Shanghai, 2014 LEAD GENERATION TACTICS ACROSS THE B2B BUYING CYCLE
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Shanghai, 2014
LEAD GENERATION TACTICS ACROSSTHE B2B BUYING CYCLE
Short Introduction
Chris Krakowski Business Strategy Director
5 years in China,14 years of experience in digital servicesDigital expertise in mobile, B2B and automotive,Global work experience: Poland, UK and Norway in the field of Design/Project/Account ManagementClients: 3M, Air France/KLM, BMW, Fonterra, Haier, Henkel, Mercedes-Benz, T-mobile
Lead generation tactics across the B2B Buying Cycle
Source: Hubspot
Lead generation tactics across the B2B Buying Cycle
PRESENCE ENGAGEMENT SUPPORT
Online research
average
57%Point of
salePoint of contact
O2O - The digitization of B2B events
EventInvitation Follow up
QR Code
iBeacon
Event App Contact Data Base
Online Brochure
Card Scanner
Brochure Sales Rep Collect Cards
O2O - The digitization of B2B events
Gimbal Beaconmaker Kontakt.IO Estimote
O2O - The digitization of B2B events
Check-in at location Interactive map guide Product info at the company’s booth
Lead generation through product info
Recap & follow up
Downloads
Interactive Components
Navigation
Check In
Exit
Review
O2O - The digitization of B2B events
O2O - The digitization of B2B events
Retail Transportation Venues
Entertainment Museums Loyalty
SEM
SEO DIGITAL ASSETS
EDM
MOBILE
WEBSITE & MICROSITES
WeChat as a B2B marketing hub for content and services
WeChat Open Platform: common features
Guide to locations
Contact request
Downloads
Membership
Newsletter Sign Up
Instant Chat
E-Commerce
Gamification
Lucky Draws
Microsite on WeChat
Intel China Account Microsite Home Product list Product detail User Account
Intel on WeChat
Intel ChinaLatest IT trends
Intel Customer SupportAfter sales service: self-service inquires
Intel China OnlineMarketing support and business development.
Intel PartnersTraining, documents, activities for Intel partners.
Intel Biz ChannelIT insights, latest trends for business.
Schneider Electric on WeChat
Schneider Electric
Use your location feature to find nearby store or services
BASF on WeChat
Offical BASF Account „Automotive” keyword „Healthcare” keyword
WeChat as a B2B marketing hub for content and services
Business Accounts for Team Collaborations
WeChat as a B2B marketing hub for content and services
Sales Assistant Sales Manager Assistant Personal PerformanceGoodDay Business Account
WeChat as a B2B marketing hub for content and services
Account Assistant
Company Annoucements
Suggestions
My Team
Sales Assistant
Manager Assistant
Profile Guide
Goal:• Increase direct sales• Improve service• Improve supplier management
CONCLUSION AND KEY TAKEAWAYS
Conclusion and Key Takeaways
PRESENCE ENGAGEMENT SUPPORT
Online research
average
57%Point of
salePoint of contact
Conclusion and Key Takeaways
1. B2B Lead Generation is a process of user activities with an increasing number of digital touch points
2. The majority of the decision-making happens online
3. Companies need to adjust their marketing strategy to a multi-channel approach
4. There is no single silver bullet. B2B lead generation is a mix of activities using different tactics
5. Integration of tools is key in order to establish automation (example O2O)
6. WeChat is great because of its:
o High market penetration and acceptance
o Open interface and integrate-ability
o Low entry costs
o Possibility to micro-target and create closed communities
o However, it requires a lot of efforts to maintain
THANK YOU.Keep expecting more from digital
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