B2B
2020年社交媒体营销的17个传说
社交媒体的格局每天都在发生巨大的变化——“您的营销应该是“飞轮模式”，而非“漏斗模式”（上）”。然而，作为一个营销人员，为创造有效的社交媒体策略，基于实际情况去调整战略就显得尤为重要。为了帮助大家更好的区分有效性，Knight分享一些对社交媒体营销的经验，尽量为大家避坑。
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
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。
