A case tells you how to do a good job of customer-oriented life cycle management in ToB.

Customer management has always been a long-standing problem for many B-end enterprises, because most enterprises are faced with such a problem: I can't catch new customers, and if you look for old customers, you will find: emm, I can't catch them either! Because in fact, you have been ignoring such a question: in the face of a large number of B-end customers, have you really managed the whole life cycle of customer leads? If you want to get free B2B successful marketing customer cases and industry white papers, and make an appointment to experience the latest product features of JINGdigital marketing automation, please sign up! Jingshuo Technology (JINGdigital) focuses on providing a one-stop WeChat marketing platform solution to systematically enhance the digital B2B sales ability of enterprises. First, customer management needs to be divided into stages 1. What are the stages of customer management? Jingmeier believes that everyone must have heard of such a golden rule in the sales industry: it is better to develop ten new customers than to maintain one old customer. In other words, it is difficult to buy old customers for thousands of dollars! The cost of maintaining old customers is much lower than that of developing new customers, and old customers have already known and trusted the brand, so there will be more opportunities for secondary sales and related sales. Therefore, we need to grasp several important principles in the daily management of new and old customers: 1, customer classification: take the lead in transforming high-scoring customers; Cultivate low-scoring customers for a long time. 2. Accurate operation: refined operation, adapting accurate content and services according to the stage of customers. 3, reasonable rhythm continuous reach: arrange a reasonable rhythm, imperceptibly affect customers without disturbing customers. 4. Automated sales trip: Recommend to buy or buy back+related sales products according to the user's purchase index. 5, customer recommendation: always bring new or UGC content output to achieve customer reputation improvement According to Jingmeier's practical experience, new customers make up their minds and decide that this is your process, which is actually similar to chasing girls in our reality! When one of our new customers pays attention to a brand, the transformation path of his psychological activities (never trusting → tangled → waiting and seeing → deciding to die) can be roughly divided into the following stages: initial understanding: waiting and seeing stage, hoping to understand the brand through more information; Generate initial purchase desire and pay more attention to understanding brand sales transformation; Strong desire to buy, and finally transform into brand evaluation/social recommendation: evaluate the brand according to the purchase and use: recommend friends/take off the brand to buy again: consider repurchasing or related sales according to the initial purchase. After clarifying the principle, we need to know this: for new and old customers, customer management is actually divided into two stages: new customer cultivation and old customer continuous maintenance, so it is necessary to formulate customer management plans according to different stages. 2. Customer Leading Lifecycle Management Next, Jingmeier will further refine the customer management solution from different stages of customer lifecycle management needs, combined with the previous customer service cases of Jingshutong. Not much to say, first put a big picture! This picture is a detailed list of steps for enterprises to realize life-cycle user management: steps 1: customer stratification, distinguishing customer quality, and hitting the point! It is very important to quickly identify the most effective potential customers for customer conversion. Those potential customers who are interested in buying will become the key operational customers you need to pay attention to. Here, enterprises can track the user behavior path, link other third-party system data and analyze their own CRM user database through the JINGtrack tool provided by Jingmeier (interested, you can click on the plug-in to make an appointment for testing); So that enterprises can quickly and efficiently distinguish three stages of customers: old customers with purchase records, potential customers with strong or strong purchase intentions, and new customers still waiting to see. At the same time, these data can be directly matched to the sales staff, improving the efficiency of selling manual services. The second step: customer portrait, understand customer preferences as marketers, we all know that the more complete the user portrait, the more targeted the marketing service methods that enterprises can adopt. 2D user portraits are only based on the basic information of customers: gender, age, industry, etc. Then the question is, if we are advanced "advanced players", we can actually form 3D user portraits through cross-system integrated big data analysis, which can help enterprises understand more detailed information such as user preferences, user shopping preferences and user spending power. Under the premise of enabling enterprises to achieve more accurate stratification, the subsequent management methods will also be refined. Step 3: Customer Training Stage: Accurately Obtaining Content For our customers, long-term and effective "brushing the content with a sense of existence" is an important way to cultivate users (also the key point, remember to write it down in a notebook), but inappropriate content can easily lead to customer acquisition or loss. Therefore, Jingmeier believes that as a brand, we can actually establish a user interaction behavior integral system (which can also be realized through our product functions): highly interactive customers have more points, which corresponds to pushing high-conversion content; For those customers with low interactive behavior, brand communication, welfare experience and other customer cultivation contents are the main ones. With the increase of customer interaction behavior, the content is upgraded synchronously. Step 4: High-scoring customers convert or remind them to buy again. According to the general consumption habits and psychology of customers, make an automatic sales transformation journey: for those customers with high scores, push the purchase template information to remind them to buy; For old customers, push repurchase information or related sales information. Step 5: Guiding the export of UGC content or bringing new customers with old customers or promoting brand reputation is the highest requirement of user management. The amateur recommendation of friends circle, Tik Tok and Xiaohongshu is very effective for enterprises to realize brand communication. We can encourage old customers to produce content or bring new customers through appropriate benefits to help enterprises reduce the cost of pulling new products. If you want to get free B2B successful marketing customer cases and industry white papers, and make an appointment to experience the latest product features of JINGdigital marketing automation, please sign up! Jingshuo Technology (JINGdigital) focuses on providing a one-stop WeChat marketing platform solution to systematically enhance the digital B2B sales ability of enterprises. Second, how to achieve more accurate personalized customer management? After we knew how to manage customers in stages, Jingmeier also recommended a more accurate personalized customer management. The core implementation method is to carry out detailed customer grouping through scientific customer information analysis, and on this basis, push corresponding personalized content for customers with different needs and hobbies. 1. Preliminary grouping: Based on channel sources, customers from different channel sources can be automatically grouped by presetting embedding points in the QR code of each channel. Among them, channel grouping can be used as an important basis for judging initial content access; For example, fans of the offline summit can set the PPT retention method of the summit; Fans from online content marketing channels can set the retention method of industry white papers. 2. Re-grouping: Based on the multi-channel data of the same user, SCRM can access the third-party e-commerce platform, official website and enterprise CRM databases, so as to capture the past path and consumption records of the same user on different platforms, depict the portrait of a single user and purchase intention, and manage users with similar purchase intentions through re-labeling and grouping. Here, for many information dimensions of different groups, the background provided by JD.COM can easily obtain its analysis data-including: group follower growth/source analysis/interaction analysis/label record analysis, such as beauty brands, regrouping customers who have spent many times, and then pushing full coupons or repurchase coupons; For the customer groups with no consumption records, we will push the "Newcomer Sticker Gift" to promote the first consumption. 3. Tagging management: In order to realize tagging management based on user's journey, Jingmeier thinks that enterprises can preset customer's journey in WeChat official account through SCRM, and once a customer triggers some nodes, a tag will be automatically marked in the background. Similarly, in the beauty industry, for example, if customers can click on the "eye shadow" related graphic and menu bar many times in a short time, they will be labeled as "love eye shadow", and then push the graphic content of eye shadow tray or eye shadow coupon later; When users click on the "lipstick" content many times, they will be labeled as "love lipstick", and more lipstick content or lipstick coupons can be pushed in the future. If you want to get free B2B successful marketing customer cases and industry white papers, and make an appointment to experience the latest product features of JINGdigital marketing automation, please sign up! Jingshuo Technology (JINGdigital) focuses on providing a one-stop WeChat marketing platform solution to systematically enhance the digital B2B sales ability of enterprises. Third, the case interpretation: to achieve personalized customer management Below, Jingmeier will give you a real case, giving the actual effect of enterprises using marketing automation in customer management! 1, enterprise case background The enterprise hopes to build a complete incubation process for potential customers through marketing automation and visualize the support of the marketing department to the sales department. 2. The pain point of enterprises has the following problems in customer management and sales follow-up support: the information of potential customers obtained through online and offline channels is nowhere to be collected and cannot be managed and cultivated in a unified way; The marketing department provides clues to the sales department in the original way, and the business opportunity cannot be followed up at the first time; The progress and status of potential customers after sales cannot be fed back, and the marketing department can't track the conversion effect in real time; There is a fault in the funnel of converting potential customers from different channels, so the marketing department can't effectively track the effectiveness of channels to adjust the delivery strategy. 3. Omni-channel precision marketing In practice, the premise of turning sales leads into customers. Through omni-channel marketing, the company completed multi-platform data collection by integrated multi-channel customer acquisition method, and after intelligently extracting and analyzing sales leads, it transferred out of MQL for sales follow-up. Automatically allocate sales leads to save labor costs. Through the submarine management system, our enterprise WeChat can distribute sales leads; Moreover, the system can automatically communicate with the official micro-communication, thus automatically and intelligently assigning it directly to SDR；; In this way, we can continue to cultivate low-scoring users through content and interaction, and never let go of any cute and unfamiliar customer faces. How to seamlessly connect the handover positions of the sales department and realize the perfect handover between the marketing department and the sales department? Here, the potential customer management background provided by Jingshutong allows colleagues in the marketing department and the sales department to seamlessly connect and complete the perfect distribution of potential customer data. Mom will no longer worry that I am urged by the leader to stay up late to do data and reports! ! ! Potential customer management enables sales to follow up the palm potential customer management tool based on WeChat official account in real time, so that our sales can follow up the ongoing customer orders in real time in the background, and adjust and record the customer's sales leads and willingness to buy products at any time. Personalized menus based on user portraits For ColdLeads in the public domain pool, we can really customize personalized menus for different enterprise user groups (I won't say it for ordinary people! )。 Automatic journey+intelligent chat robot, easy to realize continuous incubation and cultivation. Through the guest travel and chat robot, user data can be collected online, and intelligent interactive answering questions can reduce the manual customer service workload of the brand; At the same time, it is easy to obtain customers' hobbies and intentional needs, push the content that customers are interested in, and it is easier to cultivate MQL. Electronic business card sales+content marketing, fully tap high-quality potential customers. In addition, the backstage of Beijing Digital allows us to embed sales electronic business cards in marketing materials, effectively establish the 1: 1 contact between customers and sales, ensure personalized communication with customers anytime and anywhere, and share company introductions, classic cases and product solutions at any time, so that customers will never forget you even one day, alas. If you want to get free B2B successful marketing customer cases and industry white papers, and make an appointment to experience the latest product features of JINGdigital marketing automation, please sign up! Jingshuo Technology (JINGdigital) focuses on providing a one-stop WeChat marketing platform solution to systematically enhance the digital B2B sales ability of enterprises. Well,