Online marketing started this way (11)

--tintin of Hangzhou Annual conference speech

Good afternoon, I am honored to have this opportunity to share with you my work experience

I'm in the Redwood tree. Customer Development Department's work, the name of the Customer development Department it may sound like the first impression is related to the work of customer management but it's not clear what it is and what kind of functions it does. In the enterprise rarely see such a branch of independent existence, and in the Redwood Tree marketing business, the customer Development Department plays the equivalent of "engine" the vital role, it should have sufficient momentum to the sales department to transport fresh "blood" to promote sales performance.

The company's goal for the customer Development Department is to take on a "sales opportunity" support not only for its own business, but also to support the marketing efforts of all Sequoia agents.

My department's job is to obtain and nurture the two aspects of customer, for customers that account for only 5% of the current demand, we want to effectively obtain, accounting for more than 95% of the long-term demand for customer information management and nurturing is our department's focus, our goal is to 95% of the customer information flow to 5% conversion. This is the core resources of business growth, is the source of business development power. We will achieve through multi-channel customer access, complete customer information management, continuous customer training, sales opportunity management of these four aspects. In 08, 1-February, in my department, 3-4 girls from other branches of the Redwood tree worked as "client commissioners" to build up the Customer Development Department, working through a period of training and exercise, starting in 3-April, so as to stabilize the transfer of 300-400 opportunities per month, Support for sales of over 30 agents. A sales opportunity is the customer's information about the intention to buy or the person who is willing to sell the demo product, so how do we do that? How many procedures are in order to produce a qualified "sales opportunity"?

Home, multi-channel customer access is the day-to-day work to solve the problem of finding customers? Especially small and medium-sized enterprises what kind of method can be applied every day? I think we all consider the first problem is the cost, the second is the effect of low cost, the effect of a good way all enterprises are willing to adopt. The development of the Internet, Baidu, Google's rapid rise to explain the customer demand-oriented era has come, open Baidu, the importation of our "demand" has been infiltrated into every aspect of daily life, such as I want to eat what kind of cuisine, I will search which restaurants have to sell, this has become the habit of people's life and work. In the era of customer-led, the acquisition of customer demand quickly satisfied is the key to win the competition. So the search engine will bring to our business needs of customers to our front, but Baidu, Google and so just bring them, and can not let us know who he is, he is interested in our products. Home we need to have a carrier, that is the site. So the first thing I do is to build a marketing website, at the same time carry out the work of website promotion.

Marketing site, as the name suggests, the site must have marketing goals and marketing functions. We compare it to the profile site, which is the platform for Information publishing. The biggest difference between marketing sites is two one is interactive, multi-channel interactive means and standardized processing process can improve the quantity and quality of access; second, the management of differentiated content, through the content of the permission settings, the visitor classification, to different needs of visitors to provide different content, Swap with customers in phases. Customer information is also split, consisting of contact information and requirements information, which interacts with visitors to exchange the information they want.

The promotion above mainly relies on the search engine, we in the keyword plan will according to the different engine condition, according to our own business characteristic prepares, according to their backstage gives the data monitoring to put the effect. On the strategy of launching, first of all, it must be the choice of key words, based on the demand-oriented perspective, such as my CRM, customer management systems, customer management software, video conferencing, 400, call center and so on; the second is the position, that is not ranked in the first place effect on the good? The Chinese have around heart, it is necessary to look at the 2nd and 3rd effects to draw conclusions; third, the description of the keyword, our starting point in a more pragmatic introduction of our own product characteristics, advantages, and finally, the same to the regional market of redwood trees, the possibility of reserving agents to launch, These are the things I need to consider when I promote.

Customers with the need to find our site, how can we effectively deal with it?

In the day-to-day work, I am in these areas to find customers. Many forms, but are based on the "Demand communication questionnaire" to quo. My client Commissioner to pass the questionnaire to the disorderly information norms for structured information, must be accurate collection of contact information, the need for correct understanding of information, can obtain effective customers, accumulated over the past, our potential customer database quality and quantity can not be underestimated, Of course, the most important thing is that we can promote the transformation of sales. Through a few months of work experience, I summed up these channels for my customers to obtain the proportion of contributions to share the exchange. We are here to convey our definition of customer information; A qualified potential customer information from the effective contact information + real demand information in two parts, integral. Enterprises often attach importance to contact information, ignore demand information, think I just have each other's business card, I can call him over and over again, until he is willing to interview me. Those who have experienced this kind of work, I believe that all have experience, this process is painful, very little effect. We have to classify the opportunities through the three dimensions that the requirement information contains, and we will take different actions in different levels, that is, marketing activities to nurture him. So here telephone consultation although the number of small, but is produced aleads the most, aleads is we have been mentioned 5%, the demand is in the period, I just finish the data comb, can turn out to our sales, is the fastest and simplest. The rest of the way to get more is 95%, the long-term demand for customer information, then these are needed through direct marketing to nurture

Then let's look at the "quo" demand communication questionnaire, this questionnaire is the idea, is the backbone, is to make a variety of customer information can be judged by the management of structured information basis. Only then do we know what to do with him. We can look at the questionnaire that our department is using now, we use it to deal with the customers from various channels

How do we operate the main three channels? First of all, the telephone consultation, use is our easycall this product, the front desk is to call out the virtual call center, the backstage is the management system of the processing personnel, the statistic report many figures all come from here, can see "The telephone consults" this channel to bring the effect. With the release of new products, we integrate Easycall and CRM, Customer Commissioner directly login CRM can directly deal with 400 of calls, customer information directly recorded in CRM.

Second is the online communication, we see the embedded Webtouch on our website, we through it and visitors to establish contact and online text exchange, multi-party voice, through the network meeting to demonstrate communication. In particular, the function of online demo greatly help us, when the product description, no more text, language than the image of the display to see each other, such as our Easytouch through the demo, customers from the unfamiliar confusion immediately arouse the interest of understanding

Interactive registration is the largest number of channels, including membership registration and marketing activity registration, the Customer Commissioner for the event registration needs to make a telephone call back to verify the contact information and demand information to confirm its effectiveness.

All of the above channels to obtain customer information, there will be repeated phenomenon, not only the same person repeatedly contact us, more will be the same company more than one contact, at different times through different channels to consult with us, it is likely that the demand theme is not the same, the demand intensity is not the same, So this involves multiple fields of check weight, matching, and integration to ensure the accuracy and uniqueness of customer information.

Of course, we can not only focus on 5% of customer information, the customer Development department's most important job is to manage 95% of the long-term demand for customer information, the need for many times to foster the increase in demand intensity. We chose two low-cost, more effective online marketing methods, licensed email marketing and web conferencing marketing, I simply introduced under: Customer Development department created the "Customer development" special issue, the monthly send to the potential customer's mailbox, customer resources are mainly in these areas, the content of periodicals have fixed structure plate, Focus on matching with the site, ensure its consistency, and maintain interactive marketing functions with the site. After each issue has contributed to the aleads, and promote the leads level of promotion

In addition to the monthly electronic journal delivery, we will hold a small, more frequent network meetings. The collection of customer resources same as just said, then I will always be in the planning of the theme I would first look at the target of the customer resources are sufficient, as long as the process invited to master the proportion of experience, I believe that every 4-50 of the network meeting is a monthly can do a

Through all of the above means we will get or transform to a lot of aleads, then after they turn out to sales, our work is not finished. We have to manage the sales orders and follow-up feedback. Help us to the business, the statistical analysis of the sales staff, so that we overall in accordance with the customer life cycle of the implementation of the marketing work will be completed, b,c,d, etc. constitute 95% of the customer information will be recycled in the customer training link, until the conversion to a Leads, is to dig out the gold high sales opportunity.

The work of all the customer Commissioners, not only to our own mastery, but also to the ability to copy to our agents. Sequoia Tree will help agents solve the problem of finding customers, will support them to carry out their day-to-day marketing work, so our agents will have a new role in the company, is the customer commissioner. I will be through him to build all the agents of the marketing system, really realize the business to make business easier!