Ku-B2B yesimanje, imikhankaso ye-imeyili ebandayo ihlala ingesinye seziteshi ezisebenza kahle kakhulu zokukhula kokuthengisa. Ucwaningo lubonisa ukuthi amanani avuliwe ama-imeyili afinyelela cishe ku-44%, futhi izinga lokuphendula elijwayelekile licishe libe ngu-8%. Ukukhethwa kwe-ejensi kunquma ngokuqondile kokubili ukukhula okusheshayo kanye nempumelelo yebhizinisi yesikhathi eside.
Kungani ukuthengisa nge-imeyili okubandayo kusebenza?
Esikhaleni se-B2B, ukusungula ukuthintana kokuqala ngokushesha kuvame ukhiye wokuthola inzuzo yokuncintisana. I-imeyili ebandayo isiza amabhrendi ukuthi afinyelele ngokuqondile izethameli eziqondiswe kubo futhi anikeze inani lapho izimbangi bengakaveli khona.
Ngokocwaningo lwe-Woodpecker, cishe u-44% wama-imeyili abandayo avuliwe, futhi cishe yonke imilayezo ye-12 ithola impendulo. Kwezinye izindawo, izinga lokuphendula lifinyelela ku-15-20%, lidlula kakhulu umphumela omaphakathi wokukhangisa okuhlosiwe ezingosini zokuxhumana nabantu ngokuvamile okusukela ku-1-2%.
Ukuguqula intshisekelo ibe ngamathuba ebhizinisi abambekayo, indlela ehlelekile iyadingeka: ukuhlukaniswa okunembile kwesisekelo, izinhlamvu eziqondene nawe kanye nokuhlaziywa okuvamile kwamamethrikhi. Ubambiswano ne-ejensi yokumaketha yedijithali enolwazi UkuthengisaAR inika amandla izinhlangano ukuthi zakhe amafaneli azenzakalelayo, zisebenzise izibalo ezinkulu zedatha futhi ziqinisekise ukugeleza okuqhubekayo, okuzinzile kwamaklayenti ekhwalithi ephezulu.
Imibandela yokukhetha i-ejensi yemikhankaso ye-imeyili ebandayo
Ukukhethwa kozakwethu wesu ekukhangiseni nge-imeyili okubandayo kuthinta ngokuqondile imiphumela yebhizinisi. Ngokusho kwe-HubSpot, izinkampani ezinesu lokuhola elithuthukiswe kahle zithola imikhondo yekhwalithi ephezulu engu-55%. Ukusebenzisana ne-SalesAR kuzosiza ukushintsha othintana nabo ababandayo babe amadili esikhathi eside futhi kusekele ukukhuliswa komkhiqizo okuqhubekayo.
Uchwepheshe ku-B2B
Ekukhangiseni kwe-B2B, ukuqonda okujulile, okuphelele kokuguquguqukayo okuqondene nembonini kudlala indima ebalulekile. Izinkampani ezikhetha ozakwethu abangenabo ubungcweti besigaba zisengozini yokumosha kufika ku-50% wesabelomali sabo sokumaketha (idatha ye-Forrester). Isizathu silula: ngaphandle kolwazi lwezimakethe kanye nezidingo zezethameli eziqondiwe, ngisho namathuluzi athuthuke kakhulu ayehluleka ukuletha imiphumela emihle.
Ochwepheshe abanolwazi oluvela kusikhungo esiphambili sokukhangisa i-SalesAR bakha amasu asekelwe ekuhlaziyweni okuqhutshwa yidatha kanye nemininingwane. Isibonelo, izimo emkhakheni we-SaaS zibonisa ukuthi imikhankaso yomuntu siqu inyusa izinga lokuphendula izikhathi ezingu-2-3 uma kuqhathaniswa nobuningi bokuthunyelwa kweposi. Ezingxenyeni zezimboni noma zezezimali, inani lokuma okulungile liphakeme nakakhulu, ngoba umjikelezo womsebenzi mude futhi ukuncintisana kunamandla.
Ukungafihli kwezinqubo
Esigabeni se-B2B, ukusungula ukwethembana kuncike kakhulu ekukhanyeni. Imikhiqizo ifuna ukubona imiphumela yangempela, ukuqonda ukuthi isu lisebenza kanjani kanye nokucaca mayelana nokutshalwa kwezimali kwabo. NgokukaGartner, ama-82% ezinkampani abheka ukubika obala njengento ebalulekile yokubambisana kwesikhathi eside.
Izinto eziyinhloko zezinqubo ezisobala ku-ejensi yokuthengisa yedijithali ehamba phambili i-SalesAR:
- Imibiko ejwayelekile. Izifinyezo ezinemininingwane zesigaba ngasinye somkhankaso zenza amaklayenti akwazi ukwengamela inqubekelaphambili futhi alungise isu ngokushesha.
- Sula amamethrikhi. Ama-KPI alinganisekayo njengezinga elivulekile, izinga lokuchofoza, izinga lokuphendula, ukuguqulwa kuqinisekisa ukuthi ukusebenza kuyalinganiseka. Isibonelo, ukwanda kwe-CTR ngo-15-20% kuthinta ngqo ukukhula kwamadili.
- Ukufinyelela kudatha. Amadeshibhodi abiwe kanye nezibalo zesikhathi sangempela zivumela amabhizinisi ukuthi aqaphe ukusebenza kahle futhi enze izinqumo ezinolwazi, nezisheshayo.
- Ukubikezela. Ukusebenzisa idatha yomlando kusiza imiphumela yemodeli nokuphatha ifaneli ngokunembe kakhudlwana, kuqinisekisa ukunemba kwamasu nokuqiniseka.
Ikhwalithi yesizindalwazi
Ukusebenza kwanoma yimuphi umkhankaso kuncike ngqo kukhwalithi yedathabheyisi yokuxhumana. Kusetshenziswa abathintwayo abasuselwe emithonjeni engahleliwe noma ephelelwe yisikhathi, ubungozi bebhizinisi bubhekene nokuguqulwa okuphansi kanye nokulahlekelwa okungaba khona okungafika kokungu-40% webhajethi kubaphambili abangahlosiwe, njengoba kubikwe i-Experian.
Kungani kubaluleke kangaka ukusebenza nesizindalwazi esiqinisekisiwe ejensi yokumaketha ehola isizukulwane SalesAR:
- ukuqondana. Ukuxhumana namathemba anentshisekelo yangempela kukhulisa ithuba lesivumelwano izikhathi ezi-3-4 uma kuqhathaniswa nezinhlu “ezibandayo”.
- Idumela lomkhiqizo. Ukuthunyelwa kweposi ngobuningi koxhumana nabo bekhwalithi ephansi kuholela ezikhalweni futhi kunciphisa ukwethenjwa enkampanini.
- Ukulethwa kwe-imeyili. Isizindalwazi esihlanzekile sinyusa izinga lebhokisi lokungenayo libe ngu-95%, kuyilapho amakheli “angcolile” eholela kuma-imeyili agcina engogaxekile.
- Umphumela wesikhathi eside. Isizinda sokuxhumana esiqinile sakha isiteshi esimeme sokusebenzelana kwamakhasimende okuqhubekayo, kunokuthengisa kanye nje.
Ukudala ekuxhumaneni
I-Cold Email kade yayeka ukuba yinqwaba yeposi ezithamelini ezingenabuso. Namuhla, impumelelo yokukhiqiza umthofu yakhelwe ekuqondisweni okunembayo nokuzibandakanya ngokomzwelo. Ucwaningo lwe-Campaign Monitor lubonisa ukuthi ama-imeyili aqondene nawe akhulisa izinga lokuvula ngo-26% futhi amazinga okuchofoza ngo-41%, agcizelela ukubaluleka kwemiyalezo eqondene nawe.
Ukudala ekukhulumisaneni akuwona nje umbhalo ophumelelayo noma isihloko esikhanyayo. Kuyikhono lokukhuluma nezethameli ngolimi lwabo, ukusebenzisa amakhodi amasiko, imininingwane yemakethe, nokudala izindaba ezidonsa ukunaka emigqeni yokuqala. Isibonelo, umugqa wesihloko oqondene nawe, ohlanganiswe nokunikezwayo okuthile, ungakhuphula ukuguqulwa kwesivumelwano izikhathi ezingu-2-3 uma kuqhathaniswa nama-imeyili avamile.
Ngokusebenzisana ne-ejensi yokukhangisa yedijithali echwepheshile i-SalesAR, ibhizinisi lithola ukufinyelela kochwepheshe ekuthuthukiseni imikhankaso enjalo: ukusuka ekucabangeni kuya ekuhlukaniseni okuqondile nokuzenzakalelayo, iqinisekisa ukuthi othintana naye ngamunye uphenduka ithuba, kanye ne-imeyili ngayinye ibe isinyathelo esiya kubambiswano.
Ubuchwepheshe kanye ne-automation
Namuhla, ukushesha kwebhizinisi akunqunywa kuphela ngobuciko, kodwa futhi nokuphathwa kwedatha okuphumelelayo. Ukusetshenziswa kobuchwepheshe ejensi yokumaketha ehamba phambili i-SalesAR - ukusuka ku-CRM kuya kuzibalo ezithuthukisiwe - kuguqula othintana nabo abanesiyaluyalu babenze uhlelo oluzinze kahle. NgokukaMcKinsey, ukusebenzisa i-automation kungakhuphula ukusebenza kahle kokuthengisa ngo-20-30% futhi kwehlise umjikelezo wokwenziwayo cishe ngengxenye yesithathu.
Amasistimu esimanje e-CRM ahlinzeka ngokusobala: ukuhola ngakunye kuyalandelelwa, umlando wokuxhumana uyarekhodwa, futhi ukubikezela kusiza ukuphatha ifaneli ngokunemba kwezibalo. Amathuluzi okuhlukanisa akuvumela ukuthi ubone izethameli ezibalulekile futhi uqondise imilayezo efanele kuzo. Ukugcwalisa lawa mathuluzi ngokumaketha kwe-imeyili okuzenzakalelayo namadeshibhodi ahlanganisiwe, umkhiqizo uzuza ukulawula okugcwele phezu kokuguquguquka kokutholwa kwamakhasimende.
Ngakho-ke, i-imeyili ebandayo ku-B2B ayilona iqhinga elisebenza kanye kuphela kodwa iyimpahla yamasu ekhuthaza ukwethembeka futhi idale ukugeleza okuqhubekayo kwamakhasimende. Izibalo ze-LinkedIn zibonisa ukuthi imikhankaso yesistimu ikhiqiza imikhondo efinyelela ku-40% eyengeziwe ngenkathi yehlisa umjikelezo wokuthengiselana ngo-30%. Ukuthola imiphumela enjalo kudinga ukusekelwa yisikhungo sokumaketha sesizukulwane esiholayo esinolwazi olufana ne-SalesAR, egxile ekuqondiseni okunembile, ukwenza kube ngokwakho kanye nezibalo ezisobala ukuze kulungiselelwe zonke izigaba zohambo lwamakhasimende.
