Idatha yakho yokudayisa ebaluleke kakhulu ayikho ku-CRM yakho; ifihlwe emigqeni yamazwana ezikhangiso owashicilela amasonto amathathu adlule. Ngenkathi ithimba lakho ligxile kumamethrikhi okubukeka njengezinto ezilayikwayo nezabelwayo, amazwana yilapho umugqa wangempela ohlala khona - ungahlehlisiwe, uligcwele, futhi usushintsha ngokushesha.
Kungenzeka ukuthi usudumele iwheeli yokuqukethwe engenamkhawulo, uphinda ushicilele okuqukethwe uzibuza ukuthi ngabe kuyiletha imali ngempela. Cabanga ukuphumula lapho uthola amaleads afanelekile esezikho ezixoxweni zakho ezikhona, ewalindile ukuthi umbonge nje. Amazwana awuyona ingxoxo; uwuphawu. Yeka ukuphendula nje, qala ukwenza.
ISIFINYEZO: Ukuhlola amazwana akho angu-50 wakamuva ukuze ubone amathuba emali, uwahlukanise ngokushesha ngokwesignali, uyeke ukuphendula esidlangalaleni kumaleads, bese udlulisa ingxoxo kwichannel yangasese yentengiso.
- Hlunga ngeNhloso: Thola imibuzo noma izicelo zezici njengezinalezi Izinjongo-Eziphezulu.
- Hlukanisa ngeSizo: Beka izinkulumo zokudumala njengezikweletu ezibucayi zomkhiqizo noma zokuhlangenwe nakho kwamakhasimende.
- Shiya Umsindo: Yeka ukuchitha amahora ethimba ngokubhala "Ngiyabonga!" ezimpendulweni ezibonakala njengezokwenziwa.
Inkinga yangempela efihliwe ngaphansi kobuso
Inkinga engaphansi ayikho ukuthi ithimba lakho linobuthakathaka. Iningi lezinqubo ze-social media zakhelwe ukuphatha ukusakaza, hhayi ukuthengiselana okubili. Uma unezimpawu eziningi zebrendi, iziteshi eziningi, nemihlangano yansuku zonke, "ukuxhumana" kushesha kuba "Isikweletu Sokusekelwa."
Inkinga yangempela: Amaqembu abheka amazwana e-social njengemithwalo okufanele ahlanzwe kunokuba abe izinsiza ongazihlomula. Le Ibhande Lezokusekelwa ibiza ama-enterprise amaningi izinkulungwane ekulahlekelweni kwe-attribution njalo ngesikota.
Lena indawo lapho amaqembu evamise ukuhlelwa khona. Uqasha ithimba le-social ukuphatha iziteshi, hhayi ukuvala amadili. Ngakho, aphatha wonke amazwana ngendlela efanayo: cindezela inkinobho ethi "phendula", gcina isikhathi sokuphendula sifushane, futhi ukhuphule i-algorithm. Lokhu kudala isikweletu esikhulu, esifihliwe se-Ukuxhumanisa Isikweletu ngoba labo abangabanikazi bomugqa wokudayisa (ama-account managers noma ama-SDRs) abasoze babona izimpawu ezifihlwe emiqondweni.
Ngesikhathi amazwana esesexazululiwe ngephendulo yomphakathi ethi "Thumela i-DM ukuthola imininingwane eyengeziwe," lelo lead ngokuvamile selidlulile kuye kumncintiswano osheshile ukumthinta. Empeleni ukhokhela ithimba lakho ukuthi lifihle umugqa wakho wokuthengisa.
Uma uhambisa i-triage yakho endaweni ehlanganyelwe, efana neMydrop Conversations, uguqula umongo wokusebenza. Esikhundleni somphathi we-social media ocindezela umbuzo womsebenzisi afake esipredishithi esihlukile noma uchungechunge lwe-imeyili, bangabeka ithegi kumlingani wabo ngqo kusethulo sokuthunyelwe. Lokhu kugcina umongo wokuqala we-lead - okuthunyelwe abaphawule kulo, isikhathi sosuku, nensolo yomphakathi - kuxhunywe kudluliselwa.
Uma ungenalo indlela yokuhambisa amazwana kusuka "ekudlulisweni okusemthethweni" kuya "kumugqa wezokuthengisa wangasese" ngemizuzwana, awenzi i-social selling; uyenza ubudlelwano bomphakathi kuphela.
| Uhlobo Lwamazwana | Isignali | Isenzo | Ukudluliselwa |
|---|---|---|---|
| Umbuzo | Inhloso | Landela nge-DM | I-Sales |
| Isisho Sokudumisa | Ukuthandwa Kwe-brand | Impendulo Esidlangalaleni | I-Marketing |
| Ukuhluleka | Ukuxineka/Ubuhlungu | Ukuxazulula Ngqo | CS/Product |
| Isicelo Sezici | Isidingo | Beka ilebula eMydrop | Icebo |
Leli rubrikhi lishintsha indlela yokuziphatha. Inhloso akusele "ukuphendula konke," kodwa ukuklama kahle isignali ukuze umnyango ofanele uyibone ngaphambi kokuba i-lead ipholile.
Umthetho womsebenzi: Uma ukuphawula kungumlead, ungaphenduli esidlangalaleni. Phendula kanye nje ukuze ubakhombise ukuthi ubalile, bese udlulisa ingxoxo kwichannel yangasese enakekelayo ngokushesha.
Amaqembu amaningi anesithiyo ngoba abheka isigaba samazwana njengombukiso. Kodwa kwebhrendi ekhulayo, isigaba samazwana empeleni yisitolo sakho. Awungeke ungayeki ikhasimende elingenayo esitolo lakho lifuna amanani ngoba ubuphakathi nendawo ukulungisa uphawu ewindi. Kungani wenza kunjalo ku-social?
Kungani indlela endala yephuka lapho ivolumu ikhuphuka
Ukukhula kuyibhubhane elithule lecebo le-social. Uma uphatha okuthunyelwe ezimbili ngesonto kowe-brand eyodwa, ukuqapha amazwana kuzwakala kulawula. Uhlola ifoni, uphendula ama-emoji ambalwa, bese uqhubeka. Kodwa uma usushintshe kusuka kubhrendi eyodwa uya kweziyisihlanu, noma kusuka ekushicilelweni okungavamile kuya ekushicilelweni kwansuku zonke eziteshini eziningi, le ndlela yesandla iyawa. Ufike enqolobaneni lapho ithimba lakho lichitha amahora amane ngosuku lihlala phakathi kwe- "Isikweletu Sokusekelwa" - umjikelezo ongapheli wokuphendula imibuzo evamile, ukusingatha izikhalo ezincane, nokunganaki labo ababuza ngempela.
Lapha lapho izinto ziba yinhlekelele. Ithimba lakho liphoqeleka ukukhetha indlela: noma bagxile ekusheshiseni ukuze bagcine umphondo "uhlanzekile," noma bagxile ekujuleni, okusho ukushiya amazwana imihla yonke besaphenya izinsiza noma izimvume.
| Indlela Endala (Isikweletu Sokusekelwa) | Indlela Entsha (Ukuhlolwa Kwamaleads) |
|---|---|
| Inhloso: Ukuhlanza umugqa | Inhloso: Ukuhlonza umugqa wokudayisa |
| Amathuluzi: Izinhlelo ezizalelwe ipulatifomu | Amathuluzi: Isikhungo somsebenzi esihlanganisiwe |
| Umqondo: Oqala kuqala, owokuqala uphume | Umqondo: Ukuhlolwa kwezinjongo eziphezulu |
| Umphumela: Ukwehla kwamethrikhi okubukeka | Umphumela: Ukudluliselwa kwamaleads afanelekile |
Amaqembu amaningi awakulindele: Izindleko zokugcina lezi zingxoxo zingaphakathi ku-vacuum. Lapho umbuzo one-injongo ephakeme ufika kunkundla, futhi umphathi womphakathi ephendula nawo emgqeni wamazwana, umongo usushabalale. Ithimba lezokuthengisa alinalo ulwazi lokuthi lelo lead likhona, kanti ithimba lokumaketha alinalo ulwazi lokuthi lowo mbono ushumeka umthengi.
Lapho ama-workflow akho ehlukaniswe phakathi kwezinhlelo ezizalelwe ipulatifomu, ama-imeyili, nezishidi ezixhunywe, inqubo ye-"Comment-to-Lead" iya ngokuwohloka. Umphathi womphakathi ubona isignali, kodwa akanalo ulwazi lokuvala, futhi nakanjani akanayo i-channel yangasese futhi ephephile yokudlulisela. Ngakho bayashiya impendulo yomphakathi ethi "Thumela i-DM ukuze uthole imininingwane" bese bethemba okungcono. Lokho akusona isu; lokho nje ukukhipha umsebenzi.
Imodeli yokusebenza elula
Esikhundleni sokucela ithimba lakho "libe nesimpendulo esheshayo," yeka ukubacela ukuthi baphendule konke esidlangalaleni. Umthetho olula lapha: Uma kuwumlead, susa ngokushesha ekudlulisweni komphakathi. Awuyi-deski yokweseka; uwumshini wemali ogxile ezinsizeni.
Ukushintsha uye kumodeli ehleleke kahle kudinga inqubo ecacile ye-triage. Ithimba lakho lidinga ukusuka kumqondo wokuthi "phendula konke" libheke ekuhleleni okusebenzisanayo. Lapha lapho usebenzisa ukubonakala kwangaphakathi ukuze akukho okuphuthelwayo. Lapho ukuphawula kukhombisa inhloso, ithimba lakho kufanele lisebenzise Workspace Conversations ukuletha ababambe iqhaza abafanele - kungaba isazi somkhiqizo noma i-sales lead - ngaphandle kokushiya umsebenzi we-social.
Umthetho womsebenzi: Ungaguquli amazwana akho abe igumbi lengxoxo. Isigaba samazwana somphakathi siwukubonisa impilo yomphakathi. Imiyalezo yangasese namathread angaphakathi yilapho amadili akhiwa khona ngempela.
Nansi indlela elula enezigaba ezi-3 zokuhlela kabusha umsebenzi wakho wansuku zonke we-social:
- Ukubeka Amalebula: Sebenzisa amalebula ezingeni le-workspace ukubeka uphawu kumazwana angenayo ngokusekelwe enhlosweni, hhayi kuphela kumuzwa. Uma kuyisicelo sezici, wabelane ngelebula le-Product. Uma kuyumbuzo wamanani, wabelane ngelebula le-Sales.
- Ukubonisana: Esikhundleni sokubhala impendulo yomphakathi engaba sengozini, qala umthread ngqo kusethulo sokuthunyelwe eMydrop. Thola "ukuvuma" okusheshayo kumphathi wakho mayelana nendlela yokusingatha umbuzo.
- Ukuguqulwa: Hambisa umuntu oyingxenye yengxoxo kwichannel yangasese noma dlulisa isixhumanisi somthread ngqo kumugqa wamaleads we-CRM yethimba lakho lokuthengisa.
Amaqembu amaningi awanankinga nokuqukethwe. Ane-isithiyo sokuxhumanisa. Bachitha yonke amandla bokuxabana ngokudala isikhangiso, kodwa bashiya izimpendulo ezinentshiseko ephezulu ziphethwe yilowo okungena kusipulatifomu ngo-9:00 ekuseni ngoLwesibili. Ngokuphoqa ukudluliselwa endaweni yokusebenzisana, uphatha wonke ukuphawula njengomcebo wedatha kunokuthi umthwalo. Ukuphumula kokwazi ukuthi ithimba lakho lithola amaleads ngenkathi ulala kuyithuthukiso elikhulu kusakhiwo sakho sokusebenza.
I-AI iyaqedwa ukuba ithoyizi uma isixazulula inkinga yakho yokuxhumanisa. Njengamanje, amaqembu amaningi e-social achitha amahora escrolla ngamazwana angenamkhawulo, ezama ukuhlukanisa phakathi kokuphendula kwe-emoji okungahleliwe nekhasimende elisekhona elizobaleka. Empeleni usebenzisa ithalente lakho elihle lokumaketha njengesisihlungi somuntu sokulawula okuqukethwe.
Esikhundleni salokho, inhloso ukuvumela umsizi wakho we-AI ukuba aphathe umsindo ukuze abantu bakho bagxile ezingxoxweni. Lapho ufaka umsele wakho wamazwana endaweni yokusebenzisana enezici ze-AI, uyeka ukufunda umugqa ngomugqa uye ekuhlonzeni amaphethini. Umsizi angafaka uphawu amagama angukhiye anenjongo ephezulu - afana "amanani," "demo," "trial," noma "akhawunti" - bawaveze ngqo ezingxoxweni zakho zephrojekthi. Lokhu kuguqula isigaba sakho samazwana sibe umgodi ongamkhawulo wemisebenzi ube umugqa wamaleads afanelekile. Awukwazi nje ukuzenzakalelayo impendulo; uyazenzakalela ukukodwa kokuthola lapho ithimba lakho lezokuthengisa lifanele ukuba khona ngokulandelayo.
Umthetho womsebenzi: Uma i-AI ifaka uphawu lwe-lead, ungawuphenduli umgqeni. Qaphela ukuphawula ngamagama alula, avunywe umuntu we-brand, bese udlulisela ingxoxo yezohwebo kwichannel yangasese lapho ithimba lakho lingasebenza khona ngaphandle kwezethameli zomphakathi.
Lapha yilapho isikweletu sokuxhumanisa sigqekeza khona. Ngokufaka amalebula nokudlulisa lezi zimpawu ngaphakathi kwendawo ehlanganyelwe efana neMydrop, amakhanda aku-Marketing, Sales, ne-Support angabona umthread ofanayo, axoxe ngomongo, futhi anqume ukuphendula okuvumelanayo ngaphandle kokulahlekelwa yisikhathi kwimpendulo-emuva noma ukudideka ku-Slack.
Amamethrikhi abonisa ukuthi uhlelo lusebenza
Awukwazi ukuphatha ongakukali, kodwa yeka ukulinganisa ama-likes. Uma ufuna ukufakazela ukuthi le audit ifaka imali, kufanele ulandele ijubane lomugqa wamaleads, hhayi ivolumu yokuxhumana. Amaqembu amaningi ashalazela ku-"vanity engagement" kuyilapho amamethrikhi wangempela okuguqulwa ehlala ephansi.
Nansi indlela ongashintsha ngayo indaba kusuka "buka ukufinyelela kwethu" iya ku "buka umugqa wethu."
Ibhokisi le-KPI: I-Lead-Triage Scorecard
Metric OkuKubika Isibonakaliso Sokuphumelela Isikhathi Sokuthunywa Kwe-Triage Isikhathi kusukela ekuphawuleni kuya ekudluliselweni kwangaphakathi < 60 imizuzu Ukukhuphuka Kokuguqulwa Isilinganiso sokuphumelela kusuka ku-Lead kuya ku-DM > ukunyuka kuka-15% Isilinganiso Sezikweletu Zokusekelwa Uhlangothi lwomsindo vs. izimpawu ezisebenzisekayo Ithambeka lehla Ikhwalithi Yokuphendula Ukuguqulwa okuholwa umuntu vs. okuzenzakalelayo Ukunqoba okuneduze kuyakhuphuka
Lapho ulandela lawa mamethrikhi ku-dashboard yakho ye-analytics ephakathi, ekugcineni unezibalo zokutshela ubuholi ukuthi isu lakho le-social liyishayela yemali, hhayi isikhungo sezindleko. Awusasenzi nokucabanga ukuthi okuthunyelwe kuyasebenza; ubuka i-dashboard ekufakazela.
Uhlu lokudlulisa lwansuku zonke
Uma uqondisa ithimba elingaphezu kwabantu ababili, ukuvumelana kuyindlela eyodwa yokuvikela uhlelo ekwahlulekeni. Sebenzisa lolu hlu njengendawo yokuqala yokuhlanganisa yethimba lakho nsuku zonke ukuze nokuqinisekisa ukuthi akukho lead elihlala lifihlakele.
- Bheka imephu yomlilo yamahora angama-24: Hlola amazwana abekwe i-AI kusuka ezithunyelweni eziphumelele kakhulu izolo.
- Hlola ibhodi le-Triage: Qinisekisa ukuthi wonke ukuphawula okulebuliwe njenge "Lead" kuneqembu elabelwe ukulandela.
- Bheka umugqa we-"Support Debt": Sula imibuzo elula ejwayelekile ukuze ithimba ligxile ezingxoxweni eziyinkimbinkimbi nezinezinga eliphezulu.
- Hlanganisa ne-Sales: Qinisekisa ukuthi ama-DM aqalwe yithimba le-social athathwa ngama-account executives.
- Vuselela amanothi eKhalenda: Bhalisa noma yiziphi izindikimba eziphindaphindayo noma izicelo zezici ezishiwo emamazwaneni ukuze zisize ukuhlela okuqukethwe okulandelayo.
Iphutha elijwayelekile: Ukubheka umphathi wakho we-social media njengommeli woxhaso lwamakhasimende. Uma umphoqelela ukuphendula yonke imibuzo yezobuchwepheshe kumazwana, empeleni ukhokhela ukuba bahlale nokugcina amakhasimende akude nomugqa wakho wokuthengisa.
Amaqembu amaningi awanankinga nokuqukethwe. Ane-isithiyo sokwenza izinqumo. Lapho uyeka ukubheka yonke ingxoxo ye-social njengemthwalo bese uqala ukuyibheka njengomthombo wedatha ohleliwe, ushintsha ukusuka ekudlaleni ukuvikelwa kwesigaba samazwana uye ekudlaleni ukuhlasela emakethe yakho. Amaqembu awanqoba awagcini ngokuba nezikhangiso ezidume kakhulu; awanqoba ngokushesha lapho ikhasimende liphakamisela isandla.
Indlela yokusebenza eyenza ushintsho luhlale njalo
Ingozi enkulu ekuhloleni amazwana e-social ayivolumu; ukulahleka komongo. Uma wenza i-triage kumaspredishithi kanti umphathi womphakathi usehlelo lwangempela noluthile, kanti ithimba lakho lokuthengisa lihlala ku-Sales force, usuvele ulahlekelwe. I-lead izopholisa ngaphambi kokuthi ukudluliselwa kuqedwe.
Ukuze ushintsho luhlale, udinga i-single source of truth lapho ukuphawula uqobo kuhlala kanye nesinqumo. Yeka ukuhudula idatha; hambisa ukwenza izinqumo endaweni yokusebenza.
Lapho ithimba lakho lisebenzisa ipulatifomu efana neMydrop, uyeka ukubheka amazwana njengezixwayiso ezizimele. Esikhundleni salokho, udala indawo yokusebenzela yethumela lapho amaqembu okuqukethwe, omphakathi, kanye nethimba lokuthengisa bengabona isignali efanayo. Awudingi umlandeli ozimele. Ubeka ilebula kumlingani, unikeze isimo ngqo kumthread, futhi ugcine umongo wekhasimende lapho ingxoxo yaqala khona.
Uhlelo: Ukudluliselwa Kwemizuzu eyi-3
- Khomba: Umphathi womphakathi ubona inhloso ekuphawuleni.
- Nika umongo: Sebenzisa
Conversationsukuxhumanisa ukuphawula namamanothi angaphakathi - kungani lokhu kubalulekile kumkhankaso wethu wamanje?- Nika umsebenzi: Beka ilebula ku-sales lead ngqo kumthread. Ukuphawula manje sekuyinto ephilayo kumugqa wabo, hhayi isaziso esise-inbox yabo.
Lokhu akukhona ukwengeza ithuluzi elisha; kuwukunciphisa umsindo. Lapho unendawo enikeziwe yokuxoxa ngezethulo zokuthunyelwe, ukulandelela impendulo, nokulungisa umlayezo wakho, uyeka ukuphetha ukuthi ingxoxo ibalulekile. Ungabona yonke imlando yokuzibandakanya kwe-akhawunti, hhayi kuphela ukuphawula okukodwa okuvuke eselivela kuhlelo lwakho lokusebenza lweselula.
Uhlu Lwokuhlola Lwe-Audit Lweviki Elizayo
Uma ufuna ukukwenze kube inqubo ejwayelekile yokusebenza, qala kancane. Ungazami ukuhlola iminyaka emithathu yedatha yomlando. Gxila ezithunyelweni ezinemiphumela ephakeme ezinsukwini eziyisikhombisa ezedlule.
- Ukuvumelana kweLwesihlanu: Nikeza imizuzu engu-20 ngoLwesihlanu ukuze umholi wokuqukethwe nomphathi womphakathi babuke izithunyelwe ezingu-20 ezibambe kakhulu ukuzibandakanya.
- Isigaba Sokufaka Amalebula: Sebenzisa amalebula angaphakathi ukuveza amazwana njenge
[Lead-Ready],[Support-Only], noma[Noise]. - Ukudluliselwa: Qinisekisa ukuthi wonke ukuphawula oku-
[Lead-Ready]kunomnikazi ocacile obekwe endaweni yakho yokusebenzela. Uma kungabelwanga umuntu, akusikho i-lead; kuyindlela nje oyenza uyikhohlwe.
Isiphetho
Ukushintsha kusuka ekuzibandakanyeni kuya ekuguqulweni akusona isixazululo sobuchwepheshe kuphela. Kuyisivivinyo sokugxila. Amaqembu amaningi e-enterprise awanqobi ukuthola amazwana amaningi; ayahlupheka ngokuyeka isikhathi kumazwana angalungile. Inhloso ukususa izinto ezingaphezu ukuze ukwazi ukubona ikhasimende ngempela.
Yeka ukulandela i-algorithm, qala ukulandela isignali. Umugqa wakho wokuthengisa usuvele usebenza; udinga ukuthi uyeke ukuwufihla ngaphansi kweqhekeza lemibuzo yakho. Uma wenze isikhungo somsebenzi wesocial kube sendaweni eyodwa - ukuletha izingxoxo zakho, umongo wokuqukethwe, nokubambisana kweqembu ndawonye - uyeka ukuphatha i-social media uqale ukuphatha imali engenayo. Awudingi ivolumu engeziwe. Udinga ukukhanya Okuningi.
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