A brief analysis of the necessity and construction methods of the user growth system for B-end products

Compared with C-end products that have made great use of the user growth system, B-end products have a blank user growth system. Today we will talk about whether we should establish a user growth system in B-end products, and how to establish a user growth system in B-end products.

User growth system

Almost all C-end products will have their own user growth system, which has also developed relatively maturely in C-end products. The methods for building user growth systems on the Internet are also similar and basically finalized. I will not elaborate on what a user growth system is and how to build an effective user growth system. You can find a lot of articles about user growth systems by searching on the platform, so you can just take a look at them. However, if you want to deeply experience the entire growth system, economic system, and social system, you can deeply experience various game products. The user growth system was also initially developed from game products.

Compared with C-end products that have made great use of the user growth system, B-end products have a blank user growth system. Today we will talk about whether we should establish a user growth system in B-end products, and how to establish a user growth system in B-end products.

Do B-side products not need a user growth system?

NO! NO! What do C-end products do through the user growth system? Activate users, segment users, differentiate experiences, and conduct precision marketing . B-side products also need to activate employees, differentiate work experiences, and cultivate and grow talents.

In reality, B-side products are basically purchased by enterprises. Product suppliers often think that the boss has the final say in everything and don’t care about user experience at all. We don’t need any user growth system! This has indeed created a huge obstacle to the development of the user growth system in B-side products.

After the company spends money to buy this product, does the boss have the final say on whether our employees should continue to use it? Especially in the current situation where B-side product homogeneity is very serious, the experience of employees when using the product will affect the renewal of the entire product. The renewal rate is the lifeline of many SaaS products and is the bottom line that every product provider must adhere to. (Ok, let me make it clear that all the B-side products discussed in this article refer to SaaS-type B-side products )

Buddhist employees, who are very popular recently, as well as various post-90s people, are like this and like that, and the first batch of post-90s people are like this and like that. Obviously, those born in the 1990s have become the main force in enterprises. The scope can be expanded a little bit. For the millennials, they grew up in the Internet age and witnessed almost the entire Internet from its rise to prosperity. They grew up completely in the Internet experience. The experience of equality, openness, seeking attention, and showing presence on the Internet has always been with them.

They have a lot of fun in games or C-end products, but in sharp contrast, in daily work, people often say that every once in a while, they have to doubt their next life. Who am I, what am I doing, what do I want, am I suitable to be a product manager , am I tired of product operations , so should I change to another industry to try something new? They keep doubting and denying, and the work pressure keeps increasing. Their hair is almost falling out.

In fact, their pursuit of work experience is the same as on the Internet, to be noticed, recognized, rewarded, and to create a sense of belonging; how should we give them this kind of work experience? Try the growth system in B-side products!

Basic methods for establishing a user growth system for B-side products

What is more important than how to establish a user growth system is to clarify why a user growth system should be established. It is important to understand the profound meaning of building a user growth system for B-end products that is user-centric and takes user goals as product goals , and to make employees feel cared for and have a sense of presence. Only in this way can user growth in B-end products be more dynamic, valuable and meaningful.

After clarifying the purpose of establishing a user growth system, there is not much difference between the user growth system of B-end products and the construction plan of C-end products; the article recommendation about the user growth system of C-end is: About the user growth system, a note that cannot be missed; the detailed methods can be used as a reference, which are roughly divided into the following modules:

Part 1 Growth Entrance

In C-end products: novice tasks, daily tasks, main tasks, and non-fixed income formulated according to business goals;

In B-end products: user goals are the core, and novice tasks and main tasks that naturally achieve product goals are not fixed income; daily tasks can be combined with business, and daily activity is not the ultimate goal;

Part 2 Growth Form

In C-end products: relationship volume/number of fans; identity authentication; feature authentication; medals/titles; VIP membership; charm value/experience value; growth value; points; virtual currency; virtual props; rankings ; levels; series of tasks;

In B-end products: basically no difference;

Part 3 Calculation Method

In C-end products: linear function, power function, exponential function, piecewise function, and others;

In B-end products: no difference;

Part 4 Growth Export

In C-end products: functional privileges, resource priority, restriction relaxation, visual difference display, and redemption discount;

In B-end products: there is basically no difference, and the exit points can basically be found according to the business characteristics;

The biggest difference between the growth of C-end product users

The B-side growth system does not take commercial goals as product goals

The growth system of C-end products is mostly centered on the product's commercial goals. Based on the product's main business, corresponding growth tasks are formulated to attract new customers, promote activation, and improve conversion rates . Then, the growth outlets are used to divert traffic to other products by segmenting users, making personalized recommendations, and unwittingly "tricking" users.

For B-end products, the user growth system should absolutely be user-centric, rather than the product's commercial goals. The growth in B-end products also corresponds to the growth of real users, mastering a certain work skill, cultivating a certain ability, and accumulating work experience.

The user growth system of B-end products is based on the real career growth of users in the enterprise. The growth system aims to create a better experience to guide user growth, motivate user growth, and make feedback adjustments to user growth, so that employees can quickly and easily master work skills and social skills in the enterprise and create a sense of belonging to the enterprise.

User growth of B-side products is more real

This is the charm of the user growth system for B-side products. B-side products provide users with not only an effective tool , but also a skill-building tool and a guide to excellent behaviors. This is a very, very big advantage compared to C-end products, and this growth experience is more lasting.

Compared with the circle of friends or the entire network environment of C-end products, the behavior within the company feels more real. In C-end products, when I like a friend’s post, it is just an ordinary like. When I like a stranger’s post, it is also an ordinary like. But when someone within the company likes my work, this like may come from a superior, a department leader, or even the company boss. How will I feel? My work is recognized and noticed, and everything I do is very meaningful and valuable. For those who like the post, liking something that deserves to be liked is also a manifestation of leadership.

In addition, in B-side products, we will avoid many behavioral operations that are guided by product commercial goals but are meaningless to the real growth of users, such as logging in every day to earn points, frantically brushing time to earn points, etc.

After user growth is complete, what next?

The entire user growth system has similar functions for both C-end and B-end products. Different users have different behaviors on this platform to obtain different types of points and grow to different nodes. User segmentation is an inevitable result, but this is only one of the main dimensions for us to segment users. The establishment of user models requires data from more dimensions, collecting users’ behaviors, habits, and preferences in the products, describing users in detail, and then providing more differentiated experiences that users need more.

at last

In the final analysis, the essence of the B-side user growth system is to provide employees with work care, growth feedback, appropriate incentives, attention, recognition, and create a good work experience;
May we all value our customers, value their work experience, and care for those who work overtime.

Finally, I would like to think with everyone, why there are so few B-side products with growth systems? Welcome to leave a message to express your views, and you are also welcome to criticize the views in the article~

The author of this article @Zevol was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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