B2B
企业营销策略 & 数字化营销策略指南
当您开展业务的同时，会发现这种不断变化的数字环境很快将成为最终趋势。今天，职场人们的工作职责和任务不可能只有一个，所以如何才能高效地创建、调整和运营一个灵活的数字营销策略呢?
Education
Client
International bilingual education institution
Year
2018
Author
Knight CRM
Background
Competition in the education industry is becoming fiercer with companies increasing their marketing budgets in order to increase the scale of customer acquisition. However, how can they improve their conversion rate, something which has become a common pain point within the sector.
Pain points
1. With the rise of social media, education companies' marketing channels have become more diverse and decentralized. Traditional student source management methods have been unable to cope with the intricate sources of leads. Furthermore, they cannot effectively track the effects or ROI of the various channels.
2. Most leads are not followed up in time with less than half of the potential leads being contacted by marketing or sales staff. The average response time to sales leads is more than 48 hours. Such a lag in response is proving unacceptable in an age where consumer's require a quick response as their time becomes increasingly fragmented.
3. For those leads that are responded to, the traditional phone call method is often used. Potential customers tend not to receive a targeted callbackThe content of the call-back leaving them disappointed.
4. The evaluation of the quality of leads completely depends on the subjective judgment of sales. There is no evaluation standard to identify what is a good lead and what is a bad lead, and as such, there is no data support for improving marketing or sales processes.
Solution
1. Build a unified customer data management platform that integrates social media, forms, marketing activities, customer service and other sources of customer information, and which is able totrack source channels.
2. Expand the forms of content marketing. For example, in addition to WeChat articles and texts, promote course demo lessons, live lectures and other forms of content in order to incubate leads. During the marketing process,we constantly enrich the dimensions of customer data, trackuser behavior and create tags. This approach empowers sales and gives them the information that they need to better understand user requirements and concerns when they followup potential customers.；
3. Build an automated lead scoring mechanism that clearly defines scoring rules based on customer attributes (explicit scoring) and behaviors (implicit scoring) in order to objectively value leads. Thereafter, valuable leads can be prioritized and followed up with a sense of urgency.
4. Incorporate a data management and optimized leads management mechanism that can help companies to locate problems faster and more accurately and predict the sales process better, leading to improved overall performance.
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B2B
制定营销策略时需要考虑的5个目标
人们常说，人生充满了重大的决定。通常，你是不希望在毫无准备的情况下迎接它们的到来的，更多期望的是按规划且淡定从容的进行。如果您是营销人员，那么同样的道理也适用于你的企业及其营销活动。Knight 常提及的是“营销人员不要为了营销而营销”（一定要记得“行动召唤”），为营销而营销的结果势必导致你拼命的去解释这样花费的合理性，而没有真正考虑你想从你的营销中得到怎样的回报。
