Ukwakheka kwezwe kokubonisana kwe-B2B (ibhizinisi-kuya-ibhizinisi) e-Brazil kunenguquko esheshayo futhi ejulile. Uhambo lokuthenga kwezinkampani lushintshe kakhulu, futhi izinkampani ezingazivumelanisi nezimo ngokushesha zisengozini yokulahlekelwa isabelo semakethe nokuhambisana. Ucwaningo olwenziwa yi-Veritatem School lwembula idatha emangazayo: u-80% wohambo lokuthenga lwenzeka ku-inthanethi ngisho nangaphambi kokuxhumana kokuqala nethimba labadayisi. Ngaphezu kwalokho, u-90% wabathengi bezinkampani baqala ucwaningo lwabo ku-inthanethi, befuna ulwazi nezisombululo ngaphambi kokukhuluma nanoma yimuphi umthengisi.
"Lolu shintsho luletha inselele enkulu: igunya lokwakha nobudlelwano kusukela phezulu kwefenisha yokuthengisa. Ukuma kwedijithali kuvumela izinkampani nezingcweti zezokuthengisa ukuthi zihlanganyele ezingxoxweni zansuku zonke mayelana nezinkinga ezizixazululayo nezisombululo ezizinikezayo. Ngakho-ke, lapho ikhasimende lithintana, selivele liyabona leyo nkampani njengesithenjwa negunya ngale ndaba," kuchaza uchwepheshe uMari Genovez, umsunguli we-Matchez, inkampani ethola imali engaphansi kwesigidi esingu-R1.
Namuhla, inhlanganisela yokuqukethwe okufanele kanye nokwenza kube ngokwakho kuyimali ebaluleke kakhulu emakethe ye-B2B. Idatha evela ku-Intelligenzia Estatísticas ibonisa ukuthi u-80% wabathengi bancamela izinkampani eziletha ukuzizwisa komuntu siqu. Amasu edijithali ahlanganisa okuqukethwe okubalulekile nokusetshenziswa okuhlakaniphile kwedatha angakwazi ukukhiqiza ukukhula okukhulu okungu-60% futhi andise ukuguqulwa okufanelekayo ngo-52%.
"Kodwa ukuba khona kwedijithali akwanele: kubalulekile ukuletha okuqukethwe okufanele, ngezibonelo ezingokoqobo, izibonelo, kanye nobufakazi bangempela," kusho u-Mari. Ngokusho kwakhe, ithimba lezokuthengisa nelokuthengisa lidinga ukwabelana ngolwazi lwalo ngokusobala ezinkundleni zokuxhumana, linikeze izifundo ezisebenza ekuphileni kwansuku zonke kweklayenti, ukuze liqonde inkimbinkimbi yesixazululo futhi lizizwe liqiniseka ngokwanele ukuqhubekela phambili ngokuthenga.
Kodwa-ke, kunesexwayiso esibalulekile: naphezu kwenqubekelaphambili, ukuvuthwa kwedijithali kwezinkampani zaseBrazil B2B kusephansi. Izinkampani ezi-5% kuphela ezifinyelela izinga eliyinkimbinkimbi lokuvuthwa kwedijithali, ngokusho kwe-Intelligenzia. Noma kunjalo, ama-36% ochwepheshe kulo mkhakha abone inqubekelaphambili ebalulekile ngo-2024.
Elinye lamaphutha amakhulu ukuntula isineke. Umhlaba wedijithali awunikezi imiphumela yemilingo: ukuqala uguquko nokuluyeka phakathi kufana nokubuyela emuva kwesikwele sokuqala. Ukuze uwine, ukuqondanisa nokuvumelana kuyadingeka, ikakhulukazi ekuhlanganiseni phakathi kokumaketha nokuthengisa. Lokhu kusebenzisana kwakhiwe kuphela ngezinqubo ezicacile, ukusetshenziswa kahle kwe-CRM, i-automation, nokuqapha ngokucophelela umkhondo. "Kubalulekile ukukhomba isikhathi esifanele sokukhuluma nekhasimende futhi usebenzise ubuchwepheshe ukuze uqonde isithakazelo salo, ulondoloze ukugeleza okungaguquki kokuxhumana," kugcizelela isikhulu esiphezulu se-Matchez.
Ukulinganisa ulwazi nokuthengisa kubalulekile. Indlela engcono kakhulu yokuhlinzeka ngemikhiqizo noma amasevisi ngaphandle kokuzwakala kuphazamisekile ukusebenzisa isu "eliphakathi, eliphansi, nangaphezulu kwefaneli". Phezulu, okuqukethwe okubanzi nokufundisayo kuyaheha futhi kubandakanye; phakathi nendawo, amaphuzu obuhlungu ahlolisiswa ngokujula futhi kuvezwe izixazululo; phansi, kushayelwa izingcingo eziqondile zemihlangano, iziphakamiso, nokuvalwa.
Le ndlela yokwenza kancane kancane igcina izethameli zilalele ngoba, lapho zifika esigabeni sokugcina, laba bantu sebethole inani elikhulu kangangokuthi indlela yokuthenga izwakala ingokwemvelo futhi yamukelekile. Ulwazi olusebenzayo nedatha iyakufakazela lokhu: impumelelo ekuthengiseni ngokubonisana ngedijithali incike esigunyeni esimisiwe, ukwenza kube ngokwakho kwangempela, ukungaguquguquki, futhi, ngaphezu kwakho konke, ukubekezela.
Ezweni lanamuhla le-B2B, lapho kufika ku-90% wezinqumo zokuthenga zakheka ngaphambi kokuxhumana okuqondile nomthengisi, ukumane ube khona emhlabeni wedijithali akwanele; udinga ukuphila okuhlangenwe nakho kwedijithali ngokwesu, ngokuyiqiniso, nangokugxila. "Khumbula: yonke into ethenjisiwe ku-inthanethi kumele ilethwe ungaxhunyiwe ku-inthanethi. Lokhu kuvumelana kugcina imiphumela ehlala njalo futhi kuqinisa isithunzi sakho semakethe," kugcizelela uMari.
