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3-D Account-Based Marketing (ABM): Faʻafefea ona Faʻaola lau B2B Maketi

A'o fa'atuputeleina a matou galuega ma olaga patino i luga o le initaneti, o mafutaga ma feso'ota'iga B2B ua ulufale atu i se vaega fou fa'atasi. Faʻatauga-Faʻatau Maketiga (ABM) e mafai ona fesoasoani e momoli fe'au talafeagai i le lotolotoi o suiga o tulaga ma nofoaga - ae se'i vagana ua fa'afetaui e kamupani tulaga lavelave fou o falefaigaluega ma vaega fou o tekonolosi e fa'aogaina ai fa'amaumauga lelei, fa'amatalaga va'ai, ma feso'ota'iga taimi moni. 

O le fa'atupuina o le fa'ama'i COVID-19, ua toe mafaufau ai kamupani i le lalolagi atoa i fuafuaga tau galuega mamao. 

E lata i le afa o kamupani na suʻesuʻeina e le CNBC fai mai o le a latou faʻaaogaina faʻataʻitaʻiga o ofisa faʻapitoa, ma tagata faigaluega e faigaluega faavaitaimi mai le fale, ae o le isi tolu o le a latou toe foʻi i. i-tagata-muamua tuutuuga.

CNBC

Taimi

E sili atu ma le afa o tagata faigaluega a Amerika e sili atu i galuega mamao o loʻo filifili e tuʻu nai lo le toe foʻi i le ofisa, ma taʻitaʻia faʻalapotopotoga faʻatau e faʻafefe a latou lisi o fesoʻotaʻiga o pisinisi-i-pisinisi (B2B) tagata faʻatau e tuʻua kamupani tuai ma amata i kamupani fou.

le nofoa umi e Suesuega

I le taimi atoa o le faʻamaʻi, ua faʻamaonia e le maketi faʻatekinolosi se laina ola e fesoʻotaʻi ma faʻamatalaga faʻatatau ma faʻamoemoe i le lotolotoi o mea na faʻaleaogaina e le tagata lava ia ma fonotaga. Toeitiiti lava afa o kamupani atinaʻe fai mai o latou maketi ua faia se suiga "mataʻutia". i le taimi o faʻamaʻi, faʻatasi ai ma le ABM o loʻo tulaʻi i luma. E to'afa i le lima ta'ita'i maketi tau atina'e fai mai o le a latou fa'ateleina tupe fa'afaigaluega i le ABM i le tausaga a sau; o le tasi-i-le-tasi, feso'ota'iga fa'apitoa e mafai e le ABM e mafai ona maua ai se si'itia o tupe maua e o'o atu i le 30% pe a fa'atusatusa i fa'asalalauga masani a le tasi i le tele.

Ina ia ausia lena gafatia, peitaʻi, e tatau i kamupani B2B atinaʻe ona faʻaogaina se auala autasi. Fa'amatalaga fa'apitoa (AI) ma a'oa'oga masini (ML) e mafai ona fesoasoani i kamupani ia iloa le mea ua leva ona sailia vaaiga tasi a le tagata faatau- ae na'o pe afai latou te tuuto atu i se ta'iala fa'amaumauga e tolu-dimensional.

Le Tulaga Tolu o Faʻamatalaga ABM

  1. Aofa'i Fa'amatalaga ma uiga

Faʻamatalaga mai le tekonolosi suʻesuʻe Forrester o loʻo faʻaalia ai e itiiti ifo i le tolu pasene e vavae ese ai le 10 pito i luga i se faʻavasegaina o punaoa B2B tagata faʻatau e faʻatalanoa pe a suʻesuʻeina tagata faʻatau oloa - e faʻaalia ai e tatau i kamupani ona lelei i le tele o auala ma faʻaoga uma mea paʻi latou te faʻaogaina e faʻafesoʻotaʻi ai. fa'amoemoega ma tu'uina atu ia i latou le anotusi talafeagai e fa'aoso ai fa'ai'uga fa'atau.  

E le gata i lea, o kamupani atinaʻe e faʻalagolago i le faʻatau atu o faʻaleleia, faʻaleleia, ma oloa fou poʻo auaunaga i tagata o loʻo i ai nei e foliga mai o loʻo i ai faʻamatalaga o tagata faʻaoga e faʻavae i luga o gaioiga i luga o le upega tafaʻilagi a le kamupani, i totonu o ana lagolago lagolago, ma isi faʻavae atoa. 

O fa'amaumauga nei e fai ma ivi tua'oi o le ABM lelei. Ae ui ina taua tele faʻamaumauga, faʻamatalaga ma uiga lelei e tutusa lava le taua, e ui ina sili atu ona faigata ona puʻeina. E fa'atatau e kamupani pisinisi le fa'aogaina ma le tu'ufa'atasia o fa'amaumauga i totonu o latou lu'itau pito i luga ABM, na maua e Forrester. Mo se fa'ata'ita'iga, i totonu o fa'alapotopotoga fa'aitulagi eseese o se kamupani e tasi, e mafai e fa'asalalauga fa'apitonu'u ona aoina fa'amaumauga eseese e fa'amaonia e faigata ona fa'atasi. E mafai e se fofo atoatoa ABM ona talia fa'aoga eseese a'o fa'aogaina le atamai algorithmic e fa'amatala sa'o ma tu'ufa'atasi ai fa'amatalaga. 

  1. Mana Fa'amatalaga Fa'amatalaga

O le tele o maketi o loʻo faʻalagolago nei i AI e iloilo ai le gafatia mo faʻamoemoe e avea ma tagata faʻatau, faʻaaogaina algorithms faʻapitoa e tuʻufaʻatasia fegalegaleaiga ua mavae ma faʻamoemoe e faʻavae i luga o faʻamatalaga faʻataʻitaʻiga tutusa. O nei faʻataʻitaʻiga faʻataʻitaʻiga e taua tele mo kamupani e mafai ona tuʻuina atu maketi taʻitoʻatasi i le fua. 

Algorithmic vavalo ma fautuaga e faʻaleleia i le taimi aʻo faʻateleina fegalegaleaiga - ae faʻalagolago foi i tulafono faʻapisinisi e faʻatulagaina e ala i tulaga faʻapisinisi, tu ma aga faʻaitulagi poʻo kalena, ma isi mea faʻapitoa i faʻalapotopotoga B2B taʻitasi. O 'au i totonu e tatau ona mafai ona fa'aosoina fa'ata'ita'iga fa'ata'ita'i, fa'aleleia le malosi ole fa'agaioiga o le AI ma le malamalama o tagata, e fa'atupu ai fa'asalalauga e sili ona talafeagai.

  1. Fa'amatalaga Taimi Moni Gafatia, Ma Le Finagalo E Fa'asoa

E taua tele le fa'amatalaga talafeagai mo fa'asalalauga a le ABM e fa'apipi'i ai fe'au sa'o i ala sa'o mo se tulaga fa'amoemoe e tu'uina atu i le malaga fa'atau. Talu ai ona o fa'amoemoe o lo'o fa'afeso'ota'i i mea i luga ole laiga e fa'afeiloa'i e fa'aopoopo le fe'au mo le 20 minute i le tele, o fa'amatalaga fa'autometi mo 'au fa'atau ma agava'a fe'au fa'apitoa e taua tele e fa'amautinoa ai le vave feso'ota'i i vaega taua o filifiliga. 

O lena tomai faʻapitoa atonu e faigata ona ausia, ae mo nisi kamupani, o le fausiaina o le faʻalagolago i faʻamatalaga tau maketi e manaʻomia e faʻaogaina ai le tele o masini e pei lava o se luʻitau. Na maua e Forrester le tele o kamupani atinaʻe tetele nai lo kamupani laiti fai mai "leai se faʻatau faʻatau" o se faʻalavelave i le manuia o le ABM. E mana'omia e le ABM fa'amatalaga, fa'atau ma fa'atauga e galulue fa'atasi, lagolagoina e le atamai o masini e mafai ai ona fa'atatau le tali atu i le taimi moni. 

Fua Fa'alagolago e Manaomia Tekinolosi Malosi

E ui o nei fa'amaumauga e tolu e taua tele, e leai se fa'afitauli tu'utasi. O le tele o kamupani o loʻo i ai le tele o faʻamatalaga, ae leai ni mea faigaluega e faʻatasi ai ma faʻatino i luga o faʻamatalaga siled. O su'esu'ega fa'anatinati e mafai ona maua ai fa'amatalaga aga'i i luma, ae mana'omia fa'amaumauga fa'asolopito lelei e maua ai fautuaga talafeagai. Ma e na'o le fa'aogaina o le ML ma fa'amatalaga fa'amatalaga e fa'aulu ai fa'atauga ma fa'atauga fa'atauga e mafai ai e kamupani ona fausia feso'ota'iga talafeagai e tapunia ai fefa'ataua'iga i se maketi o lo'o fa'aauau pea. 

Ina ia tuʻufaʻatasia elemene uma e tolu ma faʻauluina le manuia o le ABM, e tatau i kamupani ona sailia se faʻataʻitaʻiga ABM pito i tua e mafai ai ona tuʻufaʻatasia faʻamaumauga, AI-powered intelligence ma faʻatautaia taimi moni. O fa'atinoga fa'amaonia i itulagi e taua ma le mafai ona fa'avasega lipoti ma fa'atinoga mo vaega ta'itasi ma 'au e mafai fo'i ona fesoasoani i kamupani e fa'afetaui a latou fuafuaga a le ABM ina ia manuia i se maketi mata'utia.

Faatasi ai ma le tamaoaiga o le lalolagi i suiga, o fale faigaluega fou fou ma B2B faʻatauga o loʻo suia ai le faʻatauina o pisinisi ma maketi. Fa'aauupegaina i fa'amautu malosi, AI-powered ABM, e mafai e kamupani B2B ona fa'aogaina fa'amaumauga i itu e tolu e tu'uina atu ai fe'au e talafeagai i tulaga fa'apisinisi lata mai, fa'amalosia sootaga e tumau. 

Jennifer Golden

Jennifer Golden o le faʻatonu o faʻatauga faʻapisinisi faʻatasi ai ma matafaioi faʻavaomalo mo fuafuaga tau maketi ma le faʻatinoina i MRP. E aumaia e Jennifer le poto masani i le fesoʻotaʻiina o faʻamatalaga, faʻamatalaga ma gaioiga e faʻaalia ai faʻatauga tumau. Aʻo leʻi oʻo i le MRP, sa galue o ia o se faufautua maketi ma faʻailoga ma umia matafaioi faʻaautaitai maketi i Acxiom, Rigzone ma isi.

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