国内B2B营销资料少之又少，国外的资料又很少传入国内。因此To B CGO决定将国外优秀的B2B营销资料、书籍翻译成中文，分篇幅发布出来，以便供国内To B市场人学习与探讨。
本篇我们翻译的是《订阅营销》第5章，作者是Anne H.Janzer。
本篇译者：唐展榆 碧桂园服务集团 创新数字化部市场营销经理
B EGINNING golfers are taught to work on their entire swing, including the follow-through. The follow-through on a golf swing affects where the ball goes once you hit it. Value nurturing is like the follow-through for marketing and sales, ensuring that customers continue on the course you want them to travel.
高尔夫球的初学者要苦练整套挥杆动作，包括送杆动作。送杆动作会影响球被击中后的走势。价值培育就好比是市场与销售的送杆动作，确保客户在客户旅程中按你所希望的前进。
Before the initial sale, you find prospects through thought leadership and lead generation. Lead-nurturing activities convince prospects of the potential value they can get from your solution. If you are successful, the prospect becomes a customer. Value nurturing is the marketing follow through for that activity.
在成单之前，你通过Thought Leadership（注1）和线索生产来找到潜在客户。线索培育活动令潜在客户确信他们能从你的方案中获得潜在价值。如果你做得很成功，潜客就变成你的客户。而价值培育就是营销的送杆动作。 注：Thought Leadership是什么？
解释”Thought Leadership”，得从它的词根 — “Thought Leader” 说起。这个词最早见于1994年，由期刊《strategy+business》的原主编Joel Kurtzman提出。Kurtzman认为，“Thought Leader”是那些拥有“distinctively original ideas, unique points of view, and new insights”（原创想法，独特观点，全新见解）的商业领袖。因此，”Thought Leadership”也就等同于那些“distinctively original ideas, unique points of view, and new insights”，是一个领袖的有价值的输出。为什么企业需要Thought Leadership？
企业需要Thought Leadership最直接的原因就是，这些有价值的输出帮助企业树立信誉度。当公关人通过一系列Thought Leadership策略和项目把一个企业的领导团队塑造成为了相关领域的权威人士以后，消费者会逐渐把这种“权威性”投射到企业本身，从而相信着这个企业的产品或者服务。于是，这种信誉度就会间接转化为销售额，转化成实际利益。此外，伴随着信誉度的提升，一个企业也会吸引更多商业伙伴或优质人才的加入。
以上内容来源于公众号：进击的纽约客详见《PR 101 | 揭秘美国公关人挂在口头的”Thought Leadership”》
Value nurturing is the act of supporting the customer’s experience of value.
价值培育是支撑客户价值体验的动作。
Once the sale is complete, other parts of the organization come into play, but marketing still has a significant role. Marketing can set customers on the path to achieving the functional or financial results they expected from signing up. Marketing can gently nudge customers to recognize the fact that they are being successful. And, creative marketers add value outside the solution, through content, community, additional services, or the quality of the relationship experienced by the customer.
一旦成单，组织的其他部门开始进入角色，而市场部门仍然扮演着重要的角色。市场人可以确保客户在注册后获得期待的实用性或财务性成果。市场人可以温和地推动客户认识到他们正迈向成功。而且，有创意的市场人可以通过内容、社区、额外服务或客户所体验到的关系质量来为客户提供解决方案之外的价值。
Value nurturing turns customers into loyal or repeat customers, and successful customers into advocates.
价值培育将客户变成拥趸或者回头客、将成功的客户变为品牌倡导者。
There’s nothing revolutionary about the idea of marketing to current customers. You might feel that I’m stating the obvious here. But looking at the practices of many businesses around me, I often feel that customers are neglected. I’ve heard of large organizations that treat “customer marketing” as a backwater, not where the creative and visible campaigns happen. This mindset has to change.
对现今的客户而言，营销点子已经没有什么革命性可言。你可能会觉得我说的是老生常谈。但看看我周围许多企业的实践，我经常觉得客户被忽视了。我听说一些大公司把“客户营销”视为死水，而不是创新、瞩目的营销战役所发生的地方。这种心态必须要改变。
Subscription customers deserve renewed marketing attention. For that reason, I suggest creating new label—value nurturing —that identifies the process as being of equal importance to lead generation and lead nurturing.
订阅客户值得重新获得市场人的关注。因此，我建议造一个新的名词——价值培育，与线索生产和线索培育同等重要。
Many business activities can fall under the value-nurturing umbrella:
许多商业活动都在价值培育的保护伞之下：
Customer success management : Today this term is associated with a function that lives either in support or sales, rarely in marketing. Yet to scale up customer success efforts across tens of thousands of customers, you have to deploy marketing campaigns. Value nurturing is customer success executed at scale.
客户成功管理：今天，这个术语与售后支持或者销售有关，很少与市场有关。然而，要在成千上万的客户中扩大客户成功的影响力，你必须部署市场活动。价值培育就是规模化地执行客户成功。
Customer retention : Most customer retention efforts focus on finding customers at risk of leaving and convincing them to stay. The term typically applies to solving problems rather than creating value.
客户留存：大多数客户留存的工作都集中在寻找有离开风险的客户，并说服他们留下来。这个术语通常适用于解决问题，而非创造价值。
Upselling and cross-selling : These are important results of successful value nurturing, but never mistake selling for creating value.
向上销售和交叉销售：这些都是成功的价值培育的重要结果，但永远不要误认为成单等于创造价值。
Value nurturing as defined here is a specific set of activities that take place after lead generation, lead nurturing, and customer conversion. It is the next logical step in subscription marketing.
这里定义的价值培育是在线索生产、线索培育和客户转化后发生的一系列特定活动。这是订阅营销的下一步。
The word value has inherent ambiguity that is useful in this particular case. Consider common uses of the word:
1. Value (verb ): to consider something or someone as important or useful (Shakespeare: “I was too young that time to value her, but now I know her.”)
2. Value (noun ): a relative assessment of worth or importance (“What’s the value of this painting?”)
3. Value (noun ): a principle or standard of behavior (Gandhi: “Your habits become your values, your values become your destiny.”)
“价值”这个词本身带有歧义，但在这却很有用。我们来看看这个词的常见用法：
1. 作动词：认为某事或某人很重要或有用
（莎士比亚：“那时我太年轻，不重视她，但现在我认识她了。”）
2. 作名词：对财富或重要性的相对评估
（“这幅画有什么价值？”）
3. 作名词：原则或行为标准
（甘地：“你的习惯成为你的价值观，你的价值观成为你的命运。”）
Value nurturing can confirm the customer belief that the ongoing subscription is a smart economic decision. Marketing can also increase the customer’s perception of the relative value of a solution over time. These activities reinforce the first two definitions of value.
价值培育可以令客户确信当下的订阅是一个明智的经济决定。随着时间的推移，市场人还可以提高客户对解决方案相关价值的感知。这些活动加强了对价值的前两种定义。
Last but not least, marketing may also align the solution with the customer’s personal values (definition #3). Many people are interested in doing business with organizations that share their core values. This fact is spurring a growth in purpose-driven marketing related to social or environmental issues.
最后且重要的是，市场营销也可以使解决方案符合客户的个人价值（定义#3）。许多人喜欢跟价值观一致的公司做生意。这一事实，刺激了社会或环境话题相关的市场营销的增长。
This third type of value, the alignment of principles or ideals, carries particular weight in the Subscription Economy because the customer maintains an ongoing relationship with the vendor.
第三种价值，即原则或理想的一致性，在订阅经济中举足轻重，因为客户与供应商之间保持着一种持续发展的关系。
WHOSE VALUE IS IT, ANYWAY?
到底是谁的价值？
It’s tempting to align value nurturing with monetary metrics such as customer lifetime value . How much money does the customer contribute to the business over the course of their relationship? How can you optimize that?
我们很容易将价值培育与货币指标联系在一起，例如客户全生命价值。客户在客户关系过程中为业务贡献了多少钱？你如何才能优化它呢？
Revenue growth is, of course, your endgame. But if you approach value nurturing purely with the thought of getting more money from existing customers, you’re likely to get it wrong. We’ve all experienced a poorly executed upsell at least once in our lives, and realize that it damages the customer relationship.
Your customers can tell when you’re interested in them only for the money, not the relationship.
Consider another metric: Economic Value to the Customer (EVC). Economists speak of this number as the maximum that a customer is willing to pay for a solution. EVC is a combination of tangible and intangible benefits to the customer.
For a subscription customer, the EVC must exceed the cost of renewing. Marketing’s job is to increase the economic value as experienced by the customer.
收入增长当然是最终结局。但是，如果你单纯地抱着从现存客户中获得更多钱的想法来做价值培育，你可能就误会了。我们一生中至少经历过一次糟糕的向上销售，并意识到它破坏了客户关系。
你的客户可以分辨出你对他们感兴趣只是为了钱，而不是为了客户关系。
考虑另一个指标：顾客经济价值(EVC)。经济学家认为这个数值是客户愿意为解决方案支付的最高金额。EVC是对客户提供的有形利益和无形利益的组合。
对于订阅客户，EVC必须超过更新的成本。市场营销的工作是增加客户所体验到的经济价值。
Value nurturing is about increasing the customer’s perceived value from the solution, not wringing every dollar out of the customer. The better you are at making your customers successful, the more successful your business will be over the long run.
Revenue growth is the natural result of value nurturing done well.
Lest we let the economists have the last word, cognitive science suggest that the potential for customer happiness is built into the subscription business model itself.
价值培育是为了提高客户对解决方案价值的感知，而不是掏空客户的口袋。你越擅长让客户成功，长期来看，你的生意就会越成功。
价值培育做得好，收入增长是自然结果。
以免我们让经济学家说出最后一句话，认知科学表明，客户幸福的潜力就嵌在订阅商业模式本身。
Paying causes us a small degree of pain. We do not enjoy losses, and the moment of paying seems like a loss. (No surprise here.) A subscription replaces many small decisions to pay with one decision—the subscription.
支付会给我们带来一丁点的小痛苦。我们不喜欢损失，而支付的时刻似乎是一种损失。（在这里一点也不奇怪。）订阅模式用一个决定来代替许多需要支付的小决定，即订阅本身。
Cognitive science also tells us that once the pain of payment is done, we are free to enjoy the results of our purchase. In the book Happy Money: The Science of Happier Spending , authors Elizabeth Dunn and Michael Norton posit that we are happiest when we pay for something up front and then continue to enjoy it afterward. (Once you’ve paid for that all-inclusive vacation, you are going to savor and enjoy every moment.)
认知科学还告诉我们，一旦支付的痛苦结束后，我们就可以自由地享受支付后的结果。在《快乐的钱：快乐支出的科学》一书中，作者伊丽莎白·邓恩和迈克尔·诺顿假设，我们最快乐的体验方式是先付后用。（一旦你付了度假所需的所有钱，你将会品味和享受旅程中的每一刻。）
A subscription model in which you pay up front opens the door for sustained enjoyment. Value nurturing is about optimizing and engineering the post-sale experience of value. It’s a quest for customer happiness, and it can be a great deal of fun if you approach it creatively.
提前付费的订阅模式为你打开了一扇持续享受的大门。价值培育是关于优化和设计售后体验的价值。这是对客户幸福的追求，如果你以一种有创意的方式去完成，它会非常有趣。
THE FIVE BIG IDEAS OF VALUE NURTURING
价值培育的五大理念
Just as the word value has several meanings, there are at least five distinct approaches to value nurturing.
正如价值这个词有几个含义一样，至少有五种不同的方式来培育价值。
1. Helping customers find success
People subscribe to your solution for a reason. Maybe they believe it will save them money or make their lives easier. Perhaps it seems entertaining. They expect value in return for subscribing, whether for personal or business use. The simplest and purest expression of value nurturing is to help your customers realize this value, fulfilling the implicit brand promise of your marketing. To do this, you may reach beyond the marketing organization, aligning with customer success management efforts in the business. Smart subscription marketers are interested in all post-sale customer conversations and experiences.
1.帮助客户实现成功
人们订阅你的解决方案是有原因的。也许他们相信这会为他们省钱或让他们的生活更舒服。也许这看起来让人快乐。他们期望订阅是有价值的，无论是个人用途还是商业用途。用简单的话来讲，价值培育是帮助你的客户实现价值，实现市场营销所隐含的品牌承诺。为此，你做的事也许要超出营销组织，要做客户成功管理的活儿。聪明的订阅营销人员对所有售后客户的对话和体验都感兴趣。
2. Demonstrating value
Once customers start achieving success, marketing can discreetly remind them of the value they’re realizing. These strategies range from sending gentle reminders to delivering personalized data. All share the aim of reinforcing the experience of value (tangible and intangible) in the customer’s mind.
2.展示价值
一旦客户开始取得成功，市场人就可以小心地提醒他们所实现的价值。这些策略包括从发送温和的提醒到提供个性化数据。其共同的目标都是强化客户心智中的（有形和无形）价值体验。
3. Creating value outside the solution
Creative marketing organizations go beyond merely communicating solution benefits. They add value outside the product or service through content, community, and data.
3. 在解决方案之外创造价值
创造性的市场营销组织不仅仅传达解决方案的好处。它们通过内容、社群和数据来增加产品或服务之外的价值。
4. Creating value through the relationship
Subscription success grows from long-term relationships with customers. Marketing organizations can take ownership of tending and nurturing those relationships. Think of these strategies as the “romantic advice” of customer marketing. Find ways to make your customers love doing business with you.
4.通过关系创造价值
订阅的成功得益于与客户的长期关系。市场部门可以负责维系和培养这些客户关系。将这些策略视为客户营销的“浪漫建议”吧。找到方法，让客户喜欢和你做生意。
5. Aligning with customer values
Customer loyalty is critical for the financial performance of a subscription-based business, so taking the high road can pay off over time. Businesses that succeed in sharing their customers’ values create strong, long-lasting bonds with their customers. Purpose-driven marketing strategies may have growing impact in the years to come.
5.与客户价值同行
客户忠诚度对于基于订阅的生意的财务业绩至关重要，所以走大路会得到回报。那些靠与客户共享价值而成功的企业会与客户建立牢固而持久的联系。目的驱动的营销策略在未来几年可能会产生越来越大的影响。
CHOOSE YOUR OWN PATH
选择你自己的路径
The chapters in Part Two present an extensive menu of ideas that you can implement for value nurturing. Some belong squarely in the marketing domain, while others require collaboration across organizational boundaries. You may be able to implement several of them quickly and easily, but a few require high-level buy-in.
本书第二部分中的章节提供了很多想法，供你参考如何落地价值培育的工作。有些工作完全属于市场领域，而另一些则需要跨组织协作。你可以快速和轻松地实现其中一些，但也有一些需要你更加卖力。
What you do with these strategies is up to you. You may already be doing many of these activities, although reconsidering them as value nurturing may change your perspective. If you’re practicing a few of these strategies, consider adding more. You probably won’t reach a saturation point on customer loyalty.
你怎么使用这些策略由你决定。你可能已经在做了很多这样的活动，虽然从价值培育的角度看待这些活动也许会为你提供新视角。如果你正在实践这些策略，请考虑增加更多策略。你可能不会达到客户忠诚度的饱和点。
The final chapter in Part Two is about the free trial conversion. For many businesses, the free trial is that critical moment when lead nurturing ends and value nurturing begins. If you offer any kind of a trial, pay attention to whether you’re nurturing the customer experience.
第二部分的最后一章是关于免费试用的转化。对许多企业来说，免费试用是线索培育结束和价值培育开始的关键时刻。如果你提供任何一种试用版，请注意你是否在培育客户体验。
The examples that follow come from all types of businesses, not just subscriptions. Consumer brands like Coca-Cola and rock stars like Lady Gaga alike recognize the value of maintaining audience loyalty. Subscription marketers can learn from many teachers.
下面的例子来自于各类企业，而不仅仅是订阅。可口可乐等消费品牌和LadyGaga等摇滚明星都意识到维持观众忠诚度的价值。订阅营销人处处可偷学。
Pay attention to the experiences of companies outside your own industry. If you market business-to-business solutions, make sure you read the consumer-based examples with care. You can learn a great deal by looking further afield than your own competition and keeping an open mind. In today’s fast-changing marketing environment, stepping outside your comfort zone can yield results.
注意你所在行业以外的经验。如果你在做B2B解决方案的营销，请你一定要参考To C市场的案例。你可以通过超出自身所处竞争的瞭望并保持开放的心态来学到很多东西。在当今快速变化的营销环境中，走出舒适区，才能收获奇效。
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