Business to business marketing GROUP REPORT b2b omnichannel marketing

Applying omnichannel marketing trend in marketing activities...4 a Make sure marketing technology stack is ready...4 b How to set up the data for ongoing success...5 c Allow the data to

HO CHI MINH UNIVERSITY OF TECHNOLOGY

OFFICE FOR INTERNATIONAL STUDY PROGRAMS

Business to Business Marketing

GROUP REPORT B2B Omnichannel Marketing

Class: CC01

Ho Chi Minh City, May 6 , 2021th

Table of content

I. Acknowledgement 2

II Introduction 2

1 Digital marketing 2

2 2B2 omnichannel marketing 2

3 Omnichannel vs Multichannel marketing 2

III. B2B Omnichannel Marketing 4

1 Importance of omnichannel marketing trend in B2B businesses 4

2 Challenges of omnichannel marketing in B2B business 4

3 Applying omnichannel marketing trend in marketing activities 4

a) Make sure marketing technology stack is ready 4

b) How to set up the data for ongoing success 5

c) Allow the data to guide channel’s selection 5

d) Optimize the right Channels 5

e) Use automated content to personalize campaign 6

4 CRM tool 6

a) Definition 6

b) CRM function 6

c) Benefits from using CRM tool for B2B business 6

d) Differences between B2B CRM system and B2C CRM system 7

IV Duy Tan Plastic Joint Stock Company 8

1 Who they are? 8

2 Their B2B omnichannel marketing 9

a) Social Media (facebook, youtube, zalo, etc.) 9

b) Website 12

c) Mobile application 13

e) Other non-digital channels 13

V. Apendix 14

VI Summary 17

VII References 17

I Acknowledgement

The wide range of B2B marketing channels continues to grow year after year.It would be easy to see how any B2B marketer would get overwhelmed.Imagine you’re at your favorite restaurant and you love the entire menu of options individually.But together when making decisions about which courses you want for your meal you may think twice about what you order.The same goes for choosing the right channels for your B2B marketing

strategy Depending on the industry, each B2B marketing channel may differ in its

effectiveness with your target audience.Some B2B channels may work better than others for your industry, but that’s where optimization and testing comes into play.And some of those channels you could always bank on for qualified leads, high conversion rates, and big ROI may be not be as reliable as before.In this guide, we unpack the expanding spectrum of B2B channels, the growing emphasis on digital marketing channels compared to

traditional marketing efforts, and how each channel can help your lead generation

strategies.

II Introduction

1 Digital marketing

Digital marketing is the use of the Internet, mobile devices, social media, search engines,

and other channels to reach consumers Some marketing experts see digital marketing as a whole new endeavor that requires a new approach to customers and a new understanding

of how customers behave

2 2B2 omnichannel marketing

“Omni” stems from the Latin word “Omnis” which means “all” “everything”, or “universal”

In comparison, “multichannel” comes from the word “Multus”, meaning “multiple”, “much”

or “many” The term “omnichannel retailing” was first introduced in a 2009 study by IDC’s Global Retail Insights research unit (Ortis & Casoli, 2009).

3 Omnichannel vs Multichannel marketing

Although both multi and omnichannel involve selling across multiple physical and digital channels, the key difference is how the customer experience is joined up across those channels A traditional multichannel retailer may have a website and physical stores These two channels are generally very siloed, and have very little interaction with one another.

Stores will have their own stock and will sell directly to customers, while the website will have its own stock Items purchased in stores can only be returned in store, and sometimes online orders cannot be returned in-store As a customer, your online interaction with the retailer is completely separated from your offline interaction In essence, the online and offline channels are treated as separate businesses.

Today’s consumers do not tend to see a brand in silos They are likely to have multiple touchpoints with a retailer and expect their customer journey between each touchpoint or channel should be seamless I don’t see a retailer’s stores and website as different

companies or silos, but often my experience across one channel is completely separated from another channel.

I want to be able to interact with the brand:

1 online

2 through social

3. on my mobile

4 or in-store

…and I want each of these interactions to be unified.

Today’s consumer will script their own journeys across the multiple channels and

touchpoints, and every one of them matters Forcing a customer to stick to a single channel

or making them start at the beginning when switching channels creates friction and impacts the customer’s experience.

The key difference between multichannel and omnichannel is that omnichannel joins these touchpoints together so that, whatever journey the customer chooses to take,

the experience is consistent and unified

III B2B Omnichannel Marketing

1 Importance of omnichannel marketing trend in B2B businesses

B2B marketing is chiefly about ROI and about creating a large top of funnel that can be nurtured through to sales conversion B2B marketing doesn't always have the same stellar budgets as B2C (simple economics of TV, cinema, radio advertising) And it’s hard to measure ROI so with limited budgets, so B2B marketing has to be smarter.

Taking an omni-channel approach means strategy and ROI are built in from the start too,

so as an approach it helps measure what works - allowing accurate attribution of results and enabling marketers to move budget from what doesn’t work to doing more of what does.

This has specific relevance when B2B companies are looking at the rise and proliferation of social media sites, tools and technologies, wanting to try them out in a managed way GE

do a fantastic job right across the mix - check them out on Facebook, Twitter, Pinterest and other sites (omni-channel in social!)

Therefore, Omni-channel marketing has become popular in B2B businesses According to the recent DMA Response Rate Report , 65% of marketers use two or more media channels

in their marketing campaigns while 44% of marketers use three or more.

2 Challenges of omnichannel marketing in B2B business

The challenges are similar to what companies such as B2C retailers face when trying to implement Omni-channel capabilities Most of them are related to organization and structure Barriers to omni-channel include:

 Difficulty in integrating back-office technology

 Difficulty in sharing customer data and analytics

 Limits by distribution partners, franchises or wholesale customers.

 Conflict between channel organizations.

3 Applying omnichannel marketing trend in marketing activities

a) Make sure marketing technology stack is ready

Following these steps to prepare stack successfully

 Step 1: Create a list which shows all things in marketing technology stack and sure these things are connected with

 Step 2: Checks the integration platforms whether they are ready for omni-chanel campaigns Reducing the manual processes and replacing by automated tools.

 Step 3: Make a list of any data silos in other departments that you need access to, and devise a strategy for collaborating with those departments to exchange

relevant data.

b) How to set up the data for ongoing success

 Collecting the data for Omni-channel campaigns which are safe, complete,

structured, and ready to use at any time.

 Using a consumer data portal is the perfect way to keep the data still ready (CDP)

A dashboard is common in these tools, as it centralizes the view of consumer data This makes it easy to gain insights, compare measurements, generate reports, and keep track of the data you have and need Some CDPs, such as Sure shot Command, have B2B data vendor integrations, allowing you to enrich your data.

c) Allow the data to guide channel’s selection

 Asking B2B customers what they want to connect with company because today

there are too much way to customer and company can communicate with (email, social media, text messages, chat, voicemail, live calls, etc)

 Allowing B2B customers choose the frequency they will connect and hear

information from company By giving them control of the communication in the relationship and honoring their wishes This is the best way to maintain long-relationship

d) Optimize the right Channels

 Finding the best combination of platforms to ensure you're meeting the target

market will take persistence, a desire to try new things, and the willingness to learn from your mistakes Your data will show what works and what doesn't when you monitor various channels and promotions This will allow you to adjust easily and spend your money wisely.

 Consider the kind of message the company want to send and then choose the

appropriate medium for the job If the company needs to send a message that is longer than 150 characters, for example, use email instead of SMS Don’t overuse too much channels because it can make customers refuse

 Using good design to maintain brand consistency and make sure the marketing

materials look fantastic on all platforms Make sure your marketing messages offer

a cohesive brand look and sound A simple eye-catching template instills hope, and consistent messaging builds trust, so make sure the company’s marketing messages present a united brand look and speech.

e) Use automated content to personalize campaign

 Using the data that company collects, choosing the special features from the

information which you collect to make to personalize campaigns of the company Then making these campaign becomes suitable with B2B customers

4 CRM tool

a) Definition

Customer Relationship Management is an approach for management of all the company’s external relationships and connection with potential customers in a systematic and effective way

A business uses CRM tool to focus on customers’ relationships across the whole customer lifecycle, marketing and sales activities, digital commerce and customer service.

b) CRM function

First and foremost, a business studies about customers’needs and behaviors, for instance, the business obtains information about how customers have been contacted with, what they have bought, when they last purchased, how much they have been willing to pay and

so on From those statistics, an organization can indentify their opportunities, acquire service problems and control marketing campaigns Customer contacts available are provided to anyone in the company who needs them

c) Benefits from using CRM tool for B2B business

 Improved contact management

CRM tool plays a vital key in B2B business Our group recognized that in terms of B2B marketing, no matter how significant the products or services which your business

provides are, customer relationship plays a large role in making the sale, and it needs nurturing from the outset A B2B company pays special attention to valuable and long-term relationship with their customers (business buyers) If your company creates

outstanding values to your customers (other businesses), those customers will definitely choose your company as a long-term supplier in the future

 Efficiency

CRM tool helps the company reduce sale team’s admin burden as well as waste less time on pulling data together and nurturing low-prospect customers Because the element of trial and error is removed, all activities of the business are more targeted and create a greater return on investment.

 Real-time quotes made easy

The CRM tool updates details and data about transaction, inventory, prices as soon as they’re changed Keeping all the information at hand, the sales department can direct correct quotes to their customers and perform it on time

d) Differences between B2B CRM system and B2C CRM system

 Number of leads

The B2C environment includes a large number of potential customers (leads) whereas the pool of potential leads for B2B companies is inherently narrower than in the B2C sector For example, a manufacturer of accessories (chips, screws, electronic circuits, etc.) for laptop selling only to laptop manufacturers whereas laptop producers target to a variety

of objectives including direct customers, schools, hospitals, offices and so on

 Deal sizes

B2B company has larger deal sizes with fewer purchases and the trend is opposite for B2C company B2C coroporation especially concentrate on repeat purchases because B2C company is impossible to get nearly the return on investment from a single order as the ability of B2B company.

 Sales Cycle

The length of a sales cycle in the B2B world can last from a few months to upwards of a year while B2C purchases can occur in as little as a few minutes As a result, B2C system requires software with features that cater to the shorter time period.

 Complexity

The most visible aspect might be about channel complexity A B2B company often works with vendor partners, resellers or affiliate companies, selling to other businesses through multiple channels Gartner research suggests that B2B purchasing groups are anywhere

from 6 to 10 people On top of that, they each gather information from several sources that need to be merged into a unified plan before a decision happens.

By contrast, B2C selling is straightforward Since the demand of customer-facing sales is much less complex, B2C CRM tool does not require the same level of functionality in terms

of managing channel complexity

IV Duy Tan Plastic Joint Stock Company

1 Who they are?

Duy Tan Plastic Company, which was established in 1987, is the leading plastic brand in Vietnam and aspires to be the leading plastic manufacturer in ASEAN

Their achievement:

Duy Tan has received numerous awards, titles, and certificates from prestigious

organizations:

National Brand for 6 consecutive years (2014 - 2016 - 2018 - 2020)

 High Quality Vietnamese Goods for 24 consecutive years

 Top Vietnamese Prestigious Exporters (Ministry of Industry and Trade)

 Top 50 Top Brands (Forbes Vietnam)

 Top 500 Largest Private Enterprises in Vietnam (VNR500)

 Top 500 Fastest Growing Enterprises in Vietnam (VNR500)

 A favorite supplier of plastic packaging from a variety of well-known brands

Certificates:

Source: https://www.duytan.com/en-US/about

Awards:

2 Their B2B omnichannel marketing

a) Social Media

 Youtube

Duy Tan is one of the first plastic companies (business to business) in Vietnam to marketing on YouTube From 2017, Duy Tan Plastic established the official channel on

Youtube In current, the company's followers are growing significantly (approximately 7 thousands followers on Youtube) Every month, the company will release the video 3 times,

or up to 6 times The purpose is not just limited to the buyer (directly customers), but also promotes plastic products to many other companies (using the plastic to produce their products) Video reviews of the quality of plastic and the effectiveness that Duy Tan plastics company is feasible to bring to the other business Duy Tan Plastic has been adjusting as much as possible about the content and visible effect in the videos posted on Youtube to increase the interactions from other companies

 Facebook

Just established a page about business to business recently, but the company has achieved likes with nearly 600 likes page This number compared to other types of pages, that is not large, but considering the business to business type, that is quite high and also is an initial success, as a foundation for the long-term development of the company on Facebook It is also clear that the company is in the process of promoting advertisements on social media They They confirmed that this number will continue to grow rapidly.

 Zalo