劉樂：《訂閱營銷》第7、8、9章譯文｜To B CGO

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。

我們現(xiàn)在已經(jīng)有15個小伙伴啦~他們來自國內(nèi)知名企業(yè)，英文水平都巨好！正是他們的辛勞付出才有了大家所見到的一手外文干貨。

目前我們翻譯的是《訂閱營銷》第7、8、9章，作者是Anne H.Janzer。

本篇譯者：劉樂?金智維科技?市場經(jīng)理

ORCHESTRATE EARLY SUCCESS

精心策劃早期成功

THE HIGH-END dining business is built on repeat customers and customer referrals. A pricey restaurant cannot succeed unless its customers think that the food and overall experience were worth the investment. 

高端餐飲業(yè)務(wù)是建立在回頭客和客戶推薦上的。如果顧客覺得食物和用餐整體體驗物有所值，那這個高檔餐廳才可能成功。

Few restaurants in America have the cachet of The French Laundry in Yountville, California. It boasts three Michelin stars and measures its wait list in months. 

在美國，很少有餐館像加州揚特維爾（Yountville, California）的“法國洗衣房”這樣有名氣，它擁有米其林三星評級，并需提前數(shù)月預(yù)約就餐。

法國洗衣房官網(wǎng)：https://www.thomaskeller.com/tfl

The French Laundry是灣區(qū)米其林中的元老級存在，從2007年開始拿到三星就一直蟬聯(lián)至今 

Once you walk in the door for your long-awaited reservation, you have committed to the fixed price menu (or prix fixe , since it’s The French Laundry). What does the staff of this famous, “impress your friends by saying you’ve eaten there” restaurant do? They hand you a tiny appetizer that looks like an ice cream cone, made with smoked salmon and crème fra?che in a delicate wafer.

當(dāng)你在經(jīng)歷漫長等待后走進這家餐館，你就已經(jīng)承諾接受餐館的定價套餐（誰讓這是“法國洗衣房”呢）。這家著名的餐廳的工作人員究竟做了什么，能讓你打卡“法國洗衣房”便可刷爆朋友圈呢？他們會呈上一道精致的開胃菜迎接你的到來，這道菜看起來像脆皮甜筒，實際上是用煙熏三文魚和酸奶油卷在薄脆里做成。

I haven’t been to The French Laundry (yet , that is—I am an optimist) but I have heard the chef, Thomas Keller, discuss the role of his famous salmon cone. He calls it one of the most important parts of the meal. The unexpected and whimsical appetizer serves two functions: 

1. The gesture welcomes those diners who may feel intimidated about entering this well-known dining mecca. What better way to break the ice than to give someone a treat that looks like an ice cream cone? 

2. The appetizer launches the dining experience with familiar reference points. As Keller says, it tastes like something people have experienced before (salmon and sour cream), so they tend to like it.

我還沒去過法國洗衣房（但我是個樂觀主義者），但我曾聽過廚師托馬斯·凱勒（Thomas Keller）談?wù)撍娜聂~卷筒所起到的作用。他稱它為一餐最重要的部分之一。

這道意料之外、異想天開的開胃菜有兩個作用：

1.向那些因為進入這個著名的餐飲圣地而感到怯場的食客表示歡迎。還有什么比用看起來像脆皮甜筒的東西招待食客更好的破冰方法呢？

2.用食客感到熟悉的開胃菜來開啟用餐體驗。正如凱勒所說，它的味道就像食客們以前吃過的東西（三文魚和酸奶油），所以他們往往很喜歡它。

From a marketing perspective, this gesture is a customer launch plan rolled up neatly in a wafer: Establish the relationship through a friendly gesture and create the first experience of success. 

從市場營銷的角度來看，這個開胃菜是一個卷在薄脆餅里的客戶啟動計劃：通過一種友好的姿態(tài)來與客戶建立關(guān)系，創(chuàng)造成功的初體驗。

Look for ways to implant similar early success with your own solutions.

你可以想辦法用自己的方案來植入類似的早期成功。

USE VIDEOS TO ACCELERATE SUCCESS 

利用視頻加速成功

If your solution isn’t intuitive to use, marketing should make it as painless as possible for customers to get up to speed quickly. 

如果你的解決方案不那么簡單易懂，那么營銷部門應(yīng)該讓客戶盡可能輕松、快速地熟悉它。

Video can save the day. It’s usually easier to show customers how to do something than it is to explain it. People can watch videos on their own schedules. Even for relatively easy-to-use solutions, video answers any lingering early questions quickly. 

視頻可以幫上大忙。向客戶展示如何做這件事，通常比向他們解釋為什么做這件事要更容易。人們可以根據(jù)自己的時間安排觀看視頻。即使是相對簡單易用的解決方案，視頻能解答所有無法擺脫的早期問題。

Zipcar has a series of short videos in which a Zipcar “co-pilot” talks people through the processes of getting a car, extending a reservation, fueling the vehicle, and returning it. None is longer than a couple of minutes, and they remove the mystery for new customers.

Zipcar有一系列短視頻，其中Zipcar的“副駕駛”（co-pilot）向人們講述如何找車、延長預(yù)訂、給車輛加油和還車。每個視頻都不會超過兩分鐘，它消除了新客戶對Zipcar的神秘感。

Zipcar官網(wǎng)：https://www.zipcar.com/

EMBED GUIDANCE IN THE SOLUTION 

在解決方案中嵌入指導(dǎo)

Even the simplest solutions have a learning curve. Your mission is to help customers navigate that curve quickly, reaching the point at which being a customer is easy and rewarding, rather than a difficult cognitive effort. 

即使是最簡單的解決方案也有客戶學(xué)習(xí)曲線。你的任務(wù)是幫助客戶快速地通過這條曲線，讓客戶可以輕松上手，并使他們努力便有所回報，而不是在認知上就經(jīng)歷重重困難。

If software is part of your solution, consider embedding online guides and pop-up help to direct people through the learning process. 

如果軟件是你的解決方案的一部分，可以考慮嵌入在線指南和彈出式幫助來引導(dǎo)人們完成學(xué)習(xí)過程。

Slack is an enterprise messaging and collaboration program that has shifted perceptions about what “enterprise software” looks like by focusing exclusively, even obsessively, on the user experience. From its earliest days, the people at Slack understood that rapid user success was key to its growth. What good is a collaboration tool if you’re the only one in your team using it? 

Slack是一個企業(yè)消息傳遞和協(xié)作應(yīng)用程序，它通過專注于，甚至癡迷于提升用戶體驗的方式，改變了人們對“企業(yè)軟件”的看法。從成立之初，Slack的員工就明白，快速的“客戶成功”是其發(fā)展的關(guān)鍵。如果團隊里只有你一個人在使用協(xié)作工具，那么它的好處體現(xiàn)在哪呢？

Slack 沒有銷售團隊，是一個追求產(chǎn)品質(zhì)量的geek式的公司。富有經(jīng)驗的創(chuàng)始團隊。創(chuàng)始人butterfield曾創(chuàng)立過Flickr，一個圖片分享網(wǎng)站，后被yahoo3.5億美元收購。

In an interview with Kara Swisher on the Re/Code podcast, Slack CEO Stewart Butterfield said that customer success was the company’s prime engineering objective: “We focused all of our effort on the new user experience, and I think that’s what’s made the difference.” 

Slack首席執(zhí)行官Stewart Butterfield在Re/Code播客上接受Kara Swisher采訪時表示，客戶成功是公司的首要工程目標(biāo)：“我們將所有精力都集中在新用戶的使用體驗上，我認為這才是我們與眾不同的地方?！?/p>

This focus carries all the way to the initial login. Instead of an ordinary email confirmation with instructions for logging on, the company sends first-time subscribers a “magic link” to make the first login painless. A cheerful, automated Slackbot helps people with the next steps and offers context-appropriate options, advice, and encouragement.

這種對用戶體驗的專注，貫穿整個用戶首次登錄體驗。與普通的帶有登錄說明的電子郵件確認不同，Slack向首次登錄的用戶發(fā)送了一個“魔術(shù)鏈接”，使首次登錄輕松簡單。一個令人愉快的全自動Slackbot幫助用戶進行下一步的操作，并提供和上下文匹配的選項、建議和鼓勵。

Don’t go overboard with embedded help, though. Remember Clippy, the helpful paper clip in an earlier version of Microsoft Office? Poor Clippy inspired violent thoughts in Microsoft users worldwide. There’s a fine line between offering assistance and intruding. Provide an easy way to opt out.?

不過，不要過分依賴嵌入式幫助。還記得大眼夾Clippy嗎——微軟Office早期版本中提供幫助的回形針?？蓱z的大眼夾引發(fā)了全世界范圍內(nèi)微軟用戶的激烈反響。其實，在提供幫助和侵擾用戶之間有一個微妙的界限。要提供一個讓“幫助”便捷退出的選擇。

You don’t have to build a bot; you could embed tips and suggestions that show up the first few times someone logs on. Or, create a timed email campaign that sends weekly suggestions for the first few weeks after someone subscribes.

你不一定要構(gòu)建機器人，你可以在用戶最初幾次登錄時嵌入提示和建議。或者創(chuàng)建一個定時郵件營銷活動，向訂閱用戶在最初的幾周發(fā)送每周建議。

GUIDE CUSTOMERS THROUGH CRITICAL MILESTONES?

指導(dǎo)客戶完成關(guān)鍵里程碑

Once someone is signed up, early success campaigns often cross the line into customer success. So, consider this advice from customer success evangelist Lincoln Murphy, describing the three key steps of helping customers succeed at scale:?1. Identify the good fit customers for your solution.?2. Identify the desired outcomes for those customers.?3. Orchestrate those outcomes. (To read more, visit Murphy’s site at SixteenVentures.com or read his book Customer Success .)?

一旦有人注冊了，早期成功的營銷活動往往也就進入到了客戶成功的范疇。因此，可以考慮一下客戶成功布道者林肯墨菲Lincoln Murphy的建議，他闡述了幫助實現(xiàn)規(guī)?；蛻舫晒Φ娜齻€關(guān)鍵步驟：

• 1.識別適合你解決方案的客戶。
• 2.確定這些客戶的期望結(jié)果。
• 3.為客戶的期望結(jié)果精心策劃。

Depending on the complexity of your offering, the customer onboarding process may involve leading customers through multiple steps. Those customers who complete all the milestones will most likely achieve their desired outcomes.

由于不同產(chǎn)品的復(fù)雜性不同，客戶引導(dǎo)流程可能要經(jīng)歷多個步驟。那些完成所有里程碑的客戶將最有可能實現(xiàn)他們的期望結(jié)果。

If you’ve done the work of segmenting customers, you can enroll them automatically in campaigns that lead them through the relevant milestones. If you aren’t sure which track someone should be on, proactively offer them the chance to enroll in the “start-up plan” that meets their objectives. Flesh it out with training, checklists, and personal assistance where required.?

如果你已經(jīng)完成了客戶細分，你便可以引導(dǎo)他們完成相關(guān)里程碑。如果你不確定該如何引導(dǎo)某些客戶，那就給他們提供選擇，讓他們自行加入符合他們目標(biāo)的“上手計劃”，并在必要之時，用培訓(xùn)、檢查表和個性化幫助等方式去豐富這個計劃。

The work you invest in orchestrating the initial customer path pays off in subscribers who stick around.你在策劃新客戶上手過程中所投入的努力，將會以訂閱者留存作為回報。

HELP CUSTOMERS CREATE NEW HABITS

幫助客戶養(yǎng)成新習(xí)慣

IF YOUR SOLUTION requires people to change their behavior, you have the opportunity to influence customers as? they shape new habits.?如果你的解決方案需要人們改變他們的行為，那么你就有機會在客戶形成新習(xí)慣時影響他們。

As director of the Persuasive Technology Lab at Stanford University, B.J. Fogg researches how to use technology to change behavior. The Fogg method, as he outlines it, consists of three steps:?1. Identify the specific behavior you want to occur.?2. Determine a small step toward this final goal, and make it simple: the easier the behavior, the greater the chance of it becoming habit.?3. Trigger this behavior through prompts or environmental changes.?

作為斯坦福大學(xué)勸說技術(shù)實驗室的主任，B.J.Fogg研究如何利用技術(shù)改變行為。Fogg的方法可以概述為三個步驟：

• 1.確定你希望發(fā)生的特定行為；
• 2.確定邁向最終目標(biāo)的一個小步驟，并使之盡可能簡單：行為越簡單，就越有可能成為習(xí)慣；
• 3. 通過提示或環(huán)境改變觸發(fā)此行為。

Persuasive Technology Lab at Stanford University

斯坦福大學(xué)勸說技術(shù)實驗室

https://captology.stanford.edu/

Fogg的個人主頁：https://www.bjfogg.com/Fogg Behavior Model

福格行為模型?B=MAP?一種行為是由動機、能力和提示三者充分融合而產(chǎn)生的

Technology can aid with habit formation by providing a “trigger” or reminder for these behaviors. But behavior can be stubborn, and you should not take it for granted that subscribers will immediately change the way they do things, no matter how wonderful your solution is.

技術(shù)可以通過為這些行為設(shè)置“觸發(fā)點”或提醒，來幫助習(xí)慣形成。但是人的行為可能是頑固的，不管你的解決方案有多好，你都不要想當(dāng)然地認為訂閱者會立即改變他們的行為習(xí)慣。

GUIDE NEW CUSTOMERS THROUGH THE HABIT CHANGE?

引導(dǎo)新客戶改變習(xí)慣

Meditation is like exercise; making the time to do it each day is a challenge. For the online meditation app Headspace, the challenge isn’t explaining to people how to use the app; it’s getting them to make the time and meditate regularly.?

冥想就像鍛煉；每天抽出時間做冥想絕對是一項挑戰(zhàn)。對于在線冥想應(yīng)用程序Headspace來說，挑戰(zhàn)并不是向人們解釋如何使用該應(yīng)用程序；而是讓他們騰出時間和定期冥想。

Headspace eases potential customers into the meditation habit by offering a free course of ten days, ten minutes each, called the “Take Ten” program. Once you subscribe, the company sends a welcome letter with useful links and instructions, encouraging you to complete the ten days. At the conclusion, emails prompt you to continue with a paid subscription and additional meditation courses. You can opt in to meditation reminders or ask to be connected with a meditation buddy.?Headspace

通過提供一個每天十分鐘的十天免費課程，稱為“十分鐘”項目，讓潛在客戶養(yǎng)成冥想的習(xí)慣。當(dāng)你開始訂閱，公司會發(fā)送一封歡迎郵件給你，郵件中包含一些實用鏈接和指導(dǎo)信息，用來鼓勵你完成這十天的課程。課程完成后，郵件會提示你進行付費訂閱和額外的冥想課程。你可以選擇加入冥想提醒或要求與冥想好友取得聯(lián)系。

Getting the reminders right is a delicate balance. As a business promoting mindfulness and inner peace, the last thing the company wants to do is to irritate its subscribers. By guiding people through the start of a meditation practice and supplementing the software with reminders and social support, Headspace influences habit formation.

恰當(dāng)?shù)奶嵝咽且环N微妙的平衡。作為一個倡導(dǎo)正念和內(nèi)心平靜的企業(yè)，公司最不想做的就是激怒它的訂閱用戶。Headspece通過引導(dǎo)人們開始冥想練習(xí)，并輔以具備提醒功能和社交支持功能的軟件，最終引導(dǎo)習(xí)慣養(yǎng)成。

ENCOURAGE NEW HABITS WITH GAMIFICATION?

通過游戲化鼓勵新習(xí)慣

A little friendly competition can serve as additional motivation when forming new habits. That’s why fitness trackers suggest that you share your data with others and include competitive and game-like features.?

一點友好的競爭可以作為新習(xí)慣養(yǎng)成時的額外動力。這就是為什么健身追蹤器建議你與他人分享你的數(shù)據(jù)，并且提供競爭性和游戲化的功能。

Gamification is adding elements of traditional games (points or badges, competition) to other, non-game activities, making them more fun or habit- forming. Many businesses use gamification to encourage adoption and loyalty.

游戲化是將傳統(tǒng)游戲的元素（點數(shù)或徽章、比賽）添加到其他非游戲的活動中，使之更加有趣或易于習(xí)慣養(yǎng)成。許多企業(yè)使用游戲化來鼓勵客戶使用并提升忠誠度。

For years, I carpooled to chorus rehearsals in San Francisco with three other singers. Being Silicon Valley denizens, we relied heavily on navigation applications like Waze. As we sat in traffic or wound our way through back streets in San Francisco, we would track our progress, keep track of the changing arrival time, and report slowdowns and accidents back to the app. Reporting observed incidents earned the Waze users commuting points that eventually led them to achieve ninja status.

多年來，我和其他三位歌手拼車去舊金山參加合唱團排練。作為硅谷居民，我們重度依賴Waze這樣的導(dǎo)航應(yīng)用程序。當(dāng)我們堵在舊金山的車流中或蜿蜒穿過后街時，我們會反復(fù)查看我們的行程和不斷變化的預(yù)計到達時間，并向應(yīng)用程序報告緩行和事故路段。報告觀察到的事件能為Waze用戶贏得通勤點數(shù)，最終使用戶贏得忍者地位獎勵。

For Waze (now part of Google), customers who share their real-time experiences make the data itself richer and more valuable for all Waze users. It’s the network effect in action, in which each addition to the network increases its value overall. Providing points for participation encouraged the Waze subscribers to use the app, delivering more data and increasing loyalty.

對于Waze（已被Google收購）來說，客戶實時分享他們的經(jīng)歷，使數(shù)據(jù)本身更豐富，也對所有Waze用戶來說更有價值。這是網(wǎng)絡(luò)效應(yīng)在起作用，網(wǎng)絡(luò)中的每一個元素都會增加它的整體價值。提供參與度點數(shù)獎勵能更好的鼓勵Waze用戶使用該應(yīng)用程序、提供更多數(shù)據(jù)并提高忠誠度。

網(wǎng)絡(luò)效應(yīng)在經(jīng)濟學(xué)中，網(wǎng)絡(luò)效應(yīng)（也稱網(wǎng)絡(luò)外部性或需求側(cè)規(guī)模經(jīng)濟）是指用戶從一個好的或服務(wù)中獲得的價值或效用取決于兼容產(chǎn)品的用戶數(shù)量的現(xiàn)象。網(wǎng)絡(luò)效應(yīng)通常是積極的，導(dǎo)致給定用戶在其他用戶加入同一網(wǎng)絡(luò)時從產(chǎn)品中獲得更多的價值。額外用戶采用產(chǎn)品可分為兩種效果：對所有其他用戶的價值增加（“總效果”）以及增強其他非用戶使用該產(chǎn)品的動機（“邊際效應(yīng)”）。

If gamification can improve the experience of commuting in traffic, then it’s on to something.

如果游戲化能改善通勤體驗，那就有意義了。

From a value-nurturing perspective, adding a competitive or gaming component may encourage customers to use your solution so they realize value quickly.

從價值培育的角度來看，引入競爭性或游戲模塊會鼓勵客戶使用你的解決方案，以便他們快速認識到解決方案的價值。?

OFFER GREAT TRAINING

提供良好的培訓(xùn)

WITH SOLUTIONS LIKE ENTERPRISE SOFTWARE, long-term success may require customers to develop expertise. Learning becomes part of the adoption hurdle. Make sure you offer effective, accessible instruction for subscribers.

對于企業(yè)軟件等解決方案，長期成功可能要求客戶自行提升專業(yè)知識。學(xué)習(xí)便自然而然成為使用障礙的一部分，因此要確保為訂閱者提供有效的、便利的指導(dǎo)。

Training programs represent a golden opportunity for marketing organizations to influence the customer’s realization of value. Remember that Economic Value to the Customer, or EVC, is the sum of the tangible and intangible value perceived by the customer. For complex products, effective instruction is one of the surest ways to increase the tangible value of your solution.

培訓(xùn)類項目是營銷組織影響客戶價值實現(xiàn)的黃金機會。請記住，顧客經(jīng)濟價值（EVC）是客戶感知到的有形價值和無形價值的總和。對于復(fù)雜的產(chǎn)品而言，提供有效的指導(dǎo)是增加解決方案有形價值的最可靠方法之一。

Interestingly, effective training can also move the needle on the perceived , or intangible, value. As customers invest time and effort in learning, their personal commitment to your solution increases.

有趣的是，有效的培訓(xùn)也可以改變客戶能感知到的或無形的價值。隨著客戶在學(xué)習(xí)上投入時間和精力，他們對你提供的解決方案的個人忠誠度也會增加。

If you do a terrific job of teaching them, people are more likely to become loyal customers.如果培訓(xùn)效果良好，培訓(xùn)對象更有可能成為忠實客戶。

CHOOSE TRAINING BASED ON CUSTOMER NEEDS

根據(jù)客戶需求選擇培訓(xùn)

Design and present the training in the right formats and doses to match the customer’s needs.

根據(jù)客戶的需求，以合適的形式和場次來設(shè)計和提供客戶培訓(xùn)。

For example, in the business software world, administrators or power users may seek out intensive instruction, while everyone else can get by with a few videos. You may develop several training tracks, divided into short, functional components that people can access at the right moment in time. If you offer live webinars, also publish the recording after the fact for those who cannot make the scheduled time.

例如，在企業(yè)軟件領(lǐng)域，管理員或超級用戶可能會尋求強化指導(dǎo)，而對于其他人，一些視頻便足以應(yīng)付。你可以開發(fā)幾個培訓(xùn)規(guī)劃，由簡短的、功能性的模塊組成，來幫助客戶及時的定位到相應(yīng)模塊進行培訓(xùn)。如果培訓(xùn)以現(xiàn)場網(wǎng)絡(luò)研討會形式提供，務(wù)必錄像并及時發(fā)布，方便那些不能及時出席的培訓(xùn)對象。

We are surrounded with diverse options for on-demand learning and instruction in our personal lives; your customers will expect you to provide a similar range of options. Offer training through multiple formats, such as videos, podcasts, and written materials. For directed or assisted training, consider using a learning management system.

在個人生活中，我們面臨著各種各樣的按需學(xué)習(xí)和指導(dǎo)；你的客戶同樣期待你能提供類似的選項。所以要提供多種形式的培訓(xùn)，如視頻、播客和書面材料。對于定向或輔助性培訓(xùn)，請考慮使用學(xué)習(xí)管理系統(tǒng)。

ADD VALUE THROUGH CERTIFICATION

通過認證實現(xiàn)增值

Amplify the impact of instruction by offering formal certification for those who complete in-depth training.

為完成深度培訓(xùn)的人員提供正式認證來擴大培訓(xùn)的影響。

Certification gives customers explicit evidence of their skills and makes the solution more valuable as part of their skillset. Many technology leaders offer certification training, including Apple, IBM, Google, Hubspot, and countless others. Technology companies know that certified practitioners become powerful advocates, particularly in industries in which people change jobs frequently.

認證為客戶提供了他們所擁有技能證明，你的解決方案也因成為他們技能的一部分而更有價值。許多技術(shù)引領(lǐng)者提供認證培訓(xùn)，包括蘋果、IBM、谷歌、Hubspot等數(shù)不勝數(shù)?？萍脊局?，通過認證的從業(yè)人員是最有力的宣傳，尤其是在人們頻繁跳槽的行業(yè)。

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