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爱采购平台营销心得

来源:http://www.jnacg.com 发布时间:2022-08-12 16:08:00 浏览次数:

对于TOB企业而言,数字化经营已经是其当下实现营销增长的必然趋势和选择。但是转型期间其也面临着企业端客户的购买行为愈发线上化、社交化以及难以捉摸的新挑战。百度爱采购竞价推广平台认为要以客户为,以数字化工具为依托,做到全链条获取客户数据、精准洞察客户需求,从市场到线索构建和实现营销运营闭环,来帮助提升B2B的客户体验、运营效率。以客户为制定数字化营销策略,实现运营闭环。
For tob enterprises, digital operation has become the inevitable trend and choice to realize marketing growth. However, during the transformation period, it is also facing the new challenges of increasingly online, social and unpredictable purchasing behavior of enterprise customers. Baidu AI procurement bidding promotion platform believes that it should be customer-centric and rely on digital tools to obtain customer data throughout the chain, accurately understand customer needs, and build and realize a closed-loop marketing operation from the market to the clues to help improve B2B customer experience and operation efficiency. Develop digital marketing strategy with customers as the center to realize closed-loop operation.
59%的B2B买家不太信任销售。
59% of B2B buyers do not trust sales.
据研究发现,一般而言,大多数客户不信任企业的营销和广告或销售代表。另一项研究表示有59%的B2B买家更愿意在线研究而不是与销售代表互动。这也不难理解会从一些销售人员口中听到“我的客户还不信任我”这类话了。为什么B2B买家会如此对于销售人员信任度较低呢?那是因为他们虽然是甲方,但需要兼顾产品的品质与后期的销售收入,保证公司的钱花费的有用有效,这并非是购买完成后就能停止的焦虑,而是一种长期的责任。
According to the research, generally speaking, most customers do not trust the marketing and advertising or sales representatives of enterprises. Another study showed that 59% of B2B buyers prefer online research to interaction with sales representatives. It's not hard to understand that some sales staff will hear such words as "my customers still don't trust me". Why do B2B buyers have such low trust in sales personnel? That's because although they are Party A, they need to take into account the quality of the products and the sales income in the later period to ensure the usefulness and effectiveness of the company's money. This is not an anxiety that can be stopped after the purchase is completed, but a long-term responsibility.
在初咨询过程中,B2B买家会遇到各种各样的话术及选择,若销售人员只是一味想要推出产品,而没站在给他们解决问题的立场上,无疑是加剧了他们的焦虑,更难提信任两字了。
In the initial consultation process, B2B buyers will encounter a variety of words and choices. If the sales personnel just want to launch the products without taking the position of solving problems for them, it will undoubtedly aggravate their anxiety and make it more difficult to mention the word "trust".
就如彼得·德鲁克曾说:“以客户为的前提是,我们要先搞清楚谁是我们的客户,谁又决定着我们企业未来的发展。继而,衡量商品价值的前提是,它能够为客户提供什么样的价值”。
For example, Peter Drucker once said, "the premise of taking customers as the center is that we should first understand who our customers are and who determines the future development of our enterprise. Then, the premise of measuring the value of goods is what value it can provide to customers".
所以爱采购推广实况认为我们需要构建用户体验,在帮助客户减少焦虑时,减轻他们的工作负担。
Therefore, AI purchasing promotion believes that we need to build a user experience to help customers reduce their anxiety and reduce their workload.
从客户出发。
Start from the customer.
从客户出发就得了解客户,首先要进行客户细分。比可以将B2B客户分为三类,一类是SaaS企业,因为他们急于获客,容易接受新技术;第二类是大型B2B企业,他们有预算,有内容制作和能力;第三类是知识型传统企业,比如咨询、培训等,他们有知识和内容沉淀。三类客户的诉求是不同的。细分之后进行客户画像。把客户描绘生动,让营销、销售甚至产品部门对自己面对的客户是谁,需求是什么都要清楚。细分和画像不必采用复杂且昂贵的市场研究或咨询(如果你规模很大,一旦实施会影响到大笔预算,另当别论),可以和销售、市场一线人员做若干讨论,接触几个典型客户就可以很清晰。
Starting from the customer, we must understand the customer, and first of all, we must subdivide the customer. B2B customers can be divided into three categories. One category is SaaS enterprises, because they are eager to get customers and easy to accept new technologies; The second category is large B2B enterprises, which have budgets, content production and capabilities; The third category is knowledge-based traditional enterprises, such as consulting and training, which have knowledge and content precipitation. The demands of the three types of customers are different. Conduct customer portrait after segmentation. Describe the customers vividly, so that the marketing, sales and even product departments should be clear about who the customers are and what the needs are. Segmentation and portrait do not need to use complex and expensive market research or consulting (if you are large-scale, once implemented, it will affect a large budget, which is another matter). You can have some discussions with sales and marketing front-line personnel and contact several typical customers.
竞价爱采购( fcaigou.com):渠道设计,持续获客,潜客培育。
Fcaigou.com: channel design, continuous customer acquisition and potential customer cultivation.
了解客户的媒介习惯,重新设计内容营销漏斗。这个过程分为两个大阶段,一个是获客,一个是培育。获客的关键是:
Understand the media habits of customers and redesign the content marketing funnel. This process is divided into two major stages, one is customer acquisition and the other is cultivation. The key to getting customers is:
创造客户接触机会(购买广告,社会化传播,SEM,SEO...)
Create customer contact opportunities (purchase advertising, social communication, SEM, SEO...)
通过深度内容获得联系方式,B2B邮件为优先。获得可持续接触的机会后,会发现大部分潜客从销售角度是“不合格”的,因为“没想好”,“没预算”...原因是他们处在早期购买阶段,没到采购阶段。如果放弃即就掉宝贵的机会,他们3各月后想好了,都把你给忘了。因此需要进行持续培育。持续向他们发送有价值的内容(不是从产品出发,而是从帮助客户生意角度出发)。这个过程中记录所有的接触(是否打开邮件、看了微信、是否下载了文档、是否注册了会议...),打分,分高的给到销售跟进。
Get contact information through in-depth content, and B2B email is the first priority. After obtaining the opportunity of sustainable contact, we will find that most potential customers are "unqualified" from the perspective of sales, because they have "no idea" and "no budget"... The reason is that they are in the early stage of purchase and have not reached the purchase stage. If you give up, you will lose the precious opportunity. They will think about it after 3 months and forget you. Therefore, continuous cultivation is required. Continue to send valuable content to them (not from the perspective of products, but from the perspective of helping customers' business). During this process, all contacts (whether to open email, read wechat, download documents, register meetings...) were recorded, and the highest score was given to the sales follow-up.
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