TOB customers' private domain operation channel arrangement and feedback

When doing private domain operations for ToB customers, how to expand the private domain pool and how to do a good job of attracting traffic are all issues and matters that need attention. In this article, the author introduces them. Let's take a look.

The private domain is a big pool. It does not mean that directing traffic to corporate WeChat or Wechat is the private domain. For example, the CRM customer pool and SCRM lead pool are all part of the private domain.

Many people focus on one area when they start to operate user operations. Generally, enterprises divert traffic to WeChat or enterprise WeChat, and focus on how much the total output of this area is, including me at the beginning. But in fact, ToB customers are not as wide as ToC, especially some SaaS products are only used by one or two departments, and the target KP is not so much. So how to expand the private domain pool becomes a problem?

The existing private domain sources are nothing more than official websites and activities. It is useless to stick to one pool and keep sending harassing messages, so let's think of other ways to attract traffic.

First of all, there are forms on the official website. Most ToB companies have forms on their official websites, which generally obtain the customer's company, name, and phone number. SDR will initially screen these forms. What about those who are not connected, have a bad attitude, or are just looking for information? (The fact is that good content will also attract many people to learn, which is unavoidable.) They may be our potential leads, but the time has not come yet. At this time, it is very important to flow the form line index to another private domain pool (specifically corporate micro or WeChat). Because on this platform, you can reach customers without disturbing them by phone, such as sop, such as group messaging, and circle of friends operation.

The second is the company's own customer pool, such as CRM. As a customer relationship management system, CRM must have a large amount of customer information. Generally, companies do not connect CRM with WeChat, so customer information will be relatively scattered. What operators can do is to use it effectively and intelligently. If the customer stratification in CRM is done well, it will be easy to export when needed, and then use some methods to guide the flow to WeChat.

Finally, there are scattered lists, which may be the attendance list of offline salons, the electronic online list of a conference, or the registration list of a live broadcast, etc. The review of each event will only review the effect at that time. Will the operator just laugh it off after getting the list? No, many customers on the list may not have added the company's WeChat account at that time, and it is very likely that there will be no follow-up after one contact. Cherish every customer is an attitude, and what needs to be done is to try to attract customers to the company's WeChat account.

Okay, I mentioned three types of pools above. At the end, I mentioned directing traffic to corporate microblogs/WeChat. So how do you direct traffic specifically?

1. Telephone return visit to key customers
2. EDM/Email Marketing
3. SMS notifications and invitations
4. If it is an event/live broadcast, it is best to attract traffic on the spot, which will be more efficient and have higher willingness.

You can attract customers through different content. Of course, you also need to have real content. Don't deceive or exaggerate. Always pay attention to the brand power that the operator needs to convey, such as white papers, industry reports, gift packages, etc. You can also invite customers to participate in other activities that are suitable for them. Note that you should recommend what the customer wants to see from the customer's perspective. This step seems simple, but in fact, it requires understanding the situation of the customer's company and the classification of existing content. The SDR requirements are still relatively high!

What is the "giving back" mentioned in the title? It is a cycle. The company gives the operator a pool, and the operator promotes leads through the private domain pool (specifically corporate WeChat or WeChat) to supplement the existing pool KP. Now that you know the theory, let's practice it more!

I hope every operator works smoothly~

Public account: cici notes