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Infographic: Chii chinonzi Account-Based Marketing?

Account-Yakavakirwa Kushambadzira inzira yehungwaru yekushambadzira kwebhizinesi umo sangano rinofunga uye rinotarisa tarisiro kana maakaundi evatengi zvichienderana nemukana wekuita bhizinesi nekambani. Izvi zvinowanzoenderana neyakanakira mutengi chimiro (ICP) inofanana nezvose zvinodiwa, matekinoroji, uye firmagraphics.

Account-based kushambadzira (ABM) yave nzira yekuenda kumakambani eB2B kunanga uye kuwana vatengi.

Zvichienderana neongororo yayo yevashambadziri veB2B, ABM inopa iyo yakanyanya kudzoka pakudyara kwechero nzira yekushambadzira kana zano. Period.

Momentum ITSMA

SiriusDecision's State of Account-Based Marketing Study yakawana kuti 92% yevatengesi veB2B vakati ABM yaive chaizvo or chaizvo zvakakosha kune kwavo kwese kushambadzira kwekuedza.

Chii chinoita kuti ABM inakidze izvozvi ndiyo nzira iyo inosanganisa iwo manzwiro ehurongwa uye tekinoroji yekuitwa. Makambani ekushambadzira anonzwisisa ABM ari munzvimbo ine simba yekuenderana zvirinani nezvinodiwa nekutengesa, uye kuita sarudzo dzakangwara nezve zviito zvakanaka zvekutora uye nenguva yakakodzera yekuvatora kuti vakure maakaundi akakwirira.

Megan Heuer, Mutevedzeri weMutungamiri uye Boka Director kuSiriusDecisions

Account-based marketing inogona kunge iri kutora nyika yeB2B nedutu, asi inosanganisirei, uye nei kufara kwese? Ngatitarisei zvakadzama.

ABM inoronga kushambadzira yakasarudzika uye kuedza kwekutengesa kuvhura mikova uye kudzamisa kubatikana kune chaiwo maakaundi.

Jon Miller we Engagio

Kunyange paine nzira dzakawanda dzekutsanangura ABM, vazhinji varapi vanobvumirana pane zvishoma zvakakosha. Mishandirapamwe yeABM:

  • Tarisa pane ese akakosha masarudzo anokurudzira mukati mekambani (account), kwete chete kiyi yekuita sarudzo (kana persona),
  • Tarisa nhoroondo imwe neimwe se "musika weimwe," ine mameseji uye kukosha zvirevo zvakagadziridzwa kune zvinodiwa nekambani yega yega izere,
  • Shandisa zvetsika zvemukati uye mameseji yakanangana nekugadzirisa matambudziko akanangana nekambani nemikana
  • Funga kwete kwete chete-yenguva yekutengesa asi iyo Hupenyu kukosha kweumwe mutengi pakuronga zvinokosheswa,
  • ukoshi mhando pamusoro pehuwandu kana zvasvika pakutungamira.

Inozivikanwa Tactics, Yakawedzera Inoshanda Targeting

Nhau dzakanaka kune chero mushambadzi anoda kuyedza nzira yeABM ndeyekuti maturusi nematekiniki hazvishamise uye zvitsva; iwo akavakirwa panzira dzakaratidzirwa B2B vashambadzi vakashandisa kwemakore:

  • Kunze kwekutsvaga ine email, runhare, vezvenhau uye yakananga tsamba
  • Inbound marketing ine zvemusoro-zve-fanera zvemukati, kublogi, webinars uye zvemagariro midhiya kubatanidzwa
  • Dhijitari matekiniki kunge IP-yakavakirwa kushambadzira uye kuisazve maratidziro, enhau enhau kushambadzira, webhu kusarudzika uye yakabhadharwa lead lead
  • Events, zvekushambadzira zviratidziro, mudiwa uye wechitatu-bato zviitiko

Musiyano mukuru uri munzira iyo maturusi nematekiniki zvakanangwa. Sezvo Miller anoti:

Haisi yezve chero zano rimwe. ndiko kusanganiswa kwekubata kunofambisa kubudirira.

Kuchinja iyo Focus kubva kuPersona kuenda kuAccount

Tsika dzeB2B dzekutengesa dzinoenderana nekutsvaga mhando chaiyo yesarudzo-inogadzira (kana persona) uye nekugadzira mishandirapamwe yekutengesa kukwezva kutarisa kwavo. ABM iri kutyaira shanduko kubva mukutsvaga yakajairwa manas kune ekuzivisa mapoka evamwe vanopesvedzera. Sekureva kweongororo yeIDG yegore ra2014, chairo bhizinesi rekutenga rinokanganiswa nevanhu gumi nevanomwe (kubva pagumi muna17). Maitiro eABM anoziva kuti kana uchitengesa chimwe chigadzirwa kana mhinduro kune yekambani-chikamu chikamu, ungangoda kutora meseji yako pamberi pevanhu vazhinji pamatanho akasiyana echiremera vane akasiyana mabasa ebasa.

Zvishandiso Zvakakodzera zvinoita kuti ABM ive Nyore

Sezvo ABM iri nzira yakasarudzika, zvinoenderana neyakanaka inotungamira data. Kana iwe usina dhizaini, dhatabhesi rechokwadi rekuvimba naro, kusvika kune vanhu vese mucheni yekuita sarudzo mukati mesangano kunogona kurohwa kana kupotsa. Saka zvinogonawo kuedza kunanga tsika yekuratidzira ads uye kumwe kufambiswa kwepamhepo nekambani IP kero.

Vakabudirira vatengesi veABM vakadzidza izvo zvekufungidzira analytics mapuratifomu akagadzirirwa B2B kutungamira chizvarwa inopa yakaringana uye yakazara data rekutungamira kuti iite ABM inogoneka. Kufambira mberi kwekufungidzira analytics mhinduro dzinogona zvakare kubatsira kuzivisa makambani akakodzera kunongedzera zvichienderana nekuti vakagadzirira kutenga sei, kuchengetedza nguva uye kuwedzera mikana yekubudirira

Yakawanda zvakare inosanganisa neyekushambadzira otomatiki mapuratifomu seMarketo neEloqua, uye CRM zvishandiso seSalesforce. Kubatanidzwa nekushambadzira otomatiki uye CRM inobvumira makambani kuronga, kuita, kuyera, uye kukwenenzvera mishandirapamwe yeABM vachishandisa yavo iripo yekushambadzira stack.

Target, Musika, Kuyera

Zvino zvauri kunzwisisa izvo zvakakosha, unotanga sei? Danho rekutanga rekuita mushandirapamwe weABM kuona maakaundi ako auri kuda. Pamwe unotoziva waunonyanya kuda kunanga. Kana zvakadaro, enda kwairi. Kana iwe usingaite, kana iwe uri kutsvaga kutanga bhizinesi idzva, kana mutsara wechigadzirwa, kana kutyaira mitsva yebhizinesi riripo, unoda runyorwa rwetarisiro.

Sezvo ABM yakatarisana nemakambani angangove vatengi vako vepamusoro, iwe unofanirwa kuziva kuti yako yakanakira kambani inotaridzika sei. Izvi zvinoreva tarisiro isingango shanduke chete asiwo kugadzira kukosha kwenguva refu.

Yako yakakodzera mutengi mafaera anofanirwa kusanganisira huwandu hwevanhu, uye firmographic data, uye chinhu mune maitiro, kukwana, uye chinangwa. Ndeipi saizi yakakodzera yebhizinesi? Mari yavo yegore negore imarii? Vanoshanda mumaindasitiri api? Vanowanikwa kupi? Pamusoro pezvo, chimiro chemutengi chakanakira chinofanirwa kutsvaga zviratidzo zvehunhu kubva kune tarisiro, sekuti kangani pavakashanyira saiti yako, uye kunzwisisa kwezvimwe zvigadzirwa nemasevhisi avanoshandisa mukutenga kwavo.

Ronga uye Gadzirisa

Kana uchinge waona tarisiro yemhando, nhanho inotevera kuronga uye kuisa pamberi rondedzero uye kuita hurongwa hwekushambadzira hwekuita nhanho dzakasimba. Sezvataurwa pamusoro, hausi kuedza kunanga munhu asi vese vanoita sarudzo mukati mekambani iyoyo. Izvi zvinoda imwe nzira yakazara yekushambadzira iyo inowedzera kusvika kwekutumira mameseji mumatanho akawanda. Iyi nzira inogona kusanganisira kushambadzira kwekuratidzira, kushambadzira kunze, social media, nezvimwe. Chinokosha ndechekuti zvikwata zvekutengesa nekutengesa zvishande pamwe chete kuti zvizadzise zvinangwa zvavo zvakagovaniswa.

Gadzirisana

Icho chokwadi chekuti ABM inounza kutengesa uye kushambadzira pamwechete kwakakura.

50 muzana yenguva yekutengesa inoraswa pane isingabereki tarisiro uye kuti vatengesi vekutengesa vanofuratira 50 muzana yekushambadzira inotungamira.

marketo

Kusarongeka hakungogumiri pakurasikirwa nekubudirira asiwo kurasikirwa nemikana yebhizimisi.

Masangano ane akanyatso kuenderana kutengesa uye kushambadzira mabasa anoona 36 muzana yepamusoro yevatengi kuchengetedza uye 38 muzana yepamusoro yekutengesa inohwina mitengo.

KushambadziraProf

Tarisa pane Kukosha Kwoupenyu Hwose

NeABM, kuvhara chibvumirano hakusi kupera kwehukama, asi kutanga. Kana tarisiro ikava mutengi, ivo vanofanirwa kugutsikana. Izvi zvinoda data. Masangano eB2B anofanirwa kuziva zvinoitika kana mutengi atenga, zvaanoshandisa nezvaasingashandise, uye chii chinoita kuti mutengi abudirire. Mutengi haana kukosha kana iwe usingakwanise kuchengetedza bhizinesi ravo. Vanobatikana sei nechigadzirwa? Vari panjodzi yekubuda here? Ndivo vakwikwidzi vakanaka kune upsell kana kuyambuka-kutengesa?

Iine ABM Inotungamira, Ihwo Hunhu Kupfuura Huwandu

Kuwanda inotungamira uye mikana haina kukwana kuyera ABM. Mazano haashande patsanangudzo yechinyakare inotungamira uye inokoshesa kunaka pamusoro pehuwandu. Munguva yakapfuura, ABM yainyanya kushandiswa nemakambani makuru, ane zviwanikwa zvemabhizinesi aigona kuisa yakakosha nguva nemari mukuita kwepamusoro-kubata maitiro. Nhasi, tekinoroji iri kubatsira otomatiki uye kuyera ABM, iyo inodzikisa mitengo pasi uye inoita kuti ABM iwanike kumabhizinesi eese saizi. Tsvagiridzo inoratidza pachena kuti kushambadzira kweB2B kuri kuenda kuABM. Ingori nyaya yekuti kukurumidza sei.

DCI yakagadzira izvi infographic izvo zvinokuona zvinokufambisa iwe kuburikidza neiyo ABM, nhamba dzayo, vasiyanisi vayo, uye maitiro ayo:

chii chinonzi abm account based marketing infographic

Doug Bewsher

Doug ndiye CEO we Nzvimbo yekutungamira. Doug ane makore makumi maviri ezviitiko achivaka epasirose-epasi zvigadzirwa muindastiri yehunyanzvi Iye akagadzirwa uye akatungamira B20C uye B2B kushambadzira kwechigadzirwa, kudikanwa kwechizvarwa uye zvirongwa zvekuvaka zvigadzirwa zvezvinhu zvinokanganisa zvigadzirwa nemasevhisi

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