Three core functional modules of to B operation and common job requirements

When we tried to answer "What jobs are there in to B operation", we collected about 5 job recruitment information of to B business, and summarized the following table:

In this table, according to the three operation modules of attracting new customers, transaction transformation and user service, Covers 25 sub-positions, but we find that these positions are not available to every to B enterprise, and different business models and operation models will also create new positions.

therefore, in the research of to B operation posts, we intend to grasp the core posts and responsibilities of each link, and make a simple explanation according to the subdivided posts generated by different operation modes.

The above content sorts out the operation process of each business according to the three business types operated by to B, and explains the key links of each process. Through the above content, we can draw a conclusion:

Different to B operation business types are all carried out around the three major operation links: user innovation, fee conversion and user service, and the corresponding core functions of each link are as follows:

According to these three functions, the.

The post of channel operation is mainly responsible for establishing and maintaining the relationship of various promotion channels, and spreading the information of business and company brand to the outside world through various promotion channels, and guiding potential users to leave information such as purchasing requirements and contact information.

Channel operation has generated many subdivided posts from the channel dimension and professional dimension, such as:

Baidu Bidding, WeChat Broadcom and other channels, resulting in SEM and other posts dedicated to paid bidding promotion;

brand/public relations posts are created by publishing public relations drafts or placing elevator advertisements through the media;

when an enterprise establishes a new media channel, it creates a new media operation post;

It is necessary to cooperate with industry partners * * * to promote, which leads to the position of industry partner BD.

This is a sub-position generated from the channel dimension. From a professional point of view, for example,

If you want to write a more appealing copy, a special copywriting position is generated. The value of copywriting lies in combining the product value with the user's needs through words. This position is also called a product operation or product market position according to different businesses and changes in functions;

Sometimes it is necessary to promote some activities through channels to promote user conversion. What kind of activities are planned involves the position of activity operation. For example, Luckin Coffee will let old customers forward coupons to new customers during promotion, which requires the development of H5 and applets, and involves the role of products and technologies;

They also do activities, some do more online activities, while others do more offline exhibitions and salons, so there are jobs for online and offline activities.

promotional materials, such as posters, Yi Labao, etc., are involved in the activity, so it is necessary to design the position of an artist;

Another example is that the new media operation is a channel. What content should this channel spread? Nowadays, more and more to B enterprises feel that we want to produce some content with industry influence, so there will be jobs such as industry research or content operation.

The refined job division of To B operation is generated according to the operation strategy and demand. Different jobs have different requirements for responsibilities and abilities, but in essence, they are all aimed at achieving the goal of attracting new users.

In fact, the strategy of user innovation is to transfer the business value to potential users with needs. Therefore, no matter what position you are engaged in, you can't do without knowing the business value itself and understanding the needs of users.

2. sales post functions and sub-positions

the core responsibility of sales post is to turn the sales leads obtained from the customer acquisition link into paying users. In the platform-based business, because of the operational logic of service first and then payment, in the sales link, the previous innovation and service can be regarded as the process of cultivating potential sales leads.

Sales position is to sell products to users and bring income to business according to user's demand and product value. From the perspective of sales process and division of responsibilities, there are also some subdivided positions, such as:

If potential users are guided to official website through channel promotion, users may have the demand for consultation, so the online consultation function is developed, which leads to the post of telephone customer service, which is responsible for answering users' active consultation calls;

In addition to sales leads promoted from channels, sales will also expand customers by themselves, such as finding a large number of potential users' telephones, calling to introduce products and asking about purchasing intentions. This position is generally called telemarketing;

What's more, for example, this customer is a big customer of the group, and the order amount is relatively high, but it needs complicated processes such as bidding, so this has created the position of sales for big customers;

what sales need to do is to explain the value of products to users, but what should we do if we don't understand some more complicated products? And the needs of different customers are different, then at this time, there will be a special post to design product description scheme according to product functions and user needs, which is generally called pre-sales engineer;

Some businesses adopt the strategy of agent sales, so to B enterprises also need someone to be responsible for the management of agents, which creates the position of agent operation;

In some businesses, the customer unit price is low. For example, a mobile fission tool can be purchased online without manual intervention, or like teambition, users of the free version should be guided to try out the paid version. Then there will be a sub-position called user operation.

Therefore, we can see that in the sales process, different business models and operating methods require different positions, but the positions in the sales process need to be responsible for directly facing potential users and transforming potential users into paying users. All operating strategies and means are centered on the result of paying.

3. Functions and subdivision of customer service posts

In service-oriented businesses, customer service posts are generally referred to as "customer success", which is responsible for the installation and deployment of products, user training, problem solving, etc. At the same time, it is also necessary to give reasonable suggestions based on products and users' businesses to help products play their value in the process of user use.

customer success can be divided into two categories according to different service methods: one is customer success with products as the medium, and the other is customer success with human services as the medium.

in addition, the success of customers should pay attention to the frequency of products used by users, which is similar to the purpose of improving user activity in user operation. Only the use of high frequency can ensure the demand for renewal of users.

Summary: to B operation is a big category of the three core functional modules and common job requirements, and a series of job requirements are generated around the three links of enterprise users' innovation, transformation and service. By observing the job status of to B enterprises, we summarized three key jobs.