{"id":744,"date":"2016-01-21T00:00:00","date_gmt":"2016-01-20T23:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2016\/01\/21\/lead-nurturing-spoznavanje-kupca\/"},"modified":"2023-04-28T09:07:54","modified_gmt":"2023-04-28T07:07:54","slug":"lead-nurturing-spoznavanje-kupca","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/lead-nurturing-spoznavanje-kupca\/","title":{"rendered":"Lead nurturing: Spoznavanje kupca"},"content":{"rendered":"

Personaliziran (digitalni) marketing je danes samoumeven. A te\u017eko bi se ga sploh lotili, \u010de ne bi vedeli, kdo so na\u0161e persone<\/strong>. Konkretne podobe razli\u010dnih profilov na\u0161ih kupcev so klju\u010dno orodje za pripravo u\u010dinkovitega marketin\u0161kega materiala, ki je va\u0161e potencialne kupce navdu\u0161uje.
\u010cim bolj personalizirana sporo\u010dila oziroma \u201ckaj\u201d<\/strong> so jedro programa segrevanja potencialnih kupcev oziroma lead nurturing-a. S tehnolo\u0161ko podporo v obliki marketin\u0161ke avtomatizacije<\/a><\/strong> pa obvladujete \u201ckomu\u201d<\/strong> in \u201ckdaj\u201d<\/strong>.<\/p>\n

O personah in vpra\u0161anjih, ki pripeljejo do njihove izdelave, smo veliko \u017ee zapisali tule<\/a><\/strong>. Spla\u010da si vzeti \u010das za njihovo pripravo. Razumevanje specifi\u010dnih Zofijinih problemov vam prina\u0161a veliko verjetnost, da bo odprla va\u0161e sporo\u010dilo, ga z zanimanjem odprla in morda z njim tudi kaj storila. In razumevanje Zofije vam je v interesu. Zofija je namre\u010d finan\u010dna direktorica in vsak dan prejme zajeten kup prodajnih e-mailov in pisem. Njen ko\u0161 je poln \u2013 tako virtualni kot tisti pod mizo. Gospa finan\u010dna direktorica ima pomembno vlogo pri odlo\u010danju o nakupu va\u0161e storitve. Zofija je va\u0161a persona.<\/p>\n\n\n

Kje na nakupni poti?<\/strong><\/h2>\n\n\n\n

Ob novih leadih<\/strong><\/a> se po za\u010detnem navdu\u0161enju soo\u010dimo z izzivom. Nekateri so pripravljeni kupiti, nekateri so le radovedni, nekateri bi, pa nimajo sredstev. Zofija ni enaka Zofiji.<\/p>\n\n\n\n

Posamezen kontakt moramo zato postaviti na svoje mesto. Razumeti moramo, kje na nakupni poti se nahaja in kak\u0161ne vsebine bo potreboval, da na njej napreduje<\/a>.<\/strong> Je \u0161e na to\u010dki, ko raziskuje re\u0161itve ali preverja \u0161e zadnje tehni\u010dne specifikacije? Z lead nurturing programom mu nato ponudimo prav tisto, kar \u0161e manjka.<\/p>\n\n\n\n

Ne glede na fazo nakupnega procesa boste vi tisti, ki zagotavljate odgovore in znanje. prijeten \u201cstranski\u201d u\u010dinek negovanja leadov je tudi vzpostavitev odnosa s potencialno stranko. Ko vas Zofija pozna in vam zaupa, je verjetnost nakupa oziroma nakupovanja dosti ve\u010dja.<\/p>\n\n\n\n

Kje v prodajnem lijaku?<\/strong><\/h2>\n\n\n\n

Na\u0161li smo Zofijino mesto na nakupni poti in ji ponudili najbolj\u0161e vsebine. Umestiti pa jo moramo tudi v na\u0161 prodajni lijak<\/strong><\/a>.<\/p>\n\n\n\n

V podjetju morate pametno razporejati svoje vire \u2013 tako denar kot \u010das. Tako je informacija, kateri kontakti so bolj pripravljeni na nakup \u2013 in imajo zanj tudi zmo\u017enosti, izredno pomembna.<\/p>\n\n\n\n

Ocenjevanje kontaktov za lead nurturing<\/strong><\/h2>\n\n\n\n

Ocenjevanje kontaktov  oziroma lead scoring <\/a><\/strong>je uspe\u0161na in (na videz) enostavna metoda za njegovo spremljanje. S pomo\u010djo to\u010dk lahko hitro vidimo, kdo je izkazal ve\u010d interesa in ustrezno reagiramo.<\/p>\n\n\n\n

Kako izgleda lead scoring?<\/p>\n\n\n\n

Marketing in prodaja se dogovorita, kak\u0161en kontakt je primeren za uvrstitev v prodajni lijak<\/strong>, kak\u0161ni so kriteriji za napredovanje po njem<\/strong> in kdaj je kontakt pokazal, da je pripravljen in da si \u017eeli pogovora s prodajalci<\/strong>. Njegovim posameznim aktivnostim se dodelijo to\u010dke in dovolj visoko \u0161tevilo je znak pripravljenosti na nakup.<\/p>\n\n\n\n

Odpiranje enega e-maila je tako lahko vredno na primer 2 to\u010dki, klik pa 5 to\u010dk. Primer enostavnega ali malo bolj kompleksnega lead scoring sistema smo opisali tukaj<\/strong><\/a>.<\/p>\n\n\n\n

In da, lead scoring je le na videz enostaven \u2013 posamezni akciji pripi\u0161emo \u0161tevilo to\u010dk in nato spremljamo, kako se se\u0161tevajo. Vendar je potrebno za pravo u\u010dinkovitost spremljati rezultate in sistem po potrebi optimizirati. Se izka\u017ee, da kontakti \u0161e niso pripravljeni za nakup, ko dose\u017eejo \u0161tevilko 100? Morda ste posameznim akcijam pripisali preve\u010d to\u010dk ali pa je njihova nakupna pot bolj kompleksna, kot ste predvidevali in bo treba pripraviti ve\u010d vsebine. Saj veste, pri digitalu se optimizacija nikoli ne kon\u010da.<\/strong><\/p>\n\n\n\n

<\/p>\n\n\n\n

Potrjen dogovor s strani tako prodaje kot marketinga je izjemno pomemben.<\/p><\/blockquote>\n\n\n\n

Potrjen dogovor s strani tako prodaje kot marketinga je izjemno pomemben. Le na ta na\u010din lahko lead nurturing program poteka uspe\u0161no, brez obto\u017eevanj, da leadi niso dovolj dobri ali da prodaja ne zna zaklju\u010devati poslov. Le skupaj lahko oddelka izpilita u\u010dinkovit prodajni lijak od za\u010detka do konca.<\/p>\n\n\n\n

Kako za\u010deti z negovanjem leadov?<\/strong><\/h2>\n\n\n\n

Ve\u010d kot veste o posameznem kontaktu, bolj primerne vsebine mu lahko ponudite, bolj osebno ga lahko naslavljate \u2026 in bolje ga lahko umestite v lead nurturing program\/prodajni lijak. Pomagata pa vam dva elementa pametne umestitve*:<\/p>\n\n\n\n

1. Ustreznost kontakta v lead nurturing procesu<\/h2>\n\n\n\n

Za posameznika lahko vemo, kak\u0161en je njegov naziv, vloga v podjetju, leta izku\u0161enj ali morda najve\u010dji izziv, s katerim se trenutno ukvarja. Pomislite na kontaktne obrazce in vpra\u0161anja, ki jih je vredno zastaviti.<\/p>\n\n\n\n

Povpra\u0161ate lahko tudi o podjetju. Je velikost podjetja pomemben kvalifikator ali je nekdo sploh primeren za va\u0161 produkt ali storitev? Ste specializirani le za dolo\u010deno industrijo ali pa ponujate razli\u010dne re\u0161itve za razli\u010dne panoge?<\/p>\n\n\n\n

Bolj napredno in uporabno segmentacijo lahko naredimo z BANT (Budget, Authority, Need, Time) informacijo. Za vsakega posameznika lahko ocenimo, ali sploh ima prora\u010dun za na\u0161 produkt, ali ima mo\u017enost odlo\u010danja o njegovem nakupu oziroma kak\u0161na je njegova vloga, kako velika je potreba po njem in v kak\u0161nem \u010dasovnem okviru se bo predvidoma nakup zgodil.<\/p>\n\n\n\n

2. Interes in obna\u0161anje kontakta med negovanjem leada<\/h2>\n\n\n\n

S pomo\u010djo sistema marketin\u0161ke avtomatizacije<\/a> <\/strong>za vsakega posameznika veste, kaj si je ogledal, kako pogosto vas obiskuje, katere dokumente je prenesel, kolikokrat je odprl va\u0161e e-maile \u2026 vpogled dobite v njegov celoten digitalni odtis.<\/p>\n\n\n\n

Spremljanje teh aktivnosti daje pomembne vpogled v trenutno stanje v nakupnem procesu in napredovanje po njem. Na podlagi interesa in obna\u0161anja zbira to\u010dke in vas \u201cobvesti\u201d, kak\u0161ne \u017eelje in pri\u010dakovanja ima. Nanja sedaj lahko ustrezno reagirate.<\/p>\n\n\n\n

Tehnologija ni vse \u2026<\/h2>\n\n\n\n

S pomo\u010djo tehnologije<\/strong><\/a> lahko o na\u0161em digitalnem kupcu izvemo ogromno uporabnih informacij. Te nam pomagajo pri bolj\u0161em, bolj osebnem in pametnej\u0161em marketingu, ki daje prodajne rezultate.<\/p>\n\n\n\n

\u010ce potrebujete usmeritve, katero orodje za marketin\u0161ko avtomatizacijo izbrati in kako zasnovati lead nurturing kampanje, se obrnite na na\u0161e strokovnjake<\/strong><\/a>. Pomagali vam bomo od zasnove strategije do vrhunskih rezultatov na spletu.<\/p>\n\n\n\n

<\/div>\n\n\n\n

Opomba urednika: Vsebina je bila dopolnjena z viri, novimi meta opisi ter novimi povezavami do vsebin.<\/p>\n","protected":false},"excerpt":{"rendered":"

Lead nurturing je nemogo\u010d brez dobrega poznavanja svojih potencialnih kupcev. Preverite taktike, ki so vam lahko v pomo\u010d, da razumete razmi\u0161ljanja in vedenje svojih kupcev \u2013 ne glede na to, kako kompleksna je va\u0161a nakupna pot.<\/p>\n","protected":false},"author":33,"featured_media":30637,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-744","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinska-avtomatizacija","entry"],"acf":{"drugi_del_vsebine":"","izpostavljen_vodic_shortcode":""},"yoast_head":"\nLead nurturing: Spoznavanje kupca<\/title>\n<meta name=\"description\" content=\"Za uspe\u0161en lead nurturing moramo poznati svojega (potencialnega) kupca. 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