Whakahaere Hokohoko B2B
Ko te whakahaere hokohoko Pakihi-ki-Pakihi (B2B) he raupapa o ngā tukanga kua whakaritea hei waihanga, hei whakawhitiwhiti kōrero, hei tuku uara ki ngā kiritaki pakihi—ehara i te kaihoko mutunga. He āhuatanga ahurei tō te hokohoko B2B: he roa ake te tukanga hoko, he maha ngā rōpū e whai wāhi ana ki ngā whakataunga, he nui ngā uara tauwhitinga, ā, he mea nui te angitu o ngā whanaungatanga mō te wā roa. Nō reira, me whai huarahi rautaki ake, e aro ana ki ngā raraunga, e aro ana ki ngā otinga hoki te whakahaere hokohoko B2B.
1. Kia mārama ki te āhua o ngā kiritaki B2B
Ko te taahiraa tuatahi i roto i te whakahaere hokohoko B2B ko te mārama ko wai ō kiritaki whāinga me te āhua o tā rātou whakatau. Ko te tikanga ka hoko ngā kiritaki B2B hei whakapai ake i te whai huatanga, hei whakaiti i ngā utu, hei whakaiti i te mōrearea, hei whakapiki rānei i te moni whiwhi. E arotakehia ana e rātou ngā hua ehara i te mea mā ō rātou āhuatanga anake, engari mā ō rātou pānga hoki ki ngā mahi pakihi.
Hei tāpiri atu ki tēnā, he onge te whakahaere i ngā hoko pakihi-i-te-iwi (B2B) e te tangata kotahi. Kei reira tētahi "pokapū hoko", kei roto ko ngā kaiwhakamahi, ngā kaiaromatawai hangarau, ngā kaihoko, ngā pūtea, tae atu ki ngā kaiwhakatau. He rerekē ngā hiahia mōhiohio o ia tūranga. Nō reira, me whakawhanake e ngā kamupene ngā karere hokohoko e tika ana mō ia kaipupuri hea.
2. Te wehewehe, te arotahi, me te tūnga (STP) i roto i te B2B
Ko te STP tonu te tūāpapa, engari ko tōna whakamahinga i roto i te B2B he nui ake te aro ki ngā taurangi whakahaere, pēnei i:
– Ahumahi (hangahanga, ratonga kawe, pūtea, hauora, me ētahi atu)
– Rahi o te kamupene (SME, mākete waenga, hinonga)
– Te wāhi me te whānuitanga o ngā mahi
– Te pakeketanga matihiko
– Ngā hiahia motuhake (hei tauira, te tutuki i ngā ture, te whakauru pūnaha rānei)
Whai muri i te wehewehenga, ka tautuhia e ngā kamupene ngā whāinga tino pea i runga i te taunga o te hua ki te mākete, te uara kirimana toharite, te taumata whakataetae, me te ngāwari o te hoko. Hei tāpiri, me whakanui te tūnga B2B i te uara ka taea te ine: te penapena utu, te whakapiki i te hua, te whakaiti i te wā kore mahi, te kounga ratonga, te tere ake rānei o te wā ki te mākete.
3. Te whakatakoto i tētahi whakaaro uara
Ko ngā whakaaro uara te kaupapa matua o te hokohoko B2B. Ka pātai ngā kiritaki pakihi, "He aha te pānga o tēnei ki taku pakihi?" Nō reira, me whakautu te whakaaro uara kaha ki ēnei:
1. He aha te raruraru ka whakatauhia e ia?
2. He pēhea te mahi a te otinga, ā, he aha ngā mea matua e rerekē ai?
3. Ngā painga ka taea te ine pēnei i te ROI, te whai huatanga, me te whakaiti i te mōrearea
Hei tauira, hei utu mō te kī "he ngāwari te whakamahi i tā mātou pūmanawa," me kī te pakihi-pākihi whai hua "kua whakaitihia te wā whakauru raraunga mā te 40% me ngā hapa tuhi raraunga mā te 25% i roto i ngā marama e 3."
4. Rautaki ranunga hokohoko B2B
Ka taea te whakarite i te ranunga hokohoko i roto i te B2B mā te whakamahi i ngā 4P (Hua, Utu, Wāhi, Whakatairanga) me ngā 7P rānei, i runga i te momo ratonga. Heoi, i roto i te mahi, he maha ngā wā ka aro nui te B2B ki ngā huānga e whai ake nei:
a. Hua: ngā otinga me ngā ratonga tautoko
I roto i te B2B, ko te "hua" he otinga whānui, tae atu ki te whakatinanatanga, te whakangungu, te tautoko hangarau, me te whakaurunga. Ehara i te mea ko ngā āhuatanga anake te hiranga engari ko te ratonga muri-hoko, ngā Whakaaetanga Taumata Ratonga (SLA), te haumarutanga raraunga, me te tauine.
b. Utu: utu e hangai ana ki te uara
He maha ngā wā ka whakamahia e ngā utu pakihi-ki-te-pākihi he huarahi utu e ahu mai ana i te uara, nā te mea he rerekē ngā painga pakihi mō ia kiritaki. Ko ngā kaupapa noa ko ngā ohaurunga, te utu-mō-ia-te-whakamahinga, ngā raihana ā-tau, ngā kirimana kaupapa rānei. He mea nui te māramatanga, te ngāwari o te whiriwhiringa, me te whakamāramatanga o te ROI hei whakarite i te whakapono o te kiritaki ki te whakatau kaupapa.
c. Wāhi: ngā hongere tohatoha me te hokohoko
Ka taea ngā hongere B2B mā roto i ngā tīma hokohoko tika, ngā kaituku, ngā kaihoko, ngā hoa rautaki, ngā mākete B2B, te whakakotahitanga rānei. He maha ngā kamupene e whakamahi ana i te huarahi ranu: te hokohoko mamati hei whakaputa arahi, kātahi ka whakahaerehia e ngā hoko te tukanga kōrero tae noa ki te katinga.
d. Whakatairanga: mātauranga me te whakawhirinaki
Ko ngā whakatairanga pakihi-ki-te-pakihi whai hua e arotahi ana ki te mātauranga me ngā taunakitanga. Ko ngā ihirangi pēnei i ngā pepa mā, ngā huihuinga tukutuku, ngā rangahau take, ngā whakaaturanga hua, me ngā pūrongo rangahau ahumahi he kaha ake i te pānuitanga whakatenatena noa iho. Ka hangaia te whakawhirinaki mā roto i ngā whakaaturanga, ngā tiwhikete, ngā putea kiritaki, me te mana o te tohunga kaupapa.
5. Te whakahaere arataki: mai i te mōhiotanga ki te ara mahi
I roto i te hokohoko B2B o ēnei rā, ehara i te mea ko te "haruru" o tētahi kaupapa anake te mea e inehia ai te angitu, engari ko te kounga o ngā arahi me tā rātou takoha ki te ara hokohoko. Nō reira, me whakahaere e ngā kamupene ēnei tukanga e whai ake nei:
– Te whakaputa arataki: te kohikohi i ngā kiritaki pea mā roto i ngā ihirangi, ngā pānuitanga kua whakaritea, te SEO, ngā huihuinga ahumahi, ngā hononga mahi tahi, te tuku atu rānei (īmēra/waea).
– Te tohu mō te arataki: te aromatawai mēnā he pai te uru o tētahi arataki. He maha ngā wā ka whakamahia te anga BANT (Budget, Authority, Need, Timeline), he huinga rānei o te whakatauranga e ahu mai ana i ngā whanonga (hei tauira, te auau o ngā toro ki te paetukutuku me ngā tango rauemi).
– Te poipoi i ngā kaiārahi: te hanga whanaungatanga mā te īmēra aunoa, he raupapa o ngā ihirangi mātauranga, me ngā pōwhiri huihuinga tukutuku tae noa ki te wā e rite ai te kaiārahi ki te kōrero ki ngā kaihoko.
– Te tukunga ki ngā hoko: me mārama te tukanga neke mai i te arahi hokohoko whai mana (MQL) ki te arahi hoko whai mana (SQL) kia kore ai e whakapaetia ngā tīma.
He mea nui te mahi tahi hokohoko me te mahi tahi hoko. He maha ngā whakahaere B2B e whakamahi ana i te ariā o te tīma moni whiwhi, arā, ko ngā KPI e honoa ana kia kore ai e noho motuhake.
6. Te hokohoko whanaungatanga me te whakahaere pūkete
Kāore i rite ki te B2C, e whakawhirinaki ana ki te nui o ngā tauwhitinga, ka aro nui te B2B ki te uara mō ia pūkete me te pupuri. Nō reira, me whakauru te whakahaere hokohoko B2B ki te whakahaere pūkete. Ko tana arotahi ko:
– Kia mau tonu te pai me te kounga o te ratonga
– Te tautuhi i ngā whai wāhitanga hokohoko-ake me ngā whai wāhitanga hokohoko-whakawhiti
– Te hanga hononga ki ngā kaipupuri hea hou i roto i ngā whakahaere kiritaki
– Whakahaerehia ngā kirimana, ngā aromatawai mahi, me ngā whakahoutanga
Ko tētahi rautaki e whakamahia whānuitia ana ko te Hokohoko Pūkete-Hangai (ABM), he huarahi hokohoko tino arotahi e aro ana ki ngā pūkete matua. Kua whakaritea ngā ihirangi, ngā huihuinga, me ngā whakawhitiwhitinga kōrero ki ngā āhuatanga me ngā hiahia motuhake o te kamupene e hiahiatia ana.
7. Te ine i te mahi me te tono raraunga
Me āta whakahaere te whakahaere hokohoko B2B i tana inenga nā te mea he roa ngā huringa hoko, ā, he nui pea ngā utu hoko. Ko ētahi o ngā inenga nui ko:
– CAC (Utu Hoko Kiritaki): te utu mō te whiwhi kiritaki hou
– LTV (Uara Mō Te Wā Katoa): te uara katoa o te kiritaki puta noa i te whanaungatanga pakihi
– Te tere tahuritanga mai i te MQL ki te SQL, ki ngā kiritaki
– Te tere o te paipa: te tere o te neke o ngā arai i roto i te hāneanea
– Te auau o te hurihanga me te pupuri: te pumau o ngā kiritaki e noho tonu ana
– ROI o te Pakanga: te takoha hokohoko ki te moni whiwhi
Mā ēnei raraunga, ka taea e ngā kamupene te aromatawai i ngā hongere e whai hua ana, ko ēhea ihirangi e ārahi ana i ngā whakataunga, me ēhea wāhanga o te hāneanea me whakapai ake.
8. Ngā wero me ngā mahi pai rawa atu
Ko ētahi o ngā wero matua o te hokohoko B2B ko te whakataetae kaha, ngā hiahia uaua o te kiritaki, me te huringa hangarau. Hei whakatika i ēnei wero, ka taea te whakatinana i ngā mahi pai e whai ake nei:
1. He arotahi ki te otinga, kaua ki te hua anake
2. Te hanga taunakitanga mā roto i ngā rangahau take me ngā hua raraunga
3. Whakahāngaitia te hokohoko me te hoko ki ngā tukanga me ngā KPI kua whakahāngaitia
4. Hangaia tonutia te whakawhirinaki mā te ratonga kounga me te whakawhitiwhiti kōrero ngaio.
5. Whakamahia te aunoatanga me te CRM mō te whakahaere arahi ma, me te ine hoki.
Te Katinga
He mahi rautaki te whakahaere hokohoko B2B e hiahia ana kia mārama hohonu ki ngā hiahia o ngā whakahaere kiritaki, ki ngā tukanga hoko uaua, me te hiranga o ngā whanaungatanga roa. Mā te STP tika, he whakaaro uara kaha, he whakahaere arahi whai tikanga, me te ine raraunga, ka taea e ngā kamupene te hanga i tētahi paipa hauora, te whakapai ake i te pupuri kiritaki, me te tipu pumau. Hei whakamutunga, ehara i te mea ko te hoko noa te hokohoko B2B; engari ko te noho hei hoa otinga pono mō ētahi atu pakihi.
