Connecting WeChat touchpoints, events and sales leads.
For S&P Global Market Intelligence, the work connected content, events and customer engagement within the WeChat ecosystem.
Business context
Professional information services need a coherent journey as customers explore information, join events and express interest. Each touchpoint should make relevant content and the next step easy to find.
Scope of work
The project covered the Market Intelligence service account, mini program, events and lead pathways. Coordinating content and event touchpoints supported the journey from information discovery to engagement and enquiry.
A useful approach
Work backwards from the customer’s next action to define content and channel roles. Connect events, content and enquiry paths, then evaluate participation, qualified interest and follow-up using project-specific records.
Start with your business goals.
Tell us about your audience, priorities and current challenges.