{"id":15487,"date":"2022-11-16T16:55:35","date_gmt":"2022-11-16T09:55:35","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=15487"},"modified":"2022-11-16T16:55:35","modified_gmt":"2022-11-16T09:55:35","slug":"insight-khach-hang-doanh-nghiep-b2b","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/insight-khach-hang-doanh-nghiep-b2b\/","title":{"rendered":"B\u00e1o c\u00e1o – Xu h\u01b0\u1edbng v\u00e0 insight kh\u00e1ch h\u00e0ng doanh nghi\u1ec7p B2B 2023"},"content":{"rendered":"

C\u00e1c xu h\u01b0\u1edbng marketing v\u00e0 kinh doanh B2B<\/a> h\u00e0ng \u0111\u1ea7u ti\u1ebfp t\u1ee5c ph\u1ed5 bi\u1ebfn trong n\u0103m 2023. D\u01b0\u1edbi \u0111\u00e2y th\u00f4ng tin h\u1eefu \u00edch li\u00ean quan \u0111\u1ebfn nhu c\u1ea7u, h\u00e0nh vi, insight kh\u00e1ch h\u00e0ng doanh nghi\u1ec7p B2B m\u00e0 DTM Consulting t\u1ed5ng h\u1ee3p m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111\u1ec3 c\u1ea3i thi\u1ec7n ho\u1ea1t \u0111\u1ed9ng c\u1ee7a ng\u01b0\u1eddi mua B2B t\u1eeb g\u00f3c \u0111\u1ed9 b\u00e1n h\u00e0ng v\u00e0 marketing.<\/p>\n

V\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng B2B k\u00e9o d\u00e0i h\u01a1n<\/strong><\/h2>\n

Theo kh\u1ea3o s\u00e1t Nghi\u00ean c\u1ee9u h\u00e0nh vi ng\u01b0\u1eddi mua B2B<\/a>, h\u01a1n m\u1ed9t ph\u1ea7n ba n\u00f3i r\u1eb1ng ti\u1ebfn tr\u00ecnh mua h\u00e0ng c\u1ee7a h\u1ecd kh\u00f4ng \u0111\u1ed5i.\u00a0Tuy nhi\u00ean, h\u01a1n m\u1ed9t n\u1eeda (55%) ng\u01b0\u1eddi mua ch\u1ec9 ra r\u1eb1ng th\u1eddi gian chu k\u1ef3 mua h\u00e0ng B2B c\u1ee7a h\u1ecd \u0111\u00e3 t\u0103ng l\u00ean\u00a0so v\u1edbi m\u1ed9t n\u0103m tr\u01b0\u1edbc, l\u00ean \u0111\u1ebfn 20% cho r\u1eb1ng \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ef1 gia t\u0103ng \u0111\u00e1ng k\u1ec3. S\u1ef1 gia t\u0103ng th\u1eddi gian mua h\u00e0ng d\u1eabn \u0111\u1ebfn c\u00e1c \u0111\u1ed9i ng\u0169 b\u00e1n h\u00e0ng v\u00e0 marketing c\u00f3 th\u1ec3 \u0111i c\u00f9ng v\u1edbi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 nh\u1eefng c\u00e1ch th\u1ef1c t\u1ebf \u0111\u1ec3 gi\u1ea3i quy\u1ebft s\u1ef1 ch\u1eadm tr\u1ec5 trong chu k\u1ef3 mua h\u00e0ng.\u00a0Vi\u1ec7c li\u00ean t\u1ee5c cung c\u1ea5p n\u1ed9i dung c\u00f3 li\u00ean quan cho nh\u1eefng\u00a0ng\u01b0\u1eddi mua B2B\u00a0ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea1n gi\u00fap s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n d\u1ec5 mua h\u01a1n – v\u00e0 \u0111i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 gi\u00e0nh \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a b\u1ea1n.<\/p>\n

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Trung t\u00e2m mua h\u00e0ng v\u00e0 c\u00e1 nh\u00e2n tham gia mua gia t\u0103ng<\/strong><\/h2>\n

T\u1ea1i sao v\u00f2ng \u0111\u1eddi mua h\u00e0ng c\u1ee7a doanh nghi\u1ec7p l\u1ea1i gia t\u0103ng? Theo nghi\u00ean c\u1ee9u tr\u00ean, h\u01a1n m\u1ed9t n\u1eeda kh\u00e1ch h\u00e0ng doanh nghi\u1ec7p – B2B (59%) b\u00e1o c\u00e1o r\u1eb1ng c\u00f3 h\u01a1n ba nh\u00f3m li\u00ean quan tham gia v\u00e0o qu\u00e1 tr\u00ecnh mua h\u00e0ng c\u1ee7a h\u1ecd. \u0110i\u1ec1u n\u00e0y d\u1eabn \u0111\u1ebfn vi\u1ec7c doanh nghi\u1ec7p c\u1ea7n tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi “Li\u1ec7u c\u00f3 c\u1ea7n gia t\u0103ng s\u1ed1 l\u01b0\u1ee3ng nh\u00f3m kh\u00e1ch h\u00e0ng c\u1ea7n ti\u1ebfp c\u1eadn v\u00e0 chuy\u1ec3n \u0111\u1ed5i khi l\u00ean k\u1ebf ho\u1ea1ch v\u00e0 tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing?”<\/p>\n

Th\u00f4ng th\u01b0\u1eddng, trung t\u00e2m mua h\u00e0ng trong kinh doanh B2B th\u01b0\u1eddng g\u1ed3m r\u1ea5t nhi\u1ec1u ph\u00f2ng ban v\u00e0 c\u00e1 nh\u00e2n. Tr\u00ean th\u1ef1c t\u1ebf, g\u1ea7n m\u1ed9t ph\u1ea7n t\u01b0 s\u1ed1 trung t\u00e2m mua c\u00f3 s\u1ef1 tham gia t\u1eeb b\u1ea3y c\u00e1 nh\u00e2n tr\u1edf l\u00ean.<\/p>\n

M\u1eb7t kh\u00e1c, c\u00f3 th\u1ec3 cho r\u1eb1ng, c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi tham gia h\u01a1n c\u00f3 th\u1ec3 l\u00e0m ch\u1eadm qu\u00e1 tr\u00ecnh v\u00e0 c\u00f3 kh\u1ea3 n\u0103ng g\u00e2y kh\u00f3 kh\u0103n cho c\u00e1c quy\u1ebft \u0111\u1ecbnh mua trong kinh doanh, marketing B2B. Tuy nhi\u00ean, c\u00e1c nh\u00f3m l\u1edbn h\u01a1n c\u0169ng c\u00f3 th\u1ec3 coi l\u00e0 c\u01a1 h\u1ed9i cho doanh nghi\u1ec7p hi\u1ec3u, n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c insight kh\u00e1ch h\u00e0ng B2B<\/a> v\u00e0 bi\u1ebft t\u1eadn d\u1ee5ng khi c\u00f3 th\u1ec3 t\u00f9y ch\u1ec9nh tr\u1ea3i nghi\u1ec7m theo nh\u1eefng nhu c\u1ea7u \u0111\u00e3 \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng. Gia t\u0103ng c\u00e1 nh\u00e2n trong trung t\u00e2m mua bu\u1ed9c c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing c\u1ea7n nh\u1eafm \u0111\u1ebfn \u0111\u1ed1i t\u01b0\u1ee3ng ch\u00ednh x\u00e1c h\u01a1n, th\u00f4ng \u0111i\u1ec7p c\u0169ng c\u1ea7n \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh ph\u00f9 h\u1ee3p v\u1edbi \u0111a d\u1ea1ng c\u00e1c kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n.<\/p>\n

B\u00e0i vi\u1ebft li\u00ean quan: Mu\u1ed1n b\u00e1n \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m ph\u1ea3i t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng! V\u00ec sao? V\u00e0 l\u00e0m nh\u01b0 th\u1ebf n\u00e0o?<\/a><\/strong><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c digital marketing B2B<\/a>\u00a0<\/strong><\/h2>\n

M\u1eb7c d\u00f9 h\u00e0nh vi ti\u00eau d\u00f9ng trong kinh doanh v\u00e0 marketing B2B kh\u00e1c v\u1edbi ti\u00eau d\u00f9ng b\u00e1n l\u1ebb th\u00f4ng th\u01b0\u1eddng nh\u01b0ng xu h\u01b0\u1edbng hi\u1ec7n di\u1ec7n tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn, \u01b0u ti\u00ean c\u00e1c tr\u1ea3i nghi\u1ec7m di \u0111\u1ed9ng trong kinh doanh B2B d\u1ef1 ki\u1ebfn s\u1ebd ti\u1ebfp t\u1ee5c l\u00e0 xu h\u01b0\u1edbng ph\u1ed5 bi\u1ebfn v\u00e0 c\u1ea7n thi\u1ebft cho doanh nghi\u1ec7p trong th\u1eddi gian t\u1edbi. Tr\u00ean th\u1ef1c t\u1ebf, r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p Vi\u1ec7t Nam \u0111ang b\u1ecf qua c\u01a1 h\u1ed9i, b\u1ecf qua kh\u00e1ch h\u00e0ng khi ch\u01b0a t\u1eadp trung \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c k\u00eanh tr\u1ef1c tuy\u1ebfn.<\/p>\n

M\u1ed9t nghi\u00ean c\u1ee9u g\u1ea7n \u0111\u00e2y c\u1ee7a\u00a0Salesforce<\/a>\u00a0\u0111\u00e3 ph\u1ecfng v\u1ea5n h\u01a1n 8.200+ nh\u00e0 marketing t\u1eeb m\u1ecdi c\u1ea5p \u0111\u1ed9 tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi v\u1edbi m\u1ed9t c\u00e1i nh\u00ecn s\u00e2u s\u1eafc n\u00eau b\u1eadt m\u1ed9t th\u1ef1c t\u1ebf l\u00e0 ph\u1ea7n l\u1edbn c\u00e1c nh\u00e0 marketing ngo\u00e0i \u0111\u00f3 (84%) n\u00f3i r\u1eb1ng k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng \u0111ang thay \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c k\u1ef9 thu\u1eadt s\u1ed1 c\u1ee7a h\u1ecd.\u00a0H\u01a1n n\u1eefa, k\u1ec3 t\u1eeb khi b\u1eaft \u0111\u1ea7u \u0111\u1ea1i d\u1ecbch,\u00a0Salesforce<\/a>\u00a0\u0111\u00e3 l\u01b0u \u00fd r\u1eb1ng 60% t\u01b0\u01a1ng t\u00e1c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi c\u00e1c c\u00f4ng ty l\u00e0 k\u1ef9 thu\u1eadt s\u1ed1, so v\u1edbi 42% tr\u01b0\u1edbc \u0111\u1ea1i d\u1ecbch.<\/p>\n

Theo m\u1ed9t nghi\u00ean c\u1ee9u c\u1ee7a McKinsey<\/a> v\u00e0o th\u00e1ng 10 n\u0103m 2021 v\u1ec1 kinh doanh B2B v\u00e0 nh\u1eefng t\u00e1c \u0111\u1ed9ng m\u00e0 COVID-19 \u0111\u00e3 t\u1ea1o ra trong vi\u1ec7c ph\u00e1 v\u1ee1 quy tr\u00ecnh b\u00e1n h\u00e0ng truy\u1ec1n th\u1ed1ng , h\u01a1n 3\/4 ng\u01b0\u1eddi mua v\u00e0 ng\u01b0\u1eddi b\u00e1n th\u00edch c\u00f3 m\u1ed9t \u201ck\u1ef9 thu\u1eadt s\u1ed1 t\u1ef1 ph\u1ee5c v\u1ee5 v\u00e0 t\u01b0\u01a1ng t\u00e1c t\u1eeb xa c\u1ee7a con ng\u01b0\u1eddi qua m\u1eb7t -t\u01b0\u01a1ng t\u00e1c tr\u1ef1c di\u1ec7n\u201d. Th\u00f4ng qua vi\u1ec7c t\u1eadp trung \u0111\u1ea7u t\u01b0 v\u00e0 ph\u00e1t tri\u1ec3n c\u00e1c k\u00eanh kinh doanh v\u00e0 marketing tr\u1ef1c tuy\u1ebfn, doanh nghi\u1ec7p s\u1ebd c\u00f3 th\u00eam nhi\u1ec1u c\u01a1 h\u1ed9i, th\u00eam kh\u00e1ch h\u00e0ng.<\/p>\n

Xem th\u00eam: Chi\u1ebfn l\u01b0\u1ee3c Digital Marketing l\u00e0 g\u00ec? C\u00e1ch x\u00e2y d\u1ef1ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c to\u00e0n di\u1ec7n<\/a><\/strong><\/p>\n

T\u0103ng kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn v\u00e0 d\u1ec5 d\u00e0ng cho ng\u01b0\u1eddi mua li\u00ean h\u1ec7 v\u1edbi ng\u01b0\u1eddi b\u00e1n<\/strong><\/h3>\n

\u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 t\u1ea1o m\u1ed9t trang web ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n ho\u1eb7c t\u00ednh c\u00e1ch v\u00e0 h\u00e0nh vi c\u1ee7a c\u00e1c ki\u1ec3u m\u1eabu kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n.\u00a0T\u01b0 duy trong t\u1ed5 ch\u1ee9c v\u1ec1 c\u00e1ch h\u1ecd xem trang web c\u1ea7n \u0111\u01b0\u1ee3c h\u00ecnh dung l\u1ea1i v\u00e0 c\u00e2n b\u1eb1ng gi\u1eefa tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng \u0111\u1ea7u ti\u00ean v\u00e0 th\u1ee9 hai d\u1ef1a tr\u00ean s\u1ef1 tu\u00e2n th\u1ee7.\u00a0Th\u00f4ng th\u01b0\u1eddng, c\u00e1c doanh nghi\u1ec7p, th\u01b0\u1eddng l\u00e0 c\u00e1c doanh nghi\u1ec7p l\u1edbn, theo \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u1ed1ng ho\u1eb7c \u0111\u01b0\u1ee3c qu\u1ea3n l\u00fd ch\u1eb7t ch\u1ebd, tu\u00e2n th\u1ee7 \u0111\u1ea7u ti\u00ean trong c\u00e1ch ti\u1ebfp c\u1eadn k\u1ef9 thu\u1eadt s\u1ed1 c\u1ee7a h\u1ecd, \u0111\u1ebfn m\u1ee9c kh\u1ea3 n\u0103ng s\u00e1ng t\u1ea1o v\u00e0 s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u b\u1ecb h\u1ea1n ch\u1ebf so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 nh\u1ecf h\u01a1n, nhanh nh\u1eb9n h\u01a1n c\u1ee7a h\u1ecd.<\/p>\n

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\u0110\u00e1nh gi\u00e1 t\u1eeb c\u00e1c trang m\u1ea1ng x\u00e3 h\u1ed9i, website c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn kh\u00e1ch h\u00e0ng doanh nghi\u1ec7p B2B. C\u00e1c n\u1ed9i dung cung c\u1ea5p th\u00f4ng tin cho 88% ng\u01b0\u1eddi mua ti\u1ebfp t\u1ee5c l\u00e0 c\u00e1c t\u00ecm ki\u1ebfm tr\u00ean web tr\u1ef1c tuy\u1ebfn v\u00e0 c\u00e1c trang web c\u1ee7a nh\u00e0 cung c\u1ea5p. Th\u00eam v\u00e0o \u0111\u00f3, v\u00e0o n\u0103m 2022, \u0111\u00e3 c\u00f3 s\u1ef1 gia t\u0103ng \u0111\u00e1ng k\u1ec3 v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi mua B2B, nh\u1eefng ng\u01b0\u1eddi ch\u1ec9 ra ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i v\u00e0 c\u00e1c trang web \u0111\u00e1nh gi\u00e1 tr\u1ef1c tuy\u1ebfn nh\u01b0 nh\u1eefng ngu\u1ed3n \u0111\u00e1ng tin c\u1eady.\u00a0\u0110\u00e2y c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t d\u1ea5u hi\u1ec7u cho th\u1ea5y h\u00e0nh vi ti\u00eau d\u00f9ng c\u1ee7a kh\u00e1ch h\u00e0ng B2B \u0111ang h\u00f2a h\u1ee3p v\u1edbi th\u00f3i quen mua s\u1eafm tr\u1ef1c tuy\u1ebfn c\u00e1 nh\u00e2n.<\/p>\n

Do \u0111\u00f3, \u0111i\u1ec1u c\u1ef1c k\u1ef3 quan tr\u1ecdng l\u00e0 \u0111\u1ea3m b\u1ea3o n\u1ed9i dung v\u00e0 th\u00f4ng tin c\u1ea1nh tranh c\u1ee7a b\u1ea1n kh\u00f4ng ch\u1ec9 \u0111\u01b0\u1ee3c t\u00ecm th\u1ea5y d\u1ec5 d\u00e0ng m\u00e0 c\u00f2n n\u00f3i tr\u1ef1c ti\u1ebfp \u0111\u1ebfn chuy\u00ean m\u00f4n c\u1ee7a b\u1ea1n trong ng\u00e0nh c\u1ee7a h\u1ecd. \u0110i\u1ec1u n\u00e0y nh\u1ea5n m\u1ea1nh nhu c\u1ea7u li\u00ean t\u1ee5c v\u1ec1 marketing n\u1ed9i dung c\u00f3 li\u00ean quan, k\u1ecbp th\u1eddi v\u00e0 d\u1ec5 ti\u1ebfp c\u1eadn , \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi mua c\u1ee7a b\u1ea1n<\/p>\n

Xem th\u00eam: M\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng, t\u0103ng ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng trong kinh doanh B2B<\/a><\/p>\n

C\u00e1c y\u1ebfu t\u1ed1 c\u00e2n nh\u1eafc v\u00e0 l\u1ef1a ch\u1ecdn c\u1ee7a doanh nghi\u1ec7p khi mua h\u00e0ng<\/h2>\n

C\u00f3 m\u1ed9t s\u1ed1 nh\u00e0 cung c\u1ea5p gi\u1ea3i ph\u00e1p ti\u1ec1m n\u0103ng d\u00e0nh cho ng\u01b0\u1eddi mua B2B, nh\u01b0ng kh\u00f4ng ph\u1ea3i ai c\u0169ng s\u1ebd l\u00e0 \u0111\u1ed1i t\u00e1c l\u00fd t\u01b0\u1edfng. \u0110\u1ec3 thu h\u1eb9p c\u00e1c l\u1ef1a ch\u1ecdn, nh\u1eefng ng\u01b0\u1eddi mua kh\u00f4n ngoan c\u0169ng thu h\u1eb9p c\u00e1c ti\u00eau ch\u00ed. Kh\u00f4ng c\u00f3 g\u00ec \u0111\u00e1ng ng\u1ea1c nhi\u00ean khi \u0111\u1ee9ng \u0111\u1ea7u danh s\u00e1ch l\u00e0\u00a0 y\u1ebfu t\u1ed1 gi\u00e1 c\u1ea3\/chi ph\u00ed, \u1edf m\u1ee9c 82%. G\u1ea7n nh\u01b0 t\u1ea5t c\u1ea3 nh\u00f3m kh\u00e1ch h\u00e0ng B2B \u0111\u1ec1u cho r\u1eb1ng gi\u00e1 \u0111ang l\u00e0 y\u1ebfu t\u1ed1 ti\u00ean quan tr\u1ecdng trong quy\u1ebft \u0111\u1ecbnh mua. Do \u0111\u00f3, ngo\u00e0i ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m v\u1edbi \u0111\u1ea7y \u0111\u1ee7 c\u00e1c t\u00ednh n\u0103ng th\u00ec kh\u00e2u \u0111\u00f3ng g\u00f3i, \u0111\u1ecbnh gi\u00e1 cho s\u1ea3n ph\u1ea9m<\/a> B2B l\u00e0 m\u1ed9t v\u1ea5n \u0111\u1ec1 m\u00e0 doanh nghi\u1ec7p n\u00ean c\u00e2n nh\u1eafc, xem x\u00e9t k\u1ef9 h\u01a1n.<\/p>\n

B\u1edfi h\u1ea7u h\u1ebft kh\u00e1ch h\u00e0ng coi tr\u1ecdng s\u1ef1 minh b\u1ea1ch v\u00e0 r\u00f5 r\u00e0ng.\u00a0Sau gi\u00e1 c\u1ea3, \u0111\u00e1nh gi\u00e1 v\u00e0 t\u00ednh n\u0103ng \/ ch\u1ee9c n\u0103ng l\u00e0 quan tr\u1ecdng nh\u1ea5t. Kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng coi tr\u1ecdng nh\u1eefng g\u00ec ng\u01b0\u1eddi kh\u00e1c \u0111\u00e3 tr\u1ea3i nghi\u1ec7m v\u00e0 n\u00f3i v\u1ec1 doanh nghi\u1ec7p\/s\u1ea3n ph\u1ea9m h\u01a1n ch\u00ednh c\u00f4ng ty n\u00f3i. \u0110i\u1ec1u m\u00e0 nh\u1eefng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng th\u1ef1c s\u1ef1 mu\u1ed1n bi\u1ebft l\u00e0 li\u1ec7u m\u1ed9t c\u00f4ng ty c\u00f3 th\u1ef1c hi\u1ec7n nh\u1eefng l\u1eddi h\u1ee9a c\u1ee7a m\u00ecnh hay kh\u00f4ng. \u0110\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c c\u00e1c lo\u1ea1i \u0111\u00e1nh gi\u00e1 khi\u1ebfn kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng kinh ng\u1ea1c, \u0111\u00f2i h\u1ecfi b\u1ea1n ph\u1ea3i nh\u1ea5n m\u1ea1nh v\u00e0o\u00a0 tr\u1ea3i nghi\u1ec7m v\u00e0 l\u00e0m kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 c\u1ea3m x\u00fac “th\u00edch th\u00fa” trong h\u00e0nh tr\u00ecnh mua h\u00e0ng B2B.<\/p>\n

\"M\u00f4<\/p>\n

Doanh nghi\u1ec7p ph\u1ea3i hi\u1ec3u v\u00e0 n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c insight kh\u00e1ch h\u00e0ng B2B<\/h2>\n

T\u1eeb nh\u1eefng kh\u00f3 kh\u0103n, th\u00e1ch th\u1ee9c trong vi\u1ec7c gia t\u0103ng s\u1ef1 hi\u1ec7n di\u1ec7n \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 l\u00e0m h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i \u0111\u00e3 bu\u1ed9c doanh nghi\u1ec7p mu\u1ed1n th\u00e2m nh\u1eadp v\u00e0 ph\u00e1t tri\u1ec3n trong th\u1ecb tr\u01b0\u1eddng B2B c\u1ea7n c\u00f3 nh\u1eefng h\u00e0nh \u0111\u1ed9ng m\u1ea1nh m\u1ebd h\u01a1n. B\u00ean c\u1ea1nh nh\u1eefng k\u1ebft n\u1ed1i tr\u1ef1c tuy\u1ebfn, c\u00e1c \u0111i\u1ec3m ch\u1ea1m, ti\u1ebfp x\u00fac truy\u1ec1n th\u1ed1ng qua nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng, t\u01b0 v\u1ea5n, ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng v\u1eabn l\u00e0 nh\u1eefng \u0111i\u1ec3m m\u1ea5u ch\u1ed1t v\u00e0 c\u00f4ng c\u1ee5 mang t\u00ednh quy\u1ebft \u0111\u1ecbnh trong vi\u1ec7c chuy\u1ec3n \u0111\u1ed5i th\u00e0nh c\u00f4ng kh\u00e1ch h\u00e0ng doanh nghi\u1ec7p B2B. Do \u0111\u00f3, c\u00e1c b\u1ed9 ph\u1eadn tham gia v\u00e0o qu\u00e1 tr\u00ecnh ti\u1ebfp c\u1eadn v\u00e0 chuy\u1ec3n \u0111\u1ed5i kh\u00e1ch h\u00e0ng \u0111\u1ec1u c\u1ea7n bi\u1ebft v\u00e0 hi\u1ec3u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a m\u00ecnh.<\/p>\n

\"v\u00ec<\/p>\n

H\u01a1n hai ph\u1ea7n ba (68%) c\u00e1c doanh nghi\u1ec7p tham gia nghi\u00ean c\u1ee9u tr\u00ean cho r\u1eb1ng \u201cs\u1ef1 hi\u1ec3u bi\u1ebft v\u1ec1 kh\u00e1ch h\u00e0ng doanh nghi\u1ec7p, b\u1ed1i c\u1ea3nh c\u1ee7a h\u1ecd v\u00e0 nh\u1eefng nhu c\u1ea7u c\u1ee7a h\u1ecd\u00a0 l\u00e0 l\u00fd do h\u00e0ng \u0111\u1ea7u \u0111\u1ec3 kh\u00e1ch h\u00e0ng l\u1ef1a ch\u1ecdn m\u1ed9t nh\u00e0 cung c\u1ea5p.<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, s\u1ef1 hi\u1ec3u bi\u1ebft v\u1ec1 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau n\u1eb1m \u1edf ch\u1ea5t l\u01b0\u1ee3ng n\u1ed9i dung n\u00f3i l\u00ean nhu c\u1ea7u, mong mu\u1ed1n, painpoint<\/a> c\u0169ng nh\u01b0 vi\u1ec7c th\u1ec3 hi\u1ec7n ki\u1ebfn th\u1ee9c, chuy\u00ean m\u00f4n trong l\u0129nh v\u1ef1c.<\/p>\n

\u0110\u1ed3ng th\u1eddi, trong khi giao ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng, \u0111\u1ea1i di\u1ec7n b\u00e1n h\u00e0ng ph\u1ea3i \u0111\u00e1p \u1ee9ng c\u00e1c ti\u00eau ch\u00ed mang t\u00ednh b\u1ed5 sung nh\u01b0:<\/p>\n