I-Lead Enrichment Iyini? Umhlahlandlela Osebenzayo Wabezokuthengisa ne-Marketing

Amaqembu amaningi okuthengisa aphatha i-lead entsha ngokungathi isinenani. Ayikho. Ama-lead amaningi afika engathi yigama nekheli le-imeyili nje, iqiniso lokuqala elincane elijwayelekile ekuthathweni kwama-lead e-B2B. Ngaphezu kuka-60% wamaqembu athi idatha ye-lead engelungile iyaphazamisa ukudluliselwa phakathi kwe-marketing nokuthengisa futhi kwehlisa umsebenzi wokuthengisa.

Lokhu akukhulumi nge-data enrichment njengomkhuba ojwayelekile. Kukhuluma nge-Lead Enrichment ngqo: ukuthi iyini, nokuthi kungani isikhathi sibaluleke kakhulu lapha kunasesizindeni sedatha esimile. Kusukela lapho: ukuthi ifaka kanjani ku-Lead Scoring ne-Lead Routing, nokuthi lezi zinqumo zibumba kanjani ukuthi i-lead izophumelela yini. I-Sales Prospecting ihamba ngesivinini esilingana nesivinini i-lead esiba yisisebenzisekayo ngaso, futhi i-Lead Scoring ayisho lutho uma kungekho okumele kulinganiswe.

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I-Lead Enrichment Iyini?

I-lead ifika ingenalutho. I-Lead Enrichment yigcwalisa lesi sikhala: kuthathwa irekhodi elisanda kuqoshwa, ngokuvamile igama nekheli le-imeyili elivela efomini, kufakwe imininingwane eyenza ukuthi lisebenze ngempela, inkampani, indima, umongo owanele wokuguqula ukubhalisa okulula ukuba kube umgomo osebenzayo we-lead prospecting. Ngaphandle kwalokho, akekho phakathi kwabezokuthengisa ne-marketing onalutho oluningi angalusebenzisa. Bacabanga nje.

Nampa lapho abantu bengalinaki khona: i-Lead Enrichment isebenzisa izinhlobo zedatha ezifanayo ne-data enrichment evamile, ezobunkampani, ezobuntu, uhlu oluvamile. Umehluko awukho kudatha. Ukhona ekutheni isetshenziswa nini nokuthi kungani.

I-data enrichment evamile inakekela isizindalwazi sonke. I-Lead Enrichment yenzelwe umzuzu lapho i-lead entsha ivela khona, isetshenziswe kulelo rekhodi elilodwa ukuze likwazi ukuhlolwa nokusetshenzwa ngokushesha, okuyikho ngqo okuncike kukho umkhankaso wangempela we-targeted lead generation.

Kungani Isikhathi Sibaluleke Kakhulu Kwi-Lead Enrichment

Gcwalisa isizindalwazi ngesikhathi sekota, akwenzeki lutho olukhulu uma usephuze ngesonto. Gcwalisa i-lead usuphuze ngesonto, akusaseli lutho ongakugcwalisa, umthengi usevele wakhetha omunye umuntu. Yilowo umehluko wangempela amaqembu amaningi awuphuthelwayo: i-lead akuyona irekhodi elimile etafuleni, kodwa isikhathi esiyaphela. Uma kuhlala isikhathi eside ingakagcwalisiwe futhi ingakalanyulwa, iya ipholile, futhi amathuba akho okuthola impendulo yangempela esikhundleni sokuthula ehla.

Kunezindlela ezimbili zokwenza lokhu, futhi azifani:

I-Enrichment Yesikhathi Sangempela: iqaliswa khona lapho i-lead ithathwa, kungaba ukuthunyelwa kwefomu, ingxoxo ye-chat, noma ukubhalisa, ukuze irekhodi seliphelele ngaphambi kokuba umthengisi noma umthetho we-Routing ulithinte. Yilapha ngempela uthola ithuba lokuthi uhlonze izimpawu zokuthenga zisesha, hhayi ezinsukwini ezintathu kamuva lapho lokho okuvuse intshisekelo sekwanyamalala kakade.

I-Enrichment Ehlelwe Ngesikhathi Noma Ngokucelwa: isetshenziswa ngamaqoqo noma ihlelwe ngesikhathi ngaphambi komkhankaso othile. Iwusizo kuma-lead asekhona aphinde avuselelwe noma ahlelwe kabusha, hhayi kokusanda kuthathwa. Cabanga ngayo njengomsebenzi wokulungiselela owenziwe ngaphambi komkhankaso, ukusondelana nendlela i-intent-based marketing ehlela ngayo umkhankaso ngaphambi kokuqalisa, hhayi ukusabela okwenzeka ngesikhathi sangempela.

Ama-funnel amaningi asebenza ngempela awakhethi uhlangothi olulodwa. Asebenzisa i-Enrichment Yesikhathi Sangempela kuma-lead amasha angenayo, ngoba isivinini sokuxhumana kokuqala kuyikho konke lapho, futhi asebenzise i-Enrichment Ehlelwe Ngesikhathi ukuze igcine amarekhodi amadala e-pipeline engaboli.

Uma uphatha lokhu njengokhetho olulodwa, uzosha izinsiza ugcwalise konke ngokushesha, noma ulahlekelwe ama-lead akho angcono ulinde iqoqo elilandelayo. Lokho sikhala, ukusabela ngokushesha noma ukuhlela kusengaphambili, yikho okufananayo okwahlukanisa i-lead prospecting ne-lead generation.

Indlela I-Lead Enrichment Ehlobana Ngayo ne-Lead Scoring

Imodeli ye-scoring ihlakaniphe kuphela ngokolwazi oyinika lona. Yakha umthetho ohlela ama-lead ngobukhulu benkampani noma ngezinga lesikhundla, bese unikeza irekhodi elinegama nekheli le-imeyili kuphela. Kufanele yenzeni ngalokho? Asikho isayizi okumele ihlolwe, asikho isikhundla okumele silinganiswe. Umthetho uhlala nje, ufa ngaphambi kokuqala. Hhayi ngoba imodeli imbi. Iyalamba.

Nampa lapho amaqembu awa khona: aphatha i-Enrichment ne-Scoring njengamaphrojekthi amabili ahlukene. Akunjalo. I-Enrichment yiyona eyenza i-Scoring ibe nokwenzeka ekuqaleni, akuyona inqubo ehambisana nayo, kodwa isidingo esibalulekile. Kungenzeka zenzeke ngasikhathi sinye, noma i-Enrichment ifika kuqala, kodwa ukulandelana akulona ukhetho.

Ubukhulu benkampani, imboni, izinga lesikhundla, izinga lemali engenayo, akukho okulinda ukuba kubaluleke ngelinye ilanga. Konke kungena ngqo kunoma yiluphi uhlelo lwe-scoring osewalwakha, futhi i-lead eyayibonakala iyisisindo esingasizi iphenduka into ehleliwe futhi elwelwa ngayo, ngesikhathi i-Enrichment isebenza.

Yeqa leso sinyathelo, i-scoring ayinyamalali, iba mbi nje kakhulu. Abathengisi baqala ukulinganisa ngezinto ezingafanele: ukuthi ubani ugcwalise fomu bani, ubani uhlale isikhathi eside ekuphi ekhasini. Lokho akulona ukufaneleka, kuwukuqagela okugqoke izingubo zohlelo, futhi amaqembu ayakwethemba lokho kuze kufike lapho i-lead "ehamba phezulu ngamaphuzu" kutholakala ukuthi ayinaso isabelomali noma amandla okuthenga noma yini.

Ngakho-ke yikuphi: imodeli eyakhelwe ekufanelekeni kwangempela, noma leyo elula nje umsindo ibufaka emikhondweni ehlelekile ibize lokho ngokuthi isu? Ngaphandle kwe-Enrichment, amakhriteriya akho akhona ephepheni kuphela, akukho enye indawo.

Indlela I-Lead Enrichment Ehlobana Ngayo ne-Lead Routing

I-Scoring ikutshela ukuthi i-lead ilungile kangakanani. I-Routing inquma ukuthi ubani okufanele abhekane nayo ngempela. Umsebenzi ohlukile, indlela ehlukile yokwehluleka uma uyeqa i-Enrichment.

Ngaphandle kwedatha egcwalisiwe, umthetho we-Routing awunalutho okungasebenza ngalo ngaphandle kwe-Round-Robin, lapho umthengisi olandelayo ethola i-lead, kungakhathaliseki ukuthi ungumuntu ofanele yini. I-Enrichment yiyona enika i-Routing into yangempela yokusebenza ngayo: ubukhulu benkampani, isifunda, imboni, noma yikuphi umuntu iqembu lakho elisebenzisa khona ngempela.

Ezinhlelweni eziningi, lokho kusho ukuthi ama-akhawunti e-enterprise aya ku-AE ophezulu, owakhelwe umjikelezo wokuthengisa omude, kanti ama-akhawunti amancane awela ku-queue ye-SDR, lapho isivinini nenani libaluleke khona kunendlela ecophelelayo futhi ecothayo. Ama-lead ahanjiswa ngokwesifunda kumuntu ophethe leso sifunda, kunokuya kunoma ubani obekhululekile ngaleso sikhathi.

Akukho kulokho okuqondile okusebenza kurekhodi elingenalutho. Awukwazi ukuhambisa ngokobukhulu benkampani uma kungekho namunye ogcwalise ubukhulu benkampani. Awukwazi ukuthumela i-lead kumthengisi ophethe iBavaria uma kungekho okukutshela ukuthi i-lead ise-Bavaria.

Indlela yokwehluleka okufanele iqanjwe igama: i-Enrichment ne-Routing zisebenza njengezinyathelo ezingaxhumene, lapho i-lead inikezwa umuntu kuqala bese kugcwaliswa kamuva, ngokulibaziseka. Lolo hlelo lukhona ngokuphambene.

Umthengisi usevele enayo i-lead ku-queue yakhe ngesikhathi ulwazi oluwusizo seluvela, ngakho ukuxhumana kokuqala, okuyikho ngempela okubumba ukuthi i-lead izosabela yini, kwenzeka uphuphutheke. Uma ulandelanisa kahle, i-Routing yenza umsebenzi wayo. Uma ukuphambanisa, usuke unike nje umthengisi igama wathi makacabange yena ngokusele ohlelweni lwekholi.

Indlela I-Lead Enrichment Esekela Ngayo Ukuphenduka Kanye Nokondliwa Kwama-Lead

I-Enrichment ayiyeki ukubaluleka uma nje i-lead isilinganisiwe futhi ihanjisiwe. Yilapho nje abantu abaningi bayeka khona ukuyinaka.

Ukuxhumana okwakhelwe kurekhodi elicwalisiwe kungasho okuthile ngempela. Kungabhekisela endimeni ye-lead, esimweni senkampani yayo, inkinga ekhona ecishe ibhekene nayo. Ukuxhumana okwakhelwe kurekhodi elingenalutho kuthola i-template, ukuthengisa okufanayo okujwayelekile okuthunyelwa kubo bonke, futhi ngokuvamile kuyabonakala.

Ama-lead angaphenduki ekuxhumaneni kokuqala awafi ngokuzenzakalelayo. Yilapha i-Enrichment izuza khona kabili: i-lead emiswe kungenzeka ibe yi-lead nje engabhekwanga muntu isikhathi eside.

Phinda ugcwalise leli rekhodi futhi ungathola ukuthi umuntu washintsha indima, noma washintsha inkampani ngokuphelele. I-lead efile ngokuzumayo iba entsha, ihlezi esihlalweni esihlukile, inamandla ahlukile okuchitha imali, futhi isizathu esisodwa esenza wazi lokho ukuthi othile uzikhathaze ngokuhlola futhi.

Nampa lapho inani liya likhula khona ngempela. Amasimu afanayo ayeseka isinqumo sokuqala se-Scoring ne-Routing, ubukhulu benkampani, indima, imboni, awathatheli emhlalaphansi uma nje i-lead isinikezwe umuntu. Aqhubeka efaka amandla kuyo yonke imilayezo ethunyelwa ngemva kwalokho, isikhathi eside ubudlelwano bulokhu buqhubeka.

I-Enrichment akulona isango elisetshenziswa kanye i-lead edlula kulo ingena ku-pipeline. Kuyinto egcina ukuthi konke ukuxhumana ngemva kokuqala kungezwakali sengathi kuvela komuntu ongaziwa.

Amaphutha Avamile We-Lead Enrichment

Izinhlelo ze-Enrichment kancane zehluleka emqondweni wazo. Zehluleka ekulandelaniseni nasekuphatheni, futhi lezi yizimo ezivame ukuvela kakhulu:

• Ukugcwalisa ngemva kwe-Routing: i-lead inikezwa umuntu kuqala bese igcwaliswa kamuva, ngakho ukuxhumana kokuqala komthengisi kusebenza ngolwazi olungaphelele.
• Ukulinganisa ngezinto ezingafanele esikhundleni sedatha: ukuhlela ama-lead ngokuthi bagcwalise fomu bani noma bavela kusiphi isiteshi, esikhundleni sokugcwalisa irekhodi ngempela ngaphambi kokulilinganisa.
• Ukusebenzisa i-Enrichment ne-Routing njengezinto eziphethwe ngokwehlukana: amaqembu amabili, izikhathi ezimbili, kanye nokulibaziseka phakathi kokuthathwa nokuxhumana kokuqala okungekho qembu elizibophezele ekuluvaleni.
• Ukugcwalisa kanye kungabe kusaphindwa: i-lead igcwaliswa ngesikhathi sokuthathwa, bese imiswa ku-pipeline izinyanga, futhi akekho ophinda ahlole ukuthi kukhona yini okushintshile ngalowo muntu noma inkampani kusukela lapho.
• Ukuphatha wonke ama-lead ngokufanayo: ukusebenzisa i-Enrichment ejulile kakhulu kubhaliso lwe-newsletter kanti isicelo se-demo noma umbuzo wamanani ulinde ku-queue efanayo, kanti i-lead ene-intent ephakeme yiyona ebidinga isivinini ngempela.

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Imibuzo Evame Ukubuzwa Nge-Lead Enrichment

1. Kungani i-Lead Enrichment ibalulekile?

Ngaphandle kwe-Enrichment, abezokuthengisa ne-marketing basebenza ngegama nekheli le-imeyili kuphela. I-Enrichment igcwalisa leso sikhala ngokushesha okwanele ukuze i-Scoring ne-Routing zisebenze ngempela, esikhundleni sokusebenza ngokuqagela.

2. Kungani ukondliwa kwe-lead kubalulekile?

Amaningi ama-lead awaphenduki ngokuxhumana kokuqala, futhi lokho akuwenzi afe. Ukondla kugcina i-lead emiswe ingashabalali, ikakhulukazi uma irekhodi eliphinde lagcwaliswa libonisa ukuthi indima yomuntu noma inkampani yakhe ishintshile.

3. Yini inhloso ye-Enrichment?

I-Enrichment ithatha irekhodi eliluhlaza, elingaphelele bese ifaka imininingwane, ezobunkampani, ezobuntu, nezomongo, ezenza lisebenze. Ku-lead ngokukhethekile, lokho kusho into engalinganiswa, ihanjiswe, futhi isetshenzwe kanye nje uma ifika.

4. Yiziphi izinsiza ze-Lead Enrichment?

Lezi izinkundla ezidonsa idatha yenkampani, yendima, nokuxhumana zize ziyifake kurekhodi le-lead ngokuzenzakalelayo, bese ziyifaka ku-CRM noma uhlelo lwe-scoring. Ezinye zisebenza ngesikhathi sangempela kuma-lead amasha. Ezinye zisebenza ngamaqoqo, ukuhlanza amarekhodi amadala asesele evele ese-pipeline.

5. Ungayigcwalisa kanjani idatha ye-lead?

Xhuma indawo yakho yokuthatha idatha, ifomu, i-chat, ukubhalisa, kumthombo wedatha ogcwalisa imininingwane yenkampani, yendima, neyobunkampani ngokuzenzakalelayo. Hlanganisa lawo masimu nohlelo lwakho lwe-scoring ne-routing olusekhona, bese uphinda usebenzise i-Enrichment kuma-lead amisiwe.