Ity (community).
The basics of big data marketing are: personalized recommendation, information mortuary, data source (first-hand, second-hand, third-party data), EU GDPR data security protection regulations, how big data marketing is cold start….. .
There are information on these online, I will not talk about it. I am going to talk about the inB company for SaaS and other service companies.
Second, some inferences about social communication
The path of a new topic or new product is:
* Stars (influential, but communication is one-way, lacking interaction with the public)
* KOL (Opinion Leader)
* Followers
* Public
In this class, I found that KOL’s influence model should be combined with the “division theory” of the technological product market expansion.
First talk about the theory of divide. A new product enters the market, and there are many factors that affect customer purchase. There are many factors that are relatively independent, so there is a “normal distribution” in the order of occupation of market share. (About this knowledge point, you can learn from the App’s Wanwei Steel Elite Day class “Model Thinker 3: Three Distribution Models”)
(from Baidu image)
In social media theory, early adopters of new products are accepting new things faster. The “innovative” KOL in this group plays a role of “fast dissemination”.
But such KOLs may not be as popular as the “mainstream market” because they prefer a robust, deep KOL. So in the mid-term of market development, companies must cultivate “follow-up” KOL.
Three, customer cluster analysis
We start with a customer and introduce a tool “cluster analysis.”
This method is usually used for toC products. I think it is very different from traditional software for SaaS companies: the customer base is bigger (many SaaS customers have more than 10,000 or even hundreds of thousands), and customer management is more digital. , there is an opportunity to analyze customers with the “clustering method”.
I see that most of SaaS’s customer portraits are relatively simple. It is said that it is a certain industry, a certain size, a certain type of demand.
In the actual market, some SaaS products will be very entangled. I met a customer today, his focus is A; tomorrow meetsAnother customer is concerned about another distant point B…
Is there a number of SaaS customers that should be divided into 2 or 3 clusters?
(Image from Baidu Encyclopedia)
If you can separate several clusters, the value is:
* Although it is still a version of SaaS products, customers with different clusters have different value points, so marketing methods and marketing content are different;
* Different clusters of customers focus on different feature sets, so the service focus is different, and the focus of promoting purchases and renewals is different;
* From a strategic point of view, we need to think about – which customers are our real customers, should focus on support; which customers will pay for it, but it is not our goal and should be thorough in terms of demand and corporate attributes. give up.
* From a product perspective, how to focus on the core requirements of each cluster, rather than doing a function that seems to fit the “average” point (the point I marked on the image below), in fact, the customers on each cluster Not satisfied with this.
(Image from Baidu Encyclopedia, fine-tuned)
I consider the dimensions that can be classified for customers such as SaaS toB:
* Industries (and sub-sectors) sort by a feature (eg, degree of Internetization)
* Business size (segmented by revenue amount or number of employees)
* Enterprise management level (institutionalization, degree of process)
* The level of enterprise informatization (the proportion and application status of existing information systems covering business and administrative processes)
* Other dimensions related to the product (for example, SaaS CRM products will focus on the sales team size, sales methods, etc. of the customer’s company)
The above are some of my ideas. The following is also a brief introduction to the “K-means clustering method” of the professor.Step by step:
* Randomly select n (starting with 3) customers
* Divide other customers into three groups according to similarity (if it is a two-dimensional map, the point on the map that is close to these three customers)
* Find the center point of each group, regroup, and then find the new center point for the new group
* This cycle is achieved until the three groups are divided: the smallest difference within the group and the largest difference between groups
* Tests are divided into 1 group, 2 groups, 3 groups, 4 groups, and 5 groups. The average distance from the center point in the group with different number of groups is calculated, and the utility inflection point is found. For example, if the group is divided into 1 group, 2 groups, 3 groups, 4 groups, 5 groups, and 6 groups, the average distance between all points and the center point in each group is: 40, 20, 10, 5, 4.8, 4.7. It means that it is divided into 4 groups (the average distance is 5, and it is not obvious that the latter group is not significantly increased).
Fourth, AIEPL marketing stage theory
Introducing a theory, the same applies to toB and toC marketing. The core point is that the customer’s buying behavior is phased and should be promoted in different ways for potential customers at different stages.
AIEPL theory believes that marketing has five stages:
* Aware awareness stage (professor is talking about “cognitive stage”, I feel that the word is more ambiguous)
* Information Information Collection Stage
* Evaluation Evaluation Stage
* Purchase Stage of Purchase
* Loyalty Loyalty Customer Stage
—For customers who know the stage of A, companies can influence through advertising, social media, and search engines.
—For customers who collect information at the I stage, they are influenced by blogs, videos, and online and offline lectures.
—Customers in the E-assessment phase are guided by KOL (Key Opinion Leader) and friends around.
—P purchase phase: relying on offline stores, e-commerce, and KOL direct sales.
—L service phase: remote phone or physical store service.
I have summed up the marketing work of toB products and toC marketing at different stages, I show them in the third column of the table below:
ObviouslyCome, toB marketing needs more human intervention from Party B personnel and face-to-face communication with customers.
Fourth, the trend of Western toB marketing
So what is the future trend of toB marketing? Just in this class, the professor also explained the case of a marketing reform of a well-known American IT product and service company. I will share with you the changes in the US corporate market in 2013 and the response of this famous company.
The company discovered in 2013 that toB marketing has undergone the following changes:
* Information acquisition method: From the offline line, new influencers appear. In the past, enterprise procurement was an “acquaintance business”. The SI (system integrator) of the manufacturer and the big customer was very familiar. SI was often asked to visit the manufacturer company. SI had many years of customer relationship with the customer, and was quickly found after new demand. Discuss the solution. Nowadays, customers are more likely to get information from friends, social media and KOL who have the same needs. It is more likely to be affected by “network paradox” and it is easier to buy products from “strangers” (new suppliers).
* Brand-led to customer-led: Customers have generated purchasing options through social media, and 70% of purchase decisions have been made before sales representatives arrive. Sales representatives are no longer the only source of information.
* Marketing content: From professional to “pan-professional”. In other words, the content of toB marketing is no longer so rigid, and it has become interesting.
In the real case, the response strategy of this well-known company is:
* Established a digital analysis team
* Focus on social media to find key metrics and scoring models
* Use matrix diagrams to show the vocal share of each brand in the field and KOL talk about the brand’s impact share and implement an interactive strategy
V. Development trend of domestic toB market
Analyze the above, we will find a phenomenon: in the European and American markets, the toB marketing method is actually approaching the toC marketing method:
1 The company’s information acquisition method is more social and independent
2 The people who influence corporate decision-making also turned from sales representatives to friends in the field of opinion leaders KOL and customers KP (key decision makers).
In combination with companies that use SaaS products in the United States, companies with hundreds of people will buy nearly a hundred SaaS products, and you can see another point: 3 The procurement decision-makers are decentralized, and the technical staff in each department can purchase some efficiency-enhancing SaaS tool.
These three points are obviously beneficial to the promotion of SaaS.
But the above 3 points in domestic enterprise procurement, the first point (information acquisition method) has some new signs, and the second point (changes affecting the population) is still rare. At present, domestic enterprise customers have clear needs and form solutions. The process also requires the sales representative of Party B.Participation; point 3 (distributed procurement rights) has not yet appeared.
My personal feeling is that China’s corporate market is 8 to 10 years behind the US. The trend of the US corporate market in 2013 will not be possible until 2021 in China.
However, the advancement of the industry Internet and SaaS may be faster, driven by the consumer Internet leadership. As for venture capital, although there is a negative impact of the bubble, it also brings talent and technology precipitation to the toB field, and overall it is also positive.
You can only talk about trends now, and no one can really predict the time. Fortunately, toB is a slow job, everyone will flatten their minds, step by step.