TOB customer portrait foundation - label system

Everyone is already familiar with the term customer portrait, but many TOB employees still cannot do a good job in the labeling system.

Get rid of the confusion and produce orderly content. Everyone is familiar with the concept of customer portrait, but I see that many SCRM manufacturers on the market are still talking about this topic over and over again, and they also compile a lot of documents about labels.

I read some documents and I think that for the marketing departments of many TOB companies, some "fancy" labels are unnecessary, or too detailed labels not only increase the workload for marketers who are doing preliminary user operations, but also have no analytical significance. Of course, it is still related to the company's strategy. For example, whether the customer has joined a group, how old the customer is, etc. are meaningless to many TOB companies.

The labeling system is never achieved overnight or copied from others, but is gradually improved based on actual business needs.

The labeling system developed by TOB enterprises can be gradually improved as the private domain gradually matures.

Step 1 Customer Group

What kind of customers are we serving? This is a question that will be considered when the product is formulated and confirmed by the top management. For example, the user group of a certain SaaS product is medium and large enterprises, the key industry is xxx, the actual software use department is the human resources department, and the decision-making chain will also involve IT and the boss. At this time, the general framework comes out, and the tags include:

• Company Industry
• Company size
• Client Position
• Customer Level

Step 2: Strategic Linkage

The first four categories of basic labels have been confirmed, and when the scale of the private domain increases, we can add new ones in combination with the company's strategy.

For example, the province where the company belongs. Tob companies never place orders randomly without a purpose, but will develop key areas every year, so it is meaningful to record the province at this time. For example, at the beginning you just label it as "province", then can you also observe the key cities? There are so many cities in China, it is definitely not possible to count them one by one, so first grasp the key cities.

Then the company strategy further clarifies the team size of a department in the target enterprise, that is, the size of the department that actually uses the software, so the team size can also be added.

These tag groups are all convenient for market output analysis such as marketing activities and SEM/SEO to determine whether they are consistent with the company's strategic planning.

In summary, this step adds three more label groups:

1. Company Province
2. Company City
3. Team size

Step 3: Market Operation Upgrade

If the marketing department wants to rely on private domain output, it needs to analyze the purity of private domain. Usually, user operators or SDR/MDR will make a preliminary judgment on the customer base when communicating with customers, such as whether it is a competitor, an ecosystem, not a target customer, a target customer but cannot be produced immediately, etc. The purity of incoming customers can be analyzed every month, quarter, or year.

For this purpose, I have a special MDR label group. The labels in it are my basic judgment of the customers after communicating with them. They also allow me to analyze the quality of traffic brought by other marketing personnel.

Of course, you can also think divergently. For example, you can divide invalid customers into several categories and summarize their feedback based on their specific reasons. For example, customer preferences, because a company may have several products or several modules, these can all be analyzed.

However, we should be careful to customize labels according to business needs. Don’t just follow others. It’s not about quantity but quality. As I mentioned at the beginning, reject fancy labels.

Tob companies are not like toc, which have so many ways to play. What we can do is to be down-to-earth and take every step carefully.

Finally, I'd like to say that scrm companies will talk about a lot of labels such as customer paths, source channels, etc. These labels are basically implemented by software, so when you don't have software support, you should still label the basics. I won't say much about the labels in scrm this time. Let's talk about it when we have a chance and see how to use them correctly. This is also a science!

Public account: cici notes