{"id":735,"date":"2015-12-02T00:00:00","date_gmt":"2015-12-01T23:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/12\/02\/lead-nurturing-nacrtovanje\/"},"modified":"2023-04-28T09:07:54","modified_gmt":"2023-04-28T07:07:54","slug":"lead-nurturing-nacrtovanje","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/lead-nurturing-nacrtovanje\/","title":{"rendered":"Lead nurturing: Na\u010drtovanje"},"content":{"rendered":"<p><strong>79% leadov nikoli ne postane strank.<\/strong><br \/>\nNajpogostej\u0161i razlog za ta zaskrbljujo\u010d podatek je odsotnost\u00a0<a title=\"Kaj je lead nurturing?\" href=\"https:\/\/madwise.si\/blog\/imamo-celo-bazo-kontaktov-jim-ne-uspemo-nic-prodati\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>lead nurturinga<\/em><\/a>, ugotavljajo pri raziskovalni hi\u0161i\u00a0<a title=\"MarketingSherpa\" href=\"http:\/\/www.marketingsherpa.com\/freestuff.html\" target=\"_blank\" rel=\"noopener noreferrer\">MarketingSherpa.<\/a><\/p>\n<p>Veliko podjetij zbira kontakte na vsakem koraku. Vizitke se prepisujejo v CRM, nagradne igre dajo svoj doprinos in lead generation kampanje prina\u0161ajo kakovostne kontakte.<\/p>\n<p>A ve\u010dina teh ljudi ne kupi. Zainteresirani so, v nasprotnem primeru vam sploh ne bi dali podatkov. Vendar preprosto \u0161e niso v tisti zadnji fazi nakupnega procesa, saj imajo ve\u010d vpra\u0161anj kot odgovorov. Ali pa \u010das ni \u010disto pravi. Ali pa bo budget na voljo \u0161ele naslednje leto. Od sedaj pa do tiste to\u010dke, ko bo padla odlo\u010ditev za naslednji korak, bo preteklo nekaj \u010dasa. V tem \u010dasu\u00a0<strong>potrebujejo lead nurturing \u2013 relevantne vsebine, ki zapolnijo morebitne vrzeli v znanju, razumevanju in zaupanju<\/strong>.<\/p>\n<p>Kakovostne vsebine ob \u010disto pravem \u010dasu niso znanstvena fantastika. Z uporabo sistemov\u00a0<a title=\"Marketing automation v treh minutah \" href=\"https:\/\/madwise.si\/marketing-automation-v-treh-minutah\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketin\u0161ke avtomatizacije\u00a0<\/a>lahko spremljamo kupca in ustrezno reagiramo na njegovo obna\u0161anje. \u010cisto vsak\u00a0<a title=\"3 razlogi za marketin\u0161ko tehnologijo\" href=\"https:\/\/madwise.si\/3-razlogi-za-marketinsko-tehnologijo\/\" target=\"_blank\" rel=\"noopener noreferrer\">stroj<\/a>\u00a0pa potrebuje pogumnega in motiviranega \u010dloveka. Ter razmislek \u2013 brez pametnega na\u010drtovanja bomo te\u017eko vzpostavili pameten marketing. Tu nastopite vi.<\/p>\n<h2>Lead nurturing strategija<\/h2>\n<p>Vsako na\u010drtovanje se pri\u010dne s cilji. Tistimi pametnimi, specifi\u010dnimi, merljivimi in realisti\u010dnimi. Vzpostavitev dolgoro\u010dne komunikacije z va\u0161imi kontakti je projekt, ki potrebuje svoje resurse, na\u010drtovanje in mejnike.\u00a0<strong>Ni pa sam sebi namen.<\/strong>\u00a0Je orodje, kako dose\u010di konkretne poslovne cilje. Z njihovo pomo\u010djo boste lahko merili, \u010de va\u0161e orodje deluje.<\/p>\n<h3>Kak\u0161ni so lahko cilji lead nurturing programa?<\/h3>\n<p><em>Lead<\/em>,\u00a0<em>prospect<\/em>\u00a0in\u00a0<em>opportunity<\/em>\u00a0so prodajni termini, ki se uporabljajo v CRM, ERP in marketing automation sistemih. Leade \u0161tejemo, konvertiramo in merimo. Ampak\u00a0<strong>vrednost digitalnega marketinga je vendar tudi v poznavanju posameznika.<\/strong>\u00a0V razumevanju, da je Marko na LinkedIn-u skrbnik skupine in da ga doma \u010daka 3-letna h\u010derka, za katero bi storil vse. Kaj to pomeni za va\u0161o\u00a0<a title=\"Pripravite \u0161e bolj\u0161o ponudbo\" href=\"https:\/\/madwise.si\/pripravite-se-boljso-ponudbo\/\" target=\"_blank\" rel=\"noopener noreferrer\">ponudbo<\/a>? Morda ni\u010d \u2026 morda pa prodajate luksuzna obla\u010dila za otroke.<\/p>\n<p>Ko se na spletu osredoto\u010dite na (potencialne) kupce, lahko od njih pridobite veliko uporabnih podatkov, ki jih ni mo\u010d spraviti v odstotek. Lahko pa so podlaga za konkretne kvalitativne cilje, ki bodo posredno ali neposredno vplivali na tiste kon\u010dne rezultate. Nekaj predlogov za navdih spodaj, obenem pa ne pozabite na specifike va\u0161ega poslovanja in industrije.<\/p>\n<ul>\n<li>Zbiranje bolj natan\u010dnih informacij o kupcih in njihova kvalifikacija,<\/li>\n<li>vzpostavitev spletne interakcije s potencialnimi kupci,<\/li>\n<li>vzpostavitev zaupanja med potencialnimi kupci,<\/li>\n<li>reaktivacija leadov,<\/li>\n<li>ve\u010dja produktivnost prodaje, ki se ukvarja le s kvalificiranimi leadi, \u2026<\/li>\n<\/ul>\n<p>Seveda pa ne moremo mimo \u0161tevilk. Saj smo vendar napovedali SMART cilje in vso njihovo lepoto merljivosti. \u010casi, ko se nam je lahko \u2018zdelo\u2019, da nekaj deluje, so vendarle mimo. V digitalnem svetu za ob\u010dutke in ugibanja res ni ve\u010d prostora.<\/p>\n<h3>S kak\u0161nimi merljivimi cilji lahko pri\u010dnete na\u010drtovanje\u00a0<em>lead nurturing<\/em>\u00a0programa?<\/h3>\n<ul>\n<li>Pove\u010danje \u0161tevila kvalificiranih leadov za X,<\/li>\n<li>zmanj\u0161anje dele\u017ea zavrnjenih leadov za X%,<\/li>\n<li>hitrej\u0161i prodajni cikel za X%,<\/li>\n<li>izbolj\u0161anje del\u017ea dobljenih poslov za X%,<\/li>\n<li>pove\u010danje up-sell in cross-sell poslov pri obstoje\u010dih strankah.<\/li>\n<\/ul>\n<p>Da, obstoje\u010de stranke so tudi leadi. Nanje se na \u017ealost vse preve\u010dkrat pozablja. Saj so \u017ee kupili, mi rabimo nove. A stranka, ki \u017ee pozna vas in va\u0161o storitev, bo veliko hitreje in raje investirala v komplementaren produkt ali nadgradnjo. Le ukvarjati se je treba z njo.<\/p>\n<h2>Sodelovanje prodaje in marketinga je med negovanjem leadov nujno<\/h2>\n<p>Za na\u010drtovanje digitalnega, avtomatiziranega\u00a0<em>lead nurturing<\/em>\u00a0programa je najprej treba poznati analognega. Oziroma tega, ki v tem trenutku obstaja. Za olep\u0161ave tipa \u201ctako bi moralo delovati, samo \u2026 \u201c, tu ni prostora. V tem trenutku nas zanima brutalno iskren posnetek trenutnega stanja.<\/p>\n<p>Za spoznavanje obstoje\u010dega prodajnega procesa se bosta morala marketing in prodaja usesti za isto mizo in si odgovoriti na nekaj vpra\u0161anj:<\/p>\n<ul>\n<li>Koliko leadov zgeneriramo vsak mesec in od kod pridejo?<\/li>\n<li>Katere produkte ponujamo?<\/li>\n<li>Kak\u0161ne so klju\u010dne persone?<\/li>\n<li>Kako izgleda lead management v tem trenutku? Kaj se zgodi, ko lead pride v bazo? kdaj se preda prodaji? Kaj ta stori z njimi? Kaj se zgodi, ko\/\u010de ne kupi?<\/li>\n<li>Kak\u0161en je odstotek leadov, ki v bazo pridejo \u017ee pripravljeni kupiti? Kako dolg je nakupni proces?Odgovori so podlaga za\u00a0<em>lead nurturing<\/em>\u00a0strategijo, ki se bo lahko osredoto\u010dila na najbolj u\u010dinkovite kanale in prave segmente uporabnikov. Zasnovala bo lahko potrebno \u0161tevilo poti komunikacije, njihovo trajanje in upravljanje. Obenem pa boste mogo\u010de zakuhali tudi kak\u0161no izbolj\u0161avo internih procesov.<\/li>\n<\/ul>\n<h2>Kak\u0161ne kompetence so potrebne za lead nurturing?<\/h2>\n<p>Ukvarjanje s potencialnimi strankami zahteva tako ustvarjalnost kot strate\u0161ko razmi\u0161ljanje in analiti\u010dna znanja. Idealno bi bilo, \u010de bi bila vsa zbrana v enem \u010dloveku (s solidnim znanjem Photoshop-a, lepo prosim). Malce bolj verjetno pa je, da boste okrog sebe zbrali ekipo strokovnjakov. Za\u017eelene kompetence za uspe\u0161no izvedbo\u00a0<em>lead nurturing<\/em>\u00a0strategije so:<\/p>\n<ul>\n<li>razumevanje poslovnih ciljev in procesov,<\/li>\n<li>razumevanje IT infrastrukture,<\/li>\n<li>odli\u010dne pisne sposobnosti,<\/li>\n<li>kreativno razmi\u0161ljanje ter<\/li>\n<li>poznavanje spletne analitike.<\/li>\n<\/ul>\n<p>Dobrodo\u0161le\u00a0<a title=\"6 lastnosti fantasti\u010dnega marketingarja\" href=\"https:\/\/madwise.si\/6-lastnosti-fantasticnega-marketingarja\/\" target=\"_blank\" rel=\"noopener noreferrer\">osebnostne lastnosti\u00a0<\/a>\u2013 tako za lead nurturing kot katero koli marketin\u0161ko aktivnost \u2013 pa so:<\/p>\n<ul>\n<li>osredoto\u010denost na podrobnosti,<\/li>\n<li>sposobnost dela v timu in povratne informacije,<\/li>\n<li>zvedavost,<\/li>\n<li>pripravljenost na preizku\u0161anje novosti.<\/li>\n<\/ul>\n<p>Sploh slednja je v digitalnem marketingu izredno cenjena.<\/p>\n<h2>Kako izbrati pravo tehnologijo za negovanje leadov?<\/h2>\n<p>Z analizo obstoje\u010dega prodajnega procesa in ciljev, ki jih \u017eelite dose\u010di, lahko pripravite za\u010detne scenarije poteka\u00a0<em>lead nurturing<\/em>programov. Na ta na\u010din boste tudi najla\u017eje ugotovili,\u00a0<strong>katere funkcionalnosti potrebujete od sistema marketin\u0161ke avtomatizacije<\/strong>.<\/p>\n<p>Najbolj pogoste zmogljivosti, ki se od sistema marketin\u0161ke avtomatizacije lahko pri\u010dakujejo:<\/p>\n<ul>\n<li>sledenje obna\u0161anja (na spletni strani, dru\u017eabnih kanalih, \u2026),<\/li>\n<li>avtomati\u010dno odzivanje (<em>trigger<\/em>\u00a0kampanje),<\/li>\n<li>avtomati\u010dne kampanje (<em>drip<\/em>\u00a0kampanje),<\/li>\n<li>mo\u017enost upravljanja , katere vsebine po\u0161iljati in kdaj,<\/li>\n<li>mo\u017enost merjenja aktivnosti posameznika,<\/li>\n<li>zmo\u017enost relevantne analitike (ta funkcionalnost ni zanemarljiva, obljubim),<\/li>\n<li>celovit pregled na marketin\u0161kimi aktivnostmi in ne nazadnje<\/li>\n<li>enostavna implementacija.<\/li>\n<\/ul>\n<p>Na\u010drtovanje\u00a0<em>lead nurturing<\/em>\u00a0programa ni \u010disto linearna pot. Ko pri\u010dnemo, se dostikrat odprejo nova vpra\u0161anja, ki pa se jih ne gre bati.<\/p>\n<p>Morda pri popisovanju obstoje\u010dega procesa upravljanja z leadi ugotovite, da nekaterih zastavljenih ciljev sploh ne morete izmeriti. Na tej to\u010dki lahko ocenite, ali boste vzpostavili nov proces merjenja ali pa cilj v resnici za vas nima poslovne vrednosti. Morda pri izboru ponudnika tehnologije ocenite, da niti ne potrebujete tiste super funkcionalnosti, ki stane dodatnih 500 EUR na mesec.<\/p>\n<h4>Preverjanje\u00a0<em>lead nurturing<\/em>\u00a0strategije \u017ee v fazi na\u010drtovanja vam bo pomagalo bolje razumeti va\u0161e delo in ga narediti bolj u\u010dinkovitega.<\/h4>\n<p>Naslednji\u010d bomo pa bolj podrobno spoznali na\u0161ega spletnega kupca.<\/p>\n<p>&nbsp;<\/p>\n<p>* Inspiracija za pisanje zapisa, ki si zaslu\u017ei omembo:<br \/>\n<em>http:\/\/www.marketo.com\/definitive-guides\/lead-nurturing\/\u00a0<\/em><br \/>\n<em>http:\/\/www.pardot.com\/nurturing-lab\/<\/em><br \/>\n<em>http:\/\/cdn2.hubspot.net\/hub\/53\/blog\/docs\/ebooks\/an_introduction_to_lead_nurturing.pdf<\/em><br \/>\n<em>https:\/\/www.act-on.com\/whitepaper\/introduction-to-lead-nurturing\/<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>79% leadov nikoli ne postane strank. Najpogostej\u0161i razlog za ta zaskrbljujo\u010d podatek je odsotnost\u00a0lead nurturinga, ugotavljajo pri raziskovalni hi\u0161i\u00a0MarketingSherpa. Veliko podjetij zbira kontakte na vsakem koraku. Vizitke se prepisujejo v CRM, nagradne igre dajo svoj doprinos in lead generation kampanje prina\u0161ajo kakovostne kontakte. A ve\u010dina teh ljudi ne kupi. Zainteresirani so, v nasprotnem primeru vam [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":1106,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-735","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: Na\u010drtovanje<\/title>\n<meta name=\"description\" content=\"Lead nurturing vam lahko pomaga va\u0161e leade spremeniti v stranke. Morate ga skrbno na\u010drtovati, njegovo na\u010drtovanje pa ni linearna pot. 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