36氪 was informed that the marketing technology service provider “JINGdigital” recently announced the completion of the A+ round of financing of 50 million yuan. This round of investment was led by the old shareholder Linear Capital, and Xingong Co., Ltd. participated in the investment. It is worth mentioning that this investment is less than a year after the last round of A round of financing of “Jingshuo Technology”, and the two rounds of financing totaled 130 million yuan.
“Kingshuo Technology” began to focus on B2B marketing automation business in 2020, and is committed to helping B2B companies incubate customer leads more efficiently. After finding potential customers who are interested, they will further empower the omni-channel data information around the leads to sales. Realize the integrated management of “from marketing to marketing”. And its technical products can help B2B companies to automatically complete a large number of daily marketing actions, providing data tracking and analysis of the whole process, thereby improving marketing efficiency.
Hong Kai, co-founder and CEO of “Jingshuo Technology”, holds an MBA degree from Wharton Business School, a master’s degree in international relations from the University of Pennsylvania, and a master’s degree in engineering from RWTH Aachen University in Germany. Vice President, as a serial entrepreneur, he founded Triumph Group, the largest industry expert network in the Asia-Pacific region; co-founder Xu Kun held key positions in Microsoft and Bain Consulting, and co-founded and managed Triumph Rongying with Hong Kai; co-founder Aaron Chang has worked in marketing for well-known brands such as McCann International.
Compared with the completion of the previous round of financing, “Jianshuo Technology” has achieved a 100% business growth rate, the team size has expanded from 160 to about 300 people, production and research personnel account for more than 50%, and the SaaS product renewal rate exceeds 90%. %. “ In the first half of this year, even with the impact of the epidemic, the performance of last year has been completed.”
“As the cost of traffic and labor becomes more expensive, and the vast market outside the first-tier cities also begins to understand the digital transformation of marketing, the growth momentum of marketing technology is particularly rapid. More and more companies realize that marketing Data assets will be the core assets of enterprises, which will greatly help the business growth and value enhancement of enterprises. We want to help Chinese B2B enterprises to better accumulate and manage their marketing data assets, and provide visibility for the development of enterprises. , considerable value.”
Hong Kai told 36氪 that the overseas marketing technology market for the B2B field has been developing for many years, and giants such as Marketo, Salesforce, HubSpot, and Adobe have been born. Although the domestic market started late, with the prosperity of the local Internet ecology, a large number of B2B enterprises have deployed live broadcast, Diversified digital touchpoints such as short videos and corporate WeChat, marketing technology has become a necessary channel for business management and growth. In addition to the leading companies with early awakening of market awareness, in the digital wave derived from the epidemic, growing companies have also begun to embrace digital dividends in the aftermath of the “rough traffic era”.
Pay attention to the needs of growing enterprises and deploy B2B marketing
Hong Kai said that since the first quarter of this year, 50% of the corporate customers signed by “Jinshuo Technology” belong to growth-oriented companies. The founders and teams of these companies are more technically conscious than ever, and they know that the traditional marketing model has been difficult to adapt to. Today’s stock competition, “especially B2B marketing, has cross-industry commonality in many scenarios.”
One of the typical scenarios is inbound marketing. When B2B companies are facing tens of thousands of potential customer groups, they need to expand customer acquisition, screen customer leads, and interact with them at a certain density, and then decide the next marketing strategy. In the past, the conversion model that solely relied on sales generally caused companies to waste a lot of sales leads. Therefore, it is more and more important for B2B companies to maximize the use of sales leads through automation and data, and help sales greatly improve the efficiency of the conversion process.
The second is the KA marketing scenario. Since some B2B companies only conduct business for limited large customers, the decision-making process of these customers often involves the joint participation of multiple departments and roles. In this context, “good marketing tech tools need to help these B2B companies answer who and how to use it, who it affects, and how to manage the system as a whole.”
Channel marketing is another scenario with cross-industry significance. Taking “Kingshuo Technology” as an example, its products and services can help companies reach end users and collect data without affecting the interests of channels, so as to meet the refined operation needs of B2B companies that focus on channel sales.
At present, “Kingshuo Technology” has covered high-tech, manufacturing, life science, business services, education and other customer types, and has obtained 500 corporate customers including leading companies such as Merck, Sanofi, Agilent, and Zeiss. deep cooperation.
Full-link marketing: MA+SFA+CDP+ data tracking + system connection
After last year’s A round of financing, “Kingshuo Technology” has carried out in-depth and expansion in the link of marketing technology, and has realized the reconstruction of the underlying data structure for more subdivided market needs and technology trends, as well as channel aspects. Complete.
At present, B2C marketing is often accustomed to focus on consumers’ personal data, but for B2B enterprises, in addition to individual users, it is also necessary to consider the company behind the individual, the purchasing unit, consumer identity, professional identity and business opportunities. In response to the needs of B2B enterprises to understand data, “Kingshuo Technology” has reconstructed the underlying data structure of its system. On the other hand, with the increasingly rich marketing channels for customer acquisition, many B2B companies already have basic data classification and integration capabilities. In this process, each marketing function within the enterprise has a different role. For example, the marketing department is responsible for converting sales leads into business opportunities, sales are responsible for converting business opportunities into orders, and the goal of customer service is to improve customer satisfaction and repurchase rates.
“The marketing department needs to get involved in each node of incubation to understand what stage the leads are in, what kind of content to push, what kind of activities to participate in, and what form of interaction. The people involved are all gathered together.”
Hong Kai said that at present, “Jinshuo Technology” mainly focuses on five product modules:
- Marketing Automation (MA, Marketing Automation). The products of “Kingshuo Technology” will help the marketing department of the enterprise manage all customer acquisition channels (launch/event/content), create a personalized interactive journey for potential customers, and intelligently identify valuable business opportunities while improving user experience. , and assigned to a sales consultant for follow-up.
- Sales Automation (SFA, Sales Force Automation). Through the customer-related data accumulated by MA, such as sources, interests, behavioral trajectories, etc., it can assist sales personnel to communicate and improve the sales success rate. A company’s marketing department can create, assign, analyze, and manage routine sales tasks to increase efficiency for front-line personnel.
- Data tracking tool JINGTrack. By tracking the behavior of customers in all channels, such as WeChat ecology, official website, mini program content center, online mall and other traffic channels, it can form a complete private domain data analysis for enterprise customers.
- The system connector JINGConnect can help companies connect MA, SFA and other tools with CRM, and at the same time synchronize the data tags in CRM to the mobile terminal and sales terminal, so that sales can grasp the complete customer portrait. At present, JINGConnect has opened up mainstream CRM services at home and abroad.
- Customer Data Platform (CDP, Customer Data Platform). As the marketing touchpoints of B2B enterprises become more and more abundant, the underlying system that can realize omni-channel data precipitation is becoming more and more important. The CDP service of “Kingshuo Technology” can integrate user data across channels and systems to establish user portraits and corporate identities for different marketing scenarios.
“In addition to growing companies on the rise, second- and third-tier cities are also increasingly participating in the digital transformation of marketing.”
In the past year, Hong Kai was most impressed that the proportion of “Beijing, Shanghai, Guangzhou and Shenzhen” was shrinking. In the second quarter of this year, about 15% of the cooperative enterprises signed by “Jingshuo Technology” came from areas other than Beijing, Shanghai, Guangzhou and Shenzhen. This preliminarily verified the potential prospects of marketing technology in the local market, and also brought a broader market imagination to the future of “Jianshuo Technology”.
“It’s a small change, but it gives us a lot of confidence.”
———————————————
Zheng Can, Managing Director of Linear Capital, said: “Compared with ToC, ToB’s marketing automation is easier to standardize, but the products require a higher degree of professionalism. The products of Motion Master Technology cover multiple industries from customer acquisition, potential customer incubation to sales. The empowered marketing life cycle helps companies to deeply understand and personalize each customer. Relying on the strong product strength, we believe that the company can bring new possibilities of marketing automation to a large number of ToB companies in China.”
Huang Zhi, chairman of Xingong, said: “Chinese traditional business service (B2B) companies focus on sales rather than the market in their business processes, and market activities often focus on offline rather than online. With the role of the catalyst of the epidemic, We have observed that B2B enterprises are paying more and more attention to the investment in online marketing activities. Ginshuo Technology is one of the few leading companies that focus on B2B enterprise marketing automation. It has world-renowned customers in many sub-industries, and we also hope that they will solve the problem. The solution can better help Chinese B2B companies achieve digital marketing growth.”
media coverage
36Kr investment community start-up state investment network
Related events
- “Jingshuo Technology” completed 50 million yuan A+ round of financing2022-07-01
- Yuanquan Technology received 50 million yuan in A+ round of financing2022-06-28
- Yibai Technology completes tens of millions of US dollars in Series B financing2022-04-20
- Siwei Technology completes hundreds of millions of C rounds of financing2022-03-07
- Quest Technology completed 300 million yuan of B+ round of financing, to help enterprises accurately find customers2021-12-15
This article is reproduced from: https://readhub.cn/topic/8hhTw2HAa38
This site is for inclusion only, and the copyright belongs to the original author.