On February 17, 2023, the "Digital Marketing·Resilient Growth｜2023 TIC Marketer Opening Year Report" sponsored by WoTest was successfully held. Three "heavyweight" guests from Nanjing Institute of Product Quality Supervision and Inspection, China Academy of Inspection and Quarantine Testing and Evaluation Center, Jingshuo Technology JINGdigital and other enterprises made wonderful sharing, unveiling the fog for testing institutions moving forward in the trough , Find new ways to break through marketing problems.
This event attracted more than 360 industry association leaders, executives of well-known testing institutions, brand promotion, marketing people, channel communication and other industry representatives to attend. All industry representatives are expanding industry competition by constantly absorbing innovative marketing methods Power and brand influence.
In the post-epidemic era, people's awareness of the quality of materials, food, and consumer goods testing has improved. In 2022, the market size of China's testing industry is predicted to exceed 440 billion yuan. In 2023, the inspection and testing market will usher in a small-scale explosive growth. Testing institutions have successively reduced costs and increased efficiency through digital marketing.
As a typical B2B industry, inspection and testing, what are the marketing points worth learning in 2023-Hong Kai, chairman and CEO of Jingshuo Technology, shared the "B2B Enterprise Digital Marketing Trends in 2023", and unlocked the following five marketing points:
■ Conversational AI software represented by ChatGPT will become an important boost to improve marketing ROI
■ 73% of B2B marketers believe that corporate live streaming is an effective tool for generating high-quality leads
■ Compared with traditional brand promotion, corporate advertising in 2023 will pay more attention to the effect
■ In 2023, 76% of digital teams are expected to implement Revenue Marketing
■ 69% of marketers need to continue to pursue the goal of synergy between "marketing" and "sales"
Picture: Hong Kai, chairman and CEO of JINGdigital, giving a speech
1. Conversational AI software represented by ChatGPT will become an important boost to improve marketing ROI
Mr. Hong Kai, Chairman and CEO of Jingshuo Technology, shared a set of data: Gartner predicts that by 2023, 40% of the world's enterprises will use conversational AI to empower sales and marketing. The conversational AI market is growing rapidly, with a current global market size of $6.8 billion (2021) and is expected to grow to $18.4 billion by 2026 . The reasons behind the growth are the digitization of corporate sales and marketing, technological innovations and increasingly diverse customer needs.
Mr. Hong said: "ChatGPT has indeed set off a revolution. In fact, in the digital marketing scenario of our B2B enterprises, the application of conversational robot software is nothing new. Using conversational robots, companies with specific service scenarios , and its marketing contacts can be more intelligent.”
Figure: Conversational AI software represented by ChatGPT will become an important boost to improve marketing ROI
Mr. Hong also shared relevant practical cases from a micro perspective. A leading company in the testing industry, and its training business department, used dialogue robots as early as a few years ago to replace some of the past online manual service scenarios - such as some simple consultations, and related content inquiries and The output can be automatically answered by Chatbot, thus greatly improving the overall marketing efficiency.
Figure: Practical application case of AI Chatbot in a head detection agency
Mr. Hong said: "As users dig deep into the capabilities of AI tools such as ChatGPT, the efficiency of the application layer and execution layer will be greatly improved in the future. Of course, this will be a relatively long process."
2. 73% of B2B marketers believe that corporate live broadcast is an efficient tool for generating high-quality potential customers
Mr. Hong said with emotion: "In the past three years, due to the catalytic effect of the epidemic, corporate live broadcasting has greatly changed the marketing scene of the company and greatly realized user education. In Beijing, Shanghai, Guangzhou and Shenzhen, marketing automation and marketing revolution are not new. topic."
According to "Webinar Statistics, Trends And Facts 2023" released on January 25, 2023: 61% of marketers use corporate live broadcasts as a strategy for their content marketing; 73% of B2B marketers believe corporate live broadcasts are the key to generating high-quality potential customers An efficient tool; from the results, 20-40% of the live broadcast participants will become qualified potential customers.
三、与传统品牌宣传相比，2023企业广告投放更看重效果
洪总强调，2023年广告主将更多地聚焦于「效果」：50%的企业选择在广告投放中，增加「效果」预算的比例，仅有小部分企业选择增加「品宣」预算比例。因为2023年对于很多行业来讲，至少前半年大家还是处于一种观望的状态。
四、2023年，76%的数字化团队有望落地Revenue Marketing
Gartner在《2023年重要战略技术趋势》中表示，全球76%的数字化团队负责创造营收。这意味着，企业重视数字化转型带来的最终结果。
洪总总结道：“在2023年，营收导向型营销将逐渐成为显著趋势。市场团队不仅要提升品牌的市场声量，其所有营销投入、KPI必须要与营收相挂钩。这个趋势会越来越明显。”
五、69%的市场人，需要继续追逐「营」「销」协同的目标
根据Hubspot 2022年11月21日发布的The Top Marketing Trends of 2023 & How They've Changed Since 2022 [Data from 1000+ Global Marketers]，20%的市场人表示，当市场部与销售部联手获客，实现部门间的数据透明后，市场人将获得更加清晰、准确的线索画像，并为销售提供更加优质的线索。然而69%的市场人在2023年依旧需要为此付出极大的努力。
洪总分析道，实现营销协同的前提是，企业需要一定的基础设施去监测数据，去测算投入产出比。企业所有的营销投入，能够被充分抓取，并在整个业务链条内产生作用，从而充分展现市场部的价值，进而与销售密切协作。
洪总不仅将五大引领行业的趋势汇总出炉，还精心地为TIC机构带来了各趋势下的场景案例和数字化营销的重要步骤拆解。 洪总表示，市场部是企业内部最后被数字化的部门，随着获客成本飙升、用户触点迅速转移、经济下行竞争激烈，数字营销转型成为必然趋势。
此次线上TIC营销人开年报告，以洞察营销趋势为起点，以TIC行业用户的需求与痛点为基础，以具体营销案列为主要内容，将理论与实践相结合，为助力检测机构营销平台、营销活动的升级与创新，从而实现营销效果的增长。