B2B
23个有数据支撑的理由来个性化您的营销
无论是营销人员还是客户，我们都已置身于一个技术驱动无限可能的时代。为每个潜在客户创造独特体验的能力无疑会带来更相关、更有用、更愉快的购买体验。在我们探索这个新领域并制定策略的过程中，保持开放的态度是很重要的，讨论在个性化的世界中什么可行，什么不可行。这些数据有助于企业如何构建和客户初期沟通的策略，希望会有更多的企业使用个性化营销来创造更多的“人性化”的营销体验。
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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