{"id":812,"date":"2017-01-30T00:00:00","date_gmt":"2017-01-30T00:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2017\/01\/30\/account-based-marketing-kljucni-b2b-trend-2017\/"},"modified":"2023-04-28T09:07:48","modified_gmt":"2023-04-28T07:07:48","slug":"account-based-marketing-kljucni-b2b-trend-2017","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/account-based-marketing-kljucni-b2b-trend-2017\/","title":{"rendered":"Account based marketing &#8211; klju\u010dni B2B trend 2017"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Pravzaprav account based marketing ni nova zadeva. Ga pa trenutno izvaja prodaja. \u010ce ga. <\/span><br \/>\n<span style=\"font-weight: 400;\">V tem primeru ima identificirane klju\u010dne stranke. Tiste, ki: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">so vam najbolj pomembne, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">so najbolj profitabilne, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">imajo najve\u010d potenciala in<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">ki jih vedno \u0161e malo ekstra pocrkljate.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Prodajalci jih poznajo in (na\u010deloma) ne potrebujejo opomnika, da se s svojimi kontakti v teh podjetjih redno sli\u0161ijo, vidijo in dobijo na kosilu. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kaj pa marketing? \u010ce bo delal pametno, bo prijetnih obedov v 2017 \u0161e bistveno ve\u010d. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u017divljenje in delo <a href=\"https:\/\/madwise.si\/5-digitalnih-temeljev-b2b-marketinga\/\">B2B marketinga<\/a> ni enostavno. Z omejenim \u0161tevilom potencialnih kupcev, ki se dolgo odlo\u010dajo, je izjemno te\u017eko zagotavljati nove in nove leade. Ne pomaga tudi, da je recimo ve\u010d kot 82% obiskovalcev va\u0161e spletne strani precej \u201cneuporabnih\u201d za posel. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Doseganja svojih ciljev se marketing lahko loti na dva na\u010dina: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">posku\u0161a <a href=\"https:\/\/madwise.si\/10-najpogostejsih-napak-pri-generiranju-leadov-na-spletu\/\">pridobiti \u010dim ve\u010dje \u0161tevilo kontakto<\/a>v, saj dolo\u010den odstotek se bo \u017ee konvertiral ali<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>natan\u010dno identificira strate\u0161ko pomembna podjetja in nanje fokusira svoje (omejene) resurse.<\/strong><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pri\u010dujo\u010di \u010dlanek govori o slednjem. Pristop se imenuje <strong><em>account based marketing<\/em> (ABM) in je eden izmed klju\u010dnih trendov B2B marketinga 2017, v katerega se usmerja <\/strong><\/span><strong><a href=\"https:\/\/www.demandbase.com\/press-release\/siriusdecisions-2016-state-of-abm-study\/\">\u017ee ve\u010d kot 70% podjetij<\/a>. <\/strong><\/p>\n<p><strong>ABM je strategija, ki koordinira marketin\u0161ke in prodajne aktivnosti za odpiranje novih prilo\u017enosti in poglabljanje odnosa s klju\u010dnimi kupci. Vsako podjetje obravnava kot samostojno mini tr\u017ei\u0161\u010de in ga s prilagojeno komunikacijo pritegne, navdu\u0161i in konvertira v sre\u010dno stranko. Seveda vse aktivnosti tudi <a href=\"https:\/\/madwise.si\/kako-z-google-analytics-do-kakovostnih-podatkov-za-poslovne-odlocitve\/\">meri<\/a>. <\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Pa \u0161e eno pomembno komponento ima. \u0160e preden za\u010dnemo s pripravami, raziskovanjem in pisanjem, <strong>jasno dolo\u010dimo, kaj \u017eelimo posamezni klju\u010dni stranki prodati.<\/strong> Ne nastopimo torej s celotnim produktnim arzenalom, temve\u010d ugotovimo, s katero re\u0161itvijo jih bomo najbolj osre\u010dili. Izraz \u201cpo meri\u201d je vsekakor dobil tudi marketin\u0161ko komponento. <\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201c96% B2B marketingarjev, ki se poslu\u017eujejo ABM strategije, poro\u010da o pozitivnih rezultatih.\u201d<\/span><\/p>\n<p><a href=\"https:\/\/www.demandmetric.com\/content\/abm-adoption-benchmark-report\"><span style=\"font-weight: 400;\">Demand Metric Report<\/span><\/a><\/p><\/blockquote>\n<h2><span style=\"font-weight: 400;\">Kako pa postaviti ABM digitalno strategijo?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Investiranje marketin\u0161kega \u010dasa in denarja v kupce, ki bodo prinesli najve\u010d, se sli\u0161i precej smiselno. Zgornje \u0161tevilke pri\u010dajo, da ima pristop vedno ve\u010d zagovornikov \u2026 in rezultatov. Kako torej izgraditi svojo formulo uspeha?<\/span><\/p>\n<ol>\n<li>\n<h3>Vse se pri\u010dne s &#8220;\u010drno knji\u017eico&#8221;<\/h3>\n<\/li>\n<\/ol>\n<h4><span style=\"font-weight: 400;\"><strong>Prvi korak ABM digitalne strategije je lista najbolj potencialnih strank<\/strong><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Katera so tista podjetja, ki vam lahko prinesejo najve\u010djo vrednost? Dragoceni seznam lahko vsebuje potencialne stranke, obstoje\u010de partnerje ali kombinacijo obojega. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na tej to\u010dki identificirate podjetja (<\/span><i><span style=\"font-weight: 400;\">accounte<\/span><\/i><span style=\"font-weight: 400;\">). Nismo \u0161e pri personah. Priprava seznama klju\u010dnih strank pa bo zahtevala <strong>sodelovanje marketinga in prodaje<\/strong>. Skupaj bosta dolo\u010dila velikost, panogo, prihodke, rast in druge pomembne dejavnike ter zdru\u017eila znanje in izku\u0161nje o trgu, trendih, verjetnosti ponovnega nakupa in \u0161e kak\u0161ni malenkosti.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">2. (S)poznavanje naredi razliko<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ko imate pred seboj seznam podjetij, ki so oziroma bodo klju\u010dna za va\u0161e poslovanje, je \u010das za bolj<strong> poglobljeno raziskovanje vsakega posebej<\/strong>. Kak\u0161na je struktura podjetja? Kdo so klju\u010dni odlo\u010devalci? Kako potekajo njihovi procesi? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Virov informacij za to fazo je veliko. LinkedIn omre\u017eje je odli\u010den na\u010din raziskovanja posameznih odlo\u010devalcev, prebiranje relevantnih medijev bo dalo dober vpogled. Dogodki in konference pa so prilo\u017enost za spoznavanje kar iz prve roke. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Velikokrat pa se izka\u017ee, da <strong>odgovore na \u0161tevilna vpra\u0161anja o klju\u010dnih kupcih \u017ee imamo<\/strong>. V idealnem primeru so zbrani na osrednjem mestu v CRM-ju, v malo manj posre\u010denem pa pri posameznikih, ki so \u017ee bili v stiku z izbrano firmo. <strong>Naloga marketinga na tej to\u010dki je, da zbere vse informacije, ki vam bodo pomagali komunikacijo formulirati na pravi na\u010din<\/strong>. Tak\u0161en, ki se bo dotaknil vsakega posebaj. To je cilj. <\/span><\/p>\n<p><a href=\"http:\/\/www.dmslo.si\/aktualno\/novice\/b2b-marketing-cisto-prakticna-uvedba-crm-sistema\/\"><span style=\"font-weight: 400;\">Razmi\u0161ljate o uvedbi CRM sistema? Obi\u0161\u010dite sre\u010danje B2B sekcije Dru\u0161tva za marketing, kjer boste lahko sli\u0161ali izku\u0161nje Skupine SIJ &gt;&gt;<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">3. Brez person ne bo \u0161lo<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Account based marketing je v svoji osnovi osredo\u010den na podjetja &#8211; mala tr\u017ei\u0161\u010da, ki jih je potrebno pokriti. <strong>A za dobro pokrivanje je potrebno <a href=\"https:\/\/madwise.si\/zelite-visjo-prodajo-zacnite-s-personami\/\">poznati klju\u010dne igralce<\/a>. <\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Denimo, da ste IT podjetje. V va\u0161i \u010drni knji\u017eici je potencialni partner iz telekomunikacijske panoge, ki bo z veliko verjetnostjo v prihodnjem letu uvajal brezpapirno poslovanje in kot naro\u010deno, imate to\u010dno to, kar potrebuje. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A veste, da o uvedbi tak\u0161ne re\u0161itve odlo\u010da ve\u010d ljudi. In vsak ima svojo \u201cagendo\u201d. Direktor bi rad skraj\u0161al \u010das in stro\u0161ke administracije, vodja prodaje \u017eeli vse pogodbe na enem mestu, \u0161efica ra\u010dunovodstva pa bi bila navdu\u0161ena, \u010de bi lahko ra\u010dune izdajala z dvema klikoma. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">To je le zelo poenostavljen primer. Za vsakega od njih morate razumeti, s kak\u0161nimi bole\u010dinami se soo\u010da. In vsakemu morate pripraviti odgovore, ki mu bodo ponudili re\u0161itev za njegove izzive. Kakovosten B2B marketing potrebuje <a href=\"https:\/\/madwise.si\/zelite-visjo-prodajo-zacnite-s-personami\/\">persone<\/a>.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">4. Vrhunske vsebine za vsakogar<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Svoje klju\u010dne sogovornike poznate po imenu in razumete, kako funkcionirajo, o \u010dem razmi\u0161ljajo na poti v slu\u017ebo in kaj jih osre\u010duje. Pripravljeni ste, da <a href=\"https:\/\/madwise.si\/vsebinski-marketing\/\">ustvarite vsebino, ki bo zaigrala na prave strune<\/a>. <\/span><\/p>\n<p>Ne pozabimo, da natan\u010dno vemo, kak\u0161en posel \u017eelimo skleniti. Pri pisanju svoje persone peljite po poti, ki ste jo za\u010drtali zanje.<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cVsaka vsebina mora zagotavljati vrednost za bralca.\u201d<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Absolutno, kon\u010dni cilj dobre vsebine je prodati. A na poti do njega ni bli\u017enjic, vsaj ne pri ravni kakovosti. <strong>Vse, kar klju\u010dni kupec dobi od vas, ga mora osre\u010diti, mu osvetliti en vidik njegovega dela, mu olaj\u0161ati odlo\u010ditev.<\/strong> Zagotovite mu vrednost, ne produktne specifikacije. \u010ce res <a href=\"https:\/\/madwise.si\/digitalni-marketing-je-kot-hisa-brez-dobrega-temelja-se-podre\/\">mislite na kupca<\/a>, mu boste pripravili o\u010darljivo <a href=\"https:\/\/madwise.si\/vloga-spletne-uporabniske-izkusnje-pri-doseganju-poslovnih-ciljev\/\">uporabni\u0161ko izku\u0161njo<\/a> &#8211; od pristajalne strani do zahvalnega e-maila s povabilom k naslednjemu dejanju.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kako se lotiti priprave kakovostne personalizirane vsebine? Preverite <a href=\"https:\/\/madwise.si\/vsebinski-marketing\/\">tukaj<\/a>.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">5. Lokacija, lokacija, lokacija \u2026 oziroma komunikacijski kanal <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Z osebami, ki jih \u017ee poznate, je pri\u010detek komunikacije enostaven. Z osebnim mailom jih povabite na pristajalno stran, posve\u010deno re\u0161evanju njegovega ali njenega izziva. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kaj pa, \u010de \u010dloveka \u0161e ne poznate osebno? Ena od mo\u017enosti je vsekakor priporo\u010dilo s strani skupnega kolega. <strong>Pri pripravi person pa ste se poglobili tudi v komunikacijske kanale, kjer se va\u0161i bodo\u010di partnerji zadr\u017eujejo.<\/strong> Veste, na katerem portalu pre\u017eivijo svojo kratko pavzo za kosilo. \u201cSlu\u010dajno\u201d se jim pridru\u017eite.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">6. Merjenje aktivnosti na vsakem klju\u010dnem kupcu \u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Brez merjenja ne vemo, ali delamo dobro. Brez merjenja ne vemo, ali so vlo\u017eena sredstva pametno porabljena. <strong>Brez merjenja ni ni\u010d.<\/strong> Brez jasnega merjenja je B2B marketing servis prodaji. Po ob\u010dutku. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u010ce pa ne \u017eelite spadati med 67% marketingarjev, ki ne znajo prikazati svoje dodane vrednosti, boste svoje napore skrbno merili. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kaj pa lahko merimo pri ABM?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u010cisto kvantitavno se lahko vpra\u0161ate, <strong>\u010de va\u0161 seznam relevantnih ljudi pri posameznem klju\u010dnem podjetju nara\u0161\u010da<\/strong>. Nato vas bo zanimalo, a<strong>li se ukvarjajo z vsebinami, ki ste jih skrbno pripravili zanje<\/strong> &#8211; odpirajo e-maile, obiskujejo pristajalne strani, berejo vodi\u010de, se vra\u010dajo k vam? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In ne nazadnje vas bo zanimalo, <strong>koliko posla ste pripeljali<\/strong>. <a href=\"https:\/\/madwise.si\/je-vas-digitalni-marketing-strosek-ali-motor-podjetja\/\">Kak\u0161ne prihodke ste generirali svoji ekipi<\/a>, ker znate postaviti in u\u010dinkovito izvajati strategijo account based marketinga.<br \/>\n<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Prednosti ABM pristopa<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Account based marketing prina\u0161a strate\u0161ki in strukturiran pristop, ki zahteva<strong> usklajeno <a href=\"https:\/\/madwise.si\/prodajni-lijak-se-nikoli-ni-bil-tako-aktualen\/\">sodelovanje marketinga in prodaje<\/a><\/strong>. Med seboj se dogovorita o klju\u010dnih strankah, ki bodo v sredi\u0161\u010du njune pozornosti. Delujeta fokusirano in ne posve\u010data dragocenega \u010dasa \u2026 in denarja vsepovprek. Va\u0161i potencialni kupci dobijo res optimalno uporabni\u0161ko izku\u0161njo, ki jim pomaga naprej po nakupni poti. Rezultat pa so izjemno kakovostni leadi z veliko verjetnostjo, da jih prodaja spremeni v zadovoljne stranke. Osredoto\u010danje na kupca se pa\u010d spla\u010da. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">* <\/span><i><span style=\"font-weight: 400;\">Account based marketing<\/span><\/i><span style=\"font-weight: 400;\"> bi lahko v sloven\u0161\u010dino prevedli kot marketing klju\u010dnim kupcem. Morda se bo prijelo \ud83d\ude42<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pravzaprav account based marketing ni nova zadeva. Ga pa trenutno izvaja prodaja. \u010ce ga. V tem primeru ima identificirane klju\u010dne stranke. Tiste, ki: so vam najbolj pomembne, so najbolj profitabilne, imajo najve\u010d potenciala in ki jih vedno \u0161e malo ekstra pocrkljate. Prodajalci jih poznajo in (na\u010deloma) ne potrebujejo opomnika, da se s svojimi kontakti v [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":1160,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6,12],"tags":[],"class_list":["post-812","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","category-izdelava-digitalne-strategije","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Account based marketing \u2013 klju\u010dni B2B trend 2017<\/title>\n<meta name=\"description\" content=\"Account based marketing je strate\u0161ki pristop B2B podjetij, ki svoj marketing osredoto\u010dijo na klju\u010dne kupce. 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