Imiterere ya B2B (ubucuruzi-ku-bucuruzi) igurisha muri Berezile irimo guhinduka byihuse kandi byimbitse. Urugendo rwo kugura ibigo rwahindutse cyane, kandi ibigo bidahuza byihuse bishobora gutakaza umugabane wamasoko nakamaro. Ubushakashatsi bwakozwe nishuri rya Veritatem bugaragaza amakuru ashimishije: 80% byurugendo rwo kugura bibera kumurongo na mbere yo guhura kwambere nitsinda ryabacuruzi. Byongeye kandi, 90% byabaguzi ba societe batangira ubushakashatsi bwabo kumurongo, bashaka amakuru nibisubizo mbere yo kuvugana numugurisha uwo ari we wese.
Impuguke Mari Genovez, washinze Matchez, isosiyete izobereye mu kugurisha amadolari agera kuri miliyoni imwe y'amadorari yinjije miliyoni imwe y'amadorari yinjije amafaranga agera kuri miliyoni imwe y'amadorari yinjije amafaranga agera kuri miliyoni imwe y'amadorari yinjije amafaranga agera kuri miliyoni imwe y'amadorari yinjije amafaranga agera kuri miliyoni imwe y'amadorari yinjije amafaranga agera kuri miliyoni imwe y'amadorari y'Amerika.
Uyu munsi, guhuza ibirimo bijyanye no kwimenyekanisha ni ifaranga ryagaciro cyane ku isoko rya B2B. Amakuru yatanzwe na Intelligenzia Estatísticas yerekana ko 80% byabaguzi bakunda ibigo bitanga uburambe bwihariye. Ingamba za digitale zihuza ibintu byingirakamaro hamwe nogukoresha ubwenge bwamakuru bishobora kubyara 60% gukura no kongera impinduka zujuje ibyangombwa 52%.
Mari yagize ati: "Ariko kugira imibare ihari ntabwo bihagije: ni ngombwa gutanga ibikubiyemo, hamwe n'ingero zifatika, ubushakashatsi bwakozwe, n'ubuhamya nyabwo". Ku bwe, itsinda rishinzwe kugurisha no kwamamaza rikeneye gusangira ubumenyi bwabo mu mucyo ku mbuga nkoranyambaga, bagatanga amasomo akoreshwa mu buzima bwa buri munsi bw'abakiriya, kugira ngo basobanukirwe n'ibibazo bigoye kandi bumve bafite icyizere gihagije cyo gutera imbere bagura.
Ariko, hariho umuburo w'ingenzi: nubwo hari iterambere, gukura kwa digitale ya B2B yo muri Berezile iracyari hasi. Nk’uko Intelligenzia ibivuga, 5% gusa by'ibigo bigera ku rwego ruhanitse rwo gukura mu buryo bwa digitale. Nubwo bimeze bityo, 36% byinzobere muri urwo rwego babonye iterambere rikomeye muri 2024.
Rimwe mu makosa akomeye nukutihangana. Isi ya digitale ntabwo itanga ibisubizo byubumaji: gutangira guhinduka no kubireka hagati yacyo ni nko gusubira kuri kare. Gutsinda, guhuza no guhuzagurika birakenewe, cyane cyane muguhuza ibicuruzwa no kugurisha. Ubu bufatanye bwubatswe gusa nuburyo busobanutse, gukoresha neza CRM, kwikora, no gukurikiranira hafi icyerekezo. Umuyobozi wa Matchez ashimangira ati: "Ni ngombwa kumenya igihe gikwiye cyo kwegera abakiriya no gukoresha ikoranabuhanga kugira ngo basobanukirwe inyungu zabo, bagumane imikoranire ihamye."
Kuringaniza amakuru no kugurisha ni ngombwa. Inzira nziza yo gutanga ibicuruzwa cyangwa serivisi bitumvikanye neza ni ugukoresha ingamba "hagati, hepfo, no hejuru ya funnel". Hejuru, ibintu bigari kandi byuburezi bikurura kandi bikurura; hagati, ingingo zibabaza zirashakishwa mubwimbitse kandi ibisubizo byatanzwe; hepfo, guhamagarwa gutumirwa kumanama, ibyifuzo, no gusoza.
Ubu buryo buhoro buhoro butuma abumva bakira kuko, mugihe bageze kuntambwe yanyuma, aba bantu bamaze kubona agaciro gakomeye kuburyo uburyo bwo kugura bwumva ari bwiza kandi bwakiriwe. Ubunararibonye bufatika hamwe namakuru arabigaragaza: gutsinda muburyo bwo kugurisha hifashishijwe sisitemu biterwa nubuyobozi bwashyizweho, kwimenyekanisha nyabyo, guhuzagurika, kandi cyane cyane kwihangana.
Muri iyi si ya B2B, aho 90% byibyemezo byubuguzi bikozwe mbere yo guhura nu mucuruzi, gusa kuba mwisi ya digitale ntibihagije; ukeneye kubaho ubunararibonye bwa digitale muburyo bufatika, mu buryo bwikora, hamwe no kwibanda. Mari ashimangira ati: "Wibuke: ibintu byose byasezeranijwe kuri interineti bigomba gutangwa ku murongo wa interineti. Uku gushikama gukomeza ibisubizo birambye kandi bishimangira isoko ryawe."
