For enterprises, if a product comes out but no users understand the core value of the product when using the product, it HE Tuber will easily lose customers. Below, the author compiled and shared an article about the "aha moments" that B-side companies ignore. Let's take a look at it together!

Before talking about the main text, we need to first explain what "Aha Moment" is. This concept comes from the concept of "Growth Hacking". "The "Aha Moment" is the moment when the product shines in the user's eyes, and it is the moment when the user truly discovers the core of the product. moments of value (why the product exists, why they need it, and what they get from it).

In other words, this is when users realize why this product is indispensable to them. It’s the experience in this moment that turns early users into power users and ambassadors of the product. "It can be seen that this concept is mainly aimed at C-side products, which can be physical objects or APPs. What I want to say this time is about the B-side "aha moment".

Most B-side solution companies focus on product development and customer lead acquisition, and often ignore the exploration of product highlights. Of course, for a B-side product, the core is still focused on the development of functions and the expansion of scenarios. However, what customers are often concerned about is It is the pain point of current business needs, which is often one or two scenarios and a few functions. When pre-sales are explaining how powerful the product functions are and how rich the scenarios are, customers often have no idea or even have vague concepts.

Relatively speaking, it is easier to communicate with customers such as the Internet and new power car companies, because even if they do not encounter problems, their understanding of the scenario will be brought in quickly. However, for customers from traditional enterprises, their relative operational capabilities and Internet thinking are relatively different. If it is not correct, there will be a lot of information asymmetry problems. It will be embarrassing to say "I almost don't understand this" after talking for a long time in the dark.

The functional layer often has certain understanding barriers with the business layer, so it is necessary to add a presentation layer to help the function explain the purpose, scenario, and meaning of the function, and quickly bring it to the customer, so that the customer "suddenly understands" it. To put it simply, the presentation layer is reports, reports that match functional items, reports that highlight output results and output values, and functions that can make customers shine that are often ignored by B-side companies, which are what I call B-side products. The “aha moment”.

I have been responsible for digital marketing, that is, CDP, MA, and DMP. MA and DMP are both biased towards business products, which have a lot of data management and data analysis capabilities, so I won’t use these two as examples (yes) If you don’t understand the platform, you can check my previous content). Take the customer data platform as an example. CDP itself is a management platform for customer data. It links upper-layer data for standardized integration and provides data for business layer products to use. MA and DMP both require scenarios. The data accessed from CDP is not limited to these two platforms. You can check the specific applicable scenarios:

Since the attributes of CDP data are more focused, its business operation scope is given priority, that is, grouping, tags, and portraits. Often these cannot highlight the core value of CDP, and its value is more reflected in ID management, ID fusion, and attribute events. Updates and applications tend to have hidden functions; the most common one is comparing CRM with CDP. You see, it also has groups and labels. Is CRM enough?

When encountering this kind of problem, some B-sides come up with a lot of configuration functions, telling customers that they need to configure data sources, configure IDs, perform IDmappng, and flexible attribute events. However, many traditional customers are confused. Marketing is mostly a business-side operation. When Kaka talks about data sources, most people don't understand. This leads to serious information asymmetry and the pain of not getting the point. But if there are several pictures showing the results, and the functional value can be quickly explained

the superiority and inferiority can be clearly understood.

But when it comes to ID fusion, technical capabilities such as big data, graph computing, and pruning are required. However, through image presentation and a correlation diagram, you can clearly see the many IDs associated with one ID and the source of each ID. For different systems, ID fusion is to integrate the IDs and data of each system to form this type of ID map, which is easy to understand.

Similarly, CDP only has data support capabilities, which are called through APIs and other methods. You may not know what the API is when you tell the business, so you need to visualize the request volume. Through charts, you can quickly understand which platform, what is called, and what is called. How much, call trends, etc., can prove in one click that although the business is not used much, in fact, relatively large value will be generated in each system.

To put it bluntly, many systems are back-end systems, biased towards data processing, and are very important for upper-level business support. However, from a purely business perspective, more emphasis is placed on their use of the system. Most enterprises are driven by business needs and ignore the underlying system. Support function, thereby reducing the human and financial support for the underlying system. Once problems occur later, they are often irreversible or require more labor costs to repair.

The same is true for B-side companies. Because there are no business needs or pain points, the underlying system tends to be usable. In many cases, it is not easy to use, let alone the ability to demonstrate concretely.

System B is a business system, and system A is the underlying support of system B. Customers always question why we have to buy system A when buying system B, and what is the use of system A? After purchasing systems A and B, For a while, the company asked for an analysis of the AB system. What value does the two systems provide? System B is a business system and can easily demonstrate performance. System A is the bottom layer and supports the upper layer. If it does not consider the dependence on data and the use of data, It is difficult to realize the underlying value of system A due to the collection.

It is very simple to solve the above problem. It is to present the data in a BI-like way and realize real-time or T+1 update of the data. This not only provides better explanation in the post-deployment business scenario, but also facilitates ordering on the B-side and provides comparison. Much help. People talk about eye-catching, and products also talk about eye-catching. People who don’t understand can tell which system looks better, which system is more comfortable, and which system is more “cool” by putting the two systems together. Although it is a bit one-sided, this This is the “aha moment” for B-side products.

columnist

Guangbo, WeChat public account: Guangbo, everyone is a product manager columnist. He has extensive practical experience in the digital transformation of large enterprises, has product implementation experience in public and private domain marketing, and is familiar with domestic and foreign launch platform rules and application logic.

This article was originally published on Everyone is a Product Manager. Reprinting without permission is prohibited

The title picture comes from Unsplash, based on the CC0 agreement

The opinions in this article represent only the author's own. The Renren Product Manager platform only provides information storage space services.