{"id":9642,"date":"2022-12-26T10:37:25","date_gmt":"2022-12-26T10:37:25","guid":{"rendered":"https:\/\/promoguy.nl\/sales-marketing-pipeline-optimisation-for-b2b\/"},"modified":"2024-09-25T20:26:38","modified_gmt":"2024-09-25T20:26:38","slug":"sales-marketing-pipeline-optimisation-for-b2b","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/pt\/blog\/2022\/12\/26\/sales-marketing-pipeline-optimisation-for-b2b\/","title":{"rendered":"Otimiza\u00e7\u00e3o do pipeline de marketing de vendas para B2B"},"content":{"rendered":"<p class=\"wp-block-paragraph\">A convers\u00e3o de leads \u00e9 uma tarefa dif\u00edcil que envolve muita otimiza\u00e7\u00e3o de vendas e marketing. Isto \u00e9 especialmente verdade no sector B2B, onde se lida com um grupo mais pequeno de clientes com padr\u00f5es muito mais r\u00edgidos. Este artigo ir\u00e1 mostrar-lhe como pode simplificar o seu processo de vendas para se concentrar no essencial.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Este artigo tem como objetivo fornecer-lhe um conjunto s\u00f3lido de exemplos de processos que pode implementar para uma melhor integra\u00e7\u00e3o das vendas e do marketing.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Processo de descoberta de vendas e marketing<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A gest\u00e3o de vendas tem tudo a ver com a cria\u00e7\u00e3o de um processo que conduza as pessoas desde a descoberta at\u00e9 \u00e0 compra. No entanto, isto pode ser complicado para as empresas B2B porque as necessidades das empresas s\u00e3o muito diferentes.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">O marketing e as vendas cruzam-se na medida em que as opera\u00e7\u00f5es de marketing ajudam a atrair clientes enquanto o departamento de vendas fecha o neg\u00f3cio. Trabalham em conjunto numa multiplicidade de formas ao longo da cadeia de vendas.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Eis um fluxograma do processo de vendas em 6 fases:<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-9658\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-07-at-10.56.53.png\" alt=\"Imagem do pipeline de vendas\" \/>\r\n<figcaption class=\"wp-element-caption\">Modelo de pipeline de vendas<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">O preenchimento do pipeline de vendas requer marketing, pesquisa e implementa\u00e7\u00e3o em todas as fases. H\u00e1 muitas regi\u00f5es entre encontrar uma pista e adquirir uma venda (vamos mergulhar nisto abaixo na parte da estrat\u00e9gia do funil).<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Em termos de marketing, as actividades promocionais prosseguem tanto antes do in\u00edcio do processo de venda como ap\u00f3s a venda. A pr\u00e9-venda consiste em desenvolver todos os recursos que legitimam a sua empresa aos olhos dos potenciais clientes. Quando o seu cliente o pesquisa, precisa de ter uma impress\u00e3o de legitimidade e compet\u00eancia. Os elementos que se baseiam nisto incluem:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Um s\u00edtio Web bem concebido com as palavras-chave corretas.<\/li>\r\n\r\n\r\n\r\n<li>Presen\u00e7a nas redes sociais com uma identidade de marca bem pensada.<\/li>\r\n\r\n\r\n\r\n<li>Log\u00f3tipos, elementos de marca e declara\u00e7\u00f5es de miss\u00e3o\/vis\u00e3o.<\/li>\r\n\r\n\r\n\r\n<li>Informa\u00e7\u00f5es pr\u00e1ticas como estudos de casos, testemunhos, casos de utiliza\u00e7\u00e3o, infografias, brochuras, etc.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Estruturar as vendas com uma abordagem de diagn\u00f3stico<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">O processo de diagn\u00f3stico de vendas \u00e9 um m\u00e9todo fundamental para garantir que o seu processo de vendas \u00e9 adequado \u00e0s necessidades do cliente. O processo aborda as vendas como um m\u00e9dico diagnosticaria uma doen\u00e7a e, assim, fornece um fluxo de trabalho \u00fatil para chegar ao fundo de um problema de forma colaborativa.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">No exemplo abaixo, imagine que oferece servi\u00e7os de \"cria\u00e7\u00e3o de s\u00edtios Web e CRM personalizado\". Este \u00e9 o aspeto de uma an\u00e1lise de vendas de diagn\u00f3stico simplificada:<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-9647\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Diagnostic-Sales-1.png\" alt=\"Diagn\u00f3stico do processo de vendas Marketing\" \/><\/figure>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Na fase de descoberta, analisa as necessidades da empresa e faz uma avalia\u00e7\u00e3o. V\u00ea quais s\u00e3o os seus pontos fracos e qual poderia ser a sua ideia de solu\u00e7\u00e3o. Em seguida, diagnostica a quest\u00e3o que est\u00e1 a causar o problema (neste caso, o departamento de contabilidade tem falta de pessoal e o processo de c\u00e1lculo \u00e9 lento).<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Na fase de conce\u00e7\u00e3o, tem em conta estas considera\u00e7\u00f5es e constr\u00f3i uma solu\u00e7\u00e3o em torno delas. \u00c9 importante tamb\u00e9m consultar o cliente para saber qual \u00e9 o seu objetivo antes de decidir qual a solu\u00e7\u00e3o ideal. Neste caso, \u00e9 poss\u00edvel que o cliente n\u00e3o tenha meios para contratar mais pessoal, pelo que pode sugerir um CRM centrado na contabilidade e com um sistema de arquivo incorporado para reduzir o volume de trabalho.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Na fase de entrega, estabelece as m\u00e9tricas que precisa de medir e avalia o valor que pode ou foi alcan\u00e7ado. Isto permite-lhe elaborar um argumento de venda para este cliente e talvez at\u00e9 para futuros clientes com necessidades semelhantes.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Gest\u00e3o do funil de marketing e vendas<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u00c0 primeira vista, o funil de vendas B2B n\u00e3o \u00e9 muito diferente do B2C, mas requer processos operacionais diferentes. Eis como pode gerir todos os desafios do seu funil de vendas num fluxo de trabalho passo-a-passo:<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9655\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/Funnels_Sales-funnel-700x622.png\" alt=\"Marketing Gest\u00e3o do funil de vendas\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Eis alguns exemplos de estrat\u00e9gias para cada fase do funil de vendas:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Nas fases iniciais do funil, o contacto com as empresas ser\u00e1 muito mais frequente. Os processos de venda exigir\u00e3o uma venda dif\u00edcil com exemplos, benef\u00edcios, estudos de casos, etc. Isto permitir\u00e1 que os potenciais clientes se apercebam melhor e aprendam os seus USPs.<\/li>\r\n\r\n\r\n\r\n<li>\u00c9 na fase de descoberta que o m\u00e9todo de diagn\u00f3stico pode ser muito \u00fatil, uma vez que \u00e9 necess\u00e1rio qualificar os contactos e compreender as suas necessidades. De seguida, \u00e9 necess\u00e1rio avaliar e fazer uma oferta.<\/li>\r\n\r\n\r\n\r\n<li>Mais abaixo no funil, quando a inten\u00e7\u00e3o de algum tipo \u00e9 estabelecida, \u00e9 necess\u00e1rio fazer preparativos para construir o seu caso. Por vezes, isto pode ser feito atrav\u00e9s da oferta de uma amostra ou de um per\u00edodo experimental dos seus servi\u00e7os.<\/li>\r\n\r\n\r\n\r\n<li>Uma vez na fase de compra, \u00e9 necess\u00e1rio equilibrar a obten\u00e7\u00e3o do melhor neg\u00f3cio no momento com a necessidade de manter a fidelidade do cliente. Se o seu produto for muito propenso a repetir o neg\u00f3cio, ofere\u00e7a uma taxa reduzida ou um incentivo \u00e0 devolu\u00e7\u00e3o. Se o seu produto for uma compra \u00fanica na vida, seria sensato n\u00e3o o fazer. As ofertas especiais podem criar lealdade na fase final do processo.<\/li>\r\n\r\n\r\n\r\n<li>Para gerir verdadeiramente a lealdade, deve praticar <a href=\"https:\/\/promoguy.nl\/pt\/blog\/customer-success-management-for-small-businesses\/\">gest\u00e3o do sucesso do cliente<\/a>. D\u00ea aos seus clientes raz\u00f5es para manterem a marca na sua mente, criando uma comunidade, servi\u00e7os de apoio, controlando-os, pedindo-lhes cr\u00edticas e mantendo-os actualizados sobre novas ofertas.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Marketing no ponto de venda<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Agora que j\u00e1 est\u00e1 mais avan\u00e7ado no processo de vendas, precisa de iniciar uma t\u00e1tica de ponto de venda. Esta \u00e9 a utiliza\u00e7\u00e3o de um upsell quando o cliente est\u00e1 <a href=\"https:\/\/www.marketing-schools.org\/types-of-marketing\/point-of-sale-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">prestes a concordar com a venda<\/a>. Pense em como <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/online\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/online\" >em linha<\/a> as lojas indicam-lhe outro produto na p\u00e1gina de finaliza\u00e7\u00e3o da compra, na esperan\u00e7a de que o adicione ao seu carrinho.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">No B2B, isto pode ser feito como parte da atualiza\u00e7\u00e3o do seu pacote. Por exemplo, se o seu cliente quiser uma s\u00e9rie de servi\u00e7os, pode oferecer um servi\u00e7o adicional relacionado com um desconto e ver se isso desperta o seu interesse. Pode ser uma \u00f3ptima maneira de aumentar o valor do cliente e obter algumas receitas extra de um neg\u00f3cio fechado.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Algumas formas de utilizar as t\u00e1cticas do ponto de venda:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Ofere\u00e7a descontos em bens ou servi\u00e7os relacionados com o que est\u00e1 a ser comprado.<\/li>\r\n\r\n\r\n\r\n<li>Envie um e-mail aos clientes que demonstraram interesse num servi\u00e7o e venda-lhes um segundo servi\u00e7o.<\/li>\r\n\r\n\r\n\r\n<li>Ofere\u00e7a aos clientes satisfeitos um desconto ou uma taxa de renova\u00e7\u00e3o mais baixa na sua pr\u00f3xima compra.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">M\u00e9tricas do pipeline de vendas para a efici\u00eancia do pipeline<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9662\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/mathematics-1509559_1280-700x466.jpg\" alt=\"M\u00e9tricas de marketing de vendas\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Para efetuar corretamente a an\u00e1lise do desempenho das vendas, \u00e9 necess\u00e1rio procurar no s\u00edtio certo. Para al\u00e9m dos habituais <strong>c\u00e1lculos de receitas<\/strong> e <strong>taxas de convers\u00e3o<\/strong>Para mais informa\u00e7\u00f5es, consulte as m\u00e9tricas (menos conhecidas) para a an\u00e1lise da sua reserva de vendas:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Dura\u00e7\u00e3o do ciclo de vendas<\/strong>: Uma m\u00e9trica importante para a calendariza\u00e7\u00e3o e tamb\u00e9m para o planeamento futuro com uma efici\u00eancia de vendas informada.\r\n<ul class=\"wp-block-list\">\r\n<li>Dura\u00e7\u00e3o m\u00e9dia do ciclo de vendas = N\u00famero total de dias para fechar todos os neg\u00f3cios \/ N\u00famero total de neg\u00f3cios<\/li>\r\n<\/ul>\r\n<\/li>\r\n\r\n\r\n\r\n<li><strong>Tamanho m\u00e9dio do neg\u00f3cio<\/strong>: O montante m\u00e9dio em d\u00f3lares gerado por neg\u00f3cio que foi fechado. \u00c9 importante ter um n\u00famero em mente ao avaliar o valor de futuros neg\u00f3cios e crescimento.\r\n<ul class=\"wp-block-list\">\r\n<li>Dimens\u00e3o m\u00e9dia do neg\u00f3cio = Receita total das vendas \/ N\u00famero total de vendas<\/li>\r\n<\/ul>\r\n<\/li>\r\n\r\n\r\n\r\n<li><strong>Retorno do investimento em marketing<\/strong> (incremental): Deve avaliar a efic\u00e1cia do seu aumento nas despesas de marketing relativamente \u00e0s receitas totais geradas pela sua empresa. Medir os aumentos incrementais ajuda a medir a efic\u00e1cia dos acr\u00e9scimos ao or\u00e7amento de marketing.\r\n<ul class=\"wp-block-list\">\r\n<li>ROMI = (Receitas do per\u00edodo anterior - Receitas do per\u00edodo atual) \/ aumento do or\u00e7amento de marketing<\/li>\r\n<\/ul>\r\n<\/li>\r\n\r\n\r\n\r\n<li><strong>Taxa de rotatividade<\/strong>: A taxa de perda de potenciais clientes ou clientes actuais pode ser especialmente eficaz para empresas com servi\u00e7os cont\u00ednuos (como subscri\u00e7\u00f5es de software).\r\n<ul class=\"wp-block-list\">\r\n<li>Taxa de rotatividade = N\u00famero de clientes perdidos \/ N\u00famero inicial de clientes x 100<\/li>\r\n<\/ul>\r\n<\/li>\r\n\r\n\r\n\r\n<li><strong>Taxa de deslizamento de neg\u00f3cios<\/strong>: A percentagem de neg\u00f3cios que n\u00e3o foram fechados em rela\u00e7\u00e3o aos que foram fechados.\r\n<ul class=\"wp-block-list\">\r\n<li>Taxa de n\u00e3o fechamento de neg\u00f3cios = N\u00famero de neg\u00f3cios que n\u00e3o foram fechados \/ N\u00famero de neg\u00f3cios que se espera fechar x 100<\/li>\r\n<\/ul>\r\n<\/li>\r\n\r\n\r\n\r\n<li><strong>Cobertura do gasoduto<\/strong>: O valor das oportunidades de vendas potenciais de um representante de vendas em rela\u00e7\u00e3o \u00e0 sua quota para um determinado per\u00edodo. \r\n<ul class=\"wp-block-list\">\r\n<li>Cobertura do pipeline = Vendas potenciais no pipeline \/ Quota de vendas<\/li>\r\n<\/ul>\r\n<\/li>\r\n\r\n\r\n\r\n<li><strong>Pontua\u00e7\u00e3o de leads<\/strong>: Se pretende encontrar ou analisar os seus contactos de qualidade, as ferramentas de CRM espec\u00edficas podem ajudar a facilitar o c\u00e1lculo. As pontua\u00e7\u00f5es dos contactos podem variar de sector para sector e dependem do seu modelo de neg\u00f3cio.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><em>Se procura consultoria de marketing e de processos de vendas, pode consultar a nossa p\u00e1gina de servi\u00e7os.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Converting leads is a hard task which involves a lot of sales and marketing optimisation. This is especially true of the B2B sector where you will be dealing with a smaller pool of clients with far more rigid standards. This article will show you how you can simplify your sales process to focus on the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12789,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13,10],"tags":[195,193,194],"wl_entity_type":[47,54],"class_list":["post-9642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","category-online-presence","tag-pipeline-optimisation","tag-sales-marketing","tag-sales-pipeline","wl_entity_type-article","wl_entity_type-faq-page"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sales Marketing Pipeline Optimisation for B2B - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Pulling in new leads and turning them into conversions is a hard task but that&#039;s where sales marketing pipeline optimisation comes in.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/promoguy.nl\/pt\/blog\/2022\/12\/26\/sales-marketing-pipeline-optimisation-for-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sales Marketing Pipeline Optimisation for B2B\" \/>\n<meta property=\"og:description\" content=\"Pulling in new leads and turning them into conversions is a hard task but that&#039;s where sales marketing pipeline optimisation comes in.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/promoguy.nl\/pt\/blog\/2022\/12\/26\/sales-marketing-pipeline-optimisation-for-b2b\/\" \/>\n<meta property=\"og:site_name\" content=\"Promoguy Digital Marketing Agency\" \/>\n<meta property=\"article:published_time\" content=\"2022-12-26T10:37:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-25T20:26:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/12\/2023-09_PROMOGUY_Sales-Marketing.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"475\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"promoguynl\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"promoguynl\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/promoguy.nl\\\/pt\\\/blog\\\/2022\\\/12\\\/26\\\/sales-marketing-pipeline-optimisation-for-b2b\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/promoguy.nl\\\/pt\\\/blog\\\/2022\\\/12\\\/26\\\/sales-marketing-pipeline-optimisation-for-b2b\\\/\"},\"author\":{\"name\":\"promoguynl\",\"@id\":\"https:\\\/\\\/promoguy.nl\\\/pt\\\/#\\\/schema\\\/person\\\/f1e99bd6c6305ded79f1214882575dc7\"},\"headline\":\"Sales Marketing Pipeline Optimisation for B2B\",\"datePublished\":\"2022-12-26T10:37:25+00:00\",\"dateModified\":\"2024-09-25T20:26:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/promoguy.nl\\\/pt\\\/blog\\\/2022\\\/12\\\/26\\\/sales-marketing-pipeline-optimisation-for-b2b\\\/\"},\"wordCount\":1297,\"publisher\":{\"@id\":\"https:\\\/\\\/promoguy.nl\\\/pt\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/promoguy.nl\\\/pt\\\/blog\\\/2022\\\/12\\\/26\\\/sales-marketing-pipeline-optimisation-for-b2b\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/promoguy.nl\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/2023-09_PROMOGUY_Sales-Marketing.png\",\"keywords\":[\"Pipeline optimisation\",\"Sales marketing\",\"Sales pipeline\"],\"articleSection\":[\"Online Marketing\",\"Online Presence\"],\"inLanguage\":\"pt-PT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/promoguy.nl\\\/pt\\\/blog\\\/2022\\\/12\\\/26\\\/sales-marketing-pipeline-optimisation-for-b2b\\\/\",\"url\":\"https:\\\/\\\/promoguy.nl\\\/pt\\\/blog\\\/2022\\\/12\\\/26\\\/sales-marketing-pipeline-optimisation-for-b2b\\\/\",\"name\":\"Sales Marketing Pipeline Optimisation for B2B - 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