國內(nèi)B2B營銷資料少之又少，國外的資料又很少傳入國內(nèi)。因此To B CGO決定將國外優(yōu)秀的B2B營銷資料、書籍翻譯成中文，分篇幅發(fā)布出來，以便供國內(nèi)To B市場人學(xué)習(xí)與探討。
本篇我們翻譯的是《訂閱營銷》第5章，作者是Anne H.Janzer。
本篇譯者：唐展榆 碧桂園服務(wù)集團(tuán) 創(chuàng)新數(shù)字化部市場營銷經(jīng)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.
高爾夫球的初學(xué)者要苦練整套揮桿動作，包括送桿動作。送桿動作會影響球被擊中后的走勢。價值培育就好比是市場與銷售的送桿動作，確?？蛻粼诳蛻袈贸讨邪茨闼Ｍ那斑M(jìn)。
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.
在成單之前，你通過Thought Leadership（注1）和線索生產(chǎn)來找到潛在客戶。線索培育活動令潛在客戶確信他們能從你的方案中獲得潛在價值。如果你做得很成功，潛客就變成你的客戶。而價值培育就是營銷的送桿動作。 注：Thought Leadership是什么？
解釋”Thought Leadership”，得從它的詞根 — “Thought Leader” 說起。這個詞最早見于1994年，由期刊《strategy+business》的原主編Joel Kurtzman提出。Kurtzman認(rèn)為，“Thought Leader”是那些擁有“distinctively original ideas, unique points of view, and new insights”（原創(chuàng)想法，獨特觀點，全新見解）的商業(yè)領(lǐng)袖。因此，”Thought Leadership”也就等同于那些“distinctively original ideas, unique points of view, and new insights”，是一個領(lǐng)袖的有價值的輸出。為什么企業(yè)需要Thought Leadership？
企業(yè)需要Thought Leadership最直接的原因就是，這些有價值的輸出幫助企業(yè)樹立信譽度。當(dāng)公關(guān)人通過一系列Thought Leadership策略和項目把一個企業(yè)的領(lǐng)導(dǎo)團(tuán)隊塑造成為了相關(guān)領(lǐng)域的權(quán)威人士以后，消費者會逐漸把這種“權(quán)威性”投射到企業(yè)本身，從而相信著這個企業(yè)的產(chǎn)品或者服務(wù)。于是，這種信譽度就會間接轉(zhuǎn)化為銷售額，轉(zhuǎn)化成實際利益。此外，伴隨著信譽度的提升，一個企業(yè)也會吸引更多商業(yè)伙伴或優(yōu)質(zhì)人才的加入。
以上內(nèi)容來源于公眾號：進(jìn)擊的紐約客詳見《PR 101 | 揭秘美國公關(guān)人掛在口頭的”Thought Leadership”》
Value nurturing is the act of supporting the customer’s experience of value.
價值培育是支撐客戶價值體驗的動作。
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.
一旦成單，組織的其他部門開始進(jìn)入角色，而市場部門仍然扮演著重要的角色。市場人可以確保客戶在注冊后獲得期待的實用性或財務(wù)性成果。市場人可以溫和地推動客戶認(rèn)識到他們正邁向成功。而且，有創(chuàng)意的市場人可以通過內(nèi)容、社區(qū)、額外服務(wù)或客戶所體驗到的關(guān)系質(zhì)量來為客戶提供解決方案之外的價值。
Value nurturing turns customers into loyal or repeat customers, and successful customers into advocates.
價值培育將客戶變成擁躉或者回頭客、將成功的客戶變?yōu)槠放瞥珜?dǎo)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.
對現(xiàn)今的客戶而言，營銷點子已經(jīng)沒有什么革命性可言。你可能會覺得我說的是老生常談。但看看我周圍許多企業(yè)的實踐，我經(jīng)常覺得客戶被忽視了。我聽說一些大公司把“客戶營銷”視為死水，而不是創(chuàng)新、矚目的營銷戰(zhàn)役所發(fā)生的地方。這種心態(tài)必須要改變。
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.
訂閱客戶值得重新獲得市場人的關(guān)注。因此，我建議造一個新的名詞——價值培育，與線索生產(chǎn)和線索培育同等重要。
Many business activities can fall under the value-nurturing umbrella:
許多商業(yè)活動都在價值培育的保護(hù)傘之下：
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.
客戶成功管理：今天，這個術(shù)語與售后支持或者銷售有關(guān)，很少與市場有關(guān)。然而，要在成千上萬的客戶中擴大客戶成功的影響力，你必須部署市場活動。價值培育就是規(guī)模化地執(zhí)行客戶成功。
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.
客戶留存：大多數(shù)客戶留存的工作都集中在尋找有離開風(fēng)險的客戶，并說服他們留下來。這個術(shù)語通常適用于解決問題，而非創(chuàng)造價值。
Upselling and cross-selling : These are important results of successful value nurturing, but never mistake selling for creating value.
向上銷售和交叉銷售：這些都是成功的價值培育的重要結(jié)果，但永遠(yuǎn)不要誤認(rèn)為成單等于創(chuàng)造價值。
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.
這里定義的價值培育是在線索生產(chǎn)、線索培育和客戶轉(zhuǎn)化后發(fā)生的一系列特定活動。這是訂閱營銷的下一步。
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.”)
“價值”這個詞本身帶有歧義，但在這卻很有用。我們來看看這個詞的常見用法：
1. 作動詞：認(rèn)為某事或某人很重要或有用
（莎士比亞：“那時我太年輕，不重視她，但現(xiàn)在我認(rèn)識她了?！保?/p>
2. 作名詞：對財富或重要性的相對評估
（“這幅畫有什么價值？”）
3. 作名詞：原則或行為標(biāo)準(zhǔn)
（甘地：“你的習(xí)慣成為你的價值觀，你的價值觀成為你的命運?！保?/p>
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.
價值培育可以令客戶確信當(dāng)下的訂閱是一個明智的經(jīng)濟(jì)決定。隨著時間的推移，市場人還可以提高客戶對解決方案相關(guān)價值的感知。這些活動加強了對價值的前兩種定義。
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，市場營銷也可以使解決方案符合客戶的個人價值（定義#3）。許多人喜歡跟價值觀一致的公司做生意。這一事實，刺激了社會或環(huán)境話題相關(guān)的市場營銷的增長。
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.
第三種價值，即原則或理想的一致性，在訂閱經(jīng)濟(jì)中舉足輕重，因為客戶與供應(yīng)商之間保持著一種持續(xù)發(fā)展的關(guān)系。
WHOSE VALUE IS IT, ANYWAY?
到底是誰的價值？
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?
我們很容易將價值培育與貨幣指標(biāo)聯(lián)系在一起，例如客戶全生命價值?？蛻粼诳蛻絷P(guān)系過程中為業(yè)務(wù)貢獻(xiàn)了多少錢？你如何才能優(yōu)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.
收入增長當(dāng)然是最終結(jié)局。但是，如果你單純地抱著從現(xiàn)存客戶中獲得更多錢的想法來做價值培育，你可能就誤會了。我們一生中至少經(jīng)歷過一次糟糕的向上銷售，并意識到它破壞了客戶關(guān)系。
你的客戶可以分辨出你對他們感興趣只是為了錢，而不是為了客戶關(guān)系。
考慮另一個指標(biāo)：顧客經(jīng)濟(jì)價值(EVC)。經(jīng)濟(jì)學(xué)家認(rèn)為這個數(shù)值是客戶愿意為解決方案支付的最高金額。EVC是對客戶提供的有形利益和無形利益的組合。
對于訂閱客戶，EVC必須超過更新的成本。市場營銷的工作是增加客戶所體驗到的經(jīng)濟(jì)價值。
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.
價值培育是為了提高客戶對解決方案價值的感知，而不是掏空客戶的口袋。你越擅長讓客戶成功，長期來看，你的生意就會越成功。
價值培育做得好，收入增長是自然結(jié)果。
以免我們讓經(jīng)濟(jì)學(xué)家說出最后一句話，認(rèn)知科學(xué)表明，客戶幸福的潛力就嵌在訂閱商業(yè)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.
支付會給我們帶來一丁點的小痛苦。我們不喜歡損失，而支付的時刻似乎是一種損失。（在這里一點也不奇怪。）訂閱模式用一個決定來代替許多需要支付的小決定，即訂閱本身。
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.)
認(rèn)知科學(xué)還告訴我們，一旦支付的痛苦結(jié)束后，我們就可以自由地享受支付后的結(jié)果。在《快樂的錢：快樂支出的科學(xué)》一書中，作者伊麗莎白·鄧恩和邁克爾·諾頓假設(shè)，我們最快樂的體驗方式是先付后用。（一旦你付了度假所需的所有錢，你將會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.
提前付費的訂閱模式為你打開了一扇持續(xù)享受的大門。價值培育是關(guān)于優(yōu)化和設(shè)計售后體驗的價值。這是對客戶幸福的追求，如果你以一種有創(chuàng)意的方式去完成，它會非常有趣。
THE FIVE BIG IDEAS OF VALUE NURTURING
價值培育的五大理念
Just as the word value has several meanings, there are at least five distinct approaches to value nurturing.
正如價值這個詞有幾個含義一樣，至少有五種不同的方式來培育價值。
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.幫助客戶實現(xiàn)成功
人們訂閱你的解決方案是有原因的。也許他們相信這會為他們省錢或讓他們的生活更舒服。也許這看起來讓人快樂。他們期望訂閱是有價值的，無論是個人用途還是商業(yè)用途。用簡單的話來講，價值培育是幫助你的客戶實現(xiàn)價值，實現(xiàn)市場營銷所隱含的品牌承諾。為此，你做的事也許要超出營銷組織，要做客戶成功管理的活兒。聰明的訂閱營銷人員對所有售后客戶的對話和體驗都感興趣。
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.展示價值
一旦客戶開始取得成功，市場人就可以小心地提醒他們所實現(xiàn)的價值。這些策略包括從發(fā)送溫和的提醒到提供個性化數(shù)據(jù)。其共同的目標(biāo)都是強化客戶心智中的（有形和無形）價值體驗。
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. 在解決方案之外創(chuàng)造價值
創(chuàng)造性的市場營銷組織不僅僅傳達(dá)解決方案的好處。它們通過內(nèi)容、社群和數(shù)據(jù)來增加產(chǎn)品或服務(wù)之外的價值。
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.通過關(guān)系創(chuàng)造價值
訂閱的成功得益于與客戶的長期關(guān)系。市場部門可以負(fù)責(zé)維系和培養(yǎng)這些客戶關(guān)系。將這些策略視為客戶營銷的“浪漫建議”吧。找到方法，讓客戶喜歡和你做生意。
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.與客戶價值同行
客戶忠誠度對于基于訂閱的生意的財務(wù)業(yè)績至關(guān)重要，所以走大路會得到回報。那些靠與客戶共享價值而成功的企業(yè)會與客戶建立牢固而持久的聯(lián)系。目的驅(qū)動的營銷策略在未來幾年可能會產(chǎn)生越來越大的影響。
CHOOSE YOUR OWN PATH
選擇你自己的路徑
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.
本書第二部分中的章節(jié)提供了很多想法，供你參考如何落地價值培育的工作。有些工作完全屬于市場領(lǐng)域，而另一些則需要跨組織協(xié)作。你可以快速和輕松地實現(xiàn)其中一些，但也有一些需要你更加賣力。
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.
你怎么使用這些策略由你決定。你可能已經(jīng)在做了很多這樣的活動，雖然從價值培育的角度看待這些活動也許會為你提供新視角。如果你正在實踐這些策略，請考慮增加更多策略。你可能不會達(dá)到客戶忠誠度的飽和點。
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關(guān)于免費試用的轉(zhuǎn)化。對許多企業(yè)來說，免費試用是線索培育結(jié)束和價值培育開始的關(guān)鍵時刻。如果你提供任何一種試用版，請注意你是否在培育客戶體驗。
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.
下面的例子來自于各類企業(yè)，而不僅僅是訂閱?？煽诳蓸返认M品牌和LadyGaga等搖滾明星都意識到維持觀眾忠誠度的價值。訂閱營銷人處處可偷學(xué)。
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.
注意你所在行業(yè)以外的經(jīng)驗。如果你在做B2B解決方案的營銷，請你一定要參考To C市場的案例。你可以通過超出自身所處競爭的瞭望并保持開放的心態(tài)來學(xué)到很多東西。在當(dāng)今快速變化的營銷環(huán)境中，走出舒適區(qū)，才能收獲奇效。
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