Ixesha elizayo lokuThengiswa kweB2B: Ukudibanisa ngaphakathi nangamaqela angaphandle

Ukuthengiswa kweB2B

Ubhubhane we-COVID-19 ususe iziphumo ezibi kwilizwe lonke le-B2B, mhlawumbi ngokubaluleke kakhulu kwindlela ezenzeka ngayo iintengiselwano. Ngokuqinisekileyo impembelelo ekuthengweni kwabathengi ibinkulu, kodwa uthini malunga neshishini kwishishini?

Ngoku ka Ingxelo ye-B2B yeXesha elizayo yeThengper 2020, iipesenti ezingama-20 zabathengi bathenga ngokuthe ngqo kwiintengiso, behla ukusuka kuma-56% kunyaka ongaphambili. Ngokuqinisekileyo impembelelo yeShishini laseAmazon ibalulekile, ukanti iipesenti ezingama-45 zabaphenduli bophando zichaze ukuba ukuthenga kwi-Intanethi kunzima kakhulu kunangaphandle kweintanethi. 

Oku kubonisa ukuba umjelo wentengiso yemveli yokuxuba i-nirvana yangaphakathi nangaphandle kwamaqela okuthengisa uphazamiseke kakhulu. I-Ecommerce ngoku ijelo eliyimfuneko kunye neenkampani ezibalekayo ukwenza kube lula kubathengi ukuba bathenge kubo kwi-intanethi, ngaphakathi kwamaqela okuthengisa ngokukhawuleza ahlengahlengise ukwenza imisebenzi yabo ekhaya, kwaye amasebe kunye neendawo zokugcina izinto zihlala zivulekile ukuba zibonwa zibalulekile. Abathengisi bentsimi benze konke okusemandleni abo ukukhawulezisa imisebenzi yabo yesiqhelo kubhabho ukuze babekho kubathengi babo ngaphandle kokukwazi ukubatsalela umnxeba buqu. 

Phantse iipesenti ezingama-90 zentengiso ziye zafudukela kwimodeli yokuthengisa ividiyo / yefowuni / yokuthengisa iwebhu, kwaye ngelixa ukuthandabuza okuthile kuhlala, ngaphezulu kwesiqingatha sikholelwa ukuba oku kuyalingana okanye kuyasebenza ngakumbi kuneemodeli zentengiso ezisetyenziswa ngaphambi kwe-COVID-19.

McKinsey, Inqaku le-B2B yedijithali: Indlela othengise ngayo itshintshe ngexesha le-COVID-19

Ikamva lendawo yokuthengisa litshintshile ngokukhawuleza phantsi komthwalo wokuphazamiseka, kodwa iinkokheli zeshishini ezinobuqhetseba zilungelelanisa inyathelo, zisebenzisa uhlalutyo lokuthengisa kwangaphambili ukuxuba ngaphakathi nangaphandle kwentengiso kunye nokusebenzela ngcono umthengi ngamnye. 

Ithuba elingafumanekiyo kumsila omde weeakhawunti zabaThengi 

Ngaphakathi kwinkampani ye-B2B, i-20% yesiseko sabathengi sihlala kwi iakhawunti yeqhinga udidi- kwaye ngesizathu esihle. 

Akuqhelekanga kwi-80% yengeniso evela kule nqanaba eliphezulu leakhawunti. Ngokufanelekileyo, abona bathengisi banolwazi baninzi baqeshwe ngokugcina nokukhulisa olo lwalamano. 

Ixesha elingaphezulu, ngenxa yokwanda komgca wemveliso okanye ukudityaniswa kwezinto kunye nokufunyanwa, iinkampani zikhule zaya kwinqanaba elintsokothileyo elicela ngaxeshanye ukuthengisa kwakhona ukuhlawula iiakhawunti ezininzi ngelixa besamkela oko, ngokwenza njalo, inani elibalulekileyo labathengi alufumani ngqwalaselo kufuneka ukugcina nokukhulisa isabelo semali. Nangona kunjalo, ebusweni be-COVID-19 ukuphazamiseka, kubuza lo mbuzo: Yimalini imali oyiphosileyo kumsila omde? 

Iziphumo ezivela kuthi ingxelo yebhentshi yehlabathi bonisa ukuba ithuba lilonke elifumanekayo lokuxhobisa intengiso yokugcina ukugcina nokukhulisa iiakhawunti ngaphakathi kwakho ekhoyo Isiseko sabathengi sibalulekile. Ngokubhekisele kubathengi kunye nokuthengisa, iinkampani ze-B2B ziyehluleka ukubamba naphi na ukusuka kwi-7% ukuya kwi-30% yengeniso ekhoyo. 

Khuphela iNgxelo yeBenchmark yeHlabathi

Ixesha elizayo lokuThengiswa kweB2B: Ukudityaniswa kokuThengisa ngaphakathi nangaphandle 

Njengoko kuphawuliwe yingxelo kaMcKinsey, ukuthengisa ngaphandle okanye ukuthengisa kumhlaba kusebenza ngakumbi njengabathengisi babo ngaphakathi. Ixesha eligciniweyo lokuhamba kunye nokutyelela iiakhawunti zabo eziphezulu libonisa ithuba elitsha, lokucinga ngokutsha eli qela lezentengiso: Guqula isitayile sabo esimhlophe sokuthengisa kwi-akhawunti yomsila omde kwaye ubaxhobise ukuphatha bonke abathengi njengeakhawunti yeqhinga.

Umsila omde weeakhawunti zabathengi, ngamanye amaxesha ekubhekiswa kuwo njengeakhawunti yendlu ekuhanjisweni, zihlala zikhonzwa xa undwendwela isebe okanye ufowuna xa ufuna into. Sebenzisa i-bandwidth esandula ukufumaneka yamaqela okuthengisa angaphandle ngokubanika ukukhula kunye nokubuyisa amanyathelo ukuze bathathe naba bathengi. Uhlalutyo lokuthengisa kwangaphambili kunokuhambisa ngokukhawuleza oku kuqonda kwinqanaba, ukubalwa kwabo bonke abathengi kunye neendidi zemveliso. 

Uhlalutyo lokuthengisa kwangaphambili ivelisa amanyathelo okukhula ngenzululwazi yedatha ehambileyo ukwenza iiprofayili zokuthenga ezifanelekileyo ngokusekwe kubathengi ababalaseleyo kwinkampani, kuthathelwa ingqalelo iipateni zenkcitho, inkcitho iyonke, nobubanzi beemveliso ezithengiweyo. Ukusebenzisa ukuhlangana kunye nokuma okusekwe kubumbano, iyahambelana nomthengi ngamnye kwiprofayili yokuthenga ekufutshane ukukhokela i-reps ngqo kwizinto abathengi abangazithengi ngoku… kodwa kufanelekile. 

Ikwafumanisa isenzo sokubuyisa ngokuchonga abathengi "abasemngciphekweni" ababonisa iimpawu zakuqala zokusilela kudidi olunye okanye ezingaphezulu zemveliso kusetyenziswa ubuchule obuphezulu, obunelungelo lobunikazi bokusebenza kwiindawo ezithile apho ingeniso iyehla okanye ilahlekile ngokupheleleyo. Ngokuchaseneyo nengxelo yeshishini lobukrelekrele bemveli, le ndlela isusa ingxolo ngokwenza iipatheni zomjikelo wokuthenga, ixesha lonyaka, ukuthengwa kwexesha elinye, okanye indlela yokuziphatha eguqukayo yokuthenga, ukukhuphela ngaphandle izinto ezintle kubuqaqawuli bokubuyisa.

Uhlalutyo lokuthengisa oluchazayo sele lusetyenziswa ngokubanzi kwiinkampani ze-B2B ezinesantya esiphezulu kunye nokuzaliswa kwakhona, okufana Ukuhanjiswa kwenkonzo yokutya. Ukuba une-analytics yokuthengisa kwangaphambili ekhoyo namhlanje, ukubeka phambili ezi nkcukacha ngomsila omde weakhawunti yokuthengisa ngaphandle kulula. Ukuba awukabinalo uhlalutyo lokuthengisa oluchanekileyo endaweni, ukuqala ngokuthe ngqo kwaye kunokuhlala kwishishini lakho kwisithuba seeveki ezine. 

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