{"id":38318,"date":"2023-03-22T14:48:40","date_gmt":"2023-03-22T13:48:40","guid":{"rendered":"https:\/\/monkeymedia.sk\/?p=38318"},"modified":"2023-03-22T14:48:40","modified_gmt":"2023-03-22T13:48:40","slug":"marketingova-komunikacia-v-b2b-ako-sa-dostat-medzi-spicku-vo-vasom-odvetvi","status":"publish","type":"post","link":"https:\/\/monkeymedia.sk\/pl\/marketingova-komunikacia-v-b2b-ako-sa-dostat-medzi-spicku-vo-vasom-odvetvi\/","title":{"rendered":"Marketingov\u00e1 komunik\u00e1cia v B2B: Ako sa dosta\u0165 medzi \u0161pi\u010dku vo va\u0161om odvetv\u00ed?"},"content":{"rendered":"<p style=\"font-weight: 400;\"><strong>Mal\u00e9 a\u00a0mlad\u00e9 firmy maj\u00fa \u010dasto probl\u00e9m vynikn\u00fa\u0165 na preplnenom trhu. Efekt\u00edvna marketingov\u00e1 komunik\u00e1cia v B2B\u00a0prostred\u00ed v\u00e1m umo\u017en\u00ed \u010deli\u0165 aj etablovan\u00fdm zna\u010dk\u00e1m vo va\u0161om odvetv\u00ed. Zistite, ako navrhn\u00fa\u0165 strat\u00e9giu a\u00a0optimalizova\u0165 ju pre zv\u00fd\u0161enie akviz\u00edcie nov\u00fdch z\u00e1kazn\u00edkov.<\/strong><\/p>\n<p style=\"font-weight: 400;\">Mal\u00e9 a stredn\u00e9 ako aj mlad\u00e9 (startupy) podniky \u010dasto \u010delia v\u00fdzve ako vynikn\u00fa\u0165 na preplnenom trhu a <strong>konkurova\u0165 zaveden\u00fdm spolo\u010dnostiam \u010di korpor\u00e1tom<\/strong>. <a href=\"https:\/\/monkeymedia.sk\/pl\/marketingova-strategia\/\" target=\"_blank\" rel=\"noopener\">Efekt\u00edvna <strong>strategia marketingowa<\/strong><\/a> navrhnut\u00e1 pre B2B segment je rovnako d\u00f4le\u017eit\u00e1 ako produkt alebo slu\u017eby, ktor\u00e9 va\u0161a firma poskytuje.<\/p>\n<p style=\"font-weight: 400;\">Medzi k\u013e\u00fa\u010dov\u00e9 taktiky pre marketingov\u00fa komunik\u00e1ciu v\u00a0B2B patr\u00ed vytv\u00e1ranie spr\u00e1vneho obsahu, ktor\u00fd bude rezonova\u0165 s va\u0161ou cie\u013eovou skupinou a\u00a0identifik\u00e1ciu kan\u00e1lov pre <strong>najefekt\u00edvnej\u0161iu propag\u00e1ciu v\u00e1\u0161ho obsahu<\/strong>. Implement\u00e1ciou spr\u00e1vnej strat\u00e9gie zvy\u0161uj\u00fa mal\u00e9 a stredn\u00e9 podniky povedomie o <a href=\"https:\/\/monkeymedia.sk\/pl\/brandova-identita\/\" target=\"_blank\" rel=\"noopener\"><strong>svojej zna\u010dke<\/strong><\/a>, generuj\u00fa viac z\u00e1kazn\u00edkov a v kone\u010dnom d\u00f4sledku zabezpe\u010duj\u00fa udr\u017eate\u013en\u00fd rast.<\/p>\n<h3 style=\"font-weight: 400;\"><strong>\u010co znamen\u00e1 marketingov\u00e1 komunik\u00e1cia v\u00a0B2B ?<\/strong><\/h3>\n<p style=\"font-weight: 400;\">B2B (Business-to-Business) marketingom sa ozna\u010duj\u00fa marketingov\u00e9 <strong>aktivity zameran\u00e9 na oslovenie podnikov<\/strong>. To znamen\u00e1, \u017ee va\u0161e produkty alebo slu\u017eby pon\u00fakate in\u00fdm podnikom, organiz\u00e1ci\u00e1m alebo in\u0161tit\u00faci\u00e1m. Charakteristikou B2B marketingu s\u00fa v\u00e4\u010d\u0161inou:<\/p>\n<ul>\n<li>dlh\u0161ie predajn\u00e9 cykly,<\/li>\n<li>komplexnej\u0161ie produkty,<\/li>\n<li>a orient\u00e1cia na budovanie dlhodob\u00fdch vz\u0165ahov so z\u00e1kazn\u00edkmi.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Vzh\u013eadom na dlh\u0161\u00ed predajn\u00fd cyklus je \u00falohou B2B marketingu predov\u0161etk\u00fdm budova\u0165 povedomie o va\u0161ej\u00a0zna\u010dke, podniku alebo produktoch. Pod\u013ea profesora John Dawes z Ehrenberg-Bass Institute<strong>, iba 5% B2B kupuj\u00facich je pripraven\u00fdch spravi\u0165 okam\u017eit\u00fd n\u00e1kup<\/strong>.<\/p>\n<p style=\"font-weight: 400;\">Pre zvy\u0161n\u00fdch 95% mus\u00edte by\u0165 <strong>dostato\u010dne zapam\u00e4tate\u013en\u00fd alebo vidite\u013en\u00fd<\/strong>, aby si na v\u00e1s spomenuli alebo v\u00e1s objavili v\u00a0momente, ke\u010f potrebuj\u00fa va\u0161e produkty.<\/p>\n<h3 style=\"font-weight: 400;\"><strong>Ak\u00fd je rozdiel medzi marketingovou komunik\u00e1ciou v B2B a\u00a0B2C?<\/strong><\/h3>\n<p style=\"font-weight: 400;\">B2B marketing a B2C marketing s\u00fa <strong>dva r\u00f4zne pr\u00edstupy k marketingu<\/strong>, ktor\u00e9 sa zameriavaj\u00fa na r\u00f4zne typy z\u00e1kazn\u00edkov, \u010do sa nevyhnutne prejavuje aj na sp\u00f4sobe ako ich oslovuj\u00fa.<\/p>\n<p style=\"font-weight: 400;\">B2C (Business-to-Consumer) marketing sa t\u00fdka <strong>aktiv\u00edt orientovan\u00fdch na koncov\u00e9ho spotrebite\u013ea<\/strong>. Pri tomto type marketingu propagujete a\u00a0pred\u00e1vate svoje produkty alebo slu\u017eby priamo spotrebite\u013eom. Charakteristikou B2C marketingu s\u00fa:<\/p>\n<ul>\n<li>jednoduch\u0161ie produkty pre osobn\u00fa (s)potrebu,<\/li>\n<li>emocion\u00e1lne nastavenie kampan\u00ed a komunik\u00e1cie,<\/li>\n<li>a vytv\u00e1ranie spojenia so z\u00e1kazn\u00edkmi prostredn\u00edctvom zna\u010dky (<a href=\"https:\/\/monkeymedia.sk\/pl\/brandova-identita\/\" target=\"_blank\" rel=\"noopener\">lovebrand<\/a>).<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">B2C marketing je zvy\u010dajne <strong>priamo\u010diarej\u0161\u00ed a krat\u0161\u00ed v predajn\u00fdch cykloch<\/strong> a zameriava sa na v\u00fdhody a vlastnosti pon\u00fakan\u00e9ho produktu alebo slu\u017eby.\u00a0Dlh\u0161\u00ed predajn\u00fd cyklus v\u00a0B2B marketingu nevypl\u00fdva len z\u00a0komplexnosti pon\u00fakan\u00fdch produktov, ale aj z\u00a0faktu, \u017ee do n\u00e1kupn\u00e9ho procesu vstupuj\u00fa viacer\u00e9 osoby s rozhodovacou pr\u00e1vomocou, \u010di podnikov\u00e9 oddelenia.<\/p>\n<p style=\"font-weight: 400;\">Ak vyr\u00e1bate kancel\u00e1rske stoli\u010dky, tak ich m\u00f4\u017eete pred\u00e1va\u0165 in\u00fdm podnikom, napr\u00edklad do kancel\u00e1ri\u00ed alebo coworkingov\u00fdch priestorov. V\u00a0tomto pr\u00edpade bude va\u0161a marketingov\u00e1 komunik\u00e1cia zameran\u00e1 na B2B. Va\u0161e strat\u00e9gie pre tento typ podnikania bud\u00fa <strong>s\u00a0najv\u00e4\u010d\u0161ou pravdepodobnos\u0165ou zah\u0155\u0148a\u0165<\/strong>:<\/p>\n<ul>\n<li>vytvorenie katal\u00f3gu produktov,<\/li>\n<li>pon\u00fakanie mno\u017estevn\u00fdch zliav,<\/li>\n<li>a budovanie vz\u0165ahov s mana\u017e\u00e9rmi kancel\u00e1ri\u00ed alebo n\u00e1kupn\u00fdmi oddeleniami v podnikoch.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Na druhej strane, ak t\u00e1 ist\u00e1 spolo\u010dnos\u0165 pred\u00e1va kancel\u00e1rske stoli\u010dky priamo spotrebite\u013eom, zaober\u00e1 sa B2C marketingom. Marketingov\u00e9 strat\u00e9gie pre tento typ podnikania <strong>zv\u00e4\u010d\u0161a vyu\u017e\u00edvaj\u00fa<\/strong>:<\/p>\n<ul>\n<li><a href=\"https:\/\/monkeymedia.sk\/pl\/reklamne-kampane\/\" target=\"_blank\" rel=\"noopener\">p\u00fatav\u00e9 reklamy<\/a>,<\/li>\n<li><a href=\"https:\/\/monkeymedia.sk\/pl\/sprava-socialnych-sieti\/\" target=\"_blank\" rel=\"noopener\">soci\u00e1lne m\u00e9di\u00e1 pre predaj<\/a> a na <a href=\"https:\/\/monkeymedia.sk\/pl\/brandova-identita\/\" target=\"_blank\" rel=\"noopener\">budovanie povedomia o zna\u010dke<\/a>,<\/li>\n<li>propaga\u010dn\u00e9 akcie na pril\u00e1kanie z\u00e1kazn\u00edkov(eventy, pop-up st\u00e1nky, ochutn\u00e1vky apod.).<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Stru\u010dne povedan\u00e9, B2B marketing je zameran\u00fd na podniky a\u00a0jeho cie\u013eom je budova\u0165 a kultivova\u0165 vz\u0165ahy a\u00a0poskytova\u0165 relevantn\u00e9 inform\u00e1cie. Na druhej strane B2C marketing je zameran\u00fd na jednotliv\u00fdch spotrebite\u013eov a\u00a0jeho \u00falohou je prim\u00e1rne emocion\u00e1lne <strong>oslovova\u0165 z\u00e1kazn\u00edkov, propagova\u0165 v\u00fdhody a pr\u00ednosy<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38319 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_2-1024x576.png\" alt=\"marketingov\u00e1 komunik\u00e1cia v B2B\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_2-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_2-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_2-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_2.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<h3 style=\"font-weight: 400;\"><strong>Efekt\u00edvna marketingov\u00e1 komunik\u00e1cia v B2B a\u00a0ako ju pripravi\u0165<\/strong><\/h3>\n<p style=\"font-weight: 400;\">V dne\u0161nom konkuren\u010dnom prostred\u00ed je efekt\u00edvna marketingov\u00e1 komunik\u00e1cia k\u013e\u00fa\u010dov\u00e1 na zabezpe\u010denie vidite\u013enosti zna\u010dky (alebo produktu) a\u00a0oslovenie potenci\u00e1lnych klientov. Ako za\u010da\u0165 ak chcete vytvori\u0165 <a href=\"https:\/\/monkeymedia.sk\/pl\/marketingova-strategia\/\" target=\"_blank\" rel=\"noopener\">\u00fa\u010dinn\u00fa B2B marketingov\u00fa strat\u00e9giu<\/a> alebo posun\u00fa\u0165 va\u0161e podnikanie na vy\u0161\u0161iu \u00farove\u0148 aj po komunika\u010dnej str\u00e1nke?<\/p>\n<h4 style=\"font-weight: 400;\"><strong>Krok \u010d. 1: Definujte si svoje cie\u013eov\u00e9 publikum a\u00a0jeho potreby<\/strong><\/h4>\n<p style=\"font-weight: 400;\">\u017diadna marketingov\u00e1 komunik\u00e1cia v\u00a0B2B sa nezaob\u00edde bez identifikovania a zadefinovania cie\u013eov\u00e9ho publika. Definovanie cie\u013eov\u00e9ho publika znamen\u00e1 identifik\u00e1ciu podnikov, ktor\u00e9 bud\u00fa ma\u0165 s najv\u00e4\u010d\u0161ou pravdepodobnos\u0165ou <strong>z\u00e1ujem o k\u00fapu v\u00e1\u0161ho produktu alebo slu\u017eby<\/strong>. V\u00a0r\u00e1mci definovania cie\u013eov\u00e9ho publika, respekt\u00edve podnikov, ktor\u00e9 sa budete sna\u017ei\u0165 oslovi\u0165 svojimi marketingov\u00fdmi aktivitami, by ste sa mali zamera\u0165 na:<\/p>\n<ul>\n<li>ve\u013ekos\u0165 podnikov,<\/li>\n<li>odvetvie,<\/li>\n<li>a \u0161pecifick\u00e9 po\u017eiadavky t\u00fdchto podnikov, respekt\u00edve ak\u00e9 ak\u00fatne probl\u00e9my im dok\u00e1\u017eete uspokoji\u0165.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Ak napr\u00edklad pred\u00e1vate cloudov\u00fd \u00fa\u010dtovn\u00fd softv\u00e9r, m\u00f4\u017eete za cie\u013eov\u00e9 publikum <strong>pova\u017eova\u0165 mal\u00e9 a stredn\u00e9 podniky<\/strong>. Je to preto, \u017ee tieto podniky pravdepodobne h\u013eadaj\u00fa sp\u00f4soby, ako zefekt\u00edvni\u0165 svoje \u00fa\u010dtovn\u00e9 procesy a pritom nemusia ma\u0165 prostriedky na investovanie do komplikovan\u00fdch softv\u00e9rov na korpor\u00e1tnej \u00farovni.<\/p>\n<p style=\"font-weight: 400;\">Naj\u010dastej\u0161\u00edm n\u00e1strojom na identifik\u00e1ciu spr\u00e1vneho cie\u013eov\u00e9ho publika je <strong>prieskum trhu<\/strong>. Pom\u00f4\u017ee v\u00e1m pri odha\u013eovan\u00ed potrieb a\u00a0probl\u00e9mov, ktor\u00fdm va\u0161i potenci\u00e1lni z\u00e1kazn\u00edci v\u00a0pr\u00edslu\u0161nom odvetv\u00ed \u010delia. M\u00f4\u017ee \u00eds\u0165 predov\u0161etk\u00fdm o:<\/p>\n<ul>\n<li>prieskumy,<\/li>\n<li>alebo rozhovory s potenci\u00e1lnymi z\u00e1kazn\u00edkmi.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">M\u00f4\u017eete tie\u017e <strong>analyzova\u0165 \u00fadaje o existuj\u00facich z\u00e1kazn\u00edkoch<\/strong>, aby ste na\u0161li spolo\u010dn\u00e9 vzorce v ich\u00a0potreb\u00e1ch, ktor\u00e9 dok\u00e1\u017eete svoj\u00edm produktom alebo slu\u017ebou nap\u013a\u0148a\u0165. Po definovan\u00ed cie\u013eov\u00e9ho publika m\u00f4\u017eete tieto inform\u00e1cie pou\u017ei\u0165 na formovanie svojej marketingovej strat\u00e9gie.<\/p>\n<p style=\"font-weight: 400;\">Va\u0161a marketingov\u00e1 komunik\u00e1cia sa bez pochopenia potrieb a o\u010dak\u00e1van\u00ed va\u0161ej cie\u013eovej skupiny nezaob\u00edde. Aj preto je ur\u010denie o\u010dak\u00e1van\u00ed va\u0161ich potenci\u00e1lnych z\u00e1kazn\u00edkov <strong>kritick\u00fdm prv\u00fdm krokom pri vytv\u00e1ran\u00ed efekt\u00edvnej B2B marketingovej strat\u00e9gie<\/strong>.\u00a0Zvy\u0161ujete tak mieru oslovenia podnikov, ktor\u00e9 sk\u00f4r \u010di nesk\u00f4r prejavia z\u00e1ujem a bud\u00fa ma\u0165 z v\u00e1\u0161ho produktu alebo slu\u017eby prospech. A\u00a0zvy\u0161ujete tak aj efektivitu svojich marketingov\u00fdch aktiv\u00edt.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38320 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_3-1024x576.png\" alt=\"marketingov\u00e1 komunik\u00e1cia v B2B\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_3-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_3-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_3-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_3.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<h4 style=\"font-weight: 400;\"><strong>Krok \u010d. 2: Identifikujte svoj jedine\u010dn\u00fd predajn\u00fd n\u00e1vrh a\u00a0odl\u00ed\u0161te sa od konkurencie<\/strong><\/h4>\n<p style=\"font-weight: 400;\">\u010eal\u0161\u00edm krokom je identifik\u00e1cia v\u00e1\u0161ho jedine\u010dn\u00e9ho predajn\u00e9ho n\u00e1vrhu, tzv. USP (Unique Selling Point). To je to, \u010do odli\u0161uje v\u00e1\u0161 produkt alebo slu\u017ebu od konkurencie a d\u00e1va va\u0161im potenci\u00e1lnym z\u00e1kazn\u00edkom <strong>dobr\u00fd d\u00f4vod vybra\u0165 si v\u00e1s pred in\u00fdmi spolo\u010dnos\u0165ami poskytuj\u00facimi podobn\u00fd produkt alebo slu\u017ebu<\/strong>.<\/p>\n<p style=\"font-weight: 400;\">Identifik\u00e1cia va\u0161ej jedine\u010dnej ponuky predaja znamen\u00e1 zisti\u0165, \u010d\u00edm sa v\u00e1\u0161 produkt alebo slu\u017eba odli\u0161uj\u00fa od ostatn\u00fdch podobn\u00fdch produktov na trhu. Napr\u00edklad va\u0161\u00edm USP m\u00f4\u017ee by\u0165, \u017ee v\u00e1\u0161 \u00fa\u010dtovn\u00fd softv\u00e9r sa \u013eahko implementuje a\u00a0m\u00e1 jednoduch\u00e9 u\u017e\u00edvate\u013esk\u00e9 rozhrania a m\u00f4\u017ee firm\u00e1m <strong>u\u0161etri\u0165 zna\u010dn\u00e9 mno\u017estvo \u010dasu a pe\u0148az\u00ed<\/strong> v porovnan\u00ed s\u00a0podobn\u00fdm typom softv\u00e9ru od in\u00fdch dod\u00e1vate\u013eov.<\/p>\n<p style=\"font-weight: 400;\">Ak chcete identifikova\u0165 svoje USP, m\u00f4\u017eete zv\u00e1\u017ei\u0165:<\/p>\n<ul>\n<li>\u010do rob\u00ed v\u00e1\u0161 produkt alebo slu\u017ebu jedine\u010dn\u00fdmi,<\/li>\n<li>ak\u00e9 v\u00fdhody poskytuje, ktor\u00e9 konkurenti nepon\u00fakaj\u00fa.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">M\u00f4\u017eete tie\u017e zobra\u0165 do \u00favahy sp\u00e4tn\u00fa v\u00e4zbu alebo referencie od z\u00e1kazn\u00edkov.<\/p>\n<p style=\"font-weight: 400;\">Ke\u010f stanovujete svoje USP, m\u00f4\u017eete tieto inform\u00e1cie pou\u017ei\u0165 na <strong>vytvorenie alebo upravenie svojej marketingovej strat\u00e9gie<\/strong>. Va\u0161a marketingov\u00e1 komunik\u00e1cia m\u00f4\u017ee zd\u00f4raz\u0148ova\u0165 toto USP v propaga\u010dn\u00fdch materi\u00e1loch alebo online textoch ako s\u00fa <a href=\"https:\/\/monkeymedia.sk\/pl\/web-na-mieru\/\">landing page<\/a>, posty na soci\u00e1lnych sie\u0165ach, alebo v\u00a0katal\u00f3goch a\u00a0let\u00e1koch na stiahnutie.<\/p>\n<p style=\"font-weight: 400;\">Va\u0161e USP by malo by\u0165 t\u00fdm <strong>v\u00fd\u0165ahom, ktor\u00fd v\u00e1s dostane do pozornosti klientov na preplnenom trhu<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38321 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_4-1024x576.png\" alt=\"marketingov\u00e1 komunik\u00e1cia v B2B\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_4-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_4-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_4-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_4.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<h4 style=\"font-weight: 400;\"><strong>Krok \u010d. 3: Vytvorte relevantn\u00fd obsah presved\u010div\u00fdm a pou\u010dn\u00fdm copywritingom<\/strong><\/h4>\n<p style=\"font-weight: 400;\">Ke\u010f si stanov\u00edte USP mali by ste na jeho z\u00e1klade vytvori\u0165 relevantn\u00fd obsah, ktor\u00fd bude rezonova\u0165 s va\u0161\u00edm cie\u013eov\u00fdm publikom. To znamen\u00e1 <strong>vytv\u00e1ra\u0165 naj\u010dastej\u0161ie textov\u00fd obsah<\/strong>, ktor\u00fd hovor\u00ed o probl\u00e9moch a potreb\u00e1ch podnikov a o tom, ako im m\u00f4\u017ee v\u00e1\u0161 produkt alebo slu\u017eba pom\u00f4c\u0165 s\u00a0efekt\u00edvnym rie\u0161en\u00edm.<\/p>\n<p style=\"font-weight: 400;\">Ak chcete komunikova\u0165 s in\u00fdmi podnikmi, mus\u00edte vytv\u00e1ra\u0165 obsah, ktor\u00fd bude priamo prehov\u00e1ra\u0165 k\u00a0cie\u013eov\u00e9mu publiku a\u00a0reagova\u0165 na\u00a0ich potreby. To znamen\u00e1 <strong>v\u00a0prvom rade porozumie\u0165 v\u00fdzvam<\/strong>, ktor\u00fdm \u010delia in\u00e9 firmy alebo odvetvia, v\u00a0ktor\u00fdch p\u00f4sobia. Predstavi\u0165 ako im ich v\u00e1\u0161 produkt alebo slu\u017eba pom\u00f4\u017eu vyrie\u0161i\u0165. A\u00a0pri vytv\u00e1ran\u00ed <a href=\"https:\/\/monkeymedia.sk\/pl\/seo-strategia\/\" target=\"_blank\" rel=\"noopener\">textov pam\u00e4ta\u0165 na SEO<\/a>.<\/p>\n<p style=\"font-weight: 400;\">Ak pred\u00e1vate \u00fa\u010dtovn\u00fd softv\u00e9r, tak v\u00e1\u0161 obsah m\u00f4\u017ee by\u0165 zameran\u00fd na to, ako v\u00e1\u0161 produkt zni\u017euje chyby v\u00a0\u00fa\u010dtovn\u00edctve, automatizuje manu\u00e1lne procesy a\u00a0umo\u017e\u0148uje r\u00fdchlu, preh\u013eadn\u00fa a\u00a0bezpe\u010dn\u00fa digit\u00e1lnu archiv\u00e1ciu dokumentov. Z\u00e1rove\u0148 m\u00f4\u017eete <strong>hovori\u0165 aj o\u00a0v\u0161eobecnej\u0161\u00edch probl\u00e9moch, ak\u00fdm mal\u00e9 firmy \u010delia<\/strong> pri spr\u00e1ve \u00fa\u010dtovn\u00edctva.<\/p>\n<p style=\"font-weight: 400;\">Copywriting a\u00a0firemn\u00fd obsah by mali jasne, v\u00fdsti\u017ene a l\u00e1kavo <strong>komunikova\u0165 pr\u00ednosy v\u00e1\u0161ho produktu alebo slu\u017eby<\/strong>. Navy\u0161e v\u00a0r\u00e1mci cie\u013eov\u00e9ho publika oslovujte podniky alebo ich z\u00e1stupcov (decision-makerov) v\u00a0r\u00f4znych \u0161t\u00e1di\u00e1ch n\u00e1kupn\u00e9ho spr\u00e1vania:<\/p>\n<ul>\n<li>niektor\u00e9 podniky nevedia, ak\u00fd produkt \u010di slu\u017ebu potrebuj\u00fa,<\/li>\n<li>niektor\u00e9 podniky poznaj\u00fa ak\u00fd typ produktu potrebuj\u00fa, ale nevedia si vybra\u0165 dod\u00e1vate\u013ea,<\/li>\n<li>a\u00a0niektor\u00e9 podniky nemusia vedie\u0165, \u017ee maj\u00fa v\u00f4bec probl\u00e9m, ktor\u00fd im dok\u00e1\u017eete vyrie\u0161i\u0165.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">V\u00a0s\u00fa\u010dasnosti je u\u017e digit\u00e1lna pr\u00edtomnos\u0165 a vidite\u013enos\u0165 z\u00e1kladn\u00fdm kame\u0148om pre ka\u017ed\u00fd podnik, ktor\u00fd chce zmysluplne podnika\u0165. <a href=\"https:\/\/monkeymedia.sk\/pl\/web-na-mieru\/\" target=\"_blank\" rel=\"noopener\">Webov\u00e1 str\u00e1nka je absol\u00fatnou nevyhnutnos\u0165ou<\/a>. K\u00a0nej sa postupne prid\u00e1vaj\u00fa aj <strong>\u010fal\u0161ie mo\u017enosti v\u00a0z\u00e1vislosti od v\u00e1\u0161ho odvetvia, ako s\u00fa<\/strong>:<\/p>\n<ul>\n<li>internetov\u00e9 produktov\u00e9 katal\u00f3gy,<\/li>\n<li>zoznamy lok\u00e1lnych firiem,<\/li>\n<li>agrega\u010dn\u00e9 str\u00e1nky apod.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Cie\u013eom v\u00e1\u0161ho copywritingu a\u00a0obsahu je previes\u0165 potenci\u00e1lnych z\u00e1kazn\u00edkov tzv. \u201en\u00e1kupnou cestou\u201c:<\/p>\n<ul>\n<li><strong>Povedomie<\/strong> (Awareness) &#8211; na vytvorenie povedomia o\u00a0va\u0161ich produktoch pou\u017e\u00edvajte presved\u010div\u00e9 texty. \u00da\u010delom je up\u00fata\u0165 pozornos\u0165 a vzbudi\u0165 z\u00e1ujem dozvedie\u0165 sa o va\u0161ej firme alebo slu\u017eb\u00e1ch viac.<\/li>\n<li><strong>Z\u00e1ujem<\/strong> (Interest) &#8211; je d\u00f4le\u017eit\u00e9 pokra\u010dova\u0165 v interakcii so z\u00e1kazn\u00edkmi, ktor\u00fdm ste sa u\u017e dostali do povedomia. A poskytova\u0165 im \u010fal\u0161ie inform\u00e1cie o va\u0161ich produktoch alebo slu\u017eb\u00e1ch. To m\u00f4\u017ee zah\u0155\u0148a\u0165 aktivity, ako je posielanie \u0161pecifickej\u0161\u00edch e-mailov s detailnej\u0161\u00edmi inform\u00e1ciami alebo poskytovanie bezplatn\u00fdch \u00favodn\u00fdch konzult\u00e1ci\u00ed, ktor\u00e9 im pom\u00f4\u017eu lep\u0161ie pochopi\u0165 v\u00fdhody v\u00e1\u0161ho produktu. T\u00e1to f\u00e1za m\u00e1 za \u00falohu udr\u017ea\u0165 zv\u00fd\u0161en\u00fa \u00farove\u0148 z\u00e1ujmu a odpoveda\u0165 na v\u0161etky potenci\u00e1lne ot\u00e1zky, \u010di objasni\u0165 ak\u00e9ko\u013evek nezrovnalosti alebo pochybnosti.<\/li>\n<li><strong>Rozhodovanie<\/strong> (Decision) &#8211; v tejto f\u00e1ze sa u\u017e potenci\u00e1lni z\u00e1kazn\u00edci dozvedeli dos\u0165 o va\u0161ej firme a prejavuj\u00fa z\u00e1ujem o to, \u010do pon\u00fakate. Teraz s\u00fa v momente, ke\u010f sa musia rozhodn\u00fa\u0165, \u010di produkt alebo slu\u017ebu nak\u00fapia od v\u00e1s alebo konkurencie. Aby ste im u\u013eah\u010dili toto rozhodnutie, je d\u00f4le\u017eit\u00e9 poskytn\u00fa\u0165 im v\u0161etky dodato\u010dn\u00e9 inform\u00e1cie vo v\u00e1\u0161 prospech. To m\u00f4\u017eu by\u0165\u00a0cenov\u00e9 ponuky,\u00a0referen\u010dn\u00e9 n\u00e1v\u0161tevy u\u00a0va\u0161ich klientov,\u00a0bezplatn\u00e9 sk\u00fa\u0161obn\u00e9 verzie\u00a0\u010di pr\u00edpadov\u00e9 \u0161t\u00fadie, ktor\u00e9 jasne demon\u0161truj\u00fa, ako va\u0161e produkty alebo slu\u017eby u\u017e pomohli in\u00fdm firm\u00e1m.\u00a0Je tie\u017e d\u00f4le\u017eit\u00e9, aby bol proces rozhodovania \u010do najjednoduch\u0161\u00ed a najpriamej\u0161\u00ed.<\/li>\n<li><strong>Akcia<\/strong> (Action) &#8211; v tejto f\u00e1ze sa z\u00e1kazn\u00edk rozhodol nakupova\u0165 od va\u0161ej firmy. T\u00e1to f\u00e1za v\u00e4\u010d\u0161inou zah\u0155\u0148a realiz\u00e1ciu online n\u00e1kupu, podpis zmluvy alebo napl\u00e1novanie stretnutia k\u00a0uzatvoreniu zmluvy. Va\u0161ou \u00falohou je teraz zabezpe\u010di\u0165 hladk\u00fd a bezprobl\u00e9mov\u00fd proces dokon\u010denia n\u00e1kupu alebo podpisu zmluvy. Rovnako d\u00f4le\u017eit\u00e9 je spoji\u0165 sa so z\u00e1kazn\u00edkom po predaji, aby ste zabezpe\u010dili jeho spokojnos\u0165 a pod\u013ea potreby mu pon\u00fakli dodato\u010dn\u00fa podporu alebo roz\u0161iruj\u00face slu\u017eby.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38322 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_5-1024x576.png\" alt=\"marketingov\u00e1 komunik\u00e1cia v B2B\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_5-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_5-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_5-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_5.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<h4 style=\"font-weight: 400;\"><strong>Krok \u010d. 4: Vyberte si spr\u00e1vne marketingov\u00e9 kan\u00e1ly<\/strong><\/h4>\n<p style=\"font-weight: 400;\">Po definovan\u00ed cie\u013eov\u00e9ho publika, USP a\u00a0vytvoren\u00ed relevantn\u00e9ho obsahu si mus\u00edte vybra\u0165 ak\u00e9 kan\u00e1ly budete pou\u017e\u00edva\u0165. Predov\u0161etk\u00fdm mus\u00edte zisti\u0165, <strong>kde sa va\u0161a cie\u013eov\u00e1 skupina naj\u010dastej\u0161ie vyskytuje<\/strong>.<\/p>\n<p style=\"font-weight: 400;\">B2B marketingov\u00e1 komunik\u00e1cia v\u00a0s\u00fa\u010dasnosti <strong>naj\u010dastej\u0161ie obsahuje<\/strong>:<\/p>\n<p><strong>1. E-mail marketing<\/strong> &#8211; zasielanie cielen\u00fdch e-mailov\u00fdch kampan\u00ed firm\u00e1m, ktor\u00e9 prejavili z\u00e1ujem o v\u00e1\u0161 produkt alebo slu\u017ebu. Odosielan\u00edm prisp\u00f4soben\u00fdch a relevantn\u00fdch mailov si m\u00f4\u017eete \u201evypestova\u0165\u201c potenci\u00e1lnych z\u00e1kazn\u00edkov a udr\u017eiava\u0165 svoju zna\u010dku v povedom\u00ed. A\u00a0m\u00f4\u017eete na to vyu\u017ei\u0165 aj tematick\u00fd newsletter zameran\u00fd na prin\u00e1\u0161anie relevantn\u00e9ho, kvalitn\u00e9ho a exkluz\u00edvneho obsahu pre va\u0161u cie\u013eovku namiesto priamo\u010diareho promovanie v\u00e1\u0161ho produktu alebo slu\u017eby.<\/p>\n<p><strong>2. Content marketing<\/strong> &#8211; vytv\u00e1ranie informat\u00edvnych blogov\u00fdch pr\u00edspevkov, e-bookov alebo whitepaperov na stiahnutie, ktor\u00e9 poskytuj\u00fa cenn\u00e9 inform\u00e1cie firm\u00e1m a\u00a0robia z v\u00e1s autoritu vo va\u0161om odvetv\u00ed. Poskytnut\u00edm u\u017eito\u010dn\u00e9ho obsahu si m\u00f4\u017eete vybudova\u0165 d\u00f4veru u potenci\u00e1lnych z\u00e1kazn\u00edkov a pom\u00f4c\u0165 im pochopi\u0165, pre\u010do je v\u00e1\u0161 produkt alebo slu\u017eba hodnotn\u00e1.<\/p>\n<p><strong>3. Podujatia a\u00a0ve\u013etrhy<\/strong> \u2013 dlhodob\u00e1 klasika v\u00a0B2B marketingu. \u00da\u010das\u0165 a vystupovanie na podujatiach a ve\u013etrhoch vo va\u0161om odvetv\u00ed v\u00e1m umo\u017en\u00ed robi\u0165 kontaktn\u00fa kampa\u0148 a\u00a0networking v\u00a0ter\u00e9ne. Osobn\u00fdmi stretnutiami a demon\u0161tr\u00e1ciou v\u00e1\u0161ho produktu alebo slu\u017eby m\u00f4\u017eete nadviaza\u0165 kontakty a budova\u0165 vz\u0165ahy s potenci\u00e1lnymi z\u00e1kazn\u00edkmi.<\/p>\n<p style=\"font-weight: 400;\">\u010eal\u0161ie marketingov\u00e9 kan\u00e1ly m\u00f4\u017eu zah\u0155\u0148a\u0165 <a href=\"https:\/\/monkeymedia.sk\/pl\/sprava-socialnych-sieti\/\" target=\"_blank\" rel=\"noopener\">reklamu na soci\u00e1lnych m\u00e9di\u00e1ch<\/a>, <a href=\"https:\/\/monkeymedia.sk\/pl\/reklamne-kampane\/\" target=\"_blank\" rel=\"noopener\">PPC<\/a> lub <a href=\"https:\/\/monkeymedia.sk\/pl\/video-reklama\/\" target=\"_blank\" rel=\"noopener\">videomarketing<\/a> v z\u00e1vislosti od va\u0161ej cie\u013eovej skupiny a marketingov\u00fdch cie\u013eov.<\/p>\n<h4 style=\"font-weight: 400;\"><strong>Krok \u010d. 5: Merajte a revidujte svoju strat\u00e9giu<\/strong><\/h4>\n<p style=\"font-weight: 400;\">\u00daspe\u0161n\u00e1 B2B marketingov\u00e1 komunik\u00e1cia <strong>po\u010d\u00edta aj s pravideln\u00fdm meran\u00edm, anal\u00fdzou a\u00a0optimaliz\u00e1ciou<\/strong> pre zvy\u0161ovanie jej efekt\u00edvnosti. Tento proces v\u00e4\u010d\u0161inou zah\u0155\u0148a sledovanie metr\u00edk ak\u00fdmi s\u00fa<\/p>\n<ul>\n<li>n\u00e1v\u0161tevnos\u0165 <a href=\"https:\/\/monkeymedia.sk\/pl\/web-na-mieru\/\" target=\"_blank\" rel=\"noopener\">stron internetowych<\/a>,<\/li>\n<li>miera otvoren\u00fdch e-mailov<\/li>\n<li>alebo miera konverzi\u00ed.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">Anal\u00fdzou t\u00fdchto \u00fadajov m\u00f4\u017eete <strong>identifikova\u0165, \u010do funguje dobre a \u010do potrebuje zlep\u0161enie<\/strong>, a pod\u013ea toho upravi\u0165 svoju marketingov\u00fa komunik\u00e1ciu vr\u00e1tane revidovania v\u00e1\u0161ho copywritingu, obsahu, marketingov\u00fdch kan\u00e1lov alebo zacielenia.<\/p>\n<p style=\"font-weight: 400;\">Ak spust\u00edte marketingov\u00fa kampa\u0148 na soci\u00e1lnych sie\u0165ach, aby ste na nich promovali svoj produkt, m\u00f4\u017eete sledova\u0165 po\u010det kliknut\u00ed, zdie\u013ean\u00ed a konverzi\u00ed. Tieto \u00fadaje v\u00e1m pom\u00f4\u017eu pochopi\u0165, <strong>ktor\u00e9 kan\u00e1ly soci\u00e1lnych m\u00e9di\u00ed s\u00fa na oslovenie v\u00e1\u0161ho cie\u013eov\u00e9ho publika naj\u00fa\u010dinnej\u0161ie<\/strong> a ak\u00fd typ obsahu u nich rezonuje. A\u00a0na z\u00e1klade t\u00fdchto vstupov m\u00f4\u017eete svoju \u010fal\u0161iu kampa\u0148 vylep\u0161i\u0165 obsahovo alebo lep\u0161ie zacieli\u0165.<\/p>\n<p style=\"font-weight: 400;\">Meranie a anal\u00fdza efektivity kampan\u00ed a\u00a0marketingov\u00fdch aktiv\u00edt m\u00e1 za \u00fa\u010del zlep\u0161ova\u0165 a optimalizova\u0165 va\u0161u marketingov\u00fa strat\u00e9giu tak, aby lep\u0161ie vyhovovala potreb\u00e1m alebo <strong>meniacim sa preferenci\u00e1m va\u0161ej cie\u013eovej skupiny<\/strong>. Po optimaliz\u00e1cii bude va\u0161a marketingov\u00e1 komunik\u00e1cia \u00faspe\u0161nej\u0161ia a bude generova\u0165 viac potenci\u00e1lnych z\u00e1kazn\u00edkov (leadov) a v kone\u010dnom d\u00f4sledku aj vy\u0161\u0161\u00ed obrat.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38323 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_6-1024x576.png\" alt=\"marketingov\u00e1 komunik\u00e1cia v B2B\" width=\"1024\" height=\"576\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_6-1024x576.png 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_6-300x169.png 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_6-768x432.png 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Marketingova-komunikacia-v-B2B_6.png 1366w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/p>\n<h3 style=\"font-weight: 400;\"><strong>\u00daspe\u0161n\u00e1 marketingov\u00e1 komunik\u00e1cia v\u00a0praxi alebo ako vyzeraj\u00fa vydaren\u00e9 B2B kampane<\/strong><\/h3>\n<p style=\"font-weight: 400;\">Cie\u013eom B2B kampan\u00ed je vytv\u00e1ra\u0165 povedomie, generova\u0165 z\u00e1kazn\u00edkov a <strong>budova\u0165 siln\u00e9 a\u00a0trv\u00e1cne vz\u0165ahy s relevantn\u00fdmi podnikmi<\/strong>. \u00daspe\u0161n\u00e1 B2B marketingov\u00e1 komunik\u00e1cia a kampa\u0148 si vy\u017eaduje hlb\u0161ie pochopenie cie\u013eov\u00e9ho publika, jeho potrieb a po\u017eiadaviek ako aj n\u00e1kupn\u00e9ho spr\u00e1vania.<\/p>\n<p style=\"font-weight: 400;\">Okrem toho dobre nasaden\u00e1 a realizovan\u00e1 marketingov\u00e1 komunik\u00e1cia v B2B <strong>vyu\u017e\u00edva r\u00f4zne kan\u00e1ly, ako s\u00fa e-mail, soci\u00e1lne m\u00e9di\u00e1 a eventy<\/strong>, kde vytv\u00e1ra interakciu s potenci\u00e1lnymi klientami a za\u010d\u00edna ich postupne konvertova\u0165 na loj\u00e1lnych z\u00e1kazn\u00edkov.<\/p>\n<p style=\"font-weight: 400;\"><strong> <img decoding=\"async\" class=\"alignnone wp-image-38326 size-full lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Obrazok1-1.jpg\" alt=\"marketingov\u00e1 komunik\u00e1cia v B2B\" width=\"904\" height=\"334\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Obrazok1-1.jpg 904w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Obrazok1-1-300x111.jpg 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/Obrazok1-1-768x284.jpg 768w\" data-sizes=\"(max-width: 904px) 100vw, 904px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 904px; --smush-placeholder-aspect-ratio: 904\/334;\" \/><\/strong><\/p>\n<p style=\"font-weight: 400;\"><em>\u0179r\u00f3d\u0142o: <a href=\"https:\/\/savvyshopkeeper.com\/american-express-small-business-saturday-marketing-materials\/\" target=\"_blank\" rel=\"noopener\">Savvyshopkeeper<\/a><\/em><\/p>\n<h4 style=\"font-weight: 400;\"><strong>American Express<\/strong><\/h4>\n<p style=\"font-weight: 400;\">Pr\u00edkladom \u00faspe\u0161nej B2B marketingovej aktivity je <strong>kampa\u0148 \u201eSmall Business Saturday\u201c od American Express<\/strong>. T\u00e1to kampa\u0148 bola spusten\u00e1 v roku 2010 s cie\u013eom povzbudi\u0165 \u013eud\u00ed, aby v sobotu po Dni v\u010fakyvzdania podporovali mal\u00e9 podniky vo svojich lok\u00e1lnych komunit\u00e1ch.<\/p>\n<p style=\"font-weight: 400;\">Na propag\u00e1ciu kampane pou\u017eila spolo\u010dnos\u0165 American Express <strong>kombin\u00e1ciu digit\u00e1lnych a tradi\u010dn\u00fdch marketingov\u00fdch takt\u00edk<\/strong> vr\u00e1tane e-mailov\u00e9ho marketingu, reklamy na soci\u00e1lnych sie\u0165ach a telev\u00edznych rekl\u00e1m. Spolo\u010dnos\u0165 sa tie\u017e spojila s lok\u00e1lnymi organiz\u00e1ciami a majite\u013emi mal\u00fdch podnikov, aby \u010falej \u0161\u00edrili posolstvo kampane a\u00a0posilnili tak \u00fa\u010das\u0165 a\u00a0zapojenie, \u010do naj\u0161ir\u0161ej verejnosti.<\/p>\n<p style=\"font-weight: 400;\">V\u00fdsledkom kampane bolo, \u017ee <strong>mili\u00f3ny \u013eud\u00ed si za\u010dali uvedomova\u0165 d\u00f4le\u017eitos\u0165 podpory mal\u00fdch podnikov<\/strong> a vedome sa sna\u017eili nakupova\u0165 po\u010das \u201eSmall Business Saturday\u201c od\u00a0lok\u00e1lnych firiem. Kampa\u0148 navy\u0161e vygenerovala aj v\u00fdznamn\u00fa pozit\u00edvnu publicitu pre American Express a\u00a0pomohla upevni\u0165 imid\u017e American Expressu ako podporovate\u013ea mal\u00fdch podnikov.<\/p>\n<p style=\"font-weight: 400;\">Kampa\u0148 \u201eSmall Business Saturday\u201c bola \u00faspe\u0161n\u00e1, preto\u017ee sa <strong>zhodovala s hodnotami a z\u00e1ujmami jej cie\u013eov\u00e9ho publika<\/strong> a poskytla jasn\u00fa v\u00fdzvu na akciu, do ktorej sa \u013eudia \u013eahko zapojili. T\u00fdm American Express dok\u00e1zal vybudova\u0165 dobr\u00fd imid\u017e (goodwill) a lojalitu medzi svojimi z\u00e1kazn\u00edkmi a z\u00e1rove\u0148 aj podpori\u0165 predaj pre mal\u00e9 podniky v celej krajine.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38324 size-large lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/office_ibm_billboard-1024x607.jpeg\" alt=\"marketingov\u00e1 komunik\u00e1cia v B2B\" width=\"1024\" height=\"607\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/office_ibm_billboard-1024x607.jpeg 1024w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/office_ibm_billboard-300x178.jpeg 300w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/office_ibm_billboard-768x456.jpeg 768w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/office_ibm_billboard-1536x911.jpeg 1536w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/office_ibm_billboard-2048x1215.jpeg 2048w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/607;\" \/><\/p>\n<p style=\"font-weight: 400;\"><em>\u0179r\u00f3d\u0142o: <a href=\"https:\/\/fontsinuse.com\/uses\/17136\/designing-a-smarter-planet-ibm-campaign\" target=\"_blank\" rel=\"noopener\">Fontsinuse<\/a><\/em><\/p>\n<h4 style=\"font-weight: 400;\"><strong>IBM<\/strong><\/h4>\n<p style=\"font-weight: 400;\">\u010eal\u0161\u00edm pr\u00edkladom \u00faspe\u0161nej B2B marketingovej kampane je <strong>IBM \u201eSmarter Planet\u201c<\/strong>. Kampa\u0148, ktor\u00e1 bola spusten\u00e1 v roku 2008, bola navrhnut\u00e1 tak, aby predstavila schopnosti IBM pom\u00e1ha\u0165 podnikom a vl\u00e1dam vytv\u00e1ra\u0165 inteligentnej\u0161ie a efekt\u00edvnej\u0161ie syst\u00e9my.<\/p>\n<p style=\"font-weight: 400;\">Na propag\u00e1ciu kampane IBM vyu\u017eila <strong>marketingov\u00e9 kan\u00e1ly digit\u00e1lnej reklamy<\/strong>, soci\u00e1lnych m\u00e9di\u00ed a\u00a0content marketingu. Spolo\u010dnos\u0165 sa tie\u017e spojila s influencermi a my\u0161lienkov\u00fdmi l\u00eddrami (\u201ethought leaders\u201c), aby pomohli pri propag\u00e1cii a vybudovan\u00ed d\u00f4veryhodnos\u0165.<\/p>\n<p style=\"font-weight: 400;\">V\u010faka kampani sa IBM dok\u00e1zala <strong>etablova\u0165 ako l\u00edder vo vznikaj\u00facej oblasti \u201einteligentn\u00fdch\u201c technol\u00f3gi\u00ed<\/strong>, pri\u010dom kampa\u0148 vyvolala zna\u010dn\u00fd z\u00e1ujem a dopyt po ich produktoch a slu\u017eb\u00e1ch. Tr\u017eby spolo\u010dnosti po\u010das kampane neust\u00e1le r\u00e1stli a odvetvov\u00ed analytici a publik\u00e1cie IBM ocenili za jej inovat\u00edvny pr\u00edstup k marketingu.<\/p>\n<p style=\"font-weight: 400;\">Kampa\u0148 \u201eSmarter Planet\u201c bola \u00faspe\u0161n\u00e1, preto\u017ee <strong>vyu\u017eila rast\u00faci trend na trhu<\/strong> a dostala IBM do poz\u00edcie my\u0161lienkov\u00e9ho l\u00eddra na trhu. Aj v\u010faka tomu sa spolo\u010dnos\u0165 dok\u00e1zala odl\u00ed\u0161i\u0165 od konkurencie a vybudova\u0165 si siln\u00fa reput\u00e1ciu zalo\u017een\u00fa na svojich inov\u00e1ci\u00e1ch a odbornosti.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-38325 size-full lazyload\" data-src=\"http:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/salesforce_no_software.jpg\" alt=\"marketingov\u00e1 komunik\u00e1cia v B2B\" width=\"738\" height=\"415\" data-srcset=\"https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/salesforce_no_software.jpg 738w, https:\/\/monkeymedia.sk\/wp-content\/uploads\/2023\/03\/salesforce_no_software-300x169.jpg 300w\" data-sizes=\"(max-width: 738px) 100vw, 738px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 738px; --smush-placeholder-aspect-ratio: 738\/415;\" \/><\/p>\n<p style=\"font-weight: 400;\"><em>\u0179r\u00f3d\u0142o: <a href=\"https:\/\/www.computerwoche.de\/a\/mit-no-software-zum-viertgroessten-softwarehaus,3216163\" target=\"_blank\" rel=\"noopener\">Computerwoche<\/a><\/em><\/p>\n<h4 style=\"font-weight: 400;\"><strong>Salesforce<\/strong><\/h4>\n<p style=\"font-weight: 400;\">In\u00fdm pr\u00edkladom \u00faspe\u0161nej B2B marketingovej kampane je <strong>kampa\u0148 Salesforce \u201eNo Software\u201c<\/strong>. Kampa\u0148, ktor\u00e1 bola navrhnut\u00e1 tak, aby propagovala cloudov\u00fd CRM softv\u00e9r Salesforce ako alternat\u00edvu k tradi\u010dn\u00fdm \u201eon-premise\u201c softv\u00e9rov\u00fdm rie\u0161eniam.<\/p>\n<p style=\"font-weight: 400;\">Na propag\u00e1ciu kampane pou\u017eila firma Salesforce <strong>kombin\u00e1ciu digit\u00e1lnych a tradi\u010dn\u00fdch marketingov\u00fdch takt\u00edk<\/strong> vr\u00e1tane e-mailov\u00e9ho marketingu, online reklamy a\u00a0direct mailu. Spolo\u010dnos\u0165 sa vo ve\u013ekej miere zamerala aj na vytvorenie hodnotn\u00e9ho obsah v podobe whitepaperov a webin\u00e1rov, aby edukovala svoju cie\u013eov\u00fa skupinu o v\u00fdhod\u00e1ch cloud computingu.<\/p>\n<p style=\"font-weight: 400;\">V d\u00f4sledku kampane si Salesforce upevnil reput\u00e1ciu <strong>ako l\u00edder na trhu s CRM<\/strong>. Firma bola aj v\u010faka kampani uznan\u00e1 za softv\u00e9rov\u00e9ho \u201edisruptora\u201c.\u00a0Kampa\u0148 \u201eNo Software\u201c bola \u00faspe\u0161n\u00e1, preto\u017ee vyu\u017eila vych\u00e1dzaj\u00faci trend na trhu a predstavila Salesforce ako my\u0161lienkov\u00e9ho l\u00eddra v oblasti cloud computingu.<\/p>\n<p style=\"font-weight: 400;\">Neviete, ak\u00e1 marketingov\u00e1 komunik\u00e1cia \u010di B2B kampa\u0148 je <strong>najvhodnej\u0161ia pre v\u00e1\u0161 podnik alebo odvetvie<\/strong>? Alebo potrebujete nastavi\u0165 spr\u00e1vnu strat\u00e9gie a hodnotn\u00fd obsah, ktor\u00fd z\u00a0v\u00e1s sprav\u00ed my\u0161lienkov\u00e9ho l\u00eddra vo va\u0161om segmente? Radi v\u00e1m <a href=\"https:\/\/monkeymedia.sk\/pl\/kontakt\/\" target=\"_blank\" rel=\"noopener\">s\u00a0B2B marketingom pom\u00f4\u017eeme<\/a>.<\/p>\n<p style=\"font-weight: 400;\">","protected":false},"excerpt":{"rendered":"<p>Mal\u00e9 a\u00a0mlad\u00e9 firmy maj\u00fa \u010dasto probl\u00e9m vynikn\u00fa\u0165 na preplnenom trhu. Efekt\u00edvna marketingov\u00e1 komunik\u00e1cia v B2B\u00a0prostred\u00ed v\u00e1m umo\u017en\u00ed \u010deli\u0165 aj etablovan\u00fdm zna\u010dk\u00e1m vo va\u0161om odvetv\u00ed. Zistite, ako navrhn\u00fa\u0165 strat\u00e9giu a\u00a0optimalizova\u0165 ju pre zv\u00fd\u0161enie akviz\u00edcie nov\u00fdch z\u00e1kazn\u00edkov. Mal\u00e9 a stredn\u00e9 ako aj mlad\u00e9 (startupy) podniky \u010dasto \u010delia v\u00fdzve ako vynikn\u00fa\u0165 na preplnenom trhu a konkurova\u0165 zaveden\u00fdm spolo\u010dnostiam [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":46624,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[404],"tags":[162,163,164],"class_list":["post-38318","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-think","tag-b2b-marketing","tag-komunikacia-v-b2b","tag-marketingova-komunikacia-v-b2b"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketingov\u00e1 komunik\u00e1cia v B2B: Ako sa dosta\u0165 medzi \u0161pi\u010dku vo va\u0161om odvetv\u00ed? - Monkeymedia<\/title>\n<meta name=\"description\" content=\"V \u010dom spo\u010d\u00edva \u00faspe\u0161n\u00e1 marketingov\u00e1 komunik\u00e1cia v B2B? 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