Sinobes: How does the head of corporate marketing cultivate "internal strength" and identify a good service provider?

BEIJING, May 14, 2024 /PRNewswire/ --

Among them, we have to mention the difficulty of the external environment for the superposition of enterprise marketing.

1. The multi-platform matrix layout increases the difficulty of marketing

From "double micro and one shake" to Xiaohongshu, Kuaishou, Bilibili, and even more vertical niche circles, enterprises have developed to a multi-matrix combination of a single platform.

(Source: Xinbang "2023 New Media Content Ecology Data Report")

There are more channels, and it's too late for everyone to learn. Therefore, vertical demand has given rise to service providers in various vertical fields.

2. Service providers often step on big pits when they "test the waters".

If there are many service providers, it is necessary to test the screening and selection ability of brand marketing personnel. I believe that many marketers have stepped on several major pitfalls in the selection of service providers - the draft can not be landed, the plane is driven by farming, the implementation of the wrong version of the goods, etc., the mismatch makes the helmsman speechless, the executor is always nervous, and the supplier is also a hard head, and finally only did a performance in the circle of friends, it is difficult to "get out of the circle", and the feedback to sales seems to be just spending money in vain.

• Common mismatches

1. There are service providers in all sections, and there is a lack of a "strategic brain" that understands all links. Although there are people in charge of each execution link, there is a lack of people who can consider the whole picture and understand each link, which is also an important reason why a leading agency or consulting company needs to be involved in the brand marketing stage.
2. There is a strategic brain, but it has never been played, and the strategy cannot be effectively implemented & Adaptation to enterprises. It may be a single person, or it may be that the two functions complement each other. Without practical execution experience, the strategy may be perfect in theory, but it cannot be effectively implemented in the actual implementation process.
3. Several rounds of bidding selected the suppliers, and it was found that the supplier teams were all improvised. It's like a football team without a fixed lineup, although everyone has a certain skill, but there is a lack of tacit understanding and cooperation. The quality of personnel and the stability of the team cannot form a stable high delivery standard.
4. Either the wrong order was placed, or the service provider took the plunge. It seems that they are all "driving" services, and driving a tractor and an airplane are two professions after all. Forcing graphic design to do the packaging, and letting the documentary team shoot a short drama, the feeling and effect may not be ideal.

(1) Only by mastering comprehensive marketing capabilities and understanding the role and operation mode of each marketing link can we formulate a marketing plan that is suitable for the development of the enterprise and can be implemented as a whole. Build a customer success team from multi-dimensional business roles such as industry consultants, strategy experts, data experts, IT technology experts, brand creative directors, and private domain operation experts to help enterprises cope with differentiated marketing difficulties and accompany enterprises for long-term growth in one stop.

(2) When enterprise marketing is more in-depth and refined, the integration of general capabilities into vertical scenarios is the only way. Based on the rooted exploration of specific industries and the in-depth binding of customer business scenarios, Sinobes divides differentiated service paths from business models.

• B2B: Focus on vertical industries and professional empowerment

Focusing on B2B marketing, Sinobes has built a business-oriented strategic consulting system, a product system based on industry scenarios and an operation system based on "multilateral power", providing B2B enterprises such as technology, manufacturing, and enterprise services with integrated marketing and service escort services throughout the whole link of customer journey transformation, helping customers achieve efficient growth of existing and incremental users.

• B2C: It Starts with Marketing More than marketing

Focusing on B2C marketing, Sinobes deeply integrates digital strategy consulting, MarTech products, content creativity, growth operations and AI capabilities to provide one-stop solutions for customers who want to innovate and grow, and create a second growth point based on consumer data for enterprises, covering well-known brands in many industries such as mother and child, health, clothing and shoes, and travel. Focusing on content marketing and IP marketing, it helps customers create their own marketing IP through variety shows, dramas, short videos, etc., maximizes brand power and product power by using IP effects, and further complements the company's brand marketing capabilities.

(3) From the tool of a single scenario to the construction of a digital marketing system, the digitalization degree of enterprises has gradually deepened. When the general SaaS product cannot meet the needs of the stage, whether it can be flexibly upgraded and customized based on the original investment affects the cost of "digitalization". The MIP integrated intelligent marketing platform (Marketing Innovation Platform) independently developed by Sinobes is composed of a marketing middle platform driven by the MA marketing automation engine and a data middle platform driven by the AI data intelligence engine, covering multiple application scenarios such as social interaction, data insight, and customer life cycle management. When the volume of customer business gradually expands, it is necessary to increase offline event management and WeChat management, so that you can see a person's behavior in different live broadcasts, offline activities, and WeChat ecology at the same time, so as to judge customer value and optimize business processes.

In addition, in view of the huge data assets of large customers and the complexity of business models, Sinobes has developed its own intelligent data marketing platform, AiM (Tiance Xianji ® Platform), which has become the engine of AI-driven intelligent marketing computing in marketing scenarios. AiM can provide the underlying support of customer data management (CDP), data value insight (AI), and intelligent marketing (MA+CRM), which are applied to marketing scenarios such as intelligent selection, intelligent segmentation, intelligent prediction, intelligent recommendation, and A/B testing. The core team has rich experience in digital marketing consulting, product development and delivery, and marketing operation services, and is a rare integrated team of marketing consulting + AI intelligent marketing products + marketing operations in China.

Its subsidiary, Huiri Cloud Enterprise, can also provide localized services such as computing power, dedicated cloud, and privatized deployment for ultra-large enterprises, making data more secure and reliable.

(4) Sinobes has set up 3 business centers, 7 operation centers and 2 R&D centers in the form of focusing on industry customers, and has achieved a soft landing of distributed team management in Beijing, Shanghai, Guangzhou, Shenzhen, Changsha, Nanjing and Shijiazhuang, with a professional team of more than 1,000 people.

(Sanobis Group's Territory, Technical Certifications and Capabilities)

To create a "MarTech marketing ecology" with "vertical capabilities" and replace "single cooperation" with "professional accompaniment", Sinobes aims to deeply cultivate the vertical field to form a cohesive force, so that marketing leaders can feel more at ease and enterprises develop more confidently.