B2B
集客式营销 vs. 推送式营销
当与大多数营销人员谈论他们公司如何产生销售线索和增加销售漏斗顶部商机数量时，大多数人会回答通过线下展会、品牌广告露出、甚至陌拜、陌call等推送式营销的策略。
然后，从2019年开始，越来越多的创新企业和头部企业正在拥抱集客式营销的艺术。但是，究竟集客式营销和推送式营销的区别是什么呢?
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
销售过程中的“2个要素”和”7个步骤”
成功的顾问式销售过程取决于两件事：“建立专业可信度和获得信任关系”。一旦这两件事顺利完成，就能为企业带来销售收入。但这种关系的建立完全取决于客户“想要什么，以及什么时候想要”。其中很关键的一点是“要确保你的努力与客户的买入信号和阶段是同步的”。Knight在多篇文章中都提到：健康的买卖关系一定是“礼尚往来”型的，如果出现“一厢情愿”的状态，一定是哪个环节出问题了。
B2B
十位内容营销大师正解内容营销
“内容营销是一种通过生产发布有价值的、有相关性的、持续性的内容来吸引目标人群，改变或强化他们的行为，以促进商业转化的营销方式。——乔·普利兹，美国内容营销协会创始人”
