2023年2月15日

HubSpot WeChat integration is the best option for companies to expand their business in China.

HubSpot WeChat Integration Solution for marketing in China

By iclick | HubSpot, WeChat Marketing

HubSpot WeChat Integration Solution for marketing in China

iclick
2023-02-15

The importance of HubSpot in China for marketing According to the survey conducted by Social Media Today, 72% of respondents believe that their industries will enter the age of automation, and it is estimated that the spending on global marketing automation will reach 25.1 billion dollars by 2023 in the marketing automation report released by Forrester. Marketing automation has become a necessary option nowadays, which indicates that marketing tasks are implemented, managed, and finished automatically with the help of professional tools. Businesses can save cost and time, obtain real-time data, make personalized marketing plans and improve conversion rates through marketing automation. HubSpot, as a unicorn company in the field of marketing automation, must be mentioned here. The number of HubSpot’s followers on popular social media, such as Twitter and Facebook, is more than 6 million. With more than 7 million monthly visits on Blogger and its huge active fan base, HubSpot has served 113000+customers successfully. The success of HubSpot is inseparable from its inbounding marketing and powerful functions. The existing product matrix of HubSpot combines marketing, sales, service, content management and operations on the ground of CRM. China, as an existing market, becomes more and more companies’ ideal choice in their business expansion. However, many enterprises that wants to expand their business in China are facing the following problems.

Be confused about global regulations and lack customer awareness; can’t afford various tools for development integration; don’t know about tools suitable for marketing in China
Traditional marketing method, such as e-mail marketing, is not effective in China. People seldom use e-mails to deal with professional matters in China and only about 5% of Chinese open their e-mails every day
It’s difficult to update real-time data jus through local CRM tools. What’s worse, HubSpot, as the most famous platform to manage leads collected from major marketing channels, can’t be used for marketing in China directly.
Marketing automation has become an irresistible trend in the field of marketing and HubSpot, as a unicorn company, has an incomparable advantage in the field of marketing automation. Moreover, there is still no company with such strong advantages of marketing automation in China. Therefore, it’s important to take advantage of HubSpot in China for better marketing.
WeChat Integration for business expansion in China
However, how do companies make full use of HubSpot’s advantages of marketing automation in China? It’s necessary to get familiar with the situation in China. Different social channels are popular in China and influence Chinese people’s life and work. With the appearance of SCRM, social media is being paid more and more attention by companies. Therefore, the social channels of China are significant elements that firms can’t neglect for better marketing in China. WeChat integration is an inevitable trend to expand business in China. According to WeChat’s data released on 10 January 2023, in 2022, the total views of the original content on the WeChat Channel (video account) increased by 350% year on year and WeChat’s daily active advertisers expanded by over 30% year-on-year. More and more companies are aware of the importance of WeChat in brand marketing and promotion. Many users will leave leads on WeChat when they view or click some link or advertisement shared by some companies, moreover, more and more users are accustomed to communicating with colleagues through WeChat even dealing with some trivial tasks on WeChat. As the one of most popular channels in China, WeChat must be an important channel to generate leads. So any company trying to improve brand awareness in China needs to put their priority on WeChat in China. It’s generally acknowledged that leads from various channels need to be collected and analyzed through one platform to improve the efficiency of marketing. Therefore, professional CRM tools need to integrate with WeChat.
HubSpot WeChat integration of iParllay
It’s a common phenomenon that HubSpot integrated with popular social media in other countries, but the condition in China is different. To solve the tough problem for companies that have difficulties in the marketing of China, iParllay supplies the solution of HubSpot WeChat integration, which can help Firms search, identify and capture leads generated from the business’s official account automatically and effectively. Leads on WeChat can be synchronized to HubSpot through HubSpot WeChat integration so that it’s more convenient for companies to know about the properties of customers from WeChat and track their behaviours. The solutions provided by iParllay can be divided into the following parts.
- With the popularity of WeChat, more and more people are accustomed to using it not only in daily communication but at work. Therefore, WeChat is one of the most important tools to collect leads for marketing in China. HubSpot WeChat integration helps companies synchronize leads from WeChat with a higher efficiency, analyze data comprehensively and supply a basis for making successful marketing strategies.
- Firms can know about customers’ habit deeply from the reports obtained through the service of HubSpot WeChat integration. Various custom reports will be created on the ground of the leads synchronized to HubSpot. Reports can give a visual presentation of lead generation and conversion in the market of China
- Webhooks API is also available to options of companies. Firms can send messages to inform business customers’ behaviours and track and update customers’ experiences through the HubSpot WeChat integration of iParllary. Reflect corresponding customers’ properties on WeChat.

Summary of HubSpot WeChat Integration Solution

HubSpot is one of the strongest companies in the world and it has established a collaborative relationship with many famous platforms, helping numerous companies to improve efficiency and promote their brands better. WeChat, a social Channel with a large user base in China, become the choice of more and more companies for marketing. Therefore, HubSpot WeChat integration is the best option for companies to expand their business in China.

Get a WeChat Official Account from Iparllay

By iclick | IParllay Marketing Blog, Marketing in China, WeChat Marketing

Get a WeChat Official Account from Iparllay

iclick
2023-02-13

More and more social channels are flooding into our life to meet the communication need of people, which changes the pattern of communication and information dissemination. The appearance of social media also improves the revolution of marketing. For better brand exposure, the method of marketing must keep pace with the times. Therefore, the personnel for marketing always pay attention to emerging social media closely. According to local situations, different social platforms are developed and popular among people in different countries. WeChat is the only social platform with more than one billion active users in China, therefore it arouses much attention from businesses. Any company aiming at entering the market of China must focus on the significant role of WeChat in information dissemination. If you are a firm that wants to expand the business and build your brand in China, WeChat must be a strong tool to help you reach your goal. As a local platform with a large user base, WeChat could reduce the challenges that companies will face in unfamiliar surroundings. With the help of WeChat, you get to know about the features of users from China quickly and make tailored strategies for marketing. Then which functions of WeChat can help you nurture and attract customers effectively? WeChat official accounts and mini-programs are two functions that enterprises can’t neglect for better marketing effectiveness in China.

What is a WeChat official account?

WeChat official accounts are important functions provided by WeChat for firms to generate leads effectively. Then how does a WeChat official account serve for companies’ marketing? Firstly, it’s a mature channel to help brands gather followers. Being immersed in the flood of information, people are more cautious about their choice of purchasing nowadays. Therefore, it’s more important for brands to maintain old customers for relatively stable conversion. WeChat official accounts are available for companies to maintain existing followers and improve their loyalty. Moreover, it supplies a platform for companies to interact with their customers and keep a good relationship with clients in a long term. Second, it can send followers to push notifications. With the support of WeChat official accounts, no matter when companies post content, a push notification will be automatically sent to followers in time. Any campaign or information of companies can be known by its followers as fast as possible, which increases the exposure of brands and maximizes the effectiveness of marketing. Third, it can redirect followers to a website or e-commerce. The content posted by companies stimulates customers’ purchasing desire to inspire them to place orders from companies, therefore it can influence customers’ decisions in purchasing.

What is a WeChat mini-program？

Mini-programs of WeChat can be regarded as simplified apps. They are often products provided by a third party on WeChat for users to enjoy some functions directly. Various mini-programs enable WeChat to supply better services for users at the lowest cost. It’s said that mini-programs are apps within WeChat. The users just need to search for the mini-program that they need on WeChat and don’t need to skip out from WeChat for downloading new apps. Moreover, mini-programs don’t take up the memory of smartphones. Mini-programs of WeChat promote the efficiency of work, which is also the reason why more and more people in China choose to deal with trivial work or communicate with colleagues and customers on WeChat. Integration of diverse functions on WeChat supports their work more effectively and marketing for their brands more conveniently. companies, therefore it can influence customers’ decisions in purchasing.

Why you should get a WeChat official account from Iparllay?

WeChat official accounts and the mini-program of Iparllay improve the register conversion and customer repeat purchases. Firstly, the service of WeChat official account and mini-program from Iparllay help businesses identify the users of various mini-programs on WeChat official accounts. CDP of Iparllay can analyse the data across platforms by the following three steps.

l Integrate WeChat official accounts with Iparllay to form WeChat CRM.

l Combine WeChat mini-programs and Iparllay to form mini-program SDK

l Set up marketing automation through Iparllay workflow.

Based on the above steps, you can not only identify users of the mini-program on WeChat but also transform the traffic from the official account to the mini-program. Secondly, Lead the followers of companies’ WeChat business account to mini–programs automatically. Based on the journey of users of companies’ WeChat official accounts and users’ attributes, Iparllay can stimulate inactive users to use mini-programs in various marketing situations. The traffic leading often occurs after several situations: click menus or links; followers scan QR codes; open mini-programs; reply to some keywords. Thirdly, take advantage of official accounts to improve the conversion rate of mini-programs. Iparllay makes up for the shortcoming that brands can’t communicate with users of mini-programs through diverse functions of official accounts used for interactions. Iparlly can help brands push personalized content in official accounts to certain fans, improving the conversion of users from mini-programs. Fourthly, maintain old customers and inspire them to purchase again. Iparllay not only tags and classifies the customers who place orders on brands’ WeChat official accounts but also improve the repurchase effectiveness of users’ mini-program about followers’ habits, interest and status through the private traffic pool. Iparllay push template messages, campaigns, mini-programs and articles with pictures for brands. Fifthly, track and monitor the real-time data from mini-programs. CDP of Iparllay can analyze data across platforms. Brands can obtain the data that customers interact with official accounts, mini-programs and webpages to know about the journey of users, the conversion under situations and optimize marketing decisions with the support of Iparllay.

Summary of service of Iparllay

Mini-programs within WeChat obtain the support of users in a short time because of their convenience and it also has unique disadvantages for e-commerce businesses. However, it’s difficult to manage and nurture users. The close relationship between mini-programs and WeChat official accounts makes it possible to manage users effectively. Overall, you can identify users of mini-programs accurately, lead the traffic and improve the conversion and the repurchase.

How to do marketing better through official accounts of WeChat CRM in China

By iclick | IParllay Marketing Blog, Marketing in China, WeChat Marketing

How to do marketing better through official accounts of WeChat CRM in China

iclick
2023-02-07

Do you want to expand your business and dominate a larger market share in the fierce competition of China? If you do, a localized marketing strategy is necessary and official accounts of WeChat CRM help you stand out in the market of China.

Background of social CRM

The world is ever-changing with the development of information technology. The speed of development is so rapid that companies are often abandoned by customers or markets due to their slowness. Therefore, almost all enterprises regard the ability to react to any change and new things as the key to existing in markets continuously. To follow the pace of the times, they must pay close attention to the latest technology for higher efficiency. That’s the reason why CRM was popular among lots of firms when it was proposed as a management concept and the appearance of a series of CRM tools also brought concerns from companies. However, nothing is everlasting in the world where technology is deemed as the driver of development. Communication Desire from individuals gives a push to the birth of various social platforms. Then social CRM replaced CRM to become the mainstream in the field of management. Humans’ lifestyle is also impacted by social channels greatly. Social media shorten the distance among people, communication gradually gets rid of the limitation of space. Moreover, social platforms become a place where information is disseminated effectively. Eventually, companies try to integrate it into their marketing for better conversion.

Which kind of social CRM is more suitable for marketing in China?

China, as a rapidly developing economy with a population of 1.4 billion, becomes one of the target markets that overseas companies want to enter the most. Of course, any firm must make localized strategies to improve customer awareness in a new environment. Nowadays, social media plays a more and more important role in people’s life. Now that we have mentioned social CRM and its influence above, WeChat in China must be introduced here for those overseas firms. WeChat is a social platform launched by Tencent in 2011. It can be known from its name that the function of WeChat focuses on supplying a high-quality channel for people to communicate online. If you are from an overseas country and not familiar with WeChat, you can deem it as China’s WhatsApp. The number of active users in WeChat is over 1.2 billion, which is the reason why WeChat can’t be neglected when you mention social media in China (Statista). WeChat accounts for 34% of China’s total data traffic (Walk the Chat). There is no such app that can occupy such a large market share in the world until now. Moreover, users not only use WeChat as their communication tool in daily life but they are also accustomed to using it at work. According to South China Morning Post, 90% of Chinese professionals prefer WeChat for workplace communications. Although e-mail is also often used by people at work, 70% of Chinese still prefer to choose WeChat for communications related to work (Marketing to China). 60 million users actively use WeChat for work. Therefore, if a foreign company want to promote its brand or business in China with social CRM, WeChat CRM must be the key to help you open China’s market.

Official account of WeChat CRM in China

WeChat is started as a platform to communicate, while it becomes a channel with more functions. The function of the WeChat official account was launched in 2012 and it was named as WeChat official account or WeChat official media. Designed as a tool for mass texting to connect brands and subscribed users and to replace messaging, WeChat official account is tailored for firms, governments and media. Then how should a business use WeChat official accounts for marketing? An official account of WeChat CRM is an ideal option for overseas companies to promote customer awareness in China.

How to use the official account of WeChat CRM effectively for marketing?

iParllay helps companies to create an official account where customers could have a better experience on the mobile end. Some details are given to display the overview of the whole solution.

Official account of WeChat CRM from iParllay can push specific content for different followers through its personalized menus within the same official account. iParllay disseminates accurate content for each follower of companies, improving users’ experience.
iParllay upgrades the function of presetting content to reply to followers for personalized interactions on the ground of followers’ properties and behaviours. Under the support of iParllay, companies can supply unique experiences for customers, recommending the content that they are interested in at a proper time, leading fans to download materials and register and helping firms to size the best opportunity to complete conversion.
iParllay can identify the sales opportunity accurately. Automatic marketing of iParllay supports firms to send followers of WeChat official account pictures and information, output real-time conversion rate of each stage, analyze the effect of campaigns and identify potential clients with the guidance of certain marketing aims.
Tags of multi-dimension and scenes owned by the official account of WeChat CRM in iParllay assist enterprises to establish exclusive tag systems. Businesses can tag followers from the official account of WeChat and pave a solid ground for tailored operations.
Knowing the value of the brand official account of WeChat CRM, iParllay helps companies make full use of the functions of the WeChat official account to strengthen the connection between firms and target customers and finish the whole marketing process from identification and nurture of clients to conversion.

Based on the investigation of the target customers and its industry, iParllay designs the marketing procedure of clients’ WeChat official account to improve conversion rate continuously within a day at the fastest speed through professional WeChat marketing plans and strong automatic workflow.

Summary of the official account of WeChat CRM in China

The official account of WeChat CRM is an effective tool to support overseas companies improve their’ customers’ awareness in China and promote conversion. iParllay, with rich experience and excellent service in marketing through the official account of WeChat, must be the best option for overseas companies to expand their business in China and stand out from the fierce competition.

Is WeChat good for b2b marketing in China

By iclick | IParllay Marketing Blog, WeChat Marketing, 未分类

Is WeChat good for b2b marketing in China?

iclick
2023-02-02

WeChat is the product of the development of information and technology.

With the popularity of the Internet, numerous social apps flood into the market, but there is no doubt that WeChat is one of the most successful. Since it was developed by Tencent, one of the most famous firms in the world, people’s life has been changed by it gradually. Although WeChat is always regarded as a social platform, diverse mini-programs help it acquire many more users than other general social apps. According to statistics from Tencent, In the first quarter of 2022, WeChat already had 1.6 billion users and most of its users are from China. Moreover, as time goes on, the number is updating.

As a social channel, WeChat not only changes people’s communication ways but also influences the marketing methods of businesses. To expand brand awareness, companies must choose a marketing method that keeps pace with the times. The advent of social media has challenged traditional marketing, therefore, firms must choose new marketing tools for survival. Facing diverse social channels, how should they choose? The user base is one of the essential factors that companies should consider. One of the aims of Marketing is to extend the brand and the popularity of the company. The choice of a platform with a huge user base is half of success for a company. Based on the user base of WeChat, it is one of the ideal options for firms to enter China’s market certainly.

B2B marketing indicates strategies used by firms to help them promote their service or products towards an enterprise or organization.

It’s one type of marketing focusing on the demand and preference of people responsible to purchase within companies and convert them into loyal clients. However, it’s not easy to locate customers’ needs and obtain leads about potential customers. B2B marketing groups of companies are often troubled by the following problems. First, they can’t acquire comprehensive and effective leads. Being immersed in the flood of information, companies enjoy the convenience brought by information but feel confused sometimes. Numerous platforms providing information make it difficult to identify the most efficient. Second, they just get useful information from a single channel, which causes the source of information to be unstable. Nowadays, the development of technology accelerates the speed of upgrading information. It’s tough for companies to get comprehensive information just through one channel. What’s more, dependence on one channel is harmful to business growth in the long term. Third, they are not clear what effective leads are. Acquisition of information from channels is just the first step of b2b marketing in a company. The key stage is to identify effective leads accurately. Of course, the marketing group needs much energy and time to filter high-quality leads from the flood of information. Fourth, they can’t manage these leads effectively. To improve conversion rate, b2b marketing groups must master the ability to manage leads effectively. Besides that, Companies aiming at entering China’s market also need to know how to do b2b marketing in China.

Based on the data on global statistics, social media users in China are more than 983.3 million. Social platforms have become a significant part of Chinese people’s life, one of which Chinese people love to use is WeChat. About one-third of Chinese people’s online time is spent on WeChat and over 81% of users spend more than one hour every day on WeChat (Hootsuite). Of course, their communication on WeChat is not just limited to daily life. Necessary communication among colleagues is also on WeChat. What’s more, various mini-programs increase the function of WeChat, which also provides convenience for users to work with it. Therefore, WeChat can’t be neglected to know about b2b marketing in China.

WeChat could help companies to acquire effective leads.

Although WeChat ranks fifth among the list of the most popular social apps, it’s the most suitable app to be used in China for b2b marketing. Communication on WeChat could help companies to acquire effective leads, and diverse mini-programs on it are available for companies to search for useful information. The application of WeChat in b2b marketing greatly improves the efficiency to identify high-quality leads, helping enterprises manage leads collected well for the long term.

iParllay is one of the most famous companies supplying the service of WeChat b2b marketing in China.

It focuses on the acquisition, management and nurture of leads, helping optimize the b2b marketing strategies for companies. Firms could manage leads through WeChat with the support of iParllay. What’s more, companies have opportunities to interact with each customer from leads with the help of WeChat b2b marketing service. iParllay helps companies to solve the problems that they encounter in the process of b2b marketing in China through WeChat. Some details are given to present the service.

It’s not difficult for companies to acquire sales leads. Various functions are available for companies to obtain information about customers, including content marketing tools, and QR code. These tools support you to post interesting content to attract customers on WeChat. No matter whether you master professional knowledge, you could get effective leads through these tools. After that, collected leads can be tracked automatically. At that time, the information can be shared within an organization. Persona and customer journey provided by iParllay help companies nurture leads easier. Based on the information of customers, companies can interact with them more effectively and shorten the time of finishing a transaction. Integration between HubSpot CRM and WeChat helps companies to know about prospective customers and their behaviors. Webhook helps companies to use data supplied by the third party. Overall, WeChat b2b marketing tools can update the situation of leads timely. WeChat b2b marketing tools help companies to adapt to the market quicker and improve conversion rate in China.

In brief, WeChat, as one of the most popular social platforms in China, is greatly helpful to the companies aim at improving their business growth in China.

Differences Between CRM and SCRM

By iclick | IParllay Marketing Blog, Marketing Automation

Differences Between CRM and SCRM !

iclick
2023-01-30

Concept: CRM means customer relationship management, while SCRM means social customer relationship management. Generally speaking, CRM and SCRM are not only two concepts in the field of management, but also involve various tools and methods to help marketing and business growth in a company. With the development of technology, the management of a company becomes more complicated than before. To adapt to new situations better, companies have to introduce new ways and tools that are helpful to sales growth. As products of the information times, CRM and SCRM all play important roles in a firm’s operation

CRM tools or systems are used by companies to improve revenue. CRM tools are designed for helping companies to manage their relationship with customers and winning clients’ trust. Thanks to CRM tools, companies can maintain a good relationship with their customers easier. However, the world is ever-changing and technology is also updating. To provide convenience for people’s communication, social media has become popular among people in daily life. People are accustomed to communicating in life and work through social platforms gradually. To keep up with the change, CRM tools have to be adjusted in functions to be more competitive with the support of integration with popular social channels. Then SCRM is developed and used by most firms to help them obtain effective leads from the interaction of customers on social platforms.

Function

CRM tools help companies collect data on customers’ behaviours, supplying valuable reference material for companies to make wiser decisions. The use of CRM is to manage customer relationships, which also helps companies to form the awareness of putting customer experience as their priority in making or adjusting their operating strategies. Directed by the customer-oriented strategy, companies often summarize and analyze what customers hope to get from their service or products. Based on effective leads on CRM tools, they optimize their products for customers’ satisfaction and loyalty. In the whole process, CRM helps companies reduce sales cycle and cost, seeking new markets and channels to expand their business.

SCRM, as the extension of traditional CRM, mainly emphasizes the involvement of customers and bilateral interaction. Customers not only exist in the static status as owners of things, but in the dynamic status of fans, suggesters and contributors of a brand. Thanks to SCRM, users can freely communicate with each other and share their opinions on brands, helping companies know about the shortcomings of their products, service and marketing. Firms could build customers’ brand loyalty by SCRM, making a perfect integration between customers’ demand and brand building. Meantime, the interaction with brands supported by SCRM also makes customers feel a sense of achievement, motivating them to support those brands’ development continuously.

Management Ideas

CRM highlights the management of customers, involving professional tools used to simplify internal processes and integrate processes and documents about sales, service, and feedback. From the perspective of customers, CRM pays attention to the management of clients but neglects the interaction between customers and businesses. Customers seldom obtain opportunities to interact with companies directly and just get information from calls, salespersons, e-mails and websites when companies choose CRM as a part of management. Although CRM is also a management idea that a company should attach importance to consumers, consumers don’t be given the initiative in the process of a transaction.

SCRM emphasizes the cooperation between customers and companies for brand construction. Customers are not only just deemed as objects of management but a vital part of the operation of companies. SCRM takes customer data as the most important marketing asset of firms, offering guidance for successful marketing strategies. Companies can complete a user profile through SCRM for comprehensive information on customers. What’s more, customers could enjoy more freedom to share their ideas about brands and have more initiative in their interaction with firms when SCRM is used by enterprises.

Goals

CRM is a kind of tool used to improve internal management within a firm. It often plays an important role in evaluating the performance of salespersons and regulating the service of employees. Traditional CRM mainly involves the selling of software or systems, recording customers’ history orders, inputting information by salespersons, customer service staff and after-sales service workers, and outputting part of datasheets by the system. Overall, the goal of CRM is to play a role in the improvement of management efficiency within an organization.

SCRM is the extension of a business marketing system oriented to users. SCRM takes each contact with customers as an opportunity to communicate with them. Based on the information obtained from contact with clients, SCRM provides content that customers need to influence them comprehensively. Meanwhile, the social networking of each customer is integrated into companies’ marketing systems. The above aims of SCRM can’t be achieved by traditional CRM. In brief, SCRM aims at improving the marketing systems of firms through leads supplied by all social channels.

Focus

CRM is a tool used to manage customers by companies, focusing on the key stages in the process of selling. Firms analyze various data indicators through CRM systems, such as customer retention, customers’ attention to products, and the time and frequency of purchasing, to optimize the process of business and promote collaborative efficiency within a company. However, firms seldom interact with customers through systems and their interactions are often unilateral via phone, message and email. With the appearance of social media, customers tend to communicate with others in new ways, which reduces the efficiency of marketing.

SCRM focuses on bilateral interaction between businesses and customers, customer operation, the nurture of customers and conversion rate. SCRM emphasizes the integration with social networking and the connection with more customers from social channels, collects data on users’ behaviours through the record of socializing, and finishes persona through enrichment of users’ personalized tags for refined management of customers. In a word, SCRM highlights the combination of the advantages of popular social platforms in order to improve conversion rate.

Differences Between CRM and SCRM
	CRM	SCRM
Concept	Customer relationship management	Social customer relationship management
Function	Collect data on customers’ behaviours	Emphasize the involvement of customers and bilateral interaction
Management Ideas	Highlight the management of customers	Emphasizes the cooperation between customers and companies for brand construction
Goals	Improve internal management within a firm	Improve the marketing systems of firms through leads supplied by all social channels.
Focus	The key stages in the process of selling	Bilateral interaction between businesses and customers, customer operation, the nurture of customers and conversion rate

Summary

Overall，CRM and SCRM have totally different meanings from above aspects. SCRM is developed on the ground of CRM with the support of technology. Compared with CRM, SCRM can help companies to adapt to the new market surroundings better and improve their marketing, service and products from the perspective of customers.

How to find sales leads in WeChat official account？

By iclick | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

How to find sales leads in WeChat official account？

iclick
2023-01-04

The WeChat official account has become an important platform for companies to promote products and services, so the opportunity of communication between users and enterprises have increased significantly.

How to find users with purchasing needs in the WeChat official account in a short time, quickly realize sales lead mining, improve sales lead management, and promote purchase, becoming a challenge that every enterprise must overcome when operating WeChat.

Users who have an intention to buy but have not yet made a deal are called sales leads.

In the WeChat official account, although we can see a lot of user-related information, such as new users, reading rate of articles. However, it is difficult to find out who clicked on the menu to enter the online store of the company, which generated an interest in purchasing products.

Or after a promotion, it is impossible to identify whether a large number of unfollowed users came just because they received promotional gifts and left at the end of the campaign.

Therefore, although there are a large number of users in the background of the WeChat official account, how to find these sales leads that play an important role in the marketing and sales of the enterprise is the key to helping enterprises achieve higher profits.

Ignoring the management of sales leads can lead to the loss of a large number of sales leads and miss valuable sales opportunities.

Short-term marketing campaigns aimed at user growth masked the fact that the long-term production ratio was unhealthy.

For those users who have specific behaviors, such as clicking on the electronic mall in the corporate menu, that it is a group of people who are more interested in the products.

Parllay will record their personal attributes in the system according to their behavior, and help companies find those who are interested in buying products, which is what we call sales leads.

When an enterprise accesses its Wechat official account background to Parllay, Parllay will track the users comprehensively. Users’ click menus, scan QR codes, registered members and other behavior information will be fully recorded in the user’s personal behavior. This will facilitate the management and communication of different customer。

For those who have specific behaviors, such as clicking WeChat Mall, it is a group of people who are more interested in corporate products. Parllay records them in the system according to their life cycle, behavioral interests, and geographic geographic attributes, and calls them “sales opportunities,” which we call sales leads. To find more sales clues with Parlly will shift the focus of marketing to marketing returns, from simple content output, brand promotion, to product-effect integration and data-driven marketing stage.

Challenges of bank marketing in the era of Internet + Big data

By iclick | IParllay Marketing Blog, Marketing in China

Does it worth to have the WeChat-CRM at the beginning?

iclick
2023-01-04

With the marketization of interest rates and the development of Internet finance, commercial banks are also facing more and more fierce competition in the process of development. In the era of Internet + Big Data, the marketing mode is becoming more precise and real-time, and the service mode is increasingly personalized and customized. Commercial banks need to have marketing strategies that meet the characteristics of the times to deal with the challenges of marketing methods and marketing management.

Challenge of marketing method: turning money-centered to people-centered

For a long time, the bank’s business process is still based on the needs of internal management and internal accounting. The development of banking business is based on the idea of “capital-centered”, and does not really put “customer-centered” into practice. The shift from capital-centered to customer-centered requires in-depth understanding of the various information of customers, a true understanding of their needs and consumption patterns, and then providing corresponding financial services according to their specific needs, effectively affecting customer behavior and ultimately achieving the goal of improving profitability.

Challenge of marketing management: group marketing turning to precision individual marketing

The competition of banking industry is reflected in the competition for customers, and in essence, in the difference of marketing concept and service means of banks. To change the concept, we should first clarify three basic questions: “Who are our customers?” “What do they need?” “What can we offer them?” On this basis, through the integration of products and channels, to provide customers with personalized services. Provide the right service to the right people at the right time.

Our Solutions

Parllay-Wechat CRM can make full use of WeChat official account data, combine with bank customer big data, fully tap customer value, and automatically precise marketing according to bank requirements. We will maximize the revenue of customers in stock, shorten the conversion cycle of users, reduce the cost of short message push by using the free advantage of WeChat, fully promote the growth of bank’s WeChat business, and improve the sales of bank financial products, the rate of user’s card binding and the rate of reading article of WeChat.

●Identifying bank customers in users

Due to the characteristics of the industry, commercial banks have huge and confidential user data. The particularity of the data makes it impossible for them to directly connect, extract and analyze by external interfaces. As a result, millions of trillions of WeChat users of each bank can not correspond with bank customers. In other words, customers at all levels of the bank can not be identified from WeChat user. For example, how to identify private bank customers from WeChat users and personalize one-to-one service.

（1）Identifying customers through specific templates

Parllay uses the user’s WeChat OpenID as the basis to obtain complete user profile through gender, age, location and other information. The bank only needs to synchronize the OpenID of the target recognition customer with the corresponding tag to the Parllay template, and the platform can accurately identify the target customer and then feedback it to the bank. This process does not involve any data security issues and hidden dangers of customer information disclosure. This method is especially suitable for the identification and screening of bank VIP customers. The bank synchronizes the VIP customer’s OpenID and its special tags into the Parllay template, and the platform can quickly identify and screen the customers and synchronize the behavior trajectory analysis.

(2) Identifying customers through QR code

Parllay can identify customers of different branches according to different QR codes of the bank. Banks can combine specific activities of different branches to carry out precise marketing, thereby improving the reading rate of articles and reducing the cost of sending short messages.

(3) Understanding user interest through interaction

This identifying method is the way that the platform identifies the user’s interest according to the user’s behavior trajectory on the Wechat official account, mini program and H5 page. Parllay found that on WeChat official account platform, 75% of users’ interactive behavior data were not displayed. From WeChat to H5 pages, different content marketing for different marketing scenarios and personalized post for users with different needs can improve marketing experience. For example, a user often clicks the credit card option menu when using the bank’s WeChat official account. The user may be interested in credit cards. According to the analysis of his/her subsequent behavior, the bank can determine whether he/she is an potential customer of credit cards, and then precisely post messages to improve the conversion rate of credit card applications.

●Customer-centered marketing analysis

User identification is the beginning and the most critical step of WeChat CRM, which directly influence the effect of follow-up precision marketing. User identification is followed by user analysis. Parllay advanced analysis module tracks user behavior in different scenarios and different business platforms, automatically identifies user cycle according to user behavior trajectory, comprehensively analyses the number, proportion and conversion time of users in each cycle, and makes a comprehensive and scientific analysis of user behavior identification.

For example, for private banking customers, banks can only grasp the information of their various transactions in the bank, but not the behavior on various online platforms. Even if the customer unfollows the bank’s WeChat official account, the bank does not know. There is undoubtedly a great risk in maintaining customer loyalty and repurchase rate. Parllay can analyze and summarize the online behavior trajectory of the bank’s VIPs, facilitate the bank to provide personalized one-to-one service and maintenance, effectively enhance customer loyalty and satisfaction, promote repurchase, and enhance profitability.

●Precisely post personalized message

User identification and analysis are completed, followed by precisely post messages.

Banks recommend banking products and services according to the users’ interest obtained from previous analysis, promote potential customers to bind cards and purchase financial products, and enhance the repurchase of financial products by old customers of banks. Parllay supports template message and can publish messages 3000 times one month, not 4 times. For example, according to the data obtained from user identification and user analysis, banks send financial product message to VIP customers to improve the repurchase rate; send credit card activity message to non-credit card customers to promote the development of credit card business; and send postfinancial management knowledge to non-credit card customers to increase user stickiness and promote transformation.

●Messages analysis

With the completion of the message sending, the whole process of WeChat CRM seems to have been completed, but in fact it is not. What is the specific effect of precise marketing? How many customer business transactions have been promoted? These problems have a direct impact on the next round of marketing planning and marketing effect. Parllay’s funnel analysis tool not only presents the bank with a complete funnel: the number of people who have received the message – the number of readers – the number of links clicked, but also shows the interactive trajectory of each user who clicked the links. Contrast the promotional data of articles in different time periods by innovative “activity management” mode, to help marketers continue to optimize their creativity and enhance the effect of content marketing.

The development and advancement of science and technology brings to the banking industry not only the improvement of technology and means, but also the collision of old and new concepts and the challenge of business growth. Only by combining advanced science and technology with management innovation and expanding banking business through efficient and convenient electronic channels can we broaden business areas with less investment and share the benefits of development with our customers. Customers are always the first assets of banks. Parllay helps China’s banking industry to truly focus on customer satisfaction and accelerate the development of WeChat customer relationship management.

WeChat User Lifecycle

By iclick | IParllay Marketing Blog, WeChat Marketing

WeChat User Lifecycle

iclick
2023-01-04

We all just want to be understood, right?
Think of your role as a WeChat user, consumer, and customer – not as a marketer. Which companies – the ones that you interact with their WeChat Official Accounts – do you feel have a deep understanding of and appreciation for your needs, desires, and interests?
Most marketers think they know their users very well or are satisfied with how well they know their users – that means we should jumping for joy, right? The game is won! We understand our users and thus our our WeChat marketing can’t fail. Huzzah!
You’re not alone if you think this seems… premature. The truth is, many marketers do know their customers – from buyer personas to web analytics, there have been enough years worth of data to discover who your audience actually is. But that was before WeChat.
WeChat created the ultimate entrance for social and mobile – your prospects and customers are now interacting with you “on the go,” across channels, and often, in real time (offline to online). Traditional data and analytics don’t show you everything you need to know about your WeChat users. But you need to know everything of your users on WeChat. Actually traditional data analytics will only provide you a single point of view of the life cycle and instead you need to treat WeChat users as clients to understand their lifetime.

Essentially, using the lifecycle view allows you to keep your users at the center of everything. Sounds appealing, right?

The user lifecycle, sometimes known as a customer journey, is helpful when it comes to mobile marketing because it also acts as an organizing framework. With mobile, the term “big data” became an overwhelming reality for marketers. The lifecycle frameworks provides a way for you leverage your data and experiences in a step by step way that addresses the real needs and motivations of your users.

Here’s how the user lifecycle framework helps you:

You can: Glean insights from data better understand the customer and create a truly valuable experience
You can: Get a customer-centric view that ensures the focus is on moving every customer through the lifecycle based on their individual behaviors and actions – not group assumptions
You can: Deliver personalized messages based on user interests, desires, and needs that highlight what they want and drive your business forward

Let’s take a look at the four stages of the user lifecycle, how they apply to your app, and what you can do at each stage (Acquire, Engage, Grow & Retain) to harness and drive long-term loyalty.

Use WeChat Customer Service Tool Efficiently To Complete CRM Closed Loop

By iclick | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

Use WeChat Customer Service Tool Efficiently To Complete CRM Closed Loop

iclick
2023-01-04

Customer Relationship Management, CRM was initially developed in United States. The concept was originally brought by Gartner Group. In early 1980 there was Contact Management, to collect all information in-between client and company communication. Till 1990 it has transformed into Customer Care including telephone support center as well as data analysis.

Customer Service or Customer Care is one of the core links of CRM
Through integration with Tencent WeChat official software “Duokefu”, it has a complete industrial level customer service based on WeChat official account.
Duokefu function is available for all certified Service and Subscription accounts and allowing up to 100 customer representatives be online at the same time; can be logged in on both PC and mobile devices to delivery customer services. Customized add-ons could be developed based on Duokefu which allows in-depth personalized services for companies to satisfy user needs.

Effectively manage WeChat users with “lifecycle”

By iclick | IParllay Marketing Blog, Marketing in China, WeChat Marketing

Effectively manage WeChat users with "lifecycle"

iclick
2023-01-04

Parllay has formed its own unique judgment of WeChat users to customers by working with multiple customers and projects on WeChat platform for a long time.

In the process of user-to-customer formation, users have three very important attributes:

(1) Common population geographic attributes such as gender, geographic location, avatar, alias, etc.

(3) The attributes of user’s behavior interest, such as whether they often participate in offline activities, their attitudes toward a product, and whether they often visit websites and so on.

(3) User life cycle attributes, whether users or paying customers, is a way for enterprises to differentiate users according to the intensity of purchasing intentions. The stronger the intentions, the higher the probability of successful marketing.

Most enterprises use customer relationship management system (CRM) to manage customer life cycle in a unified way. They can not only recommend high-value products to VIP customers, but also follow up in time to promote customers who have purchasing intention.

CRM has a huge impact on marketing and sales, which is the fundamental reason why many Parllay customers attach importance to “customer life cycle attributes”.

However, new challenges will follow. Traditional CRM in WeChat is difficult to exert its huge advantages. Complex settings and high prices are difficult to help marketers achieve marketing goals in the short term. The reasons are as follows:

WeChat user behavior is complex: from offline to online, from WeChat to webpages (authorized access to web pages), from one system (such as card coupons) to another system (customer service), traditional CRM software recording and tracking data that is sold and actively entered by customers, but lacks a proven ability to track user behavior within WeChat’s ecosystem.

WeChat upgrades frequently: in order to satisfy the customer experience, Wechat upgrades quickly and iteratively through the Internet almost on a monthly basis, while traditional IT systems are difficult to achieve the goal of marketers in the short term in order to maintain stability.

For example, a customer of Parllay, a multinational digital product retail giant, needs to count the number of times that users scan specific QR codes after each retail store purchases electronic products. Because every scanner will get a beautiful T-Shirt, but in order to prevent cheating, the statistics must remove the repeated scanners. In this case, no powerful CRM can help.

High complexity of implementation: Compared with the theme of marketing activities, one month and one theme, one push topic is changed every week. The traditional IT system is implemented in quarters or years, from system planning to launching on-line implementation for one year. As little as 6 months. Imagine, in this case, which marketer can bear it?

Understanding the importance of user lifecycle attributes, we look at how Parllay customers manage WeChat official accounts. We treat the user lifecycle as an independent attribute and divide it into seven phases: “users – leads – high quality sales leads – sales opportunities – intention customers – paying customers – loyal customers – others”, others are enterprise-defined.

The significance of users’ life cycle management in WeChat

Firstly, it can help enterprises focus on the key business results when formulating WeChat marketing strategy. Visual understanding of the specific number of ordinary users to pay customers, rapid adjustment of marketing input.

Secondly, when marketing activities are carried out, enterprises can precisely send messages according to different stages of the life cycle of customers, and promote the gradual transformation from users to paying customers.

Thirdly, examining different marketing scenarios from the perspective of users’ life cycle can help enterprises better set up marketing activities, achieve micro-credit user management, pursue the growth of users while paying attention to the transformation of users in specific marketing scenarios, whether to enter the next stage. Make the marketing work orderly, coherent and executable.

Fourthly, we can quickly synchronize valuable customer information into enterprise CRM without waiting for the upgrading and implementation of IT system.

However, in the background of WeChat official account, enterprises can not manage the users’ life cycle. They only provide some information about the population geographical attribute of the users.

If an enterprise relies on the above information to make decisions when formulating its business strategy, we can say that it is almost equivalent to throwing darts blindfolded and looking at luck.

Making full use of the three attributes of W users to make correct decisions is a pain point that Parllay can help marketers solve.

iclick

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