{"id":2184,"date":"2021-07-19T16:20:29","date_gmt":"2021-07-19T09:20:29","guid":{"rendered":"http:\/\/htttdn.com\/?post_type=ht_kb&p=2184"},"modified":"2021-07-26T09:57:55","modified_gmt":"2021-07-26T02:57:55","slug":"crm-va-marketing-tu-dong-khac-biet-noi-dau-va-ban-can-cai-nao-day","status":"publish","type":"ht_kb","link":"https:\/\/htttdn.com\/index.php\/tin-tuc\/crm-va-marketing-tu-dong-khac-biet-noi-dau-va-ban-can-cai-nao-day\/","title":{"rendered":"CRM v\u00e0 Marketing T\u1ef1 \u0111\u1ed9ng: Kh\u00e1c bi\u1ec7t n\u01a1i \u0111\u00e2u v\u00e0 b\u1ea1n c\u1ea7n c\u00e1i n\u00e0o \u0111\u00e2y?"},"content":{"rendered":"

C\u00e1c h\u1ec7 th\u1ed1ng Marketing t\u1ef1 \u0111\u1ed9ng (Marketing Automation) v\u00e0 CRM<\/a> <\/span>th\u01b0\u1eddng hay tr\u00f9ng l\u1eb7p – m\u1ed7i h\u1ec7 th\u1ed1ng \u0111\u1ec1u c\u00f3 nhi\u1ec7m v\u1ee5 x\u1eed l\u00fd \u0111\u1ea7u m\u1ed1i (lead), th\u00f4ng tin li\u00ean h\u1ec7 (contact) v\u00e0 c\u00f4ng ty – lu\u00f4n t\u1ed3n t\u1ea1i s\u1ef1 m\u01a1 h\u1ed3 v\u00e0 nh\u1ea7m l\u1eabn v\u1ec1 nh\u1eefng ch\u1ee7 \u0111\u1ec1 n\u00e0y.<\/p>\n

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\u0110\u1ea7u ti\u00ean, h\u00e3y l\u00e0m r\u00f5 v\u1ec1 s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa vai tr\u00f2 sales v\u00e0 marketing: b\u1ea1n s\u1ebd kh\u00f4ng tin l\u00e0 c\u00f2n nhi\u1ec1u c\u00f4ng ty v\u1eabn \u0111ang l\u1ea7m l\u1eabn c\u00e1c kh\u00e1i ni\u1ec7m n\u00e0y.<\/p>\n

\u1ede vai tr\u00f2 l\u00e0m marketing, t\u00f4i tin r\u1eb1ng outbound marketing [1]<\/span> (\u0111\u00e2y l\u00e0 nh\u1eefng ng\u01b0\u1eddi d\u00f9ng th\u1ef1c s\u1ef1 c\u1ee7a marketing t\u1ef1 \u0111\u1ed9ng) c\u1ea7n t\u1eadp trung v\u00e0o vi\u1ec7c \u0111\u01b0a \u0111\u00fang th\u00f4ng \u0111i\u1ec7p \u0111\u1ebfn \u0111\u00fang kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng<\/span>.<\/p>\n

Nh\u1eefng ng\u01b0\u1eddi ph\u1ea3n h\u1ed3i (respondent) c\u00f3 m\u1ee9c \u0111\u1ed9 quan t\u00e2m r\u00f5 r\u1ec7t s\u1ebd \u0111\u01b0\u1ee3c chuy\u1ec3n sang b\u1ed9 ph\u1eadn b\u00e1n h\u00e0ng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng, v\u00e0 nh\u1eefng ai kh\u00f4ng ho\u1eb7c \u00edt quan t\u00e2m s\u1ebd ti\u1ebfp t\u1ee5c gi\u1eef l\u1ea1i trong h\u1ec7 th\u1ed1ng \u0111\u1ec3 ch\u0103m s\u00f3c v\u00e0 re-marketing [2]<\/span>.<\/p>\n

Outbound marketing bao g\u1ed3m vi\u1ec7c ch\u0103m s\u00f3c v\u00e0 \u201cnu\u00f4i d\u01b0\u1ee1ng\u201d c\u00e1c kh\u00e1ch h\u00e0ng \u0111ang c\u00f3, \u0111\u1ec3 g\u1ea7y d\u1ef1ng l\u00f2ng trung th\u00e0nh v\u00e0 ti\u1ebfp t\u1ee5c mua h\u00e0ng.<\/p>\n

\u1ede h\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty, ng\u01b0\u1eddi l\u00e0m marketing th\u01b0\u1eddng kh\u00f4ng tr\u1ea3 l\u1eddi \u0111i\u1ec7n tho\u1ea1i, kh\u00f4ng ph\u1ea3i \u0111\u00e1nh gi\u00e1 \u0111\u1ea7u m\u1ed1i v\u00e0 kh\u00f4ng th\u1ef1c s\u1ef1 tham gia v\u00e0o chu tr\u00ecnh b\u00e1n h\u00e0ng.<\/p>\n

Do \u0111\u00f3, h\u1ecd kh\u00f4ng \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 theo doanh thu, nh\u01b0 c\u00e1ch m\u00e0 d\u00e2n b\u00e1n h\u00e0ng hay d\u00f9ng: th\u01b0\u1edbc \u0111o c\u1ee7a h\u1ecd t\u1eadp trung v\u00e0o con s\u1ed1 v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng<\/span> c\u1ee7a nh\u1eefng ng\u01b0\u1eddi ph\u1ea3n h\u1ed3i, bao g\u1ed3m gi\u00e1 tr\u1ecb to\u00e0n b\u1ed9 quy tr\u00ecnh b\u00e1n h\u00e0ng.<\/p>\n

Marketing t\u1ef1 \u0111\u1ed9ng l\u00e0 g\u00ec?<\/strong><\/h2>\n

Marketing t\u1ef1 \u0111\u1ed9ng ch\u1ee7 y\u1ebfu l\u00e0 v\u1ec1 truy\u1ec1n th\u00f4ng hi\u1ec7u qu\u1ea3, chi ph\u00ed th\u1ea5p v\u1edbi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, bao g\u1ed3m truy\u1ec1n th\u00f4ng qua email v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i.<\/p>\n

M\u1ed7i h\u1ec7 th\u1ed1ng marketing t\u1ef1 \u0111\u1ed9ng b\u1eaft \u0111\u1ea7u v\u1edbi g\u1eedi email h\u00e0ng lo\u1ea1t v\u00e0 th\u00eam h\u00e0ng m\u1edb t\u00ednh n\u0103ng t\u1ea1o ra chu\u1ed7i email \u0111\u1eb9p v\u00e0 hi\u1ec7u qu\u1ea3.<\/p>\n

\u0110\u1ec3 c\u1ea3i thi\u1ec7n hi\u1ec7u qu\u1ea3 email, h\u1ec7 th\u1ed1ng marketing t\u1ef1 \u0111\u1ed9ng bao g\u1ed3m c\u00e1c m\u1eabu l\u00e0m s\u1eb5n cho ng\u01b0\u1eddi thi\u1ebft k\u1ebf mail v\u00e0 chi\u1ebfn d\u1ecbch nh\u1eb1m cung c\u1ea5p m\u1ed9t \u0111\u01b0\u1eddng l\u1ed1i r\u00f5 r\u00e0ng, \u1ed5n \u0111\u1ecbnh cho kh\u00e1ch h\u00e0ng khi m\u1ee9c \u0111\u1ed9 quan t\u00e2m v\u00e0 th\u00f4ng tin c\u1ee7a h\u1ecd gia t\u0103ng.<\/p>\n

H\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng t\u1eeb nh\u1eadn th\u1ee9c<\/span> t\u1edbi quan t\u00e2m<\/span> t\u1edbi khao kh\u00e1t<\/span> v\u00e0 cu\u1ed1i c\u00f9ng l\u00e0 h\u00e0nh \u0111\u1ed9ng<\/span> ph\u1ea3i \u0103n kh\u1edbp v\u1edbi nhau, v\u1edbi n\u1ed9i dung v\u00e0 l\u1eddi k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng ph\u00f9 h\u1ee3p<\/span> v\u1edbi m\u1ed7i giai \u0111o\u1ea1n trong h\u00e0nh tr\u00ecnh \u0111\u00f3.<\/p>\n

C\u00e1c h\u1ec7 th\u1ed1ng marketing t\u1ef1 \u0111\u1ed9ng khai th\u00e1c m\u1ea1ng x\u00e3 h\u1ed9i qua m\u1ed9t s\u1ed1 t\u00ednh n\u0103ng nh\u1eb1m li\u00ean k\u1ebft Facebook, Twitter, c\u00e1c t\u01b0\u01a1ng t\u00e1c nh\u00f3m \/ di\u1ec5n \u0111\u00e0n th\u1ea3o lu\u1eadn v\u1edbi chi\u1ebfn d\u1ecbch email v\u00e0 website. Th\u00e1ch th\u1ee9c l\u1edbn nh\u1ea5t \u1edf \u0111\u00e2y l\u00e0 qu\u1ea3n l\u00fd vi\u1ec7c li\u00ean k\u1ebft gi\u1eefa \u0111\u1ecba ch\u1ec9 email v\u1edbi t\u00e0i kho\u1ea3n m\u1ea1ng x\u00e3 h\u1ed9i.<\/p>\n

H\u1ec7 th\u1ed1ng marketing t\u1ef1 \u0111\u1ed9ng hi\u1ec7u qu\u1ea3 bao g\u1ed3m h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd n\u1ed9i dung, n\u00ean n\u00f3 ph\u1ea3i qu\u1ea3n l\u00fd c\u00e1c t\u00e0i s\u1ea3n n\u1ed9i dung c\u1ee7a m\u00ecnh. Gi\u1ed1ng nh\u01b0 c\u00e1c t\u00e0i s\u1ea3n kh\u00e1c \u0111\u01b0\u1ee3c l\u01b0u tr\u00ean website c\u00f4ng ty, h\u1ec7 th\u1ed1ng marketing t\u1ef1 \u0111\u1ed9ng c\u1ea7n nhanh ch\u00f3ng t\u1ea1o ra c\u00e1c trang \u0111\u0103ng k\u00fd v\u00e0 download h\u1ea5p d\u1eabn. B\u1edfi h\u00e0nh vi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng kh\u00f4ng th\u1ec3 ti\u00ean li\u1ec7u, n\u00ean h\u1ec7 th\u1ed1ng marketing t\u1ef1 \u0111\u1ed9ng c\u1ea7n c\u00f3 c\u00e1c t\u00ednh n\u0103ng qu\u1ea3n l\u00fd d\u00f2ng c\u00f4ng vi\u1ec7c \u0111\u1ec3 ch\u1ea1y \u201cth\u1eed nghi\u1ec7m so s\u00e1nh A v\u1edbi B\u201d [3]<\/span> nh\u1eb1m cung c\u1ea5p d\u1eef li\u1ec7u h\u01b0\u1edbng d\u1eabn vi\u1ec7c \u0111i\u1ec1u ch\u1ec9nh web v\u00e0 tr\u00ecnh t\u1ef1 chi\u1ebfn d\u1ecbch \u0111\u1ec3 t\u1ed1i \u01b0u k\u1ebft qu\u1ea3.<\/p>\n

C\u00e1c h\u1ec7 th\u1ed1ng marketing t\u1ef1 \u0111\u1ed9ng t\u1ea1o ra l\u01b0\u1ee3ng l\u1edbn d\u1eef li\u1ec7u kh\u00f4ng \u0111\u01b0\u1ee3c c\u1ea5u tr\u00fac t\u1ed1t v\u00e0 ph\u00e2n t\u00edch l\u01b0\u1ee3t click ph\u1ea3n h\u1ed3i c\u1ee7a chi\u1ebfn d\u1ecbch.<\/p>\n

\u1ede c\u00e1c c\u00f4ng ty v\u1edbi l\u01b0\u1ee3ng \u0111\u1ea7u m\u1ed1i l\u1edbn, c\u00e1c c\u01a1 ch\u1ebf b\u00e1o c\u00e1o ph\u1ea3i x\u1eed l\u00fd kho\u1ea3ng 10 tri\u1ec7u d\u00f2ng – nh\u01b0ng c\u00e1c b\u1ea3ng l\u1ea1i r\u1ea5t h\u1eb9p (th\u01b0\u1eddng \u00edt h\u01a1n 10 d\u00f2ng) n\u00ean k\u1ebft qu\u1ea3 b\u00e1o c\u00e1o kh\u00f4ng bao g\u1ed3m h\u00e0ng t\u1ea5n c\u00e2u l\u1ec7nh\u2026 m\u00e0 ch\u1ec9 l\u00e0 h\u00e0ng t\u1ea5n d\u1eef li\u1ec7u th\u00f4.<\/p>\n

C\u00e1c h\u1ec7 th\u1ed1ng marketing t\u1ef1 \u0111\u1ed9ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c t\u00edch h\u1ee3p m\u1ea1nh m\u1ebd v\u00e0o website c\u00f4ng ty, nh\u01b0ng hi\u1ebfm khi \u0111\u01b0\u1ee3c t\u00edch h\u1ee3p (k\u1ebft n\u1ed1i) v\u00e0o nhi\u1ec1u h\u1ec7 th\u1ed1ng kh\u00e1c (v\u00ed d\u1ee5, c\u01a1 ch\u1ebf x\u00e1c th\u1ef1c \u0111\u1ecba ch\u1ec9 v\u00e0 \u0111\u1ecbnh v\u1ecb).<\/p>\n

CRM v\u00e0 h\u1ed7 tr\u1ee3 b\u00e1n h\u00e0ng t\u1ef1 \u0111\u1ed9ng<\/strong><\/h2>\n

N\u1ebfu nh\u01b0 c\u1ed1t l\u00f5i c\u1ee7a marketing t\u1ef1 \u0111\u1ed9ng l\u00e0 g\u1eedi email h\u00e0ng lo\u1ea1t, th\u00ec n\u1ec1n t\u1ea3ng c\u1ee7a CRM l\u00e0 h\u1ed7 tr\u1ee3 b\u00e1n h\u00e0ng t\u1ef1 \u0111\u1ed9ng (SFA – Sales Force Automation).<\/p>\n

M\u1eb7c d\u00f9 c\u1ea3 hai h\u1ec7 th\u1ed1ng \u0111\u1ec1u l\u00e0m vi\u1ec7c v\u1edbi \u0111\u1ea7u m\u1ed1i, th\u00f4ng tin li\u00ean h\u1ec7 v\u00e0 c\u00f4ng ty, nh\u01b0ng ch\u00fang ho\u1ea1t \u0111\u1ed9ng trong c\u00e1c b\u1ed1i c\u1ea3nh r\u1ea5t kh\u00e1c nhau.<\/p>\n

Ng\u01b0\u1eddi d\u00f9ng marketing t\u1ef1 \u0111\u1ed9ng h\u1ea7u nh\u01b0 t\u1eadp trung v\u00e0o \u0111\u1ea7u m\u1ed1i. Ng\u01b0\u1ee3c l\u1ea1i, ng\u01b0\u1eddi d\u00f9ng SFA<\/span> th\u00ec th\u1ea5y \u0111\u1ea7u m\u1ed1i ch\u1ec9 quan tr\u1ecdng trong ng\u1eafn h\u1ea1n<\/span>, v\u00ec c\u00e1c nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng th\u00e0nh c\u00f4ng s\u1ebd l\u00e0m vi\u1ec7c v\u1edbi c\u00e1c c\u01a1 h\u1ed9i<\/span> (deal) v\u00e0 n\u00f3i chuy\u1ec7n v\u1edbi c\u00e1c li\u00ean h\u1ec7<\/span> (contact – l\u00e0 c\u00e1c \u0111\u1ea7u m\u1ed1i \u0111\u00e3 th\u1ea9m \u0111\u1ecbnh ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 chuy\u1ec3n \u0111\u1ed5i).<\/p>\n

Ng\u01b0\u1eddi d\u00f9ng SFA r\u1ea5t kh\u00e1c so v\u1edbi ng\u01b0\u1eddi l\u00e0m marketing \u0111i\u1ec3n h\u00ecnh, v\u00e0 th\u01b0\u1eddng c\u00f3 s\u1ef1 \u0111\u1ed1i ngh\u1ecbch gi\u1eefa 2 nh\u00f3m n\u00e0y.<\/p>\n

H\u1ec7 th\u1ed1ng CRM<\/a><\/span> ph\u1ea3i h\u1ed7 tr\u1ee3 c\u00e1c quy tr\u00ecnh b\u00e1n h\u00e0ng sau:<\/p>\n