{"id":30722,"date":"2022-02-23T19:10:53","date_gmt":"2022-02-23T18:10:53","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=30722"},"modified":"2022-02-23T19:10:54","modified_gmt":"2022-02-23T18:10:54","slug":"b2b-marketing-strategije","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/b2b-marketing-strategije\/","title":{"rendered":"4 strategije za bolj\u0161o B2B prodajo"},"content":{"rendered":"\n<p>Ko so v analitski hi\u0161i Gartner opravili raziskavo med prodajnimi direktorji, so ugotovili, da jih je le 6 % prepri\u010danih, da bodo do konca leta lahko dosegli ali presegli letne prodajne cilje. Kar dobro odra\u017ea precej\u0161njo nesigurnost, ki je \u0161e vedno prisotna na trgu. A kako se prilagodi\u0161 ne\u010demu, kar je <strong>nejasno in negotovo<\/strong>? Okoli\u0161\u010dine so resda negotove, a strategije, ki jih morajo hitro privzeti B2B podjetja, so vseeno znane.<\/p>\n\n\n\n<p>Pri Gartnerju trdijo, da je treba v ospredje postaviti klju\u010dne kupce ter njihova <strong>spremenjena pri\u010dakovanja in nakupne poti<\/strong>. Predvsem je potrebno zagotoviti (1) enovito izku\u0161njo tako v digitalnem kot fizi\u010dnem prostoru in (2) \u010dim bolj\u0161o informacijsko podporo tekom celotnega nakupnega procesa.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>B2B kupcem je treba omogo\u010diti digitalno nakupno pot<\/strong><\/h2>\n\n\n\n<p>Iz njihove raziskave lahko razberemo \u0161e nekaj drugega. Za doseganje konverzije in prodajnih ciljev je klju\u010dno, da se B2B kupcem omogo\u010di <a href=\"https:\/\/madwise.si\/marketinske-storitve\/izdelava-digitalne-strategije\/\">digitalno nakupno pot<\/a>, ki bo preprosta, hkrati pa jim bo prinesla potrebno samozavest za sprejemanje pravih odlo\u010ditev.<\/p>\n\n\n\n<p>Veliko B2B podjetij se na spremembe ne odziva pravo\u010dasno in v zadostni meri. Posledi\u010dno zato <strong>izgubljajo posle in tr\u017eni dele\u017e<\/strong>. Kaj morajo torej B2B podjetja storiti, da dose\u017eejo zastavljene prodajne plane?&nbsp;<\/p>\n\n\n\n<p>Prodajni direktorji morajo \u2013 kot pravi Craig Riley, vi\u0161ji analitik Gartnerja \u2013 uskladiti napore in vlaganja v <strong>\u0161tiri klju\u010dna podro\u010dja rasti<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. \u00bbGo-to-market\u00ab strategija\u00a0<\/h3>\n\n\n\n<p>B2B podjetja morajo preiti na strategijo poenotenja marketin\u0161kih, prodajnih in podpornih procesov: vse z namenom, da bi kupcem olaj\u0161ala sprejemanje najpomembnej\u0161ih odlo\u010ditev tekom celotnega nakupnega procesa.&nbsp;<\/p>\n\n\n\n<p>V B2B segmentu gre pogosto za dokaj dolge in pogosto kompleksne procese potrjevanja naro\u010dil. Ena od mo\u017enosti poenotenja operativne izvedbe razli\u010dnih \u2013 sedaj lo\u010denih \u2013 delovnih procesov je <strong>ukinjanje razlik med marketingom, prodajo in skrbni\u0161tvom strank<\/strong> ter njihova konsolidacija v celovito tr\u017eenjsko ekipo.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. <strong>(Dinami\u010dna) interakcija s strankami<\/strong><\/h3>\n\n\n\n<p>Direktorji prodaje morajo poskrbeti za pripravo \u00bbcustomer engagement\u00ab strategije, ki bo \u010dim bolj digitalno podprta in bo omogo\u010dala dinami\u010dno interakcijo s strankami (dynamic customer engagement).<\/p>\n\n\n\n<p>Tak\u0161na interakcija se poslu\u017euje <strong>orodij umetne inteligence<\/strong> in ra\u010dunalni\u0161kega u\u010denja. Prodajnikom omogo\u010da hitrej\u0161e in u\u010dinkovitej\u0161e pomikanje kupcev naprej po prodajnem lijaku in zaklju\u010devanje posla s prodajo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. <strong>Prodajna izvedba<\/strong><\/h3>\n\n\n\n<p>Ena od ve\u010djih preprek na nakupni poti B2B kupcev je kompleksnost njihove organizacije in sprejemanja odlo\u010ditev. Zato bi morali biti B2B nakupi \u2013 vsaj teoreti\u010dno \u2013 \u010dim bolj preprosti, predvsem pa kupcem vliti potrebno samozavest, da so se odlo\u010dili pravilno.&nbsp;<\/p>\n\n\n\n<p>\u00bb<strong>Samozavest pri sprejemanju nakupnih odlo\u010ditev<\/strong> pomeni, da kupec verjame, da je sprejel smiselno in pametno odlo\u010ditev, ko se odlo\u010di za nakup,\u00ab pravi Robert Blaisdell, direktor analiz pri analitski hi\u0161i Gartner.&nbsp;<\/p>\n\n\n\n<p>\u00bbKo imajo B2B kupci ob\u010dutek, da so se odlo\u010dili pravilno in smiselno, je verjetnost, da se bodo odlo\u010dili za dra\u017ejo oziroma premium ponudbo, kar 3,6-krat ve\u010dja,\u00ab \u0161e dodaja Blaisdell.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. <strong>Analitika<\/strong><\/h3>\n\n\n\n<p>Prodajni direktorji bodo morali poskrbeti za ve\u010djo integracijo orodij umetne inteligence (angl. AI \u2013 artificial intelligence) v prodajne procese. AI prina\u0161a namre\u010d bolj natan\u010den vpogled ter <strong>natan\u010dnej\u0161e napovedovanje potreb kupcev<\/strong>, optimizira pa tudi vse marketin\u0161ke in prodajne procese. Vse to prina\u0161a ve\u010djo predvidljivost, bolj\u0161e na\u010drtovanje in la\u017eje doseganje \u017eelene konverzije.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>43 % B2B podjetij ne \u017eeli ve\u010d stikov s prodajnimi skrbniki&nbsp;<\/strong><\/h2>\n\n\n\n<p>Jasno torej postaja, da se mora tudi B2B segment preusmeriti v <a href=\"https:\/\/madwise.si\/marketinske-storitve\/izdelava-digitalne-strategije\/\">\u00bbdigital-first\u00ab strategijo<\/a>. To ugotavljajo tudi pri Gartnerju, kjer so v eni izmed raziskav pri\u0161li do spoznanja, da se B2B kupci vse bolj odmikajo od modela skrbni\u0161tva klju\u010dnih strank. Poudarjajo ravno to, da so najbolj uspe\u0161na B2B podjetja \u017ee u\u010dinkovito pre\u0161la na <strong>\u00bbdigital-first\u00ab marketin\u0161ke procese<\/strong>, ki jih pomaga udejanjati tudi prodajno osebje.&nbsp;<\/p>\n\n\n\n<p>Odmikamo se torej od stroge lo\u010ditve marketinga in prodaje, saj je sodelovanje med oddelkoma klju\u010dno za u\u010dinkovito doseganje poslovnih ciljev in konverzije. Kar 43 % B2B podjetij namre\u010d pravi, da si ne \u017eeli ve\u010d imeti stikov s prodajnim osebjem. Nekatera \u0161e v\u010deraj uspe\u0161na podjetja, ki niso uspela slediti vsem tem spremembam, so tako precej nazadovala in zato izgubljajo kupce.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Dve tretjini B2B kupcev ne lo\u010di med razli\u010dnimi digitalnimi izku\u0161njami&nbsp;<\/strong><\/h2>\n\n\n\n<p>O tem, kako je za diferenciacijo B2B ponudnikov pomembna digitalna izku\u0161nja, pa \u0161e ena ugotovitev Gartnerja: 64 % B2B kupcev ne lo\u010di med <a href=\"https:\/\/madwise.si\/marketinske-storitve\/izdelava-digitalne-strategije\/\">digitalno izku\u0161njo<\/a> enega in drugega B2B ponudnika. Zato morajo B2B podjetja vse svoje napore usmeriti tudi v to, da se bodo <strong>\u010dim bolj razlikovala od konkurence<\/strong> v svojem digitalnem nastopu, prodajno osebje pa, kot \u017ee re\u010deno, integrirati v primerne koti\u010dke digitalne nakupne poti.<\/p>\n\n\n\n<p>Priprava u\u010dinkovite digitalne strategije zahteva poznavanje dinamike \u0161tevilnih digitalnih kanalov, ki se spreminjajo skoraj vsakodnevno. Zato zaupajte pripravo digitalne strategije za va\u0161e B2B podjetje na\u0161im strokovnjakom za digitalni marketing, ki bodo na\u0161li nepredvidljive na\u010dine, da na spletu <strong>dose\u017eete \u017eeleno konverzijo<\/strong> (in jo kmalu tudi prese\u017eete). Oddajte kratek <a href=\"https:\/\/madwise.si\/zacnimo-projekt\/\">obrazec za povpra\u0161evanje<\/a>.<\/p>\n\n\n\n<p>Vir:<\/p>\n\n\n\n<p>Gartner. 4 Strategies to Rev Up B2B Sales Growth in 2021. Dostopno prek: https:\/\/www.gartner.com\/smarterwithgartner\/4-strategies-to-rev-up-b2b-sales-growth-in-2021&nbsp;&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nakupna pot B2B podjetij se je spremenila, zato jim je treba v \u00bbdigital-first\u00ab strategiji omogo\u010diti digitalno nakupno pot. Skoraj 50 % B2B podjetij namre\u010d ne \u017eeli ve\u010d imeti stikov s prodajnim osebjem. Preverite, katere \u0161tiri strategije vam lahko pomagajo dose\u010di \u017eeleno konverzijo.<\/p>\n","protected":false},"author":33,"featured_media":30724,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-30722","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 strategije za bolj\u0161o B2B prodajo - Madwise Blog<\/title>\n<meta name=\"description\" content=\"B2B marketing mora kupcem omogo\u010diti digitalno nakupno pot v \u00bbdigital first\u00ab strategiji. 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