B2B
营销内容映射入门指南
在聊营销内容映射之前，我们先了解一下什么是内容地图：它是指在正确的时间向正确的人传递正确的内容的计划，绘制内容时需考虑到将要使用内容的人及其生命周期阶段的特征。Knight请您留意两个先决条件，先找对的“人”再说对的“话”。假设一位销售去拜访客户，聊了半天最后发现是和门卫室大爷沟通，可想而知是多糟糕的一次拜访。虽然比喻的夸张，但很多时候企业营销存在“无事瞎忙”的现状，这也是集客式营销倡导先找对人的原因。
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
您的营销应该是“飞轮模式”，而非“漏斗模式”（上）
很多时候，当我们走进现代化的办公大楼的某一家公司，或是乘坐在上下行的电梯中时，经常会听到商务人士们谈论到“漏斗”这个词。当然，有时会直接出现在客户的会议室中，也可能是您在演讲时需要绘制一个“漏斗”。多年来，企业一直围绕着“漏斗”来构建自己的商业战略——这很奏效。但最近，这个策略开始让营销人员、销售人员和商业领袖们感到失望。因为时至今日，客户推荐和口碑已经成为影响购买过程的最大因素，这意味漏斗模式有一个主要的缺陷：它把客户这个重要因素游离在营销环节之外了，而没有把Ta作为最有效的动力引擎发挥作用。“漏斗模式”只考虑产生客户，但不考虑如何利用这些客户帮助您的业务增长，这就是需要转换为“飞轮模式”的原因。
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?
