The account links to a content center that contains expert documents and recordings of online broadcasts. To access it, a doctor must first register in the CRM. Because the company targets many doctors of different specializations and has a content archive spanning diverse materials, the company faces the problem of how to reach the doctors with the right content at the right time.

Challenges

• Due to the restrictions of WeChat group sending, the company needs other ways to reach out to doctors;
• The amount of high-quality expert content available is limited and needs to be recycled to ensure maximum value;
• Because of the high customer acquisition costs, the company strives to reduce churn by aggressively limiting content spamming. Content sent out needs to be highly targeted to doctor specializations.
• Due to legal restrictions, some content is allowed to be displayed only to certified doctors.

Solution

Step 1: Driving online traffic by offline visits

• The sales representative visits the doctor in person and guides the doctor to follow the WeChat account. The sales rep assists him to complete the registration, and at the same time obtains valuable information about the doctor, including the department, the medical field, and other dimensions;
• To welcome new followers (doctors), an automated customized tour of the official account is launched which informs doctors where they can obtain relevant scientific research, conference invitations, and medical information. This greatly improves the lifetime value of followers;
• Through JINGconnect, after doctors follow the official account by scanning the QR code of sales representatives, the company integrates WeChat user information with the brand CRM.

Step 2: Use tagging to create unique user profiles

• After successful registration, the doctor’s data is saved in the CRM system securely;
• The company builds a tagging system using JINGsocial, segmenting doctors according to information such as field and department;
• To further enrich the user profiles, the company also tags doctors according to social behavior, such as participating in online and offline meetings.

Figure 1: Data integration and real-time sync

Step 3: Parallel management – personalized WeChat menus

• JINGsocial’s personalized WeChat menu function allows companies to create multiple personalized menus for the WeChat official account which links out to tailored content and service pages.
• The company publishes different menus for doctors in different fields according to the user profile field data;
• At the same time, special menus can be set up for sales reps and internal employees to manage in parallel;
• When the user meets the conditions corresponding to the personalized menu, the menu is automatically published to the user.

Figure 2: Parallel management – personalized menus

Step 4: Targeted push messaging according to a preset schedule

• With the help of JINGsocial’s group push messaging function, companies can periodically (four times a month) push targeted content to different user segments
• Invitations to online & offline events can be sent anytime via template messages to designated users to drive attendance;
• By tracking whether a user clicks a link or meeting notification, the user profile can be further improved.

Figure 3: Targeted push messaging according to a preset schedule

Conclusion

After the company implemented the JINGdigital marketing automation system, the follower tagging rate exceeded 85%, and more than 20 WeChat articles were sent each month with a click-through rate of over 50%. After implementing targeted content marketing, the follower retention rate in the last quarter exceeded 85%.

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Challenges

• Customer data is scattered in different channels (WeChat official account, WeChat mini program, official website, business system), and data cannot easily be integrated. Because the data is not integrated, it is difficult to identify high potential segments. Because the target audience is not fully understood, the conversion efficiency is low.
• The company was not able to achieve Revenue Marketing automation through system integration, which was an important factor for them to choose the JINGdigital marketing automation system.

Solution

• Use JINGtrack to connect the WeChat mini program and H5 minisites to the WeChat Official Account, and create an integrated sCRM in the WeChat ecosystem. At the same time, tracking user behavior throughout the entire ecosystem helps companies visualize the customer life cycle and set up journeys that use targeted content to drive conversion.
• JINGdigital integrates with the company’s other systems through APIs to synchronize customer CRM data, order data, and logistics data, and provide users with quality services.

Conclusion

The company launched the JINGdigital marketing automation system and within 3 months acquired 3000+ leads.

Since the launch of the JINGdigital SCRM, the company has closed the loop between user tracking and the sales process through the WeChat Official Account and WeChat mini program data.

On the one hand, in the WeChat environment, the company has been able to use JING tools such as User Journeys, Chatbots and the Content Marketing Engine, along with high-quality expert content such as white papers, to attract a large number of potential leads, acquire them, engage them and ultimately convert them into potential customers;

To engage leads further, the company uses JING tools such as Personalized WeChat Menus and Personalized WeChat Posts to publish content continuously and guide leads to the e-commerce site for order placement.

Figure 1 – JINGdigital collects and manages mini program data

JINGdigital’s marketing automation system tracks user order behavior, automatically retargeting the customer with relevant product info, event info, shopping cart reminders, etc. This greatly diminishes order churn at key moments and drives potential customers to make final decisions faster. After the order is made, the estimated delivery time and package shipping information are synchronized through the API and sent to the customer in a template message through the WeChat Official Account.

More than 20,000 fans were acquired through a single event and 75% of followers completed the journey.

Through JINGsocial’s data analysis capabilities, companies can analyze user menu click behavior, WeChat post read rates, H5 site pageviews (available through JINGtrack), QR code scans, keyword queries, forms interaction, and other actions. These activities are recorded to the user profile to power the group segmentation management and enable more targeted push messaging. User profiles gradually become richer and clearer which drives long-term conversion.

Figure 2: Percentage of user interaction data analyzed by JINGdigital in a single event

In a campaign that was executed on JINGdigital social CRM system, there were over 20,000 follower interactions that happened within the official account, which comprise of menu clicks, conversations, and journeys.

Figure 3: Simple interaction logic for users operating the JING platform

Among the users newly added through the event, about 70% are those that come from the QR codes with parameters generated by the JING platform. Using parametric QR codes, the JING platform is able to trigger different journeys for different users by tracking the acquisition source and determining the user’s identity and achieve rich user profiles.

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Challenges encountered

• User profiles are not clear. The company does not have a strategy for unifying the collection and management of user behavior, cooperation intentions, business context, and potential needs. This impacts the company’s ability to carry out targeted marketing outreach.
• Online and offline activity data are siloed, making it difficult for the marketing department to collect and track lead data from different activities and follow-up in real-time.

Solution

First Step: Improve user profiles to empower precision marketing

• Track user behavior and improve user profiles using JINGsocial tags, chatbots, lead scoring and other functions;

Figure 1: Track user behavior and build out user profiles

• Mine the most valuable users, segment them into groups, then set up customer lifecycle marketing journeys for precision marketing.

Figure 2: Target users at different points in the customer life cycles through user journeys

Second Step: Data integration powers omnichannel customer conversion

• To connect up your WeChat public accounts, mini program, and third-party data, use JINGsocial QR codes to drive omnichannel traffic to the official account. The data build up user profiles, creating a complete picture of campaign ROI.
• Through detailed analysis of JING platform reports assess acquisition effectiveness by channel, optimize promotion strategy, improve engagement, and lift sales conversion.

Figure 3: Data integrated into JING platform helps identify channel acquisition effect

Conclusion

After the company launched JINGdigital’s marketing automation system, it was able to integrate omnichannel data and improve user profiles. The result was that the lead interaction rate increased by 14% and the event participation rate increased by 85%.

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