This time, public opinion is not one-sided. Some netizens came out of the bar, and some people looked at this matter with a normal heart.
The netizen of the bar said: if you have food, take it out to feed all groups; Supporters said: this is the normal customer maintenance of enterprises, just like the table in a restaurant where you pay more, you will naturally bring more dishes.
Aside from emotional factors, how should we treat this behavior from a business perspective?
ABM is B2B Marketing: A Guide to Customer Growth Based on Target Customers (hereinafter referred to as ABM is B2B) advocates investing different resources in customers with different values, because: not all customers have the same value, why should we create the same experience for them? You can generalize from one part to the whole, but it is also necessary! Tiering customers is the fairest way to ensure that the experience you design reflects the value of each customer.
The authors of this book, Sangram Vija and Eric speight, are the co-founders of Terminus, the fastest-growing software company in Atlanta. The ABM intelligent marketing platform they founded intelligently and accurately locates B-end customers through algorithms, and cooperates with marketing and sales strategies to simplify processes, reduce costs and obtain rich returns.
Those teams that have suffered or are suffering from the continuous growth of marketing volume are here to "copy their homework".
1. Why ABM marketing?
ABM refers to target customer marketing, which is an organizational strategy specially designed to create more income. B2B refers to business-to-business marketing, which is an organizational strategy specially designed to create more income.
Yes, they are the same, so the author wrote this equation: ABM=B2B.
The team led by Guhan is the most famous among 16 real estate agents in this street. Compared with other real estate agents, Guhan's team seems to be always in the peak season of sales, breaking the curse that real estate sales are closed for half a year and open for half a year.
The difference is that their peers are fighting guerrilla warfare, while Guhan and others are committed to serving the pediatrics department of the nearby provincial hospital and the medical team of the adjacent departments.
His first client here was the deputy chief physician he met when he took his daughter to the pediatric gastroenterology department five years ago.
At that time, Gu Han helped the parents of the doctor rent a set of two rooms with high cost performance and good landlord in the same community. Since then, when colleagues in the department have housing rental and sales needs, doctors will recommend efficient and reliable ancient Han to everyone.
Gu Han told his colleagues to give priority to serving these customers, no matter how big or small they are. Gradually, the store has become a "royal real estate consultant" for medical staff. Even if people just inquire about the market casually, they will get professional answers and dedicated replies.
The establishment of this pipeline ensures that Guhan's team has a lot of business and orders, and many times it is too busy. Therefore, the company assigned two shops around him to him for management, and Guhan was promoted to business circle manager.
If one success is accidental and many successes are strength, then B2B marketing can achieve continuous customer growth and continuous sales promotion.
As this book reminds us, it is easy to think that we live in this world of large-scale market, but it is not the case. We live in a world of micro-markets.
Instead of chasing many customers all over the world, it is better to serve a target customer group accurately first. After establishing mutual trust with a group, it will take the shortcut of sustained sales growth.
2. How to develop ABM marketing?
With the impact of the epidemic in 2020, telecommuting and online meetings have gradually become the norm, and the conference flat-panel sales market with intelligent office functions has entered a fierce battle.
Among them, the MAXHUB brand owned by an enterprise in Guangzhou has become the leading brand of domestic conference flat in just a few years, and more than half of the top 500 enterprises in China, as well as financial, government, medical and other industries have purchased and used it, and many old standards such as computers, projectors and whiteboards in conference rooms have been eliminated.
The exponential growth of MAXHUB sales is inseparable from the brand's early B2B marketing strategy.
When most brands are still relying on the strategy of widely satisfying consumers, MAXHUB adopts experiential marketing, that is, free trial first.
In addition to the marketing methods tried by 0 yuan, MAXHUB also deeply studies the customer's processes in order to give more customized and personalized support.
The reason for purchasing a certain government affairs system is that MAXHUB is simple and easy to operate, and the products have strong compatibility, which can be deeply integrated with the existing video conference system, paperless and centralized. For example, in the acceptance hall, set up windows such as project entry acceptance and transaction registration, issue transaction documents, and publish transaction information. This convenient service mode supported by MAXHUB greatly facilitates people who come to work and improves office efficiency.
As the book emphasizes: the core of ABM is content. Take some time to understand the customer's process, which is very necessary for you to make relevant adjustments and remodeling in the process of follow-up service, so as to not only improve the impact of your service on them, but also increase their profits. Customers want you to be an industry expert.
In the design of the whole sales process, MAXHUB is also interlocking. The customer service center will contact the customer within 2 hours after receiving the demand and determine the door-to-door time to reduce the waiting link in the installation and after-sales process.
Products are hard-core, services can be customized, and they can respond in time. Customers will naturally "take it back once used"-once used, it will never be taken back.
B2B marketing is to achieve efficient transformation with the cooperation of all staff. The book says: Customer growth has never been the task of a post or a person, but the joint action of all employees from top to bottom. Everyone in the team is responsible for creating a frictionless customer experience, and everyone is responsible for the company's brand.
3. The misunderstanding of 3.ABM marketing
Different from the ToC field with a large number of mature customer promotion channels, ToB marketing is still very extensive, and it is easy to fall into the following misunderstandings in application.
Myth 1: eager for success.
It has been more than half a year since LAM Raymond transformed from FMCG industry to a brand-name whole-house intelligent sales project. He is in contact with several local developers one after another and is under maintenance. Although there are different degrees of progress, it seems that there is still a long way to go before the transaction, and he has no bill for such a long time, so there is great pressure to give up.
Like this high-priced, low-frequency new product, its early market development stage often requires at least three months of sales cycle, which really requires more patience.
The book lists a real case: a customer started a B2B project, and the website traffic immediately dropped by 30%. Their first reaction was, "God, we screwed up!" Later, careful investigation found that 70% of their traffic came from non-target customers. It's a waste of time to care about those non-target traffic! Therefore, customers no longer give priority to wrong success indicators, but accept the concept that falling and falling traffic is also beneficial to business development.
The mentality and practice of pursuing short-term and quick success are obviously not suitable for B2B market. It takes time and perseverance to enter the B2B market with scale effect.
Myth 2: Pay more attention to marketing than brand building.
Whether ToC or ToB, marketing is very important, and brand is the key pillar of success.
Just like those luxury brands mentioned at the beginning, they don't pursue mainstream aesthetics or practicality. Luxury goods sell nobility, scarcity and individuality. Therefore, it is necessary to find the pulse of customers and do a good job in brand positioning.
The author reminds all bosses that at a certain stage of enterprise growth, you must accept the inestimable results and you will have to invest in brands.
Myth 3: Lack of functional balance and coordination
After all, marketing is to support sales.
Therefore, it is necessary and necessary for marketing leaders to promote the coordination of this powerful team across multiple departments. ABM is a customer-centered and customer-oriented cross-functional method, which requires market ownership and leadership to play its due role.
The book provides the following reference framework for functional balance:
Through the balance of functions, even if a position is short of one person, there will be no deviation, because someone will always take over his work.
Write at the end: this is not a simple copy of homework. After all, go your own way.
Now, we have reached a consensus: ABM=B2B.
This is a change of thinking. The guide provided by the author is not for us to apply completely. This is not a simple copy operation. Exploring the way of enterprise landing is something we should do for a long time in practice.
According to the 28 rule, we should focus on that 20%, that is, ABM, because it can make 80% difference.
Therefore, while developing the original B2C, we should now bring B2B into an important and urgent concern quadrant. Explore B2B and March towards exponential growth!