Chii chinonzi Lead Qualification? Gwaro Rinoshanda reMatimu Ekutengesa

Yakawanda leads iyo mafoni ekushambadzira anokodzera haambopona kusangana nekutengesa. Mumaindasitiri, avhareji MQL kusvika SQL mwero wekushandura unogara panguva 13%. Mukutaura kwakajeka, kushambadzira maoko kubva zana leads, uye kutengesa kunongoona gumi nematatu kwakakosha kutevera. Icho harisi dambudziko rechizvarwa chelead. Iri idambudziko rekufanirwa, uye inodhura kana pasina ari kugadzirisa.

Ndizvo zvakaita lead qualification. Ichi chinyorwa chinotyora zvachinoreva chaizvo, mhando dzequalified leads dzauchasangana nadzo, masisitimu akakodzera kuziva, uye maitiro anozvibatanidza pamwechete. Munzira tichabata painokwana padivi yakanangwa lead chizvarwa, nekuti qualification inoshanda chete kana iyo leads ichisvika ku reps yako yakacheneswa neimwe chinangwa kumashure kwavo.

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Chii chinonzi Lead Qualification?

Lead qualification ndiyo maitiro ekuona kuti tarisiro inonyatsokodzera nguva yako usati waisa mari yakawanda pairi. Zvinoreva kuongorora kana mumwe munhu anechido chechokwadiuyebhajeti uye chiremera chekuita pazviri, kwete munhu akazadza fomu kana kuvhura email. Svetuka danho iri uye hausi kuita zvekutengesa. Uri kuita zvekufungidzira nemamwe maspredishiti.

Hechino chikamu icho vanhu vazhinji vanokanganisa: qualification haisi imwe nguva yekupihwa. Iyo relay, yakakamurwa pakati pekushambadzira nekutengesa, nedivi rega rega richikodzera leads pane imwe nzvimbo mufaniro. Saka ibasa raani, rekushambadzira kana rekutengesa'? Hapana ari ega. Masefa ekutengesa zvekufarira uye anokwana pamusoro pefaniro. Masefa ekutengesa ekugadzirira nekuchimbidza zvichidzika.

Musiyano mumwe wakakodzera kuita kare: qualification haina kufanana ne lead zvibodzwa. Scoring, kazhinji kumhanya kuburikidza lead zvibodzwa software, inopa kukosha kwenhamba zvichienderana nekukodzera uye kubatanidzwa. Qualification ndiyo nhare yekutonga inosarudza zvekuita nechibodzwa ichocho.

Mhando dzeQualified Leads

Famba mumusangano wekutengesa uye unonzwa mazwi mana akakandwa senge munhu wese anobvumirana nezvaanoreva. Havadaro, kwete nguva dzose. Heino mazwi anonyanya kukosha:

• Kushambadzira kunokwanisa lead (MQL): a lead inoratidzwa kufarira zvine musoro kuburikidza nezvirimo, mishandirapamwe, kana zviitiko, pasina kana yakananga yekutengesa kuonana parizvino. Izvi zvinonyanya kutaurwa kushambadzira nechinangwa, kuronda tsoka dzedhijitari dzinoratidza kuti mumwe munhu ari mukugadzirisa matambudziko asati ataura shoko kune chero munhu.
• Kutengeswa kwakagamuchirwa lead (SAL): iyo MQL iyo yekutengesa yakaongorora uye yakabvumirana yakakosha kutevedzera kwakadzama. Mamwe masangano anoshandisa iyi seyepakati pekutarisa pamberi lead yava SQL, nzira ye outbound sales team kuti "hongu, uyu chaiye" usati waita nguva chaiyo kwairi.
• Kutengesa kunokwanisa lead (SQL): a lead yakaongororwa zvizere nekutengesa uye yakasimbiswa kuti ine chinodikanwa chaicho, nguva yechokwadi, uye zvine chekuita nekuita sarudzo. Iyi ndiyo lead yakagadzirira nhaurirano chaiyo pamusoro pekukwana uye mitengo, kwete email yekurera.
• Chigadzirwa chakakodzera lead (PQL): lead yakatoona kukosha kunobatika kubva kuchigadzirwa chacho, kazhinji kuburikidza nemuyedzo wemahara kana kushandiswa kwefreemium. Chigadzirwa chacho chakaita zvinogutsa mumiririri asati ambobata runhare.

Unoda ese ari mana? Zvimwe kwete. Zvikwata zvidiki zvinowanzo dhiza MQL uye SAL kuita nhanho imwe chete nekuti hazvina musoro wekutarisa nzvimbo mbiri dzekutarisa. Makambani anotungamirwa nezvigadzirwa anozendamira zvakanyanya paPQLs pachinzvimbo, sezvo data rekushandisa richivaudza zvakawanda kupfuura kuzadza fomu.

Lead Qualification Zvirongwa

Sarudza chimiro chisiri icho uye uchabereka lead inodziya nemibvunzo yekutarisa kana kutambisa rep masikati achidzingirira munhu asina kumbotenga. Chakarurama chinoenderana nekuomarara kwedhiri, kutenderera kwekutengesa kureba, uye kuti vangani vanobatana varimo mukamuri, uye kwete, hapana kana hurongwa humwechete hunokunda nguva dzese.

BANT (Budget, Chiremera, Chinodiwa, Nguva yakatarwa)

BANT ndiro zita rekare mumba umu, uye harina kumira mushe nekuti rinoshanda kana uchida mhinduro nekukurumidza. Mibvunzo mina yakananga: vanogona here kuibhadhara, ndiani anonyatsosarudza, dambudziko ripi ravari kugadzirisa, uye ravanoda kuti rigadziriswe riini. Hapana nhetembo, hapana arc yekuwanikwa, chokwadi chaunoda kuziva kuti urambe uchienderera mberi.

Ndosaka ichinyatsoenderana yakatwasuka, yakakwira-vhoriyamu qualification, apo rep arikumhanya nemumakumi eleads pasvondo uye kumhanya kunonyanya kukosha kupfuura nuance.

Asi kusundidzira BANT zvakanyanya uye inotanga kunzwa senge kubvunzurudzwa. Bvunza tarisiro nezvebhajeti mumasekonzi makumi matatu ekutanga uye hausi kuvakodzera, uri kuvaongorora senge muridzi wemba anotarisa zvikwereti. Inoshandiswa zvakaomarara, inoverengwa seyekutengeserana uye mutengesi-kutanga, kwete matauriro chaiwo aunoda pakufona kwekutanga.

CHAMP (Matambudziko, Chiremera, Mari, Kuisa Zvipo)

CHAMP inotora BANT zvimwe chete zvina zvinongedzo uye inotenderedza odha. Panzvimbo pekuvhura nebhajeti, inovhura nematambudziko emutengi, chii chakanyatsoputsika, chii chinovatorera nguva kana mari, chii chinovachengeta usiku. Mushure meizvozvo ndipo pazvinozopinda muchiremera, mari, nekuisa pamberi.

Kuchinja kumwe chete mukutevedzana kunoita mutsauko chaiwo. Leading nezvinonetsa zvinoshandura nhaurirano yekutaurirana pachinzvimbo chekuchinjana, unenge uchiongorora dambudziko usati waisa mutengo wekugadzirisa.

Iri nani kuinodziya leads, avo vakauya kuburikidza nezviri mukati kana kutumira uye vanotarisira kuti mumiririri anzwisise mamiriro avo ezvinhu asati abvunza zvavanoda kushandisa. Vhura nebhajeti palead yakadaro uye ucharasikirwa nazvo usati wasvika pamubvunzo wechipiri.

MEDDIC / MEDDICC (Metrics, Economic Buyer, Decision Criteria, Decision Process, Ziva Marwadzo, Champion, Makwikwi)

MEDDIC haisi yekufona kwemaminetsi gumi nemashanu. Ndeyerudzi rwechibvumirano apo vanhu vanomwe vanoda kusaina kuti vasiye chinhu chisati chaitika, uye mibvunzo mina yeBANT haizokupinze mukati mekiromita imwe chete yekunzwisisa zviri kuitika.

Chirongwa chinotsemura qualification kuita zvidimbu zvakakosha kune complex, multi-stakeholder enterprises deals:

• Metrics: tichienzanisa mashandiro ebhizinesi, nhamba dzipi dzinonyatsofamba kana dhiri iyi ikavharwa
• Economic buyer: munhu anodzora bhajeti, uye kashoma munhu wawakatanga kutaura naye
• Decision maitiro: izvo komiti yekutenga iri kutonga vatengesi vachipesana
• Maitirwo esarudzo: matanho nemvumo dzinofanirwa kuitika kondirakiti isati yasainwa
• Ziva kurwadziwa: kusundira kupfuura chichemo chepamusoro kune mutengo chaiwo wekusaita chinhu
• Champion: mumiriri wemukati anokakavara nyaya yako iwe usiri mumba
• Makwikwi: kuziva kuti ndiani mumwe ari kuongororwa uye nei angangohwina panzvimbo pako

Ndiyo yakawanda kupfuura BANT kana CHAMP kavha, uye zvinoda hunyanzvi chaihwo kuita zvakanaka. Kugadzira komiti yekutenga, kutsvaga shasha yechokwadi, kuverenga mamiriro emakwikwi, hapana chimwe chezvinoitika pakufona kamwe chete. Yakagadzirirwa kurebesa kutengesa kutenderera, uko kuwedzera kudzika kunobhadhara pachayo pane kunonoka zvinhu.

GPCTBA/C&I (Zvinangwa, Zvirongwa, Zvinetso, Nguva, Budget, Chiremera, Mibairo & Zvinorehwa)

Iri rine acronym yakashata pane rondedzero, uye zvakare hurongwa hwakagadzirirwa nhaurirano apo chekinyorwa chinototuka munhu wauri kutaura naye. GPCTBA/C&I inosundidzira zvakapfuura zvepamusoro qualification muhurongwa hwakakura hwemutengi, zvavanenge vachiedza kuita uye kuti zvinovadhurei kana vakasazviita:

• Zvinangwa: mhinduro inoyerwa nemutengi ari kudzingirira, kwete dambudziko riripo asi chinangwa chikuru chainosanganisirwa nacho
• Zvirongwa: zviri kutoitwa nemutengi, kana kuronga kuita, kuti azadzise chinangwa ichocho
• Matambudziko: zvipingaidzo zvakamira pakati pavo nechinangwa ichocho
• Nguva: pavanenge vachida kuirova, uye chii chiri kufambisa nguva iyoyo
• Budget: zvavanogona kugovera, zvakarongwa zvichipesana nechinangwa pane kubvunzwa zvinotonhora
• Chiremera: ndiani anosaina kuenda ikoko
• Migumisiro & zvinoreva:chii chinoitika, chokwadi, kana pasina chinoshanduka

Icho chikamu chekupedzisira ndicho chinoparadzanisa chimiro kubva kune zvimwe zvese pane rondedzero. Mazhinji masisitimu anomira pa "dambudziko nderei." Uyu anobvunza chii chinoitika kana dambudziko rikaramba risina kugadziriswa, maererano nemari, nzvimbo yemakwikwi, kana chero chipi zvacho chinopimwa nemutengi.

Mubvunzo iwoyo ndiwo unoita kuti hurongwa uhu hushande kune vakuru vanobatana, vatungamiri vasingadi kufambiswa kuburikidza nekubvunzurudzwa kwebhajeti. Vanoda kutaura pamusoro pekuti bhizinesi rakananga kupi, uye chimiro ichi chinosangana navo ipapo pane kuvadhonzera padanho rekutarisa.

SPICED (Mamiriro, Marwadzo, Mhedzisiro, Chiitiko Chinokosha, Sarudzo)

SPICED inoverenga zvishoma secheki uye zvimwe senyaya. Iyo inofamba kubva pane mutengi izvozvi ichienda kune kuti vachasarudza sei, uye yakavakirwa reps vanoda chimiro pasina hurukuro inonzwa sekubvunzurudzwa:

• Mamiriro ezvinhu: pamire mutengi nhasi, marongero aanoita, maturusi, kana maitiro
• Marwadzo: chii chaicho chakatyoka kana kushungurudza pamusoro peiyo mamiriro
• Impact: izvo zvavari kurasikirwa nazvo, nekufamba kwenguva, mari, kana mukana wakarasika
• Chiitiko chakakosha: zuva rekupedzisira kana kukonzeresa kuvamanikidza kuita izvozvi pane kuzotevera
• Sarudzo: vachanyatsosarudza sei, ndiani ane chekuita, uye kuti maitiro acho anotaridzika sei

Kurongeka kwakakosha pano. Nenguva yaunosvika pakurwadziwa uye kukanganisa, mutengi anenge atofamba newe kuburikidza nemamiriro avo, saka kurwadziwa kunonzwa sechinhu chavakaona, kwete chimwe chinhu chawakabvisa. Ndiwo mutsauko uripo pakati pekuwanikwa kwakarongwa nekubvunzurudzwa, ndosaka SPICED inokodzera vatengesi vanoda kuomarara kwechimiro pasina kurasikirwa nerwiyo rwechisikigo rwehurukuro.

Hapana timu ine ruzivo inomhanyisa izwi rimwe chete rezwi pane zvese zvibvumirano. Vanosarudza imwe sehwaro vogadzirisa mibvunzo yacho kune chero chiri pamberi pavo.

Iyo Lead Qualification Maitiro

Sangano rega rega rinopfeka izvi zvakasiyana, vamwe vanozviita mumatanho matatu, vamwe vanotambanudza kusvika kune manomwe. Bvisa branding uye kutevedzana kwepasi kunotaridzika zvakafanana kwese kwese.

Tsvaga Usati Waonana

Asati atora nharembozha kana kutumira email, dhonza zvinenge zvakagara pachena. Saizi yekambani, indasitiri, nzvimbo, mari, zvinhu zvinotora maminetsi kuwana uye zvinokuudza iwe nekukurumidza kana tarisiro iri pane iyo rondedzero zvachose. Hafu yebasa rezvidzidzo rinoitika mumiririri asati ambotaura izwi kumutengi.

Vatengesi ve data kuwana kwavo pano, kudyisa firmographic ruzivo rep aizopedza maawa achichera. B2B kutenga zviratidzo senge mari ichangoburwa kana nyowani leadership hire inokuudza kuti ndiani ari mumusika izvozvi, kwete chete anokodzera chimiro pabepa. Sefa zvakaoma, yega lead inotsvedza nepaisina kukodzera inova awa yevhiki rep yakaraswa.

Ita Kubata uye Ongorora h3

Iye zvino iwe unonyatso svika, uye chiteshi chakakosha kupfuura vazhinji vadzori vanochipa mbiri yacho. Mukuru mukuru haasi kutarisa inbox yegeneric sezvakaita maneja wepakati-level, saka enzanisa chiteshi nepanoteererwa nevateereri, ingave iyo email, LinkedIn, kana runhare.

Vhura nechinhu chinoenderana nemamiriro avo, kwete kukwirira. Hapana anoda kunzwa nezve chigadzirwa chako mumutsara wekutanga meseji kubva kumutorwa. Kana pave nekuwirirana chaiko, ndipo panouya mibvunzo yeframework, ingave mibvunzo mina yeBANT kana kuti MEDDIC's deeper dive, chinangwa chakafanana: tsvaga kana izvi zvichikodzera kuteedzera rimwe divi risati radyara nguva yakawanda.

Track Engagement Nekufamba Kwenguva

Kukurukurirana kumwe chete kunokuudza zvinotaurwa nelead. Maitiro avo mumavhiki mashoma anotevera anokuudza zvavanenge vachireva. Tarisa mashandisiro avanoita maemail ekutevera, zvirimo, uye dzimwe nhare, vanovhura, vodzvanya, vopindura, vanoonekwa here? Maitiro iwayo chiratidzo chechokwadi kupfuura chero chinhu chakataurwa pakufona kamwe chete, uko vanhu vanowanzobata zvine ruremekedzo zvisinei nekufarira chaiko.

Simbisa Nzvimbo Yekurudyi Yekubata

Kune imwe nzvimbo mukuita izvi, bvunza mubvunzo wevazhinji vanodzivirira: munhu uyu ane mvumo yekutenga, kana kufurira mumwe munhu here? Hurukuro huru nemunhu asiriye ichiri magumo.

Kana vasina chiremera ichocho, tsvaga kuti ndiyani anoita, uye ndiani mumwe anofanira kusaina chibvumirano ichi chisati chaenda chero kupi. Svetuka danho iri uye uchaita mavhiki uchivaka hukama nemunhu asingagoni kuti hongu.

Sarudza uye Nzira

Zvese kusvika panguva ino zvaiunganidza ruzivo. Apa ndipo paunonyatso kuishandisa. Kubva pane zvawakadzidza, pane nzira nhatu chete:

1. Enderera mberi iyo lead kune yakadzama yekutengesa hurukuro
2. Iendese muhurongwa hwekurera kwepashure
3. Kusakodzera zvachose.

Kusarudza ndicho chikamu chiri nyore. Kuita ndipo panowira zvikwata pasi, leads inogara mune imwe-kati kwemavhiki nekuti hapana aida kufona. Indecision haidzivirire kugona kwelead, inongotambisa nguva yawakatopedza uchikodzera. Sarudza nzira ufambe.

Lead Qualification Checklist

Wafona. Kufambira mberi, kurera, kana kusakodzera, hazvina basa kuti ndezvipi. Chakakosha pari zvino ndechekuti sarudzo yakatobuda mumusoro mako uye nehurongwa, nekuti sarudzo inongove mundangariro dzako haisi sarudzo inogona kuitwa nechikwata chako.

• Sarudzo yakapinda muCRM, haina kungosarudzwa mumusoro mako kana kutaurwa mukupfuura here?
• Kana kufambira mberi, pane danho rinotevera rakarongwa rine muridzi uye zuva rakabatanidzwa, kwete "kutevera nekukurumidza"?
• Manotsi ekuwanikwa ane hudzamu hwakakwana here zvekuti mumwe mumiririri anogona kutora account kuchitonhora, asina kukwanisa kubva pakutanga?
• Kana kurambidzwa, ndicho chikonzero chakanyorwa here, kuitira kuti timu ione mapatani, sekuramba leads isingakodzeri kubva kune imwe nzvimbo kana chikamu?
• Ko munhu wese ari kubata dhiri iri, kusanganisira chero munhu waanopihwa, ane humbowo mune izvo zvakatodzidzwa?

Sveta chero cheizvi uye basa rawabva kuita rinogona kunge risina kuitika.

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Lead Qualification FAQs

1. Chii chinorehwa kuti lead qualification?

Lead qualification inzira yekuongorora kana tarisiro iri yechokwadi yakakodzera pane zvaunotengesa, zvichibva pane zvinodiwa, bhajeti, uye chiremera chekuita, usati wadyara imwe nguva yekutengesa. Ndiyo sefa inopatsanura mikana chaiyo kubva kumazita ari parunyoro.

2. Ndinovandudza sei lead qualification?

Tanga kare pane zvinoita zvikwata zvakawanda. Sefa pane firmographic data usati wasvika kwekutanga, sarudza chimiro chinoenderana nekuoma kwedhiri rako, uye tarisa kubatanidzwa nekufamba kwenguva pane kutonga kwakakodzera hurukuro imwe. Matambudziko mazhinji ezvidzidzo anodzokera pakusvetuka rimwe rematanho aya, kwete chimiro chisina kukanganisa.

3. Chii chinonzi lead qualification chiyero chakanaka?

Hapana nhamba imwechete inoshanda mumaindasitiri ese kana kutengesa, zvinoenderana zvakanyanya nehukuru hwedhiri, kutenderera kwekutengesa, uye kuti maitiro ako akaoma sei. Panzvimbo yekudzingirira bhenji, tsvaga yako MQL kusvika kuSQL mwero nekufamba kwenguva uye bata maitiro ekudzika sechiratidzo chakakodzera kuita.

4. Ndinoziva sei kana lead inokodzera?

Vakaratidza chido chechokwadi, vane bhajeti kana kuwana kwariri, uye munhu wauri kutaura naye ane chiremera chaicho kana simba pamusoro pesarudzo. Kana chimwe chezvimedu izvozvo chisipo, lead haina kurambidzwa zvachose, inongoda basa rakawanda isati yagadzirwa.

5. Sei lead qualification yakakosha?

Pasina izvozvo, vamiriri vanopedza nguva vari munhaurirano dzanga dzisina kwadzinoenda, uye dzinofanirwa kuteedzera hadziwane kutariswa kwadzinofanirwa. Kufanirwa ndiko kunoita kuti nguva yechikwata chekutengesa inyatsoita basa pane kungobatikana.