{"id":15400,"date":"2022-10-25T16:50:32","date_gmt":"2022-10-25T09:50:32","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=15400"},"modified":"2022-10-25T17:04:45","modified_gmt":"2022-10-25T10:04:45","slug":"chien-luoc-marketing-b2b","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/chien-luoc-marketing-b2b\/","title":{"rendered":"Ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c marketing B2B c\u1ee7a doanh nghi\u1ec7p"},"content":{"rendered":"

Ng\u00e0y nay, c\u00f3 r\u1ea5t nhi\u1ec1u c\u00e1c c\u00f4ng c\u1ee5 h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c marketing B2B<\/a> nh\u01b0: 4Ps<\/a>, 7Ps,… Tuy nhi\u00ean, khi \u00e1p d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing tr\u00ean v\u00e0o th\u1ef1c t\u1ebf th\u00ec m\u1ed7i doanh nghi\u1ec7p s\u1ebd r\u1ea5t kh\u00e1c nhau do m\u1ed7i doanh nghi\u1ec7p s\u1ebd c\u00f3 nh\u1eefng \u0111\u1eb7c th\u00f9 ri\u00eang. V\u1eady l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c chi\u1ebfn l\u01b0\u1ee3c marketing B2B ph\u00f9 h\u1ee3p v\u1edbi m\u00ecnh?<\/p>\n

N\u1ebfu b\u1ea1n \u0111ang c\u00f3 nh\u1eefng b\u0103n kho\u0103n \u0111\u00f3 th\u00ec b\u00e0i vi\u1ebft n\u00e0y l\u00e0 d\u00e0nh cho b\u1ea1n. Trong b\u00e0i vi\u1ebft n\u00e0y, DTM Consulting s\u1ebd \u0111\u1ec1 c\u1eadp k\u1ef9 h\u01a1n v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c marketing B2B c\u00f9ng nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c m\u00e0 doanh nghi\u1ec7p kinh doanh B2B c\u00f3 th\u1ec3 tham kh\u1ea3o v\u00e0 \u00e1p d\u1ee5ng.<\/p>\n

C\u00e1ch tri\u1ec3n khai chi\u1ebfn l\u01b0\u1ee3c marketing B2B<\/h2>\n
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    S\u1eed d\u1ee5ng d\u1eef li\u1ec7u, th\u00f4ng tin t\u1eeb th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 \u0111\u1ecbnh v\u1ecb doanh nghi\u1ec7p<\/h3>\n<\/li>\n<\/ol>\n

    \u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a b\u1ea1n l\u00e0 ai? \u0110\u00e2u l\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ch\u00ednh v\u00e0 thay th\u1ebf cho doanh nghi\u1ec7p\/s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p b\u1ea1n tr\u00ean th\u1ecb tr\u01b0\u1eddng? N\u1ebfu b\u1ea1n c\u00f2n b\u0103n kho\u0103n ho\u1eb7c ch\u01b0a r\u00f5 th\u00ec \u0111\u00e2y l\u00e0 h\u1ed3i chu\u00f4ng c\u1ea3nh b\u00e1o r\u1ee7i ro kinh doanh cho doanh nghi\u1ec7p. L\u00fd do l\u00e0 v\u00ec \u0111i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 ch\u00ednh b\u1ea1n c\u0169ng \u0111ang kh\u00f4ng r\u00f5 th\u1ecb tr\u01b0\u1eddng m\u00ecnh h\u01b0\u1edbng \u0111\u1ebfn l\u00e0 nh\u00f3m n\u00e0o, kh\u00f4ng r\u00f5 b\u1ea3n th\u00e2n doanh nghi\u1ec7p \u0111ang kinh doanh g\u00ec,… ho\u1eb7c th\u1eadm ch\u00ed, c\u00f3 th\u1ec3 doanh nghi\u1ec7p \u0111ang ng\u1ee7 qu\u00ean tr\u00ean chi\u1ebfn th\u1eafng cho r\u1eb1ng b\u1ea3n th\u00e2n m\u00ecnh c\u00f3 \u01b0u th\u1ebf \u0111\u1ed9c quy\u1ec1n, kh\u00f4ng c\u00f3 s\u1ef1 c\u1ea1nh tranh n\u00e0o.<\/p>\n

    Khi \u0111\u00f3, nghi\u00ean c\u1ee9u, ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng<\/a> l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft n\u1ebfu doanh nghi\u1ec7p mu\u1ed1n t\u00ecm ra c\u00e2u tr\u1ea3 l\u1eddi. T\u1eeb \u0111\u00f3, doanh nghi\u1ec7p s\u1ebd n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c c\u00e1c \u01b0u th\u1ebf c\u1ee7a b\u1ea3n th\u00e2n, c\u1ee7a \u0111\u1ed1i th\u1ee7, t\u00ecm ra v\u1ecb th\u1ebf c\u1ea1nh tranh ri\u00eang.<\/p>\n

    Do c\u1ea1nh tranh l\u00e0 b\u00ecnh th\u01b0\u1eddng trong th\u1ebf gi\u1edbi kinh doanh. V\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ea7n nhanh ch\u00f3ng xem \u0111i\u1ec1u g\u00ec kh\u00e1c bi\u1ec7t gi\u1eefa s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 n\u00e0y v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 kh\u00e1c. \u0110\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao \u0111i\u1ec1u quan tr\u1ecdng \u0111\u1ed1i v\u1edbi t\u1ea5t c\u1ea3 c\u00e1c doanh nghi\u1ec7p l\u00e0 x\u00e1c \u0111\u1ecbnh m\u1ed9t \u0111\u1ec1 xu\u1ea5t b\u00e1n h\u00e0ng duy nh\u1ea5t (USP<\/a>) v\u00e0 s\u1eed d\u1ee5ng n\u00f3 \u0111\u1ec3 h\u01b0\u1edbng d\u1eabn c\u00e1c quy\u1ebft \u0111\u1ecbnh v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c marketing v\u00e0 b\u00e1n h\u00e0ng c\u1ee7a h\u1ecd.<\/p>\n

    \"\"<\/p>\n

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      Hi\u1ec3u v\u00e0 ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau<\/h3>\n<\/li>\n<\/ol>\n

      H\u00e0nh vi v\u00e0 th\u00f3i quen ti\u00eau d\u00f9ng c\u1ee7a kh\u00e1ch h\u00e0ng lu\u00f4n l\u00e0 \u0111i\u1ec1u v\u00f4 c\u00f9ng c\u1ea7n thi\u1ebft v\u00e0 quan tr\u1ecdng, cho d\u00f9 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n l\u00e0 c\u00e1 nh\u00e2n hay t\u1ed5 ch\u1ee9c\/doanh nghi\u1ec7p. Vi\u1ec7c hi\u1ec3u t\u00e2m l\u00fd, th\u00f3i quen c\u1ee7a kh\u00e1ch h\u00e0ng cho ph\u00e9p doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u1ee9ng t\u1eeb nh\u1eefng g\u00f3c \u0111\u1ed9, quan \u0111i\u1ec3m c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 hi\u1ec3u h\u1ecd c\u1ea7n, mu\u1ed1n g\u00ec v\u00e0 c\u00e1ch th\u1ee9c truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p ph\u00f9 h\u1ee3p.<\/p>\n

      Qu\u00e1 tr\u00ecnh ph\u00e2n \u0111o\u1ea1n\/ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau<\/a> s\u1ebd cho ph\u00e9p doanh nghi\u1ec7p nh\u1eafm \u0111\u1ebfn \u0111\u1ed1 t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ch\u00ednh x\u00e1c h\u01a1n th\u00f4ng qua nh\u1eefng nhu c\u1ea7u, v\u1ea5n \u0111\u1ec1 m\u00e0 kh\u00e1ch h\u00e0ng \u0111ang c\u00f3. M\u1ed9t trong nh\u1eefng c\u00f4ng c\u1ee5 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 doanh nghi\u1ec7p n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau \u0111\u00f3 l\u00e0 ch\u00e2n dung kh\u00e1ch h\u00e0ng – persona<\/a> v\u00e0 h\u00e0nh tr\u00ecnh mua h\u00e0ng (CJM).<\/p>\n

      \"\"<\/p>\n

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        Thi\u1ebft l\u1eadp m\u1ee5c ti\u00eau marketing<\/a><\/h3>\n<\/li>\n<\/ol>\n

        Ph\u1ec5u marketing cho ph\u00e9p b\u1ea1n chuy\u1ec3n t\u1eeb chi\u1ebfn l\u01b0\u1ee3c sang th\u1ef1c thi chi\u1ebfn thu\u1eadt. B\u1eb1ng c\u00e1ch xem c\u00e1ch doanh nghi\u1ec7p c\u00f3 th\u1ec3 tri\u1ec3n khai, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u01b0a ra c\u00e1c m\u1ee5c ti\u00eau nh\u01b0 ti\u1ebfp c\u1eadn, chuy\u1ec3n \u0111\u1ed5i v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng, gia t\u0103ng doanh thu,…<\/p>\n

        V\u00ed d\u1ee5: Doanh nghi\u1ec7p mu\u1ed1n t\u1ea1o th\u00eam kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u1edf \u0111\u1ea7u k\u00eanh. \u0110\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00e1c chi\u1ebfn thu\u1eadt marketing nh\u01b0 seo website, ch\u1ea1y qu\u1ea3ng c\u00e1o,… Sau \u0111\u00f3, \u0111i\u1ec1u n\u00e0y s\u1ebd cho ph\u00e9p doanh nghi\u1ec7p l\u1ef1a ch\u1ecdn c\u00e1c h\u00e0nh \u0111\u1ed9ng marketing c\u1ee5 th\u1ec3 m\u00e0 ch\u00fang t\u00f4i s\u1eed d\u1ee5ng:<\/p>\n

        T\u1ea5t c\u1ea3 nh\u1eefng g\u00ec c\u1ea7n th\u1ef1c hi\u1ec7n trong k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c marketing l\u00e0 \u0111\u1eb7t ra c\u00e1c m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3, c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c d\u1ef1a tr\u00ean c\u00e1c s\u1ed1 li\u1ec7u hi\u1ec7n t\u1ea1i v\u00e0 c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n s\u1ebd \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng. B\u1ea1n c\u0169ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng l\u1eadp k\u1ebf ho\u1ea1ch ng\u01b0\u1ee3c \u0111\u1ec3 l\u00e0m \u0111i\u1ec1u n\u00e0y, l\u00e0m vi\u1ec7c tr\u1edf l\u1ea1i t\u1eeb m\u1ee5c ti\u00eau doanh thu b\u00e1n h\u00e0ng h\u00e0ng n\u0103m c\u1ee7a b\u1ea1n.<\/p>\n

        Tr\u00ean th\u1ef1c t\u1ebf, m\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p s\u1ebd thay \u0111\u1ed5i t\u00f9y theo ng\u00e0nh, giai \u0111o\u1ea1n ph\u00e1t tri\u1ec3n v\u00e0 r\u1ea5t nhi\u1ec1u y\u1ebfu t\u1ed1 kh\u00e1c. Do v\u1eady, d\u01b0\u1edbi \u0111\u00e2y l\u00e0 \u1ed1n quy t\u1eafc \u0111\u1ec3 t\u1ea1o ra c\u00e1c m\u1ee5c ti\u00eau marketing B2B hi\u1ec7u qu\u1ea3 h\u01a1n:<\/p>\n