kungenxa yokuthi imikhankaso ye-ABM inika amandla amaqembu athengisayo ukuthi agxile kuphela kuma-akhawunti aqondiwe.
Amaqembu okuthengisa ayakwazi ukuhlonza amakhasimende angaba khona, enze imilayezo yokumaketha, futhi asebenzise amathuluzi alungile ukuze azibandakanye nawo. Lokhu kukhuthaza ukusebenzelana okunenjongo nezethameli eziqondiwe esikhundleni sokumosha isikhathi ukusebenzelana namathemba aphansi okuguqula.
Ngaphezu kwalokho, amaqembu athengisa anesikhathi esilula sokulandelela imiphumela kanye nempumelelo yokulinganisa, okubavumela ukuthi bashunise isu labo futhi baqhubeke bethuthukisa izinqubo zabo zokuthengisa.
Amasu okumaketha asekelwe ku-akhawunti ukuze uthuthukise ukuthengisa kwakho
Manje, ake sibheke izinqubo ezihamba phambili zokudala imikhankaso yokumaketha yama-akhawunti athile kunezingxenye ezithile zamakhasimende.
1. Chaza iphrofayili yakho yekhasimende efanelekile
Okungenani Ama-72% amabhizinisi abasebenzisa isu le-ABM bethi inhloso yabo ukukhiqiza ibhizinisi elisha, isinyathelo sokuqala okudingeka usithathe ukwazi ukuthi yini eyakha “ikhasimende lakho elikahle.”
Cabangela ukuchaza iphrofayela yakho yekhasimende efanelekile (ICP) ngokusekelwe ezintweni ezifana nendawo, usayizi, imboni, kanye nesabelomali. Ngokwenza i-ICP, uzokwazi ukwenza uhlu lwamaklayenti oluhambisana nemibandela yakho.
2. Cwaninga ama-akhawunti akho ohlosiwe
Ngemva ukwenza i-ICP yakho futhi uthole ama-akhawunti alingana kangcono nebhizinisi lakho, yisikhathi sokwenza ucwaningo lwemakethe. Zitholele konke ongakwenza mayelana nezidingo eziqondile zamakhasimende akho kanye namaphoyinti ezinhlungu adinga ukubhekwana nawo. Ngale ndlela, uzokwazi ukudala okuqukethwe okuhlosiwe kanye nemilayezo ehambisana kakhulu ne-akhawunti ngayinye.
3. Yenza okuqukethwe kube ngokwakho nemikhankaso
Ngemuva kokukhetha ukuthi yimaphi amakhasimende ohlose ukuwakhomba nokufunda kabanzi ngawo, udinga ukwenza okuqukethwe kwakho kube ngokwakho futhi udale imikhankaso ehambisana nawo.
Ucwaningo luveza lokho 90% yabakhangisi abasebenzisa ukwenza kube ngokwakho emikhankasweni yabo bayakwazi ukuzuza i-ROI enhle. Ngaphezu kwalokho, 60% yabathengi bathi baba ngamakhasimende aphindayo ngoba bathole ukuzizwisa komuntu siqu kokuthenga.
Ekugcineni, hamba ibanga elingeziwe bese udala imilayezo ye-imeyili eqondene nawe kanye namakhasi okubikezela aqondene nawe ahambisana ne-akhawunti ngayinye oyikhethile.
4. Sebenzisa ukukhangisa okuku-inthanethi okuhlosiwe
Ngokungeziwe ekudaleni imilayezo yomuntu siqu, amabhizinisi angakwazi ukwenza imikhankaso yesikhangiso yomuntu siqu kakhulu yama-akhawunti athile aqondiwe, anikeze amandla amaqembu awo ukuthi aklame imikhankaso ephumelelayo nehehayo.
Ngesu elilungile lokukhangisa ku-inthanethi, ithimba lakho lezentengiso lizokwazi ukulandelela imiphumela yomkhankaso ngamunye, libavumele ukuthi benze izinguquko futhi bathuthukise imikhankaso yabo ukuze bathole imiphumela emihle ukuze bahlale ngaphambi komncintiswano.
5. Gcina ubudlelwano bakho
Xhumana namakhasimende akho njalo ngezibuyekezo mayelana nebhizinisi lakho namasevisi kanye nohlu lwemibuzo ukuze uqonde kangcono izintandokazi zabo zokusebenzisa imali. Ngokwakha ubudlelwano obuhle nama-akhawunti aqondiswe kakhulu, ungaqhubeka nokwakha ukwethembana nokwethembeka.
Lokhu, kufanele kusize ekwandiseni ukuthengisa kanye nemali engenayo. Ngokutshala imali ekwakheni ubudlelwano bamakhasimende, ibhizinisi lakho liyakwazi ukwakha ulwazi oluthuthukisiwe lwamakhasimende, olubalulekile empumelelweni yenkampani esikhathini eside.
Isiphetho
Ukufingqa, isu lokumaketha kwe-akhawunti yebhizinisi libalulekile ezinkampanini ezifuna ukwenza okuningi kumakhasimende azo afaneleka kakhulu. Ukusebenzisa amasu anjalo kuletha izinzuzo eziningi, okuhlanganisa ukuzibandakanya okwengeziwe, ukuhambisana, nokuthengisa.
Sebenzisa amasu okumaketha asuselwa ku-akhawunti okukhulunywe ngawo ngenhla ukuze ukhulise futhi ukhulise ibhizinisi lakho. Futhi uma ungathanda imininingwane eyengeziwe ngezindlela ezingcono kakhulu zokuyisa ibhizinisi lakho le-ecommerce ezingeni elisha, qiniseka ukuthi ubhalisela I-Alibaba.com Iyafunda.
