Case Study | How the Industrial Manufacturing Sector Achieves Digital Marketing Growth
With the impact of the digital wave, industrial manufacturing enterprises are being forced to transform their business models. The long-standing marketing challenges faced by B2B enterprises have become increasingly prominent, making digital transformation an urgent necessity.
1. The Urgent Need for Digital Transformation in B2B
Why do B2B enterprises need to achieve digital marketing transformation? First, from the market demand perspective, enterprises need to quickly gain insights into market demands and competitors, and secure a competitive advantage through rapid and accurate decision-making and actions.
From the perspective of the enterprise itself, the expansion of business scale also brings an exponential increase in the complexity and scale of internal and external collaboration involving various types of resources, including people, finances, and materials. Against this backdrop, driving the digital transformation of business, processes, and personnel has become the only solution. Many enterprises have already embarked on the journey of digital transformation.
Our client, a globally renowned manufacturing enterprise, serves over 250,000 customers in approximately 110 countries, and the industrial B2B sector boasts a market size in the trillions. However, the client still faces several pain points: inefficient lead generation, low repurchase rates of high-ticket equipment, poor supplier responsiveness, incomplete user profiles, untimely lead follow-up, and multiple distribution channels. Therefore, for them, the key challenge is how to achieve digital marketing transformation within the traditional ecosystem.
The brand chose Webpower to jointly assist in achieving digital transformation and co-create a path of growth.
2. Enterprise WeChat + Marketing Automation: Breaking the Growth Bottleneck
The Roland Berger report, "The Digital Future of B2B Sales," pointed out that nearly 57% of B2B buyers complete the entire purchasing process on their own before first contacting a salesperson. 90% of B2B buyers search online for relevant brands, products, or feature keywords, and 70% of B2B buyers watch related video content online. Therefore, for B2B enterprises, leveraging content marketing to capture that 57% can save a significant amount of manpower and resources.
As the WeChat ecosystem becomes increasingly robust, with approximately 1.3 billion monthly active users and deepening integration of service functions with WeChat Mini Programs, achieving a penetration rate steadily above 80%, Webpower has chosen WeChat Mini Programs as the platform to help enterprises build a knowledge base. This integrates internal and external resources to create a content factory, assisting brands in establishing top-of-mind awareness in the industry.
Information for the various brands under the client enterprise is categorized, including product descriptions, video introductions, company profiles, etc., structuring the existing content. Users can access this information via the WeChat official account menu or by searching for the Mini Program name directly on WeChat. When users wish to obtain related product PDFs, they need to fill in their name, phone number, email, and other information.
Previously scattered information is now centralized in a knowledge base, making it easier for customers to quickly search and understand product information. Based on user reading behavior, appropriate content tags are assigned to mark user preferences, allowing for clear identification of preferred product categories, thereby extracting lead value from multiple dimensions. Sales personnel can also trace back to the products that interest users based on the information provided, enabling targeted lead follow-up.
After users complete the form, the B2B client can use lead scoring to incubate high-scoring leads. If the lead matches the criteria, they are prompted to add the sales representative via Enterprise WeChat; if the lead matches but shows low interest, content or materials that interest the user are pushed to guide them to browse and interact. If the lead does not meet the scoring standards, routine push notifications are sent to maintain contact and subtly occupy the user's mindshare.
When users search for keywords in the WeChat official account or Mini Program, this behavior is recorded by the system. In the Dmartech backend, keyword filtering enables precise push notifications of messages that interest the user, and sales receive alerts on Enterprise WeChat to promptly send related information to the user.
Leveraging the exclusive sidebar in Enterprise WeChat allows sales personnel to conveniently understand user profiles. Dmartech synchronizes contact tags, attributes, and events from the platform to the user profile module, making it easier for sales to nurture leads with dedicated tag attributes.
Enterprise WeChat contact tags are synchronized with Dmartech platform contact tags, supporting employees in adding and removing tags on PC/Mobile, and easily viewing contact information. They can see the source channel of external contacts, when they scanned a code, when they received a specific message, etc. With this synchronized information, sales can follow up with customers more accurately.
Dmartech Notification Update: When employees receive message push updates that need to be sent to contacts, the system will promptly notify them. By clicking the "Follow Up" button for the customer that needs attention, they can enter the chat page for that contact, paste the copied communication script, and complete the lead follow-up work.
In addition to Enterprise WeChat, the WeChat platform is also an indispensable marketing front. When promoting activities, enterprises can create different personalized QR codes in the Dmartech backend, with each QR code corresponding to a specific employee. This way, when employees ask customers to scan the QR code for follow-up actions, the activity will be recorded for future download and review.
This allows each employee's friend circle to become a promotional channel, leveraging their personal private domain pool to amplify activity promotion. Utilizing everyone for marketing to build the brand creates more opportunities to stand on the same level as consumers, establishing an effective and convenient communication bridge between the enterprise and consumers.
3. Project Highlights at a Glance
NO.1
Webpower helps clients integrate user lifecycle management to achieve end-to-end marketing efforts. By leveraging Enterprise WeChat, the efficiency of daily lead follow-up and communication has increased nearly threefold, enabling sales to more promptly reach users and nurture them effectively, thereby enhancing service and improving user experience.
NO.2
The integration of Dmartech's marketing automation tools facilitates marketing collaboration, connecting the marketing and sales departments. The marketing department conducts preliminary screening of MQLs, passing qualified leads to sales for follow-up, thereby making marketing efforts more efficient.
NO.3
By targeting precise marketing and understanding user preferences, MQLs can be screened and identified from a large pool of chaotic leads, ensuring smooth and efficient communication and consistency between the marketing and sales teams, significantly boosting lead conversion and helping clients enhance their lead conversion rate by nearly 78%.
Digital transformation is not something that can be achieved overnight, especially for B2B enterprises. What is needed is top-down comprehensive planning and thorough understanding of customer needs, leveraging digital marketing tools for lead scoring, and precise, controllable insights into user needs to focus resources on creating an excellent user experience.
On this journey, Webpower will walk alongside its clients, helping enterprises to engage users with high-quality, refined operations, reduce marketing labor costs, and improve conversion efficiency. By leveraging data to drive brand growth, enhancing the core competitiveness of enterprise data, and driving enterprise transformation and upgrading.
