Navigate to the brand's WeChat Mini Program.Receive customized content push from the brand's Official Account.Especially within the WeChat ecosystem, users can: Ultimately, it is a valuable hub for building authority, reputation, and trust throughout the lengthy life cycle, which is a critical component in B2B sales.ī2C conversions, on the other hand, can happen as quickly as just a few minutes from the product discovery stage. Hence, B2B brands can leverage Social CRM for WeChat to push quality content, stay engaged, and track progress.
Nevertheless, if they can receive useful information from the solution supplier, they are 3 times more likely to make a high-value deal with less regret! Therefore, the buying journey is not linear or straightforward. Are we sure this is the right solution?.What can we leverage to solve our problems?.
The same Gartner research reported that there can be 6 different questions B2B clients consider "simultaneously" rather than sequentially: And each of them may independently gather their own information to discuss with each other and reach a conclusion.Īnother reason why the B2B life cycle is so much longer is because of how complex and difficult it is to satisfy them and reach a conversion. According to Gartner research, a typical B2B buying journey can involve from 6 to 10 different decision makers. They can last anywhere from over a month up to a whole year.Īdditionally, the sales process with B2B clients involves more stakeholders in the decision-making process. Customer Life Cycle & Buying JourneyĪs mentioned earlier, due to the nature of their business model with a smaller number of leads but larger deal sizes, B2B sales cycles are much lengthier. fitness center owners)Īs a result, Technogym witnessed exponential growth in engagement on WeChat from both target groups. Next, our expert Social CRM (sCRM) consultants developed a suitable tagging system and created dedicated welcome journeys for each of its target segments, including: We helped the brand connect the chat window in WeChat Official Account with Marketing Automation tools via API. Therefore, it is even more necessary for them to leverage Marketing Automation and Social CRM (sCRM) with WeChat to expertly target and retarget different segments while improving internal operational efficiency.įor example, Technogym, a leading fitness equipment manufacturer, consulted ITC to build a Social CRM strategy in China to engage with both its B2B and B2C clients. Since the Official Account is the official hub for brands to directly engage with users on WeChat, this can be a valuable point of contact with their B2B targets as well. Thus, while building a tagging strategy and personalizing the welcome messages and content pushes with Social CRM for WeChat are also extremely helpful, contacts with clients on WeChat for B2B businesses can be easier to oversee, possibly even on a case-by-case level.Īnother point to remember is that it is not unusual for businesses to also sell to B2B clients in addition to their B2C customers. On the other hand, due to the complex nature of their business model, B2B companies have a much smaller number of leads that they need to handle at a time, but with much larger returns. This includes developing a holistic tagging strategy and pushing personalized messages and content to embark them onto a well-aligned user journey based on their behaviors and drive them to conversion. In addition, sCRM for B2C companies also needs to have deeper functionality for automating contact management of these tens of thousands of individuals. Here, Marketing Automation and Social CRM (sCRM) tools for WeChat can come into play to streamline the collecting, tracking, and processing of massive quantities of data. Therefore, B2C businesses have a significantly higher volume of leads that need support at a time. This means the costs of B2C products and services are much lower and there is a much bigger demand for them. They are rather straightforward and simple to satisfy. For example, a single shirt, a pair of shoes, or a griller for the family.
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