B2B
内容营销是个啥?
很多时候和客户企业的市场部同事沟通时，他们会回答我：“哦，我是负责做市场营销的，运营这块我们有专门的同事负责”，听到这样的回答我是掉下巴的！！我脑海里浮现出的是：“那您计划的SEM/SEO、您的公众号、官网、自媒体、社交媒体等，在搞啥？？”这些渠道投放没有内容什么都做不成，所以请您一定先做一件事，想清楚各渠道投放内容的目的和希望产生的结果，再说您是负责市场营销的，所有的营销都以内容为基础，每一个营销行为都应该有连续缜密的获客逻辑在其中
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.
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
线索打分规则大公开（下）
相较于“显性”打分规则不同的是，“隐性”打分规则是通过潜在客户或客户的实际行为来告诉我们Ta所处的”客户购买生命周期阶段”，更客观的帮助我们判断离成单还需要的时长。Knight针对12个投放渠道中，比较重要的打分维度进行了罗列
B2B
什么是营销自动化？
营销自动化就是使用软件来实现营销活动的自动化，许多营销部门可以将重复的任务自动化。比如电子邮件营销、社交媒体发布，甚至广告活动，这不仅仅是为了效率，而是为了给客户提供更个性化的体验，而营销自动化技术使这些任务变得更容易。
