Digital reshaping marketing service system From The way to break the B2B business

The following is the Digital reshaping marketing service system From The way to break the B2B business recommended by recordtrend.com. And this article belongs to the classification: B2B, accenture , research report, network marketing.

Accenture research shows that one third of B2B enterprise customers have raised their expectations for experience in the past year, and 45% of enterprise customers have changed suppliers. COVID-19 has undoubtedly accelerated these phenomena. B2B enterprises urgently need to rebuild the dialogue channel with customers by digital means, change the sales and service mode, and create a more intelligent and convenient customer experience.

“Old problems” and “new challenges”

A product or solution for enterprise customers, from being recognized by customers to finally forming revenue, has to go through multiple links from market to lead, lead to order, order to cash. There are many decision variables and great uncertainty involved in the value chain. This has also caused the business difficulties faced by B2B enterprises for a long time, that is, large marketing investment, long sales chain, many service requirements and long payment collection cycle.

Accenture’s survey of 1350 senior decision makers of B2B enterprises shows that how to efficiently obtain customers, copy and promote products and solutions, and manage delivery and payment collection are the most troublesome problems for B2B business decision makers.

At the same time, due to the continuous improvement of user experience brought by digitization, the purchase behavior of enterprise customers is also affected, showing the characteristics of online, social and elusive, and paying more and more attention to the impact on their end-user experience.

With the rise of xaas (x-as-a-service), more and more enterprises are changing from one-time product sales to long-term service support. The original marketing, sales and service model has been subverted, which puts forward higher requirements for enterprises.

How to digitize the marketing service system

In order to cope with the increasingly changeable and challenging business environment, B2B enterprises must build a data-driven marketing sales service system, continuously precipitate the whole chain of customer data, accurately insight into customer needs, make good use of digital tools to improve customer experience and operation efficiency, reduce marketing and service costs by intelligent means, and realize the rapid upgrading of competitiveness.

From market to clue

Digitally reshape the marketing process and create a new interactive scene. Exhibition marketing (short sale) is a commonly used marketing tool for B2B enterprises. In recent years, many enterprises have promoted the digital experience of the exhibition through social media and live broadcast. COVID-19 has speeded up this process enormously, promoted the comprehensive digitalization of the exhibition, and created a new scene of B2B marketing.

Intelligently change marketing contacts to achieve continuous and accurate cultivation. In the B2B field, marketing automation (MA for short) is rising. With the help of Ma, enterprises can complete rapid, large and multiple customer touch at a very low cost, ensure that marketing content is sent to the right people at the right time, create a highly relevant and personalized customer journey, and achieve the dual effects of reducing marketing costs and improving customer experience.

From leads to orders

Multi dimensional mining of clue value to achieve intelligent revenue growth. With the help of digital exhibition and automatic marketing, enterprises can obtain a large number of effective clues. Leading B2B enterprises are using intelligent technology to build a multi-dimensional and adaptive scoring model to evaluate and sort the value of clues, select the most likely transformed clues, and formulate follow-up sales strategies.

The whole chain optimizes channel experience and creates a sales cooperation ecology. Under the traditional channel cooperation mode, complex transaction process, opaque business opportunity information and slow rebate settlement are the pain points that most perplex channel partners. This is exactly where convenient digital tools can help. By integrating channel data and incentive means, the whole chain process of channel partners from submitting business opportunities, confirming revenue to receiving payment can be smoother. It can also help enterprises gain insight into the real performance of their channel partners and the value of incentive projects.

Based on many years of experience in digital marketing analysis service, Accenture has established a clue evaluation and Value Mining Platform Based on artificial intelligence and machine learning technology, namely “intelligent revenue growth (IRG).

The platform can integrate the internal and external clue data of the enterprise, analyze and build a 360 degree clue portrait, and use the most advanced in-depth learning engine to predict the demand information and transformation tendency of clues, so as to assist in the formulation of omni-channel sales strategy.

In addition to the value mining and efficient transformation of existing clues, IRG can also expand new customers, customized products and quotation schemes based on similar characteristics. Based on the global successful customer cases, IRG helped customers triple the number of customers obtained through digital channels, increase the number of marketing activities by 40%, increase the conversion rate by 20%, and increase the user retention rate by 55%.

From order to cash

Intelligently configure and deliver resources to improve service response elasticity. Delivery and service links are the key to the final realization of the value of B2B business, and they are also the biggest challenge faced by many B2B enterprises when they change from one-time product sales mode to long-term service support mode. How to ensure that “people are idle and have no work” or “no one is on the project”? By simplifying the front desk, strengthening the middle desk and consolidating the back office, the intelligent talent supply chain can optimize the allocation of delivery resources to the greatest extent, accurately control costs and reduce uncertainty.

Intelligently upgrade customer service to open new sales. Due to the limitations of processes, capabilities, data and other aspects, customer service in the traditional sense is like an island and can not give full play to its value. Accenture put forward the concept of “service is new sales” and found that more than 90% of the global enterprises implementing this strategy have obtained greater customer wallet share and greater market share.

Accenture Icare platform uses new technologies (such as big data analysis, dialogue robot, cloud technology, etc.) to establish a more efficient customer service system. On the one hand, it can respond to customer needs faster through intelligent means and reduce waiting time and human investment; On the other hand, the customer service center is used as the data center to continuously collect and analyze service data and transmit the voice of customers to the business / product department. Finally, the customer service center will be upgraded from a cost center to a new value center, and can undertake some marketing functions and provide extended services beyond customers’ expectations.

Under the impact of digital transformation and COVID-19, the traditional B2B marketing clothing business is also constantly breaking through the inherent mode of long process, heavy line and low transparency, and is deeply reshaped by digitalization. Only by taking the customer as the center, taking the ultimate customer experience as the goal and using a wise weapon, can we see the sun through the clouds and become a real breaker in the B2B battlefield.

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