Yintoni i-Lead Enrichment? Isikhokelo Esisebenzayo Kwezentengiso ne-Marketing

Amaqela amaninzi ezentengiso aphatha i-lead entsha ngokungathi sele inexabiso. Ayinaxabiso. Uninzi lwee-lead lufika kungaphezu kwegama nedilesi ye-imeyile, isiqalo esibhityileyo esiqhelekileyo ekubambeni ii-lead kwishishini le-B2B. Ngaphezu kwe-60% yamaqela athi idatha ye-lead engafanelekanga iyaphazamisa ukunikezelana phakathi kwe-Marketing nentengiso, ize icothise imveliso yentengiso.

Oku akukho ngokongezwa kolwazi njengomkhwa ngokubanzi. Kumalunga ne-Lead Enrichment ngqo: yintoni, nokuba kutheni ixesha libaluleke ngakumbi apha kunakwidathabheyisi emiyo. Ukususela apho: indlela eyondla ngayo i-Scoring ne-Routing, nendlela izigqibo ezo ezibumba ngayo ukuba i-lead iyaguquka na. I-Sales Prospecting ihamba ngokukhawuleza kuphela ngokoku i-lead isebenziseka ngako, kwaye i-Lead Scoring ayithethi nto xa kungekho nto inokuqhutywa amanqaku.

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Yintoni i-Lead Enrichment?

I-lead ifika ingaphathanga phantse nto. I-Lead Enrichment yiyo ezalisa eso sikhewu: ukuthatha irekhodi esandul' ukubanjwa, ngokuqhelekileyo igama nedilesi ye-imeyile ephuma kwifom egcweziswe, nokongeza iinkcukacha ezenza loo rekhodi isebenziseke ngokwenene, inkampani, indima, imeko eyaneleyo yokuguqula ubhaliso olungacwangciswanga lube yinjongo ye-lead prospecting esebenzekayo. Ngaphandle koko, nazo zombini intengiso ne-Marketing azinanto ininzi zinokusebenza ngayo. Bagcina bengumana bequdikelela nje.

Nantsi inxalenye abantu abadla ngokuyidlulisa: i-Lead Enrichment isebenzisa iintlobo zedatha ezifanayo nokongezwa kolwazi ngokubanzi, ye-firmographic, ye-demographic, uluhlu oluqhelekileyo. Umahluko asikho kwidatha ngokwayo. Kukuba isetyenziswa nini nokuba kutheni.

Ukongezwa kolwazi ngokubanzi kugcina idathabheyisi njengengqokelela iphela. I-Lead Enrichment yenzelwe umzuzu i-lead entsha ivela ngawo, isetyenziswa kuloo rekhodi inye ukuze ifaneleke ize isetyenzwe ngoko nangoko, nto leyo eyeyona nto umsebenzi ozimisele we-lead generation ejolise kwabathile oxhomekeke kuyo.

Kutheni Ixesha Libaluleke Ngakumbi kwi-Lead Enrichment

Yongeza ulwazi kwidathabheyisi qho ngekota kwaye akukho nto inkulu yenzekayo ukuba ushiyekile yiveki. Yongeza ulwazi kwi-lead ushiyekile yiveki kwaye akusekho nto isele yokongeza, umthengi sele ekhethe omnye umntu. Nantso umahluko wokwenyani amaqela amaninzi awuphosayo: i-lead asiyorekhodi emiyo ehleli etafileni, yiwotshi ehamba isiya kuphela ixesha. Xa ihlala ixesha elide ingafakelwanga lwazi kwaye ingatyunyelwanga ndaweni ifanelekileyo, kokukhona iya ipholayo, aze amathuba okuba ufumane impendulo yokwenyani, endaweni yokuthuleka, ehle.

Zimbini iindlela zokwenza oku, kwaye azifani, akunakutshintshaniswa:

Ukongezwa kolwazi ngexesha lokwenyani: oluqaliswa ngoko nangoko i-lead ibanjwa, kungenxa yefom ethunyelweyo, incoko ye-chat, okanye ubhaliso, ukuze irekhodi ibe sele igqityiwe ngaphambi kokuba ummeli okanye umgaqo we-Routing uyichukumise. Nantsi apho ngokwenyani ufumana ithuba lokuqonda iimpawu zokuthenga ngoxa zisengqondweni, kungekhona kwiintsuku ezintathu kamva xa oko kwakuvuselele umdla sele kufiphele.

Ukongezwa kolwazi olucwangcisiweyo okanye oluceliweyo: olwenziwa ngamaqela okanye lucwangciswe ngaphambi kweqhukumbe ethile. Iluncedo kwii-lead ezisele zikhona eziphinda zivuselelwa okanye zihlelwe ngokutsha, hayi kwinto entsha ebanjiweyo. Yicinge njengomsebenzi wamalungiselelo owenziwa ngaphambi kokutyhalela phambili, kufana nendlela i-Marketing esekelwe kwi-Intent ecwangcisa ngayo iqhukumbe ngaphambi kokuqaliswa, hayi impendulo edutyulwa ngexesha lokwenyani.

Uninzi lwee-funnel ezenene ezisebenzayo azikhethi cala. Ziqhuba ukongezwa kolwazi ngexesha lokwenyani kwii-lead ezintsha ezingenayo, kuba isantya sokuqala ukuqhagamshelana sesona sona mdlalo apho, kwaye ziqhube nokongezwa kolwazi okucwangcisiweyo ukugcina iirekhodi ezindala kwi-pipeline zingaboli.

Yiphathe le nto njengokhetho olunye kwezimbini kwaye uya kuvele utshise izixhobo zakho ufaka ulwazi kuyo yonke into ngoko nangoko, okanye ulahlekelwe zii-lead zakho ezingcono ulinde iqela elilandelayo. Eso sikhewu, ukusabela ngoko nangoko okanye ukucwangcisela phambili, sesona sikhewu sahlula phakathi kwe-lead prospecting ne-lead generation.

Indlela i-Lead Enrichment Edibana Ngayo ne-Lead Scoring

Imodeli ye-Scoring ihlakaniphe kuphela ngokwenani lento uyondlayo ngayo. Yakha umgaqo ohlela ii-lead ngobukhulu benkampani okanye izinga lesikhundla, emva koko unikeze irekhodi enegama nedilesi ye-imeyile kuphela. Kufuneka yenze ntoni ngaloo nto? Akukho bukhulu bokujonga, akukho sihloko sokulinganisa. Umgaqo lowo uhleli apho, ufe kwasekufikeni. Hayi ngenxa yokuba imodeli imbi. Ilambile.

Nantsi apho amaqela akhubeka khona: aphatha i-Enrichment ne-Scoring njengeeprojekthi ezimbini ezahlukeneyo. Azinjalo. I-Enrichment yiyo eyenza i-Scoring ibekho kwasekuqaleni, ayisiyo nje inkqubo ehamba nayo, ingumgangatho ekufuneka wenziwe kuqala. Nokuba zenzeka ngephefumlo elinye, okanye i-Enrichment ihlala ithathe umzuzwana ngaphambili, kodwa ulandelelwano aluyonto onokuyikhetha.

Ubukhulu benkampani, umkhakha, izinga lesikhundla, umda wengeniso, akukho nanye kuzo ehleli ilinde ukuba nembali ngenye imini. Ingena ngqo kuyo nayiphi na ingqondo ye-Scoring esele uyakhile, kwaye i-lead ebivela njengomthwalo ofileyo iguqukele kwinto ehlelwe ngamanqaku kwaye elwelwa, ngexesha elithathwa yi-Enrichment ukuze isebenze.

Yeqa elo nqanaba kwaye i-Scoring ayinyamalali, iba mandundu nje ngakumbi. Abammeli baqala ukuqhuba amanqaku ngezalathiso: yeyiphi ifom umntu ayizalisileyo, yiliphi ikhasi abehlala kulo. Oko asikokufaneleka, ngukuqikelela okunxibe iimpahla zenkqubo, kwaye amaqela awathembe ngokupheleleyo de i-lead "eneli-scoring eliphezulu" ifumaniseke ingenabhajethi nagunya lokuthenga nantoni na.

Ngoko yeyiphi kanye: imodeli eyakhelwe ekufanelekeni kwenyani, okanye leyo ihlela nje ingxolo ibe ngamakholam acocekileyo ize iyibize ngokuba yistrateji? Ngaphandle kwe-Enrichment, imiqathango yakho ikhona ephepheni kuphela kwaye ingekho kwenye indawo.

Indlela i-Lead Enrichment Edibana Ngayo ne-Lead Routing

I-Scoring ikuxelela ukuba i-lead ilungile kangakanani. I-Routing igqiba ukuba ngubani okanye ekumele ajongane nayo. Umsebenzi owahlukileyo, indlela eyahlukileyo yokusilela ukuba uyayeqa i-Enrichment.

Ngaphandle kwedatha eye yongezwa, umgaqo we-Routing awunanto anokusebenza ngayo ngaphaya kwe-round-robin, ummeli olandelayo ufumana i-lead, nokuba ulilungelelaniso okanye akananjalo. I-Enrichment yiyo enika i-Routing into yokwenyani yokusebenza ngayo: ubukhulu benkampani, ummandla, umkhakha, nantoni na iqela lakho eliqhutywa ngayo ngokwenyani.

Kwiinkqubo ezininzi, oko kuthetha ukuba ii-akhawunti ezinkulu ziya ku-AE ophezulu owakhelwe umjikelo wentengiso omde, ngoxa ii-akhawunti ezincinci zisiwa kumgca we-SDR, apho isantya nobuninzi kubaluleke ngakumbi kunendlela ecotha, enokuchukumisana okuninzi. Ii-lead zithunyelwa ngokommandla kulowo unelungelo kuloo mmandla, kunokuba kuye nabani na obekhululekile ngelo xesha.

Akukho nayiphi na kuloo ngqondo isebenzayo kwirekhodi engenanto. Awunakuthumela ngobukhulu benkampani ukuba akukho namnye owalizalisayo ibala lobukhulu benkampani. Awunakuthumela i-lead kummeli onelungelo kwiBavaria ukuba akukho nto ikuxelelayo ukuba i-lead ikwiBavaria.

Indlela yokusilela efanele ukubizwa: i-Enrichment ne-Routing zisebenza njengamanyathelo angadibananga, apho i-lead inikwa umntu kuqala ize yongezwe kamva, ngokulibaziseka. Olo lulandelelwano oluchasene nendlela okumele lube ngayo.

Ummeli sele enayo i-lead kumgca wakhe ngexesha ulwazi oluluncedo luvela ngalo, ngoko ukuchukumisana kokuqala, olo lubumba ngokwenene ukuba i-lead iyaphendula na, lwenzeka ngobumfama. Yenza ulandelelwano lulungile kwaye i-Routing yenza umsebenzi wayo. Ukuba uyaluphosa, umane unike ummeli igama nje wamxelela ukuba azifumanele okuseleyo ngexesha lomnxeba.

Indlela i-Lead Enrichment Exhasa Ngayo Ukuguqulwa Nokhathalelo

I-Enrichment ayiyeki ukubaluleka nje kanye i-lead isinikwe amanqaku kwaye yathunyelwa. Kulapho kanye uninzi lwabantu luyeka khona ukuyinikela ingqalelo.

Unxulumano olwakhelwe kwirekhodi esele yongezwe ulwazi lunako ukwenene ukuthetha into ethile. Lunako ukubhekisela kwindima ye-lead, kwimeko yenkampani yayo, nakwingxaki abanokuba bejamelene nayo. Unxulumano olwakhelwe kwirekhodi engenanto lufumana isakhelo esifanayo, intetho enye efanayo ethunyelwa kubo bonke, kwaye ngokuqhelekileyo iyabonakala.

Ii-lead ezingaguquki ekuchukumiseni kokuqala azifi ngokungazenzekeli nje. Nantsi apho i-Enrichment izuza khona kabini: i-lead emiyo isenokuba yi-lead nje engakhange ijongwe mntu ixesha elithile.

Yongeza ulwazi kuloo rekhodi ngokutsha kwaye usenokufumanisa ukuba umntu lowo utshintshe indima, okanye watshintsha iinkampani ngokupheleleyo. I-lead efileyo ngequbuliso iba yentsha, ihleli kwisihlalo esahlukileyo enegunya lebhajethi elahlukileyo, kwaye esona sizathu sokwazi oko kukuba umntu wazithwaxa ukuphinda ajonge.

Nantsi apho ixabiso liya lisanda khona ngokwenyani. Loo mabala afanayo aye anika amandla isigqibo sokuqala se-Scoring ne-Routing, ubukhulu benkampani, indima, umkhakha, awayeki nje kanye i-lead inikwe umntu. Ahlala endla wonke umyalezo othunyelwa emva koko, ixesha lonke ubudlelwane obuqhubekayo.

I-Enrichment asisango elivulwa kanye i-lead idlula kulo isiya kwi-pipeline. Yiyo into egcina wonke umchukumiso emva kwalowo wokuqala ungezwakali ngathi uvela kumntu ongaziwayo.

Iimpazamo Eziqhelekileyo Ze-Lead Enrichment

Iinkqubo ze-Enrichment azidli ngokusilela kwingcamango yazo. Zisilela kulandelelwano nakubunini, kwaye le yimizekelo evela rhoqo:

• Ukongeza ulwazi emva kwe-Routing: i-lead inikwa umntu kuqala ize yongezwe kamva, ngoko umchukumiso wokuqala wommeli usebenza ngengcombolo engaphelelanga.
• Ukuqhuba amanqaku ngezalathiso endaweni yedatha: ukuhlela ii-lead ngefom abayizalisileyo okanye ngendlela abavele ngayo, endaweni yokwenza i-Enrichment kwirekhodi ngaphambi kokuyiqhuba amanqaku.
• Ukuqhuba i-Enrichment ne-Routing njengobunini obahlukeneyo: amaqela amabini, iindawo zamaxesha ezimbini, nokulibaziseka phakathi kokubanjwa nokuqhagamshelana kokuqala, apho kungekho qela linoxanduva lokuvala loo mgama.
• Ukongeza ulwazi kanye ungabe usaphinda: i-lead izaliswa xa ibanjwa, ime kwi-pipeline iinyanga, kwaye akukho mntu uphinda ajonge ukuba ikho na into etshintshileyo ngalo mntu okanye inkampani ukususela ngoko.
• Ukuphatha zonke ii-lead ngokufanayo: ukuqhuba i-Enrichment enzulu kubhaliso lwencwadana yeendaba ngoxa isicelo se-demo okanye umbuzo wamaxabiso ulinde kumgca ofanayo, ngoxa i-lead ene-Intent ephakamileyo yiyo ngokwenyani ebifuna isantya.

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Imibuzo Ebuzwa Rhoqo nge-Lead Enrichment

1. Kutheni i-Lead Enrichment ibalulekile?

Ngaphandle kwe-Enrichment, intengiso ne-Marketing zisebenza ngegama nedilesi ye-imeyile kuphela. I-Enrichment izalisa eso sikhewu ngokukhawuleza okwaneleyo ukuze i-Scoring ne-Routing zisebenze ngokwenyani, endaweni yokuqhutywa kukuqikelela.

2. Kutheni ukhathalelo lwe-lead lubalulekile?

Uninzi lwee-lead alukguquki ekuchukumiseni kokuqala, kwaye oko akuzenzi zifile. Ukhathalelo lugcina i-lead emiyo ingalahleki, ngokukhethekileyo xa irekhodi eyongezwe ulwazi kwakhona ibonisa ukuba indima yomntu okanye inkampani itshintshile.

3. Yintoni injongo ye-Enrichment?

I-Enrichment ithatha irekhodi engaphandle, engaphelelanga ize yongeze iinkcukacha, ze-firmographic, ze-demographic, nezingqombolo, ezenza isebenziseke. Kwi-lead ngqo, oko kuthetha into enokuqhutywa amanqaku, ithunyelwe, kwaye isetyenzwe kanye nje xa ifika.

4. Yiziphi izixhobo ze-Lead Enrichment?

Ezi ziipulatifomu ezitsala idatha yenkampani, indima, nonxibelelwano ziyifake kwirekhodi ye-lead ngokuzenzekelayo, ize iyithumele kwi-CRM okanye kwinkqubo ye-Scoring. Ezinye zisebenza ngexesha lokwenyani kwii-lead ezintsha. Ezinye zisebenza ngamaqela, ukucoca iirekhodi ezindala esezikwi-pipeline.

5. Ungayenza njani i-Enrichment yedatha ye-lead?

Qhagamshelanisa indawo yakho yokubamba, ifom, i-chat, ubhaliso, nomthombo wedatha ozalisa iinkcukacha zenkampani, indima, ne-firmographic ngokuzenzekelayo. Beka loo mabala kwingqondo yakho ekhoyo ye-Scoring ne-Routing, uze uphinde uqhube i-Enrichment kwii-lead ezimileyo.