{"id":742,"date":"2016-01-13T00:00:00","date_gmt":"2016-01-13T00:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2016\/01\/13\/kaksen-bo-b2b-marketing-v-2016\/"},"modified":"2023-04-28T09:07:53","modified_gmt":"2023-04-28T07:07:53","slug":"kaksen-bo-b2b-marketing-v-2016","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/kaksen-bo-b2b-marketing-v-2016\/","title":{"rendered":"Kak\u0161en bo B2B marketing v 2016?"},"content":{"rendered":"
Marketin\u0161ki direktorji neprestano i\u0161\u010dejo prilo\u017enosti za\u00a0bolj u\u010dinkovito delo<\/strong>\u00a0ter \u0161e\u00a0bolj\u0161e rezultate<\/strong>. V svetu dolgih nakupnih procesov, zahtevnih nakupnih\u00a0person<\/em>\u00a0in velikokrat tudi visokih vrednosti je prostora za izbolj\u0161ave \u0161e veliko.\u00a0Zapisi ob za\u010detku novega leta ponavadi govorijo o novih ble\u0161\u010de\u010dih orodjih, ki bodo spremenili marketing za 180 stopinj. Odli\u010dni so za \u0161irjenje obzorij, navdih in nove ideje \u2013 te vsekakor potrebujemo. A eno novo orodje ne bo imelo bistvenih posledic, \u010de ga ne umestimo v\u00a0celoten marketin\u0161ki\u00a0<\/strong>oz.\u00a0poslovni splet<\/strong>. V dolgoro\u010dnem svetu B2B marketinga je o njem potrebno \u0161e toliko bolj razmisliti.<\/div>\n

Zato ne pi\u0161em o naprednih e-mailih in mobilnih spletnih mestih in internetih stvari. Govorim o strate\u0161kih usmeritvah, o katerih smo dosti sli\u0161ali \u017ee v preteklem letu, a v praksi \u0161e ne naredili dovolj.\u00a0Kako bo torej v 2016 nadgrajen na\u0161 marketing \u2013 saj \u201cenako kot lani\u201d pa\u010d ne bo prineslo navdu\u0161ujo\u010dih rezultatov?\u00a0<\/strong><\/p>\n

\n

1. OSREDOTO\u010cENOST NA KUPCA<\/h2>\n
\n

O (dobri) uporabni\u0161ki izku\u0161nji se \u017ee nekaj \u010dasa pogovarjajo predvsem B2C podjetja in natan\u010dno analizirajo in izbolj\u0161ujejo vsako podrobnost. Tudi B2B svet vedno bolj razume, da\u00a0za kompleksnimi nakupnimi odlo\u010ditvami\u00a0<\/strong>stojijo \u010disto konkretni, bolj ali manj\u00a0racionalni ljudje<\/strong>, ki na svoja vpra\u0161anja in izzive \u017eelijo uporabne odgovore, in to hitro.<\/p>\n

Prihajajo\u010de leto bo tako zaznamovalo nadaljnje raziskovanje\u00a0personalizacije uporabni\u0161ke izku\u0161nje<\/strong>. Trendi B2B spletnega dizajna gredo v minimalisti\u010dne vode, brez odve\u010dnih elementov, ki bi obiskovalca lahko zmedli.\u00a0Priprava kakovostnih person<\/strong>\u00a0bo nujna, \u010de bomo \u017eeleli razumeti, kako poteka nakupna pot direktorja in kako vodje IT slu\u017ebe. Oba potrebujeta brezhibno izku\u0161njo z nami in na\u010drtovanje kakovostne vsebine in vseh interakcij nam bo zagotovilo precej dela.<\/p>\n<\/div>\n

Za personalizacijo izku\u0161nje, njeno spremljanje in seveda umestitev v prodajni lijak bodo podjetja v prihajajo\u010dem letu pospe\u0161eno investirala tako v tehnologije kot v kadre. Digitalna znanja, pristna empatija do kupca in \u017eelja po izbolj\u0161avah bodo iskane kompetence.<\/div>\n

2. SPLETNA STRATEGIJA MORA GRADITI NA TESNI POVEZANOSTI Z OBSTOJE\u010cIM KUPCEM<\/h2>\n
\n

Ko potencialni kupec postane kvalificiran, ga prevzame prodajni oddelek \u2013 in \u010de gre vse po na\u010drtu, se njegova pot zaklju\u010di s pogodbo. Na \u017ealost pa se ob njeni implementaciji velikokrat zaklju\u010di na\u010drtno vlaganje v osebni odnos. To stranko \u017ee imamo, prodajalci pa se morajo usmerjati v zapiranje novih. Saj vendar potrebujemo nove in nove posle, kajne?<\/p>\n

Narobe \u2026 in prav obenem.\u00a0Naloga prodaje je zaklju\u010devati, naloga marketinga pa prepoznavati prodajne prilo\u017enosti in te se ne kon\u010dajo z enim nakupom<\/strong>. V 2016 se bodo B2B marketingarji bolj posve\u010dali razumevanju obstoje\u010dih strank. Podatke, ki se zbirajo v CRM, ERP in sistemih marketin\u0161ke avtomatizacije bodo povezovali v uporabne informacije in na njih temeljili prihodnje odlo\u010ditve o marketin\u0161kih aktivnostih.<\/p>\n

Tako nam bo avtomatizirani opomnik v ponedeljek zjutraj povedal, da 3 stranke raziskujejo nadgradnjo na\u0161ega sistema.\u00a0Pri prvi sta se v pregled spustila tako direktor kot vodja prodaje, pri drugi je zaenkrat zainteresiran ra\u010dunovodja. Pri tretji pa tudi IT direktor, vendar so bili v preteklosti precej neredni pla\u010dniki. Ponudba zadnje bo nedvomo druga\u010dna.<\/p>\n<\/div>\n

Z le malce preobrata v razmi\u0161ljanju bo marketing uporabil digitalna orodja, ki se tako dobro obnesejo pri komunikaciji s potencialnimi kupci, tudi za obstoje\u010de. Na podlagi vseh dostopnih podatkov bo tu bistveno doprinesel k up-sell aktivnostim podjetja.<\/div>\n

3. BOLJ\u0160A POVEZANOST Z VSEMI ODDELKI V PODJETJU<\/h2>\n
\n

V B2B sferi je marketing velikokrat viden kot podpora prodaji. Od njega se pri\u010dakuje izjemna\u00a0kreativnost<\/strong>,\u00a0sve\u017eina<\/strong>\u00a0in seveda\u00a0u\u010dinkovitost<\/strong>, ponavadi ob precej \u201cracionalnem\u201d budgetu, na katerega marketing velikokrat sploh nima vpliva.<\/p>\n

Digitalna strategija za B2B podjetja<\/h3>\n

S pomo\u010djo tehnologije, digitalnih orodij ali z drugimi besedami merljivosti, ki jo ta omogo\u010dajo, se je\u00a0vloga marketinga v B2B podjetju spremenila<\/strong>\u00a0in v 2016 se bo \u0161e toliko bolj. Konkretni preobrati pa so odvisni od vsakega posameznika, ki si ne \u017eeli ponovno razporejati \u0161estih kampanj, \u0161tirih dogodkov in desetih oglasov skozi leto.<\/p>\n

Osredoto\u010denost na \u0161tevilke bo marketing posedla za isto mizo s prodajno ekipo in upravnim odborom<\/strong>. Z uporabo digitalnih orodij ima namre\u010d neprecenljive podatke o nakupni poti potencialnih in obstoje\u010dih strank. Uparjanje le-te s prodajnim lijakom podjetja in njegovo kontinuirano izbolj\u0161evanje pa ho\u010de\u0161-no\u010de\u0161 prinese tudi bolj\u0161e sodelovanje na operativni ravni. Zaradi vse bolj\u0161ega poznavanja kupca in obvladovanja tehnologije bo vedno bolj sodeloval tudi pri izboru tehnolo\u0161kih re\u0161itev za druge oddelke v podjetju.<\/p>\n

V novem letu bo\u00a0B2B marketing stopil velik korak naprej<\/strong>, saj bo znal razumeti kupca, z njim stkati trdno vez in jo pretvoriti v poslovne rezultate podjetja. Iz \u010dudodelnega operativca se bo povzpel v preciznega stratega.\u00a02016 bo drzno<\/strong>.<\/p>\n<\/div>\n

* Zapis je v izvirni obliki objavljen na spletni strani\u00a0Dru\u0161tva za marketing Slovenije.<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Marketin\u0161ki direktorji neprestano i\u0161\u010dejo prilo\u017enosti za\u00a0bolj u\u010dinkovito delo\u00a0ter \u0161e\u00a0bolj\u0161e rezultate. V svetu dolgih nakupnih procesov, zahtevnih nakupnih\u00a0person\u00a0in velikokrat tudi visokih vrednosti je prostora za izbolj\u0161ave \u0161e veliko.\u00a0Zapisi ob za\u010detku novega leta ponavadi govorijo o novih ble\u0161\u010de\u010dih orodjih, ki bodo spremenili marketing za 180 stopinj. Odli\u010dni so za \u0161irjenje obzorij, navdih in nove ideje \u2013 te […]<\/p>\n","protected":false},"author":9,"featured_media":1110,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-742","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"\nKak\u0161en bo B2B marketing v 2016?<\/title>\n<meta name=\"description\" content=\"B2B marketing bo v 2016 bolj sredoto\u010den na kupca, se ve\u010d pogovarjal s sodelavci in stremel k (vi\u0161jim) \u0161tevilkam. Digitalna strategija si bo upala ve\u010d.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/madwise.si\/blog\/kaksen-bo-b2b-marketing-v-2016\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kak\u0161en bo B2B marketing v 2016?\" \/>\n<meta property=\"og:description\" content=\"B2B marketing bo v 2016 bolj sredoto\u010den na kupca, se ve\u010d pogovarjal s sodelavci in stremel k (vi\u0161jim) \u0161tevilkam. 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