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?
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.
o2o image 2
Your Challenges:


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.

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: 

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:

What you need to succeed:


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:
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。