Njengoko siqhuba umsebenzi wethu kunye nobomi bethu bobuqu kwi-intanethi, ubudlelwane be-B2B kunye noqhagamshelo lungene kwinqanaba elitsha lomxube. Intengiso esekwe kwiAkhawunti (ABM) inokunceda ukuhambisa imiyalezo echaphazelekayo phakathi kweemeko eziguqukayo kunye neendawo - kodwa kuphela ukuba iinkampani zihambelana nobunzima obutsha bendawo yokusebenza kunye nemilinganiselo emitsha yeteknoloji edibanisa idatha esemgangathweni, ukuqonda kwangaphambili, kunye ne-synergies yexesha langempela.
Icatshulwe ngubhubhani we-COVID-19, iinkampani kwihlabathi jikelele ziye zaphinda zacinga ngamalungiselelo okusebenza akude.
Phantse ukuya kwisiqingatha seenkampani eziphononongwe yi-CNBC zithi ziyakwamkela iimodeli zeofisi ezixubeneyo, kunye nabasebenzi abasebenza ixeshana besuka ekhaya, ngelixa esinye isithathu sithi bazakubuyela emntwini-kuqala iimeko.
Okwangoku
Ngaphezu kwesiqingatha sabasebenzi base-US abakhetha umsebenzi okude bakhetha ukuyeka kunokuba babuyele eofisini, nto leyo ekhokelela imibutho yokuthengisa ukuba idibanise uluhlu lwabo lonxibelelwano njengeshishini-kwishishini (B2B) abathengi bashiya iinkampani ezindala kwaye baqale kwezintsha.
Ngalo lonke eli bhubhane, intengiso yedijithali ibonakalise indlela yokuphila yokunxibelelana neakhawunti ekujoliswe kuyo kunye nethemba phakathi kokurhoxiswa kwemisitho kunye neentlanganiso. Phantse isiqingatha seenkampani zamashishini zithi ukuthengisa kwabo kuye kwatshintsha “okumangalisayo” ngexesha lobhubhane, kunye ne-ABM ephakamayo ukuya phambili. Abane kwiinkokeli zentengiso ezintlanu bathi bazakwandisa utyalo-mali kwi-ABM kulo nyaka uzayo; i-one-to-one, uqhagamshelo olulolwakho olwenziwe yi-ABM lunokuvelisa ukunyuka kwengeniso ukuya kuthi ga kwi-30% xa kuthelekiswa namaphulo emveli ukuya kwabaninzi.
Ukufezekisa oko kunokwenzeka, nangona kunjalo, iifemu ze-B2B zeshishini kufuneka zamkele indlela emanyeneyo. Kukubhadla okungeyonyani (AI) kunye nokufunda koomatshini (ML) inokunceda iinkampani ukuba zibone into ekudala ifunwa imbono enye yomthengi- kodwa kuphela ukuba bazibophelele kwisicwangciso sedatha ye-dimensional-dimensional.
Imilinganiselo emithathu yeDatha ye-ABM
- Ubuninzi beDatha kwaye uphawu
Idatha evela kumphandi wetekhnoloji uForrester ubonisa ukuba ngaphantsi kweepesenti ezintathu zeepesenti zahlula iziteshi eziphezulu ze-10 kuluhlu lwemithombo ye-B2B abathengi babonisana xa bephanda abathengisi abanokubakho - ebonisa ukuba iinkampani kufuneka zikwazi ukuqhelana neendlela ezininzi kwaye zisebenzise zonke iindawo zokuchukumisa ezinakho ukudibanisa nazo. ithemba kwaye ubakhonze umxholo ofanelekileyo oqhuba izigqibo zokuthenga.
Ukongeza, iinkampani zamashishini ezixhomekeke ekuthengiseni uphuculo, uphuculo, kunye neemveliso okanye iinkonzo ezintsha kubathengi abasele benazo kusenokwenzeka ukuba sele benazo iiprofayili zabasebenzisi ezisekwe kumsebenzi wewebhusayithi yenkampani, ngaphakathi kweeforam zenkxaso, kunye namanye amaqonga aphethwe ngokupheleleyo.
Le datha yenza umqolo we-ABM esebenzayo. Kodwa ngelixa ubuninzi bedatha bubalulekile, umxholo kunye nomgangatho ubaluleke kakhulu, nangona kunzima ukumbamba. Iifemu zamashishini zikala ukusebenziseka kunye nokudityaniswa kwedatha phakathi kwemiceli mngeni ephezulu ye-ABM, uForrester ufumene. Umzekelo, kuzo zonke ii-hubs zengingqi ezahlukeneyo zenkampani enye, amaphulo asekhaya anokuqokelela amanqaku ahlukeneyo edatha angqina ukuba kunzima ukuwangqamanisa. Isisombululo esibanzi se-ABM sinokuvuma amagalelo ahlukeneyo ngelixa usebenzisa i-algorithmic intelligence ukutolika ngokuchanekileyo kunye nokudibanisa ulwazi.
- Data Predictive Power
Abathengisi abaninzi ngoku baxhomekeke kwi-AI ukuvavanya amandla okuba ngabathengi, besebenzisa i-algorithms ephucukileyo edibanisa unxibelelwano oludlulileyo kunye neziphumo ezinokwenzeka ezisekelwe kwiiprofayili zokuziphatha ezifanayo. Ezi modeli ziqikelelekayo zibalulekile kwiinkampani ukuba zikwazi ukunikezela ngentengiso yomntu ngamnye ngokomlinganiselo.
Uqikelelo lwe-algorithmic kunye neengcebiso ziphucula ngokuhamba kwexesha njengoko unxibelelwano oluninzi lwenzeka - kodwa baxhomekeke kwimithetho yeshishini equlunqwe yimigangatho yoshishino, izithethe zengingqi okanye iikhalenda, kunye nezinye izinto ezizimeleyo kumbutho ngamnye weB2B. Amaqela angaphakathi kufuneka akwazi ukuphembelela iimodeli zokuxela kwangaphambili, ukuphucula amandla okusebenza kwe-AI kunye nokuqonda komntu, ukwenza imikhankaso enokubaluleka okuphezulu.
- Idatha yeXesha lokwenyani izakhono, kunye nentando yokuyihambisa
Imeko yangexesha ibalulekile kumaphulo e-ABM okuhambisa umyalezo ochanekileyo kumajelo afanelekileyo kwinqanaba lethemba elinikiweyo kuhambo lokuqwalasela ukuthenga. Kuba amathuba abandakanyekayo kumxholo we-intanethi ayamkeleka kwimiyalezo eyongezelelekileyo kangangemizuzu engama-20 ubukhulu becala, izilumkiso ezizenzekelayo zamaqela athengisayo kunye nesakhono sokuthumela imiyalezo sibalulekile ukuqinisekisa unxibelelwano olukhawulezileyo kwiindawo ezithatha izigqibo ezibalulekileyo.
Obo buchule bobugcisa bunokuba luqilima ukufezekiswa, kodwa kwezinye iifemu, ukwakha intembeko kwidatha yokuthengisa eyimfuneko ukwenza eyona nto izenzekelayo ingumceli mngeni. I-Forrester ifumene iifemu zamashishini amakhulu ngaphezu kweenkampani ezincinci zithi "ukunqongophala kwentengiso yokuthenga ngaphakathi" ngumqobo kwimpumelelo ye-ABM. I-data-driven driven, i-ABM ezenzekelayo ifuna ukuthengisa kunye nokuthengisa ukusebenzisana, ukuxhaswa ngobuchule bomshini ovumela ukuphendula okwenyani ngexesha lokulinganisa.
Imilinganiselo exhomekeke omnye komnye ifuna iTekhnoloji eyomeleleyo
Ngelixa nganye kwezi zintathu imilinganiselo yedatha ibalulekile, akukho nanye izisombululo ezizimeleyo. Uninzi lweenkampani sele zinedatha eninzi, kodwa zingenazo izixhobo zokumanyanisa kunye nokusebenza kulwazi olufihliweyo. Uhlalutyo oluqikelelweyo lunokubonelela ngembono ejonge phambili, kodwa ludinga idatha yembali esemgangathweni ukuvelisa iingcebiso ezifanelekileyo. Kwaye kuphela ngokusebenzisa i-ML kunye nedatha yedatha ukuqhuba intengiso kunye nesenzo sokuthengisa apho iinkampani zinokuthi zenze uqhagamshelo lwangexesha oluvala izivumelwano kwindawo yentengiso eqhubekayo.
Ukudibanisa zonke izinto ezintathu kunye nokuqhubela phambili impumelelo ye-ABM, iinkampani kufuneka zifune iqonga lokuphela kwe-ABM elenza ubumbano lwedatha, ubukrelekrele be-AI-powered kunye nokusetyenzwa kwexesha lokwenyani. Ukusebenza okungqiniweyo kwimimandla ebalulekileyo kunye nokukwazi ukwenza ingxelo kunye nokusebenza ngokwamaqela kunye namaqela kunokunceda iinkampani zilungelelanise izicwangciso zazo ze-ABM ukuze ziphumelele kwindawo yentengiso eguqukayo.
Ngotshintsho loqoqosho lwehlabathi, iindawo ezintsha zokusebenza ezixubeneyo kunye neenkqubo zokuthenga ze-B2B ziguqula ukuthengisa nokuthengisa kwamashishini. Exhotywe ngamandla, i-AI-powered ABM platforms, iinkampani ze-B2B zinokusebenzisa idatha kwimilinganiselo emithathu ukubonelela ngemiyalezo ehambelana neemeko zoshishino zamva nje, ukwakha ubudlelwane obuhlala buhleli.
