Lead Enrichment ni Iki? Uburongozi Ngirakamaro ku Bakora Igurisha na Marketing

Amatsinda menshi y'abagurisha afata Lead nshasha nk'aho isanzwe ifise agaciro. Ntibimeze gutyo. Lead nyinshi ziza zifise gusa izina n'aderesi ya email, intango ntoya isanzwe iranga ukwakira Lead muri B2B. Hejuru ya 60% by'amatsinda avuga ko amakuru mabi ya Lead ahungabanya ukurikirana hagati ya Marketing n'Igurisha, bikongera gutinya imikorere y'igurisha.

Ibi ntibirebana no kuzuza amakuru muri rusangi. Birerekeye Lead Enrichment ubwabwo: ni iki, n'impamvu igihe kibafise akamaro kurushirije aho biri ku ububiko bw'amakuru budahinduka. Hanyuma: ingene bitera Scoring na Routing, n'ingene ivyo bimenyesho bigira uruhare mu kumenya niba Lead izohinduka umukiriya. Sales Prospecting igendera gusa ku muvuduko Lead igira ubwo iba ishobora gukoreshwa, na Lead Scoring ntacyo bimaze igihe nta kintu na kimwe cyo gutunganya amanota.

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Lead Enrichment ni Iki?

Lead iza ifise hafi nta kintu. Lead Enrichment ni cyo cuzuza ico cyuho: gufata inyandiko imaze kwakirwa, ikenshi izina n'aderesi ya email biva ku ifishi yuzuye, no kongerako amakuru ayituma ishobora gukoreshwa, nk'isosiyete, umwanya, n'ibindi bisobanuro bihagije kugira ngo iyandikisha ridasobanutse rihinduke intego nziza ya Lead Prospecting. Nta ivyo, Igurisha na Marketing ntibigira ico bikoresha. Baba bahanura gusa.

Dore ikintu benshi batita ku maso: Lead Enrichment ikoresha ubwoko bumwe bw'amakuru nka kuzuza amakuru muri rusangi, amakuru ya firmographic, aya demographic, n'urutonde rusanzwe. Itandukaniro ntiri ku makuru. Iri ku gihe n'impamvu akoreshwa.

Kuzuza amakuru muri rusangi bitunganya ububiko bw'amakuru bwose muri rusangi. Lead Enrichment yubatswe ku gihe naho ubwo Lead nshasha igaragara, ikarikorwa kuri iyo nyandiko imwe kugira ngo ishobore gutorwa no gukorwako ako kanya, kandi ni ivyo koko Lead Generation igenewe intego ishingiyeko.

Impamvu Igihe Kigira Akamaro Kurushirije muri Lead Enrichment

Kuzuza ububiko bw'amakuru rimwe mu mezi atatu, nta kintu kinini gishika niwaza inyuma bw'indwi. Kuzuza Lead inyuma y'indwi, nta kintu gisigaye co kuzuza, uwagura yamaze guhitamwo undi. Ico ni co gitandukanya nyaco amatsinda menshi ataboneraho: Lead si inyandiko ihagaze mu meza, ni isaha igenda igabanuka. Uko imara igihe kirekire itaravyongerwako amakuru kandi itarungikwa ahabereye, ni ko igenda ikonja, kandi ni ko amahirwe yo kubona igisubizo nyakuri, aho gucecekera, agenda agabanuka.

Hari inzira ebyiri zo gukora ibi, kandi ntizishobora gusimburana:

Enrichment yo mu gihe nyakuri: itangira ako kanya Lead yakiriwe, haba ku ifishi yuzuye, ikiganiro, canke kwiyandikisha, kugira ngo inyandiko imaze kuba yuzuye imbere y'uko intumwa canke itegeko rya Routing biyikoraho. Ni ng'aho koko uhava ushobora kumenya ibimenyetso vy'ukugura igihe bikiri bishasha, atari nyuma y'iminsi itatu ubwo ico cari catumye umuntu ashimishwa comaze kuzimira.

Enrichment igenwe igihe canke isabwa ku bushake: ikorwa mu matsinda canke igategekanywa imbere ya kampanye runaka. Ifise akamaro ku ma Lead asanzwe akaba yongera gukoreshwa canke gutandukanywa bundi bushya, atari ku bintu bimaze kuvyuka gusa. Ubone nk'imirimo yo gutegura imbere y'igikorwa, biri hafi n'ingene Intent-based Marketing itegura kampanye imbere yuko itangura, atari nka intavyibutswa ikorwa ako kanya mu gihe nyakuri.

Funnel nyinshi zikora neza ntizihitamwo uruhande rumwe. Zikoresha Enrichment yo mu gihe nyakuri kuri Lead nshasha zinjira, kuko umuvuduko wo guhura ubwa mbere ari wo ntumbero yose ng'aho, hanyuma zikoresha Enrichment igenwe igihe kugira ngo inyandiko z'ubushaha zisigaye muri pipeline zitagira ingaruka zo kwangirika.

Nimwafata ibi nk'icitwamwo kimwe gusa, muzokwima ibikoresho biva mu kuzuza vyose ako kanya, canke muzobura Lead nziza kurusha izindi mugitegereje itsinda rikurikira. Ico cyuho, hagati yo kwisubiza ako kanya canke gutegura hakiri kare, ni co gitandukanya Lead Prospecting na Lead Generation.

Ingene Lead Enrichment Ifitaniye Isano na Lead Scoring

Icitegererezo ca Scoring kigira ubwenge nk'uko amakuru uyiha ameze. Nimwubake itegeko riringanya Lead ukurikije ingano y'isosiyete canke uburambe, hanyuma muhe inyandiko ifise izina n'aderesi ya email gusa nta kindi. None ryitegerezwa gukora iki n'ivyo? Nta ngano yo kurondera, nta mwanya wo gutoza. Itegeko riraguma aho, ripfuye kuva ryashika. Atari kuko icitegererezo kibi. Kirapfa n'inzara.

Ng'aha ni ho amatsinda menshi apfa: afata Enrichment na Scoring nk'imishinga ibiri itandukanye. Ntibimeze gutyo. Enrichment ni yo ituma Scoring ishoboka mbere na mbere, atari ikintu kiyihuriye gusa, ahubwo ikaba isabwa mbere. Haba bibaye ku gihe kimwe, canke Enrichment igashika imbere gato, ariko ukurikirana ntikwitoranywa.

Ingano y'isosiyete, urwego rw'ubucuruzi, uburambe, urwego rw'amafaranga yinjira, nta na kimwe muri ivyo gitegereza ko kizogira akamaro umusi umwe. Vyose bijana ako kanya muri Scoring uwo ari wo wose mwamaze kwubaka, kandi Lead yari isa n'umuzigo udafise agaciro ihinduka ikintu cifashwa amanota kigapiganirwa, mu gihe gito Enrichment imara ikora.

Nimusiba ico ntambwe, Scoring ntibura, ahubwo iragenda irushiriza kuba mbi. Intumwa zitangura gutunganya amanota ku bigereranyo: ifishi umuntu yuzuye, canke urupapuro yamaze igihe kirekire arisomako. Ivyo si ukuba bihuye, ni guhanura kwambaye impuzu z'uburyo runaka, kandi amatsinda arabyizigira gushika Lead "yagize amanota menshi" imaze kugaragara ko idafise amafaranga canke ubushobozi bwo kugura ikintu na kimwe.

Ni gute rero: ni icitegererezo cubatswe ku kuba bihuye nyakuri, canke ni ikimwe gitunganya urusaku mu mirongo iratonze kikakwita ingamba? Nta Enrichment, ibipimo vyanyu biba biriho ku rupapuro gusa, ahandi ntibiba biriho.

Ingene Lead Enrichment Ifitaniye Isano na Lead Routing

Scoring irabamenyesha ingene Lead imeze neza. Routing niyo yemeza uwuzokwitwararika uwo Lead nyene. Akazi gatandukanye, uburyo bwo gutsindwa butandukanye, nimwasiba Enrichment.

Nta makuru yuzuye, itegeko rya Routing ntacyo rigira co gukoresha usibye round-robin: intumwa ikurikira niyo ironka Lead, ntibirebe niba ariyo ibereye. Enrichment niyo iha Routing ikintu nyakuri co gukoraho: ingano y'isosiyete, intara, urwego rw'ubucuruzi, n'ikindi cose itsinda ryanyu rikoresha mu gutanga Lead.

Mu vyinshi mu miterere, ivyo bisobanura ko abakiriya b'amasosiyete manini baja ku AE afise uburambe, ategekanijwe ku mizunguruko y'igurisha miremire, mugihe abakiriya b'amasosiyete matoya bo bajana mu murongo wa SDR, aho umuvuduko n'igitigiri ari vyo bigira akamaro kurushiriza uburyo buhoro kandi bwitaho cane. Lead zirungikwa ukurikije intara ku wufise iyo ntara, aho kuba ku wari asanzwe adafise akazi.

Nta na kimwe muri iyo mfata kandi gikora ku nyandiko itagira na kimwe. Ntimushobora gutanga Lead ukurikije ingano y'isosiyete, nihamwe ata muntu yuzuye iyo ngano y'isosiyete. Ntimushobora kohereza Lead ku ntumwa ifise intara ya Bavaria, nta na kimwe kikubwira ko Lead iri muri Bavaria.

Uburyo bwo gutsindwa bukwiye kuvugwa: Enrichment na Routing bikorwa nk'intambwe zitagira isano, aho Lead itangwa ku ntumwa mbere y'uko izuzwa nyuma, ku gutinda. Uwo murongo uragarutse inyuma.

Intumwa imaze kugira Lead mu murongo wayo mbere y'uko amakuru afise akamaro agaragara, ku buryo uguhura ubwa mbere, ubwo koko bugena niba Lead izosubiza, buba buhagaze mu mwijima. Nimwakora urutonde neza, Routing irakora akazi kayo. Nimwarugarutsa inyuma, muba mumaze guha intumwa izina gusa mugabwira ngo ibonere ikindi ico ari cyo mu kiganiro.

Ingene Lead Enrichment Ishigikira Guhinduka kw'Umukiriya no Kurera Lead

Enrichment ntibihagarika kugira akamaro Lead imaze gutunganirwa amanota no gutangwa. Ni ho gusa benshi bahagarikira kuyitaho.

Ubutumwa bwubatswe ku nyandiko yuzuye burashobora koko kuvuga ikintu gifise ico gisobanuye. Burashobora kuvuga ku mwanya wa Lead, uko isosiyete yayo imeze, canke ikibazo bashobora kuba bafise. Ubutumwa bwubatswe ku nyandiko itagira na kimwe buronka gusa urugero rumwe rusanzwe, ubutumwa bumwe busanzwe bwoherezwa ku bantu bose, kandi ikenshi biragaragara.

Lead zitahinduka umukiriya ku guhura ubwa mbere ntizipfa ako kanya. Ng'aha ni ho Enrichment igira akamaro karenga incuro imwe: Lead ihagaze ahantu hamwe hashobora kuba ari Lead nta muntu yigeze arondera igihe kirekire.

Nimusubira gukora Enrichment kuri iyo nyandiko, mushobora kubona ko uwo muntu yahindutse umwanya, canke ahindutse isosiyete burundu. Lead yari ipfuye iba ako kanya nshasha, iri ku mwanya utandukanye ifise ububasha butandukanye bwo gufata ingingo ku mafaranga, kandi impamvu yonyene mumenya ivyo ni uko hari uwitwaje kugenda arondera ukundi.

Ng'aha ni ho agaciro kagenda kongerekana koko. Imyanya y'amakuru imwe yatumye ingingo ya mbere ya Scoring na Routing ishikwa, ingano y'isosiyete, umwanya, urwego rw'ubucuruzi, ntibihagarika akamaro Lead imaze gutangwa. Bigenda birerekana buri butumwa boherejwe nyuma y'aho, igihe cose ubucuti bumaze buriho.

Enrichment si umuryango umwe wenyene Lead inyuramwo yerekeza muri pipeline. Ni co gituma uguhura kwose guherutse ku guhura ubwa mbere kudasa n'ivyavuye ku muntu atazwi.

Amakosa Asanzwe muri Lead Enrichment

Porogaramu za Enrichment ntizikunda gutsindwa ku nyigisho yazo. Zitsindwa ku rutonde n'ababifitiye inshingano, kandi aya ni yo mabanga agaragara kenshi kuruta ayandi:

• Gukora Enrichment inyuma ya Routing: Lead itangwa ku ntumwa mbere y'uko izuzwa nyuma, ku buryo uguhura kwa mbere kw'intumwa gukorera ku makuru adakwiye.
• Gutunganya amanota ku bigereranyo aho kuba ku makuru: kuringaniza Lead ukurikije ifishi yuzuye canke inzira yaziye ayo, aho gukora Enrichment ku nyandiko mbere yo kuyiha amanota.
• Gukoresha Enrichment na Routing nk'inshingano zitandukanye: amatsinda abiri, ibihe bibiri bitandukanye, hanyuma ukutumvikana hagati y'ukwakira Lead n'uguhura kwa mbere, ata na rimwe itsinda rimwe rifise inshingano yo gukemura.
• Gukora Enrichment rimwe gusa ntugasubira: Lead izuzwa ico gihe yakiriwe, hanyuma igahagarara muri pipeline amezi menshi, kandi nta muntu asubira kurondera niba hari ikintu cahindutse ku muntu canke ku isosiyete uwo ari we.
• Gufata Lead zose kimwe: gukorera Enrichment ihagije cane ku wiyandikishije kuri newsletter, mugihe usaba demo canke ibiciro ategereje mu murongo umwe, kandi ari Lead ifise ivyipfuzo vy'ukugura vyinshi ari yo yari ikeneye umuvuduko.

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Ibibazo Bikunze Kubazwa kuri Lead Enrichment

1. Ni kubera iki Lead Enrichment ifise akamaro?

Nta Enrichment, Igurisha na Marketing bikorera ku izina n'aderesi ya email gusa. Enrichment yuzuza ico cyuho vuba bihagije kugira ngo Scoring na Routing bikore neza, aho gukorera ku guhanura gusa.

2. Ni kubera iki kurera Lead bifise akamaro?

Lead nyinshi ntizihinduka umukiriya ku guhura ubwa mbere, kandi ivyo ntibivyigira ko zipfuye. Kurera kubuza Lead ihagaze kuzimira, cane cane igihe inyandiko yongeye gukorwako Enrichment yerekana ko umwanya canke isosiyete y'uwo muntu byahindutse.

3. Intumbero ya Enrichment ni iyihe?

Enrichment ifata inyandiko itaravyongerwako, itujuye, ikayongerako amakuru, aya firmographic, aya demographic, n'aya contextual, atuma ishobora gukoreshwa. Ku Lead by'umwihariko, ivyo bisobanura ikintu gishobora gutunganirwa amanota, gutangwa, no gukorwako ako kanya kimaze gushika.

4. Ni ibihe bikoresho bya Lead Enrichment?

Izi ni platform zikwega amakuru y'isosiyete, umwanya, n'ay'ukuvugana bikinjizwa mu nyandiko ya Lead ku bwuma, hanyuma bikinjizwa muri CRM canke muri sisitemu ya Scoring. Izindi zikora mu gihe nyakuri kuri Lead nshasha. Izindi zikora mu matsinda, kugira ngo zisukure inyandiko z'ubushaha zimaze kuba muri pipeline.

5. Mugute muzuza amakuru ya Lead?

Nimuhuze aho mwakira Lead, haba ifishi, ikiganiro, canke kwiyandikisha, n'isoko ry'amakuru rizuza amakuru y'isosiyete, umwanya, n'ay'ubucuruzi ku bwuma. Nimujane iyo myanya mu ngamba zanyu za Scoring na Routing zisanzweho, hanyuma musubire gukora Enrichment ku ma Lead ahagaze.