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Strategic determination, rational evolution, seeing micro-knowledge

Editor’s note: This article is from WeChat public account “Dry Stew Marketing” (ID: Luandunyingxiao), author Gao Yan.

In November, most of B2B’s peers have begun to carry out the 2020 marketing plan. Different from the previous year’s market budget, it is very gratifying that next year’s market budget can remain unchanged from this year. The myth that I once dreamed of copying the ToC field also tells us that this is not possible.

The pirate model has experienced repeated discomfort in the B2B enterprise landing process. In the face of uncertainty in the future market, and even the target customers are still reducing budget, can B2B companies continue to achieve healthy growth? Today we are going to stew stew B2B companies how to build anti-fragility awareness systematically to find growth from the details.

1, Abandon the myth of B2B growth, and build a “one heart and two wings” marketing system.

Why does the pirate model suffer from discomfort during the B2B enterprise landing process? I have asked how many models of CMOs have been used for you. Many of my peers said that I think it makes sense, but how many people can land in the enterprise does not find the doorway.

I am also thinking about why such a good concept cannot be applied by B2B peers? Because it has its genes, it originates from the To C field. When they talk about retention, seven days of live, and moon, most of them are based on APP, and then they look back at B2B’s peers with almost no traffic. The acquisition, retention, cultivation and growth of enterprises basically involve the flow of many channels through WeChat carrier, become digital, enter the system and then cultivate, so as to realize the transformation of business, even if the digital foundation is completed, our The business is short in January and two or three years long, so it is almost impossible to realize the growth myth in the short term.

What can we do when we cannot reproduce the myth of growth? Just a while ago I reread the book Anti-Flaws, which emphasizes a very important concept: the opposite of vulnerability is not tough but to be anti-fragile. Anti-fragility is more powerful than toughness: when we face uncertainty, I will not only not be damaged, but also benefit from the solid preparation and foundation of the underlying.

Today’s B2B peers who are always value-oriented and value-oriented, when we do marketing and growth, we need to realize how to make my growth system more resilient. When faced with the uncertain future of the target market and the budget reduction of the target customer’s business, etc.,We can continue to achieve healthy growth, so we need to build a sense of growth that is anti-fragile.

So, how do B2B companies build anti-fragile growth awareness? First of all, you need to build a strong marketing system. I summed it up as “one heart and two wings”: One heart is that companies must have a value proposition that can be clearly explained, made clear, and differentiated from competitors. The two wings are the digital system construction and content foundation of the enterprise. The same sharing frequency as Mr. Philip Kotler’s October share:

“Marketing begins with the discovery of value, the creation of value, the communication of value, the dissemination of value, and the realization of value.”

This essence has never changed since 10 years ago, or today.

So To B industry, When faced with future uncertainties, we don’t need to be led by a fancy model and growth myth, but to return to a differentiated value proposition. Solidly set up the two wings of marketing: digital foundation and content foundation, to establish healthy and sustained growth, because we have no way to get the instantaneous flow of traffic like the local tyrant, but also patiently trigger growth from the details.

Second, anti-fragile growth awareness – strategic determination, rational evolution, see micro-knowledge

The above, we mentioned that the establishment of anti-fragile growth awareness needs to build a solid “one-hearted and two-wing” marketing system internally. Then, when we focus on the current growth, as a market person, we must not ignore the external environment. Why do B2B companies look at the external environment? It’s very simple, because our customer is B, what kind of changes will be made by upstream and downstream manufacturers next year, and we will have different degrees of chain reaction to us.

In terms of global smartphone shipments in the second quarter of this year (below), the total volume has decreased significantly over the previous three years, while the decline in Korean semiconductor exports and Taiwan’s electronics exports has declined. what? China’s smart phone ICs are mainly from South Korea and Taiwan, and when smartphone shipments have fallen sharply, they directly affect their business.

So we have to always pay attention to our customers, which industry is your customer? In the manufacturing industry, service industry, consumer upgrades or downgraded industries, if they change next year, IThey must first stand with them, otherwise growth is just their own imagination.

Summary of the 2020 trends from macro, meso to micro, there are several trends and challenges:

1. Macro environment: uncertainty becomes normal

China’s economic growth rate continues to decline, China’s industrial structure is continuously adjusted, backward production capacity is to be eliminated by the times, technology is rapidly iterating, the 5G era is coming soon, and new technologies have subverted or reshaped traditional industries. The focus of capital investment is mainly concentrated on the industrial Internet. Political factors continue to affect economic expectations and diversify social values. From a social perspective, intergenerational changes have also made our target customers gradually change from 70 to 80, and then After becoming 90, but it should be noted that their habits of contact with the media, the pursuit of value, and communication habits are different from those of the previous two generations. We must stand in their position to tell stories that they can understand.

2.Medium-viewing environment: the east side of the sunrise west of the rain

What kind of B2B company is valuable? Whether it is providing services, software or other types, it is necessary to help customers reduce costs and increase efficiency, and the value can be proved. In To B, industrial products companies are okay. If they are producing parts and components, they are indispensable. They are essential for downstream enterprises, but they are not necessities or even luxury goods for the enterprise service industry. So next year’s strategy should be more focused, to identify who is your good customer, the right customer.

3. Micro-environment: good money will drive out bad money

Even in a shrinking industry, there are still good and bad companies. Under the premise of increasingly fierce competition, enterprises that can truly stand up are truly valuable enterprises. When competition is fierce, enterprises that focus on value as the core can survive in the competition, so this It is a good thing. Good money drives out bad money, and this time it tests the firm’s insistence on value proposition and comes true.

The above, if I explain the anti-fragile growth consciousness, I will summarize it into 12 words:

• Strategic strength: Insist on the value creation logic and focus on building a core competitive advantage;

• Rational Evolution: Adhere to the slow pace of the fast era, respect the enterpriseIndustry life cycle, thinking about the evolution of organizational capabilities, and then thinking about the evolution of marketing strategies;

• Seeing the micro-intelligence: Not be confused by the growing myth of “getting rich overnight”, insisting on growing from a little bit.

3. B2B marketing under the anti-fragile growth consciousness: consolidate the system capability matrix and systematically find growth from the details

Returning to the marketing system on this basis, how to build your system marketing ability, I will extract another 12 words, but also the ability to build in the four dimensions of marketing: strategic, creative, content And technical power.

1.Strategic power

I always think that CMOs are going to be high and low. Your strategic thinking must be preceded by tactical execution. The tactics are very easy for us to panic, but it is your strategic thinking to change things.

Taking the domestic enterprise service field as an example, most domestic SaaS vendors and enterprise services are currently in the early and middle stages. The early and middle stages have a very distinctive feature, limited resources and many companies are still polishing products. My claim, because resources are limited, we must adhere to rational growth and rational evolution. Therefore, we must consider what the company should do at the current stage along the premise of the enterprise life cycle.

1) Seed stage is the vision of traction, strategic positioning, product verification, and acquisition of pioneer customers. PMF is still in the stage of polishing. What should Marketing do at this stage? It is necessary to sort out and confirm the core value proposition of the product, to make a good connection between the core value proposition and function of the product, and to clearly find the pioneer customer to explain to him, and to satisfy him, we are doing this simple thing. .

2) The run-up period is a huge pit for Chinese start-ups. At this time, it is very easy to have misunderstandings. When the company’s verification products are used by dozens of users, it will feel that scale growth should be carried out next, but the reality Is that right? Actually not.The fact is that there is a work to be done between large-scale growth and product completion verification. It is necessary to organize the initial capabilities, so that the pioneer customers who have obtained the initial stage can survive successfully after one cycle or two cycles. approximately. If this step is not completed, if you can’t rush to make large-scale growth, you have to make up the lessons in the middle.

3) In the spanning period, it is necessary to further focus on the strategy of crossing the period. In the field of To B, it is necessary to use the depth to resist the breadth, so that there is room. The strategy needs to be further focused. It is necessary to make a lot of anti-human decisions. It is necessary to ensure that customers must succeed, not to sell too much, and to achieve product and efficiency. However, this is a huge challenge for the marketing system, because not only attention is required. The effect, the influence of the brand should also be a little bit. Some people say that I don’t have the money to make a brand, do a brand, how can I just advertise? To be a brand is every carrier of the company. From person to thing, everything must bear and verify the differentiated value proposition of the enterprise. This is what should be done.

So from a strategic point of view, I recommend every market person to think about you in the enterprise along the life cycle of the company’s natural growth, the life cycle of the product, and the life cycle of the industry development. What is the most important thing to do, not over-extension, nor what to do.

Strategic growth-based experiment case 1: Content downloading is a common practice for turning traffic into clues, but now customer time is valuable, we guide customers When downloading, don’t let the customer worry about it. In the first time, the value that he can get is clearly presented to others. On the official website, we added detailed value content, and the result is that the bounce rate is reduced by 6%.

Strategic Growth Based Case 2: How a late-stage brand achieves low input and high output. We have made a case in which the two companies competed in the relatively mature enterprise software market. Through strategic focus, the same clue channel, fixed value proposition cognition, and in-depth analysis of competitors’ delivery principles, the final result is: In Q19 of 2019, the other two competing products were SEM and 800,000, and we invested 400,000, but the ranking is higher.

2. Creative power

When it comes to creativity, everyone will say that To C is better for creativity, and the To B industry is not good, because it is misunderstood. When I discussed the creative class with everyone in the “NextGen B2B CMO” private class, I once showed you the content of Baidu’s interpretation. “Creativity is a way of thinking through innovative thinking to further explore and activate resource combinations. The method of resource value.” This sentence indicates that the content that may be faced is not new, but a new way of using can reflect creativity.

Creation is divided into several levels, ideas, vision, and experience. A brand that differentiates itself from a competitor’s brand is whether you have a differentiated concept, a differentiated vision, and a differentiated experience. And these three levels can give play to the space of creative thinking. What can I do to be more creative? This is my personal experience. More insights, more cross-border thinking, more attempts, brainstorming, and grasping the context of the times. When brand building and communication, many people talk about grasping the user’s mind. It seems that grasping the customer’s mind has become a game that plays the user’s mind, but I don’t think so, especially in the To B industry, you can’t fool customers. I was deceived for a month and I couldn’t lie for a year.

Creativity-Based Growth Experiment 3: How to get the most out of a brand event surrounded by a group of heroes? B2B companies have participated in the exhibition. In 2016, we participated in the HR exhibition in Zhuhai. At that time, we competed with several leading HR vendors of Oracle. As a small local manufacturer, we have achieved visual flatness, stronger content and the most popular booth. At this event, our creative power has indeed made some strength and played a small and big effect.

The idea is: how to design a mobile action for a participating client at a complex exhibition site: an event that allows customers to see you, know you, generate interest, communicate in depth, and finally agree with you if it can The potential demand is just fine. We designed a physical moving line according to the dynamic line of the customer’s psychological changes at the scene. The peripheral area used its own small mascot to lead the booth. Through the design of the game card philately to obtain rights, the peripheral area will be drained. When the booth is aware of the product, there will be an interaction, stamp, and the inside of the booth. Designed a small class, each 15 to 30 minutes to attract people to stay, the result is that the booth became the most popular booth on the day.

3.Content force

The content is important, so I won’t go into details. What is the biggest shortcoming of content marketing? It is the lack of unique IP content that is continuously generated. If you remove the name, it is important to see what is in your home. For example, big data reports based on the analysis of the talent big data platform, if your company has no data, it is impossible to analyze it. Some analysis of the future of B2B content marketing: content differentiation, competingism, values ​​as the core, continuous evolution of the form, and consistent kernel.

Content-based Growth Experiment 4: What effect can be produced if a piece of content captures the pulse of the times. As a backward children’s brand, how to stand out from the challenge of fierce competition? We realized that we must seize the hearts of parents. We joined Sina Education and launched the “First China Education Anxiety Index Survey.” We seized the pulse of this era. The results showed that 61 media published 1,450 articles, Baidu search keywords. 7.12 million times, more than 3,000 harvest trails. Therefore, the content of To B should be professional, be elegant and pragmatic, can really have the depth, grasp the pulse of the times, and use the concerns of the company and the concerns of users to plan content marketing.

4.Technical power

Digitalization is the foundation of a highway, and a system that is not driven by data and that is growing is impossible. At present, there are hundreds of technical companies related to Marketing in China, and there are many tools to choose from, which adds a lot of powerful tools to the digital work in our market. Marketers should not give up on the attention of technology. Without this leg, we become a lone ranger and a one-winged man. The greatest value of digitization is to make all processes visual and traceable, so that the target customers can restore the identifiable individuals by digital, and realize personalized marketing of thousands of people.

Technology-based growth experiment 5: We have done a small test. This is the official website of Beisen. When I registered for information, it was a normal form. At the time, I tried to add it to the left side. After getting the product demo, you can get these contents. With this little action, the conversion rate has increased by 240%;

Technology-based growth experiment 6: To B’s official website generally has such a “price” column, and some are “versions.” From the customer’s point of view, is the customer sensitive to price or sensitive to the column? It is the price, because it depends on whether it can be afforded. When the version is changed to the price, the click rate is increased by 27%.

Time of the year review and outlook, for 20 years of veterans in the To B industry, I have my own feelings, and the art is shared with everyone:

The Michelangelo you admire has spent five years completing the murals of the zenith of the Sistine Chapel;

The envy of Li Jiaqi, who is envious of you, has never rested for a day in the past two years;

One day, time will give a valuable answer to our efforts today!

In the end, for every B2B Marketing colleagues who are struggling and anxious, insist on strategic determination, insist on rational evolution, persist in seeing and knowing, don’t follow the crowd, follow blindly, and stick to the value of the heart, let time give us the best answer. .

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