{"id":308,"date":"2024-08-13T22:42:36","date_gmt":"2024-08-13T14:42:36","guid":{"rendered":"http:\/\/www.gmail10000.com\/blog\/?p=308"},"modified":"2024-08-13T22:42:36","modified_gmt":"2024-08-13T14:42:36","slug":"%e5%a6%82%e4%bd%95%e4%bf%ae%e5%a4%8d%e6%8d%9f%e5%9d%8f%e7%9a%84%e9%94%80%e5%94%ae%e8%90%a5%e9%94%80%e7%ba%bf%e7%b4%a2%e6%bc%8f%e6%96%97","status":"publish","type":"post","link":"http:\/\/www.gmail10000.com\/blog\/?p=308","title":{"rendered":"\u5982\u4f55\u4fee\u590d\u635f\u574f\u7684\u9500\u552e\u8425\u9500\u7ebf\u7d22\u6f0f\u6597"},"content":{"rendered":"

<\/h1>\n

\u901a\u8fc7\u4fee\u590d\u635f\u574f\u7684\u9500\u552e\u6f0f\u6597\uff0c\u9500\u552e\u548c\u8425\u9500\u53ef\u4ee5\u7ed3\u5408\u5728\u4e00\u8d77\u3002<\/span><\/h2>\n
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<\/div>\n<\/div>\n
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\"Influ2<\/figure>\n

\u60a8\u5df2\u7ecf\u52aa\u529b\u5c06\u8fd1\u671f\u8425\u9500\u6d3b\u52a8\u7684\u53c2\u4e0e\u5ea6\u8f6c\u5316\u4e3a\u6f5c\u5728\u5ba2\u6237\u3002\u4e00\u65e6\u60a8\u7684\u5acc\u7591\u4eba\u6210\u4e3a\u6700\u7ec8\u8fbe\u5230\u5f97\u5206\u95e8\u69db\u7684\u6f5c\u5728\u5ba2\u6237\uff0c\u60a8\u5c31\u4f1a\u5c06\u8fd9\u4e9b\u6f5c\u5728\u5ba2\u6237\u629b\u5230\u4e00\u8fb9\uff0c\u8ba9\u9500\u552e\u4eba\u5458\u7ee7\u7eed\u5de5\u4f5c\u3002\u540e\u6765\uff0c\u60a8\u53d1\u73b0\uff0c\u5728\u6700\u521d\u7684\u63a8\u52a8\u4e4b\u540e\uff0c\u60a8\u7684\u70ed\u60c5\u8425\u9500\u6f5c\u5728\u5ba2\u6237\u5df2\u7ecf\u53d8\u51b7\u6de1\u3002\u8fd9\u662f\u56e0\u4e3a\u9500\u552e\u4eba\u5458\u4f18\u5148\u8003\u8651\u4ed6\u4eec\u7684\u5217\u8868\uff0c\u800c\u4e0d\u662f\u60a8\u53d1\u9001\u7ed9\u4ed6\u4eec\u7684\u6f5c\u5728\u5ba2\u6237\u3002\u6b64\u5916\uff0c\u9500\u552e\u4eba\u5458\u4e0d\u5e0c\u671b\u60a8\u5bf9\u4ed6\u4eec\u7684\u4f18\u5148\u5217\u8868\u8fdb\u884c\u4efb\u4f55\u8425\u9500\uff0c\u56e0\u4e3a\u60a8\u7f3a\u4e4f\u4ed6\u4eec\u6b63\u5728\u79ef\u6781\u57f9\u517b\u7684\u5173\u7cfb\u7684\u80cc\u666f\u3002\u8fd9\u5bfc\u81f4\u4ed6\u4eec\u4e0d\u4e0e\u60a8\u5171\u4eab\u6570\u636e\u3002<\/span><\/p>\n

\u76ee\u6807\u4e0d\u4e00\u81f4\u3002\u7531\u4e8e\u7f3a\u4e4f\u6c9f\u901a\u5bfc\u81f4\u6267\u884c\u4e0d\u529b\u3002\u7f3a\u4e4f\u5171\u4eab\u7684\u53ef\u9760\u6570\u636e\u3002\u6240\u6709\u8fd9\u4e9b\u6700\u7ec8\u5bfc\u81f4\u4e24\u4e2a\u56e2\u961f\u4e4b\u95f4\u7684\u4fe1\u4efb\u5ea6\u4f4e\u3002\u8fd9\u79cd\u60c5\u51b5\u53ef\u80fd\u4f1a\u5bfc\u81f4\u9500\u552e\u548c\u8425\u9500\u4e4b\u95f4\u7684\u4e25\u91cd\u5206\u6b67\u3002\u8fd9\u4f1a\u5f71\u54cd\u6536\u5165\u3002<\/span><\/p>\n

\u90a3\u4f60\u8be5\u600e\u4e48\u505a\u5462\uff1f\u8ba9\u6211\u4eec\u770b\u770b\u5982\u4f55\u4fee\u590d\u6f0f\u6597\u3002<\/span><\/p>\n

\u4f7f\u7528\u91c7\u8d2d\u56e2\u8425\u9500\u7b56\u7565<\/span><\/h1>\n

\u6839\u636e<\/span>Forrester \u7684<\/span>\u8c03\u67e5\uff0c94% \u7684 B2B \u91c7\u8d2d\u51b3\u7b56\u662f\u7531\u91c7\u8d2d\u56e2\u4f53\u800c\u975e\u4e2a\u4eba\u505a\u51fa\u7684\u3002\u5982\u4eca\uff0c\u4f7f\u7528\u4f20\u7edf\u7684\u57fa\u4e8e\u8d26\u6237\u7684\u8425\u9500 (ABM) \u65b9\u6cd5\u662f\u4e0d\u591f\u7684\u3002\u60a8\u5fc5\u987b\u66f4\u52a0\u7ec6\u81f4\u5730\u4e86\u89e3\u624d\u80fd\u8054\u7cfb\u5230<\/span>\u5408\u9002\u7684<\/span><\/em>\u8054\u7cfb\u4eba\u3002\u60a8\u5fc5\u987b\u8054\u7cfb\u91c7\u8d2d\u56e2\u4f53\u3002<\/span><\/p>\n

\u91c7\u8d2d\u96c6\u56e2\u8425\u9500 (BGM) \u4e13\u6ce8\u4e8e\u5438\u5f15\u76ee\u6807\u5ba2\u6237\u4e2d\u7684\u5173\u952e\u51b3\u7b56\u8005\u3002\u8fd9\u79cd\u65b9\u6cd5\u662f\u5173\u4e8e\u6301\u7eed\u76d1\u63a7\u76ee\u6807\u5ba2\u6237\u4e2d\u91c7\u8d2d\u96c6\u56e2\u7684\u60c5\u7eea\u548c\u53c2\u4e0e\u5ea6\uff0c\u4ee5\u76f8\u5e94\u5730\u7b56\u5212\u8425\u9500\u548c\u9500\u552e\u4f53\u9a8c\u3002\u4f8b\u5982\uff0c\u91d1\u878d\u91c7\u8d2d\u96c6\u56e2\u6210\u5458\u53ef\u80fd\u4e0e IT \u91c7\u8d2d\u96c6\u56e2\u6210\u5458\u6709\u4e0d\u540c\u7684\u987e\u8651\u3002\u60a8\u7684\u5185\u5bb9\u3001\u521b\u610f\u548c\u4ea4\u4ed8\u5e94\u56f4\u7ed5\u8fd9\u4e00\u70b9\u8fdb\u884c\u8bbe\u8ba1\u3002<\/span><\/p>\n

\u867d\u7136\u4f20\u7edf\u89e3\u51b3\u65b9\u6848\u8fd8\u4e0d\u591f\u590d\u6742\uff0c\u65e0\u6cd5\u53ef\u9760\u5730\u8bc6\u522b\u548c\u5438\u5f15\u8d2d\u4e70\u7fa4\u4f53\uff0c\u4f46\u65b0\u6280\u672f\u6b63\u5728\u6d8c\u73b0\uff0c\u53ef\u4ee5\u8861\u91cf\u7fa4\u4f53\u7684\u8f6c\u5316\u6982\u7387\u3002Influ2 \u7684\u57fa\u4e8e\u4e2a\u4eba\u7684\u5e7f\u544a\u89e3\u51b3\u65b9\u6848\u662f BGM \u7684\u63a8\u52a8\u8005\u3002\u57fa\u4e8e\u4e2a\u4eba\u7684\u5e7f\u544a\u4e0d\u4ec5\u53ef\u4ee5\u8ba9\u60a8\u5728\u4e2a\u4eba\u548c\u8d2d\u4e70\u7fa4\u4f53\u5c42\u9762\u6355\u6349\u4e70\u5bb6\u53c2\u4e0e\u5ea6\u3002\u5206\u6570\u8868\u660e\u4e2a\u4eba\u7684\u63a8\u5e7f\u6210\u719f\u5ea6\u3002\u7136\u540e\u53ef\u4ee5\u901a\u8fc7\u6e20\u9053\u548c\u73b0\u6709\u5de5\u4f5c\u6d41\u7a0b\uff08\u4f8b\u5982 Salesforce\u3001HubSpot\u3001Marketo \u548c Outreach\uff09\u5c06\u8fd9\u4e9b\u6570\u636e\u6295\u5165\u4f7f\u7528\u3002\u8fd9\u4f7f\u8425\u9500\u4eba\u5458\u53ef\u4ee5\u901a\u77e5\u9500\u552e\u4eba\u5458\u4ed6\u4eec\u6700\u5173\u5fc3\u7684\u8054\u7cfb\u4eba\u7684\u53c2\u4e0e\u6d3b\u52a8\u3002<\/span><\/p>\n

\u91cd\u65b0\u601d\u8003 MQL<\/span><\/h1>\n

\u5728\u6f5c\u5728\u5ba2\u6237\u751f\u547d\u5468\u671f\u4e2d\uff0c\u8425\u9500\u5408\u683c\u6f5c\u5728\u5ba2\u6237 (MQL) \u901a\u5e38\u662f\u201c\u6240\u6709\u6743\u201d\u4ece\u8425\u9500\u90e8\u95e8\u8f6c\u79fb\u5230\u9500\u552e\u90e8\u95e8\u7684\u73af\u8282\u3002\u8425\u9500\u548c\u9500\u552e\u901a\u5e38\u5728 MQL \u5899\u7684\u4e24\u4fa7\u72ec\u7acb\u5de5\u4f5c\u3002<\/span><\/p>\n

\u8425\u9500\u5c06\u5185\u5bb9\u7f51\u7edc\u5e7f\u6492\u7f51\uff0c\u8986\u76d6\u6f5c\u5728\u5ba2\u6237\u7684\u5e7f\u9614\u6d77\u6d0b\u3002\u9500\u552e\u5219\u5c06\u8303\u56f4\u7f29\u5c0f\uff0c\u6ee1\u8db3\u4e2a\u4eba\u7684\u7279\u5b9a\u9700\u6c42\u548c\u70ed\u70b9\u95ee\u9898\u3002\u5f53\u6f5c\u5728\u5ba2\u6237\u901a\u8fc7\u8425\u9500\u83b7\u5f97\u8d44\u683c\u540e\uff0c\u5b83\u5c06\u4ece\u4e00\u4e2a\u9886\u57df\u8f6c\u79fb\u5230\u53e6\u4e00\u4e2a\u9886\u57df\u2014\u2014\u4ece\u5e7f\u6492\u7f51\u5230\u72ed\u6492\u7f51\u3002<\/span><\/p>\n

\u5982\u679c MQL \u662f\u60a8\u4f5c\u4e3a\u8425\u9500\u4eba\u5458\u62a5\u544a\u7684\u4e3b\u8981 KPI\uff0c\u90a3\u8fd9\u8fd8\u4e0d\u591f\u3002\u60f3\u8c61\u4e00\u4e0b\uff0c\u9500\u552e\u548c\u8425\u9500\u53ef\u4ee5\u5728\u6f5c\u5728\u5ba2\u6237\u7684\u6574\u4e2a\u751f\u547d\u5468\u671f\u5185\u534f\u540c\u5de5\u4f5c – \u4ece\u6700\u521d\u7684\u610f\u8bc6\u5230\u8fbe\u6210\u4ea4\u6613\u3002\u6446\u8131 MQL \u5c06\u628a\u6f0f\u6597\u7edf\u4e00\u4e3a\u4e00\u4e2a\u6574\u4f53\u7684\u4e70\u5bb6\u65c5\u7a0b\uff0c\u5176\u4e2d\u9500\u552e\u548c\u8425\u9500\u6d3b\u52a8\u4e0d\u518d\u662f\u72ec\u7acb\u7684\u6982\u5ff5\uff0c\u800c\u662f\u9488\u5bf9\u6574\u4e2a\u8d2d\u4e70\u7fa4\u4f53\u7684\u534f\u8c03\u4e00\u81f4\u7684\u52aa\u529b\u3002\u5b83\u4ee5\u5916\u79d1\u624b\u672f\u822c\u7684\u7cbe\u51c6\u5ea6\u4f7f\u7528\u5de5\u5177\u7bb1\u4e2d\u7684\u6240\u6709\u5de5\u5177\u3002\u8fd9\u6837\u7684\u6574\u4f53\u52aa\u529b\u6ce8\u91cd\u4e70\u5bb6\u7684\u4f53\u9a8c\u3002\u8d2d\u4e70\u7fa4\u4f53\u53c2\u4e0e\u5ea6\u5206\u6570\u662f\u9500\u552e\u548c\u8425\u9500\u5171\u4eab\u7684\u6307\u6807\uff0c\u53ef\u4ee5\u5e2e\u52a9\u66f4\u597d\u5730\u534f\u8c03\u56e2\u961f\u5e76\u63d0\u4f9b\u6709\u4ef7\u503c\u7684\u89c1\u89e3\uff0c\u4ee5\u63a8\u52a8\u6574\u4e2a\u5e10\u6237\u8de8\u8fc7\u7ec8\u70b9\u7ebf\u3002<\/span><\/p>\n

\u6211\u4eec\u7684\u6570\u636e\u663e\u793a\uff0c\u53c2\u4e0e\u5ea6\u9ad8\u7684\u8d2d\u4e70\u7fa4\u4f53\u7684\u8f6c\u5316\u7387\u5e73\u5747\u6bd4\u4e0d\u53c2\u4e0e\u5ea6\u9ad8\u7684\u8d2d\u4e70\u7fa4\u4f53\u9ad8\u51fa\u7ea6 2.5 \u500d\u3002\u5728\u9500\u552e\u53d1\u5c55\u9636\u6bb5\u4fc3\u6210\u53c2\u4e0e\u5ea6\u7684\u8425\u9500\u662f\u65e0\u4ef7\u7684\u3002\u4e8b\u5b9e\u4e0a\uff0c\u6211\u4eec\u7684\u4e00\u4f4d\u5ba2\u6237\u751a\u81f3\u5c06\u5e7f\u544a\u6295\u653e\u5230\u6f0f\u6597\u6df1\u5904\u7684\u8d2d\u4e70\u7fa4\u4f53\uff0c\u5e76\u53d6\u5f97\u4e86\u5de8\u5927\u7684\u6210\u679c\u3002\u5728\u201c\u6f14\u793a\u9636\u6bb5\u201d\u53c2\u4e0e\u5e7f\u544a\u7684\u8d2d\u4e70\u7fa4\u4f53\u7684\u8f6c\u5316\u7387\u63d0\u9ad8\u4e86 1.5 \u500d\uff0c\u5728\u201c\u8bc4\u4f30\u9636\u6bb5\u201d\u7684\u8f6c\u5316\u7387\u63d0\u9ad8\u4e86 2 \u500d\u3002<\/span><\/p>\n

\u8fd9\u662f\u4e00\u79cd\u5168\u65b0\u7684\u5de5\u4f5c\u65b9\u5f0f\uff01<\/span><\/p>\n

\u9500\u552e\u548c\u8425\u9500\u56e2\u961f\u9f50\u5fc3\u534f\u529b<\/span><\/h1>\n

\u5728\u8bb8\u591a\u516c\u53f8\u4e2d\uff0c\u8425\u9500\u548c\u9500\u552e\u534f\u8c03\u59cb\u4e8e\u8054\u5408\u4f1a\u8bae\uff0c\u4ee5\u786e\u5b9a\u7406\u60f3\u5ba2\u6237\u6863\u6848 (ICP)\uff0c\u4ee5\u4fbf\u56e2\u961f\u7784\u51c6\u6b63\u786e\u7684\u6f5c\u5728\u5ba2\u6237\u3002\u867d\u7136 BGM \u9700\u8981\u9500\u552e\u548c\u8425\u9500\u5728\u6574\u4e2a\u6e20\u9053\u4e2d\u8fdb\u884c\u534f\u4f5c\uff0c\u4f46\u5728\u65c5\u7a0b\u7684\u6bcf\u4e2a\u9636\u6bb5\u534f\u8c03\u4fe1\u606f\u4f20\u9012\u4e5f\u5c24\u4e3a\u91cd\u8981\u3002<\/span><\/p>\n

\u5982\u679c\u6ca1\u6709 MQL\uff0c\u9500\u552e\u5f00\u53d1\u56e2\u961f\u53ef\u4ee5\u4f18\u5148\u8003\u8651\u8d2d\u4e70\u7fa4\u4f53\u53c2\u4e0e\uff0c\u4ee5\u8fdb\u884c\u70ed\u60c5\u7684\u5bf9\u8bdd\u3002\u4f46\u8bf7\u8bb0\u4f4f\uff0c\u867d\u7136\u4f18\u5148\u8003\u8651\u8d2d\u4e70\u7fa4\u4f53\u53c2\u4e0e\uff0c\u4f46\u4efb\u4f55\u4e0e\u8425\u9500\u5de5\u4f5c\u76f8\u5173\u7684\u53c2\u4e0e\u90fd\u662f\u611f\u5174\u8da3\u7684\u8868\u73b0\u3002\u5982\u679c\u76ee\u6807\u70b9\u51fb\u4e86\u60a8\u7684\u5e7f\u544a\uff0c\u5219\u8868\u793a\u611f\u5174\u8da3\uff0c\u56e0\u6b64\u9500\u552e\u4eba\u5458\u5e94\u8be5\u6ce8\u610f\u6bcf\u4e00\u6b21\u70b9\u51fb\u3002<\/span><\/p>\n

\u4ece\u9ad8\u5c42\u6b21\u6765\u770b\uff0c\u5408\u4f5c\u5305\u62ec\uff1a<\/span><\/p>\n

    \n
  • \u534f\u8c03\u6218\u7565\uff0c<\/span><\/strong>\u6db5\u76d6\u8d2d\u4e70\u7fa4\u4f53\u67b6\u6784\u548c\u65b9\u6cd5\u3001\u89d2\u8272\u3001\u4e2a\u6027\u5316\u548c\u9690\u79c1\u7b49\u9886\u57df\u3002<\/span><\/li>\n
  • \u521b\u9020\u76f8\u5173\u4f53\u9a8c\uff1a<\/span><\/strong>\u4ece\u590d\u5236\u5230\u521b\u610f\uff0c\u4ece\u610f\u8bc6\u5230\u8fbe\u6210\u4ea4\u6613\uff0c\u624b\u5de5\u5236\u4f5c\u4e70\u5bb6\u4f53\u9a8c\uff0c\u4ee5\u4e2a\u4f53\u800c\u975e\u7c7b\u578b\u7684\u65b9\u5f0f\u6765\u63a5\u89e6\u6f5c\u5728\u5ba2\u6237\u3002<\/span><\/li>\n
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