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刘乐:《订阅营销》第7、8、9章译文|To B CGO

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。

我们现在已经有15个小伙伴啦~他们来自国内知名企业,英文水平都巨好!正是他们的辛劳付出才有了大家所见到的一手外文干货。

目前我们翻译的是《订阅营销》第7、8、9章,作者是Anne H.Janzer。

刘乐:《订阅营销》第7、8、9章译文|To B CGO

本篇译者:刘乐 金智维科技 市场经理

ORCHESTRATE EARLY SUCCESS

精心策划早期成功

THE HIGH-END dining business is built on repeat customers and customer referrals. A pricey restaurant cannot succeed unless its customers think that the food and overall experience were worth the investment. 

高端餐饮业务是建立在回头客和客户推荐上的。如果顾客觉得食物和用餐整体体验物有所值,那这个高档餐厅才可能成功。

Few restaurants in America have the cachet of The French Laundry in Yountville, California. It boasts three Michelin stars and measures its wait list in months. 

在美国,很少有餐馆像加州扬特维尔(Yountville, California)的“法国洗衣房”这样有名气,它拥有米其林三星评级,并需提前数月预约就餐。

法国洗衣房官网:https://www.thomaskeller.com/tfl

The French Laundry是湾区米其林中的元老级存在,从2007年开始拿到三星就一直蝉联至今 

Once you walk in the door for your long-awaited reservation, you have committed to the fixed price menu (or prix fixe , since it’s The French Laundry). What does the staff of this famous, “impress your friends by saying you’ve eaten there” restaurant do? They hand you a tiny appetizer that looks like an ice cream cone, made with smoked salmon and crème fraîche in a delicate wafer.

当你在经历漫长等待后走进这家餐馆,你就已经承诺接受餐馆的定价套餐(谁让这是“法国洗衣房”呢)。这家著名的餐厅的工作人员究竟做了什么,能让你打卡“法国洗衣房”便可刷爆朋友圈呢?他们会呈上一道精致的开胃菜迎接你的到来,这道菜看起来像脆皮甜筒,实际上是用烟熏三文鱼和酸奶油卷在薄脆里做成。

I haven’t been to The French Laundry (yet , that is—I am an optimist) but I have heard the chef, Thomas Keller, discuss the role of his famous salmon cone. He calls it one of the most important parts of the meal. The unexpected and whimsical appetizer serves two functions: 

1. The gesture welcomes those diners who may feel intimidated about entering this well-known dining mecca. What better way to break the ice than to give someone a treat that looks like an ice cream cone? 

2. The appetizer launches the dining experience with familiar reference points. As Keller says, it tastes like something people have experienced before (salmon and sour cream), so they tend to like it.

我还没去过法国洗衣房(但我是个乐观主义者),但我曾听过厨师托马斯·凯勒(Thomas Keller)谈论他著名的三文鱼卷筒所起到的作用。他称它为一餐最重要的部分之一。

这道意料之外、异想天开的开胃菜有两个作用:

1.向那些因为进入这个著名的餐饮圣地而感到怯场的食客表示欢迎。还有什么比用看起来像脆皮甜筒的东西招待食客更好的破冰方法呢?

2.用食客感到熟悉的开胃菜来开启用餐体验。正如凯勒所说,它的味道就像食客们以前吃过的东西(三文鱼和酸奶油),所以他们往往很喜欢它。

From a marketing perspective, this gesture is a customer launch plan rolled up neatly in a wafer: Establish the relationship through a friendly gesture and create the first experience of success. 

从市场营销的角度来看,这个开胃菜是一个卷在薄脆饼里的客户启动计划:通过一种友好的姿态来与客户建立关系,创造成功的初体验。

Look for ways to implant similar early success with your own solutions.

你可以想办法用自己的方案来植入类似的早期成功。

USE VIDEOS TO ACCELERATE SUCCESS 

利用视频加速成功

If your solution isn’t intuitive to use, marketing should make it as painless as possible for customers to get up to speed quickly. 

如果你的解决方案不那么简单易懂,那么营销部门应该让客户尽可能轻松、快速地熟悉它。

Video can save the day. It’s usually easier to show customers how to do something than it is to explain it. People can watch videos on their own schedules. Even for relatively easy-to-use solutions, video answers any lingering early questions quickly. 

视频可以帮上大忙。向客户展示如何做这件事,通常比向他们解释为什么做这件事要更容易。人们可以根据自己的时间安排观看视频。即使是相对简单易用的解决方案,视频能解答所有无法摆脱的早期问题。

Zipcar has a series of short videos in which a Zipcar “co-pilot” talks people through the processes of getting a car, extending a reservation, fueling the vehicle, and returning it. None is longer than a couple of minutes, and they remove the mystery for new customers.

Zipcar有一系列短视频,其中Zipcar的“副驾驶”(co-pilot)向人们讲述如何找车、延长预订、给车辆加油和还车。每个视频都不会超过两分钟,它消除了新客户对Zipcar的神秘感。

Zipcar官网:https://www.zipcar.com/

EMBED GUIDANCE IN THE SOLUTION 

在解决方案中嵌入指导

Even the simplest solutions have a learning curve. Your mission is to help customers navigate that curve quickly, reaching the point at which being a customer is easy and rewarding, rather than a difficult cognitive effort. 

即使是最简单的解决方案也有客户学习曲线。你的任务是帮助客户快速地通过这条曲线,让客户可以轻松上手,并使他们努力便有所回报,而不是在认知上就经历重重困难。

If software is part of your solution, consider embedding online guides and pop-up help to direct people through the learning process. 

如果软件是你的解决方案的一部分,可以考虑嵌入在线指南和弹出式帮助来引导人们完成学习过程。

Slack is an enterprise messaging and collaboration program that has shifted perceptions about what “enterprise software” looks like by focusing exclusively, even obsessively, on the user experience. From its earliest days, the people at Slack understood that rapid user success was key to its growth. What good is a collaboration tool if you’re the only one in your team using it? 

Slack是一个企业消息传递和协作应用程序,它通过专注于,甚至痴迷于提升用户体验的方式,改变了人们对“企业软件”的看法。从成立之初,Slack的员工就明白,快速的“客户成功”是其发展的关键。如果团队里只有你一个人在使用协作工具,那么它的好处体现在哪呢?

Slack 没有销售团队,是一个追求产品质量的geek式的公司。富有经验的创始团队。创始人butterfield曾创立过Flickr,一个图片分享网站,后被yahoo3.5亿美元收购。

In an interview with Kara Swisher on the Re/Code podcast, Slack CEO Stewart Butterfield said that customer success was the company’s prime engineering objective: “We focused all of our effort on the new user experience, and I think that’s what’s made the difference.” 

Slack首席执行官Stewart Butterfield在Re/Code播客上接受Kara Swisher采访时表示,客户成功是公司的首要工程目标:“我们将所有精力都集中在新用户的使用体验上,我认为这才是我们与众不同的地方。”

This focus carries all the way to the initial login. Instead of an ordinary email confirmation with instructions for logging on, the company sends first-time subscribers a “magic link” to make the first login painless. A cheerful, automated Slackbot helps people with the next steps and offers context-appropriate options, advice, and encouragement.

这种对用户体验的专注,贯穿整个用户首次登录体验。与普通的带有登录说明的电子邮件确认不同,Slack向首次登录的用户发送了一个“魔术链接”,使首次登录轻松简单。一个令人愉快的全自动Slackbot帮助用户进行下一步的操作,并提供和上下文匹配的选项、建议和鼓励。

Don’t go overboard with embedded help, though. Remember Clippy, the helpful paper clip in an earlier version of Microsoft Office? Poor Clippy inspired violent thoughts in Microsoft users worldwide. There’s a fine line between offering assistance and intruding. Provide an easy way to opt out. 

不过,不要过分依赖嵌入式帮助。还记得大眼夹Clippy吗——微软Office早期版本中提供帮助的回形针。可怜的大眼夹引发了全世界范围内微软用户的激烈反响。其实,在提供帮助和侵扰用户之间有一个微妙的界限。要提供一个让“帮助”便捷退出的选择。

刘乐:《订阅营销》第7、8、9章译文|To B CGO
微软Office大眼夹,图片来自网络

You don’t have to build a bot; you could embed tips and suggestions that show up the first few times someone logs on. Or, create a timed email campaign that sends weekly suggestions for the first few weeks after someone subscribes.

你不一定要构建机器人,你可以在用户最初几次登录时嵌入提示和建议。或者创建一个定时邮件营销活动,向订阅用户在最初的几周发送每周建议。

GUIDE CUSTOMERS THROUGH CRITICAL MILESTONES 

指导客户完成关键里程碑

Once someone is signed up, early success campaigns often cross the line into customer success. So, consider this advice from customer success evangelist Lincoln Murphy, describing the three key steps of helping customers succeed at scale: 1. Identify the good fit customers for your solution. 2. Identify the desired outcomes for those customers. 3. Orchestrate those outcomes. (To read more, visit Murphy’s site at SixteenVentures.com or read his book Customer Success .) 

一旦有人注册了,早期成功的营销活动往往也就进入到了客户成功的范畴。因此,可以考虑一下客户成功布道者林肯墨菲Lincoln Murphy的建议,他阐述了帮助实现规模化客户成功的三个关键步骤:

  • 1.识别适合你解决方案的客户。
  • 2.确定这些客户的期望结果。
  • 3.为客户的期望结果精心策划。

Depending on the complexity of your offering, the customer onboarding process may involve leading customers through multiple steps. Those customers who complete all the milestones will most likely achieve their desired outcomes.

由于不同产品的复杂性不同,客户引导流程可能要经历多个步骤。那些完成所有里程碑的客户将最有可能实现他们的期望结果。

If you’ve done the work of segmenting customers, you can enroll them automatically in campaigns that lead them through the relevant milestones. If you aren’t sure which track someone should be on, proactively offer them the chance to enroll in the “start-up plan” that meets their objectives. Flesh it out with training, checklists, and personal assistance where required. 

如果你已经完成了客户细分,你便可以引导他们完成相关里程碑。如果你不确定该如何引导某些客户,那就给他们提供选择,让他们自行加入符合他们目标的“上手计划”,并在必要之时,用培训、检查表和个性化帮助等方式去丰富这个计划。

The work you invest in orchestrating the initial customer path pays off in subscribers who stick around.你在策划新客户上手过程中所投入的努力,将会以订阅者留存作为回报。

HELP CUSTOMERS CREATE NEW HABITS

帮助客户养成新习惯

IF YOUR SOLUTION requires people to change their behavior, you have the opportunity to influence customers as  they shape new habits. 如果你的解决方案需要人们改变他们的行为,那么你就有机会在客户形成新习惯时影响他们。

As director of the Persuasive Technology Lab at Stanford University, B.J. Fogg researches how to use technology to change behavior. The Fogg method, as he outlines it, consists of three steps: 1. Identify the specific behavior you want to occur. 2. Determine a small step toward this final goal, and make it simple: the easier the behavior, the greater the chance of it becoming habit. 3. Trigger this behavior through prompts or environmental changes. 

作为斯坦福大学劝说技术实验室的主任,B.J.Fogg研究如何利用技术改变行为。Fogg的方法可以概述为三个步骤:

  • 1.确定你希望发生的特定行为;
  • 2.确定迈向最终目标的一个小步骤,并使之尽可能简单:行为越简单,就越有可能成为习惯;
  • 3. 通过提示或环境改变触发此行为。

Persuasive Technology Lab at Stanford University

斯坦福大学劝说技术实验室

https://captology.stanford.edu/

Fogg的个人主页:https://www.bjfogg.com/Fogg Behavior Model

福格行为模型 B=MAP 一种行为是由动机、能力和提示三者充分融合而产生的

刘乐:《订阅营销》第7、8、9章译文|To B CGO

Technology can aid with habit formation by providing a “trigger” or reminder for these behaviors. But behavior can be stubborn, and you should not take it for granted that subscribers will immediately change the way they do things, no matter how wonderful your solution is.

技术可以通过为这些行为设置“触发点”或提醒,来帮助习惯形成。但是人的行为可能是顽固的,不管你的解决方案有多好,你都不要想当然地认为订阅者会立即改变他们的行为习惯。

GUIDE NEW CUSTOMERS THROUGH THE HABIT CHANGE 

引导新客户改变习惯

Meditation is like exercise; making the time to do it each day is a challenge. For the online meditation app Headspace, the challenge isn’t explaining to people how to use the app; it’s getting them to make the time and meditate regularly. 

冥想就像锻炼;每天抽出时间做冥想绝对是一项挑战。对于在线冥想应用程序Headspace来说,挑战并不是向人们解释如何使用该应用程序;而是让他们腾出时间和定期冥想。

Headspace eases potential customers into the meditation habit by offering a free course of ten days, ten minutes each, called the “Take Ten” program. Once you subscribe, the company sends a welcome letter with useful links and instructions, encouraging you to complete the ten days. At the conclusion, emails prompt you to continue with a paid subscription and additional meditation courses. You can opt in to meditation reminders or ask to be connected with a meditation buddy. Headspace

通过提供一个每天十分钟的十天免费课程,称为“十分钟”项目,让潜在客户养成冥想的习惯。当你开始订阅,公司会发送一封欢迎邮件给你,邮件中包含一些实用链接和指导信息,用来鼓励你完成这十天的课程。课程完成后,邮件会提示你进行付费订阅和额外的冥想课程。你可以选择加入冥想提醒或要求与冥想好友取得联系。

Getting the reminders right is a delicate balance. As a business promoting mindfulness and inner peace, the last thing the company wants to do is to irritate its subscribers. By guiding people through the start of a meditation practice and supplementing the software with reminders and social support, Headspace influences habit formation.

恰当的提醒是一种微妙的平衡。作为一个倡导正念和内心平静的企业,公司最不想做的就是激怒它的订阅用户。Headspece通过引导人们开始冥想练习,并辅以具备提醒功能和社交支持功能的软件,最终引导习惯养成。

ENCOURAGE NEW HABITS WITH GAMIFICATION 

通过游戏化鼓励新习惯

A little friendly competition can serve as additional motivation when forming new habits. That’s why fitness trackers suggest that you share your data with others and include competitive and game-like features. 

一点友好的竞争可以作为新习惯养成时的额外动力。这就是为什么健身追踪器建议你与他人分享你的数据,并且提供竞争性和游戏化的功能。

Gamification is adding elements of traditional games (points or badges, competition) to other, non-game activities, making them more fun or habit- forming. Many businesses use gamification to encourage adoption and loyalty.

游戏化是将传统游戏的元素(点数或徽章、比赛)添加到其他非游戏的活动中,使之更加有趣或易于习惯养成。许多企业使用游戏化来鼓励客户使用并提升忠诚度。

For years, I carpooled to chorus rehearsals in San Francisco with three other singers. Being Silicon Valley denizens, we relied heavily on navigation applications like Waze. As we sat in traffic or wound our way through back streets in San Francisco, we would track our progress, keep track of the changing arrival time, and report slowdowns and accidents back to the app. Reporting observed incidents earned the Waze users commuting points that eventually led them to achieve ninja status.

多年来,我和其他三位歌手拼车去旧金山参加合唱团排练。作为硅谷居民,我们重度依赖Waze这样的导航应用程序。当我们堵在旧金山的车流中或蜿蜒穿过后街时,我们会反复查看我们的行程和不断变化的预计到达时间,并向应用程序报告缓行和事故路段。报告观察到的事件能为Waze用户赢得通勤点数,最终使用户赢得忍者地位奖励。

For Waze (now part of Google), customers who share their real-time experiences make the data itself richer and more valuable for all Waze users. It’s the network effect in action, in which each addition to the network increases its value overall. Providing points for participation encouraged the Waze subscribers to use the app, delivering more data and increasing loyalty.

对于Waze(已被Google收购)来说,客户实时分享他们的经历,使数据本身更丰富,也对所有Waze用户来说更有价值。这是网络效应在起作用,网络中的每一个元素都会增加它的整体价值。提供参与度点数奖励能更好的鼓励Waze用户使用该应用程序、提供更多数据并提高忠诚度。

网络效应在经济学中,网络效应(也称网络外部性或需求侧规模经济)是指用户从一个好的或服务中获得的价值或效用取决于兼容产品的用户数量的现象。网络效应通常是积极的,导致给定用户在其他用户加入同一网络时从产品中获得更多的价值。额外用户采用产品可分为两种效果:对所有其他用户的价值增加(“总效果”)以及增强其他非用户使用该产品的动机(“边际效应”)。

刘乐:《订阅营销》第7、8、9章译文|To B CGO
图为David Sacks (Paypal前首席运营官)2014年在推特上阐述Uber的网络效应

If gamification can improve the experience of commuting in traffic, then it’s on to something.

如果游戏化能改善通勤体验,那就有意义了。

From a value-nurturing perspective, adding a competitive or gaming component may encourage customers to use your solution so they realize value quickly.

从价值培育的角度来看,引入竞争性或游戏模块会鼓励客户使用你的解决方案,以便他们快速认识到解决方案的价值。 

OFFER GREAT TRAINING

提供良好的培训

WITH SOLUTIONS LIKE ENTERPRISE SOFTWARE, long-term success may require customers to develop expertise. Learning becomes part of the adoption hurdle. Make sure you offer effective, accessible instruction for subscribers.

对于企业软件等解决方案,长期成功可能要求客户自行提升专业知识。学习便自然而然成为使用障碍的一部分,因此要确保为订阅者提供有效的、便利的指导。

Training programs represent a golden opportunity for marketing organizations to influence the customer’s realization of value. Remember that Economic Value to the Customer, or EVC, is the sum of the tangible and intangible value perceived by the customer. For complex products, effective instruction is one of the surest ways to increase the tangible value of your solution.

培训类项目是营销组织影响客户价值实现的黄金机会。请记住,顾客经济价值(EVC)是客户感知到的有形价值和无形价值的总和。对于复杂的产品而言,提供有效的指导是增加解决方案有形价值的最可靠方法之一。

刘乐:《订阅营销》第7、8、9章译文|To B CGO

Interestingly, effective training can also move the needle on the perceived , or intangible, value. As customers invest time and effort in learning, their personal commitment to your solution increases.

有趣的是,有效的培训也可以改变客户能感知到的或无形的价值。随着客户在学习上投入时间和精力,他们对你提供的解决方案的个人忠诚度也会增加。

If you do a terrific job of teaching them, people are more likely to become loyal customers.如果培训效果良好,培训对象更有可能成为忠实客户。

CHOOSE TRAINING BASED ON CUSTOMER NEEDS

根据客户需求选择培训

Design and present the training in the right formats and doses to match the customer’s needs.

根据客户的需求,以合适的形式和场次来设计和提供客户培训。

For example, in the business software world, administrators or power users may seek out intensive instruction, while everyone else can get by with a few videos. You may develop several training tracks, divided into short, functional components that people can access at the right moment in time. If you offer live webinars, also publish the recording after the fact for those who cannot make the scheduled time.

例如,在企业软件领域,管理员或超级用户可能会寻求强化指导,而对于其他人,一些视频便足以应付。你可以开发几个培训规划,由简短的、功能性的模块组成,来帮助客户及时的定位到相应模块进行培训。如果培训以现场网络研讨会形式提供,务必录像并及时发布,方便那些不能及时出席的培训对象。

We are surrounded with diverse options for on-demand learning and instruction in our personal lives; your customers will expect you to provide a similar range of options. Offer training through multiple formats, such as videos, podcasts, and written materials. For directed or assisted training, consider using a learning management system.

在个人生活中,我们面临着各种各样的按需学习和指导;你的客户同样期待你能提供类似的选项。所以要提供多种形式的培训,如视频、播客和书面材料。对于定向或辅助性培训,请考虑使用学习管理系统。

ADD VALUE THROUGH CERTIFICATION

通过认证实现增值

Amplify the impact of instruction by offering formal certification for those who complete in-depth training.

为完成深度培训的人员提供正式认证来扩大培训的影响。

Certification gives customers explicit evidence of their skills and makes the solution more valuable as part of their skillset. Many technology leaders offer certification training, including Apple, IBM, Google, Hubspot, and countless others. Technology companies know that certified practitioners become powerful advocates, particularly in industries in which people change jobs frequently.

认证为客户提供了他们所拥有技能证明,你的解决方案也因成为他们技能的一部分而更有价值。许多技术引领者提供认证培训,包括苹果、IBM、谷歌、Hubspot等数不胜数。科技公司知道,通过认证的从业人员是最有力的宣传,尤其是在人们频繁跳槽的行业。

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