Last week, we invited Wang Cheng, co-founder of ConvertLab, and Yuan Jiayan, head of digital growth of a century-old biotechnology enterprise, to be guests in the live broadcast room and Xu Yijun, founder of Toby Industrial Innovation, to share the importance of private domain traffic for B2B enterprises, and shared the methods, strategies and tools for building a private domain traffic environment. The live broadcast is full of dry goods, both theory and practice, don't worry if you miss it, see here for a review of the course essence
Live guests
How to build a digital system for private domain traffic, and what strategies, tools, and teams are needed?
Cheng Wang, co-founder of ConvertLab:Before you begin,I would suggest that it may be more effective to sort out the data first and then implement itFor example, in fact, the customer group of the private domain itself exists objectively, whether it is a potential customer or a guest who has been lost, or a customer who cannot be taken care of by sales, it has objectively always existed, but why does it seem that there is no visible place to manage at this time?
In fact, to a large extent, we've been talking about marketing funnels, really like a funnel,It comes in from the public domain, but if it doesn't end up in the state of the business opportunity that the sales think is worth following, it really disappears invisiblyMaybe the business cards you receive from customers are sometimes recorded in the CRM, or sometimes the sales don't even record the CRM without knowing the business opportunity, just scattered in the mobile phone address book.
Then in the past, there was a very common way for us to do B2B marketing activities, which was to do an activity with an excel**, and record the list of all potential customers in it, but every event will have a new **, and then no longer track, resulting in this ** will never be used again, in fact, there will be many such **, but there has never been a way to see the complete private domain customer in**. So in terms of the big strategy, if you go step by step,I sometimes advise clients if they can do it in the cheapest and easiest way, such as building a databaseNo matter what the database looks like or what technology it uses, do you feel the need to use such a database?
Or the most local way, you will always only use one **, all the potential customers who have been involved in activities, including those who have not followed up on sales, and those who have lost, will always only use one excel to manage them, if you do this step, then your private domain operation will take the first step substantiallyIf you push it to the higher level, there is now a concept similar to CDPThat is to say, to make this database more perfect, it can record the characteristics of customers together, including the customer's **channel, name*** is through ** on the capital to come, or to participate in activities, or WeChat or live broadcast here, these differentiated information in the later operation and marketing of the enterprise is very useful. A more advanced way to present private domain data is to use customer portraits to express a person's characteristics more completely.
Further along, actuallyB2B marketing is not for individuals, but for a businessSo can our data be able to see the connection between their individuals, maybe two different companies actually belong to the same companyThere may be roles as decision-makers and some as influencersAnd that's how it goes a step further.
So inside the full strategyThe first step is always to decide if you want to do some basic work on the data, which can then be done step by step from simple to complex.
The second step is a shift in daily work XiThat is to say, if you have a place for data management, then you have to put all the data you should have, which will involve some technical issues, such as whether the data of the retention of capital can be automatically entered into this database, for example, whether the data of event registration can also be automatically entered.
But today, with the improvement of digitalization, we don't need to worry too much about technical problems when doing marketing work, and most of them have been solved by more mature tools or some service providers for you, butOne of the things that companies need to do is to sort out which channels they want to acquire potential private domain customers, so don't miss it all and put it in.
I also know that for example, we often talk about this industrial e-commerce, it has a characteristic, many times industrial e-commerce is not actually for transactions, to some extentIn addition to completing small batches of small orders, in the link of e-commerce, you should also put it into the large pool of the private domain to do a longer-term and larger transaction incubation。This is a very special channel for B2B. So that's the second part, which is to get the work Xi you get used toThe data of the private domain of the different channels involved are put in.
The third step is the issue of data flowI'll give you an example, in fact, we have a customer before there is no private domain system, and the clues obtained by the marketing department take about a day and a half on average to be allocated to the hands of first-line sales, so their industry competition is fierce, so when the sales day and a half later to contact this customer who retains capital, he may have been talking to another competitor, so his timeliness actually has a great impact on him. But after building this private domain system, you can ask the company to do one more thing, and open up with the CRM system of the sales team, that is, you can do a real-time circulation, that is, the clues of this private domain from various channels in the market, if you need to pay more attention to the timeliness, can be immediately transferred to the CRM, and then distributed to the first-line sales. Or the company I just talked about, he later shortened the approximate timeliness to 30 minutes, and then he told me that it was based on thisTheir conversion rate has increased by about 20%-30%.This is for him because of the characteristics of this industry, the procurement decision-making process of their customers is relatively short, so this is the third step.
The fourth step is the most difficult, which is actually the operation of the real private domainThat is to say, if you build up the private domain pool and see the data clearly, then you will further use it, that is, for example, your 6-month transaction cycle, then it means that this operation is an operation strategy with a medium and long-term time window.
So generally speaking, whether you want to incubate through content, incubate through multi-band communication, or reach through personalized precision marketing content, or you give your clues to do rating and quality evaluation, it is in this link, frankly speaking, the level of practice of domestic B2B enterprises is uneven, and I have seen that the level of many enterprises has been close to the level of the Internet industry, and they have done very, very fine. I've seen a company where 90% of the transactions are all through private domain operations, then transferred to sales, and then closed. This is very prominent, but there are also a lot, and those that may be operated from this private domain and then transacted may only account for less than 10%. This is also quite common, and I think the gap between China is relatively large. In fact, we can learn more about each other's practices of some advanced enterprises.
So now I'm going to respond a little bit to the question I just mentioned about organizationThe most difficult problem for the organization is the ability to operate the private domain or potential customers. Some of the capabilities it relies on have existed before, for example, if you want to write some targeted content, then the quality of the content may be different in the market. But what is lacking is the ability to analyze data and the ability to iterate agilely。I call it agile iterative capability, that is, you don't mean that you have to find a perfect answer before you start, but that you first conceive a way, you try first, and when you finish trying, review the data to find the points that can be optimized, and then do the next round, which is actually a very typical Internet operation thinking, which is usually not available in the traditional B2B industry, so in my opinion, it is some challenges in the organization.
Yuan Jiayan, head of digital growth of a century-old biotechnology enterprise:I think I may have to think about a question first, in fact, this is also one of my own experiences in the past two years, that is, first of all, to think about a question, there may be no standard answer, only an answer suitable for your own business, that isWhy should I go for a private domain?Why do I want to do private domain in my own business, am I doing it to make sales?Because in B2C, in fact, the assessment of the private domain is sales, right, through the way of issuing coupons and then the conversion of sales can be directly quantified, but is it possible for B2B?Can I make this sales my goal?
I think it's whether it's a private domain or an e-commerce businessIf you set a sales target, it will be difficult to move forwardIn such a case, if it is not sales, then the role of private domain operation, it is a value contribution to both the business and the organization, then of course it may be a business opportunity, it may be a clue, it may also be brand loyalty, customer satisfaction, which is possible.
Then I will think about this from another angle, and then this is also a better starting point for me to exploreFirst of all, we need to understand why we want to do private domain and what its value proposition isFrom the perspective of the operation of the entire organization and the division of roles, what work is missing now and needs to be done, so in this way, in fact, there is no conflict with sales and dealers, but it is to deliver ammunition and some projects to them. Delivering ammunition or I do the early incubation for him, or I do it for him to empower him or whatever, it is at this time that you can find your own value proposition, then it is not easy to exist in some situations where there is conflict with each other.
Then I think this positioning point actually needs to be explored, and it may be clear what kind of capabilities the whole team needs to build and where to focus on building the system. After figuring out why I want to do it, the next step is to have a database and a customer pool at the landing level. These customers are meant to exist in the form of data. You need to have the basic information of the customer persona, you need to have the behavior of the customer, and then you need to have the data of all the interactions with the customer.
I think in addition to saying what kind of file he has and watching a live broadcast, there is also a very important thing to say, for example, what kind of communication my sales, my distributors, and my SDR have done with him, and whether my follow-up record can also be written, because in fact, its value will be greater, but it is different from CRM, because CRM everyone is actually mainly to see next year's sales indicators or how this year's sales indicators are, and can accomplish such a purpose. SoFor the real customer, his maturity in the process of project completion, including his every interaction, he may not have such a detailed ah, then the database must be built first.
The second is that I think there should be Kanban, Many people are talking about Kanban, but I think the premise of Kanban is actually the standardization of the process first, that is, in the whole process of my follow-up, in the process of incubation interaction, it is not just a digital marketing behavior, I push a template message to them or what kind of information they collectively have, what kind of information is left, and then I use this to assess, saying whether I am good at this event, I am not talking about this kind of Kanban, I am talking aboutIn the process of customer incubation interaction, you have to say from our own private point of view, I want to know what steps the whole process consists of
Just like we say the sales funnel, then what are the key steps in the whole customer journey, for example, whether I have to introduce our plan to him, right, he watches the live broadcast is one thing, so whether I have to introduce my plan to himDid he find out about his current progress on this project, and then his current competitive situationFor example, if he wants to open the bidding, how many companies does he want to introduce, and then what is the node of his project, that is, have I asked about these things, so have I given him a demo and so on. The whole user interaction, that is, after the sales process standardizes its process, you can build my Kanban board according to the data and user behavior, and then I know where I am, which is my entire funnel now, whether it is healthy, and then I may have a leakage, and there is a problem with one of his conversions, just like the iteration that Mr. Wang said, the iteration is first to diagnose the problem, and I can know that my own ability needs to be built.
And then I felt inThe next step that can be done in Kanban is automation, because when you have the standardization of the process, after you have the standardization of the action, you will have the opportunity to replace some manual behaviors with automationAt this time, the efficiency can be improved, so at this time, back to the question just now, that is, how to build the team, I think how to build the team, in fact, there is a very general goal, because as I just said, in fact, theoretically, it is best to sell and distribute these personnel, they are continuous follow-up for every customer, every project, and they are continuous to interact.
But because it is impossible to calculate the cost performance, right, he has to consider his input and output, his personnel, his time and his energy, and it is impossible for him to visit every customer, so we have to do it in batches by using digital methodsSo when it comes to team building, I think a common goal is how can I use people at a lower cost to produce more efficient sales resultsFor example, it may take a very senior salesperson to do it, but a very senior salesman is very expensive, right, his salary is very high, and then his travel is also very high, and it is not easy to train one, not that you can hire it if you want to spend money, so can I use cheaper people, and then I let them achieve it through one of my systems, for example, three out of fifty into sixty percent, like this level of senior sales, then at least when he interacts with customers, it will not be bad that although it will not be so good, but it will not make people feel that they can't interact with you, then our goal has been achieved.
So from my point of view, it's, if it isIf I look at the private domain construction at the strategic level, I think that in fact, how to fight against the inertia in human nature through a complete system, whether it is tools, operations, or team buildingIf I can improve human efficiency through this whole system, produce more of this effect with cheaper people, and then cover all projects and all customers. If I can use this system to put the inertia in the original human nature, for example, a customer has to interact with him for 6 months, how many times do you have to interact with him in the middle, not 10 times but also 8 times, but as a salesperson, he is also a person, he has to interact with so many customers every day, and he may forget that there is still this stubble, which is normalSo how to fight against these human Xi, these inertia, I make up for it through tools and systems。Then I think this is my own understanding of the value that can be given to us in the construction of the private domain.
Then it's back to yesTeamwork on this, because we have actually been mentioning one thing in the industry for the past two yearsIt is to hold hands between the marketing department and the sales department, because especially after doing this marketing campaign, and then I found that there seems to be a fault line in the middle, and the main problem is that the market will say, I have done a lot, I will give you clues, but why do you have no one to follow, why do you react so slowly, you react slowly, the clues become cold, it is not my pot, it's all your pot, right? The sales will say what kind of clues you gave me, they are all garbage clues, is the value relatively low, and I don't have time to do it. Then I think if we have a problem-solving attitude to solve this problem, I want me to take more responsibility, I take all these problems that I see, I will find a way to solve them, soI think that SDR is actually to this extent, the marketing department has to take on more and more sales work.