In the era of stock, in-depth operations are essential.

Since 2019, an increasing number of enterprises have found themselves in the grip of a traffic dilemma. The issues of peaking internet growth dividends, saturated vertical markets, and the vulnerabilities of public platforms have gradually come to light. According to a report by Quest Mobile, competition for mobile internet traffic intensified in 2020, with overall internet growth continuing to slow, yet user engagement time increasing. This indicates that in-depth traffic operations have become a trend and an urgent need for enterprises.

Thus, the low-cost and refined private domain model has emerged. It possesses three major advantages: controllable traffic, repeated reachability, and high customer value, which can effectively address the marketing pain points within the context of public domains. ``

When the era of acquiring large amounts of traffic at low cost becomes a thing of the past, focusing on private domains and revitalizing existing assets becomes the critical aspect of marketing.

1. The Meaning of Stock: Converting Public Domains to Private Domains

We refer to public domains as traffic, and this traffic only becomes stock when it is digitized, meaning it turns into "data" that enterprises can fully leverage.

2. Data Storage Trends: Digitalization and Dynamization

The storage of customer data can be examined from the perspectives of storage format and storage level.

01 **Storage Format:**

Traditional storage formats include paper records and electronic documents. With the implementation of information management, CRM (Customer Relationship Management) systems began to be used for data storage. In 2019, the market size of the CRM industry in China reached 3.5 billion yuan, growing by 16.7% year-on-year, entering a phase of rapid market expansion. One of the fundamental elements for enterprises to efficiently operate user data is data digitalization.

02 **Storage Levels:**

The storage level significantly impacts the timeliness and effectiveness of data: transitioning from static data to dynamic data.

Let's start with an example. Your enterprise has a potential customer named Xiao Wang. The information about Xiao Wang shows:

Male, 30 years old, works at a company based in Shanghai, holds the position of manager — these are all examples of static data.

Today, Xiao Wang attended your company's live course, filled out a survey afterward, selected "Very Interested" in the survey, received the complimentary industry white paper, repeatedly browsed the company's official website, and engaged in a series of interactions with the public account. This series of activity data is known as dynamic data.

Dynamic data caters to a variety of marketing scenarios and can be utilized in numerous ways: analyzing user psychology and existing needs to provide corresponding services; leveraging conversion data at different stages to address issues in the current marketing journey; and using user feedback to validate optimization results.

3. From Marketing Funnel to Marketing Flywheel

01 Detailed Management of Stock Data, Reducing Ineffective Steps

The widely-used sales funnel model refers to the process of finding prospective customers, filtering them through various stages, and ultimately achieving successful sales.

However, some customers have already gone through part of this process independently before contacting sales. If the funnel model still places them at the initial stage for nurturing, providing basic content like product introductions when they have already found the needed products and gained information about the company, it creates an ineffective step. This not only reduces efficiency and user experience but can also negatively impact conversion results.

Efficiently identifying customer data through tag-based detailed management can effectively minimize ineffective marketing efforts and accelerate conversion rates. ``

There are generally three ways to accumulate precise and effective customer data:

• The company's R&D department tracks IP addresses one by one and records them.
• Distribute survey questionnaires to customers and collect statistical data.
• Leverage specialized Martech marketing automation to balance comprehensiveness and precision.

In the early stages of nurturing, when user data enters the marketing automation platform, it is distinguished by data source. Subsequently, the platform records all static and dynamic user data. Using a tag-based management mechanism, it differentiates user data and performs comprehensive scoring based on user attributes and behaviors. This process automatically incubates high-quality, precise, and effective data, reducing ineffective marketing efforts while significantly enhancing user experience and accelerating conversion.

02 Refined Operations: Design Marketing Journeys to Revitalize and Retain Customers

Refined operations can truly maximize the value of existing assets. Implementing operational strategies requires attention to three key aspects: user segmentation, behavior mapping, and performance feedback.

A digital marketing journey is a trigger-based interactive system that can address the three key aspects mentioned above. Company personnel only need to focus on initial journey design, mid-term data observation, and post-campaign feedback optimization. The nurturing process is fully automated, forming a customer-system-customer quality marketing loop.

The specific process for designing a marketing journey is as follows:

03 Empower the Entire Offline Activity Process, Enhance Response Willingness

Offline exhibitions are an indispensable channel for traditional B2B enterprises, but they face challenges such as the difficulty of integrating online and offline customer data and the inefficiency of utilizing post-event information. Therefore, a comprehensive update to the exhibition process is needed:

First Stage: Event Warm-Up, Establish a Private Traffic Pool

Utilize the channels of the company and exhibitors (email, SMS, new media platforms) for promotion: release H5 invitations and countdown posters to repeatedly engage the senses. The invitation includes a reservation QR code; scanning it and filling out a form will provide an attendee QR code. Send a reminder the day before the event, including weather, transportation, and attendance information.

Import the company's followers, exhibitors' followers, and reservation form data into a unified platform. Clean and filter this data to create a private user pool for the event.

Second Stage: Offline Check-In, Online Cloud Services

Attendees check in at the venue by scanning a QR code to redeem reservation benefits, guiding customers to the event. After check-in, a WeChat notification provides support services such as event navigation and online customer service.

Customers who did not attend the event can access the cloud exhibition portal to learn about company information, product introductions, customer case studies, and more. They can also engage in online consultations with on-site staff.

Third Stage: Unified PR, Categorized Follow-Up

During the first two stages, dynamic scoring and tag-based categorization of each customer in the private pool have been completed. For all customers, send an event recap. Invite highly engaged customers to fill out a satisfaction survey regarding the exhibition, and have the sales department follow up for conversions.

Generate quantitative data and visual reports, focusing on metrics such as the number of new visitors, channel traffic, customer acquisition and conversion rates, visitor registration rates, and acquisition costs. Use this data to analyze the effectiveness of the event and optimize the activity process.

In the process of revitalizing existing assets, the introduction of Martech optimized customer experience and marketing processes. As the focus shifts to existing customers, the linear marketing process transforms into a customer-centric approach, with the traditional marketing funnel evolving into a marketing flywheel.

Using a funnel model often results in wasted leads and lacks sustainable growth. In contrast, a flywheel is a low-energy, high-power mechanism that places the customer at the center. It involves multiple continuous nurturing methods where each technique is interlinked, re-engaging dormant customers and driving secondary and multiple conversions.

The flywheel model reflects the core philosophy of refined operations, which is to provide differentiated services, enhance traffic distribution efficiency, and deeply explore user value.

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