{"id":3249,"date":"2021-02-01T11:53:37","date_gmt":"2021-02-01T10:53:37","guid":{"rendered":"https:\/\/www.marketingmapy.com\/?p=3249"},"modified":"2022-05-18T14:57:22","modified_gmt":"2022-05-18T12:57:22","slug":"veronika-buresova-jak-ridi-agenturu-h1-cz","status":"publish","type":"premium","link":"https:\/\/www.marketingmapy.com\/cs\/veronika-buresova-jak-ridi-agenturu-h1-cz\/","title":{"rendered":"Veronika Bure\u0161ov\u00e1: Jak \u0159\u00edd\u00ed agenturu H1.cz"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Veronika Bure\u0161ov\u00e1, jak \u0159\u00edd\u00ed agenturu H1.cz\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/DKHTE9LF7lI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n<\/div>\n<\/div>\n\n\n\n<h4 class=\"wp-block-heading\">P\u0159epis rozhovoru:<\/h4>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/veronikar\/\">Veronika Bure\u0161ov\u00e1<\/a>, CEO <a href=\"https:\/\/www.h1.cz\/\">H1.cz<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ahoj Veroniko, jak dlouho vede\u0161 H1.cz?<\/h3>\n\n\n\n<p>V <a href=\"https:\/\/www.h1.cz\/\">H1.cz<\/a> jsem 12 let a&nbsp;jako \u0159editelka ji vedu p\u0159esn\u011b rok.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak se H1.cz te\u010f pozicuje?<\/h3>\n\n\n\n<p>H1.cz je sou\u010d\u00e1st\u00ed <a href=\"https:\/\/www.dogroupm.cz\/\">GroupM<\/a>, co\u017e znamen\u00e1, \u017ee v&nbsp;r\u00e1mci skupiny m\u00e1me je\u0161t\u011b medi\u00e1ln\u00ed agentury, kter\u00e9 se prim\u00e1rn\u011b specializuj\u00ed pr\u00e1v\u011b na offline, a&nbsp;takt\u00e9\u017e z&nbsp;\u010d\u00e1sti na online aktivity, ale H1.cz v&nbsp;cel\u00e9 t\u00e9 skupin\u011b se specializuje prim\u00e1rn\u011b na online marketing a&nbsp;na\u0161\u00edm zam\u011b\u0159en\u00edm jsou v\u00fdkonnostn\u00ed kampan\u011b. Tzn.&nbsp;pokud klient pot\u0159ebuje dodat v\u00fdkon a&nbsp;pokud pot\u0159ebuje o&nbsp;hodn\u011b v\u00edc a&nbsp;hloub\u011bji \u0159e\u0161it, jak ten v\u00fdkon dostat, tak na to je H1.cz skv\u011bl\u00e1.<br><\/p>\n\n\n\n<!--more-->\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00fd velk\u00e9 klienty m\u00e1te?<\/h3>\n\n\n\n<p>U n\u00e1s je to dost \u0161irok\u00e9 portfolio klient\u016f. M\u00e1me samoz\u0159ejm\u011b top hr\u00e1\u010de na trhu velk\u00fdch klient\u016f, ale i&nbsp;st\u0159edn\u00ed klienty. Na koho se nezam\u011b\u0159ujeme, jsou mal\u00ed klienti. Tam v\u00edme, \u017ee na\u0161e p\u0159idan\u00e1 hodnota nen\u00ed tak velk\u00e1. V&nbsp;podstat\u011b zast\u00e1v\u00e1me n\u00e1zor, \u017ee na\u0161e pr\u00e1ce se mus\u00ed klientovi vyplatit, tak\u017ee i&nbsp;na\u0161e n\u00e1klady zapo\u010d\u00edt\u00e1v\u00e1me pr\u00e1v\u011b do toho, zda se to klientovi vyplat\u00ed anebo ne.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak jste velk\u00e1 firma?<\/h3>\n\n\n\n<p>Je n\u00e1s okolo 50. Tak\u017ee takov\u00e1 mal\u00e1 rodinn\u00e1 firma je\u0161t\u011b st\u00e1le, d\u00e1 se \u0159\u00edct.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak u&nbsp;v\u00e1s funguje obchodn\u00ed proces?<\/h3>\n\n\n\n<p>Mysl\u00edm si, \u017ee od toho, kdy H1.cz za\u010d\u00ednala, tak se zm\u011bnila jedna v\u011bc, a&nbsp;to je to, \u017ee v&nbsp;minulosti klienti popt\u00e1vali jednu slu\u017ebu v&nbsp;online marketingu, nap\u0159.&nbsp;PPC nebo SEO, nebo \u017ee pot\u0159ebuj\u00ed v&nbsp;n\u011b\u010dem pomoc, a&nbsp;popt\u00e1vali pr\u00e1v\u011b tuto jednu vertik\u00e1lu, proto\u017ee si mysleli, \u017ee jim to d\u00e1 p\u0159idanou hodnotu.<\/p>\n\n\n\n<p>Ale t\u00edm, jak se online marketing pom\u011brn\u011b roz\u0161i\u0159uje a&nbsp;je \u010d\u00edm d\u00e1l v\u00edce technicky n\u00e1ro\u010dn\u011bj\u0161\u00ed, tak i&nbsp;ti klienti u\u017e nepopt\u00e1vaj\u00ed jen PPC nebo jen SEO, ale u\u017e popt\u00e1vaj\u00ed &#8222;aha, j\u00e1 pot\u0159ebuji se zviditelnit, j\u00e1 pot\u0159ebuju leady, pot\u0159ebuji konverze&#8230; a&nbsp;vy mi navrhn\u011bte \u0159e\u0161en\u00ed&#8220;.<\/p>\n\n\n\n<p>To si mysl\u00edm, \u017ee je i&nbsp;z&nbsp;hlediska agentury pom\u011brn\u011b zaj\u00edmav\u011bj\u0161\u00ed zad\u00e1n\u00ed, ale na druhou stranu klade to o&nbsp;dost v\u011bt\u0161\u00ed n\u00e1roky i&nbsp;na toho obchodn\u00edka a&nbsp;na celou agenturu, aby ten pre-sales proces, ten proces, kdy se z\u00edsk\u00e1v\u00e1 akvizice, byl efektivn\u00ed.<\/p>\n\n\n\n<p>Tak\u017ee to je vlastn\u011b jeden sm\u011br, kter\u00fdm jdeme, abychom byli schopni u\u017e v&nbsp;r\u00e1mci toho, kdy z\u00edsk\u00e1v\u00e1me toho klienta, pochopit, co pot\u0159ebuje, a&nbsp;dok\u00e1zali mu i&nbsp;to \u0159e\u0161en\u00ed poskytnout na datech, odhadech v\u00fdnos\u016f a&nbsp;podobn\u011b, aby to nebylo jen takov\u00e9 &#8222;aha, vy pot\u0159ebujete PPC&#8220;, proto\u017ee to u\u017e v&nbsp;sou\u010dasn\u00e9 dob\u011b nen\u00ed pravda.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak moc klient\u016f chce komplexn\u00ed p\u0159\u00edstup ke v\u0161em kan\u00e1l\u016fm?<\/h3>\n\n\n\n<p>J\u00e1 si mysl\u00edm, \u017ee oni ani nepopt\u00e1vaj\u00ed komplexn\u00ed slu\u017eby, abychom pro n\u011b d\u011blali v\u0161echno, ale oni popt\u00e1vaj\u00ed to, abychom pro n\u011b vybrali tu platformu, kde zas\u00e1hneme tu jejich c\u00edlovou skupinu. To je to, co oni pot\u0159ebuj\u00ed. Tzn.&nbsp;my pot\u00e9, co spolu dohodneme na z\u00e1klad\u011b jejich mantinel\u016f, rozpo\u010dt\u016f nebo p\u0159\u00edpadn\u011b \u010dasu, kter\u00fd do toho m\u016f\u017eou vlo\u017eit, navrhneme, kter\u00fd z&nbsp;t\u011bch kan\u00e1l\u016f bude pro n\u011b nejefektivn\u011bj\u0161\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">D\u0159\u00edv p\u0159ich\u00e1zeli s&nbsp;t\u00edm, \u017ee cht\u011bj\u00ed od H1.cz SEO nebo PPC, te\u010f p\u0159ich\u00e1zej\u00ed, \u017ee cht\u011bj\u00ed zas\u00e1hnout n\u011bjakou c\u00edlovku, a&nbsp;vy jim pom\u00e1h\u00e1te naj\u00edt ty zp\u016fsoby p\u0159es r\u016fzn\u00e9 kan\u00e1ly nebo jenom jeden kan\u00e1l, pokud je ten jeden nejefektivn\u011bj\u0161\u00ed.<\/h3>\n\n\n\n<p>P\u0159esn\u011b tak, proto\u017ee oni u\u017e vlastn\u011b i&nbsp;ti klienti, pro n\u011b je pom\u011brn\u011b t\u011b\u017ek\u00e9 si \u0159\u00edct &#8222;aha, tak my pot\u0159ebujeme soci\u00e1ln\u00ed s\u00edt\u011b&#8220;, nebo &#8222;my pot\u0159ebujeme SEO&#8220;, nebo &#8222;my pot\u0159ebujeme PPC&#8220;. V\u011bt\u0161ina klient\u016f, kte\u0159\u00ed za n\u00e1mi chod\u00ed, p\u0159ijdou s&nbsp;t\u00edm, \u017ee &#8222;aha, my se pot\u0159ebujeme v\u00edc zviditelnit, pot\u0159ebujeme za\u010d\u00edt s&nbsp;online marketingem, nebo pot\u0159ebujeme b\u00fdt kvalitn\u011bj\u0161\u00ed, efektivn\u011bj\u0161\u00ed, z\u00edsk\u00e1vat leady, proto\u017ee te\u010f n\u00e1s to stoj\u00ed moc pen\u011bz. Tak\u017ee sp\u00ed\u0161e se obr\u00e1tilo to my\u0161len\u00ed u&nbsp;lid\u00ed, u&nbsp;klient\u016f.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kdo prvn\u00ed zobchodov\u00e1v\u00e1 klienta?<\/h3>\n\n\n\n<p>My m\u00e1me odd\u011blen\u00ed, kter\u00e9 naz\u00fdv\u00e1me business a&nbsp;marketing, proto\u017ee jsme spojili odd\u011blen\u00ed dvou lid\u00ed, kte\u0159\u00ed dok\u00e1\u017eou prod\u00e1vat my\u0161lenky a&nbsp;slu\u017eby, kter\u00e9 poskytuje H1.cz.<\/p>\n\n\n\n<p>A potom obchodn\u00ed odd\u011blen\u00ed, kter\u00e9 je ale v\u00edc zam\u011b\u0159en\u00e9 na konzultace, tzn.&nbsp;jsou to kvalifikovan\u00ed lid\u00e9, kte\u0159\u00ed dok\u00e1\u017eou poznat, co ten klient pot\u0159ebuje, dok\u00e1\u017eou si ud\u011blat anal\u00fdzy, zmanagovat lidi v&nbsp;r\u00e1mci na\u0161eho t\u00fdmu, abychom byli schopni klientovi \u0159\u00edct &#8222;tady m\u00e1te probl\u00e9m a&nbsp;toto pot\u0159ebujete&#8220;. Tak\u017ee je to o&nbsp;dost n\u00e1ro\u010dn\u011bj\u0161\u00ed na \u010das, na kapacity, ale zase na druhou stranu kdy\u017e to ud\u011bl\u00e1me dob\u0159e, tak to funguje p\u011bkn\u011b.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak \u010dasto se \u00fa\u010dastn\u00edte v\u00fdb\u011brov\u00fdch \u0159\u00edzen\u00ed?<\/h3>\n\n\n\n<p>Mysl\u00edm si, \u017ee tendr\u016f je tak 50:50. Polovina klient\u016f u&nbsp;n\u00e1s tendruje a&nbsp;polovina klient\u016f n\u00e1s popt\u00e1v\u00e1, ale vlastn\u011b kdy\u017e rozeberu polovinu na polovinu, tak je to a\u017e po tom filtru, kter\u00fd my ud\u011bl\u00e1me, a&nbsp;proto\u017ee velkou \u010d\u00e1st popt\u00e1vek a&nbsp;tendr\u016f, kter\u00e9 k&nbsp;n\u00e1m p\u0159ijdou, my v&nbsp;r\u00e1mci toho prvn\u00edho callu, kdy se bav\u00edme o&nbsp;tom, zda je to klient pro n\u00e1s nebo ne, tak v&nbsp;podstat\u011b odm\u00edt\u00e1me.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak z\u00edsk\u00e1v\u00e1te nov\u00e9 popt\u00e1vky?<\/h3>\n\n\n\n<p>Mysl\u00edm, \u017ee je to rozd\u011blen\u00e9 na n\u011bjak\u00e9 t\u0159etiny. Jedna t\u0159etina je marketing, lid\u00e9 o&nbsp;H1.cz v\u011bd\u00ed, \u017ee je dobr\u00e1 spole\u010dnost, nebo cht\u011bj\u00ed jen vyzkou\u0161et, co H1.cz jim dok\u00e1\u017ee poskytnout.<\/p>\n\n\n\n<p>Jedna t\u0159etina jsou vztahy, proto\u017ee jak u\u017e je H1.cz pom\u011brn\u011b dlouhou dobu etablovan\u00e1 a&nbsp;lid\u00e9 v&nbsp;H1.cz maj\u00ed vztahy na r\u016fzn\u00fdch \u00farovn\u00edch, s&nbsp;r\u016fzn\u00fdmi klienty, ti klienti p\u0159ech\u00e1z\u00ed z&nbsp;jedn\u00e9 firmy do druh\u00e9 a&nbsp;v\u011bd\u00ed, \u017ee v&nbsp;minulosti jim H1.cz dodala to, co pot\u0159ebovali. Pak ta t\u0159et\u00ed, pro n\u00e1s velk\u00e1 skupina, jsou na\u0161e agentury a&nbsp;<a href=\"https:\/\/www.wpp.com\/companies\/h1cz\">WPP agentury<\/a>, proto\u017ee i&nbsp;ony n\u00e1m dod\u00e1vaj\u00ed pom\u011brn\u011b velkou \u010d\u00e1st nov\u00fdch z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co v\u0161echno pot\u0159ebujete pro to, abyste dok\u00e1zali klienta zanalyzovat?<\/h3>\n\n\n\n<p>My m\u00e1me u\u017e standardizovan\u00fd proces, kter\u00fd jsme si ov\u011b\u0159ili, \u017ee n\u00e1m funguje \u00fapln\u011b nejl\u00e9pe. V\u017edy za\u010d\u00edn\u00e1me rozhovorem s&nbsp;klientem, pot\u0159ebujeme, aby n\u00e1m v\u011bnoval aspo\u0148 hodinu \u010dasu, a&nbsp;probereme si c\u00edle, s&nbsp;\u010d\u00edm bojuj\u00ed, jak se na to d\u00edvaj\u00ed, co u\u017e v&nbsp;minulosti vyzkou\u0161eli, jak\u00e9 maj\u00ed c\u00edlov\u00e9 skupiny&#8230; a&nbsp;my se jich dopt\u00e1v\u00e1me na z\u00e1klad\u011b na\u0161ich zku\u0161enost\u00ed a&nbsp;na\u0161ich poznatk\u016f, jestli to ch\u00e1peme spr\u00e1vn\u011b. Proto\u017ee si mysl\u00edm, \u017ee je stra\u0161n\u011b d\u016fle\u017eit\u00e9 to pochopit spr\u00e1vn\u011b. A&nbsp;i&nbsp;kdy\u017e klient po\u0161le sv\u016fj brief, bez toho, abyste si v\u00edc vysv\u011btlili ty detaily, tak \u010dastokr\u00e1t v&nbsp;tom t\u00e1pete naslepo. To je vlastn\u011b prvn\u00ed krok, kter\u00fd d\u011bl\u00e1me.<\/p>\n\n\n\n<p>Ten druh\u00fd krok je, \u017ee pokud po n\u00e1s cht\u011bj\u00ed klienti v\u00fdkon, tak na\u0161\u00ed podm\u00ednkou je, abychom dostali p\u0159\u00edstupy do \u00fa\u010dt\u016f. Bu\u010f do Google Analytics, do Google Ads, nebo do syst\u00e9m\u016f, kter\u00e9 oni pou\u017e\u00edvaj\u00ed, proto\u017ee pokud cht\u011bj\u00ed v\u011bd\u011bt, kam se m\u016f\u017eou dostat, tak my se nem\u016f\u017eeme jen tak pod\u00edvat z&nbsp;okna a&nbsp;\u0159\u00edct si &#8222;aha, tak vymysl\u00edme tohle&#8220;.<\/p>\n\n\n\n<p>Pot\u0159ebujeme se pod\u00edvat do toho, jak to d\u011blali doposud, kde vid\u00edme ten potenci\u00e1l, pokud to d\u011blali spr\u00e1vn\u011b, co\u017e \u010dastokr\u00e1t se d\u011bje (ten potenci\u00e1l na zlep\u0161en\u00ed je dan\u00fd t\u00edm, \u017ee jen vylep\u0161\u00edte tu danou platformu, moc velk\u00fd nen\u00ed), ale zase na druhou stranu ned\u011blali jin\u00e9 kan\u00e1ly a&nbsp;nezam\u011b\u0159ovali se na ostatn\u00ed vertik\u00e1ly jako je nap\u0159.&nbsp;SEO nebo content, tak vlastn\u011b to je to, co my pot\u0159ebujeme zjistit pr\u00e1v\u011b v&nbsp;t\u011bch platform\u00e1ch. Proto pot\u0159ebujeme p\u0159\u00edstupy a&nbsp;mysl\u00edm si, \u017ee ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f s&nbsp;t\u00edm klienti nemaj\u00ed \u017e\u00e1dn\u00fd probl\u00e9m, anebo n\u00e1m \u0159eknou, \u017ee po n\u00e1s necht\u011bj\u00ed \u010d\u00edsla, ale strategii, n\u00e1pady, my\u0161lenkov\u00e9 pochody, a&nbsp;to u\u017e je zase jin\u00fd proces, kter\u00fdm se pak postupuje.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00e9 typy slu\u017eeb z\u00e1kazn\u00edkovi nab\u00edz\u00edte?<\/h3>\n\n\n\n<p>My t\u00edm, \u017ee jsme vlastn\u011b sou\u010d\u00e1st\u00ed GroupM, dok\u00e1\u017eeme jim nab\u00eddnout hodn\u011b \u0161irok\u00e9 portfolio slu\u017eeb, co se t\u00fdk\u00e1 osloven\u00ed klient\u016f na trhu. T\u00edm p\u00e1dem nap\u0159\u00edklad n\u00e1s oslovil klient, kdy jsme pak zjistili, \u017ee v\u016fbec nepot\u0159ebuj\u00ed online, ale pot\u0159ebuj\u00ed za\u010d\u00edt offline marketingem. Tak\u017ee to je jeden sm\u011br, kter\u00fdm jdeme.<\/p>\n\n\n\n<p>Pokud jdeme do online, tak se prim\u00e1rn\u011b zam\u011b\u0159ujeme na v\u00fdkonnostn\u00ed kan\u00e1ly jako je spr\u00e1va <a href=\"https:\/\/www.facebook.com\/business\/ads\">facebookov\u00fdch kampan\u00ed<\/a>, <a href=\"https:\/\/ads.google.com\/intl\/cs_cz\/home\/\">Google Ads<\/a> kampan\u00ed, <a href=\"https:\/\/www.sklik.cz\/\">Sklikov\u00fdch<\/a> kampan\u00ed a&nbsp;programmatic, a&nbsp;takt\u00e9\u017e to je jedna velk\u00e1 skupina.<\/p>\n\n\n\n<p>M\u00e1me i&nbsp;takov\u00e9 niche kan\u00e1ly, se kter\u00fdmi um\u00edme pracovat, jako je nap\u0159.&nbsp;LinkedIn, Twitter, a&nbsp;mysl\u00edm, \u017ee u\u017e jsme zkou\u0161eli i&nbsp;kampan\u011b na <a href=\"https:\/\/www.tiktok.com\/business\/en-US\">TikToku<\/a>, nebo p\u0159es <a href=\"https:\/\/searchads.apple.com\/\">Apple<\/a>. A&nbsp;mysl\u00edm, \u017ee u\u017e jsme zkou\u0161eli i&nbsp;kampan\u011b na <a href=\"https:\/\/advertising.amazon.com\/\">Amazonu<\/a>, ale to nejsou \u00fapln\u011b platformy pro v\u0161echny klienty. To je vlastn\u011b jedna velk\u00e1 oblast.<\/p>\n\n\n\n<p>Dal\u0161\u00ed velk\u00e1 oblast je SEO a&nbsp;copy, content, kter\u00fd je velmi d\u016fle\u017eit\u00fd z&nbsp;toho dlouhodob\u00e9ho hlediska, pr\u00e1v\u011b aby klienti komunikovali \u010dasto a&nbsp;odpov\u00eddali na ot\u00e1zky, kter\u00e9 lid\u00e9 kladou ve vyhled\u00e1va\u010d\u00edch.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jsou v\u011bci, kter\u00e9 se t\u00fdkaj\u00ed zad\u00e1v\u00e1n\u00ed web\u016f, v\u00fdroby web\u016f, UX, SEO?<\/h3>\n\n\n\n<p>To je jedna z&nbsp;oblast\u00ed, kter\u00e1 nesed\u00ed p\u0159\u00edmo u&nbsp;H1.cz, ale na to m\u00e1me pr\u00e1v\u011b spole\u010dnost, kter\u00e1 sed\u00ed hned vedle n\u00e1s, a&nbsp;to je GMI. P\u0159\u00edpadn\u011b spolupracujeme s&nbsp;r\u016fzn\u00fdmi typy web developer\u016f a&nbsp;v\u011bt\u0161inou se st\u00e1v\u00e1, \u017ee ten klient u\u017e za n\u00e1mi p\u0159ijde, kdy\u017e u\u017e web developera m\u00e1 a&nbsp;u\u017e jen pot\u0159ebuje vylep\u0161it ten web bu\u010f z&nbsp;hlediska obsahu, z&nbsp;hlediska technick\u00e9ho, nebo pr\u00e1v\u011b p\u0159iv\u00e9st na web v\u00edce n\u00e1v\u0161t\u011bvn\u00edk\u016f.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kdo je zodpov\u011bdn\u00fd za nastaven\u00ed strategie u&nbsp;klienta?<\/h3>\n\n\n\n<p>U n\u00e1s m\u00e1me pom\u011brn\u011b velik\u00e9 accountsk\u00e9 odd\u011blen\u00ed. Account manager je u&nbsp;n\u00e1s na p\u016fl strat\u00e9g a&nbsp;na p\u016fl projekt mana\u017eer, proto\u017ee j\u00e1 zast\u00e1v\u00e1m n\u00e1zor, \u017ee je d\u016fle\u017eit\u00e9, aby \u010dlov\u011bk, kdy\u017e u\u017e vymysl\u00ed n\u011bjakou strategii, aby ji um\u011bl zrealizovat a&nbsp;aby se pak postupn\u011b u\u010dil, zda jeho doporu\u010den\u00ed maj\u00ed dopad nebo ne. A&nbsp;o&nbsp;dost rychleji aby dok\u00e1zal tu strategii uzp\u016fsobit. Proto\u017ee na za\u010d\u00e1tku si n\u011bkdy mysl\u00edte, \u017ee n\u011bco bude fungovat na tu c\u00edlovou skupinu, ale postupn\u011b zji\u0161\u0165uje, \u017ee n\u011bco funguje, n\u011bco nefunguje, tak\u017ee s&nbsp;t\u00edmto i&nbsp;my naj\u00edm\u00e1me account managery, aby toho byli schopni. A&nbsp;v&nbsp;p\u0159\u00edpad\u011b, \u017ee pot\u0159ebujeme pomoct n\u011bco odkonzultovat nebo ten klientsk\u00fd p\u0159\u00edpad je pom\u011brn\u011b t\u011b\u017ek\u00fd, tak m\u00e1me p\u00e1r lid\u00ed, kte\u0159\u00ed n\u00e1m extern\u011b vypom\u00e1haj\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak m\u011bn\u00edte rozsah slu\u017eeb, strategii, u&nbsp;klienta v&nbsp;\u010dase?<\/h3>\n\n\n\n<p>V\u011bt\u0161inou je to v&nbsp;podstat\u011b takov\u00e1 dlouh\u00e1 cesta, po kter\u00e9 s&nbsp;klientem jdeme, a&nbsp;bu\u010f se roz\u0161i\u0159uje nebo zu\u017euje pr\u00e1v\u011b podle pot\u0159eb klienta. St\u00e1v\u00e1 se to, \u017ee m\u00e1me klienta, kter\u00fd s&nbsp;n\u00e1mi za\u010dne jen jednou vertik\u00e1lou a&nbsp;postupn\u011b se ty slu\u017eby roz\u0161i\u0159uj\u00ed, proto\u017ee zjist\u00ed, \u017ee se vyplat\u00ed jedna, pak se vyplat\u00ed druh\u00e1 a&nbsp;vlastn\u011b je to jedna z&nbsp;cest, kter\u00fdmi jdeme.<\/p>\n\n\n\n<p>M\u00e1me ale i&nbsp;klienty, kte\u0159\u00ed z\u016fst\u00e1vaj\u00ed u&nbsp;t\u00e9 jedn\u00e9 vertik\u00e1ly, akor\u00e1t se neust\u00e1le zkou\u0161\u00ed n\u011bco nov\u00e9ho, proto\u017ee pokud m\u00e1te po technick\u00e9 str\u00e1nce vylad\u011bn\u00fd web, tak u\u017e tam moc jin\u00fdch doporu\u010den\u00ed nem\u00e1te. Tak za\u010d\u00edn\u00e1te s&nbsp;linkbuildingem, za\u010d\u00edn\u00e1te s&nbsp;obsahem, za\u010d\u00edn\u00e1te v\u00edc j\u00edt do t\u011bch detail\u016f, kter\u00e9 d\u00e1vaj\u00ed smysl, pop\u0159.&nbsp;za\u010d\u00edn\u00e1te \u0159e\u0161it, jak odpromovat jin\u00fdmi kan\u00e1ly a&nbsp;jin\u00fdmi kreativn\u011bj\u0161\u00edmi cestami pr\u00e1v\u011b ty produkty, tak\u017ee ta slu\u017eba nebo tedy ten scope pr\u00e1ce, kter\u00e9 m\u00e1te, se neust\u00e1le m\u011bn\u00ed nebo sp\u00ed\u0161e posouvaj\u00ed. Ten sm\u011br je v\u017edy jasn\u00fd, ale pak zkou\u0161\u00edte, kterou z&nbsp;t\u011bch cest nebo kan\u00e1l\u016f dodat to, co pot\u0159ebujete.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00e9 trendy slu\u017eby klienti popt\u00e1vaji?<\/h3>\n\n\n\n<p>Mysl\u00edm si, \u017ee u\u017e to nen\u00ed jeden trend. Mysl\u00edm si, \u017ee trend, kter\u00fd tam je, je to, aby jim n\u011bkdo pov\u011bd\u011bl, kter\u00e9 z&nbsp;t\u011bch kan\u00e1l\u016f pot\u0159ebuj\u00ed, kde maj\u00ed potenci\u00e1l, a&nbsp;jak to vylep\u0161it. Proto\u017ee aspo\u0148 klienti, kte\u0159\u00ed se obracej\u00ed na n\u00e1s, aspo\u0148 n\u011bjakou zku\u0161enost s&nbsp;t\u011bmi kan\u00e1ly maj\u00ed, bu\u010f historickou t\u0159eba i&nbsp;s&nbsp;jin\u00fdmi agenturami, nebo si to vyzkou\u0161eli p\u0159\u00edpadn\u011b sami na sob\u011b. S&nbsp;\u010d\u00edm pot\u0159ebuj\u00ed poradit, to je sp\u00ed\u0161e ta strategick\u00e1 \u00farove\u0148, tzn.&nbsp;\u017ee kam d\u00e1le se posunout, nebo co d\u011blat l\u00e9pe, a&nbsp;pak druh\u00e1 z&nbsp;v\u011bc\u00ed &#8211; jak to cel\u00e9 dom\u011b\u0159it.<\/p>\n\n\n\n<p>To je jedna z&nbsp;velk\u00fdch oblast\u00ed &#8211; analytika, kter\u00e9 jsem je\u0161t\u011b nezmi\u0148ovala, ale ona protk\u00e1v\u00e1 \u00fapln\u011b ve\u0161ker\u00e9 slu\u017eby: Jak to cel\u00e9 dob\u0159e odreportovat, na co se zam\u011b\u0159it, na jak\u00e1 KPI, kdy to d\u00e1v\u00e1 smysl, abychom vyhodnocovali z&nbsp;google analytics, a&nbsp;kdy ne, apod. Nebo p\u0159\u00edpadn\u011b jak spojit v\u0161echny syst\u00e9my dohromady.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00e9 m\u00e1te odd\u011blen\u00ed?<\/h3>\n\n\n\n<p>My m\u00e1me 5 odd\u011blen\u00ed, jedno si jmenoval &#8211; accountsk\u00e9, druh\u00e9 je Marketing a&nbsp;Sales, a&nbsp;pak m\u00e1me Performance a&nbsp;Branding, co\u017e jsou v\u0161ichni lid\u00e9, kte\u0159\u00ed dok\u00e1\u017e\u00ed z&nbsp;medi\u00e1ln\u00edho rozpo\u010dtu vyt\u011b\u017eit co nejlep\u0161\u00ed v\u00fdsledky, a&nbsp;je jedno, jak\u00e1 je to platforma.<\/p>\n\n\n\n<p>Pak m\u00e1me odd\u011blen\u00ed SEO, odd\u011blen\u00ed Contentu a&nbsp;odd\u011blen\u00ed, kter\u00e9 je Backoffice, ale to u\u017e je takov\u00e9 v&nbsp;podstat\u011b ne \u00fapln\u011b specializovan\u00e9, ale je hrozn\u011b d\u016fle\u017eit\u00e9, aby v\u0161e prob\u00edhalo dob\u0159e.<\/p>\n\n\n\n<p>My m\u00e1me analytick\u00e9 odd\u011blen\u00ed spojen\u00e9 s&nbsp;accountsk\u00fdm, a&nbsp;to je z&nbsp;toho d\u016fvodu, \u017ee ob\u011b pom\u011brn\u011b \u00fazce spolupracuj\u00ed, a&nbsp;accounti u\u017e nem\u016f\u017eou j\u00edt v&nbsp;mnoh\u00fdch znalostech a\u017e tak do hloubky, a&nbsp;proto sed\u00ed v&nbsp;jednom odd\u011blen\u00ed a&nbsp;pom\u00e1haj\u00ed si navz\u00e1jem. N\u011bkdy pot\u0159ebuj\u00ed reporty, n\u011bkdy pot\u0159ebuj\u00ed hlub\u0161\u00ed anal\u00fdzu, a&nbsp;ten account manager pot\u0159ebuje data, on se nepot\u0159ebuje vyznat \u00fapln\u011b do ve\u0161ker\u00fdch detail\u016f a&nbsp;hrabat se v&nbsp;tom, ale pot\u0159ebuje v\u011bd\u011bt, jak si to stoj\u00ed a&nbsp;co m\u00e1 d\u011blat. Tak\u017ee proto jsme je dali dohromady a&nbsp;mysl\u00edm, \u017ee tento sm\u011br se pom\u011brn\u011b p\u011bkn\u011b ukazuje a&nbsp;je funk\u010dn\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00e1 je hierarchie firmy?<\/h3>\n\n\n\n<p>Pode mnou je 5 mana\u017eer\u016f a&nbsp;ka\u017ed\u00fd z&nbsp;nich vede jedno sv\u00e9 odd\u011blen\u00ed. Pod nimi jsou unit lead\u0159i, ale unit leadry m\u00e1me jen u&nbsp;accountsk\u00e9ho odd\u011blen\u00ed a&nbsp;u&nbsp;performance a&nbsp;branding odd\u011blen\u00ed. Pak jsou ti jednotliv\u00ed konzultanti.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00fd m\u00e1te proces za\u0161kolen\u00ed nov\u00e1\u010dk\u016f?<\/h3>\n\n\n\n<p>My m\u00e1me pom\u011brn\u011b standardizovan\u00fd proces za\u0161kolov\u00e1n\u00ed nov\u00e1\u010dka bez ohledu na to, zda ten \u010dlov\u011bk je senior nebo junior, nebo jak\u00fd m\u00e1 za sebou background, pot\u0159ebuje se i&nbsp;tak dozv\u011bd\u011bt o&nbsp;tom, jak firma funguje.<\/p>\n\n\n\n<p>Tak\u017ee to je prvn\u00ed t\u00fdden a\u017e dva, kdy se seznamuje s&nbsp;kolegy, s&nbsp;procesy, s&nbsp;n\u00e1stroji, a&nbsp;s&nbsp;t\u00edm, co je pro n\u00e1s d\u016fle\u017eit\u00e9 a&nbsp;kde naopak ty hranice nech\u00e1v\u00e1me voln\u00e9, \u010dist\u011b na n\u011bm. To je jedna z&nbsp;velk\u00fdch oblast\u00ed, aby on pochopil, do jak\u00e9ho kulturn\u00edho prost\u0159ed\u00ed v\u016fbec nastoupil a&nbsp;co se po n\u011bm chce.<\/p>\n\n\n\n<p>Potom u\u017e, co se t\u00fd\u010de odbornosti a&nbsp;vzd\u011bl\u00e1v\u00e1n\u00ed v&nbsp;odbornosti, u&nbsp;ka\u017ed\u00e9ho odd\u011blen\u00ed je to trochu jin\u00e9. V&nbsp;podstat\u011b i&nbsp;ka\u017ed\u00fd junior m\u00e1 n\u011bjak\u00e9 zku\u0161enosti a&nbsp;n\u011bjak\u00e9 siln\u00e9 str\u00e1nky, na kter\u00fdch je dobr\u00e9 stav\u011bt, a&nbsp;pak n\u011bjak\u00e9 znalosti, kter\u00e9 ale pot\u0159ebuje v\u00edc drilovat, v\u00edc dostat do rutiny, aby s&nbsp;nimi dok\u00e1zal pracovat. Tak\u017ee tam se potom nastavuje individu\u00e1ln\u00ed pl\u00e1n. Proto\u017ee jsme se sna\u017eili ud\u011blat n\u011bjak\u00fd standardizovan\u00fd &#8211; ka\u017ed\u00fd si mus\u00edm proj\u00edt t\u00edm a&nbsp;t\u00edm &#8211; ale v&nbsp;podstat\u011b se ukazuje postupn\u011b, \u017ee je o&nbsp;hodn\u011b lep\u0161\u00ed se dohodnout na 1-2 v\u011bcech, kter\u00e9 pot\u0159ebujete, aby se za m\u011bs\u00edc nau\u010dil, zlep\u0161il je, zopakoval si to, vyzkou\u0161el si to na n\u011bjak\u00fdch projektech, a&nbsp;potom kdy\u017e u\u017e v\u00edte, \u017ee to um\u00ed, tak mu d\u00e1v\u00e1te dal\u0161\u00ed. A&nbsp;postupn\u011b jdete k&nbsp;tomu, co pot\u0159ebujete.<\/p>\n\n\n\n<p>Co je pro m\u011b d\u016fle\u017eit\u00e9, to je to, abychom na n\u011bho nenavalili stra\u0161n\u011b moc knowhow a&nbsp;znalost\u00ed v\u0161echno nar\u00e1z, \u0161kolen\u00ed, tr\u00e9ninky atd., ale aby m\u011bl re\u00e1lnou \u0161anci si to vyzkou\u0161et v&nbsp;praxi. Aby re\u00e1ln\u011b na n\u011bjak\u00fdch klientech si to vyzkou\u0161el, samoz\u0159ejm\u011b pod kontrolou mentora, n\u011bkoho zodpov\u011bdn\u00e9ho, kter\u00fd kdy\u017e si ud\u011bl\u00e1 svou pr\u00e1ci, tak mu d\u00e1 tu zp\u011btnou vazbu. A&nbsp;to je vlastn\u011b ten zp\u016fsob, jak se junior m\u016f\u017ee nejl\u00e9pe u\u010dit.<\/p>\n\n\n\n<p>M\u011bli jsme i&nbsp;obdob\u00ed, kdy jsme se sna\u017eili v&nbsp;prvn\u00edch dvou m\u011bs\u00edc\u00edch, aby ten \u010dlov\u011bk pro\u0161el ve\u0161ker\u00fdmi \u0161kolen\u00edmi v&nbsp;H1.cz, a&nbsp;v\u0161echno jsme to takto do n\u011bj dostali, a&nbsp;pak jsme se divili, \u017ee polovinu v\u011bc\u00ed &#8211; no mo\u017en\u00e1 90% nev\u00ed a&nbsp;neum\u00ed to pou\u017e\u00edt v&nbsp;praxi. Od toho jsme upustili a&nbsp;jdeme sm\u011brem k&nbsp;individu\u00e1ln\u00edmu p\u0159\u00edstupu, aby si \u010dlov\u011bk zapamatoval a&nbsp;za\u017eil.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pot\u0159ebujete z\u00edsk\u00e1vat nov\u00e9 spolupracovn\u00edky?<\/h3>\n\n\n\n<p>Mysl\u00edm si, \u017ee jsme v&nbsp;obdob\u00ed, kdy u\u017e n\u011bjak v\u00fdrazn\u011b r\u016fst ani v&nbsp;sou\u010dasn\u00e9 dob\u011b &#8211; ne \u017ee bychom necht\u011bli &#8211; ale bylo by to nevhodn\u00e9. Jsme skoro ve st\u00e1diu, kdy si \u0159\u00edk\u00e1me, \u017ee na\u0161e aktu\u00e1ln\u00ed velikost je dobr\u00e1 a&nbsp;chceme si ji udr\u017eet.<\/p>\n\n\n\n<p>Zam\u011b\u0159ujeme se prim\u00e1rn\u011b na udr\u017een\u00ed kvality. Proto\u017ee to je tak\u00e9 jedno z&nbsp;velk\u00fdch t\u00e9mat, \u017ee pokud m\u00e1te 10 zam\u011bstnanc\u016f, tak ta kvalita se udr\u017euje pom\u011brn\u011b lehko, pokud jich m\u00e1te 50, tak to takov\u00e1 sranda nen\u00ed, proto\u017ee i&nbsp;kdy\u017e naj\u00edm\u00e1te nov\u00e9 a&nbsp;skv\u011bl\u00e9 lidi, tak st\u00e1le mus\u00edte m\u00edt n\u011bjak\u00fd kontroln\u00ed mechanismus na dobrou kvalitu, a&nbsp;to je vlastn\u011b ten sm\u011br, kter\u00fdm my tento rok jdeme &#8211; abychom udr\u017eeli lid\u00ed, kter\u00e9 m\u00e1me te\u010f.<\/p>\n\n\n\n<p>N\u011bjak\u00fd velk\u00fd r\u016fst nechceme d\u011blat ani z&nbsp;toho d\u016fvodu, \u017ee \u010dek\u00e1me a&nbsp;pozorujeme, co se bude d\u00edt na trhu, a&nbsp;budeme se p\u0159izp\u016fsobovat t\u00e9 situaci.<\/p>\n\n\n\n<p>Minul\u00fd rok nastala snad miliarda zm\u011bn, kdy se v\u0161echno h\u00fdbalo nahoru, dol\u016f, doprava, doleva, tak\u017ee te\u010f si \u0159\u00edct &#8222;ano, p\u016fjdeme t\u00edmto jedn\u00edm sm\u011brem&#8220; nen\u00ed v&nbsp;tuhle chv\u00edli strategick\u00e9, proto\u017ee m\u00e1me ta odd\u011blen\u00ed vyt\u00ed\u017een\u00e9, pln\u00edme pl\u00e1ny, tak\u017ee jsme v&nbsp;po\u0159\u00e1dku, a&nbsp;z&nbsp;hlediska ekonomiky a&nbsp;spokojenosti v&nbsp;r\u00e1mci GroupM. To n\u00e1m d\u00e1v\u00e1 pr\u00e1v\u011b \u010das a&nbsp;nad\u00fdchnut\u00ed se a&nbsp;p\u0159\u00edle\u017eitost se zamyslet, jak kvalitu postupn\u011b zvy\u0161ovat a&nbsp;je\u0161t\u011b do\u0159e\u0161it n\u011bjak\u00e9 d\u00edry, kter\u00e9 jsme v&nbsp;covidov\u00e9 situaci zjistili, \u017ee m\u00e1me.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00fd je intern\u00ed proces kontroly kvalitn\u00ed pr\u00e1ce?<\/h3>\n\n\n\n<p>My to m\u00e1me dan\u00e9 tak, \u017ee m\u00e1me Best practices sepsan\u00e9 a&nbsp;pro v\u0161echny \u010dinnosti, kter\u00e9 opakujete a&nbsp;jsou takov\u00e9 rutinn\u00ed &#8211; zalo\u017een\u00ed \u00fa\u010dt\u016f, jak nastartovat kampan\u011b atd., t\u011bch proces\u016f, kter\u00e9 m\u00e1me pro opakovan\u00e9 \u010dinnosti popsan\u00e9, je hodn\u011b. Tam si mysl\u00edm, \u017ee probl\u00e9m nen\u00ed, to dok\u00e1\u017ee podle toho n\u00e1vodu prov\u00e9st jak\u00fdkoliv junior a&nbsp;zvl\u00e1dne to.<\/p>\n\n\n\n<p>Kde nast\u00e1v\u00e1 ale l\u00e1m\u00e1n\u00ed chleba, je p\u0159esn\u011b to, kdy najednou vyvstane ne\u010dekan\u00fd probl\u00e9m, kter\u00fd \u010dlov\u011bk \u0159e\u0161\u00ed poprv\u00e9. Tam je d\u016fle\u017eit\u00e9, abychom se posouvali, nebo p\u0159\u00edpadn\u011b hodn\u011b \u0159e\u0161\u00edme spolupr\u00e1ci mezi kolegy, aby si d\u00e1vali &#8222;druh\u00e9 o\u010di&#8220; na sv\u016fj projekt. N\u011bkdy jste bu\u010f zaslepen\u00ed nebo v&nbsp;tom projektu jste dlouho a&nbsp;u\u017e nevid\u00edte n\u011bkter\u00e9 v\u011bci, na kter\u00e9 v\u00e1s dok\u00e1\u017ee upozornit kolega, kter\u00fd m\u00e1 jin\u00e9 zku\u0161enosti a&nbsp;jin\u00e9 klienty. Tak\u017ee to je sm\u011br, kter\u00fdm se posouv\u00e1me a&nbsp;pr\u00e1v\u011b abychom m\u011bli lep\u0161\u00ed zastupitelnost, to je jedna v\u011bc, a&nbsp;druh\u00e1 v\u011bc &#8211; abychom si d\u00e1vali mezi sebou zp\u011btnou vazbu pravideln\u011bji na tom projektu, na kter\u00e9m pracujete.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak vykazujete pr\u00e1ci klientovi a&nbsp;jak s&nbsp;klientem komunikujete?<\/h3>\n\n\n\n<p>Mysl\u00edm, \u017ee 80% klient\u016f s&nbsp;n\u00e1mi komunikuje p\u0159es BaseCamp. To je takov\u00e9 prost\u0159ed\u00ed, kde my se sna\u017e\u00edme uchov\u00e1vat v\u0161echny informace, kter\u00e9 o&nbsp;projektu m\u00e1me, ale vlastn\u011b ta komunikace se nevztahuje jen na n\u011bjakou p\u00edsemnou komunikaci a&nbsp;p\u0159ed\u00e1v\u00e1n\u00ed si materi\u00e1l\u016f. BaseCamp sp\u00ed\u0161 slou\u017e\u00ed na to, aby se vy\u0159e\u0161ily n\u011bjak\u00e9 adhoc v\u011bci.<\/p>\n\n\n\n<p>Pak m\u00e1me nastaven\u00fd syst\u00e9m pravideln\u00fdch status\u016f a&nbsp;sch\u016fzek, jak na intern\u00ed stran\u011b, aby se potk\u00e1val t\u00fdm, kter\u00fd na klientovi pracuje, tak i&nbsp;potk\u00e1v\u00e1n\u00ed se s&nbsp;klienty. Tam si mysl\u00edm, \u017ee vznik\u00e1 nejv\u00edc n\u00e1pad\u016f a&nbsp;toho, co by se dalo d\u011blat, a&nbsp;kde ten potenci\u00e1l le\u017e\u00ed. To je d\u016fle\u017eit\u00e9, aby to st\u00e1le prob\u00edhalo.<\/p>\n\n\n\n<p>Tak\u017ee to je vlastn\u011b komunikace a&nbsp;pak co se t\u00fd\u010de vykazov\u00e1n\u00ed \u010das\u016f, tak na to m\u00e1me \u00fapln\u011b standardizovan\u00fd proces. V\u0161ichni zam\u011bstnanci do jednoho si mus\u00ed vykazovat \u010dasy a&nbsp;m\u00e1me to propojen\u00e9 s&nbsp;\u00fa\u010detn\u00edm syst\u00e9mem, tak\u017ee pom\u011brn\u011b lehko sledujeme rentabilitu, produktivitu atd., prost\u011b v\u0161echny finan\u010dn\u00ed ukazatele, kter\u00e9 pot\u0159ebujeme pro na\u0161e rozhodnut\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kdy je klient nejv\u00edc spokojen\u00fd a&nbsp;jak pozn\u00e1\u0161 spokojen\u00e9ho\/nespokojen\u00e9ho klienta?<\/h3>\n\n\n\n<p>Spokojen\u00fd klient &#8211; asi nej\u010dast\u011bji &#8211; se ozve a&nbsp;\u0159ekne n\u00e1m &#8222;ano, H1.cz, ud\u011blali jste skv\u011blou pr\u00e1ci&#8220;, tak jsou to vlastn\u011b 2 v\u011bci: jedna je, \u017ee jim dod\u00e1me v\u00fdsledky, kter\u00e9 cht\u011bli, a&nbsp;druh\u00e1 je, \u017ee tam vid\u00ed ten lidsk\u00fd z\u00e1jem, ten lidsk\u00fd p\u0159\u00edstup, proto\u017ee to je to, v&nbsp;\u010dem H1.cz se nem\u011bn\u00ed.<\/p>\n\n\n\n<p>Lid\u00e9, kter\u00e9 naj\u00edm\u00e1me, tak skute\u010dn\u011b cht\u011bj\u00ed, aby klient dos\u00e1hnul sv\u00e9ho v\u00fdsledku, zaj\u00edmaj\u00ed se o&nbsp;ten obor, p\u0159ich\u00e1zej\u00ed s&nbsp;n\u00e1pady &#8211; &#8222;aha, tady jsem vid\u011bl toto, sice to nen\u00ed m\u016fj business, sice se m\u011b to v\u016fbec net\u00fdk\u00e1, t\u00fdk\u00e1 se to va\u0161\u00ed \u00fapln\u011b jin\u00e9 agentury, kter\u00e1 se o&nbsp;to star\u00e1, ale p\u0159ijde mi zaj\u00edmav\u00e9, \u017ee bychom to mohli tak\u00e9 \u0159e\u0161it&#8220;. Mysl\u00edm si, \u017ee to je pr\u00e1v\u011b to, co klienti oce\u0148uj\u00ed nejv\u00edc a&nbsp;kdy se vysloven\u011b oz\u00fdvaj\u00ed s&nbsp;t\u00edm, \u017ee jsou spokojen\u00ed.<\/p>\n\n\n\n<p>M\u00e1me ale i&nbsp;klienty, kter\u00fdm sta\u010d\u00ed jen dod\u00e1vat v\u00fdsledky, a&nbsp;pokud dod\u00e1v\u00e1te v\u00fdsledky, tak se neoz\u00fdvaj\u00ed. O&nbsp;nespokojen\u00e9m klientovi se dozv\u00edd\u00e1me dv\u011bma zp\u016fsoby &#8211; jeden je, \u017ee je nespokojen\u00fd a&nbsp;chce to s&nbsp;n\u00e1mi \u0159e\u0161it &#8211; m\u00e1m takov\u00e9 klienty docela r\u00e1da, proto\u017ee n\u00e1m ukazuj\u00ed, \u017ee to m\u016f\u017eeme d\u011blat je\u0161t\u011b l\u00e9pe, nebo \u017ee jsme si nedali na n\u011bco pozor.<\/p>\n\n\n\n<p>\u010castokr\u00e1t, kdy\u017e jsem \u0159e\u0161ila nespokojen\u00e9ho klienta, tak to bylo jen o&nbsp;tom, \u017ee si typologicky ti lid\u00e9 nesedli. A&nbsp;to je jedna z&nbsp;v\u011bc\u00ed, na kter\u00e9 se zam\u011b\u0159ujeme, tj.&nbsp;to, aby si lid\u00e9 sob\u011b byli podobn\u00ed, nebo se dopl\u0148ovali, ale nebyli \u00fapln\u011b obr\u00e1cen\u011b. \u010castokr\u00e1t t\u0159eba na jedn\u00e9 stran\u011b analytick\u00fd \u010dlov\u011bk, kter\u00e9mu d\u00e1me kreativn\u00edho accounta &#8211; tak tady to m\u016f\u017ee sk\u0159\u00edpat. N\u011bkdy se to povede a&nbsp;funguje to, ale n\u011bkdy to nefunguje \u00fapln\u011b dob\u0159e, proto\u017ee kreativn\u00ed account nen\u00ed ten, kter\u00fd by cht\u011bl do detail\u016f si s&nbsp;ka\u017ed\u00fdm pov\u00eddat o&nbsp;\u010d\u00edslech, a&nbsp;vlastn\u011b ten klient to ale po\u017eaduje.<\/p>\n\n\n\n<p>Tak vlastn\u011b d\u00e1v\u00e1me typologicky dohromady rad\u011bji lidi, kte\u0159\u00ed si sednou, a&nbsp;\u010dastokr\u00e1t je to pom\u011brn\u011b jednoduch\u00e1 zm\u011bna, \u017ee u\u017e na prvn\u00ed sch\u016fzce u\u017e v\u00edm, kde je probl\u00e9m.<\/p>\n\n\n\n<p>Druh\u00fd d\u016fvod je n\u011bjak\u00fd proces, kter\u00fd n\u00e1m unikl, nebo jsme ho \u00fapln\u011b nedomysleli, to se taky st\u00e1v\u00e1. N\u011bkdy zkr\u00e1tka m\u00e1te pocit, \u017ee jste vymysleli to nejlep\u0161\u00ed na sv\u011bt\u011b, a&nbsp;pak v&nbsp;realit\u011b zjist\u00edte, \u017ee je to \u00fapln\u011b cel\u00e9 jinak.<\/p>\n\n\n\n<p>Potom je ten posledn\u00ed, pro m\u011b asi bohu\u017eel nejhor\u0161\u00ed p\u0159\u00edpad, kdy klient pov\u00ed &#8222;v\u0161echno je \u0161patn\u011b, kon\u010d\u00edme a&nbsp;jdeme pry\u010d&#8220;, ale vy ani po\u0159\u00e1dn\u011b nev\u00edte pro\u010d, ned\u00e1 v\u00e1m zp\u011btnou vazbu s&nbsp;p\u0159\u00edb\u011bhem a&nbsp;vy se z&nbsp;toho nem\u016f\u017eete pou\u010dit. To se n\u011bkdy st\u00e1v\u00e1, m\u00e1me takov\u00fdch klient\u016f minimum, ale&#8230;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak si h\u00fd\u010dk\u00e1te klienty?<\/h3>\n\n\n\n<p>V\u011bt\u0161inou jsme na\u0161e klienty zvali, nebo jim d\u00e1vali d\u00e1rky r\u016fzn\u00fdmi zp\u016fsoby, ale minul\u00fd rok n\u00e1m do toho tro\u0161ku hodil vidle covid, proto\u017ee osobn\u00ed setk\u00e1v\u00e1n\u00ed se vlastn\u011b minimalizovalo. Mysl\u00edm, \u017ee jsme m\u011bli pouze p\u00e1r osobn\u00edch sch\u016fzek a&nbsp;mohla bych je spo\u010d\u00edtat na prstech jedn\u00e9 ruky.<\/p>\n\n\n\n<p>Ale sna\u017e\u00edme se v\u017edycky co nejv\u00edc uleh\u010dit \u017eivot tomu na\u0161emu klientovi. M\u00e1me klienty, kte\u0159\u00ed preferuj\u00ed rychlou komunikaci na <a href=\"https:\/\/www.whatsapp.com\/?lang=cs\">Whatsapp<\/a>, ale ne o&nbsp;d\u016fle\u017eit\u00fdch, v\u00e1\u017en\u00fdch v\u011bcech, to v\u0161e mus\u00ed b\u00fdt v&nbsp;<a href=\"https:\/\/basecamp.com\/\">Basecampu<\/a>. Ale prost\u011b si sem tam konzultant nap\u00ed\u0161e na Whatsappu a&nbsp;u\u017e tam maj\u00ed pom\u011brn\u011b \u00fazk\u00fd vztah. Sna\u017e\u00edme se tedy zjistit, co tomu klientovi nejv\u00edc vyhovuje, a&nbsp;to je jedna z&nbsp;v\u011bc\u00ed.<\/p>\n\n\n\n<p>Druh\u00e1 v\u011bc je, \u017ee se sna\u017e\u00edme i&nbsp;p\u0159em\u00fd\u0161let nad t\u00edm, co on pot\u0159ebuje, aby m\u011bl \u00fasp\u011bch v&nbsp;pr\u00e1ci. Proto\u017ee to je tak\u00e9 d\u016fle\u017eit\u00e9. Mo\u017en\u00e1 n\u00e1m to p\u0159ijde \u00fapln\u011b nesmysln\u00e9 vytv\u00e1\u0159et n\u011bjak\u00e9 prezentace, ale jemu to pom\u016f\u017ee, aby to obh\u00e1jil v\u00fd\u0161, nebo mu to pom\u016f\u017ee, aby byl l\u00e9pe p\u0159ipraven\u00fd na n\u011bjak\u00e9 intern\u00ed boje, kter\u00e9 tam m\u00e1. Tak\u017ee i&nbsp;to je jedna z&nbsp;cest, kter\u00fdmi jdeme, a&nbsp;sna\u017e\u00edme se pochopit, co ten \u010dlov\u011bk vlastn\u011b pot\u0159ebuje.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak si te\u010f H1.cz finan\u010dn\u011b vede?<\/h3>\n\n\n\n<p>H1.cz je stabiln\u00ed, j\u00e1 m\u00e1m velkou radost, proto\u017ee jsme splnili pl\u00e1n v&nbsp;roce 2020, ale byl to covid pl\u00e1n. H1.cz v&nbsp;b\u0159eznu m\u011bla z&nbsp;TOP10 klient\u016f 5 z&nbsp;nich podnikaj\u00edc\u00edch v&nbsp;oblastech, kter\u00e9 byly uzav\u0159en\u00e9 &#8211; cestovn\u00ed ruch, z\u00e1bava, byly to r\u016fzn\u00e9 realitn\u00ed spole\u010dnosti apod. Tak\u017ee tam jsme m\u011bli pom\u011brn\u011b velk\u00fd z\u00e1sek, co se t\u00fd\u010de financ\u00ed, ale v&nbsp;z\u00e1sad\u011b jsme to dok\u00e1zali pom\u011brn\u011b p\u011bkn\u011b ust\u00e1t n\u011bjak\u00fdmi n\u00e1klady, kter\u00e9 se musely sn\u00ed\u017eit, ale ne\u0159ezali jsme do plat\u016f lid\u00ed, kte\u0159\u00ed pracovali v&nbsp;H1.cz. Ust\u00e1li jsme to pom\u011brn\u011b stabiln\u011b s&nbsp;cel\u00fdm t\u00fdmem a&nbsp;m\u00e1me z&nbsp;toho radost, splnili jsme covid-pl\u00e1n.<\/p>\n\n\n\n<p>Na tento rok v&nbsp;podstat\u011b nem\u00e1me v&nbsp;pl\u00e1nu \u017e\u00e1dn\u00fd velk\u00fd r\u016fst, ale pl\u00e1nujeme podobn\u00fd pl\u00e1n jako minul\u00fd rok, proto\u017ee si mysl\u00edm, \u017ee v&nbsp;sou\u010dasn\u00e9 dob\u011b m\u00e1me v\u0161echna odd\u011blen\u00ed vyt\u00ed\u017een\u00e1, v\u0161echna odd\u011blen\u00ed maj\u00ed svoji pr\u00e1ci, samoz\u0159ejm\u011b tam budou prob\u00edhat n\u011bjak\u00e9 pohyby apod., ale pl\u00e1novat n\u011bjak\u00fd r\u016fst by nemuselo b\u00fdt \u00fapln\u011b strategicky vhodn\u00e9.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak se \u0159e\u0161\u00ed produktivitu a&nbsp;rentabilitu lid\u00ed, odd\u011blen\u00ed, klient\u016f?<\/h3>\n\n\n\n<p>My m\u00e1me pom\u011brn\u011b jasn\u00fd syst\u00e9m toho, \u017ee dok\u00e1\u017eeme na \u00farovni lid\u00ed zjistit rentabilitu, jejich vyt\u00ed\u017eenost, i&nbsp;na \u00farovni klient\u016f. V&nbsp;z\u00e1sad\u011b to nen\u00ed to d\u016fle\u017eit\u00e9.<\/p>\n\n\n\n<p>M\u016fj hlavn\u00ed \u00fakol je splnit revenue pl\u00e1n a&nbsp;k&nbsp;tomu m\u00e1m v\u017edycky p\u0159i\u0159azen\u00e9 n\u011bjak\u00e9 zdroje, n\u011bjak\u00e9 n\u00e1klady. Produktivita a&nbsp;rentabilita mi akor\u00e1t ukazuje pr\u016fb\u011b\u017en\u011b, zda to spln\u00edme nebo ne. Potom pokud najednou pot\u0159ebuji bu\u010f sn\u00ed\u017eit vyt\u00ed\u017eenost lid\u00ed nebo pot\u0159ebuji zv\u00fd\u0161it rentabilitu, tak vlastn\u011b na z\u00e1klad\u011b toho se rozhoduji, co se m\u00e1 st\u00e1t.<\/p>\n\n\n\n<p>V\u017edycky vysv\u011btluji, \u017ee to, \u017ee jeden klient je nerentabiln\u00ed nebo v&nbsp;n\u011bjak\u00e9m \u010dase je to jen n\u011bjak\u00e9 obdob\u00ed, kter\u00e9 m\u00e1 v\u017edycky n\u011bjak\u00fd sv\u016fj d\u016fvod (o&nbsp;kter\u00e9m je dobr\u00e9 v\u011bd\u011bt), ale nikdy nebudete m\u00edt portfolio klient\u016f, kte\u0159\u00ed budou 100% rentabiln\u00ed, proto\u017ee to je prost\u011b utopie.<\/p>\n\n\n\n<p>To se stalo i&nbsp;nap\u0159.&nbsp;v&nbsp;dob\u011b covidu, kdy\u017e n\u011bkte\u0159\u00ed klienti pot\u0159ebovali trochu v\u00edc pomoct, ale zase na druhou stranu n\u00e1m i&nbsp;dali vizi, \u017ee se to bude m\u011bnit, dali jsme si konkr\u00e9tn\u00ed \u010dasov\u00fd pl\u00e1n, kdy se za\u010dne m\u011bnit a&nbsp;my jsme v\u011bd\u011bli, \u017ee m\u016f\u017eeme p\u0159izp\u016fsobit i&nbsp;ty na\u0161e cenov\u00e9 podm\u00ednky k&nbsp;tomu, abychom to ust\u00e1li.<\/p>\n\n\n\n<p>Ale co je d\u016fle\u017eit\u00e9 je, \u017ee v&nbsp;sou\u010dasn\u00e9 dob\u011b ten syst\u00e9m, kdy j\u00e1 \u010d\u00edsla dostanu, zabere firm\u011b den pr\u00e1ce. Pamatuju si, kdy\u017e jsme to v&nbsp;H1.cz d\u011blali na koleni, bez syst\u00e9mu, v&nbsp;Excelu, v&nbsp;<a href=\"https:\/\/datastudio.google.com\/u\/0\/\">Google Data Studia<\/a>, <a href=\"https:\/\/www.google.com\/sheets\/about\/\">spreadsheetech<\/a>, apod, a&nbsp;j\u00e1 nev\u00edm jak\u00fdmi v\u0161emi mo\u017en\u00fdmi ru\u010dn\u00edmi zp\u016fsoby, a&nbsp;v&nbsp;t\u00e9 dob\u011b to trvalo t\u0159eba t\u00fdden pr\u00e1ce, aby se zjistila rentabilita a&nbsp;profitabilita, a&nbsp;te\u010f je to jeden den. I&nbsp;to je posun.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kam sm\u011b\u0159uje H1.cz?<\/h3>\n\n\n\n<p>H1.cz st\u00e1le sm\u011b\u0159uje k&nbsp;tomu, aby byla schopn\u00e1 dod\u00e1vat ty kvalitn\u00ed slu\u017eby navzdory tomu, \u017ee se te\u010f trh m\u011bn\u00ed, a&nbsp;reagujeme na pot\u0159eby klient\u016f.<\/p>\n\n\n\n<p>Nap\u0159\u00edklad v&nbsp;minul\u00e9m roce se n\u00e1m sn\u00ed\u017eil po\u010det lid\u00ed, kte\u0159\u00ed byli v&nbsp;Performance a&nbsp;Branding odd\u011blen\u00ed a&nbsp;zastupovali placen\u00e9 kampan\u011b, ale na druhou stranu n\u00e1m nabobtn\u00e1vaj\u00ed odd\u011blen\u00ed jako je SEO a&nbsp;Content.<\/p>\n\n\n\n<p>J\u00e1 vlastn\u011b kdy\u017e se bav\u00edm o&nbsp;tom, \u017ee nechceme r\u016fst, tak nechci r\u016fst o&nbsp;50%, o&nbsp;100%, a&nbsp;tak d\u00e1l, ale vlastn\u011b bude tam takov\u00fd postupn\u00fd pozvoln\u00fd r\u016fst ka\u017ed\u00fd rok, pr\u00e1v\u011b v&nbsp;t\u011bch slu\u017eb\u00e1ch, kter\u00e9 m\u00e1me.<\/p>\n\n\n\n<p>Na\u0161\u00edm c\u00edlem je, \u017ee jsme si minul\u00fd rok pom\u011brn\u011b p\u011bkn\u011b vydefinovali, kdo H1.cz je a&nbsp;kdo nen\u00ed. V\u00edme, kter\u00e9 slu\u017eby poskytujeme a&nbsp;kter\u00e9 ne. A&nbsp;v&nbsp;t\u011bchto slu\u017eb\u00e1ch a&nbsp;odv\u011btv\u00edch chceme b\u00fdt \u0161pi\u010dka a&nbsp;chceme se po\u0159\u00e1d posouvat a&nbsp;posouvat v&nbsp;nich i&nbsp;ten trh. To je ten sm\u011br, kter\u00fdm jdeme.<\/p>\n\n\n\n<p>Druh\u00fd sm\u011br, kter\u00fd se tak jako pozvoln\u011b d\u011bje (nen\u00ed to nijak organizovan\u00e9) je spolupr\u00e1ce s&nbsp;na\u0161imi agenturami v&nbsp;GroupM. M\u016f\u017eu \u0159\u00edct &#8211; a&nbsp;zaklepat to &#8211; \u017ee je to vlastn\u011b super. Oproti za\u010d\u00e1tku, kter\u00fd si pamatuji, te\u010f u\u017e si vypom\u00e1h\u00e1me \u010d\u00edm d\u00e1l t\u00edm v\u00edc, a&nbsp;pr\u00e1v\u011b vlastn\u011b ta spolupr\u00e1ce se za\u010d\u00edn\u00e1 vypl\u00e1cet ob\u011bma stran\u00e1m a&nbsp;d\u00e1v\u00e1 to v\u011bt\u0161\u00ed smysl, jak ekonomicky, tak i&nbsp;lidsky. Tak\u017ee si mysl\u00edm, \u017ee i&nbsp;toto je jeden z&nbsp;pozvoln\u00fdch sm\u011br\u016f, kter\u00fdmi p\u016fjdeme.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak vn\u00edm\u00e1\u0161 trh digit\u00e1ln\u00edch agentur? M\u011bn\u00ed se to zam\u011b\u0159en\u00ed agentur, jejich \u0161\u00ed\u0159e, velikost?<\/h3>\n\n\n\n<p>Mysl\u00edm si, \u017ee od za\u010d\u00e1tku H1.cz, od r. 2005, se trh \u00fapln\u011b diametr\u00e1ln\u011b zm\u011bnil. A&nbsp;to jednak v&nbsp;konkurenceschopnosti r\u016fzn\u00fdch agentur, a&nbsp;zm\u011bnil se i&nbsp;v&nbsp;pot\u0159eb\u00e1ch klient\u016f.<\/p>\n\n\n\n<p>U\u017e te\u010f kdy\u017e se bav\u00edme o&nbsp;online marketingu, tak klient se rozhoduje nad t\u00edm, zda pot\u0159ebuje agenturu nebo pot\u0159ebuje freelancera, nebo pot\u0159ebuje inhouse t\u00fdm.<\/p>\n\n\n\n<p>V r\u016fzn\u00fdch vln\u00e1ch se objevuje r\u016fzn\u011b preferovan\u00e1 varianta, tzn.&nbsp;\u017ee na za\u010d\u00e1tku to byly agentury, proto\u017ee internetov\u00ed freelance\u0159i v&nbsp;tomto oboru neexistovali. Pak to byly in-house t\u00fdmy.<\/p>\n\n\n\n<p>Te\u010f m\u00e1m pocit, \u017ee u\u017e ten trh je tro\u0161i\u010dku v\u00edc edukovan\u00fd u&nbsp;t\u011bch v\u011bt\u0161\u00edch nebo st\u0159edn\u00edch firem a&nbsp;za\u017eili si bu\u010f jednu, druhou nebo t\u0159et\u00ed spolupr\u00e1ci a&nbsp;u\u017e v\u00edcem\u00e9n\u011b v\u011bd\u00ed, kter\u00fdm sm\u011brem ano a&nbsp;kter\u00fdm ne. Jsou klienti, kte\u0159\u00ed m\u011bli in-house t\u00fdmy a&nbsp;u\u017e je nemaj\u00ed. Na druh\u00e9 stran\u011b jsou klienti, pro kter\u00e9 in-house d\u00e1vaj\u00ed velk\u00fd smysl, ale hledaj\u00ed cesty, jak by jim agentury mohly intern\u00ed t\u00fdmy posouvat a&nbsp;v&nbsp;sou\u010dasn\u00e9 dob\u011b je to takov\u00e9, \u017ee se to tro\u0161i\u010dku stabilizuje a&nbsp;klienti jsou si v\u00edc v\u011bdomi toho, koho pot\u0159ebuj\u00ed.<\/p>\n\n\n\n<p>Dal\u0161\u00ed v\u011bc je, \u017ee i&nbsp;agentury jsou o&nbsp;dost zku\u0161en\u011bj\u0161\u00ed. U\u017e v\u011bd\u00ed, pro koho jsou klient a&nbsp;pro koho ne. A&nbsp;my v\u00edme, \u017ee pro mal\u00e9ho klienta, nebo pro za\u010d\u00ednaj\u00edc\u00edho klienta, my nejsme ten partner, proto\u017ee on pot\u0159ebuje \u00fapln\u011b n\u011bco jin\u00e9ho.<\/p>\n\n\n\n<p>I agentury se trochu v\u00edc profiluj\u00ed. N\u011bkter\u00e9 agentury jsou vysloven\u011b zam\u011b\u0159en\u00e9 na ty velk\u00e9, nadn\u00e1rodn\u00ed klienty, kte\u0159\u00ed pot\u0159ebuj\u00ed m\u00edt standardizovan\u00e9 procesy nap\u0159\u00ed\u010d cel\u00fdmi zem\u011bmi, pot\u0159ebuj\u00ed m\u00edt jednotn\u00fd reporting, pot\u0159ebuj\u00ed m\u00edt \u00fapln\u011b skv\u011bl\u00fd servis &#8211; kdy\u017e pot\u0159ebuji \u010d\u00edslo, pot\u0159ebuji \u010d\u00edslo &#8211; atd. A&nbsp;pak jsou n\u011bjak\u00e9 men\u0161\u00ed lok\u00e1ln\u00ed firmy, kter\u00e9 v\u00edc pot\u0159ebuj\u00ed flexibilitu, proaktivitu a&nbsp;pot\u0159ebuj\u00ed v\u00edc \u0159e\u0161it ty v\u011bci ad hoc. Pot\u0159ebuj\u00ed, aby jejich partner nebyl tak se\u0161n\u011brovan\u00fd pravidly. Tak\u017ee i&nbsp;toto je jedna z&nbsp;v\u011bc\u00ed, kterou si ten trh postupn\u011b uv\u011bdomuje, a&nbsp;kam se posouv\u00e1.<\/p>\n\n\n\n<p>Mysl\u00edm si, \u017ee je rozhodn\u011b v\u00edc specializovan\u00fdch agentur, ne\u017e to bylo t\u0159eba p\u0159ed 5 lety. Mysl\u00edm, \u017ee p\u0159ed 5 lety rozhodn\u011b nebylo tolik agentur, kter\u00e9 by se specializovaly jen na UX, jen na PPC, jen na SEO. T\u00edm \u017ee ten trh roste, i&nbsp;t\u011bch agentur a&nbsp;freelancer\u016f je v\u00edc, proto\u017ee ti klienti si uv\u011bdomuj\u00ed, \u017ee online je pro n\u011b velmi d\u016fle\u017eit\u00fd, a&nbsp;te\u010f je na nich, aby si vybrali, kter\u00fd z&nbsp;partner\u016f jim dod\u00e1 v&nbsp;tu chv\u00edli tu nejlep\u0161\u00ed slu\u017ebu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00e9 agentury t\u011b inspiruj\u00ed, na \u010desk\u00e9m nebo mezin\u00e1rodn\u00edm trhu?<\/h3>\n\n\n\n<p>Ze zahrani\u010d\u00ed je to ur\u010dit\u011b <a href=\"https:\/\/www.greenhouseagency.com\/\">Greenhouse<\/a>, holandsk\u00e1 agentura. Z&nbsp;intern\u00edch m\u011b inspiruj\u00ed neust\u00e1le na\u0161e medi\u00e1ln\u00ed agentury, proto\u017ee si mysl\u00edm, \u017ee tam m\u00e1me spoustu spole\u010dn\u00e9ho a&nbsp;je\u0161t\u011b se m\u00e1me hodn\u011b co u\u010dit. Jeden ze zp\u016fsob\u016f, jak objevuje ten offline sv\u011bt a&nbsp;to, co v\u0161echno oni jsou schopni dok\u00e1zat a&nbsp;jak\u00e1 data jsou schopni dok\u00e1zat, se kter\u00fdmi my pak m\u016f\u017eeme pracovat, tak to je pro m\u011b te\u010f velk\u00e1 inspirace, se kterou pracuji.<\/p>\n\n\n\n<p>Michal: Moc d\u00edky, Ver\u010do, za tv\u016fj \u010das a&nbsp;skv\u011bl\u00e9 odpov\u011bdi. Byl to hutn\u00fd rozhovor se spoustou zaj\u00edmav\u00fdch informac\u00ed. Jsem moc r\u00e1d, \u017ees to \u0159ekla takhle otev\u0159en\u011b v\u016f\u010di ostatn\u00edm agentur\u00e1m na trhu, a&nbsp;mysl\u00edm, \u017ee to n\u011bkomu pom\u016f\u017ee. Mockr\u00e1t d\u011bkuji.<\/p>\n\n\n\n<p>Veronika: Tak\u00e9 d\u011bkuji.<\/p>\n\n\n\n<p>Rozhovor vedl <a href=\"https:\/\/www.linkedin.com\/in\/krutis\/\">Michal Kruti\u0161<\/a> a&nbsp;byl nato\u010den v&nbsp;lednu 2021.<\/p>\n\n\n\n<p>S\u00e9rie rozhovor\u016f o&nbsp;\u0159\u00edzen\u00ed agentur:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Veronika Bure\u0161ov\u00e1, H1.cz<\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/petr-jiranek-jak-ridi-agenturu-webprezent\/\">Petr Jir\u00e1nek, WebPrezent<\/a><\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/marketa-kabatova-jak-ridi-agenturu-ulab\/\">Mark\u00e9ta Kab\u00e1tov\u00e1, uLab<\/a><\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/jan-makovicka-jak-ridi-agenturu-taste\/\">Honza Makovi\u010dka, Taste<\/a><\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/honza-nedved-jak-ridi-agenturu-inizio\">Honza Nedv\u011bd, Inizio<\/a><\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/petr-vataha-jak-ridi-agenturu-ant-studio\/\">Petr Vataha, ANT studio<\/a><\/li><li><a href=\"https:\/\/www.marketingmapy.com\/cs\/jarda-vidim-jak-ridi-agenturu-evisions\/\">Jarda Vidim, eVisions<\/a><\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><style>.wp-block-kadence-column.kb-section-dir-horizontal > .kt-inside-inner-col > #kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap{max-width:unset;}#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap{border-color:#8ed1fc;border-top-width:5px;border-right-width:5px;border-bottom-width:5px;border-left-width:5px;background:#ffffff;padding-top:24px;padding-right:24px;padding-bottom:24px;padding-left:24px;margin-top:50px;}#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap:hover{border-color:#8ed1fc;background:#ffffff;}#kt-info-box_c112d5-fe.wp-block-kadence-infobox{max-width:100%;}#kt-info-box_c112d5-fe .kadence-info-box-image-inner-intrisic-container{max-width:100px;}#kt-info-box_c112d5-fe .kadence-info-box-image-inner-intrisic-container .kadence-info-box-image-intrisic{padding-bottom:100%;width:1080px;height:0px;max-width:100%;}#kt-info-box_c112d5-fe .kadence-info-box-icon-container .kt-info-svg-icon, #kt-info-box_c112d5-fe .kt-info-svg-icon-flip, #kt-info-box_c112d5-fe .kt-blocks-info-box-number{font-size:50px;}#kt-info-box_c112d5-fe .kt-blocks-info-box-media{color:#444444;background:#ffffff;border-color:#eeeeee;border-top-width:5px;border-right-width:5px;border-bottom-width:5px;border-left-width:5px;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}#kt-info-box_c112d5-fe .kt-blocks-info-box-media-container{margin-top:-75px;margin-right:0px;margin-bottom:20px;margin-left:0px;}#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-media{color:#444444;background:#ffffff;border-color:#eeeeee;}#kt-info-box_c112d5-fe .kt-infobox-textcontent h2.kt-blocks-info-box-title{padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:5px;margin-right:0px;margin-bottom:10px;margin-left:0px;}.wp-block-kadence-infobox#kt-info-box_c112d5-fe .kt-blocks-info-box-text{font-size:23px;}#kt-info-box_c112d5-fe .kt-blocks-info-box-learnmore{color:#ffffff;background:#0693e3;border-color:#555555;border-radius:5px;font-weight:bold;border-width:0px 0px 0px 0px;padding-top:8px;padding-right:15px;padding-bottom:10px;padding-left:15px;margin-top:15px;margin-right:0px;margin-bottom:15px;margin-left:0px;}#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap:hover .kt-blocks-info-box-learnmore,#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap .kt-blocks-info-box-learnmore:focus{color:#ffffff;background:#00527c;border-color:#444444;}@media all and (max-width: 767px){#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap{display:block;}#kt-info-box_c112d5-fe .kt-blocks-info-box-link-wrap .kt-blocks-info-box-media{display:inline-block;max-width:100%;}}<\/style>\n<div id=\"kt-info-box_c112d5-fe\" class=\"wp-block-kadence-infobox cta-blok-obrazek\"><a class=\"kt-blocks-info-box-link-wrap info-box-link kt-blocks-info-box-media-align-top kt-info-halign-left\" href=\"https:\/\/www.marketingmapy.com\/cs\/orchestrace-digitalni-agentury-premiovy-obsah-k-zakoupeni\/\"><div class=\"kt-blocks-info-box-media-container\"><div class=\"kt-blocks-info-box-media kt-info-media-animate-none\"><div class=\"kadence-info-box-image-inner-intrisic-container\"><div class=\"kadence-info-box-image-intrisic kt-info-animate-none\"><div class=\"kadence-info-box-image-inner-intrisic\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec.png\" alt=\"\" width=\"1080\" height=\"1080\" class=\"kt-info-box-image wp-image-5019\" srcset=\"https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec.png 1080w, https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec-500x500.png 500w, https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec-1000x1000.png 1000w, https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec-300x300.png 300w, https:\/\/www.marketingmapy.com\/wp-content\/uploads\/2022\/05\/ctverec-768x768.png 768w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/div><\/div><\/div><\/div><\/div><div class=\"kt-infobox-textcontent\"><p class=\"kt-blocks-info-box-text\">U\u0161et\u0159ete \u010das a&nbsp;energii p\u0159i zakl\u00e1d\u00e1n\u00ed nebo r\u016fstu agentury. Z\u00edskejte kvalitn\u00ed pr\u00e9miov\u00fd obsah. Orchestrace agentury: celkem 26 \u010dl\u00e1nk\u016f s&nbsp;mnoha praktick\u00fdmi tipy, screenshoty, odkazy, vyj\u00e1d\u0159en\u00edm jin\u00fdch CEO a&nbsp;checklisty s&nbsp;t\u00e9maty, kter\u00e9 v&nbsp;agentu\u0159e \u0159e\u0161\u00edte. <\/p><div class=\"kt-blocks-info-box-learnmore-wrap\"><span class=\"kt-blocks-info-box-learnmore\">Jak koupit pr\u00e9miov\u00fd obsah<\/span><\/div><\/div><\/a><\/div>\n<\/div><\/div>\n","protected":false},"author":4,"featured_media":3383,"menu_order":31,"template":"","kategoriepremium":[64],"class_list":["post-3249","premium","type-premium","status-publish","has-post-thumbnail","hentry","kategoriepremium-rozhovory-ceo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Veronika Bure\u0161ov\u00e1: Jak \u0159\u00edd\u00ed agenturu H1.cz - Marketing Mapy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketingmapy.com\/cs\/veronika-buresova-jak-ridi-agenturu-h1-cz\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Veronika Bure\u0161ov\u00e1: Jak \u0159\u00edd\u00ed agenturu H1.cz - Marketing Mapy\" \/>\n<meta property=\"og:description\" content=\"P\u0159epis rozhovoru: Veronika Bure\u0161ov\u00e1, CEO H1.cz Ahoj Veroniko, jak dlouho vede\u0161 H1.cz? V H1.cz jsem 12 let a&nbsp;jako \u0159editelka ji vedu p\u0159esn\u011b rok. Jak se H1.cz te\u010f pozicuje? 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