{"id":702,"date":"2015-08-24T00:00:00","date_gmt":"2015-08-23T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/08\/24\/marketing-automation-v-treh-minutah\/"},"modified":"2023-04-28T09:07:55","modified_gmt":"2023-04-28T07:07:55","slug":"marketing-automation-v-treh-minutah","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/marketing-automation-v-treh-minutah\/","title":{"rendered":"Marketing automation v treh minutah"},"content":{"rendered":"

V \u010detrtek smo na rednem Madwise Afterwork pivu med drugim debatirali o predavanju o vzporednem vesolju prof. Gutha iz CERN-a, ki je potekalo nedale\u010d stran (za zainteresirane ve\u010d\u00a0tule<\/a>, pa tudi na Videolectures bo). Kozmolo\u0161ka inflacija je fascinantna, tu ni nih\u010de oporekal. Strinjali pa smo se tudi, da lahko dober predavatelj, ki res pozna svoje podro\u010dje, \u0161e tako zahtevno temo razlo\u017ei na enostaven in razumljiv na\u010din.
\nNi\u010d posebno novega, a ta zaklju\u010dek je povod za zapis, ki ga berete. Veliko smo \u017ee veliko povedali o\u00a0marketing automation<\/a>\u00a0sistemu, ga umestili v nove nakupne poti in prodajne lijake ter napisali obse\u017een\u00a0vodi\u010d<\/a>. Kako pa zahtevno tehnologijo predstaviti v nekaj minutah? Kako nekomu, ki \u017eeli vi\u0161jo prodajo, zgo\u0161\u010deno in zanimivo pokazati, kako mu bo marketing automation pomagal dose\u010di zastavljeno?<\/p>\n

Pravzaprav ne poznam podjetja, ki ne bi \u017eelelo \u0161e bolj\u0161ih prodajnih rezultatov.\u00a0Veliko pa se jih bori \u017ee z doseganjem obstoje\u010dih.<\/p>\n

 <\/p>\n

1. Zakaj prodaja in marketing ne dosegata ciljev?<\/h2>\n

Ker ne vesta, kako potencialni kupec nakupuje in mu zato tudi ne moreta pomagati.<\/strong>\u00a0Splet je spremenil navade potro\u0161nikov in preko 70% nakupne poti se zgodi na spletu. Za razumevanje njihovega obna\u0161anja in komunikacijo z njimi potrebujete ustrezno tehnologijo (marketing automation<\/em>). \u010ce te ni, se komunikacija s kupcem za\u010dne prepozno in ne more ve\u010d prevesiti tehtnice na va\u0161o stran.<\/p>\n

2. Kako torej izgleda nov nakupni proces?<\/h2>\n

Kupec ugotovi, da ima nek izziv in v udobju svojih naprav poljubno veliko \u010dasa nameni raziskovanju svojih interesov in \u017eelja.<\/strong>\u00a0Pri investicijah (tako zasebnih in poslovnih) je vedno bolj\u00a0previden\u00a0<\/a>in pred odlo\u010ditvijo \u017eeli veliko informacij. Splet do njih zagotavlja enostaven dostop, ne da bi bilo potrebno govoriti s svetovalci\/prodajalci podjetij. \u017delene odgovore\u00a0pa mu lahko v obliki blog zapisov, vodi\u010dev, e-knjig oziroma ustreznega formata zagotovite vi \u2013 \u010de veste, kaj potrebuje.<\/p>\n

3. Kje je te\u017eava?<\/h2>\n

V neskladju nakupne poti kupca in prodajnega procesa podjetja.<\/strong><\/p>\n

Kupec v prvih treh \u010detrtinah nakupne poti raziskuje, i\u0161\u010de odgovore na vpra\u0161anja in primerja. Ko je pripravljen in \u017eeli ve\u010d, pokli\u010de ali obi\u0161\u010de tistih nekaj podjetij, ki so mu na njegovem popotovanju najbolj pomagala. \u010ce torej niste z njim \u017ee od za\u010detka, je precej manj\u0161a verjetnost, da boste v njegovem izboru.<\/p>\n

Na drugi strani pa prodajalci velikokrat kli\u010dejo vse kontakte, ki so jih zbrali na dogodkih, sestankih ali preko obrazcev na spletni strani. Recimo, da klasi\u010dnim desetim odstotkom prodajo, na preostalih 90 pa se pozabi. Ti preprosto \u0161e niso v zadnji etapi nakupne poti in potrebujejo druga\u010dne informacije. Ker jih ne dobijo pri vas, gredo iskat drugam \u2026 in \u010dez mesec ali dva kupijo drugje.<\/p>\n

4. Kako te\u017eavo odpravi marketin\u0161ka tehnologija?<\/h2>\n

Digitalni svet ni\u010del in enic je omogo\u010dil enostaven dostop do mno\u017eice informacij. Ta isti digitalni svet pa omogo\u010da tudi sledenje obna\u0161anja svojih uporabnikov.\u00a0Marketing automation sistem tako bele\u017ei premikanje vsakega obiskovalca na va\u0161i spletni strani in mu na podlagi avtomatiziranih pravil (ta definirate vi) dostavlja dodatne vsebine<\/strong>. \u010ce so ustrezne, pomagajo pri odlo\u010ditvi za nakup.<\/p>\n

5. Kako marketing automation deluje?<\/h2>\n

S pomo\u010djo pi\u0161kotkov.<\/strong>\u00a0Vsakemu (\u0161e anonimnemu) obiskovalcu va\u0161e spletne strani dodeli pi\u0161kotek (njegov brskalnik dobi poseben ko\u0161\u010dek kode), s pomo\u010djo katerega ve, kaj ta po\u010dne. Ko obiskovalec izpolni nek kontaktni obrazec, marketing automation pove\u017ee njegov pi\u0161kotek z njegovim imenom. Tako veste, da Marko gleda va\u0161 produkt.<\/p>\n

6. Kaj marketing automation zna?<\/h2>\n

Poleg\u00a0spremljanja obna\u0161anja<\/strong>\u00a0obvlada tudi sestavljanje in po\u0161iljanje\u00a0e-mailov<\/strong>,\u00a0pristajalne strani<\/strong>\u00a0in\u00a0obrazce za zajem podatkov<\/strong>,\u00a0pripravo marketin\u0161kih<\/strong>\u00a0kampanj oziroma\u00a0programov<\/strong>,\u00a0avtomatizirano po\u0161iljanje sporo\u010dil<\/strong>,\u00a0to\u010dkovanje kontaktov<\/strong>,\u00a0segmentacijo<\/strong>, podrobno\u00a0analitiko<\/strong>\u00a0in \u0161e in \u0161e. V povezavi s CRM sistemom omogo\u010da enostavno sledenje in\u00a0optimizacijo marketin\u0161kih investicij<\/strong>.<\/p>\n

7. Kako omogo\u010di doseganje marketin\u0161kih ciljev?<\/h2>\n

S zmogljivostjo priprave pristajalnih strani in obrazcev omogo\u010da\u00a0generiranje novih leadov<\/strong>,<\/a>\u00a0s po\u0161iljanjem in sledenjem e-mailov in spletnega obna\u0161anja pa zagotavlja\u00a0negovanje leadov<\/strong>\u00a0in do prodaje spusti le najbolj kakovostne. Prej pozabljenih 90% kontaktov tako aktivno ostaja v va\u0161em prodajnem lijaku.<\/p>\n

8. Kaj to pomeni za poslovanje podjetja?<\/h2>\n

Bolj\u0161i leadi v praksi pomenijo, da se prodaja ukvarja le z najbolj zagretimi potencialnimi kupci in tako ne vlaga dragocenega \u010dasa v tiste, ki \u0161e niso pripravljeni kupiti. Ker pozna njihovo celotno nakupno pot, jim la\u017eje pripravi ponudbe, ki jih preprosto ni mogo\u010de zavrniti.\u00a0Za ni\u017ejo ceno dobite ve\u010d posla<\/strong>. Vpogled v spletno obna\u0161anje pa ka\u017ee izjemne uspehe tudi pri\u00a0up-sell<\/em>\u00a0in\u00a0cross-sell<\/em>aktivnostih.<\/p>\n

9. Kak\u0161na je vloga agencije?<\/h2>\n

Lokalna\u00a0agencija\u00a0<\/a>zakupi uporabo marketing automation orodja prav tako, kot bi to storilo podjetje samo. Njena dodana vrednost se poka\u017ee v\u00a0strokovnem znanju<\/strong>, saj je sistem marketin\u0161ke avtomatizacije \u017ee vzpostavljala. Pozna tako samo strukturo sistema, na\u010dine njegove uporabe in \u017ee izvedene dobre prakse. Ponudnikom zna postaviti zahtevna vpra\u0161anja o informacijski varnosti in integraciji. In vedno se lahko usede z vami in vam v \u017eivo odgovori na vsa vpra\u0161anja.<\/p>\n

Zakaj torej potrebujete marketing automation?<\/h3>\n

Kratko in jedrnato. Marketing automation potrebujete za prodajanje va\u0161emu digitalnemu (ali kak\u0161en druga\u010den sploh \u0161e obstaja) kupcu. Mi smo tu, da pomagamo zadevo postaviti in peljati do rezultatov.<\/p>\n","protected":false},"excerpt":{"rendered":"

V \u010detrtek smo na rednem Madwise Afterwork pivu med drugim debatirali o predavanju o vzporednem vesolju prof. Gutha iz CERN-a, ki je potekalo nedale\u010d stran (za zainteresirane ve\u010d\u00a0tule, pa tudi na Videolectures bo). Kozmolo\u0161ka inflacija je fascinantna, tu ni nih\u010de oporekal. Strinjali pa smo se tudi, da lahko dober predavatelj, ki res pozna svoje podro\u010dje, […]<\/p>\n","protected":false},"author":9,"featured_media":1085,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinska-avtomatizacija","entry"],"acf":{"drugi_del_vsebine":""},"yoast_head":"\nMarketing automation v treh minutah<\/title>\n<meta name=\"description\" content=\"Marketing automation (MA) potrebujete za prodajanje va\u0161emu digitalnemu kupcu. 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