Ukukhuphela i-B2B kwi-lead Generation 2021: Izizathu ezili-10 eziphezulu zokuthanda ukuphuma

Ukukhutshwa kweZizathu zokuKhutshwa kwesiKhokelo

Ukuba ubandakanyeka kuwo nawuphi na umbutho we-B2B, uyakhawuleza ufunde ukuba isizukulwane esikhokelayo siyinto ebalulekileyo yokwenza ishishini. Inyaniso:

Iipesenti ezingama-62 zeengcali ze-B2B zathi ukonyusa umthamo wazo ophambili yeyona nto iphambili. 

Bika ingxelo yeGen

Nangona kunjalo, akusoloko kulula ukuvelisa ngokwaneleyo kukhokelela ekuqinisekiseni imbuyekezo ekhawulezileyo kutyalo-mali (ROI) —okanye nayiphi na inzuzo, ngalo nto.

Uhenyuzo 68% yamashishini axele ukuba asokoliswa sisizukulwana esikhokelayo, kunye nenye 61% Kwentengiso ye-B2B abantu bacinga ukuba isizukulwana esikhokelayo yeyona ngxaki yabo iphambili.

Ukuqonda kwe-CSO

Kulapho kuvela khona isizukulwane esikhokelayo, indlela yokujonga phambili kwishishini ethi ifumane uphawu lwakho phaya, isike iindleko zakho, kwaye ifumane izikhokelo ezifanelekileyo kuphela. Zininzi izizathu zokuba kutheni unokuba ujonge kwisiseko sokukhokela ngaphandle, nokuba uzama ukwandisa kwiimarike ezintsha okanye ufumane inkxaso eyongezelelweyo kwiqela lakho lokuthengisa. 

Kwaye siyayifumana. Sizakhele ishishini lethu kwisizukulwana esikhokelayo (sisela eyethu i-champagne, ukuba uyafuna!). Nazi izizathu ezili-10 esizithandayo zokuba sithande ukuphuma kwi-CIENCE ngonyaka we-2021 kunye nendlela inkampani yakho enokuthi izuze ngayo ngokongeza kancinci-okanye okuninzi-ekuthumeleni kwisicwangciso-qhinga sakho sokuvelisa. 

Isizathu 1: Ukuphuma kufumana eyona ROI ngqo

Ngenxa yobunzima kunye nokungaqiniseki kokwenza ishishini namhlanje, iinkampani ezininzi ze-B2B zikhetha ukuphuma kwesikhokelo sokufumana eyona ROI ngqo. Endaweni yokulinda iziphumo ezingenayo ezinokuthatha 6 kwiinyanga ze-12 (okanye ngaphezulu!) ezantsi emgceni, unokufumana ukubuyela ngokukhawuleza kwi iinkonzo zokuvelisa ezikhokelwa ngaphandle ngexabiso eliphantsi kakhulu. 

Cinga ngako-kukho ngokubanzi inqanaba eliphezulu lokungena kwintengiso yangaphakathi (inqanaba lokuzithandela linjalo 16%; ukungazibopheleli kuhlala kuphezulu) ungasathethi ke ngeendleko zodwa zokuqesha indawo eqinileyo Iqela lesizukulwane sangaphakathi elikhokelayo (iingcali eziyinyani kwicandelo labo) ukuqinisekisa ngomlilo oqinisekileyo. Ukuba uyeka ukuqwalasela iindleko zokwenza isicwangciso-qhinga sokukhupha esiphumayo, i-ROI ye Ukukhuphela i-SDR Isisombululo esisengqiqweni ngakumbi. 

Ukukhutshwa kwesikhokelo sokukhangela esona sihamba phambili yeyona nto kujolise kuyo kukujolisa ekukhokeleni apho ufuna ukwenza ishishini. Ngenxa yokuba unokumisela kwangaphambili inkcitho apha, emva koko uchaze ngokuthe gabalala imveliso (ihlala ikwimo yeentlanganiso ezibanjiweyo), kukho ikristale ecacileyo yezibalo ukumisela imbuyekezo kutyalo mali. Isenokuba yeyona fomyula icocekileyo kunayo nayiphi na indlela yokuthengisa oyokuyamkela.

Isizathu 2: Yonyusa ukuBhengeza ukuKhanya kweBrand

Ngaba uyazi ukuba uninzi lwabathengi-iipesenti ezingama-80 zabathengi (ngokwe Isifundo se-2018 seGoogle SERP) -Uya kukhetha uphawu oluqhelekileyo xa ukhangela iimveliso ezikwi-Intanethi, ngaphandle kokuza kuqala kwiziphumo zeinjini yokukhangela? 

Umkhwa awutshintshi kwiimeko zokuthenga ze-B2B. Nangona abantu benolwazi ngakumbi kwezi ntsuku kuphando lwabo lwemveliso kunye nolwazi, ulwazi ngebrand lisahleli liyinto ebalulekileyo ekunika ukhuphiswano kunye nokwakha ukuthembeka kuhlobo lwakho.  

Iinkonzo zokuvelisa ezikhokelayo zinokukunika iingcali zophuhliso lokuthengisa ezinokuthi zibeke umyalezo ophumayo apho ufuna khona-ukusuka kwintengiso kunye nokufowuna ukuya kuthengiso lwe-imeyile kunye nonxibelelwano lwe-Intanethi- ukuze ufumane uphawu lwentengiso kunye nethemba lakho. Ngokuyintloko ufumana "ii-at-bats" zokunyusa ukubonakaliswa kwegama lakho-isisombululo esikhulu esinokwakha ukuthembela kwibrendi yakho kwaye ekugqibeleni ufumane iziphumo ezingcono. 

Isizathu 3: Ukuxhasa amaphulo amaNinzi okuThengisa 

Ngokwe-VP yeNtengiso ye-CIENCE, uMichael Maynes, elona qhinga lokufikelela kubantu li ijelo elinye elininzi. Kodwa ngeziteshi ezininzi phaya, uwenza njani umkhankaso ophumeleleyo wamajelo amaninzi ukufezekisa iinjongo zakho ozifunayo? Amashishini ahlala efuna itikiti legolide elisebenzayo. Kodwa uza kuthini ukuba ufuna ukusebenzisa eziliqela amatikiti egolide ukufikelela kubaphulaphuli bakho ojolise kubo nangaphaya? 

Ukuphunyezwa kobuchule bephulo elinemijelo emininzi elinokubakho kungakhohlisa-ixesha elininzi kunye nezixhobo zinzima, udinga amaqhinga acwangciswe ngononophelo kunye neokhestra ukuze ufumane la mathuba ngempumelelo. Kulapho isicwangciso sangaphandle sokukhokela sivela -ukwenza ukuphakamisa okunzima kuwe. 

Isizukulwana esikhokelayo esikhutshiweyo sinokukunceda usebenzise Iithagethi eziphuma kakhulu ekujoliswe kuzo kwaye wakhe idatha kwimithombo emininzi, emva koko ucofe iitshaneli ezintsha ukulandela ezo zikhokelo zifanelekileyo. Ngaba ufuna ukuyeka ukulindela ukungena ukuze ubone iziphumo? Gcina imali kwiphulo lokuthengisa elinamajelo amaninzi elibeka amandla kuzo zombini. 

Isizathu 4: Ukonyusa ukuGuqukela ngaphakathi

Ngaba uyazi ukuba okuphumayo kudlala indima ebalulekileyo ekuvalweni kwezahlulo ezingenayo? Ngapha koko, ngokuka Isifundo se-2019 CIENCE, Iipesenti ezili-17 ezibalulekileyo zeentengiselwano ezivaliweyo ezingenisiweyo zezo zancedwa. Le nto siyibiza ngokuba luncedo oluphumayo, okanye ipesenti yezikhombisi ezingenayo (okanye eziguqukayo ezikhokelayo) ebe zijolise kumjelo ophumayo, onje ngomnxeba okanye umyalezo we-imeyile, okhokelela kwizivumelwano ezivaliweyo.

Izibalo zeeDatha eziNcedisiweyo

Ayothusi into yokuba ukuphuma kuye kwaba ligalelo eliphambili kwinqanaba lokuphumelela elingenayo ngenxa yezi zizathu: 

  • Isasaza igama kubathengi malunga neemveliso kunye neenkonzo zakho 
  • Yandisa ulwazi malunga nezisombululo ezibonelelwa lishishini lakho 
  • Inika uphawu lwakho okanye inkampani ngakumbi ukubonwa 
  • Ukutsala iindwendwe ezininzi kwiwebhusayithi yakho 

Ayisiyonto ingaqhelekanga kulindelo lokulandelelana ukuba ubuye ujonge uphawu lwakho xa bekwi-market yesisombululo esifana nesakho (cinga ngale nto ifana nokubuyisela umva). 

Njengendlela ethe ngqo yokufikelela kwithagethi yakho, iindlela eziphumayo zandisa amathuba okuguqula kunye nenkxaso engenayo ekhokelayo.

Isizathu 5: Ukujolisa ngokuchanekileyo kwi-ICP yakho kunye noMntu woMthengi 

Iinkampani ze-B2B kufuneka zithathe ixesha elifanelekileyo ekuqaleni komjikelo wentengiso kunye nephulo lokuthengisa ukuphuhlisa iprofayili yomthengi efanelekileyo (ICP) kunye nokujolisa kumsebenzisi. Kodwa uza kuthini ukuba unezixhobo ezinqongopheleyo okanye usilela kubuchwephesha bokwenza izikhokelo zokulawula inkqubo yakho yokuvelisa ekhokelayo?  

Ngokukhutshelwa kokukhokelela kwisizukulwane, unokukhawulezisa inkqubo yophando kunye neengcali eziqeqeshiweyo ezisebenzisa ubukrelekrele bokuthengisa ukuze umisele ngcono i-ICP kunye ne-personas personas. Ishishini lakho linokuyila iqhinga lokuthengisa eliqinileyo ngokusekwe kwezi ndlela:

  • Iprofayile yoMthengi efanelekileyo (okanye i-ICPLe yinkcazo egqibeleleyo yenkampani ekunokwenzeka ukuba ibe ngumthengi wakho olandelayo. Kuya kufuneka wenze i-ICP ethile kuyo yonke iphulo lokuthengisa elinokuphuma ukuze ulisebenzise njengesikhokelo sokufumana umkhokelo ophezulu. 

  • Umthengi Persona (okanye iBP) -Oku kukuvumela ukuba uqonde abathengi abanokubakho kwaye unxibelelane nabo bakhokelayo kuwo onke amabakala kwintengiso yakho. Oku kubandakanya ulwazi lwangaphambili, olukhoyo, kunye neempawu ezinokubakho zabathengi zengqondo, imikhwa yokuthenga, kunye neendlela zokuziphatha. 

Iingcali zemveliso ekhokelayo ephumayo inokuqonda okunzulu ukuba ngoobani abathengi bakho kwaye abangoobani-uyakufumana iingcali zophando ezinokwakha idatha ngokukodwa kwinkampani yakho ukuqinisekisa iimfuno eziphambili kunye nokuzalisekisa isicwangciso-qhinga sakho esiphumayo. 

Isizathu 6: Ukuchonga abathathi-zigqibo

Kwisicwangciso esiliqili sokuvelisa, ukufikelela kwabo bathatha izigqibo yeyona nto iphambili. Isizukulwane esifanelekileyo esikhokelayo simalunga nokufumana nokuthetha nabantu abafanelekileyo, kodwa uyazi njani ukuba ujolise ngqo kubo okanye wazi nokuba ungabafumana phi? Ngenani eliqhelekileyo labantu kwi Iqela lokuthenga ngo-6.8, yintoni amathuba okuba ube nakho ukucacisa ukuba ngubani ophethe:

  • Ukwamkela amadinga
  • Ukuqhuba amanyathelo okuthenga ukuya kumbutho wabo 
  • Ukuvala izivumelwano zeshishini

Chonga abathathi-zigqibo

I-SDR enamava ephumayo inokwenza imephu kwimibutho kwaye ichonge abathatha izigqibo, ngezakhono zohlalutyo lokwahlula isikhokelo esihle kokubi. Ngokusebenzisa ii-SDRs ukuqala incoko ngamathemba afanelekileyo, ukuqeshwa kunokusetwa kunye nabona bathabatha izigqibo, kususwe ixesha lokuchitha elinokuba nefuthe kwimveliso yeqela lakho.

Isizathu 7: Ingena kwiMakethe eNtsha 

Ngokuthengisa ngaphakathi, izicwangciso zakho zokuvelisa zihlala zijikeleza ngokufumana abaphulaphuli abathile ekujoliswe kubo ukujonga umxholo wakho-okuhlala kukugcina uvalelwe kwi-niche. Kodwa ngokuphuma, ungatsala iimarike ezintsha kwaye kuvavanye ezintsha kumjikelo wentengiso. 

Isicwangciso sokuthengisa esivelisayo esikhokelayo singadlala indima enkulu ukuba singafikeleli kubaphulaphuli bakho kodwa sifikelele nakwiimarike ezintsha. Ngomkhosi weengcali ezinetalente ezininzi eziphumayo ukukhokela intlawulo, uya kuba nakho ukwandisa izikhokelo zakho kubalo lwabantu kunye neendawo zokuhlala.

Ukuphuma kukhulu kakhulu kuvavanyo lweemarike ezintsha apho unokufumana impendulo kwangoko kwintengiso kwaye uhlengahlengise ngokufanelekileyo. Ii-SDRs zakho zinokunika ukuqonda okuxabisekileyo kwinto (kwaye ayisebenzi) kwisicwangciso sakho sephulo. 

Isizathu 8: Iya kwiNtengiso ngokukhawuleza

Inbound, iminyhadala, ubudlelwane boluntu, iqabane lesitishi, ukukhula okukhokelekileyo kwimveliso (i-PLG), okanye uthungelwano olusekwe kuthungelwano lokuya kwintengiso konke kuthatha ixesha. Ngelixa ezo ndlela zinokuba zizinto ezomeleleyo kwiinjongo zakho zeshishini liphela, zithatha ixesha elide ukuziphuhlisa. Isizukulwane esikhokelayo esiphumayo, kwelinye icala, sesona silungileyo ekujoliseni kwizikhokelo ezikumgangatho ophezulu ezinokuthi zilungele ukuthenga imveliso okanye inkonzo, ekuvumela ukuba uye kwintengiso ngokukhawuleza. 

Kwaye ukukwazi ukuphuhlisa ithuba lokuqala lokuhambisa ezingqondweni zabaphembeleli besigqibo kwiiakhawunti ekujolise kuzo sisitshixo kulawulo lokuthengisa kunye nobunkokeli bokwenyani bentengiso. Ukuseta zombini i-ajenda kunye neebenchmarks zendlela abathengi bakho abafanelekileyo kufanele ukucinga ngemveliso okanye inkonzo efana neyakho yindlela iinkampani ezikrelekrele ezahlula ngayo.

Ukonyusa ubungakanani befaneli yakho yokuthengisa kunye nezikhokelo ezikhutshiweyo ezongeziweyo ziya kongeza amathuba ngakumbi kumbhobho wakho wokuthengisa, oya kuthi uguqulele kwizivumelwano ezivaliweyo ngakumbi kwaye ukhawulezise umjikelo wentengiso. Ngokukhutshelwa ngaphandle kokukhokelela kwisizukulwana, ungagxila kwisicwangciso esikhawulezayo sokuya kwintengiso esonyusa ukuthengisa kunye nokunyusa umvuzo.

Isizathu 9: Ukuseta iQela lakho lokuThengisa ukuze liPhumelele

Impumelelo yeqela lakho ixhomekeke kakhulu kwimibhobho yokuthengisa esempilweni. Ngokukhuphela ngaphandle iqela le-SDR ezinetalente ukufumana ezo zikhokelo, unokuxhobisa iqela lakho lokuthengisa ngaphakathi endlwini ukuba ligxile kwimisebenzi engundoqo ngokusebenza ngokukuko kunye nempumelelo. Ngokukhulisa izikhokelo zakho, unokwandisa amathuba okuthengisa malunga neepesenti ezingama-20, ngokwe Bika ingxelo yeGen.

Oku ekugqibeleni kuya komeleza intsebenziswano kunye nokuthembana phakathi kwentengiso kunye nentengiso. Ikwenza ukuba wakhe umbutho wentengiso okhethekileyo ngakumbi-onxulumene kakhulu namazinga okungcono okuguqula-apho abaphathi bakho bezentengiso bagxile ngakumbi ekuvaleni kunokubona kwangaphambili. Ngokomndilili, ukuthengisa kwakhona kuyachitha kuphela i-26.6 ipesenti yexesha labo bethengisa kubathengi (iiyure ezili-13 ngeveki). 

Ngelixa amaqela angaphandle akhonjiweyo anokugxila kuphuhliso olukhokelayo, ukuseta ukuqeshwa, kunye nokufikelela kubanda, iqela lokuthengisa ngaphakathi endlini linokuchitha ixesha elininzi liguqula ezi zikhokelo zikumgangatho ophezulu kunye nokuvala isivumelwano-isicwangciso sokuphumelela kuwo onke amaqela. 

Isizathu 10: Kukuvumela ukuba ubize iiShots

Ngokungena, ufumana oko ufumanayo, kodwa ngokuphumayo, ufumana oyifunayo.

Trish Bertuzzi, Iqela leBridge

Imantra yam. Iinkampani ziqala ukuqaphela ukuba isizukulwana esiphumayo esikhokelayo ngokuqinisekileyo yindlela ethembekileyo nexabiso eliphantsi yokufumana imbuyekezo engcono kutyalo-mali lwakho kunye nokuphucula umjikelo wentengiso. Kodwa unolawulo olunjani xa ukhupha isiseko sokukhokela? 

Njengezinye iinkonzo onokuzikhupha, ezinje ngoyilo lwewebhusayithi, imidiya yoluntu, okanye ucofe intengiso (PPC) yentengiso, kulapho uphando lwakho ukufumana inkonzo yokuvelisa esemgangathweni ibaluleke kakhulu. Ukufumana inkonzo yokuvelisa ekhokelela ekunene kuthetha ukuba uya kuba nolawulo oluninzi ngendlela obungathanda ngayo ukuba ii-SDRs bezihleli eofisini yakho zikusebenzela ngqo. 

Ngenkampani yokuvelisa ekhokelayo, unokujonga kuyo yonke imikhankaso yakho ye-B2B kwaye uqiniseke ukuba kukho ukuphucuka okuthe chu komgangatho wezikhokelo zakho. Iziphumo zakho zibonisiwe kwiingxelo ezineenkcukacha ezibekelwe iimethrikhi onokuzibeka iliso- uya kuba nolawulo olupheleleyo ukuze ubone ngqo ukuba amaphulo akho aqhuba njani kwaye ukuba iqela lakho lokufikelela liphumelele (okanye aliphumelelanga), kwaye wenze uhlengahlengiso olukhawulezileyo ukuze lulungele owakho ishishini. 

Fumana izibonelelo zokuThengiswa kweSizukulwane seNkokeli

Ngelixa ezinye iindlela zokuthengisa zinokusebenza ngcono ngaphakathi endlwini, eminye imisebenzi enokubangela iintloko ezininzi-kunye nemali-kunokuba zilungile, njengokuvelisa izikhokelo eziphumayo, kungcono ziyekwe kwiingcali ze-SDR ezinokuthi ziziphumeze ngokufanelekileyo.

Akusekho mntu ungaziwayo kubathengisi, ukukhuphela ukuvelisa okukhokelayo kuye kwaba yinto ebalulekileyo kwishishini kunye nexabiso eliqinisekisiweyo kunye nembuyekezo esempilweni. Njengenxalenye yendlela yokuthengisa edityanisiweyo, uya kuba nakho ukusebenzisa iindlela zokuphuma ezikhokelela ekuphawuleni nasekukhuliseni inkampani yakho kumandla ayo apheleleyo. 

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