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B2B Martech: Siv Cov Khoom Siv Ua Lag Luam Hauv Kev Lag Luam Hauv Ntiaj Teb

Cov neeg coob coob tau hais - nruab nrab ntawm qhov kev thov rau cov neeg siv khoom siv digital thiab kev ua lag luam digital kev lag luam, qhov chaw lag luam thev naus laus zis tau loj hlob ntxiv. 24% txij li xyoo 2020. Tab sis feem ntau martech kev nqis peev thiab kev nce qib tau raug txwv ntau rau kev lag luam-rau-kev lag luam (B2Csector (eg, augmented kev muaj tiag rau e-lag luam lossis khoom noj khoom haus thiab txhim kho cov kev xaiv them nyiaj digital uas pab txhawb kev lag luam loyalty).

Kev lag luam-rau-kev lag luam (B2B) sector? Tsis ntau.  

Vim li cas? Vim tias tau siv qee cov tuam txhab muag muag rau, uas ua rau cov phiaj xwm ncaj qha mus rau lwm tus ua tau zoo yam tsis tas yuav muaj cov thev naus laus zis tshiab. Tam sim no, tsuas muaj ntau lub tuam txhab ua kom taug qab yam tsis muaj kev pabcuam thev naus laus zis, ua rau txoj hauv kev ib txwm muaj ntawm kev nthuav tawm tus kheej thiab muag ncaj qha tsis muaj kev ruaj ntseg ntxiv lawm. 

Txawm li cas los xij, cov cwj pwm qub tuag nyuaj - B2B cov koom haum qeeb qeeb rau kev zom cov thev naus laus zis tshiab thiab txawm tias tsis kam hloov lub sijhawm sim ua kom haum rau cov qauv tam sim no tsis yog B2Cs, uas yog tus kheej rau lub luag haujlwm thev naus laus zis thiab hloov pauv digital kev lag luam tactics ua si hauv kev ncav cuag. ntau tus neeg siv khoom raws li qhov ua tau. 

Raws li cov neeg siv khoom lag luam hloov pauv, kev tshaj tawm tau muab tso rau hauv cov nplooj ntawv web lossis raws li cov pop-ups ntawm cov chaw mus xyuas tau hloov pauv los ntawm kev lag luam influencer, omnichannel cov tswv yim, thiab cov neeg siv khoom ntiag tug profiles - B2C kev lag luam tactics uas B2B cov koom haum thaum kawg paub txog tus nqi ntawm optimizing lawv tus kheej. kev muag khoom. 

Primed thiab Npaj

Tsis ntev los no qhia txog qhov project B2B martech kev siv nyiaj nce 14.6% nyob rau hauv 2022 thiab lwm 12.4% nyob rau hauv 2023, qhia tias kev lag luam tab tom ua si catch-up thiab xav kom sau cov txiaj ntsig ntawm cov thev naus laus zis uas txav lub koob mus rau kev lag luam zoo dua. Xav txog qhov ntau tshaj 1,200 ib uas muaj nyob thoob plaws ntiaj teb, kev ua lag luam muaj peev xwm rau kev lag luam tshiab thiab thev naus laus zis yog staggering. 

Raws li cov $ 6.7 trillion B2B kev lag luam loj hlob nrog cov koom haum ntxiv, peb ntawm Kissterra tau txheeb xyuas qhov xav tau los hloov pauv peb li cas rau cov tuam txhab tshiab no thiab lawv cov kev xav tau tshwj xeeb. Vim li cas ho tsis leverage cov kev lag luam nuanced thiab cov cuab yeej thev naus laus zis yav dhau los nyob rau hauv "tsis raug cai" ntawm cov tuam txhab B2C?

Qiv Tactics 

Cov kev lag luam B2C uas ua tiav yog cov uas tsom lawv cov neeg tuaj saib thiab tsim kev lag luam rau lawv cov kev nyiam thiab kev ua neej. Cov tuam txhab B2B hauv txhua qhov kev lag luam tuaj yeem tuav cov phiaj xwm kev lag luam tib yam kom sawv tawm ntawm lawv tus kheej kev sib tw.  

Muaj ib txwm muaj kev xav ua ntej tias B2B kev lag luam yog lossis yuav tsum tau kim heev. Tab sis yog tias ua tiav qhov tseeb thiab meej nrog cov thev naus laus zis kev lag luam tshiab uas tsim los rau B2C kev pabcuam, B2B kev tshaj tawm kev lag luam tuaj yeem ua tiav ntawm tus nqi qis - nrog ROI impressive.

Xav txog kev siv dav dav ntawm kev lag luam rov qab thiab cov cuab yeej retargeting rau cov neeg tuaj saib loj hauv B2C kev lag luam. Thaum kev lag luam rau cov tib neeg tshwj xeeb hauv B2B muag, koj tuaj yeem siv tib lub hauv paus ntsiab lus thev naus laus zis tab sis txhim kho qhov tseeb zoo heev los ntawm kev coj qhov tsim nyog tshaj tawm rau ib pab pawg me me, ua rau muaj txiaj ntsig zoo, phiaj xwm phiaj xwm phiaj xwm.

Raws li B2B qhov chaw txuas ntxiv nthuav dav nws cov kev lag luam ib txwm siv, B2B cov neeg lag luam sab laug tsis muaj kev xaiv me me tab sis hloov kho lawv. Ntawm Kissterra, peb txoj kev lag luam B2B tau ua tiav cov txiaj ntsig zoo vim tias peb cov khoom siv thev naus laus zis B2C thiab peb siv cov phiaj xwm phiaj xwm, lim tawm cov phiaj xwm feem ntau ua haujlwm los ntawm cov tuam txhab B2C. 

Kho raws li 

Kev lag luam B2B yog qhov tsim nyog dhau los tso nws cov tswv yim kev lag luam kom nyob twj ywm. Cov tuam txhab B2B xav tau ib txoj hauv kev los lim cov suab nrov thiab tsom lawv cov khoom lag luam lossis kev pabcuam kev xaiv.

Hmoov zoo, qee zaum cov lus teb yooj yim tshaj plaws rau cov lus nug nyuaj tshaj plaws feem ntau yog nyob rau pem hauv ntej ntawm peb. Nyob rau hauv cov ntaub ntawv no, cov kev daws teeb meem B2B tuam txhab uas muag tab tom nrhiav rau tuaj nyob rau hauv daim ntawv ntawm B2C marketing tswv yim. Qhov B2B kev lag luam yuav tsum tau ua yog hloov kev lag luam thev naus laus zis tsim rau B2C cov tswv yim thiab siv lawv rau cov neeg ua si siab tshaj hauv B2B ntiaj teb.

At Kissterra, peb muaj peev xwm ua tau li ntawd - ua cov thev naus laus zis uas tuaj yeem hloov kho thiab hloov kho raws li lub hom phiaj cov neeg peb xav tau muag rau. Ua li no tso cai rau peb los tsim kom muaj kev muag khoom zoo, mus cuag tus neeg yuav khoom zoo, thiab xyuas kom meej tias peb cov khoom raug tsim tshwj xeeb rau lawv.

Ifty Kerzner

Ifty Kerzner yog Thawj Tswj Hwm thiab Co-Founder ntawm Kissterra, lub ntiaj teb thawj kev pov hwm kev lag luam kev lag luam. Ib tus kws tshaj lij thev naus laus zis hauv kev pabcuam nyiaj txiag thiab kev tswj hwm cov ntaub ntawv, Ifty txoj kev mob siab rau kev lag luam, kev tsim kho tshiab, thiab tib neeg coj nws mus nrhiav ntau lub tuam txhab. Ua ntej nws txoj hauj lwm hauv thev naus laus zis thiab kev lag luam, Ifty yog ib feem ntawm Israeli kev lom zem kev lag luam, ua ob tus neeg hu nkauj / tus sau nkauj thiab tus tswv tsev ntawm TV. Nws tuav LLB nrog qhov sib txawv, MA hauv Kev Tshawb Fawb Kev Tshawb Fawb, thiab tseem yog kawm tiav ntawm Lyndon B. Johnson Tsev Kawm Ntawv ntawm Kev Ua Haujlwm Kev Ua Thawj Coj.

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