{"id":673,"date":"2015-06-04T00:00:00","date_gmt":"2015-06-03T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/06\/04\/je-marketing-automation-primeren-za-vas\/"},"modified":"2023-04-28T09:07:51","modified_gmt":"2023-04-28T07:07:51","slug":"je-marketing-automation-primeren-za-vas","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/je-marketing-automation-primeren-za-vas\/","title":{"rendered":"Je marketing automation primeren za vas?"},"content":{"rendered":"<p>Marketing automation (MA) je \u017ee nekaj \u010dasa vro\u010da tema v marketin\u0161kih in \u0161ir\u0161ih poslovnih krogih. Tehnologija, ki spremlja va\u0161e obiskovalce na spletu in jim dostavlja relevantno in personalizirano vsebino, ki jo potrebujejo v posamezni fazi nakupnega procesa. S ciljano vsebino in na\u010drtovanim komuniciranjem konvertira leade v stranke. In obstoje\u010dim strankam pomaga prodati ve\u010d.<br \/>\n<strong>Marketing automation prina\u0161a 50% ve\u010d leadov ob za 33% ni\u017ejih stro\u0161kih\u00a0<\/strong>je recimo podatek, ki ga je objavil Hubspot in je prepri\u010dal mnoge.<\/p>\n<p>Kot vsaka uvedba nove tehnologije pa tudi marketing automation zahteva nek vlo\u017eek. Tako finan\u010dni kot \u010dasovni. Preden se vr\u017eete v nakup nove igra\u010dke, je torej dobro oceniti, ali se vam bo investicija spla\u010dala. Imate dobre temelje, da dose\u017eete zgornje odstotke?<\/p>\n<h2>Koliko potencialnih kupcev imate?<\/h2>\n<p>Ima va\u0161 produkt oziroma storitev le majhno bazo skrbno definiranih potencialnih kupcev? In va\u0161i prodajalci nimajo te\u017eav pri rednem vzdr\u017eevanju stika in odnosa z njimi?<\/p>\n<p>Potem marketing automation najbr\u017e ne bo prinesel revolucije v va\u0161e poslovanje. Morda pa lahko razmislite, katere aktivnosti bi lahko prelo\u017eili na tehnologijo in razbremenili oziroma optimizirali delo prodaje.<\/p>\n<h2>Imate strategijo za marketing automation?<\/h2>\n<p>Avtomatizirajo se lahko procesi, ki \u017ee obstajajo \u2013 vsaj na papirju. \u0160e bolje pa tisti, ki so preizku\u0161eni v praksi. MA sistem (na \u017ealost) ni \u010dude\u017ena pali\u010dica, ki vam bo prinesla uspeh samo zato, ker ste jo kupili.<\/p>\n<ul>\n<li><strong>Kako generirate leade?\u00a0<\/strong><\/li>\n<li><strong>Koliko jih imate?\u00a0<\/strong><\/li>\n<li><strong>Kak\u0161en je njihov nakupni proces?<\/strong><\/li>\n<li><strong>Kak\u0161ne vsebine potrebujejo, ko raziskujejo?<\/strong><\/li>\n<li><strong>Kak\u0161na vpra\u0161anja si postavljajo, ko se odlo\u010dajo med ponudniki?<\/strong><\/li>\n<li><strong>Kje na spletu najdejo informacije?<\/strong><\/li>\n<li><strong>Kak\u0161ni so cilji marketin\u0161ki aktivnosti<\/strong>?<\/li>\n<\/ul>\n<p>To je le nekaj\u00a0<a title=\"Dvignite prodajo s personami\" href=\"https:\/\/madwise.si\/zelite-visjo-prodajo-zacnite-s-personami\/\" target=\"_blank\" rel=\"noopener noreferrer\">vpra\u0161anj<\/a>, ki bi si jih bilo dobro zastaviti. Ampak res le nekaj. Za poku\u0161ino.<\/p>\n<p><strong>\u010ce slu\u010dajno \u0161e nimate zapisane marketin\u0161ke strategije, naredite to.<\/strong>\u00a0Ne boste verjeli, kako druga\u010dno te\u017eo imajo besede na papirju. Toplo priporo\u010dam, da imate najprej strategijo in potem ugotovite, katera tehni\u010dna re\u0161itev je vam pisana na ko\u017eo. Obratno zna biti precej bole\u010de in zamudno.<\/p>\n<h2>Kako dolg je va\u0161 prodajni proces?<\/h2>\n<p><strong>Dalj\u0161i prodajni procesi in vi\u0161je nakupne vrednosti<\/strong>\u00a0so velikokrat zna\u010dilnosti podjetij, ki so z MA sistemom dosegla najbolj navdu\u0161ujo\u010de rezultate. Zna\u010dilnosti\u00a0<a title=\"5 digitalnih temeljev B2B marketinga\" href=\"https:\/\/madwise.si\/5-digitalnih-temeljev-b2b-marketinga\/\" target=\"_blank\" rel=\"noopener noreferrer\">B2B podjetij\u00a0<\/a>torej.<\/p>\n<p>Pri izdelkih in storitvah, ki predstavljajo investicijo in se o njej\u00a0odlo\u010da ve\u010d ljudi, nakupna pot pa\u010d traja dlje. Ti ljudje potrebujejo ve\u010d informacij (na razli\u010dnih nivojih) in bolje tesne odnose s ponudnikom. Ti leadi potrebujejo nego. In MA sistem se tu poka\u017ee v vsej svoji veli\u010dini \u2013 dostavlja prave vsebine pravim ljudem ob pravem \u010dasu \u2013 in konvertira. Poglejte, kako je zastavljene rezultate z MA dosegel recimo\u00a0<a title=\"McAfee case study\" href=\"http:\/\/www.b2bmarketing.net\/knowledgebank\/marketing-automation\/case-studies\/case-study-mcafee-reaps-benefits-eloqua-lead-scoring\" target=\"_blank\" rel=\"noopener noreferrer\">McAfee<\/a>.<\/p>\n<h2>Kako se razumeta prodaja in marketing?<\/h2>\n<p>Avtomatizacija (zapisanih) marketin\u0161kih procesov ni\u00a0<em>one time job<\/em>. Ne mislite, da boste postavili sistem in pozabili nanj.<\/p>\n<p>Pa saj se vendar imenuje automation.<\/p>\n<p><strong>A avtomatizirani so procesi.<\/strong>\u00a0MA pomeni, da ne potrebujete \u010dloveka, da ro\u010dno spremlja, kdo je dovolj zainteresiran za vas. MA pomeni, da se vam ne bo izmuznil obiskovalec, ki je pregledal celotno spletno stran, obiskal cenike in tehni\u010dno dokumentacijo. A\u00a0<strong>MA ne pomeni, da bo tehnologija prodajala namesto ljudi<\/strong>.<\/p>\n<p>Za za\u010detek lahko nakupni proces razbijete na:<\/p>\n<ul>\n<li>obisk spletne strani<\/li>\n<li>izpolnjene obrazce<\/li>\n<li>kvalificirane leade<\/li>\n<li>sestanke<\/li>\n<li>dobljene posle<\/li>\n<\/ul>\n<p>in preverite,\u00a0<strong>kako gladko poteka konverzija med posameznimi koraki<\/strong>. Morda se kje zatika. \u010ce pa tudi zgornjih metrik ne morete spremljati, je nedvomno\u00a0<a title=\"Je va\u0161e spletno mesto postalo neuporaben mastodont?\" href=\"https:\/\/madwise.si\/je-vase-spletno-mesto-postalo-neuporaben-mastodont\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u010das za izbolj\u0161avo<\/a>.<\/p>\n<p>Za neprekosljivo delovanje MA sistema (in poslovanja na splo\u0161no) pa se morata marketing prodaja pogovarjati in konstantno preverjati:<\/p>\n<ul>\n<li>Ali (avtomatizirani) procesi dobro delujejo?<\/li>\n<li>So prodajalci zadovoljni s kakovostjo dobavljenih leadov?<\/li>\n<li>Katere materiale bi bilo dobro pripraviti?<\/li>\n<li>Kako deluje povratna zanka?<\/li>\n<\/ul>\n<h2>Imate resurse za kakovostno vsebino?<\/h2>\n<p>\u0160e malce virov boste potrebovali. MA sistem oziroma\u00a0<a title=\"Lead nurturing\" href=\"https:\/\/madwise.si\/prodate-le-10-kontaktom-dvignite-konverzijo\/\" target=\"_blank\" rel=\"noopener noreferrer\">lead nurturing<\/a>\u00a0program, ki stoji za njim, potrebuje kakovostno in redno vsebino. \u010ce ste navajeni marketinga, ki ga enkrat postavi\u0161, da\u0161 kljukico in gre\u0161 delat sejem \u2026 potem se kar lotite naslednjega sejma.<\/p>\n<h3><strong>Segrevanje leadov z marketing automationom zahteva reden anga\u017ema<\/strong><\/h3>\n<p>Definirana publika in njena nakupna pot je predpogoj za strategijo. Va\u0161e potencialne stranke potrebujejo blog zapise, \u0161tudije primerov, infografike \u2026 morda film\u010dke? Formatov je cela mno\u017eica. Upo\u0161tevajte njihovo pripravo pri na\u010drtovanju marketin\u0161kih aktivnosti.<\/p>\n<p>&nbsp;<\/p>\n<p>Investicija v marketing automation nikakor ni primerna le za velika podjetja z astronomskimi \u0161tevilkami v bilancah. A zavedati se moramo, da tehnologija sama ni \u010dude\u017e. Ko vemo,<strong>\u00a0kaj \u017eelimo z njo dose\u010di, smo na odli\u010dni poti<\/strong>. Ko imamo prodajne procese v podjetju urejene in vemo, da se mora z njimi nekdo aktivno ukvarjati, smo \u0161e korak dlje. Doseganje obljubljenih 50% ve\u010d leadov z MA sistemom je takrat \u010disto dosegljiva \u0161tevilka.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing automation (MA) je \u017ee nekaj \u010dasa vro\u010da tema v marketin\u0161kih in \u0161ir\u0161ih poslovnih krogih. Tehnologija, ki spremlja va\u0161e obiskovalce na spletu in jim dostavlja relevantno in personalizirano vsebino, ki jo potrebujejo v posamezni fazi nakupnega procesa. S ciljano vsebino in na\u010drtovanim komuniciranjem konvertira leade v stranke. In obstoje\u010dim strankam pomaga prodati ve\u010d. Marketing automation [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":1069,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-673","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinska-avtomatizacija","entry"],"acf":{"drugi_del_vsebine":"","izpostavljen_vodic_shortcode":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Je marketing automation primeren za vas?<\/title>\n<meta name=\"description\" content=\"Investicija v marketing automation ni primerna zgolj za velika podjetja z astronomskimi \u0161tevilkami v bilancah. 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