First, the difference between B-end and C-end promotion: (1) Users analyze that C-end customers are prone to impulsive consumption after being Amway, and all C-end products should be beautiful, interesting and continuously exposed in a large area; The marketing process of B-end is a very long chain, and the decision-making time is long and rational. (2) Demand analysis of B-end products 1. Product quality (most important): Excellent product quality can solve enterprise problems. Once online, B-side customers basically only give one verification opportunity. Stability: the product should not change too much in the iteration, and the change may affect the whole enterprise and efficiency. AWS, for example, has experienced numerous major upgrades since it was born in 2006, but the number of updates that the client company re-explored in use is very small. In order to ensure the efficiency of the client company, it will not stop the whole company for two hours for a software. Authority: Cooperation with authoritative enterprises also proves the strength of enterprises. For example, Hammer Technology released R 1 on 20 18, and started the release of R 1 together with Qualcomm. For mobile phone manufacturers with annual sales of only 6 million, the recognition of industry authority Qualcomm has increased the trust of end consumers. 2. Service quality (most important): high quality, professionalism, quick response and sustainable attitude: ToB enterprises have a long service life, with results in 3 years and results in 5 years. Once ToB products are purchased, B-end customers will need long-term sustainable services. 3. Price-side basic demand cost performance: reciprocity: the transaction based on price and product is the simplest transaction, and ToB marketing, because of the long chain, should reflect reciprocity in every link involved in decision-making. Reciprocity can be money, products, resources, etc. Second, the brand promotion method (1). Brand analysis should first analyze the company's brands and products. Does the company have new sub-product lines of well-known brands or brand-new brands? For example, Youdao launched Youdao wisdom education, instead of promoting Youdao as a brand, Youdao is also doing wisdom education. (2) Product analysis: Is this brand well-known, familiar or emerging in the market, and needs to be guided and educated in the market? Is it a big B or a small B? What is the competitive advantage and position of products in the market? What are the unique advantages? If it is a new species on the market, such as Baidu Apollo autopilot, the public is unfamiliar and needs to do a lot of market education. The sales of Big B are mostly driven by the sales teams of key customers. The marketing department usually only does brand promotion, endorsement by authoritative organizations, case promotion and sales support. , and will not collect too many marketing leads. In addition, Xiao B will also focus on various platforms and ways to obtain marketing leads, such as advertising, seo, SEM and marketing. (3) The demand analysis of product decision makers and end users classifies product decision makers and end users, accurately grasps their different needs, and thus sets different marketing activities to reach these people. For example, the purchasing decision-maker of Baidu Apollo smart transportation is the local government, while the purchasing decision-maker of radish running commercialization is the C-end user, so the Apollo brand will plan corresponding market activities for these two different groups of people. (4) The marketing team is equipped with brand public relations: external relations management, rhythmic year-round brand communication, original content output, media platform operation, product-based market support scenario activities: brand-level meetings, national or regional activities, participation management and coordination of digital marketing: website operation, advertising management such as SEM, Mar-Tech empowerment of marketing team, and clue life cycle management. The specific work includes: traffic growth: advertising, SEO natural traffic, social media traffic landing: websites that undertake traffic are constantly optimized (taking into account brand and high conversion rate). Intelligent user operation: from landing to retaining capital, intelligent pop-ups and workflows are used to promote transformation and active user cultivation; empowerment is driven by data such as communities, forums, content centers, emails and short messages; MarTech layout and application SDR/MDR: clue cleaning, power removal and clue cultivation III. Specific implementation plan (1). Plan different brand public relations activities according to different goals: 1. Authoritative institutions and experts L government, such as transportation, industrial informatization, economic and information commission, science and technology and other related departments L industry institutions, such as Jiaotong University and prestigious autonomous driving college; Trade associations; L Industry experts and industry organization leaders of transportation and autonomous driving research institutions II. End users /C-end users l Ordinary C-end users l College students 3. For authoritative organizations, experts, automobile manufacturers and agents, l brand large-scale summit, l new product launch conference, l vertical industry summit, l vertical exhibition, l media report, l case observation meeting, l white paper, blue book, industry standard, l industry ecosystem: forming alliances, joint laboratories, joint running schools, etc. 4. Agents and channels exclusive L marketing activities L city summit (regional activities) L small high-end closed meeting 5. C-end user L technology competition L technology open day L technology community L product experience day, brand open day, test ride day (2). Media pr+content marketing 1. Media matrix: Self-media social media (WeChat+video number+Bili Bili+Zhihu+Tencent Video+Baidu Encyclopedia+Baidu Know, etc.). Portal media +KOL2. Content marketing: A. Brand story: brand positioning, brand concept and brand vision are conveyed through brand stories: the founder's experience, the story of creating new categories, brand concept, brand name and logo, and the characteristics of target people. Such as the story of oranges; Smartisan is a combination of cleverness and craftsmanship; Zhang Ruimin smashed the refrigerator. B the craftsman/craftsmanship of products and product managers, the process of making products, how to polish each link, how to overcome difficulties, and what is the competitiveness. For example, Telunsu emphasized five gold medals-gold nutrition/gold producing area/gold pasture/gold cow/gold management, and even users visited the site in person, which was a demonstration and confidence in the process. Who is making products: employees+employee background+what kind of works are created. Example: the story behind excellent employees; On 20 18, Shang Tang employees contributed 44 papers to the world's top visual conference. C. Media Interview with Big Brother Views of Technical Experts Views of Media Views of Industry Experts Views of Brand Platform D. Best Practices 2B and B jointly market enterprises and cooperative customers to incite C. Joint B's C-end users to plan marketing events, such as Huawei Cloud 20 18, published a topic on Zhihu: "The intelligent world is accelerating, how will artificial intelligence (AI) change all walks of life?" The questions were answered by research/academic/industry leaders such as Microsoft Research Asia, Siemens China, BYD, Suning and JD.com Zhang Yue, making Huawei Cloud a service provider for these enterprises. E.C. end users The end users of 2B brand products are all C-end users. What value does our product provide to end users? F. Market supporting materials: official websites, product manuals, videos, demonstrations, solutions, white papers, industry reports, best practice cases, media reports, etc. 3. Digital marketing: traffic growth: advertising, SEO natural traffic, social media traffic landing: websites that undertake traffic continue to optimize (both brands and high conversion rates) User operation: from landing to retaining capital, using smart pop-ups and workflows for promotion. Screening and tracking through community, forum, content center, e-mail, SMS and other clues: SDR, SCRM/ Zhiqu River, etc.