{"id":15589,"date":"2022-12-23T15:20:37","date_gmt":"2022-12-23T08:20:37","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=15589"},"modified":"2022-12-23T15:20:37","modified_gmt":"2022-12-23T08:20:37","slug":"hanh-trinh-khach-hang-b2b","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/hanh-trinh-khach-hang-b2b\/","title":{"rendered":"X\u00e2y d\u1ef1ng h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng B2B – T\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng"},"content":{"rendered":"

B\u00ean c\u1ea1nh x\u00e2y d\u1ef1ng ch\u00e2n dung kh\u00e1ch h\u00e0ng B2B (B2B customer persona)<\/a>, h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng B2B l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 h\u1eefu \u00edch cho doanh nghi\u1ec7p v\u00e0 nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing hi\u1ec3u v\u00e0 ti\u1ebfp c\u1eadn, thu h\u00fat kh\u00e1ch h\u00e0ng \u0111\u1ebfn s\u1ea3n ph\u1ea9m, gi\u1ea3i ph\u00e1p c\u1ee7a c\u00f4ng ty. Doanh nghi\u1ec7p n\u00ean x\u00e2y d\u1ef1ng h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng \u0111\u1ec3 ti\u1ebfp c\u1eadn th\u00eam nhi\u1ec1u nh\u00f3m kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng b\u00ean c\u1ea1nh nh\u00f3m kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i. Kh\u00f4ng c\u00f3 c\u00f4ng ty n\u00e0y kh\u00f4ng th\u00edch c\u00f3 nhi\u1ec1u kh\u00e1ch h\u00e0nh v\u00e0 l\u1ee3i nhu\u1eadn c\u1ea3.<\/p>\n

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H\u00e0nh tr\u00ecnh mua h\u00e0ng kh\u00e1ch h\u00e0ng B2B<\/h2>\n

T\u01b0\u01a1ng t\u1ef1 v\u1edbi h\u00e0nh tr\u00ecnh mua h\u00e0ng c\u1ee7a c\u00e1c kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n th\u00f4ng th\u01b0\u1eddng, h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng B2B l\u00e0 to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh m\u00e0 ng\u01b0\u1eddi mua ho\u1eb7c c\u00e1c nh\u00f3m c\u00e1 nh\u00e2n mua s\u1ebd tr\u1ea3i qua, th\u01b0\u1eddng b\u1eaft \u0111\u1ea7u t\u1eeb vi\u1ec7c ng\u01b0\u1eddi mua nh\u1eadn di\u1ec7n \u0111\u01b0\u1ee3c nhu c\u1ea7u mua, s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, gi\u1ea3i ph\u00e1p cho \u0111\u1ebfn \u0111\u00e1nh gi\u00e1 c\u00e1c s\u1ea3n ph\u1ea9m, nh\u1eadn di\u1ec7n v\u00e0 quy\u1ebft \u0111\u1ecbnh l\u1ef1a ch\u1ecdn mua\/s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty b\u1ea1n.<\/p>\n

B\u00ean c\u1ea1nh vai tr\u00f2 k\u1ebft n\u1ed1i \u0111\u1ebfn kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng B2B c\u00f2n h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p th\u00fac \u0111\u1ea9y nh\u1eefng nhu c\u1ea7u kh\u00e1c t\u1eeb kh\u00e1ch h\u00e0ng th\u00f4ng qua b\u00e1n ch\u00e9o ho\u1eb7c b\u00e1n t\u0103ng th\u00eam.<\/p>\n

M\u1eb7t kh\u00e1c, trong kinh doanh, marketing B2B c\u00f3 nhi\u1ec1u nh\u00f3m c\u00e1 nh\u00e2n v\u00e0 c\u00e1c b\u00ean li\u00ean quan \u0111\u1ebfn qu\u00e1 tr\u00ecnh mua h\u00e0ng. Nh\u1eefng ng\u01b0\u1eddi \u0111\u00f3 c\u00f3 th\u1ec3 c\u00f3 nh\u1eefng m\u1ed1i quan t\u00e2m, s\u1edf th\u00edch ho\u1eb7c s\u1ef1 lo l\u1eafng, e ng\u1ea1i kh\u00e1c nhau. \u0110\u1ed3ng th\u1eddi, h\u1ecd c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t c\u00f4ng nh\u00e2n v\u1eadn h\u00e0nh trong x\u01b0\u1edfng s\u1ea3n xu\u1ea5t ho\u1eb7c l\u00e0 m\u1ed9t nh\u00e0 l\u00e3nh \u0111\u1ea1o kh\u00f3 t\u00ednh, nghi\u00eam kh\u1eafc. Khi x\u00e2y d\u1ef1ng h\u00e0nh tr\u00ecnh mua h\u00e0ng, b\u1ea1n ph\u1ea3i l\u01b0u \u00fd \u0111\u1ebfn h\u00e0ng lo\u1ea1t c\u00e1c c\u00e1 nh\u00e2n tham gia mua tr\u00ean – nh\u1eefng ng\u01b0\u1eddi c\u00f3 nhi\u1ec1u s\u1ef1 \u1ea3nh h\u01b0\u1edfng, quy\u1ec1n quy\u1ebft \u0111\u1ecbnh nh\u1ea5t.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Xem th\u00eam: Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec? H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c b\u01b0\u1edbc x\u00e2y d\u1ef1ng<\/a><\/strong><\/p>\n

\"Qu\u1ea3n<\/p>\n

C\u00e1c giai \u0111o\u1ea1n trong h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng B2B<\/h2>\n

Nh\u01b0 \u0111\u00e3 \u0111\u1ec1 c\u1eadp, h\u00e0nh tr\u00ecnh c\u1ee7a ng\u01b0\u1eddi mua th\u01b0\u1eddng \u0111\u1ecbnh h\u00ecnh l\u1ed9 tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng th\u00f4ng qua quy tr\u00ecnh mua h\u00e0ng.\u00a0Hi\u1ec3u h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi mua trong qu\u00e1 tr\u00ecnh n\u00e0y c\u00f3 th\u1ec3 c\u1ea3i thi\u1ec7n \u0111\u00e1ng k\u1ec3 c\u01a1 h\u1ed9i b\u00e1n th\u00eam v\u00e0\u00a0gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng.<\/p>\n

H\u00e3y c\u00f9ng DTM Consulting ch\u00fang t\u00f4i kh\u00e1m ph\u00e1 nh\u1eefng giai \u0111o\u1ea1n ch\u00ednh trong h\u00e0nh tr\u00ecnh mua h\u00e0ng B2B.<\/p>\n

H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng\/ng\u01b0\u1eddi mua B2B th\u01b0\u1eddng \u0111\u01b0\u1ee3c chia th\u00e0nh ba ph\u1ea7n ch\u00ednh: Nh\u1eadn th\u1ee9c, C\u00e2n nh\u1eafc v\u00e0 Quy\u1ebft \u0111\u1ecbnh. C\u1ea3 ba giai \u0111o\u1ea1n \u0111\u1ec1u y\u00eau c\u1ea7u s\u1ef1 hi\u1ec3u bi\u1ebft v\u1ec1 h\u00e0nh vi mua h\u00e0ng B2B<\/a> c\u1ee5 th\u1ec3 \u0111\u1ed1i v\u1edbi ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/a>\u00a0v\u00e0 ch\u00e2n dung m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n.<\/p>\n

1. Nh\u1eadn th\u1ee9c – Awareness<\/h3>\n

Trong giai \u0111o\u1ea1n n\u00e0y, ng\u01b0\u1eddi mua m\u1edbi b\u1eaft \u0111\u1ea7u nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c c\u00f4ng ty, s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 cung c\u1ea5p. Nh\u1eadn th\u1ee9c n\u00e0y \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y b\u1edfi c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing, b\u00e1n h\u00e0ng c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

Trong giai \u0111o\u1ea1n n\u00e0y, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i ch\u1ee9ng minh r\u1eb1ng b\u1ea1n th\u1ef1c s\u1ef1 hi\u1ec3u nhu c\u1ea7u kinh doanh ho\u1eb7c v\u1ea5n \u0111\u1ec1\/kh\u00f3 kh\u0103n m\u00e0 doanh nghi\u1ec7p kh\u00e1ch h\u00e0ng \u0111ang ph\u1ea3i \u0111\u1ed1i m\u1eb7t, \u0111\u1ed3ng th\u1eddi cho th\u1ea5y \u0111\u01b0\u1ee3c nh\u1eefng c\u00e1ch m\u00e0 doanh nghi\u1ec7p c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 h\u1ed7 tr\u1ee3 ho\u1eb7c gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 kh\u00f3 kh\u0103n \u0111\u00f3.<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, hi\u1ec7n\u00a0 nay ch\u00fang t\u00f4i \u0111\u00e3 th\u1ea5y nhi\u1ec1u doanh nghi\u1ec7p kinh doanh B2B \u0111ang c\u1ed1 g\u1eafng m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng kinh doanh<\/a> c\u1ee7a m\u00ecnh th\u00f4ng qua h\u00e0ng lo\u1ea1t c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing k\u1ef9 thu\u1eadt s\u1ed1 thay v\u00ec ch\u1ec9 l\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh th\u00f4ng th\u01b0\u1eddng nh\u1eb1m ti\u1ebfp c\u1eadn nhi\u1ec1u kh\u00e1ch h\u00e0ng doanh nghi\u1ec7p h\u01a1n.<\/p>\n

Xem th\u00eam:\u00a07 c\u00e1ch ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng B2B tr\u1ef1c tuy\u1ebfn cho doanh nghi\u1ec7p SMEs\/startups<\/a><\/p>\n

2. C\u00e2n nh\u1eafc – Consideration<\/h3>\n

Giai \u0111o\u1ea1n n\u00e0y l\u00e0 v\u1ec1 vi\u1ec7c ch\u1ec9 ra c\u00e1ch b\u1ea1n c\u00f3 th\u1ec3 gi\u00fap gi\u1ea3i quy\u1ebft c\u00e1c \u0111i\u1ec3m kh\u00f3 kh\u0103n c\u1ee7a h\u1ecd theo c\u00e1ch t\u1ea1o ni\u1ec1m tin v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 kh\u1ea3 n\u0103ng c\u1ea1nh tranh c\u1ee7a s\u1ea3n ph\u1ea9m b\u1ea1n cung c\u1ea5p.<\/p>\n

M\u1ed9t s\u1ed1 c\u00e1ch th\u1ee9c thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng ph\u1ed5 bi\u1ebfn v\u00e0 hi\u1ec7u qu\u1ea3 m\u00e0 nhi\u1ec1u doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng nh\u01b0: x\u00e2y d\u1ef1ng case study, t\u00e0i li\u1ec7u chuy\u00ean m\u00f4n mi\u1ec5n ph\u00ed ho\u1eb7c t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp, duy tr\u00ec m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i, b\u1ec1n v\u1eefng v\u1edbi kh\u00e1ch h\u00e0ng<\/p>\n

3. Quy\u1ebft \u0111\u1ecbnh – Decision<\/h3>\n

\u1ede giai \u0111o\u1ea1n n\u00e0y, kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea1n s\u1ebd \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh v\u1ec1 nh\u1eefng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u00e0 h\u1ecd quan t\u00e2m nh\u1ea5t. H\u1ecd c\u00f3 th\u1ec3 li\u00ean h\u1ec7 v\u1edbi b\u1ed9 ph\u1eadn b\u00e1n h\u00e0ng, nh\u01b0ng \u0111\u1ec3 gi\u00fap h\u1ecd trong qu\u00e1 tr\u00ecnh mua h\u00e0ng, \u0111\u1ea1i di\u1ec7n b\u00e1n h\u00e0ng c\u00f3 th\u1ec3 c\u1ea7n h\u1ed7 tr\u1ee3 marketing b\u1eb1ng c\u00e1c b\u1ea3n gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m, l\u1eddi ch\u1ee9ng th\u1ef1c v\u00e0 \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m \u0111\u1ec3 \u0111\u1ea9y kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng marketing v\u00e0o vi\u1ec7c t\u1ea1o kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng.<\/p>\n

H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng B2B c\u01a1 b\u1ea3n l\u00e0 nh\u01b0 v\u1eady. T\u00f9y thu\u1ed9c v\u00e0o t\u00ecnh h\u00ecnh th\u1ef1c ti\u1ec5n c\u1ee7a doanh nghi\u1ec7p, l\u0129nh v\u1ef1c kinh doanh m\u00e0 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng B2B c\u00f3 th\u1ec3 c\u00f3 nhi\u1ec1u giai \u0111o\u1ea1n, nhi\u1ec1u \u0111i\u1ec3m ch\u1ea1m,… nh\u01b0 \u0111\u01b0\u1ee3c minh h\u1ecda nh\u01b0 h\u00ecnh d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n

\"customer<\/p>\n

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L\u1eadp b\u1ea3n \u0111\u1ed3 v\u00e0 t\u1ed1i \u01b0u h\u00f3a h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng B2B<\/h2>\n

H\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng B2B th\u01b0\u1eddng phi tuy\u1ebfn t\u00ednh, kh\u00f4ng gi\u1ed1ng nhau \u1edf m\u1ed7i ho\u00e0n c\u1ea3nh. V\u1eady n\u00ean, sau khi x\u00e2y d\u1ef1ng h\u00e0nh tr\u00ecnh mua h\u00e0ng B2B, b\u1ea1n n\u00ean l\u1eadp b\u1ea3n \u0111\u1ed3i v\u00e0 t\u1ed1i \u01b0u h\u00f3a h\u00e0nh tr\u00ecnh th\u01b0\u1eddng xuy\u00ean. T\u1eeb \u0111\u00f3, th\u00f4ng qua b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng \u0111\u00e3 x\u00e2y d\u1ef1ng, b\u1ea1n c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c c\u00e1ch kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea1n \u0111i \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng.<\/p>\n

B\u1eb1ng c\u00e1ch theo d\u00f5i h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng b\u1eb1ng d\u1eef li\u1ec7u, b\u1ea1n c\u00f3 th\u1ec3 theo d\u00f5i l\u1ed9 tr\u00ecnh c\u1ee7a h\u1ecd t\u1eeb n\u1ed9i dung v\u00e0 ho\u1ea1t \u0111\u1ed9ng marketing th\u00f4ng qua c\u00e1c n\u1ec1n t\u1ea3ng c\u1ee7a m\u00ecnh, cho \u0111\u1ebfn khi li\u00ean h\u1ec7 ban \u0111\u1ea7u v\u1edbi nh\u00f3m b\u00e1n h\u00e0ng.<\/p>\n

Th\u1ef1c hi\u1ec7n theo c\u00e1c giai \u0111o\u1ea1n h\u00e0nh tr\u00ecnh c\u1ee7a ng\u01b0\u1eddi mua \u0111\u01b0\u1ee3c \u0111\u1ec1 xu\u1ea5t l\u00e0 m\u1ed9t c\u00e1ch t\u1ed1t \u0111\u1ec3 b\u1eaft \u0111\u1ea7u qu\u00e1 tr\u00ecnh.\u00a0Tuy nhi\u00ean, vi\u1ec7c th\u1ef1c s\u1ef1 hi\u1ec3u \u0111i\u1ec1u g\u00ec \u0111\u00e3 d\u1eabn kh\u00e1ch h\u00e0ng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua bao g\u1ed3m vi\u1ec7c hi\u1ec3u \u0111\u1ed9ng c\u01a1 c\u1ee7a h\u1ecd, theo d\u00f5i vi\u1ec7c h\u1ecd \u0111\u1ebfn v\u1edbi c\u00e1c gi\u1ea3i ph\u00e1p c\u1ee7a b\u1ea1n v\u00e0 li\u00ean t\u1ee5c t\u1ed1i \u01b0u h\u00f3a h\u00e0nh tr\u00ecnh c\u1ee7a h\u1ecd \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c chuy\u1ec3n \u0111\u1ed5i.<\/p>\n

1. \u0110\u00e2u l\u00e0 nh\u1eefng l\u00fd do ch\u00ednh th\u00fac \u0111\u1ea9y nhu c\u1ea7u, h\u00e0nh \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng?<\/h3>\n

C\u00f3 nhi\u1ec1u l\u00fd do khi\u1ebfn kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 b\u1ecb th\u00fac \u0111\u1ea9y tr\u1ea3i qua h\u00e0nh tr\u00ecnh mua s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n, nh\u01b0ng vi\u1ec7c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng s\u00e2u h\u01a1n c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p thuy\u1ebft ph\u1ee5c \u0111\u01b0\u1ee3c h\u1ecd l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m, gi\u1ea3i ph\u00e1p c\u1ee7a b\u1ea1n thay v\u00ec \u0111\u1ed1i th\u1ee7.<\/p>\n

C\u00f3 ph\u1ea3i h\u1ecd:<\/p>\n