Kodi Lead Enrichment Ndi Chiyani? Chitsogozo Chothandiza kwa Ogulitsa ndi a Marketing

Magulu ambiri ogulitsa amaona lead watsopano ngati kuti ali ndi phindu kale. Ayi, sizoona. Ma lead ambiri amafika ali ndi dzina ndi imelo yokha, chiyambi chochepa chimene ndi chizolowezi mu B2B pa kutola ma lead. Oposa 60% a magulu amanena kuti zidziwitso zoipa za lead zimasokoneza kusinthana pakati pa marketing ndi ogulitsa ndipo zimachepetsa mphamvu yogulitsa.

Nkhaniyi si zokhudza Data Enrichment ngati chizolowezi chachikulu. Ndi zokhudza Lead Enrichment mwachindunji: chimene chili, ndi chifukwa chake nthawi imakhala yofunika kwambiri pano kuposa pa database yosasintha. Kuchokera apo: mmene imathandizira Scoring ndi Routing, ndi mmene zisankhozo zimakhudzira ngati lead amapanga Conversion. Sales Prospecting imangoyenda mofulumira monga momwe lead amakhalira wogwiritsika ntchito, ndipo Lead Scoring sitanthauza kanthu popanda chilichonse choti ayesere.

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Kodi Lead Enrichment Ndi Chiyani?

Lead amafika ali ndi pafupifupi kanthu kalikonse. Lead Enrichment ndi chimene chimadzaza mpata umenewo: kutenga rekodi yatsopano imene yangotengedwa kumene, nthawi zambiri dzina ndi imelo kuchokera pa fomu, ndikuwonjezera zidziwitso zimene zimapangitsa kuti igwiritsike ntchito ndithu, kampani, udindo, chidziwitso chokwanira kusandutsa kulembetsa kwaulere kukhala cholinga chogwirika cha lead prospecting. Popanda zimenezi, ogulitsa kapena a marketing sangathe kuchita zambiri. Akungoyerekeza.

Nawu mbali imene anthu ambiri amaiwala: Lead Enrichment imagwiritsa ntchito mitundu yomweyo ya zidziwitso ngati Data Enrichment wamba, firmographic, demographic, mndandanda wodziwika. Kusiyana sikuli mu zidziwitso zenizenizo. Kuli mu nthawi ndi chifukwa chake zikugwiritsidwa ntchito.

Data Enrichment wamba imasamalira database yonse. Lead Enrichment imapangidwa kwa nthawi imene lead watsopano wangofika, kugwiritsidwa ntchito pa rekodi imodzi imeneyo kuti ithe kusankhidwa ndi kugwiridwa ntchito nthawi yomweyo, chimene ndi chomwe njira yeniyeni ya targeted lead generation imadalira.

Chifukwa Chake Nthawi Imakhala Yofunika Kwambiri pa Lead Enrichment

Mukapanga Enrichment pa database kamodzi pa miyezi itatu, palibe chachikulu chimene chimachitika ngati mwachedwa sabata limodzi. Koma mukachedwa sabata limodzi kupanga Enrichment pa lead, palibenso chotsalira choti muchite nacho Enrichment, chifukwa wogula wasankha kale munthu wina. Umenewu ndiwo kusiyana kwenikweni kumene magulu ambiri amaphonya: lead si rekodi yosasintha imene ili pa tebulo, ndi nthawi imene ikuthera. Ndiye kuti ngati lead sanapangidwe Enrichment kapena kutumizidwa kwa nthawi yayitali, mwayi woti mupeze yankho lenileni m'malo mwa chete umachepa kwambiri.

Pali njira ziwiri zochitira izi, ndipo sizingasinthane:

Real-Time Enrichment: imayambika pomwepo lead akutengedwa, kaya ndi kutumiza fomu, kucheza pa chat, kapena kulembetsa, kotero kuti rekodi imakhala yathunthu kale wogulitsa kapena lamulo la Routing lisanayikhudze. Apa ndi pamene mumatha kwenikweni kuzindikira zizindikiro zogula zikadali zatsopano, osati patatha masiku atatu pamene chomwe chinayambitsa chidwicho chatha kale.

Scheduled kapena On-Demand Enrichment: imachitika mu magulu kapena idakonzedwa nthawi yake kutsogolo kwa kampeni inayake. Ndi yothandiza kwa ma lead amene alipo kale amene akubwezeretsedwanso kapena kugawidwanso, osati kwa chilichonse chatsopano chimene changotengedwa kumene. Ganizirani izi ngati ntchito yokonzekera imene imachitika kutsogolo kwa kampeni, yofanana kwambiri ndi mmene intent based marketing imakonzera kampeni kutsogolo kwa kuyambitsidwa kwake, osati ngati mayankho amene amachitika pomwepo.

Ma funnel ambiri amene amagwira ntchito zenizeni sasankha mbali imodzi. Amapanga Real-Time Enrichment pa ma lead atsopano amene abwera okha, chifukwa kufulumira kulumikizana koyamba ndiko koyenera kwambiri pamenepo, ndipo amapanganso Scheduled Enrichment kuti rekodi zakale mu Pipeline zisawonongeke.

Mukaganiza kuti ndi chisankho chimodzi chokha, mudzawononga ndalama pochita Enrichment pa zonse nthawi yomweyo, kapena mudzataya ma lead anu abwino kwambiri poyembekezera gulu lotsatira. Mpatawu, kuyankha pomwepo kapena kukonzekera kutsogolo, ndi umodzi womwewo umene umasiyanitsa lead prospecting ndi lead generation.

Mmene Lead Enrichment Imagwirizana ndi Lead Scoring

Njira ya Scoring ndi yanzeru chabe monga zidziwitso zimene mumaipatsa. Mukapanga lamulo limene limayika ma lead patsogolo malinga ndi kukula kwa kampani kapena udindo, kenako muzipatsa rekodi ya dzina ndi imelo chabe popanda china chilichonse. Kodi ilinso ndi choti ichite ndi zimenezo? Palibe kukula koti muwone, palibe udindo koti muyerekeze. Lamulo limangokhala chabe, lafa lisanachitepo kanthu. Osati chifukwa njirayo ndi yoipa. Ikusowa chakudya.

Apa ndipamene magulu ambiri amalakwitsa: amaona Enrichment ndi Scoring ngati mapuloject awiri osiyana. Sizoona. Enrichment ndicho chimene chimapangitsa kuti Scoring ichitike, osati ntchito yothandizira, koma chofunikira choyambirira. Kaya zonse ziwiri zichitika nthawi imodzi, kapena Enrichment ichitike kaye, koma dongosolo silosankha.

Kukula kwa kampani, gawo la bizinesi, udindo, kuchuluka kwa ndalama zolowa, palibe chimodzi mwa izo chimene chimangodikira kuti tsiku lina chidzafunike. Zonse zimalowa mwachindunji mu njira ya Scoring imene mudakonza kale, ndipo lead imene poyamba inali ngati katundu wopanda phindu imasanduka chinthu chimene chimayikidwa patsogolo ndi kufunidwa kwambiri, mkati mwa nthawi imene Enrichment imatenga kuti ichitike.

Mukaphonya gawo limeneli, Scoring sizitheratu, koma zimangoipiraipira. Ogulitsa amayamba kuyesa lead pogwiritsa ntchito zizindikiro zapafupi zokha: fomu iti munthu adadzaza, tsamba liti anakhalapo nthawi yaitali. Zimenezo si kuyenerana kwenikweni, ndi kungoyerekeza kokha kovekedwa zovala za dongosolo lenileni, ndipo magulu amakhulupirira zimenezi mpaka lead "yapamwamba pa Scoring" ikapezeka kuti ilibe bajeti kapena mphamvu yogula chilichonse.

Ndiye ndi chiti: njira yomangidwa pa kuyenerana kwenikweni, kapena imene imangogawa phokoso mu makolamu okongoletsedwa ndikuyitcha njira yabwino? Popanda Enrichment, zofunika zanu zimakhala pa pepala lokha ndipo kulibe kwina kulikonse.

Mmene Lead Enrichment Imagwirizana ndi Lead Routing

Scoring imakuuzani kuti lead ndi wabwino motani. Routing ndiyo imasankha kuti ndani weniweni amene ayenera kugwira nawo ntchito. Ntchito zosiyana, njira zosiyana zolephera ngati mwaphonya Enrichment.

Popanda zidziwitso zolemeretsedwa, lamulo la Routing lilibe china chogwira nacho ntchito kupatula round-robin: wogulitsa wotsatira m'mzerewo amalandira lead, mosasamala kanthu ngati ndi munthu woyenera kapena ayi. Enrichment ndicho chimene chimapatsa Routing chinthu chenicheni choti ichite nacho ntchito: kukula kwa kampani, dera, gawo la bizinesi, chilichonse chimene gulu lanu chimagwiritsa ntchito potumiza ma lead.

Mu makonzedwe ambiri, izi zikutanthauza kuti makasitomala akuluakulu amapita kwa AE wodziwa bwino ntchito amene wakonzedwa kwa njira yaitali yogulitsa, pomwe makasitomala aang'ono amalowa mu mzere wa SDR, kumene kufulumira ndi kuchuluka kwa anthu ndi kofunika kwambiri kuposa njira yopita pang'onopang'ono ndi kusamalira mwatsatanetsatane. Ma lead amatumizidwa malinga ndi dera kwa aliyense amene amayang'anira derali, m'malo mwa aliyense amene angopezeka kuti alibe ntchito.

Palibe imodzi mwa malingaliro amenewo imene imagwira ntchito pa rekodi yopanda kanthu. Simungathe kutumiza lead malinga ndi kukula kwa kampani ngati palibe amene walemba kukula kwa kampaniko. Simungathe kutumiza lead kwa wogulitsa amene amayang'anira Bavaria ngati palibe chochitsimikizira kuti lead ali ku Bavaria.

Njira imodzi yolephera imene iyenera kutchulidwa: Enrichment ndi Routing kuchitika ngati njira ziwiri zosagwirizana, kumene lead amaperekedwa kwa wogulitsa choyamba ndikupangidwa Enrichment pambuyo pake, mochedwa. Dongosolo limenelo ndi losemphana.

Wogulitsa amakhala kale ndi lead mu mzere wake pofika nthawi imene zidziwitso zothandiza zikubwera, kotero kulumikizana koyamba, komwe kwenikweni kumasankha ngati lead ayankha kapena ayi, kumachitika mosaona. Mukakonza dongosolo bwino, Routing imagwira ntchito yake. Mukalisemphana, mwangopatsa wogulitsa dzina lokha ndikumuuza kuti azipeza yekha zotsalazo pa foni.

Mmene Lead Enrichment Imathandizira Conversion ndi Nurturing

Enrichment siyimasiya kufunika lead akangoyesedwa ndi Scoring ndikutumizidwa. Apo ndipamene anthu ambiri amasiya kuyang'anirapo.

Kufikira kumene kwamangidwa pa rekodi yolemeretsedwa kumatha kunena chinthu chenicheni. Kumatha kutchula udindo wa lead, mkhalidwe wa kampani yawo, vuto limene angakhale akukumana nalo. Kufikira kumene kwamangidwa pa rekodi yopanda kanthu kumangopeza template, uthenga wofanana umene umatumizidwa kwa aliyense, ndipo nthawi zambiri zimaonekera.

Ma lead amene sanapange Conversion pa kulumikizana koyamba safa nthawi yomweyo. Apa ndipamene Enrichment imapindulitsa kawiri: lead yemwe wayima mwina ndi lead amene palibe amene wamuyang'anako kwa nthawi.

Mukapangiranso Enrichment pa rekodiyo, mutha kupeza kuti munthuyo wasintha udindo, kapena wasinthiratu kampani. Lead wakufa amasanduka mwadzidzidzi wina watsopano, ali pa udindo wina wokhala ndi mphamvu ina yogula, ndipo chifukwa chokhacho chimene mumadziwira izi ndichakuti wina adayesetsa kuwunikanso.

Apa ndipamene phindu limachulukirachulukira. Magawo omwewo amene adathandizira chisankho choyambirira cha Scoring ndi Routing, kukula kwa kampani, udindo, gawo la bizinesi, sazipuma lead akangoperekedwa kale kwa wogulitsa. Amapitiriza kudyetsa uthenga uliwonse umene umatumizidwa pambuyo pake, kwa nthawi yonse imene ubale ukupitirira.

Enrichment si chipata chimene lead amadutsamo kamodzi kokha pa njira yolowera mu Pipeline. Ndi chinthu chimene chimateteza kulumikizana kuliwonse pambuyo pa koyamba kuti kusamveke ngati kuli kuchokera kwa mlendo.

Zolakwa Zofala pa Lead Enrichment

Mapulogalamu a Enrichment samalephera nthawi zambiri chifukwa cha lingaliro lokha. Amalephera chifukwa cha dongosolo ndi udindo wa amene ayenera kuchita chiyani, ndipo izi ndizo zizolowezi zimene zimaonekera kwambiri:

• Kupanga Enrichment pambuyo pa Routing: lead amaperekedwa choyamba kwa wogulitsa ndikupangidwa Enrichment pambuyo pake, kotero kulumikizana koyamba kwa wogulitsa kumachitika popanda chidziwitso chokwanira.
• Kuyesa Scoring pogwiritsa ntchito zizindikiro zapafupi m'malo mwa zidziwitso zenizeni: kuyika ma lead patsogolo malinga ndi fomu imene adadzaza kapena njira imene adadzera, m'malo mopanga Enrichment pa rekodi asanachite Scoring.
• Kuchita Enrichment ndi Routing ngati udindo wosiyana: magulu awiri, nthawi ziwiri zosiyana, ndi kuchedwa pakati pa nthawi imene lead adatengedwa ndi kulumikizana koyamba, kuchedwa kumene palibe gulu limodzi mwa awiriwo limene liyenera kuyankha mlandu.
• Kupanga Enrichment kamodzi kokha osaphatikizanso: lead amadzazidwa zidziwitso pamene akutengedwa, kenako amaima mu Pipeline kwa miyezi yambiri, ndipo palibe amene amawunikanso ngati pali chilichonse chimene chasintha pa munthuyo kapena kampani yake kuyambira apo.
• Kuyesa ma lead onse mofanana: kuchita Enrichment yathunthu pa munthu amene walembetsa newsletter, pamene pempho la demo kapena funso la mtengo likudikirira mu mzere womwewo, pamene lead yemwe ali ndi Intent yapamwamba ndiye amene amafunikadi kufulumira.

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Mafunso Ofunsidwa Kawirikawiri pa Lead Enrichment

1. Chifukwa chiyani Lead Enrichment ndi yofunika?

Popanda Enrichment, ogulitsa ndi a marketing amagwira ntchito ndi dzina ndi imelo zokha. Enrichment imadzaza mpata umenewo mwachangu mokwanira kuti Scoring ndi Routing zizigwira ntchito zenizeni, m'malo moyerekeza chabe.

2. Chifukwa chiyani Lead Nurture ndi yofunika?

Ma lead ambiri sapanga Conversion pa kulumikizana koyamba, ndipo zimenezo sizitanthauza kuti afa. Nurture imateteza lead yemwe wayima kuti asazimirike, makamaka pamene rekodi imene yapangidwanso Enrichment ikuonetsa kuti udindo kapena kampani ya munthuyo yasintha.

3. Kodi cholinga cha Enrichment ndi chiyani?

Enrichment imatenga rekodi yosakwanira, yatsopano ndikuwonjezera zidziwitso, firmographic, demographic, zokhudzana ndi mkhalidwe, zimene zimapangitsa kuti igwiritsike ntchito. Kwa lead makamaka, izi zikutanthauza chinthu chimene chingayesedwe ndi Scoring, chitumizidwe ndi Routing, ndikugwiridwa ntchito nthawi yomwe yafika.

4. Kodi zida za Lead Enrichment ndi ziti?

Izi ndi mapulatifomu amene amatenga zidziwitso za kampani, udindo, ndi za kulumikizana ndikuziika mu rekodi ya lead mwaokha, kenako ndikuzilowetsa mu CRM kapena njira ya Scoring. Zina zimagwira ntchito nthawi yomweyo pa ma lead atsopano. Zina zimagwira ntchito mu magulu, pokonza rekodi zakale zimene zili kale mu Pipeline.

5. Kodi mungapange bwanji Enrichment pa zidziwitso za lead?

Lumikizani malo anu otengera ma lead, fomu, chat, kulembetsa, ku gwero la zidziwitso limene limadzaza kampani, udindo, ndi zidziwitso za firmographic mwaokha. Ikani magawowo mu njira yanu ya Scoring ndi Routing imene ilipo kale, ndipo mupangenso Enrichment pa ma lead amene aima.