{"id":12898,"date":"2022-03-14T15:28:41","date_gmt":"2022-03-14T15:28:41","guid":{"rendered":"https:\/\/newlightdigital.com\/?p=12898"},"modified":"2024-07-16T15:06:39","modified_gmt":"2024-07-16T15:06:39","slug":"account-based-marketing-vs-inbound-marketing","status":"publish","type":"post","link":"https:\/\/newlightdigital.com\/ro\/blog\/account-based-marketing-vs-inbound-marketing\/","title":{"rendered":"Utilizarea Account Based Marketing vs Inbound Marketing"},"content":{"rendered":"\n<p>Account based marketing vs inbound marketing nu ar trebui s\u0103 fie o situa\u021bie de genul &#8222;ori una, ori alta&#8221;. Cele dou\u0103 pot &#8211; \u0219i ar trebui &#8211; s\u0103 lucreze \u00eempreun\u0103 pentru a v\u0103 ajuta s\u0103 v\u0103 atinge\u021bi publicul \u021bint\u0103.<\/p>\n\n\n\n<p>Poate p\u0103rea contradictoriu s\u0103 spui c\u0103 vei concepe con\u021binut care atrage noi vizitatori prin inbound marketing \u0219i c\u0103 po\u021bi crea, de asemenea, con\u021binut care este at\u00e2t de personalizat pentru nevoile unui anumit cont \u00eenc\u00e2t \u00eel ajut\u0103 s\u0103 se converteasc\u0103. Dar este posibil s\u0103 folosi\u021bi ambele strategii de marketing pentru cea mai mare cre\u0219tere posibil\u0103 \u0219i angajarea clien\u021bilor.<\/p>\n\n\n\n<p>Vom examina ce este inbound marketing, cum se utilizeaz\u0103 account-based marketing \u0219i beneficiile \u00eembin\u0103rii celor dou\u0103 strategii de marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Asem\u0103n\u0103ri \u0219i diferen\u021be \u00eentre account-based marketing \u0219i inbound marketing<\/h2>\n\n\n\n<p>\u00cenainte de a explica cum s\u0103 folosi\u021bi \u00eempreun\u0103 inbound marketing \u0219i account-based marketing, trebuie s\u0103 ave\u021bi o idee solid\u0103 despre ce \u00eenseamn\u0103 fiecare dintre ace\u0219ti termeni. Iat\u0103 defini\u021biile \u00eempreun\u0103 cu avantajele \u0219i dezavantajele fiec\u0103reia dintre aceste strategii.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ce este inbound marketing?<\/h2>\n\n\n\n<p>P\u00e2n\u0103 acum, mul\u021bi oameni sunt familiariza\u021bi cu inbound marketing. Este vorba despre strategia de a crea con\u021binut captivant care atrage, \u00eenc\u00e2nt\u0103 \u0219i converte\u0219te poten\u021bialii clien\u021bi. Scopul este de a construi rela\u021bii semnificative cu clien\u021bii dumneavoastr\u0103, astfel \u00eenc\u00e2t s\u0103 v\u0103 pute\u021bi dezvolta compania \u0219i s\u0103 v\u0103 atinge\u021bi poten\u021bialul maxim.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1080\" height=\"630\" src=\"https:\/\/newlightdigital.com\/wp-content\/uploads\/2022\/03\/My-project-66.jpg\" alt=\"Inbound Marketing\" class=\"wp-image-5355\" srcset=\"https:\/\/newlightdigital.com\/wp-content\/uploads\/2022\/03\/My-project-66.jpg 1080w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2022\/03\/My-project-66-300x175.jpg 300w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2022\/03\/My-project-66-1024x597.jpg 1024w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2022\/03\/My-project-66-768x448.jpg 768w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2022\/03\/My-project-66-370x216.jpg 370w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n\n\n<p>Inbound marketing \u00ee\u0219i propune s\u0103 v\u0103 ajute s\u0103 v\u0103 atinge\u021bi publicul \u00een trei etape.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Atragerea: oferi\u021bi con\u021binut valoros pentru a \u00eencepe o conversa\u021bie cu clien\u021bii dvs. \u0219i pentru a v\u0103 angaja cu ei<\/li>\n\n\n\n<li>Implicare: oferi\u021bi informa\u021bii provocatoare \u0219i demonstra\u021bi c\u0103 \u00een\u021belege\u021bi punctele sensibile ale clien\u021bilor poten\u021biali<\/li>\n\n\n\n<li>\u00cenc\u00e2nta\u021bi: sprijini\u021bi clientul pe parcursul procesului de cump\u0103rare \u0219i dincolo de acesta cu informa\u021bii care \u00eei ajut\u0103 s\u0103 reu\u0219easc\u0103 \u0219i s\u0103 \u00ee\u0219i dep\u0103\u0219easc\u0103 punctele slabe<\/li>\n<\/ol>\n\n\n\n<p>Pe m\u0103sur\u0103 ce oamenii trec prin aceste faze, ei trec de la str\u0103ini la clien\u021bi poten\u021biali \u0219i apoi la promotori. Astfel v\u0103 ajut\u0103 s\u0103 v\u0103 dezvolta\u021bi organiza\u021bia. Ve\u021bi avea nevoie de strategii de marketing diferite pentru fiecare dintre cele trei faze ale marketingului inbound pentru a v\u0103 atinge obiectivele.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Profesioni\u0219tii marketingului inbound<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Se concentreaz\u0103 pe a ajuta clien\u021bii \u00een loc s\u0103 le v\u00e2nd\u0103 constant<\/li>\n\n\n\n<li>\u00ce\u0219i ia timp pentru a ob\u021bine feedback de la pia\u021b\u0103 \u0219i pentru a ajusta strategiile \u00een func\u021bie de acest feedback<\/li>\n\n\n\n<li>Ajut\u0103 la preg\u0103tirea clien\u021bilor pentru conversa\u021biile de v\u00e2nzare, astfel \u00eenc\u00e2t ace\u0219tia s\u0103 fie educa\u021bi \u0219i preg\u0103ti\u021bi s\u0103 ia \u00een considerare ceea ce le oferi\u021bi<\/li>\n\n\n\n<li>Se potrive\u0219te cu nevoile clien\u021bilor \u0219i \u00eei implic\u0103 pe clien\u021bi \u00een modul \u00een care ace\u0219tia doresc s\u0103 fie implica\u021bi<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Inbound marketing contra<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Inbound marketing tinde s\u0103 fie un joc de lung\u0103 durat\u0103, pe care unele companii nu au luxul de timp s\u0103 \u00eel a\u0219tepte<\/li>\n\n\n\n<li>Este nevoie de ceva timp pentru a testa \u0219i retesta con\u021binutul pentru fiecare faz\u0103 a c\u0103l\u0103toriei clientului pentru a g\u0103si ce func\u021bioneaz\u0103 eficient<\/li>\n\n\n\n<li>Stabilirea \u00eentr-o industrie sau linie de produse aglomerat\u0103 poate fi foarte dificil\u0103 atunci c\u00e2nd toat\u0103 lumea se angajeaz\u0103 \u00een strategii similare<\/li>\n<\/ul>\n\n\n\n<section class=\"s-block1\"> <div class=\"s-block1__inner\"> <div class=\"s-block1__body\"> <h2 class=\"s-block1__title title\">C\u0103uta\u021bi o agen\u021bie de marketing?<\/h2> <div class=\"s-block1__text t-last\">Ob\u021bine\u021bi rezultate m\u0103surabile la investi\u021bia dvs.<\/div> <div class=\"s-block1__btn\"> <a class=\"btn\" href=\"https:\/\/newlightdigital.com\/ro\/request-a-free-quote\/\">Colabora\u021bi cu noi<\/a> <\/div> <\/div> <div class=\"s-block1__pic\"><\/div> <\/div> <\/section>\n\n\n\n<h2 class=\"wp-block-heading\">Ce este marketingul bazat pe conturi?<\/h2>\n\n\n\n<p>Cunoa\u0219terea \u00een profunzime a publicului dumneavoastr\u0103 este o parte esen\u021bial\u0103 a oric\u0103rei strategii de marketing. Dar marketingul bazat pe conturi merge cu un pas mai departe, cre\u00e2nd experien\u021be personalizate \u00een func\u021bie de fiecare prospect.<\/p>\n\n\n\n<p>\u00cempreun\u0103, echipele de marketing \u0219i de v\u00e2nz\u0103ri elaboreaz\u0103 strategii pentru a grupa cump\u0103r\u0103torii \u00een conturi, \u00een loc s\u0103 priveasc\u0103 fiecare cump\u0103r\u0103tor individual ca pe un client. \u00cen acest fel, v\u00e2nz\u0103rile \u0219i marketingul pot crea experien\u021be pentru clien\u021bi \u00een func\u021bie de grupul de clien\u021bi din cadrul unui cont.<\/p>\n\n\n\n<p>Marketingul bazat pe conturi este ideal pentru produsele \u0219i serviciile cu valoare ridicat\u0103. Multe afaceri B2B beneficiaz\u0103 de acest tip de marketing datorit\u0103 complexit\u0103\u021bii procesului de v\u00e2nz\u0103ri.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Avantajele marketingului bazat pe conturi<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00cencurajeaz\u0103 o colaborare puternic\u0103 \u00eentre v\u00e2nz\u0103ri \u0219i marketing<\/li>\n\n\n\n<li>Se concentreaz\u0103 pe modul de a \u00eenc\u00e2nta un subgrup de clien\u021bi poten\u021biali<\/li>\n\n\n\n<li>\u00cencurajeaz\u0103 o strategie de con\u021binut personalizat<\/li>\n\n\n\n<li>Poate scurta ciclul de v\u00e2nz\u0103ri<\/li>\n\n\n\n<li>Adesea conduce la un ROI mai mare<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Contra marketingului bazat pe conturi<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Adesea prea complicat pentru produse simple, cu valoare redus\u0103<\/li>\n\n\n\n<li>Mai greu de \u00eenceput, deoarece necesit\u0103 o \u00een\u021belegere \u0219i o segmentare aprofundat\u0103 a publicului<\/li>\n\n\n\n<li>Include o curb\u0103 de \u00eenv\u0103\u021bare mai mare pentru a fi ini\u021biat eficient.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Unde se \u00eent\u00e2lnesc Inbound \u0219i marketingul bazat pe conturi<\/h2>\n\n\n\n<p>Cu o mai bun\u0103 \u00een\u021belegere a fiec\u0103ruia dintre aceste tipuri de marketing, pute\u021bi \u00eencepe acum s\u0103 examina\u021bi modul \u00een care acestea sunt similare.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ambele se concentreaz\u0103 pe crearea unei experien\u021be dinamice a clien\u021bilor, de la str\u0103ini la promotori ai brandului dvs<\/li>\n\n\n\n<li>Odat\u0103 ce a\u021bi stabilit strategii inbound, marketingul bazat pe conturi ajut\u0103 la accelerarea procesului prin segmentarea audien\u021bei \u0219i o \u00een\u021belegere mai profund\u0103 a ceea ce subgrupurile au nevoie \u0219i apreciaz\u0103 despre afacerea dvs.<\/li>\n\n\n\n<li>Ambele se concentreaz\u0103 pe con\u021binut \u0219i experien\u021be direc\u021bionate, extrem de personalizate pentru clien\u021bi<\/li>\n\n\n\n<li>Ambele strategii se concentreaz\u0103 pe fidelizarea \u0219i \u00eenc\u00e2ntarea clien\u021bilor, de\u0219i marketingul bazat pe conturi este \u0219i mai personalizat, ceea ce \u00eel face \u0219i mai bun pentru strategiile de fidelizare a clien\u021bilor<\/li>\n<\/ul>\n\n\n\n<p>Atunci c\u00e2nd este utilizat \u00eempreun\u0103, marketingul inbound ajut\u0103 la atragerea de noi clien\u021bi, iar marketingul bazat pe conturi accelereaz\u0103 procesul \u00een 3 pa\u0219i al marketingului inbound, oferind experien\u021be \u0219i mai valoroase clien\u021bilor prin \u00een\u021belegerea profund\u0103 a anumitor segmente ale publicului dvs.<\/p>\n\n\n\n<p>Nu pute\u021bi utiliza eficient marketingul bazat pe conturi f\u0103r\u0103 o abordare inbound. Acest lucru se datoreaz\u0103 faptului c\u0103 inbound se concentreaz\u0103 pe con\u021binut valoros care construie\u0219te rela\u021bii, ceea ce este important dac\u0103 inten\u021biona\u021bi s\u0103 le ar\u0103ta\u021bi clien\u021bilor dvs. c\u0103 le \u00een\u021belege\u021bi nevoile.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Sfaturi pentru marketingul bazat pe conturi<\/h2>\n\n\n\n<p>Concentra\u021bi-v\u0103 marketingul pe subgrupuri ale publicului dvs. cu ajutorul marketingului bazat pe conturi. Pentru a \u00eencepe, va trebui s\u0103 urma\u021bi aceste sfaturi.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Identifica\u021bi conturile relevante din cadrul audien\u021bei dvs. \u021bint\u0103<\/h3>\n\n\n\n<p>Analiza\u021bi-v\u0103 audien\u021ba ca echip\u0103 de v\u00e2nz\u0103ri \u0219i marketing. Apoi trece\u021bi \u00een revist\u0103 datele \u0219i subseturile audien\u021bei dumneavoastr\u0103. Acestea ar putea fi bazate pe dimensiunea companiei, procesul de v\u00e2nz\u0103ri, loca\u021bia geografic\u0103, veniturile etc.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1080\" height=\"630\" src=\"https:\/\/newlightdigital.com\/wp-content\/uploads\/2022\/03\/My-project-67.jpg\" alt=\"Target Audience\" class=\"wp-image-5356\" srcset=\"https:\/\/newlightdigital.com\/wp-content\/uploads\/2022\/03\/My-project-67.jpg 1080w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2022\/03\/My-project-67-300x175.jpg 300w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2022\/03\/My-project-67-1024x597.jpg 1024w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2022\/03\/My-project-67-768x448.jpg 768w, https:\/\/newlightdigital.com\/wp-content\/uploads\/2022\/03\/My-project-67-370x216.jpg 370w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n\n\n<p>Pute\u021bi crea buyer personas pentru aceste grupuri de conturi, astfel \u00eenc\u00e2t dvs. \u0219i echipa dvs. s\u0103 pute\u021bi \u00een\u021belege mai bine contul, nevoile acestuia \u0219i de ce este important. Acest lucru v\u0103 va ajuta s\u0103 g\u0103si\u021bi cea mai bun\u0103 modalitate de a ajunge la acel cont.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. \u00cen\u021belege\u021bi fiecare membru al echipei implicat \u00een luarea deciziilor<\/h3>\n\n\n\n<p>Marketingul bazat pe conturi se concentreaz\u0103 pe \u00een\u021belegerea factorilor de decizie implica\u021bi \u00een procesele complicate de cump\u0103rare. Exist\u0103 o <a href=\"https:\/\/www.wbresearch.com\/relationship-between-b2b-buying-content-sales-changed-insights\" target=\"_blank\" rel=\"noreferrer noopener\">medie de \u0219apte persoane<\/a> implicate \u00een majoritatea deciziilor de cump\u0103rare. \u00cen timp ce aceste \u0219apte persoane pot varia \u00een func\u021bie de companie, ve\u021bi g\u0103si multe asem\u0103n\u0103ri \u00een aceste echipe de cump\u0103rare \u0219i \u00een membrii lor.<\/p>\n\n\n\n<p>Odat\u0103 ce \u0219ti\u021bi mai multe, pute\u021bi implica fiecare dintre membrii echipelor de cump\u0103rare \u00een modul \u00een care trebuie s\u0103 fie implica\u021bi pentru a-\u0219i finaliza decizia de cump\u0103rare.<\/p>\n\n\n\n<p>Evalua\u021bi provoc\u0103rile cu care se confrunt\u0103 fiecare parte interesat\u0103 \u0219i apoi dezvolta\u021bi con\u021binut care ajut\u0103 la dep\u0103\u0219irea provoc\u0103rilor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Implicarea p\u0103r\u021bilor interesate pe canalele necesare<\/h3>\n\n\n\n<p>Acum c\u0103 \u0219ti\u021bi care sunt membrii fiec\u0103rui cont, pute\u021bi angaja clien\u021bii \u00een modul care este cel mai bun pentru ei. Aceasta ar putea fi e-mailul pentru unii, social media pentru al\u021bii sau conversa\u021bii unu-la-unu.<\/p>\n\n\n\n<p>Aceast\u0103 faz\u0103 se refer\u0103 la construirea unei rela\u021bii. Dori\u021bi s\u0103 v\u0103 face\u021bi timp pentru a v\u0103 cunoa\u0219te clien\u021bii \u0219i echipele care iau decizii.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Oferi\u021bi valoare \u0219i pleda\u021bi pentru produsul\/serviciul dvs.<\/h3>\n\n\n\n<p>Unii cump\u0103r\u0103tori ignor\u0103 informa\u021biile, mai ales atunci c\u00e2nd este vorba de informa\u021bii pe care nu vor s\u0103 le aud\u0103 sau nu sunt preg\u0103ti\u021bi s\u0103 le aud\u0103.<\/p>\n\n\n\n<p>Trebuie s\u0103 implica\u021bi ace\u0219ti cump\u0103r\u0103tori \u0219i s\u0103 vorbi\u021bi despre produsul sau serviciul dvs. atunci c\u00e2nd este necesar. Aminti\u021bi-v\u0103, scopul dvs. este de a educa \u0219i de a servi ca o resurs\u0103 f\u0103r\u0103 a vinde prea insistent.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Raporta\u021bi cu privire la conturi pentru a \u00eenv\u0103\u021ba \u0219i a v\u0103 \u00eembun\u0103t\u0103\u021bi<\/h3>\n\n\n\n<p>Faza final\u0103 a marketingului bazat pe conturi este raportarea la ceea ce a\u021bi \u00eenv\u0103\u021bat pentru a v\u0103 cre\u0219te \u0219ansele de a ob\u021bine v\u00e2nzarea cu alte conturi similare \u00een viitor.<\/p>\n\n\n\n<p>Inbound marketing \u0219i marketingul bazat pe conturi v\u0103 vor ajuta s\u0103 construi\u021bi rela\u021bii valoroase cu clien\u021bii dvs. \u00een timp ce v\u0103 cre\u0219te\u021bi profitul. Dac\u0103 nu sunte\u021bi sigur de unde s\u0103 \u00eencepe\u021bi cu strategiile de marketing pentru afacerea dumneavoastr\u0103, <a href=\"\/?page_id=10411\" target=\"_blank\" rel=\"noreferrer noopener\">programa\u021bi o consulta\u021bie gratuit\u0103<\/a> cu New Light Digital. Vom discuta despre modalit\u0103\u021bile prin care pute\u021bi angaja cel mai bine aceste strategii \u00een func\u021bie de industria dvs., publicul \u021bint\u0103 \u0219i produsele\/serviciile dvs.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/newlightdigital.com\/ro\/request-a-free-quote\/\" target=\"_blank\" rel=\"noreferrer noopener\">Solicita\u021bi o ofert\u0103 gratuit\u0103<\/a><\/div>\n<\/div>\n\n\n\n<p><strong>Lectur\u0103 suplimentar\u0103:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"\/?p=5311\">10 moduri sigure de a v\u0103 dezvolta afacerea \u00een domeniul construc\u021biilor<\/a><\/li>\n\n\n\n<li><a href=\"\/?p=5300\">Acest element al site-ului dvs. web v\u0103 afecteaz\u0103 experien\u021ba clien\u021bilor<\/a><\/li>\n\n\n\n<li><a href=\"\/?p=3863\">Pot anun\u021burile pl\u0103tite s\u0103 \u00eembun\u0103t\u0103\u021beasc\u0103 loialitatea clien\u021bilor?<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Care sunt asem\u0103n\u0103rile \u0219i diferen\u021bele dintre account-based marketing vs inbound marketing? Afla\u021bi avantajele \u0219i dezavantajele.<\/p>\n","protected":false},"author":2,"featured_media":5358,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[65],"tags":[],"class_list":["post-12898","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-ro"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Utilizarea Account Based Marketing vs Inbound Marketing &#8212; New Light Digital<\/title>\n<meta name=\"description\" content=\"Care sunt asem\u0103n\u0103rile \u0219i diferen\u021bele dintre account-based marketing vs inbound marketing? 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