2021 guidelines for the construction of large-scale customer acquisition system for Chinese enterprise service enterprises From Shence data & Sequoia

The following is the 2021 guidelines for the construction of large-scale customer acquisition system for Chinese enterprise service enterprises From Shence data & Sequoia recommended by recordtrend.com. And this article belongs to the classification: B2B, research report.

Based on the key findings of this study, the 2021 guide to the construction of large-scale customer acquisition system for China’s state-owned enterprise service enterprises is divided into four parts, which deeply analyzes the development status of China’s enterprise service industry, reveals the key factors driving the explosion of market demand and the sustainable development of the industry, and summarizes a set of efficient and general methodology for the construction of large-scale marketing customer acquisition system for enterprise service enterprises in combination with the cutting-edge practice of the enterprise service industry, It also interprets the nine benchmark scale customer acquisition models in detail, hoping to leave a shadow of innovation and struggle for the pioneers and provide useful reference for the latecomers.

1、 Accumulation and development: China enterprise service has entered the 3.0 era and ushered in a golden development period

The Chinese enterprise service market can be divided into three stages:

1.0 era: from 2010 to 2013, the rise of cloud services, IAAs infrastructure period.

2.0 era: from 2014 to 2017, the rise of mobile Internet and the start-up period of millions of people.

3.0 era: from 2018 to 2021, digital demand exploded and accelerated development period.

Driven by macro policies, economic, social, technological development and other factors, market demand drives the enterprise service industry into the fast lane of development. The 2021 guidelines for the construction of a large-scale customer acquisition system for China’s state-owned enterprise service enterprises pointed out that in the short term, the cloud service provider ecosystem will promote more enterprise service products to be widely accepted by the market; In the medium and long term, the service capacity of Chinese enterprises will fully penetrate into all walks of life.

2、 Taking advantage of the situation: large scale customer acquisition capability is the key to the sustainable development of leading enterprises

Under the lean entrepreneurship logic, enterprise service startups will roughly go through five stages: concept stage, PSF stage, PMF stage, early mass stage and large-scale stage.

At different stages of development, enterprises have different priorities in capacity-building and resource investment. In the face of the full outbreak of market demand and the narrowing of the gap between competing products and service capabilities, the importance of marketing customer acquisition capability has become increasingly prominent. Building a large-scale marketing customer acquisition system with wide coverage, standardized process, reproducible system and sustainable customer acquisition has become the key for enterprises to obtain competitive advantages.

3、 Winning: strategy for building a large-scale marketing customer acquisition system

The customer acquisition ability of large-scale marketing of enterprise service enterprises is the guarantee to support the high-speed and sustainable growth of enterprises. The construction steps are as follows:

The first step is to define the goal and locate the gap. The main objectives of the large-scale marketing customer acquisition system are to increase the number of clues, improve the conversion rate and increase the recommendation rate.

The second step is to comprehensively sort out and clarify the key challenges. Including: whether the customer’s journey is clear and whether the process is complete? Is the organization setting and mobile phone holding system reasonable? Whether the marketing contacts match the product and customer characteristics

The third step is to make overall planning and develop a panorama. A competitive customer acquisition system needs to carry out top-level design from the overall point of view, and build process mechanism, organizational structure, content, it system, etc.

The fourth step is to formulate a landing plan around the five modules of process mechanism, organizational structure, content matrix, marketing contacts and system support.

(1) Process mechanism: customer journey, customer portrait and collaboration mechanism are the basis for improving customer conversion rate. Therefore, clarifying customer journey, unifying customer portrait and promoting customer conversion are the core of the process mechanism module.

(2) Organizational structure: according to the development stage, enterprise service enterprises need to gradually build five functional teams for marketing and customer acquisition. In PMF and previous stages, give priority to the establishment of sales teams and recruit key members of content marketing, digital marketing and event marketing; In the early public stage, join the community operation, establish SDR (sales development representative) / e-marketing team, set up a specialist to manage the CRM system, complete the construction of the product marketing team, and cultivate the sales backbone focusing on the industry; In the large-scale stage, government relations, brand and creative management teams will be equipped one after another, customer loyalty teams will be established in the later stage of large-scale, and an active communication mechanism with old customers will be established.

(3) Marketing contacts: the optional marketing contacts of enterprises and service enterprises have different characteristics, and they should carry out diversified layout according to their own business objectives. In this process, comprehensive consideration should be given to coverage and controllability. See the following figure for details:

(4) Content matrix: one of the important roles of marketing content is innovation. At the same time, attention should be paid to the role of content in cultivating and transforming customers and promoting customer service. In the three-layer funnel of the large-scale customer acquisition system, the top funnel (pull new) is the stage of building brand awareness and obtaining customer clues; The central funnel (cultivation) needs to put more professional content, such as industry white papers, research reports, etc., and strengthen direct interaction and communication with customers through live broadcasting, training, etc; The bottom funnel (service) should give priority to providing a variety of interactive channels, quickly respond to customer demands, and build communities and platforms that allow customers to communicate and learn for a long time.

(5) System support: the establishment of the IT support system of the marketing customer acquisition system is not an overnight task. It is necessary to make a preliminary plan and gradually iterate with reference to the conventional marketing scenario evolution route of the enterprise service enterprise, which mainly includes four stages: determine the main customer acquisition sources; Optimize the customer acquisition and transformation process; Broaden and deepen the channels for obtaining customers; Systematization of marketing management.

4、 The stone of other mountains: Nine benchmark large-scale customer acquisition model

Shence data and Sequoia China, in the process of writing the 2021 guideline for the construction of large-scale customer acquisition system for state-owned enterprise service enterprises, summarized nine representative marketing customer acquisition models for enterprise service enterprises through interview and research, including: full funnel closed-loop customer acquisition model, automatic strategy marketing model, dual track drive customer acquisition model, industrialized direct sales customer expansion model, enterprise micro community marketing customer acquisition model, content marketing customer acquisition model Ecological driven customer acquisition model, community incubation customer acquisition model, IP driven customer acquisition model, and through the practice of well-known enterprises, help you further understand the application of different models.

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