{"id":733,"date":"2015-11-27T00:00:00","date_gmt":"2015-11-26T23:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/11\/27\/imamo-celo-bazo-kontaktov-a-jim-ne-uspemo-nic-prodati\/"},"modified":"2023-04-28T09:07:50","modified_gmt":"2023-04-28T07:07:50","slug":"imamo-celo-bazo-kontaktov-jim-ne-uspemo-nic-prodati","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/imamo-celo-bazo-kontaktov-jim-ne-uspemo-nic-prodati\/","title":{"rendered":"\u201cImamo celo bazo kontaktov, a jim ne uspemo ni\u010d prodati\u201d"},"content":{"rendered":"<p>Na\u0161i naro\u010dniki imajo ponavadi eno (ali obe) od slede\u010dih \u017eelja:<\/p>\n<ul>\n<li>ve\u010dje \u0161tevilo novih kontaktov<\/li>\n<li>vi\u0161ja prodaja obstoje\u010dim leadom.<\/li>\n<\/ul>\n<p>Za prvega splet ponuja veliko re\u0161itev. Od samostojnih oglasov do obrazcev na spletni strani in celostnih\u00a0<a title=\"7 sestavin uspe\u0161ne lead generation kampanje\" href=\"https:\/\/madwise.si\/blog\/7-sestavin-uspesne-lead-generation-kampanje\/\" target=\"_blank\" rel=\"noopener noreferrer\">lead generation kampanj<\/a>. Nekaj idej smo na\u0161teli\u00a0<a title=\"5 idej za dober TOFU\" href=\"https:\/\/madwise.si\/5-idej-za-dober-tofu-ali-zakaj-se-prodaja-zacne-na-vrhu\/\" target=\"_blank\" rel=\"noopener noreferrer\">tukaj<\/a>, kje so ovire in najpogostej\u0161e napake, pa pi\u0161emo\u00a0<a title=\"10 napak pri generiranju leadov\" href=\"https:\/\/madwise.si\/10-najpogostejsih-napak-pri-generiranju-leadov-na-spletu\/\" target=\"_blank\" rel=\"noopener noreferrer\">tule<\/a>.<\/p>\n<p>Kaj pa lahko storimo z vsemi temi leadi, ki jih \u017ee imamo? Nabrali so se skozi \u010das, preko akcij, kampanj, nagradnih iger in drugih aktivnosti. Obstaja velika verjetnost, da ste jih poklicali in ker niso bili pripravljeni kupiti, sedaj \u017edijo v bazi. Morda dobivajo va\u0161e redne maile, morda tudi ne.<\/p>\n<p>Veste, da je v va\u0161i bazi vrednost \u2026 \u010de ni\u010d drugega, ste za njeno izgradnjo vlo\u017eili kar nekaj resursov. Ampak \u0161e raje bi videli, da bi kupovala va\u0161e izdelke in storitve. Pa se to kar ne zgodi.<\/p>\n<h2>Kupec potrebuje \u010das za lead nurturing<\/h2>\n<p><a title=\"Aberdeen: Lead-to-revenue-cycle\" href=\"http:\/\/aberdeen.com\/research\/8606\/ai-content-marketing-intent\/content.aspx?utm_content=bufferdfaa0&amp;utm_medium=social&amp;utm_source=twitter.com&amp;utm_campaign=buffer\" target=\"_blank\" rel=\"noopener noreferrer\">Raziskava\u00a0<\/a>hi\u0161e Aberdeen je pokazala, da\u00a0<strong>kupec potrebuje v povpre\u010dju 10 interakcij s podjetjem, da se premakne iz razmi\u0161ljanja o izzivu do zaklju\u010dka nakupa<\/strong>. 10 interakcij od za\u010detka do konca nakupne poti. 10 interakcij od vrha do konca prodajnega lijaka.<\/p>\n<p>S svojimi aktivnostmi za generiranje novih leadov zajamete velik dele\u017e kontaktov, ki bodo potrebovali nekaj interakcij, da se bodo odlo\u010dili za nakup. Nekateri le dve ali 3, nekateri 11.<\/p>\n<p>To dejstvo je super, dokler imate majhne \u0161tevilke. Svoje potencialne stranke imate v CRM sistemu, redno se sli\u0161ite z njimi in jim pomagate z odgovori. S kupci se je fino pogovarjati \u2013 dobivate ideje za izbolj\u0161ave in vzpostavljate zaupen odnos.<\/p>\n<p>Kaj pa, ko je potencialnih kupcev veliko? Takrat na pomo\u010d prisko\u010di\u00a0<a title=\"3 razlogi za marketin\u0161ko tehnologijo\" href=\"https:\/\/madwise.si\/3-razlogi-za-marketinsko-tehnologijo\/\" target=\"_blank\" rel=\"noopener noreferrer\">tehnologija<\/a>.<\/p>\n<h2>Lead nurturing<\/h2>\n<p>Dana\u0161nji kupec \u017eeli imeti \u010dimve\u010d informacij, preden se odlo\u010di. Splet mu to omogo\u010da, ne glede na \u010das ali kraj iskanja, preverjanja in primerjanja. V\u0161e\u010d mu je anonimnost in samostojnost. ni ga treba klicati, bo \u017ee sam. Ko bo pripravljen, bo poklical vas.<\/p>\n<p>Med \u010dakanjem na njegov klic pa lahko storite veliko. Ves ta \u010das, ki ga pre\u017eivi na spletu in i\u0161\u010de \u017eelene informacije, ste lahko v kontaktu z njim. Na njegova vpra\u0161anja mu lahko odgovorite vi.<\/p>\n<blockquote>\n<h4>Lead nurturing je proces avtomatizirane spletne komunikacije s potencialnimi strankami.<\/h4>\n<p>Zahvaljujo\u010d tehnologijam, kot je marketing automation, lahko spremljate njegovo spletno obna\u0161anje in mu ponudite vsebine, ki jih potrebuje. Na ta na\u010din ga skozi nakupno pot zadr\u017eite pri vas \u2013 in vzpostavite zaupen odnos.<\/p><\/blockquote>\n<h2>Kredibilnost in zaupanje<\/h2>\n<p>Slabe nakupne odlo\u010ditve pustijo grenak priokus. Najverjetneje ne bom \u0161la ve\u010d v trgovino, kjer sem kupila (pre)drage \u0161kornje, ki niso zdr\u017eali niti ene sezone.<\/p>\n<p>V\u00a0<a title=\"Komu dejansko prodaja B2B podjetje?\" href=\"https:\/\/madwise.si\/komu-dejansko-prodaja-b2b-podjetje\/\" target=\"_blank\" rel=\"noopener noreferrer\">B2B sferi<\/a>\u00a0slabe nakupne odlo\u010ditve se\u017eejo dlje od priokusa. Nepremi\u0161ljen nakup programske opreme ali ERP sistema ima lahko precej velike posledice za podjetje. Na kocki je ugled odlo\u010devalca, ki je sprejel odlo\u010ditev. Tu je nakupna pot \u0161e toliko dalj\u0161a \u2013 da se vsi dele\u017eniki res prepri\u010dajo, da sprejemajo pametno odlo\u010ditev.<\/p>\n<p><strong>Zaupanje v potencialnega ponudnika igra izjemno veliko vlogo<\/strong>. Pri dana\u0161njih nakupnih poteh, ki se v veliki meri dogajajo na spletu, ga gradimo s pomo\u010djo\u00a0<a title=\"Prodate le 10% kontaktom? Dvignite konverzijo!\" href=\"https:\/\/madwise.si\/prodate-le-10-kontaktom-dvignite-konverzijo\/\" target=\"_blank\" rel=\"noopener noreferrer\">lead nurturing<\/a>\u00a0programa. \u010ce kupec verjame, da va\u0161e podjetje razume njegove izzive in jih s svojimi produkti ali storitvami lahko re\u0161i, njegovega strahu pred napako ni ve\u010d.<\/p>\n<h2>Kraj\u0161i prodajni cikli<\/h2>\n<p>\u010cas od prvega kontakta do zaklju\u010dka prodaje se je podalj\u0161al.\u00a0<a title=\"Slovenski kupci so previdni\" href=\"https:\/\/madwise.si\/blog\/slovenski-kupci-previdni-kaj-pomeni-za-digitalni-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kupci si vzamejo ve\u010d \u010dasa<\/a>\u00a0za sprejetje tiste prave odlo\u010ditve, ve\u010d ljudi je vpletenih v odlo\u010devalski proces in medtem ko so budgeti manj\u0161i, je opcij na trgu vedno ve\u010d. Dolgi prodajni cikli pa so dragi.<\/p>\n<p>Lead nurturing omogo\u010da skraj\u0161anje nakupnega procesa. Ko potencialnega kupca vodite preko njegovih izzivov in se pozicionirate kot kredibilen in zaupanja vreden sogovornik, bo njegova odlo\u010ditev la\u017eja \u2013 in hitrej\u0161a.<\/p>\n<h5>Lead nurturing ni nekaj eksperimentalnega, ti poskusi so bili izvedeni \u017ee leta nazaj.<\/h5>\n<p>Je odgovor podjetij na pri\u010dakovanja digitalnega kupca in zahteve po lastni u\u010dinkovitosti.<\/p>\n<p>Kako se ga lotiti, pa v naslednjem zapisu.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Na\u0161i naro\u010dniki imajo ponavadi eno (ali obe) od slede\u010dih \u017eelja: ve\u010dje \u0161tevilo novih kontaktov vi\u0161ja prodaja obstoje\u010dim leadom. Za prvega splet ponuja veliko re\u0161itev. Od samostojnih oglasov do obrazcev na spletni strani in celostnih\u00a0lead generation kampanj. Nekaj idej smo na\u0161teli\u00a0tukaj, kje so ovire in najpogostej\u0161e napake, pa pi\u0161emo\u00a0tule. Kaj pa lahko storimo z vsemi temi [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":1105,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-733","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>Lead nurturing: prodajte ve\u010d obstoje\u010dim kontaktom<\/title>\n<meta name=\"description\" content=\"Lead nurturing je odgovor na veliko \u0161tevilo kontaktov, ki \u0161e niso pripravljeni kupiti. Zanje skrbi s pravimi vsebinami ob pravem \u010dasu. 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