Yini I-Lead Enrichment? Umhlahlandlela Losebentako Wekutsengisa Ne-Marketing

Titimu letinyenti tekutsengisa tiphatsa i-lead lensha shengatsi seyinelusito. Akunjalo. Tilead letinyenti tifika njengeliphindze libito ne-imeyili kuphela, sicalo lesincane lesivamile endzaweni yekubamba ema-lead e-B2B. Ngetulu kwa 60% wetitimu titsi imininingwane lengakalungi ye-lead iyaphazamisa kudluliselwana emkhatsini we-marketing nekutsengisa futsi kwehlisa umkhicito wekutsengisa.

Loku akukhulumi nge-kucebisa imininingwane njengenchubo lejwayelekile. Kukhuluma nge-Lead Enrichment ngco: kutsi yini, nekutsi kungani sikhatsi sibaluleka kakhulu lapha kunakulusito lolungaguculeki. Kusukela lapho: kutsi ifaka njani ku-Lead Scoring ne-Lead Routing, nekutsi letincumo tibumba njani kutsi i-lead iyaphumelela yini. I-Sales Prospecting ihamba kuphela ngesivinini lesilingana nekusheshe i-lead isebentiseke, futsi i-Lead Scoring ayisho lutfo nangabe kute lokufanele kuhlolwe.

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Yini I-Lead Enrichment?

I-lead ifika ingenalutfo lolucedzako. I-Lead Enrichment yinto legcwalisa lelisikhala: kutsatsa irekhodi lelisha lelibanjiwe, ngalokuvamile libito ne-imeyili lokuvela efomini, bese kufakwa imininingwane lecinisekisa kutsi iyasebentiseka, inkampani, sikhundla, umongo loanele kuphendvula umbhalo losha ube yintfo lesetjentiswa kwi-lead prospecting lehlosiwe. Ngaphandle kwaloko, ekutsengiseni nakuma-marketing akukho lokunyenti lokungentiwa. Bacabanga nje.

Nansi indzawo lengavamile kucashunwa: i-Lead Enrichment isebentisa tinhlobo letifanako temininingwane njenge-kucebisa imininingwane lokujwayelekile, ye-firmographic, ye-demographic, luhlu lolujwayelekile. Umehluko awukho kumniningwane. Ukhona ngesikhatsi nangesizatfu yekutsi isetjentiswa nini.

Kucebisa imininingwane lokujwayelekile kugcina lusito lwemininingwane lwonkhe. I-Lead Enrichment yakhelwe umzuzu lapho i-lead lensha ivela khona, isetjentiswa kulelo rekhodi linye kuze likwati kufaneleka nekusetjentwa ngalokushesha, lokuyikona lokusekela ngco i-targeted lead generation lengiyo yeliqiniso.

Kungani Sikhatsi Sibaluleka Kakhulu ku-Lead Enrichment

Cebisa lusito lwemininingwane ngemjikelezo wekota, kute lokunyenti lokwentekako nangabe wephute ngelivikhi. Cebisa i-lead ngemuva kwelivikhi, kute lokusasele kutsi ucebise, umtsengi sekakhetsa lomunye umuntfu. Lona ngumehluko weliciniso lohlala ungabonwa titimu letinyenti: i-lead ayisiyo irekhodi lengaguculeki lehleti etafuleni, sikhatsi sayo siyaphela njalo. Kunako kutsi ihlale ingakacebiswa futsi ingakatfunyelwa, kunjalo iya ipholile, futsi emathuba akho ekutfola imphendvulo yeliciniso esikhundleni sekuthula ayehla.

Kunetindlela letimbili tekwenta loku, futsi atikafani:

Kucebisa ngasosikhatsi: kucaliswa ngco ngesikhatsi i-lead ibanjwa, kungaba kutfunyelwa kwefomu, inkulumo ye-chat, kubhaliswa, kuze irekhodi seliphelele ngaphambi kwekutsi umsebenti wekutsengisa nome umtsetfo we-Lead Routing ayitsintse. Nalapha ngco lapho ungakwati khona ku-bona timphawu tekutsenga ngesikhatsi tisesha, hhayi emalanga lamatsatfu kamuva sekushe lokwakha lusito seluphelile.

Kucebisa lokuhleliwe nome ngesikhatsi lesifunekako: kwentiwa ngemaqoqo nome ngesikhatsi lesihleliwe ngaphambi kwemkhankaso lotsite. Kuyasita kuma-lead lasakhona lasukiswa nome lahlukaniswa kabusha, hhayi kuloko lokusanda kubanjwa. Cabanga ngako njengemsebenti wekulungiselela ngaphambi kwekuhlasela, ocishe ufane ne-intent based marketing ikuhlela ngako umkhankaso ngaphambi kwekwetfulwa kwawo, hhayi imphendvulo lentiwa ngco ngesikhatsi.

Ema-funnel lamanyenti lasebenta ngempela akakhetsi luhlangotsi lolulodvwa. Enta kucebisa ngasosikhatsi kuma-lead lamasha lafikako, ngobe sivinini sekufinyelela kwekucala nguso sonkhe simo lapho, futsi enta kucebisa lokuhleliwe kute emarekhodi lamadzala e-pipeline angoni.

Nangabe loku ukuphatsa njengekukhetsa lokubili kuphela, uyawubhubhisa tinsita ucebisa yonkhe intfo ngco, nome ulahlekelwe ngema-lead akho lamahle ulindza licoqo lelilandzelako. Lelisikhala, kusabela ngco nome kuhlela kusengaphambili, nguleso futsi lesihlukanisa lead prospecting ne-lead generation.

Kutsi I-Lead Enrichment Ihlobana Njani ne-Lead Scoring

Imodeli ye-Lead Scoring ihlakaniphile kuphela ngangaloko lokuyifakela kona. Akha umtsetfo lohlela ema-lead ngebukhulu benkampani nome sikhundla, bese unika irekhodi lelinelibito ne-imeyili kuphela, kute lokunye. Kufanele yenteni ngaloko? Kute bukhulu lobungahlolwa, kute sikhundla lesingakalinganiswa. Umtsetfo uhleti nje, ufile nasekufikeni. Hhayi ngobe imodeli imbi. Iyalamba.

Nalapha titimu tiwela khona: tiphatsa i-Lead Enrichment ne-Lead Scoring njengemaphrojekthi lamabili lahlukene. Akunjalo. I-Lead Enrichment yinto leyenta i-Lead Scoring ikwatiseke ekucaleni, akusiyo inchubo lehambisana nayo, kodvwa yimfuneko. Nome kwenteka ngasikhatsi sinye, nome i-Lead Enrichment ifika kucala, kodvwa lulandzelelwano aluketfwa.

Bukhulu benkampani, umkhakha, sikhundla, sigaba semali lengenako, akukho nakunye kwaloko lokuhlala kulindzile kutsi kuwuzobaluleka lelinye lilanga. Konkhe kungena ngco kunchubo ye-Lead Scoring lowakhile, futsi i-lead leyayibonakala njengemtfwalo lofile iphendvuka ibe yintfo lehleliwe futsi elwelwa, ngesikhatsi lesitsatfwa yi-Lead Enrichment kutsi isebente.

Yeka lesigaba, i-Lead Scoring ayinyamalali, kodvwa iyaba mbi kakhulu. Bomsebenti bekutsengisa bacala kuhlola ngetintfo letingakafani ngco: kutsi ngukuphi lifomu lomuntfu alugcwalise, ngukuphi likhasi lahlale kilo isikhatsi lesidze. Loko akukuhambelani lokwakhile, kungumcabango longacinisekile lowentiwa shengatsi yinchubo lesemtsetfweni, futsi titimu tikholelwa kuko kuze kube ngulapho i-lead "lenemaphuzu lamanyenti" ibonakala ingenayo imali nome emandla ekutsenga nome yini.

Ngako-ke yini leyo: imodeli leyakhelwe ekuhambelaneni kweliciniso, nome leyodvwa lehlela nje umsindvo ube ngemakholomu lahleliwe futsi ibite loko nge-strategy? Ngaphandle kwe-Lead Enrichment, timfuno takho tikhona ephepheni kuphela, akukho nakuphi lokunye.

Kutsi I-Lead Enrichment Ihlobana Njani ne-Lead Routing

I-Lead Scoring ikutjela kutsi i-lead inhle kangakanani. I-Lead Routing incuma kutsi ngubani lokufanele akhandle nayo ngempela. Umsebenti lohlukile, indlela lehlukile yekwehluleka nangabe uyeka i-Lead Enrichment.

Ngaphandle kwemininingwane lecebisiwe, umtsetfo we-Lead Routing awunalutfo longasebenta ngalo ngaphandle kwe-Round-Robin, umsebenti lolandzelako utfola i-lead, kungakhatsaleki kutsi ufanele yini kuyo. I-Lead Enrichment yinto leniketa i-Lead Routing intfo yeliciniso yekusebenta ngayo: bukhulu benkampani, sifundza, umkhakha, nome ngabe yini lesitimu sakho isitfumela ngayo.

Etimeni letinyenti, loko kusho kutsi ema-akhawunti lamakhulu aya ku-AE lonelikhono lakhelwe umjikelezo wekutsengisa lomude, kanti ema-akhawunti lamancane awele ku-queue ye-SDR, lapho sivinini nebunyenti kubaluleka kakhulu kunendlela lecotfo lenekunakekelwa lokunyenti. Ema-lead atfunyelwa ngesifundza kulowo lonelilungelo balesosifundza, esikhundleni salowo lowabengakhona nje.

Akukho nakunye kwaloko kucabanga lokusebentako kurekhodi leliphundlu. Awukwati kutfumela nge-Lead Routing ngebukhulu benkampani nangabe kute lobufakile lobukhulu benkampani. Awukwati kutfumela i-lead kumsebenti lonelilungelo le-Bavaria nangabe kute lokutjelako kutsi i-lead ise-Bavaria.

Indlela yekwehluleka lefanele kucaciswa: i-Lead Enrichment ne-Lead Routing kusebenta njengetigaba letingahlangani, lapho i-lead inikwa khona umuntfu kucala bese icebiswa kamuva, ngekulibaliswa. Lolo landzelelwano lusemuva.

Umsebenti sewuneli-lead ku-queue yakhe ngesikhatsi imininingwane leyingekona ifika, ngako-ke kutsintsana kwekucala, loku ngempela kubumba kutsi i-lead iyaphendvula yini, kwenteka ungaboni lutfo. Nangabe lulandzelelwano lulungile, i-Lead Routing yenta umsebenti wayo. Nangabe lusemuva, sewunike nje umsebenti libito wamtjela kutsi acabange konkhe lokunye ngesikhatsi sekushayelana.

Kutsi I-Lead Enrichment Isekela Njani Kuphumelela Nekondliwa Kwema-Lead

I-Lead Enrichment ayiyekeli kubaluleka nangabe i-lead sekihlotelwe futsi itfunyelwe. Nguleyo indzawo nje lapho labanyenti bayekela khona kuyinaka.

Kufinyelela lokwakhelwe irekhodi lelicebisiwe kungasho intfo ngempela. Kungakhomba sikhundla se-lead, simo senkampani yabo, nenkinga lekungenteka baphila nayo. Kufinyelela lokwakhelwe irekhodi leliphundlu kutfola sifanekiso, umlayeto lofanako lotfunyelwa kuwo wonkhe umuntfu, futsi loko kuvamise kubonakala.

Ema-lead langaphumeleli ekutsintsaneni kwekucala akasiwo lafile ngco. Nalapha i-Lead Enrichment izuza ngobabili: i-lead lesimile kungenteka ibe yi-lead lokute umuntfu loyibukile sikhatsi lesidze.

Cebisa kabusha lelo rekhodi futsi ungatfola kutsi umuntfu ushintje sikhundla, nome washintja inkampani ngalokuphelele. I-lead lelifile ngesikhashana ibe lensha, ihleti esihlalweni lesehlukile inemandla lehlukile emalini, futsi sona sizatfu sekutsi wati loko ngobe umuntfu utsetse sikhatsi kuyihlola futsi.

Nalapha lusito lwakhona luyanda ngempela. Emabala lafanako labesekela sincumo sekucala se-Lead Scoring ne-Lead Routing, bukhulu benkampani, sikhundla, umkhakha, awayeki kusetjentiswa nangabe i-lead seinikiwe umuntfu. Ahlala afaka umlayeto ngamunye lotfunyelwako emvakwaloko, kuze buphele bubudlelwane.

I-Lead Enrichment akusilo sango lesivulwa kanye lapho i-lead icedza khona endleleni eya ku-pipeline. Yintfo legcina kutsintsana ngakunye ngemuva kwalokucala kungeva shengatsi kuvela kumuntfu longatiwa.

Emaphutsa Lavamile e-Lead Enrichment

Tinhlelo te-Lead Enrichment akuvamile kutsi tehluleke embonweni. Tehluleka elulandzeleleni nasekutimeleni, futsi laya ngemaphetheni lavela kanyenti:

• Kucebisa ngemuva kwe-Lead Routing: i-lead inikwa umuntfu kucala bese icebiswa kamuva, ngako kutsintsana kwekucala kwemsebenti kusebenta ngemongo longakapheleli.
• Kuhlola ngetintfo letingakafani ngco esikhundleni semininingwane: kuhlela ema-lead ngekutsi ngukuphi lifomu labaligcwalisile nome ngukuphi likhanali labavela kulo, esikhundleni sekucebisa ngempela irekhodi ngaphambi kwekulihlola.
• Kwenta i-Lead Enrichment ne-Lead Routing njengekutimela lokwehlukene: titimu letimbili, tikhatsi letimbili, nekulibaliswa emkhatsini wekubanjwa nekutsintsana kwekucala lokungekho sitimu lesitimele ngako kutsi kuvalwe.
• Kucebisa kanye bese akwenteki futsi: i-lead igcwaliswa ngesikhatsi sekubanjwa, ime ku-pipeline tinyanga, futsi kute lobuye ahlole kutsi ngabe kukhona lokushintjile ngalomuntfu nome lenkampani kusukela ngaleso sikhatsi.
• Kuphatsa lonkhe i-lead ngendlela lefanako: kwenta i-Lead Enrichment lenzulu kubhaliswa kwe-newsletter, kanti sicelo se-demo nome sekubuta ngemabhili silindza ku-queue lefanako, ngesikhatsi i-lead lenentshiseko lenkhulu ibiyidzinga ngempela sivinini.

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Imibuto Lejwayelekile nge-Lead Enrichment

1. Kungani i-Lead Enrichment ibalulekile?

Ngaphandle kwe-Lead Enrichment, kutsengisa ne-marketing kusebenta ngelibito ne-imeyili kuphela. I-Lead Enrichment igcwalisa lelisikhala ngekushesha lokwanele kutsi i-Lead Scoring ne-Lead Routing tisebente ngempela, esikhundleni sekusebenta ngekucabanga nje.

2. Kungani kukondla ema-lead kubalulekile?

Ema-lead lamanyenti awaphumeleli ekutsintsaneni kwekucala, futsi loko akuwenti afe. Kukondla kugcina i-lead lesimile ingashabalali, ikakhulukati nangabe irekhodi lelicetjiswe kabusha likhombisa kutsi sikhundla nome inkampani yalomuntfu ishintjile.

3. Yini injongo ye-Lead Enrichment?

I-Lead Enrichment itsatsa irekhodi leliluhlata, lelingakapheleli, bese ifaka imininingwane, ye-firmographic, ye-demographic, nemongo, lokwentako kutsi isebentiseke. Ku-lead ngco, loko kusho intfo lengahlolwa nge-Lead Scoring, itfunyelwe nge-Lead Routing, futsi isetjentiswe ngco nayifika.

4. Ngutiphi tinsita te-Lead Enrichment?

Lawa ngemapulatifomu latsatsa imininingwane yenkampani, sikhundla, nekutsintsana ayifake ngco kurekhodi le-lead ngokutentekelayo, bese ayifaka ku-CRM nome kunchubo ye-Lead Scoring. Lamanye asebenta ngasosikhatsi kuma-lead lamasha. Lamanye asebenta ngemaqoqo, ekuhlantjululeni emarekhodi lamadzala lasele asekhona ku-pipeline.

5. Ucebisa njani imininingwane ye-lead?

Xhuma indzawo yakho yekubamba, ifomu, i-chat, kubhaliswa, kumtfombo wemininingwane logcwalisa inkampani, sikhundla, nemininingwane ye-firmographic ngokutentekelayo. Hlela lawo mabala afakwe ku-Lead Scoring ne-Lead Routing lokusakhona kuwe, futsi wente kabusha i-Lead Enrichment kuma-lead lasimile.