{"id":3843,"date":"2019-11-16T11:25:40","date_gmt":"2019-11-16T04:25:40","guid":{"rendered":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/?p=3843"},"modified":"2022-10-15T22:47:46","modified_gmt":"2022-10-15T15:47:46","slug":"chien-luoc-b2b-marketing-cua-ban-se-vo-cung-doc-dao-neu-ap-dung-4-meo-sau","status":"publish","type":"post","link":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/chien-luoc-b2b-marketing-cua-ban-se-vo-cung-doc-dao-neu-ap-dung-4-meo-sau\/","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c B2B marketing c\u1ee7a b\u1ea1n s\u1ebd v\u00f4 c\u00f9ng \u0111\u1ed9c \u0111\u00e1o n\u1ebfu \u00e1p d\u1ee5ng 4 m\u1eb9o sau"},"content":{"rendered":"

Ai n\u00f3i c\u00e1c chi\u1ebfn d\u1ecbch B2B l\u00fac n\u00e0o c\u0169ng nh\u00e0m ch\u00e1n?<\/span><\/strong><\/p>\n

Tiffany Delmore<\/strong> – \u0110\u1ed3ng s\u00e1ng l\u1eadp SchoolSafe<\/em><\/p>\n

Khi ti\u1ebfp th\u1ecb cho c\u00e1c c\u00f4ng ty l\u1edbn h\u01a1n, c\u00e1c doanh nh\u00e2n bi\u1ebft r\u1eb1ng h\u1ecd c\u1ea7n ph\u1ea3i n\u1ed5i b\u1eadt. Tuy nhi\u00ean, r\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn d\u1ecbch B2C marketing h\u1ea5p d\u1eabn, s\u00e1ng t\u1ea1o nh\u01b0ng l\u1ea1i hi\u1ebfm khi \u00e1p d\u1ee5ng \u0111i\u1ec1u \u0111\u00f3 v\u1edbi B2B marketing. T\u1ea1i sao kh\u00f4ng? B\u1edfi l\u1ebd d\u01b0\u1eddng nh\u01b0 h\u1ecd kh\u00f4ng ph\u00e2n bi\u1ec7t \u0111\u01b0\u1ee3c s\u1ef1 kh\u00e1c nhau gi\u1eefa hai kh\u00e1i ni\u1ec7m \u201cchuy\u00ean nghi\u1ec7p\u201d v\u00e0 \u201cnh\u00e0m ch\u00e1n\u201d. Nh\u01b0ng th\u1ef1c t\u1ebf l\u00e0 ng\u01b0\u1eddi mua B2B c\u0169ng l\u00e0 ng\u01b0\u1eddi. N\u1ebfu c\u00e1c chi\u1ebfn thu\u1eadt h\u00e0i h\u01b0\u1edbc, m\u00e0u s\u1eafc v\u00e0 vui t\u01b0\u01a1i g\u00e2y \u0111\u01b0\u1ee3c ti\u1ebfng vang \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng h\u00e0ng ng\u00e0y th\u00ec n\u00f3 c\u0169ng c\u00f3 t\u00e1c d\u1ee5ng \u0111\u1ed1i v\u1edbi c\u00e1c chuy\u00ean gia. Nghi\u00eam t\u00fac, \u0111\u00e1ng tin c\u1eady nh\u01b0ng v\u1eabn h\u1ea5p d\u1eabn, h\u00e0i h\u01b0\u1edbc l\u00e0 \u0111i\u1ec1u n\u00ean c\u00f3 trong c\u00e1c chi\u1ebfn d\u1ecbch B2B. V\u00e0 \u0111\u00e2y l\u00e0 c\u00e1ch \u0111\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3.<\/span><\/p>\n

1.H\u00e3y khi\u1ebfn nh\u1eefng th\u1ee9 c\u1ed5 l\u1ed7 s\u0129 t\u1ecfa s\u00e1ng<\/span><\/strong><\/p>\n

Gi\u1ea5y l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m kh\u00f4ng \u0111\u00f2i h\u1ecfi qu\u00e1 nhi\u1ec1u s\u1ef1 gi\u1ea3i th\u00edch. Tuy nhi\u00ean, cho \u0111\u1ebfn g\u1ea7n \u0111\u00e2y, chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u1ee7a Case Paper t\u1eadp trung v\u00e0o s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh h\u01a1n \u0111\u00e3 t\u1ea1o n\u00ean th\u00e0nh c\u00f4ng cho h\u1ecd. Ngo\u00e0i d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng chu \u0111\u00e1o, \u0111i\u1ec1u m\u00e0 nhi\u1ec1u c\u00f4ng ty c\u00f3 th\u1ec3 y\u00eau c\u1ea7u, th\u00ec c\u00e1i l\u00e0m n\u00ean s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a c\u00f4ng ty gi\u1ea5y n\u00e0y l\u00e0 s\u1ef1 h\u00e0i h\u01b0\u1edbc k\u1ef3 qu\u1eb7c c\u1ee7a h\u1ecd. Case \u0111\u00e3 nh\u1edd c\u00f4ng ty ti\u1ebfp th\u1ecb B2B Renegade v\u00e0 nh\u1eadn \u0111\u01b0\u1ee3c m\u1ed9t chi\u1ebfn d\u1ecbch ch\u01a1i ch\u1eef v\u1edbi ch\u00ednh t\u00ean c\u00f4ng ty c\u1ee7a h\u1ecd \u201cgives a sheet\u201d, \u201con the case\u201d. Ch\u00ednh l\u1ed1i marketing ch\u01a1i ch\u1eef n\u00e0y \u0111\u00e3 khi\u1ebfn cho Case Paper b\u01b0\u1edbc sang m\u1ed9t trang m\u1edbi. T\u1eeb trang “Gi\u1edbi thi\u1ec7u” c\u1ee7a Case Paper cho \u0111\u1ebfn \u0111\u1ec1 can tr\u00ean c\u00e1c xe t\u1ea3i giao h\u00e0ng c\u1ee7a m\u00ecnh, Case Paper s\u1eed d\u1ee5ng h\u00ecnh \u1ea3nh v\u00e0 ng\u00f4n ng\u1eef \u0111\u00e1ng ng\u1ea1c nhi\u00ean v\u00e0 v\u00f4 c\u00f9ng vui nh\u1ed9n.<\/span><\/p>\n

Ch\u01a1i ch\u1eef b\u1ef1a, nh\u1eefng tr\u00f2 \u0111\u00f9a c\u1ed5 l\u1ed7 s\u0129, h\u00ecnh \u1ea3nh l\u1eadp d\u1ecb, n\u1ed9i dung k\u1ef3 qu\u1eb7c, ch\u00e2n th\u1ef1c lu\u00f4n g\u00e2y \u0111\u01b0\u1ee3c \u1ea5n t\u01b0\u1ee3ng v\u00ec ch\u00fang khi\u1ebfn ch\u00fang ta c\u01b0\u1eddi v\u00e0o nh\u1eefng \u0111i\u1ec1u nh\u1ecf nh\u1eb7t nh\u1ea5t. H\u00e3y b\u1ecf b\u1ed9 l\u1ecdc c\u1ee7a b\u1ea1n sang m\u1ed9t b\u00ean v\u00e0 khi\u1ebfn nh\u1eefng tr\u00f2 h\u1ec1 nh\u1ea1t nh\u1ebdo tr\u1edf n\u00ean t\u1ecfa s\u00e1ng.<\/span><\/p>\n

2.\u0110\u1ed3 h\u1ecda<\/span><\/strong><\/p>\n

M\u1edf m\u1ed9t b\u1ea3n c\u00e1o b\u1ea1ch (whitepaper) B2B v\u00e0 b\u1ea1n s\u1ebd th\u1ea5y c\u00e1c c\u1ed9t v\u0103n b\u1ea3n, \u0111i\u1ec3m ch\u1ea5m v\u00e0o \u0111\u00f3 l\u00e0 infographic (thi\u1ebft k\u1ebf \u0111\u1ed3 h\u1ecd th\u00f4ng tin) v\u00e0 h\u00ecnh \u1ea3nh. C\u00f3 m\u1ed9t l\u00fd do m\u00e0 kh\u00f4ng m\u1ed9t nh\u00e0 ti\u1ebfp th\u00ec B2C n\u00e0o l\u1ea1i b\u1ecf c\u00f4ng \u0111\u1ec3 thi\u1ebft k\u1ec3 d\u1ea1ng n\u1ed9i dung nh\u01b0 v\u1eady, \u0111\u00f3 l\u00e0 kho\u1ea3ng ch\u00fa \u00fd c\u1ee7a ng\u01b0\u1eddi ti\u00eau dung r\u1ea5t c\u00f3 h\u1ea1n v\u00e0 h\u1ecd th\u00edch nh\u1eefng n\u1ed9i dung mang t\u00ednh gi\u1ea3i tr\u00ed. Th\u1ebf n\u00ean kh\u00e1ch h\u00e0ng B2B c\u0169ng v\u1eady, Cisco \u0111\u00e3 ch\u1ec9 ra \u0111i\u1ec1u \u0111\u00f3. \u0110\u1ec3 th\u00fac \u0111\u1ea9y c\u00e1c d\u1ecbch v\u1ee5 c\u00f4ng ngh\u1ec7 th\u00f4ng tin v\u00e0 an ninh m\u1ea1ng c\u1ee7a m\u00ecnh, Cisco \u0111\u00e3 ph\u00e1t tri\u1ec3n SuperSmart<\/a><\/em>, m\u1ed9t ti\u1ec3u thuy\u1ebft \u0111\u1ed3 h\u1ecda s\u1eed d\u1ee5ng c\u00e1c h\u00ecnh minh h\u1ecda tr\u01b0\u1eddng h\u1ecdc c\u0169 v\u00e0 c\u00e1c nh\u00e2n v\u1eadt si\u00eau anh h\u00f9ng \u0111\u1ec3 l\u00e0m n\u1ed5i b\u1eadt s\u1ef1 nguy hi\u1ec3m c\u1ee7a c\u00e1c vi ph\u1ea1m d\u1eef li\u1ec7u.<\/span><\/p>\n

B\u1ea1n kh\u00f4ng c\u1ea7n ph\u1ea3i thu\u00ea h\u1ecda s\u0129 minh h\u1ecda ri\u00eang \u0111\u1ec3 t\u1ea1o ra n\u1ed9i dung tr\u1ef1c quan h\u1ea5p d\u1eabn. C\u00f3 r\u1ea5t nhi\u1ec1u \u1ee9ng d\u1ee5ng c\u00f3 kh\u1ea3 n\u0103ng chuy\u1ec3n h\u00ecnh \u1ea3nh th\u00e0nh b\u1ea3n ph\u00e1c tay. Ch\u1ec9 c\u1ea7n s\u1eed d\u1ee5ng h\u00ecnh v\u1ebd c\u1ee7a nh\u00f3m b\u1ea1n \u0111\u1ec3 d\u00f9ng l\u00e0m ti\u00eau \u0111\u1ec1 n\u1ed9i dung blog c\u00f3 th\u1ec3 t\u1ea1o ra s\u1ef1 \u1ea5n t\u01b0\u1ee3ng cho n\u1ed9i dung c\u1ee7a b\u1ea1n. Tuy nhi\u00ean, n\u1ebfu b\u1ea1n mu\u1ed1n c\u00f3 nh\u1eefng h\u00ecnh \u1ea3nh c\u00f3 th\u1ec3 t\u00f9y ch\u1ec9nh theo \u00fd ri\u00eang, b\u1ea1n c\u00f3 th\u1ec3 gh\u00e9 v\u00e0o c\u00e1c website nh\u01b0 Upwork d\u00e0nh cho h\u1ecda s\u0129 t\u1ef1 do.<\/span><\/p>\n

\"\"<\/p>\n

3.Th\u00eam y\u1ebfu t\u1ed1 v\u0103n h\u00f3a d\u00e2n gian hi\u1ec7n \u0111\u1ea1i<\/span><\/strong><\/p>\n

M\u1ed7i email c\u00f4ng vi\u1ec7c b\u1ea1n nh\u1eadn \u0111\u01b0\u1ee3c k\u1ebft th\u00fac b\u1eb1ng m\u1ed9t ch\u1eef k\u00fd. Th\u00f4ng th\u01b0\u1eddng, ch\u00fang c\u00f3 ch\u1ee9a th\u00f4ng tin li\u00ean l\u1ea1c ho\u1eb7c t\u1ec7 h\u01a1n l\u00e0 legal disclaimer. \u0110\u1ec3 ch\u1ec9 cho c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o doanh nghi\u1ec7p c\u00e1ch k\u00fd email s\u00e1ng t\u1ea1o, Sigstr \u0111\u00e3 th\u00eam tab \u201cReady to Laugh?<\/a>\u201d v\u00e0o website c\u1ee7a h\u1ecd. Nh\u1ea5p chu\u1ed9t v\u00e0o, b\u1ea1n s\u1ebd t\u00ecm th\u1ea5y m\u1ed9t b\u1ea3n t\u1ed5ng h\u1ee3p c\u00e1c ch\u1eef k\u00fd email h\u01b0 c\u1ea5u (c\u1ee7a c\u00e1c nh\u00e2n v\u1eadt t\u1eeb b\u1ed9 phim nh\u01b0 Seinfeld<\/em> v\u00e0 Game of Thrones<\/em>) v\u00e0 c\u00e1c b\u00e0i tweet th\u00fa v\u1ecb v\u1ec1 ch\u1eef k\u00fd x\u1ea5u.<\/span><\/p>\n

S\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 kh\u00f4ng khai th\u00e1c \u0111\u01b0\u1ee3c y\u1ebfu t\u1ed1 v\u0103n h\u00f3a d\u00e2n gian hi\u1ec7n \u0111\u1ea1i h\u00e0i h\u01b0\u1edbc, nh\u01b0ng b\u1ea1n v\u1eabn c\u00f3 th\u1ec3 t\u00ecm ra c\u00e1ch \u0111\u1ec3 \u201cn\u00eam\u201d th\u00eam s\u1ef1 th\u00fa v\u1ecb cho n\u00f3. Ch\u1eb3ng h\u1ea1n b\u1ea1n b\u00e1n v\u1eadt t\u01b0 v\u0103n ph\u00f2ng. B\u1ea1n c\u00f3 th\u1ec3 vi\u1ebft l\u1ea1i c\u00e1c m\u00f4 t\u1ea3 s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n d\u1ef1a tr\u00ean nh\u1eefng c\u00e2u chuy\u1ec7n c\u01b0\u1eddi trong b\u1ed9 phim The Office<\/em>. N\u1ebfu b\u1ea1n cung c\u1ea5p v\u1eadt t\u01b0 ph\u00f2ng th\u00ed nghi\u1ec7m cho c\u00e1c c\u00f4ng ty ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe ho\u1eb7c d\u01b0\u1ee3c ph\u1ea9m, b\u1ea1n c\u00f3 th\u1ec3 thu h\u00fat ng\u01b0\u1eddi h\u00e2m m\u1ed9 Breaking Bad<\/em> b\u1eb1ng c\u00e1ch th\u00eam v\u00e0o m\u00f4 ta s\u1ea3n ph\u1ea9m c\u00e1c n\u1ed9i dung ki\u1ec3u nh\u01b0 kh\u00f4ng b\u00e1n cho gi\u00e1o vi\u00ean h\u00f3a h\u1ecdc \u0111i\u1ec1u h\u00e0nh ph\u00f2ng th\u00ed nghi\u1ec7m \u201cmai th\u00fay\u201d di \u0111\u1ed9ng.<\/span><\/p>\n

4.T\u1ef1 \u0111em b\u1ea3n th\u00e2n ra l\u00e0m tr\u00f2 c\u01b0\u1eddi<\/span><\/strong><\/p>\n

Khi ai \u0111\u00f3 n\u00f3i sai t\u00ean c\u00f4ng ty c\u1ee7a b\u1ea1n, b\u1ea1n c\u00f3 c\u1ea3m th\u1ea5y gi\u1eadn d\u1eef hay bu\u1ed3n b\u00e3 kh\u00f4ng? Ri\u00eang MailChimp, h\u1ecd \u0111\u00e3 quy\u1ebft \u0111\u1ecbnh ch\u01a1i t\u1edbi b\u1ebfn. \u0110\u1ec3 g\u00e2y c\u01b0\u1eddi t\u1eeb c\u00e1i t\u00ean v\u1ed1n kh\u00f4ng c\u00f3 ngh\u0129a c\u1ee7a h\u1ecd, n\u1ec1n t\u1ea3ng email marketing n\u00e0y ngh\u0129 ra m\u1ed9t lo\u1ea1t \u201cth\u01b0\u01a1ng hi\u1ec7u\u201d c\u00f3 v\u1ea7n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd. \u0110\u1ec3 ch\u1ecdc c\u01b0\u1eddi c\u00e1i t\u00ean v\u00f4 ngh\u0129a c\u1ee7a n\u00f3, n\u1ec1n t\u1ea3ng ti\u1ebfp th\u1ecb qua email \u0111\u00e3 thi\u1ebft l\u1eadp m\u1ed9t lo\u1ea1t c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng v\u1edbi c\u00e1c c\u1eb7p t\u01b0\u01a1ng t\u1ef1. H\u1ecd t\u1ea1o ra m\u1ed9t lo\u1ea1t phim ng\u1eafn l\u1ea7n l\u01b0\u1ee3t c\u00f3 t\u00ean JailBlimp<\/a>,\u00a0MailShrimp<\/a>\u00a0v\u00e0\u00a0KaleLimp<\/a> \u0111\u01b0\u1ee3c chi\u1ebfu \u1edf c\u00e1c th\u00e0nh ph\u1ed1 l\u1edbn. FailChips<\/a> l\u00e0 m\u1ed9t h\u00e3ng khoai t\u00e2y chi\u00ean gi\u00f2n h\u01b0 c\u1ea5u c\u1ee7a h\u1ecd. \u00a0SnailPrimp<\/a> l\u1ea1i l\u00e0 parody t\u00e1o b\u1ea1o v\u1ec1 c\u00e1c ph\u01b0\u01a1ng ph\u00e1p ch\u1ed1ng l\u00e3o h\u00f3a.<\/span><\/p>\n

N\u1ebfu c\u00f4ng ty c\u1ee7a b\u1ea1n b\u1ecb ch\u1ec9 tr\u00edch, c\u01b0\u1eddi nh\u1ea1o th\u00ec thay v\u00ec vung ti\u1ec1n cho m\u1ed9t c\u00f4ng ty PR \u0111\u1ec3 t\u00ecm c\u00e1ch ch\u1ed1ng l\u1ea1i \u0111i\u1ec1u \u0111\u00f3, h\u00e3y t\u1eadn d\u1ee5ng n\u00f3. N\u1ebfu b\u1ea1n c\u00f3 m\u1ed9t \u0111\u1ed9i ng\u0169 c\u00e1c chuy\u00ean gia tr\u1ebb tu\u1ed5i, gh\u00e9p \u1ea3nh m\u1eb7t c\u1ee7a em b\u00e9 v\u00e0o m\u1eb7t c\u00e1c th\u00e0nh vi\u00ean trong \u0111\u1ed9i ng\u0169 c\u1ee7a b\u1ea1n. N\u1ebfu b\u1ea1n l\u1ee1 m\u1eafc l\u1ed7i tr\u00ean Twitter, c\u1ed9ng \u0111\u1ed3ng m\u1ea1ng ch\u1eafc ch\u1eafn s\u1ebd ch\u00fa \u00fd; thay v\u00ec x\u00f3a b\u00e0i \u0111\u0103ng, h\u00e3y retweet c\u00e1c b\u00e0i nh\u1ea1i hay nh\u1ea5t.<\/span><\/p>\n

H\u1eb3n ch\u00fang ta \u0111\u00e3 \u0111\u1ec1u th\u1ea5y qua c\u00e1c n\u1ed9i dung B2B marketing kh\u00f4ng kh\u00e1c g\u00ec c\u00e1i s\u1edb. H\u00e3y th\u1eed \u00e1p d\u1ee5ng m\u1ed9t s\u1ed1 chi\u1ebfn l\u01b0\u1ee3c B2C v\u00e0o B2B \u0111\u1ec3 t\u0103ng t\u00ednh vui nh\u1ed9n. Tr\u00f2 \u0111\u00f9a c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 kh\u00f4ng khi\u1ebfn t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u c\u01b0\u1eddi, nh\u01b0ng c\u00f2n h\u01a1n l\u00e0 m\u1ed9t b\u00e0i s\u1edb nh\u00e0m ch\u00e1n.<\/span><\/p>\n

www.entrepreneur.com<\/span><\/strong><\/p>\n

C\u00e1c kh\u00f3a h\u1ecdc c\u00f9ng ch\u1ee7 \u0111\u1ec1<\/span><\/strong><\/em><\/p>\n

M\u1eddi b\u1ea1n tham kh\u1ea3o:<\/p>\n

DIGITAL MARKETING D\u00c0NH CHO CH\u1ee6 DOANH NGHI\u1ec6P, CEO V\u00c0 STARTUP<\/a><\/strong><\/span> (GV: Greg Gottfried<\/a><\/strong><\/span>)<\/p>\n