Kuongororazve B2B Kushambadzira Kunze? Heano Maitiro Ekutora Kukunda Campaigns

B2B Kuparadzira
Nguva Yokuverenga: 3 maminitsi

Sezvo vashambadziri vachigadzirisa macampaign ekupindura kudonha kwehupfumi kubva kuCOVID-19, zvakakosha kupfuura nakare kose kuziva nzira yekusarudza vanokunda. Mari yemitero-yakatarisana newe inoita kuti iwe ugovane mari zvinobudirira.

Zvinotyisa asi ichokwadi: nzira dzekutengesa makambani dzakatanga kuita muQ1 2020 dzakange dzisisashandiswe nenguva Q2 yakatenderera, yakaputirwa nedambudziko re COVID-19 uye kudonha kwehupfumi kubva mudenda. Mhedzisiro yebhizinesi inosanganisira makumi emamirioni akanganiswa ne zviitiko zvakanzurwa. Kunyangwe sekumwe kutaura kwekuyedza kuvhurazve, hapana munhu anonyatsoziva kuti zviitiko zvebhizimusi senzira yemigwagwa uye indasitiri misangano zvinotangazve.

Vatengesi vakafanirwa kufunga zvakare zvirongwa zvavo zvekusvikira muchiedza neshanduko idzi. Mazhinji madhipatimendi ekutengesa ane kumisikidza mishandirapamwe uye kutema bhajeti. Asi kunyangwe ekushambadzira zvikwata zviri kuenda kumberi pane yakazara chiutsi zviri kugadzirisa marongero avo ekuratidza nyowani pamusika chaiwo uye nekuvandudza ROI. Padivi reB2B kunyanya, kukwikwidza kuri kuwedzera kuchaita zvakakosha kuona kuti dhora roga roga kubva kubhajeti rekumaka rinowana mari - uye kuti vashambadziri vanogona kuzviratidza. 

Vamwe vatengesi veB2B vakagadzirisa maitiro avo nekuchinja mari yambogoverwa zviitiko, ikozvino kune chiteshi chedigital. Izvo zvinogona kuve zvinobudirira, kunyanya kana ivo vakagadzirisa yavo Yakanaka Mutengi Mbiri kune account yemamiriro matsva ehupfumi. Kuchengeta zvimwe zvekutanga senge kuongorora mafirita ekufananidza kuti uwane mari kumishandirapamwe kunonzwisisika, sekuyedza kusanganisa kwakasiyana kwemeseji, zvemukati zvemhando uye makwara kuti uone zvinoshanda zvakanyanya. 

Kana mabhesiki achinge agadziriswa, pane nzira dzinoverengeka dzaunogona kuongorora dhata pane imwe granular level kuti uone kana ako B2B madhijitari ekushambadzira zvirongwa zviri kushanda nemazvo uye kuona kuti ndeipi iri kutyaira yakanakisa mhedzisiro maererano nemari. Iyo metrics yedhijitari yekushambadzira poindi mhinduro dzinopa dzinokuudza iwe kuti ndeapi macampaign ari kugadzira kudzvanya uye kuona peji, izvo zvinobatsira. Asi kuti uite yakadzika dhivha, iwe uchazoda dhata inopa ruzivo pamushandirapamwe pesvedzero pamari nekutengesa.  

Tichitarisa nhoroondo yekutsvaga chizvarwa chemushandirapamwe data inzvimbo yakanaka yekutanga. Iwe unogona kuongorora kupatsanurana pakati pedigital uye isiri-yedhijitari kusvika uye kuona kuti chidimbu chimwe nechimwe chakafambisa sei kutengesa. Izvo zvinoda mushandirapamwe wekupa muenzaniso. Iyo "yekutanga kubata" modhi iyo kiredhiti inotungamira mukutanga kusangana nekambani yaive neanotarisira mutengi inowanzo kuratidza kuti makambani edhijitari anoita basa rakakura mukugadzira mutsva wevatengi kufarira. 

Zvinogona zvakare kuvhenekera kuti uone kuti ndedzipi mishandirapamwe yakakonzera kutengesa kukuru. Iyo chati iri pazasi inoratidza maitiro edhijitari uye asiri edhijitari akakanganisa kutengesa mune mumwe muenzaniso:

Revenue Yakapihwa neMushandirapamwe (Dhijitari uye Isiri-Dhijitari)

Kudonhedza pasi munhoroondo dhata senge iyi kunogona kupa ruzivo rwakakosha apo iwe uchidzorera yako yekushambadzira nzira yekusimbisa makambani edhijitari. Inogona kukubatsira iwe kusarudza vanokunda kana iwe uchifunga dzakasiyana dzakasiyana sarudzo. 

Velocity metric chimwe chinhu chakakosha mukusarudza mishandirapamwe yekukunda. Velocity inotsanangura iyo nguva (mumazuva) inotora kushandura inotungamira mukutengesa. Maitiro akanakisa kuyera velocity padanho rega rega rekushambadzira uye yekutengesa fanera. Paunenge uchida kusvika pamari nekukurumidza, iwe uchazoda kuve nechokwadi kuti iwe unogona kuona uye kubvisa chero zvipingaidzo mukuita. Kuyera velocity pane yega yega fanera danho zvakare kunopa ruzivo rwekuti zvinobudirira kugadzirisa zvawakaita iwe. 

Iyo chati iripazasi inoratidza muenzaniso weiyo velocity yekushambadzira inokwenenzvera inotungamira (MQLs) pavaifamba kuburikidza nefanera muna 2019 uye yekutanga quarter ye2020:

CPC inopesana neOrganic Peji Ratidziro

Seizvo data riri mumuenzaniso uyu rinoratidza, timu yekushambadzira yakavandudza zvakanyanya mhedzisiro yeQ1 2020 kana ichienzaniswa neQ1 2019. Njere iyoyo inopa timu ruzivo rwakakosha nezvekumhanyisa kwekukurumidza kwezvirongwa zvakaitwa mukati menguva mbiri idzi. Vatengesi vanogona kushandisa iyo njere kukurumidza nguva kune mari inoenda kumberi. 

Hapana anoziva chaizvo zvichaunzwa neramangwana apo mabhizinesi anovhurwa padunhu uye zviitiko zvehupfumi zvinotora. B2B vashambadziri vakatofanirwa kugadzirisa yavo yemushandirapamwe, uye ivo vangatofanira kuitwazve zvakare panobuda zvinhu zvitsva. Asi panguva dzisina chokwadi, kugona kusarudza vangangodaro vanokunda kwakakosha kudarika nakare kose. Uine iyo chaiyo data uye analytics kugona, iwe unogona kuita izvo chete. 

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