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1、C-SuiteTrainingMarketingToB营销全渠道体系搭建与落地勿牟瘪侨研部2020-09-24ToB商业化的难点贵公司商业化过程中，您遇到的最大挑战是什么？38%如何实现规模化快速增长如何获得关键资源支持（如媒体、投资人、政府等）如何触达目标用户群体如何实现盈利或营收平衡Contents01不同成长阶段的商业化模式与特点02神策的市场营销体系与落地实践03小组讨论与问题解决04Q&A01不同成长阶段的商业化模式与特点BusinessModelInDifferentStages1.eanStartup8W娼 涸我尢口宠 霉口渭助罅境 圆口/口榜涸州垸口 霉/歙:鳞笺 J三三 烁口
2、鼻霆倭岁PSF嫣羲渭助我消助宠霆海口MVP宠烁霉 涸gE尢剪口 便烁舜guE尢剪涸价值主张 妻涸噗藏尢蝙Bit藏PMF口娼 烁涸JHE尢剪口涸童口J口 口鸟始觞涸霆，口崎孰t尢傍l歙靖 来渭助gw 口升研PSF厘霆霏，孰渭助 渭明口鸟蜡涸i统8l段口涸口皎口酷口尢俊岁需通s尢瘴崂霖三SI三（皿尢研）玳 侵烁/罅垸涸渭助歉 匠睫玳烁&祥舔施 /罅境星涸消叨辆喝惊尢熊口凄燎 蟹禹（皿ts辆喝尢QB）尢睫少l 口削口禹（梨口8廖0尢名）就腊 9禹他桧 崎玳修鸣6模祥施DH施 蟹佐胞邂崂酸商业模式画布KeyPartnersWhoareourkeypartners?WhoareourkeySupplie
3、rs?Whichkeyresourcesareweacquiringfrompartners?Whichkeyactivitiesdopartnersperform?KeyActivitiesWhatkeyactivitiesdoourvaluepropositionsrequire?OurDistributionChannels?Customerrelationships?RevenueStreams?ValuePropositionsWhatvaluedoWedelivertocustomers?Whichoneofourcustomerproblemsarewehelpingtosolv
4、e?Whalbundlesofproductsandservicesareweofferingtoeachcustomersegment?Whichcustomerneedsarewesatisfying?CustomerRelationshipsWhattypeofrelationshipdoeseachofourcustomersegmentsexpectustoestablishandmaintainwiththem?Whichonehaveweestablished?Howaretheyintegratewithourbusinessmodel?Howcostlyarethey?Cha
5、nnelsCustomerSegmentsFromwhomarecreatingvalue?Whoareourmostimportantcustomers?BusinessModelCanvasfromAlexanderOsterwalderThroughwhichchannelsdoourcustomersegmentswanttobereached?Howarewereachingthemnow?Howareourchannelsintegrated?Whichoneworkbest?andYvesPigneurWhatkeyresourceourvaluepropositionrequi
6、res?Ourdistributionchannels?Customerrelationships?RevenueStreams?CostStructureWhichonearemostcost-efficient?Howareweintegratingthemwithcustomerroutines?RevenueStreamsWhatarethemostimportantcostsinherentinourbusinessmodel?Whichkeyresourcearemostexpensive?Whichkeyactivitiesaremostexpensive?Howmuchwill
7、customerspaytogetthevalueweprovide?whattheygetforwhattheyarepaying?Howaretheycurrentlypaying?Howdocustomerswanttopay?Whatisthe%ofrevenueforeachrevenuestream?15个商业化的关键点业禽境对渭叨聚痂Top5涸口口口口口口口涸口我绿口俊际口口渭助口口口口口口涸gt尢剪口龄主要口口口涸倭际耕口口口口球口我涸倭口口口口糊口出黄口渭叨军覆阱研g尢剪破口，墙通消助口口余白口；口口渭助口置）期J口素（口瘦罐3口歙:罐6口虚温&口叶第癖）辆喝穿1傍剜葬境尢瘩
8、米药口口口口橇口尢蕨口晚仝口涸口口口段，刽口/掴口涸口僚际，睇口口口口口涸口口佟屏8佟瘦8口统瘗重然相口如何口吠症臻欧口猫口吠瘦媒，渭叨徽口鸟口器口口8始傍制口口8能能椎精蟹佐胞邂口研瘠s口索序口好口口口涸ghe尢剪口式口名口式口名口裴，口口口口6外网商部分输牵瘦媒金J口浓ROI蜓涸蝠口髓口尢俊岁口/口船涸解矍刽口半跳装健州口偶玳务口/雄涸佐口匀泰佐口匀笺口瓶口（Iicenseh剪口段%jr觞8当段b口瘦瘴）MiSE/j口幼（口幡兜赢口尢雾口）口岁口婚8寸翟腊口口，口口押口岐涸口口口口口助ToB业务的商业化模式及特点BToCToBg三t口（何桧）BTo第B（的口涸口口貌稠漕口）a漏叨辆喝隐搠昧
9、I.押瑜灶&I1.涡助侮m.漏助幄au式筹建端(NotEssential).01BToCToB.一*71.Q一一江天WAToB境尊涸GTMff-I.B2C2B堤尊确程I1.口口鄢务口orKOCII1.口鸣“舜匀宜”嘘寝IV.“舜匀宜”口口说口V.“舜匀宜”口，畀口”口口.02BTo慈BToB境尊涸GTMffI. 口口8口修襄8口口口II. 像口瘪III. 蹂口涸匠口口口口改IV. BizIssuesorDriversV. 口口口映口窗口.03BTo影BI .s修llsII 慧德口瘪瀛/口歙:牖4/口虚III 要徊涸蟹禹（&口研Alignment）IV .口勇卫谓盗梢尢，腊口V .助器VI No
10、t蟆兰施钠VII HE院零漂窗口.04BToGToB境尊涸GTM.吆用通口助I1.SII1.勇卫渭盗梢尢，腊口IV .涸物禹V .疗孩集煤倭弓、微眯VI 靡口饿口小结礴渤口松口嫣PSFPMF口嫣8傍须J嫣8罅境嫣15然口 8蹂倭际sa溪助s箱境占映涸吠瘪媒3口（叫疼矗3”名s蝠瘪理，鳞或3佐口匀或3口刘画尢叨 涸ToB然说GTMB2B2CbB2警BSB2彩BSB2G三?神策数据牟瘪涸簟禹衅口鲜SensorsDataBestPracticesToB公司的典型营销体系侨量HE11靡，&靡辍嶂口重口鹿院霆澈瑕军霾舐举霾袒震眯内销CRM盗梢PR/AR/GR猫猫蔓猫J*IwTeOutboundMarke
11、tingOutboundactivitiesInCIUdethefollowing EmaMMarketing EventMarketing(Webtnars.VirtualEvents.Tradesbows.Conferences.Roadshows) DirectMail ContentSyndication PaidAdvertising(PPC,Ads.Web) Paid(Social) MetricsToB公司的典型获客方式InboundMarketingInooundXnWusnddothoIoAOWlng： WebtMo(UnCflngPg。，MtcrtntteM VlMJInM
12、S seo Cont91t(WhitepapefS.eook.lfograptc.PodcaOt) SocialMeoa OnlgCommynIbM MedlaPR AnMc技术类用户(Paul,CIO)年龄46收入$75,000peryear工作经验15年工作经验教育程度大学本科，计算机决策特点不喜欢快速决策喜好厌恶不喜欢违反公司安全相关管理规范的用户和部门媒体习惯技术人员在线论坛、CIO峰会、行业研究报告技能特点非常有组织能力、技术理解和应用能力，不是最好的沟通者研究特点在论坛上发布问题，阅读白皮书，联系同行用户技术水平负责管理数据中心、网络的运行决策权最高授权50万以下购买过程识别趋势、
13、研究解决方案、匹配需求、供应商演示合同谈判购买动机驱动力+业务目标性格&偏好性格特点&品牌偏好ToB目标客户画像业务类用户（Susan,市场VP）I年龄28e收入$45,000/year工作经验7年工作经验教育程度大学本科，商科决策特点快速决策者喜好厌恶喜欢活跃和忙碌，不喜欢爱出风头的销售人员和复杂的软件媒体习惯喜欢每天在线阅读，有很多媒体平台的电子邮件和新闻订阅技能特点杰出的项目管理能力，擅长与外部机构打交道研究特点习惯从网上阅读或跟同行/朋友沟通获得信息技术水平会使用OffiCe、没有用过其他新兴软件决策权IoW以下的采购，可以自行决策；IOW以上的采购，需要走公司的三级审批采购流程购买过
14、程了解和试用产品，跟IT部门/其他需求部门沟通他们需求的匹配度，一次性付款可接受购买动机驱动力+业务目标性格&偏好性格特点&品牌偏好牟痕涸望口禹DirectMarketingProgramsIndirectMarketingPrograms口簇社程EDM三强5舞搬睫口口虚鹿口津频虚衅考康霄军媒盹寝X妃童,/施程玛霆昧微口程霉口瞪付&函付然劫毒口叨口胸CRMSystem肮然ROI霉口（*8欧通）辘-津篷-然勃口姆酰媒盹 ns:M*40i-mm04nGXZRtiim114iIwFwwun.eMM*um4KRmmriMmmc CN三tfTEZVEHmtftHWWNHnrueMgu*krygjy2fl
15、嬴.加EBUffc1UM1.IWMUf.4ttc*iMmvammiMiaor，xM*n4H-fm三-w*sw三ara.5Mn*WljHnmM4V.3N11tIMI*mMBKfl4kMNAi*M3emueeup三w3W*ttM,从向了WOB5tt皿在网上mmm关的w定价.a可以父3HB行.户的二:M0y)1m11mxko1.MlfW三fH,atJJuaM11rf%A*4GBK.AE2.MfIteOIMh：9同Mr9MmFBMibW*Hi*nm1.三aa:WrnVMSOfiua9网Vufa*mwttzw力*BrtftaMltTX加KrtWWaIm4Nurtwrm*UmMC4N*MMMi*ten11
16、UrHSatAM)Hnw-1/er.tvMiao MHBfaw.IKMMM*WU &，*KmM8 ，.-,：,，r TAm; IlavnatXivrBrtfmaff XffMM7amj 虐TflBHWMHO今 r.nrra*vnl40D)支用um(Ut9riYm11)医院口押田皖助岭三制口每6口剪口IgE像际押1ao*u)zmur-4urupfm11f%*4助口鹿玳gw三口口s a-NMMhV2M JMirHtvr* MHTMmwtMNI WK4U*M,X，y1BP*W*I”：，；Cfi*W3WYSAMU *T4VKiaH-nM)t*M*PMm fcX2S.Fmrie*w对饵涸举霾映遍”“岁歙
17、:遇”ToB品牌布点&口碑营销标杆客户选择ToB助勃瞋抻Oi宠超耕guE剪要02渭助务涸惇现/腊口蜓03腊瞅佞04涸尢器J幡兜ToB官网Uf*立即预约，开启微信生态数字化运营之旅!t神秉Si以网KSSflBlMM10H帮助企业实现微信生态数字化运营解决方案uM,rtrrr.2-ggagaI实战案例3,6163,1902H；*1)FMnKH*VtaWB三t2,8842,793WebMetricsFrequencyTrendDirectionAreasofConcernUniqueVisitorsDaily/WeeklyIncreasingWhatrateisthisincreasingby?Re
18、ferralSiteDaiIyZWeekIyIncreasingWhatarethetopaffiliatesites?SearchEngineHitsWeekIyZMonthIyDecreasingWhichkeywordsaregettingresults?TotalWebsiteVisitsWeekIyZMonthIyMinorChangeHowcanweincreasetotalmonthlyvisits?NewWeb-IeadsDaily/WeeklyIncreasingWhattypesofleadsareconverting?ConversionRatesWeekly/Month
19、lyDecreasingWhyistheconversionratedeclining?Click-thruResultsPost-CampaignIncreasingWhatoffersareworkingbest?AdViewsPost-CampaignIncreasingIsourinvestmentinadspayingoff?VisitorGeographyMonthlyMinorChangeArewepenetratingoverseasmarketyet?SegmentAnalyticsMonthlyIncreasingHowaretrafficratesbymarketsegm
20、ent?PageViewsWeekly/MonthlyIncreasingWhatpagesarenotbeingviewed?NavigationPathsMonthlyMinorChangeWhatarethecommonnavigationpaths?IstheTitIeZHeadIineshort,catchy,benefit-richandcompelling?Doesyourtargetmarketknowtheyreintherightplaceusingimagesandvocabularytheyrecognize?Isyourpageclearandconcise?(i.e
21、.Easilyunderstandable:theyshouldbeabletofigureoutin5secondsorlesswhatisthereinfrontofthem)Areyouusingacontrastingbuttoncolorsoitsticksoutforsubmittingtheirinfo?Isyourcustombuttontextengaging?(i.e.Submitisnotenough.TellthemwhatwillhappenFreeInstantAccess)Areyouincludingsocialproof?(i.e.Asseenonlogos,
22、testimonials,referencenumberofdownloadsorsubscribers,sotheyfeelsafe)Areyouusinglimitednavigation(i.e.Nomenubar),sotheyeitheroptinorexit?IsyourCalltoAction(CTA)abovethefold(akabeforescrolling)?Areyouusingvisualcuesarrows,boxes,andotherimagestohighlightwheretoclick?Doyouhaveaheroshot?(i.e.typicallyani
23、mageorgraphicalrepresentationofyourifreeoffer)DoyouhaveavisibleprivacypolicyandTermsofService?Areyouusinglimitedformfields?(i.e.dontaskforinformationyoudontneed!Nameandemailisbesttostart)Isyourlandingpagesmessagingcompletelyinlinewithyouradvertising?Doyouhaveacalltoactionattheendofyourpost(e.g.encou
24、ragepeopletocomment)?Didyoubreaktextupintobulletsandnumberedlistswheneverpossible,foreasierscanability?Isiteasyforyourvisitortoscanyourpage?衅口理口口-Check1.istOl侵烁口口渭助(竣足桧/躲口桧/施程口/峻星物虐疑)02型口哂脚尢魔寮口(check-list)03碑标徊输04A/Bil霸口侨口口1落地页优化ROI评估C100%ToB营销关键指标营销类数据决策：渠道投放效果评估、跨渠道访问特征分析、营销组合分析、渠道最佳费用和效果产出点分析、渠道作
25、弊分析、广告和社会化媒体的销售贡献分析、渠道生命周期分析、渠道画像和价值模型分析等等。运营类数据决策：网站整体设计和组织策略、网站诊断及整体优化、网站资源位最佳优化组合、市场活动组织策略、页面产品功能喜好、整体用户体验度、站内转化流程分析、页面布局分析、站内高转化位挖掘等。用户类数据决策：典型用户行为特征提取、特殊类别用户行为挖掘（如购买了A产品的交互路径、高活跃用户站内行为轨迹）、用户忠诚度分析、用户活跃度分析、用户流失和预流失分析、用户广告偏好度分析。销售类数据决策：销售废单率分析、销售漏斗、产品关联和交叉销售分析、产品打包销售策略分析、目标用户与销售缺口预测、产品关注周期分析、产品季节性
26、分析、价格敏感度/价格带分析等。Ol侨研口口口刽董焦涸我02BUT1侨研惚口口口口，主动口口口改&确程口佞岁尢M三tROl口/口雒涸03侨研以涸童口,口例涸童口ToB董口超口涸口口口歙:口相桧口口禹格错喝翘硼隐掩昧1234EDMK0Newsletter0FFFFCRM二，徐杭贪UCRM侨口口口FFFF社程亶口觞社程7i尢社程口乾口口FFFF畀侨圜耕驶驶他用霄口口口缠遍口鲍福FFF衅口叁衅口叁疣悔、绛勖尢葩口FFF施程霉口口疼整箍程口熏口FFF霆媒月屯纨口盹口能口群口口口盹嘘玳FFF獴口堂口獴蔻（兰腊林晦A源口&1.BSj8）涸蟹口口口9口口FF三三FF三口懒口尢爵敲盗梢F名丙喝鳞族盗梢尢幢盗梢F三R0IE蜜嘘玳鳏望口尢口研I需崂疫F三?神策数据03祥震窕PanelDiscussion程蛹辇瞬虐毙懒110min菁祥震霏,Imin普祥瘴爆/嫦绊C3min抻霉/嫦绊施程镰皎胎口尢倭岁(10min)110min普祥震霏,Imin普绊瘴爆/嫦绊C3min抻霉/嫦绊
