{"id":69587,"date":"2022-05-25T19:57:38","date_gmt":"2022-05-25T11:57:38","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=69587"},"modified":"2022-05-25T19:57:39","modified_gmt":"2022-05-25T11:57:39","slug":"%e5%85%ad%e5%8d%83%e5%ad%97%e8%ae%b2%e9%80%8fabm%e8%bf%99%e4%b8%aa%e8%90%a5%e9%94%80%e7%ad%96%e7%95%a5","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/market\/69587.html","title":{"rendered":"\u516d\u5343\u5b57\u8bb2\u900fABM\u8fd9\u4e2a\u8425\u9500\u7b56\u7565"},"content":{"rendered":"\n

\u5f15\u5b50<\/p>\n\n\n\n

\u59cb\uff0c\u4e3a\u4e07\u7269\u521d\u3002<\/p>\n\n\n\n

\u5f88\u9ad8\u5174\uff0c\u4e5f\u5f88\u6b23\u6170\u3002<\/p>\n\n\n\n

\u9ad8\u5174\u7684\u662f\uff0cABM<\/a><\/span>\u8fd9\u4e2a\u8425\u9500\u6982\u5ff5\u5728ABM\u589e\u957f\u7814\u7a76\u9662\u6210\u7acb\u540e\u3001\u300aABM IS B2B \u300b&\u300a\u76ee\u6807\u5ba2\u6237\u8425\u9500\u300b\u51fa\u7248\u70ed\u9500\u76842022\u5e74\u518d\u6b21\u706b\u70ed\u3002<\/p>\n\n\n\n

\u6b23\u6170\u7684\u662f\uff0c\u65e2\u8bb0\u5f55\u4e86ABM\u589e\u957f\u7814\u7a76\u9662\u7684\u53d1\u8d77\u548c\u6210\u957f\uff0c\u4e5f\u89c1\u8bc1\u4e86\u50cf\u706b\u773c\u4e91\u3001\u601d\u5353\u8fd9\u4e9b\u4f01\u4e1a\u53ca\u9646\u9e4f\u603b\u3001\u987a\u5229\u603b\u8fd9\u6837\u7684\u9886\u5934\u7f8a\u5bf9ABM\u7684\u5173\u6ce8\u548c\u6267\u7740\u3002<\/p>\n\n\n\n

ABM\u5176\u5b9e\u5e76\u4e0d\u662f\u5f88\u65b0\u9c9c\u7684\u6280\u672f\uff0c\u5b83\u5728\u56fd\u5185\u56fd\u5916\u5176\u5b9e\u5df2\u7ecf\u88ab\u4f7f\u7528\u5f88\u591a\u5e74\u3002\u5c40\u9650ABM\u672a\u5e7f\u6cdb\u4f7f\u7528\u7684\u539f\u56e0\u5176\u5b9e\u662f\u6570\u636e\u7684\u771f\u5b9e\u6027\u590d\u6742\u6027\u4ee5\u53ca\u5728\u5386\u5f80\u5468\u671f\u91cc\u76f8\u5173\u6280\u672f\u5c40\u9650\u6027\u3002<\/p>\n\n\n\n

\u5f53\u4e0b\uff0c\u8ba9\u6211\u4eec\u5173\u6ce8\u56f4\u7ed5\u4ee5\u4e0b\u8bdd\u9898\u5c55\u5f00\u672c\u6b21\u79d1\u666e\uff0c\u4ee5\u89e3\u5f00ABM\u8425\u9500\u7684\u9762\u7eb1\uff0c\u4e86\u89e3ABM\u8fd9\u4e2a\u8425\u9500\u7269\u79cd\u7684\u672c\u8d28&\u53d1\u5c55\u5386\u7a0b&\u8d8b\u52bf\u3002<\/p>\n\n\n\n

  1. \u5230\u5e95\u4ec0\u4e48\u662fABM\uff1f<\/li>
  2. ABM\u5173\u8054\u4e86\u54ea\u4e9b\u6280\u672f\u6216\u8005\u7b56\u7565\uff1f<\/li>
  3. ABM\u5728\u56fd\u9645\u53d1\u5c55\u8d8b\u52bf\u5982\u4f55\uff1f<\/li>
  4. \u96c6\u5ba2\u8425\u9500\u6570\u5b57\u5316\u90fd\u8fd8\u6ca1\u73a9\u660e\u767d\u7684\u4f01\u4e1a\uff0c\u662f\u5426\u9700\u8981\u79ef\u6781\u5c1d\u8bd5\u76ee\u6807\u5ba2\u6237\u8425\u9500\uff1f\u548c\u4ee5\u524d\u7684\u7cbe\u51c6\u8425\u9500\uff0c\u9500\u552e\u76f4\u63a5\u627e\u76ee\u6807\u4f01\u4e1a\u62d3\u5ba2\u7684\u672c\u8d28\u533a\u522b\u662f\u5565\uff1f<\/li>
  5. ABM\u5982\u4f55\u7cbe\u51c6\u5730\u6355\u6349\u6216\u8005\u786e\u8ba4\u5ba2\u6237 \uff1f\u662f\u5426\u6709\u6210\u529f\u7684\u6848\u4f8b\uff1f<\/li>
  6. ABM\u5177\u4f53\u6d89\u53ca\u5230\u4ec0\u4e48\u6837\u7684\u5de5\u4f5c\uff1f\u5de5\u4f5c\u7ed3\u679c\u5982\u4f55\u8861\u91cf\uff1f\u4ec0\u4e48\u72b6\u6001\u4e0b\u91c7\u4e70ABM\u8425\u9500\u5e73\u53f0<\/li>
  7. \u4f20\u7edf\u6a21\u5f0f\u8fd0\u4f5c\u7684\u4f01\u4e1a\uff0c\u5982\u4f55\u987a\u5229\u63a5\u4e0aABM\u6a21\u5f0f\uff1fABM\u5de5\u4f5c\u9700\u8981\u4ec0\u4e48\u6837\u7684\u56e2\u961f\u652f\u6301\uff1f<\/li>
  8. \u4ec0\u4e48\u7c7b\u578b\u7684\u4f01\u4e1a\u6267\u884cABM\u5bb9\u6613\u6210\u529f\uff1fABM\u6267\u884c\u4e2d\u4f1a\u9047\u5230\u4ec0\u4e48\u7c7b\u578b\u7684\u56f0\u96be\uff1f\u6211\u4eec\u9700\u8981\u5982\u4f55\u89e3\u51b3\uff1f<\/li>
  9. ABM\u7684\u8d8b\u52bf\u5728\u56fd\u5185\u4f1a\u5982\u4f55\u53d1\u5c55\uff1f<\/li><\/ol>\n\n\n\n

    \u5230\u5e95\u4ec0\u4e48\u662fABM\uff1f<\/h2>\n\n\n\n

    ABM\uff0c\u57fa\u4e8e\u76ee\u6807\u5ba2\u6237\u7684\u8425\u9500\uff0cAccount-Based-Markting \u3002<\/p>\n\n\n\n

    \u201c\u5b83\u5373\u662f\u4e00\u5957\u57fa\u4e8e\u5927\u6570\u636e\u7b5b\u9009\u5339\u914d\u6570\u636e\uff0c\u8f85\u4ee5\u79d1\u5b66&\u6709\u6e29\u5ea6\u7684\u8fd0\u8425\u57f9\u80b2\u673a\u5236\u7684\u8425\u9500\u65b9\u6cd5\u8bba\uff0c\u4e5f\u662f\u57fa\u4e8e\u590d\u6742\u7684\u914d\u5408\u673a\u5236\uff0c\u4e0a\u5347\u5230\u96c6\u56e2\u6218\u7565\u519b\u56e2\u5316\u4f5c\u6218\u7684\u8425\u9500\u7b56\u7565\u3002\u201d<\/p>\n\n\n\n

    \u8fd9\u662f21\u5e74\u6211\u540c\u706b\u773c\u4e91\u5f20\u9646\u9e4f\u9646\u9e4f\u603b\u5728\u589e\u957f\u7814\u7a76\u9662\u6210\u7acb\u524d\u7684\u6c9f\u901a\u91c7\u8bbf\u65f6\u8fbe\u6210\u7684\u7b2c\u4e00\u4e2a\u4e00\u81f4\u3002<\/p>\n\n\n\n

    \u60f3\u8981\u6e05\u6670\u4e86\u89e3\u4ec0\u4e48\u662fABM\uff0c\u6211\u4eec\u53ef\u4ee5\u5148\u5b66\u4e60ABM\u7684\u7b2c\u4e00\u4e2a\u6838\u5fc3\u70b9\u3002\u6267\u884cABM\u7b56\u7565\uff0c\u9700\u8981\u6df1\u5ea6\u8ba4\u77e5\u4e00\u4e2a\u91cd\u8981\u6846\u67b6\uff1aTEAM\u3002<\/p>\n\n\n\n

    TEAM\u5206\u522b\u4ee3\u8868\u786e\u5b9a\u76ee\u6807\uff08Target\uff09\u3001\u5438\u5f15\u53c2\u4e0e\uff08Engage\uff09\u3001\u6fc0\u6d3b\uff08Activated\uff09\u548c\u5ea6\u91cf\uff08Measure\uff09\u8fd9\u56db\u4e2a\u8425\u9500\u677f\u5757\u3002<\/p>\n\n\n\n

    \u5176\u4e2d\u76ee\u6807\u53ef\u4ee5\u56ca\u62ec\u6570\u636e\u5206\u6790\u3001\u4eba\u7fa4\u753b\u50cf\u8bc6\u522b\u7b49\u52a8\u4f5c\uff1b\u5438\u5f15\u53c2\u4e0e\u662f\u6307\u6211\u4eec\u901a\u8fc7\u89e6\u70b9\u6216\u5a92\u4ecb\u8fbe\u6210\u89e6\u8fbe\u6216\u5438\u5f15\u7684\u52a8\u4f5c\u5438\u5f15\u7528\u6237\u8f6c\u4e3a\u7ebf\u7d22\u6c60\uff1b\u6fc0\u6d3b\u662f\u57fa\u4e8e\u4e0d\u540c\u7684\u4eba\u7fa4\u5c5e\u6027\u6216\u753b\u50cf\u8fdb\u884c\u5343\u4eba\u5343\u9762\u7684\u57f9\u80b2\uff0c\u76f8\u5173\u52a8\u4f5c\u53ef\u4ee5\u7531SCRM\u6216\u8005MA\u5de5\u5177\u6765\u8fdb\u884c\u627f\u8f7d\uff1b\u5ea6\u91cf\u662f\u6307\u5b8c\u6210\u5ba2\u6237\u7684\u7ebf\u7d22\u3001\u6765\u6e90\u3001\u610f\u5411\u7a0b\u5ea6\u76f8\u5173\u7ef4\u5ea6\u7684\u5224\u65ad\uff0c\u4ee5\u5224\u65ad\u662f\u5426\u5b58\u5728\u6210\u4ea4\u7684\u673a\u9047\u3002<\/p>\n\n\n\n

    \u9075\u5faa\u4ee5\u4e0a\u6846\u67b6\uff0c\u4f7f\u7528ABM\u7b56\u7565\u7684\u4f01\u4e1a\u53ef\u4ee5\u5b8c\u6210\u76ee\u6807\u5ba2\u6237\u951a\u5b9a\u3001\u8425\u9500\u4e92\u52a8\u3001\u5168\u94fe\u8def\u6fc0\u6d3b\u548c\u8425\u9500\u6548\u679c\u8bc4\u5b9a\u7684\u8425\u9500\u5168\u95ed\u73af\u3002<\/p>\n\n\n\n

    \u5f53\u7136\uff0c\u4f9d\u7167TEAM\u6846\u67b6\u8fd8\u80fd\u6e05\u6670\u62c6\u89e3\u5728\u4e0d\u540c\u9636\u6bb5\u9700\u8981\u54ea\u4e9b\u56e2\u961f\u4f19\u4f34\u652f\u6491\uff0c\u8fbe\u6210\u8d4b\u80fd\u5e02\u573a\u548c\u8425\u9500\u56e2\u961f\u7684\u76ee\u7684\uff0c\u8fbe\u6210\u90e8\u95e8\u4e4b\u95f4\u7684\u76ee\u6807\u7eb5\u6df1\u4e00\u81f4\uff0c\u519b\u56e2\u5316\u4f5c\u6218\uff0c\u65e0\u5f80\u4e0d\u5229\u3002<\/p>\n\n\n\n

    \u5728\u8425\u9500\u7684\u73af\u8282\uff0c\u5185\u5bb9\u548c\u6d3b\u52a8\u662f\u9488\u5bf9\u76ee\u6807\u5ba2\u6237\u7684\u5177\u4f53\u60c5\u5f62\u8fdb\u884c\u4e2a\u6027\u5316\u5b9a\u5236\u7684\uff0c\u5ba2\u6237\u4f53\u9a8c\u53ef\u4ee5\u66f4\u597d\u3001\u6ee1\u610f\u5ea6\u66f4\u9ad8\uff0c\u8fdb\u4e00\u6b65\u5e2e\u52a9\u4f01\u4e1a\u5728\u4e0e\u7ade\u4e89\u5bf9\u624b\u7684\u6bd4\u62fc\u4e2d\u8d62\u5f97\u5de8\u5927\u7684\u4f18\u52bf\u3002<\/p>\n\n\n\n

    \u8ba9\u6709\u9650\u7684\u8425\u9500\u8d44\u6e90\uff0c\u56e2\u961f\u5316\u7684\u6267\u884c\u7b56\u7565\uff0c\u805a\u7126\u53d1\u529b\u4e8e\u6700\u91cd\u8981\u7684\u5ba2\u6237\uff0c\u63d0\u5347\u8d44\u6e90\u5229\u7528\u7387\u3001\u5b9e\u73b0\u6548\u679c\u6700\u5927\u5316\u3002\u8fd9\u662fABM\u7b56\u7565\u5b9e\u65bd\u7684\u57fa\u672c\u610f\u4e49\uff0c\u4e0d\u7ba1ABM\u7b56\u7565\u5e94\u7528\u57281\u5bf91\u5927\u5ba2\u6237\u653b\u514b\u8fd8\u662f\u91cd\u6784\u57281\u5bf9\u591a\u573a\u666f\u7684\u666e\u904d\u89e6\u8fbe\uff0c\u6838\u5fc3\u5ba2\u6237\uff08\u76ee\u6807\u5ba2\u6237\/\u91cd\u8981\u5ba2\u6237\uff09\u5c31\u662f\u6211\u4eec\u7684\u6838\u5fc3\u3002<\/p>\n\n\n\n

    ABM\u5173\u8054\u4e86\u54ea\u4e9b\u6280\u672f\u6216\u8005\u7b56\u7565\uff1f<\/h2>\n\n\n\n

    \u57fa\u4e8eTEAM\u6a21\u578b\uff0c\u6211\u4eec\u53ef\u4ee5\u62c6\u89e3\u5230\u5728\u6574\u4e2aABM\u7b56\u7565\u4e2d\u5176\u5b9e\u5b58\u5728\u4e24\u4e2a\u6838\u5fc3\u6a21\u5757\uff0c\u5206\u522b\u662f\u57fa\u4e8e\u5927\u6570\u636e\u53ca\u4f01\u4e1a\u4fe1\u606f\u7684\u6570\u636e\u5f15\u64ce\u3001\u7528\u4e8e\u89e6\u53d1\u57f9\u80b2\u7684\u8425\u9500\u5f15\u64ce\u3002<\/p>\n\n\n\n

    \u5176\u4e00\uff0c\u6570\u636e\u5f15\u64ce\uff0c\u76f8\u5173\u6a21\u5757\u4ece\u7532\u65b9\u89c6\u89d2\u6765\u770b\uff0c\u4e3b\u8981\u7528\u6765\u6316\u6398\u4f01\u4e1a\u76ee\u6807\u3001\u8054\u7cfb\u4eba\u76ee\u6807\u548c\u4f01\u4e1a\u5173\u8054\u60c5\u62a5\uff0c\u5178\u578b\u7684\u4ea7\u54c1\u4f8b\u5982ZoomInfo\u3001\u706b\u773c\u4e91\u6570\u636e\u4e91&\u60c5\u62a5\u4e91\u3001AroundDeal\uff08\u51fa\u6d77\u6570\u636e\uff09\u3001Salesdriver\u3001\u63a2\u8ff9\u7b49\u3002\u6211\u4eec\u53ef\u4ee5\u901a\u8fc7AI\u5de5\u5177\u8fdb\u884c\u5206\u6790\u7b5b\u9009\u53ef\u80fd\u5b58\u5728\u7279\u5b9a\u9700\u6c42\u6216\u884c\u4e1a\u7279\u5f81\u7684\u4f01\u4e1a\u8fdb\u5165\u6211\u4eec\u521d\u7ea7\u7b5b\u9009\u8303\u56f4\u3002<\/p>\n\n\n\n

    \u5176\u4e8c\uff0c\u8425\u9500\u5f15\u64ce\uff0c\u5373\u4f7f\u56fd\u5185\u56fd\u9645ABM\u7684\u90e8\u5206\u8425\u9500\u7b56\u7565\u5b58\u5728\u660e\u663e\u7684\u533a\u522b\uff0c\u4f46\u662f\u4e24\u65b9\u51e0\u4e4e\u90fd\u8981\u8003\u8651\u7528\u6237\u89e6\u8fbe\u3001\u7ebf\u7d22\u7ba1\u7406\u3001\u7528\u6237\u57f9\u80b2\u3001\u6d3b\u52a8\u7ba1\u7406\u3001\u8425\u9500\u81ea\u52a8\u5316\u3001\u5ba2\u6237\u6807\u7b7e\u79ef\u5206\u7b49\u7b49\u73af\u8282\uff0c\u5728\u8fd9\u4e9b\u6d41\u7a0b\u91cc\u6211\u4eec\u5c31\u9700\u8981\u7528\u5230\u5982\u8425\u4e0e\u9500\u4e00\u4f53\u7684Eloqua\u3001\u56fd\u5185\u5934\u90e8\u7684\u8425\u9500\u4e91\u81f4\u8da3\u767e\u5ddd\u3001\u65b0\u9510\u9ed1\u9a6c\u706b\u773c\u4e91\u7b49\u7b49\u3002\u5f53\u7136\u5728\u7528\u6237\u89e6\u8fbe\u7684\u52a8\u4f5c\u4e2d\u6211\u4eec\u8fd8\u9700\u8981\u8003\u8651\u8003\u8651EDM\u3001\u77ed\u4fe15G\u3001WebSite\u8bbf\u95ee\u6570\u636e\u7684\u6355\u6349\u3001CDP\u3001DMP\u7b49\u76f8\u5173\u7684\u6280\u672f\u6280\u672f\u751f\u6001\u3002<\/p>\n\n\n\n

    \u706b\u773c\u4e91\u5f20\u9646\u9e4f\u66fe\u5728\u300aABM\u5373B2B\u8425\u9500\u300b\u65b0\u4e66\u53d1\u5e03\u4f1a\u4e0a\u8868\u8fbe\u4e86\u76f8\u4f3c\u7684\u770b\u6cd5\uff1a\u9ad8\u8d28\u91cf\u4f01\u4e1a\u6570\u636e\u5e93\u3001\u65e0\u8fb9\u754c\u5168\u573a\u666f\u667a\u80fd\u89e6\u8fbe\u548c\u8425\u9500\u81ea\u52a8\u5316\u662fABM\u9ad8\u6548\u6267\u884c\u7684\u4e09\u9a7e\u9a6c\u8f66\u3002<\/p>\n\n\n\n

    ABM\u5728\u56fd\u9645\u53d1\u5c55\u8d8b\u52bf\u5982\u4f55\uff1f<\/h2>\n\n\n\n

    ABM\u5176\u5b9e\u5728\u5168\u7403\u6765\u770b\u5e76\u4e0d\u662f\u4e00\u4e2a\u70ed\u95e8\u7684\u65b0\u7b56\u7565\uff0c\u5df2\u7ecf\u53d1\u9175\u4e86\u8fd1\u5341\u5e74\u3002\u8fd9\u79cd\u4ece\u88ab\u52a8\u5230\u4e3b\u52a8\u8425\u9500\u65b9\u5f0f\u7684\u6267\u884c\u89d2\u5ea6\u8f6c\u53d8\u8ba9\u8bb8\u591aB2B\u516c\u53f8\u6536\u83b7\u4e86\u76f8\u5bf9\u66f4\u597d\u7684\u6548\u679c\u3002<\/p>\n\n\n\n

    Forrester SiriusDecisions\u57282019\u5e74\u57fa\u4e8e\u5ba2\u6237\u7684\u8425\u9500\u72b6\u51b5\u7814\u7a76\u53d1\u73b0\uff0c\u8425\u9500\u4eba\u5458\u62a5\u544a\u79f0\uff0cABM\u4ea7\u751f\u4e86\u8bf8\u5982\u4ee5\u4e0b\u7684\u597d\u5904\uff0c\u53c2\u4e0e\u8c03\u7814\u768499%\u7684\u53d7\u8bbf\u8005\u8868\u793a\u76ee\u6807\u5ba2\u6237\u53c2\u4e0e\u5ea6\u66f4\u9ad8&\u79ef\u6781\u6027\u66f4\u9ad8\uff0c\u53c2\u4e0e\u8c03\u7814\u768480%\u7684\u4eba\u8868\u793a\u57fa\u4e8e\u76ee\u6807\u5ba2\u6237\u7684\u96c6\u4e2d\u6253\u6cd5\u63d0\u9ad8\u4e86\u4ed6\u4eec\u5728\u7ade\u6807\u4e2d\u7684\u7684\u8d62\u5355\u7387\uff0c\u53c2\u4e0e\u8c03\u7814\u768473%\u7684\u4eba\u8868\u793a\u6267\u884cABM\u7b56\u7565\u660e\u663e\u63d0\u5347\u4e86\u4f01\u4e1a\u7684\u4ea4\u6613\u89c4\u6a21\uff0c\u53c2\u4e0e\u8c03\u7814\u768491 %\u7528\u6237\u8868\u793a\u4ed6\u4eec\u770b\u5230\u4e86\u63d0\u9ad8\u7684\u6295\u8d44\u56de\u62a5\u7387\u3002<\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n

    \u800c\u5728ITSMA\u4e0eABM\u9886\u5bfc\u8054\u76df\uff08ABM\u7814\u7a76\u673a\u6784\uff09\u57282020\u7684\u4e00\u6b21\u8c03\u7814\u4e2d\u53d1\u73b0\uff0c\u83b7\u5f97\u8c03\u7814\u6570\u636e\u663e\u793a\u53ea\u670913% \u7684\u516c\u53f8\u5904\u4e8e\u6700\u9ad8\u91c7\u7528\u6c34\u5e73\uff0c\u5176\u4ed6\u516c\u53f8\u57fa\u672c\u5904\u4e8e\u6269\u5927\u5176\u8d26\u6237\u8986\u76d6\u8303\u56f4 (20%)\u3001\u8bd5\u9a8c\u6216\u6539\u8fdb\u6267\u884cABM\u7684\u65b9\u6cd5 (38%) \u6216\u542f\u52a8\u8ba1\u5212\u5236\u5b9a\u8be6\u7ec6\u7684ABM\u6218\u7565 (29%\uff09\u3002<\/p>\n\n\n\n

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    ABM\u7684\u8d8b\u52bf\u5728\u56fd\u5185\u4f1a\u5982\u4f55\u53d1\u5c55\uff1f<\/h2>\n\n\n\n

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    1. \u521b\u6c2a\u7f51 \u7834\u5c40B2B\u8425\u9500\uff0c\u56db\u5927\u4e13\u5bb6\u6df1\u5ea6\u63a2\u8ba8\u4e2d\u56fdABM\u73b0\u72b6\u4e0e\u53d1\u5c55 2022.03.31<\/li>
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