I received a question from a friend about the old club, because the numbers on the promotional content were calculated by someone, and I always felt that the value was exaggerated. After two years of rapid development of the old club, this value is really not for us. questionable.
In the process of doing B-end business in the past two years, I applied a lot of C-end operation skills; combined with our current customer acquisition method, I think this matter can be viewed dialectically.
I also wrote an article on ToB’s customer acquisition method before, and that article can still be used, but now I feel more intuitively that the operation method of the B-side is similar to the C-side, but there is a big difference in the process of conversion. difference.
And in the previous logic of customer acquisition, especially for small B customers, I applied a lot of customer acquisition skills; today, I will re-organize a commonly used and effective customer acquisition method in the ToB field, and sort out common skills. , for your reference.
In my opinion, the B-side customer acquisition method here mainly refers to small B-side customers. It is basically impossible for private projects to acquire customers through Internet channels.
Let me tell you a cold joke here, do you know which product is the biggest competitor of China's CRM? Maotai; So, you can take a closer look at why China's big projects are difficult to get through Internet channels.
At present, the most effective way to acquire customers on the B-end is Dasou, there is no one; SEM and SEO in Dasou are necessary channels for companies, and companies with funds generally invest in SEM, and some customers who are unwilling to spend money like to do SEO; From my observation, some technology companies are more interested in SEM, while some traditional companies are more interested in SEO; SEO work is difficult for many people with higher education, and technology companies prefer highly educated people, so most technology companies SEO doesn't work.
I never recommend ToB's product launch information flow, because the essence of information flow is active push, there is no way to judge the demand intention of users who read advertisements, and the company's transaction process is very long, this method is difficult to meet the needs of effective users; Users who come in from the big search have obvious intentions and can obtain valuable MQLs; as for conversion, another routine, there are many SCRMs on the market at present, and operators can score users according to user behavior and labeling. Valued users can adopt different operation strategies, which are essentially to solve the problem of user conversion; and I think there can be a better solution for user conversion, but it has not been shared yet.
Another effective way other than the big search: electricity sales.
The managers of some ToB technology companies feel that the company is tall and cannot adopt this relatively low method. After verification by countless companies, this method is still effective; but this method has a precondition that the product is common to the enterprise. Sexual products, and products that can help customers get leads or make money, otherwise it will be difficult to impress users in a short period of time.
The source of clues
1. Inter-professional exchange
Most of the companies that can be contacted by telemarketing are micro and small companies. As for telemarketing, there are many sources of customer leads. Although the state clearly prohibits the sale of customer data, the clues brought by cross-industry exchanges are still flooded with many industries.
The sales team needs to grab the customer's attention within 1 minute. You may think that calling is a sales thing, not an operation. wrong!
Operations need to export valuable benefits for sales, and relying on sales to extract benefits is always a bit meaningless.
In addition, operators also need to empower salespeople to use products and solve business problems. It is best to deposit these contents in the form of internal documents to help new salespeople quickly refine the selling points of products.
2. Internet Access
Obtaining sales leads through Internet channels should be the best skill of operators. There are so many channels on the Internet, and the main source of leads is bidding. You can also expand content channels, such as Zhihu, Toutiao, etc. If the company has the resources to invest, you can also send some news source.
Some customer leads can also be obtained in the form of sending information in post bars, forums, etc.
Adding a download button for high-quality white papers on the website can improve the conversion rate of the official website, so as to tap relevant business opportunities.
There are also some inbound software country email list on the Internet that can grab some clues from B2B websites.
Regardless of the clues obtained from there, the best management method is to score based on the clues. During the repeated communication process of calling customers, customers can be invited to participate in online salons and offline activities. Convert customers into intended customers and drive deals.
In the old company, I mainly rely on two ways to obtain customers, the first one: forums, and the second one: cross-industry cooperation; the users acquired in this way cannot be called pure ToB users, only products with ToC Genes can take this kind of customer acquisition.
3. How to operate
Although the method of telemarketing is very low, there are also some companies that rely on telemarketing to achieve an annual transaction volume of more than 20 million; most of the clues for telemarketing come from purchases, and the way to obtain them is relatively slow, and the value is not necessarily high. Because of the leads obtained from others, companies that rely on telemarketing always have channels to acquire high-value customer leads.
The products on my side have no way to obtain effective value clues from the market. Because of the accuracy of the crowd and the characteristics of the Internet, it is more direct and effective to obtain users through the Internet; so I tried to introduce products through forums and cross-industry cooperation. Users, through operation manuals and data analysis, screen out some worthless users and focus more on high-value users.