Mazambiringa mukati, Champagne Kunze: Maitiro AI ari Kushandura Iyo Kutengesa Funnel

Rev: Maitiro eAI ari Shandura Iyo Sales Funnel

Tarisa uone dambudziko reiyo sales development rep (SDR) Vadiki mubasa ravo uye kazhinji vapfupi paruzivo, iyo SDR inovavarira kuenderera mberi mukutengesa org. Basa ravo rimwe chete: kutsvaga tarisiro yekuzadza pombi.  

Saka vanovhima nekuvhima, asi havagone nguva dzose kuwana nzvimbo dzekuvhima dzakanakisa. Ivo vanogadzira rondedzero yetarisiro yavanofunga kuti yakakura uye vanoitumira mugero rekutengesa. Asi mazhinji etarisiro yavo haakwane uye, panzvimbo pacho, anopedzisira avhara funnel. Muuyo unosuruvarisa weiyi tsvakiridzo inonetesa yevatungamiriri vakuru? Around 60% yenguva, iyo SDR haina kana kuita quota yavo.

Kana mamiriro ari pamusoro apa achiita kuti misika yemusika iite seisingaregereri seSerengeti kune nherera mwana weshumba, pamwe ndakaenda kure nekuenzanisa kwangu. Asi poindi inomira: kunyangwe maSDR varidzi ve "maira yekutanga" yefani yekutengesa, vazhinji vavo vanonetsekana nekuti vane rimwe remabasa akaomarara mukambani uye mashoma maturusi ekubatsira.

Sei? Zvishandiso zvavaida zvakanga zvisipo kusvika zvino.

Chii chichatora kununura mamaira ekutanga ekutengesa nekushambadzira? SDRs inoda tekinoroji inogona kuona tarisiro inoita sevatengi vavo vakanaka, nekukurumidza kuongorora iwo tarisiro 'kukodzera, uye kudzidza kugadzirira kwavo kutenga.

Revolutionize Pamusoro peFunnel 

Maturusi mazhinji aripo ekubatsira zvikwata zvekutengesa uye zvekushambadzira kutonga zvinotungamira mukati mekutengesa funnel. Customer Relationship Management mapuratifomu (CRMs) zviri nani kupfuura nakare kose pakutevera pasi-funnel zvibvumirano. Account-based marketing (ABM) zvishandiso zvakadai HubSpot uye Marketo vakarerutsa kutaurirana nematarisiro ari pakati pe-funnel. Kukwidza kumusoro kwefunnel, kutengesa kubatikana mapuratifomu senge SalesLoft uye Outreach anobatsira kuita mitsva mitsva. 

Asi, 20-pamwe nemakore mushure mekunge Salesforce yauya pachiitiko, matekinoroji aripo pamusoro pefunnel-iyo nzvimbo iyo kambani isati yaziva yainofanira kumbofunga kutaura naye (uye nharaunda iyo SDRs inovhima yavo) -inoramba ikamira. Hakunomunhu abata maira yekutanga.

Kugadzirisa "Iyo Yekutanga Mile Dambudziko" muB2B Kutengesa

Sezvineiwo, izvo zvava kuda kuchinja. Isu tiri pamusoro peafungu hombe yebhizinesi software innovation. Iyo wave intelligence yekugadzira (AI) AI ndiyo yechina yakakura mafungu ekuvandudza munhandare iyi mumakore makumi mashanu apfuura (mushure meiyo mainframe wave ye50s; shanduko yePC yemakore ekuma1960 nema1980s; uye ichangoburwa wave horizontal Software seSevhisi (SaaS) iyo inogonesa makambani kuita zvirinani, zvine hungwaru bhizinesi maitiro pane ese mudziyo - hapana hunyanzvi hwekodha hunodiwa).

Humwe hwehumwe hunhu hweAI hwakanakisa kugona kwayo kuwana mapatani mumavhoriyamu egalactic eruzivo rwedhijitari rwatiri kuunganidza, uye kutipa ruzivo rutsva uye ruzivo kubva pamapateni iwayo. Isu tatobatsirikana kubva kuAI munzvimbo yevatengi-kungave mukugadzirwa kweCCIDID-19 vaccines; zvemukati zvatinoona kubva munhau nemagariro maapps pamafoni edu; kana kuti mota dzedu dzinotibatsira sei kuwana nzira yakanaka, kudzivirira traffic uye, kana iri Tesla, govera mabasa chaiwo ekutyaira kumota. 

Sevatengesi nevatengesi veB2B, isu tichangotanga kuona simba reAI muhupenyu hwedu hwehunyanzvi. Sezvinongoita nzira yemutyairi inofanirwa kufunga nezve traffic, mamiriro ekunze, nzira, uye nezvimwe, maSDR edu anoda mepu inopa ipfupi nzira yekutsvaga inotevera yakakura tarisiro. 

Beyond Firmographics

Yese yakakura SDR uye mushambadzi anoziva kuti kugadzira shanduko uye kutengesa, iwe unonongedza tarisiro inotaridzika sevatengi vako vepamusoro. Kana vatengi vako vakanyanya vari vagadziri vemidziyo yemaindasitiri, unoenda unotsvaga vagadziri vemidziyo yemaindasitiri. Mukuda kuwana zvakanyanya kubva mukuedza kwavo kubuda, zvikwata zvemabhizinesi zvinonyura zvakadzika mufirmographics-zvinhu zvakaita seindasitiri, saizi yekambani, uye huwandu hwevashandi.

Iwo akanakisa maSDR anoziva kuti, kana vakakwanisa kuburitsa masaini akadzama ekuti kambani inoita sei bhizinesi, vanozokwanisa kuwana tarisiro vanogona kupinda mugero rekutengesa. Asi ndeapi masaini, kunze kweiyo firmographics, yavanofanira kutsvaga?

Chidimbu chisipo chepuzzle cheSDRs ndicho chinonzi exegraphic data - hukuru hwedata hunotsanangura nzira dzekutengesa dzekambani, zano, mapatani ekuhaya, nezvimwe. Exegraphic data inowanikwa mune breadcrumbs paInternet. Paunosunungura AI pane ese ezvingwa zvimedu, inoratidza anonakidza mapatani anogona kubatsira SDR nekukurumidza kunzwisisa kuti tarisiro inoenderana sei nevatengi vako vepamusoro.

Somuenzaniso, tora John Deere naCaterpillar. Ose ari maviri makuru Fortune 100 muchina nemakambani emidziyo anoshandisa vanhu vangangosvika zviuru zana. Muchokwadi, iwo atinodaidza kuti "firmographic mapatya" nekuti indasitiri yavo, saizi, uye kuverengwa kwemusoro kwakada kufanana! Zvakadaro Deere neCaterpillar vanoshanda zvakasiyana zvakanyanya. Deere ndeye yepakati-kunonoka tekinoroji yekugamuchira uye yakaderera gore yekugamuchira ine B100,000C inotarisisa. Caterpillar, mukusiyana, inotengesa zvakanyanya B2B, ndeyekutanga kugamuchira tekinoroji nyowani, uye ine yakakwira makore ekugamuchirwa. Izvi exegraphic misiyano ipa nzira itsva yekunzwisisa kuti ndiani angave tarisiro yakanaka uye ndiani asiri - uye nekudaro nzira inokurumidza yeSDRs yekutsvaga yavo inotevera yakanakisa tarisiro.

Kugadzirisa Dambudziko rekutanga-Maira

Sezvinongoita Tesla anoshandisa AI kugadzirisa dambudziko rekumusoro kune vatyairi, AI inogona kubatsira zvikwata zvekusimudzira zvekutengesa kuona tarisiro huru, kushandura zvinoitika pamusoro pefunnel, uye kugadzirisa dambudziko rekutanga-mamaira rinorwa hondo dzekusimudzira kutengesa mazuva ese. 

Panzvimbo peiyo isina hupenyu yakanaka yevatengi profile (ICP), fungidzira chishandiso chinopinza data exegraphic uye chinoshandisa AI kufumura mapatani pakati pevatengi vepamusoro vekambani. Wobva wafungidzira uchishandisa iyo data kugadzira modhi yemasvomhu inomiririra vatengi vako vepamusoro-idaidze iyo Artificial Intelligence Customer Profile (aiCP) - uye kushandisa iyo modhi kuti uwane mamwe tarisiro anotaridzika seaya epamusoro vatengi. AiCP ine simba inogona kupinza firmographic uye technographic ruzivo uye zvakare yakavanzika data masosi. Semuenzaniso, data kubva kuLinkedIn uye data yechinangwa inogona kusimbisa aiCP. Semuenzaniso mhenyu, iyo aiCP anodzidza kupfuuridza nguva. 

Saka patinobvunza, Ndiani achazove mutengi wedu anotevera akanakisa?, hatichadi kusiya maSDR kuti vazvichengetedze. Tinogona pakupedzisira kuvapa maturusi avanoda kuti vapindure mubvunzo uyu uye kugadzirisa dambudziko riri pamusoro pefunnel. Tiri kutaura nezve maturusi anongounza otomatiki tarisiro nekuisa chinzvimbo kuti maSDR azive waanonongedza anotevera uye zvikwata zvekusimudzira zvekutengesa zvinogona kukoshesa mabasa avo. Pakupedzisira, AI inogona kushandiswa kubatsira maSDR edu kuita quota-uye netarisiro inonyatsokodzera rudzi rwetarisiro yatinoda kuwana-uye kurarama nekutarisira rimwe zuva.

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