{"id":8928,"date":"2022-06-06T08:47:31","date_gmt":"2022-06-06T08:47:31","guid":{"rendered":"https:\/\/promoguy.nl\/account-based-marketing-conversational-strategies-101\/"},"modified":"2025-04-05T15:02:19","modified_gmt":"2025-04-05T15:02:19","slug":"account-based-marketing-conversational-strategies-101","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lt\/blog\/2022\/06\/06\/account-based-marketing-conversational-strategies-101\/","title":{"rendered":"Rinkodara pagal paskyr\u0105 ir pokalbi\u0173 strategijos 101"},"content":{"rendered":"

Yra daugyb\u0117 b\u016bd\u0173, kaip valdyti rinkodaros ir augimo strategij\u0105, ta\u010diau da\u017enai tenka atsakyti \u012f vien\u0105 klausim\u0105: \u012f k\u0105 ir kiek sutelkti pastangas. Kai kurios \u012fmon\u0117s pla\u010diai u\u017emeta vien\u0105 strategij\u0105 ir lieka nepajudinamos. Ta\u010diau kitos galb\u016bt nori pritaikyti ir suasmeninti savo po\u017ei\u016br\u012f. Vienas i\u0161 veiksmingiausi\u0173 b\u016bd\u0173, kaip orientuotis \u012f konkre\u010dias paskyras, yra paskyromis pagr\u012fsta rinkodara.<\/p>\r\n\r\n\r\n\r\n

Rinkodara pagal paskyras (angl. Account-based marketing, ABM) sutelkia \u012fmon\u0117s i\u0161teklius, kad geriausiai patenkint\u0173 konkret\u0173 rinkos segment\u0105. Jai vykdyti reikia naudoti labiau individualizuotas rinkodaros kampanijas, kurios sudomina konkre\u010dius klientus. Taip pat kreipiamasi \u012f atskirus potencialius klientus arba ma\u017eus segmentus, orientuojantis \u012f konkre\u010dius j\u0173 poreikius ir norus.<\/p>\r\n\r\n\r\n\r\n

ABM atskiras paskyras traktuoja kaip atskiras rinkas ir apver\u010dia tradicinius rinkodaros strategijos modelius. Pla\u010diajai rinkodarai imama didel\u0117 rinka, o paskui ji suskirstoma \u012f geriausius \u012fmonei tinkamus potencialius klientus, tuo tarpu paskyra pagr\u012fsta rinkodara i\u0161skiria potencialius klientus ir pritaiko operacijas pagal j\u0173 poreikius. Tokiu b\u016bdu i\u0161vengiama b\u016btinyb\u0117s ie\u0161koti \u0161imt\u0173 beprasmi\u0173 potenciali\u0173 klient\u0173.<\/p>\r\n\r\n\r\n\r\n

\u0160iame straipsnyje ap\u017evelgsime su ABM susijusius privalumus ir strategijas.<\/p>\r\n\r\n\r\n\r\n

Rinkodaros pagal paskyras privalumai<\/h2>\r\n\r\n\r\n\r\n

ABM - tai rinkodaros strategija be atliek\u0173, nes ji orientuota tik \u012f tuos potencialius klientus, kurie tiksliai atitinka \u012fmon\u0117s poreikius.<\/p>\r\n\r\n\r\n\r\n

Kaip jau min\u0117jome, paskyromis pagr\u012fsta rinkodara leid\u017eia \u012fmon\u0117ms sutelkti d\u0117mes\u012f \u012f svarbius potencialius klientus. Nors ji pabr\u0117\u017eia, kad reikia naudoti papildomus i\u0161teklius vienam vadovui, \u012fsigijimo rodiklis yra daug didesnis. Taip pat ir klientai bus labiau patenkinti \u012fmon\u0117s darbu, o \u012fmon\u0117, taikydama \u0161\u012f metod\u0105, geriau supras klient\u0105.<\/p>\r\n\r\n\r\n\r\n

ABM ne tik orientuojasi \u012f klient\u0105, bet ir neapsiriboja vien rinkodara, o taip pat leid\u017eia didinti ir kry\u017eminti pardavimus. ABM padeda nustatyti klient\u0173 savybes ir poreikius, kad gal\u0117tum\u0117te juos susieti su kitais tikslin\u0117s grup\u0117s nariais. Tai gali leisti padidinti pardavimus ir pagerinti pasi\u016blymus klientams. \u012emon\u0117, remdamasi pana\u0161iais kliento poreikiais, gali daryti i\u0161vad\u0105, kad klientas gali nor\u0117ti papildom\u0173 rinkodaros paslaug\u0173.<\/p>\r\n\r\n\r\n\r\n

Paskyra pagr\u012fsta rinkodara \u0161iuo metu yra labai populiari, nes 97% B2B rinkodaros specialist\u0173, gaminan\u010di\u0173 didesnes ROls<\/a> nei su kitomis iniciatyvomis (Alterra Group duomenimis). Tyrimais taip pat nustatyta, kad \u012fmoni\u0173, investuojan\u010di\u0173 \u012f ABM, laim\u0117jim\u0173 rodikliai yra 38% didesni. Be \u0161i\u0173 statistini\u0173 duomen\u0173, tinkamai \u012fgyvendinus ABM, pager\u0117ja ir sandori\u0173 kokyb\u0117.<\/p>\r\n\r\n\r\n\r\n

ABM yra ypa\u010d naudingas kaip B2B rinkodaros strategijos pagrindas, nes yra orientuotas \u012f klient\u0105. B2B da\u017enai gali b\u016bti daug ma\u017eesn\u0117 sritis, kurioje reikia prisitaikyti prie sud\u0117ting\u0173 pelno siekian\u010di\u0173 klient\u0173 poreiki\u0173. ABM taip pat padeda pritaikyti asmeninius prane\u0161imus ir geresnius santykius su klientais \u0161ioje srityje, kad klientai pajust\u0173, jog j\u016bs\u0173 \u012fmon\u0117 yra tinkama \u0161iam darbui.<\/p>\r\n\r\n\r\n\r\n

Orientavimasis \u012f rink\u0105<\/h2>\r\n\r\n\r\n
\r\n
\"Paskyra<\/figure>\r\n<\/div>\r\n\r\n\r\n

Pirmasis ABM \u017eingsnis - nustatyti tinkam\u0105 klient\u0105. Tam gali prireikti pasinerti \u012f savo kas\u0105 ir i\u0161siai\u0161kinti, kokie klientai dirba geriausiai. Arba gali b\u016bti naudinga sukurti pirk\u0117jo asmenybes ir tiksliai jas priderinti prie potencialaus kliento. Tokie \u012frankiai kaip \"Mixpanel\" gali suteikti tvarking\u0105 b\u016bd\u0105 suskirstyti ir analizuoti segmentavimo duomenis.<\/p>\r\n\r\n\r\n\r\n

Interneto analiz\u0117 - dar vienas b\u016bdas prad\u0117ti naudoti turimus klient\u0173 duomenis. Svarbiausi duomenys yra \u012fmon\u0117s dydis, vieta, pramon\u0117s \u0161aka, konkret\u016bs poreikiai ir kt. Kartu su pardavim\u0173 vadybininkais per\u017ei\u016br\u0117kite esamus duomenis ir potencialias perspektyvas, taip pat ankstesni\u0173 klient\u0173 ir visos tikslin\u0117s pramon\u0117s \u0161akos pirkimo ciklus.<\/p>\r\n\r\n\r\n\r\n

Nustatykite s\u0105skaitas, kuri\u0173 vert\u0117 did\u017eiausia, ir tada gal\u0117site prad\u0117ti planuoti. Toliau tur\u0117tum\u0117te parengti vert\u0117s pasi\u016blym\u0105, atitinkant\u012f j\u016bs\u0173 potencialaus kliento poreikius.<\/p>\r\n\r\n\r\n\r\n

Klient\u0173 \u012fsigijimo valdymo darbo eiga<\/h3>\r\n\r\n\r\n\r\n

Kai jau \u012fsivaizduojate, ko siekiate, su\u017einokite, kokie yra tos pramon\u0117s \u0161akos poreikiai. Jei siekiate konkretaus kliento, dar labiau susiaurinkite kriterijus analizuodami jo kult\u016br\u0105 ir darbo stili\u0173. Supraskite j\u0173 skaudulius, bendravimas<\/a>, s\u0117km\u0117s ir nes\u0117km\u0117s. Labiausiai stenkit\u0117s suprasti, kod\u0117l jie nori j\u016bs\u0173 paslauga<\/a> arba galb\u016bt nor\u0117site ateityje.<\/p>\r\n\r\n\r\n\r\n

Remdamiesi \u0161iais duomenimis galite kurti pritaikomas kampanijas. Tai gali apimti visas skaitmeninis<\/a> turimus \u012frankius. \"Craf5\" el. lai\u0161kus su unikaliais pasi\u016blymais, kurie juos sudomint\u0173, kurkite svetain\u0117<\/a> sritis ir paslaugas, orientuotas \u012f j\u0173 poreikius, ir naudokite tinklara\u0161\u010dius, PPC skelbimus, CTA ir kitus su kliento b\u016bkle susijusius potenciali\u0173 klient\u0173 generavimo mechanizmus.<\/p>\r\n\r\n\r\n\r\n

Vienas i\u0161 paprast\u0173 b\u016bd\u0173 tai padaryti - parengti atvej\u0173 tyrimus arba net paslaug\u0173 puslapio skyrius, kuriuose b\u016bt\u0173 akcentuojama kliento veiklos sritis. Pateikite juos asmeniniuose el. lai\u0161kuose arba skelbimuose ir steb\u0117kite, ar jie pasieks j\u016bs\u0173 auditorij\u0105. B2B \u012fmon\u0117s gal\u0117t\u0173 vykdyti paskyra pagr\u012fst\u0105 rinkodar\u0105 \"LinkedIn\" kaip skelbimus ar tinklara\u0161\u010dius ir pritraukti klient\u0173.<\/p>\r\n\r\n\r\n\r\n

Be to, ABM tur\u0117t\u0173 pasi\u016blyti tai, ko kliento \u012fmon\u0117s sprendim\u0173 pri\u0117m\u0117jai negal\u0117t\u0173 atsisakyti. Be to, galite juos vilioti atlygiais. \u012emon\u0117s, praktikuojan\u010dios ABM, si\u016blo auk\u0161tos klas\u0117s elektronikos prietaisus, vaizdo grotuvus, dovan\u0173 paketus ir daug kit\u0173 dalyk\u0173. Sukurkite asmenines materialines paskatas, jei verslo paskata nesulaukia d\u0117mesio.<\/p>\r\n\r\n\r\n\r\n

Galiausiai \u012fvertinkite kampanijos veiksmingum\u0105, j\u0105 pakoreguokite ir \u012fvertinkite poveik\u012f. I\u0161bandykite strategij\u0105 su pana\u0161ia tiksline grupe ir pakartokite proces\u0105.<\/p>\r\n\r\n\r\n\r\n

Rinkodara, pagr\u012fsta pokalbiais su klientais<\/h2>\r\n\r\n\r\n
\r\n
\"Rinkodara<\/figure>\r\n<\/div>\r\n\r\n\r\n

Nors gerai, kad potencialus klientas patenka \u012f j\u016bs\u0173 svetain\u0119, \u012fmonei gali tekti papildyti ABM pastangas pokalbi\u0173 augimo strategija, kad b\u016bt\u0173 pasiektas galutinis konversijos post\u016bmis.<\/p>\r\n\r\n\r\n\r\n

Taigi, kas yra pokalbi\u0173 augimo strategija, susijusi su ABM? Tai yra vy\u0161nia ant vir\u0161aus, kuri patvirtina sandor\u012f. Paruo\u0161kite savo pardavim\u0173 komand\u0105 kliento apsilankymui, kad ji gal\u0117t\u0173 i\u0161 karto prad\u0117ti pokalb\u012f. Tai gali pad\u0117ti jiems suteikti individualizuot\u0105 patirt\u012f, kartu suteikiant procesui \u017emogi\u0161k\u0105j\u012f veid\u0105.<\/p>\r\n\r\n\r\n\r\n

Be to, pokalbi\u0173 ABM u\u017etikrina, kad kliento pritraukimui skirti i\u0161tekliai nenueit\u0173 veltui. Gera pardavimo strategija gali pad\u0117ti klientui pasijusti taip, tarsi su juo b\u016bt\u0173 elgiamasi kaip su VIP asmeniu. Ji taip pat padeda toliau pl\u0117sti tyrimus ir i\u0161 ar\u010diau pa\u017einti klient\u0105 bei jo poreikius. N\u0117ra nieko geriau u\u017e duomen\u0173 rinkim\u0105 tiesiai i\u0161 \u0161altinio.<\/p>\r\n\r\n\r\n\r\n

Kokie yra pokalbi\u0173 augimo strategijos \u012fgyvendinimo etapai?<\/h3>\r\n\r\n\r\n\r\n

Pirmasis \u017eingsnis - atkreipti kliento d\u0117mes\u012f. Taikomi visi \u012fprasti kanalai (el. pa\u0161tas, skelbimai ir kt.), ta\u010diau naudokite juos taip, kad jie nukreipt\u0173 \u012f pokalb\u012f. Tik\u0117tina, kad \u012fmon\u0117 apsilankys svetain\u0117je, tod\u0117l tur\u0117kite pasiruo\u0161\u0119 koki\u0105 nors sekimo priemon\u0119 arba kontakt\u0105.<\/p>\r\n\r\n\r\n\r\n

Atkreip\u0119 kliento d\u0117mes\u012f, turite b\u016bti tikri, kad \u017einote, kada ir kur jis ie\u0161ko. Tai galite padaryti \u012fvairiais b\u016bdais savo svetain\u0117je. Gali b\u016bti patogu tur\u0117ti speciali\u0105 kontaktin\u0119 form\u0105, ypa\u010d kai joje pra\u0161oma nurodyti \u012fmon\u0117s pavadinim\u0105 ir apsilankymo svetain\u0117je prie\u017eastis. Turint specialius paslaug\u0173 puslapius, skirtus skirtingoms pramon\u0117s \u0161akoms, taip pat galima pagreitinti \u0161\u012f proces\u0105.<\/p>\r\n\r\n\r\n\r\n

Kitas b\u016bdas - nustatyti ir steb\u0117ti savo pokalbi\u0173 robotus, kai apsilanko \u012fmon\u0117. Tokiu b\u016bdu pardavim\u0173 personalas gali i\u0161 karto imtis darbo ir b\u016bti pasireng\u0119s pritaikyti asmenin\u0119 patirt\u012f. Tegul jie kuo grei\u010diau \u012fsijungia su \u012fmon\u0117s ar pramon\u0117s \u0161akos failais, reikalingais konversijai atlikti.<\/p>\r\n\r\n\r\n\r\n

Pardav\u0117jas tur\u0117t\u0173 b\u016bti gerai susipa\u017ein\u0119s su pramon\u0117s standartais, kurie gali b\u016bti taikomi potencialiam pirk\u0117jui. I\u0161 \u010dia jis tur\u0117t\u0173 \u017einoti, kaip pritaikyti kain\u0105 prie \u012fmon\u0117s poreiki\u0173 ir paslaug\u0173 lygio. Jie taip pat tur\u0117t\u0173 b\u016bti pasireng\u0119 padidinti \u012fmon\u0117s kain\u0105 ir pasir\u016bpinti konkre\u010diu paslaug\u0173 paketu.<\/p>\r\n\r\n\r\n\r\n

Toliau reikia skirti d\u0117mesio ir r\u016bpintis verting\u0173 klient\u0173 poreikiais. Steb\u0117kite j\u0173 ry\u0161ius ir nustatykite prioritetus j\u0173 bendravimui, elektroniniams lai\u0161kams ir darbo kr\u016bviui.<\/p>\r\n\r\n\r\n\r\n

Rinkodaros pagal paskyr\u0105 atvej\u0173 tyrimai<\/h2>\r\n\r\n\r\n\r\n

Yra daugyb\u0117 atvej\u0173, kai ABM praver\u010dia siekiant \u012fsigyti klient\u0173 ir supaprastinti pardavimo procesus.<\/p>\r\n\r\n\r\n\r\n

\"Invoca\" naudoja \"DreamForce\" rinkodar\u0105 pagal s\u0105skaitas<\/h3>\r\n\r\n\r\n
\r\n
\"\"<\/figure>\r\n<\/div>\r\n\r\n\r\n

\u012eeinan\u010di\u0173 skambu\u010di\u0173 \u017evalgybos platforma \"Invoca\" sugeb\u0117jo sukurti daugiakanal\u012f metod\u0105<\/a> \u012fsigyti pagrindini\u0173 klient\u0173. Naudodamiesi tiesioginiu pa\u0161tu, papildomais el. lai\u0161kais, ekrano reklamomis ir i\u0161einan\u010diais skambu\u010diais su tiksliais CTA pasi\u016blymais (jie pa\u017ead\u0117jo savo pagrindiniams klientams \"Apple Watch\" laikrod\u017eius), jie pritrauk\u0117 didelius pardavimus per \"DreamForce\" rengin\u012f.<\/p>\r\n\r\n\r\n\r\n

\u012emon\u0117 renginiui pareng\u0117 taktilin\u0117s rinkodaros automatizavimo proces\u0105. Pirmiausia jie sudar\u0117 klient\u0173 s\u0105ra\u0161\u0105, naudodamiesi prognozavimo analitika, modeliavimo \u012frankiais, pardavim\u0173 atstov\u0173 atsiliepimais ir kt. Likus m\u0117nesiui iki \"DreamForce\", jie pasi\u016bl\u0117 individual\u0173 paket\u0105, kuris buvo derinamas su \"Apple Watch\" sandoriu. Elektroninio pa\u0161to kampanija atid\u017eiai steb\u0117jo savo potencialius klientus ir nuolat juos informavo.<\/p>\r\n\r\n\r\n\r\n

\u012emon\u0117 puikiai pasirod\u0117 \u0161iame renginyje, sureng\u0117 daugiau nei 70 susitikim\u0173 su jais ir gavo 33 kartus didesn\u0119 investicij\u0173 gr\u0105\u017e\u0105 nei i\u0161leido. Jie vir\u0161ijo savo dr\u0105siausius u\u017emojus ir pasiek\u0117 71% fakt\u0173 su asmenimis \u012fsitraukimo rodikl\u012f.<\/p>\r\n\r\n\r\n\r\n

\"BillingTree\" ABM kampanija duoda 700% ROI<\/h3>\r\n\r\n\r\n\r\n

Mok\u0117jim\u0173 apdorojimo \u012fmon\u0117 \"BillingTree\" siek\u0117 u\u017emegzti ry\u0161ius su MV\u012e, kad gal\u0117t\u0173 pristatyti savo mok\u0117jimo sprendim\u0173 privalumus, ypa\u010d santykiuose su klientais. Naudodamos tiesiogin\u012f pa\u0161t\u0105 su dovan\u0173 kortel\u0117mis kaip paskat\u0105 u\u017emegzti ry\u0161\u012f su klientais, jos planuodavo pardavimo pristatym\u0105. Ta\u010diau u\u017esakyti susitikimus su didel\u0117s vert\u0117s tikslin\u0117mis grup\u0117mis tapo ne\u012fmanoma.<\/p>\r\n\r\n\r\n\r\n

Pagrindin\u0117 problema buvo ta, kad jie nesusitikdavo su \u017emon\u0117mis, u\u017eiman\u010diais pakankamai auk\u0161tas pareigas, kad gal\u0117t\u0173 priimti pagrindinius sprendimus. \u0160iai situacijai i\u0161taisyti, UviaUs<\/a> nukreiptas \u012f \"BillingTree\" 100 did\u017eiausi\u0173 perspektyv\u0173 su didel\u0117s vert\u0117s rezultatu. Jie suk\u016br\u0117 \"BillingTree\" firminius u\u017erakinamus d\u0117klus su \"Amazon\" dovan\u0173 kortele ir vaizdo \u012fra\u0161\u0173 grotuvu, kuris grojo pristatym\u0105 bet kuriam d\u0117kl\u0105 gavusiam vadovui.<\/p>\r\n\r\n\r\n\r\n

60% potenciali\u0173 klient\u0173 kreip\u0117si \u012f \"BillingTree\", o 15% i\u0161 j\u0173 virto galimyb\u0117mis. Investicij\u0173 \u012f rinkodar\u0105 gr\u0105\u017ea buvo stulbinanti - 700%. Tam buvo sunaudota kur kas ma\u017eiau darbo j\u0117gos nei \u012fprastiniam j\u0173 veiklos b\u016bdui, o j\u0173 vardas buvo \u012fra\u0161ytas \u012f \u017eem\u0117lap\u012f.<\/p>\r\n\r\n\r\n\r\n

\"SalesLoft\" didina pasiekiamum\u0105 600%<\/h3>\r\n\r\n\r\n\r\n

Automatizavimo programin\u0117s \u012frangos k\u016br\u0117ja \"SalesLoft\" kuria reklamos programas, kurios nukreiptos \u012f vis\u0105 kiekvienos \u012fmon\u0117s, \u012f kuri\u0105 orientuojasi SDR komanda, paskyr\u0105. Tod\u0117l jie padidino savo pasiekiamum\u0105 daugiau nei 600% svarbiausiose paskyrose. Sukurdami informuotum\u0105 tarp vis\u0173 sprendimus priiman\u010di\u0173 ir \u012ftaking\u0173 asmen\u0173 \u012fmon\u0117je, jie pradeda pokalbius, kurie veda \u012f pardavimus.<\/p>\r\n\r\n\r\n\r\n

J\u0173 paskyra pagr\u012fstos rinkodaros programos veikia mobiliuosiuose, socialiniuose tinkluose, ekranuose ir vaizdo \u012fra\u0161uose vienu mygtuko spustel\u0117jimu. Taip \u012fmon\u0117 jau susipa\u017e\u012fsta su \"SalesLoft\" dar prie\u0161 skambinant. Taip kuriamas prek\u0117s \u017eenklas dar prie\u0161 u\u017emezgant visavert\u012f kontakt\u0105, o tada pardavim\u0173 atstovai padaro visa kita.<\/p>\r\n\r\n\r\n\r\n

Jei ie\u0161kote augimo strategijos konsultacij\u0173 arba paskyromis pagr\u012fstos rinkodaros agent\u016br\u0173, galite apsilankyti m\u016bs\u0173 paslaug\u0173 skyrius<\/a>.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Rinkodara, pagr\u012fsta paskyromis, yra priemon\u0117 sutelkti \u012fmon\u0117s strategines pastangas ir valdyti klientus. \u0160tai kaip ji gali b\u016bti naudinga j\u016bs\u0173 verslui.<\/p>","protected":false},"author":1,"featured_media":12881,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[18,13,10],"tags":[266,267,268,269],"wl_entity_type":[47],"class_list":["post-8928","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-client-management","category-online-marketing-en","category-online-presence","tag-account-based-marketing","tag-client-management","tag-conversational-account-based-marketing","tag-conversational-growth-strategy","wl_entity_type-article"],"acf":[],"yoast_head":"\nAccount-Based Marketing & Conversational Strategies 101 - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Account-Based Marketing is a means of focusing the company's strategic efforts and client management. 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