Wanem i Lead Enrichment? Wanpela Stretpela Gaid bilong Sels na Marketing

Planti tim bilong sels i tingting olsem wanpela nupela lead i gat vellu pinis. Nogat. Planti lead i kamap wantaim liklik samting tasol, wanpela nem na wanpela imel, em i wanpela liklik stat we i save kamap long B2B lead capture. Winim 60% bilong ol tim i tok olsem, data bilong lead i no gutpela em i bagarapim ol handover namel long marketing na sels, na i slodaunim productivity bilong sels.

Dispela i no stori long data enrichment olsem wanpela general wok tasol. Em i stori stret long Lead Enrichment: em i wanem samting, na bilong wanem taim (timing) i bikpela samting moa long hia, winim taim bilong wanpela database we i no save senis. Bihain long dispela: olsem wanem em i go insait long Scoring na Routing, na olsem wanem ol dispela disisen i save makim sapos lead i kamap kastoma o nogat. Sales Prospecting i save go hariap tasol olsem lead i redi bilong wok, na Lead Scoring i no minim wanpela samting sapos i no gat wanpela samting bilong skorim.

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Wanem i Lead Enrichment?

Wanpela lead i kamap wantaim klostu i no gat wanpela samting. Lead Enrichment em i wok bilong pulapim dispela hul: kisim wanpela nupela rekot, we planti taim em i wanpela nem wantaim wanpela imel long wanpela fom, na skruim ol detil we bai mekim em i inap bilong yusim, kampani, rol, na inap infomesen bilong senisim wanpela raw saenap i kamap wanpela gutpela lead prospecting target. Sapos i no gat dispela, sels na marketing tupela wantaim i no gat planti samting bilong wokim. Ol i gesim tasol.

Hia i hap we planti man i save skipim tasol: Lead Enrichment i kisim ol wankain data olsem general data enrichment, firmographic, demographic, em ol samting yumi save long en pinis. Difrens i no stap long data. Em i stap long taim na as tingting bilong wanem em i kisim yus.

General data enrichment i lukautim wanpela database olgeta wantaim. Lead Enrichment ol i wokim bilong dispela taim tasol wanpela nupela lead i kamap, em i wok long dispela wanpela rekot tasol bai em inap kisim mak na wok kwiktaim, em i stret as bilong wanpela strongpela targeted lead generation wok, em i save dipen long en.

Bilong Wanem Taim (Timing) i Bikpela Samting Moa long Lead Enrichment

Wokim enrichment long wanpela database wan taim long tripela mun (quarterly) na i nogat bikpela samting bai kamap sapos yu leit wanpela wik. Wokim enrichment long wanpela lead na yu leit wanpela wik, orait i nogat samting moa bilong enrichim, kastoma i makim pinis narapela man. Em dispela stret poin planti tim i save misim: wanpela lead em i no wanpela rekot i sindaun stil, em i wanpela klok i wok long kaunt daun. Taim em i stap longpela taim i no gat enrichment o routing, em i kamap kol moa, na sans bilong yu long kisim wanpela tru bekim i go daun moa, na sait (silence) tasol bai kamap.

I gat tupela rot bilong wokim dispela, na tupela i no wankain, yu no inap senisim wanpela i go long narapela:

Real-Time Enrichment: em i stat kwiktaim stret long taim lead i kamap, wanpela fom i pinis, wanpela toktok long chat, wanpela saenap, olsem na rekot i pulap pinis bipo wanpela salesman o wanpela routing rul i tasim em. Long hia yu inap tru long luksave long ol sain bilong baim taim ol i strong yet, i no tripela de bihain taim wanem samting i bin kirapim laik pinis i lus pinis.

Enrichment Bilong Taim Yu Makim, o Long Taim Yu Nidim (On-Demand): em i ran long ol batch o ol i makim taim bipo long wanpela kampen. Em i gutpela bilong ol lead i stap pinis we ol i kirapim gen o skelim gen, tasol i no gutpela bilong wanpela samting we ol i kisim nupela tasol. Tingim olsem wok redi yu wokim bipo long wanpela bikpela push, em i klostu long olsem wanem Intent-based Marketing i planim wanpela kampen bipo em i statim, i no wanpela bekim kwiktaim ol i mekim long semtaim tasol (real-time).

Planti funnel we i wok tru, ol i no makim wanpela sait tasol. Ol i ranim Real-Time Enrichment long ol nupela lead we i kam insait stret, long wanem spid bilong kamap fes kontak em i olgeta gem long dispela hap, na ol i ranim tu Enrichment Bilong Taim Yu Makim bilong bosim ol lapun rekot long pipeline na pasim ol long kamap i no fres moa.

Sapos yu tingim dispela olsem wanpela bikpela tupela rot tasol (binary choice), bai yu kukim ol resos bilong enrichim olgeta samting kwiktaim stret, o yu bai lusim ol nambawan lead bilong yu taim yu wet long nekpela batch. Dispela gap, bekim kwiktaim o planim bipo, em i sem wanpela gap i save brukim namel long lead prospecting versus lead generation.

Olsem Wanem Lead Enrichment i Pas Wantaim Lead Scoring

Wanpela Scoring model em i saveman tasol olsem wanem samting yu givim em long kaikai. Wokim wanpela rul we i renkim ol lead long saiz bilong kampani o long levol bilong wok (seniority), na bihain givim em wanpela rekot wantaim nem na imel tasol, nogat narapela samting. Em bai wokim wanem wantaim dispela? I nogat saiz bilong sekim, i nogat taitol bilong skelim. Rul i sindaun stil, em i dai pinis taim em i kamap. I no long wanem model i nogut. Em i hangre nogut tru.

Hia stret ol tim i save pundaun: ol i tingim enrichment na scoring olsem tupela narapela narapela projek. Ol i no olsem. Enrichment em i samting we i mekim scoring inap kamap long pastaim tru, em i no wanpela poroman process tasol, em i wanpela samting yu mas gat bipo. O tupela i kamap wantaim long sem taim, o enrichment i kamap liklik bipo, tasol oda (order) bilong tupela em i no samting yu inap senisim.

Saiz bilong kampani, indastri, seniority, level bilong mani (revenue band), i nogat wanpela bilong ol dispela i wet nating bilong kamap bikpela samting sampela taim bihain. Em i go stret insait long wanem kain scoring logic yu wokim pinis, na wanpela lead we i kamap olsem hevi samting nating (dead weight) i senis kamap wanpela samting ol i renkim na planti man i laikim tumas, insait long taim we enrichment i wok.

Sapos yu skipim dispela step, scoring i no lus, em i kamap nogut moa. Ol salesman i statim skorim long ol proxy tasol: wanem fom man i pulapim, wanem pes em i stap longpela taim long en. Dispela i no fit, em i wanpela gesin i putim klos bilong wanpela sistem, na ol tim i bilipim strong inap long wanpela "hai skoa" lead i kamap olsem em i nogat budget o paua bilong baim wanpela samting.

Olsem wanem nau: wanpela model ol i wokim long tru fit, o wanpela we i mekim nois kamap stret long ol kolam na kolim em strategy? Sapos i nogat enrichment, ol kraeteria bilong yu i stap long pepa tasol na i nogat narapela hap.

Olsem Wanem Lead Enrichment i Pas Wantaim Lead Routing

Scoring i tokim yu long hamas gutpela wanpela lead i stap. Routing i makim husat i mas wok stret long en. Narapela wok, narapela kain pasin bilong pundaun sapos yu skipim enrichment.

Sapos i nogat data i kisim enrichment pinis, wanpela routing rul i nogat narapela samting bilong wok wantaim, winim Round-Robin tasol: nekpela salesman long lain i kisim lead, maski em i stret man bilong en o nogat. Enrichment em i givim long routing wanpela tru samting bilong wok wantaim: saiz bilong kampani, hap (territory), indastri, wanem samting tru tim bilong yu i save yusim bilong routim.

Long planti setap, dispela i minim olsem ol bikpela enterprise akaun i go long wanpela sinia AE we em i redi bilong longpela sels saikel, taim ol liklik akaun i pundaun i go insait long lain bilong SDR, we spid na hamas (volume) i bikpela samting moa long wanpela isi, gutpela-tasim wei. Ol lead i ruut long region i go long husat i bosim dispela hap, i no long husat i stap fri nating long dispela taim.

I nogat wanpela bilong dispela lojik i save wok long wanpela rekot i stap nating (blank). Yu no inap ruutim long saiz bilong kampani sapos i nogat man i bin pulapim saiz bilong kampani. Yu no inap salim wanpela lead i go long salesman husat i bosim Bavaria sapos i nogat wanpela samting i tokim yu olsem lead i stap long Bavaria.

Dispela kain pasin bilong pundaun i gutpela long kolim stret: enrichment na routing i ran olsem tupela step i no pas wantaim, we lead i kisim asainmen pastaim na enrichim bihain, wantaim delay. Dispela oda em i baksait olgeta.

Salesman i gat pinis lead long lain bilong em long taim gutpela infomesen i kamap, olsem na fes kontak, em wanpela we tru i save makim sapos lead bai bekim o nogat, i kamap olsem aipas (blind). Sapos yu stretim gutpela sikwens, routing bai wokim wok bilong en stret. Sapos yu tanim baksait, orait yu bin givim tasol wanpela nem long salesman na tokim em long painimaut yet arapela hap taim em i toktok long fon.

Olsem Wanem Lead Enrichment i Sapotim Conversion na Nurturing

Enrichment i no pinis long stap bikpela samting taim wanpela lead i kisim skoa na ruut pinis. Em nogat moa, em tasol hap we planti man i pinisim lukluk long en.

Wanpela outreach ol i wokim antap long wanpela rekot i kisim enrichment pinis inap tru long tokaut long wanpela samting. Em inap kolim rol bilong lead, sitiuesen bilong kampani bilong em, hevi (pain point) em i luk olsem em i save sanap wantaim. Wanpela outreach ol i wokim antap long wanpela rekot i stap nating i kisim wanpela template tasol, sem wankain toktok jenerol ol i salim i go long olgeta man, na planti taim ol i save luksave long en.

Ol lead i no kamap kastoma long fes kontak, ol i no dai stret nating. Long hia enrichment i kamapim wok bilong em tupela taim: wanpela lead i pas nabaut (stalled) em inap tasol long em i wanpela lead we i longpela taim nogat man i lukim.

Enrichim gen dispela rekot na ating yu bai painimaut olsem man i senisim rol bilong em, o senisim kampani olgeta wantaim. Wanpela dai lead i kamap kwiktaim wanpela fres lead, i sindaun long narapela sia wantaim narapela paua bilong budget, na wanpela as tasol yu save long en, em long wanem sampela man i wokim hatwok bilong sekim gen.

Long hia stret vellu i save kamap bikpela moa na moa. Ol sem fild we i bin givim paua long orijinal disisen bilong scoring na routing, saiz bilong kampani, rol, indastri, ol i no lusim wok taim lead i kisim asainmen pinis. Ol i wok yet long givim infomesen long olgeta mesej ol i salim bihain long dispela, inap long taim relesensip i wok yet.

Enrichment em i no wanpela get yu opim wanpela taim tasol na lead i wokabaut namel long en na go insait long pipeline. Em i samting we i pasim olgeta kontak bihain long fes wan long kamap olsem em i kam long wanpela man yu no save long em.

Ol Popaia i Save Kamap Planti Taim Long Lead Enrichment

Ol Enrichment program i no save pundaun planti taim long consept bilong en. Ol i save pundaun long sikwens na long husat i mas lukautim, na ol dispela em ol pasin i save kamap planti taim moa:

• Enrichim Bihain Long Routing: lead i kisim asainmen pastaim na enrichim bihain, olsem na fes kontak bilong salesman i wok antap long context i no pulap yet.
• Skorim Long Ol Proxy, i No Long Data: renkim ol lead long wanem fom ol i bin pulapim o wanem channel ol i kam long en, i no long wok bilong enrichim rekot pastaim long skorim em.
• Ranim Enrichment na Routing Olsem Tupela Wok Bilong Tupela Narapela Grup: tupela tim, tupela taimlain, na wanpela delay namel long kisim lead na fes kontak, we i nogat wanpela bilong tupela tim i tekim risponsibiliti long pasim dispela hul.
• Enrichim Wanpela Taim Tasol na Nogat Moa: lead i kisim pulap taim ol i kisim em pastaim, em i pas nabaut long pipeline inap sampela mun, na i nogat man i sekim gen sapos wanpela samting long dispela man o kampani i senis pinis o nogat.
• Mekim Olgeta Lead i Wankain: ranim fulpela enrichment long wanpela saenap bilong newsletter, taim wanpela askim bilong demo o askim long prais i wet long sem lain, we lead i gat bikpela intres (high-intent) em stret wanpela i nidim spid.

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Ol Askim Long Lead Enrichment

1. Bilong Wanem Lead Enrichment i Bikpela Samting?

Sapos i nogat enrichment, sels na marketing i wok tasol long wanpela nem na wanpela imel. Enrichment i pulapim dispela hul kwiktaim inap long scoring na routing inap wok stret tru, i no long ranim ol samting long gesim tasol.

2. Bilong Wanem Lead Nurturing i Bikpela Samting?

Planti lead i no kamap kastoma long fes kontak, na dispela i no mekim ol i dai. Nurturing i pasim wanpela lead i pas nabaut long lus olgeta, moa yet taim wanpela rekot ol i enrichim gen i soim olsem rol o kampani bilong man i senis pinis.

3. Wanem i Purpos Bilong Enrichment?

Enrichment i kisim wanpela rekot i no pulap yet, raw, na i adim ol detil, firmographic, demographic, contextual, we i mekim em kamap gutpela bilong yusim. Long wanpela lead stret, dispela i minim wanpela samting ol inap skorim, ruutim, na wok wantaim, stret long taim em i kamap.

4. Wanem i Ol Tul Bilong Lead Enrichment?

Ol dispela em ol platform we ol i kisim data bilong kampani, rol, na kontak, na putim ol i go insait long wanpela lead rekot ol yet (automatically), na bihain putim i go insait long wanpela CRM o wanpela skoring sistem. Sampela i ran long real-time long ol fres lead. Ol arapela i wok long batch, bilong klinim ol lapun rekot we i stap pinis long pipeline.

5. Olsem Wanem Yu Save Enrichim Data Bilong Lead?

Konektim ol poin bilong kisim lead bilong yu, fom, chat, saenap, i go long wanpela data sos we i pulapim kampani, rol, na ol firmographic detil ol yet (automatically). Mapim ol dispela fild i go insait long scoring na routing logic yu gat pinis, na ranim gen enrichment long ol lead i pas nabaut.