D acu i d Lead Qualification? Aḍris n tmusni i tegrawin n zzyada

Amur ameqran seg leads i d-yeqqaren marketing s wazal-nsen ur tt-id-ttawin ara s tmuɣli n tnezzuyt. Deg temguriwin, talemmast MQL ɣer SQL azal n usnulfu yeqqim deg kan 13%. S wawalen ibanen, marketing yettak-d ifassen n mya leads, yerna lqeḍyan yettwali kan kraḍ d mraw s wazal-nsen ad t-id-ḍefren. D ayen ur nelli d ugur n tsuta lead. D ugur n tmusni, yerna d win ɣlayen ma yella ulac win ara t-yesselḥun.

D ayen i d-yellan lead qualification. Maḍris-a yettbeddilen ayen i d-yeqqar s tidet, ṣṣenf n qualified leads ara temliliḍ, ikataren i yessefk ad ten-tessneḍ, d tmuɣli i t-yeqqnen akk. Deg ubrid ad nḥaz anda i t-id-yettaf ɣer tama tasuta n lead, acku qualification ixeddem kan ma yella leads i d-yewwḍen ɣer yigensasen-ik ttwaferqen s kra n lebɣi deffir-sen.

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D acu i d Lead Qualification?

Lead aselmed d abrid n uḥezzeb ma yella asenqed yesɛa azal s tidett i wakud-ik uqbel ad tesseftiḍ ugar-is. Anamek-is d aqeddic ma yella kra yesɛa lḥawa n tidet d budget d udabu akken ad yexdem fell-as, mačči kan d win i d-yeččuren tafelwit neɣ yeldi-d email. Skip step-agi ur tgiḍ ara lqeḍyan. Txeddmeḍ axeddim n usnulfu s yiḍrisen n usmel n zyada.

Atan uḥric aydeg amur ameqran seg medden ttɣelṭen: aɛaqeb mačči d yiwet n teswiɛt n usnefli. D relay, yebḍa gar ussetti d usnuzu, s yal tama tettqabal leads deg yiwet n tneqḍit yemgaraden deg tfunnelt. Ihi anwa i d ccɣel-is, n marketing neɣ n tnezzuyt ? Ur yelli yiwen weḥd-s. Ifilṭren n ssuq i lfayda d tmeẓla deg tqacuct n tfunnelt. Ifilṭren n zzyada i lmend n uheggi d tɣawsiwin s tɣawla ugar ddaw.

Yiwen n umgarad i yessefk ad t-nexdem zik : agerdas ur yelli ara am Aswir n lead. Aswir, yal tikelt yettkemmil s Aselkim n uswir lead, yettak-d azal n umḍan s lsas n tqacuct d tqacuct. Qualification d tiɣri n lḥisab i d-yesbedden d acu ara yexdem s uswir-nni.

Tiwsiwin n Qualified Leads

Tedduḍ deg yal tamlilit n zzyada ad tesleḍ i 4 n yimeslayen-agi yettwaḍeggren amzun yal yiwen yemsefham ɣef wayen ay d-qqaren. Ur ttgen ara, mačči dima. Ha-t-an umawal yesɛan azal s tidet:

lead (MQL): a lead i d-yesbanen azal yesɛan anamek s tɣawsiwin, s tḥemliwin, neɣ s tedyanin, war ma yella kra n usmel usrid n zzyada ar tura. Wigi ttwaseknen-d s waṭas s Assetti yebnan ɣef lebɣi, ttḍafaren iḍarren n tmacinin (footprints numériques) ay d-yesmektayen belli kra n umdan yella deg tegnit n tifrat n wugur uqbel ma nnan-d awal i kra n umdan.
Azenzi yettwaqbel lead (SAL): an MQL i d-sqedcen yimesnuzuyen yerna msefhamen fell-as, yessefk ad t-id-ḍefren s telqey. Kra n tuddsiwin sseqdacent aya d aḥric n tɣellist n tlemmast uqbel ad yuɣal lead d SQL, d abrid i Tarbaɛt n uznaz n beṛṛa ad d-tiniḍ "ih, wa d tidet" uqbel ad t-id-tefkeḍ s wakud n tidet.
lead n tnezzuyt (SQL): d lead i yettwasqedcen s lekmal-is sɣur tnezzuyt yerna yettwasnemmer belli yesɛa aḥric n tidet, akud n tidet, d lqima n usnefli n tegnit. Wagi d lead i d-yettwaheggan i umciwer n tidet ɣef tɣawsa d ssuma, mačči d imayl n usnerni.
Afaris yettwaskelsen lead (PQL): d lead i d-yesfaydin yakan seg wazal n tɣawsa seg ufaris s timmad-is, s umata s tɣuri tilellit neɣ s useqdec n freemium. Afaris-nni yexdem ayen i t-iqenɛen uqbel ad yerfed yiwen n umḍebber tilifun.

Teḥwaǧeḍ akk arbaɛ? Ahat ala. Tirebbaɛ timeẓyanin ttqerribent s waṭas ɣer MQL d SAL deg yiwen n uswir imi ur sɛint ara aḥric n yiqeddacen akken ad sselḥunt snat n tɣawsiwin n tɣellist. Tikebbaniyin yettwasselḥayen s ufaris ttkelfent aṭas ɣef PQLs deg umḍiq-nsent, imi isefka n useqdec qqaren-asent ugar n wayen ay izemren ad t-id-yesmekti usmel n tfelwit.

Ikataren n Lead Qualification

Fren akaram ur nelli ara d ayen yelhan yerna ad tesɛuḍ lead iḥemmlen s yisestanen n tesleḍt neɣ ad tesɛeddiḍ tameddit n rep s uḍfar n win ur nelli ara ad yaɣ. Win yelhan yettkemmil ɣef aswir n umtawa, tuɣzi n tɣawsa n zzyada, d wacḥal n yimḍebbren yellan s tidet deg texxamt, yerna ala, ulac yiwen n ukatar ara irebḥen yal tikkelt.

BANT (Tadrimt, Tazmert, Taḥwaǧt, Azemz)

BANT d isem aqbur akk deg texxamt, yerna yettwaṭṭef deg tlemmast acku ixeddem mi ara teḥwaǧeḍ tiwwura s tɣawla. Arbaɛ n yisestanen usriden: zemren ad t-xellṣen, anwa i d-yesbedden s tidet, d acu n wugur ay ttferrun, yerna melmi ay ḥwaǧen ad yettwafru. Ulac tamedyazt, ulac arc n tuffɣa, ala tidet ay yessefk ad t-tessneḍ ma ad tkemleḍ.

D aya ay t-yeǧǧan ad yeddu d aswir usrid, s tɣawla, anda rep yettɛedday s tmerwin n leads deg dduṛt yerna tazmert tesɛa azal ugar n tɣawsiwin n tɣawsiwin.

Maca sbedd BANT s lǧehd aṭas yerna yebda yettḥulfu amzun d asteqsi. Steqsi yiwen n umdan (prospect) ɣef budget deg kraḍ n tmerwin n tesdidin timezwura yerna ur ten-tesɛeddayeḍ ara, tḥerzeḍ-ten am bab n uxxam yettwali iswiren n tmerniwt. Yettwaseqdec s tɣawla, yettwaɣra am tmuɣli d umsenzi-amezwaru, mačči d lḥess i tebɣiḍ s tidet deg usiwel amezwaru.

CHAMP (Iɣeblan, Tazmert, Idrimen, Tazwara)

CHAMP yettḍeggiɛ 4 n yiferdisen n BANT-nniḍen yerna yettbeddilen lqanun. Deg umkan n uldi s tedrimt, yeldi s iɣeblan n umectari, d acu i d-yeqḍen s tidet, d acu i ten-yettaɣen akud neɣ idrimen, d acu i ten-yettaǧǧan ad qqimen deg yiḍ. Ala deffir waya ay d-tettkemmil deg udabu, deg yedrimen, deg ussemres.

Abeddel-nni yiwen deg uswir yettak-d amgired n tidet. Leading s wuguren yettbeddil ameslay d ameslay deg umḍiq n tmuɣli, tessefqadeḍ ugur uqbel ad tessemlilḍ tifrat.

D ayen yelhan i leadsiḥemmlen, wid i d-ikecmen s tɣawsa neɣ s tɣawsa n uɛeyyen yerna ttṛajun ad yefhem rep liḥala-nsen uqbel ad steqsin d acu ay bɣan ad t-sqedcen. Ldi s budget ɣef lead am wa ad ten-texṣeḍ uqbel ad taweḍ ɣer usteqsi wis sin.

MEDDIC / MEDDICC (Imeẓla, Amsenzi Adamsan, Iferdisen n Ugzam, Akala n Ugzam, Asenqed n Uqraḥ, Aselway, Timsizzelt)

MEDDIC mačči i yiwen n usiwel n tuffɣa n xemsa n tedqiqin. D ayen i ṣṣenf n umtawa anda sebɛa n yimdanen yessefk ad sqedcen uqbel ad d-yeḍru kra, yerna 4 n yisestanen n BANT ur k-ttawin ara deg yiwen n yikilumitren akken ad tfehmeḍ d acu iḍerrun s tidet.

Akatar-a yettbeddilen aselmed s yiferdisen yesɛan azal i leɛqudat n tkebbaniyin ixuṣṣen, s waṭas n yimḍebbren:

Imeẓla: aḥezzeb n tɣawsa n tkebbanit, d acu n umḍan ara yettmuddun s tidet ma yella amtawa-a yettwaqqen
Amesni adamsan: amdan yettḍafaren tazmert, yerna qlil ma d amdan ay d-temmeslayeḍ yid-s d amezwaru
Iferdisen n tegnit: d acu ay ɣef tettḥettim tseqqamut n ussiɣer s tidet imsenza
Akala n teɣtast: isurifen d tqeblet i yessefk ad d-ḍrunt uqbel ad yettwastenya leɛqed
Ssnen aḍḍan: aḥettem ɣef ccek n tfelwit ɣer lqima n tidet n ur txeddmeḍ ara kra
Aselway: abugaṭu n daxel ara d-yesbedden taluft-ik mi ara tiliḍ ur telliḍ ara deg texxamt
Tamsizzelt: tissin anwa nniḍen i yettwasqedcen d acuɣer zemren ad rebḥen deg umkan-ik

D ayen i d-yettawin lqaɛa ugar n tfelwit BANT neɣ CHAMP, yerna yessefk tamusni n tidet akken ad t-texdemḍ akken iwata. Mapping n tseqqamut n ussiɣzef, tuffɣa n uselway n tidet, taɣuri n tmuɣli n tmeɣra, ula d yiwen deg waya ur d-yettili ara deg yiwet n tiɣri. Yettwabna i tiwwura n usnuzu iɣezfanen, anda lqaɛa n usnerni tettxellis iman-is deg umkan n usḥulfu n tɣawsiwin.

GPCTBA/C&I (Iswiyen, Iɣawasen, Iɣeblan, Azemz, Tadrimt, Tazmert, Iɣeblan & Iḍrisen)

Wagi yesɛa akronim ixuṣṣen akk deg uḍris, yerna d netta daɣen ay d aferdis ay d-yettwabnan i tmeslayin anda ay d-yettili uḍris n ussefqed s tidet amdan ay tmeslayeḍ yid-s. GPCTBA/C&I yettḥettim aɛeddi n tfelwit n tfelwit deg teɣwalt n tfelwit n umectari, d acu ay ttnadin ad t-ssiwḍen s tidet d wayen ay ten-yettawin ma yella ur t-ssiwḍen ara:

Iswiyen: agmuḍ yettwaqbal i yettḍafar umectari, mačči d ugur n tɣawsa maca d iswi ameqqran i t-yeqqnen
Iɣawasen: ayen ixeddem yakan umectari, neɣ yettxemmim ad t-yexdem, akken ad yaweḍ ɣer yiswi-nni
Iɣeblan: iɛewwiqen ibedden gar-asen d yiswi-nni
Aswir n wakud: melmi ilaq ad t-wten, d wayen i d-yettawin azemz-nni n tgara
Tadrimt: ayen zemren ad t-id-sbedden, yettwafreq mgal iswi wala ad t-steqsin asemmiḍ
Adabu: win i d-yesmektayen mi ara yaweḍ dinna
Iḍrisen & tmuɣliwin: ayen ara d-yeḍrun, s tɣawla, ma yella ulac ayen ibeddel

Aḥric-nni aneggaru d netta ay d-yebḍan akatar-a seg wayen akk yellan deg uḍris. Amur ameqran seg yiferdisen ttḥebbsen deg "d acu i d ugur." Wigi yesseqsay d acu ara d-yeḍrun ma yella ugur-nni yeqqim ur yefri ara, deg wayen yerzan ayen ara d-yawin, amkan n tmeɣra, neɣ ayen akk ay ɣef ttqadaren iman-nsen s tidet umectari.

Asteqsi-nni d ayen ay yettaǧǧan akatar-a ad ixeddem i yimḍebbren imeqranen, imḍebbren ur nebɣi ara ad ten-id-neḍfer s usqerdec n tedrimt. Bɣan ad d-mmeslayen ɣef wanda ay tedda tkebbanit, yerna akatar-a yemlal-iten dinna deg wemkan n usgerred-nsen ɣer uswir n tesleḍt n tɣellist.

SPICED (Liḥala, Aḍḍan, Aḍḍan, Tadyant Taɣezfant, Aɣtas)

SPICED yettwaɣra drus am tesleḍt n tɣuri, ugar am teqsiḍt. Tetteddu seg wanda yella umectari tura armi d amek ara gzun s tidet, yerna tebna i yigensasen (représentants) ay yebɣan lebni war ma tḥulfa tmesliwt amzun d asteqsi:

Liḥala: anda ibedd umectari ass-a, asebded-nsen n tura, allalen-nsen, neɣ akala-nsen
Aḍḍan: d acu i d-yeqḍen neɣ i d-yesḥissifen s tidet deg liḥala-nni
Aḍris: d acu i ten-yettḥaz lḥif-nni, deg wakud, deg yedrimen, neɣ deg tegnit i s-d-yesfaydin
Tadyant tasertant: azemz n tgara neɣ asenqed i ten-iḥettmen ad xedmen tura deg umkan n sdat
Aɣtas: amek ara fernen s tidet, anwa i yettekkan, d wamek ara yili lḥal

Aḍris yesɛa azal dagi. Deg tallit aydeg ara taweḍ ɣer lḥif ed tɣawsa, amsenzi-nni yedda-k-d yakan deg tegnit-nsen, dɣa lḥif-nni yettḥulfu amzun d ayen ay d-ssuffɣen, maci d ayen ay d-tessufɣeḍ. D aya ay d amgired gar tuffɣa yettwasbedden d ussteqsi, dɣa d aya ay yejjan SPICED ad iqabel imsenza ay yebɣan lḥirfa n yiwen n ukatar war ma sneqsen lḥirfa taɣelnawt n tmesliwt.

Ulac tarbaɛt yesɛan tmusni i d-yesbedden yiwen n ukatar awal s wawal deg yal amtawa. Ttfernin yiwen d llsas yerna ttqadaren iseqsiyen igerrzen s wayen yellan s tidet zdat-sen.

Akala Lead Qualification

Yal tuddsa tessewway-d aya s tɣawsiwin yemgaraden, kra ttḍeggiren-t deg kraḍ n tɣawsiwin, kra ttṣeggimen-t arma d sebɛa. Kkes-d lmarkat yerna tasekkirt n ddaw-as tettban-d amzun d yiwet deg yal amkan.

Anadi send n uskasi

Uqbel ad yerfed yiwen tilifun neɣ ad yazen email, jbed-d ayen yeqqimen yakan deg lqaɛa. Tajumma n tkebbanit, tamguri, amḍiq, lfayda, tiɣawsiwin i yettawin tedqiqin akken ad tent-tafeḍ yerna qqaren-ak-d qrib deg lawan ma yella yiwen n umdan yettwaɛerḍen yella deg listi akk. Azgen seg uxeddim n tmusni yettili-d uqbel ad d-yini yiwen n rep awal i umectari.

Imzenza n isefka rsen keep-nsen dagi, ttṣeggimen tifyar firmographique yiwen n rep ad yesɛeddi ma ulac ssawḍen ad t-id-sɣezfen. Tignatin n ussiɣ n B2B am tedrimt taneggarut neɣ axeddim amaynut n leadership ad ak-d-inin anwa i yellan s tidet deg ssuq tura, mačči kan anwa i d-yettawin lprofil ɣef lkaɣeḍ. Filter s lǧehd, yal lead i d-yettawin s ur nesɛi ara azal yettuɣal d ssaɛa n ddurt n rep yettwasfeḍen.

Egg assaɣ d uskasi

Tura tkemmleḍ s tidet, yerna aẓeḍḍa-nni yesɛa azal ugar n wayen ay as-d-ttaken aṭas n yigensasen. Amḍebber ameqqran ur yettwali ara tafelwit n tmeẓdit n tmeẓdit akken yettwali anemhal n uswir alemmas, ihi sdukkul aẓeḍḍa-nni anda ay d-ttaken azal s tidet yimesliyen, ama d email, LinkedIn, neɣ d tiɣri n tilifun.

Ldi s kra icudden ɣer liḥala-nsen, mačči d aḍris. Yiwen ur yebɣi ad yesli ɣef ufaris-ik deg tfelwit tamezwarut n yizen n yiwen n uɛeggal. Mi ara yili rapport n tidet, dɣa d asmi ara d-kecmen yisestanen n ukatar, ama d 4 n yisestanen n BANT neɣ d aɣerrabu n MEDDIC i d-yelhan s lqaɛa, iswi d yiwen: af-d ma yella aya yesɛa azal ad t-id-teḍfer uqbel ad yessefti yal yiwen seg yidis ugar n wakud>/>

Ttḍefreḍ tikci s wakud

Yiwen n umciwer ad ak-d-yini d acu i d-yenna yiwen n lead. Tikli-nsen deg kra n ddurt i d-iteddun ad ak-d-tini d acu i d anamek-nsen s tidet. Ẓer amek ttkemmilen s yimelyen n uḍfar, s tɣawsiwin, d tiɣriwin nniḍen, ma ttqerriben, ttqerriben, ttqadaren, ttbanen-d? Aḍris-nni d aɛeyyen s tidet ugar n wayen akk ay d-yettwarun deg yiwet n tiɣri, anda ay ttḥulfun medden d iḥeqqiyen war ma ttwalin lfayda n tidet.

Ssekneḍ-d Tanqiḍt n Usiwel Iwulmen

Anda-nniḍen deg tmuɣli, steqsi asteqsi ay ttḥeqriren aṭas n yiɛeggalen: amdan-a yesɛa s tidet tazmert akken ad yessiweḍ, neɣ ad yesɛu tazmert ɣef win ay t-yesɛan? Askasi ameqran d umdan ur nelli ara d abrid mazal-it d abrid n tmettant.

Ma yella ur ṭṭfen ara adabu-nni, af-d anwa i t-yeṭṭfen, d win nniḍen i yessefken ad yestenya uqbel ad yeddu umtawa-agi anda nniḍen. Ḥebset asurif-a ad tesɛeddiḍ dduṛt akken ad tebnuḍ assaɣ d win ur nezmir ara ad d-yini ih.

Ɣtes d ubrid

Kulci armi d ass-a yella yettjemɛ-d isalan. Hatan anda i t-tesqedceḍ s tidet. S lsas n wayen i d-tlemdeḍ, llan s tidet ala kraḍ n yiberdan:

Ssiweḍ lead ɣer yiwen n umciwer n zzyada yelhan.
Ssiweḍ-it ɣer yiwen n uḍris n usnerni i sdat
Ssexsi-t s tɣawla.

Agzam d aḥric isehlen. Tamezgunt d tin aydeg ttɣellitent teɣlamin, leads qqiment deg kra n tegnit gar-asent smanat imi ulac win yebɣan ad d-yeg tiɣri. Indecision ur yettḥadar ara tazmert n lead, yettḍurru kan akud i tesɛeddaḍ yakan akken ad t-tessiweḍ. Fren abrid u ddu.

Tamuɣli n usefqed n Lead Qualification

Kečč i d-yessawlen. Advance, n usnerni, neɣ n usqerdec, ur yelli d ayen ara d-yesmektin anwa. Ayen yesɛan azal tura d ma yella s tidet lqanun-nni yessufeɣ-it-id seg uqerruy-ik yerna yekcem-it deg unagraw, acku lqanun yellan kan deg tmeẓẓuɣt-ik mačči d lqanun ayɣef tezmer terbaɛt-ik ad t-texdem.

Ma yella lqanun yettwasmel deg CRM, mačči kan d lqanun deg uqerru-k neɣ yettwabder-d deg uɛeddi?
Ma yella tkemmel, yella uswir i d-iteddun yettwaheggan s bab-is d wass yettwaqqnen, mačči "ḍefren s tɣawla"?
Ma yella ttwafehment tmuɣliwin n tuffɣa s tɣawla akken ad yezmer umḍebber niḍen ad d-yerr lḥisab-nni s usemmiḍ, war ma yeɛreḍ-d seg lqaɛa?
Ma yella yettwasbedd, ma yella ssebba-s tettwasekles, akken ad tezmer terbaɛt ad twali lmudel, am usbeddi n leads s tɣawla seg yiwen n uɣbalu neɣ seg yiwen n uḥric?
Ma yella yal yiwen yettaḍsan amtawa-a, gar-asen yal yiwen i wumi yettunefk, yesɛa s tidet tamuɣli deg wayen ay d-yelmed yakan?

Ssexsi kra seg-sen yerna axeddim n uswir ay tgaḍ tura kan yezmer lḥal ur d-yeḍri ara.

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Iseqsiyen n Lead Qualification

1. D acu i d anamek n lead qualification ?

Lead qualification d abrid n uqeyem ma yella asenqed d win iwulmen s tidet i wayen ara tessenzeḍ, s lsas n tḥawact, n tedrimt, d udabu n tigawt, uqbel ad tesseftiḍ ugar n wakud n ussiweḍ. D afilter i yebḍan tignatin n tidet ɣef yismawen yellan deg umuɣ.

2. Amek ara sselḥuɣ lead qualification?

Bdu zik akken ttgent aṭas n teɣlamin. Sfilter ɣef yisefka n firmographique uqbel asenqed amezwaru, fren akaram i d-yettawin s tɣawla n umtawa-inek, ḍefreḍ aɛiwed n tɣawsiwin s wakud deg umkan n lḥeqq n yiwen n umciwer. Amur ameqran seg wugur n uswir ttwaḍefren-d s usqerdec n yiwen seg yiḥricen-a, mačči s ukatar ixuṣṣen.

3. D acu i d azal yelhan n lead qualification ?

Ulac yiwen n umḍan yettwasqedcen deg temguriwin neɣ deg tmuɣliwin n zzyada, yettkemmil s waṭas ɣef lqidar n umtawa, aḥric n zzyada, d wamek ttwaḥerzen yilugan-ik. Deg umkan n uḍfar n tmeẓdit, ḍeffer azal-ik n MQL ar SQL s wakud yerna sqedceḍ aḥric n tmeẓdit am tmeẓdit i wumi yessefk ad t-txedmeḍ.

4. Amek ara ẓreɣ ma yella lead d win i d-yettwasbedden?

Sseknen-d lḥeṛs n tidet, sɛan tazmert neɣ ttawilat n usiweḍ ɣer-s, yerna amdan ay d-tettmeslayeḍ yesɛa tazmert neɣ tazmert n tidet ɣef ɣɣer-nni. Ma yella kra seg yiferdisen-nni ur yelli ara, lead ur yettwasfeḍ ara srid, yessefk kan ad yexdem ugar uqbel ad d-yeffeɣ.

5. Ayɣer ay yesɛa azal lead qualification ?

Mebla-s, iɛeggalen sseqdacen akud deg tmeslayin ur nruḥ ara anda nniḍen, yerna wid yesɛan azal ad ten-ḍefren ur ttawin ara azal ay uklalen. Tazmert d ayen i yettaǧǧan akud n terbaɛt n zzyada ad yili d ayen ara d-yessiwḍen s tidet deg umkan n uxeddim kan.