How to select a suitable B-end company for operation

Editor's Guide: Operating B-end products is not the same as operating C-end products. We must be clear eyed and not be confused by the company's reputation; Only by choosing the right company, the right product and the right boss can operators have room to play. According to his own experience, the author of this article will talk about what kind of company will be selected for the B-end operation. Let's take a look.

In the first two issues of the article, the statistics of the personnel doing B-end operations and whether the B-end operations are smooth; Seen from the only results, there are more people working on the B-end operation than on the C-end operation, and most of the children working on the B-end operation are unhappy.

Recently, I was also looking for a new B-end operation job. I talked about many companies and had some views and perceptions of my own. I would like to share them with my friends.

During the interview for the B-end product operation position, it was found that many companies did not pay attention to the number of users, the way to obtain clues, but only the number of users who completed transactions through the operation mode; In my opinion, this is also the business logic of the B-end, focusing on the final transaction amount and the final effect that the B-end operators should pursue.

In the operation of B-end products in the last two years, some operation means and methods are far from the market requirements, which is also the fundamental reason why it is difficult to find jobs quickly.

According to the continuous understanding during the interview, I think that looking for a B-end job is not equal to the C-end job, and it can be done; The operation work at the B-end should be reviewed from three aspects: the company, products and leaders, and the appropriate operation position should be selected based on comprehensive consideration.

1、 Company system

In the process of reviewing the company, we need to pay attention to the company's transaction mode and operator system.

The transaction mode of B-end companies can be divided into two categories:

One is to obtain customers through the Internet, and then give the clues to business personnel for follow-up;
The other is to expand customers through business, and then combine pre-sales and production research teams to take down users.

When choosing a job, try to choose the model of the first type of company and carefully consider the model of the second type of company.

The first type of company does not necessarily have an operating team, and the marketing department is responsible for the work that may obtain clues; If the company has an operation team, operators can do channel operation and content operation. At present, most ToB companies also do these two operations, and some ToB companies do activity operations; All the above operation modes will not directly inspect the transaction amount. Most teams will inspect the exposure, number of people covered and other very impressive and measured indicators; This mode is also the work of the Marketing Department, which is ultimately responsible for clues.

The second type of companies reach users through their personal capabilities or relationships in business, and then take the lead in introducing POC; If the company's products are sold in this way, there is basically no entry point for operators; There was once a suggestion from an operating Daniel that the operating company at the B-end could do pre-sales and after-sales. The operating system at the B-end was not mature, and the operators were difficult to make achievements, and easy to be marginalized.

The company's product operation system is also divided into two categories, including the company level operation system and the operation system of each business line; Set up an operation system at the company level, and such operation work is still formal; However, if the operation system of each business line is not the head company, most of the operation work based on products is not reliable.

The company has an operation system, which proves that the company values the work of operators and is willing to pay some resources for them; Moreover, operators can carry out operation activities from the company level, and combine the strength of other departments to expand the user base of products; It also has some say in which products to operate, which can facilitate the operation.

The operation system of each business line, each business line has only one or two operators, and most people make bricks without straw; The company has no budget and resources to match the operation of each business line. The operation of each business line is independent, and users, data and resources are not interconnected; This will result in a waste of resources, and each business line is not doing enough, and it is difficult to become a climate.

2、 Product system

The product system of B-end companies can also be divided into two categories: big B-end products and small B-end products; The transaction amount of big B-end products is often several million to ten million, and the transaction amount of small B-end products is between twenty thousand and thirty thousand.

It is basically unrealistic to obtain large B-end customers through operations, and most of the large B-end products need to be penetrated with strong relationships; Moreover, the transaction cycle is extremely long, and may follow up for half a year before making progress.

For large KA customers, the company will recruit sales personnel with strong relationships to enter the other party's system for product sales through interpersonal relationships.

Most of the customers obtained through online operations are small B-end. They learn about the products online, are interested in the products, and then consult.

Online content, activities and channels are carried out around these users. Some people recharge online, while others need to communicate and sign contracts offline.

If the company only has big B-end products, but not small B-end products, or the company's performance is mainly contributed by the big B-end, and the small B-end does not generate revenue; Such companies must consider carefully, because operators are also difficult to make achievements, and they are far away from money and have a low sense of existence.

The best product system is the small B-end, which already has user data, or the user data of the new product is interconnected with the user data of the old product; The big B-end products of each independent business line are really not suitable for online product operation.

3、 Leadership

In ToB's business, leadership is very important for the development of operations; Because of the transaction cycle of B-end products, even small B-end products cannot be transacted immediately; If the leader is not determined to do a good job in the B-end business, then the operation work must not be done well.

Although most companies have turned to B-end, and also have B-end operation posts, it depends on the determination of leaders.

A considerable number of leaders' ideas still remain in the C-end operation work. Only a few excellent companies have a high awareness of the B-end operation, and still retain a relatively high expenditure.

The top management of a B-end company regards operational matters as dispensable. Since other companies have operational positions, my company also needs them; In the process of operation, there are not any resources available, but also restrictions on the operation personnel, which makes it difficult to match the resources for an activity; After a month or two, the company's products did not improve, and the position of operators in the company also declined sharply.

On the other hand, the executives of B-end companies pay more attention to the operation, and they also know that it is difficult for B-end operations to be closed, so they will not raise too high requirements in the early stage; In addition, the operator has a greater tolerance, and can have more resources to do things; Such companies pay more attention to online operations, and do not expect to see short-term benefits. Operators can involve in the front and rear of operations.

Generally, such leaders can talk about the operation orientation during the interview, get the development direction of the future position from the words, and also judge whether it is the position they like.

If you also want to engage in B-end operation, it is very important to select companies, products and leaders. It is recommended to select small B-end products that can obtain sales leads online; Moreover, the leaders attach great importance to the operation work and are determined to do a good job in the operation work online.

Different people have different views.

I think it is much better to choose a good B-end company than to go to some enterprises with a halo to do marginal operations.

If you have different opinions, please come to discuss.

Author: Zhang Mu, WeChat official account: Zhang Mu, 7 years of experience in product promotion and operation.

Source: Everyone is a product manager
Editor in charge: On the way