Kev Lag Luam Xav Tau Cov Ntaub Ntawv Zoo los ua Cov Ntaub Ntawv-Driven - Kev Tawm Tsam & Kev daws teeb meem

Marketing Data Quality thiab Data-Driven Marketing

Cov neeg lag luam nyob rau hauv lub siab hnyav los ua cov ntaub ntawv-tsav. Txawm li cas los xij, koj yuav tsis pom cov neeg lag luam tham txog cov ntaub ntawv tsis zoo lossis nug txog qhov tsis muaj kev tswj hwm cov ntaub ntawv thiab cov ntaub ntawv tswv cuab hauv lawv cov koom haum. Hloov chaw, lawv siv zog ua cov ntaub ntawv-tsav nrog cov ntaub ntawv tsis zoo. Kev nyuaj siab irony! 

Rau cov neeg lag luam feem ntau, cov teeb meem xws li cov ntaub ntawv tsis tiav, typos, thiab duplicates tseem tsis tau lees paub tias yog teeb meem. Lawv yuav siv sij hawm kho qhov yuam kev ntawm Excel, lossis lawv yuav tshawb nrhiav plugins los txuas cov ntaub ntawv thiab txhim kho kev ua haujlwm, tab sis lawv tsis paub tias cov no yog cov teeb meem zoo ntawm cov ntaub ntawv uas muaj kev cuam tshuam thoob plaws lub koom haum ua rau ntau lab tus poob. nyiaj. 

Cov ntaub ntawv zoo li cas cuam tshuam rau kev lag luam

Cov neeg lag luam niaj hnub no tau dhau los nrog kev ntsuas, qhov sib txawv, cov ntawv ceeb toom, thiab kev tshuaj ntsuam xyuas uas lawv tsuas yog tsis muaj sijhawm los ua tib zoo saib xyuas cov ntaub ntawv cov nyom. Tab sis qhov ntawd yog qhov teeb meem. Yog tias cov neeg lag luam tsis muaj cov ntaub ntawv raug pib, yuav ua li cas hauv ntiaj teb lawv tuaj yeem tsim cov phiaj xwm zoo? 

Kuv mus txog rau ntau tus neeg lag luam thaum kuv pib sau daim ntawv no. Kuv muaj hmoo txaus kom muaj Axel Lavergne: koj puas xav tau ntau tus thwjtim?, Co-founder ntawm ReviewFlowz los qhia nws qhov kev paub nrog cov ntaub ntawv tsis zoo. 

Nov yog nws cov lus teb zoo rau kuv cov lus nug. 

  1. Dab tsi yog koj qhov kev tawm tsam thawj zaug nrog cov ntaub ntawv zoo thaum koj tab tom tsim koj cov khoom? Kuv tab tom teeb tsa lub tshuab tshuaj xyuas tiam thiab xav tau ob peb lub hooks los ua kom xa cov lus thov tshuaj xyuas rau cov neeg siv khoom zoo siab thaum lub sijhawm lawv yuav zoo li tawm qhov kev tshuaj xyuas zoo. 

    Txhawm rau ua qhov no tshwm sim, pab pawg tsim Net Promoter Score (NPS) daim ntawv ntsuam xyuas uas yuav raug xa tawm 30 hnub tom qab kos npe. Thaum twg tus neeg siv khoom yuav tawm ntawm qhov zoo NPS, pib 9 thiab 10, tom qab ntawd nthuav dav mus rau 8, 9, thiab 10, lawv yuav raug caw kom tawm mus xyuas thiab tau txais $ 10 daim npav khoom plig rov qab. Qhov kev sib tw loj tshaj plaws ntawm no yog NPS ntu tau teeb tsa ntawm kev lag luam automation platform, thaum cov ntaub ntawv tau zaum hauv NPS cov cuab yeej. Disconnected cov ntaub ntawv qhov chaw thiab cov ntaub ntawv tsis sib xws thoob plaws cov cuab yeej tau dhau los ua ib qho tseem ceeb uas yuav tsum tau siv cov cuab yeej ntxiv thiab kev ua haujlwm.

    Raws li pab pawg tau mus koom ua ke sib txawv ntawm cov logic ntws thiab cov ntsiab lus sib koom ua ke, lawv yuav tsum tau ua nrog kev tswj xyuas qhov sib xws nrog cov ntaub ntawv keeb kwm yav dhau los. Cov khoom lag luam hloov zuj zus, uas txhais tau hais tias cov ntaub ntawv cov khoom hloov pauv tas li, xav kom cov tuam txhab khaws cov ntaub ntawv qhia cov ntaub ntawv zoo ib yam dhau sijhawm.

  2. Koj tau ua dab tsi los daws qhov teeb meem? Nws tau siv ntau ua haujlwm nrog pab pawg cov ntaub ntawv los tsim cov ntaub ntawv tsim nyog engineering nyob ib ncig ntawm kev sib koom ua ke. Tej zaum yuav suab zoo nkauj yooj yim, tab sis nrog ntau qhov sib txawv ntawm kev sib koom ua ke, thiab ntau yam kev thauj khoom tshiab, suav nrog kev hloov kho tshiab cuam tshuam rau kev nkag mus, peb yuav tsum tsim kom muaj ntau qhov sib txawv logic ntws raws li cov xwm txheej, cov ntaub ntawv zoo li qub, thiab lwm yam.
  3. Koj lub tuam txhab lag luam puas tau hais los daws cov teeb meem no? Nws yog ib qho nyuaj. Thaum koj mus rau pab pawg cov ntaub ntawv nrog ib qho teeb meem tshwj xeeb, koj yuav xav tias nws yog ib qho yooj yim kho thiab nws tsuas siv 1h los kho tab sis nws feem ntau cuam tshuam txog kev hloov pauv uas koj tsis paub txog. Hauv kuv qhov tshwj xeeb hais txog plugins, qhov tseem ceeb ntawm cov teeb meem yog tswj cov ntaub ntawv zoo ib yam nrog cov ntaub ntawv qub. Cov khoom lag luam hloov zuj zus, thiab nws yog qhov nyuaj heev los khaws cov ntaub ntawv qhia cov ntaub ntawv zoo ib yam dhau sijhawm.

    Yog li, yog, twv yuav raug hu hais tias nyob rau hauv cov nqe lus ntawm cov kev xav tau, tab sis thaum nws los txog yuav ua li cas los siv cov kev hloov tshiab thiab lwm yam koj yeej tsis muaj peev xwm cam ib pab neeg ua haujlwm cov ntaub ntawv tsim nyog uas paub tias lawv yuav tsum tau nrog ntau yam kev hloov pauv kom nws tshwm sim, thiab "tiv thaiv" cov ntaub ntawv tiv thaiv kev hloov tshiab yav tom ntej.

  4. Vim li cas cov neeg lag luam tsis tham txog ntaub ntawv los xyuas lossis cov ntaub ntawv zoo txawm tias lawv tab tom sim ua cov ntaub ntawv-tsav? Kuv xav tias nws yog ib qho teeb meem tiag tiag uas tsis paub txog qhov teeb meem. Cov neeg lag luam feem ntau kuv tau tham nrog dav dav underestimate cov kev sib tw sau cov ntaub ntawv, thiab hauv paus, saib KPIs uas nyob ib ncig ntawm lub xyoo tsis tau nug lawv. Tab sis dab tsi koj hu ua tus sau npe, tus thawj coj, lossis txawm tias tus qhua tshwj xeeb hloov pauv loj nyob ntawm koj qhov kev teeb tsa taug qab, thiab ntawm koj cov khoom.

    Piv txwv yooj yim heev: koj tsis muaj email validation thiab koj pab neeg khoom ntxiv nws. Yuav sau npe li cas? Ua ntej los yog tom qab validation? Kuv yuav tsis txawm pib mus rau hauv tag nrho cov web nrhiav subtleties.

    Kuv xav tias nws kuj muaj ntau yam ua nrog rau cov khoom siv thiab cov kev lag luam pab pawg tsim. Cov neeg lag luam feem ntau yog lub luag haujlwm rau ib qho channel lossis ib qho ntawm cov channel, thiab thaum koj suav tag nrho cov tswv cuab ntawm pawg neeg ua yeeb yam rau lawv cov channel, feem ntau koj nyob ib puag ncig 150% lossis 200% ntawm cov khoom siv. Suab tsis tsim nyog thaum koj muab nws zoo li ntawd, uas yog vim li cas tsis muaj leej twg ua. Lwm qhov nam yog tej zaum qhov kev sau cov ntaub ntawv feem ntau los rau cov teeb meem kev tshaj lij, thiab cov neeg lag luam feem ntau tsis paub txog lawv. Thaum kawg, koj tsis tuaj yeem siv koj lub sijhawm kho cov ntaub ntawv thiab nrhiav cov ntaub ntawv pixel zoo vim tias koj tsuas yog yuav tsis tau txais nws.

  5. Dab tsi ua tau zoo / tam sim no koj xav tias cov neeg lag luam tuaj yeem ua tau los kho lawv cov ntaub ntawv cov neeg siv khoom zoo?Muab koj tus kheej tso rau hauv tus neeg siv khau, thiab sim txhua qhov ntawm koj cov funnels. Nug koj tus kheej seb yam xwm txheej twg lossis qhov kev hloov pauv uas koj tab tom ua rau ntawm txhua kauj ruam. Tej zaum koj yuav xav tsis thoob txog qhov tshwm sim tiag tiag. Kev nkag siab txog tus lej txhais li cas hauv lub neej tiag tiag, rau cov neeg siv khoom, cov thawj coj lossis cov qhua, yog qhov tseem ceeb rau kev nkag siab koj cov ntaub ntawv.

Kev lag luam muaj kev nkag siab tob tshaj plaws ntawm cov neeg siv khoom tsis tau tawm tsam kom tau txais lawv cov ntaub ntawv teeb meem zoo hauv kev txiav txim

Kev lag luam yog lub hauv paus ntawm txhua lub koom haum. Nws yog lub tuam tsev uas nthuav tawm cov lus hais txog cov khoom. Nws yog lub tuam tsev uas yog tus choj ntawm cov neeg siv khoom thiab cov lag luam. Lub department uas ncaj ncees heev, khiav cov yeeb yam.

Txawm li cas los xij, lawv tseem tab tom tawm tsam tshaj plaws nrog kev nkag mus rau cov ntaub ntawv zoo. Qhov phem tshaj, raws li Axel tau hais, tej zaum lawv yuav tsis paub tias cov ntaub ntawv tsis zoo txhais tau li cas thiab lawv tawm tsam dab tsi! Nov yog qee qhov stats tau los ntawm DOMO tsab ntawv ceeb toom, Marketing's New MO, muab cov khoom rau hauv qhov kev xav:

  • 46% ntawm cov neeg lag luam hais tias cov xov tooj ntawm cov ntaub ntawv thiab cov peev txheej tau ua rau nws nyuaj rau kev npaj rau lub sijhawm ntev.
  • 30% cov neeg ua lag luam loj ntseeg CTO thiab IT chav haujlwm yuav tsum ua lub luag haujlwm ntawm tus kheej cov ntaub ntawv. Cov tuam txhab tseem tab tom txheeb xyuas cov tswv ntawm cov ntaub ntawv!
  • 17.5% ntseeg tias tsis muaj cov txheej txheem uas sib sau cov ntaub ntawv thiab muab kev pom tseeb thoob plaws hauv pab pawg.

Cov lej no qhia tau hais tias nws yog lub sijhawm rau kev lag luam rau tus kheej cov ntaub ntawv thiab xav tau tiam rau nws los ua cov ntaub ntawv tiag tiag.

Cov neeg lag luam tuaj yeem ua dab tsi kom nkag siab, txheeb xyuas, thiab daws cov teeb meem zoo?

Txawm hais tias cov ntaub ntawv yog lub hauv paus rau kev txiav txim siab ua lag luam, ntau lub tuam txhab tseem tab tom tawm tsam nrog kev txhim kho lawv cov ntaub ntawv tswj hwm cov txheej txheem los daws cov teeb meem zoo. 

Nyob rau hauv tsab ntawv ceeb toom los ntawm Kev lag luam Evolution, ntau dua ib lub hlis twg ntawm 82% tuam txhab uas muag nyob rau hauv daim ntawv ntsuam xyuas raug mob los ntawm substandard cov ntaub ntawv. Cov neeg lag luam tsis tuaj yeem them taus los cheb cov ntaub ntawv kev xav tau zoo nyob rau hauv cov ntaub pua plag thiab lawv tsis tuaj yeem tsis paub txog cov teeb meem no. Yog li cas cov neeg lag luam tuaj yeem ua tau tiag tiag los daws cov teeb meem no? Nov yog tsib txoj kev coj ua zoo tshaj plaws los pib nrog.

Qhov Zoo Tshaj Plaws 1: Pib kawm txog cov teeb meem zoo ntawm cov ntaub ntawv

Tus neeg lag luam yuav tsum paub txog cov ntaub ntawv zoo li lawv cov npoj yaig IT. Koj yuav tsum paub cov teeb meem tshwm sim los ntawm cov ntaub ntawv teev tseg uas suav nrog tab sis tsis txwv rau:

  • Typos, spelling yuam kev, naming yuam kev, cov ntaub ntawv kaw lus yuam kev
  • Cov teeb meem nrog rau npe cov lus pom zoo thiab tsis muaj cov qauv xws li cov xov tooj tsis muaj lub teb chaws cov lis dej num lossis siv cov hnub sib txawv
  • Cov ntsiab lus tsis tiav xws li email chaw nyob uas ploj lawm, lub xeem, lossis cov ntaub ntawv tseem ceeb uas yuav tsum tau muaj rau kev tshaj tawm zoo
  • Cov ntaub ntawv tsis raug xws li npe tsis raug, tus lej tsis raug, emails thiab lwm yam
  • Disparate cov ntaub ntawv qhov chaw uas koj tab tom kaw cov ntaub ntawv ntawm tib tus neeg, tab sis lawv tau muab khaws cia rau hauv cov platform sib txawv lossis cov cuab yeej tiv thaiv koj los ntawm kev pom kev sib sau.
  • Duplicate cov ntaub ntawv uas cov ntaub ntawv yog yuam kev rov qab nyob rau hauv tib cov ntaub ntawv los yog nyob rau hauv lwm cov ntaub ntawv qhov chaw

Nov yog li cas cov ntaub ntawv tsis zoo saib hauv cov ntaub ntawv qhov chaw:

cov ntaub ntawv tsis zoo teeb meem kev lag luam

Kev paub koj tus kheej nrog cov ntsiab lus zoo li cov ntaub ntawv zoo, kev tswj xyuas cov ntaub ntawv, thiab kev tswj xyuas cov ntaub ntawv tuaj yeem pab koj mus ntev hauv kev txheeb xyuas qhov yuam kev hauv koj Kev Tswj Xyuas Cov Neeg Siv Khoom (CRM) platform, thiab los ntawm qhov ncab, tso cai rau koj ua raws li qhov xav tau.

Qhov Zoo Tshaj Plaws 2: Ib txwm ua qhov tseem ceeb ntawm cov ntaub ntawv zoo

Kuv twb nyob ntawd, ua li ntawd. Nws yog kev ntxias kom tsis quav ntsej cov ntaub ntawv tsis zoo vim yog tias koj yuav tsum khawb tob, tsuas yog 20% ​​ntawm koj cov ntaub ntawv yuav siv tau tiag tiag. Ntau tshaj 80% ntawm cov ntaub ntawv yog nkim. Ua ntej qhov zoo tshaj qhov ntau ib txwm! Koj tuaj yeem ua qhov ntawd los ntawm kev ua kom zoo dua koj cov txheej txheem sau cov ntaub ntawv. Piv txwv li, yog tias koj tab tom kaw cov ntaub ntawv los ntawm lub vev xaib, xyuas kom koj sau cov ntaub ntawv tsuas yog tsim nyog thiab txwv qhov xav tau rau tus neeg siv los ntaus cov ntaub ntawv. Ntau tus neeg yuav tsum 'hom' hauv cov ntaub ntawv, qhov siab dua lawv yuav xa cov ntaub ntawv tsis tiav lossis tsis raug.

Qhov Zoo Tshaj Plaws 3: Leverage Cov Ntaub Ntawv Zoo Zoo Technology

Koj tsis tas yuav siv nyiaj ntau lab nyiaj los kho koj cov ntaub ntawv zoo. Muaj ntau ntau cov cuab yeej thiab cov platforms tawm muaj uas tuaj yeem pab koj tau txais koj cov ntaub ntawv hauv kev txiav txim yam tsis muaj kev ncaws pob. Cov cuab yeej no tuaj yeem pab koj nrog xws li:

  • Cov ntaub ntawv profile: Pab koj txheeb xyuas qhov yuam kev sib txawv hauv koj cov ntaub ntawv teeb tsa xws li cov teb uas ploj lawm, sib sau ua ke, sau ntawv yuam kev thiab lwm yam.
  • Cov ntaub ntawv cleansing: Pab koj ntxuav koj cov ntaub ntawv los ntawm kev ua kom muaj kev hloov pauv sai ntawm cov ntaub ntawv tsis zoo rau cov ntaub ntawv zoo.
  • Cov ntaub ntawv sib piv: Pab koj sib phim cov ntaub ntawv teev nyob rau hauv cov ntaub ntawv sib txawv thiab txuas / sib txuas cov ntaub ntawv los ntawm cov peev txheej no ua ke. Piv txwv li, koj tuaj yeem siv cov ntaub ntawv sib tw los txuas ob qho tib si hauv online thiab offline cov ntaub ntawv.

Cov ntaub ntawv zoo thev naus laus zis yuav tso cai rau koj tsom mus rau qhov tseem ceeb los ntawm kev saib xyuas cov haujlwm tsis tu ncua. Koj yuav tsis tas txhawj txog nkim sijhawm kho koj cov ntaub ntawv ntawm Excel lossis hauv CRM ua ntej pib kev sib tw. Nrog rau kev sib koom ua ke ntawm cov ntaub ntawv zoo, koj tuaj yeem nkag mus rau cov ntaub ntawv zoo ua ntej txhua qhov kev sib tw.

Txoj Kev Ua Zoo Tshaj Plaws 4: Koom nrog Cov Thawj Coj Loj 

Cov neeg txiav txim siab hauv koj lub koom haum yuav tsis paub txog qhov teeb meem, lossis txawm tias lawv yog, lawv tseem xav tias nws yog teeb meem IT thiab tsis yog kev txhawj xeeb txog kev lag luam. Nov yog qhov uas koj yuav tsum tau nkag mus rau kev tawm tswv yim daws teeb meem. Cov ntaub ntawv tsis zoo hauv CRM? Cov ntaub ntawv tsis zoo los ntawm kev tshawb fawb? Cov ntaub ntawv cov neeg siv khoom phem? Tag nrho cov no yog kev txhawj xeeb txog kev lag luam thiab tsis muaj dab tsi cuam tshuam nrog IT pab pawg! Tab sis tshwj tsis yog tus neeg lag luam nce qib los hais daws qhov teeb meem, cov koom haum yuav ua tsis muaj dab tsi txog cov ntaub ntawv tsis zoo. 

Qhov Zoo Tshaj Plaws 5: Txheeb xyuas cov teeb meem ntawm qhov chaw 

Qee zaum, cov ntaub ntawv tsis zoo yog tshwm sim los ntawm cov txheej txheem tsis zoo. Thaum koj tuaj yeem ntxuav cov ntaub ntawv ntawm qhov chaw, tshwj tsis yog tias koj tsis txheeb xyuas lub hauv paus ntawm qhov teeb meem, koj yuav raug ntaus nrog cov teeb meem zoo tib yam ntawm kev rov ua dua. 

Piv txwv li, yog tias koj tab tom sau cov ntaub ntawv txhuas los ntawm nplooj ntawv tsaws, thiab koj pom 80% ntawm cov ntaub ntawv muaj teeb meem nrog tus lej nkag, koj tuaj yeem siv cov ntaub ntawv nkag nkag (xws li tso lub nroog cov cai hauv nroog) kom ntseeg tau tias koj ' rov tau txais cov ntaub ntawv raug. 

Lub hauv paus ua rau feem ntau cov ntaub ntawv teeb meem yog qhov yooj yim los daws. Koj tsuas yog yuav tsum tau siv sijhawm los khawb ntxaum thiab txheeb xyuas qhov teeb meem tseem ceeb thiab ua rau kev siv zog ntxiv los daws qhov teeb meem! 

Cov ntaub ntawv yog lub hauv paus ntawm kev lag luam kev lag luam

Cov ntaub ntawv yog lub hauv paus ntawm kev lag luam kev lag luam, tab sis yog tias cov ntaub ntawv no tsis raug, ua tiav, lossis txhim khu kev qha, koj yuav poob nyiaj rau qhov yuam kev kim. Cov ntaub ntawv zoo tsis txwv rau IT department lawm. Cov neeg lag luam yog cov tswv ntawm cov neeg siv khoom cov ntaub ntawv thiab yog li yuav tsum muaj peev xwm siv cov txheej txheem thiab thev naus laus zis kom ua tiav lawv cov hom phiaj siv cov ntaub ntawv.

Yuav ua li cas koj xav hais tias?

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