{"id":704,"date":"2015-09-01T00:00:00","date_gmt":"2015-08-31T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/09\/01\/lead-nurturing-ker-prodaja-od-marketinga-potrebuje-dobre-leade\/"},"modified":"2023-04-28T09:07:57","modified_gmt":"2023-04-28T07:07:57","slug":"prodaja-marketing-nam-daje-slabe-leade","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/prodaja-marketing-nam-daje-slabe-leade\/","title":{"rendered":"Lead nurturing – ker prodaja od marketinga potrebuje dobre leade"},"content":{"rendered":"

Marketin\u0161ki \u0161tevci merijo \u0161tevilo kontaktov, ki potencialno \u017eelijo kupiti\u00a0va\u0161 produkt ali storitev. Merijo \u0161e marsikaj drugega, ki bolj ali manj neposredno vpliva na posel, a ponavadi \u0161tevilo leadov upravi\u010di posamezno akcijo.
\nTako se vsakodnevno borite z doseganjem zastavljene norme \u2013 inovacijami novih in novih pristopov, kako boste v prodajni lijak stresli \u010dimve\u010d novih kontaktov. \u010ce kupi en odstotek od 5000, je to pa\u010d bolj\u0161e, kot \u010de kupi en odstotek od 500. Na sestanku prodaje in marketinga ponosno poro\u010date, kako ste uspeli vzpostaviti multi- in omni- channel mehanizme, ki neprestano dovajajo nove in nove leade. A prodaja ni bleste\u010da. Po razburjenih debatah, zakaj je do tega pri\u0161lo, z druge strani mize sli\u0161ite:\u00a0\u201cMarketing nam daje slabe leade. Sploh niso pripravljeni kupiti!\u201d<\/strong><\/p>\n

Kvantiteta torej ni vse. \u017de Adi Smolar je nekaj povedal na temo. Prodaja pri\u010dakuje kakovostne leade.<\/p>\n

Kak\u0161en je dober lead?<\/h2>\n

\u201cTak, ki hitro kupi na\u0161 produkt ali storitev. Z vso dodatno opremo in vzdr\u017eevalno pogodbo,\u201d bi se glasil odgovor prodajalca. Take ima najraj\u0161i.<\/p>\n

S tovrstnim \u201czrelim\u201d leadom je najmanj dela, saj precej veliko \u017ee ve:<\/p>\n

    \n
  1. jasno mu je, kak\u0161en problem sploh ima,<\/strong><\/li>\n
  2. ve, kak\u0161no re\u0161itev potrebuje,\u00a0<\/strong><\/li>\n
  3. pozna mo\u017ene re\u0161itve na trgu (in se odlo\u010da za va\u0161o),<\/strong><\/li>\n
  4. pozna va\u0161 produkt ali storitev ter<\/strong><\/li>\n
  5. pozna va\u0161e podjetje in vam zaupa (saj\u00a0je prepri\u010dan, da obvladate svoje podro\u010dje).<\/strong><\/li>\n<\/ol>\n

    Z njim se je veselje pogovarjati, saj zna prepoznati prodajal\u010devo strokovnost, ta pa mu lahko utemeljeno razlo\u017ei, zakaj je va\u0161a ponudba bolj\u0161a (ne pa nujno cenej\u0161a) od drugih.<\/p>\n

    Lead postane zrel prej ali slej. Morda sam problem hitro postane pere\u010d in ga je treba re\u0161iti. Bolj verjetno pa je, da ima na mizi \u0161e celo vrsto drugih izzivov \u2013 in ljudje se raje posve\u010damo nalogam, ki jih znamo re\u0161iti s \u010dim manj truda (beri: dodatnega izoba\u017eevanje, branja dolgih specifikacij in navodil, primerjanja, \u2026).<\/p>\n

    Lahko ga torej \u010dakate. Spremljate, kaj i\u0161\u010de na spletu in pri\u017egete rde\u010do lu\u010dko, ko se po \u0161estih mesecih spet pojavi na va\u0161i spletni strani. Lahko pa mu pomagate, da se bo pri re\u0161evanju izziva (tega, ki ga re\u0161uje va\u0161 produkt) po\u010dutil kompetentnega in se hitreje pomikal po nakupni poti.<\/p>\n

    Poti do dobrega leada skozi negovanje leadov<\/h2>\n

    Potrebno je torej nekaj dela in \u010dasa, da lead dobi oznako \u201cdober\u201d. Za zgornjih pet to\u010dk je lahko prepu\u0161\u010den sam sebi. V tem primeru niti\u00a0ni nujno, da bo va\u0161e podjetje pri tretji (pozna mo\u017ene re\u0161itve na trgu<\/em>) sploh pri\u0161lo v izbor. V tem primeru imate najverjetneje te\u017eavo \u017ee s\u00a0kvantiteto<\/a>.<\/p>\n

    Druga opcija je, da kupec va\u0161e podjetje prepozna kot potencialnega sogovornika. V nekem konverzijskem trenutku, pa naj bo to obrazec na va\u0161i spletni strani ali vizitka na dogodku, vam je pustil svoj kontakt. Marketing ga zabele\u017ei in preda prodajalcu. In velika verjetnost obstaja, da se zgodi scenarij nezadovoljnega prodajnega sestanka iz uvoda. Ljudje namre\u010d za odlo\u010ditev za nakup potrebujemo tudi \u010detrto in peto to\u010dko. Sploh v \u010dasu spleta in enostavnosti dostopa do informacij \u017eelimo biti gotovi, da kupujemo najbolj\u0161e. Saj sami sebi ne bi oprostili, \u010de bi kupili ma\u010dka v \u017eaklju, medtem ko so vsi odgovori le\u00a0klik stran<\/a>.<\/p>\n

    A ve\u010dina teh kontaktov je \u0161e v fazi raziskovanja. Prodajalec mora tako v posamezen lead (\u010de mu sploh \u017ee lahko tako re\u010demo) vlo\u017eiti \u0161e kar nekaj \u010dasa, preden se lahko sploh pogovarjata o nakupu. In takrat, ko izobra\u017euje, ne more opravljati svojega dela, ki najbolj neposredno ka\u017ee rezultate \u2013 prodajati.<\/p>\n

    Tretja mo\u017enost pa je, da prodaja prepusti izobra\u017eevanje kupca marketingu. Ta naj bo odgovoren, da bo va\u0161 sogovornik poznal va\u0161e produkte in zaupal va\u0161emu podjetju. Da pa marketing lahko zagotavlja kakovostne leade, potrebuje ustrezna\u00a0orodja<\/a>.<\/p>\n

    Lead nurturing<\/h2>\n

    Skozi zgoraj na\u0161tetih 5 to\u010dk se kupec prebija na spletu. Ve\u010dina njegove nakupne poti se je preselila tja. Marketing mora zato najti na\u010dine, da se z njim pri\u010dne pogovarjati \u017ee \u010disto na za\u010detku. Tu se za koristnega izka\u017ee\u00a0marketing automation<\/a>.<\/p>\n

    Negovanje potencialnih strank (lead nurturing)<\/em>\u00a0je proces spreminjanja \u2018slabih\u2019 leadov v dobre<\/strong>. Oziroma pomo\u010d pri napredovanju na njihovi nakupni poti do to\u010dke, ko bodo pripravljeni na pogovor s prodajo.<\/p>\n

    Ker imate na enem mestu zbrane informacije, kaj si obiskovalec ogleduje na na\u0161i spletni strani, kaj po\u010dne z va\u0161imi e-maili in kaj se je morda \u017ee pogovarjal s prodajalcem (na ogromno tak\u0161nih kontaktov se kar pozabi), se lahko z njim pogovarjate 1 na 1. Dostavljate mu to\u010dno tiste vsebine, ki jih potrebuje, to\u010dno takrat, ko jih potrebuje. V primeru velike koli\u010dine obiskovalcev je uporaba avtomatizacije toliko bolj \u010dasovno ugodna.<\/p>\n

    Z lead nurturing programom marketing poskrbi, da va\u0161e podjetje vzpostavi odnos s potencialnim kupcem, saj mu pomaga pri njegovih izzivih. Na drugi strani pa lahko prodaji dostavi le\u00a0najbolj\u0161e leade<\/a>. Tak\u0161ne, ki vas \u017ee poznajo in vam zaupajo. Tak\u0161ne, ki so tik pred nakupom in so pripravljeni pla\u010dati za va\u0161o odli\u010dno storitev.<\/p>\n

    Lead nurturing pred prodajo<\/h4>\n

    \u010ce marketing in prodaja poznata svojega kupca in njegov celoten nakupni proces, lahko ustrezno prilagodita\u00a0prodajnega<\/a>. Dogovorita se, kdo je odgovoren za posamezen del in ga \u0161e\u00a0izbolj\u0161ujeta<\/a>. Skupaj skrbita za \u0161tevilke in kakovost.\u00a0To se pozna na prodaji \u2013 ter na klimi v slu\u017ebi. Meni se dobro zdi, ko Sa\u0161o vkoraka v pisarno in sporo\u010di: \u201cLea, tale zadnji seznam leadov je bil pa vrhunski!\u201d<\/p>\n

    Naslednji sestanek bo produktiven.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Marketin\u0161ki \u0161tevci merijo \u0161tevilo kontaktov, ki potencialno \u017eelijo kupiti\u00a0va\u0161 produkt ali storitev. Merijo \u0161e marsikaj drugega, ki bolj ali manj neposredno vpliva na posel, a ponavadi \u0161tevilo leadov upravi\u010di posamezno akcijo. Tako se vsakodnevno borite z doseganjem zastavljene norme \u2013 inovacijami novih in novih pristopov, kako boste v prodajni lijak stresli \u010dimve\u010d novih kontaktov. \u010ce […]<\/p>\n","protected":false},"author":9,"featured_media":1086,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lead-generation","entry"],"acf":{"izpostavljen_vodic_shortcode":null,"drugi_del_vsebine":null,"onemogoci_kazalo":null,"alternate_povezava":null},"yoast_head":"\nLead nurturing - ker prodaja od marketinga potrebuje dobre leade<\/title>\n<meta name=\"description\" content=\"\u010ce marketing in prodaja poznata svojega kupca in njegov celoten nakupni proces, lahko ustrezno prilagodita prodajnega. 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