What is B2B: Business to Business, that is, business to business, business to business.
Compared with B2C, the communication between B2B transaction parties is generally multi-person to multi-person, with the characteristics of long links and long cycles.Internal and external communication, external coordination, internal collaboration, etc., are all typical problems in B2B transactions. This is also an influencing factor for B2B enterprises’ entire transaction conversion, renewal and additional purchases, optimization of the transaction process, and even early inquiries. In a word, if you optimize the entire B2B transaction link, the overall operating efficiency will be improved, and vice versa.
Cross-border sales naturally fall into the category of B2B transactions. In the past, when we mentioned owned channel, we would always think of it firstClothing, maternal and infant, 3C electronics, beautyand other consumer goods B2C owned channels. But think carefully,B2B cross-border sales are the group that should be the overseas owned channel.
Why? Because of B2B’s long links, long cycles and multiple roles!
If an owned channel is established, the company can attract all customers through IM (instant messaging) tools.to the socially owned audience pool, to achieve each customer’sReal-time online access and management. The entire front-end marketing, mid-end sales and back-end after-sales service can be built on IM tools to realize the optimization of the entire business process.Online socialization digitalization, convenient for all business participantsInstant communication, achieving efficient communication and shortening the transaction cycle. It can also help companies accumulate owned audiences.Reach customers at low costOn the basis of promoting conversion and additional purchases and renewals. Faced with the characteristics of long-cycle, multi-role transactions, internal cross-department and cross-organization collaboration and empowerment can be truly realized. It can also follow up with full-link management to realize the digital transformation of enterprises. So, in the entire global expansion cross-border scenario, how can the special B2B transaction process of cross-border sales, SaaS global expansion, technology global expansion, etc. be combinedFull-link social marketingDo a good job in owned-channel operations to promote corporate digital transformation and long-term growth. Below, we analyze and discuss one by one:
Sales intelligence stage - social media platform to accurately find customers
For B2B cross-border sales, please check social media for inquiry. For social media traffic, please check FB/TT., at a time when global traffic is surging in social media, overseas social media giants represented by Facebook and TikTok have always been a strong foundation for corporate public domain customer acquisition.Social media inquiry, there is no doubt that the scene is the entanglement, but the method is entangled. On these two giant platforms, there is a massive amount of UGC customer-produced content. Whether it is Facebook Group/Post/MarketPlace/Page or the company’s TikTok live broadcast room comment area, there will be a huge amount of customer UGC content. Each company can combine the keyword information output by these contents to capture massive customers and business opportunities through information systems.
On Facebook, combineFacebook inquiry treasureThrough tools such askeywords and regionsSearch related Group/Post/MarketPlace/Page or even user groups. On TikTok, the system can be combined to help companies monitor their own comment areas.Find and build relationships with customers in need.
Active reach stage - social media matrix direct contact in batches
All potential customer leads obtained in sales intelligence can be obtained throughBatch account matrixOr contact us through official channels. For example, RPA systems such as WhatsApp official API (WABA) bulk messaging, Facebook inquiry treasure account matrix, TikTok operation treasure, or othersActive and precise touch method. At this stage, every company should talk about where the information is. Compared with traditional emails and text messages, social media reach is more efficient and direct, and more in line withOnline socialization digitalizationuser habits and reduce losses caused by too long circulation paths of business opportunities. Of course, the enterprise's batch account matrix is not limited toReach in bulk,It can also achieve better results for enterprisesbulk marketing, using UGC to empower product promotion exposure and the value of brand voice.
Initial screening of sales leads - MA (marketing automation) + AI to improve efficiency and accuracy
After reaching the previous part, I have to admit that not all the clues that come in arePrecise inquiry, that is to say, every enterprise needs a set of clue cleaning process. When the overall number is small, the clue cleaning work using manual SDR as the main carrier can still be completed.
However, once the number of leads is too large or labor costs are too high, aAccurate and efficient MA+AI systemIt is a must-have option for businesses. At this stage, MA or AI or even the design of automatic keyword reply can greatly improve manual efficiency.
Inquiry conversion and repurchase—SCRM internal collaboration and external service empowerment
All the above clues, regardless of whether the transaction is completed or not, companies need to settle onReal-time online owned audience pool that can be reached at low costwithin. tocross-border salesB2BFor example, the SCRM system based on WhatsApp can build the entire sales and digital assets based on front-end customer service and back-end enterprise collaboration.WhatsAppabove. Whether it is a long cycle based on the time dimension or multiple roles in the spatial dimension, it can combine functions such as user portraits, collaborators, and follow-up records to maintain the exchange of internal information and timely interaction. There is no need to worry about losing business opportunities due to information errors, and it is easy to efficiently grasp customer needs. For high customer unit price products such as cross-border sales,owned channelThis has been done for a long time. The only difference from before is to replace the "offline" CRM with SCRM (Social CRM) that is displayed online in real time in the sidebar of the session.
Sales collaboration and data analysis—SCRMowned channel empowers enterprises to digitize
If the above is thinking and optimizing on the road of customer transaction conversion, then SCRM is the cornerstone ofowned audienceIt has made a disruptive breakthrough for the enterprise's technology.
Based on SCRM and owned channels, companies can do a good job in sales coordination and management, and help companies achieve success with continuous improvement of data analysis.digital transformation. Every wonderful word, every efficient conversion, and every satisfying experience will help companies optimize their sales capabilities based on data analysis, and even rise to the level of business optimization.
Frontend from aboveSocial media lead mining, toActive contact, lead screening, conversion and repurchase, and ultimately based on these four core processesSales collaboration and data analysis, B2B companies can use this to establish full-link marketing with social owned channels as the core, and in the face of complex and ever-changing B2B customer transactions, accurately grasp more needs and longer life cycles of more customers, and achieve long-term growth of the company.
This is also the wholeSocialEpochB2Bcross-border sales inquiry solutionthe core of. Of course, on top of this 4+1, our solution also integrates SocialEpoch Academy customer success services. toSocialEpoch social media traffic and social owned channel products are the core，Create an overall solution that integrates product + training + content (speech skills) empowerment。
