Lead Enrichment ni Iki? Inyigisho Ngiro ku Itsinda rya Sales na Marketing

Amatsinda menshi ya Sales afata lead mushya nk'aho asanzwe afite agaciro. Ntabwo aba afite agaciro. Ba lead benshi bagera nk'izina n'imeyili gusa, intangiriro nto isanzwe mu gufata ba lead muri B2B. Kurenga 60% by'amatsinda avuga ko amakuru mabi ya lead atesha agaciro ihererekanya hagati ya Marketing na Sales, bikanagabanya umusaruro wa Sales.

Ibi si ibyerekeye kongera amakuru muri rusange. Ni ibyerekeye Lead Enrichment by'umwihariko: icyo ari cyo, n'impamvu igihe gifite agaciro kanini aha kurusha ku bubiko bw'amakuru buhoraho. Hanyuma: uko bigira uruhare muri Lead Scoring na Lead Routing, n'uko ibyo byemezo bigena niba lead azahinduka umukiriya. Sales Prospecting igenda gusa uko lead agenda aboneka byihuse, na Lead Scoring ntacyo bisobanura iyo nta cyo wapima.

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Lead Enrichment ni Iki?

Lead agera hafi nta kintu afite. Lead Enrichment ni cyo cyuzuza icyo cyuho: gufata inyandiko imaze kwiyandikisha, akenshi izina n'imeyili biturutse ku ifishi yuzuzwe, hanyuma ukongeraho amakuru y'ingenzi atuma ashobora gukoreshwa, nk'ikigo, umwanya afite, amakuru ahagije yo guhindura kwiyandikisha kw'ubusa kuba intego ya Lead Prospecting ishobora gukorwaho. Nta ibyo, Sales na Marketing ntibagira icyo bakoraho cyinshi. Baba bahanuye gusa.

Iki ni ikintu abantu benshi bareba make: Lead Enrichment ikoresha ubwoko bumwe bw'amakuru nk'ayo mu kongera amakuru muri rusange, ayerekeye ikigo (firmographic), ayerekeye umuntu (demographic), n'andi asanzwe akoreshwa. Itandukaniro si mu bwoko bw'amakuru. Ni mu gihe n'impamvu akoreshwa.

Kongera amakuru muri rusange bigamije kubungabunga ububiko bw'amakuru bwose muri rusange. Lead Enrichment yateguwe ku bw'igihe lead mushya agaragaye, igakorwa kuri iyo nyandiko imwe kugira ngo ihite yemezwa ikanakorwaho, ibyo ni byo koko Targeted Lead Generation ikomeye ishingiraho.

Impamvu Igihe Gifite Agaciro Kanini muri Lead Enrichment

Kongera amakuru ku bubiko bw'amakuru buri gihembwe, ntacyo bitwaye niba watinze icyumweru kimwe. Ariko kongera amakuru kuri lead ukatinda icyumweru kimwe, nta kindi usigaranye cyo kongeraho, umuguzi aba amaze guhitamo undi. Iri ni ryo tandukaniro nyaryo amatsinda menshi yirengagiza: lead si inyandiko ihoraho iri mu meza, ni isaha igenda igabanuka. Uko lead amara igihe kinini nta makuru yongewe kandi atarahabwa uwamufata, ni na ko akonja, kandi amahirwe yo kubona igisubizo nyacyo aho guceceka agabanuka.

Hari uburyo bubiri bwo gukora ibi, kandi ntibisimburana:

Kongera Amakuru mu Gihe Nyacyo: bitangira ako kanya lead afashwe: kuzuza ifishi, ikiganiro cya chat, cyangwa kwiyandikisha, bityo inyandiko iba imaze kuzura mbere y'uko umukozi wa Sales cyangwa amategeko ya Lead Routing abigeraho. Aha ni ho ushobora koko kumenya ibimenyetso by'uguhaha igihe bikiri bishya, ntabwo ari nyuma y'iminsi itatu igihe icyabyaye ishyaka rimaze gushira.

Kongera Amakuru Bigenwe Igihe cyangwa Igihe Bibaye Ngombwa: bikorwa mu matsinda cyangwa bigenwe igihe mbere y'ubukangurambaga runaka. Bifasha ku ba lead basanzweho bongera gukangurirwa cyangwa gushyirwa mu byiciro bishya, ntabwo ari ku byakiriwe vuba. Bifate nk'imirimo y'iteganyagihe ikorwa mbere y'igikorwa, bikaba bisa n'uko Intent-based Marketing iteganya ubukangurambaga mbere y'uko butangira, atari igisubizo gitangwa mu gihe nyacyo.

Funnel nyinshi zikora neza ntizihitamo uburyo bumwe. Zikoresha Real-Time Enrichment kuri ba lead bashya baje, kuko umuvuduko wo kubagera ku wa mbere ari wo w'ingenzi, hanyuma zikanakoresha Scheduled Enrichment kugira ngo inyandiko z'abakuru ziri muri Pipeline zitangire kwangirika.

Nubifata nk'uburyo bubiri gusa, uzarangiza umutungo wawe wongera amakuru kuri byose ako kanya, cyangwa ukabura ba lead bawe beza uri gutegereza itsinda rikurikira. Icyo cyuho, kwitabira ako kanya cyangwa gutegura mbere, ni cyo kimwe gitandukanya Lead Prospecting na Lead Generation.

Uko Lead Enrichment Ihuza na Lead Scoring

Igishushanyo mbonera cya Lead Scoring gifite ubwenge nk'uko amakuru uwuha ari meza. Niba wubatse itegeko rishyira ba lead ku rwego hashingiwe ku bunini bw'ikigo cyangwa ku rwego rw'akazi, hanyuma ugaha iryo tegeko inyandiko ifite izina n'imeyili gusa nta kindi. Ryagombye gukora iki na byo? Nta bunini bwo kugenzura, nta rwego rwo gupima. Itegeko risigara nk'iryapfuye kuva aho ritangiye gukoreshwa. Ntabwo ari uko igishushanyo mbonera kidakwiye. Riri kwicwa n'inzara.

Aha ni ho amatsinda menshi ayoberwa: afata Lead Enrichment na Lead Scoring nk'imishinga ibiri itandukanye. Si uko biri. Lead Enrichment ni yo ituma Lead Scoring ishoboka na mbere na mbere, si umurimo uyihuriraho gusa, ni ibanziriza ryayo. Cyangwa bikorwa icyarimwe, cyangwa Lead Enrichment ikabanza gato, ariko uko bikurikirana ntibihitamo.

Ubunini bw'ikigo, inganda akorera, urwego rw'akazi, urwego rw'inyungu, nta na kimwe muri ibyo gitegereza kugira ngo kizagire agaciro undi munsi. Byose bijya ako kanya mu mategeko ya Lead Scoring wari umaze kubaka, kandi lead wagaragaye nk'umuzigo udakoreshwa ahinduka ikintu gishyirwa ku rwego kandi cyifuzwa na benshi, mu gihe Lead Enrichment imara ikorwa.

Nusimbuka iryo tegeko, Lead Scoring ntizabura, ahubwo izagenda irushaho kuba mbi. Abakozi ba Sales batangira gupima bakoresheje ibimenyetso by'inyuma: ni ifishi ki umuntu yuzuzemo, ni paji ki yamaze igihe kirekire arimo. Ibyo si ukuboneka nyakuri, ni guhanura kudafite ishingiro ariko kwigaragaza nk'uburyo bwiza, kandi amatsinda arabyizera kugeza igihe lead "ufite amanota menshi" agaragara ko nta ngengo y'imari cyangwa ububasha afite bwo kugura ikintu icyo ari cyo cyose.

Bite se ni iki koko: ni igishushanyo mbonera cyubatswe ku kuboneka nyakuri, cyangwa ni icy'ishungura urusaku rukajya mu tunyuguti duteguye hanyuma bikitwa uburyo bwa Strategy? Nta Lead Enrichment, ibipimo byawe biba biriho gusa ku rupapuro, ahandi ntibiboneka.

Uko Lead Enrichment Ihuza na Lead Routing

Lead Scoring ikubwira uko lead ameze neza. Lead Routing na yo igena uzamufata by'ukuri. Ni imirimo itandukanye, kandi niba usimbutse Lead Enrichment, uburyo bwo kunanirwa na bwo buratandukanye.

Nta makuru yongewemo, itegeko rya Lead Routing ntacyo rifite cyo gukoresha uretse Round-Robin, aho umukozi ukurikira ahabwa lead, utitaweho niba ari we ukwiriye. Lead Enrichment ni yo iha Lead Routing ikintu nyacyo cyo gukoraho: ubunini bw'ikigo, akarere, inganda, cyangwa ikindi cyose itsinda ryawe rikoresha mu gutandukanya.

Mu buryo bwinshi, ibyo bisobanura ko za konti nini zijya kuri AE bafite uburambe bateguriwe umuzunguruko muremure wo kugurisha, mu gihe konti ntoya zo zijya mu murongo wa SDR, aho umuvuduko n'ingano by'ingenzi kurusha uburyo butinda kandi busaba igihe kinini kuri buri mukiriya. Ba lead babitandukanya hashingiwe ku karere, bakajya ku ufite ubwo bubasha kuri ako karere, aho gukurikira uwo ari we wese wari wisanzuye.

Nta na kimwe muri iyo mitekerereze gikora ku nyandiko itariho na kimwe. Ntushobora gutandukanya ushingiye ku bunini bw'ikigo niba nta wuzuza ubwo bunini bw'ikigo. Ntushobora kohereza lead ku mukozi ufite ubwo bubasha ku karere ka Bavaria niba nta na kimwe kikwereka ko uwo lead ari muri Bavaria.

Uburyo bwo kunanirwa bukwiye kuvugwa: Lead Enrichment na Lead Routing bikorwa nk'intambwe zitandukanye, aho lead ahabwa umukozi mbere hanyuma agakongererwaho amakuru nyuma, hakabaho gutinda. Uwo murongo w'ibikorwa ni uwahindutse inyuma.

Umukozi aba amaze kugira lead mu murongo we mbere y'uko amakuru y'ingenzi agaragara, bityo itumanaho rya mbere, ari ryo rigena niba lead azasubiza, ribaho mu mwijima. Niba urukurikirane rwakozwe neza, Lead Routing ikora umurimo wayo. Niba rwahindutse inyuma, uba wahaye umukozi izina gusa ukamubwira ngo yisobanurire ibisigaye mu kiganiro.

Uko Lead Enrichment Ifasha Conversion na Nurturing

Lead Enrichment ntiyahwema kuba ingenzi nyuma y'uko lead apimwa akanatandukanywa. Aho ni ho abenshi bahagarikira kuyitaho.

Itumanaho ryubatswe ku nyandiko yongewemo amakuru koko rishobora kuvuga ikintu runaka. Rishobora kuvuga ku ruhare lead afite, uko ikigo cye kimeze, n'ikibazo ashobora kuba ahanganye na cyo. Itumanaho ryubatswe ku nyandiko itariho na kimwe rihabwa Template imwe, ubutumwa bumwe rusange boherereza bose, kandi akenshi biragaragara.

Ba lead badahita bahinduka abakiriya ku itumanaho rya mbere ntibaba bapfuye ako kanya. Aha ni ho Lead Enrichment igira akamaro kabiri: lead uhagaze ashobora kuba ari lead nta muntu waramureba kuva kera.

Ongera ukongereho amakuru kuri iyo nyandiko, ushobora kubona ko uwo muntu yahindutse ku murimo, cyangwa yahindutse ikigo cyose. Lead wari upfuye ahita aba mushya, agira umwanya mushya n'ububasha bushya bwo gufata ibyemezo by'ingengo y'imari, kandi impamvu yonyine ubizi ni uko hari uwihanganiye kongera kugenzura.

Aha ni ho agaciro gakomeza kwiyongera koko. Ubumenyi bumwe bwakoreshejwe mu cyemezo cya mbere cya Lead Scoring na Lead Routing, ubunini bw'ikigo, uruhare, inganda, ntibihagarara nyuma y'uko lead ahawe umukozi. Bikomeza gutanga amakuru ku butumwa bwose bwoherejwe nyuma, igihe cyose umubano ukiriho.

Lead Enrichment si umuryango unyurwamo rimwe gusa lead akageza muri Pipeline. Ni yo ituma buri tumanaho ribaho nyuma y'irya mbere ridasa n'iryavuye ku muntu utazwi.

Amakosa Akunze Kubaho muri Lead Enrichment

Gahunda za Lead Enrichment zikunda kunanirwa bidaterwa n'igitekerezo cyazo. Zinanirwa ku murongo w'ibikorwa no ku wufite inshingano, kandi iyi ni yo migenzo ikunze kugaragara cyane:

• Kongera Amakuru Nyuma ya Routing: lead ahabwa umukozi mbere hanyuma akongererwaho amakuru nyuma, bigatuma itumanaho rya mbere ry'umukozi rikorwa nta makuru ahagije.
• Gupima Dukoresheje Ibimenyetso by'Inyuma Aho Gukoresha Amakuru Nyayo: gushyira ba lead ku rwego hashingiwe ku ifishi buzuje cyangwa uburyo baturutseho, aho gusobanura amakuru muri iyo nyandiko mbere yo kuyipima.
• Gukoresha Lead Enrichment na Lead Routing nk'inshingano z'amatsinda atandukanye: amatsinda abiri, gahunda z'igihe zibiri, n'igihe cy'ubusa hagati y'aho lead afatirwa n'aho abanza gukorwaho, itsinda na rimwe ritabifiteho inshingano yo gukemura.
• Kongera Amakuru Rimwe Ntukongere: lead auzuzwaho amakuru igihe afatiwe, akagumira muri Pipeline amezi menshi, kandi nta muntu ugenzura niba hari icyahindutse ku wo muntu cyangwa ku kigo cye kuva icyo gihe.
• Gufata Buri Lead Uko Ari Kumwe: gukora Lead Enrichment yimbitse cyane ku wiyandikishije kuri newsletter, mu gihe usaba kureba demo cyangwa ubaza ibiciro ategereje mu murongo umwe, kandi ari we lead ufite Intent nyinshi wari ukeneye umuvuduko koko.

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Ibibazo Bikunze Kubazwa kuri Lead Enrichment

1. Kuki Lead Enrichment ari ingenzi?

Nta Lead Enrichment, Sales na Marketing bakora bafite izina n'imeyili gusa. Lead Enrichment yuzuza icyo cyuho vuba bihagije kugira ngo Lead Scoring na Lead Routing bikore neza, aho gukora bishingiye ku guhanura.

2. Kuki Lead Nurturing ari ingenzi?

Ba lead benshi ntibahinduka abakiriya ku itumanaho rya mbere, kandi ibyo ntibisobanura ko bapfuye. Lead Nurturing ituma lead uhagaze adazimira, cyane cyane iyo inyandiko yongeweho amakuru bundi bushya yerekana ko uruhare cyangwa ikigo cy'uwo muntu byahindutse.

3. Intego ya Lead Enrichment ni iyihe?

Lead Enrichment ifata inyandiko itaravuguruzwa, idafite amakuru yose, ikongeraho amakuru y'ingenzi, ayerekeye ikigo, ayerekeye umuntu, n'ay'imiterere y'ibihe, atuma ishobora gukoreshwa. Ku lead by'umwihariko, ibyo bisobanura ikintu gishobora gupimwa, gutandukanywa, no gukorwaho ako kanya kigeze.

4. Ni ibihe bikoresho bya Lead Enrichment?

Izi ni Platform zikuramo amakuru y'ikigo, uruhare, n'aho guhurira mu buryo bwikoranabuhanga, zikabishyira mu nyandiko ya lead, hanyuma zikabijyana muri CRM cyangwa uburyo bwo gupima. Izindi zikora mu gihe nyacyo ku ba lead bashya. Izindi zikora mu matsinda, zisukura inyandiko z'abakuru zimaze kuba muri Pipeline.

5. Ni gute wongera amakuru kuri lead?

Huza aho ufata amakuru, ifishi, chat, cyangwa kwiyandikisha, n'inkomoko y'amakuru yuzuza mu buryo bwikoranabuhanga amakuru y'ikigo, uruhare, n'ay'ubucuruzi. Huza ayo makuru n'amategeko ya Lead Scoring na Lead Routing usanzwe ukoresha, hanyuma ongera ukoreshe Lead Enrichment ku ba lead bahagaze.