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www.eqvn.net B2B DIGITAL MARKETING Mr Tr??ng V?n Qu?, CEO EQ Technology & Communications (EQVN) quy.truong@eqvn.net
www.eqvn.net N?i dung ? Truy?n th?ng marketing t¨ªch h?p ? S? thay ??i c?a kh¨¢ch h¨¤ng B2B ? C¨¢c b??c x?y d?ng h? th?ng Digital Marketing B2B
www.eqvn.net KH?CH H?NG M?C TI?U KH?CH H?NG TI?M N?NG KH?CH H?NG TRUNG TH?NH DIGITAL MARKETING & SALES SalesMarketing
www.eqvn.net Truy?n th?ng marketing t¨ªch h?p (offline) Ch?m s¨®c KH PR & Event Qu?ng c¨¢o Direct marketing Personal Selling B2B Marketing B2C Marketing M?C ?? ?U TI?N
www.eqvn.net Touch 5 Touch 8 Touch 10 Touch 1 Customer 50% of salespeople have given up 65% of salespeople have given up 79% of salespeople have given up 89% of salespeople have given up You are becoming a factor in your prospect¡¯s mind By nurturing, your prospect is getting to know you You are earning top of mind awareness You are probably the only person to make 8 contacts with this prospect When this prospect is ready to buy, you have a90% chance of being called Source: Microsoft Prospect
www.eqvn.net 70% 27 Qu¨¢ tr¨¬nh mua h¨¤ng ???c th?c hi?n tr??c khi Kh¨¢ch h¨¤ng ti?p x¨²c v?i nh?n vi¨ºn b¨¢n h¨¤ng S? l?n ti?p x¨²c trung b¨¬nh tr??c khi bi?n m?t ti?m n?ng th¨¤nh kh¨¢ch h¨¤ng
www.eqvn.net Buyers and Influencers in control Buyer pull ¨C anytime, anywhere Educated buyers find you Sales in control Marketing push Find and interrupt
www.eqvn.net "Products are no longer sold, they are actually bought." Stacey Bishop, Scale Venture Partners @StaceyCurry
www.eqvn.net
www.eqvn.net Truy?n th?ng digital marketing t¨ªch h?p Ch?m s¨®c KH PR & Event Qu?ng c¨¢o Direct marketing Personal Selling Search SocialMedia Internet MobileApplication MobileLocation Mobile InternetOffline
www.eqvn.net
www.eqvn.net C¨¢c b??c x?y d?ng h? th?ng DIGITAL MARKETING B2B
www.eqvn.net X?y d?ng h? th?ng B2B Digital Marketing 1. M? t? ch?n dung kh¨¢ch h¨¤ng 2. X?y d?ng d? li?u kh¨¢ch h¨¤ng ti?m n?ng (leads generation) 3. Ch??ng tr¨¬nh nu?i d??ng kh¨¢ch h¨¤ng ti?m n?ng 4. Nh?n di?n kh¨¢ch h¨¤ng ti?m n?ng ( leads qualification) 5. ??ng b? ho?t ??ng marketing - sales 6. Ph?n t¨ªch ?¨¢nh gi¨¢ d? li?u th??ng xuy¨ºn
www.eqvn.net 1. M? t? ch?n dung kh¨¢ch h¨¤ng - Th?i gian c?ng t¨¢c - Ch?c v?, v? tr¨ª - Tr¨¢ch nhi?m, nhi?m v? - Vai tr¨° trong qu¨¢ tr¨¬nh mua h¨¤ng - M?c ?? ?nh h??ng - ?p l?c c?ng vi?c ? - Nhu c?u, quan t?m? - Tham gia giai ?o?n n¨¤o trong qua tr¨¬nh mua h¨¤ng¡­. NG??I ?NH H??NG NG??I RA QUY?T ??NH NG??I S? D?NG
www.eqvn.net 2. T?o ra kh¨¢ch h¨¤ng ti?m n?ng ntn ? ? X?y d?ng c¨¢c k¨ºnh giao ti?p v?i kh¨¢ch h¨¤ng ti?m n?ng qua Website, Search Engine, Social Media, Email, SMS, Mobile ? X?y d?ng lead form, hotline ?? ti?p nh?n th?ng tin kh¨¢ch h¨¤ng ti?m n?ng ? X?y d?ng quy tr¨¬nh thu nh?n th?ng tin kh¨¢ch h¨¤ng ti?m n?ng ? Ch? ??ng x?y d?ng CSDL v? kh¨¢ch h¨¤ng m?c ti¨ºu
www.eqvn.net Kh¨¢ch h¨¤ng m?c ti¨ºu D? li?u Kh¨¢ch h¨¤ng m?c ti¨ºu Google WEBSITE/ Mobile Site/ Mobile APP Facebook B¨¢o ?i?n t?Youtube Leads Form Hotline/ SALES MAN KH?CH H?NG TI?M N?NG (MARKETING LEADS) EMAILS Mobile Retargeting
www.eqvn.net
www.eqvn.net
www.eqvn.net 3. Nu?i d??ng kh¨¢ch h¨¤ng ti?m n?ng ? Gi? k?t n?i ( direct marketing/ social media marketing) ? Cung c?p n?i dung c¨® gi¨¢ tr? ? ??nh h??ng h¨¤ng ??ng ( call to actions) ? X?y d?ng c¨¢c k¨ºnh cung c?p n?i dung ??nh k? cho kh¨¢ch h¨¤ng ti?m n?ng nh?: B?n tin ?i?n t?, c?p nh?t website, m?ng x? h?i
www.eqvn.net 4. Nh?n di?n kh¨¢ch h¨¤ng ti?m n?ng ? Ti¨ºu ch¨ª nh?n di?n kh¨¢ch h¨¤ng ti?m n?ng ? Nghi¨ºn c?u th?ng tin kh¨¢ch h¨¤ng ? Ph?n t¨ªch d? li?u kh¨¢ch h¨¤ng ? ?¨¢nh gi¨¢ m?c ?? quan t?m tr??c khi ch¨¤o h¨¤ng ? Cung c?p tr?i nghi?m cho kh¨¢ch h¨¤ng
www.eqvn.net 5. ??ng b? ho?t ??ng Marketing - Sales ? Ph?i h?p c¨¢c chi?n d?ch marketing tr¨ºn cung m?t nh¨®m kh¨¢ch h¨¤ng m?c ti¨ºu ?? gia t?ng hi?u qu? truy?n th?ng ? Chuy?n ti?p hi?u qu? d? li?u kh¨¢ch h¨¤ng t? marketing qua kinh doanh v¨¤ ng??c l?i ? Gi? k?t n?i kh¨¢ch h¨¤ng trong c? ho?t ??ng sales v¨¤ marketing
www.eqvn.net 6. Ph?n t¨ªch ?¨¢nh gi¨¢ d? li?u th??ng xuy¨ºn ? T?ng h?p d? li?u kh¨¢ch h¨¤ng ? Ph?n t¨ªch d? li?u kh¨¢ch h¨¤ng v¨¤ kh¨¢ch h¨¤ng ti?m n?ng qua t?ng k¨ºnh t??ng t¨¢c ? ?¨¢nh gi¨¢ ? ngh?a c¨¢c s? li?u ?o l??ng so s¨¢nh v?i ho?t ??ng kinh doanh ? C¨® m? h¨¬nh ?¨¢nh gi¨¢ v¨¤ khai th¨¢c d? li?u h? tr? quy?t ??nh kinh doanh
www.eqvn.net H?i ?¨¢p

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Th?y qu¨ª

  • 1. www.eqvn.net B2B DIGITAL MARKETING Mr Tr??ng V?n Qu?, CEO EQ Technology & Communications (EQVN) quy.truong@eqvn.net
  • 2. www.eqvn.net N?i dung ? Truy?n th?ng marketing t¨ªch h?p ? S? thay ??i c?a kh¨¢ch h¨¤ng B2B ? C¨¢c b??c x?y d?ng h? th?ng Digital Marketing B2B
  • 3. www.eqvn.net KH?CH H?NG M?C TI?U KH?CH H?NG TI?M N?NG KH?CH H?NG TRUNG TH?NH DIGITAL MARKETING & SALES SalesMarketing
  • 4. www.eqvn.net Truy?n th?ng marketing t¨ªch h?p (offline) Ch?m s¨®c KH PR & Event Qu?ng c¨¢o Direct marketing Personal Selling B2B Marketing B2C Marketing M?C ?? ?U TI?N
  • 5. www.eqvn.net Touch 5 Touch 8 Touch 10 Touch 1 Customer 50% of salespeople have given up 65% of salespeople have given up 79% of salespeople have given up 89% of salespeople have given up You are becoming a factor in your prospect¡¯s mind By nurturing, your prospect is getting to know you You are earning top of mind awareness You are probably the only person to make 8 contacts with this prospect When this prospect is ready to buy, you have a90% chance of being called Source: Microsoft Prospect
  • 6. www.eqvn.net 70% 27 Qu¨¢ tr¨¬nh mua h¨¤ng ???c th?c hi?n tr??c khi Kh¨¢ch h¨¤ng ti?p x¨²c v?i nh?n vi¨ºn b¨¢n h¨¤ng S? l?n ti?p x¨²c trung b¨¬nh tr??c khi bi?n m?t ti?m n?ng th¨¤nh kh¨¢ch h¨¤ng
  • 7. www.eqvn.net Buyers and Influencers in control Buyer pull ¨C anytime, anywhere Educated buyers find you Sales in control Marketing push Find and interrupt
  • 8. www.eqvn.net "Products are no longer sold, they are actually bought." Stacey Bishop, Scale Venture Partners @StaceyCurry
  • 10. www.eqvn.net Truy?n th?ng digital marketing t¨ªch h?p Ch?m s¨®c KH PR & Event Qu?ng c¨¢o Direct marketing Personal Selling Search SocialMedia Internet MobileApplication MobileLocation Mobile InternetOffline
  • 12. www.eqvn.net C¨¢c b??c x?y d?ng h? th?ng DIGITAL MARKETING B2B
  • 13. www.eqvn.net X?y d?ng h? th?ng B2B Digital Marketing 1. M? t? ch?n dung kh¨¢ch h¨¤ng 2. X?y d?ng d? li?u kh¨¢ch h¨¤ng ti?m n?ng (leads generation) 3. Ch??ng tr¨¬nh nu?i d??ng kh¨¢ch h¨¤ng ti?m n?ng 4. Nh?n di?n kh¨¢ch h¨¤ng ti?m n?ng ( leads qualification) 5. ??ng b? ho?t ??ng marketing - sales 6. Ph?n t¨ªch ?¨¢nh gi¨¢ d? li?u th??ng xuy¨ºn
  • 14. www.eqvn.net 1. M? t? ch?n dung kh¨¢ch h¨¤ng - Th?i gian c?ng t¨¢c - Ch?c v?, v? tr¨ª - Tr¨¢ch nhi?m, nhi?m v? - Vai tr¨° trong qu¨¢ tr¨¬nh mua h¨¤ng - M?c ?? ?nh h??ng - ?p l?c c?ng vi?c ? - Nhu c?u, quan t?m? - Tham gia giai ?o?n n¨¤o trong qua tr¨¬nh mua h¨¤ng¡­. NG??I ?NH H??NG NG??I RA QUY?T ??NH NG??I S? D?NG
  • 15. www.eqvn.net 2. T?o ra kh¨¢ch h¨¤ng ti?m n?ng ntn ? ? X?y d?ng c¨¢c k¨ºnh giao ti?p v?i kh¨¢ch h¨¤ng ti?m n?ng qua Website, Search Engine, Social Media, Email, SMS, Mobile ? X?y d?ng lead form, hotline ?? ti?p nh?n th?ng tin kh¨¢ch h¨¤ng ti?m n?ng ? X?y d?ng quy tr¨¬nh thu nh?n th?ng tin kh¨¢ch h¨¤ng ti?m n?ng ? Ch? ??ng x?y d?ng CSDL v? kh¨¢ch h¨¤ng m?c ti¨ºu
  • 16. www.eqvn.net Kh¨¢ch h¨¤ng m?c ti¨ºu D? li?u Kh¨¢ch h¨¤ng m?c ti¨ºu Google WEBSITE/ Mobile Site/ Mobile APP Facebook B¨¢o ?i?n t?Youtube Leads Form Hotline/ SALES MAN KH?CH H?NG TI?M N?NG (MARKETING LEADS) EMAILS Mobile Retargeting
  • 19. www.eqvn.net 3. Nu?i d??ng kh¨¢ch h¨¤ng ti?m n?ng ? Gi? k?t n?i ( direct marketing/ social media marketing) ? Cung c?p n?i dung c¨® gi¨¢ tr? ? ??nh h??ng h¨¤ng ??ng ( call to actions) ? X?y d?ng c¨¢c k¨ºnh cung c?p n?i dung ??nh k? cho kh¨¢ch h¨¤ng ti?m n?ng nh?: B?n tin ?i?n t?, c?p nh?t website, m?ng x? h?i
  • 20. www.eqvn.net 4. Nh?n di?n kh¨¢ch h¨¤ng ti?m n?ng ? Ti¨ºu ch¨ª nh?n di?n kh¨¢ch h¨¤ng ti?m n?ng ? Nghi¨ºn c?u th?ng tin kh¨¢ch h¨¤ng ? Ph?n t¨ªch d? li?u kh¨¢ch h¨¤ng ? ?¨¢nh gi¨¢ m?c ?? quan t?m tr??c khi ch¨¤o h¨¤ng ? Cung c?p tr?i nghi?m cho kh¨¢ch h¨¤ng
  • 21. www.eqvn.net 5. ??ng b? ho?t ??ng Marketing - Sales ? Ph?i h?p c¨¢c chi?n d?ch marketing tr¨ºn cung m?t nh¨®m kh¨¢ch h¨¤ng m?c ti¨ºu ?? gia t?ng hi?u qu? truy?n th?ng ? Chuy?n ti?p hi?u qu? d? li?u kh¨¢ch h¨¤ng t? marketing qua kinh doanh v¨¤ ng??c l?i ? Gi? k?t n?i kh¨¢ch h¨¤ng trong c? ho?t ??ng sales v¨¤ marketing
  • 22. www.eqvn.net 6. Ph?n t¨ªch ?¨¢nh gi¨¢ d? li?u th??ng xuy¨ºn ? T?ng h?p d? li?u kh¨¢ch h¨¤ng ? Ph?n t¨ªch d? li?u kh¨¢ch h¨¤ng v¨¤ kh¨¢ch h¨¤ng ti?m n?ng qua t?ng k¨ºnh t??ng t¨¢c ? ?¨¢nh gi¨¢ ? ngh?a c¨¢c s? li?u ?o l??ng so s¨¢nh v?i ho?t ??ng kinh doanh ? C¨® m? h¨¬nh ?¨¢nh gi¨¢ v¨¤ khai th¨¢c d? li?u h? tr? quy?t ??nh kinh doanh