Yini Lead Qualification? Umhlahlandlela Losebentako Wemacembu Ekutsengisa

Iningi leads kutsi marketing ubita kufaneleka akaze asinde uxhumane nekutsengisa. Kuto tonkhe timboni, silinganiso MQL kuya ku-SQL izinga lokugucula lihlala ku-SQL nje 13%. Ngemagama lacacile, kutsengisa tandla off likhulu leads, kanye nekutsengisa kuphela ubona lishumi nantathu kufanelekile kulandzelela. Lokho akusiyo inkinga yesitukulwane se-lead. Yinkinga yekufaneleka, futsi iyabita kakhulu nangabe kute loyilungisako.

Yiloko lokushiwo ngulead qualification. Lesihloko siphula kutsi kusho kutsini mbamba, tinhlobo te-qualified leads lotawuhlangana nato, tinhlaka letifanele kutsi wati, kanye nenchubo lebopha konkhe ndzawonye. Endleleni sitawutsintsa lapho kuhambisana khona eceleni . situkulwane se-lead lesihlosiwe, ngoba kufaneleka kusebenta kuphela uma leads kufinyelela reps yakho kwaba sourced ngenhloso letsite ngemuva kwabo.

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Yini I-Lead Qualification?

Lead sicu yinchubo yekutfola kutsi ngabe litsemba liyafaneleka yini sikhatsi sakho ngaphambi kwekutsi utjale imali lenyenti kuyo. Kusho kuhlola kutsi ngabe umuntfu unesidzingo lesiliciniso kanye nesabelomali kanye neligunya lekutsatsa sinyatselo ngaso, hhayi nje umuntfu logcwalise lifomu noma lovule i-imeyili. Yeqa lesi sinyatselo futsi awukwenti kutsengisa. Wenta umsebenti wekucagela ngemaspredishithi langetiwe.

Nayi incenye bantfu labanyenti labaphutsa ngayo: kufaneleka akusiyo umzuzu munye wekuniketa. Kuyirelay, lehlukaniswe emkhatsini wekumaketha nekutsengisa, lapho khona luhlangotsi ngalunye lufaneleka leads endzaweni lehlukile ku-funnel. So umsebenti wabani, wekutsengisa noma wekutsengisa? Kute ngisho namunye loyedvwa. Kumaketha kuhlunga inshisekelo futsi kufaneleka etulu kwemfudlana. Tihlungi tekutsengisa tekulungela nekuphutfuma phambili phansi.

Umehluko munye lokufanele wentiwe kusenesikhatsi: sicu asifani ne . lead emaphuzu. Kufaka emaphuzu, kuvame kugijima nge Isofthiwe yekushaya emaphuzu ye-lead, uniketa linani letinombolo lelisekelwe ekufanelekeni kanye nekubandzakanyeka. Kufaneleka lucingo lwekwehlulela loluncuma kutsi kwentiwa njani ngalelo phuzu.

Tinhlobo te-Qualified Leads

Hamba ungene kunobe ngumuphi umhlangano wekutsengisa utova lamagama lamane aphoswa ngatsi wonkhe umuntfu uyavumelana kutsi asho kutsini. Abakwenti, hhayi ngaso sonkhe sikhatsi. Nasi silulumagama lesibalulekile mbamba:

• Kutsengisa lokufanelekile lead (MQL): i-lead lekhombise inshisekelo lenenshokutsi ngekucuketfwe, imikhankhaso, noma imicimbi, ngaphandle kwekutsintsana lokucondzile kwekutsengisa okwamanje. Leti tivame kuvela nge . Kumaketha lokusekelwe enhlosweni, kulandzelela tinyawo tedijithali letikhombisa kutsi umuntfu usesimeni sekusombulula tinkinga ngaphambi kwekutsi asho ligama kunobe ngubani.
• Kutsengisa kwemukelwe lead (SAL): i-MQL leyo tekutsengisa ibuyekete futsi yavumelana kufanelekile kulandzelela lokujulile. Letinye tinhlangano tisebentisa loku njengendzawo yekuhlola lesemkhatsini ngaphambi kwekutsi i-lead ibe yi-SQL, indlela yekutsi licembu lekutsengisa leliphumako kutsi "yebo, lena yangempela" ngaphambi kwekutibophelela sikhatsi sangempela kuyo.
• lead lefanelekile yekutsengisa (SQL): i-lead lehlolwe ngalokuphelele ngekutsengisa futsi yacinisekiswa kutsi inesidzingo lesicinile, sikhatsi lesingokocobo, kanye nekuhambisana kwekutsatsa tincumo. Lena yi lead lekulungele ingcoco mbamba mayelana nekufaneleka kanye nekubeka intsengo, hhayi i-imeyili yekukhulisa.
• Umkhicito lofanelekile lead (PQL): i-lead levele ihlangabetane nelinani lelibonakalako kusuka kumkhicito wona ngekwawo, ngalokuvamile ngekulinga kwamahhala noma kusetjentiswa kwe-freemium. Lomkhicito wenta lokukholisako ngaphambi kwekutsi ummeleli atsatse lucingo.

Uyatidzinga yini tonkhe letine? Mhlawumbe cha. Emacembu lamancane avame kubhidlita iMQL ne SAL ibe sinyatselo sinye ngoba ayinayo inhloko yekugijima tindzawo letimbili tekuhlola. Tinkampani letiholwa ngumkhicito tincike kakhulu ku PQLs esikhundleni saloko, njengoba idatha yekusebentisa ibatjela lokungetulu kwekugcwalisa lifomu lelingake lingakhona.

Lead Qualification Tinhlaka

Khetsa luhlaka lolungakalungi futsi utawubola i-lead lefutfumele lenemibuto yeluhlu lwekuhlola noma uchitse ntambama ye-rep ucosha umuntfu lobekangakaze athenge. Lokufanele kuya ngekutsisivumelwano siyinkimbinkimbi kangakanani, budze bemjikeleto wekutsengisa, nekutsi bangakhi labatsintsekako labasekamelweni mbamba, futsi cha, kute luhlaka lunye loluphumelelako njalo.

BANT (Sabelomali, Ligunya, Sidzingo, Sikhatsi)

BANT ligama lelidzala kakhulu ekamelweni, futsi linamatsele nxazonkhe ngoba liyasebenta uma udzinga timphendvulo ngekushesha. Imibuto lemine lecondzile: bangayikhokha yini, ngubani mbamba loncumako, nguyiphi inkinga labayisombululako, futsi badzinga nini kutsi isombululwe. Kute tinkondlo, kute i-arc yekutfolakala, emaciniso nje lodzinga kuwati kutsi uchubeke yini.

Kungako kanye kuhambisana nesicu lesicondzile, lesinevolumu lesetulu, lapho khona ummeleli agijima ngetinkhulungwane te-leads ngeliviki futsi sivinini sibaluleke kakhulu kune-nuance.

Kodvwa phusha BANT kakhulu bese kucala kuvakala ngatsi kuphenywa ngemibuto. Buta litsemba mayelana nesabelomali emizuzwaneni yekucala lengemashumi lamatsatfu futsi awubafaneleki, uyabahlola njengemnikati welikhaya lohlola emaphuzu esikweletu. Kusetjentiswa ngalokucinile, kufundzeka njengekutsengiselana kanye nemtsengisi-kucala, hhayi ncamashi ithoni loyifunako elucingweni lwekucala.

CHAMP (Tinsayeya, Ligunya, Imali, Kubeka Tintfo Embili)

CHAMP utsatsa titsako letine letifanako taBANT bese uphendvula i-oda. Esikhundleni sekuvula ngesabelomali, kuvula ngetinsayeya temtsengi, yini lephukile mbamba, yini lebabita sikhatsi noma imali, yini lebagcina bavuli ebusuku. Kuphela ngemuva kwaloko lapho kutfutsela khona emagunyeni, imali, kanye nekubeka tintfo kucala.

Lolo lushintjo lunye lwekulandzelana lwenta umehluko mbamba. Leading ngetinsayeya kujika ingcoco ibe yekubonisana esikhundleni sekutsengiselana, uhlola inkinga ngaphambi kwekutsi ubeke intsengo yesisombululo.

Kufaneleka kancono ku leads lefutfumele, labo labangena ngekucuketfwe noma ngekudluliselwa futsi balindzele kutsi ummeleli acondze simo sabo ngaphambi kwekutsi abute kutsi batimisele kusebentisa ini. Vula ngesabelomali ku lead lenjalo futsi utawulahlekelwa ngibo ngaphambi kwekutsi ufike embutweni wesibili.

MEDDIC / MEDDICC (Emamethrikhi, Umtsengi Wetemnotfo, Indlela Yekutsatsa Sincumo, Inchubo Yesincumo, Khomba Buhlungu, Umncintiswano, Umncintiswano)

MEDDIC akusiko kwelucingo lwekutfola lwemizuzu lelishumi nesihlanu. Kungenca yeluhlobo lwesivumelwano lapho khona bantfu labasikhombisa badzinga kusayina ngaphambi kwekutsi kwenteke lokutsite, futsi imibuto lemine yaBANT angeke ikutfolele emamayela ekuvisisa kutsi kwentekani mbamba.

Loluhlaka luhlukanisa ticu tibe tincetu letibalulekile kutivumelwano temabhizinisi letiyinkimbinkimbi, letinebantfu labanyenti labatsintsekako:

• Emamethrikhi: kulinganisa umtselela webhizinisi, nguyiphi inombolo lehambako mbamba uma ngabe lesivumelwano sivalwa
• Umtsengi wetemnotfo: umuntfu lolawula sabelomali, futsi akukavami kutsi kube ngumuntfu lokhulume naye kucala
• Indlela yekutsatsa sincumo: kutsi empeleni likomidi lekutsenga lihlulela batsengisi ngani
• Inchubo yekutsatsa sincumo: tinyatselo kanye nekuvunywa lokufanele kwenteke ngaphambi kwekutsi inkontileka isayinwe
• Khomba buhlungu: kuphusha ngetulu kwesikhalo lesingetulu kuya etindlekweni mbamba tekungakwenti lutfo
• Umncintiswano: ummeli wangekhatsi lotawuphikisana nelicala lakho uma ungekho ekamelweni
• Kuncintisana:kwati kutsi ngubani lomunye lohlolwako nekutsi kungani bangaphumelela esikhundleni sakho

Lokho phansi kakhulu kune BANT noma CHAMP cover, futsi kudzinga likhono langempela kwenta kahle. Kubeka emabalave ekomidi lekutsenga, kutfola umncintiswano sibili, kufundza indzawo yekuncintisana, kute kuloku lokwenteka ngekushaya lucingo lunye. Yakhelwe imijikeleto lemidze yekutsengisa, lapho khona kujula lokwengetiwe kutikhokhela esikhundleni sekutsi tintfo tihambe kancane.

GPCTBA/C&I (Tinjongo, Tinhlelo, Tinsayeya, Sikhatsi, Sabelomali, Ligunya, Imiphumela & Imiphumela)

Lena inesifinyeto lesibi kakhulu kuloluhlu, futsi iphindze ibe luhlaka lolwakhiwe lwetingcoco lapho khona luhlu lwekuhlola lungatfuka mbamba umuntfu lokhuluma naye. I-GPCTBA/C&I iphusha kufaneleka lokudlule kwemhlabatsi kube lisu lelibanti lemtsengi, kutsi empeleni betama kukufeza nekutsi kubabita malini uma bangakwenti:

• Tinjongo: umphumela lolinganisekako umtsengi lawujahako, hhayi inkinga lesheshako kepha lisu lelikhulu lelihlangana nalo
• Tinhlelo: loko umtsengi lavele akwenta, noma lahlela kukwenta, kute afinyelele lowo mgomo
• Tinsayeya: tihibe letime emkhatsini wato nalowo mgomo
• Umugca wesikhatsi: kutsi badzinga kuwushaya nini, futsi yini lechuba lowo mncamulajucu
• Sabelomali: yini labangakwabela yona, lehlelelwe ngekumelene nemgomo kunekutsi kubutwe kubandza
• Ligunya: ngubani losayina ngekufika lapho
• Imiphumela & imiphumela: kwentekani, ngalokucondzile, uma kungekho lokushintjako

Leso sicucu sekugcina ngiso lesehlukanisa loluhlaka kuko konkhe lokunye lokuseluhlwini. Tinhlaka letinyenti time ku "yini inkinga." Lona ubuta kutsi kwentekani nangabe lenkinga ihlala ingakacatululwa, ngekwemali lengenako, sikhundla sekuncintisana, noma ngabe yini umtsengi latilinganisa ngayo mbamba.

Lowo mbuto ngiwo lowenta kutsi loluhlaka lusebente kulabatsintsekako labadzala, tiphatsimandla letingafuni kuhamba ngekuphenywa ngemibuto ngesabelomali. Bafuna kukhuluma ngekutsi lelibhizinisi libhekephi, futsi loluhlaka luhlangana nabo lapho esikhundleni sekubadvonsela phansi esigabeni seluhlu lwekuhlola.

SPICED (Simo, Buhlungu, Umtselela, Sehlakalo Lesibucayi, Sincumo)

SPICED ifundzeka kancane njengeluhlu lwekuhlola futsi ifundzeka kakhulu njengendzaba. Ihamba kusuka lapho umtsengi akhona khona nyalo kuya kutsi batawuncuma njani mbamba, futsi yakhiwe kuma-reps lafuna sakhiwo ngaphandle kwekutsi ingcoco itive njengekuphenywa ngemibuto:

• Simo: lapho umtsengi amile khona lamuhla, kusetha kwabo kwanyalo, emathulusi, noma inchubo
• Buhlungu: yini mbamba lephukile noma lekhungatsekisako ngaleso simo
• Umtselela: kutsi lobo buhlungu bubabita ini, ngesikhatsi, imali, noma litfuba lelilahlekile
• Sigameko lesibucayi: umncamulajucu noma sisusa lesibaphocelela kutsi bente nyalo esikhundleni sekutsi bente ngemuva kwesikhatsi
• Sincumo: kutsi batawukhetsa njani mbamba, ngubani lotsintsekako, nekutsi lenchubo ibukeka njani

I-oda libalulekile lapha. Ngesikhatsi ufika ebuhlungwini kanye nemtselela, umtsengi sewuvele akuhambise ngesimo sabo, ngako-ke buhlungu buvakala njengentfo labayivelako, hhayi intfo loyikhiphile. Lowo ngumehluko emkhatsini wekutfolakala lokuhlelekile kanye nekuphenywa ngemibuto, futsi kungako i-SPICED ifanelana nebatsengisi labafuna bukhali beluhlaka ngaphandle kwekulahlekelwa kwesigci semvelo sengcoco.

Kute licembu lelinesipiliyoni lelisebenta luhlaka lunye ligama ngeligama kuwo onkhe emadili. Bakhetsa munye njengesisekelo bese bavumelanisa imibuto lecondzile kunobe yini lesembikwabo mbamba.

Inchubo Ye-Lead Qualification

Yonkhe inhlangano ikugcokisa ngendlela leyehlukile loku, letinye tikugijima ngetinyatselo letintsatfu, letinye tikwelula tibe nguletisikhombisa. Khumula luphawu bese kulandzelana lokusisekelo kubukeka kufana yonkhe indzawo.

Lucwaningo Ngaphambi Kwekutsintsana

Ngaphambi kwekutsi kube khona lotsatsa lucingo nobe atfumele i-imeyili, dvonsa loko lokuvele kuhleti embikwebantfu. Bukhulu benkampani, imboni, indzawo, imali lengenako, tintfo letitsatsa imizuzu kutsi utitfole futsi tikutjele cishe ngekushesha kutsi ngabe litsemba lingekho kuloluhlu nhlobo. Ihhafu yemsebenti wekufaneleka yenteka ngaphambi kwekutsi ummeleli asho ligama kumtsengi.

Batsengisi bemininingwane hola keep yabo lapha, kondla imininingwane firmographic rep ngaphandle kwaloko bekangacitsa emahora agubha. Timphawu tekutsenga te-B2B njengekukhokhelwa kwamuva noma kucashwa lokusha kwe-leadership kukutjele kutsi ngubani mbamba emakethe nyalo, hhayi nje kutsi ngubani lofanele iphrofayli ephepheni. Hlunga kanzima, yonkhe ilead leshibilika ngekungafaneleki iba lihora leviki le-rep lecitsa sikhatsi.

Yenta Kuchumana bese Uhlola

Nyalo empeleni uyafinyelela, futsi umsakato ubaluleke kakhulu kunekutsi ema-reps lamanyenti asinika ludvumo. Sikhulu lesikhulu asihloli libhokisi le-imeyili lelijwayelekile ngendlela lefanako nemphatsi losesigabeni lesisemkhatsini, ngako-ke hambisana nesiteshi nalapho tilaleli tinaka khona mbamba, kungaba yi-imeyili, LinkedIn, noma lucingo.

Vula ngentfo lehambisana nesimo sabo, hhayi umsindvo. Akekho lofuna kuva ngemkhicito wakho emgceni wekucala wemlayeto lovela kumuntfu langamati. Uma sekune-rapport yangempela, ngulapho-ke imibuto yeluhlaka ingena khona, kungaba yimibuto lemine yaBANT noma kucwila lokujulile kwaMEDDIC, umgomo uyafana: tfola kutsi loku kufanelekile yini kulandzelela ngaphambi kwekutsi noma nguyiphi incenye itjale sikhatsi lesinyenti>>

Landzelela Kuhlanganyela Ngekuhamba Kwesikhatsi

Ingcoco yinye ikutjela kutsi i-lead itsini. Kutiphatsa kwabo emavikini lambalwa letako kukutjela kutsi basho kutsini mbamba. Buka kutsi bahlanganyela njani nema-imeyili lalandzelako, lokucuketfwe, kanye naletinye tingcingo, bayavula yini, bachafate, bayaphendvula, bavele? Leyo phethini iluphawu lwekwetsembeka kakhulu kunanoma yini leshiwo elucingweni lunye, lapho khona bantfu bavame kuba nesizotsa kungakhatsaliseki kutsi banenshisekelo mbamba.

Cinisekisa Liphuzu Lelifanele Lekutsintsana

Lapho khona enchubeni, buta umbuto labaningi labawugwemako: ngabe lomuntfu unalo mbamba yini ligunya lekutsenga, noma unemtselela kumuntfu lowentako? Ingcoco lenkhulu nemuntfu longakalungi solo iyindlela lefile.

Uma bangaphatsi lelo gunya, tfola kutsi ngubani lophetse, futsi ngubani lomunye lodzinga kusayina ngaphambi kwekutsi lesivumelwano sihambe noma ngukuphi. Yeqa lesinyatselo utawucitsa emaviki wakha budlelwane nemuntfu longeke atsi yebo.

Ncuma futsi Uhambe Umzila

Konkhe kuze kube ngunyalo bekubutsela ndzawonye lwati. Nasi lapho empeleni uyisebentisa khona. Kususelwa kuloko lokufundzile, ngempela kunetindlela letintsatfu kuphela:

1. Chubekisa i-lead engcocweni lejulile yekutsengisa
2. Yicondzise ibe kulandzelana kwekukhulisa kamuva
3. Likhiphe ngalokucondzile.

Kuncuma kuyincenye lemelula. Kulingisa kulapho emacembu awela khona, leads ahlale esimeni lesitsite lesisemkhatsini emaviki ngoba kute lobekafuna kwenta lucingo. Kungatsatsi sincumo akuvikeli emandla e-lead, kuvele kucitse sikhatsi lovele usicitse uyifaneleka. Khetsa indlela bese uyahamba.

Luhla Lwekuhlola Lwe-Lead Qualification

Nguwe loshaye lucingo. Kuchubela embili, kukhulisa, noma kukhipha, akusho lutfo kutsi ngukuphi. Lokubalulekile nyalo kutsi ngabe sincumo ngempela saphuma enhloko yakho sangena eluhlelweni, ngoba sincumo lesikhona kuphela enkhumbulweni yakho akusiso sincumo licembu lakho lelingatsatsa sinyatselo ngaso.

• Ngabe sincumo sibhalwe ku CRM, asigcini nje ngekuncunywa enhloko yakho noma kushiwo ngekwendlula?
• Uma uchubeka, kukhona yini sinyatselo lesilandzelako lesihleliwe lesinemnikati lotsite kanye nelusuku lolunamatsiselwe, hhayi "kulandzelela masinyane"?
• Ngabe emanothi ekutfolakala anemininingwane leyanele yini kutsi lomunye ummeleli angatsatsa le-akhawunti ibandza, ngaphandle kwekuphindze afaneleke kusuka ekucaleni?
• Uma kungafaneleki, sizatfu siyabhalwa yini, kute licembu likhone kubona emaphethini, njengekukhipha njalo leads kusuka emtfonjeni munye noma esigabeni?
• Ngabe wonkhe umuntfu lotsintsa lesivumelwano, kufaka ekhatsi noma ngubani lesiniketwa kuye, empeleni uyabonakala yini kuloko lokuvele kufundvwe?

Yekela noma ngukuphi kwaloku futsi umsebenti wekucecesha losandza kuwenta kungenteka kutsi awuzange wenteke.

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Imibuto lebuzwako yeLead Qualification

1. Kusho kutsini ngekutsi lead qualification?

Lead sicu yinchubo yekuhlola kutsi ngabe litsemba lifanele mbamba yini loko lokutsengisako, ngekuya ngesidzingo, sabelomali, kanye neligunya lekutsatsa sinyatselo, ngaphambi kwekutsi utjale sikhatsi sekutsengisa lesinyenti. Ngulesihlungi lesehlukanisa ematfuba mbamba emagameni laseluhlwini.

2. Ngingayitfutfukisa njani i-lead qualification?

Cala kusenesikhatsi kunalawo emacembu lamanyenti. Hlunga idatha ye-firmographic ngaphambi kwekufinyelela kwekucala, khetsa luhlaka loluhambisana nekuyinkimbinkimbi kwesivumelwano sakho, bese ulandzelela kuhlanganyela ngekuhamba kwesikhatsi esikhundleni sekwehlulela kufaneleka kwengcoco yinye. Tinkinga letinyenti tekufaneleka tibuyela emuva ekweqa sinye saletinyatselo, hhayi luhlaka lolunephutsa.

3. Yini silinganiso lesihle se-lead qualification?

Kute inombolo yinye lesebenta kuto tonkhe timboni noma tiphakamiso tekutsengisa, kuya kakhulu ngebukhulu besivumelwano, umjikeleto wekutsengisa, nekutsi indlela yakho icinile kangakanani. Esikhundleni sekugijimisa silinganiso, landzela lizinga lakho le-MQL kuya ku-SQL ngekuhamba kwesikhatsi bese uphatsa umkhuba lowehlako njengesibonakaliso lesifanele kutsi wente ngaso.

4. Ngingati njani kutsi i-lead iyafaneleka?

Bakhombise sidzingo lesicinile, banesabelomali noma bayakhona kusitfola, futsi umuntfu lokhuluma naye uneligunya mbamba noma umtselela kulesincumo. Uma ngabe kukhona kuleto tincetu letilahlekile, i-lead ayikafaneleki ngalokucondzile, idzinga nje umsebenti lomnyenti ngaphambi kwekutsi ilungele.

35. Kungani ilead qualification ibalulekile?

Ngaphandle kwayo, ema-reps acitsa sikhatsi etingcocweni lebetingakaze tiye ndzawo, futsi letifanele kutsi tilandzelwe atikutfoli kunakwa lokufanele. Kufaneleka ngiko lokwenta sikhatsi selicembu lekutsengisa sikhicite mbamba esikhundleni sekutsi sibe matasatasa nje.