Indlela yokuQala inokuyoyisa imingeni yeTekhnoloji yeNtengiso eqhelekileyo

Izicwangciso zeMartech Stack kunye neeNgcebiso zeBhajethi yokuQala

Igama elithi “ukuqalisa” liyinto entle kubantu abaninzi. Ivuselela imifanekiso yabatyali-zimali abanomdla abasukela imibono yezigidi zeedola, izithuba zeeofisi ezinesitayile, kunye nokukhula okungenamkhawulo.

Kodwa iingcali zetekhnoloji ziyazi eyona nyani ingathandekiyo emva kwentelekelelo yokuqalisa: ukufumana nje indawo yokuthengisa yinduli enkulu yokunyuka.

At GetApp, sinceda abaqalisi kunye namanye amashishini bafumane isoftware abayidingayo ukuze bakhule kwaye bafikelele kwiinjongo zabo yonke imihla, kwaye sifunde izinto ezimbalwa malunga nemingeni yokukhula kweshishini kunye nezisombululo endleleni. 

Ukunceda abaqalisi ngokukodwa, kutshanje sibambisene nabo Ukuqalisa Ukuqala -Elona hlabathi liqalayo likhulu kwi-intanethi-ukutyhila eyona miceli mngeni yobugcisa yeenkokeli. Imizabalazo ebesiyiva rhoqo kwezi nkokeli ibisenza ubukho obusebenzayo kwi-intanethi kunye nokufumana isoftware esombulula iingxaki ezichongiweyo.

Ke njengesiqalo esinezixhobo ezinqongopheleyo, ubonwa njani kwi-intanethi ngelixa ufumana itekhnoloji efanelekileyo, konke ngaphandle kokuchitha izixhobo ezixabisekileyo?

Impendulo kukwakha iteknoloji yokuthengisa esebenzayo (martech) stack, kwaye kwi GetApp sifuna ukukunceda wenze loo nto kanye. Nazi iingcebiso zam ezintathu zokukunceda ukuba ulindele kwaye woyise imiceli mngeni eqhelekileyo ye-martech. 

Icebiso 1: Ngaba ufuna iMartech yakho isebenze? Wena imfuneko ukuba nesicwangciso endaweni

Xa sithetha neenkokeli zokuqalisa, safumanisa ukuba phantse 70%1 sele bethatha ithuba lezixhobo zemartech. Abangaxhaphaziyo abasweli nto; ngaphezu kwesiqingatha abasebenzisi non-martech bafumana uncedo lwentengiso kwi-arhente yokuthengisa ngaphandle.

Kodwa yintoni isicwangciso sabo somdlalo?

Xa sibuza abaqalayo besebenzisa izixhobo ze-martech ukuba banaso isicwangciso kwaye bayasilandela, ngaphezulu kwe-40% bathi bahamba nje.

Lo ngumqobo omkhulu ekuphumezeni isitakhi semartech esisebenzayo. GetAppUvavanyo lokuqalisa lufumanise ukuba ukuqala ngaphandle kwesicwangciso se-martech kuphindwe kane ukuba bathi itekhnoloji yabo yokuthengisa ayihambelani neenjongo zabo zoshishino.

Sifuna ukukunceda ufikelele kwiinjongo zeshishini lakho, kwaye iziphumo zovavanyo lwethu zipeyinta imephu yendlela ecacileyo yokufika apho: Yenza isicwangciso semartech kwaye ubambelele kuso.

Amanyathelo alandelayo: Hlanganisa iqela elicwangcisiweyo labameli abavela kulo lonke umbutho wakho, emva koko ucwangcise intlanganiso yokukhaba ukuze ufumanise ukuba zeziphi izixhobo ezitsha ozifunayo kunye nexesha lokuziphumeza. Bandakanya inyathelo kwisicwangciso sakho sokuphicotha rhoqo izixhobo zentengiso esele zikhona ukuqinisekisa ukuba zisakunceda ufezekise iinjongo zoshishino. Yabelana ngesicwangciso sakho nabo bonke abachaphazelekayo, kwaye uphonononge kwaye uhlengahlengise njengoko kuyimfuneko.

Icebiso lesi-2: Ngokuqinisekileyo, izixhobo zeMartech zinokuba nzima, kodwa kukho indlela eya empumelelweni kwaye unxibelelwano oluphuculweyo luwufanele umzamo.

Isoftware yokuthengisa inokuba namandla amangalisayo kwizandla zeqela elinamava, kodwa inani leempawu kunye nezakhono eziza nezinto zangoku. Itekhnoloji yentengiso kunokuba nzima kubasebenzisi abatsha.

Iinkokeli zoqalo esithethe nazo zibalule ubuninzi bezinto ezingasetyenziswanga kunye nezinxibelelanayo kwaye zaphawula malunga nobunzima obupheleleyo bezixhobo zemartech njengeminye yemiceli mngeni ephezulu yemartech.

Kwelinye icala, iingenelo zezi zixhobo ziyifanele imingeni. Ezi nkokheli zifanayo zokuqalisa zidwelise unxibelelwano oluphuculweyo lwabathengi, ukujolisa okuchane ngakumbi, kunye namaphulo okuthengisa asebenzayo njengezona zibonelelo zintathu ziphezulu zesitaki se-martech esisebenzayo.

Ke, ungazonwabela njani izibonelelo zetekhnoloji yakho yokuthengisa ngelixa unciphisa ukuphazamiseka kunye nezithintelo zomthwalo ogqithisileyo? Njengenkokeli yenkampani yetekhnoloji, ndingakuxelela ukuba uphicotho lwe-martech luyindawo entle yokuqalisa.

Olunye uqeqesho olongezelelweyo lwabasebenzisi bokugqibela lunokuhamba indlela ende ekunciphiseni izixhobo zakho zemartech. Kwaye a isicwangciso esifanelekileyo se-martech kufuneka ikuncede uyeke eminye yale miba xa uphumelela ngokukhetha izixhobo ezintsokothileyo ngokufanelekileyo kwasekuqaleni.

Iinkokeli zoqalo esiziphononongileyo zikwanike ingxelo malunga nendlela abasabela ngayo kule mingeni yemartech. Ukuqonda kwabo okusekwe kumava kunokukunceda wenze isicwangciso sakho sokuphendula, ukuba unokuhlangabezana nemingeni efanayo:

ukuphucula ukusebenza kakuhle kwe-martech

Amanyathelo alandelayo: Qokelela amaxwebhu enkqubo yetekhnoloji yakho entsha yokuthengisa (inokuba yenziwe ngaphakathi okanye inikezelwe ngumthengisi wakho) kwaye wabelane ngayo nabo bonke abasebenzisi bokugqibela. Cwangcisa iiseshoni zoqeqesho rhoqo (zombini ezikhokelwa ngabasebenzi kunye nabathengisi) kwaye ukhethe abasebenzisi abakhulu ukuba basombulule iingxaki kwaye bakhokele iindibano zocweyo. Seta itshaneli kwisixhobo sakho sokusebenzisana apho abasebenzisi banokubuza imibuzo kwaye bafumane uncedo ngezixhobo zakho zemartech.

Icebiso lesi-3: Ukuba ufuna ukuphumelela, beka ecaleni ubuncinci i-25% yohlahlo lwabiwo mali lwakho lwentengiso kutyalo-mali lwaseMartech

Xa uceba isicwangciso sakho semartech, kubalulekile ukumisela uhlahlo lwabiwo-mali oluyinyani kwaye unamathele kulo. Ngelixa ukunciphisa inkcitho ye-martech ukugcina uhlahlo lwabiwo-mali kunokuhenda, ukutsiba-tsiba kunokubeka ishishini lakho elisakhulayo emngciphekweni wokuwa ngasemva kunye nokudodobala. Yiyo loo nto ukulinganisa ngokuchasene noontanga bakho kunokuba luncedo.

Qwalasela ukuba i-65% yezoqalo esizivileyo zichitha ngaphezu kwekota yohlahlo lwabiwo-mali lwabo lwentengiso kwi-martech bathi isitakhi sabo sihlangabezana neenjongo zoshishino, ngelixa ngaphantsi kwesiqingatha (46%) sabo bachitha ngaphantsi kwe-25% banokwenza okufanayo. Kleyima.

Kuphela yi-13% yabaphenduli bethu abachitha ngaphezu kwe-40% yohlahlo lwabiwo-mali lwabo kwi-martech. Ngokusekwe kolu lwazi, ukunikela phakathi kwe-25% kunye ne-40% yohlahlo lwabiwo-mali lwakho lwentengiso kwi-martech yindlela enengqondo, ngokubhekiselele kwi-benchmarking yoontanga.

Uhlahlo lwabiwo-mali lokuqalisa lunokwahluka ngokugqithisileyo ngokuxhomekeke kubungakanani beshishini, kodwa nantsi idatha yophando encinci malunga nokuba oontanga bakho bachitha ntoni kwi-martech: 

  • I-45% ye-startups ichitha i-$ 1,001 - i-$ 10,000 / ngenyanga 
  • <20% yokuqalisa ichitha i-$10,000+/ngenyanga 
  • I-38% yokuqalisa ichitha ngaphantsi kwe-$ 1,000 / ngenyanga 
  • I-56% yeepesenti zokuqalisa ingxelo isebenzisa uhlobo oluthile lwesofthiwe yokuthengisa yamahhala / isixhobo sokuthengisa samahhala

qalisa uhlahlo lwabiwo-mali lwe-martech

Ukunyaniseka, ubhubhani we-COVID-19 wenze umonakalo omkhulu kuhlahlo lwabiwo-mali kuwo onke amacandelo. Kodwa safumanisa ukuba nangoku, I-63% yeenkokeli zokuqalisa zonyusile utyalo-mali lwabo lwe-martech kulo nyaka uphelileyo. Ngaphantsi kweepesenti ezintlanu banciphisa uhlahlo lwabiwo-mali lwabo lwe-martech ngelo xesha linye.

Amanyathelo alandelayo: Emva kokuba umisele ibhajethi yakho, vavanya ezimbalwa izixhobo simahla / izilingo simahla ukubona oko kusebenza kakuhle kwiqela lakho. Uyazibuza ukuba zeziphi izixhobo ze-martech ukuqala ngazo? Uphando lwethu luveze ukuba uvavanyo lwe-A/B, uhlalutyo lwewebhu, kunye nesoftware yeCRM yayizezona zixhobo zisebenzayo ekuncedeni abaqalisi bafikelele kwiinjongo zabo zokuthengisa.

umxokozelo GetApp's Ukwakha isitaki seMartech esiBalulekileyo seSikhokelo soQoqosho

Amanyathelo ama-4 okuphucula isitaki sakho seMartech

Njengokuqala, ukufikelela nje kubunzima obubalulekileyo kukuphumelela okukhulu, kwaye isicwangciso esivakalayo sokuthengisa kunye ne-martech stack ibalulekile ekufikeni apho. Nali isicwangciso esinamanyathelo amane ukuthatha iingcebiso ekwabelwana ngazo apha kude nawe:

  1. Yenza isicwangciso sikaMartech: Hlanganisa iqela lakho, uthathe isigqibo sokuba zeziphi izixhobo ozifunayo, yila isicwangciso sokuphumeza kunye nexesha, kwaye wabelane nombutho wakho. Hlola rhoqo kwaye uhlengahlengise njengoko kuyimfuneko.
  2. Beka iqela lakho kwimpumelelo: Nika iqela lakho ngamaxwebhu enkqubo, izixhobo zentsebenziswano, kunye nabasebenzi- kunye noqeqesho olukhokelwa ngabathengisi ukubanceda basebenzise istaki sakho semartech ngokufanelekileyo kangangoko.
  3. Yenza uhlahlo lwabiwo-mali oluyinyani kwaye ubambelele kulo: Ukuba uchitha kakhulu ngaphantsi kwe-25% yebhajethi yakho yokuthengisa kwitekhnoloji, usemngciphekweni wokuwa kakhulu emva kwabo bakhuphisana nabo. Khumbula ukuba kulungile ukubandakanya izixhobo zasimahla kwisitaki sakho semartech ukuba nje zisebenza.
  4. Hlola istaki sakho se-martech: Ngamaxesha athile (ubuncinci kabini ngonyaka) phicotha isitakhi sakho semartech kunye nabasebenzisi bokuvota ukuze uqiniseke ukuba izixhobo zakho zisanceda ukuzalisekisa amanyathelo akho okuthengisa. Ukuphelisa izixhobo ezingasetyenziswanga kwaye udibanise ezo zineempawu ezihambelanayo. Vavanya izixhobo ezitsha (usebenzisa izilingo zasimahla xa kunokwenzeka) ukujongana neemfuno ezingafezekiswanga.

Ithamsanqa elihle, sijonge kuwe. Kodwa sinethemba lokuba singenza ngaphezulu kunokukuvuyisa nje usecaleni. Senze inani lezixhobo zasimahla kunye neenkonzo zokukunceda ufikelele usukelo lwakho lokuqalisa, ukuquka neyethu Isixhobo se-AppFinder kunye nathi Iinkokeli zodidi ngenxa ye ngaphezulu kwesigidi esinye sophononongo oluqinisekisiweyo lwabasebenzisi.

Zihlole, kwaye Sazise ukuba kukho enye into esinokuyenza ukukunceda endleleni.

Indlela

1GetApp's 2021 Marketing Technology Survey yenziwa ngoFebruwari 18-25, 2021 phakathi kwabaphenduli abayi-238 ukufunda ngakumbi malunga nokusetyenziswa kwezixhobo zobuchwepheshe bokuthengisa ngokuqala. Abaphenduli bahlolwe izikhundla zobunkokeli ekuqalisweni kwezempilo, iinkonzo ze-IT, ukuthengisa / i-CRM, ukuthengisa / i-eCommerce, isofthiwe / uphuhliso lwewebhu, okanye i-AI / ML.

GetApp's itekhnoloji yokuthengisa umbuzo osebenzayo westack ibandakanya zonke ezi zikhetho zilandelayo (ezidweliswe apha ngokolandelelwano lwempumelelo ngokwamanqaku anobunzima): A/B okanye uvavanyo lwemultivariate, uhlalutyo lwewebhu, ulawulo lobudlelwane bomthengi (CRM), i-multi-touch attribution, imidiya yoluntu ukuthengisa, iqonga lokuthengisa umxholo, iqonga lokuthengisa iselula, izixhobo zomakhi wewebhusayithi, iqonga ledatha yabathengi (CDP), ukuthengisa ukuthengisa (SEO / SEM), iqonga lomntu, imvume kunye nolawulo olukhethwayo, isoftware yokuthengisa i-automation, uphando / iqonga lamava abathengi, inkqubo yolawulo lomxholo. (CMS). iqonga lokuthengisa lamajelo amaninzi, iqonga lokuthengisa i-imeyile, intengiso yevidiyo ye-intanethi, izixhobo zokuxhasa abasebenzi.