Fast forward to now and where are we at? A handful of high-profile companies rode the hyper-segmentation wave to impressive growth: unicorns like Netflix, Amazon, Taobao. But for every segmentation superhero there were thousands of others who tried to catch up but made little progress, their grand plans dashed against insurmountable difficulties. Typically, these reasons fell into three categories:

• Not enough data
• Not enough content creation bandwidth
• Difficulty seeing clear ROI

This caused a lot of talking heads to prematurely declare that “segmentation was dead”. In fact, segmentation is more powerful than ever before. It’s a key driver of commercial growth. What’s dead is believing that segmentation will solve all your business problems.

There’s no shortage of highly sophisticated segmentation frameworks to choose from, usually some variation of:

• Demographics
• Geographics
• Behavior
• Attitudinal/psychographics

Each dimensionality has its own pros and cons:

• Demographics are easy, but not scalable
• Geographic information is easy but it doesn’t tell you much
• Behavioral is best, but it’s notoriously hard to act on in real time
• Psychographics are powerful but hard to get right

So what do you do if you’re one of the thousands of companies grappling with segmentation? What’s the path forward?

5 Super Simple Segmentation Tips

From the beginning, segmentation has been one of the core strengths of JINGsocial’s sCRM. Here are 5 super simple tips we’ve learned from 6 years of helping hundreds of customers master the segmentation game.

1. Start with one segment

Many brands become paralyzed trying to scale up segmentation without first proving value. Focus on one segment you instinctively think should be high value. “Have kids” v “no kids”, “male v female”, “member” v “non-member”, “pipeline prospect v non pipeline”. Choose one and own it.

2. Create content for that segment

Many brands struggle to create enough high-value content as it is, so they end up trying to repurpose existing content for segments by changing the headline and swapping in a new image. That’s a recipe for failure. Segmentation is about speaking to the segment authentically. There are no shortcuts.

3. Your main KPI is actually not conversion, it’s engagement

Even if you manage #1 and #2, you probably aren’t going see a direct impact on sales. That’s okay! (Even if your CEO begs to disagree). Conversion is not built in a day. Simply getting more eyeballs onto your content is a win in itself. 30% open rates look a lot better on your monthly report than 5%. If you aren’t seeing engagement lift, then A/B test until you do.

4. Build the case for conversion over time

Getting more eyeballs is one thing. Getting more sales or signing more deals is another. That requires looking at the entire path to purchase and applying the same principles. Create a landing page which synergizes with your segmented Wechat post. Craft a product offering which appeals to that same group. Only then will you see conversion lift. Once you do, showcase the win to upper management. Congratulations, you’ve just made your first segmentation case.

5. Scale it up

Once you have proven you can lift engagement and conversion for a single segment, replicate the model. At this point segmentation becomes a driver of your marketing strategy, not an after-thought. Our clients in the luxury retail space have mastered the art of segmentation. You’ll hardly find a single one of them that doesn’t send anything but segmented content anymore. More content, more engagement, more conversion. That’s the goal.

How does JINGdigital support your segmentation strategy?

We are very proud to announce the launch of our newly upgraded [Segments] function powered by the most advanced filter around. The new function brings forward the core elements of the previous tool – you can still build ultra granular segments based on any combination of tags, fields and behavior – but with key new features including:

1. Omnichannel

Now you can create  [Segments]  which include more than just your Wechat fans. This helps you analyze your campaign and channel ROI more accurately and gives you more options for engaging your fans wherever they are on the web.

Application scenario：

One of our retail clients uses their ecommerce Wechat Mini Programs as the endpoints for campaigns. Many of these Wechat Mini Programs shoppers do not follow the WeChat Official Account but will submit their phone number as part of the transaction. Using JINGtrack, the brand tracks all of these conversions back to JINGsocial, creating unique user profiles even for shoppers who haven’t yet followed the WeChat Official Account. These shoppers are then segmented into  [Segments]  for audience analysis while Wechat and SMS are used for further reach.

2. Data tracking & data import

Segmentation means little without data. The more data you can bring to bear, the better your segments. [Segments] introduces a new portal where brands can upload proprietary big data sets from the CRM, member center or any other data warehouse. Group can also be enhanced with behavioral data tracked from H5 campaign pages, official website and Wechat Mini Programs using JINGtrack.

Application scenario：

Transactional data is a powerful signal for optimal segmentation. One retailer with considerable offline sales created an FTP connection from the OMS to their JINGsocial org. Their customer data is uploaded to the FTP and consumed by [Segments] static entry according to a regular schedule. The transactional data is then match with the existing user data to create 360° profiles and rich segmentation opportunities

3. Static groups

In addition to dynamic groups which update in real time, brands can now create static groups. This is ideal for benchmarking cohorts and campaigns and carrying out long term audience analytics.

Application scenario:

One brand who works with us was interested in assessing the lifetime value of OA followers brought in from difference acquisition channels. So, it created static groups for followers acquired during particular months of the year and carried out longitudinal analysis through to ultimate follower churn.

4. Time dimension

[Segments] brings a robust new set of time-based filters. This is the most often overlooked part of segmentation engines. It’s one thing to be able to group your fans by behavior, but to make a truly actionable segment it’s even more important to group them by when that behavior occurred.

Application scenario:

One of our B2B clients prioritizes reaching out to potential customers at the right time. From experience they know that if a visitor to the official website views a product video, that is a good indication that the prospect is ready for outreach. So the brand created a dynamic [Segments] that dynamically includes any user who has viewed the video in the last 24 hours. This group can then be re-targeted with limited-time offers.

5. New design

In keeping with our emphasis on enhanced usability, [Segments] （组群）brings a new intuitive design. It’s easier than ever to create extremely granular segments and manage them over time.

Application scenario:

Batch tagging? Check. Smart search? Check. Preview capability? Check. Our new design puts the power of segmentation in your hands.

Conclusion

Mastering segmentation is not easy, but it doesn’t have to be Mission Impossible either. It takes time, but the results will speak for themselves:

1. Improves your departmental focus
2. Confers competitive advantage
3. Places customer at the center of your strategy
4. Improves retention
5. Uncovers new opportunities

Happy Marketing!

The post The Practical Guide to Mastering Segmentation appeared first on .

Customer Background:

This company is a global diversified technology manufacturer that produces thousands of innovative products. It is a market leader in markets such as medical, highway safety, office equipment, and optical products. It provides products and services to customers in nearly 200 countries around the world, where it changes the way of how people live and work with its products.

Challenges:

1. The sales leads are not scored before delivering to the sales team, resulting in low efficiency in the sales process;
2. Manual prioritization of sales leads is lengthy and cumbersome, which causes salespeople to spend a large amount of time to do repeated qualification tasks.

JINGdigital Solutions:

1. Know more about the followers “personally” and improve customer retention on the company’s WeChat Official Account

During offline exhibitions or events, B2B brands can recruit a large group of potential customers. Potential customers can scan a specific WeChat QR code from a salesperson or exhibition materials, by which the brand can record the information of the new follower. Each QR code would trigger a customized welcome journey to interact with the potential customer.

This process leaves potential customers with deepened brand impressions and helps on brand education, which improves the follower retention rate of the brand Official Account. Additionally, the brand can create tags for actions of the potential customers performed on the WeChat Official Account, which builds up fuller follower profiles.

2. Implement a scoring strategy and then follow up by sales

With step one, the brand is able to build fuller profiles for potential customers on WeChat. Additionally, JINGdigital’s lead scoring function can track the followers’ actions on the brand’s Official Account such as reading or sharing posts, commenting, clicking menus, entering microsites (websites hosted within WeChat), as well as other behavioral data such as frequency or duration of the actions. The scores are constantly being updated based on customized lead scoring rules, which include action details, the score for each action, and expiring rule.

Salespeople thus are able to identify the qualified followers who reach the threshold scores to initiate 1-on-1 follow-up, which improves sales efficiency.

3. Integrate with the online store to reduce sales leading time and labor costs

Long-term clients in B2B industry order with high frequencies, which requires a lot of manual input from salespeople. JINGdigital connects the brand’s online store with the brand WeChat account by setting up an automatic journey, which leads the followers from the Official Account to the online store. Not only the purchase process is smooth, but the history is also tracked as well: The order info is synchronized with the brand’s central CRM system.

The brand transforms the WeChat Channel by partnering with JINGdigital and executes the marketing practices mentioned above for 9 months. The brand is able to reduce labor costs by 25% and increase B2B sales efficiency by 30%.

The post How This Tech Manufacturer Improves Its Sales Efficiency and Reduces Labor Costs appeared first on .

B2B companies usually have hundreds or thousands of product categories. Traditionally, clients have to search for their desired products, which is a time-consuming and inconvenient process. Meanwhile, preparing customized product introductions for different customer needs is also labor-intensive.

JINGdigital upgraded the basic WeChat keyword reply function by introducing automated marketing technology. The ChatBot will automatically send the matching product information to the follower based on the keyword — it could be an exact match or a close match. This solution reduces the workload of human customer service and increases follower engagement. Meanwhile, the WeChat official account becomes an encyclopedia of the brand products.

Here we will show you a customer use case of the keyword function empowered by JINGdigital’s automated marketing technology.

Customer Background:

This company is a leader in the global scientific service industry, which has hundreds of lines and each line has thousands of products.

Challenges:

There are many followers who ask for product information in the brand’s WeChat Official Account. Therefore, the brand needs to cover a wide range of keyword and a close match of the customers’ input, which the basic keyword function provided by WeChat couldn’t satisfy. As a result, the brand needs to invest in a large amount of manpower to reply.

Solutions:

With the upgraded auto-reply function, the follower can enter either the product name or number, based on which the system will automatically reply with the product info.

Scenario 1: Keywords Found in Exact Match

This is the most probable scenario for users who already have an understanding of the product.

When followers input exact keywords, the brand can give the follower the product information that he/she wants. Perfect!

Scenario 2: Keywords Found in Close Match

This scenario is probable for followers who do not know much about the product, with limited knowledge of the product category or some related information.

When followers enter keywords about a certain product, using JINGdigital technology, the followers will be presented with the top 25 products that might be related to the keyword. If their desired product is not included in these 25 products, followers will be instructed to enter more precise keywords to help them find the products that they desire.

Scenario 3: Keywords Failed Match

This scenario occurs when followers enter keywords and cannot find their desired products using the keyword match function. At this time the follower is directed to an automatic conversation that leads the followers to leave their mobile numbers, so they can be taken over by human customer service staff.

JINGdigital’s upgraded keyword reply solution enables the brand’s customers to search with ease, while greatly reduces costs for human capital.

The post Upgraded Keyword Reply Function Reduces Customer Service Labor Cost by 70% appeared first on .

The 1-to-1 followup process demands a lot of manpower from the sales team. How can we accurately identify the right customer and engage at the right time? Marketing automation technology is the answer.

We will show you how WeChat marketing automation technology enables a B2B company to convert more efficiently.

Step 1: Set a unique QR code for each salesperson

During the offline exhibition, the salesperson could use his/her unique QR code to guide the sales leads to follow the company’s WeChat Official Account. Meanwhile, these leads are assigned to the salesperson for the future 1:1 conversation.

A follower’s interest is at its highest at the point during which he/she starts following the brand. It is important to interact with them positively at this first touchpoint in order to inspire return visits. Therefore, the brand sets up a welcome journey to increase engagement and acquire more follower information. Followers’ behavioral and textual interactions are recorded and synced with the brand’s CRM system, which creates a real-time and fuller customer profile. Therefore, salespeople know the right time to engage and the right help to provide.

Illustration 1: Unique QR Code for Each Salesperson

Step 2: Personalize posts to convert followers into customers

With the follower info collected in step 1, the brand could create follower segments and then send out personalized posts.

Brands are increasingly competing for customers’ attention, so understanding individual needs and providing relevant content is the core to grow organically. Also with personalized content, followers are less likely to be annoyed, which is a win-win outcome for both the brand and the customer.

Illustration 2: Send Personalized Posts Based on Follower Segment

Step3: Engage with the right person at the right time 

Brands could set specific triggers to assign a follower to a salesperson. For example, the follower fills out a form, clicks the menu, or scan a QR code.

The potential customer can communicate with the salesperson within the WeChat environment, while the salesperson would use his/her WeChat Work account to officially represent the brand. Their communication could be recorded at a macro level and be overseen by the manager. For B2B companies with long sales process, this feature is extremely valuable.

Step 4: Reply to keywords

If a follower asks “How does product A work?”, “How do you franchise B series?”, this indicates strong purchase or partnership intent. Set relevant journeys for the most frequent keywords and notify the sales team would make the sales process more efficiently. Sales can then interact with a follower individually.

During the process, the brand can respond to follower inquiries instantly, while collecting the relevant customer info. These hot leads could also be followed up in a timely manner.

Illustration 3: Reply to Keywords Function

Step 5: Follow by searching, mini-website, and other activities

Additionally, other interactions (such as mini-website campaigns) the followers initiate will assign them to corresponding salesperson, based on the products (such as the region or product line) they choose.

Using the five steps mentioned above, the brand binds every sales lead to a salesperson by JINGdigital sales tool. The sales leads include new followers acquired from online and offline events, and dormant followers revived by targeted content. With the help of marketing automation, the brand is able to empower its sales team and organically increase its conversion rate.

You could fill out the form below to request a demo to learn more about JINGdigital’s marketing automation solutions.

The post Marketing Automation Helps This B2B Brand to Reduce Sales Costs by 20% and Increase Conversion Rate by 50% appeared first on .

Here we’ll showcase how a B2B company utilizes the keyword feature in a more advanced way, with the help of JINGdigital’s marketing automation technology.

1. Trigger an automated conversation to improve sales efficiency

The brand cannot initiate a conversation with the follower using the traditional Reply to Keyword function on the WeChat Official Accounts Platform. Instead, each keyword can only trigger one reply. With the help of JINGdigital marketing automation technology, the keyword input by a follower can now trigger an automated conversation. This saves a considerable amount of human intervention and makes the sales process much more efficient!

Illustration 1: Keyword Triggered Conversations

2. Assign tags to followers for a fuller profile

For example, the brand has a follower who is interested in the glove series. After the follower input something about the glove series, the follower is tagged with “Glove Series” and the geological location with the LBS (Location-based Service) feature. With further more interactions that create tags for specified keywords, the brand would have a much fuller understanding of this follower.

Illustration 2: A Follower’s Profile with Customized Tags Triggered by Keywords

3. Trigger different customer journeys based on customer segments

A keyword can be used as a trigger to assign followers to a new segment, which could start a personalized journey for purposes like info collection, product intro, salespeople assignment.

4. Show personalized menus for followers

The keyword can also trigger a personalized official account interface – personalized menu. In this case, after the conversation ends, the menu shows relevant glove series content to the follower. Additionally, if the brand has the geological info about this follower, then it can also set a geological restriction of the personalized menu.

5. Provide easy access to the e-commerce platform to improve conversions

Illustration 3: Provide Easy Access to the E-Commerce Platform in Conversation

When phrases like “how much money” show up, the brand would provide access to the e-commerce platform to followers or the product link if mentioned specifically, which shortens the purchase funnel and improves the purchase conversion rate.

6. Increase content marketing effectiveness by presenting to the most relevant inquires

WeChat posts readership and shares generally remain stable after being pushed for more than one week, but the Reply to Keywords feature helps reuse the past content by presenting to the most interested followers.

Illustration 4: Present the Relevant Content based on Inquiries

Do you have a better idea of the full potential of the Reply to Keyword feature? You could fill out the form below to experience JINGdigital marketing automation technology.

The post Upgraded Keywords with Automation Marketing Technology Are So Powerful! appeared first on .

JINGdigital can provide B2B companies with the following solutions:

1. Companies with different product categories now only need to set up one WeChat Official Account, which would reduce operating costs;
2. Content marketing can be done with more precision, based on followers’ interest in the product line;

Background of the brand:

JINGdigital partnered with a well-known B2B company that has products that change people’s lifestyles in a lot of countries.

Using the “customized menu”, “customer journey”, and “platform integration”, the brand WeChat Official Account is able to provide personalized experiences for all of its followers.

Solution:

Step 1: Acquire desired follower information and update the profile instantly

When the follower first interacts with the official account, the brand uses the marketing automation technology to efficiently acquire the follower’s information. For example, if the follower speaks English, then the customer journey and the menu will be in English and if the follower speaks Simplified Chinese then the system will be in Simplified Chinese.

In the customer journey, for example, followers will receive a customized conversation based on the acquisition scenario. This conversation guides them to learn more about the categories of interest. Then this info will update the profile to show the personalized menu to the customer.

Step 2: Personalize content to improve content marketing effectiveness

Since the brand owns multiple product lines, its marketing content would be quite different depending on the product. Now, the brand no longer needs to manually answer for customers’ request, instead, it could automate the product education process.

With the collected follower info, the entire WeChat public account will now be tailor-made for each individual follower, including providing the personalized content. From the brand’s perspective, multiple product lines are integrated into a single public account, which makes the branding and customer experiences much easier to manage.

With marketing automation technology, the brand can now provide personalized experiences in the WeChat channel to supplement its omnichannel customer experiences.

If you are or will enter the Chinese market, WeChat is the key channel for you to reach customers, where JINGdigital can help you turn fans into customers. You could fill out the form below to request a customized marketing automation solution for your brand.

The post Personalized Official Account Menus Reduce B2B Marketing Costs by 50% appeared first on .

Due to the fact that luxury brands are comparable to small B2B companies, JINGdigital will also share this example with friends from B2B industry——

If you have the following concerns, then this article may enlighten you:

– How do you use existing resources to quickly expand your follower base?

– How do you deal with the situation where the followers from campaign unfollow very soon?

-The retail store has a plethora of visitors, but the potential customer information cannot be effectively marketed. There are many B2B industry exhibitions and each time one is held, new contacts will be added, but the sales cannot covered all of them, causing the source to be wasted.

– The geographical location of the followers cannot be distinguished, the purchase intention of the followers and the interest points are not clear, causing the marketing content not be targeted.

Customer Background:

This customer is a famous Italian luxury brand who recently added high-end women’s wear, men’s wear, shoes, and perfume. Since then, the company has grown, while expanding its business scope to include knitwear, swimwear, jewelry, and men’s fragrances. This brand is also renowned in the world of high fashion for its luxurious fur and handbags.

Case Background:

Our Customer has a number of stores nationwide. The most prevalent problem is that in-store guests are obviously potential customers, but they do not necessarily make a purchase every time they enter the store. There are a large number of these customers; how do you connect with them and continue to turn them into loyal customers?

Solution:

The first step is to enable “O2O Sales Tools” for each sale;

The JINGdigital O2O sales tool allows each brand store to have a QR code with its own signature. The customer scans the QR code to follow the brand’s WeChat account; the interface of the brand public account will then become the interface of the sales and customer 1 on 1 chat. (Doesn’t this feel incredible? Click to read the original text, we will show it to you!)

For a single customer, the sales staff usually exchanges private WeChat accounts with him/her for future communication. Through JINGdigital Sales Tool, communication is established on base of WeChat Official Account, and 1 on 1 chats between sales and customers. Additionally, using the official micro platform, the customer’s resources will be owned by the brand. The brand’s marketing department will no longer have to be worried about the “privatization” of customers.

The second step is to establish a competitive nature between stores, attracting every walk-in customers to follow the official account;

The retail store is a perfect channel for the brand official accounts to attract new followers.  Guests who walk in the store are obviously potential customers, who can be pushed to follow the brand official account by the sales staff at a low cost.

In the project, the brand marketing department launched a “contest” between stores,and rewarded the winning store who has attracted most followers and input detail data of potential customers with JINGdigital O2O sales tools.

The sales staff can use offline event invitation cards, new products pre-launch, and timely reminders of in-store offers as “bait” to encourage customers to pay attention to Guanwei.

Within one month after the brand starting using JINGdigital marketing automation technology, the number of brand official account followers exceeded 100,000 and the accuracy of new fan information reached 70%.

The third step is to promote the re-targeting of customized content for followers introduced by different stores (regions).

The previously mentioned new follower information accuracy is as high as 70%; how is this accomplished?

After entering the store, the guest would follow the brand official account and interact with the chatbot throughout the “welcome journey” to increase the interaction with the brand account. The messages from followers in the dialogue would include their information (i.e. perference, interests…) , which would be stored in the backend as the form of tags. Also the salesperson who has been talking to the guests at a close distance can fill in more detail information of the customer into the Sales system, such as product preferences, style preferences, and more.

According to the information automatically acquired by the system and the supplementary information entered by the sales, the guests will be divided into different groups to receive highly targeted content, offline offers from nearby stores, and new products from the guest’s preferred product categories. This process will lead to a first purchase or continuous purchase.

Using the JINGdigital-020 sales tool and 1 on 1 conversation, the company can achieve two-way communication between customers and sales personnel in real time to meet the needs of customer service, making customer satisfaction higher.

The previously mentioned “O2O sales tools”, “customer journey”, “targeted content “, “customized menu” and other functions, show that the original WeChat function cannot meet the brand’s needs. Please contact your exclusive sales representative to learn how to use the marketing automation technology to tags, segments, targeted content and market followers analysis to achieve more marketing success.

The post Case Study: WeChat Marketing Automation Allows Luxury Brands to Achieve 100,000 New Followers within 1 Month appeared first on .

Background of customer:

Company A, a well-known American enterprise specializing in medical protection sales, is developing a commodity business. A mainly operates in disposable latex, butyronitrile, PVC, PE gloves, personal cleaning, and protection products. Along with its expansion trend into China, its popularity in China is increasing, becoming more recognizable by Chinese consumers.

Challenges:

1. How do you measure the output of an exhibition?
2. How do you improve the investment conversion rate of brand exhibitors?
3. After taking part in the exhibition, a loss of many potential customers still can’t be avoided even it costs manpower to follow up.

Solutions:

1、Add tags to each new Leads so that the exhibition results are traceable

Nowadays, the brand uses the number of fans of official WeChat as an evaluation of the effectiveness of the exhibition. According to different channels, exhibitions, and sales representatives, JINGdigital sets corresponding QR codes for A. Followers who scan different QR codes to pay attention to the WeChat official account are made corresponding tags. Thus, the brand can be clear about the fans’ sources and identity.

In addition, more information that the user interacts with the brand’s WeChat can also be perfected as the tag information to the user information base. JINGdigital can gain fans according to their actions in the official account so that the brand can refer to the status of fans: “target customers”, “potential customers”, or others. The brand can then further clarify the effects of the exhibition to absorb potential customers, as well as the follow-up status of these customers.

2、Chatting robot increases the retention rate of WeChat fans by 100%

As mentioned above, JINGdigital helps the brand master its fan sources. Additionally, it can help the brand improve the fan retention rate; “welcome journey” is set according to the different scenarios where the new fan enters the WeChat official account so that the chatting robot can interact with fans for the first time and further collect user information while improving the potential user’s impression and memory of the brand in limited time.

In addition, the chatting robot can act as a “customer”, “seller” or another role for daily maintenance, improving reaction speed and user loyalty.

3、Pushing customized content to promote the conversion of fans to potential customers

As shown in the figure below, B2B Company needs to strengthen the user retention of each link in order to achieve an increase in the final purchase rate. It is important to provide the most appropriate content for each potential user.

Using these two steps, A’s fans already possess multi-dimensional tags. According to the tags, the WeChat operators analyze the life cycle of the fans, subdivide them into different groups, and send customized text information to them in an effort to convert them into purchasing customers. A sends different purchase strategies for subdivided users, making the reading rate nearly 10 times higher than before the improvement.

4、Opening a plug-in to allow each customer to be serviced at the perfect time so that the company’s data is intact.

Based on a fan’s action trajectory, a seller will be assigned to conduct point-to-point contact with the user via the WeChat official account when sufficient trigger points prove that a fan has purchase intent.

On one hand, proper timing of the action taken by the sales personnel can make the process of converting potential customers to purchasing customers more smoothly. On the other hand, the WeChat official account gets close to the communication between sellers and customers while solving the problem that customers are bound by individual sellers and that the customers of the company are not guaranteed.

Conclusion

The above process helps B2B Company improve the conversion rate of potential customers to buying customers after setting exhibitions. This process is also applicable to the integration and conversion rate of online and offline sales leads.

The post See How Marketing Automation Achieves 2X Exhibition ROI for A B2B Company appeared first on .

We share the solutions by using M, a customer of B2B who has a long-term cooperation with JINGdigital, as an example.

Background of customer:

M is a global diversified science and technology enterprise, which has produced tens of thousands of innovative products. It is very successful in core markets, such as medical products, highway safety products, office supplies and optical products. It provides goods and services to customers in more than 200 countries around the world, greatly changing the way people work and live.

Challenges:

• In the process of channel development and maintenance, it is impossible to take everything into consideration, causing sales of existing points to decrease sharply or inability to withstand lure of competitive goods or as well as a subversive situation.
• Manual order procedure is lengthy and tedious. Therefore, a long-term cooperative channel provided by an online platform is needed for automatic order.
• The company headquarters cannot control the channel information operated by the merchants and the terminal customer information.

Solutions:

1、Each seller is equipped with the “secret weapon”—WeChat for the development and maintenance of channels;

The Client has three types of sellers: sellers directly subordinate to headquarters, merchant sellers， and third-party cooperative sellers. The common purpose is to maintain existing stores and expand new stores as sales leads. After cooperating with JINGdigital, the customer configures a WeChat QR code for each seller who will invite potential customers to scan the code and interact with the brand’s official WeChat. According to the different scenarios that the potential customers produce, the brand’s official account will send specific welcome trips to interact with customers. While further collecting information of new fans, the brand’s official account leaves a good impression on potential users, while greatly improving the fan retention rate of official We Chat of the brand.

Through Step 1, the channel coordinator can clearly understand the multi-dimensional label of each newly-added potential customer in the backend of JINGdigital to implement uniform channel resource allocation. In order to maximize the utilization of internal resources and optimize the lead follow-up scheme, JING sales tool is used to bind the sales personnel to follow up on a potential sales lead.

On the other hand, sellers communicate with customers through the WeChat public platform, which solves the problems that bind customers to individual sellers, and a non-guaranteed customer source.

Within 2 months, after M Company sets a specific sales QR code and the corresponding welcome journey, fan retention rates will have increased by 100%.

2、Real-time “message transmission” of brand product information

JINGdigital makes the WeChat public account become an instant message gateway between the brand headquarters and the sales networks.

The headquarters sends the latest brand and product information to the front-line sales personnel in the form of graphics, text, and template messages through the WeChat public account also sending them to the stores through the JING sales tool 1: 1 for information updating. From then on, the idea that “the latest information of the headquarters will take a long time to be popularized to every store” has been avoided.

In the meanwhile, the introduction text of products in WeChat also becomes the “ammunition deposit” for sellers to find potential customers. Using JING sales tool, sellers can provide targeted products to their customers according to their needs.

Using this process, the conversion rate of WeChat fans to potential customers has greatly increased. Additionally, sales leads generated by WeChat public account have increased by nearly 40% in the 5 months since the event has launched.

3、Light online mall running so that no energy will be spent on repeated work any more

The order contents of B2B’s long-term partners are constantly repeated, but each manual operation takes substantial time. JINGdigital will connect the brand’s micro mall to the brand’s WeChat and set up an automatic dialogue service to guide users to find the entrance to the micro mall. Customer M’s long-term cooperation stores can complete their order online. At the same time, the store’s order information will be synchronized to JINGdigital, and combined with the previous data.

Using the above process, the company grasps the end-user information making the user portrait clearer. The sales leads of the client increased by 40%, and its end-user information entry rate reach 70% within 8 months of the project’s launch.

Conclusion

The above operation process helps B2B Company take into account both “development” and “maintenance” in the channel management process, enhance the loyalty with existing merchants and stores, while effectively developing new channels. Furthermore, this can prevent the sales volume from falling, avoid the lure of competitive goods, and help solve a subversive situation. More importantly, the company headquarters can master comprehensive information of channels and terminal customers.

The post Learn How to Generate 40% More Leads by Overall Channel Resources Planning in A B2B Company appeared first on .

Here we show you the customer example – the keyword program used after the JINGdigital automated marketing technology.

Customer background:

This company is a well known Chinese health and beauty retail chain, located in many countries and regions.  This company is known for its products in cosmetics, perfume, food, beverages, electronic products, and wine.

Challenge:

Many followers ask for product information in the brand WeChat official account, forcing the brand to provide a lot of manpower for replies because the default keyword function cannot cover a wide range of keyword responses and is unsuccessful at accurately matching keywords that are not exact.

Solution:
When the auto-reply function is upgraded, the follower can enter the product name or number, and the system will automatically reply with the product introduction link.

Scenario 1: Exact match
This is the most probable scenario for users who already have an understanding of the product.

When users input precise keywords such as: “How much is the lipstick of XX brand? How about XX brand mask”, WeChat can give these users the product information that they want, such as product price, purchase link, and product details link, etc. With the help of JINGdigital’s updated [keyword] function, the inquiry service you completed in the conversation is perfect!

Scenario 2: Close Matching

This scenario is probable for followers who do not know much about the product, may only know the product category, or only knows some of the product information.

When followers enter a word about a certain product, using JINGdigital technology, the word will be matched to the top 25 related products. If the desired product is not inclueded in these 25 products, followers will be steered to enter more precise keywords to help chatbot find the products that they desire.

Scenario 3: Failed to match

This scenario occurs when user keywords cannot be matched to their desired products. Chatbot would transfer the followers to real-person customer service.

Conclusion

JINGdigital’s upgraded keyword function, make the brand WeChat account into a product search engine, providing customers with convenient search channels, while greatly reducing costs for manual sales and customer service.

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