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Martech: Iwo Makiyi Matatu eKugadzirisa Kushambadzira's Massive Technology Dambudziko

Kazhinji kazhinji, ruzivo rwemichina runova munhu webudiriro. Ndanga ndine mhosva nazvo, zvakare. Tekinoroji iri nyore kutenga uye, saka, inonzwa senge kukwidziridzwa ipapo! Makore gumi ekutanga e2000s aive nezve inbound, saka takamhanya takananga kushambadzira otomatiki nemaoko akazaruka; muguruva remaodha ekutenga uye madhairekitori echokwadi - takanga tabva uye tichimhanya nepuratifomu yedu itsva. Takarovana mbama pakuita strategy nekuti strategy yaitaridza kunonoka; kwanga kusiri seksi.

Kushambadzira kwaizogara patafura yemari nenzira ipi neipi inodiwa - yaive mhere-mhere yehondo. Asi kana makore apinda, uye nevimbiso Royi zviyero hazvina kumbouya, kuchema ikoko kwakashanduka kuita misodzi chaiyo. Zviri nyore kuchemera Martech kana iwe uchitarisa kudzoka kuri kuita:

Isingasviki chikamu chimwe muzana chezvese zvinotungamira zvekushambadzira zvino shandura kuva vatengi.

Forrester

Ndiko kutadza kunoshamisa. Uye kana tikasagadzirisa chisakiso chechiratidzo ichi, basa rekushambadzira riri munjodzi yekubviswa risati ratanga.

Zvakakosha kuti isu tirwisane nedambudziko iri pakukonzera, sevatengesi vetekinoroji vanobhadharwa mari vanofarira kuendesa mhosva kune chimwe chinhu chinogonesa kutengwa kweimwe software, senge shanduko mumaitiro emutengi. Shanduko yechokwadi chete inofanirwa kutora nzvimbo ndeyekutengesa nzira. Kuti ubudirire mukushambadzira, uye ubudirire mubhizinesi, iwe unofanirwa kupa zvakaenzana uye zvine chinangwa kufunga kune izvo zvitatu zvinhu zvinodzora kubudirira uku: yako zano, yako tech, uye maitiro ako. Uye zvese zvinofanirwa kuenderana, kubhodhi.

Saka, zvinoratidzika sei? Ndafara kuti wabvunza. Hezvino zvandinotora.

Sarudzo: Yekutanga Domino

Hazvina mhosva zita rako rebasa, iwe unofanirwa kunzwisisa iyo yakazara nzira yesangano rako. Mukutaura kwevasina basa, ndezvipi zvinangwa zvekupedzisira zvebhizinesi? Vatengesi, vatengesi, vanhu vebasa revatengi… munhu wese pachikwata chako anofanira kuziva mhinduro kumubvunzo uyu wakaoma. Chinofanira kunge chiri chinhu chekutanga kuti munhu wese azive, anzwisise, uye ane hanya nazvo. Kana izvi zvisina kunyatsotsanangurwa, bvunza: Chii chatiri kuedza kuwana? Ndeapi matanho edu makuru ekukura? Zvine musoro, danho rinotevera rinosanganisira kunzwisisa zvaunogona kuita zuva nezuva kubatsira kuzadzisa iro zano rekukura. Muchidimbu, iva shanduko yaunoda kuona mubhizinesi.

Izvi zvinoshanda zvinangwa zviviri:

  1. Kuti uve nechokwadi chekuti uri kushandisa nguva yako kushanda zvinhu zvinokosha.
  2. To rega kuita chero chinhu izvo hazvidaro. Zvinonzwika zviri nyore, asi iwe unogona kushamiswa nehuwandu hweruzha rwuripo mumabhizinesi mazhinji nekuda kwekusagadzikana kwakakosha pakati pehurongwa nehunyanzvi. Iwe uchaona shanduko inoshamisa kana iwe uchinge watanga kushanda kubva panzvimbo yehurongwa kutanga. Panzvimbo pekushambadzira kunakidzwa nechiitiko chimwe chete, sekuita chiitiko, uye wobva wamhanya nacho pasina chinangwa chakajeka chiri pamberi… unombomira. Iwe unobvunza: Chii chatiri kutsvaga kuzadzisa? Ndiani watiri kutarisira kubatanidzwa? Sei chiitiko ichi pane chimwe chiitiko?

Tinowanzonzwa nezvazvo B2B mabhizinesi anotevera mutengi hupenyu hwese kukosha zano, umo ivo vanovavarira kukura mari uye kuzvipira kubva kune varipo vatengi panzvimbo yekuwana vatsva. Rwodzi rwemachira esangano ravo rose runofanira kunge rwuri rwekupesvedzera kukanganiswa kwakashata. Kana iwe ukaseta zano rako, uye wobva waisa inoenderana nzira kubva pakutanga, iwe unotanga kugogodza kunze kunyange zvibodzwa zvako zvepamusoro gehena nekukurumidza kupfuura zvaungaite.

Maitiro: Sausage Inowana Sei

Mushure mezano rinouya kuuraya, uye mwenje wekutungamira inzira yakanyatsofungwa. Kana zano rako riri nezve kukosha kwehupenyu hwemutengi (CLV), senge mumuenzaniso wandakashandisa pamusoro, unogona kunge wakatarisa pane yakasimba, inodzokororwa kugonesa mutengi uye maitiro ekuvandudza account. Iwe unozodzikira pasi kuti unotengesa sei kune vatengi vako varipo pamatanho ese akasiyana ekukura, uye mepu nzira yaungavatarisira kuburikidza nerwendo rwaunofunga kwavari.

Semuenzaniso, mushure mekunge mumwe munhu atenga mhinduro dzako - chii chinotevera? Apa ndipo paunoona kuti rwendo rwega rwega rwemutengi wako rwakaita sei. Ngatitii mutengi anotenga Chigadzirwa X uye nhanho inotevera iri kupa dzidziso yekuti ungabudirira sei. Mushure meizvozvo zvinogona kuuya kudzidzisa mutengi nezve chikonzero nei vachida Chigadzirwa Y, uye kuvagadzirira kutenga uye kuita. Paunoronga maitiro akajeka uye kuenzanisa timu yako yakatenderedza, uye yako yakawandisa zano inoifambisa, mutengi wako anozoona kukosha kwako zvirinani. Izvi zvinotora chinangwa uye kuzvipira kwakaoma kuchengeta zano rako riri pamberi.

Tekinoroji: Iyo yekusimbisa

Uye pakupedzisira - yako tech stack (ndinoziva, wanga uchitarisira kuti tichasvika pachikamu ichi). Kutanga, cherekedza kuti yako tekinoroji inouya yechitatu mune ino line-up. Chiri chikamu cheboka reroto, asi haisi iye mutambi wekutanga. Chechipiri, cherekedza pachikamu chainofanira kutamba - a kutsigira basa. Rangarira:

Benzi rine mudziyo rinoramba riri benzi.

Jill Rowley, Chief Growth Officer paMarkto

Ndaizoenderera mberi ndoita nharo kuti chokwadi chatonyanya kuomarara, sezvo munhu iyeye ava a ngozi benzi.

Maitiro akashata, akabviswa kubva kuhurongwa, ndeyechokwadi firefire resipi yekutadza kana iwe ukawedzera muchiyero uye otomatiki yetekinoroji. Iwe unozowedzera kubva munzira, nekukurumidza - uye uchakuvadza brand yako. Yako tekinoroji stack inofanirwa kusimbisa yako kuyerwa kwekubudirira kwako zano uye maitiro. Masisitimu ako anofanirwa kutora data rako kuti ugone kuriongorora uye wozoita sarudzo dzakangwara dzekuti ugare here kosi yauri kana kugadzirisa kosi.

Kuita kuti basa iri riite, kushambadzira kunoda mutsara wakajeka wekuona mune mamwe mapuratifomu edatha yevatengi. Hazvina kukwana kuti dhipatimendi rega rega ringoshandisa tekinoroji yaro; inofanirawo kugadzirwa kuitira kuti data ipfuure pakati pemadhipatimendi zvine musoro. Paunenge uchigadzira masisitimu ako kuti usimbise gwara rako uye nzira dzekuita, unowedzera chinangwa chayo. Zvinogona kunge zvisingaite senge kugadzira tekinoroji nyeredzi, asi zvinokubatsira iwe kuti uite zvakanyanya uye uwane mibairo.

Masangano mazhinji anotarisa asingazivi pane chimwe chezvikamu zvitatu izvi uye orega zvimwe zviviri zvichipera kuita dema. Kana, zvakanyanya kuipa, vanoedza kubata ese ari matatu - asi mumasilo. Chikwata chako hachina kugadzirwa kuti chibudirire kana chimwe chiitiko chikaitika. Panzvimbo iyoyo, iwe unogona kukwidziridza mari yako nekuisa zano pekutanga, ichiteverwa nemaitiro uye tekinoroji - mune iyo kurongeka uye sezvikamu zvitatu zvakafanana, zvakaenderana timu. Iyi ndiyo nzvimbo inotapira, kwaunowana budiriro inotora chimiro - uye nekukurumidza.

Justin Grey

Justin Grey ndeye serial muzvinabhizimusi uye CEO uye muvambi we MutungamiriMD, iro rakakura kwazvo pasi rese rekushandisa mari, riine chikamu chinopfuura hafu yeMarketo mushandisi base. Justin akaita basa rekutanga makambani akabudirira uye achiakurisa, nekubudirira kubuda anopfuura 200MM + mumakore gumi apfuura. Kuedza kwaJustin kwazvino kwakatangwa mu2016 paakatanga Zvidhinha zvitanhatu, yekutanga kudzidza online yakagadzirirwa kurwisa mushandi uye vatengi churn kuburikidza neruzivo-rwakavakirwa dzidzo Mumakore gumi apfuura, Justin akabuda sezwi rakasimba rekushambadzira, kushambadzira uye tsika. Semukurukuri anozivikanwa, Justin akaburitswa kanodarika mazana matatu nemazana mashanu mumaindasitiri zvinyorwa uye akabata yake yega, Tribal Knowledge, mu Inc., uku achinyorerawo Entrepreneur, Tech Crunch nevamwe. Justin nemukadzi wake Jennifer vakasangana pamusoro pekutengesa uye makore matatu gare gare vakatambira mwanakomana wavo, Grayson, mupasi rose muna Kubvumbi wa10.

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