B2B Sales

How B2B Marketers Can Win on WeChat: B2B营销者如何在微信上获胜

Why should you care?
 
予以重的原因:
 
If my company primarily provides enterprise-level products and services to other businesses, then I should skip WeChat altogether and focus on traditional marketing platforms, right? After all, WeChat is a messenger app for people to stay connected with their friends and families. Unfortunately no. According to the latest user behavior report released by Tencent, WeChat is becoming increasingly relevant for business. In 2016, 80% of users completed work-related tasks on WeChat, and 60% reported their new WeChat contacts are mostly work-related. The study also found that WeChat groups have become a primary channel for work communication in China. In other words, you are likely already carrying out sales and marketing conversations with your B2B leads on WeChat.
 
对于主要提供企业级产品和服务的公司,是不是应该完全跳过微信,而专注于传统营销平台?因为微信毕竟是人们与朋友和家人保持联系的一种通讯应用程序。但很遗憾,不是这样的。根据腾讯最新发布的用户行为报告,微信与商业变得日益相关了。2016年,有80%的用户通过微信完成了相关工作任务,60%的用户表示他们的微信联系人大多是工作关系。研究还发现,微信交流群是中国最主要的工作交流渠道。换句话说,你很可能已经在微信上与潜在B2B用户展开了营销对话。
 
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Your Challenges:
 

挑战:

1.  
Customer Relationship Management:
 
For most B2B brands, having a robust and centralized customer relationship management system is a must. This necessity also applies to all brands that have a longer sales cycle: think car dealerships, luxury products, appliances, and basically anything else that is not FMCG (Fast-Moving-Consumer-Goods). While using WeChat to keep in touch with and nurture leads is frictionless and convenient, many of these conversations take place on a salesperson’s personal account, and not on the brand’s official account. In the best case scenario, the salesperson will manually input the lead’s data into your CRM or sCRM system after each conversation. But in all likeliness, you might never even know the existence of this lead because all the interactions s/he’s had with your brand was through one salesperson’s personal WeChat.

 
1.  
客户关系管理:
 
对于大多数B2B品牌来说,建立稳健、集中的客户关系管理体系是十分必要的。这种必要性也适用于全部具有较长销售周期的品牌:比如汽车经销商、奢侈品、家电及除快销品以外的几乎全部商品。虽然通过微信培养潜在客户并与之保持联系既没有障碍又十分便利,但许多对话是在销售人员的个人帐号上进行的,而并没有使用品牌的官方帐号。正常情况下,销售人员会在每次对话结束后,手动将潜在客户的数据输入客户关系管理或社会化客户关系管理系统。但却也很有可能永远不知道潜在客户的存在,因为他与品牌的全部互动都是通过销售人员的个人微信帐号进行的.
 
Asian Couple signing sales contract for car at dealership
 
2. On-Brand Messaging:
 
Another challenge for B2B businesses is making sure that all messages and content distributed by salespeople are consistent with brand integrity. While it is easy for brand marketing to manage the content and campaigns on official accounts, it is much more challenging to do this with each personal account.


 
2. 有价值的消息传送: 
 
B2B业务的另一个挑战是需确保销售人员发布的全部信息和内容与品牌道德相符。尽管在品牌营销中对于官方帐号的内容和活动进行管理是非常简单的,但如果使用个人帐户的话就更具挑战性了。

3. Customer Service: 
 
Pre and after-sales customer service are major reasons why customers engage with members of your sales team. While it is convenient for sales to answer customer questions via personal WeChat accounts, the brand loses a valuable opportunity to document and archive meaningful customer feedback that can ultimately improve the products and services in the long run. 
 
3. 客户服务:
 
客户与销售团队的接洽多在售前及售后客户服务阶段。尽管销售人员通过个人微信帐号回答客户的问题很便捷,但品牌却丧失了记录保存有价值的客户反馈的机会,从长远来看无法在根本上提升产品和服务。

What you need to succeed:

 

O2O3
 
To address the aforementioned challenges and ensure B2B sales and marketing success on WeChat, your brand should invest in a few technology tools. At the very minimum, we recommend incorporating the following features into your WeChat sales management toolbox:
 
成功的诀窍:
 
品牌为了应对上述挑战,并确保B2B微信营销的成功,应在一些技术工具上进行投资。建议最起码在微信销售管理工具中加入以下功能:
 
1. Team & Content Management: Brand management should be able to create on-brand content, identify acquisition channels, and grant administrative access levels of the official brand account for the entire sales team.
 
2. 团队&内容管理:品牌管理应构建有价值的内容,确认获取途径,并向整个销售团队授予官方品牌帐号的管理访问权限级别。
 
2. Mobile Sales Interface: Salespeople should be able to add customers using the brand’s official account without any added friction. The mobile sales tool should give the sales team access to on-brand content and campaigns. Customers will automatically follow the brand official account, rather than the salesperson’s personal account, to access this content.
 
2. 移动销售界面:比起添加到个人微信,销售人员应使用品牌官方帐号,以更便利地添加客户。销售团队应通过移动销售工具了解有价值的内容和活动。客户应自动通过添加官方帐号获取这一内容,而不是通过销售人员的个人帐号。
 
3. Direct Chat: Salespeople should be able to engage in direct chats with leads and customers under the brand’s public WeChat account.
 
3. 直接对话:销售人员应通过品牌的微信公共号与潜在客户和客户直接对话。
 
4. Social CRM: The sales and marketing teams should be able to organize and save all useful customer information, such as full name, phone number, email address, etc. Ideally, your WeChat sales management tool will automatically archive these collected data fields into the appropriate social CRM or central CRM system.
 
4. 社会化客户关系管理:营销团队应组织保存全部有用的客户信息,如全名、电话、电子邮件等。理想情况下,微信销售管理工具应自动将采集到的数据字段存入相应社会化客户关系管理或中央社会化客户关系管理系统。