How to do marketing in the B2B industry in China？

Before talking about how to do marketing in the B2B industry, let's first look at a set of data, according to Accenture's research report, 40% of CEOs believe that when the enterprise does not complete the business growth target, CMO is the first person who needs to leave, so the marketing people are actually facing relatively large pressure. But from another point of view, more pressure also means more opportunities, how to turn pressure into opportunities, is the problem that each market should think about.

It is not difficult to find that B2B marketing people can no longer only talk about the brand without talking about the contribution to the company's performance as before, so we need to reconstruct the traditional brand marketing ideas in the past, first of all, as a user, I actually prefer to see the content that I am interested in, or the content that is worth learning for me and so on. Therefore, from the perspective of enterprises, we should be in the most effective marketing channels, so that more users continue to see the content they are interested in, and generate interest in and purchase of enterprises, and analyze the final transformation effect of our delivery.

In 2B marketing the most effective channels let more users see in order to find more users, first we have to know where the B2B users are, which channels have higher conversion rates, so we need to solve the ecological problems of users and marketing efficiency issues. According to the "2020 China CMO Research Report", we divided the B2B marketing channels most commonly used by Chinese market people and the shortest transformation cycle into three echelons: the first echelon: customer recommendation social media content marketing; the second echelon: meetings, dealer/agent channels, search engines; the third echelon: mail, TV, video, other;

Therefore, we will find that content marketing social media, customer referral, conference marketing, search engine marketing, and dealer/agency channels in the Chinese market are the most commonly used channels with the shortest conversion cycle. With the rise of such short videos as Douyin and Kuaishou, users will spend more and more time on Doukuai short videos. However, the marketing on Doukuai platform is essentially more suitable for C-end users, such as 3C, retail, education, etc., because they are positioned as platforms for entertainment, life and information dissemination, and cannot capture the mind of B-end users. However, the wechat shipinhao is part of the wechat ecosystem, and almost all B-side users are in the wechat ecosystem with a high frequency of use, and Tencent's traffic support for the wechat shipinhao is also increasing. Tencent may open more interfaces in the future, such as user viewing time, so how to operate the wechat shipinhao will also become an important growth point for enterprises. And the wechat shipinhao can be conveniently diverted to the public number, providing a quick drainage entrance for enterprises. To sum up, after the enterprise knows which channels are more effective, in fact, we only solve the user's reach problem, then often at this time the reach is scattered, not systematic, B2B users are unlikely to place orders because the enterprise touches once or twice, so we also need to continue to use the content they are interested in to continue to reach, according to the interaction between users and us. Then we have to think about how to get users to see the content they are interested in.

Under the traditional marketing method, the Marketing Department is actually not concerned about the specific identity of the user, the stage of consciousness, whether the transaction (or there is no way to distinguish), so it can only use some conventional means to reach all the users, such as activities, public number messages, etc., and there are not too many good means to do the operation of the user. The sales need to directly get the clues of the Marketing Department to follow up directly, so the efficiency of follow-up will be very low, because the procurement cycle of B2B users is generally relatively long, the customer price is high, the decision is complex, the user will go through different stages before the transaction: Demand generation, program judgment, risk awareness, cost awareness, all need to rely on sales to follow up and incubate, so the efficiency of the order is not so high. Some companies will set up a telemarketing post /SDR post in the Marketing Department or sales department to specifically clean the leads, and the leads to the sales department will be more accurate after cleaning, but it still cannot change the problem that the Marketing Department is not so efficient in reaching users, and it cannot fundamentally solve the problem of letting users see the content they are interested in. Therefore, we need to identify the user's identity, interest and awareness stage, and label the user according to the user's interaction with our content, activities, etc., such as industry product etc. The leads obtained by the Marketing Department through the official website, wechat  shipinhao and activities are directly transferred to the sales department for high-quality leads, while those with low quality are transferred to the sales department for follow-up after the operation and incubation of the Marketing Department. After follow-up, the sales department will give feedback to the Marketing Department for order completion/loss. In this way, full-link marketing monitoring and closed-loop management are formed to identify the ROI of each channel. Continue to provide support for market launch and marketing strategy.