Mene Ne Lead Enrichment? Jagora Mai Amfani Ga Sana'ar Sales Da Marketing

Yawancin ƙungiyoyin Sales suna kallon sabon Lead kamar yana da daraja tun farko. Ba haka ba. Yawancin Lead suna zuwa da kaɗan fiye da suna da adireshin imel kawai, wani ɗan farawa mai sauƙi wanda ya zama ruwan dare a fannin kama Lead na B2B. Fiye da kashi 60% na ƙungiyoyi na cewa munanan bayanan Lead suna tarwatsa mika-mikar aiki tsakanin Marketing da Sales, kuma suna raunana yawan aikin Sales.

Wannan ba batun data enrichment a matsayin dabi'ar gabaɗaya ba ne. Batun Lead Enrichment ne kai tsaye: menene shi, da kuma dalilin da ya sa lokaci ya fi muhimmanci a nan fiye da yadda yake ga tafkin bayanai marar canzawa. Daga nan: yadda yake ciyar da Scoring da Routing, da yadda waɗannan shawarwari ke tsara ko Lead zai koma abokin ciniki. Sales Prospecting tana tafiya ne kawai da saurin da Lead ke iya amfani da shi, kuma Lead Scoring ba ya nufin komai idan babu abin bincike.

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Mene Ne Lead Enrichment?

Lead yana isowa da kusan babu komai. Lead Enrichment shi ne abin da ke cike wannan gibin: yana ɗaukar sabon bayanin da aka kama, yawanci suna da adireshin imel daga cikar fom, sannan ya ƙara cikakkun bayanai da suke sa shi da amfani, kamfani, matsayi, isasshen mahalli don mayar da sabon rijista zuwa maƙasudin Lead Prospecting mai amfani. Ba tare da wannan ba, Sales da Marketing duk babu abin da za su yi aiki da shi sosai. Suna yin hasashe ne kawai.

Ga abin da mutane sukan manta: Lead Enrichment yana amfani da irin bayanan data enrichment gabaɗaya, na kamfani (firmographic), na jama'a (demographic), jerin sanannu. Bambancin ba ya cikin bayanan ba. Yana cikin lokaci da dalilin amfani da su ne.

Data enrichment gabaɗaya na kula da dukkan tafkin bayanai. Lead Enrichment an gina shi ne domin lokacin da sabon Lead ya bayyana, ana amfani da shi kan wannan bayanin guda ɗaya domin a tantance shi a yi aiki da shi nan take, wannan ne ainihin abin da wani gagarumin yunƙurin Lead Generation Mai Niyya ke bukata.

Me Ya Sa Lokaci Ya Fi Muhimmanci Ga Lead Enrichment

Idan kuka yi wa tafkin bayanai enrichment sau ɗaya a kwata, ba abin da zai faru sosai idan kun makara mako guda. Amma idan kuka yi wa Lead enrichment makara mako guda, babu abin da ya rage a yi masa enrichment, domin mai saye ya riga ya zaɓi wani. Wannan shi ne ainihin bambancin da yawancin ƙungiyoyi ke rasawa: Lead ba tafkin bayanai ne marar motsi a cikin tebur ba, agogo ne mai ci gaba da ƙidaya. Yadda ya daɗe ba a yi masa enrichment ko routing ba, haka zafinsa ke raguwa, kuma damar samun amsa ta gaskiya maimakon shiru ke ƙaranta.

Akwai hanyoyi guda biyu na yin wannan, kuma ba za a iya musanya su ba:

Real-time enrichment: ana kunna shi nan take lokacin da aka kama Lead, sha'anin cikar fom, tattaunawa a chat, ko rijista, ta yadda bayanin ya riga ya cika kafin wani rep ko ka'idar Routing ta taɓa shi. A nan ne za ku iya gano alamun sha'awar saye tun suna sabo, ba bayan kwana uku da duk abin da ya jawo sha'awar ya riga ya ɓace ba.

Scheduled ko on-demand enrichment: ana gudanar da shi a rukuni-rukuni ko a tsara shi kafin wani kamfen na musamman. Yana da amfani ga tsofaffin Lead da ake sake kunnawa ko sake rarrabawa, ba ga sabbin Lead da aka kama kwanan nan ba. Ku ɗauke shi a matsayin aikin shiri kafin wani yunƙuri, kusa da yadda intent based marketing ke tsara kamfen kafin a ƙaddamar da shi, ba martani da ake yi nan take ba.

Yawancin funnels da suke aiki da gaske ba sa zaɓar gefe guda kawai. Suna yin real-time enrichment kan sabbin Lead na inbound, domin saurin isa ga farkon tuntuɓa shi ne muhimmin abu a can, sannan suna yin scheduled enrichment domin tsofaffin bayanai a cikin pipeline kada su tsufa.

Idan kuka mayar da wannan zaɓi ɗaya kacal, ko dai za ku ɓata albarkatu wajen yin enrichment ga komai nan take, ko kuma ku rasa mafi kyawun Lead ɗin ku suna jiran rukuni na gaba. Wannan giɓi, tsakanin martani nan take da shirya gaba, shi ne ainihin abin da ke rarraba Lead Prospecting da Lead Generation.

Yadda Lead Enrichment Ke Haɗuwa Da Lead Scoring

Tsarin scoring yana da hankali ne kawai gwargwadon abin da kuke ciyar da shi. Ku gina ka'ida da za ta tantance Lead bisa girman kamfani ko matsayin aiki, sannan ku ba ta bayanin da ke da suna da adireshin imel kawai, babu komai. Me kuke tsammani za ta yi da haka? Babu girma da za a duba, babu matsayi da za a auna. Ka'idar tana zaune a wurin, matacciya tun isowarta. Ba don tsarin bai da kyau ba. Tana fama da yunwa ce kawai.

Ga inda ƙungiyoyi sukan yi kuskure: suna kallon enrichment da scoring a matsayin ayyuka biyu daban-daban. Ba haka ba ne. Enrichment shi ne abin da ke sa scoring ta yiwu tun farko, ba wani aiki na tallafi ba, sai dai wajibi ne. Ko dai su faru tare a lokaci guda, ko kuma enrichment ta riga scoring da ɗan kaɗan, amma tsari bai zama zaɓi ba.

Girman kamfani, masana'antu, matsayin aiki, matakin kuɗaden shiga, babu ɗayansu da ke jira har sai wani lokaci na gaba don ya zama muhimmi. Duk yana shiga kai tsaye cikin ka'idar scoring da kuka riga kuka gina, kuma Lead da ta zo kamar nauyi mara amfani ta koma wani abu da ake tantancewa a kuma yi ta gwagwarmaya a kansa, cikin lokacin da enrichment take ɗauka kafin ta gama.

Ku tsallake wannan mataki, scoring ba zai ɓace ba, sai dai zai ƙara muni. Reps za su fara yin scoring bisa alamomi na kusa-kusa: wanne fom wani ya cika, wanne shafi ya daɗe a kai. Wannan ba dacewa ba ce, hasashe ne kawai da aka yi masa kamannin tsari, kuma ƙungiyoyi na dogara da shi har sai wani Lead mai "babban maki" ya nuna cewa ba shi da kuɗi ko ikon sayen komai.

To wanne ne ainihinsa: tsarin da aka gina bisa ainihin dacewa, ko wanda kawai yake tsara hayaniya cikin ginshiƙai masu tsafta yana kiran hakan dabara? Ba tare da enrichment ba, ka'idojinku suna zama a takarda kawai, babu wani wurin.

Yadda Lead Enrichment Ke Haɗuwa Da Lead Routing

Scoring na gaya muku yadda Lead take da kyau. Routing ne ke yanke shawarar wa zai magance ta. Aiki daban, hanyar gazawa daban, idan kuka tsallake enrichment.

Ba tare da bayanan da aka yi wa enrichment ba, ka'idar Routing ba ta da wani abu don aiki da shi sai Round-Robin, wato rep na gaba a jere ne ke samun Lead, ko da ba shi ne mafi dacewa ba. Enrichment shi ne ke ba Routing wani abu na gaskiya don ta yi aiki da shi: girman kamfani, yankin aiki, masana'antu, duk abin da ƙungiyar ku ke amfani da shi wajen Routing.

A yawancin tsare-tsare, hakan yana nufin manyan asusun enterprise suna zuwa ga wani babban AE wanda aka horar da shi don dogon zagayen sayarwa, yayin da ƙananan asusu ke shiga cikin layin SDR, inda sauri da yawa suka fi muhimmanci fiye da hanyar da take a hankali amma mai zurfin kulawa. Ana tura Lead bisa yanki zuwa duk wanda ke da alhakin wannan yankin, maimakon duk wanda ya kasance babu aiki a lokacin.

Babu ɗayan waɗannan dabarun da yake aiki a kan bayani babu kowa. Ba za ku iya Routing bisa girman kamfani ba idan babu wanda ya cika girman kamfanin. Ba za ku iya tura Lead zuwa ga rep mai kula da Bavaria ba idan babu abin da ya nuna cewa Lead ɗin yana Bavaria.

Hanyar gazawa da ya kamata a ambata: enrichment da routing suna gudana a matsayin matakai daban-daban, inda ake ba wa Lead rep tukuna sannan a yi mata enrichment daga baya, bayan jinkiri. Wannan tsari ya juya baya.

Rep ɗin ya riga ya sami Lead a jerinsa kafin bayanan da suke da amfani su bayyana, don haka farkon tuntuɓar, wanda shi ne ainihin abin da ke tsara ko Lead zai amsa, yana faruwa ne cikin makanta. Idan an yi tsari daidai, Routing na yin aikinta. Idan aka juya shi baya, kun ba wa rep suna kawai kuka gaya masa ya gano sauran a lokacin kiran.

Yadda Lead Enrichment Ke Taimakawa Conversion Da Nurturing

Enrichment ba ta daina muhimmanci bayan an yi wa Lead scoring da routing. Nan ne kawai inda yawancin mutane suke daina kula da ita.

Tuntuɓar da aka gina bisa bayanin da aka yi wa enrichment za ta iya faɗin wani abu na gaske. Za ta iya ambaton matsayin Lead ɗin, yanayin kamfaninsa, da matsalar da ake tsammanin yana fama da ita. Tuntuɓar da aka gina bisa bayani babu kowa takan samu tsari guda, wato irin sakon gama-gari da ake aikawa ga kowa, kuma yawanci a bayyane yake.

Lead da ba su koma abokan ciniki a farkon tuntuɓa ba, ba matattu ba ne kai tsaye. Nan ne enrichment ke biya sau biyu: Lead da ya tsaya cak wataƙila Lead ne kawai da babu wanda ya duba shi na wani lokaci.

Ku sake yi wa wannan bayani enrichment, kuma wataƙila za ku ga mutumin ya canza matsayi, ko ma ya canza kamfani gaba ɗaya. Lead matacciya nan take ta koma sabuwa, tana zaune a wani sabon matsayi da wata sabuwar ikon kashewa, kuma dalili kawai da kuka san hakan shi ne domin wani ya ɗauki lokaci ya sake dubawa.

Ga inda darajar take ainihin ƙaruwa. Filayen bayanai iri ɗaya da suka ba da shawarar scoring da routing ta farko, girman kamfani, matsayi, masana'antu, ba sa yin ritaya bayan an ba wa Lead rep. Suna ci gaba da ciyar da kowane saƙon da ake aikawa bayan hakan, muddin dai dangantakar ta ci gaba.

Enrichment ba wata ƙofa ce ta sau ɗaya kawai da Lead ke wucewa a kanta a hanyarta zuwa pipeline ba. Ita ce abin da ke sa kowace tuntuɓa bayan ta farko ba ta zama kamar daga baƙo take ba.

Kurakuran Da Aka Saba Yi Wajen Lead Enrichment

Shirye-shiryen enrichment da wuya su gaza saboda dabarar da ke ciki. Suna gazawa ne saboda tsari da alhaki, kuma waɗannan su ne tsare-tsaren da suka fi bayyana sau da yawa:

• Yin enrichment bayan routing: ana ba wa Lead rep tukuna sannan a yi mata enrichment daga baya, wanda ke sa farkon tuntuɓar rep ɗin ya gudana bisa bayanin da bai cika ba.
• Yin scoring bisa alamomi maimakon bayanai: ana tantance Lead bisa wanne fom suka cika ko wanne tasha suka fito, maimakon ainihin yin wa bayanin enrichment kafin scoring.
• Gudanar da enrichment da routing a matsayin alhaki daban-daban: ƙungiyoyi biyu, jadawali biyu, da jinkiri tsakanin kamawa da farkon tuntuɓa da babu ɗayan ƙungiyoyin da ke da alhakin rufe shi.
• Yin enrichment sau ɗaya kuma babu ƙari: ana cika bayanan Lead lokacin da aka kama shi, sai ya tsaya a pipeline na watanni, kuma babu wanda ya sake dubawa ko wani abu game da wannan mutum ko kamfani ya canza tun daga lokacin.
• Bi da kowane Lead daidai da junansu: ana yin cikakken enrichment ga wanda ya yi rajistar newsletter kawai, yayin da wanda ke neman demo ko farashi ke jira a jerin guda, alhalin Lead mai babban sha'awar saye shi ne wanda ya fi bukatar sauri.

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Tambayoyin Da Aka Fi Yi Game Da Lead Enrichment

1. Me Ya Sa Lead Enrichment Yake Da Muhimmanci?

Ba tare da enrichment ba, Sales da Marketing suna aiki ne da suna kawai da adireshin imel. Enrichment na cike wannan gibin cikin sauri isasshe don scoring da routing su yi aiki yadda ya kamata, maimakon dogaro da hasashe.

2. Me Ya Sa Lead Nurture Yake Da Muhimmanci?

Yawancin Lead ba sa koma abokan ciniki a farkon tuntuɓa, wannan kuma ba ya nufin sun mutu. Nurture na hana Lead da ta tsaya cak daga ɓacewa gaba ɗaya, musamman idan sabon bayani bayan sake enrichment ya nuna matsayin ko kamfanin mutumin ya canza.

3. Menene Manufar Enrichment?

Enrichment na ɗaukar bayani babu kowa, marar cikawa, sannan ya ƙara cikakkun bayanai, na kamfani, na jama'a, da na mahalli, waɗanda suke sa shi da amfani. Ga Lead musamman, wannan yana nufin wani abu da za a iya yi wa scoring, routing, da aiki da shi nan take da ya bayyana.

4. Menene Kayan Aikin Lead Enrichment?

Waɗannan dandamali ne da ke jan bayanan kamfani, matsayi, da tuntuɓa zuwa cikin bayanin Lead ta atomatik, sannan su ciyar da su cikin CRM ko tsarin scoring. Wasu suna gudana a real-time kan sabbin Lead. Wasu kuma suna aiki a rukuni-rukuni, don tsaftace tsofaffin bayanai da suke a pipeline tuni.

5. Ta Yaya Ake Yin Enrichment Ga Bayanan Lead?

Ku haɗa wurin kamawar ku, fom, chat, ko rijista, zuwa ga wata majiyar bayanai da za ta cika bayanan kamfani, matsayi, da na kamfani (firmographic) ta atomatik. Ku daidaita waɗannan filayen zuwa ka'idar scoring da routing da kuke da su tuni, sannan ku sake gudanar da enrichment kan Lead ɗin da suka tsaya cak.