Essential Skills for the B2B Industry—Scenario Marketing Planning

For the B2B industry, email, websites, and search have always been its primary marketing channels. With the continuous development of digital marketing, B2B marketing trends are becoming increasingly clear: user-centricity, data-driven marketing, marketing automation, a shift in focus to social media and mobile platforms, and the high regard for personalized interactive content...

And if you want to achieve all of this, you only need a Dmartech intelligent marketing platform. Webpower's longtime friends are likely already familiar with Dmartech. But how exactly do you use and operate it?

Don't worry. Webpower has specifically combined B2B marketing trends and current challenges to provide a guide on scenario marketing planning skills centered around the Dmartech platform, helping our friends in the B2B industry!

B2B Comprehensive Marketing Planning for a Virtuous Cycle

The comprehensive marketing planning diagram may seem complex, but each link is actually quite clear when broken down. The Dmartech intelligent marketing platform's marketing planning is mainly divided into several parts: "Acquisition," "Nurturing," "Engagement," and "Conversion."

01 Acquisition:

First, attract new customers through external touchpoints such as search engines, official websites, WeChat articles, etc. Through customer actions on these channels, we can capture some data to improve the profile of new users and tag them.

According to the diagram below, we can clearly see the user attributes and behavior data that can be captured from different channels. Using this information, we can also set data scores for customer actions based on the attributes of the industry. The accumulated data scores will provide us with a very intuitive customer profile.

Moreover, once we capture important data such as contact information during this process, we can proceed with further outreach.

02 Nurturing:

Once we have established some contact with new customers, we can proceed with touchpoint marketing, which includes direct marketing and content marketing. Direct marketing methods include SMS, email, direct phone communication, or inviting customers to attend exhibitions, webinars, etc. Content marketing involves selecting from our tagging system and pushing content that interests the customer based on tag data.

03 Engagement:

Engagement involves deeper nurturing, and both nurturing and engagement are closely linked to marketing automation. During the engagement or nurturing process, marketing automation can be achieved through multi-channel push notifications, managing tags, and automatically segmenting content or audiences based on tags.

04 Conversion:

Conversion can also be seen as a repetition of each previous stage — continuously acquiring new customers, reaching out, nurturing, and following up, ultimately leading to a transaction. Even after the transaction, we can continue to capture data, repeat all previous stages, and optimize at each step. This is what we refer to as a virtuous cycle.

We often say

Through the journey settings of Dmartech

easily achieve marketing automation

But how are these journeys planned?

Here are four typical scenarios to get you started!

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Scenario Marketing Process Setup

01 New Customer Marketing Plan

The marketing scenario planning for new customers is actually similar to the overall diagram. First, new customers arrive at the promotional landing page through various channels. Through these different channels, we can collect customer behavior records or completed forms to gather data and tag the customer. Then, we can preset interactions based on user tag classifications, such as sending email content or conducting manual SDR phone communications.

Finally, we can take the next steps based on feedback. If the interaction feedback score of the potential customer is high, we can directly hand them over to sales for handling. If they do not meet certain criteria for sales transfer, we can enrich their profile based on their feedback to prepare for triggering the next marketing activity.

02 Domestic Nurturing Marketing Plan

Once we have completed the new customer marketing, the subsequent nurturing process is generally the same both domestically and internationally. The reason for specifically explaining the domestic nurturing process is that, in addition to email, WeChat is a very important communication platform in China.

In the nurturing plan, we first select customer segments based on tags, and then we can set up journeys to send them emails or SMS messages. During this process, we can guide customers to follow our WeChat official account via QR codes or WeChat article links. This allows us to collect customer clicks, comments, and participation behaviors, which help us tag customers. Finally, we follow up based on the overall customer feedback.

03 Sales and Customer Interaction Marketing Plan

During the interaction with customers, the first step is to set up your interactive content. Then, have the sales personnel distribute it to the prospective customers. When customers fill out forms, we can obtain some user attributes to refine our user tags. Finally, we send template messages to customers based on these tags.

For example, if the event is an online meeting: we can set up a journey where, once the customer successfully submits the form, we immediately send them a pre-configured template message. This message can remind the customer of their successful registration, include specific meeting times, and provide any additional reminders or details.

Moreover, we can add some thoughtful touches: for example, after the interactive event ends, we can invite customers to reply with a specific keyword in our WeChat official account to receive the meeting documents. By capturing these keywords, we can perform data analysis to understand who is interested in the content, making future outreach and follow-up by sales personnel more targeted.

04 Company Visit Marketing Plan

The fourth scenario simulates a company visit marketing plan. Of course, during the pandemic, we can replace this with online or contactless marketing activities.

First, we still invite customers to schedule participation in the event through a QR code invitation. Customers scan the QR code and submit their information. This triggers a preset WeChat template message, reminding them of the successful reservation. For offline visit activities, we will also send a redemption code, along with details about the company address, visit time, or local weather conditions. One crucial point to note is that we set up a reminder the day before the visit to prevent customers from forgetting their appointment.

On the day of the visit, the customer just needs to show their original redemption code to enter. We can track their behavior through various QR code scans during their visit. For example, we can record which factories they entered and which machines' QR codes they scanned. This data helps us refine the customer tags and facilitates subsequent follow-up actions.

Based on the simulation of the above four scenarios, it is not difficult to see that each scenario has interconnected elements. Furthermore, our platform constantly captures data, enriches tags, and refines user profiles.

Of course, there are many other marketing scenarios for B2B enterprises. Webpower not only provides professional marketing tools but also offers tailored scenario solutions for various industries!

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