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Chii chinonzi Mutengi? Nei Uchiida? Uye Unovasika Sei?

Nepo vatengesi vanowanzo shanda kuburitsa zvirimo zvinovasiyanisa uye zvichitsanangura mabhenefiti ezvigadzirwa nemasevhisi avo, vanowanzo potsa mucherechedzo pakugadzira zvirimo kune yega yega. mhando yemunhu ari kutenga chigadzirwa kana sevhisi yavo.

Semuenzaniso, kana tarisiro yako ichitsvaga sevhisi nyowani yekutambira, mushambadzi akatarisana nekutsvaga uye kutendeuka anogona kuisa pamberi pekuita, nepo IT director anogona kukoshesa kuchengetedza maficha. Iwe unofanirwa kutaura kune vese, kazhinji zvichida kuti iwe utarise imwe neimwe ine chaiyo kushambadzira uye zvirimo.

Muchidimbu, ndezvekugovera meseji yekambani yako kune imwe neimwe yemhando dzetariro dzaunoda kutaura nadzo. Mimwe mienzaniso yemikana yakarasika:

  • Kutendeuka -Kambani inotarisa pane zvemukati kuwana yakanyanya kutariswa pane yayo saiti pane kuratidza vanhu vanotyaira shanduko. Kana 1% yevashanyi vesaiti yako vakashanduka kuita vatengi, iwe unofanirwa kunanga iyo 1% uye woziva kuti ndivanaani, chii chakavamanikidza kutendeuka, wobva waona matauriro kune vamwe vakaita saivo.
  • Industries -Ipuratifomu yekambani inoshandira maindasitiri akati wandei, asi izvo generic zviri pasaiti yayo zvinotaura kumabhizinesi zvakazara. Pasina indasitiri mune hierarchy yemukati, tarisiro yekushanyira saiti kubva kune yakatarwa chikamu haigone kuona kana kufunga kuti chikuva chichavabatsira sei.
  • nzvimbo - Zvemukati mekambani zvinotaura zvakanangana nemhedzisiro yebhizinesi yavo yavakapihwa neplatform asi inoregedza kusarudza kuti chikuva chinobatsira sei chinzvimbo chebasa mukati mekambani. Makambani anoita zvisarudzo zvekutenga pamwe chete, saka zvakakosha kuti chinzvimbo chega chega chakakanganiswa chinoziviswa.

Panzvimbo pekutarisa pane yako marita, zvigadzirwa, uye masevhisi ekuvandudza hutongi hwezvinyorwa zvinomisikidza imwe neimwe, iwe pachinzvimbo tarisa kukambani yako kubva pameso emutengi wako uye nekugadzira zvemukati uye mameseji zvirongwa izvo zvinotaura zvakananga kurudziro yavo yekuve mutengi weako brand.

Chii chinonzi Buyer Personas?

Mutengi manas ndezvokunyepedzera mazita anomiririra mhando dze tarisiro dziri kutaurwa nebhizinesi rako.

Brightspark Consulting inopa iyi infographic ye B2B Mutengi Munhu:

Mutengi Persona Mbiri
Source: Brightspark

Mienzaniso yeVatengi

Chinyorwa chakafanana Martech Zone, semuenzaniso, inoshandisa akawanda mansi:

  • Susan, Chief Marketing Officer - Sue ndiye anoita sarudzo maererano nekutenga tekinoroji kubatsira kambani yake kushambadzira zvinodiwa. Sue anoshandisa chinyorwa chedu kuwana uye zvishandiso zvekutsvagisa.
  • Dhani, Mutungamiriri Wekutengesa - Dhani ari kugadzira nzira dzekushandisa akanakisa maturusi ekubatsira kushambadzira kwavo, uye anoda kufambirana neazvino uye makuru matekinoroji.
  • Sarah, Muridzi weDiki Bhizinesi - Sarah haana mari yekushandisa yekuhaya dhipatimendi rekushambadzira kana agency. Ivo vanotsvaga akanakisa maitiro uye asingadhure maturusi ekuvandudza kushambadzira kwavo pasina kutyora bhajeti ravo.
  • Scott, weKushambadzira Technology Investor - Scott ari kuyedza kuchengeta ziso kune zvazvino kuitika muindastiri yaanoisa mairi.
  • Katie, Mutengesi Wemukati - Katie ari kuenda kuchikoro chekushambadzira kana hukama hwevanhu uye anoda kunzwisisa indasitiri zviri nani kuti awane basa rakakura kana apedza kudzidza.
  • Tim, iye Anopa Kushambadzira Technology -Tim anoda kutarisa makambani aanogona kubatanidza nawo kana kukwikwidza masevhisi.

Sezvo isu tichinyora zvinyorwa zvedu, tinotaurirana zvakananga kune vamwe veava vanhu. Panyaya yeichi positi, angave ari Dan, Sarah, naKatie vatinotarisisa.

Iyi mienzaniso, hongu, haisi iyo yakatsanangurwa shanduro - ingori muchidimbu. Iyo chaiyo persona mbiri inogona uye inofanirwa kudzika zvakanyanya munzwisiso yezvese chikamu chechimiro chemunhu… indasitiri, kurudziro, chimiro chekuzivisa, nzvimbo, murume kana mukadzi, muhoro, dzidzo, ruzivo, zera, nezvimwe. Kunyanya kunatswa hunhu hwako, zvakajeka kutaurirana kwako kuchava mukutaura kune vangangove vatengi.

Vhidhiyo pane Mutengi Munhu

Iyi yakanaka vhidhiyo kubva marketo inodonongodza nzira iyo vatengi vanovabatsira kuti vaone mapundu mune zvemukati uye kunyatso kunanga vateereri vanogona kutenga zvigadzirwa kana masevhisi ako. Marketo inopa zano aya anotevera mapikicha anofanirwa kugara achiverengerwa muBuyer Persona:

  • Name:  Iri zita rinogadzirwa rinogona kuita kunge risina musoro, asi rinogona kubatsira kubatsira timu yekushambadzira kukurukura vatengi vavo uye nekuita kuti iratidzike pakuronga maitiro ekusvika kwavari
  • Age: Zera remunhu kana zera rezera rinobvumira kunzwisisa chizvarwa-chaicho maitiro.
  • Nharaunda:  Ndezvipi zvavanofarira? Chii chavanofarira kuita panguva yavo yakasununguka? Iyi mibvunzo inogona kubatsira kuumba dingindira ravangangosangana naro.
  • Kushandisa Midhiya: Mapuratifomu avo enhau nemachaneli zvichakanganisa masvikire uye kwavanogona kusvikwa.
  • Mari:  Mari yavanotambira uye mamwe maitiro emari ndiwo achaona kuti ndeapi marudzi ezvigadzirwa kana masevhisi avanenge varatidzwa uye kuti ndeapi mapoinzi kana kukwidziridzwa kungave nemusoro.
  • Hunhu hweBrand:  Kana vachifarira mamwe mabhureki, izvi zvinogona kupa mazano ekuti ndezvipi zvemukati zvavanopindura nemazvo.

Dhawunirodha Maitiro Ekugadzira Iyo Mutengi Persona uye Rwendo

Nei Uchishandisa Mutengi Munhu?

Seinotsanangurwa neiyo infographic pazasi, kushandisa munhu wevatengi akaita nzvimbo 2 kusvika ku5 dzinobudirira nekutarisa vashandisi. Kutaura zvakananga kune chaiko vateereri mune ako akanyorwa zvemukati kana vhidhiyo inoshanda zvakanyanyisa mushe. Iwe unogona kutoshuvira kuwedzera yekumenyu menyu pane yako saiti yakanangana neindasitiri kana basa chinzvimbo manas.

Uchishandisa mutengi manas mune yako email chirongwa inowedzera kudzvanya-kuburikidza mitengo paemail ne14% uye shanduko mitengo ne10% - kutyaira ka18 mari yakawanda kupfuura kutepfenyura maemail.

Chimwe chezvishandiso zvinonyanya kukosha zvine mushambadzi pakugadzira mhando dzemashambadziro anonangwa izvo zvinokonzeresa kuwedzera kwekutengesa uye kushandurwa - semhando inoonekwa muchiitiko cheSkytap - ndiye mutengi persona.

Target Yakawanikwa: Iyo Sayenzi yeKuvaka Mutengi Munhu

Mutengi personas anovaka kushambadzira, kurongeka, uye kushanda nesimba nevateereri vakafanana pavanenge vachitaurirana nevanogona vatengi kuburikidza nekushambadzira, mishandirapamwe yekushambadzira, kana mukati memaitiro ako ekushambadzira zvemukati.

Kana iwe uine mutengi persona, unogona kuzvipa kuchikwata chako chekugadzira kana agency yako kuti uvachengetere nguva uye nekuwedzera mukana wekubudirira kwekushambadzira. Chikwata chako chekugadzira chinonzwisisa toni, chimiro, uye nzira yekuendesa uye uko vatengi vari kutsvaga kumwe kunhu.

Mutengi Munhu, kana akaiswa kumepu kune iyo Kutenga Nzendo, makambani anobatsira kuona mikaha mumazano avo ezvinyorwa. Mumuenzaniso wangu wekutanga, apo nyanzvi yeIT yainetsekana nezve chengetedzo, yechitatu-bato maodhisheni kana zvitupa zvinogona kuverengerwa mukushambadzira uye kushambadzira zvinhu kuisa iyo nhengo yechikwata kusununguka.

Maitiro Ekugadzira Mutengi Munhu

Isu tinowanzotanga nekuongorora vatengi vedu vemazuva ano tobva tashanda nzira yedu kudzokera kune vakawanda vateereri. Kuyera munhu wese hazvina musoro… rangarira vazhinji vevateereri vako havazombotenga kubva kwauri.

Kugadzira vanhu kungangoda tsvakiridzo inorema pahukama mepu, ethnographic research, netnography, mapoka ekutarisa, analytics, ongororo, uye data remukati. Kazhinji pane kwete, makambani anotarisa kune nyanzvi dzemusika makambani ekutsvagisa anoita demographic, firmographic, uye geographic kuongorora kwevatengi vavo; ipapo, ivo vanoita nhevedzano yemhando uye yehuwandu kubvunzurudzwa nemutengi wako.

Panguva iyoyo, mhedzisiro inokamurwa, ruzivo rwunoumbwa, munhu wega wega anotumidzwa zita, zvibodzwa kana kudana-ku-chiito zvinoziviswa, uye chimiro chinovakwa.

Mutengi Personas anofanirwa kudzokororwa uye kugadziridzwa sezvo sangano rako rinoshandura zvigadzirwa nemasevhisi uye richiwana vatengi vatsva izvo zvisingaite zvakasarudzika mumunhu wako wazvino.

Maitiro Ekugadzira Mutengi Munhu

Douglas Karr

Douglas Karr ndiye CMO OpenINSIGHTS uye muvambi we Martech Zone. Douglas akabatsira akawanda ekubudirira kweMarTech kutanga, akabatsira mukushingairira kweanopfuura madhora mashanu emadhora mukutenga nekudyara kweMartech, uye anoenderera mberi nekubatsira makambani kuita nekuita otomatiki nzira dzawo dzekutengesa nekutengesa. Douglas inyanzvi inozivikanwa pasi rese yedhijitari uye MarTech nyanzvi uye mutauri. Douglas zvakare munyori akaburitswa wegwaro raDummie uye bhuku rehutungamiriri hwebhizinesi.

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