This blog content is a reorganized version of the key points from Elifunt B2B Content Meetup.
💡 B2B Content Meetup Vol. 4: Curious about the lectures from other speakers?
Part 1: Content Growth Marketing for B2B Companies
Part 2: Modusign’s Journey to Industry No. 1, A Growth Story Achieved Through Content Marketing
Part 3: What Is the Single Standard ZUZU Adhere to When Creating Content?
Part 4: Jandi’s Practical Marketing for Attracting Customers in the Hyper-Competitive Collaboration Tool Market (Current Post)
Jandi’s marketing strategy to “attract” customers
For the final session of the 4th content meetup, Jandi's Marketing Head, Kang Eun-jeong, took the microphone.
Jandiis being recognized as a “survivor in the market of death” after turning a profit in January 2024 in the fierce collaboration tool market, where it must compete with global giants like Slack and Microsoft Teams. Let’s hear from Head Kang Eun-jeong about the content marketing strategies Jandi employed to survive in this intensely competitive market!
The most important thing in content is the 'message'
The most important aspect for the Jandi team was, first and foremost, selecting messages to effectively deliver key messages tailored to each stage of service growth. This involves choosing the core message based on the specific stage of our service or company, such as whether we are at the stage of building brand awareness or emphasizing internal features.
Content formats that encourage customer 'participation'
How we deliver the message we have carefully selected is important. In particular, content and events that encourage voluntary customer participation are highly effective methods in that they build a strong bond with customers and instill a positive experience with our service.
For example, the "Everyone's Matbul" campaign, which offered coupons provided by client companies for solving grass-related quizzes, reportedly gained immense popularity.
Aside from well-structured campaigns like the Jandi team's, the most accessible approach is to have customers download service brochures. In fact, the Jandi team identified service brochures as the most effective method for customer conversion. Please do not forget that after the download, it is crucial to guide the customer through the CRM path that leads to final conversion and convert them into valid leads.
Please check if our service introduction document has been set up according to the three features below!
✅ 3 Features of a Service Introduction Page That Helps Your Business
– The service introduction is solidly structured so that final conversions occur just by viewing it.
– A value message is established, serving as the standard for sales pitching.
– It can drive active conversion actions after the download.
Content created together with customers
Finally, above all, collaborative content with customers plays a significant role. Jandi has produced 166 use cases and 13 customer interview videos. It is said that these materials are creating an effect that goes beyond compound interest—a power of N. By exploring specific use cases and advantages of our service, potential customers can build trust in it.
Beyond simply using them as customer case studies, it is also a good approach to conduct collaborative campaigns utilizing the client and turn them into content. This is beneficial for external promotion, and it generates rapid conversion results, particularly because it allows you to leverage the client's own customers.
Q&A – Jandi Content Marketing, Questions About This!
Among the key questions and answers from the Q&A session, we are sharing the main Q&A related to Jandi's Marketing Head, Eun-jeong Kang.
Q: Are there any failed marketing strategies and lessons learned?
A: We produced PDF content utilizing mobile data, but we did not achieve the expected results because most customers use PC applications. After analyzing this, we realized that mobile data holds less importance in selecting business collaboration tools. Through this failure, we learned the lesson that it is necessary to gain a deeper understanding of customers' actual usage environments and adjust our marketing messages accordingly. In future marketing efforts, we plan to strengthen our approach tailored to customer usage environments to create more effective content.
Q: What are the criteria for evaluating marketing effectiveness?
A: Marketing effectiveness is evaluated based on lead acquisition, and to this end, we also consider the publication frequency to be important. Every week, we check new traffic and keyword search data through Google Analytics and Search Console, and analyze data by media source, excluding direct traffic. Based on this data, we evaluate the effectiveness of each channel and focus on campaigns and content that generate inbound leads. We continuously improve marketing efficiency through the habit of recording and analyzing these performance results every week.
Q: What is the process for publishing customer use cases as content?
A: Publishing customer use case content is based on concrete planning and efficient processes. First, we collect questions in advance via Google Forms, and the customer provides images to be used in the content. Based on this, marketers draft the content and finalize it through consultation with the customer. This allows us to efficiently produce high-quality content while saving time for everyone. For video content, we create authentic content by encouraging the client's cooperation and having internal members participate directly.
💡 B2B Content Meetup Vol. 4: Curious about the lectures from other speakers?
Part 1: Content Growth Marketing for B2B Companies
Part 2: Modusign’s Journey to Industry No. 1, A Growth Story Achieved Through Content Marketing
Part 3: What Is the Single Standard ZUZU Adhere to When Creating Content?
Part 4: Jandi’s Practical Marketing for Attracting Customers in the Hyper-Competitive Collaboration Tool Market (Current Post)
