{"id":4063,"date":"2022-07-08T09:43:34","date_gmt":"2022-07-08T08:43:34","guid":{"rendered":"https:\/\/iqs.digital\/saas-digital-marketing-case-study\/"},"modified":"2023-08-13T10:22:33","modified_gmt":"2023-08-13T09:22:33","slug":"marketingova-strategia-pre-saas-pripadova-studia","status":"publish","type":"page","link":"https:\/\/iqs.digital\/sk\/marketingova-strategia-pre-saas-pripadova-studia\/","title":{"rendered":"Marketingov\u00e1 strat\u00e9gia pre SaaS pr\u00edpadov\u00e1 \u0161t\u00fadia"},"content":{"rendered":"\n

Marketingov\u00e1 strat\u00e9gia pre SaaS<\/strong> pr\u00edpadov\u00e1 \u0161t\u00fadia<\/h1>\n\n\n\n
\n

Probl\u00e9my<\/strong><\/h2>\n\n\n\n

N\u00e1\u0161 klient mal probl\u00e9my s generovan\u00edm nov\u00fdch potenci\u00e1lnych z\u00e1kazn\u00edkov a pri z\u00edskavan\u00ed nov\u00fdch potenci\u00e1lnych z\u00e1kazn\u00edkov sa spoliehal v\u00fdlu\u010dne na svoje existuj\u00face siete a partnerov. Digit\u00e1lna reput\u00e1cia klienta prakticky neexistovala, soci\u00e1lne siete boli bez ak\u00fdchko\u013evek pr\u00edspevkov, neexistovali sp\u00e4tn\u00e9 odkazy na webov\u00fa str\u00e1nku, firemn\u00fd profil v Google nebol aktivovan\u00fd a samotn\u00e1 webov\u00e1 str\u00e1nka mala mnoho probl\u00e9mov.<\/p>\n\n\n\n

Ciele<\/strong><\/h2>\n\n\n\n

Boli sme najat\u00ed na pl\u00e1novanie digit\u00e1lnej marketingovej strat\u00e9gie a jej realiz\u00e1ciu. Pokia\u013e ide o marketingov\u00e9 aktivity, mali sme tri hlavn\u00e9 ciele:<\/p>\n\n\n\n

    \n
  1. Formulovanie komplexnej digit\u00e1lnej marketingovej strat\u00e9gie pre efekt\u00edvne generovanie potenci\u00e1lnych z\u00e1kazn\u00edkov B2B<\/li>\n\n\n\n
  2. Pl\u00e1novanie a realiz\u00e1cia opatren\u00ed na zv\u00fd\u0161enie d\u00f4veryhodnosti zna\u010dky klienta online<\/li>\n\n\n\n
  3. Skr\u00e1ti\u0165 predajn\u00fd cyklus zaveden\u00edm retargetingu a kampan\u00ed drip e-mailov\u00e9ho marketingu<\/li>\n<\/ol>\n\n\n\n

    V\u00fdskum<\/strong><\/h2>\n\n\n\n

    V \u00fazkej spolupr\u00e1ci s obchodn\u00fdm t\u00edmom klienta sme definovali cie\u013eov\u00fa skupinu. Dospeli sme k tabu\u013eke v programe Excel, ktor\u00e1 popisuje k\u013e\u00fa\u010dov\u00e9 demografick\u00e9 \u00fadaje, k\u013e\u00fa\u010dov\u00e9 psychografick\u00e9 \u00fadaje, ot\u00e1zky, naj\u010dastej\u0161ie n\u00e1mietky, v\u00fdzvy a preferovan\u00e9 kontaktn\u00e9 kan\u00e1ly.<\/p>\n\n\n\n

    Povedomie o zna\u010dke<\/strong><\/h2>\n\n\n\n

    Jedn\u00fdm z k\u013e\u00fa\u010dov\u00fdch prvkov digit\u00e1lnej marketingovej strat\u00e9gie bolo pl\u00e1novanie, realiz\u00e1cia a zlep\u0161ovanie kampan\u00ed na zv\u00fd\u0161enie povedomia o zna\u010dke. Starostlivo sme pripravili kampane vo vyh\u013ead\u00e1va\u010doch a reklamu v soci\u00e1lnych m\u00e9di\u00e1ch pod\u013ea vopred definovanej cie\u013eovej skupiny.<\/p>\n\n\n\n

    Optimaliz\u00e1cia miery konverzie<\/strong><\/h2>\n\n\n\n

    Hne\u010f ako sme spustili v\u0161etky kampane na zv\u00fd\u0161enie povedomia o zna\u010dke. Na\u0161\u00edm hlavn\u00fdm cie\u013eom bolo zisti\u0165, ako m\u00f4\u017eeme zlep\u0161i\u0165 mieru konverzie na webovej str\u00e1nke. To si vy\u017eadovalo rozsiahle analytick\u00e9 myslenie a z\u00edskanie spr\u00e1vnych inform\u00e1ci\u00ed z metr\u00edk webovej str\u00e1nky. So spr\u00e1vnymi inform\u00e1ciami v ruke sme mohli pr\u00eds\u0165 s n\u00e1vrhmi na zlep\u0161enie pozd\u013a\u017e celej cesty z\u00e1kazn\u00edka.<\/p>\n\n\n\n

    Starostlivos\u0165 o potenci\u00e1lnych z\u00e1kazn\u00edkov<\/strong><\/h2>\n\n\n\n

    Klient \u010delil dlh\u0161iemu predajn\u00e9mu cyklu, ktor\u00fd je pre spolo\u010dnosti zalo\u017een\u00e9 na B2B celkom be\u017en\u00fd, tak\u017ee k\u013e\u00fa\u010dov\u00fa \u00falohu zohr\u00e1vala starostlivos\u0165 o potenci\u00e1lnych z\u00e1kazn\u00edkov.<\/p>\n\n\n\n

    Hlavn\u00fdm cie\u013eom strat\u00e9gie lead nurturing bolo vytvorenie d\u00f4very zna\u010dky medzi generovan\u00fdmi potenci\u00e1lnymi klientmi. Aby sme klientovi pomohli bojova\u0165 s dlh\u00fdm predajn\u00fdm cyklom, pou\u017eili sme retargeting na soci\u00e1lnych sie\u0165ach a kvapkov\u00e9 e-mailov\u00e9 kampane.<\/p>\n\n\n\n

    Poskytovan\u00edm u\u017eito\u010dn\u00e9ho obsahu prostredn\u00edctvom retargetingov\u00fdch a kvapkov\u00fdch kampan\u00ed sa n\u00e1m podarilo umiestni\u0165 n\u00e1\u0161ho klienta ako l\u00eddra v odvetv\u00ed. Kone\u010dn\u00fdm v\u00fdsledkom bolo skr\u00e1tenie predajn\u00e9ho cyklu a jednoduch\u0161ie uzatv\u00e1ranie obchodn\u00fdm t\u00edmom.<\/p>\n\n\n\n

    V\u00fdsledky<\/strong><\/h2>\n<\/div>\n\n\n\n
    \n
    \n
    \n

    237%<\/strong><\/h3>\n\n\n\n

    Zv\u00fd\u0161enie n\u00e1v\u0161tevnosti<\/p>\n<\/div>\n\n\n\n

    \n

    47.53$<\/strong><\/h3>\n\n\n\n

    Cena za konverziu<\/p>\n<\/div>\n\n\n\n

    \n

    57<\/strong><\/h3>\n\n\n\n

    Nov\u00ed potenci\u00e1lni klienti za mesiac<\/p>\n<\/div>\n\n\n\n

    \n

    31%<\/strong><\/h3>\n\n\n\n

    Skr\u00e1tenie \u010dasu predajn\u00e9ho cyklu<\/p>\n<\/div>\n\n\n\n

    \n

    23.4%<\/strong><\/h3>\n\n\n\n

    Zv\u00fd\u0161en\u00e9 pr\u00edjmy<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

    <\/div>\n\n\n\n
    \n

    You may also like<\/strong><\/h2>\n\n\n\n
    \"The<\/a><\/figure>
    \n

    The ultimate digital marketing guide for SaaS companies for 2023<\/a><\/strong><\/h4>\n<\/div><\/div>\n<\/div>\n\n\n\n
    <\/div>\n","protected":false},"excerpt":{"rendered":"

    Marketingov\u00e1 strat\u00e9gia pre SaaS pr\u00edpadov\u00e1 \u0161t\u00fadia Probl\u00e9my N\u00e1\u0161 klient mal probl\u00e9my s generovan\u00edm nov\u00fdch potenci\u00e1lnych z\u00e1kazn\u00edkov a pri z\u00edskavan\u00ed nov\u00fdch potenci\u00e1lnych z\u00e1kazn\u00edkov sa spoliehal v\u00fdlu\u010dne na svoje existuj\u00face siete a partnerov. Digit\u00e1lna reput\u00e1cia klienta prakticky neexistovala, soci\u00e1lne siete boli bez ak\u00fdchko\u013evek pr\u00edspevkov, neexistovali sp\u00e4tn\u00e9 odkazy na webov\u00fa str\u00e1nku, firemn\u00fd profil v Google nebol aktivovan\u00fd a […]<\/p>\n","protected":false},"author":1,"featured_media":3906,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-4063","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\nMarketingov\u00e1 strat\u00e9gia pre SaaS pr\u00edpadov\u00e1 \u0161t\u00fadia - IQs Digital<\/title>\n<meta name=\"description\" content=\"237% zv\u00fd\u0161enie n\u00e1v\u0161tevnosti, 47$ cena za konverziu, 31% skr\u00e1tenie \u010dasu predajn\u00e9ho cyklu, a mnoho \u010fal\u0161ieho... 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