Ngaba ucinga kwakhona ngokufikelela kwiNtengiso ye-B2B? Nantsi indlela yokukhetha amaphulo okuphumelela

B2B Ukufikelela

Njengoko abathengisi behlengahlengisa amaphulo okuphendula kulwamkelo lwezoqoqosho oluvela kwi-COVID-19, kubaluleke ngakumbi kunangaphambili ukuba wazi ukuba ungabakhetha njani abaphumeleleyo. Imetrikhi egxile kwingeniso ikuvumela ukuba wabele inkcitho ngokufanelekileyo.

Iyinto engathandekiyo kodwa iyinyani: iinkampani zezicwangciso zentengiso eziqale ukuphumeza kwi-Q1 2020 zaziphelelwe lixesha xa i-Q2 yajikeleza, yaqhushumba yingxaki ye-COVID-19 kunye nokuwa kwezoqoqosho kubhubhane. Iziphumo zeshishini zibandakanya amashumi ezigidi achaphazelekayo Imicimbi erhoxisiweyo. Njengokuba abanye besitsho ukuzama ukuvulwa kwakhona, akukho mntu waziyo ukuba imisebenzi yeshishini njengemiboniso yendlela kunye neenkomfa zeshishini ziya kuphinda ziqale.

Abathengisi kuye kwafuneka baphinde bacinge ngezicwangciso zabo zokufikelela ngenxa yezi nguqu. Amasebe amaninzi okuthengisa anayo ukuhlehlisa amaphulo kunye nohlahlo-lwabiwo mali. Kodwa namaqela okuthengisa aqhubela phambili kwisitya esipheleleyo ahlengahlengisa izicwangciso zawo zokubonisa ubunyani kwindawo yentengiso kunye nokuphucula i-ROI. Kwicala le-B2B ngakumbi, ukhuphiswano olonyukayo luya kwenza ukuba kunyanzeleke ukuba kuqinisekiswe ukuba idola nganye evela kuhlahlo-lwabiwo mali lokumakisha ivelisa ingeniso- kwaye abathengisi bangayingqina loo nto. 

Abanye abathengisi be-B2B bahlengahlengise indlela yabo ngokutshintsha inkcitho eyabelwe imicimbi ngaphambili, ngoku kwiitshaneli zedijithali. Oko kunokuba nokusebenza, ngakumbi ukuba baye bahlengahlengisa iProfayili yoMthengi wabo eyiNgcono kwiakhawunti yeemeko zoqoqosho ezintsha. Ukuthatha inkathalo kwezinye izinto ezisisiseko njengokuhlalutya i-funnel metric ukubonisa ngokuchanekileyo ingeniso kumaphulo kukwenza ingqiqo, njengoko kuvavanya ukudityaniswa kwemiyalezo eyahlukeneyo, iintlobo zomxholo kunye namajelo okumisela eyona isebenza kakuhle. 

Nje ukuba iziseko ziqwalaselwe, zininzi iindlela onokuthi uvavanye idatha kwinqanaba legranular ukufumana ukuba iinkqubo zakho zokuthengisa zedijithali ze-B2B zisebenza ngokufanelekileyo kwaye zichonge ukuba zeziphi eziqhuba ezona ziphumo zibalaseleyo kwingeniso. Isisombululo seendawo zokuthengisa zedijithali esibonelelayo siya kukuxelela ukuba ngawaphi amaphulo avelisa ukucofa kunye nokujonga iphepha, eliluncedo. Kodwa ukwenza i-dive enzulu, uyakufuna idatha ebonelela ngengqondo kwimpembelelo yephulo kwingeniso nakwintengiso.  

Ukujonga idatha yemikhankaso yokuvelisa indawo yindawo elungileyo yokuqala. Unokuluhlalutya ukwahlula phakathi kokufikelela kwidijithali kunye non-digital kwaye ubone ukuba isiqwenga ngasinye siqhuba njani ukuthengisa. Oko kuyakufuna imodeli yokunikezela ngephulo. Imodeli "yokuthinta okokuqala" ethi ikhredithi ikhokelele kukuhlangana kokuqala kwenkampani kunye nomthengi oza kubakho iya kubonisa ukuba amaphulo edijithali adlala indima enkulu ekuveliseni umdla wabathengi abatsha. 

Inokukhanyisa ukufumanisa ukuba leliphi iphulo elithe lachaphazela ezona ntengiso. Ishati engezantsi ibonisa ukuba imikhankaso yedijithali kunye non-digital ichaphazele njani ukuthengisa kumzekelo omnye:

Ingeniso ebangwe liPhulo (iDijithali kunye neyoNgeyiyo eyeDijithali)

Ukuqhubekeka kwidatha yeembali ngolu hlobo kunokubonelela ngolwazi olubalulekileyo njengoko ubuyisela kwakhona isicwangciso sakho sokuthengisa ukugxininisa kwimikhankaso yedijithali. Inokukunceda ukhethe abaphumeleleyo xa ucinga ngeendlela ezahlukeneyo. 

I-Velocity metric lelinye icandelo elibalulekileyo ekukhetheni amaphulo okuphumelela. IVelocity ichaza ixesha (ngeentsuku) ezithathayo ukuguqula isikhokelo kwintengiso. Eyona ndlela yokulinganisa kukulinganisa isantya kwinqanaba ngalinye lentengiso kunye nentengiso yefaneli. Xa ufuna ukufikelela kwingeniso ngokukhawuleza, uya kufuna ukuqinisekisa ukuba unokuzibona kwaye uziphelise naziphi na iingxaki ezikhoyo kule nkqubo. Ukulinganisa isantya kwinqanaba ngalinye lefaneli kukwabonelela ngengqondo malunga nendlela olwenzileyo uhlengahlengiso. 

Ishati engezantsi ibonisa umzekelo wesantya sokuthengisa esikhokelayo esikhokelayo (MQLs) njengoko babehamba ngefaneli ngo-2019 nakwikota yokuqala yowama-2020:

I-CPC xa ithelekiswa neOrganic yokujonga iphepha

Njengoko idatha ekulo mzekelo ibonisa, iqela lentengiso liphucule kakhulu iziphumo zalo ze-Q1 2020 xa kuthelekiswa ne-Q1 2019. Olo lwazi lunika iqela ulwazi oluxabisekileyo malunga nesantya seenkqubo ezaziphunyezwe ngala maxesha mabini. Abathengisi banokusebenzisa olo lwazi ukukhawulezisa ixesha kwingeniso eya phambili. 

Akukho mntu wazi kakuhle ukuba ikamva liza kuzisa ntoni njengoko amashishini evulwa kwakhona kwingingqi kwaye nomsebenzi woqoqosho uthatha. Abathengisi be-B2B sele befanele ukuba bahlengahlengise iqhinga labo lephulo, kwaye kuya kufuneka baphinde bayikhuphe kwakhona njengoko kuvela izinto ezintsha. Kodwa ngexesha lokungaqiniseki, amandla okukhetha abaphumeleleyo abaluleke ngakumbi kunangaphambili. Ngolwazi oluchanekileyo kunye ne-analytics, unokwenza kanye loo nto. 

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