The essence of business is to solve a certain need of society, and G-end business is to solve the problem of social governance. Under the two different requirements, the business development is also different. The author of this article has sorted it out for your reference.
1. In the Internet industry, ToB business in a broad sense is a business model that provides products, services, platforms or solutions to governments, enterprises, institutions, etc., so as to obtain profits; ToB services in a narrow sense are ToB services that do not include ToG services;
2. ToG business is a special category of ToB business, that is, a business model that provides products, services, platforms and solutions to the government and other state agencies to obtain profits;
3. The following discussion mainly focuses on the relationship between ToG business and narrow ToB business in the Internet industry.
1. Why do you talk about the business development of "from ToG to ToB"?
1. The essence of business is to solve a certain social need, from the overall picture of this society, we can be divided into governance layer, management layer, and consumption layer, and the business provided by Internet enterprises is distributed in different layers or between different layers of business flows, and at the same time to solve business problems to collect, integrate, and use corresponding data and information, so as to provide business value and social value;
2. Most of the ToG business solves the problems of social governance, supervision, or internal collaboration and management, the former involves national planning and policy guidance, and has a guiding or even mandatory role in a certain industry and an industry.
3. The reason why it is a requirement is because only by going deep into the business link and ecological environment of the B-end and the management layer can we better help the G-end solve the problems in governance and supervision; The reason why it is an opportunity is because with the policy guidance and requirements of the G-end in society, industry and industry, the cost of early market education is reduced, which is more conducive to the development of diversified business, so as to enhance the competitiveness of enterprises.
2. What are the differences between ToG and ToB services?
3. What problems may be faced in the additional development of ToB business?
Product, sales, and service are based on business elements or business strategies that extend from the customer level, and we try to look at the problems that may be directly faced from the customer level:
- The target customer group of ToB business is broad, and a clear customer portrait has not been formed, and the customer acquisition cost is high because it does not know where the customer is and how to find it at a low cost.
- The ToB business is still in the market education stage, that is, customers do not have a strong or no perception of pain points or needs, so the cost of customer acquisition is high and it is difficult for ToB companies to promote conversion.
- In the current economic environment, enterprises that perceive pain points or needs pay more attention to business growth, and do not pay attention to products, services and solutions that are not directly conducive to revenue growth, and it is difficult to promote transformation;
At this time, our products or the entire product matrix will lack the core competitiveness to occupy a part of the customer base, the marketing will lack the optimal customer acquisition channels and conversion methods, and the service resources will not be able to be effectively planned in advance.
4. What are the conditions for the additional development of ToB business?
Therefore, on the basis of the successful experience of the original ToG business, the additional development of ToB business requires a target customer group that can quickly help the business land, so as to further clarify the target customer portrait and improve the product matrix, so as to truly turn the business around.
Under this logic, 2-3 of the following conditions are required:
- The successful experience or cases of ToG business in the past can play a guiding or even mandatory role for the industry where the ToB business is located, especially for KA customers who are at the top of the industry.
- Successful ToG business scenarios can be used to quickly educate the market and make B-end customers aware of this need, so as to cover SMB customers and KA customers.
- Part of the capabilities of the ToG business can form standardized products and services, and adapt them to enterprise customers in a specific industry.
5. How to promote ToB business in stages?
作者:RhinoPlus
WeChat public account: Operation is in insight
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