{"id":3427,"date":"2019-02-13T10:20:23","date_gmt":"2019-02-13T13:20:23","guid":{"rendered":"https:\/\/www.alicewonders.ws\/blog\/?p=3427"},"modified":"2026-10-19T12:08:25","modified_gmt":"2026-10-19T15:08:25","slug":"abm-rethink-the-sales-funnel-zh","status":"publish","type":"post","link":"https:\/\/www.alicewonders.ws\/blog\/zh\/2019\/02\/13\/abm-rethink-the-sales-funnel-zh\/","title":{"rendered":"\u57fa\u4e8e\u5ba2\u6237\u7684\u8425\u9500\uff08ABM\uff09\uff1a\u662f\u65f6\u5019\u91cd\u65b0\u601d\u8003\u9500\u552e\u6f0f\u6597\u4e86"},"content":{"rendered":"<p>\u4ece\u4e8b<a href=\"https:\/\/www.alicewonders.ws\/blog\/zh\/?p=3173\">\u8425\u9500<\/a>\u5de5\u4f5c\u7684\u4eba\u90fd\u6df1\u77e5\uff0c\u8fd9\u4e2a\u9886\u57df\u59cb\u7ec8\u5904\u4e8e\u4e0d\u65ad\u53d8\u5316\u4e4b\u4e2d\u3002\u53ef\u7528\u7684\u6570\u5b57\u5316\u7b56\u7565\u591a\u4e0d\u80dc\u6570\uff0c\u5c31\u8fde\u6211\u4eec\u8fd9\u4e9b\u4e13\u4e1a\u4eba\u58eb\u6709\u65f6\u4e5f\u96be\u4ee5\u8ddf\u4e0a\u53d8\u5316\u7684\u6b65\u4f10\u3002\u6bd4\u5982\uff0c\u4f60\u542c\u8bf4\u8fc7\u57fa\u4e8e\u5ba2\u6237\u7684\u8425\u9500\uff08Account-Based Marketing\uff0cABM\uff09\u5417\uff1f<\/p>\n<p>ABM \u4e5f\u88ab\u79f0\u4e3a\u201c\u76ee\u6807\u5ba2\u6237\u8425\u9500\u201d\uff0c\u5b83\u65e9\u5df2\u4e0d\u662f\u6619\u82b1\u4e00\u73b0\u7684\u6f6e\u6d41\u3002\u5176\u6838\u5fc3\u7406\u5ff5\u662f\uff1a\u5148\u9009\u5b9a\u4f01\u4e1a\u5e0c\u671b\u4e89\u53d6\u7684\u5ba2\u6237\uff0c\u518d\u9488\u5bf9\u8fd9\u4e9b\u5ba2\u6237\uff08\u8d26\u6237\uff09\u4e13\u95e8\u7b56\u5212\u8425\u9500\u6d3b\u52a8\u3002<\/p>\n<p>\u5982\u4eca\uff0cABM \u6b63\u65e5\u76ca\u5174\u8d77\uff0c\u56e0\u4e3a\u5b83\u5e26\u6765\u7684\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff0c\u82f1\u6587 Return on Investment\uff09\u9ad8\u4e8e\u5176\u4ed6\u8425\u9500\u65b9\u5f0f\u3002\u539f\u56e0\u5728\u4e8e\uff0c\u4e2a\u6027\u5316\u6c9f\u901a\u81ea\u7136\u80fd\u591f\u5e26\u6765\u66f4\u597d\u7684\u5ba2\u6237\u4f53\u9a8c\u3001\u66f4\u9ad8\u7684\u53c2\u4e0e\u5ea6\uff0c\u5f53\u7136\uff0c\u8fd8\u6709\u66f4\u591a\u7684\u9500\u552e\u989d\u3002<\/p>\n<p>\u4e3e\u4e2a\u4f8b\u5b50\uff0c\u6839\u636e<a href=\"https:\/\/www.itsma.com\/abm-growing-up-fast-2017-benchmark-report\/\">\u4fe1\u606f\u6280\u672f\u670d\u52a1\u8425\u9500\u534f\u4f1a\uff08ITSMA\uff09\u7684\u4e00\u9879\u8c03\u67e5<\/a>\uff0c87% \u7684\u4f01\u4e1a\u8868\u793a\u8fd9\u4e00\u7b56\u7565\u80fd\u5e26\u6765\u66f4\u9ad8\u7684 ROI\u3002<\/p>\n<p>\u5728\u4eca\u5929\u7684\u6587\u7ae0\u4e2d\uff0c\u4f60\u5c06\u4e86\u89e3\u4ec0\u4e48\u662f ABM\u3001\u5b83\u6709\u54ea\u4e9b\u4f18\u52bf\u3001\u5982\u4f55\u5b9e\u65bd\uff0c\u4ee5\u53ca\u5b83\u5c06\u5982\u4f55\u4fc3\u4f7f\u4f60\u91cd\u65b0\u601d\u8003\u81ea\u8eab\u4e1a\u52a1\u7684\u9500\u552e\u6f0f\u6597\u3002\u51c6\u5907\u597d\u4e86\u5417\uff1f\u6211\u4eec\u5f00\u59cb\u5427\uff01<\/p>\n<h2>\u57fa\u4e8e\u5ba2\u6237\u7684\u8425\u9500\u6709\u54ea\u4e9b\u7279\u70b9\uff1f<\/h2>\n<p>ABM \u6700\u4e3b\u8981\u7684\u7279\u70b9\u662f\u4e2a\u6027\u5316\uff0c\u4e5f\u5c31\u662f\u8bf4\uff0c\u4fe1\u606f\u5b8c\u5168\u662f\u4e3a\u6ee1\u8db3\u67d0\u4e00\u6f5c\u5728\u4e70\u5bb6\u7684\u9700\u6c42\u800c\u91cf\u8eab\u6253\u9020\u7684\u3002\u56e0\u6b64\uff0c\u9700\u8981\u7784\u51c6\u6570\u91cf\u66f4\u5c11\u4f46\u4ef7\u503c\u66f4\u9ad8\u7684\u5ba2\u6237\u3002<\/p>\n<p>\u8fd9\u4e00\u7b56\u7565\u591a\u88ab B2B \u4f01\u4e1a\u91c7\u7528\u3002\u4e0e\u5176\u4ed6\u4f01\u4e1a\u4e0d\u540c\uff0cB2B \u4f01\u4e1a\u7684\u91c7\u8d2d\u51b3\u7b56\u5f80\u5f80\u6d89\u53ca\u66f4\u591a\u4eba\u5458\u3002\u5728\u8fd9\u79cd\u60c5\u51b5\u4e0b\uff0c\u53ea\u805a\u7126\u4e8e\u5176\u4e2d\u4e00\u4f4d\u76f8\u5173\u4eba\u5458\uff0c\u53ef\u80fd\u96be\u4ee5\u6709\u6548\u8bf4\u670d\u6240\u6709\u4eba\u3002<\/p>\n<p>\u56e0\u6b64\uff0c\u66f4\u5408\u7406\u7684\u505a\u6cd5\u662f\u7740\u773c\u4e8e\u6574\u4e2a\u7fa4\u4f53\uff0c\u6253\u78e8\u51fa\u4e00\u6761\u7edf\u4e00\u7684\u4fe1\u606f\uff0c\u8ba9\u6240\u6709\u76f8\u5173\u4eba\u5458\u90fd\u8ba4\u540c\u4f60\u7684\u4ef7\u503c\u3002\u4e3a\u6b64\uff0c\u6df1\u5165\u4e86\u89e3\u4ed6\u4eec\u81f3\u5173\u91cd\u8981\u3002<\/p>\n<h2>ABM \u6709\u54ea\u4e9b\u4f18\u52bf\uff1f<\/h2>\n<p>\u6839\u636e\u5168\u7403 B2B \u7814\u7a76\u4e0e\u54a8\u8be2\u516c\u53f8 <a href=\"https:\/\/intelligentgrowth.siriusdecisions.com\/studies\/2017-state-of-abm-study-findings\">SiriusDecisions \u7684\u4e00\u9879\u8c03\u67e5<\/a>\uff0c93% \u7684\u53d7\u8bbf\u9886\u5bfc\u8005\u8ba4\u4e3a\u8fd9\u4e00\u7b56\u7565\u5bf9 B2B \u4e1a\u52a1\u975e\u5e38\u91cd\u8981\u6216\u6781\u5176\u91cd\u8981\u3002\u5176\u4e2d\u7ea6 20% \u7684\u4eba\u8868\u793a\uff0c\u901a\u8fc7\u4e13\u6ce8\u4e8e\u5438\u5f15\u76ee\u6807\u5ba2\u6237\u3001\u8ba9\u4fe1\u606f\u548c\u89e6\u8fbe\u6e20\u9053\u66f4\u52a0\u7cbe\u51c6\uff0c\u4ed6\u4eec\u7684\u6210\u4ea4\u91cf\u8fbe\u5230\u4e86 50% \u751a\u81f3\u66f4\u9ad8\u3002<\/p>\n<p>\u4e1a\u5185\u4eba\u58eb\u90fd\u77e5\u9053\uff0c\u901a\u8fc7\u201c\u8425\u9500\u9500\u552e\u4e00\u4f53\u5316\u201d\uff08Smarketing\uff09\u5b9e\u73b0\u8425\u9500\u4e0e\u9500\u552e\u534f\u540c\u7684\u91cd\u8981\u6027\u3002ABM \u8ba9\u8fd9\u4e00\u8fc7\u7a0b\u66f4\u52a0\u987a\u7545\uff0c\u56e0\u4e3a\u4e24\u4e2a\u56e2\u961f\u7684\u601d\u8def\u53d8\u5f97\u4e00\u81f4\uff1a\u5438\u5f15\u51b3\u7b56\u8005\uff0c\u5e76\u8bf4\u670d\u4ed6\u4eec\u8fbe\u6210\u4ea4\u6613\u3002<\/p>\n<p>\u6b64\u5916\uff0c\u7531\u4e8e\u5185\u5bb9\u662f\u4e13\u95e8\u4e3a\u4e70\u5bb6\u6253\u9020\u7684\uff0c\u4ed6\u4eec\u5bf9\u8fd9\u4e9b\u5185\u5bb9\u7684\u53c2\u4e0e\u5ea6\u4e5f\u4f1a\u66f4\u9ad8\u3002\u800c\u4e14\uff0c\u7531\u4e8e\u805a\u7126\u4e8e\u7279\u5b9a\u76ee\u6807\uff0c\u8d44\u6e90\u6d6a\u8d39\u5f97\u4ee5\u964d\u5230\u6700\u4f4e\uff0c\u6709\u52a9\u4e8e\u4f18\u5316\u9500\u552e\u3002<\/p>\n<p>\u503c\u5f97\u4e00\u63d0\u7684\u662f\uff0c\u5728\u6570\u5b57\u73af\u5883\u4e2d\u8861\u91cf\u8425\u9500\u6d3b\u52a8\u3001\u627e\u51fa\u9700\u8981\u8c03\u6574\u548c\/\u6216\u6539\u8fdb\u4e4b\u5904\u8981\u5bb9\u6613\u5f97\u591a\u3002\u9010\u4e00\u7814\u7a76\u6bcf\u4e2a\u5ba2\u6237\uff0c\u4e5f\u66f4\u4fbf\u4e8e\u8bc4\u4f30\u6bcf\u9879\u8425\u9500\u4e3e\u63aa\u7684\u6548\u679c\u3002<\/p>\n<h2>\u5982\u4f55\u5b9e\u65bd ABM\uff1f<\/h2>\n<p>\u4ece\u4e00\u5f00\u59cb\uff0c\u8425\u9500\u56e2\u961f\u548c\u9500\u552e\u56e2\u961f\u5c31\u5e94\u4fdd\u6301\u4e00\u81f4\uff0c\u5171\u540c\u7b5b\u9009\u5ba2\u6237\uff0c\u5e76\u636e\u6b64\u51b3\u5b9a\u5f53\u524d\u9636\u6bb5\u4f18\u5148\u8ddf\u8fdb\u54ea\u4e9b\u5ba2\u6237\u3002<\/p>\n<p>\u68b3\u7406\u5176\u8fd0\u4f5c\u65b9\u5f0f\uff0c\u521b\u5efa\u4e2a\u6027\u5316\u5185\u5bb9\uff0c\u786e\u5b9a\u6700\u4f73\u6e20\u9053\uff0c\u7136\u540e\u5f00\u5c55\u8425\u9500\u6d3b\u52a8\u3002\u6700\u540e\uff0c<a href=\"https:\/\/www.alicewonders.ws\/blog\/zh\/?p=3209\">\u8861\u91cf\u7ed3\u679c<\/a>\u5e76\u505a\u51fa\u5fc5\u8981\u7684\u8c03\u6574\u3002<\/p>\n<h2>\u9500\u552e\u6f0f\u6597\u4f1a\u53d1\u751f\u54ea\u4e9b\u53d8\u5316\uff1f<\/h2>\n<p>\u96c6\u5ba2\u8425\u9500\uff08Inbound Marketing\uff09\u7684\u6d41\u7a0b\u901a\u5e38\u7528\u4f20\u7edf\u9500\u552e\u6f0f\u6597\u6765\u89e3\u91ca\u3002\u5176\u76ee\u6807\u662f\u83b7\u53d6\u6f5c\u5728\u5ba2\u6237\uff08leads\uff09\uff0c\u5e76\u901a\u8fc7\u4f18\u8d28\u5185\u5bb9\u6301\u7eed\u57f9\u80b2\uff0c\u76f4\u5230\u4ed6\u4eec\u5b8c\u6210\u8d2d\u4e70\u2014\u2014\u65e0\u8bba\u662f\u81ea\u4e3b\u51b3\u5b9a\uff0c\u8fd8\u662f\u5728\u5e7f\u544a\u7684\u52a9\u63a8\u4e0b\u3002<\/p>\n<p>\u7b80\u800c\u8a00\u4e4b\uff0c\u5728\u96c6\u5ba2\u8425\u9500\u4e2d\uff0c\u5438\u5f15\u6f5c\u5728\u5ba2\u6237\u5e76\u5c06\u5176\u8f6c\u5316\u4e3a<a href=\"https:\/\/www.alicewonders.ws\/blog\/zh\/?p=3180\">\u5ba2\u6237<\/a>\u7684\u8fc7\u7a0b\u5206\u4e3a\u56db\u4e2a\u9636\u6bb5\uff1a<\/p>\n<ul>\n<li>\u5b66\u4e60\u4e0e\u53d1\u73b0\uff1a<a href=\"https:\/\/www.alicewonders.ws\/blog\/zh\/?p=3319\">\u6d88\u8d39\u8005<\/a>\u5c1a\u672a\u610f\u8bc6\u5230\u81ea\u5df1\u5b58\u5728\u95ee\u9898\u3002\u6b64\u65f6\u5e94\u6fc0\u53d1\u4ed6\u4eec\u7684\u5174\u8da3\uff0c\u8ba9\u4ed6\u4eec\u610f\u8bc6\u5230\u8fd9\u4e00\u70b9\uff1b<\/li>\n<li>\u8ba4\u8bc6\u95ee\u9898\uff1a\u6b64\u65f6\uff0c\u6d88\u8d39\u8005\u5df2\u7ecf\u660e\u767d\u81ea\u5df1\u5b58\u5728\u95ee\u9898\uff0c\u5e76\u4f1a\u53bb\u7814\u7a76\u53ef\u80fd\u7684\u89e3\u51b3\u65b9\u6848\uff1b<\/li>\n<li>\u8003\u8651\u89e3\u51b3\u65b9\u6848\uff1a\u5728\u4e86\u89e3\u4e86\u53ef\u80fd\u7684\u89e3\u51b3\u65b9\u6848\u540e\uff0c\u6d88\u8d39\u8005\u5f00\u59cb\u8bc4\u4f30\u6700\u4f73\u9009\u62e9\uff1b<\/li>\n<li>\u8d2d\u4e70\u51b3\u7b56\uff1a\u6700\u540e\uff0c\u6d88\u8d39\u8005\u4f1a\u6bd4\u8f83\u73b0\u6709\u9009\u9879\uff0c\u5e76\u9009\u51fa\u6700\u9002\u5408\u81ea\u8eab\u60c5\u51b5\u7684\u90a3\u4e00\u4e2a\u3002\u5728\u8fd9\u4e00\u9636\u6bb5\uff0c\u5e94\u7740\u91cd\u7a81\u51fa\u4f01\u4e1a\u7684\u7ade\u4e89\u4f18\u52bf\u3002<\/li>\n<\/ul>\n<p>\u800c\u5728 ABM \u4e2d\uff0c\u8425\u9500\u6295\u5165\u662f\u9488\u5bf9\u5408\u9002\u7684\u4f01\u4e1a\u91cf\u8eab\u5b9a\u5236\u7684\uff0c\u76ee\u7684\u662f\u4fc3\u6210\u5176\u9996\u6b21\u8d2d\u4e70\u53ca\u540e\u7eed\u7684\u6301\u7eed\u8d2d\u4e70\u3002\u56e0\u6b64\uff0c\u6f0f\u6597\u662f\u5012\u7f6e\u7684\u3002\u5176\u9500\u552e\u5468\u671f\u66f4\u957f\u3001\u66f4\u590d\u6742\u3001\u6210\u672c\u4e5f\u66f4\u9ad8\uff0c\u4f46\u8d22\u52a1\u56de\u62a5\u4e5f\u66f4\u9ad8\u3002ABM \u5206\u4e3a\u4e94\u4e2a\u9636\u6bb5\uff1a<\/p>\n<ul>\n<li>\u8bc6\u522b\uff1a\u8425\u9500\u548c\u9500\u552e\u56e2\u961f\u5171\u540c\u786e\u5b9a\u4e00\u4efd\u6f5c\u5728\u5ba2\u6237\u540d\u5355\uff0c\u8fd9\u4e9b\u5ba2\u6237\u9700\u4e0e\u4f01\u4e1a\u63d0\u4f9b\u7684\u89e3\u51b3\u65b9\u6848\u9ad8\u5ea6\u5951\u5408\uff1b<\/li>\n<li>\u62d3\u5c55\uff1a\u786e\u5b9a\u76ee\u6807\u5ba2\u6237\u540e\uff0c\u5c31\u8be5\u8fdb\u4e00\u6b65\u83b7\u53d6\u8be5\u516c\u53f8\u51b3\u7b56\u8005\u7684\u66f4\u591a\u4fe1\u606f\u4e86\uff1b<\/li>\n<li>\u4e92\u52a8\uff1a\u6267\u884c\u8425\u9500\u8ba1\u5212\uff0c\u4e0e\u76f8\u5173\u8054\u7cfb\u4eba\u5efa\u7acb\u4e92\u52a8\uff1b<\/li>\n<li>\u53d6\u60a6\uff1a\u6b64\u65f6\uff0c\u9700\u8981\u8ba9\u76ee\u6807\u5ba2\u6237\u611f\u5230\u60ca\u559c\u548c\u6ee1\u610f\u3002\u6bd5\u7adf\uff0c\u6ca1\u6709\u4ec0\u4e48\u6bd4\u771f\u5b9e\u3001\u6b63\u9762\u7684\u63a8\u8350\u66f4\u6709\u4ef7\u503c\u4e86\uff1b<\/li>\n<li>\u8861\u91cf\uff1a\u6700\u540e\uff0c\u901a\u8fc7\u5173\u952e\u7ee9\u6548\u6307\u6807\uff08KPI\uff0c\u82f1\u6587 Key Performance Indicators\uff09\u7814\u7a76\u8425\u9500\u6d3b\u52a8\u7684\u8868\u73b0\u3002\u4e0d\u8981\u4f9d\u8d56\u70b9\u51fb\u7387\u3001\u72ec\u7acb\u8bbf\u5ba2\u6570\u7b49\u6b21\u8981\u6307\u6807\u3002<\/li>\n<\/ul>\n<h2>ABM \u4e0e\u96c6\u5ba2\u8425\u9500\u53ef\u4ee5\u517c\u5bb9\u5417\uff1f<\/h2>\n<p>\u7b54\u6848\u662f\u80af\u5b9a\u7684\u3002\u4e8c\u8005\u5e76\u4e0d\u80fd\u76f8\u4e92\u66ff\u4ee3\uff0c\u4f46\u4e5f\u5e76\u4e0d\u51b2\u7a81\u3002\u534f\u540c\u8fd0\u4f5c\u65f6\uff0c\u5b83\u4eec\u80fd\u4e3a\u4f60\u7684\u4e1a\u52a1\u5e26\u6765\u66f4\u597d\u7684\u6210\u679c\u3002<\/p>\n<p>\u4e24\u79cd\u4e0d\u540c\u7684\u6f0f\u6597\u53ef\u4ee5\uff08\u4e5f\u5e94\u8be5\uff09\u76f8\u8f85\u76f8\u6210\u3002\u4f8b\u5982\uff0c\u96c6\u5ba2\u8425\u9500\u80fd\u591f\u5438\u5f15\u5230 ABM \u540d\u5355\u4e2d\u7684\u67d0\u4e2a\u76ee\u6807\u5ba2\u6237\u3002\u6b64\u5916\uff0c\u501f\u52a9\u96c6\u5ba2\u8425\u9500\u8fd8\u53ef\u80fd\u53d1\u6398\u51fa\u65b0\u7684\u4f18\u8d28\u5ba2\u6237\uff0c\u5e76\u5c06\u5176\u7eb3\u5165 ABM \u540d\u5355\u3002<\/p>\n<p>\u6b63\u5982\u7f8e\u56fd\u8f6f\u4ef6\u516c\u53f8 Engagio \u521b\u59cb\u4eba Jon Miller \u6240\u8bf4\uff1a\u201c\u5982\u679c\u8bf4\u96c6\u5ba2\u8425\u9500\u662f\u6492\u7f51\u6355\u9c7c\uff0c\u90a3\u4e48 ABM \u5c31\u662f\u7528\u9c7c\u53c9\u6355\u9c7c\u3002\u201d<\/p>\n<p>\u8bfb\u5230\u8fd9\u91cc\uff0c\u4f60\u5df2\u7ecf\u4e86\u89e3\u4e86\u4ec0\u4e48\u662f\u57fa\u4e8e\u5ba2\u6237\u7684\u8425\u9500\uff0c\u4ee5\u53ca\u5728\u5f00\u5c55\u8425\u9500\u6d3b\u52a8\u524d\u8bc6\u522b\u5e76\u786e\u5b9a\u76ee\u6807\u5ba2\u6237\u80fd\u5e26\u6765\u54ea\u4e9b\u597d\u5904\u3002\u4f46\u8bf7\u8bb0\u4f4f\uff0c\u4e0e\u5176\u4ed6\u4efb\u4f55<a href=\"https:\/\/www.alicewonders.ws\/blog\/zh\/?p=3168\">\u7b56\u7565<\/a>\u4e00\u6837\uff0cABM \u4e5f\u9700\u8981\u9ad8\u8d28\u91cf\u7684\u6267\u884c\u3002\u56e0\u6b64\uff0c\u4e0d\u59a8\u501f\u52a9\u5177\u6709\u6570\u5b57\u8425\u9500\u7ecf\u9a8c\u7684\u4e13\u4e1a\u4eba\u58eb\uff0c\u91cd\u65b0\u5ba1\u89c6\u4f60\u7684\u9500\u552e\u6f0f\u6597\u3002<\/p>\n<p>\u559c\u6b22\u8fd9\u7bc7\u5173\u4e8e\u57fa\u4e8e\u5ba2\u6237\u7684\u8425\u9500\uff08ABM\uff09\u7684\u6587\u7ae0\u5417\uff1f\u90a3\u5c31\u8d81\u6b64\u673a\u4f1a\uff0c\u518d\u8bfb\u4e00\u8bfb\u300a<a href=\"https:\/\/www.alicewonders.ws\/blog\/zh\/?p=3268\">\u96f6\u552e\u4e1a\u6570\u5b57\u5316\u8f6c\u578b\uff1a\u662f\u4ec0\u4e48\uff0c\u4e3a\u4ec0\u4e48\u5fc5\u4e0d\u53ef\u5c11\uff1f<\/a>\u300b\u5427\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u4ece\u4e8b\u8425\u9500\u5de5\u4f5c\u7684\u4eba\u90fd\u6df1\u77e5\uff0c\u8fd9\u4e2a\u9886\u57df\u59cb\u7ec8\u5904\u4e8e\u4e0d\u65ad\u53d8\u5316\u4e4b\u4e2d\u3002\u53ef\u7528\u7684\u6570\u5b57\u5316\u7b56\u7565\u591a\u4e0d\u80dc\u6570\uff0c\u5c31\u8fde\u6211\u4eec\u8fd9\u4e9b\u4e13\u4e1a\u4eba\u58eb\u6709\u65f6\u4e5f\u96be\u4ee5\u8ddf\u4e0a\u53d8\u5316\u7684\u6b65\u4f10\u3002\u6bd4\u5982\uff0c\u4f60\u542c\u8bf4\u8fc7\u57fa\u4e8e\u5ba2\u6237\u7684\u8425\u9500\uff08Account-Based Marketing\uff0cABM\uff09\u5417\uff1f ABM \u4e5f\u88ab\u79f0\u4e3a\u201c\u76ee\u6807\u5ba2\u6237\u8425\u9500\u201d\uff0c\u5b83\u65e9\u5df2\u4e0d\u662f\u6619\u82b1\u4e00\u73b0\u7684\u6f6e\u6d41\u3002\u5176\u6838\u5fc3\u7406\u5ff5\u662f\uff1a\u5148\u9009\u5b9a\u4f01\u4e1a\u5e0c\u671b\u4e89\u53d6\u7684\u5ba2\u6237\uff0c\u518d\u9488\u5bf9\u8fd9\u4e9b\u5ba2\u6237\uff08\u8d26\u6237\uff09\u4e13\u95e8\u7b56\u5212\u8425\u9500\u6d3b\u52a8\u3002 \u5982\u4eca\uff0cABM \u6b63\u65e5\u76ca\u5174\u8d77\uff0c\u56e0\u4e3a\u5b83\u5e26\u6765\u7684\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff0c\u82f1\u6587 Return on Investment\uff09\u9ad8\u4e8e\u5176\u4ed6\u8425\u9500\u65b9\u5f0f\u3002\u539f\u56e0\u5728\u4e8e\uff0c\u4e2a\u6027\u5316\u6c9f\u901a\u81ea\u7136\u80fd\u591f\u5e26\u6765\u66f4\u597d\u7684\u5ba2\u6237\u4f53\u9a8c\u3001\u66f4\u9ad8\u7684\u53c2\u4e0e\u5ea6\uff0c\u5f53\u7136\uff0c\u8fd8\u6709\u66f4\u591a\u7684\u9500\u552e\u989d\u3002 \u4e3e\u4e2a\u4f8b\u5b50\uff0c\u6839\u636e\u4fe1\u606f\u6280\u672f\u670d\u52a1\u8425\u9500\u534f\u4f1a\uff08ITSMA\uff09\u7684\u4e00\u9879\u8c03\u67e5\uff0c87% \u7684\u4f01\u4e1a\u8868\u793a\u8fd9\u4e00\u7b56\u7565\u80fd\u5e26\u6765\u66f4\u9ad8\u7684 ROI\u3002 \u5728\u4eca\u5929\u7684\u6587\u7ae0\u4e2d\uff0c\u4f60\u5c06\u4e86\u89e3\u4ec0\u4e48\u662f ABM\u3001\u5b83\u6709\u54ea\u4e9b\u4f18\u52bf\u3001\u5982\u4f55\u5b9e\u65bd\uff0c\u4ee5\u53ca\u5b83\u5c06\u5982\u4f55\u4fc3\u4f7f\u4f60\u91cd\u65b0\u601d\u8003\u81ea\u8eab\u4e1a\u52a1\u7684\u9500\u552e\u6f0f\u6597\u3002\u51c6\u5907\u597d\u4e86\u5417\uff1f\u6211\u4eec\u5f00\u59cb\u5427\uff01 \u57fa\u4e8e\u5ba2\u6237\u7684\u8425\u9500\u6709\u54ea\u4e9b\u7279\u70b9\uff1f ABM \u6700\u4e3b\u8981\u7684\u7279\u70b9\u662f\u4e2a\u6027\u5316\uff0c\u4e5f\u5c31\u662f\u8bf4\uff0c\u4fe1\u606f\u5b8c\u5168\u662f\u4e3a\u6ee1\u8db3\u67d0\u4e00\u6f5c\u5728\u4e70\u5bb6\u7684\u9700\u6c42\u800c\u91cf\u8eab\u6253\u9020\u7684\u3002\u56e0\u6b64\uff0c\u9700\u8981\u7784\u51c6\u6570\u91cf\u66f4\u5c11\u4f46\u4ef7\u503c\u66f4\u9ad8\u7684\u5ba2\u6237\u3002 \u8fd9\u4e00\u7b56\u7565\u591a\u88ab B2B \u4f01\u4e1a\u91c7\u7528\u3002\u4e0e\u5176\u4ed6\u4f01\u4e1a\u4e0d\u540c\uff0cB2B &hellip; <\/p>\n","protected":false},"author":1,"featured_media":1440,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[665],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u57fa\u4e8e\u5ba2\u6237\u7684\u8425\u9500\uff08ABM\uff09\uff1a\u662f\u65f6\u5019\u91cd\u65b0\u601d\u8003\u9500\u552e\u6f0f\u6597\u4e86 - The future of retail blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.alicewonders.ws\/blog\/zh\/2019\/02\/13\/abm-rethink-the-sales-funnel-zh\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u57fa\u4e8e\u5ba2\u6237\u7684\u8425\u9500\uff08ABM\uff09\uff1a\u662f\u65f6\u5019\u91cd\u65b0\u601d\u8003\u9500\u552e\u6f0f\u6597\u4e86 - The future of retail blog\" \/>\n<meta property=\"og:description\" content=\"\u4ece\u4e8b\u8425\u9500\u5de5\u4f5c\u7684\u4eba\u90fd\u6df1\u77e5\uff0c\u8fd9\u4e2a\u9886\u57df\u59cb\u7ec8\u5904\u4e8e\u4e0d\u65ad\u53d8\u5316\u4e4b\u4e2d\u3002\u53ef\u7528\u7684\u6570\u5b57\u5316\u7b56\u7565\u591a\u4e0d\u80dc\u6570\uff0c\u5c31\u8fde\u6211\u4eec\u8fd9\u4e9b\u4e13\u4e1a\u4eba\u58eb\u6709\u65f6\u4e5f\u96be\u4ee5\u8ddf\u4e0a\u53d8\u5316\u7684\u6b65\u4f10\u3002\u6bd4\u5982\uff0c\u4f60\u542c\u8bf4\u8fc7\u57fa\u4e8e\u5ba2\u6237\u7684\u8425\u9500\uff08Account-Based Marketing\uff0cABM\uff09\u5417\uff1f ABM \u4e5f\u88ab\u79f0\u4e3a\u201c\u76ee\u6807\u5ba2\u6237\u8425\u9500\u201d\uff0c\u5b83\u65e9\u5df2\u4e0d\u662f\u6619\u82b1\u4e00\u73b0\u7684\u6f6e\u6d41\u3002\u5176\u6838\u5fc3\u7406\u5ff5\u662f\uff1a\u5148\u9009\u5b9a\u4f01\u4e1a\u5e0c\u671b\u4e89\u53d6\u7684\u5ba2\u6237\uff0c\u518d\u9488\u5bf9\u8fd9\u4e9b\u5ba2\u6237\uff08\u8d26\u6237\uff09\u4e13\u95e8\u7b56\u5212\u8425\u9500\u6d3b\u52a8\u3002 \u5982\u4eca\uff0cABM 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ABM\u3001\u5b83\u6709\u54ea\u4e9b\u4f18\u52bf\u3001\u5982\u4f55\u5b9e\u65bd\uff0c\u4ee5\u53ca\u5b83\u5c06\u5982\u4f55\u4fc3\u4f7f\u4f60\u91cd\u65b0\u601d\u8003\u81ea\u8eab\u4e1a\u52a1\u7684\u9500\u552e\u6f0f\u6597\u3002\u51c6\u5907\u597d\u4e86\u5417\uff1f\u6211\u4eec\u5f00\u59cb\u5427\uff01 \u57fa\u4e8e\u5ba2\u6237\u7684\u8425\u9500\u6709\u54ea\u4e9b\u7279\u70b9\uff1f ABM \u6700\u4e3b\u8981\u7684\u7279\u70b9\u662f\u4e2a\u6027\u5316\uff0c\u4e5f\u5c31\u662f\u8bf4\uff0c\u4fe1\u606f\u5b8c\u5168\u662f\u4e3a\u6ee1\u8db3\u67d0\u4e00\u6f5c\u5728\u4e70\u5bb6\u7684\u9700\u6c42\u800c\u91cf\u8eab\u6253\u9020\u7684\u3002\u56e0\u6b64\uff0c\u9700\u8981\u7784\u51c6\u6570\u91cf\u66f4\u5c11\u4f46\u4ef7\u503c\u66f4\u9ad8\u7684\u5ba2\u6237\u3002 \u8fd9\u4e00\u7b56\u7565\u591a\u88ab B2B \u4f01\u4e1a\u91c7\u7528\u3002\u4e0e\u5176\u4ed6\u4f01\u4e1a\u4e0d\u540c\uff0cB2B &hellip;\" \/>\n<meta property=\"og:url\" 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