{"id":6645,"date":"2024-05-08T11:44:54","date_gmt":"2024-05-08T08:44:54","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6645"},"modified":"2024-05-08T13:03:59","modified_gmt":"2024-05-08T10:03:59","slug":"jaky-je-rozdil-mezi-cestou-zakaznika-a-zivotnim-cyklem","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/viaje-del-cliente-y-ciclo-de-vida-cual-es-la-diferencia\/masterbase\/","title":{"rendered":"Cesta z\u00e1kazn\u00edka a \u017eivotn\u00ed cyklus - jak\u00fd je mezi nimi rozd\u00edl?"},"content":{"rendered":"
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\u00a0<\/p>

K tomuto zmatku p\u0159isp\u00edvaj\u00ed drobn\u00e9 variace a z\u00e1m\u011bny prvk\u016f, kter\u00e9 tyto pojmy tvo\u0159\u00ed: \"\u017eivotn\u00ed cyklus kupuj\u00edc\u00edho\", \"cesta z\u00e1kazn\u00edka\", \"cesta \u017eivotn\u00edho cyklu kupuj\u00edc\u00edho\", \"prodejn\u00ed trycht\u00fd\u0159 z\u00e1kazn\u00edka\"... a seznam by mohl pokra\u010dovat.<\/p>

Pod\u00edvejme se na jednotliv\u00e9 pojmy, porovnejme je a srovnejme a pot\u00e9 je dejme dohromady, jak by to m\u011blo b\u00fdt.<\/p>

Co je to cesta kupuj\u00edc\u00edho?<\/strong><\/p>

Podle CESTA KUPUJ\u00cdC\u00cdHO<\/strong> (Buyer's Journey) ch\u00e1peme zku\u0161enost kupuj\u00edc\u00edho jako rozd\u011blenou do t\u0159\u00ed f\u00e1z\u00ed: f\u00e1ze uv\u011bdom\u011bn\u00ed, f\u00e1ze zva\u017eov\u00e1n\u00ed a f\u00e1ze rozhodov\u00e1n\u00ed.<\/p>

\"Sn\u00edmek<\/p>

Znalosti:<\/span><\/h3>

Ve f\u00e1zi informovanosti kupuj\u00edc\u00ed identifikovali potenci\u00e1ln\u00ed probl\u00e9m nebo p\u0159\u00edle\u017eitost. Vyhled\u00e1vaj\u00ed r\u016fzn\u00e9 kan\u00e1ly, jako je Google, soci\u00e1ln\u00ed m\u00e9dia a online f\u00f3ra, a hledaj\u00ed neutr\u00e1ln\u00ed informace od t\u0159et\u00edch stran, kter\u00e9 jim pomohou identifikovat probl\u00e9my nebo p\u0159\u00edznaky.<\/p>

Nap\u0159\u00edklad: \"Moje kancel\u00e1\u0159 se rozr\u016fst\u00e1 a j\u00e1 m\u00e1m pot\u00ed\u017ee s organizac\u00ed \u00fakol\u016f pro sv\u016fj t\u00fdm, je to zp\u016fsobeno m\u00fdm stylem \u0159\u00edzen\u00ed, nebo pot\u0159ebuji n\u011bjakou pomoc?<\/p>

\u00davaha:<\/span><\/h3>

Ve f\u00e1zi zva\u017eov\u00e1n\u00ed kupuj\u00edc\u00ed pojmenovali sv\u016fj probl\u00e9m nebo p\u0159\u00edle\u017eitost. Za\u010dnou zkoumat dostupn\u00e9 p\u0159\u00edstupy a metody k jeho \u0159e\u0161en\u00ed.<\/p>

Nap\u0159\u00edklad: \"Nyn\u00ed v\u00edm, \u017ee v\u011bt\u0161ina spole\u010dnost\u00ed m\u00e9 velikosti pou\u017e\u00edv\u00e1 software pro spr\u00e1vu \u00fakol\u016f, v\u011b\u0159\u00edm, \u017ee tento software vy\u0159e\u0161\u00ed organiza\u010dn\u00ed probl\u00e9m m\u00e9ho t\u00fdmu, ale jak jej mohu implementovat a co bych m\u011bl zv\u00e1\u017eit?<\/p>

Rozhodnut\u00ed:<\/span><\/h3>

Ve f\u00e1zi rozhodov\u00e1n\u00ed se kupuj\u00edc\u00ed aktivn\u011b sna\u017e\u00ed vy\u0159e\u0161it sv\u016fj probl\u00e9m nebo p\u0159\u00edle\u017eitost a zkoum\u00e1 mo\u017en\u00e1 \u0159e\u0161en\u00ed. Zkoumaj\u00ed nejr\u016fzn\u011bj\u0161\u00ed dokumenty a \u00fadaje, aby mohli u\u010dinit kone\u010dn\u00e9 informovan\u00e9 rozhodnut\u00ed.<\/p>

Nap\u0159\u00edklad: \"Jak\u00e9 m\u00e1m mo\u017enosti n\u00e1kupu softwaru pro spr\u00e1vu \u00fakol\u016f a kter\u00fd program je pro mou spole\u010dnost nejkomplexn\u011bj\u0161\u00ed a cenov\u011b nejdostupn\u011bj\u0161\u00ed?<\/p>

Na rozd\u00edl od \u017eivotn\u00edho cyklu, kde market\u00e9\u0159i identifikuj\u00ed a c\u00edl\u00ed na kontakty v ka\u017ed\u00e9 f\u00e1zi, je obt\u00ed\u017en\u011bj\u0161\u00ed pochopit m\u00edsto z\u00e1kazn\u00edka v cest\u011b.<\/p>

Doba mezi uv\u011bdom\u011bn\u00edm a rozhodnut\u00edm m\u016f\u017ee trvat m\u011bs\u00edce nebo minuty. \u00dakolem market\u00e9ra je proto zajistit kvalitn\u00ed z\u00e1\u017eitek prost\u0159ednictv\u00edm obsahu, podpory a dal\u0161\u00edch n\u00e1stroj\u016f, kter\u00e9 pokryj\u00ed ka\u017edou f\u00e1zi cesty, pokud na ni kupuj\u00edc\u00ed naraz\u00ed.<\/p>

Nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed budou ty spole\u010dnosti, kter\u00e9 b\u011bhem cesty nab\u00eddnou nejlep\u0161\u00ed vzd\u011bl\u00e1n\u00ed.<\/p>

Nakonec cesta zahrnuje v\u0161echny sty\u010dn\u00e9 body, kter\u00e9 z\u00e1kazn\u00edk se zna\u010dkou za\u017eije, od za\u010d\u00e1tku a\u017e do konce.<\/p>

Tvorba obsahu pro t\u0159i f\u00e1ze cestov\u00e1n\u00ed je podobn\u00e1 pl\u00e1nu cestov\u00e1n\u00ed:\u00a0pro ka\u017ed\u00fd \u00fasek silnice mus\u00ed b\u00fdt zaru\u010deny u\u017eite\u010dn\u00e9 informace.<\/strong><\/p>

B\u011bhem cesty kupuj\u00edc\u00ed identifikuj\u00ed a nakonec \u0159e\u0161\u00ed probl\u00e9m nebo uspokojuj\u00ed p\u0159\u00edle\u017eitost. Ka\u017ed\u00fd kontaktn\u00ed bod utv\u00e1\u0159\u00ed z\u00e1kazn\u00edk\u016fv pohled na zna\u010dku.<\/p>

Jak\u00fd je \u017eivotn\u00ed cyklus z\u00e1kazn\u00edka?<\/span><\/h2>

Na rozd\u00edl od cesty kupuj\u00edc\u00edho je \u017eivotn\u00ed cyklus z\u00e1kazn\u00edka aktivn\u00ed proces \u0159\u00edzen\u00fd marketingov\u00fdm a prodejn\u00edm t\u00fdmem spole\u010dnosti.<\/p>

Zahrnuje segmentaci potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f v r\u016fzn\u00fdch f\u00e1z\u00edch. Tyto f\u00e1ze se pou\u017e\u00edvaj\u00ed k vylad\u011bn\u00ed marketingov\u00fdch a prodejn\u00edch technik s c\u00edlem maximalizovat konverzi.<\/p>

Tyto f\u00e1ze \u017eivotn\u00edho cyklu tvo\u0159\u00ed dohromady marketingov\u00fd a prodejn\u00ed trycht\u00fd\u0159. Jak z\u00e1kazn\u00edci proch\u00e1zej\u00ed jednotliv\u00fdmi f\u00e1zemi, dal\u0161\u00ed f\u00e1zi dokon\u010duje st\u00e1le m\u00e9n\u011b lid\u00ed. Vznik\u00e1 tak efekt \"trycht\u00fd\u0159e\", kter\u00fd na sv\u00e9 cest\u011b upust\u00ed n\u011bkolik lid\u00ed. Mnoho odb\u011bratel\u016f se prom\u00edt\u00e1 do n\u011bkolika m\u00e1lo kvalitn\u00edch z\u00e1kazn\u00edk\u016f.<\/p>

\"Sn\u00edmek<\/p>

Jednotliv\u00e9 f\u00e1ze zahrnuj\u00ed:<\/span><\/h3>

1.\u00a0\u00a0\u00a0\u00a0P\u0159edplatitel<\/strong>p\u0159\u00edle\u017eitostn\u00fd odb\u011bratel jeho pravideln\u00e9ho obsahu.<\/p>

2.\u00a0\u00a0\u00a0\u00a0Veden\u00ed (prospekt)<\/strong>osoba, kter\u00e1 o sob\u011b poskytla informace.<\/p>

3.\u00a0\u00a0\u00a0\u00a0Marketing Qualified Lead, MQL (marketingov\u011b kvalifikovan\u00fd potenci\u00e1ln\u00ed z\u00e1kazn\u00edk)<\/strong>potenci\u00e1ln\u00edho z\u00e1kazn\u00edka, kter\u00fd je pova\u017eov\u00e1n za p\u0159ipraven\u00e9ho na marketingov\u00e1 sd\u011blen\u00ed.<\/p>

4.\u00a0\u00a0\u00a0\u00a0Vedouc\u00ed kvalifikovan\u00fd prodejce, SQL, (Sales Qualified Prospect)<\/strong>potenci\u00e1ln\u00edho z\u00e1kazn\u00edka, kter\u00fd je pova\u017eov\u00e1n za p\u0159ipraven\u00e9ho na prodejn\u00ed sd\u011blen\u00ed.<\/p>

5.\u00a0\u00a0\u00a0\u00a0P\u0159\u00edle\u017eitost<\/strong>n\u011bkdo, kdo je p\u0159ipraven koupit a komu je v\u011bnov\u00e1na pozornost p\u0159i prodeji.<\/p>

6.\u00a0\u00a0\u00a0\u00a0Z\u00e1kazn\u00edk<\/strong>n\u011bkdo, kdo si koupil v\u00e1\u0161 produkt nebo slu\u017ebu.<\/p>

7.\u00a0\u00a0\u00a0\u00a0Evangeliz\u00e1tor<\/strong>z\u00e1kazn\u00edk, kter\u00fd aktivn\u011b propaguje va\u0161i zna\u010dku.<\/p>

Ka\u017ed\u00e1 spole\u010dnost je jedine\u010dn\u00e1 a m\u00e1 sv\u00e1 specifika, proto je d\u016fle\u017eit\u00e9, aby si ka\u017ed\u00fd marketingov\u00fd a prodejn\u00ed t\u00fdm stanovil jasnou definici t\u011bchto f\u00e1z\u00ed.<\/p>

Existuj\u00ed v\u0161ak n\u011bkter\u00e9 obecn\u00e9 osv\u011bd\u010den\u00e9 postupy pro p\u0159esun marketingov\u011b kvalifikovan\u00fdch potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f do oblasti SQL a pro ozna\u010dov\u00e1n\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f p\u0159i jejich postupu trycht\u00fd\u0159em.<\/p>

Na ka\u017edou f\u00e1zi \u017eivotn\u00edho cyklu je t\u0159eba reagovat ur\u010dit\u00fdm zp\u016fsobem. M\u016f\u017ee se jednat o pe\u010duj\u00edc\u00ed zpr\u00e1vy, pr\u00e9miov\u00fd obsah, speci\u00e1ln\u00ed nab\u00eddky a dokonce i n\u00e1sledn\u00e9 prodejn\u00ed akce.<\/p>

Frekvence zas\u00edl\u00e1n\u00ed marketingov\u00fdch a prodejn\u00edch zpr\u00e1v se postupn\u011b zvy\u0161uje s t\u00edm, jak z\u00e1kazn\u00edk proch\u00e1z\u00ed trycht\u00fd\u0159em. T\u00edmto zp\u016fsobem nedoch\u00e1z\u00ed ke ztr\u00e1t\u011b z\u00e1kazn\u00edka kv\u016fli p\u0159ehnan\u011b dlouh\u00e9 prodejn\u00ed zpr\u00e1v\u011b nebo rozes\u00edlce, kter\u00e1 p\u0159i\u0161la p\u0159\u00edli\u0161 pozd\u011b.<\/p>

Fr\u00e1ze jako \"Kupte hned!\" by z\u0159ejm\u011b mohla odradit n\u011bkoho, kdo jen sleduje v\u00e1\u0161 blog, \u017ee?<\/p>

A nakonec: Jak spolupracujete?<\/span><\/strong><\/p>

Tyto dva pojmy se sice li\u0161\u00ed, ale v z\u00e1sadn\u00edch ohledech se p\u0159ekr\u00fdvaj\u00ed. Nejv\u011bt\u0161\u00edho \u00fasp\u011bchu dos\u00e1hnete, kdy\u017e budete ob\u011b strategie pou\u017e\u00edvat spole\u010dn\u011b, jak vysv\u011btl\u00edme n\u00ed\u017ee.<\/p>

Kdy\u017e se kupuj\u00edc\u00ed poprv\u00e9 setk\u00e1 s va\u0161\u00ed zna\u010dkou, t\u0159eba prost\u0159ednictv\u00edm placen\u00e9 reklamy, \u00fastn\u00edho pod\u00e1n\u00ed nebo v d\u016fsledku vyhled\u00e1v\u00e1n\u00ed na Googlu, za\u010d\u00edn\u00e1 jeho cesta k va\u0161\u00ed spole\u010dnosti. Kupuj\u00edc\u00ed m\u00e1 p\u0159edstavu o va\u0161\u00ed spole\u010dnosti a za\u010d\u00edn\u00e1 s n\u00ed navazovat vztah.<\/p>

\"Sn\u00edmek<\/p>

M\u011bla by zajistit, aby byla k dispozici \u0161irok\u00e1 \u0161k\u00e1la vzd\u011bl\u00e1vac\u00edch informac\u00ed, kter\u00e9 uspokoj\u00ed pot\u0159eby ka\u017ed\u00e9ho kupuj\u00edc\u00edho: znalosti, \u00favahy nebo ot\u00e1zky t\u00fdkaj\u00edc\u00ed se f\u00e1ze rozhodov\u00e1n\u00ed.<\/p>

Mus\u00edte tak\u00e9 zajistit, aby potenci\u00e1ln\u00ed kupuj\u00edc\u00ed m\u011bl p\u0159\u00edjemn\u00fd z\u00e1\u017eitek ze v\u0161ech kontaktn\u00edch m\u00edst, v\u010detn\u011b soci\u00e1ln\u00edch m\u00e9di\u00ed, webov\u00fdch str\u00e1nek a (pokud je to relevantn\u00ed) z\u00e1kaznick\u00e9ho servisu.<\/p>

Pokud se kupuj\u00edc\u00ed rozhodne, \u017ee va\u0161e spole\u010dnost je d\u016fv\u011bryhodn\u00fdm zdrojem, m\u016f\u017ee se posunout v prodejn\u00edm trycht\u00fd\u0159i. Je ve va\u0161em hled\u00e1\u010dku, proto\u017ee odeslal e-mailovou adresu, aby se p\u0159ihl\u00e1sil k odb\u011bru va\u0161eho obsahu, odeslal formul\u00e1\u0159 s va\u0161imi informacemi nebo v\u00e1s p\u0159\u00edmo kontaktoval. A jakmile m\u00e1te tyto informace, m\u016f\u017eete kupuj\u00edc\u00edho za\u0159adit do sv\u00e9ho \u017eivotn\u00edho cyklu z\u00e1kazn\u00edka.<\/p>

Mus\u00ed zajistit, aby ka\u017ed\u00fd krok na cest\u011b byl pro z\u00e1kazn\u00edky pozitivn\u00edm z\u00e1\u017eitkem, na ka\u017ed\u00e9m kroku mus\u00ed dosahovat zisku.<\/p>

Jak kupuj\u00edc\u00ed prov\u00e1d\u00ed r\u016fzn\u00e9 akce, nap\u0159\u00edklad stahuje e-knihu, otev\u00edr\u00e1 mailing nebo vypl\u0148uje formul\u00e1\u0159, postupn\u011b ho kvalifikujete jako lead, marketingov\u011b kvalifikovan\u00fd lead atd. Tato klasifikace bude ur\u010dovat budouc\u00ed marketingov\u00e9 akce a va\u0161e sd\u011blen\u00ed se budou st\u00e1le v\u00edce orientovat na prodej.<\/p>

Hlavn\u00ed rozd\u00edl je n\u00e1sleduj\u00edc\u00ed: Cesta zahrnuje kroky kupuj\u00edc\u00edho, zat\u00edmco \u017eivotn\u00ed cyklus zahrnuje kroky market\u00e9ra.<\/p>

\u017divotn\u00ed cyklus je \u00fasek cesty, kde se jako market\u00e9r aktivn\u011b zam\u011b\u0159ujete na pot\u0159eby kupuj\u00edc\u00edho.<\/p>

\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"ebook\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Lid\u00e9 z marketingu \u010dasto vytv\u00e1\u0159ej\u00ed nov\u00e9 koncepty a tento titulek je toho p\u0159\u00edkladem. M\u016f\u017ee se v\u0161ak st\u00e1t, \u017ee ne ka\u017ed\u00fd je pochop\u00ed stejn\u011b. <\/p>","protected":false},"author":239642484,"featured_media":7019,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[1426],"class_list":["post-6645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-ciclo-de-vida"],"yoast_head":"\nViaje del cliente y Ciclo de vida. \u00bfCu\u00e1l es la diferencia? - MasterBase\u00ae<\/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:\/\/masterbase.com\/cs\/jaky-je-rozdil-mezi-cestou-zakaznika-a-zivotnim-cyklem\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Viaje del cliente y Ciclo de vida. \u00bfCu\u00e1l es la diferencia? - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"La gente de marketing con frecuencia crea nuevos conceptos y este titular es un ejemplo de ello. 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