{"id":281,"date":"2025-05-12T19:03:53","date_gmt":"2025-05-13T03:03:53","guid":{"rendered":"https:\/\/attrisight.com\/?p=281"},"modified":"2025-05-12T19:03:53","modified_gmt":"2025-05-13T03:03:53","slug":"%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88","status":"publish","type":"post","link":"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/","title":{"rendered":"B2B \u8425\u9500\u5f52\u56e0\uff1a\u72ec\u7279\u6311\u6218\u4e0e\u89e3\u51b3\u65b9\u6848"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u76ee\u5f55<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"\u5207\u6362\u76ee\u5f55\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">\u5207\u6362<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Summary\" >\u6982\u62ec<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Introduction\" >\u5bfc\u8a00<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#The_Unique_Nature_of_B2B_Attribution\" >B2B\u5f52\u56e0\u7684\u72ec\u7279\u6027<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Extended_Sales_Cycles\" >\u5ef6\u957f\u9500\u552e\u5468\u671f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Multiple_Decision_Makers\" >\u591a\u4f4d\u51b3\u7b56\u8005<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Account-Level_Focus\" >\u8d26\u6237\u7ea7\u522b\u91cd\u70b9<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Online_and_Offline_Interactions\" >\u7ebf\u4e0a\u7ebf\u4e0b\u4e92\u52a8<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Sales_and_Marketing_Integration\" >\u9500\u552e\u4e0e\u8425\u9500\u6574\u5408<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Key_B2B_Attribution_Challenges_and_Solutions\" >B2B\u5f52\u56e0\u7684\u4e3b\u8981\u6311\u6218\u548c\u89e3\u51b3\u65b9\u6848<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Challenge_1_Lengthy_Sales_Cycles_Exceed_Standard_Attribution_Windows\" >\u6311\u6218 1\uff1a\u5197\u957f\u7684\u9500\u552e\u5468\u671f\u8d85\u51fa\u4e86\u6807\u51c6\u5f52\u56e0\u7a97\u53e3<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Challenge_2_Multiple_Decision_Makers_with_Different_Journeys\" >\u6311\u62182\uff1a\u62e5\u6709\u4e0d\u540c\u65c5\u7a0b\u7684\u591a\u4e2a\u51b3\u7b56\u8005<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Challenge_3_Integrating_Online_and_Offline_Interactions\" >\u6311\u6218\u4e09\uff1a\u7ebf\u4e0a\u7ebf\u4e0b\u4e92\u52a8\u878d\u5408<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Challenge_4_Sales_Touchpoints_in_the_Attribution_Model\" >\u6311\u62184\uff1a\u5f52\u56e0\u6a21\u578b\u4e2d\u7684\u9500\u552e\u63a5\u89e6\u70b9<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Challenge_5_Complex_Multi-Touch_Customer_Journeys\" >\u6311\u62185\uff1a\u590d\u6742\u7684\u591a\u70b9\u89e6\u63a7\u5ba2\u6237\u65c5\u7a0b<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Building_an_Effective_B2B_Attribution_Framework\" >\u6784\u5efa\u6709\u6548\u7684 B2B \u5f52\u56e0\u6846\u67b6<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Step_1_Define_B2B-Specific_Conversion_Events\" >\u6b65\u9aa4 1\uff1a\u5b9a\u4e49 B2B \u7279\u5b9a\u7684\u8f6c\u5316\u4e8b\u4ef6<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Step_2_Implement_Account-Based_Tracking\" >\u7b2c 2 \u6b65\uff1a\u5b9e\u65bd\u57fa\u4e8e\u5e10\u6237\u7684\u8ddf\u8e2a<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Step_3_Integrate_Sales_and_Marketing_Data\" >\u6b65\u9aa43\uff1a\u6574\u5408\u9500\u552e\u548c\u8425\u9500\u6570\u636e<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Step_4_Select_and_Customize_Attribution_Models\" >\u6b65\u9aa4 4\uff1a\u9009\u62e9\u5e76\u81ea\u5b9a\u4e49\u5f52\u56e0\u6a21\u578b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Step_5_Implement_Practical_Measurement_Solutions\" >\u6b65\u9aa45\uff1a\u5b9e\u65bd\u5b9e\u7528\u7684\u6d4b\u91cf\u89e3\u51b3\u65b9\u6848<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Case_Study_Manufacturing_Company_Transforms_Marketing_ROI\" >\u6848\u4f8b\u7814\u7a76\uff1a\u5236\u9020\u516c\u53f8\u8f6c\u578b\u8425\u9500\u6295\u8d44\u56de\u62a5\u7387<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#The_Challenge\" >\u6311\u6218<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#The_Solution\" >\u89e3\u51b3\u65b9\u6848<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#The_Results\" >\u7ed3\u679c<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#B2B_Attribution_Best_Practices\" >B2B\u5f52\u56e0\u6700\u4f73\u5b9e\u8df5<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#1_Focus_on_Incremental_Improvement\" >1. \u6ce8\u91cd\u6e10\u8fdb\u5f0f\u6539\u8fdb<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#2_Combine_Multiple_Measurement_Approaches\" >2. \u7ed3\u5408\u591a\u79cd\u6d4b\u91cf\u65b9\u6cd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#3_Prioritize_Sales-Marketing_Alignment\" >3. \u4f18\u5148\u8003\u8651\u9500\u552e\u4e0e\u8425\u9500\u7684\u534f\u8c03<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#4_Balance_Sophistication_with_Usability\" >4. \u5e73\u8861\u590d\u6742\u6027\u4e0e\u53ef\u7528\u6027<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#5_Future-Proof_Your_Approach\" >5. \u9762\u5411\u672a\u6765\u7684\u65b9\u6cd5<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#FAQs\" >\u5e38\u89c1\u95ee\u9898<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#How_is_B2B_attribution_different_from_B2C_attribution\" >B2B \u5f52\u56e0\u4e0e B2C \u5f52\u56e0\u6709\u4f55\u4e0d\u540c\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#What_attribution_model_works_best_for_B2B_companies\" >\u54ea\u79cd\u5f52\u56e0\u6a21\u578b\u6700\u9002\u5408 B2B \u516c\u53f8\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#How_do_you_attribute_value_to_offline_interactions_in_B2B\" >\u60a8\u5982\u4f55\u8d4b\u4e88 B2B \u4e2d\u7684\u7ebf\u4e0b\u4e92\u52a8\u4ef7\u503c\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-35\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#How_should_B2B_companies_handle_multiple_stakeholders_in_attribution\" >B2B \u516c\u53f8\u5e94\u5982\u4f55\u5904\u7406\u5f52\u56e0\u4e2d\u7684\u591a\u4e2a\u5229\u76ca\u76f8\u5173\u8005\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-36\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#What_technologies_are_essential_for_effective_B2B_attribution\" >\u54ea\u4e9b\u6280\u672f\u5bf9\u4e8e\u6709\u6548\u7684 B2B \u5f52\u56e0\u81f3\u5173\u91cd\u8981\uff1f<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-37\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Academic_References\" >\u5b66\u672f\u53c2\u8003<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-38\" href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/#Conclusion\" >\u7ed3\u8bba<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"summary\" tabindex=\"-1\" data-source-line=\"3-3\"><span class=\"ez-toc-section\" id=\"Summary\"><\/span>\u6982\u62ec<span class=\"ez-toc-section-end\"><\/span><\/h2>\nB2B \u8425\u9500\u5f52\u56e0\u9762\u4e34\u7740 B2C \u73af\u5883\u6240\u672a\u66fe\u9762\u4e34\u7684\u72ec\u7279\u6311\u6218\uff0c\u5305\u62ec\u66f4\u957f\u7684\u9500\u552e\u5468\u671f\u3001\u591a\u4f4d\u51b3\u7b56\u8005\u4ee5\u53ca\u590d\u6742\u7684\u89e6\u70b9\u4e92\u52a8\u3002\u672c\u6307\u5357\u5c06\u5168\u9762\u63a2\u8ba8 B2B \u8425\u9500\u4eba\u5458\u5728\u5b9e\u65bd\u5f52\u56e0\u6a21\u578b\u65f6\u9047\u5230\u7684\u5177\u4f53\u969c\u788d\uff0c\u5e76\u63d0\u4f9b\u5b9e\u7528\u7684\u89e3\u51b3\u65b9\u6848\u548c\u7b56\u7565\u6765\u514b\u670d\u8fd9\u4e9b\u969c\u788d\u3002\u4ece\u5904\u7406\u7ebf\u4e0b\u4e92\u52a8\u5230\u5c06 CRM \u6570\u636e\u4e0e\u8425\u9500\u81ea\u52a8\u5316\u5e73\u53f0\u96c6\u6210\uff0c\u63a2\u7d22\u5982\u4f55\u6784\u5efa\u6709\u6548\u7684\u5f52\u56e0\u6846\u67b6\uff0c\u4ee5\u7cbe\u51c6\u8861\u91cf B2B \u5ba2\u6237\u65c5\u7a0b\u4e2d\u7684\u5f71\u54cd\uff0c\u6700\u7ec8\u63a8\u52a8\u66f4\u660e\u667a\u7684\u8425\u9500\u51b3\u7b56\u5e76\u63d0\u9ad8\u6295\u8d44\u56de\u62a5\u7387\u3002\n<h2 id=\"introduction\" tabindex=\"-1\" data-source-line=\"7-7\"><span class=\"ez-toc-section\" id=\"Introduction\"><\/span>\u5bfc\u8a00<span class=\"ez-toc-section-end\"><\/span><\/h2>\nB2B \u8425\u9500\u5f52\u56e0\u4e0e B2C \u8425\u9500\u5f52\u56e0\u6709\u7740\u6839\u672c\u7684\u4e0d\u540c\u3002\u6d88\u8d39\u8005\u7684\u8d2d\u4e70\u884c\u4e3a\u53ef\u80fd\u5728\u51e0\u5206\u949f\u6216\u51e0\u5929\u5185\u5b8c\u6210\uff0c\u800c B2B \u9500\u552e\u5468\u671f\u901a\u5e38\u957f\u8fbe\u6570\u6708\u751a\u81f3\u6570\u5e74\uff0c\u6d89\u53ca\u591a\u4e2a\u5229\u76ca\u76f8\u5173\u8005\u3001\u4f17\u591a\u63a5\u89e6\u70b9\u4ee5\u53ca\u7ebf\u4e0a\u7ebf\u4e0b\u4e92\u52a8\u3002\u4e0d\u59a8\u8003\u8651\u4e00\u4e0b\u8fd9\u4e9b\u9c9c\u660e\u7684\u5bf9\u6bd4\uff1a\u6839\u636e Gartner \u7684\u7814\u7a76\uff0cB2B \u8d2d\u4e70\u51b3\u7b56\u5e73\u5747\u6d89\u53ca 6-10 \u4f4d\u51b3\u7b56\u8005\uff0c\u6bcf\u4f4d\u51b3\u7b56\u8005\u4f1a\u4ece\u4e0d\u540c\u6e20\u9053\u83b7\u53d6 5-8 \u6761\u5185\u5bb9\u3002\u5178\u578b\u7684\u4f01\u4e1a B2B \u9500\u552e\u5305\u542b 27 \u4e2a\u4ee5\u4e0a\u7684\u63a5\u89e6\u70b9\uff0c\u4ece\u9996\u6b21\u4e92\u52a8\u5230\u6210\u4ea4\uff0c\u6574\u4e2a\u8fc7\u7a0b\u6301\u7eed\u8fd1\u4e03\u4e2a\u6708\u3002\u8fd9\u4e9b\u590d\u6742\u7684\u8d2d\u4e70\u5386\u7a0b\u4f7f\u5f97\u4f20\u7edf\u7684\u5f52\u56e0\u65b9\u6cd5\u96be\u4ee5\u5e94\u5bf9\u3002\u201cB2B \u4e70\u5bb6\u7684\u8d2d\u4e70\u5386\u7a0b\u53d8\u5f97\u66f4\u52a0\u590d\u6742\uff0c\u5229\u76ca\u76f8\u5173\u8005\u8d8a\u6765\u8d8a\u5206\u6563\u5728\u4e0d\u540c\u5730\u70b9\u548c\u804c\u80fd\u90e8\u95e8\uff0c\u201dForrester \u9996\u5e2d\u5206\u6790\u5e08 Lori Wizdo \u6307\u51fa\u3002\u201c\u4f20\u7edf\u7684\u5f52\u56e0\u6a21\u578b\u6839\u672c\u4e0d\u9002\u5408\u8fd9\u4e9b\u590d\u6742\u4e14\u8017\u65f6\u7684\u51b3\u7b56\u8fc7\u7a0b\u3002\u201d\u8fd9\u79cd\u590d\u6742\u6027\u5e26\u6765\u4e86\u72ec\u7279\u7684\u5f52\u56e0\u6311\u6218\u3002\u5982\u4f55\u6b63\u786e\u8bc4\u4f30\u8d2d\u4e70\u524d\u516d\u4e2a\u6708\u7684\u5c55\u4f1a\u5bf9\u8bdd\u7684\u5f71\u54cd\uff1f\u5f53\u591a\u4e2a\u51b3\u7b56\u8005\u4e0e\u4e0d\u540c\u7684\u8425\u9500\u63a5\u89e6\u70b9\u4e92\u52a8\u65f6\uff0c\u8be5\u5982\u4f55\u5f52\u56e0\uff1f\u9500\u552e\u4e92\u52a8\u4e0e\u8425\u9500\u63a5\u89e6\u70b9\u76f8\u6bd4\uff0c\u53c8\u626e\u6f14\u7740\u600e\u6837\u7684\u89d2\u8272\uff1f\u672c\u6307\u5357\u5c06\u63a2\u8ba8\u8fd9\u4e9b\u72ec\u7279\u7684 B2B \u5f52\u56e0\u6311\u6218\uff0c\u5e76\u63d0\u4f9b\u5b9e\u7528\u7684\u89e3\u51b3\u65b9\u6848\uff0c\u5e2e\u52a9\u60a8\u6784\u5efa\u80fd\u591f\u51c6\u786e\u53cd\u6620 B2B \u91c7\u8d2d\u590d\u6742\u73b0\u5b9e\u7684\u5f52\u56e0\u6a21\u578b\u3002\u901a\u8fc7\u6b63\u786e\u7684\u65b9\u6cd5\uff0cB2B \u8425\u9500\u4eba\u5458\u53ef\u4ee5\u8d85\u8d8a\u7b80\u5355\u7684\u6a21\u578b\uff0c\u5f00\u53d1\u51fa\u80fd\u591f\u9a71\u52a8\u6218\u7565\u51b3\u7b56\u5e76\u6700\u5927\u5316\u8425\u9500\u6295\u8d44\u56de\u62a5\u7387\u7684\u590d\u6742\u5f52\u56e0\u7cfb\u7edf\u3002\n<a href=\"https:\/\/attrisight.com\/zh\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u89c6\u529b<\/a>\u00a0\u4e13\u95e8\u901a\u8fc7\u4e13\u95e8\u6784\u5efa\u7684\u6d4b\u91cf\u89e3\u51b3\u65b9\u6848\u6765\u5e2e\u52a9 B2B \u7ec4\u7ec7\u514b\u670d\u8fd9\u4e9b\u590d\u6742\u7684\u5f52\u56e0\u6311\u6218\uff0c\u8fd9\u4e9b\u89e3\u51b3\u65b9\u6848\u8003\u8651\u4e86 B2B \u4e70\u5bb6\u65c5\u7a0b\u7684\u72ec\u7279\u7279\u5f81\u3002\n<h2 id=\"the-unique-nature-of-b2b-attribution\" tabindex=\"-1\" data-source-line=\"21-21\"><span class=\"ez-toc-section\" id=\"The_Unique_Nature_of_B2B_Attribution\"><\/span>B2B\u5f52\u56e0\u7684\u72ec\u7279\u6027<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u5728\u89e3\u51b3\u5177\u4f53\u6311\u6218\u4e4b\u524d\uff0c\u8ba9\u6211\u4eec\u5148\u6765\u7814\u7a76\u4e00\u4e0b B2B \u5f52\u56e0\u4e0e B2C \u5f52\u56e0\u7684\u6839\u672c\u533a\u522b\u3002\n<h3 id=\"extended-sales-cycles\" tabindex=\"-1\" data-source-line=\"25-25\"><span class=\"ez-toc-section\" id=\"Extended_Sales_Cycles\"><\/span>\u5ef6\u957f\u9500\u552e\u5468\u671f<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B \u8d2d\u4e70\u51b3\u7b56\u901a\u5e38\u4f1a\u5728\u8f83\u957f\u7684\u65f6\u95f4\u5185\u5b8c\u6210\u2014\u2014\u901a\u5e38\u9700\u8981 3 \u5230 18 \u4e2a\u6708\uff0c\u5177\u4f53\u53d6\u51b3\u4e8e\u89e3\u51b3\u65b9\u6848\u7684\u590d\u6742\u7a0b\u5ea6\u548c\u4ef7\u683c\u70b9\u3002\u8fd9\u79cd\u8f83\u957f\u7684\u65f6\u95f4\u7ebf\u4f1a\u7ed9\u5f52\u56e0\u5e26\u6765\u4e00\u4e9b\u590d\u6742\u6027\uff1a\n<ul data-source-line=\"29-33\">\n<li data-source-line=\"29-29\"><strong>\u5f52\u56e0\u7a97\u53e3<\/strong>\uff1a\u6807\u51c6\u7684 30 \u5929\u6216 90 \u5929\u56de\u987e\u7a97\u53e3\u4f1a\u9519\u8fc7\u5173\u952e\u7684\u65e9\u671f\u63a5\u89e6\u70b9<\/li>\n<li data-source-line=\"30-30\"><strong>\u6539\u53d8\u4f18\u5148\u4e8b\u9879<\/strong>\uff1a\u4e1a\u52a1\u9700\u6c42\u53ef\u80fd\u4f1a\u5728\u9500\u552e\u8fc7\u7a0b\u4e2d\u53d1\u751f\u53d8\u5316<\/li>\n<li data-source-line=\"31-31\"><strong>\u5e02\u573a\u53d8\u5316<\/strong>\uff1a\u7ade\u4e89\u683c\u5c40\u548c\u89e3\u51b3\u65b9\u6848\u5728\u6f2b\u957f\u7684\u5468\u671f\u4e2d\u4e0d\u65ad\u6f14\u53d8<\/li>\n<li data-source-line=\"32-33\"><strong>\u4eba\u4e8b\u53d8\u52a8<\/strong>\uff1a\u51b3\u7b56\u8005\u548c\u5f71\u54cd\u8005\u53ef\u80fd\u4f1a\u5728\u6b64\u8fc7\u7a0b\u4e2d\u6539\u53d8\u89d2\u8272<\/li>\n<\/ul>\n\u6839\u636e SiriusDecisions \u7684\u7814\u7a76\uff0c\u8fd1\u5e74\u6765 B2B \u7684\u5e73\u5747\u9500\u552e\u5468\u671f\u5b9e\u9645\u4e0a\u6709\u6240\u5ef6\u957f\uff0c\u590d\u6742\u7684\u4f01\u4e1a\u9500\u552e\u73b0\u5728\u6bd4\u4e94\u5e74\u524d\u591a\u4e86 22%\u3002\n<h3 id=\"multiple-decision-makers\" tabindex=\"-1\" data-source-line=\"36-36\"><span class=\"ez-toc-section\" id=\"Multiple_Decision_Makers\"><\/span>\u591a\u4f4d\u51b3\u7b56\u8005<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B\u91c7\u8d2d\u5f88\u5c11\u6d89\u53ca\u5355\u4e00\u51b3\u7b56\u8005\u3002\u91c7\u8d2d\u59d4\u5458\u4f1a\u901a\u5e38\u5305\u62ec\uff1a\n<ul data-source-line=\"40-45\">\n<li data-source-line=\"40-40\"><strong>\u51a0\u519b<\/strong>\uff1a\u5185\u90e8\u63d0\u5021\u60a8\u7684\u89e3\u51b3\u65b9\u6848<\/li>\n<li data-source-line=\"41-41\"><strong>\u6280\u672f\u8bc4\u4f30\u5458<\/strong>\uff1a\u8bc4\u4f30\u529f\u80fd\u9700\u6c42<\/li>\n<li data-source-line=\"42-42\"><strong>\u7ecf\u6d4e\u4e70\u5bb6<\/strong>\uff1a\u62e5\u6709\u8d22\u52a1\u6743\u529b\u7684\u9884\u7b97\u6301\u6709\u4eba<\/li>\n<li data-source-line=\"43-43\"><strong>\u6700\u7ec8\u7528\u6237<\/strong>\uff1a\u5b9e\u9645\u4f7f\u7528\u8be5\u4ea7\u54c1\u7684\u4eba<\/li>\n<li data-source-line=\"44-45\"><strong>\u91c7\u8d2d<\/strong>\uff1a\u7ba1\u7406\u91c7\u8d2d\u6d41\u7a0b\u7684\u4e13\u4e1a\u4eba\u5458<\/li>\n<\/ul>\n\u6bcf\u4e2a\u5229\u76ca\u76f8\u5173\u8005\u90fd\u6709\u81ea\u5df1\u7684\u4fe1\u606f\u6536\u96c6\u6d41\u7a0b\uff0c\u5e76\u6839\u636e\u5404\u81ea\u7684\u5173\u6ce8\u70b9\u4e0e\u4e0d\u540c\u7684\u5185\u5bb9\u548c\u6e20\u9053\u8fdb\u884c\u4e92\u52a8\u3002\u6280\u672f\u8bc4\u4f30\u4eba\u5458\u53ef\u80fd\u4f1a\u6df1\u5165\u7814\u7a76\u4ea7\u54c1\u89c4\u683c\uff0c\u800c\u7ecf\u6d4e\u578b\u4e70\u5bb6\u5219\u4e13\u6ce8\u4e8e\u6295\u8d44\u56de\u62a5\u7387 (ROI) \u8ba1\u7b97\u5668\u3002\n<h3 id=\"account-level-focus\" tabindex=\"-1\" data-source-line=\"48-48\"><span class=\"ez-toc-section\" id=\"Account-Level_Focus\"><\/span>\u8d26\u6237\u7ea7\u522b\u91cd\u70b9<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2C \u5f52\u56e0\u901a\u5e38\u5206\u6790\u5355\u4e2a\u5ba2\u6237\u65c5\u7a0b\uff0c\u800c B2B \u5219\u9700\u8981\u4ece\u8d26\u6237\u5c42\u9762\u8fdb\u884c\u5206\u6790\u3002\u540c\u4e00\u5bb6\u516c\u53f8\u7684\u591a\u4f4d\u8054\u7cfb\u4eba\u53ef\u80fd\u4ee5\u4e0d\u540c\u7684\u65b9\u5f0f\u4e0e\u60a8\u7684\u8425\u9500\u4e92\u52a8\uff0c\u4ece\u800c\u5171\u540c\u5f71\u54cd\u8d2d\u4e70\u51b3\u7b56\u3002\u8fd9\u5c31\u9700\u8981\u57fa\u4e8e\u8d26\u6237\u7684\u5f52\u56e0\u65b9\u6cd5\uff0c\u6c47\u603b\u5e76\u5206\u6790\u76ee\u6807\u7ec4\u7ec7\u5185\u6240\u6709\u8054\u7cfb\u4eba\u7684\u63a5\u89e6\u70b9\u3002\u4e86\u89e3\u4e0d\u540c\u8d26\u6237\u4e4b\u95f4\u7684\u4e92\u52a8\u5982\u4f55\u534f\u540c\u8fd0\u4f5c\uff0c\u53ef\u4ee5\u66f4\u51c6\u786e\u5730\u4e86\u89e3\u8425\u9500\u6548\u679c\u3002\n\n<h3 id=\"online-and-offline-interactions\" tabindex=\"-1\" data-source-line=\"56-56\"><span class=\"ez-toc-section\" id=\"Online_and_Offline_Interactions\"><\/span>\u7ebf\u4e0a\u7ebf\u4e0b\u4e92\u52a8<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B \u8d2d\u4e70\u65c5\u7a0b\u8de8\u8d8a\u6570\u5b57\u4e16\u754c\u548c\u73b0\u5b9e\u4e16\u754c\uff0c\u5305\u62ec\uff1a\n<ul data-source-line=\"60-63\">\n<li data-source-line=\"60-60\"><strong>\u6570\u5b57\u63a5\u89e6\u70b9<\/strong>\uff1a\u7f51\u7ad9\u8bbf\u95ee\u3001\u5185\u5bb9\u4e0b\u8f7d\u3001\u7535\u5b50\u90ae\u4ef6\u4e92\u52a8\u3001\u7f51\u7edc\u7814\u8ba8\u4f1a<\/li>\n<li data-source-line=\"61-61\"><strong>\u7269\u7406\u63a5\u89e6\u70b9<\/strong>\uff1a\u8d38\u6613\u5c55\u89c8\u3001\u4f1a\u8bae\u3001\u9500\u552e\u4f1a\u8bae\u3001\u4ea7\u54c1\u6f14\u793a<\/li>\n<li data-source-line=\"62-63\"><strong>\u6df7\u5408\u76f8\u4e92\u4f5c\u7528<\/strong>\uff1a\u865a\u62df\u6d3b\u52a8\u3001\u5728\u7ebf\u53d1\u8d77\u7684\u7535\u8bdd<\/li>\n<\/ul>\n\u5c06\u8fd9\u4e9b\u4e0d\u540c\u7684\u4ea4\u4e92\u8fde\u63a5\u5230\u4e00\u4e2a\u8fde\u8d2f\u7684\u5f52\u56e0\u6a21\u578b\u4f1a\u5e26\u6765\u91cd\u5927\u7684\u6280\u672f\u6311\u6218\uff0c\u56e0\u4e3a\u79bb\u7ebf\u63a5\u89e6\u70b9\u901a\u5e38\u7f3a\u4e4f\u6570\u5b57\u6e20\u9053\u7684\u81ea\u52a8\u8ddf\u8e2a\u529f\u80fd\u3002\n<h3 id=\"sales-and-marketing-integration\" tabindex=\"-1\" data-source-line=\"66-66\"><span class=\"ez-toc-section\" id=\"Sales_and_Marketing_Integration\"><\/span>\u9500\u552e\u4e0e\u8425\u9500\u6574\u5408<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u4e0e\u5927\u591a\u6570 B2C \u91c7\u8d2d\u4e0d\u540c\uff0cB2B \u9500\u552e\u51e0\u4e4e\u603b\u662f\u6d89\u53ca\u4e0e\u9500\u552e\u4ee3\u8868\u7684\u76f4\u63a5\u4eba\u673a\u4e92\u52a8\u3002\u8fd9\u4e9b\u9500\u552e\u63a5\u89e6\u70b9\u2014\u2014\u6f14\u793a\u3001\u63d0\u6848\u3001\u8c08\u5224\u2014\u2014\u5728\u51b3\u7b56\u8fc7\u7a0b\u4e2d\u53d1\u6325\u7740\u81f3\u5173\u91cd\u8981\u7684\u4f5c\u7528\uff0c\u5fc5\u987b\u7eb3\u5165\u5f52\u56e0\u6a21\u578b\u3002\u8fd9\u9700\u8981\u8425\u9500\u5206\u6790\u4e0e CRM \u7cfb\u7edf\u7d27\u5bc6\u96c6\u6210\uff0c\u4ee5\u521b\u5efa\u6db5\u76d6\u8425\u9500\u548c\u9500\u552e\u4e92\u52a8\u7684\u5ba2\u6237\u65c5\u7a0b\u7684\u5b8c\u6574\u89c6\u56fe\u3002\n<h2 id=\"key-b2b-attribution-challenges-and-solutions\" tabindex=\"-1\" data-source-line=\"72-72\"><span class=\"ez-toc-section\" id=\"Key_B2B_Attribution_Challenges_and_Solutions\"><\/span>B2B\u5f52\u56e0\u7684\u4e3b\u8981\u6311\u6218\u548c\u89e3\u51b3\u65b9\u6848<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u73b0\u5728\u6211\u4eec\u4e86\u89e3\u4e86 B2B \u5f52\u56e0\u7684\u6839\u672c\u5dee\u5f02\uff0c\u8ba9\u6211\u4eec\u6765\u63a2\u8ba8\u4e00\u4e0b\u8fd9\u4e9b\u5dee\u5f02\u5e26\u6765\u7684\u5177\u4f53\u6311\u6218\u4ee5\u53ca\u89e3\u51b3\u8fd9\u4e9b\u6311\u6218\u7684\u5b9e\u9645\u89e3\u51b3\u65b9\u6848\u3002\n<h3 id=\"challenge-1%3A-lengthy-sales-cycles-exceed-standard-attribution-windows\" tabindex=\"-1\" data-source-line=\"76-76\"><span class=\"ez-toc-section\" id=\"Challenge_1_Lengthy_Sales_Cycles_Exceed_Standard_Attribution_Windows\"><\/span>\u6311\u6218 1\uff1a\u5197\u957f\u7684\u9500\u552e\u5468\u671f\u8d85\u51fa\u4e86\u6807\u51c6\u5f52\u56e0\u7a97\u53e3<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6807\u51c6\u5f52\u56e0\u6a21\u578b\u901a\u5e38\u4f7f\u7528 30\u300160 \u6216 90 \u5929\u7684\u56de\u987e\u7a97\u53e3\u65f6\u95f4\u8303\u56f4\uff0c\u8fd9\u4e9b\u65f6\u95f4\u8303\u56f4\u6839\u672c\u65e0\u6cd5\u9002\u5e94\u8de8\u8d8a\u6570\u6708\u7684 B2B \u9500\u552e\u5468\u671f\u3002\n<strong>\u89e3\u51b3\u65b9\u6848\uff1a\u5b9e\u65bd\u6269\u5c55\u5f52\u56e0\u7a97\u53e3<\/strong>\n<ul data-source-line=\"82-86\">\n<li data-source-line=\"82-82\"><strong>\u5ef6\u957f\u56de\u987e\u671f<\/strong>\uff1a\u6839\u636e\u60a8\u7684\u5178\u578b\u9500\u552e\u5468\u671f\uff0c\u914d\u7f6e\u5177\u6709\u5ef6\u957f\u56de\u987e\u7a97\u53e3\uff086-18 \u4e2a\u6708\uff09\u7684\u5f52\u56e0\u6a21\u578b<\/li>\n<li data-source-line=\"83-83\"><strong>\u9996\u6b21\u4e92\u52a8\u91cd\u70b9<\/strong>\uff1a\u5bf9\u4e8e\u5efa\u7acb\u5173\u7cfb\u7684\u8ba4\u77e5\u6e20\u9053\uff0c\u66f4\u52a0\u91cd\u89c6\u9996\u6b21\u63a5\u89e6\u5f52\u56e0<\/li>\n<li data-source-line=\"84-84\"><strong>\u65f6\u95f4\u8870\u51cf\u8c03\u6574<\/strong>\uff1a\u4fee\u6539\u6807\u51c6\u65f6\u95f4\u8870\u51cf\u6a21\u578b\uff0c\u4f7f\u5176\u8870\u51cf\u901f\u5ea6\u66f4\u6162\uff0c\u4ee5\u9002\u5e94 B2B \u65f6\u95f4\u7ebf<\/li>\n<li data-source-line=\"85-86\"><strong>\u81ea\u5b9a\u4e49\u5f52\u56e0\u6a21\u578b<\/strong>\uff1a\u5f00\u53d1\u9002\u5408\u60a8\u7279\u5b9a\u9500\u552e\u5468\u671f\u7279\u5f81\u7684\u6a21\u578b<\/li>\n<\/ul>\n<strong>\u5b9e\u73b0\u793a\u4f8b<\/strong>:<br \/>\n\u4e00\u5bb6\u8425\u9500\u6280\u672f\u516c\u53f8\u5728\u5206\u6790\u4e86\u5e73\u5747\u9500\u552e\u5468\u671f\u540e\uff0c\u5c06\u5f52\u56e0\u7a97\u53e3\u5ef6\u957f\u81f312\u4e2a\u6708\u3002\u7ed3\u679c\u8868\u660e\uff0c\u5728\u8d2d\u4e70\u524d9-10\u4e2a\u6708\u6d88\u8d39\u7684\u601d\u60f3\u9886\u5bfc\u529b\u5185\u5bb9\uff0c\u5728\u5efa\u7acb\u6210\u529f\u7684\u5ba2\u6237\u5173\u7cfb\u65b9\u9762\u53d1\u6325\u4e86\u91cd\u8981\u4f5c\u7528\u2014\u2014\u800c\u6b64\u524d90\u5929\u7684\u5f52\u56e0\u7a97\u53e3\u5219\u5b8c\u5168\u5ffd\u7565\u4e86\u8fd9\u4e00\u70b9\u3002\n<h3 id=\"challenge-2%3A-multiple-decision-makers-with-different-journeys\" tabindex=\"-1\" data-source-line=\"90-90\"><span class=\"ez-toc-section\" id=\"Challenge_2_Multiple_Decision_Makers_with_Different_Journeys\"><\/span>\u6311\u62182\uff1a\u62e5\u6709\u4e0d\u540c\u65c5\u7a0b\u7684\u591a\u4e2a\u51b3\u7b56\u8005<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u7531\u4e8e B2B \u8d2d\u4e70\u6d89\u53ca\u591a\u4e2a\u5229\u76ca\u76f8\u5173\u8005\uff0c\u6bcf\u4e2a\u5229\u76ca\u76f8\u5173\u8005\u90fd\u9075\u5faa\u4e0d\u540c\u7684\u4fe1\u606f\u6536\u96c6\u8def\u5f84\uff0c\u56e0\u6b64\u4f20\u7edf\u7684\u5355\u7528\u6237\u65c5\u7a0b\u5f52\u56e0\u663e\u5f97\u4e0d\u8db3\u3002\n<strong>\u89e3\u51b3\u65b9\u6848\uff1a\u5b9e\u65bd\u57fa\u4e8e\u8d26\u6237\u7684\u5f52\u56e0<\/strong>\n<ul data-source-line=\"96-100\">\n<li data-source-line=\"96-96\"><strong>\u8054\u7cfb\u4eba\u805a\u5408<\/strong>\uff1a\u5c06\u540c\u4e00\u5e10\u6237\u7684\u6240\u6709\u8054\u7cfb\u4eba\u5206\u7ec4\uff0c\u4ee5\u5206\u6790\u96c6\u4f53\u53c2\u4e0e\u5ea6<\/li>\n<li data-source-line=\"97-97\"><strong>\u57fa\u4e8e\u89d2\u8272\u7684\u65c5\u7a0b\u5730\u56fe<\/strong>\uff1a\u6309\u5229\u76ca\u76f8\u5173\u8005\u89d2\u8272\u8bc6\u522b\u5e38\u89c1\u65c5\u7a0b<\/li>\n<li data-source-line=\"98-98\"><strong>\u8d2d\u4e70\u9636\u6bb5\u5f52\u56e0<\/strong>\uff1a\u6839\u636e\u8d2d\u4e70\u9636\u6bb5\u800c\u975e\u4ec5\u4ec5\u6839\u636e\u63a5\u89e6\u70b9\u5206\u914d\u4e0d\u540c\u7684\u5f52\u56e0\u6743\u91cd<\/li>\n<li data-source-line=\"99-100\"><strong>\u591a\u4e2a\u8f6c\u5316\u4e8b\u4ef6<\/strong>\uff1a\u8ddf\u8e2a\u6700\u7ec8\u8d2d\u4e70\u4e4b\u540e\u7684\u7279\u5b9a\u89d2\u8272\u8f6c\u5316\u4e8b\u4ef6\uff08\u6280\u672f\u8bc4\u4f30\u5b8c\u6210\u3001\u9884\u7b97\u6279\u51c6\u7b49\uff09<\/li>\n<\/ul>\n<strong>\u5b9e\u73b0\u793a\u4f8b<\/strong>:<br \/>\n\u4e00\u5bb6\u4f01\u4e1a\u8f6f\u4ef6\u63d0\u4f9b\u5546\u5b9e\u65bd\u4e86\u57fa\u4e8e\u8d26\u6237\u7684\u5f52\u56e0\u5206\u6790\uff0c\u6c47\u603b\u4e86\u76ee\u6807\u516c\u53f8\u8054\u7cfb\u4eba\u7684\u63a5\u89e6\u70b9\u3002\u4ed6\u4eec\u53d1\u73b0\uff0c\u6280\u672f\u8bc4\u4f30\u5f88\u5927\u7a0b\u5ea6\u4e0a\u53d7\u5230\u8be6\u7ec6\u4ea7\u54c1\u6587\u6863\u7684\u5f71\u54cd\uff0c\u800c\u7ecf\u6d4e\u578b\u4e70\u5bb6\u5219\u5bf9\u5305\u542b\u6295\u8d44\u56de\u62a5\u7387 (ROI) \u6307\u6807\u7684\u6848\u4f8b\u7814\u7a76\u53cd\u5e94\u66f4\u79ef\u6781\u3002\u8fd9\u4e00\u6d1e\u5bdf\u4fc3\u4f7f\u4ed6\u4eec\u5236\u5b9a\u4e86\u66f4\u6709\u9488\u5bf9\u6027\u7684\u5185\u5bb9\u5f00\u53d1\u548c\u5206\u53d1\u7b56\u7565\u3002\n\n<h3 id=\"challenge-3%3A-integrating-online-and-offline-interactions\" tabindex=\"-1\" data-source-line=\"106-106\"><span class=\"ez-toc-section\" id=\"Challenge_3_Integrating_Online_and_Offline_Interactions\"><\/span>\u6311\u6218\u4e09\uff1a\u7ebf\u4e0a\u7ebf\u4e0b\u4e92\u52a8\u878d\u5408<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B \u8d2d\u4e70\u6d89\u53ca\u5927\u91cf\u7ebf\u4e0b\u4e92\u52a8\uff0c\u8fd9\u4e9b\u4e92\u52a8\u5f88\u96be\u5728\u6570\u5b57\u5f52\u56e0\u7cfb\u7edf\u4e2d\u8ffd\u8e2a\u3002\n<strong>\u89e3\u51b3\u65b9\u6848\uff1a\u521b\u5efa\u7edf\u4e00\u7684\u7ebf\u4e0a\u7ebf\u4e0b\u8ffd\u8e2a<\/strong>\n<ul data-source-line=\"112-118\">\n<li data-source-line=\"112-112\"><strong>\u6d3b\u52a8\u4e8c\u7ef4\u7801<\/strong>\uff1a\u5728\u6d3b\u52a8\u4e2d\u4f7f\u7528\u72ec\u7279\u7684\u4e8c\u7ef4\u7801\uff0c\u5c06\u7ebf\u4e0b\u51fa\u5e2d\u8005\u4e0e\u7ebf\u4e0a\u8d44\u6599\u8054\u7cfb\u8d77\u6765<\/li>\n<li data-source-line=\"113-113\"><strong>\u4e92\u52a8\u540e\u6807\u8bb0<\/strong>\uff1a\u8ba9\u9500\u552e\u4ee3\u8868\u5728 CRM \u4e2d\u4ee5\u6807\u51c6\u5206\u7c7b\u8bb0\u5f55\u7ebf\u4e0b\u4e92\u52a8<\/li>\n<li data-source-line=\"114-114\"><strong>\u4e13\u7528\u767b\u9646\u9875\u9762<\/strong>\uff1a\u4e3a\u7ebf\u4e0b\u8d44\u6599\u521b\u5efa\u552f\u4e00\u7684 URL\uff0c\u4ee5\u4fbf\u8ffd\u8e2a\u5b83\u4eec\u4f55\u65f6\u63a8\u52a8\u7ebf\u4e0a\u7814\u7a76<\/li>\n<li data-source-line=\"115-115\"><strong>\u547c\u53eb\u8ffd\u8e2a<\/strong>\uff1a\u4e3a\u4e0d\u540c\u7684\u8425\u9500\u6d3b\u52a8\u8bbe\u7f6e\u4e13\u7528\u7535\u8bdd\u53f7\u7801<\/li>\n<li data-source-line=\"116-116\"><strong>\u4f1a\u540e\u8c03\u67e5<\/strong>\uff1a\u5728\u9500\u552e\u4e92\u52a8\u540e\u53d1\u9001\u81ea\u52a8\u8c03\u67e5\u4ee5\u6536\u96c6\u5f52\u56e0\u6570\u636e<\/li>\n<li data-source-line=\"117-118\"><strong>\u7ebf\u4e0b\u8f6c\u5316\u5bfc\u5165<\/strong>\uff1a\u5229\u7528 Google Analytics \u7b49\u5de5\u5177\u7684\u79bb\u7ebf\u8f6c\u5316\u5bfc\u5165\u529f\u80fd<\/li>\n<\/ul>\n<strong>\u5b9e\u73b0\u793a\u4f8b<\/strong>:<br \/>\n\u4e00\u5bb6\u5236\u9020\u8bbe\u5907\u516c\u53f8\u4e3a\u6bcf\u4e2a\u5c55\u4f1a\u5c55\u4f4d\u3001\u4ea7\u54c1\u624b\u518c\u548c\u9500\u552e\u6f14\u793a\u521b\u5efa\u4e86\u4e13\u5c5e\u4e8c\u7ef4\u7801\u3002\u626b\u63cf\u4e8c\u7ef4\u7801\u540e\uff0c\u6f5c\u5728\u5ba2\u6237\u4f1a\u88ab\u5f15\u5bfc\u81f3\u4e2a\u6027\u5316\u7684\u843d\u5730\u9875\uff0c\u4ece\u800c\u8ffd\u8e2a\u54ea\u4e9b\u7ebf\u4e0b\u4e92\u52a8\u4fc3\u6210\u4e86\u7ebf\u4e0a\u4e92\u52a8\uff0c\u5e76\u6700\u7ec8\u4fc3\u6210\u4e86\u9500\u552e\u5bf9\u8bdd\u3002\u8fd9\u79cd\u65b9\u6cd5\u663e\u793a\uff0c\u67d0\u4e9b\u533a\u57df\u6027\u5c55\u4f1a\u5728\u5438\u5f15\u5408\u683c\u6f5c\u5728\u5ba2\u6237\u65b9\u9762\u7684\u8868\u73b0\u8fdc\u8d85\u5168\u56fd\u6027\u5c55\u4f1a\u3002\n<h3 id=\"challenge-4%3A-sales-touchpoints-in-the-attribution-model\" tabindex=\"-1\" data-source-line=\"122-122\"><span class=\"ez-toc-section\" id=\"Challenge_4_Sales_Touchpoints_in_the_Attribution_Model\"><\/span>\u6311\u62184\uff1a\u5f52\u56e0\u6a21\u578b\u4e2d\u7684\u9500\u552e\u63a5\u89e6\u70b9<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u9500\u552e\u4e92\u52a8\u901a\u5e38\u53d1\u751f\u5728\u8425\u9500\u8ddf\u8e2a\u7cfb\u7edf\u4e4b\u5916\uff0c\u4f46\u5728 B2B \u8d2d\u4e70\u51b3\u7b56\u4e2d\u53d1\u6325\u7740\u81f3\u5173\u91cd\u8981\u7684\u4f5c\u7528\u3002\n<strong>\u89e3\u51b3\u65b9\u6848\uff1a\u6574\u5408 CRM \u548c\u8425\u9500\u81ea\u52a8\u5316<\/strong>\n<ul data-source-line=\"128-133\">\n<li data-source-line=\"128-128\"><strong>\u53cc\u5411\u6570\u636e\u540c\u6b65<\/strong>\uff1a\u786e\u4fdd CRM \u548c\u8425\u9500\u81ea\u52a8\u5316\u5e73\u53f0\u4e4b\u95f4\u7684\u65e0\u7f1d\u6570\u636e\u6d41<\/li>\n<li data-source-line=\"129-129\"><strong>\u7edf\u4e00\u7684\u7ebf\u7d22\u8bc4\u5206<\/strong>\uff1a\u5f00\u53d1\u6db5\u76d6\u8425\u9500\u548c\u9500\u552e\u6d3b\u52a8\u7684\u4e00\u81f4\u8bc4\u5206\u6a21\u578b<\/li>\n<li data-source-line=\"130-130\"><strong>\u9500\u552e\u63a5\u89e6\u70b9\u8ddf\u8e2a<\/strong>\uff1a\u4e3a\u9500\u552e\u4eba\u5458\u521b\u5efa\u6807\u51c6\u5316\u65b9\u6cd5\u6765\u8bb0\u5f55\u6709\u610f\u4e49\u7684\u4e92\u52a8<\/li>\n<li data-source-line=\"131-131\"><strong>\u5f52\u56e0\u5171\u4eab<\/strong>\uff1a\u5f00\u53d1\u5728\u8425\u9500\u548c\u9500\u552e\u6d3b\u52a8\u4e4b\u95f4\u9002\u5f53\u5212\u5206\u4fe1\u7528\u7684\u6a21\u578b<\/li>\n<li data-source-line=\"132-133\"><strong>\u95ed\u73af\u62a5\u544a<\/strong>\uff1a\u5b9e\u65bd\u5c06\u65e9\u671f\u8425\u9500\u63a5\u89e6\u70b9\u4e0e\u5df2\u5b8c\u6210\u4ea4\u6613\u8054\u7cfb\u8d77\u6765\u7684\u62a5\u544a<\/li>\n<\/ul>\n<strong>\u5b9e\u73b0\u793a\u4f8b<\/strong>:<br \/>\n\u4e00\u5bb6\u4e13\u4e1a\u670d\u52a1\u516c\u53f8\u5728 Salesforce \u548c\u5176\u8425\u9500\u81ea\u52a8\u5316\u5e73\u53f0\u4e4b\u95f4\u5b9e\u73b0\u4e86\u53cc\u5411\u540c\u6b65\u3002\u8fd9\u8ba9\u4ed6\u4eec\u80fd\u591f\u4e86\u89e3\u65e9\u671f\u535a\u5ba2\u5185\u5bb9\u7684\u6d88\u8d39\u60c5\u51b5\u4e0e\u51e0\u4e2a\u6708\u540e\u9500\u552e\u4f1a\u8bae\u6210\u529f\u7387\u4e4b\u95f4\u7684\u5173\u8054\u3002\u4ed6\u4eec\u53d1\u73b0\uff0c\u53c2\u4e0e\u8fc7\u601d\u60f3\u9886\u5bfc\u529b\u5185\u5bb9\u7684\u6f5c\u5728\u5ba2\u6237\u5728\u9500\u552e\u6f14\u793a\u540e\u8f6c\u5316\u7684\u53ef\u80fd\u6027\u8981\u9ad8\u51fa 3.2 \u500d\uff0c\u4ece\u800c\u66f4\u597d\u5730\u56f4\u7ed5\u5185\u5bb9\u7b56\u7565\u5b9e\u73b0\u4e86\u9500\u552e\u548c\u8425\u9500\u7684\u534f\u540c\u3002\n<h3 id=\"challenge-5%3A-complex-multi-touch-customer-journeys\" tabindex=\"-1\" data-source-line=\"137-137\"><span class=\"ez-toc-section\" id=\"Challenge_5_Complex_Multi-Touch_Customer_Journeys\"><\/span>\u6311\u62185\uff1a\u590d\u6742\u7684\u591a\u70b9\u89e6\u63a7\u5ba2\u6237\u65c5\u7a0b<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B \u65c5\u7a0b\u6d89\u53ca\u591a\u4e2a\u6e20\u9053\u548c\u5229\u76ca\u76f8\u5173\u8005\u7684\u6570\u5341\u4e2a\u63a5\u89e6\u70b9\uff0c\u4ece\u800c\u4ea7\u751f\u4e86\u6781\u5176\u590d\u6742\u7684\u5f52\u56e0\u573a\u666f\u3002\n<strong>\u89e3\u51b3\u65b9\u6848\uff1a\u91c7\u7528\u9ad8\u7ea7\u5f52\u56e0\u6a21\u578b<\/strong>\n<ul data-source-line=\"143-148\">\n<li data-source-line=\"143-143\"><strong>\u673a\u5668\u5b66\u4e60\u6a21\u578b<\/strong>\uff1a\u5229\u7528\u7b97\u6cd5\u5f52\u56e0\u6765\u8bc6\u522b\u590d\u6742\u7684\u591a\u70b9\u89e6\u63a7\u65c5\u7a0b\u4e2d\u7684\u6a21\u5f0f<\/li>\n<li data-source-line=\"144-144\"><strong>\u57fa\u4e8e\u4f4d\u7f6e\u7684\u5efa\u6a21<\/strong>\uff1a\u5b9e\u65bd W \u5f62\u6216\u81ea\u5b9a\u4e49\u6a21\u578b\uff0c\u5f3a\u8c03 B2B \u65c5\u7a0b\u4e2d\u7684\u5173\u952e\u8f6c\u5316\u70b9<\/li>\n<li data-source-line=\"145-145\"><strong>\u591a\u7ea7\u5f52\u56e0<\/strong>\uff1a\u5728\u4e0d\u540c\u7684\u6f0f\u6597\u9636\u6bb5\u5e94\u7528\u4e0d\u540c\u7684\u6a21\u578b<\/li>\n<li data-source-line=\"146-146\"><strong>\u573a\u666f\u5efa\u6a21<\/strong>\uff1a\u4f7f\u7528\u201c\u5047\u8bbe\u201d\u5206\u6790\u6765\u6d4b\u8bd5\u4e0d\u540c\u7684\u5f52\u56e0\u65b9\u6cd5<\/li>\n<li data-source-line=\"147-148\"><strong>\u81ea\u5b9a\u4e49\u5f52\u56e0\u56e0\u7d20<\/strong>\uff1a\u5c06\u4ea4\u6613\u89c4\u6a21\u3001\u9500\u552e\u5468\u671f\u957f\u5ea6\u548c\u5ba2\u6237\u751f\u547d\u5468\u671f\u4ef7\u503c\u7b49 B2B \u7279\u5b9a\u56e0\u7d20\u7eb3\u5165\u6a21\u578b<\/li>\n<\/ul>\n<strong>\u5b9e\u73b0\u793a\u4f8b<\/strong>:<br \/>\n\u4e00\u5bb6\u5de5\u4e1a\u8bbe\u5907\u5236\u9020\u5546\u5b9e\u65bd\u4e86\u57fa\u4e8e\u673a\u5668\u5b66\u4e60\u7684\u5f52\u56e0\u6a21\u578b\uff0c\u5206\u6790\u4e86\u6570\u5343\u4e2a\u5ba2\u6237\u65c5\u7a0b\u3002\u8be5\u6a21\u578b\u63ed\u793a\u4e86\u610f\u60f3\u4e0d\u5230\u7684\u6d1e\u5bdf\uff1a\u867d\u7136\u884c\u4e1a\u62a5\u544a\u548c\u6280\u672f\u89c4\u683c\u5728\u6d41\u7a0b\u65e9\u671f\u81f3\u5173\u91cd\u8981\uff0c\u4f46\u540e\u671f\u7684\u8d2d\u4e70\u51b3\u7b56\u5374\u4e25\u91cd\u53d7\u5230\u5b9e\u65bd\u6307\u5357\u548c\u5ba2\u6237\u652f\u6301\u6587\u6863\u7684\u5f71\u54cd\u2014\u2014\u800c\u8fd9\u4e9b\u9886\u57df\u6b64\u524d\u5f88\u5c11\u53d7\u5230\u5e02\u573a\u5173\u6ce8\u3002\n\n<h2 id=\"building-an-effective-b2b-attribution-framework\" tabindex=\"-1\" data-source-line=\"154-154\"><span class=\"ez-toc-section\" id=\"Building_an_Effective_B2B_Attribution_Framework\"><\/span>\u6784\u5efa\u6709\u6548\u7684 B2B \u5f52\u56e0\u6846\u67b6<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u8003\u8651\u5230\u8fd9\u4e9b\u6311\u6218\u548c\u89e3\u51b3\u65b9\u6848\uff0c\u8ba9\u6211\u4eec\u63a2\u7d22\u5982\u4f55\u6784\u5efa\u5168\u9762\u7684 B2B \u5f52\u56e0\u6846\u67b6\u3002\n<h3 id=\"step-1%3A-define-b2b-specific-conversion-events\" tabindex=\"-1\" data-source-line=\"158-158\"><span class=\"ez-toc-section\" id=\"Step_1_Define_B2B-Specific_Conversion_Events\"><\/span>\u6b65\u9aa4 1\uff1a\u5b9a\u4e49 B2B \u7279\u5b9a\u7684\u8f6c\u5316\u4e8b\u4ef6<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B \u8d2d\u4e70\u5386\u7a0b\u5305\u542b\u9664\u6700\u7ec8\u9500\u552e\u4e4b\u5916\u7684\u591a\u4e2a\u91cd\u8981\u8f6c\u5316\u70b9\u3002\u8bc6\u522b\u5e76\u8ddf\u8e2a\u4ee5\u4e0b\u5173\u952e\u91cc\u7a0b\u7891\uff1a\n<ul data-source-line=\"162-171\">\n<li data-source-line=\"162-162\"><strong>MQL\u8d44\u683c<\/strong>\uff1a\u6ee1\u8db3\u8425\u9500\u5408\u683c\u7ebf\u7d22\u7684\u6807\u51c6<\/li>\n<li data-source-line=\"163-163\"><strong>\u9500\u552e\u9a8c\u6536<\/strong>\uff1a\u9500\u552e\u56e2\u961f\u63a5\u53d7\u8425\u9500\u4ea7\u751f\u7684\u9500\u552e\u7ebf\u7d22<\/li>\n<li data-source-line=\"164-164\"><strong>\u4f1a\u8bae\u5df2\u9884\u8ba2<\/strong>\uff1a\u6f5c\u5728\u5ba2\u6237\u5b89\u6392\u521d\u6b65\u9500\u552e\u5bf9\u8bdd<\/li>\n<li data-source-line=\"165-165\"><strong>\u6280\u672f\u8bc4\u4f30<\/strong>\uff1a\u5f00\u59cb\u4ea7\u54c1\/\u670d\u52a1\u8bc4\u4f30<\/li>\n<li data-source-line=\"166-166\"><strong>\u63d0\u6848\u8bf7\u6c42<\/strong>\uff1a\u8981\u6c42\u6b63\u5f0f\u5b9a\u4ef7\/\u63d0\u6848<\/li>\n<li data-source-line=\"167-167\"><strong>\u5408\u540c\u8c08\u5224<\/strong>\uff1a\u8fdb\u5165\u6700\u7ec8\u8d2d\u4e70\u8c08\u5224<\/li>\n<li data-source-line=\"168-168\"><strong>\u4ea4\u6613\u7ed3\u675f<\/strong>\uff1a\u6700\u7ec8\u8d2d\u4e70\u51b3\u5b9a<\/li>\n<li data-source-line=\"169-169\"><strong>\u6267\u884c<\/strong>\uff1a\u6210\u529f\u5165\u804c\u548c\u5b9e\u65bd<\/li>\n<li data-source-line=\"170-171\"><strong>\u6269\u5f20<\/strong>\uff1a\u989d\u5916\u8d2d\u4e70\u6216\u5408\u540c\u6269\u5c55<\/li>\n<\/ul>\n\u6bcf\u4e00\u4e2a\u90fd\u4ee3\u8868\u7740\u8425\u9500\u53ef\u80fd\u5f71\u54cd\u7684\u4e00\u6b21\u6709\u4ef7\u503c\u7684\u8f6c\u5316\uff0c\u9002\u5f53\u7684\u5f52\u56e0\u5e94\u8be5\u8003\u8651\u5230\u8425\u9500\u5728\u6574\u4e2a\u6f2b\u957f\u65c5\u7a0b\u4e2d\u6240\u626e\u6f14\u7684\u89d2\u8272\u3002\n<h3 id=\"step-2%3A-implement-account-based-tracking\" tabindex=\"-1\" data-source-line=\"174-174\"><span class=\"ez-toc-section\" id=\"Step_2_Implement_Account-Based_Tracking\"><\/span>\u7b2c 2 \u6b65\uff1a\u5b9e\u65bd\u57fa\u4e8e\u5e10\u6237\u7684\u8ddf\u8e2a<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8d85\u8d8a\u4e2a\u4eba\u5c42\u9762\u7684\u8ddf\u8e2a\uff0c\u5b9e\u65bd\u57fa\u4e8e\u8d26\u6237\u7684\u8861\u91cf\uff1a\n<ol data-source-line=\"178-183\">\n<li data-source-line=\"178-178\"><strong>\u6280\u672f\u57fa\u7840<\/strong>\uff1a\u9009\u62e9\u652f\u6301\u57fa\u4e8e\u5e10\u6237\u89c6\u56fe\u7684\u8425\u9500\u81ea\u52a8\u5316\u548c CRM \u5e73\u53f0<\/li>\n<li data-source-line=\"179-179\"><strong>\u8054\u7cfb\u4eba\u5230\u5e10\u6237\u7684\u6620\u5c04<\/strong>\uff1a\u786e\u4fdd\u6240\u6709\u8054\u7cfb\u4eba\u4e0e\u5176\u7ec4\u7ec7\u6b63\u786e\u5173\u8054<\/li>\n<li data-source-line=\"180-180\"><strong>\u8d26\u6237\u53c2\u4e0e\u5ea6\u8bc4\u5206<\/strong>\uff1a\u5f00\u53d1\u91cf\u5316\u8de8\u591a\u4e2a\u8054\u7cfb\u4eba\u7684\u5e10\u6237\u7ea7\u53c2\u4e0e\u5ea6\u7684\u65b9\u6cd5<\/li>\n<li data-source-line=\"181-181\"><strong>\u8d2d\u4e70\u7fa4\u4f53\u8bc6\u522b<\/strong>\uff1a\u8bc6\u522b\u5e76\u8ddf\u8e2a\u5927\u578b\u7ec4\u7ec7\u5185\u7684\u7279\u5b9a\u91c7\u8d2d\u59d4\u5458\u4f1a<\/li>\n<li data-source-line=\"182-183\"><strong>\u5f71\u54cd\u529b\u56fe<\/strong>\uff1a\u8bb0\u5f55\u76ee\u6807\u8d26\u6237\u8054\u7cfb\u4eba\u4e4b\u95f4\u7684\u5173\u7cfb<\/li>\n<\/ol>\n\u8fd9\u79cd\u65b9\u6cd5\u53ef\u4ee5\u66f4\u51c6\u786e\u5730\u53cd\u6620\u8425\u9500\u5728\u9500\u552e\u8fc7\u7a0b\u4e2d\u5bf9\u8d26\u6237\u8fdb\u5c55\u7684\u5f71\u54cd\u3002\n<h3 id=\"step-3%3A-integrate-sales-and-marketing-data\" tabindex=\"-1\" data-source-line=\"186-186\"><span class=\"ez-toc-section\" id=\"Step_3_Integrate_Sales_and_Marketing_Data\"><\/span>\u6b65\u9aa43\uff1a\u6574\u5408\u9500\u552e\u548c\u8425\u9500\u6570\u636e<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u521b\u5efa\u8de8\u8425\u9500\u548c\u9500\u552e\u63a5\u89e6\u70b9\u7684\u5ba2\u6237\u4e92\u52a8\u7edf\u4e00\u89c6\u56fe\uff1a\n<ol data-source-line=\"190-195\">\n<li data-source-line=\"190-190\"><strong>\u7cfb\u7edf\u96c6\u6210<\/strong>\uff1a\u5b9e\u73b0\u8425\u9500\u81ea\u52a8\u5316\u548c CRM \u5e73\u53f0\u4e4b\u95f4\u7684\u53cc\u5411\u540c\u6b65<\/li>\n<li data-source-line=\"191-191\"><strong>\u4e00\u81f4\u7684\u5206\u7c7b\u6cd5<\/strong>\uff1a\u5236\u5b9a\u4e92\u52a8\u7684\u5171\u4eab\u5b9a\u4e49\u548c\u7c7b\u522b<\/li>\n<li data-source-line=\"192-192\"><strong>\u9500\u552e\u6d3b\u52a8\u8ffd\u8e2a<\/strong>\uff1a\u521b\u5efa\u9500\u552e\u6d41\u7a0b\u6765\u8bb0\u5f55\u6709\u610f\u4e49\u7684\u5ba2\u6237\u4e92\u52a8<\/li>\n<li data-source-line=\"193-193\"><strong>\u5f52\u5c5e\u534f\u8bae<\/strong>\uff1a\u5efa\u7acb\u9500\u552e\u548c\u8425\u9500\u4e4b\u95f4\u5171\u4eab\u5f52\u56e0\u7684\u4e00\u81f4\u65b9\u6cd5<\/li>\n<li data-source-line=\"194-195\"><strong>\u534f\u4f5c\u62a5\u544a<\/strong>\uff1a\u5236\u5b9a\u53cc\u65b9\u56e2\u961f\u90fd\u4fe1\u4efb\u5e76\u7528\u4e8e\u51b3\u7b56\u7684\u62a5\u544a<\/li>\n<\/ol>\n\u8fd9\u79cd\u6574\u5408\u6709\u52a9\u4e8e\u514b\u670d\u5f52\u56e0\u62a5\u544a\u4e2d\u8425\u9500\u6d3b\u52a8\u548c\u9500\u552e\u7ed3\u679c\u4e4b\u95f4\u7684\u4f20\u7edf\u8131\u8282\u3002\n<h3 id=\"step-4%3A-select-and-customize-attribution-models\" tabindex=\"-1\" data-source-line=\"198-198\"><span class=\"ez-toc-section\" id=\"Step_4_Select_and_Customize_Attribution_Models\"><\/span>\u6b65\u9aa4 4\uff1a\u9009\u62e9\u5e76\u81ea\u5b9a\u4e49\u5f52\u56e0\u6a21\u578b<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u9009\u62e9\u9002\u5408\u60a8\u7684\u7279\u5b9a B2B \u9500\u552e\u6d41\u7a0b\u7684\u5f52\u56e0\u6a21\u578b\uff1a\n<ol data-source-line=\"202-207\">\n<li data-source-line=\"202-202\"><strong>\u591a\u70b9\u89e6\u63a7\u65b9\u6cd5<\/strong>\uff1a\u9009\u62e9\u9002\u5408\u60a8\u4e1a\u52a1\u7684\u4e3b\u8981\u591a\u70b9\u89e6\u63a7\u6a21\u578b\uff08W \u5f62\u3001\u65f6\u95f4\u8870\u51cf\u3001\u7b97\u6cd5\uff09<\/li>\n<li data-source-line=\"203-203\"><strong>\u6a21\u578b\u5b9a\u5236<\/strong>\uff1a\u8c03\u6574\u6807\u51c6\u6a21\u578b\u4ee5\u8003\u8651 B2B \u7279\u5b9a\u56e0\u7d20<\/li>\n<li data-source-line=\"204-204\"><strong>\u57fa\u4e8e\u89d2\u8272\u7684\u52a0\u6743<\/strong>\uff1a\u8003\u8651\u4e0d\u540c\u5229\u76ca\u76f8\u5173\u8005\u89d2\u8272\u7684\u4e0d\u540c\u5f52\u56e0\u6743\u91cd<\/li>\n<li data-source-line=\"205-205\"><strong>\u57fa\u4e8e\u9636\u6bb5\u7684\u5f52\u56e0<\/strong>\uff1a\u9488\u5bf9\u4e0d\u540c\u7684\u9500\u552e\u6f0f\u6597\u9636\u6bb5\u5b9e\u65bd\u4e0d\u540c\u7684\u6a21\u578b<\/li>\n<li data-source-line=\"206-207\"><strong>\u6d4b\u8bd5\u6846\u67b6<\/strong>\uff1a\u521b\u5efa\u6d4b\u8bd5\u548c\u6539\u8fdb\u5f52\u56e0\u6a21\u578b\u7684\u6d41\u7a0b<\/li>\n<\/ol>\n\u8bf7\u8bb0\u4f4f\uff0c\u6ca1\u6709\u4efb\u4f55\u5355\u4e00\u7684\u5f52\u56e0\u6a21\u578b\u662f\u5b8c\u7f8e\u7684\u2014\u2014\u8bb8\u591a B2B \u7ec4\u7ec7\u90fd\u53d7\u76ca\u4e8e\u6bd4\u8f83\u591a\u4e2a\u6a21\u578b\u7684\u89c1\u89e3\u3002\n<h3 id=\"step-5%3A-implement-practical-measurement-solutions\" tabindex=\"-1\" data-source-line=\"210-210\"><span class=\"ez-toc-section\" id=\"Step_5_Implement_Practical_Measurement_Solutions\"><\/span>\u6b65\u9aa45\uff1a\u5b9e\u65bd\u5b9e\u7528\u7684\u6d4b\u91cf\u89e3\u51b3\u65b9\u6848<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u901a\u8fc7\u5207\u5b9e\u53ef\u884c\u7684\u89e3\u51b3\u65b9\u6848\u89e3\u51b3 B2B \u5f52\u56e0\u7684\u6280\u672f\u6311\u6218\uff1a\n<ol data-source-line=\"214-219\">\n<li data-source-line=\"214-214\"><strong>\u5ef6\u957f\u56de\u987e\u7a97\u53e3<\/strong>\uff1a\u914d\u7f6e\u7cfb\u7edf\u4ee5\u5728\u9002\u5f53\u7684\u65f6\u95f4\u8303\u56f4\u5185\u8ddf\u8e2a\u63a5\u89e6\u70b9\u5f71\u54cd<\/li>\n<li data-source-line=\"215-215\"><strong>\u79bb\u7ebf\u8ffd\u8e2a\u65b9\u6cd5<\/strong>\uff1a\u5b9e\u65bd\u6d41\u7a0b\u4ee5\u6355\u83b7\u7ebf\u4e0b\u4e92\u52a8<\/li>\n<li data-source-line=\"216-216\"><strong>\u81ea\u5b9a\u4e49\u5c3a\u5bf8<\/strong>\uff1a\u5728\u5206\u6790\u5e73\u53f0\u4e2d\u521b\u5efa\u81ea\u5b9a\u4e49\u7ef4\u5ea6\u6765\u8ddf\u8e2a B2B \u7279\u5b9a\u5c5e\u6027<\/li>\n<li data-source-line=\"217-217\"><strong>\u6570\u636e\u4ed3\u5e93<\/strong>\uff1a\u8003\u8651\u4f7f\u7528\u6570\u636e\u4ed3\u5e93\u6765\u7edf\u4e00\u4e0d\u540c\u7684\u6570\u636e\u6e90<\/li>\n<li data-source-line=\"218-219\"><strong>\u53ef\u89c6\u5316\u5de5\u5177<\/strong>\uff1a\u5b9e\u65bd\u80fd\u591f\u6e05\u6670\u4f20\u8fbe\u590d\u6742\u5f52\u56e0\u89c1\u89e3\u7684\u4eea\u8868\u677f<\/li>\n<\/ol>\n\u8fd9\u4e9b\u6280\u672f\u5b9e\u73b0\u5bf9\u4e8e\u51c6\u786e\u7684 B2B \u5f52\u56e0\u6d4b\u91cf\u81f3\u5173\u91cd\u8981\u3002\n<h2 id=\"case-study%3A-manufacturing-company-transforms-marketing-roi\" tabindex=\"-1\" data-source-line=\"222-222\"><span class=\"ez-toc-section\" id=\"Case_Study_Manufacturing_Company_Transforms_Marketing_ROI\"><\/span>\u6848\u4f8b\u7814\u7a76\uff1a\u5236\u9020\u516c\u53f8\u8f6c\u578b\u8425\u9500\u6295\u8d44\u56de\u62a5\u7387<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u4e00\u5bb6\u4e2d\u578b\u5de5\u4e1a\u8bbe\u5907\u5236\u9020\u5546\u96be\u4ee5\u7406\u89e3\u54ea\u4e9b\u8425\u9500\u6295\u8d44\u771f\u6b63\u63a8\u52a8\u4e86\u4ed6\u4eec\u7684\u9500\u552e\u6e20\u9053\u3002\u7531\u4e8e\u9500\u552e\u5468\u671f\u957f\u8fbe 9-12 \u4e2a\u6708\uff0c\u51b3\u7b56\u8005\u4f17\u591a\uff0c\u7ebf\u4e0b\u4e92\u52a8\u9891\u7e41\uff0c\u4ed6\u4eec\u73b0\u6709\u7684\u201c\u6700\u7ec8\u70b9\u51fb\u201d\u6570\u5b57\u5f52\u56e0\u6a21\u578b\u51e0\u4e4e\u65e0\u6cd5\u63d0\u4f9b\u5207\u5b9e\u53ef\u884c\u7684\u6d1e\u5bdf\u3002\n<h3 id=\"the-challenge\" tabindex=\"-1\" data-source-line=\"226-226\"><span class=\"ez-toc-section\" id=\"The_Challenge\"><\/span>\u6311\u6218<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8be5\u516c\u53f8\u9762\u4e34\u7740\u591a\u9879\u5f52\u56e0\u6311\u6218\uff1a\n<ul data-source-line=\"229-233\">\n<li data-source-line=\"229-229\">\u4ed6\u4eec\u7684\u8425\u9500\u81ea\u52a8\u5316\u5e73\u53f0\u7684\u5185\u7f6e\u5f52\u56e0\u4f7f\u7528\u4e86 90 \u5929\u7684\u7a97\u53e3\u671f\uff0c\u9519\u8fc7\u4e86\u5927\u591a\u6570\u65e9\u671f\u63a5\u89e6\u70b9<\/li>\n<li data-source-line=\"230-230\">\u9500\u552e\u4ee3\u8868\u6bcf\u7b14\u4ea4\u6613\u90fd\u4f1a\u4e0e 4-6 \u4f4d\u5229\u76ca\u76f8\u5173\u8005\u8fdb\u884c\u63a5\u89e6\uff0c\u6bcf\u4e2a\u5229\u76ca\u76f8\u5173\u8005\u90fd\u6709\u4e0d\u540c\u7684\u5185\u5bb9\u9700\u6c42<\/li>\n<li data-source-line=\"231-231\">\u8d38\u6613\u5c55\u89c8\u548c\u884c\u4e1a\u6d3b\u52a8\u53d1\u6325\u4e86\u81f3\u5173\u91cd\u8981\u7684\u4f5c\u7528\uff0c\u4f46\u5e76\u672a\u4e0e\u6570\u5b57\u63a5\u89e6\u70b9\u5efa\u7acb\u8054\u7cfb<\/li>\n<li data-source-line=\"232-233\">\u6700\u7ec8\u7684\u8d2d\u4e70\u51b3\u5b9a\u901a\u5e38\u662f\u5728\u6700\u540e\u4e00\u6b21\u8ddf\u8e2a\u7684\u8425\u9500\u4e92\u52a8\u51e0\u4e2a\u6708\u540e\u505a\u51fa\u7684<\/li>\n<\/ul>\n\u7ed3\u679c\uff0c\u8425\u9500\u56e2\u961f\u65e0\u6cd5\u81ea\u4fe1\u5730\u5728\u5404\u4e2a\u6e20\u9053\u5206\u914d $4.2 \u767e\u4e07\u5e74\u5ea6\u9884\u7b97\uff0c\u800c\u9500\u552e\u90e8\u95e8\u4e5f\u5bf9\u8425\u9500\u5bf9\u6536\u5165\u7684\u603b\u4f53\u8d21\u732e\u63d0\u51fa\u4e86\u8d28\u7591\u3002\n<h3 id=\"the-solution\" tabindex=\"-1\" data-source-line=\"236-236\"><span class=\"ez-toc-section\" id=\"The_Solution\"><\/span>\u89e3\u51b3\u65b9\u6848<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8be5\u516c\u53f8\u5b9e\u65bd\u4e86\u5168\u9762\u7684 B2B \u5f52\u56e0\u6846\u67b6\uff1a\n<ol data-source-line=\"240-253\">\n<li data-source-line=\"240-241\">\n<strong>\u57fa\u4e8e\u5e10\u6237\u7684\u8ddf\u8e2a<\/strong>\uff1a\u4ed6\u4eec\u5b9e\u65bd\u4e86\u57fa\u4e8e\u8d26\u6237\u7684\u8425\u9500\u6280\u672f\uff0c\u6c47\u603b\u4e86\u76ee\u6807\u516c\u53f8\u6240\u6709\u8054\u7cfb\u4eba\u7684\u63a5\u89e6\u70b9\u3002\n<\/li>\n<li data-source-line=\"242-243\">\n<strong>\u6269\u5c55\u5f52\u56e0\u7a97\u53e3<\/strong>\uff1a\u6839\u636e\u5e73\u5747\u9500\u552e\u5468\u671f\u5206\u6790\uff0c\u4ed6\u4eec\u5c06\u5f52\u56e0\u7a97\u53e3\u5ef6\u957f\u81f3 15 \u4e2a\u6708\u3002\n<\/li>\n<li data-source-line=\"244-245\">\n<strong>\u7ebf\u4e0a\u7ebf\u4e0b\u8fde\u63a5<\/strong>\uff1a\u4ed6\u4eec\u4e3a\u6240\u6709\u7ebf\u4e0b\u6750\u6599\u521b\u5efa\u4e86\u72ec\u7279\u7684\u8ddf\u8e2a\u4ee3\u7801\uff0c\u5e76\u5b9e\u65bd\u4e86\u6d3b\u52a8\u540e\u8ddf\u8fdb\u6d41\u7a0b\uff0c\u5c06\u8d38\u6613\u5c55\u4f1a\u5bf9\u8bdd\u4e0e\u6570\u5b57\u8d44\u6599\u8054\u7cfb\u8d77\u6765\u3002\n<\/li>\n<li data-source-line=\"246-247\">\n<strong>CRM\u96c6\u6210<\/strong>\uff1a\u4ed6\u4eec\u5728 CRM \u548c\u8425\u9500\u81ea\u52a8\u5316\u5e73\u53f0\u4e4b\u95f4\u5f00\u53d1\u4e86\u53cc\u5411\u540c\u6b65\uff0c\u5e76\u4e3a\u9500\u552e\u8bb0\u5f55\u5173\u952e\u4e92\u52a8\u63d0\u4f9b\u4e86\u6807\u51c6\u5316\u6d41\u7a0b\u3002\n<\/li>\n<li data-source-line=\"248-253\">\n<strong>\u81ea\u5b9a\u4e49\u5f52\u56e0\u6a21\u578b<\/strong>\uff1a\u4ed6\u4eec\u5b9e\u65bd\u4e86\u4e00\u4e2a\u5b9a\u5236\u6a21\u578b\uff1a\n<ul data-source-line=\"249-253\">\n<li data-source-line=\"249-249\">\u66f4\u52a0\u91cd\u89c6\u5efa\u7acb\u5173\u7cfb\u7684\u9996\u6b21\u4e92\u52a8<\/li>\n<li data-source-line=\"250-250\">\u5c06\u57fa\u4e8e\u89d2\u8272\u7684\u6743\u91cd\u5e94\u7528\u4e8e\u4e0d\u540c\u5229\u76ca\u76f8\u5173\u8005\u7684\u4e92\u52a8<\/li>\n<li data-source-line=\"251-251\">\u6574\u5408\u8425\u9500\u548c\u9500\u552e\u63a5\u89e6\u70b9<\/li>\n<li data-source-line=\"252-253\">\u4f7f\u7528\u673a\u5668\u5b66\u4e60\u6765\u8bc6\u522b\u6210\u529f\u4ea4\u6613\u7684\u6a21\u5f0f<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h3 id=\"the-results\" tabindex=\"-1\" data-source-line=\"254-254\"><span class=\"ez-toc-section\" id=\"The_Results\"><\/span>\u7ed3\u679c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u7ecf\u8fc7\u516d\u4e2a\u6708\u7684\u65b0\u5f52\u56e0\u6846\u67b6\u5b9e\u65bd\uff0c\u8be5\u516c\u53f8\u53d1\u73b0\u4e86\u51e0\u4e2a\u5173\u952e\u89c1\u89e3\uff1a\n<ul data-source-line=\"258-262\">\n<li data-source-line=\"258-258\">\u4e4b\u524d\u88ab\u4f4e\u4f30\u7684\u884c\u4e1a\u7f51\u7edc\u7814\u8ba8\u4f1a\u6b63\u5728\u5f00\u542f 38% \u6700\u7ec8\u6210\u529f\u7684\u9500\u552e\u5173\u7cfb<\/li>\n<li data-source-line=\"259-259\">\u5de5\u7a0b\u5229\u76ca\u76f8\u5173\u8005\u6d88\u8d39\u7684\u6280\u672f\u5185\u5bb9\u5bf9\u8d2d\u4e70\u51b3\u7b56\u7684\u5f71\u54cd\u6bd4\u4e4b\u524d\u8ba4\u8bc6\u5230\u7684\u8981\u9ad8\u51fa 3 \u500d<\/li>\n<li data-source-line=\"260-260\">\u67d0\u4e9b\u8d38\u6613\u5c55\u4f1a\u5728\u63a8\u52a8\u5408\u683c\u673a\u4f1a\u65b9\u9762\u8868\u73b0\u660e\u663e\u4f18\u4e8e\u5176\u4ed6\u5c55\u4f1a<\/li>\n<li data-source-line=\"261-262\">\u5f53\u6f5c\u5728\u5ba2\u6237\u4e4b\u524d\u53c2\u4e0e\u8fc7\u5177\u4f53\u7684\u6848\u4f8b\u7814\u7a76\u65f6\uff0c\u9500\u552e\u6f14\u793a\u6700\u4e3a\u6210\u529f<\/li>\n<\/ul>\n\u901a\u8fc7\u6839\u636e\u8fd9\u4e9b\u89c1\u89e3\u91cd\u65b0\u5206\u914d\u9884\u7b97\uff0c\u8be5\u516c\u53f8\u5b9e\u73b0\u4e86\uff1a\n<ul data-source-line=\"264-268\">\n<li data-source-line=\"264-264\">27% \u53d7\u5e02\u573a\u8425\u9500\u5f71\u54cd\u7684\u6e20\u9053\u589e\u52a0<\/li>\n<li data-source-line=\"265-265\">23% \u964d\u4f4e\u6bcf\u6b21\u673a\u4f1a\u6210\u672c<\/li>\n<li data-source-line=\"266-266\">41% \u63d0\u9ad8\u8425\u9500\u7ebf\u7d22\u6210\u4ea4\u673a\u4f1a\u7387<\/li>\n<li data-source-line=\"267-268\">19% \u5e73\u5747\u9500\u552e\u5468\u671f\u8f83\u77ed<\/li>\n<\/ul>\n\u6700\u91cd\u8981\u7684\u662f\uff0c\u65b0\u7684\u5f52\u56e0\u7cfb\u7edf\u4f7f\u8425\u9500\u548c\u9500\u552e\u4fdd\u6301\u4e00\u81f4\uff0c\u4ece\u800c\u771f\u6b63\u63a8\u52a8\u4e1a\u52a1\u6210\u679c\uff0c\u7ed3\u675f\u4e86\u957f\u671f\u4ee5\u6765\u5173\u4e8e\u8425\u9500\u4ef7\u503c\u8d21\u732e\u7684\u5206\u6b67\u3002\n<h2 id=\"b2b-attribution-best-practices\" tabindex=\"-1\" data-source-line=\"271-271\"><span class=\"ez-toc-section\" id=\"B2B_Attribution_Best_Practices\"><\/span>B2B\u5f52\u56e0\u6700\u4f73\u5b9e\u8df5<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u57fa\u4e8e\u4e0d\u540c B2B \u7ec4\u7ec7\u7684\u6210\u529f\u5b9e\u65bd\uff0c\u8fd9\u4e9b\u6700\u4f73\u5b9e\u8df5\u53ef\u4ee5\u589e\u5f3a\u60a8\u7684\u5f52\u56e0\u6709\u6548\u6027\uff1a\n<h3 id=\"1.-focus-on-incremental-improvement\" tabindex=\"-1\" data-source-line=\"275-275\"><span class=\"ez-toc-section\" id=\"1_Focus_on_Incremental_Improvement\"><\/span>1. \u6ce8\u91cd\u6e10\u8fdb\u5f0f\u6539\u8fdb<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u7531\u4e8e B2B \u5f52\u56e0\u672c\u8eab\u7684\u590d\u6742\u6027\uff0c\u5b8c\u7f8e\u7684 B2B \u5f52\u56e0\u51e0\u4e4e\u4e0d\u53ef\u80fd\u5b9e\u73b0\u3002\u4e0e\u5176\u8ffd\u6c42\u5b8c\u7f8e\uff0c\u4e0d\u5982\u4e13\u6ce8\u4e8e\u5faa\u5e8f\u6e10\u8fdb\u7684\u6539\u8fdb\uff1a\n<ul data-source-line=\"279-283\">\n<li data-source-line=\"279-279\">\u4ece\u60a8\u76ee\u524d\u62e5\u6709\u7684\u6570\u636e\u548c\u7cfb\u7edf\u5f00\u59cb<\/li>\n<li data-source-line=\"280-280\">\u5206\u9636\u6bb5\u5b9e\u65bd\u589e\u5f3a\u529f\u80fd<\/li>\n<li data-source-line=\"281-281\">\u5e86\u795d\u5f52\u56e0\u51c6\u786e\u6027\u7684\u9010\u6b65\u63d0\u9ad8<\/li>\n<li data-source-line=\"282-283\">\u6839\u636e\u65b0\u7684\u89c1\u89e3\u4e0d\u65ad\u6539\u8fdb\u60a8\u7684\u65b9\u6cd5<\/li>\n<\/ul>\n<h3 id=\"2.-combine-multiple-measurement-approaches\" tabindex=\"-1\" data-source-line=\"284-284\"><span class=\"ez-toc-section\" id=\"2_Combine_Multiple_Measurement_Approaches\"><\/span>2. \u7ed3\u5408\u591a\u79cd\u6d4b\u91cf\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6700\u6210\u529f\u7684 B2B \u7ec4\u7ec7\u91c7\u7528\u4e92\u8865\u7684\u6d4b\u91cf\u65b9\u6cd5\uff1a\n<ul data-source-line=\"288-292\">\n<li data-source-line=\"288-288\"><strong>\u591a\u70b9\u89e6\u63a7\u5f52\u56e0<\/strong>\uff1a\u83b7\u53d6\u5173\u4e8e\u6e20\u9053\u6709\u6548\u6027\u7684\u6218\u672f\u6027\u3001\u7ec6\u81f4\u7684\u6d1e\u5bdf<\/li>\n<li data-source-line=\"289-289\"><strong>\u8425\u9500\u7ec4\u5408\u6a21\u578b<\/strong>\uff1a\u7528\u4e8e\u6218\u7565\u6027\u3001\u5b8f\u89c2\u5c42\u9762\u7684\u9884\u7b97\u5206\u914d<\/li>\n<li data-source-line=\"290-290\"><strong>\u5bf9\u7167\u5b9e\u9a8c<\/strong>\uff1a\u901a\u8fc7 A\/B \u6d4b\u8bd5\u9a8c\u8bc1\u56e0\u679c\u5173\u7cfb<\/li>\n<li data-source-line=\"291-292\"><strong>\u5b9a\u6027\u7814\u7a76<\/strong>\uff1a\u901a\u8fc7\u5ba2\u6237\u8bbf\u8c08\u4e86\u89e3\u80cc\u666f<\/li>\n<\/ul>\n\u6bcf\u79cd\u65b9\u6cd5\u90fd\u6709\u5176\u4f18\u70b9\u548c\u5c40\u9650\u6027\uff1b\u7ed3\u5408\u8d77\u6765\uff0c\u5b83\u4eec\u6bd4\u4efb\u4f55\u5355\u4e00\u65b9\u6cd5\u90fd\u80fd\u63d0\u4f9b\u66f4\u5168\u9762\u7684\u89c1\u89e3\u3002\n<h3 id=\"3.-prioritize-sales-marketing-alignment\" tabindex=\"-1\" data-source-line=\"295-295\"><span class=\"ez-toc-section\" id=\"3_Prioritize_Sales-Marketing_Alignment\"><\/span>3. \u4f18\u5148\u8003\u8651\u9500\u552e\u4e0e\u8425\u9500\u7684\u534f\u8c03<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5f52\u56e0\u7684\u6210\u529f\u53d6\u51b3\u4e8e\u8425\u9500\u548c\u9500\u552e\u4e4b\u95f4\u7684\u7d27\u5bc6\u5408\u4f5c\uff1a\n<ul data-source-line=\"299-304\">\n<li data-source-line=\"299-299\">\u8ba9\u9500\u552e\u4e3b\u7ba1\u53c2\u4e0e\u5f52\u56e0\u6a21\u578b\u8bbe\u8ba1<\/li>\n<li data-source-line=\"300-300\">\u786e\u4fdd\u4e00\u81f4\u7684\u6f5c\u5728\u5ba2\u6237\u5b9a\u4e49\u548c\u8bc4\u5206\u65b9\u6cd5<\/li>\n<li data-source-line=\"301-301\">\u521b\u5efa\u5171\u4eab\u4eea\u8868\u677f\u548c\u62a5\u544a<\/li>\n<li data-source-line=\"302-302\">\u5efa\u7acb\u5b9a\u671f\u63a5\u89e6\u70b9\u6765\u5ba1\u67e5\u5f52\u56e0\u6d1e\u5bdf<\/li>\n<li data-source-line=\"303-304\">\u5229\u7528\u5f52\u56e0\u6765\u4fc3\u8fdb\u5efa\u8bbe\u6027\u5bf9\u8bdd\uff0c\u800c\u4e0d\u662f\u4e92\u76f8\u6307\u8d23<\/li>\n<\/ul>\n<h3 id=\"4.-balance-sophistication-with-usability\" tabindex=\"-1\" data-source-line=\"305-305\"><span class=\"ez-toc-section\" id=\"4_Balance_Sophistication_with_Usability\"><\/span>4. \u5e73\u8861\u590d\u6742\u6027\u4e0e\u53ef\u7528\u6027<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u9ad8\u7ea7\u5f52\u56e0\u6a21\u578b\u53ea\u6709\u5728\u63a8\u52a8\u884c\u52a8\u65f6\u624d\u6709\u4ef7\u503c\uff1a\n<ul data-source-line=\"309-314\">\n<li data-source-line=\"309-309\">\u786e\u4fdd\u975e\u6280\u672f\u5229\u76ca\u76f8\u5173\u8005\u80fd\u591f\u83b7\u53d6\u89c1\u89e3<\/li>\n<li data-source-line=\"310-310\">\u521b\u5efa\u6e05\u6670\u7684\u53ef\u89c6\u5316\u6548\u679c\u6765\u4f20\u8fbe\u590d\u6742\u7684\u5173\u7cfb<\/li>\n<li data-source-line=\"311-311\">\u91cd\u70b9\u62a5\u544a\u53ef\u64cd\u4f5c\u7684\u89c1\u89e3\u800c\u4e0d\u662f\u65b9\u6cd5\u7ec6\u8282<\/li>\n<li data-source-line=\"312-312\">\u6784\u5efa\u9002\u5408\u4e0d\u540c\u5229\u76ca\u76f8\u5173\u8005\u9700\u6c42\u7684\u4eea\u8868\u677f<\/li>\n<li data-source-line=\"313-314\">\u63d0\u4f9b\u9ad8\u7ea7\u6458\u8981\u548c\u6df1\u5165\u5206\u6790\u529f\u80fd<\/li>\n<\/ul>\n<h3 id=\"5.-future-proof-your-approach\" tabindex=\"-1\" data-source-line=\"315-315\"><span class=\"ez-toc-section\" id=\"5_Future-Proof_Your_Approach\"><\/span>5. \u9762\u5411\u672a\u6765\u7684\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B \u5f52\u56e0\u9762\u4e34\u7740\u4e0d\u65ad\u53d8\u5316\u7684\u6311\u6218\uff0c\u9700\u8981\u91c7\u53d6\u9002\u5e94\u6027\u65b9\u6cd5\uff1a\n<ul data-source-line=\"319-324\">\n<li data-source-line=\"319-319\"><strong>\u9690\u79c1\u6cd5\u89c4<\/strong>\uff1a\u8bbe\u8ba1\u5c0a\u91cd\u4e0d\u65ad\u53d1\u5c55\u7684\u9690\u79c1\u6cd5\u7684\u7cfb\u7edf<\/li>\n<li data-source-line=\"320-320\"><strong>Cookie \u5f03\u7528<\/strong>\uff1a\u51cf\u5c11\u5bf9\u7b2c\u4e09\u65b9 Cookie \u8fdb\u884c\u8ddf\u8e2a\u7684\u4f9d\u8d56<\/li>\n<li data-source-line=\"321-321\"><strong>\u7b2c\u4e00\u65b9\u6570\u636e<\/strong>\uff1a\u4f18\u5148\u8003\u8651\u7b2c\u4e00\u65b9\u6570\u636e\u6536\u96c6\u548c\u4e30\u5bcc<\/li>\n<li data-source-line=\"322-322\"><strong>\u673a\u5668\u5b66\u4e60<\/strong>\uff1a\u63a2\u7d22\u4eba\u5de5\u667a\u80fd\u5728\u590d\u6742\u65c5\u7a0b\u4e2d\u7684\u6a21\u5f0f\u8bc6\u522b\u80fd\u529b<\/li>\n<li data-source-line=\"323-324\"><strong>\u6301\u7eed\u6d4b\u8bd5<\/strong>\uff1a\u901a\u8fc7\u53d7\u63a7\u5b9e\u9a8c\u5b9a\u671f\u9a8c\u8bc1\u5f52\u56e0\u7ed3\u679c<\/li>\n<\/ul>\n<h2 id=\"faqs\" tabindex=\"-1\" data-source-line=\"325-325\"><span class=\"ez-toc-section\" id=\"FAQs\"><\/span>\u5e38\u89c1\u95ee\u9898<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"how-is-b2b-attribution-different-from-b2c-attribution%3F\" tabindex=\"-1\" data-source-line=\"327-327\"><span class=\"ez-toc-section\" id=\"How_is_B2B_attribution_different_from_B2C_attribution\"><\/span>B2B \u5f52\u56e0\u4e0e B2C \u5f52\u56e0\u6709\u4f55\u4e0d\u540c\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B \u5f52\u56e0\u4e0e B2C \u5f52\u56e0\u5728\u51e0\u4e2a\u5173\u952e\u65b9\u9762\u6709\u6240\u4e0d\u540c\uff1a\u66f4\u957f\u7684\u9500\u552e\u5468\u671f\uff08\u6570\u6708 vs. \u6570\u5929\uff09\u3001\u6bcf\u4e2a\u8d26\u6237\u6709\u591a\u4e2a\u51b3\u7b56\u8005\uff08\u800c\u975e\u5355\u4e2a\u6d88\u8d39\u8005\uff09\u3001\u7ebf\u4e0a\u7ebf\u4e0b\u63a5\u89e6\u70b9\u7684\u590d\u6742\u6027\u66f4\u9ad8\u3001\u9500\u552e\u56e2\u961f\u7684\u53c2\u4e0e\u5ea6\u66f4\u9ad8\uff0c\u4ee5\u53ca\u66f4\u9ad8\u7684\u4ea4\u6613\u4ef7\u503c\uff0c\u8fd9\u4e9b\u56e0\u7d20\u4f7f\u5f97\u66f4\u590d\u6742\u7684\u5f52\u56e0\u65b9\u6cd5\u6210\u4e3a\u53ef\u80fd\u3002\u8fd9\u4e9b\u5dee\u5f02\u8981\u6c42 B2B \u5236\u5b9a\u7279\u5b9a\u7684\u5f52\u56e0\u7b56\u7565\uff0c\u5c06\u8d26\u6237\u7ea7\u522b\u7684\u53c2\u4e0e\u5ea6\u548c\u66f4\u957f\u7684\u5ba2\u6237\u65c5\u7a0b\u7eb3\u5165\u8003\u91cf\u3002\n<h3 id=\"what-attribution-model-works-best-for-b2b-companies%3F\" tabindex=\"-1\" data-source-line=\"330-330\"><span class=\"ez-toc-section\" id=\"What_attribution_model_works_best_for_B2B_companies\"><\/span>\u54ea\u79cd\u5f52\u56e0\u6a21\u578b\u6700\u9002\u5408 B2B \u516c\u53f8\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6ca1\u6709\u4e00\u79cd\u201c\u6700\u4f73\u201d\u6a21\u578b\u9002\u7528\u4e8e\u6240\u6709 B2B \u516c\u53f8\uff0c\u4f46\u5927\u591a\u6570 B2B \u516c\u53f8\u53d7\u76ca\u4e8e\u591a\u70b9\u89e6\u63a7\u6a21\u578b\uff0c\u8fd9\u79cd\u6a21\u578b\u80fd\u591f\u5e94\u5bf9\u66f4\u957f\u7684\u9500\u552e\u5468\u671f\u548c\u591a\u4f4d\u51b3\u7b56\u8005\u3002\u8bb8\u591a B2B \u7ec4\u7ec7\u901a\u8fc7\u5b9a\u5236\u7684 W \u578b\u6a21\u578b\uff08\u5f3a\u8c03\u9996\u6b21\u63a5\u89e6\u3001\u6f5c\u5728\u5ba2\u6237\u8f6c\u5316\u548c\u673a\u4f1a\u521b\u9020\uff09\u6216\u5305\u542b\u57fa\u4e8e\u5ba2\u6237\u7684\u6307\u6807\u7684\u81ea\u5b9a\u4e49\u6a21\u578b\u83b7\u5f97\u4e86\u6210\u529f\u3002\u6570\u636e\u9a71\u52a8\u7684\u7b97\u6cd5\u6a21\u578b\u8d8a\u6765\u8d8a\u53d7\u6b22\u8fce\uff0c\u56e0\u4e3a\u5b83\u4eec\u80fd\u591f\u5728\u590d\u6742\u7684 B2B \u65c5\u7a0b\u4e2d\u8bc6\u522b\u51fa\u5404\u79cd\u6a21\u5f0f\uff0c\u800c\u65e0\u9700\u9884\u8bbe\u89c4\u5219\u3002\n<h3 id=\"how-do-you-attribute-value-to-offline-interactions-in-b2b%3F\" tabindex=\"-1\" data-source-line=\"333-333\"><span class=\"ez-toc-section\" id=\"How_do_you_attribute_value_to_offline_interactions_in_B2B\"><\/span>\u60a8\u5982\u4f55\u8d4b\u4e88 B2B \u4e2d\u7684\u7ebf\u4e0b\u4e92\u52a8\u4ef7\u503c\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5f52\u56e0\u7ebf\u4e0b B2B \u4e92\u52a8\u9700\u8981\u7cfb\u7edf\u7684\u65b9\u6cd5\uff1a\uff081\uff09\u521b\u5efa\u72ec\u7279\u7684\u8ddf\u8e2a\u673a\u5236\uff0c\u4f8b\u5982\u7528\u4e8e\u7ebf\u4e0b\u6750\u6599\u7684\u4e2a\u6027\u5316 URL \u6216\u4e8c\u7ef4\u7801\uff1b\uff082\uff09\u4e3a\u9500\u552e\u4e92\u52a8\u5b9e\u65bd\u4e00\u81f4\u7684 CRM \u8bb0\u5f55\u7a0b\u5e8f\uff1b\uff083\uff09\u4f7f\u7528\u6d3b\u52a8\u540e\u8c03\u67e5\u5c06\u7ebf\u4e0b\u4f53\u9a8c\u4e0e\u6f5c\u5728\u5ba2\u6237\u8054\u7cfb\u8d77\u6765\uff1b\uff084\uff09\u4e3a\u7279\u5b9a\u6d3b\u52a8\u5206\u914d\u4e13\u7528\u7535\u8bdd\u53f7\u7801\uff1b\uff085\uff09\u5c06\u7ebf\u4e0b\u6d3b\u52a8\u51fa\u5e2d\u60c5\u51b5\u4e0e\u968f\u540e\u7684\u7ebf\u4e0a\u884c\u4e3a\u548c\u6e20\u9053\u8fdb\u5c55\u5173\u8054\u8d77\u6765\u3002\n<h3 id=\"how-should-b2b-companies-handle-multiple-stakeholders-in-attribution%3F\" tabindex=\"-1\" data-source-line=\"336-336\"><span class=\"ez-toc-section\" id=\"How_should_B2B_companies_handle_multiple_stakeholders_in_attribution\"><\/span>B2B \u516c\u53f8\u5e94\u5982\u4f55\u5904\u7406\u5f52\u56e0\u4e2d\u7684\u591a\u4e2a\u5229\u76ca\u76f8\u5173\u8005\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B \u516c\u53f8\u5e94\u8be5\u5b9e\u65bd\u57fa\u4e8e\u8d26\u6237\u7684\u5f52\u56e0\u65b9\u6cd5\uff0c\u5c06\u6240\u6709\u5229\u76ca\u76f8\u5173\u8005\u7684\u63a5\u89e6\u70b9\u805a\u5408\u5230\u4e00\u4e2a\u76ee\u6807\u8d26\u6237\u3002\u8fd9\u5305\u62ec\uff1a\u5c06\u6240\u6709\u8054\u7cfb\u4eba\u6620\u5c04\u5230\u5404\u81ea\u7684\u8d26\u6237\uff0c\u8ddf\u8e2a\u7279\u5b9a\u89d2\u8272\u7684\u4e92\u52a8\u6a21\u5f0f\uff0c\u6839\u636e\u4e0d\u540c\u5229\u76ca\u76f8\u5173\u8005\u7684\u9700\u6c42\u5b9a\u5236\u5185\u5bb9\u65c5\u7a0b\uff0c\u4ee5\u53ca\u4f7f\u7528\u8d2d\u4e70\u7fa4\u4f53\u8ddf\u8e2a\u6765\u4e86\u89e3\u591a\u4e2a\u51b3\u7b56\u8005\u5982\u4f55\u5171\u540c\u5f71\u54cd\u8d2d\u4e70\u884c\u4e3a\u3002\u5148\u8fdb\u7684\u7cfb\u7edf\u53ef\u4ee5\u6839\u636e\u5229\u76ca\u76f8\u5173\u8005\u5728\u51b3\u7b56\u8fc7\u7a0b\u4e2d\u7684\u89d2\u8272\uff0c\u5bf9\u4e0d\u540c\u7684\u4e92\u52a8\u8fdb\u884c\u52a0\u6743\u3002\n<h3 id=\"what-technologies-are-essential-for-effective-b2b-attribution%3F\" tabindex=\"-1\" data-source-line=\"339-339\"><span class=\"ez-toc-section\" id=\"What_technologies_are_essential_for_effective_B2B_attribution\"><\/span>\u54ea\u4e9b\u6280\u672f\u5bf9\u4e8e\u6709\u6548\u7684 B2B \u5f52\u56e0\u81f3\u5173\u91cd\u8981\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\nB2B \u5f52\u56e0\u7684\u57fa\u672c\u6280\u672f\u5305\u62ec\uff1a\uff081\uff09\u5f3a\u5927\u7684 CRM \u7cfb\u7edf\uff0c\u7528\u4e8e\u8ddf\u8e2a\u9500\u552e\u4e92\u52a8\u548c\u673a\u4f1a\u8fdb\u5c55\uff1b\uff082\uff09\u5177\u6709\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u529f\u80fd\u7684\u8425\u9500\u81ea\u52a8\u5316\u5e73\u53f0\uff1b\uff083\uff09\u7528\u4e8e\u8d26\u6237\u7ea7\u8ddf\u8e2a\u7684\u57fa\u4e8e\u8d26\u6237\u7684\u8425\u9500\u6280\u672f\uff1b\uff084\uff09\u9002\u5408 B2B \u9500\u552e\u5468\u671f\u7684\u6269\u5c55\u56de\u987e\u7a97\u53e3\u7684\u5206\u6790\u5e73\u53f0\uff1b\uff085\uff09\u7528\u4e8e\u8fde\u63a5\u4e0d\u540c\u7cfb\u7edf\u7684\u6570\u636e\u96c6\u6210\u5de5\u5177\uff1b\u4ee5\u53ca\uff086\uff09\u53ef\u89c6\u5316\u89e3\u51b3\u65b9\u6848\uff0c\u4f7f\u5229\u76ca\u76f8\u5173\u8005\u80fd\u591f\u83b7\u5f97\u590d\u6742\u7684\u5f52\u56e0\u6d1e\u5bdf\u3002\n<h2 id=\"academic-references\" tabindex=\"-1\" data-source-line=\"342-342\"><span class=\"ez-toc-section\" id=\"Academic_References\"><\/span>\u5b66\u672f\u53c2\u8003<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol data-source-line=\"344-353\">\n<li data-source-line=\"344-345\">\nJ\u00e4rvinen, J. \u548c Taiminen, H. (2016)\u3002\u201c\u5229\u7528\u8425\u9500\u81ea\u52a8\u5316\u8fdb\u884c B2B \u5185\u5bb9\u8425\u9500\u3002\u201d\u300a\u5de5\u4e1a\u8425\u9500\u7ba1\u7406\u300b\uff0c54\uff0c164-175\u3002\n<\/li>\n<li data-source-line=\"346-347\">\nLemon, KN, &amp; Verhoef, PC (2016). \u201c\u7406\u89e3\u6574\u4e2a\u5ba2\u6237\u65c5\u7a0b\u4e2d\u7684\u5ba2\u6237\u4f53\u9a8c\u3002\u201d\u300a\u5e02\u573a\u8425\u9500\u6742\u5fd7\u300b\uff0c80(6)\uff0c69-96\u3002\n<\/li>\n<li data-source-line=\"348-349\">\nViswanathan, V.\u3001Malthouse, EC\u3001Maslowska, E.\u3001Hoornaert, S. \u548c Van den Poel, D. (2018)\u3002\u201c\u793e\u4ea4\u5a92\u4f53\u53c2\u4e0e\u5ea6\u3001\u516c\u53f8\u751f\u6210\u5185\u5bb9\u4ee5\u53ca\u76f4\u64ad\u548c\u65f6\u79fb\u7535\u89c6\u89c2\u770b\u4e4b\u95f4\u7684\u52a8\u6001\u5173\u7cfb\u3002\u201d\u300a\u670d\u52a1\u7ba1\u7406\u6742\u5fd7\u300b\uff0c29(3)\uff0c378-398\u3002\n<\/li>\n<li data-source-line=\"350-351\">\nAnderl, E.\u3001Schumann, JH \u548c Kunz, W. (2016)\u3002\u201c\u5e2e\u52a9\u4f01\u4e1a\u964d\u4f4e\u591a\u6e20\u9053\u5728\u7ebf\u6570\u636e\u7684\u590d\u6742\u6027\uff1a\u4e00\u79cd\u57fa\u4e8e\u5206\u7c7b\u6cd5\u7684\u5ba2\u6237\u65c5\u7a0b\u65b0\u65b9\u6cd5\u3002\u201d\u300a\u96f6\u552e\u6742\u5fd7\u300b\uff0c92(2)\uff0c185-203\u3002\n<\/li>\n<li data-source-line=\"352-353\">\nHolliman, G. \u548c Rowley, J. (2014)\u3002\u201cB2B \u6570\u5b57\u5185\u5bb9\u8425\u9500\uff1a\u8425\u9500\u4eba\u5458\u5bf9\u6700\u4f73\u5b9e\u8df5\u7684\u770b\u6cd5\u3002\u201d\u300a\u4e92\u52a8\u8425\u9500\u7814\u7a76\u6742\u5fd7\u300b\uff0c8(4)\uff0c269-293\u3002\n<\/li>\n<\/ol>\n<h2 id=\"conclusion\" tabindex=\"-1\" data-source-line=\"354-354\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>\u7ed3\u8bba<span class=\"ez-toc-section-end\"><\/span><\/h2>\nB2B \u8425\u9500\u5f52\u56e0\u9762\u4e34\u7740\u72ec\u7279\u7684\u6311\u6218\uff0c\u6807\u51c6\u7684\u4ee5\u6d88\u8d39\u8005\u4e3a\u4e2d\u5fc3\u7684\u6a21\u578b\u6839\u672c\u65e0\u6cd5\u5e94\u5bf9\u3002\u4f01\u4e1a\u91c7\u8d2d\u8fc7\u7a0b\u590d\u6742\u4e14\u8017\u65f6\u2014\u2014\u6d89\u53ca\u591a\u4e2a\u51b3\u7b56\u8005\u3001\u4f17\u591a\u63a5\u89e6\u70b9\u4ee5\u53ca\u5927\u91cf\u7684\u7ebf\u4e0b\u4e92\u52a8\u2014\u2014\u9700\u8981\u4e13\u95e8\u7684\u5f52\u56e0\u65b9\u6cd5\u3002\u6700\u6210\u529f\u7684 B2B \u5f52\u56e0\u6846\u67b6\u5177\u6709\u4ee5\u4e0b\u5171\u540c\u8981\u7d20\uff1a\n<ol data-source-line=\"360-365\">\n<li data-source-line=\"360-360\"><strong>\u57fa\u4e8e\u8d26\u6237\u7684\u89c6\u89d2<\/strong>\u00a0\u805a\u5408\u591a\u4e2a\u5229\u76ca\u76f8\u5173\u8005\u4e4b\u95f4\u7684\u4e92\u52a8<\/li>\n<li data-source-line=\"361-361\"><strong>\u6269\u5c55\u5f52\u56e0\u7a97\u53e3<\/strong>\u00a0\u9002\u5408\u8f83\u957f\u7684 B2B \u9500\u552e\u5468\u671f<\/li>\n<li data-source-line=\"362-362\"><strong>\u7ebf\u4e0a\u7ebf\u4e0b\u878d\u5408<\/strong>\u00a0\u8fde\u63a5\u6570\u5b57\u548c\u7269\u7406\u63a5\u89e6\u70b9<\/li>\n<li data-source-line=\"363-363\"><strong>\u9500\u552e\u4e0e\u8425\u9500\u534f\u8c03<\/strong>\u00a0\u56f4\u7ed5\u5171\u4eab\u5f52\u56e0\u6a21\u578b<\/li>\n<li data-source-line=\"364-365\"><strong>\u591a\u70b9\u89e6\u63a7\u65b9\u6cd5<\/strong>\u00a0\u8ba4\u8bc6\u5230 B2B \u51b3\u7b56\u7684\u590d\u6742\u6027<\/li>\n<\/ol>\n\u867d\u7136\u5b9e\u65bd\u5168\u9762\u7684 B2B \u5f52\u56e0\u5e76\u975e\u6613\u4e8b\uff0c\u4f46\u5176\u5e26\u6765\u7684\u76ca\u5904\u503c\u5f97\u4ed8\u51fa\u52aa\u529b\u3002\u6210\u529f\u5e94\u5bf9\u8fd9\u4e9b\u6311\u6218\u7684\u7ec4\u7ec7\u80fd\u591f\u83b7\u5f97\u6d1e\u5bdf\uff0c\u4e86\u89e3\u771f\u6b63\u63a8\u52a8\u4e1a\u52a1\u6210\u679c\u7684\u56e0\u7d20\uff0c\u4ece\u800c\u66f4\u6709\u6548\u5730\u5206\u914d\u9884\u7b97\u3001\u6539\u8fdb\u8425\u9500\u7b56\u7565\uff0c\u5e76\u6700\u7ec8\u52a0\u901f\u6536\u5165\u589e\u957f\u3002\u968f\u7740\u7b2c\u4e09\u65b9 Cookie \u7684\u6d88\u5931\u548c\u9690\u79c1\u6cd5\u89c4\u7684\u6536\u7d27\uff0c\u7b2c\u4e00\u65b9\u6570\u636e\u5c06\u53d8\u5f97\u66f4\u52a0\u5b9d\u8d35\uff0c\u8fd9\u4f7f\u5f97\u5148\u8fdb\u7684\u5f52\u56e0\u80fd\u529b\u6210\u4e3a\u5177\u6709\u524d\u77bb\u6027\u601d\u7ef4\u7684 B2B \u7ec4\u7ec7\u7684\u7ade\u4e89\u4f18\u52bf\u3002\u5982\u4eca\u6295\u8d44\u4e8e\u5f3a\u5927\u5f52\u56e0\u6846\u67b6\u7684\u516c\u53f8\u5c06\u80fd\u591f\u66f4\u597d\u5730\u5e94\u5bf9\u8fd9\u4e9b\u53d8\u5316\uff0c\u540c\u65f6\u4fdd\u6301\u5bf9\u8425\u9500\u6548\u679c\u7684\u53ef\u89c6\u6027\u3002\u5bf9\u4e8e\u5e0c\u671b\u63d0\u5347\u5f52\u56e0\u80fd\u529b\u7684 B2B \u8425\u9500\u4eba\u5458\u6765\u8bf4\uff0c\u00a0<a href=\"https:\/\/attrisight.com\/zh\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u89c6\u529b<\/a>\u00a0\u63d0\u4f9b\u4e13\u95e8\u7684\u89e3\u51b3\u65b9\u6848\uff0c\u65e8\u5728\u5e94\u5bf9\u590d\u6742\u7684 B2B \u9500\u552e\u5468\u671f\u548c\u591a\u5229\u76ca\u76f8\u5173\u8005\u91c7\u8d2d\u6d41\u7a0b\u7684\u72ec\u7279\u6311\u6218\u3002","protected":false},"excerpt":{"rendered":"<p>\u6458\u8981\uff1aB2B \u8425\u9500\u5f52\u56e0\u9762\u4e34\u7740 B2C \u73af\u5883\u6240\u4e0d\u5177\u5907\u7684\u72ec\u7279\u6311\u6218\uff0c\u5305\u62ec\u66f4\u957f\u7684\u9500\u552e\u5468\u671f\u3001\u591a\u51b3\u7b56\u8005\u4ee5\u53ca\u590d\u6742\u7684\u89e6\u70b9\u4ea4\u4e92\u3002\u672c\u6307\u5357\u5168\u9762\u63a2\u8ba8\u4e86 B2B \u8425\u9500\u4eba\u5458\u5728\u5b9e\u65bd\u5f52\u56e0\u6a21\u578b\u65f6\u9047\u5230\u7684\u5177\u4f53\u969c\u788d\uff0c\u5e76\u63d0\u4f9b\u4e86\u5b9e\u7528\u7684\u89e3\u51b3\u65b9\u6848\u548c\u7b56\u7565\u3002\u4ece\u5904\u7406\u7ebf\u4e0b\u4e92\u52a8\u5230\u5c06 CRM \u6570\u636e\u4e0e\u2026\u2026\u96c6\u6210\uff0c\u672c\u6307\u5357\u5c06\u6db5\u76d6 B2B \u8425\u9500\u4eba\u5458\u5728\u5b9e\u65bd\u5f52\u56e0\u6a21\u578b\u65f6\u9047\u5230\u7684\u5177\u4f53\u969c\u788d\uff0c\u5e76\u63d0\u4f9b\u4e86\u5b9e\u7528\u7684\u89e3\u51b3\u65b9\u6848\u548c\u7b56\u7565\u3002<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-281","post","type-post","status-publish","format-standard","hentry","category-attribution"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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