Many foreign companies are B2B companies that need to develop a large number of enterprise customers in China. The customer groups of B2B enterprises have the characteristics of large competition, long procurement cycle, complex procurement decisions, and difficult to tap potential customers. Therefore, the brand and marketing team of B2B enterprises will encounter many difficulties. This course aims to comprehensively sort out the pain points and characteristics of B2B customers, so as to improve the team's cognition of the brand and marketing work of B2B enterprises, learn more management skills, so as to apply them in daily work and improve the efficiency of marketing. 很多外企是B2B类企业,需要在中国开发大量的企业级客户。B2B企业的客户群体存在竞争大、采购周期长、采购决策复杂、潜客挖掘难等特点。因此B2B企业的品牌及市场部团队的工作会遇到不少难点。本课程旨在全面梳理B2B客户的痛点和特点,从而提高团队对B2B类企业的品牌和市场营销工作的认知,学习更多管理技能,以便运用在日常工作中,提高市场营销的效率。
【课程大纲】
第一节:B2B企业的品牌传播
B2B企业的品牌和市场营销的难点和优势
B2B企业的5种常见业务模式
B2B企业的3大主流中国客户群体和独特点
中国B2B市场的明规则与“潜规则”
第二节 B2B企业的品牌和市场营销对销售的作用
市场营销的最终目的是找到潜客
B2B类客户的采购过程分6步
在采购流程和销售流程的中间,找到品牌和市场的位置
第三节 如何找到目标客户
详细写出目标客户画像
(课堂练习:潜在客户画像模板及现场填写)
清楚找到目标客户的信息获取渠道
明确列出目标客户的需求痛点
深挖行业获客的成功经验
(课堂练习:总结行业竞品的可复制成功案例)
第四节 B2B市场营销中必须有数据分析
通过社交媒体数据分析潜客行为
通过公开信息分析潜客的行为偏好和市场重点
通过专业公司报告分析数据
专业人士访谈
(课堂练习:从哪里获取数据)
第五节 B2B企业品牌传播的5大策略
定位:精准策划市场卡位
场景:不断重复解决方案的独特场景
事件:要有代表性的主题传播事件
触达:必须不断见到真实潜客
合作:聪明的合作带来源源不断的潜客
(课堂练习:一次传播事件策划)
第六节 B2B企业的社交媒体营销要点
B2B企业的客户也是“具体的人”在看内容
B2B账号的粉丝的关注需求
B2B账号的粉丝里有潜客,做好互动开发
Payment:
1. Bank transfer:
RMB Bank Account
A/C Name: 中国欧盟商会
A/C No.: 7110210182500027543
China CITIC Bank 中信银行京城大厦支行
Capital Mansion Sub Branch
No. 6, Xinyuan Nan Road
Chaoyang District, 100004 Beijing
北京市朝阳区新源南路6号京城大厦
S.W.I.F.T. Code: CIBKCNBJ100
2. Pay onsite through cash or Wechat.
Terms & Conditions:
This event has limited seating and requires registration and payment in advance. No walk-ins accepted.
Cancellation Policy:
If you cannot attend this training, please cancel your registration at least 3-working days before. If you fail to notify us of your cancellation in a timely fashion, you will be charged for event costs.
To cancel, please contact Ms. Annie Zhou at azhou@europeanchamber.com.cn.