50 growers | closed door meeting of marketing circle of friends ス gathering Magic City thinking collision to help enterprise marketing growth

In the past 10 year , With the development of e-commerce platform 、 Online marketing 、 New marketing methods such as private domain operation continue to promote , The digital transformation of the consumer goods industry is in full swing . Compared with the consumer goods industry , at present ToB The industrial manufacturing industry is still dominated by offline operation , However, the COVID-19 has changed to a great extent ToB The marketing method of the industry , Gradually showing a trend towards data 、 The trend of intelligent transformation .

Then the next few years ,B2B Where are the growth opportunities for manufacturing enterprises ？

How to break through the bottleneck of content marketing in industrial enterprises ？

How to maintain sustainable growth in stock competition through digital intelligent customer operation ？

In order to help enterprises better cope with the new challenges facing today's marketing environment , Tencent cloud ｜ Enterprise point marketing and MEC Ruida association was held hand in hand “ Growers 50—— Full link private domain operation , Digital growth engine “ Closed door meeting , Invited ToB Four influential guests in the marketing field , Talk about the marketing empowerment of industrial enterprises , Opportunities to break the game and grow .

Effie award Marketing Manager in Greater China Giulia I was invited to preside over the closed door meeting of the marketing circle of friends . The guests of this meeting are from GEA、 Xinnuofei 、 Dsman 、 Win win 、 ZF and other companies , exceed 30 Marketing executives gathered here , Jointly discuss the related topics of digital service marketing and breaking the momentum of enterprise growth .

Mr. Zhang Ye, general manager of Tencent enterprise site , Brand marketing public relations expert 、 Shaping at first sight CEO Ms. wanglili , Ms. luoyaling, deputy general manager of Tencent enterprise point market , Mr. xuhaoyu, President of Effie Greater China ,Martech Industry evangelist 、 We-Media Marteker Founder Mr. Fengqi , We have made theme sharing from different dimensions , The site is full of dry goods , Guests benefit a lot .

Mr. Zhang Ye, general manager of Tencent enterprise, delivered a welcome speech , And that in the digital age , Who can understand customers more deeply , Who can go faster , Use products to meet customers' needs , This will be the way for enterprises to win in the digital era in the future . The enterprise is based on this idea , Tencent is committed to modern communication technology 、 Social Tools 、 big data 、 Algorithm 、 Artificial intelligence and so on to help all walks of life to establish a comprehensive digital connection with customers , That is to drive intellectualization through digitalization . This kind of customer intelligent operation covers the whole link , Get customers from marketing , To clue incubation , To sales conversion , To transaction collaboration , After sales service , And then to re purchase 、 Additional full link enablement , Realize the double-sided improvement of efficiency and effect . So as to enhance the creativity of the marketing department , To gain greater and more visible value .

B2B Content marketing strategy —— Wang Lili

The era when content is king , Good content is good advertising . Wanglili said that high-quality brands generally have the following characteristics ： Uniformity , A sense of quality 、 Functionality , And emotional resonance . Most of the marketing departments are from three dimensions —— Popularity 、 Brand evaluation based on reputation and loyalty . We can achieve popularity through advertising , adopt KOC/ Word of mouth content marketing and brand communication to achieve reputation , Loyalty is achieved through emotional resonance and value recognition , This is also the most difficult point to achieve in the three dimensions , It takes a long time for the brand to accumulate .

Today is another era of backwardness ,90 As the largest group of Internet users , They like online music 、 Short video 、 Social content communication such as games . They are the creators of content , It is also the producer of content . therefore , Wanglili summarized the new ways of brand low-cost marketing in the digital era ——5U Model , That is to （USE） Quality and experience to make products and services , With （USE） Public relations thinking to make a brand , With （USE） Emotional resonance is the soul of the brand , With （USE） Content to spread （ＢＰＵ：ＢＧＣ＋ＰＧＣ＋ＵＧＣ）, With （USE）IP To do the grab . So for the content of how to do well , You can learn from such a model .

2B Better Marketer- Data driven marketing creates business opportunities , Innovate for growth —— Luo Yaling

B2B The challenges facing marketers ：

One is “ Skill ” change , from T Type to π The transformation of type marketing personnel ;

The second is the explosion of data , Data value is hard to show ;

Third, it is becoming more and more difficult to gain customers ;

Fourth, the change of marketing theories and methods , from 4P（ Product centered ）、4C（ Customer focus ） Turn into 4R, namely ：

· relation Relevance—— pre-sale 、 On sale 、 After sales full journey service

· Respond to Reaction—— Listen to customers , Respond quickly

· Relationship Relationship—— Online and offline integration , Omni channel experience becomes a new demand

· Return Reward—— Marketing activities ROI Visualization and optimization

meanwhile , Luo Yaling also pointed out three major trends of future marketing .

Trend one : It is a private domain operation , In the stock era, it is increasingly difficult for various industries to attract new customers , Intensive cultivation has become the key to customer operation .

Trend two : It's data driven , from “ Promotion of information technology ” To “ Intelligent ” The transformation of , It will accelerate the enabling of data assets to business value , Data islands should be broken 、 Get through the customer's data in all links .

Trend three : It's personal , Customer demand is diversified 、 Individualization 、 Customization , Determined by multiple dimensions ,“ A thousand guests and a thousand noodles ”、 Customer demand orientation is the future trend .

Effie x Enterprise point - Introduction to the industrial digital service and marketing circuit —— Xu Haoyu

Ma Huateng once said that the next decade belongs to the industrial Internet , Effie and Tencent enterprises have just ushered in this era —— The era of industrial Internet . Aifei in Greater China joined hands with Tencent , It is not only Effie who embraces the arrival of the industrial digital wave , The innovative practice of industrial marketing , It is also a new stage created by both sides for industrial service and marketing practitioners , Committed to exploring and exploring digital marketing solutions for different industries , Further accelerate the process of China's industrial digital upgrading .

Marketing technology drives growth —— Feng Qi

Martech( Marketing technology ) It is emphasized that the way of marketing is based on technology , Including hardware that serves the market 、 Software 、 Platforms and services . And Martech The opposite is traditional 、 Human based marketing . Digital marketing looks at technology from the perspective of marketers , and Martech To a great extent IT People's perspective on Marketing .

What is conversational AI？ Feng Qi said that in the era of artificial intelligence , E-commerce starts from 「 Click on 」 Turn into 「 dialogue 」. Conversational AI（Conversational AI） It is the mainstream trend of the application of artificial intelligence in the field of marketing , It uses communication App、 Voice assistant, chat robot and other technologies to achieve communication automation , And customers experience a large-scale personalized approach . Enterprise pass NLP technology , Can analyze the data of chat robot , To help group and filter lower priority issues , You can also analyze the common problems in the chat system , And determine if they are high-quality prospects , So as to better handle potential customers .

After sharing the full dry goods , There were also more practical questions and exchanges on site , A spark of thought came out of the collision . All the guests expressed that they were not satisfied with this activity , It's a good harvest .

Growers 50：

《 Growers 50》2021 year IP To upgrade to Tencent cloud | Enterprise marketing # High end growth will be closed #, Each issue only invites no more than 50 Bit CMO/CGO And guests at the general manager level , The purpose is to discuss digital service marketing , New drivers of enterprise growth , practice “ Service marketing integration ” Innovative growth philosophy .