Taking artificial intelligence technology products as an example, the TOB operation methodology is explained in detail.

Editor's guide: the users and usage scenarios faced by B-end products are very different from those of C-end products. How to operate the product? The author of this paper will take artificial intelligence technology products as an example to analyze the operation of B-end products, hoping to help you. Today's sharing will begin with four parts. First, introduce the general situation of B-side operation. Including business overview, as well as the essence and focus of B-side operation. The second part mainly focuses on the key content of B-end drainage to obtain customers; In the part of attracting customers, I will emphasize that my two most commonly used methods are content drainage and activity drainage. In the last part, I will give you career advice. Introduce my experience from C-side operation to B-side operation. First of all, let's look at the B-side business. Many people don't know much about B-side business. In fact, even if it is a B-side business, we will be classified. Like C-side operations, there will be various types of B-side operations. Here, the B-side business is classified first, and there are probably three situations. The first is platform-based business. Here are two examples, one is B2C and the other is B2B. Like B2B, everyone is very familiar with Alibaba's business operation, global economic and trade network and so on. B2C includes Didi and JD.COM. COM category operation and so on. Second, there are service-oriented businesses in the B-side business, such as doing SaaS software as we have seen; There are also smarter artificial service businesses, such as service companies that operate on behalf of others; Advertising consulting companies also belong to ToB's service-oriented enterprises. Third, we can easily understand the hardware industry business, such as B-end enterprises that provide processing on behalf of Foxconn, or provide raw materials or supply chain services, and traditional enterprises that adopt distribution or distribution models, such as Yili Mengniu Jiaduobao. But in fact, with the development of B-side business, we find that both platform business, service business and hardware business are moving towards the trend of integration. No matter what type of B-end enterprise it belongs to, it will now do more integration of upstream and downstream of the supply chain, rather than just providing services or products as before. If you want to make more money, you must explore more business models, and more and more B-end enterprises are integrated. After talking about the industry overview of B-end business, let's talk about the essential thing of B-end customers-the value conversion funnel of B-end customers. There is also AARRR funnel model at the C end, but we will find that although the customers at the B end are different from those at the C end, the decisions will be different. For example, terminal B is rational, terminal C is individual, and it is more inclined to perceptual consumption. But any complete transaction must go through such a funnel, from attracting customers to activating customer demand, finally completing your customer conversion and ordering, finally retaining customers, and a new round of repurchase and renewal. Every link and level of the funnel corresponds to specific means and strategies, as well as what we need to do in the stage. So the question is, is everything in it necessary for surgery? What kind of people, what kind of positions and what kind of responsibilities can be regarded as B-side operations? From my own experience in operating at the B-side. People who operate at the B end are more likely to provide support, except for core technology and product positions, which are all operational positions. Such as commercial market, product promotion, transformation, and even operations including community ecology are counted in the whole pan-operation field. The narrow sense of operation is more responsible for the position of draining customers. And everyone is concerned about narrow operation, which is the key responsibility of pan-operation that we will talk about next. Because in fact, we look at the B-side operation carefully, and its essence is nothing more than three functions. First, get customer drainage, second, pay for conversion, and third, buy back and renew the contract. Then their function is to help enterprises improve efficiency, reduce costs and expand profits. For example, can you get a lot of B-side business leads faster at lower cost? And say, can you complete the transformation of customers in a short time, say, can you improve the life cycle value of customers' products, and can you ask him to help you introduce more customers of the same type? From the narrow sense of B-side operation, it will focus on the level of customer acquisition and drainage. And from the B-side business model, or the transformation of different businesses, as well as referrals and so on. There will be very different means and contents in different businesses. Therefore, we will not focus on the latter, but more on how to bring in B-end customers and tap more clues of business opportunities-this is a common means and skill. When talking about the specific B-end customer acquisition drainage matrix, I need to synchronize the background of my current product with you first, so that you can understand what I mean by drainage and customer acquisition later. The product I run is the technical framework of machine learning. Globally, it is an open source technology pioneered by Google, but in China, it is a machine learning technology pioneered by Weizhong Bank. The background of its birth is based on people's increasing awareness of data and privacy protection. Both enterprises and individuals attach great importance to the value of data. I believe that you will often receive marketing calls, and there is a very serious problem of data information leakage. Now, at the national and legal levels, very strict legal norms have been made on the abuse and disclosure of data. So if enterprises or individuals want to further release the value of data, it should be within the scope of legal compliance, but what should they do? The federal learning technology was born under this background. It can help many organizations to carry out joint modeling of two or more parties under the condition that the data does not move, that is, the data does not leave its local library, so that both parties can use the model value without enjoying the data itself. Here is a vivid example for everyone. If grass is data, sheep is the model value after we establish the model through data. In this context, it is illegal for us to concentrate grass where the sheep are, but we can let the sheep eat grass in every household without losing grass. The grass is still your own grass, but the sheep grow up and become valuable. This is the background of the technical products I talked about, so I will talk in detail about how I successfully attracted customers on the "Federal Learning Technology Products". Generally speaking, it will be divided into five means: content drainage, activity drainage, channel promotion, brand drainage and paid promotion. As you can see, I also listed the size of various means on PPT, and their proportion in my content or in my drainage evidence. Paid promotion, this is the least. Because for large-scale paid promotion, it is more suitable for brands that already have a certain brand awareness, or it is more suitable for brands with lower thresholds. Otherwise, pure paid promotion and large-scale promotion are a waste of money. At the beginning, I also took a detour. If you are interested, you can come and talk to me in the future. Brand drainage is more suitable for projects with certain brand awareness and relatively no cognitive cost to products or services. Otherwise, you have to pay a lot of market education costs in the early stage to help everyone understand the products. In the market of products or services that people don't recognize, the first thing to solve is people's cognitive problems, not brand problems. So at this point, we don't care about resources. It is also based on the background mentioned above, because it involves the product nature of technical products and the current stage of artificial intelligence, so we will do basic things first, such as content and activities. Content drainage, its importance is needless to say too much. Because the customer's decision-making chain at the B end is very long, he needs a lot of text videos, dry goods and valuable things to assist him in making decisions. After repeated deliberation and research, he will consider cooperation. The same is true for activities, because activities and salons, including sharing the theme of industry summits, have always been effective means to get customers at B-end. Therefore, even our relatively niche technology products will attract customers through industry summits and theme salons. Next, I will tell you in detail how I did these two parts respectively. I will tell you about content drainage in four parts. The first is how to locate your own content. What types of daily content do you have? How to plan the content pool and how to allocate energy to output related content. The second is about the production of content, because the content at the B end is not particularly difficult to write, but it will have high requirements for the content. The content needs to be reviewed at different levels, and sometimes it needs to be reviewed and approved by many parties with the participation of external partners. So we need to find more efficient methods in content production. The third is about the delivery of content. After our content is produced, no matter what the value of the content is, we must have enough accurate exposure. Especially for B-end customers, such as products with technical thresholds like ours, if they are not accurate enough, the money will be wasted at the beginning. Secondly, you will bring many invalid customers, which will bring great human burden to the subsequent transformation and demand mining process. Finally, the issue of content implantation. Embedding information in content is a means to enhance the attractiveness of content and improve the transformation to attract accurate customers. For federal learning-machine learning products, I will divide its drainage content into three parts. The first is the basic content, which can be used repeatedly for new customers and prospective customers every time. These contents include the introduction of your company, the introduction of the team, the latest documents of products, and basic customer cases, especially the customer applications that need to be targeted at various industries. These basic contents can help your prospective customers and potential customers most quickly. Knowing the basic situation of our company, team and products can save a lot of manpower for business and market docking customers. The second is Japanese content, which may be biased towards the nodal output of targeted content. Such as news information, cooperation information, new standards, or enterprise activities. At different time nodes, let the company's existing team happen constantly, and let customers or potential customers see that the company has been stirring, otherwise everyone will think that you are not doing well enough and have no money to send such films. The third part is the content of the gripper. Generally speaking, it can help you screen out users with low quality or products unrelated to the industry. At the same time, it will be of great value to help you acquire users or convert users. For example, federal learning products, we use more artificial intelligence industry white papers and professional sharing of books, publications and technologies in the industry, which will form PPT or live courses, and then attract external users to transform into the private domain of our brand through these valuable dry goods. How do we make these drainage contents? I also summed up my experience from two aspects. The first is about grasping the content, such as the white paper on artificial intelligence, and how to export the practical course of AI application. More belongs to the boss's output direction. Based on the direction, we polish the framework, everyone is responsible for the relevant modules, and finally integrate. Instead of relying on one or two people to write there. In addition, for key contents, such as courses and books, we will first make basic and professional contents, and then add new information in new time nodes or customer application cases, repackage them and then push them out. About the production of daily content, it is more about launching upgrade nodes or annual events, summits and exhibitions according to the products of one year, and then outputting the topics of each quarter. Find the content through data collection, then optimize and modify the content, and finally complete the output of the content through multi-party confirmation. Second, there may be points that everyone needs to pay attention to in the production of daily content. Be sure to pay attention to the establishment of B-side content template, such as how to write your activity draft, how to write the enterprise cooperation draft and how to write the product introduction draft. After writing for the first time, you will gain experience, and then you need to solidify the experience and form an operation or writing manual. Pay special attention to the taboo points of the company or the points that public relations need to pay attention to. All effective experiences need to be fixed in the process, so as to improve the efficiency of our daily manuscript production. The third part, how to improve the efficiency of our content drainage? We must make the most effective delivery. I usually adopt the strategy of trapezoidal delivery. On the one hand, we must ensure the information of our company and products, and also ensure his exposure. At this time, we usually send portal websites to ensure its radiation, but when we send them, we will also selectively send portal financial plates, or technology and internet plates to improve its efficiency. In addition, we will also distribute vertical media according to the user attributes of the product and the content that its target audience may pay attention to, such as Lei Feng. com and Machine Star, which we often do. In the last part, I have two directions to share with you about how to turn users from external channels into the private domain of brands through content. The first is to improve the value of the content, which means that we need to choose the right content to make the other party feel that your things are valuable and have dry goods, and then the other party will be willing to transfer from the public domain to your private domain and stay in your private domain. Usually we choose the courseware of open class and the live content shared by big coffee. The second is to reduce the cost for users to obtain your content as much as possible, and constantly optimize your conversion path. For example, in the past, we may be more likely to let people pay attention to the official WeChat account first, and then get relevant content. But now it is more to add our community assistants through everyone, and then to circle users through the flexible and dynamic services of assistants. The above is about the content drainage part. Next, I will focus on drainage through activities. I used to do event marketing in JD.COM, so I have relatively fixed processes and routines in event operation and event marketing. The theme shared here is: if my boss suddenly asks me to do activities, or even gives me two days to do big activities online, how do I usually do it? I usually use two watches at this time. The first table, first of all, is about the planning of the activity plan, or what I need to coordinate in the early stage. Mainly about the inventory of resources before the activity and the statistics of my existing resources, including what resources I need. And how big is the resource gap, what should I do? And related activity planning, first of all, we make a project plan according to the boss's goal, and prepare several planb in addition to the project plan. Preparations for related activities. The key point in the preparation is to complete the preparation of materials and the arrangement of personnel, because it is impossible for us to do an activity at the B end, especially a large-scale activity, which depends more on the division of labor and cooperation of the team. At that time, we must put the responsibility of related matters into people, so that the whole project can be promoted in an orderly manner. Before the activity, it also includes the preheating and rehearsal of the activity. The pre-heating of the activity is mainly to complete the preview of the activity through full exposure, and more importantly, to ensure that all participants can understand the process of each link. In activities, control fields and records are more needed. If you control the venue, it is more about controlling the whole activity. Here I mean more offline activities, or short-term salons and summits. Control the rhythm of the whole activity and deal with emergencies. For example, as we shared today, what should I do if I suddenly break the wheat, or if the guest is suddenly late and the teacher can't share it? We all need to be prepared. Another function of the watch is more about recording, because the B-side work is often for enterprises or bosses. We need to prepare materials for the wonderful moment. How to drain and undertake the PR communication that needs to be summarized after the activity and the traffic brought by the activity? Finally, it is about the resumption of activities. There is also a table to share with you, the activity schedule. When we promote large-scale activities, we need to ensure that the activities are carried out in an orderly manner, so we need an activity schedule with very clear time nodes and clear division of labor. We will finish these things bit by bit according to the rhythm. The above focuses on how to drain through content and activities, and here I will share my drainage experience with you. The most important thing is to take stock of your own resources, advantages and disadvantages, choose a drainage method that suits you and form a drainage matrix. For example, from the perspective of my industry and our company's technical products, we only have suitable content and activities at present, so we will focus on these two parts. If one day this industry develops to the point where everyone is familiar with it, and becomes the hydropower coal in everyone's daily life like the Internet, I don't need to do very basic marketing education, and I will think more about how to build my own brand. Then complete your customer acquisition through brand drainage or paid channel promotion. In addition, in different stages of the product, the main drainage methods will be different and focused. Don't scratch your eyebrows and beard. For example, when our product first started the 1.0 version, few people knew about it. At that time, I spent money on channel promotion, but it didn't work at all. Because everyone doesn't even know what the product is, the transformation effect is very poor. Secondly, we need to cooperate with each other instead of fighting separately, so as to improve our drainage efficiency. For example, the content can create momentum for the activity, and the part of the activity drainage needs to be borne by the content, such as guiding to the community assistant through the official WeChat account. Fourth, it is more from the perspective of market demand than from the perspective of Party A or products. I think the very important value of operation lies in guiding customers or users to find the value of your products. We are more responsible for transforming the function of products or solutions into the value of customers and making customers attracted by us. Finally, I want to share some of my professional experience with you. First of all, the rhythm at the B end will be really slow. If you are a friend who needs quick feedback and a sense of accomplishment, it is really not recommended to do business at the B end. You can come if you want to retire, because my current state is that I often go to work on time, so you can judge for yourself. The pace is slower than the c-end. Secondly, even if you do B-end, you should choose a good track and choose a sunrise industry. Because I received an olive branch before, I was asked to do traditional TV, traditional computer and so on. Most of them do B-end sales, but how long can this last? Right? How many people still use these things now? Everyone tries to choose a position that can cover themselves and make their career longer.