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Marketing Automation

2023年1月30日
0

Differences Between CRM and SCRM

By | IParllay Marketing Blog, Marketing Automation

Differences Between CRM and SCRM !

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.

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2023年1月4日
0

How to find sales leads in WeChat official account？

By | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

How to find sales leads in WeChat official account？

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.

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2023年1月4日
0

Use WeChat Customer Service Tool Efficiently To Complete CRM Closed Loop

By | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

Use WeChat Customer Service Tool Efficiently To Complete CRM Closed Loop

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.

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2023年1月4日
0

Using Four Kinds of Wechat Marketing Scenarios Skillfully to Promote Business Growth

By | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

Using Four Kinds of Wechat Marketing Scenarios Skillfully to Promote Business Growth

For WeChat official accounts, the seemingly simple path from acquiring users to promoting users to buy products is actually tortuous and changeable. Especially when the number of users exceeds a certain stage, after experiencing large-scale user growth, many enterprises have entered a bottleneck period. The typical characteristics are as follows:

1. Not only did the growth of users decelerate, but business growth also did not improve.

2. Engage with users, but users continue to unsubscribe.

3. Serious imbalance of input-output ratio.

The above reasons are mainly due to the incorrect use of marketing strategies by enterprises.

Enterprises should pay full attention to the following four key scenarios when using WeChat to promote business growth:

1. Get users

When it comes to how to get users, the first instinct of most marketers is to advertise on KOLs, but this is only the first step to get users. The second key step is to interact with users in a timely manner when they follow the Wechat official account. For example, when a user scans a QR code subscribing to a WeChat official account from an offline store, he may be rushing to subscribe for “welfare” given by a promotionist, while a user who subscribes to account through a WeChat search would like to know more about the brand. Comparing these two types of new users, it is obvious that the latter’s purchase motivation is much weaker.. In the scenario of acquiring users, the second kind of marketing scenario can be opened only if the users are persuaded to stay.

2. Interact with users

Two core channels for users to subscribe to brand official account are QR code scanning and active search. It’s no exaggeration to say that we think we spend a lot of time writing WeChat articles every week, but we can neglect the contribution in promoting getting users. So why do companies invest heavily in hiring public relations companies and copywriters to create different content? That’s because post content according to user’s different attributes can greatly improve the effect of interaction. For example, for users in Beijing who are interested in buying or renting a house, it is much better to send the  information of house that around their geographic location than to send the news that the people of the whole country are “happy to hear and see”. When the brand can fully understand the interests of users, users will choose to stay.

3. User retention

When the company successfully created “10w + reading” and “100w H5 page visits” through marketing promotion, congratulations, you have entered the third kind of scenario to promote business growth. At this point, you need to gradually transform from disseminating KPI to transforming KPI, using the attributes of life cycle to understand users at different stages of purchase, more scientific than simply understanding the geographical attributes of population such as gender, geographical location. For example, when the user is in the bar excited to buy your wine, they may not be considered your customers. But if the enterprise needs to continue to grow, we need this kind of impulse consumers convert to sustained consumers, enhance their loyalty. Customer retention scenario is the most complex, but it is also the core of driving business growth.

4. Customer growth

When we complete three key scenarios, we accumulate a large amount of user behavior data.

A WeChat official account with more than 1 million users generates more than 100 million user behavior data a year. Making use of big data to make scientific decisions is the basis to ensure the rational use of marketing resources. At this stage, the rational use of  users data, automatic follow-up management of potential sales opportunities will become routine work. For example, when a user visits a website to learn about a product, automatically issuing a coupon to them will facilitate the purchase. Or when users buy expensive products in the store, it automatically pushes a service satisfaction survey to improve the customer experience. The customer growth scenario is not only the final scenario, but also the beginning of the new user acquisition scenario.

We believe that convert users to customers is the core goal of enterprise to operate WeChat.

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2023年1月4日
0

Three attributes of WeChat users that marketers should understand

By | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

Three attributes of WeChat users that marketers should understand

Marketers face uncertainties every day. Such as doing surgery, even with excellent medical skills and sophisticated equipment, it is difficult to guarantee 100% success of each operation.Because human life is only one time, before each major operation, doctors must do a variety of investigations and repeated surgical procedures before they can be implemented.How many of our companies have thought when complaining about the poor effect of WeChat: Do we really understand the users?

Usually, there are three kinds of user attributes of WeChat official account: population geographical attributes, behavior interest attributes and life cycle attributes.These three types of attributes provide very important information in the formulation of our operational strategy. In some complex scenarios, several attributes will be involved to play a role at the same time.Understanding and making good use of these attributes of users, the marketing strategy formulated through reasonable analysis of WeChat big data is scientific and effective.

1. Population geographical attributes

Users information, such as avatar, alias, ID, gender and geographical location, which we know in the background of WeChat, belongs to the population  geographical attributes and is the most basic information. When enterprises use these information to make decisions, they always feel inadequate. For example, when we logged in the WeChat official accounts platform and found that a large number of users who unfollowed, we naturally wondered: Who are these people and have they bought our products? Although you know who they are, what you want to know more is what you did, which made them lose interest in the business and leave. This requires understanding the user’s second attribute: behavior interest attributes.

2. Behavior interest attributes

As far as we know, a official account of 100,000 users will produce more than 1,000 w user behavior in a year. Most of the behavior can not be seen in the background of WeChat, such as: scanning QR codes, sharing geographical location, sending pictures, unfollowing (yes, your user leaving the account is the last behavior), and so on. This is what we call “user behavior attribute”.

For example, an offline promotional activity, involving 500 participants, 200 people scanning QR code to follow the WeChat official account, only 50 people left contact information, and finally 15 people were traded on the spot. It is worth thinking about: 150 people will not subscribe if they are not interested, but after following without leaving contact information, what did they do in WeChat? If there are opportunities, should enterprises conduct targeted research and conduct effective user behavior data analysis? And what did the 15 people who eventually completed the transaction see and do in WeChat? Know the enemy and know yourself and you can fight a hundred battles with no danger of defeat.

3. Life cycle attributes

The first two attributes, we stand in the user’s perspective to understand their appearance. The attributes of life cycle are to understand users from the business point of view, or to understand users’ purchasing intentions, and to judge their marketing/sales stage. B2C and B2B enterprises have slightly different processes, but essentially the same.

B2C corporate marketers pay more attention to the common characteristics of certain types of customer groups, such as the users participating in marketing activities, and the proportion of men and women who are converted into members. B2B corporate marketers are more concerned about the characteristics of individual sales leads, such as all potential customers who leave contact information online, and what information they have learned from WeChat and websites.

The marketing scenario of WeChat is complex and changeable. Sometimes we need to synthesize the above three user attributes for analysis and judgment. For example: whether the customers who ultimately buy products in different offline stores are converting points online or not, and what common characteristics do frequent converters have in terms of consumption capacity? There are many examples like this, which require the marketing staff to go deep into the various scenarios of WeChat marketing carefully, and make marketing strategies scientifically based on user attributes in specific scenarios.

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2023年1月4日
0

Four Practical Strategies to Promote User Binding to Membership

By | IParllay Marketing Blog, Marketing Automation, Marketing in China

Four Practical Strategies to Promote User Binding to Membership

The first thing for traditional enterprises in the transformation of Internet is to register the WeChat official accounts. This brings a new trouble to marketing department and member department: how can the huge member information be imported into WeChat official account?

Generally, there are four problems faced by enterprises:

Old customers do not follow the WeChat official account.

Enterprises do not know who are members among the users in WeChat official account.

The users just do not bind to membership.

Although using strong CRM and customer big data, the effect is still not obvious.

In view of the above four problems, we present four practical strategies to activate users and promote membership binding.

Strategy 1: Use the Wechat system as a platform to provide membership benefits

The reason why customers don’t follow is simply that they feel troubled and useless. For example, after changing tires in 4S shop or making a 400-phone appointment to install water purifier at home, why must we subscribe to the corporate official account? But if users can benefit from the WeChat official account after following, the results will be different. Don’t underestimate this simple change. One of the world’s top tire brands puts member benefits in the official account. Nearly 50% of the hundreds of thousands of customers who buy tires in a quarter convert into members. The enterprise has not only increased the number of users, but also acquired new customers.

Strategy 2: Upgrade WeChat CRM to identify members in the users

It’s often mentioned that I have hundreds of thousands of users, but I don’t know the members. First, it’s impossible to know, so there’s no need to be nervous. Second, after upgrading the WeChat CRM, we use technology to identify customers among users, but the time and cost are not low, so we need to be prepared in advance. If you are afraid of trouble, you can use Parllay (WeChat CRM), which is ready to use without maintenance.

People often say that users are customers who buy our products, but why did they unfollow? So if we want to solve the membership problem, we still need to think further.

Strategy 3: Start with marketing scenarios to promote users binding as members

Example 1: Offline customers have purchased products but have not completed member activation: For users who do not fill in key information such as mobile phones in time.It is better for enterprises to follow up automatically with in the next 48 hours. Send 1-3 members’welfare information to encourage them to complete online activation.

Example 2: Users who participated in online H5 membership activities but did not complete membership activation: Find users who visit H5 pages but don’t leave mobile phone information. Follow up in time that day and tell them that many users like them are bound to become members. Continue to follow up on the next day, and again push member benefits to these users in order to promote the activation of members.

Strategy 4: From paying attention to paid customer data to potential customer data

Enterprises with such problems usually have powerful CRM and data processing capabilities. Data from CRM (age, gender, home address, mobile phone, consuming power, purchasing products, everything), and even user behavior acquired from cross-media cooperation, can produce accurate customer profile. But in this scenario, the challenge facing marketers is not to push customers to buy, but to push users to bind to become members. For example, in Strategy 3, what users do in the WeChat official account, and what content prompts them to leave their phone numbers. At the same time, we also need to know what the users who purchased my product but unfollowed did and why they left. Once we have a clear understanding of the various behaviors of potential members, we have the ability to promote their binding to membership through personalized communication. But the core issue is that we need to understand what stage of the customer life cycle big data solves.

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2023年1月4日
0

One billion sales opportunities lost by automobile brands

By | IParllay Marketing Blog, Marketing Automation

One billion sales opportunities lost by automobile brands

By serving a number of automotive industry customers, we have found that both the passenger car brand and the tire brand have two missions that are unchanging: the discovery of potential customers and the repurchase of the old customer. They always want to find more sales opportunities through holiday promotions. Some brands have invested tremendously and achieved remarkable results. Some brands have no way to find effective WeChat marketing solutions so far.

Sticking to the original technical advantages and marketing ideas has proved to be very low in the input-output ratio under the marketing ecology created by WeChat. Today, based on Parllay’s two years’practical experience, we introduce three practical strategies to help automobile companies achieve their core goals.

1、Identify car purchasers

After Parllay big data statistical analysis, the annual behavior data of a WeChat official account with hundreds of thousands of users is far more than 10 million. Traditional CRM and human eyes are not recognizable. We need to adopt new methods to understand users, communicate with them, and discover their interests and behavior characteristics.

For example, by launching car clubs or clubs, influential car owners call on new car owners to actively join and leave their mobile phone numbers through WeChat. Or by offering related services, such as insurance, maintenance, etc., to attract owners to join. In short, the premise of all marketing, enterprises need to identify customers in the users, this work needs both marketing planning and technical support. Parllay is a very flexible platform, low-cost, fast online, carry-in feeling.

2 Identify sales opportunities

Customers and potential customers are not the same before they spend money. They are also different psychologically and on WeChat. Many well-known automotive companies use CRM to draw customer profile, which can transform user purchases. But the reason for the huge cost and little effect is that the profile of potential customers and customers are not the same in essence. Trying to use CRM (the wrong tool) to track user behavior on WeChat was futile at first. The correct way is to know the user’s behavior well, and then draw a portrait of the potential customer, as a guide to distinguish potential customers and intended customers from users, and then follow them up in a timely manner. Use Parllay and CRM to avoid ineffective CRM upgrades and to suspend rough marketing activities to maximize profits.

3、 Identify customer groups

Data from WeChat in 2015 showed that 70% of users like to read content related to their interests. Pushing promotional activities to old customers not only causes advertisement harassment, but also makes a huge difference in his mind in case the customers see the newly purchased car reduce its price and increase its activity. The great experience that marketers strive to create vanishes in an instant. Salesmen encourage potential customers to try driving in stores, while users receive summer maintenance guidelines, which may be useful, but when can KPI be completed? According to Parllay’s data, precise pushing articles to intended customers can improve reading to 90%, which is undoubtedly beneficial to customer communication of automobile brands.

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2023年1月3日
0

How do companies maximize their leads on WeCHat?

By | HubSpot, IParllay Marketing Blog, Marketing Automation

How do companies maximize their leads on WeCHat?

STEP 1: INTRODUCTION

It is crucial to have a clear Wechat introduction for your company. The Chinese like fancy presentations, H5 pages, videos and minisites, so it is important to consider these when building your Wechat account. When your audience sees your Wechat account they will decide their first impressions of your company based on your account page, so it is hugely important to get this right.

STEP 2: CONTENT

Content is the most important part of Wechat Marketing. It can be difficult to get visitors on Wechat, so producing good quality content regularly can help increase your visibility. Content including useful tips, market information, special offers etc can really help encourage your audience to follow you on Wechat.

It is difficult for companies in B2B to produce shareable content, and most of them have the temptation of producing corporate only content. For our company, if we were to only send information about Gentlemen, we would probably not have many followers. Therefore, we choose to produce added value articles for our broad target audience, including market information, tips to achieve success in China and how to maximize results.

 

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STEP 3: COMMUNITY MANAGEMENT

As previously mentioned, Wechat is a closed platform and in the early days, you will really need to heavily promote your account and your content. It may sound simple, but 95% of companies in lead generation fail to promote and share their content in groups, forums websites, and other media platforms. Some companies also forget to share their QR code for their Wechat account on their website and with emails to clients. By not doing this, your company is potentially missing out on a lot of followers. Big companies will benefit from having a community manager; somebody that will integrate themselves into targeted groups, will interact with your target audience regularly share your content in groups and on their moments.

Community Management takes time because you first need to identify where your audience exchange information. You also need to spend time finding influencers who appeal to your audience who can also help share and promote your content.

Spending time integrating, communicating with the right message and replying to questions, and creating groups of members of your audience can be very time to consume initially, but can really pay off in the long run.

STEP 4: CUSTOMER SERVICE

Having an active customer service base on Wechat can be hugely beneficial in terms of instant interaction with customers who have queries. This is a great way to provide instant and direct information and quotations if necessary.

2. WECHAT BRANDING: HOW TO LEVERAGE WECHAT FOR BRAND’S COMMUNICATION

Wechat is the most popular communication channel for brands in China. High-end brands like the idea of privileged access and members deals, whilst mass-market brands have to produce viral content in order to receive maximum exposure.

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2023年1月3日
0

Leverage KOLs to Succeed with WeChat For Business

By | IParllay Marketing Blog, Marketing Automation

Leverage KOLs to Succeed with WeChat For Business

WeChat KOLs (key opinion leaders) are popular accounts that already have a large number of subscribers. These can be individuals or media organizations that have operate a WeChat Official Account. Brands can search KOLs on WeChat or through marketing agencies. The cooperation model usually requires you to prepare or confirm the content with KOLs who then publish it on their WeChat Official Accounts to promote your brand.
In recent years KOLs have become one of the primary drivers for success on WeChat for business.

In terms of WeChat promotion strategies, this is likely the most commonly used. However, as Chinese consumers have been bombarded with KOL marketing for the last few years it will likely begin to drop in effectiveness.

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2022年12月27日
0

Does use the marketing automation software will increase workload?

By | IParllay Marketing Blog, Marketing Automation

Does use the marketing automation software will increase workload?

Many marketers who are in contact with marketing automation software for the first time often think: if I use marketing automation software, will my workload be increased?

My answer is: not in theory, but it would be possible.

Marketing automation is just a tool, and the people who use it are the key.

  1. Have you chosen the right fit marketing automation software?

Marketing automation software has been developed for more than 20 years.

At first, it started from email marketing, and then gradually developed to all aspects of marketing, such as workflow automation, data analysis automation (with visualization…)

With the development of Internet technology and its extension to App, these new technologies have produced a series of marketing automation functions for WeChat in China. There are more and more market segments and more and more function differentiation, but they all contain automation, which makes it difficult for marketers to choose marketing automation software.

Let’s say you want to manage websites, emails, and apps, but your existing marketing automation tools do not have the capability of APP users to automate marketing, you should consider whether to replace the existing software and replace it with a new set of the integrated one. 

For email marketing, you can choose the MailChimp; For website building, you can use WordPress; For advertising, you can use the advertising backstage provided by media (such as Google AdWords), but you can also choose to use HubSpot to manage your email, website, advertisement, customer service, and other work in a unified way. Such a one-stop inbound marketing tool is widely praised in the world. The highlight is that it is managed on one platform with high efficiency.

However, it’s not perfect. If you want to use HubSpot to manage the leads from WeChat official account, you need tools like Parllay WeChat-CRM (pre–integrated with HubSpot CRM), identify and synchronize the leads in official account directly to HubSpot CRM, and then achieve unified management on HubSpot.

If the previous evaluation is wrong, various issues will be arising when using the software in the later stage: for example, we can see the data separately, but it would be impossible to the synchronization between multiple systems (there is no API). At this time, the only thing that could do is to manually collate the data. Everyone who has done this job knows how miserable it is. Like manually import the sales leads in Excel into the CRM.

Pick the right tool for the job, but remember that the best tool is often not the one you would expect.

If you choose the wrong marketing automation tool, the efficiency may be improved, but the workload will also increase a lot.

  1. Marketing automation software needs to be set up before it can be automated

Marketing automation software puts forward some demand for users. The higher the integration degree of software, the higher the requirement of marketing knowledge.

Simply put, if you only ever done the email marketing, it would be difficult for you to use your marketing automation software to manage APP’s customer interaction or to design WeChat’s customer journey. First of all, you need to have a deep understanding of APP and WeChat marketing, or at least practice marketing experience, to find the functional value of marketing automation software, and then use different functions in different scenarios,  to improve the marketing effect as a whole.

If the users lack marketing knowledge and experience, even if they have marketing automation tools, the marketer also needs to invest a lot of time to learn and operate. In this case, the workload will not be reduced in the short term but will increase.

But in the long term, once the software is configured well, marketing will happen automatically, without manual modification and participation, and the workload of the marketer will be reduced. At this time, the focus of marketers is from the configuration and application of the marketing automation system to focus on the conversion indicators in the marketing scene and try different marketing methods to improve the marketing effect.

For example, in Parllay-WeChat marketing automation, we can push different messages to OA followers from different sources. By tracking the subsequent conversion actions of these followers (such as login, sign up, or using the Mini programs), we can help you to analyze the efficiency of followers conversion in different channels, and then achieve the purchase or repurchase rate of your WeChat followers to customers. 

If you have a lot of ideas about marketing automation, welcome to join our Parllay-HubSpot Growth Community. We will organize webinars and live videos on different topics regularly, expecting to have sparks with you!

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