Editor's lead: With the advent of the industrial Internet era, major Internet companies pay more and more attention to B-side services for enterprise users. As a marketing professional, how can we master the trick of "speaking people's words" and seize the development opportunity of 2B? Let's have a look! Whether you accept it or not, B2B companies will start to talk. Because in the future, each of us may be a key decision-maker and user in the B2B field. The enterprises being served are getting smaller and smaller, more and more, and more and more invisible. In the past, the toB field was a world of "big customers", but in the future, the toB field will provide more services for many, many "small customers" worlds. You may say that my sentence is somewhat absolute. There are many classifications in B2B field, some of which are beyond the reach of ordinary people at present. But are these services really that far away from ordinary people? Think about the cloud computing, rendering cloud and artificial intelligence security cameras that are very popular in recent years. Think again. Even those brands in the field of logistics, such as Debon Logistics, have begun to fly into the homes of ordinary people. Last year, the marketing of major office saas software companies also began to cross the ocean, showing their magical powers. Together, they educate the whole society about the concept of "software as a service". Deciding which office software to use, which office software to cooperate with, which ERP to use and which OA to use is not only the thinking scope of company executives and IT departments. Since the epidemic, migrant workers at home have mastered the use of various office software. Not long ago, I chatted with a friend who was in charge of sales in the traditional toB company. He objected to my point of view: these concepts are well known to everyone, but they didn't place the order in the end, and we don't intend to make money from ordinary people. It's meaningless to spend a lot of time letting them know what we do! The sales manager's point of view represents many traditional toB enterprises: they feel that when promoting products and corporate brands, they only need to let a small number of people in the industry who have purchase decisions know. But in fact, it is not difficult for those "professionals" to know what they are doing. You can completely solve this problem by using industry slang. The biggest cognitive gap between traditional B2B companies and emerging B2B companies is whether to spend time on brand promotion with more "non-professional" and "non-field" people. Things are changing quietly. First, B2B's procurement decision-making B2B's procurement decision-making is gradually moving from specialization, segmentation and closed circle to branding, popularization of science and cognition of all staff. The core decision-maker of many companies is not a professional of any technology, but he will certainly know many famous brands from this technology. Once influenced by a famous brand, his decision will be more tendentious. In the past, technical decision-making was very professional and relatively "closed", and people who had the right to speak about a certain technology could basically decide this purchase. But now, branding in various fields has mushroomed, and technology brands has gradually become a hot variety in the market. So B2B decision-making is no longer confined to the closed circle in the past, but more and more * * * with cognition and * * with decision-making. There is no longer one person behind the procurement of a toB project, but a group of people. Second, the number of small B enterprises If the last article is about the decision-making power in big B, then this article is about the future direction of enterprises. It is very likely that a few people will set up a very effective studio in the future. Think about the head anchor and mcn organization in the live broadcast. This enterprise form is the future of the enterprise, and these small B companies will constitute the vast majority of future companies. In such a company's decision-making chain, the B-end decision is more C-end. Ok, so how should this "speaking people's words" thing proceed? Any tips? A really good brand, a good product, and a truly human brand marketing need to achieve an effect that can be understood by your neighbors and your parents. What real value does your unclear field provide to everyone? This value is not clear to many marketers themselves, which is the biggest bug in this matter. So we will give you three tips and suggestions from the perspective of relationship brand. 1. A brand that can speak human words can clearly explain its relationship with the world. What value and help does this brand have to the world? If the world is an orderly ship, which part of the tasks and functions do you undertake for this ship? Even if you can't tell the big connection with the world, you can always tell the small connection with an enterprise. For an enterprise, what role do your products and services play in their relationship? I watched Shu Fei's press conference two days ago, and I also saw their classic slogan: Advanced team, Shu Fei first. Shu Fei is a one-stop advanced enterprise cooperation and management platform. This sentence makes clear their relationship with the world. Feishu is a management platform and a tool platform for cooperative management of advanced enterprises. For another example, AsiaInfo Security, an enterprise engaged in Internet security, put forward the concept of "protecting the industrial Internet and ensuring the security of the digital world" when referring to the concept of "Internet security". This statement clearly explains the relationship between enterprises and the world, and at the same time, under this statement with the world, it also explains their relationship with original brother companies such as AsiaInfo Technology: 30 years to build the network, 30 years to protect the network. Tell me another example of my old club, Geling Deep Pupil. Over the years, Glingstone has been adhering to a brand slogan, called: Let computers know the world. This accurately defines it as computer vision technology, and the determination and imagination to continuously innovate and extend products in various fields. What does it have to do with the world? What is the significance of the products provided? What is your function? Many BtoB enterprises often fail to solve this core problem from the beginning. I suggest that before "talking to people", we can return to the topic of "what are we doing this for?" Is this for the sake of the world? If this matter is not clarified, the large-scale marketing behind it will get twice the result with half the effort. 2. Recommendation 2. It is often very difficult, obscure and professional for brands that tell people stories to describe B2B business by analogy, examples and stories, which will involve many industries and many proper terms, and it is difficult to really speak the vernacular that ordinary people can understand. Often B2B marketers will feel that people in this industry can understand it naturally, but people in our industry don't need to understand it. In fact, this is a lack of comparative ability, storytelling ability and scene simulation ability. There is a term in the field of internet security called threat intelligence technology, and many people are scared when they hear this name. So what is threat intelligence technology? I'll tell you a story and you'll understand. There is a frog in nature, which is the most beautiful and poisonous. It's called poison dart frog. This frog's skin surface will secrete super toxic mucus, and clever Indians will smear this venom on bows and arrows to kill animals. This technology of "self-protection" by means of "threat" intelligence in nature is threat intelligence technology. Look, is it clear at once? Let's take another example: there is an intelligent security binocular camera product presented by three-dimensional vision technology, which is characterized by being able to find subtle physical changes in the environment with the help of stereo recognition technology of binocular cameras, thus giving an alarm. This description, even people in the industry will feel embarrassed after hearing it, right? What if we put it another way? Imagine that a piece of white A4 paper is suddenly added to a white table. Our eyes didn't notice any difference, but the machine immediately called the police, because it found that the thickness of the table increased by 0.1mm. Is it better? 3. The brand that speaks people clearly points out where it is better than its peers, and it is also in the toB field. I thought of a very interesting case. As we all know, most printing companies are toC. What we are talking about here is a toB printing company: Rong Da Express, which is known as the "home of brokers". Rong Da printing press was originally an obscure small printing press. Because its location is too close to the CSRC, they began to ponder how to serve the brokers to the maximum, and as a result, an original toC industry became toB. "Rongda employees can not only help you adjust the format of the prospectus, but also find mistakes that investment bankers can't find." Rongda must have a place in the legend of investment banks. "Print the prospectus to Rongda" and "I have never worked in an investment bank before staying at Rongda overnight", which has become the default rule of domestic investment banking circles. In 2020 alone, Rongda provided IPO filing and consulting services for 932 listed companies, accounting for 98. 1 1% of the total number of listed companies in the current period, slightly decreasing by 0. 17 percentage points compared with 20 19. At the same time, the number of companies providing IPO manuscript consultation and IPO data checking services reached 665,438+04 and 765,438+07 respectively, accounting for 64.63% and 75.47% of the total. In July, 20021,Rongda Technology officially announced its intention to be listed on the main board of Shanghai Stock Exchange. On the cover of the prospectus, the four red characters "House of Brokers" are impressively printed. Speaking of the case of Rong Da, I'd like to discuss it with you. Many companies, especially toB, will think that their fields are too homogeneous, and there are no real product differences and competition points. However, is there anything more homogeneous than the services and products provided by printing presses? But even so, Rong Dadu still walked out of a differentiated road. Rongda has already made clear the characteristics of the company when it put forward the industry advantages of "home of brokers". This case in Rong Da is also an encouragement to all toB enterprises. Even if the competition in your field is super fierce, you can still create your own advantages, even if this advantage is the advantage of segmenting customer groups. Speaking of which, have you found the feeling of how to "speak human words"? In fact, no matter what kind of toB company it is, it faces a group of real people. As long as you are a person, you have your own way of thinking and interaction, and it will not change because of the model of toB or toC. And this truth, believe me, will be repeatedly verified in the next brand world. Let's wait and see.