Uchonga ngokukhawuleza ii-akhawunti eziphambili ofuna ukusebenzisana nazo uze ufumane ngqo ngokuthengisa kwakho. Ukuthengiswa kwe-Akhawunti-based isicwangciso esigxile kwi-akhawunti echaziweyo.
Iphulo lokuthengisa elisetyenziselwa ukufikelela kule akhawunti ejoliswe kuyo ngumkhankaso owenziwe ngumntu owenziwe ngenjongo yokuvala amadili. Ikomiti yokuthengisa isebenza ngokusondeleyo kunye neqela lokuthengisa ukuchonga amathuba okubaluleka kwaye emva koko isebenze ukwenza ngokwezifiso inkqubo yokuthengisa kunye nemiyalezo ejolise kubenzi bezakhelo eziphambili kwii-akhawunti ezijoliswe kuyo.
Ukuthengiswa kwe-akhawunti kudinga ukulungelelaniswa kokuthengisa kunye nokuthengisa ukuba kusebenze. I-ABM iya kufuthi iqokelele amaqela athengisa kunye nokuthengisa ngenxa yokuba unenjongo efanayo - ukhuseleke loo akhawunti. Iyindlela ejongene nokuthengisa kunye nemigudu yokuthengisa. Isitshixo ekuthengiseni i-akhawunti ihambisa umyalezo ofanelekileyo kumntu ofanelekileyo ngexesha elifanelekileyo. Uphando lubonisa ukuba ukuthengiswa kwe-akhawunti kusetyenziswa; I-50% yabathengisi beB2B bavavanya umqhubi we-akhawunti.
Umsebenzi wokuThengisa nge-Akhawunti?
Ukuthengisa ngokusekelwe kwi-Akhawunti kugxininise ukuthengiswa komntu omnye kwizinga le-akhawunti ngokubhekiselele kwinqanaba eliphambili.
Amanyathelo oku-ABM abukeka njengale alandelayo:
- Ukuchonga kwaye ujolise ii-akhawunti zamakhasimende eziphambili.
- Phuma usebenzisa ukuthengiswa okujoliswe kuyo ngokusebenzisa iziteshi abaThengiyo bakho abazisebenzisayo (umzekelo: iselula, ividiyo, intlalo, ukubonisa.)
- Injongo kukufikelela kubaninzi abanezigqibo njengoko unakho kwi-akhawunti.
Ujolise njani kwiakhawunti echongiweyo?
I-ABM isebenza ngokusebenzisa i-digital targeting njenge-Intanethi ye-IP okanye iteknoloji esekelwe kwi-cookie ukufikelela kwi-akhawunti echongiweyo. Uya kuzuza ixabiso elikhulu nge-ABM Platform edibeneyo kwi-CRM yakho okanye ithuluzi lokuzenzekelayo lokuthengisa. Iiplatifomu eziphambili ze-ABM ziquka i-Demandbase ne-Terminus.
Ukuhlanganiswa kukukunceda ukhethe iintengiso ozifunayo, kwaye iqhuba iiprogram ezininzi zamashishini kwiiplatifti eziliqela ezifana nomnxeba, intlalo, ividiyo, kunye nokubonisa. Oku kunikeza ithuba elihle kakhulu lokungavumeli ukuba bahlanganyele nawe ngokwemigangatho yabo kodwa bavavanye ukuba yiyiphi imilayezo esebenzayo kunye nabangenayo.
Yintoni eyahlukileyo phakathi kokuThengiswa kwe-Akhawunti kunye nokuThengiswa kweNkcukacha?
Ukuthengiswa kwe-Akhawunti kunye nokuthengiswa kokuqukethwe zimbini zeendlela zokuthengisa ezichanekileyo iinkampani ezisebenzisayo.
- Ukuthengiswa kokuqukethwe isicwangciso sokuthengisa esithintela kumathemba anomdla kwisihloko esithile esihambelana neenkonzo okanye iimveliso ozenzayo. Isiqulatho singaba nemaphepheni, imifanekiso, i-infographics, blogs, njl. Kufuneka umgudu omncinci kodwa unokuvuna umvuzo omkhulu xa kwenziwe ngokuchanekileyo. Yakha idumela elichaphazelayo ishishini kunye negunya phezu kwexesha. Nangona kunjalo, kunokuba kunzima ukuqikelela umgangatho wezikhokelo, ukuba kukho na, ukuba umxholo wakho uya kubangenisa. Kufuneka uhambelane nokuthengiswa komxholo, kwaye akuyona indlela eyenziwe yodwa. Musa ukudala umxholo onamandla we-rockstar uze uvumele umgangatho waloo mxholo uphononongo ngenxa yokuba uphume ixesha okanye utyhuke ngesicwangciso. Ukuthengiswa kokuqukethwe akulula nje ngokuba kusetyenziswa ekubeni wonke umntu akhiqiza kwaye anikezela umxholo wamahhala, ngoko kuya kufuneka ufumane indlela yokumangalisa nokuma ngaphandle kwesihlwele xa kuziwa kumxholo wakho.
- Ukuthengiswa kwe-akhawunti kugxile ekudaleni iziqulatho kunye nezicwangciso zokuthengisa ezijoliswe kwiakhawunti ezithile kunye nabathengi abaye bachongwa njengeyona nto ebalulekileyo kwishishini lakho. Ngokuthengiswa kwe-akhawunti, ujolise ngqo iinkampani ozilandeleyo kunye nomkhankaso wakho kunye nomyalezo. Le ndlela iza kunceda ukulungelelanisa amaqela akho okuthengisa nokuthengisa kunye nokuqhuba umgangatho ongcono kubangela ishishini lakho. Umxholo ulula ukuvelisa kuba uqobo kwaye ungasebenzisa iteknoloji ukujolisa ezo akhawunti eziphambili ngokukodwa. Ujoliso olucacileyo lithetha ukuba umyalezo wakho kufuneka ulunge kwindawo, kwaye akukho ndawo yokuphambuka.
Ngaba enye ingcono kunomnye? Zibalulekile zombini xa kuziwa kumacebo akho okuthengisa. Unokuphinda uzalise kwakhona umxholo ngaphakathi kwesiqhinga ngasinye kunye nemibhobho embalwa, ngoko akufuneki ukuba kabini umsebenzi wokudibanisa zombini kwimigudu yakho yokuthengisa.
Izandi eziyinkimbinkimbi, Kuthiwani ngeShishini elincinci?
Kwixesha elidlulileyo, ukuthengiswa kwe-akhawunti kwenzelwe kuphela kwaye kuyamkelwa ngobukhulu obukhulu kumashishini amakhulu ngenxa yekhnoloji efunekayo kunye nezibonelelo. Ngaba kunjalo kunjalo namhlanje? Akunjalo ukuba unomashishini omncinci oza kugxininisa kamva kwiakhawunti ofuna ukujolisa kuzo. Ukuba unokwenza oko, landela le nyathelo, kwaye uya kuba usendleleni yokuphumeza ukuthengiswa kwe-akhawunti:
- Yakha Isicwangciso sakho se-ABM: Uza kufuna isicwangciso kunye nenjongo ecacileyo. Yintoni ofuna ukuyifumana kwi-marketing based based? Kufuneka uqaphele iinjongo zakho kuba umsebenzi ongaziwa ngumnye ongeke uphumelele.
Ukuchonga iiAkhawunti zakho eziKhiye: Ziziphi ii-akhawunti eziphambili ofuna ukujolisa kuzo? Musa ukugxila kwishishini elitsha; qwa lasela abathengi abakhona ukuba ulahlekelwe ukuthintana nabo. Qala encinci; mhlawumbi ama-akhawunti angundoqo ama-5 ukuya ku-10, ukuqala, yibize le beta yakho kwaye sebenzisa 1 okanye 2 ukucwangcisa inkqubo yakho. Njengoko uphucula, wandise.
Hlanganisa iqela lakho: Enye yeenzuzo ezinkulu ze-ABM kukuba ihambelana namaqela okuthengisa kunye neentengiso. Ukuchonga iindima uze ulandelele ixesha lokuqala ukulandela. Ukuthengisa ngokubandakanya kwinkqubo yokuthengisa kwaye ufumane intsebenziswano evela kwiqela lakho lokuthengisa kwisiqili somxholo.
Bazibongela kwiNtlalo: Xa usebenza kwimilayezo, thola intlalo kunye neakhawunti eziphambili. Ba landele kumajelo eendaba loluntu kwaye bahlanganyele, babelane ngomxholo, kwaye bahlanganyele. Injongo yakho ukwakha ubudlelwane kwaye ubonise ukuba ungumntu.
UkuCwangcisa uMyalezo kwaye Uchonge iziteshi: Umxholo wakho kufuneka uthethe kwii-akhawunti eziphambili ozikhethile, kwaye akukho ndawo yokufakelwa kwamanzi apha. Ukuba ungazibamba ingqalelo, uya kubacaphukisa. Unokuphinda uphumelele umxholo omdala, kodwa uzakufuneka ukwenze ngokwezifiso zeakhawunti eziphambili ozikhethile. Ukuchonga umxholo kunye nesitishi. Ukubaluleka akukhethi ngokhetho apha; kuyimfuneko. Unesibhozo esisodwa, yenza ukuba lifanele ixesha lawo. Sebenzisa iindlela ezahlukeneyo kunye nokusebenzisa imiyalezo eyahlukeneyo, kodwa khumbula nje isihluthulelo kukuba yonke imiyalezo iphathelene nabo.
Ukufaneleka kunye nokuLawula iAkhawunti: Qinisekisa indlela oza kufumana ngayo kwaye uphathe i-akhawunti. Beka iikhrayitheriya ukuba xa i-akhawunti eyintloko iba yi-akhawunti efanelekileyo yokuthengisa (MQA). Ukuchonga xa i-akhawunti iba yi-MQA kwaye xa iya kuhanjiswa kwintengiso.
Ukubeka iliso nokulinganisa
Naliphi na isicwangciso sokuthengisa, ukubeka esweni kunye neziphumo zokulinganisa zizihluthulelo zokuphumelela kwephulo. Gxila kule methrikhi elandelayo:
- Fi kelela: Ngaba iiprojekthi zakho zifikelela kwiakhawunti elungileyo kunye nabantu? Ukulandelela ii-akhawunti ezintsha zifikile kwaye zenziwe kwi-ABM yakho.
- Ukuguquka: Ngaba umkhankaso wakho uqhuba isenzo? Ngaba ziqakraza kwisibhengezo sakho, ukugqiba ifomu, ukucela i-demos, okanye ukutyelela iwebhusayithi yakho? Gcina kwi-analytics yakho yewebhu, yenza i-IP yokujonga ngokutsha kwaye ubone ukuba kukho nayiphi na i-traffic web kwii-akhawunti zakho eziphambili. Sebenzisa iimetriki zakho zokuguqula ukuphucula umkhankaso wakho. Ukuba iimetriki zakho zokuguqulwa ziphantsi, umyalezo wakho awukwazi ukwenza impembelelo enqwenelayo, kwaye kusenokuba ixesha lokwenza uvavanyo lwe-A / B.
- Ukubambisana: Inqanaba lokuthintana njani neakhawunti zakho eziphambili? Bahlala kuphi na? Ngaba ukubandakanyeka kwenyuka ngaphezu kwexesha? Ukulinganisa umsebenzi weeakhawunti eziphambili kunye nokusebenzisana nawe. Oku kuya kunceda ukugqiba ukuba umkhankaso wakho uqhuba injongo yakho kunye nenjongo yonke. Iphepha elilodwa; amashishini aza kufumana i-akhawunti efanelekileyo yokuthengisa ngokusekelwe kumanqanaba okubandakanya.
- Ukuthintela impembelelo: Ukusebenzisa i-ABM, kufuneka ube nako ukunciphisa ukuqonda kunye nesigaba sophando lohambo lomthengi. Ngokubuyisela, oku kufuneka kufutshane nomjikelezo wakho wokuthengisa jikelele. Zithatha inxaxheba kangaphi ukukhusela intlanganiso okanye isivumelwano? Ubude bomjikelezo wakho wokuthengisa bunokusebenza njengomlinganiselo wefuthe kwiiprojekthi zakho zokuthengisa ezisekelwe kwiakhawunti.
Iikhompyutha zoThengiso lweeNkxaso eziNceda
Njengoko uyakubona, ezininzi iinkcukacha ziya kwi-intengiso ngokusekelwe kwi-akhawunti; oko kungabonakala kunzima ekuqaleni, kwaye ngelixa unokwenza ngesandla, kukho iintlobo ezininzi zezixhobo onokuzijonga. Ngokomzekelo, ininzi iinkampani ezisebenzayo isicwangciso-ntengiso esisekelwe kwiakhawunti zilandelayo kule bhokisi yezinto zokuthengisa:
- Uhlalutyo lwezentengiso kunye nokuthengiswa kwengqondo: Ukusebenzisa esi sixhobo, unokuqokelela idatha malunga neenkcukacha zabantu, idatha yewebhu malunga nabasebenzisi, i-akhawunti, kunye nokuphambili kwe-akhawunti.
- Ulawulo lwenkokeli kunye nokuzenzekela ngokuzenzekelayo: Esi sixhobo sithatha isikhala phakathi kokhokelo kunye neakhawunti. Ungabasebenzisa ukwakha uluhlu lweeakhawunti ezijoliswe kuyo, ukunyusa ama-akhawunti kwiindlela ezininzi, nokunika ingxelo ngempembelelo epheleleyo yephulo lakho lokuthengisa.
- UkuThengiswa kokuQinisekisa kunye nokuPhatha: Lo yi sixhobo oya kuxhomekeka kuyo ukuba ufuna uncedo lokujolisa kwiakhawunti ezinomdla kumxholo wakho, okanye indlela yokuchonga ukuba yintoni umxholo ochaphazelekayo kwiakhawunti ethile.
- I-Ad Serving ne-Retargeting: Ibonisa kunye nendawo yentengiso kwinqanaba le-akhawunti, kwaye isekelwe ekubandakanyeni kwe-akhawunti.