B2B growth in the future is no longer a responsibility of a department or a position, and all members need to be All in. The lack of growth is not only a matter of strategy, but also the problem of internal organization management.
Editor’s note: This article is from WeChat public account “Cape Pine Fruit Marketing” (ID: yangsongguo17) , the author of the pine cones.
Before writing a B2B companies should do a “scale” growth, talk about a few common methods “, there are many friends to come and talk. Especially for the 2 pain points in the previous article.
1. Media selection: When B2B’s business is used to promote clues through online promotion, many media are not very effective, and the conversion cost is much higher than expected.
2. Large-scale growth: After one or two years of exploration, the business can basically achieve profitability, but then it faces the problem of how to scale up.
But in many cases, because of the lack of division of labor and the limitations of job KPIs, it is easy for us to fall into the deadlock of thinking and solving a problem. The digital marketing of B2B, especially the effect of online delivery, is affected by many variables. It is also necessary for us to first think about the relationship between online delivery and growth from a global perspective. Let’s talk about specific methods and strategies.
一
Is the strategy important?
First talk about ideas!
Talk about the current status of corporate online growth
In the big environment of business expansion in the past few years, many problems of business realization and efficiency have gradually emerged. Most of the media budgets of this year are in a state of reduction, and part of the business is uneven. There is really no money, and part is because the business growth expectation is reduced, the high cost and high growth model can not support future business goals, and the company can reduce the budget while ensuring survival.
From this yearIn terms of overall marketing actions, even new bottles of old water have created a lot of new Internet terms such as “private domain traffic”, “KOC” and “CDP”, and they cannot quench their thirst. Especially for the B2B business, the direction we have to think about, the problems that need to be solved, the rivers that have not yet passed, are still not short-term, and there is still a long way to go in the future.
For example, subdivide into the online delivery area and analyze all media channels and strategies from the commonly used 4 quadrants.
If the A quadrant does not provide sufficient room for growth and the other quadrants do not provide good ongoing support, then it is certainly not possible to reduce the overall budget and expenses. After all, for the company, survival has always been the top priority.
At the same time, from the perspective of survival. Marketers not only have to carry more stringent data indicators, but also need to be able to find a more effective way to supply long-term growth.
This is not a strategy optimization, a mental upgrade, and a beautiful campaign can be solved.
First, starting from the top of the company, you need to unify the pace, integrate product, operation, marketing (marketing), sales resources, whether to optimize product features to increase core competitiveness, improve the relationship between operations and users, or improve marketing and sales The efficiency, multi-role needs All in, and fully invested in the project.
Now many companies are using similar ideas to carry out strategic upgrades and internal reforms and adjustments, but they have extremely high requirements for leaders, organizational structures and overall planning.
From this we can see that the growth of the future is no longer a responsibility of a department or a position, and it requires all in all. The lack of growth is not only a matter of strategy, but also the problem of internal organization management.
Every problem encountered at this stage is something that companies need to face, and it is not difficult to overcome in a short time.
The road is difficult and the line is coming.
Second,
Talk about several online media growth, common problems
Although many people are aware of the problems mentioned in the first part of the article, first, there are still many high-level executives who do not have clear understanding and still do a lot of useless work. Second, they are all in the early stages of exploration, and there is no systematic solution. method.
Next, from the two major directions of media selection and large-scale growth, I will start to talk about some of the problems that are often encountered.
1, How to choose media selection and how to quantify the effect
Two days ago, I chatted with a friend. Their business is also one of the top ones in the vertical field. Recently, I was doing an activity, and I was troubled by the leadership. It is very distressing:
The business leader is a technical background and now manages the entire technology, operations and market. The person in charge can not understand marketing very much. I don’t know why, I chose several big-flow platforms to do brand communication, spent millions of dollars, and finally transformed very badly, to ask me why, and let me from inside. Extract experience to expand operations.
“You said that I am not a media decision maker who is only responsible for some support work, and it is a recognized fact that it is difficult to convert brand communication.”
“I decided all of them in the early stage, and didn’t ask me. Now come to me for trouble. What do you say I should do?”
The layman’s leadership is indeed a very common and troublesome thing, but let’s take a look at what problems our friends are experiencing, and which are common problems in many companies:
Question 1, don’t know how to choose media
I have shared a media matrix before, and online, there are too many media to choose from.
But the choice of media needs to be considered comprehensively based on the characteristics of the business and the marketing objectives, historical traffic conversion effects and costs. Especially when it comes to the big budget, it must be judged based on the data. The most taboo is to listen to a party’s case or “feel” effect is not bad, blind investment.
Example of a judgment method for media
The actual media choice is a more complex process of multi-dimensional data participation. It is not just the basic data of the traffic, the registered data, it is recommended to introduce the value data of the life cycle in order to make better decisions.
Question 2: Money has no effect
The boss that the friend meets has cast a brand advertisement, and he wants to convert the example. It is also a typical example of traditional traffic thinking. When I first advertised B2C e-commerce, because the conversion rate is not bad, the core job every day is how to grab more effective traffic.
But now this kind of gameplay has long since gone. First, high-quality traffic is fiercely competitive. Second, there is a flow of traffic. Whether it is B2C or B2B business, users need to go through multiple steps to achieve conversion throughout the life cycle.
Especially for B2B services, the long conversion cycle, the complexity of the decision path, and the amount of traffic are not the first considerations, and it cannot be said that the traffic will be transformed.
2, refinement and scale, can the two coexist?
In the past few years, in terms of growth, the two problems that are often encountered are: the cost cannot be lowered, and the growth cannot be raised.
For the B2B business, from the logical point of purchase of the media, the refinement and scale are definitely conflicts. One is to reduce the cost loss by increasing efficiency, shifting the BCD quadrant to the A quadrant, and the other is to achieve a large-scale growth of the business, which will double the A quadrant.
And the ToB business has a small target base, using media alone to achieve scaled growth, unless the business model of some of the customers in the business is changed to expand the audience base. Otherwise, you still need to think about the overall thinking and use the marketing hourglass to grow:
Three.
How to explore the strain of B2B growth
The first part discusses the path of change from the level of thinking, and the second part talks about several common misunderstandings. Specific strategies, suggestions can beConsider from three dimensions:
First of all, let’s first understand the concept of B2B business life cycle mentioned in the previous article. It can be more obvious that the final growth is a more complicated process, and it is not a force that a department can exert.
1. Marketing Management: A More Effective Digital Marketing Strategy
From this complete digital marketing process, you can see that the media matrix is part of the overall marketing. There is a lot of work in the upstream and downstream, which needs to be closely integrated with products, operations and sales.
And for digital marketing, the part of the media (how to choose and optimize the media more reasonably), the parts of the tool (especially the need to strengthen the emphasis on the official website), the content part (especially the activities and long-term content) Update), the 3 parties are also a close process, which requires constant testing and optimization to find a more appropriate marketing method.
2. Marketing efficiency: From 2 aspects, correctly understand data efficiency and cost
1) Solve data efficiency issues:
In addition to constant exposure to and use of increasingly sophisticated automated marketing tools, there is a need to increase focus on data efficiency.
For companies with large data volumes. The conventional method of statistical analysis of data is not efficient enough when multiple departments need to follow up the data. It is recommended to establish your own data visualization platform to open and track front-end to back-end business data, and to facilitate data analysis based on the final business results from a global perspective.
2) Correct understanding of explicit and hidden costs:
A few days ago I heard a friend’s case. There are no special budgets and more than 10,000 sales leads. Sounds good. But he said that he has mobilized hundreds of sales, and the overall calculation is not cost-effective in terms of hidden costs.
We can easily control explicit costs, but we don’t have much awareness of hidden costs. This also requires us to consider the relationship between input and income from a resource perspective rather than a simple budget perspective.
3. Organization Management: Organizational Structure Adjustment
The third point is actually the most important, but it is also the most difficult to achieve because it involves changes in organizational structure and the need to coordinate the interests of many parties.
For an efficient organization and group, professional people do professional things, which is a way to maximize output. First, professional people are required to lead, and second, professional people are required to participate in each specific detail.
B2C has undergone several years of changes in the Internet, and it is relatively clear that the division of labor can be made. But B2B business still has a long way to go.
four, written at the end
Although there are some basic issues in the article, it is true that many companies have not established correct awareness at the basic level of thinking, resulting in lower efficiency and output than expected.
It’s not just that ToB’s business itself has a long way to go. As for marketing, efficiency needs to be verified and run-in. ToB is not easy to explore and cherish.