It’s time to “mother” the To B business of AI and cloud

Customer Success vs. Growth Hacking: The Two Forces of Hard Technology

For those who follow the consumer market, you may notice that today’s technology products are basically “feminized”.

Feminization originally referred to the feminization of various characters and even non-living beings in the ACGN (animation, manga, games, novels) world. Interestingly, the earliest “feminization” came about because of AI, when a Japanese high school student created a desktop AI secretary program with an imaginary personality called “Haruna” in 1995.

Nowadays, more and more technology products are being feminized, the anthropomorphic AI image “artificial retard” Ai, Microsoft Windows system “warm wife mother”, various cell phone manufacturers to create a secondary virtual image, etc. Glory had launched the voice assistant YOYO has been called by consumers to “buy a cell phone to send his wife”.

Since female characters can effectively close the distance between the brand owners and C-side consumers, which makes me brainstorming, more and more focus on consumer and user communication AI and cloud market, can we rely on “feminization” to open up the competitive gap?

The 2B business from transaction to delivery
Why should 2B learn from 2C market to “sissify”? To answer this question, we must first understand the basic business model of the AI and cloud market.

It's time to "mother" the To B business of AI and cloud

In the past, algorithm companies need to build core technology and breakthrough algorithms in a small area, and then look for market attention and profit, which is also called “holding a hammer to find a nail” by industry insiders, which leads to a vague profit model and long return cycle, and many well-known AI labs have more or less the problem of difficult commercialization.

Nowadays, the demand for intelligent transformation of thousands of industries has given AI algorithm companies a new way of development, such as developing corresponding algorithms for a customized scenario and personalized business needs and gaining returns.

Similar changes are taking place in the cloud market. The mainstream business model of public cloud services is to sell IaaS, PaaS, SaaS and other cloud service products, allowing enterprise users to flexibly rent the virtualized resources of cloud infrastructure service providers, providing application software tools for private cloud users to rent for a fee, or tailoring solutions to the business needs of vertical industries for digital intelligence transformation.

These changes also make AI and cloud the core of this To B business has become.

One, to “build a hammer for a nail”, based on the actual needs and pain points of potential customers to design and develop products.

Second, it is no longer a “one-shot deal”, the transaction frequency is increased, the purchase logic from buyout to on-demand consumption, from transaction to delivery, service cycle is extended, but also requires cloud service providers to continuously upgrade products and services to cope with dynamic competition.

User-centric, subscription-based consumption is the mainstream, requiring AI and cloud giants to also start using a new sales logic to take the hearts of B-side users. Hey, isn’t it just a C-sided internal flavor? I can’t wait to see a few AI and cloud giants “fight”!

Can not be cute but enough to “mother”: the sweetness of the first step
Since the 2B business also want to start “with the goods”, then in the C side of the tried and true “sissy” strategy, really do not consider?

The “feminization” mentioned here does not simply mean creating a cute virtual image for a B-side brand, product or technology, but a flexible use of feminine To C play to run To B business.

It's time to "mother" the To B business of AI and cloud

For example, Salesforce, which is integrated to provide a range of product services such as CIM and AI, has seen significant growth in market capitalization and revenue. In a Salesforce article, it was shown that companies with more than 45% female employees in their sales force had higher than average profit revenue.

A study by solutions provider Xactly in 2019 also illustrated that 86% of female salespeople received budgeted amounts from customers, compared to 78% of men.

There are already a number of To B tech companies that have proven that women are more likely to drive the sales cycle to the next level, and the intent is not for women to come in for the monotonous technical terms and projects to stimulate eyeballs, but to play up more female-exclusive traits to drive healthy long-term growth in the B-side of the business. And that, in turn, is why the AI and cloud market should add more female color.

Customer Success vs. Growth Hacking: The Two Forces of Hard Technology
Specifically, the alignment of women with the To B market is reflected in three areas.

The first is providing additional value.

The trend of digitalization, the decision makers of corporate customers can access a lot of information on their own, the importance of digital tools such as search engines and information platforms in marketing activities wanes, and decision makers want salespeople to provide value beyond digital tools, advancing from introduction-oriented to problem-solving. Examples include the ability to collaborate and customize solutions for customers, and the ability to listen and communicate clearly about user needs. These abilities to focus on meeting customer needs are more important than the ability to persuade, playing to the strengths of women.

It's time to "mother" the To B business of AI and cloud

Second, success is based on user success.

As mentioned earlier, as AI and cloud provide long-cycle, complex services to more industries, it also dictates more emotional and complex decisions. Value is also no longer about the initial sale, but about continued and expanded purchases over time. At this point, the capabilities that women excel at – connecting, collaborating and finding solutions – are especially important to moving projects forward.

It is clear that “customer success” is a reasonable expectation for AI and cloud projects on the ground, as opposed to aggressive, competitive attacks like “growth hacking.

And LinkedIn’s Language Matters report found that gender-neutral language such as “customer-centric” and “success” is more attractive to female workers. Language such as “strong-willed” and “confident” was equally positive for male and female workers. As of April 2020, the global customer success teams (CSMs) at some of the largest technology companies, such as Oracle and Salesforce, are led by women to help customers achieve sustained value to drive loyalty.

And another opportunity for women’s roles to become increasingly important is the shift to remote sales.

Women are also empowered by the reduced travel opportunities for salespeople in the wake of the epidemic crisis and the increased reliance on video and other online communication channels that can balance the demands of career and family.

In the To C Internet software world, there are many examples of programmers playing the role of female users to maintain application activity, and the advent of “all-male” shows the importance of communication and empathy with users.

In the future, under the new business model of customization, full-scene, consumer-style, and solution output, women will no longer be passive spectators of the landscape, but are becoming an indispensable force in the AI and cloud markets.

Posted by:CoinYuppie,Reprinted with attribution to:
Coinyuppie is an open information publishing platform, all information provided is not related to the views and positions of coinyuppie, and does not constitute any investment and financial advice. Users are expected to carefully screen and prevent risks.

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