In a recent white paper, Accenture released a survey of interviews with 1,380 C-level decision makers in the B2B industry around the world.
The report points out that how to efficiently acquire customers, replicate and promote products and solutions, and manage delivery and payment are the three biggest headaches for most companies.
This is not the pain of domestic enterprises. It is difficult to obtain customers, difficult to accept, and difficult to renew... The B2B track that investors are optimistic about is actually full of thorns.
Under huge pressure, digital marketing is expected to drive business growth.
For a time, almost all B2B companies are recruiting digital marketing talents and investing more in Martech (marketing technology).
The role of the marketing department has also expanded from pure brand communication (products) to acquiring leads and precise user operations (efficiency).
But after a period of trying, we found that:
It is difficult to connect internal and external data;
There are too few business opportunities for SDR to follow up and it is impossible to support the team;
Sales are indifferent to the leads the market has worked so hard to find...
For companies that have just started their digital marketing journey, how can they avoid detours? Here are 8 suggestions for reference:
1. The underlying logic of marketing has not changed
For those companies that originally engaged in activities, wrote and wrote tweets, and did not have a strong sense of value in the marketing department, they must not imagine that the previous set of martech tools can immediately "drive growth" and "overtake in corners."
The basic skills still need to be filled first.
Before contacting customers, not understanding the market, not understanding business, and not understanding sales, digital as a tool and means will not help people who do not understand understand.
Marketing expertise has not changed in the digital age, such as:
Industry insights and market dynamics analysis
Customer segmentation and precise marketing strategy
New product GTM overall planning
In addition, marketers must understand the entire business logic from market insight-product promotion-customer acquisition-lead business opportunity conversion-customer operation , and clearly understand that the transformation brought about by digitalization ultimately requires managing the entire journey of customer experience .
If the business owner or marketer's cognition of digital marketing still stays on digital media advertising, search engine optimization (SEO/SEM), and telephone (mail) marketing, then it is time to make up for it.
2. Activate data instead of piling up junk data
Many companies spend money on marketing activities. After the meeting, they collect a list of customers and send them to relevant sales, and then they never contact them again. They don’t even organize and file them, leaving the data to sleep. A vicious circle gradually formed:
On the one hand, they continue to spend money to acquire customers, on the other hand, they ignore past data and potential customers behind the data.
Instead of pursuing big data, it is better to first awaken the existing small data of the enterprise, sort out and analyze it, and conduct precise interactive communication according to the previously defined categories.
For example, decision makers who have participated in activities but do not have specific purchasing needs can regularly share quality content (product information, customer cases, etc. )
If it’s just an interested influencer, invite a free trial, follow up with feedback, and “interact often . ”
The clearer the customer segmentation is, the higher the marketing efficiency will be.
The B2B procurement process is relatively long, the number of purchases is large, and the influencing factors of decision-making are complex, and long-term and repeated communication is essential.
3. Introduce different Martech tools according to market maturity
Enterprises evaluate the stage they are in according to their own team capabilities (maturity), and then choose MarTech tools step by step.
Phase 1.0: Start with the digitization telemarketing list of marketing activities.
We are still collecting business cards, asking customers to manually fill in check-in and feedback forms, and sending paper materials, which is still far from digital marketing. Whether using Mini Programs, WeChat, or simple form tools is progress.
Then start to archive and sort out the customer contact information scattered everywhere to form a basic data pool. Then start to consciously collect the demand with purchase intention, and hand it over to the sales follow-up.
This step can be done by any company, the key is to act immediately.
Stage 2.0 : Match contacts with enterprises, clean and remove duplicates, and then conduct preliminary inductive analysis. If the amount of data is not large and the complexity is not high, do accurate marketing for customer catego
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