As offline activities gradually recover, what can marketing automation bring to the marketing department?

During the days when offline activities were suspended, Webpower continued to connect and interact with everyone through online live streaming. Now, as offline activities begin to gradually recover, the days when we can meet face-to-face are finally here!

Last Thursday, Webpower attended the 10th Annual TopDigital Innovation Marketing Summit as an exhibitor. At the summit, Webpower staff engaged in discussions with major brands about the challenges and opportunities in digital marketing.

As the first offline exhibition event we participated in since returning to work, today we would like to talk about what preparations Webpower made for this and the role marketing automation played in it. Let's take a look.

1. The Irreplaceable Role of Offline Events

Although online live streaming has become a marketing channel for many B2B companies, offline events can break the spatial barriers and still hold significant importance for B2B enterprises.

This is also the reason why Webpower and many B2B companies participate in offline exhibitions, hoping to gain more exposure, acquire more leads, and create more opportunities for cooperation.

2. The Role of Marketing Automation in Compensating for Manpower and Enhancing Efficiency

Therefore, for the marketing department, whether acting as event organizers or exhibitors, every offline event is an opportunity that needs to be seized.

However, aside from large enterprises with well-staffed marketing departments, many small and medium-sized enterprises face issues such as inability to track data sources, difficulty in lead filtering, and inability to determine channel effectiveness due to insufficient manpower.

In order to more efficiently complete daily end-to-end lead management and prepare for the full cycle of online and offline events, having a suitable marketing tool is crucial.

Webpower's marketing department utilized marketing automation tools to efficiently complete all tasks from pre-event to post-event.

3. Practical Insights into a Complete Event Marketing Workflow

Our goal for this event is to showcase the warmth of our company, build our corporate image, and collect some forms during the first offline exhibition after resuming work.

Therefore, the marketing department planned a blind box lottery event with the theme #SaveYourWorkEmoMoments# to bring useful items for daily work, such as coffee, 3-in-1 data cables, canvas bags, etc. With a 100% winning rate, every offline participant could feel satisfied.

Subsequently, we used marketing automation tools to create a marketing loop, ensuring that from the first step, users are guided through subsequent marketing steps, providing an excellent user experience.

First, we set up a dedicated corporate WeChat assistant QR code and auto-reply. When users scan the QR code on-site, they are automatically tagged with "0714 Offline Exhibition".

Next, users will automatically receive a mini-program crafted by the interaction center, pushed by the corporate WeChat assistant. By opening it, they can fill out the form.

Since we prepared three different gifts, we used the interaction center to create three mini-program pages, each corresponding to a different QR code placed on the voucher design.

This way, after users fill out the form and go to the staff to draw a blind box voucher, they can scan the QR code on the voucher to see a prize page created by the interaction center, revealing what gift they have won.

They can then present the page and the voucher to the Webpower staff to redeem their gift. The staff will tear off the stub of the voucher to indicate that it has been redeemed.

Additionally, for each user who fills out the form, we set up a corresponding marketing journey. After the user submits the form, it will immediately trigger an email containing a download link for the Webpower white paper collection. This means that participants not only get to take home a gift but also gain access to valuable resources!

The white paper collection includes topics such as email marketing, corporate WeChat private domain operations, DTC (Direct-to-Consumer), and marketing automation. Whether you are a B2B or B2C enterprise, you can benefit from these insights.

For users who fill out the form, we will segment them and tag them based on events in the lead pool, facilitating subsequent nurturing operations. This includes the release of white papers, potentially interesting live events, and more, which can be precisely pushed to users via email, SMS, or corporate WeChat messages.

By the way, here's a sneak peek: Webpower's Bi-weekly Journal—WP Fresh Insights is coming soon! It will provide deep insights into marketing scenarios and share fresh, unique perspectives, along with corresponding themed live events for comprehensive explanations. If you want to receive the bi-weekly journal, you can click on the image to leave your email. Once the journal is ready, it will be sent directly to your inbox!

The need for tools is just one aspect; the most important part is how to maximize their value. Furthermore, as offline events start to recover, everything will gradually improve. For every encounter, Webpower will sincerely prepare, looking forward to meeting all of you~

About Webpower

Webpower was founded in 1999 in the Netherlands and entered the Chinese market in 2006. Currently, it operates through 11 branches worldwide. As an omnichannel intelligent membership marketing service provider, Webpower has spent over a decade deeply rooted in China's market, consistently addressing the multifaceted marketing needs of enterprises by delivering innovative, cutting-edge, and effective marketing products and services.

In 2018, Webpower launched the "Smart Marketing" system, designed to create a complete marketing lifecycle for enterprises. This encompasses omnichannel data integration, marketing automation, multidimensional data analysis, as well as scenario-based applications and custom development.

Webpower now provides professional marketing services to 10 major industries, including retail, IT, tourism, aviation, exhibitions, and finance. Some of the globally renowned companies they have worked with include: Starbucks, SONY, Walmart, GIVENCHY, Rémy Martin, Lenovo, Disney, China Eastern Airlines, DBS Bank, and Pacific Insurance. ``

Adhering to the concept of "smart marketing," Webpower's goal is to: drive marketing with technology, deeply explore customer value for enterprises, and help them create a "smart marketing" landscape, extending the limitless imagination of digital marketing.

Webpower Smart Marketing

As a one-stop enterprise-level digital marketing service provider, Webpower owns sub-brands such as iDigitalForce and DmartechForce, specializing in areas like marketing automation, SCRM membership marketing, email marketing, and private domain marketing. Through the "Smart Marketing" framework, we help enterprises create a complete marketing loop.

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