Without tens of millions of users, how can the value of To B operations be reflected?
Compared with To C operations , To B operations are no longer aimed at consumers, but at enterprises. So what should operations do to drive products to better meet customer needs? How to increase product revenue growth and renewal rates?What is To B operation?Compared with the well-known To C (consumer market) field, To B (enterprise-level services) refers to services provided to enterprises, such as internal core systems of enterprises, such as CRM, OA, ERP, etc. With the popularization of cloud services, the SaaS (Software-as-a-Service) model has gradually been accepted by enterprises. Well-known foreign companies include Oracle, SAP, Salesforce, etc. In recent years, as the investment trend has shifted to the enterprise market, more and more excellent SaaS service providers have emerged in China. As the underlying support for SaaS, data center infrastructure services, cloud computing, etc. are also important participants in the enterprise service field. Therefore, for B-side operations, you may not need to consider increasing the number of fans by 100,000, nor do you need to consider how to distribute 1 million coupons. However, B-side operations require a more holistic view and comprehensive resource integration capabilities, how to drive products to better meet customer needs, and how to continuously improve product revenue growth and renewal rates. What kind of competitive environment will the products developed by the competitive product research team face? What competitors already exist, their advantages and disadvantages, operating methods, and sales mechanisms? The research results will be discussed with the entire team to provide feasibility analysis and suggestions on how to create a blue ocean and polish a product that is recognized by the market and users. (Click to enlarge the image)Seed user acquisitionGeneral operators think that if they have a budget, they can put a small advertisement on CCTV, book a subway car, set up a brand zone on Baidu, sign a few big Vs , and then, boom, the number of users will exceed 10 million. If it is always just if, as a To B operation, you may not have tens of millions of advertising fees to spend, nor so many channels for you to invest. Perhaps for many startup teams, their initial cold start was achieved by the team working step by step. For example, the target is set at 20 corporate users, with the CEO responsible for 5, sales responsible for 5, and operations responsible for 10. The CEO and sales may be the strongest field sales team. But as an operator, you need to find business decision makers in places where they may appear, such as EDM, telephone, community, forum, social network , etc. This is the best time to do A/B Testing to discover users' pain points and lay the foundation for large-scale promotion in the growth stage. This group of seed users are your best product experiencers. They will chat with users, provide door-to-door training and answer questions for all employees, and provide support and answers online 24/7. These are all things that operations must do carefully and constantly record, and provide feedback to the team for continuous improvement. Only after repeated polishing can a product be created.Operational strategy formulationDuring the product development stage, avoid large-scale promotion, because if the product functions are not perfect enough and the experience is not smooth enough, many customers attracted in the early stage will definitely be lost. Enterprise users do not have so much time to trial and error, and they cannot be won back by issuing coupons or giving out free places. What they care more about is whether this product or service can empower the organization and significantly improve its operating efficiency. (Click to see the larger image) For example, after launching the first version of a human resources SaaS software with simple attendance and pay slip functions, the leadership decided to start promoting it and offer free trials to companies. At the beginning, because it was free, it attracted a group of corporate users. However, after they started trying it for a while, they found that the product did not have any particularly outstanding value points for their existing OA systems, and the fact that it was free always made users doubt: How do you make a profit? If there is no profit, will this product be withdrawn from the market halfway? Is the R&D team strong enough? It was still about half a year before we launched the second version which added features such as mobile attendance and mobile scheduling. During this time, other competing products emerged, so customers were easily lost. Therefore, it is also very important to formulate corresponding operation strategies according to different product stages. During the product development phase, research competitors, chat with users, and establish the most basic brand building. At this stage, you can start preparing product-related materials: VI system, official website, video, product introduction PPT, product operation manual, social media content planning, etc. As an enterprise-level service, the overall copywriting and design style is still business-oriented, leaving a professional brand image to customers. If your product is backed by a big brand, such as the BAT startup group, then your brand promotion will be much easier.Initial product promotion stageGenerally, we divide promotion channels into four types: online, offline, content, and channels. 1. Choose Baidu Encyclopedia , Zhidao, Q&A and industry-related forums online to create some brand and product-related content. To attract new customers , we will try to use SEM , EDM, advertising and other methods to attract customers to register. After registration, the corresponding pre-sales engineers will make a return call to explore customer needs. If the customer's intention is high, an appointment will be made for sales and technical support to demonstrate the product on site. 2. Offline, you can contact and communicate with some incubators, industrial parks, the Federation of Social Trade Unions and other parks to see if you can cooperate on some projects to promote products in the parks. At the same time, we will start to collect information about industry-related exhibitions, evaluate the influence of the exhibitions, customer groups, and cost-effectiveness, select suitable exhibitions to participate in as sponsors, increase brand exposure, and plan on-site new registration activities. At the same time, we will also consider planning some small offline salons, customer appreciation meetings and other offline face-to-face activities to strengthen interaction with customers. 3. For content, we mainly plan WeChat official accounts and WeChat community marketing , publish industry information , trends, and Q&A, cooperate with some big accounts to exchange resources, and at the same time start planning some big-name micro-courses. We contact some well-known lecturers through various channels, and after accumulating a certain amount of lecturer resources, we plan micro-course activities with different themes to attract fans to join the community in a fission form. 4. Channel: We will start to formulate an agent recruitment plan and gradually contact well-known agents in the software industry to understand the basic rules of the industry and prepare for the large-scale promotion stage. At the same time, we also considered building our own telemarketing team, so we began to compare the advantages and disadvantages of building our own team and cooperating with a third-party big data cloud telemarketing team. In the early stages of product promotion, we will conduct A/B testing and trial and error with low cost, and compile daily and weekly reports to calculate the ROI of each channel, gradually exploring the most efficient promotion channel. Large-scale product promotion stage 1: Increase online advertising, such as Baidu SEM. This channel continuously optimizes keywords and advertising display formats. Later data found that the customers of this channel are the most accurate, and the first batch of paying users are converted through this channel. 2. Offline exhibitions or salons are basically arranged 1-2 times every quarter. The exhibitions are usually sponsored in the form of speeches + demonstrations. At the same time, the booths set up some interactive activities such as gifts for attention and registration, and give VIP discount coupons to customers who participate in conference marketing . Industry exhibitions usually gather manufacturers in the circle, so they are conducive to learning and communication within the industry. 3. Content: Practical experience sharing by HRDs of famous companies. We will establish a community of about 500 people in each issue, gather these people together, do some Q&A within the circle, and share practical information. Slowly, the brand's popularity will gradually increase within the circle. We will also carry out some marketing activities for the community, such as registration gifts, sharing gifts, and recommendation gifts. 4. The channel gives agents 20-50% of the channel share. This high incentive method can effectively drive agents to tap into KA customers. Because the cost of building a telemarketing team was too high, they chose to cooperate with a third party. They obtained a large amount of customer data through web crawler technology based on customer portraits. After the telemarketing team obtained potential customers, the sales team immediately conducted intensive visits, sometimes visiting up to 5-6 customers, and also converted a certain number of paying users. Revenue Growth and Contract Renewal Typically, once customers pay, the user experience becomes critical. For VIP customers, we will provide professional after-sales technical support, 7*24h, on call at any time, and respond as quickly as possible if any problem occurs. Generally speaking, once all employees of an enterprise customer use the product, their stickiness will be very high because the switching cost is too high. Some customers will even use a system for decades, so the quality of after-sales service is directly related to the customer renewal rate. At the same time, after having a certain number of paying users, operations can produce solution manuals for various industries, choose to cooperate with big brands for story marketing, and the choice of top customers in the industry will usually become a weather vane for the selection of small and medium-sized customers. This is a very advantageous sales tool for sales visits. User operations for B-side customers usually adopt conference marketing methods, such as a professional salon or summit, to disseminate user success stories and cases, and have typical customers share their personal experiences, so that the buyers, decision makers, and users of B-side customers can all participate and prove to them that our products can improve corporate production efficiency, improve employee work efficiency, and generate huge commercial value. In conclusion, B-side operations may feel lonely for a long time, because we cannot make the product show explosive growth through the spread of a single explosive event. The decision-making chain of B-side users is long and complex. Compared with the C-side, we need deeper accumulation of industry knowledge, a global perspective, and the ability to integrate, coordinate and allocate resources. The requirements for comprehensive quality are actually very high.The author of this article @miss hong compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Product promotion services: APP promotion services, information flow advertising, advertising platform |
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