B2B
如何策划一套成功的内容营销策略
您可能会花上数小时期待制作一些令人惊叹的东西，实际却是得到很少的受众参与度、流量或销售线索。更要命的是，之后您还必须向您的老板解释这该死的投资回报率。如果您正煎熬或也经历过因为营销内容创作而感到沮丧和筋疲力尽，那么在这里，我们为您准备了一份成功的内容营销策略的蓝图。
B2B
Client
Leading international manufacturer
Year
2019
Author
Knight CRM
Background
Companies within the B2B sector usually have a smaller user base and a longer decision making cycle. A lot of marketing effort is required to take a lead to a deal.So how can B2B business improve their marketing performance so that they cangenerate more marketing qualified leads (MQL) while working under the constraint of fixed marketing investment.This has become an issue that many B2B business need to urgently solve.。
Pain points
1. Customer acquisition channels are scattered and as such data from those different channels cannot be managed in a unified manner.
Online and offline customer acquisition channels are fragmented. It is proving difficult to collect customer data using traditional methods such as by exchanging business cards or scanning personal Wechat QR codes.
2. Unable to evaluate quality and status of leads.
There is no systematic unified management of leads obtained from the different channels, thereby leading to a void of information with respect to customer identities and behavior patterns. Furthermore, there is no clear definition of what constitutes a marketing qualified lead (MQL).
3. Unable to take into account different concerns of customers at different stages with superficial marketing interaction.
Lack the ability to construct customer profiles largely due to a lack of customer data to form such a profile.
4. Marketing tasks are performed manually with the execution process unable to be appropriately managed and monitored.
There is a lack of planning for customer journeys and statistical analysis of marketing performance, leading to an inability to optimize performance.
Solution
1. Integrated channels to reach customers
We provide data integgration and marketing operation solutions for commonly used channels in B2B marketing scenarios, e.g. official websites, EDM, offline exhibitions, WeChat service accounts and WeChat mini-programs. Customer information and behavior data are collected by means of tracking script, forms, and third-party system integration and collated to form a unified customer profile to help enterprises build their own lead pools.
2. Customized lifecycle journeys, personalized content marketing, and automatic leads nurturing
Customer identities from different touch points, along with complete behavior paths are identified and merged. Using these data to determine a customer's stage/status change, personalized journeys are created to enhance the conversion of leads into sales.时间。
3. Lead scoring and unearthing high-quality leads
Scoring potential customers based on explicit and implicit dimensions helps marketers to identify truly valuable potential customers. Only the best quality leads are followed up so as to achieve more with limited marketing resources.
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B2B
如何成功实施全渠道营销战略
毫无疑问，全渠道营销被许多组织定义为通过线上和线下的多种渠道结合，与潜在客户进行沟通和营销。这意味着，如今的营销人员不再使用电视或电子邮件等单一营销策略，而是依据消费者的行为习惯方式进行调整：全渠道。
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什么是集客式营销？
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